Six Figure Product Creation Program. Module 1

Transcription

1 Six Figure Product Creation Program Module 1 I want to say welcome, welcome, welcome. This is Kathleen Gage. Welcome to Six Figure Product Creation Program, Module 1. Over the next few weeks you are in for a great, great treat on really how to learn the best of the best on how to create product. We re not just talking any product. We re talking products that can build your opt-in subscriber list, products that can position your expert status, and products that definitely will generate revenues. I ve been generating a substantial amount of money from products for quite a number of years now. A big turning point for me was during the time I was caring for my mother for a 2 year period. There was a period of time where I was literally by her hospital bedside creating product. I kept my business going. It actually grew in revenue during that period of time because I was so focused on product creation. I was actually surprised to find after I got through that experience and I was talking to some of my colleagues. I assumed that everybody made the kind of money that I made with product creation. What I came to find out is although I was making close to 100% of my revenue at that time from product creation, the majority of people in my circle of influence were maybe 20% to 30% of their revenue on the high end coming from products. To me, it was second nature. It was more out of necessity than anything that I got to the level of creating product that I did. I started my first product creation about 15 years ago, 15 or 16 years ago. It was a cassette tape, to give you an idea of how far back that was. It was a $10 cassette tape. It took me probably about a week to create it, not only to record it but edit it. I had some very archaic software I was using at the time. The beauty of product creation in today s world is that you can actually create product very quickly. It doesn t take somebody who is a rocket scientist. It doesn t take a tech wiz to be able to create product. There are so many different types of software out there that are extremely user friendly. Technology does not need to be a limitation to you creating product. 1

2 One of the nice things about this particular course is that in the back room where you registered and you have a user name and a password, please keep that in a safe location so that you can access the information whenever you want to. In there, there are some videos for the beginner. This course attracts people who are brand new to product creation, some who have been doing it for a while or making a little bit of money at product creation, others who are making a pretty decent income and just want to take it to the next level. For the newer people, go into the back room area, look for the part for beginners and there are really simple, short videos that will teach you how to get going sooner than later. Again, I really encourage you to take advantage of all the information that s being provided because it s great information. It s information that has made me, over the years, millions of dollars. I make hundreds of thousands a year. I don t say that to impress anybody, but to impress upon you that you can make great money with product creation regardless of the industry you are in. One of the greatest fallacies out there is that the only people making money at product creation are people that are teaching people how to make money online or in their business. That is not true. There are people that are in the dog training industry that are doing great. There are people in health and nutrition. There are people that are in the relationship industry. People who are into natural healing that have products that are doing great. The first thing you want to look at are what are your beliefs about making money with products, and also to get really focused and treat this as a viable part of your business. Again, I am going to invite you to send in questions throughout this presentation. I will be looking at the questions at the end of my presentations. I will answer as many questions as I possibly can once my presentation is over. This is going to be very content driven. To get the most out of this entire program, not just tonight, but this entire program, you have to put time aside every day. You have to treat this as a viable part of your business. You can t do it any other way. What a lot of people do is they sign up for programs, they buy products and they let them collect dust. You're not going to get this through osmosis. This is definitely something you have to be very, very proactive with. Next, you have to dedicate yourself to the end result. What is the end result that you're looking for in your product creation? Is it something that you're using simply to build an opt-in subscriber list? It s a great use of product creation. 2

