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Preparing for a successful sale: Strategic Positioning and Value Communication

Bringing your AI Expert to market isn't just about technical setup, it's about a thoughtful strategy for how you'll present it to the world and what value your future customers will see in it. Take the time to thoroughly prepare your positioning before you start selling. Remember, you are entering the market with an innovative product, and your job is not only to market it, but also to educate your target audience about its unique benefits.

17.1 Define and communicate your Unique Selling Proposition (USP)​

Your potential customers will inevitably ask: "Why should I get this particular AI Expert when there is, for example, ChatGPT or other, often free, AI tools?" Your answer needs to be crystal clear, confident, and focused on specific benefits they won't find elsewhere.

How to effectively communicate the unique value of your AI Expert:

  • πŸ’Ž Your unique, years-built know-how - The essence of your expertise:
    • What to communicate: "My AI Expert is not just another generic chatbot. It's exclusively trained on my own specific know-how - on the content of my best courses, books, strategies, case studies and [X] years of practical experience in [your industry]. You won't find random information from the Internet, but the distilled essence of the best of what I've learned and what I've successfully applied in my practice."
    • Client Benefit: Clients receive advice and solutions that are highly relevant, practically proven, and tailored to the challenges in your specific industry. They don't have to filter through the information noise of generic AI and wonder how to apply the general advice to their specific situation. Your AI Expert uses your terminology, understands the nuances of your expertise, and can reference the specific methods and frameworks you teach.
  • πŸš€ Deep and continuous personalization - AI that really knows you:
    • What to communicate: "This is not an anonymous tool. My AI Expert remembers each user individually thanks to the advanced User Profile and Long Term Memory (see Part A, section 2.1.). It learns about their goals, preferences, progress and specific challenges. This allows it to provide advice and support that becomes more personalized and effective with each interaction."
    • Benefit to the client: the customer doesn't have to constantly repeat themselves and explain their context from the beginning. He feels understood and perceives that the AI is truly his personal partner. The AI can build on previous conversations, proactively ask questions about how the situation is evolving and provide truly continuous, personal guidance. It's as if he has his own mentor who knows his story and journey.
  • πŸ•’ 24/7 availability - Support when you need it most:
    • What to communicate: "Your personal AI Expert is fully available whenever you need them - day, night, weekends and holidays. No more waiting for a consultation appointment or an email response when you're dealing with an urgent problem or looking for quick advice."
    • Client benefit: Immediate help and support at the exact moment the client needs it most, which can be key to solving urgent problems, overcoming a block or maintaining motivation and momentum.
  • ❀️ Defined personality, values and ethical framework - AI with your "soul":
    • What to Communicate: " You are not communicating with a cold, impersonal machine. I have personally defined the personality, communication style and core values of my AI Expert. He/she can be [empathetic/energetic/analytical/insightful - fill in your style], just as you would expect to interact with me or my ideal representative. He is programmed for [value 1, value 2 - e.g. integrity, support, practicality], which is reflected in his every piece of advice and approach."
    • Benefit to the client: the interaction is more pleasant, authentic and builds more trust. The client feels that they are interacting with an entity that understands them not only informationally but also humanly and shares their core values.
  • 🎯 Specialization and efficiency - Less "noise", more relevant solutions:
    • What to communicate: "My AI Expert is narrowly specialized in [your specific area]. You don't have to be an expert at writing complex 'prompts' to get a useful and practical answer. The expert subroutine system (see Part C, Section 11.) ensures that the AI automatically chooses the most appropriate 'expert mode' for your query in the background and provides targeted, actionable advice."
    • Client benefit: Saves time and mental energy. They don't have to spend hours searching and filtering general information from the internet, which they have to intricately adapt to their situation anyway. He receives straightforward, actionable guidance and strategies relevant to his context.
  • πŸŽ“ Actively educate the market about the value of your AI Expert:
    • Recognize that for many people, the concept of a paid, dedicated AI Expert is new. It's your job (and opportunity) to explain to them what makes it unique. Communicate that this is not just a "chatbot" but an advanced AI entity that can realistically help them achieve their goals.
    • Pavel Říha points out, "Most people don't use AI effectively, or just see it as a better Google. Your job is to teach them how to use AI to the maximum in your domain." Your AI Expert is the ideal tool for this.
  • πŸ’° Build perceived value and don't be afraid of premium pricing:
    • Your AI Expert shouldn't be seen as a cheap substitute, but as a valuable partner.
    • " Compare the value of AI Expert to in-person mentoring rather than online courses." Point out how much it would cost to get a comparable amount of personalized support from a live expert.
    • Mention that professional AI tools from Google or OpenAI are priced in the hundreds of dollars per month, which helps educate the market about the value of quality AI.
  • An analogy you can use to explain:
    • "Imagine the difference: general AI like ChatGPT is like a huge public library where you have to find the right book, the right chapter in it, and then still hope it's relevant to you. My AI Expert is like your own personal, highly specialized librarian, mentor and consultant all in one person who knows your field, your needs, and will give you right away the exact information or strategy you are looking for, with an explanation of how to apply it to your specific situation."
    • "It's the closest thing to having me as your personal expert/consultant available 24/7, but at a fraction of the cost and with immediate response."

