{"id":233831,"date":"2023-05-01T18:10:34","date_gmt":"2023-05-01T22:10:34","guid":{"rendered":"https:\/\/coreywilkspsyd.com\/?p=233831"},"modified":"2023-08-08T17:16:34","modified_gmt":"2023-08-08T21:16:34","slug":"how-to-build-things-people-cant-wait-to-buy","status":"publish","type":"post","link":"https:\/\/coreywilkspsyd.com\/how-to-build-things-people-cant-wait-to-buy\/","title":{"rendered":"How to Build Things People Can&#8217;t Wait to Buy"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p>Work hard enough, long enough, <em>intensely <\/em>enough, and you\u2019ll succeed\u2014right?<\/p>\n\n\n\n<p>We want to believe that success is just on the other side of effort.<\/p>\n\n\n\n<p>But outside of your peewee league t-ball coach, <strong>no one cares how much effort you put into something.<\/strong><\/p>\n\n\n\n<p>They only care about the results you and your work can help them achieve.<\/p>\n\n\n\n<p>The issue is that most creators don\u2019t take the time to think about if the problems they\u2019re solving are <em>worth <\/em>investing in.<\/p>\n\n\n\n<p>But if we can learn to identify the right problems, and help people get the right results, we can build things (courses, services, products) people can\u2019t wait to buy.<\/p>\n\n\n\n<p>Here\u2019s what I mean\u2026<\/p>\n\n\n\n<p class=\"has-text-align-center\">\u2022\u2022\u2022<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why You\u2019re Getting Mediocre Results (and Sales)<\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-1-1024x576.png\" alt=\"\" class=\"wp-image-233833\" title=\"\" srcset=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-1-1024x576.png 1024w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-1-300x169.png 300w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-1-768x432.png 768w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-1-1536x864.png 1536w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-1.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>The face everyone who sees your offer for the first time makes.<\/em><\/figcaption><\/figure>\n\n\n\n<p>When I did therapy, I was trained to be a generalist. Meaning I helped whoever walked through the door with whatever they needed help with. I never thought about dialing in my positioning or paying attention to what \u201cthe market\u201d indicated people needed help with.<\/p>\n\n\n\n<p>So when I started coaching, I took the same approach\u2014helping anyone who\u2019d hire me with whatever generic problem they wanted to work on.<\/p>\n\n\n\n<p>I ended up working with:<\/p>\n\n\n\n<ul>\n<li>Wantrepreneurs who wanted to develop better habits and self-esteem<\/li>\n\n\n\n<li>Marketers who wanted to beat procrastination and self-doubt<\/li>\n\n\n\n<li>Engineers who wanted to overcome Imposter Syndrome<\/li>\n<\/ul>\n\n\n\n<p>See the problem?<\/p>\n\n\n\n<p><strong>Not only was I all over the board with who I helped, the problems we tackled were low-leverage and generic.<\/strong><\/p>\n\n\n\n<p>This was also the least I ever made as a coach, because the problems I was solving just weren\u2019t big enough to warrant people investing more money.<\/p>\n\n\n\n<p><strong>If someone can Google the answer to their problem, they\u2019re not going to pay you to help them solve it.<\/strong> There\u2019s also a near 100% chance there are tons of other good-enough solutions already out there.<\/p>\n\n\n\n<p>Maybe you\u2019re in the same boat\u2014you know you have tons of value to give, but you\u2019re just not seeing enough people buy what you\u2019re offering, despite how much effort you\u2019re putting in.<\/p>\n\n\n\n<p>I knew I had more value to give, but I wasn\u2019t clarifying and communicating it well enough.<\/p>\n\n\n\n<p>So I asked myself, \u201c<a href=\"https:\/\/www.youtube.com\/shorts\/wpPqCKdKrTc\" target=\"_blank\" rel=\"noreferrer noopener\">Who are the people I would work with for free?<\/a>\u201d and what problems do I never get tired of helping people overcome?