3 Or is it something that you want to take people on a journey through, a sales funnel where you bring in on the low end and you move them into higher end products and services. I have things that are free. I have a lot of things out there that are free that people sign up for that lead people all the way up to programs that can be $25,000 plus in a year and everything in between. The thing you want to look at is what is it you're looking for as an end result and are you willing to dedicate yourself to that end result. You have to keep your big why in the forefront. I have to tell you, the time I got most disciplined around my why was when I was caretaking my mother. Had I not really kept that in the forefront, I probably would not have been as focused. I probably would not have optimized the time that I had when she was asleep or there were periods where she was somewhat comatose. I would take full advantage of that time to study, create, and to market and sell my products. I recommend that you join the Facebook group that has been made available. If you have not joined, here s what you need to do. Please follow this to a T. The group is great. We ve got a couple hundred people in there and what you need to do is send me a friend request through Facebook. You know what I look like. You need to send me a friend request. I don t know what you look like. There might be 5 people by your name. I need to make sure that I m sending the invitation to the right person. Once you send me a friend request through Facebook, send me a direct private message on Facebook, not though , on Facebook to let me know that you did. You can send me a message without being connected as friends on Facebook. Once I see who has sent me a request, then I can accept it, then I can add you to the group. I encourage you to get involved. Let s take a look at what you re going to be doing in module 1. This is the first of 4 training modules. There is a bonus module on social media in 5 weeks. You're going to learn key insights into why now is the time to do product creation. You don t want to delay. I ve talked to people who have been creating the same product, maybe an ebook, a 10, 15, 20 page ebook for years. It s like-are you serious? One thing you ll find is I cut through the bologna. I get right to the heart of things. I m here to help you make money. I m here to help you grow your business. I m here for you to position your message in your market. By procrastinating, by finding excuses, by not doing what needs to be done in a timely fashion, you're never going to accomplish the end result. I know people who have been writing their book for years. They ve been creating that first ebook for years. 3

4 They ve been ready to have a teleseminar for months or even years. It doesn t need to be like that. We re going to talk about what to do first so you can really get started. What to do to create value added content. The thing you want to keep in mind is it s not just about content. It s about value added. People have become very discriminating in what they're going to download, even if it s free. It used to be you could throw just about anything and if it said free people would download it. Now people are using either bogus addresses because they just want the free content, or they're getting the free content and getting off your list right away unless it s really high value content. We re going to talk about how you can figure that out for your market. We re going to learn and talk about what your job really is in the whole product creation cycle. How to develop an ebook and ereport in this particular module. In other modules we go deeper into other things. We re going to talk about why books. Why is it a good idea for you to have a book? It is a good idea for virtually anybody to have a book. We re going to talk about level 1 of marketing a book. Landing page ideas for your ebook or ereport. That s basically what you're going to learn. In order to get to the end result, you need to have a clear vision. The way to have a clear vision is set specific goals for your business and product creation. Don t go about it haphazardly. I just recently moved out of my home based office. I ve been in my home based office for 19 years. I had a place in Utah for 15 years. It was about 11 years out of my home there, 11 or 12 years. I moved to Eugene about 7 ½ years ago. We live in a small farming community. Recently, I moved out of the home into an office space. I have two huge white boards up on my wall with plans up on my white boards and whole flow of what products I m updating, what products I m going to be launching, the flow of the product launch. I have a calendar with launch dates on it. It s a huge door calendar. It covers about half of my restroom door. I go in there and I just write-what s the next product I m going to launch, what s the next program I m going to launch. You need to have very specific goals for your business and product creation. Don t just let it turn around in your head. Really be strategic. Start a list or continue to grow your list. What I mean by that is your opt-in subscriber list. You ve got to start a list or continue to grow your list. That needs to be a focus each and every day. 4

5 It needs to be a targeted list. It used to be we would look at the size of the list. It s like size mattered. Now it s more quality mattered than size. To have both would be great. I was talking with a client today who in the last 6 weeks increased her list by over 450 people. That s great. Each of those 450 people are potential buyers for the low priced products, mid tier products, and high priced services that she has. Start right where you're at. Don t say, When everything is perfect I can assure you, things will never be perfect. You ve got to start right where you're at. Next, the more you do, the easier it becomes. The more you do, the easier it becomes. Whether it be list building, whether it be in product creation, whether it be in teleseminars, webinars, live presentations. The nice thing about having products is if you like presenting in front of groups where you're face to face with the groups and you have products available, you can have something as simple as an order form that people complete and then you send them the links to download the products. It s really quite simple. My job is to help you to simplify and make things as easy as possible. Confidence builds the more that you develop your expertise. It s a fact of life. I ve been doing this a lot of years. I m very, very comfortable and confident in what I m doing. That wasn t always the case. The more you do it the easier it becomes. The more you package your knowledge, the more of an expert you are viewed as. Pretty soon what happens as you have more product out there, you ve promoted your product, you ve positioned your product, you ve positioned your expert status, opportunities start coming to you. Just before I got on the call today I signed a contract for a speaking engagement in a few months where there are going to be 200 entrepreneurs at that speaking engagement. Next week I head out for a conference where there are 300 entrepreneurs. These opportunities came to me as a result of having my knowledge packaged and in ways that it was easy for people to find me and to look at what my expertise is and say, Yes, this person truly is an expert. That s what you want to do with your knowledge. What you need-you need focus. You need discipline. This is huge. It s real easy to get side tracked with . It s easy to get side tracked with Facebook. It s easy to get side tracked looking at videos on YouTube. You really have to have a discipline to make this thing work. Next, you do have to block time out and I have two forms that are in the back room where you put your user name and password. There is an accountability form and a daily productivity form. 5