The key is to be prepared for the question: "Why shouldn't I make do with free ChatGPT?" Have a confident, clear, benefits-based answer ready that emphasizes the points above. Your AI Expert is not a competitor to ChatGPT, it's a different product category with a different added value.

17.2 Choosing the optimal business model for your AI Expert​

There is no one-size-fits-all business model. The choice depends on your overall business strategy, your target audience, your existing product portfolio, and what role AI Expert should play in your business. Consider the following options, which were also discussed in the handouts:

  • A) AI Expert as a standalone, flagship product (the RECOMMENDED APPROACH to maximize perceived value and revenue):
    • Description: Offer access to your AI Expert as a flagship, premium product with its own monthly, quarterly or annual subscription. Present it as an innovative solution and a key tool for success in your field. This is the path that Pavel Riha, for example, took with Online Strategist AI and achieved significant success.
    • Benefits:
      • Highest potential for generating stable, recurring revenue.
      • Clearly communicates the high value and uniqueness of your AI Expert.
      • Allows you to build a strong community and dedicated marketing around it.
      • A proven model for building a scalable digital product.
    • Who it's for: Most experts who want to establish AI Expert as a key and long-term part of their business and revenue portfolio. It is the model that best reflects the transformational potential of AI.
  • B) AI Expert as an exclusive part of a VIP package / high-ticket offer:
    • Description: Provide access to your AI Expert as a premium bonus or an integral part of your most expensive programs, which can combine, for example, personal consultation, group mentoring, exclusive content and intensive one-on-one support.
    • Benefits:
      • Significantly increases the value, attractiveness and price justification of your high-ticket offerings.
      • Provides VIP clients with an additional, continuous level of personalized support between your in-person meetings or group calls.
      • Can be a key differentiator in your premium offerings.
    • Who it's for: Experts who target premium clients, offer high-ticket programs and want to complement their personal expertise with scalable, intelligent support.
  • C) AI Expert as a valuable bonus to your existing online courses or member sections:
    • Description: offer access to your AI Expert (for example, with a limited number of reports in a trial, for a limited time, or a specialized version trained only on the content of a given course) as an extremely attractive bonus to your existing digital products.
    • Benefits:
      • Increases sales conversions of your existing courses or member sections.
      • Significantly improves student/member outcomes by providing them with an interactive tool to apply learned knowledge, address individual questions, and stay motivated.
      • Can serve as a "taster" of the full version of AI Expert and lead to a subsequent upsell to a standalone subscription. Clients will become accustomed to the AI assistance and will want to continue after the bonus access ends.
    • Who it's for: Experts with an existing portfolio of successful online courses or active membership sections who want to increase their value and client retention.
  • πŸ’‘ **Combination of models and evolution:**these models don't have to be mutually exclusive and your approach can evolve over time. For example:
    • Start with offering AI Expert as a standalone product (Model A) to establish its value.
    • Later, create a "lighter" version or limited-time access as a bonus to courses (Model C).
    • At the same time, integrate it into your highest VIP offering (model B).

When choosing a model, consider where your AI Expert will bring the most value to your clients and how it best fits into your overall strategy and brand.

17.3 A well thought out launch strategy - How to generate interest and maximise sales?​

Launching a new product, especially one as innovative as AI Expert, requires a well-planned strategy to pique curiosity, educate the market and convert prospects into paying customers. Remember, you are among the first, and this gives you a unique opportunity to define the standard in your industry.

