Core Experience #1 is "Mission"
One common mistake is creating what I call the "kitchen sink" product. This means trying to cram in everything someone needs to know about a particular subject.
But your customers buy your products to achieve a specific result. They don't need to know everything about your subject area. They just want to achieve one single outcome. So why not tell them right up front exactly what result they're going to achieve and design your entire product to help them achieve it?
Your product mission is the goal or outcome you want for your customers and that they want for themselves. Most importantly, it's something they believe is possible to achieve. Coming up with the right mission means putting yourself in your customer's shoes and looking at success from THEIR point of view, not yours. And that's what makes all the difference.
The FIRST Core Experience is crucial. It's all about having your students focus on achieving that one key result, making it the sole MISSION of your product.
Most people either don't have a mission for their product, or if they do, it's usually off-target.
Example: The mission of the Experience Product Masterclass is clear and engaging, using a template borrowed from the Mission: Impossible movies. I call it the Mission Possible template:
"Your mission, should you choose to accept it, is to design, market, and make $2,000 or more from an experience product in 10 weeks or less, so you can get off the marketing treadmill, make more sales, and have more impact."
This mission immediately tells you what you're going to achieve, how long it will take, and why it matters:
Design, market, and make $2,000 or more from an Experience Product.
It takes 10 weeks.
It helps you get off the marketing treadmill, make more sales, and have the impact you crave.
A great mission needs to be clear, specific, and something your customers can easily imagine and say YES to.
Benefits of a Clear Mission:
Clarity and Shareability: A clear mission is easier for your customers to understand and share.
Focus on Results: Keeps the focus on the big picture—what will your customers achieve?
Tangible Goals: Gives your clients something specific to aim for, like making $2000 in 10 weeks.
Increased Motivation: When students have a clear objective, they know if they've won the game. Achieving "Mission Accomplished" becomes a proud moment they want to share
Example from My Students:
Davina & Galen Detrick, targeting dentists, have a compelling mission:
"Your mission, should you choose to accept it, is to learn, sell, deliver, and market your first direct resin veneer smile transformation and make back your course investment within 12 weeks."
This mission is specific and engaging, with clear milestones and a timeframe, resulting in over $262K in revenue in just 9 months.
Domonique Bertolucci in the personal development space has a mission:
"Your mission, should you choose to accept it, is to take one weekend out of your life and dedicate it to yourself; to remember who you are, discover what you want, and refresh and revitalize the way you feel about your life."
Though less specific, it paints a clear and compelling picture, making her a bestselling author and renowned transformational coach.
Create Your Own Mission
So, what's the mission YOU want to take YOUR customers on? How are you making their lives, relationships, businesses, or health better?
Template
"Your mission, should you choose to accept it, is ________."
Write your mission to inspire. Make it clear, specific, and compelling. Pause and create a compelling mission for your product now. It doesn't have to be perfect, but get started!
I invite you to write your mission in a way that's invitational. Write it to INSPIRE someone to JOIN you on your mission. To make it their own. Be seductive. Be provocative. Be inspiring. But, most of all, be clear and specific.
It's important that you pause and do this - it doesn't have to be perfect, but get started! So, right now, take a sec to create a compelling mission for your product.