6 There is a pdf for the accountability form and the daily productivity form and there are short videos explaining how to get the most out of these two forms. You can use one. You can use the other. You can use both. It really depends on how much you need some accountability. I m in a very high level mastermind group. I have an accountability partner. I have a mentor who is my business coach and in my group I have an accountability partner where every single week we get on the phone and we say, Okay, what are we committed to doing this week? It s things that would be easy to let slip by the wayside. For example, I m doing an event in a few months and I needed to put together a sponsorship opportunity package saying, Here s what s available for sponsors. That s one of those things that can be pushed to the back of the pile over and over and over. Both myself and my accountability partner, we ve said we needed to get our sponsor forms taken care of. That s at the top of the list. If it s something I know that I m going to get done anyway, like if I set up an interview, I know I m going to show up for the interview. I don t need to be held accountable for that. That s just the nature of who I am. However, if you're somebody who sets appointments and doesn t show up or you tell somebody you're going to call them and you don t call them, then that would be what would go on your accountability form and your daily productivity form. Again, there are videos. They're very short videos, 5 or 6 minutes, maybe 7 minutes explaining exactly how to use them. Then you have to have patience. Patience takes patience. Time takes time. I didn t start making multiple six figures at product creation overnight. The very first product I had, I think at one event I went to and I spoke to probably 100 people, I made $50 in product sales. I had to develop the skill of good product. I had to develop the sill of being able to sell the product. You ll learn both of those during this training course. You have to have commitment, which means what are you really committed to and what s the end result that you're looking for. Are you willing to do what it takes? Daily actions. It really is necessary for you to say, Every single day I m going to make this happen. What happens is it s just like when you join a gym, you go on a diet and you say, Tomorrow I ll start. Tomorrow I ll start. It never gets done. I ve had some incredible results with clients who have done product creation. I had one client who did a telesummit. She actually turned the sessions into recordings, was able to sell the recordings on the front end with the first telesummit she did because she stuck with it. She had daily actions. She was committed to it. She was accountable for it. She was disciplined. She was focused. 6

7 She made $35,000 on the front end of her telesummit. It s possible to make great, great money, but not without a real commitment to what you're doing. Here is a look at the back area. You ll notice there is a bar with links that go into the welcome section. There s also training sessions. That would be for each of the weekly training sessions. You will have the replay for all of those. One topic training videos-those are the short videos. Most of them are 5 minutes or under. Setting up your website, that would be for those people who are not real technological. Go in there and watch the short videos. Some great information. It gets down to the nitty gritty of how to buy a url. Some people don t know how to buy a web address. We ve got that information available to you. I will keep adding to it throughout this whole course. Then there s some really nice bonuses I want you to check out. There s resources that I recommend. It could be instant teleseminars, which is what I am using right now. It can be free conference calling. It could be a resource for a virtual assistant. It could be a resource for where to get design work done that is low cost to you. We put in as many resources as possible. If for any reason you're having problems, please go to the support section and put in a support ticket. You ll get a much better response. People me wanting me to do technical stuff. I don t do technical stuff. I forward it over to my tech person who is a wiz at this stuff. Please, if you have any challenges accessing the information, put in a support ticket. Within 48 hours you will get a response. You ll notice on the back end you ll see that we have the videos, we have-if there s a pdf that goes with it there is a little icon that lets you know there s a pdf that goes with it. Not every single video will have a pdf to go with it. Not every pdf will have a video to go with it. I just wanted to show you what you can expect in the back area. The window of opportunity for you as an entrepreneur creating product, there is a definite window of opportunity. That window of opportunity, to go through the list of what you're looking at, start right where you re at. Don t wait again until things are perfect. You really have to start right where you re at. Next, you must claim your spot as a leader. People aren t going to make you a leader. You claim your spot as a leader. I m going to share with you different ways that you can do that. 7

