If You Built Something Nobody Knows They Need, Do This — Transcript

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1. 0:00I'm a developer and I built a successful
2. 0:02skin care product. Oh, look, theme of
3. 0:03the day, lotions and skin care.
4. 0:05Um for climbers. All right, our branding
5. 0:07message is well received, great. But, I
6. 0:10feel like I can't sell it if my life
7. 0:12depended on it. Talking to people, let
8. 0:14alone selling, turns out to be extremely
9. 0:15hard for me. I'm desperately looking for
10. 0:16advice on transitioning from development
11. 0:19to traditional sales. I love what we
12. 0:20built, but my lack of sales acumen is
13. 0:22slowly killing the brand.
14. 0:26>> [sighs]
15. 0:27>> Beauty, beauty, beauty, beauty.
16. 0:28>> Can get this side at all?
17. 0:30>> Oh, yeah.
18. 0:30>> Otherwise, you're going to be just
19. 0:31roasted on one side. All right, do you
20. 0:33want to answer or do you want me to
21. 0:34answer?
22. 0:34>> Well, I'm I'm thinking about a couple
23. 0:36things, which is like I was just talking
24. 0:37to a girl on Dear Layla the other day.
25. 0:40Um
26. 0:40look at this. We should sell pictures of
27. 0:42your shoulder.
28. 0:43>> That's right, just glistening.
29. 0:44>> Yeah.
30. 0:45>> All its glory.
31. 0:46>> All right. All right.
32. 0:48>> All right, finally. Yes. So, [ __ ]
33. 0:50>> I think well, I there's a couple things
34. 0:52that come to mind, which is like
35. 0:54>> [snorts]
36. 0:54>> first
37. 0:55um Jesus.
38. 0:56>> What is that?
39. 0:58>> [laughter]
40. 0:58>> It sucks.
41. 1:00>> Okay.
42. 1:01>> Is skin care in general
43. 1:04>> [laughter]
44. 1:05>> I was I was talking to What?
45. 1:07This is from you.
46. 1:08>> [laughter]
47. 1:10>> You make me look like this.
48. 1:12Um
49. 1:13is that
50. 1:14in general
51. 1:16I hope our employees aren't watching
52. 1:17this.
53. 1:18They are. Anyways, hi guys. [ __ ] my
54. 1:20life.
55. 1:20Um
56. 1:22I just talked myself into the biggest
57. 1:23rabbit hole using your shirt.
58. 1:25>> Don't use my shirt.
59. 1:26>> I'm using
60. 1:26>> It's not coming off. Fine, it's just a
61. 1:28shirt. All right.
62. 1:29>> Okay.
63. 1:29Um
64. 1:31is I think
65. 1:33>> [sighs]
66. 1:33>> people can say that they like your brand
67. 1:35and messaging, that doesn't mean they're
68. 1:36going to buy from you. I think those
69. 1:37things are completely separate.
70. 1:38>> Yeah.
71. 1:39>> Um [snorts] I had a girl who she had
72. 1:41built a skin care company based on, you
73. 1:43know, holistic something for mothers.
74. 1:46And um
75. 1:48basically nobody was buying and I was
76. 1:49like, well then it they can say whatever
77. 1:51they want. Maybe they're just saying
78. 1:52that to make you feel good because the
79. 1:53fact they're not going to buy from you.
80. 1:54>> Super real.
81. 1:56>> Which is true. People feel bad and so
82. 1:57they're like, "I love the mission." Just
83. 1:58like not going to buy.
84. 1:59>> No.
85. 1:59>> Um also like how do you know people like
86. 2:02the brand if they don't buy?
87. 2:03>> People vote with their dollars.
88. 2:04>> Yeah, the measurement of if the brand
89. 2:06resonates with people is that they feel
90. 2:07compelled enough to buy the thing.
91. 2:10So, that's the first thing I think
92. 2:12about. The second thing is that
93. 2:14it's in a niche of a niche, which is
94. 2:16skin care
95. 2:17>> for climbers.
96. 2:18>> for climbers.
97. 2:19So,
98. 2:21you not saying you need to do anything
99. 2:22differently, but I will say just to
100. 2:24inform you is like it is
101. 2:29finding your customers is going to be
102. 2:30the hard part, in my opinion.
103. 2:31>> Yeah.
104. 2:32>> Um up to that. Oh, thanks.
105. 2:35>> It's all right.
106. 2:36>> Um
107. 2:37>> Who is this guy?
108. 2:38>> Because it's like you need to find
109. 2:39people who are dissatisfied enough with
110. 2:41their current skin care
111. 2:43um who are also climbers.
112. 2:47And that's like
113. 2:49and so you could do that, or I think
114. 2:51it's like two ways that I see it, which
115. 2:52is like
116. 2:53either you can find this like small
117. 2:55subset of people who have this problem
118. 2:58and are searching for the solution,
119. 2:59which feels like not a ton,
120. 3:01or
121. 3:03you can find you can make people aware
122. 3:05of the problem, which means you need to
123. 3:07become more skilled in marketing, which
124. 3:08is creating making people problem aware.