<\/p>\n\n\n\n<p>Then I started working with:<\/p>\n\n\n\n<ul>\n<li>VC-backed founders who wanted to remove themselves as the bottleneck in their company<\/li>\n\n\n\n<li>Entrepreneurs who wanted to build their life and business aligned with their values<\/li>\n\n\n\n<li>Creators who wanted to restructure their business to be more fulfilling<\/li>\n<\/ul>\n\n\n\n<p><strong>See how the people I worked with, and the problems we tackled, evolved?<\/strong><\/p>\n\n\n\n<p>Founders, entrepreneurs, and creators know what\u2019s at stake if they can\u2019t figure out how to solve problems like wasting time, doing work that drains them, or building a business or life where they feel trapped and look back on one day filled with regret.<\/p>\n\n\n\n<p><strong>Because these problems are more important, and not a simple Google search away, people are willing to pay more for a solution.<\/strong><\/p>\n\n\n\n<p>But how do you figure out which problems are worth solving?<\/p>\n\n\n\n<p class=\"has-text-align-center\">\u2022\u2022\u2022<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Identify Problems Worth Solving<\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-2-1024x576.png\" alt=\"\" class=\"wp-image-233834\" srcset=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-2-1024x576.png 1024w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-2-300x169.png 300w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-2-768x432.png 768w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-2-1536x864.png 1536w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-2.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>The face you need everyone who sees your offer to make.<\/em><\/figcaption><\/figure>\n\n\n\n<p><strong>You can\u2019t charge high-ticket prices to solve low-ticket problems.<\/strong><\/p>\n\n\n\n<p>Just because you can do something, doesn\u2019t mean you should.<\/p>\n\n\n\n<p>So of all the things you could help people achieve, how do you narrow the focus to only the things people are most willing to invest their time, energy, and attention into?<\/p>\n\n\n\n<p>Here\u2019s the simplest question I\u2019ve found to help you figure it out, ask:<\/p>\n\n\n\n<p><strong>\u201cWhat is the most expensive, and specific, problem I can solve?\u201d<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Not sure what product or service to offer?<br><br>Answer this question:<br><br>&quot;What is the most expensive, and specific, problem I can solve?&quot;<br><br>Here&#39;s why it&#39;s powerful:<br><br>\u2022 Expensive = It&#39;s important\/people will pay<br>\u2022 Specific = Narrows focus<br>\u2022 You = Positioning<br><br>Give it a try.<\/p>&mdash; Corey Wilks, Psy.D. (@CoreyWilksPsyD) <a href=\"https:\/\/twitter.com\/CoreyWilksPsyD\/status\/1646185455048708098?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">April 12, 2023<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/figure>\n\n\n\n<p><strong>Think about which of these is a more expensive problem to solve:<\/strong><\/p>\n\n\n\n<ul>\n<li>Helping a 9-5er who makes less than $40K a year save 10 hours a week<\/li>\n\n\n\n<li>Helping a solopreneur of a $200K business save 10 hours a week<\/li>\n\n\n\n<li>Helping the CEO of a $20B company save 10 hours a week<\/li>\n<\/ul>\n\n\n\n<p><strong>It\u2019s the same 10 hours, but the <em>value<\/em> of those 10 hours <em>relative<\/em> to the person varies drastically.<\/strong><\/p>\n\n\n\n<p>I helped a founder do just this. Through coaching, we helped him develop systems that freed up 3 hours of his time every day, so 15 every week. Over the course of a year, that\u2019s a full calendar month of extra time.<\/p>\n\n\n\n<p><strong>How much could that be worth?<\/strong> Would someone in his position pay $10k? $100k? $1M? All depends on how much he values his time and the potential return he could get for himself and his company.<\/p>\n\n\n\n<p>If he can leverage those 15 hours a week to scale his company from $3M to $15M over the course of a year, then coaching would be worth $10M. Extrapolate that growth out over 5-10 years and it\u2019s worth even more. And <em>not<\/em> solving that problem means losing all that time and revenue.<\/p>\n\n\n\n<p><strong>But \u201cexpensive\u201d doesn\u2019t necessarily mean financially expensive.