Quit Selling Ice To Eskimos — Finding Product Market Fit

Jack Born

also recommends Voma for high-converting payment pages

August 11, 2023
April 3, 2023

This is Part 1 in a free seven-part training series. Part 2 (Craft Your Value Prop) is here.

Table of Contents

The Ultimate Offer Blueprint — 7 Steps to Creating High-Converting Offers

Finding Product Market Fit

When it comes to the first step in crafting your Ultimate Offer, product market fit is where you begin.

Skip this step, and you may never get traction.

Or worse yet…

You DO get traction, but it comes coupled with the worst compliment in sales.

One that you should avoid at all costs

She can sell ice to eskimos!

I know that’s meant as a compliment.

It’s supposed to signal: “She’s incredibly persuasive.”

But it’s the opposite of what you should do.

What is product market fit?

Product-market fit is when your offer satisfies an important problem or desire for your audience — when it touches a deeply felt pain point within your ideal customer and helps them attain a specific outcome they are seeking.

Why is product-market fit important?

To prove my point why this is so important (and how to know when you’ve found product-market fit) I’ll share a story about the late copywriting legend Gary Halbert.

During some of his copywriting lectures, he would stand on stage in front of an audience of copywriting students and ask this question:

“If you and I both owned a hamburger stand, what advantages would you most like to have on your side?”

Students would shout out:

“... the best ingredients”

“...the best hamburger & fries”

“... the best location in town”

“... free publicity”

Then ol’ Gary would say: 

“I’ll give you everything you asked for but I’ll beat you with just ONE advantage… 

A starving crowd.

Sell people what they want to buy!”

Biz owners get this wrong all the time.

They may even be targeting the right people (people that eat hamburgers).

But they don’t narrow their focus to the hungriest prospects - those that stand to get the most from their offer.

And so they miss out on the crowds of people most willing to pay (and pay the most) for their product or service.

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How to find product-market fit

So let me ask you this?

  1. Who is your “starving crowd”? 
  1. Where can you find them? 
  1. And what’s the biggest problem you can help them solve? 

Answer those 3 questions, and you’ve just identified your ICP (Ideal Customer Profile).

You’ve just completed step 1 of 7 in The Ultimate Offer Blueprint. You’ve either defined or refined your ICP, and in doing so, you’ve set yourself up for success.

Ultimate Offer Blueprint Step 1 — Define (or refine) your ICP

You just separated yourself from the 70% of businesses that ultimately fail. 

And you’ve leapfrogged the bottom 80% of survivors struggling to eak out an existence in the market.

Which puts you in the top 6% of all businesses.

Simply by defining or refining your Ideal Customer Profile.

By getting clear on WHO you aim to serve, and WHAT they are starving for, you are much more likely to find product-market fit.

Why most businesses fail to find product-market fit (and how to not be like most businesses)

Most entrepreneurs start with their product and then they want to learn copy secrets to sell their product.

And they end up trying to “sell ice to eskimos”.

The best businesses start with identifying their ideal audience and understanding their needs.

And you might be tempted to think:

“Yep, other people make that mistake. But not me. I know my audience.”

Are you 100% sure?

Because the most successful businesses of our lifetime got that way by a relentless focus on their core market.

They start by

  1. Clearly defining their Ideal Customer Profile

Do what the top 6% of most successful entrepreneurs do, and take a few minutes right now to answer this single question. Jot down whatever comes to mind. Even better if you have an example of a current or past customer that you can think of when answering this question.

Which people are most likely to get the biggest & best outcome from my product or service?

Set a timer for 10 minutes, and answer that single question before moving on to the next step of The Ultimate Offer Blueprint

Want to know what the most successful entrepreneurs do next?

I’m going to lay out the entire playbook for you… 




Over the next 6 posts, I’m going to share the remaining steps (there’s 7 in total) to craft your Ultimate Offer, which is the keystone of any successful business.

And then I’ll invite you to a private training where we’ll put it all together. And I’d love to see you there. Just click here to RSVP.

Normally you’d have to be a member of our Endless Evergreen Funnel Club to get access to my playbooks and this kind of private training. But I’m giving you the chance to attend for free, so you can learn, participate, and take your income to a new level.

The only catch (if you’re not a Funnel Club member) is that you’ve only got a limited time to access the training before it goes offline. 

There will be NO ON DEMAND REPLAY after this free training comes down because I only want to share this playbook with the select few that are all-in — action takers and ready to move NOW.

The Ultimate Offer Blueprint

The idea of crafting a compelling offer is nothing new.

Yet very few actually do this well.

If you want to be one of the few that creates an offer so compelling it pretty much sells itself, like selling hamburgers to a starving crowd, then do these 2 things:

  1. Review the next lesson in The Ultimate Offer Blueprint
  2. Register for the private training HERE

I can’t wait for you to see the whole blueprint, and to put these pieces to work in YOUR business.

To your success,

Jack Born

Founder of Deadline Funnel + Voma + GrowthLeap

p.s. In the next lesson I’m going to share with you the single most important equation that decides how much money you will make (and how to use this equation to make a lot more money in your business)

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