125. 3:10So, people who are all climbers or
126. 3:12outdoor sports, maybe you were to expand
127. 3:14it, it's like make them aware of the
128. 3:16problem that they don't know that they
129. 3:18are that they have right now. Like I
130. 3:20know a lot of people who do climbing and
131. 3:21outdoor sports actually, cuz we live in
132. 3:23Vegas, there's a lot of that. I don't
133. 3:24think they give a [ __ ] about their skin.
134. 3:26They're like, "Yeah, I get tan." Um
135. 3:29so
136. 3:30it's kind of like when we started Alan,
137. 3:31you remember that? It's not just that we
138. 3:32had to sell people on the product, but
139. 3:34sell people on the problem that the
140. 3:36product solved.
141. 3:38>> Yes.
142. 3:39>> You're like, "This is too complicated
143. 3:41for you."
144. 3:42>> I'm going to simplify what you just
145. 3:43said. I've been thinking about it the
146. 3:44whole time you've been talking.
147. 3:47>> So, I so one of my one of my hacks, by
148. 3:48the way, if you ever have to do a joint
149. 3:49Q&A, is just other person go first.
150. 3:51>> me to go first because then he gets time
151. 3:52to think.
152. 3:53>> Yeah, then I can just and I can just
153. 3:54drop a bombs.
154. 3:55>> I know.
155. 3:56Like so [ __ ] I'm like, you think I've
156. 3:58had time to think 5 seconds about this?
157. 4:00Whatever comes out, there's no
158. 4:01pre-thought.
159. 4:02>> All right.
160. 4:03>> I'm disproportionately dumb compared to
161. 4:04you on these.
162. 4:05>> Jesus. All right. So,
163. 4:08I'm going to guess that if you were the
164. 4:10person to develop a product and you love
165. 4:11the product, I care very little about
166. 4:13the fact that it has been well received.
167. 4:15If people aren't buying it, it doesn't
168. 4:15matter.
169. 4:17You need to sell the problem, which is
170. 4:20Layla's point. But ideally, they already
171. 4:22know they have the problem and so you're
172. 4:23just connecting the dot from their
173. 4:24problem to your product. What you're
174. 4:25likely doing is doing jargon, which is
175. 4:27you're saying the ingredients and [ __ ]
176. 4:28that they don't know or don't care about
177. 4:30to try and get them to buy. When the
178. 4:31reality is that all you have to do is
179. 4:32articulate someone's problems to them
180. 4:34well enough and then say I've already
181. 4:36solved all of that, try it. That's it.
182. 4:38And the thing is is that this is a
183. 4:39low-stake purchase. And so if it's if
184. 4:41it's made specifically for climbers and
185. 4:42they all say that they have this
186. 4:43problem, then if you just articulate the
187. 4:45problem to them, which is like, "Oh, it
188. 4:46gets in your eyes, it affects your
189. 4:47grip." I'm just making this up. Um
190. 4:50this is made specifically for climbers,
191. 4:51it's harder core, just give it a shot.
192. 4:54You'll probably get people who are
193. 4:55climbers who are experiencing that
194. 4:56problem to buy it. And so the the
195. 4:58salesmanship piece that I'm guessing is
196. 5:00like I would probably start with
197. 5:01influencers cuz they're the easiest ones
198. 5:02to get in contact with. There's probably
199. 5:04tons of climber [snorts] influencers.
200. 5:05Send to them, see if they like it and
201. 5:07then they can start promoting it. You go
202. 5:08direct to direct to consumer with it and
203. 5:09then you can start running ads for it.
204. 5:11And what's interesting is that
205. 5:12sometimes, not sometimes, a lot of
206. 5:14times, products start in extreme niches
207. 5:16and then they go outwards because if
208. 5:18it's good enough for a climber, it's
209. 5:19good enough for me. So, let me give you
210. 5:20an example. So, if you look at Patagonia
211. 5:23and you look at the history of that that
212. 5:24that company, um they started with very
213. 5:27hardcore base and then over time now
214. 5:29it's like finance guys wearing their
215. 5:30Patagonia jackets even though they're
216. 5:32taking it from the Range Rover, you
217. 5:33know, into their finance building.
218. 5:35And so,
219. 5:37people will look at the most extreme
220. 5:38version say if it works for that
221. 5:39situation, it'll probably work for my
222. 5:41much smaller situation. So, if it helps
223. 5:43an extreme climber not lose his grip and
224. 5:45it doesn't get in his eyes uh when he's
225. 5:47trying to climb
226. 5:48Mount Kilimanjaro. Yeah, exactly.
227. 5:51It'll probably get out of my eyes and
228. 5:53not affect my grip when I'm at the pool.
229. 5:56Right? And so, having an extreme sub
230. 5:58niche that you start with is not a bad
231. 5:59thing for a brand and marketing
232. 6:00perspective.
233. 6:01At the end of the day, no matter what,
234. 6:03the ingredients don't matter. Those are
235. 6:04features, those are jargon, those are
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