--- type: "Trust post" title: "A clear product, the first condition of the content system" docType: "How-to guide" description: "The first condition before you run the content system is to call your product by its right name and write what buyers get and its status." resource: "https://cuongthach.com/docs/content-system/conditions/product/" markdown: "https://cuongthach.com/docs/content-system/conditions/product/index.md" tags: - "docs" - "en" - "content-system" - "How-to guide" - "Get started" status: stable generated: by: "process:cuongthach-okf-export" at: "2026-10-25T07:44:30Z" --- # A clear product, the first condition of the content system The first step is to settle on the product the funnel leads to. When you finish, the Product entry of your brand profile has three lines: the name, what buyers get, and the status. The product comes before every other step because it is **the end point of the funnel**. With no end point, there is nothing to count at the end of the line. The product is also the root of your content positioning: keywords only support it and come later. If you start from keywords and write along a string of loosely related ones, your site gets thin and drifts off topic. This page is for anyone about to run the content system for a brand. If your product already has a name and is on sale, go through the three steps quickly to check it, then move on to [step 2, the website as home](/docs/content-system/conditions/website). ## What do you need to settle on a product? - **A product you can picture as if you held it in your hands.** A product that is not finished yet still works: the Love post then leads to the waitlist. If you cannot picture the product yet, do not run the system, because the funnel has no end point. - **A brand profile file**, even if its entries are still empty. The three steps below fill in its Product entry. The block to copy is in the [Brand profile template](/docs/content-system/resources/brand-profile-template). ## Settle on the product the funnel leads to The three steps fill in the three lines of the Product entry. Each line answers a question buyers ask when they reach the end of the funnel: what is this, what do I get, can I buy it now. 1. **Call the product by its right name** Buyers must know what the product is the moment they read its name. Do not make them guess. **Call it by its kind**: a course is a course, a book is a book, a toolkit is a toolkit, a service is a service. Then give it a name no one else on the market uses, one of a kind like your account name, so buyers remember it and know it. You will have the Name line, for example "Write to Sell, cohort K3" in the cuongthach.com profile. 2. **Write what buyers get** The Love post and the sales page must show buyers quickly what the product includes, so you write it once here. List what buyers get, the price and any promise. The cuongthach.com profile says: - A 12-week coaching course, then 36 weeks of support. - Two pillars, "Core positioning" and "Dance of words". - Three benefits. - 9,999,000 VND a year. - A 100% refund within 30 days. You will have the Includes line. 3. **Pick the product's status** The status decides whether the Love post leads readers to the sales page or to the waitlist. Write one of two: **on sale, or taking a waitlist**. If the product is not finished, write taking a waitlist. You will have a Product entry with all three lines, and you will know what the system will count: people on the waitlist, or orders. ## How do you know the product is clear enough? The product is clear enough when all three signs below are true: - You can picture it as if you held it in your hands. - A stranger reading the name knows if it is a course, a book, a toolkit or a service. - The Product entry has Name, Includes and Status, with no empty line. If the first sign is false, **stop here** and do not run the system yet. If the name still makes people guess, rename it by the product's kind. If the status is missing, the Love post does not know where to lead readers, so fill it in before step 2. ## If the product is not ready to sell ### The product is not finished A product that is not finished **still meets the condition** to run the system. Write the status as taking a waitlist, and the Love post leads readers to the waitlist instead of the sales page. The cuongthach.com profile is in exactly this state: Write to Sell is taking a waitlist and is not on sale yet. ### No buyer has used the product yet A solo business owner's product usually comes from the owner and serves the owner's own needs, so **you are its first user**. What the product has done for you is your first proof. How to put that proof on the page is in [Build a three-layer sales page](/docs/content-system/know-trust-love/guides/build-a-lean-sales-page). ## One person can run the whole system ![One person can run the whole system](https://cuongthach.com/docs/_astro/illus-docs-den-ba-dieu-kien.en.ycR1RsbQ_ZTKTiY.svg "All three conditions met, the system runs") One person can run the whole system. People who run a business alone usually have only a few products, few enough to keep under control. Once you know the process, you **do not need to hire a writer**. When all three parts are in one person's hands, the loop back is short too. So step 1 only needs the product the funnel leads to now. Most solo business owners have only one, two or three products. A business owner who is used to hiring staff or an agency for content does not need this process. ## Read next - [Your website as home](/docs/content-system/conditions/website) — Every post of the content system goes on your website first, so write down your sales page, your waitlist page and where you count the two. - [Brand profile](/docs/content-system/conditions/brand-profile) — The brand profile is one file of data about one brand, with ten entries and two of them required, so the content system can run for you. - [Four rules for every post](/docs/content-system/conditions/rules) — The four rules every post in the content system keeps, what each one says, which part of the system it comes from, and the signs of a break. Source: https://cuongthach.com/docs/content-system/conditions/product/index.mdx