Presented by Fred Perrotta, co-founder and CEO of Tortuga at the DNX Global Digital Nomad Conference on September 10, 2017 in Lisbon, Portugal.

1. BEYOND AMAZON:
HOW TO CHOOSE, MAKE, AND SELL A PHYSICAL PRODUCT
FRED PERROTTA
TORTUGA

3. Agenda
1. P o s i t i o n i n g
2. P r o d u c t D e s i g n
3. C o p y w r i t i n g

4. Part 1: Positioning

5. Most Advanced, Yet Acceptable
“ To s e l l s o m e t h i n g s u r p r i s i n g , m a k e i t f a m i l i a r .
To s e l l s o m e t h i n g f a m i l i a r, m a k e i t s u r p r i s i n g . ”
- R a y m o n d L o e w y

6. The Law of the Category
• G o o g l e = s e a r c h
• K l e e n e x = t i s s u e s
• Yo u r B r a n d = ? ? ?

7. Brainstorming: The Law of the Category
C o n s i d e r a n i d e a t h a t y o u ’ r e w o r k i n g o n o r a p r o d u c t t h a t
y o u r e c e n t l y b o u g h t .
W h a t 1 - 3 w o r d p h r a s e d o y o u w a n t y o u r p r o d u c t o r b r a n d t o
o w n ? B r a i n s t o r m a l i s t o f p h r a s e s .

8. Part 2: Product Design
1. S e l l a n e x i s t i n g p r o d u c t a s i s
2. W h i t e l a b e l a n e x i s t i n g p r o d u c t
3. C u s t o m i z e a n e x i s t i n g p r o d u c t
4. D e s i g n a n e w p r o d u c t f r o m s c r a t c h

9. The Design Brief
H e r e ’ s t h e b i g p i c t u r e : . T h i s m a t t e r s t o u s b e c a u s e o f
o u r g o a l o f .
W e ’ l l k n o w w e ’ r e s u c c e s s f u l i f .
T h e s i n g l e - m o s t - i m p o r t a n t t a k e a w a y o u r a u d i e n c e s h o u l d
h a v e f r o m t h i s e x p e r i e n c e i s .
O u r c o m p e t i t o r s w i l l w i n c e a t w h a t w e ’ v e c r e a t e d a n d
p u n c h t h e m s e l v e s i n t h e f a c e b e c a u s e t h e y ’ v e b e e n o f f .
W e a l l k n o w t h i s w i l l b e r e a l l y d i f f i c u l t b e c a u s e b u t
l e t ’ s d o i t a n y w a y.
V i a T E A G U E

10. Brainstorming: The Design Brief
H e r e ’ s t h e b i g p i c t u r e : . T h i s m a t t e r s t o u s b e c a u s e o f
o u r g o a l o f .
W e ’ l l k n o w w e ’ r e s u c c e s s f u l i f .
T h e s i n g l e - m o s t - i m p o r t a n t t a k e a w a y o u r a u d i e n c e s h o u l d
h a v e f r o m t h i s e x p e r i e n c e i s .
O u r c o m p e t i t o r s w i l l w i n c e a t w h a t w e ’ v e c r e a t e d a n d
p u n c h t h e m s e l v e s i n t h e f a c e b e c a u s e t h e y ’ v e b e e n o f f .
W e a l l k n o w t h i s w i l l b e r e a l l y d i f f i c u l t b e c a u s e b u t
l e t ’ s d o i t a n y w a y.
V i a T E A G U E

11. Part 3: Copywriting

12. The Motivating Sequence
1. G e t A t t e n t i o n
2. S h o w a N e e d
3. S a t i s f y t h e N e e d
4. P r o v e I t
5. A s k f o r A c t i o n
V i a T h e C o p y w r i t e r ’ s H a n d b o o k

13. Brainstorming: The Motivating Sequence
W r i t e a r o u g h d r a f t o f t h e “ S h o w a N e e d ” a n d “ S a t i s f y t h e
N e e d ” s e c t i o n s f r o m t h e M o t i v a t i n g S e q u e n c e .
D o n ’ t e d i t . D o n ’ t t h i n k . J u s t w r i t e .
W h a t i s t h e p r o b l e m ? W h a t w o u l d t h e i d e a l s o l u t i o n l o o k
l i k e ? W h y i s y o u r p r o d u c t t h e i d e a l s o l u t i o n ?

14. Thank You
S l i d e s , r e s o u r c e s , f u r t h e r r e a d i n g , a n d a c o u p o n c o d e a t :
f r e d p e r r o t t a . c o m / d n x
E m a i l m e w i t h “ D N X ” i n t h e s u b j e c t s o I k n o w i t ’ s n o t s p a m :
f r e d @ t o r t u g a b a c k p a c k s . c o m