8 The question that begs to be answered is-do people think of you when their topic comes up? Regardless of what your topic is, if it s health and nutrition, are you considered one of the thought leaders around health and nutrition? A few years ago, it was probably about 20 years ago, there was a woman by the name of Susan Powter who was the Stop the Insanity woman. Very much outspoken, very much a thought leader, very much a person who had her own point of view and her own perspective, and when people thought about stopping the insanity her name would come up over and over and over again. In thinking of who you are as an expert, in thinking of the topic that you represent, is your name the one that comes up when people think of that topic? Product creation is simply a way to carry your message. That s all it is. You're packaging your knowledge. In some ways, it s like having a conversation. When you're having a conversation with a client you're explaining things to that client, it s taking that knowledge, packaging it in a way that s usable and it s consumable. Are you willing to do what needs to be done? A lot of people say they want success. A lot of people say they want to write a book. A lot of people say I want a whole suite of products. They're not willing to do what it takes. I have another client that recently did a one day event, had a huge success on her hands and she worked her backside off. She really, really, really worked hard for it. I ve talked to other people who want to do events. I start working on a strategy with them and they go, Oh, no, no, no. That s way too much work. Then they don t reap the benefits. The thing you really want to look at is how committed are you. Are you really willing to do what it takes? What you need to do is you need to put your stake in the ground. What that means is you have to have a position. You have to have a point of view that lets people know that you truly are somebody they can turn to for great information. Putting your stake in the ground is about your POV, your point of view. What is something that-here s how one person who worked with me on really extracting my point of view. What s something that really irks you? What s something that upsets you about your industry, about the clients you work with, about the way people perceive your industry or how they perceive your expertise? What s something that really, really irks you? When I went through this exercise, it was really interesting, I went through a really intense process about a year and a half ago with a copywriter. He was asking me these questions. What is it that really irks you? 8

9 What came out of me was what irks me are the people that are not willing to do the work. What irks me are the people who say they want success but they're not willing to work for it. What irks me are the people who hide behind the shadow of other people and they're not willing to stand in their power. Out of that we started really fine tuning what my point of view is. That s what became the copy on my website. You are your greatest secret. You have to stand tall with who you are. You have to be willing to put your stake in the ground. That s how we got my point of view. You really want to look at what is your perspective, what is your point of view. As you look at different things, what is your perspective on whatever it is you want to be known as? Are you willing to take a stand on that? That s very important. The question is, what do you stand for? Far too many people follow. They don t stand for something. Or, they stand for what other people stand for. What do you truly stand for? What are you willing to take a stand on? Those are very important questions you want to ask yourself. Once you put your stake in the ground, you have to stake your claim. As you get your perspective, as you get your point of view really clear, you need to find the keywords people will be searching on to get that information. You need to create videos. You need to create content which would include articles, blog postings, social media, interviews, and be willing to be heard. All of this is the foundation to creating products. I have had people say, I just want to get into creating products. Give me the strategies on creating products. You have to get into the mindset before you can get into the strategies. You have to know what it is you're willing to put into your products, what s the voice that s going to come with your products, what s the stand you're going to take, and what s the experience people will have when they get your products and services. Seven ways to increase your revenue. This is all around product creation that as you think of, Okay, I want to create product because I want to increase my revenue. There are seven ways. Getting more leads. Obviously. Getting more leads but doing something with those leads. It s not just going to a networking event and gathering up a bunch of business cards and putting them in a pile and 3 months later saying, Didn t get around to that, so they go into the trash barrel. 9

