How To Sell Multiple Products To Your Customers
Eben Pagan teaches how to create a product curriculum instead of just a product line, using strategic positioning to make each product its own defensible category. He demonstrates this with examples from his dating advice business, showing how to identify customer needs and create interconnected products that lead customers through a multi-step development process.
Key Moments
How to Create a Product Curriculum Strategy -- Transform your product line into a strategic curriculum that creates competitive barriers and guides customer development
Make Each Product Its Own Category to Block Competitors
Create competitive barriers by making each product its own category so competitors must compete with entire categories rather than individual products
Make Each Product Its Own Category to Beat Competitors
Make each product its own category so competitors have to compete with entire categories rather than individual products. This creates a defensible stronghold with high barriers to entry.
Product Curriculum vs Product Line
A product line is just a collection of products, while a product curriculum is a strategic educational journey. With a product curriculum, you guide customers through multi-step development processes where each product builds on the previous one.
Base Backend Products on Customer Needs Not Market Wants
Base your backend products on specific customer needs rather than general market wants to create targeted solutions
Building a Daisy Chain of Progressive Product Levels
Create a daisy chain where each product connects to the next, guiding customers through progressive development levels. Base the sequence on customer needs and natural progression of skills or knowledge.
Relevant Clips14
- How-To
How to Create a Product Curriculum Strategy -- Transform your product line into a strategic curriculum that creates competitive barriers and guides customer development
- Teaching
Product Curriculum vs Product Line
A product line is just a collection of products, while a product curriculum is a strategic educational journey. With a product curriculum, you guide customers through multi-step development processes where each product builds on the previous one.
- Teaching
Building a Daisy Chain of Progressive Product Levels
Create a daisy chain where each product connects to the next, guiding customers through progressive development levels. Base the sequence on customer needs and natural progression of skills or knowledge.
- Teaching
Target Customer Pain Points Not General Market Wants
Focus on your customers' biggest needs and challenges rather than general market wants. Identify where customers struggle most and create specific products that speak directly to those needs.
- Teaching
Make Each Product Its Own Category to Beat Competitors
Make each product its own category so competitors have to compete with entire categories rather than individual products. This creates a defensible stronghold with high barriers to entry.
- Teaching
Positioning Yourself as an Educator Not a Product Seller
Position yourself as an educator helping customers develop rather than just selling products. Focus on the educational value and multi-step development process you're providing.
- Teaching
Make Each Product Its Own Category to Block Competitors
Create competitive barriers by making each product its own category so competitors must compete with entire categories rather than individual products
- Teaching
Linking Products in a Curriculum for Progressive Development
Link products together in a curriculum format to guide customers through multi-step development rather than offering isolated solutions
- Teaching
Creating Each Product as Its Own Defensible Category
Transform your product strategy from a product line to a product curriculum by creating each product as its own defensible category
- Teaching
Positioning as Educational Builds Customer Loyalty and Progression
Position your business as educational and helpful rather than just selling products to create customer loyalty and progression
- Teaching
Base Backend Products on Customer Needs Not Market Wants
Base your backend products on specific customer needs rather than general market wants to create targeted solutions
- Quotable▶ 1:09
Each Product Becomes Its Own Ownable Category
what if each product could be its own new Niche or category so what if each product could be its own category I thought that would be cool because then if you want to compete with us and you compete with that product you're competing with a category itself
Show 2 more
- Quotable▶ 5:33
Product Curriculum Addresses Needs Product Lines Just List Stuff
the product line is just here's all my stuff the product curriculum is wow it's really good that I met you because I think I can help you with some of your needs
- Quotable▶ 6:06
Product Curriculum Mindset — Education Not Selling
a product curriculum that mindset is it's education it's helping another person it puts you in that mindset
Entities Touched
Concepts
Questions
Canonical Teachings
Summary
From Product Lines to Strategic Curriculum
Pagan introduces the concept of planning a product curriculum as businesses scale beyond initial success. Rather than launching disconnected products, he advocates for creating each product as its own defensible category that competitors cannot easily replicate.
Identifying Customer Needs for Backend Products
Using his dating advice business as an example, Pagan demonstrates how to identify specific customer challenges and create targeted solutions. He moved from general programs to specific needs like approaching conversations, online dating, and inner game development.
Creating Competitive Barriers Through Categories
Pagan explains his strategic approach of making each product its own category, forcing competitors to compete with entire categories rather than individual products. This creates what he calls a 'very defensible stronghold' with high barriers to entry.
Linking Products into Educational Journeys
The final section covers how to 'daisy chain' products together into a curriculum that guides customers through progressive development. This educational approach positions the business as helping rather than just selling, creating stronger customer relationships and progression paths.
Counterpoint
Claim: “Launch products based on what everybody wants or what seems popular in the market”
Reframe: Base products on specific customer needs and challenges, creating targeted solutions that address real problems
Pagan moved from general products covering 'all of the different facets' to specific need-based products like approaching women, online dating, and inner game, resulting in 12-15 products in just one category
Claim: “A product line is just a collection of all your different products and offerings”
Reframe: A product curriculum is a strategic educational journey that helps customers develop through multiple levels with interconnected solutions
Product line: 'here's all my stuff' versus product curriculum: 'there's a multi-step process after this to develop you to the next level and the next level and the next level'
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Topics
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Common Mistakes