<\/strong><\/p>\n\n\n\n<p>Think of how expensive a migraine is in the form of pain, brain fog, and loss of productivity to people who suffer from them like Lisa:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/mig-1-1024x576.png\" alt=\"\" class=\"wp-image-233835\" srcset=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/mig-1-1024x576.png 1024w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/mig-1-300x169.png 300w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/mig-1-768x432.png 768w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/mig-1-1536x864.png 1536w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/mig-1.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>\u201cExpensive\u201d is just another way of defining how important solving a problem is to someone.<\/strong><\/p>\n\n\n\n<p>So if you\u2019re putting in a ton of effort, but not gaining traction, it might be because you\u2019re not solving expensive enough problems.<\/p>\n\n\n\n<p>This is the point of copywriting, right? To frame a problem in a way that convinces people it\u2019s an expensive problem, and attracts people who already recognize it\u2019s an expensive problem.<\/p>\n\n\n\n<p>Because here\u2019s what happens when you nail this question\u2026<\/p>\n\n\n\n<p class=\"has-text-align-center\">\u2022\u2022\u2022<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Power of Building Solutions People Can\u2019t Wait to Buy<\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-3-1024x576.png\" alt=\"\" class=\"wp-image-233836\" srcset=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-3-1024x576.png 1024w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-3-300x169.png 300w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-3-768x432.png 768w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-3-1536x864.png 1536w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/fry-3.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>The face everyone who sees your offer will make once you focus on solving an expensive, specific problem.<\/em><\/figcaption><\/figure>\n\n\n\n<p>Helping people \u201cbe better\u201d isn\u2019t expensive, isn\u2019t specific, and isn\u2019t something you and only you can do.<\/p>\n\n\n\n<p>But helping CEOs negotiate a $400M acquisition, scale a company from $20M to $100M, or delegate and scale themselves are expensive, specific problems very few people can competently do.<\/p>\n\n\n\n<p>Which is exactly why <a href=\"https:\/\/www.christinecarrillo.com\/coaching\" target=\"_blank\" rel=\"noreferrer noopener\">Christine Carrillo<\/a> charges $6000 a month to coach CEOs to do these things. She works ~15 hours a month and generates $360,000 a year <em>just<\/em> from coaching because she helps CEOs solve expensive, specific problems.<\/p>\n\n\n\n<p>Think about it\u2026<\/p>\n\n\n\n<p>People will happily pay:<\/p>\n\n\n\n<ul>\n<li>$10K to solve a $100K problem<\/li>\n\n\n\n<li>$100K to solve a $1M problem<\/li>\n\n\n\n<li>$1M to solve a $10M problem<\/li>\n<\/ul>\n\n\n\n<p>Your goal is to figure out what these problems are and create a viable solution.<\/p>\n\n\n\n<p><strong>Solve bigger problems if you want bigger revenue.<\/strong><\/p>\n\n\n\n<p>This is exactly why <a href=\"https:\/\/www.youtube.com\/watch?v=F9V3_beDxtg\" target=\"_blank\" rel=\"noreferrer noopener\">Noah Kagan<\/a> invested $100K into coaching.<\/p>\n\n\n\n<p>If his company generates $80M a year, and coaching helps him develop strategies that translate into 10% more revenue, then he\u2019ll make an extra $8M each year.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/noah-1-1024x576.png\" alt=\"\" class=\"wp-image-233837\" srcset=\"https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/noah-1-1024x576.png 1024w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/noah-1-300x169.png 300w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/noah-1-768x432.png 768w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/noah-1-1536x864.png 1536w, https:\/\/coreywilkspsyd.com\/wp-content\/uploads\/2023\/05\/noah-1.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>So he\u2019ll happily pay $100K to make an extra $8M.<\/p>\n\n\n\n<p><strong>Who wouldn\u2019t invest in something with an 80X ROI?