10 Getting more sales. Obviously. You need more leads. You need more sales. Higher conversion rates, which means that you need to test what you're doing. Sometimes something as simple as changing the name of a product can make all the difference in the world. Other times it might be changing the color of a headline on a sales page or a landing page can make all the difference in the world. Other times it can be changing out from using a video to having simply 3 or 4 benefit statements on an opt-in for a free giveaway can make all the difference in the world. You need to test it based on your market and based on your message. More frequency of sales. Obviously. More sales is different than more frequency of sales. More sales might be that you have 10 widgets that you're selling. Normally you sell three but now you're going to sell five of the 10 widgets. More frequency of sales would be that people reorder those widgets on a more frequent basis. That would be more frequency. Higher prices. Obviously. One of the first things I usually work with my private clients is raising their prices. Most people undervalue who they are. Not to be sexist here, but usually it s women who do that more than men. Often times, like coaches. They may be charging $100 an hour and when I say, I want you to double your prices because you're worth it, once we ve established they're worth it, a lot of times their palms are sweating, I don t think I can do it. The first time they ask for the higher price and they get it they go, Oh, that was easy. Quick way to increase your revenues is to have higher prices and determine who is the market you're going after. You ve got the Wal-Mart market, you ve got the Nordstrom market and you ve got everything in between. You might have different types of markets that you're dealing with. You need to be clear on that so you can create products and services that are appropriate for the different levels of market that you have. A higher return on investment, which means you're keeping track of what it s costing you to create your products. You're keeping track of what it s costing you to market. You're keeping track of what it costs to sell the product and what is your profit margin. In knowing what your profit margin is, you can look at ways to get a higher return on investment. Another way to increase revenues absolutely is with affiliates. Definitely with affiliates. A bonus tip is more exclusivity. If you make yourself less available with certain services and products that you offer, it s limited quantity, it s very exclusive type of let s say a virtual training program that only a certain caliber of people would be invited to, more exclusivity can definitely increase your revenue. 10

11 You have to be able to stand behind that. It s not just a matter of saying, Now I m going to raise my prices. There has to be justification of what you're doing. Some success strategies that will help you to make money with product creation. List 5 things that make you succeed. List 5 things that make you succeed. With those 5 things, replicate it. For example, if I know that my greatest time of development that I m actually the most creative and I m the most productive from 6:00 to 7:00 in the morning, if I know that, I would be smart to use that time for product creation. If, on the other hand, I know that 2:00 to 3:00 is my best time, I would be smart to use that time. If I know that I have certain distractions, let s say with Facebook, and when I go on Facebook first thing in the morning I get sidetracked and two hours later I finally get around to doing my work, if I know that then my job is to have the discipline and the focus not to go on Facebook first thing in the morning. List 5 things that make you succeed and replicate those. Next, it s about creating massive value and monetizing on the back end. Inevitably I have people who say, I don t want to give all my information away. You can never give all of your information away. When you create something, something magical happens where you start getting more creative ideas. You don t just have one book in you. You don t have just one teleseminar in you. You don t have just one webinar in you. You don t just have one ebook in you. The first one is always going to be the hardest. It s really about creating a lot of value for your end user regardless of whether something is free or there s a fee to it and really looking at how you can monetize on the back end. We re going to be looking at that kind of information in this training. There is something called speed to market. Joe Vitali talks about it that money loves speed. When you get an idea, don t sit on it for too long. Again, the more you do this, the easier it becomes. If you get an idea, let s say that the market is demanding that you teach a certain kind of topic in a teleseminar, don t wait too long to teach that. If people are hungry for it now, they're willing to pay for it now. Wherever the pain is, is where you have to address that with a solution, if in fact you are qualified. If you're not, that s where you can bring in other experts. Build affiliate partnerships both on the end of where you sell for an affiliate or you sell for an expert as an affiliate or other people sell for you and they are your affiliate. Last month we brought in about $16,000 in affiliate revenues. That was from me introducing certain people and products to my market. I didn t create the products. 11