  • 🌟 S tart with an exclusive "founding members" offer:
    • For the first wave of customers (e.g. your most loyal fans, special webinar attendees, or your email database), make a special offer limited in time and/or quantity.
    • Recommendation from the handout: Focus on selling longer plans - typically semi-annual or annual - at a discounted "founder" price. You can introduce monthly tariffs later, or not offer them at all as part of the launch, or only as a more expensive alternative.
      • Pavel Říha (webinar recording): "When you go out with your BuddyPro, offer a half-year or annual plan to start. Maybe come a little later with a monthly."
      • Why longer tariffs at the beginning? You'll get more initial cashflow, stronger commitment from early clients (which leads to better feedback and longer-term testing), and create a sense of exclusivity and a profitable investment.
  • 🎀 Host a compelling sales webinar:
    • A webinar is still one of the most effective tools for launching new products, especially if you need to educate the market about something as new as AI Expert. It's an interactive format that allows you to build trust and respond to questions immediately.
    • The structure of the webinar (inspired by the background and successful launch of the AI Online Strategist):
      1. Introduction and context: Why AI is currently a revolution, where the expert business is heading. (Creating an atmosphere of change and opportunity - the "new S-curve").
      2. Identifying the problem that AI Expert solves: The pains and frustrations of your target audience that your AI Expert can address (e.g., lack of time and scalability for in-person consultations, low rates of implementation and completion of online courses, need for personalized advice available immediately).
      3. Presenting your AI Expert as a solution: Explain in detail what your AI Expert is, how it works based on your unique know-how (in simple and clear terms) and what specific benefits it brings (see section 17.1). Show a short demo or case studies if you have them.
      4. Value building and price anchor (KEY!):
        • Compare the benefits and affordability of your AI Expert with:
          • Traditional online courses: Emphasize that AI is interactive, personalized, constantly learning, memorizing conversations, and available 24/7 - as opposed to static, generic courses. Communicate that the value of AI is therefore significantly higher.
          • Your personal consultation/mentoring: calculate how much it would cost to get a comparable amount of personalized support and access to your know-how directly from you (e.g., the cost of X hours of your consultation per month/year). Show that your AI Expert provides continuous access to your expertise at a fraction of that price. This will create a strong price anchor and justify the cost of the AI Expert subscription.
      5. Present a specific offer: clearly present the tariffs (ideally half-yearly/annual for launch), the "founder" price, any bonuses (if any) and urgency (time or quantity limitations on the offer).
      6. Call to action and Q&A.
    • Example of success: Pavel Riha's Online Strategist AI was just launched via webinar with an annual plan offer for CZK 23,880 and generated CZK 4.2 million in recurring annual payments from over 200 clients in the first 30 days.
  • πŸš€ Emphasize the benefit of "being first" (for your clients and for you):
    • Communicate that those who adopt your AI Expert now are getting a head start, learning how to work with advanced technology, and becoming part of an innovative community.
    • For you as the creator, "the first to create an AI Expert for your domain becomes the market leader." (Pavel Riha).
  • πŸ“§ Email marketing and social media communication:
    • Support your launch with a series of emails and social media posts that build curiosity, educate about the potential of specialized AI in your industry, and drive traffic to your sales webinar or directly to your sales page.
    • The case of Online Strategist AI has shown that even a simple webinar registration page can bring in hundreds of attendees.
  • 🀝 Leverage the power of testimonials from early adopters (beta testers):
    • Once you have your first satisfied customers (for example, from the beta testers you gave access to before the official launch - see Part D), actively ask them for testimonials, testimonials and case studies.
    • Authentic experiences from real users are invaluable for building trust and convincing other potential customers.

A strategic launch is an investment that will pay you back many times over in the form of a successful launch of your AI Expert and its establishment in the market.

Frequently Asked Questions (FAQ) on this step:​

  • How specifically should I differentiate my AI Expert from ChatGPT in my communications so that customers understand?
    • Focus on 2-3 key differences that are most relevant to your target audience. For example, this could be:
      1. Training on your specific know-how: "Unlike ChatGPT, who has general knowledge, my Expert has been trained directly on my [specific materials/methods], so he will give you advice validated by my many years of experience in [your field]."
      2. Deep personalization and memory: "My Expert remembers you. He or she understands your context, your goals, and what you dealt with last time. You don't have to repeat everything back to him like you would with general AI."
      3. Clearly defined personality and values. I infuse it with a personality and values that are consistent with my approach, so the conversation is more natural and trustworthy."
    • Use simple analogies (see above) and concrete examples of how your AI Expert solves problems better/faster/more efficiently.
  • Is it better to start with a lower AI Expert price and gradually get more expensive, or to set a higher "premium" price right away?
    • The evidence (especially the experience of Pavel Riha and David Kirsh) strongly suggests that it is better to communicate AI Expert as a premium product from the start and set a price that reflects its high value. You can start with an introductory/founder discount for first-time customers (e.g. on longer tariffs), but even this discount should be on the higher base price.
    • Reason: It is psychologically easier to lower the price later or offer cheaper options than to make a product that was initially cheap significantly more expensive. A lower starting price can also undermine the perceived value.
    • Pavel Říha: "I recommend starting with longer and more expensive tariffs. You can come up with cheaper and shorter periods at any time."
  • My industry is not as 'sexy' or technical as online marketing. How do I communicate the value of AI Expert so that it resonates with my clients?
    • The value of AI Expert is not in its 'tech sexy' nature, but in solving specific problems and meeting the needs of your target audience.
    • Focus on the emotional benefits and practical results your AI Expert delivers. For example:
      • Personal development/coaching: "Get support and guidance toward your goals anytime you feel stuck or need a new perspective."
      • Health/Wellness: "Have a partner on hand to help you stick to your plan, answer your questions about [your topic], and motivate you on your health journey."
      • Relationships: "Get a safe space to explore your relationship challenges and learn new communication skills with the support of AI trained on proven principles."
    • The key is to translate technology features (like personalization, know-how) into language and benefits that your audience understands and that have real meaning to them.
  • What are the most common mistakes experts make when launching an AI product?
    • Lack of market education: They assume that everyone understands what AI Expert is and its value without actively communicating it.
    • Underpricing the product: They offer it too cheaply or as a small bonus, thus lowering its perceived value.
    • Lack of a clear USP: They are unable to clearly articulate why clients should get their AI Expert over other solutions.
    • Poorly set price anchor: Cannot effectively compare the value of AI Expert to other, more expensive forms of support (e.g., in-person consultation).
    • Weak or no urgency in the offer: An open-ended offer without a clear "why buy now" leads to procrastination of the decision.

By avoiding these mistakes and carefully preparing your strategy, you will greatly increase the chances of a successful sale of your AI Expert.

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