Rich Schefren explains how he uses written reports to shift how prospects think about their problems, then sells them a coaching program based on that reframed perspective. He iterates the approach based on feedback to build something his market actually wants.
I would write a report. That report would be about the way I saw the world that I knew. My prospects didn't see the world that way, but if they did see it that way, they would see the benefit of my product, right? So I would write reports that would help my prospects better value what it is that I'm offering. Then I would announce a coaching program. I would try and sell said coaching program, and fortunately I was successful based on what I needed to say in order to sell the coaching program told me what I needed to have in the coaching program. Then I would deliver the coaching program and get feedback every step of the way, after every module. Then when I was finished with the coaching program, I would now have a product, that coaching program that I could sell that was created with people so it was better and it was more relevant because I had the guidance of my target market.
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