12 I didn t create the services. That was one part of our revenue. We had a very, very nice month last month. I also have private clients. I also have products. I have what are called multiple streams of revenue. That s something else that you want to look at. You should have multiple streams of revenue. You need to bring energy to the party. If you're going to play with people and they're going to play with you, you really need to have energy around it. It s not that you need to bounce off the walls, but you need to be really excited about what you're doing and whatever that means to convey excitement. Let go of the time wasters. Again, really look at how you're spending your days. That would go back to the accountability form and the productivity form. I would really invite everybody to use those for a period of 30 days and really be committed to it. Notice what changes as a result of holding yourself accountable, getting an accountability buddy. You can go into the forum, the Facebook forum and just notice who are the most active people. Private message somebody and ask if they might want to be an accountability partner. If they know, ask somebody else. Don t worry if somebody says no. Maybe they just don t have the time. Maybe they're uncomfortable with being an accountability partner. You will find you're going to get a greater result if you let go of the time wasters that you will start noticing through using the productivity model and the accountability model and having an accountability partner. Remember, send in those questions. I will be answering questions after I do my presentation. I m going to take a lot of time to answer questions. I really encourage you to send in as many questions as possible. Moving on. Identify your expertise. Before you can really create products, you need to know what you're an expert at. Otherwise, you can get other people to create products based on their expertise, which is fine. That is one way to take product to market. In identifying your expertise, what have you done for any length of time? Obviously, I m a product creation expert. I ve done that for a long time. I m very good at it. Another thing I m really good at is gardening. It s not that I would necessarily develop a product around that but if I wanted to I would spend more time learning about gardening. I would learn about the different natural remedies for getting rid of weeds. I would learn about natural fertilizers. Mine would be all about natural. I would work at really getting the expertise. What have you done for any length of time? What would you do even if you didn t get paid for it? You don t want to work based solely on your passion, but having passion at what you do really does help. 12

13 A lot of times when you get really good at something you get really passionate about it. How do others view you? Ask people. How do they view you? What do they see you as an expert at? It might surprised by it. What have you been recognized and rewarded for? In some cases, there resides your expert status. What are you passionate about? Again, it s not just about passion. It truly is-business is about making money. Bottom line, you ve got to make money to keep your business going. Making money allows you to do more of the things that you love to do. The next thing you want to do is you want to identify your market. You want to identify specifically your market. Here s an overview. There s going to be further detail in the back area of how to identify your market. We will have resources for you to do that. Who do you ideally want to work with? In a perfect world, who would you like to work with? What you ll find is the more defined you become, the more you attract those kinds of people. Next, who wants you to work with them? In other words, you may want to work with a group of people but for whatever reason, maybe they don t want to work with you. You really have to look at who wants you to work with them and who do you want to work with. Next, drill down to specifics. Women, middle aged women, women who earn x amount of dollars, women who want to lose 30 pounds, divorced women. That could be one example. It could be that your market or your-the people you really want to work with might be college students. It might be those college students who are going to an Ivy League college. It might be those college students who are-they're interested in learning musical instruments in their 20 s. Really drilling down-the more you do that, the easier it is to identify these people who will hang out. We re going to talk about that in another module where we really get into where do you find these people. That s very, very important. Some of the types of products that you can create on the low end you can create reports, ebooks, ezines, mini courses. A mini course could be a 3 to a 5 day course where you basically do what s called dripping an autoresponder message out when somebody opts in for the topic. Then over a period of 3 to 5 days you send out a short tip where you focus on that particular problem that they opted in for to have a solution. You give them the solution and you can lead them into other products and services that you have. A one hour teleclass can be a low end product. 13

