Can you tell us a bit more about how you help create brands and come up with flagship products?
Doc Williams view signature products as either something that gives a business the reach that they want to be perceived with. That way, the signature product becomes like the lamp that makes you known to people or something the most money in a business.
He does this improving all the products for one to become your signature product which becomes a gateway or the most expensive item in your repertoire.
For Vayner, Doc provided knowledge of podcasting and live streaming.
Doc William created the Gary V Content Model 2.0 and gave it to smaller businesses that aren’t in the fortune 500. He also gave them a clear path on how they can use it to work with Vayner Media.
He streamlined the workflow needed to structure their content in a way that will make them more money and be more prolific. He introduced and implemented a workflow using podcast creation and live streaming to Vayner Media.
Signature products or services look different from client to client. It’s about what they want to stand out for, how they want to move with their business, and how they want to operate.
How do you identify the “brand” of a certain brand? How do you know what the flagship product is? Are most of your clients people who are lost because they don’t have a brand or a product yet?
For the most part, yes, some of Doc’s clients are lost at the time. When that happens, he focuses on what his audience cares about. So many brands already have an idea or two of what their product should be, but more often than not, they have never asked someone about it.
Most of Doc’s clients can’t prove that they’re product is what their audience is asking for, not knowing that that is where it all starts. People usually think that making an App is the solution when you can use something else that’s already been created. These people tend to fall in love with what they’re trying to do so much that they lose track of what their audience needs.
Just like how Doc created a workflow for Vayner, did consult for AppSumo, and made Apps for his other clients, he just wants to help them get from point A to point B. He provides a figurative vehicle to get his clients to where they need to be.
Doc would do the work by getting a hold of the data, breaking it down, and analyzing how they can serve the audience with what they currently have, and start from there. He also likes doing mini-tests called MVF or Minimal Viable Funnel.
Here, he asks a client or their salesperson to have a real conversation to sell whatever they’re trying to do. If they get to sell it, great, if not, he asks them why not. Doc likes real conversations because usually, how people talk in a real conversation is very different from what’s on their website. He needs to have natural language to see if it’s going to work.
The biggest thing with Doc’s students and other marketers he knows is that they want these huge funnels. Doc, on the other hand, just wants to see how fast they can sell something through natural conversations. If they can’t, they have to explain what went wrong.
This is what Doc does to every single company.
In 2019, Doc talked to AppSumo about what they could do better. He was quick to answer that they were promoting too many deals. Because of that, people become paralyzed.
When people get too many choices, they won’t convert. Essentially, the couldn’t tell the difference between the many choices.
The problem is that if you’re working day in and day out, you won’t be able to see these things. With clients its usually cloudy because they think they know what they’re doing, just like Doc at times. This is why consultants are important. They help do evaluations of the businesses. This is needed because it’s really easy to lose sight of things quickly.