Creating a Business or Product That Actually Works

There’s a lot of noise out there. Everyone has a framework, a funnel, a magic formula. But most miss the basics. The simple, not-easy steps that turn a vague idea into something your audience actually wants - and will pay for.

This is the process I’ve used for years. With my own ventures. With my clients. It works. Here’s how to build a product or business that actually sells.

Let’s go step-by-step.

1. Understand your client (properly)

You can't build for everyone. You shouldn’t try.

Start by getting under the skin of your ideal customer profile (ICP). Not just what they do, but how they think, what keeps them up at night, what they’re trying to avoid, and what they really want (but maybe don’t say out loud).

Use interviews, research, and even sales calls. Look for patterns. Then define your ICP so clearly that someone reading it would say, "That’s me."

2. Turn features into benefits (or nobody will care)

Features are what your product does. Benefits are what your customer gets.

No one wants a faster CPU. They want their app to stop crashing. No one wants "12-week coaching." They want clarity, focus, and fewer sleepless nights.

List your features. Then next to each one, write down why it matters. That’s the benefit. That’s your hook.

3. Define your USP (so you don’t blend in)

You need a Unique Selling Proposition. But not just a clever line.

Ask yourself: what do we do differently, better, or more clearly than our competitors? Maybe it’s how fast you deliver. Maybe it’s your tone. Maybe it’s how human your onboarding feels.

It doesn’t have to be revolutionary. It just has to be meaningfully different to the person buying.

4. Use emotional resonance in your messaging

People buy emotionally. Then justify it logically.

What emotions are tied to your offer? Relief? Confidence? Excitement? Urgency?

Inject those into your copy. Use words that trigger a response. Not hype. Humanity.

5. Craft a sticky message

You need a line people can repeat. A message that sticks. That spreads.

One that makes people say, "Oh, that’s smart." Or, "I’ve never heard it explained like that before."

Boil your value down to a sentence. Then test it. Say it out loud. Try it in posts. Use it on sales calls. Tweak until people get it.

6. Create your product ladder

This is where things get strategic.

Not everyone will buy your highest-priced offer today. But you can lead them there.

Start with a free or low-cost entry point. Something that delivers quick value (and proves you’re legit). Then offer a mid-tier product or service. Then your flagship.

Each step should solve a clearer, deeper problem. It builds trust and makes the big sell easier.

7. Build your ladder (properly)

Don’t just map it. Build it.

That means:

• Clear naming for each offer
• Aligned pricing
• Logical progression from one to the next
• Systems to deliver each step reliably

Start small. One or two products is enough. You can expand later.

8. Pre-qualify leads and DMs

When you do this right, people will reach out. But not all leads are created equal.

Use simple filters. Like short quizzes, intake forms, or key questions in your DMs. Ask about budget, goals, and timelines.

Be clear on who it’s not for too. It saves time (and headaches).

9. Put your offer in front of them

Now that you’ve done the work, you’re not guessing. You have:

• A defined audience
• A benefit-led offer
• A clear USP
• Emotional hooks
• A ladder to support it

Now it’s time to sell.

DMs. Landing pages. Sales calls. Whatever your channel—don’t hold back. Present your offer clearly. Make the next step easy.

10. Want help with this?

This is the exact system I use with my clients.

It’s not fluff. It’s clarity, structure, and traction.

If you want help building this out for your business, book a free call with me. We’ll walk through it together.

Or, if you’re more the DIY type, here’s the link to the self-serve version: [Insert link here]

No pressure. Just tools that work.

Summary of Key Steps for Creating a Business or Product

1. Understand your client
2. Turn features into benefits
3. Define your USP
4. Use emotional resonance
5. Craft a sticky message
6. Create your product ladder
7. Build your product ladder
8. Pre-qualify your leads
9. Put your offer in front of them
10. Get help if you need it

That’s it. No tricks. Just strategy that sells.

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If you're struggling standing out online, there's a couple of things you can do!

1. Book a call with me and the team, we'll help you define your offer, build your ladder and give you the steps to bringing in DM's to sales calls.
2. Grab the workbook and run through it yourself!