14 Low risk would be something under $20 to $30. It can be completely automated. Again, you can have reports that you-i have free reports and I have paid reports. On the back end in the private room for all the members of the product creation course I have some of the examples of reports that I ve given away and some paid reports you have full access to. I want you to look at those. I want you to analyze them. I want you to watch those videos because I m giving you the complete formula of what has made me hundreds of thousands of dollars every year for several years. Next, an ebook can be a low price, low risk proposition. Teleclasses and mp3 files, introductory coaching sessions. I would be very cautious of that. If you bring people in for $20 to $30 to do a coaching session you're setting a precedent for them. Paperback books are considered low price products. There are more hard costs to a paperback book for you than there are with an ebook. Definitely a low priced product. A low price point that s a little more of a risk and may take a little bit more trust for people to buy it from you, $39 to $97. Again, it can be completely automated. More in depth items like a bundle of products. You might have an mp3. You might have a video. You might have the transcripts. You might turn the transcripts into a report. Bundle this all together. It might be you did a telesummit and you recorded everything. The recordings alone will sell for $97. If you have the transcripts in, you might charge $197. The reason the price raises is because it does cost you more. Whenever you take your products to the next level and you have to bring team members in to help out to do some of the things, which I do advise, don t think you have to wear all the hats. That s one of the mistakes I see people make. I ve made it myself. I found that once I finally started outsourcing and being very strategic about how I was outsourcing and really looking at my return investment, I started making more money. Sure I was paying more out, I was living a much higher quality of life because I wasn t working as hard or as long. Coaching sessions can be in the $39 to $97 range. Again, be very cautious with that. If you price your time low, then you're setting a precedent. An ebook with a teleconference recording could be another low price product. Moving into higher priced products, $97 to $499, not much hand holding on this. Coaching sessions, I m actually headed out to a conference in a week. I will be doing some private coaching sessions where my normal fee is $700 an hour and it s $497 if people meet me where the conference is taking place prior to the conference, the day before the conference. They have to set that up, obviously. 14

15 A series of teleconference courses can be in the mid range. Larger bundles of products including one on one coaching. You can actually sell a product and say, Okay, for the first 20 people who buy, you get a 20 minute or a 30 minute coaching session to go with that. What that does is it increases the value and it puts a limited quantity so it s an urgency purchase. Urgency purchases do work. We re going to be talking about that as we go through the modules. The next level up would be $499 to $999. You will probably be doing more hand holding in that. In the lower price stuff, under the $500 mark, very rarely are you going to do hand holding. I have had occasional where people will buy a $27 report and they say, You will give a coaching session with this, won t you? I say, No, I will not. That s not why it s set up that way. You really have to be clear on market perception, how you want to position your expert status, how you want to be viewed as an expert. With the $499 to the $999 it can be a live one day training, it could be a mentoring course including coaching sessions. It can be a bundle of products with coaching sessions. The next level up would be a boot camp, onsite training, satellite training, in large metro areas it might be a live stream and it could go anywhere from under $1,000 to around $5,000 and then the more exclusive offerings would be $5,000 and above which would be your boot camps, strategy days. I have a client coming in tomorrow that is part of her platinum program. That is a pretty substantial investment. Next week I have client coming just for the VIP day. That is several thousand dollars to come and spend the day with me. Those are the things you can grow into. When I first started creating product was I offering the $5,000, $10,000, $20,000, $30,000 products? I was not. I started with a low price product and I grew into that. Speaking engagements. You can get paid as much as $5,000, $10,000, $15,000, $20,000 for a one hour keynote. Again, it s all based on how are you positioning your expert status? In house training and mentoring, including in person masterminds-with my platinum group it s a year-long program. There are 3 in person masterminds where all the platinum members come in. We met about 2 weeks ago for two days. We meet in May again and then we meet in October again. Each client gets one on one coaching time with me over the phone. That s where you start commanding the higher dollars. 15