<\/strong><\/p>\n\n\n\n<p>Yes, <a href=\"https:\/\/coreywilkspsyd.com\/3-huge-opportunities-creators-who-dont-coach-are-missing-out-on-right-now\/\" target=\"_blank\" rel=\"noreferrer noopener\">coaching is one of the simplest ways to make money<\/a> with this strategy, but there are plenty of other ways creators are helping people solve expensive, specific problems and make solid money:<\/p>\n\n\n\n<ul>\n<li><a href=\"https:\/\/twitter.com\/mattragland\" target=\"_blank\" rel=\"noreferrer noopener\">Matt Ragland<\/a> helps creators monetize their knowledge through online courses and email newsletters.<\/li>\n\n\n\n<li><a href=\"https:\/\/twitter.com\/businessbarista\/status\/1651684113277960192?cxt=HHwWgIC20eb8-ustAAAA\" target=\"_blank\" rel=\"noreferrer noopener\">Alex Lieberman<\/a> created an agency to help CEOs and business leaders grow a social media following by leveraging ghostwriters.<\/li>\n\n\n\n<li><a href=\"https:\/\/youtu.be\/MD5-HByRxoA?t=534\" target=\"_blank\" rel=\"noreferrer noopener\">Alex Hormozi<\/a> spends $70K per month on social media management and editors because his time is so valuable and he recognizes the leverage a large audience provides for him and his company.<\/li>\n<\/ul>\n\n\n\n<p><strong>These are expensive, specific problems people are willing to pay top dollar to whoever can solve them.<\/strong><\/p>\n\n\n\n<p>Because when you focus on ROI, price becomes irrelevant.<\/p>\n\n\n\n<p>But ROI doesn\u2019t come from solving cheap, vague problems.<\/p>\n\n\n\n<p class=\"has-text-align-center\">\u2022\u2022\u2022<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final Thoughts<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cYou get paid in direct proportion to the difficulty of problems you solve.\u201d<\/p>\n<cite><span style=\"font-size: 20px; font-style: normal;\">\u2014Elon Musk (supposedly)<\/span><\/cite><\/blockquote>\n\n\n\n<p><strong>If you want to scale your impact and your income, focus on the most expensive, specific problem you can solve.<\/strong><\/p>\n\n\n\n<p>One of my goals is to help creators reach their potential.<\/p>\n\n\n\n<p>How is this an expensive problem to solve?<\/p>\n\n\n\n<p>What\u2019s more expensive than avoiding a lifetime of regret, or living the rest of your life feeling fulfilled, or knowing you tapped into your potential instead of letting fear trap you in mediocrity?<\/p>\n\n\n\n<p>Every day, I iterate and try to identify more expensive, more specific problems so I can create more valuable solutions. And I\u2019ll continue to ask this question for everything I create, so I guarantee I\u2019m creating solutions people can\u2019t wait to invest their time, money, and attention into.<\/p>\n\n\n\n<p>Because when it comes to success:<\/p>\n\n\n\n<p>My effort doesn\u2019t matter.<\/p>\n\n\n\n<p>Your results do.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-black-background-color has-black-color is-style-wide\"\/>\n","protected":false},"excerpt":{"rendered":"<p>The power of solving expensive, specific, problems.<\/p>\n","protected":false},"author":1,"featured_media":233840,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","ub_ctt_via":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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power of solving expensive, specific, problems.","_links":{"self":[{"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/posts\/233831"}],"collection":[{"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/comments?post=233831"}],"version-history":[{"count":32,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/posts\/233831\/revisions"}],"predecessor-version":[{"id":234586,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/posts\/233831\/revisions\/234586"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/media\/233840"}],"wp:attachment":[{"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/media?parent=233831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/categories?post=233831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/coreywilkspsyd.com\/wp-json\/wp\/v2\/tags?post=233831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}