16 16 Let s talk about ebooks and ereports. Again, I m going to go through my presentation and then I m going to open the lines for Q&A. Ebooks and ereports. You can have free or fee. Basically, the outline is the same regardless of whether it s a free or a fee. You pick a topic and you go with it. Then you set a target date to complete. Here is a quick overview of the elements of an ebook or an ereport. You ve got the cover. Inside the cover you ve got a disclaimer. You need to have a disclaimer. I cannot give legal advice so I m not going to tell you what to put in the disclaimer. I ve given you examples of my ebooks so you can take a look at that. You can look at other ebooks and see what people are using. As you grow your business, it s a really good idea to have legal counsel. I m not giving legal advice right now. I m completely putting a disclaimer out there to that. No legal advice, no insurance advice. There are certain things you need in your business as you grow your business when you're doing information products. Legal advice is a good idea and the right insurance policies. Next in your ebook and your ereport, you ve got to have the content. Put a short bio about you. You might have upselling opportunities or you could have active links throughout that lead people to other areas. Especially with ebooks that you give away or ereports you give away. You can have affiliate links. Let s say you're doing a report on the most nutritious way to blend green drinks. Let s use that as an example. You happen to be a reseller for the Vitamix mixer. You go through and you talk about the different green drinks people can make, you talk about some of the best types of greens to buy, how to preserve your greens, the best kind of blender to use. You talk about Vitamix mixer and you have a link, To get your own Vitamix mixer, go here. And you send them to a site where you are an affiliate. That is one way that your free ebook or free report can generate revenue. You definitely want images. The nice thing about ebased products is it doesn t cost you any more for printing. You may have to pay for the images. You can go to a location like There are very, very reasonably priced designers. In some cases, you're going to get really bad work. In other cases you ll get great work. Read the reviews. Read the feedback people have given. If you have somebody who has all good reviews, chances are you're going to get a good experience and a good designer. You can go in and find people that will do transcripts through Fiverr. There s all sorts of different jobs that are being offered. There s also where it s higher priced. More quality. There s

17 Those are all locations where you can find vendors and people you can outsource to. For example, for layout, for cover design, for transcripts, for short white board videos-those are the videos where somebody is drawing with their hand and it goes really fast. That s a white board video. PowerPoint presentations-you can find all of that kind of stuff where you can outsource it if you don t have the skill set. Another thing you definitely want to put in there is contact information. Avoid putting home addresses. Not a good idea. You want to keep that private. Ebook and ereport content creation. Here are the elements that go in. What challenges do readers face? What keeps them awake at night? This is what you want to focus on as you're looking for the type of content that you're going to create. It s not based on what you think they want. It s really on what they want. In one of the other modules we get into how to survey your market. You will learn how to survey so you can really have them tell you what they need to learn. What solutions are you offering? Based on what their challenges are, what solutions are you offering? What is the opportunity for the reader? You need to convey that. What is the opportunity? Is it they're going to be smarter? They're going to be prettier? They're going to have a better relationship? They're going to make more money? They're going to be more efficient on their job? They're going to be a better leader? They're going to be a better parent? They're going to know how to save money? They're going to know how to invest money? What is the opportunity for the reader? What are others saying? Notice what are some of the trends going on. What are people talking about in social networks? Really pay attention to what s going on. That will give you an idea of what you can put in as content. You can really let them know that you understand their struggles. For example, let s say somebody is teaching people how to drop 50 pounds and they ve dropped 50 pounds. They go, I understand what you're going through in dropping that 50 pounds because I also struggled with that. You want to really come from the place of understanding and empathy. Other things you want to look at in content creation. You can tell them what you did to turn your own struggle around. In most of my products, I share stories about what-i ve already shared a few stories about when I made my first cassette. I didn t really know what I was doing. It took me a week to do the editing. It took a long time. Now I can put an audio file together, record it, do a little bit of editing. Ba-da-bing, ba-da-boom, it s done. I will share what that struggle is so that people understand I know what they're going through and how to get through those struggles. 17

18 Also, position your product, here are the misconceptions. It could be-here are the misconceptions about creating product. Then I would list what those misconceptions are. Here are the misconceptions about having a deep committed relationship. If you were a relationship expert you would list what those are. Here are the misconceptions on being a good parent. You would list what those are. The solution to problem and misconceptions are it would obviously be your solution, your ebook or your ereport. Here s what you need to do to succeed. Throughout the training that I ve been doing in this module, I ve been sharing with you different things you need to do to succeed. I ve been talking about some of the misconceptions people have. I ve been talking about the solution to the problem and the misconceptions so that you can succeed at a faster rate. Here are the actions you need to take. Boom, boom, boom. Whatever your expertise is, you want to help people to understand, here s what the problem is, here are the misconceptions, I understand the problem because I went through that also, here s what you need to do and here s the actions you need to take (step 1, step 2, step 3.) People will buy more on emotion but they will stick based on the logic you give them. Finding ideas. Here s a few different ways to find ideas. I often have people say, Where do I get the ideas that will help me to create the products? Again, for those of you wondering how long this particular session goes, we re going at least an hour and a half, possibly longer, depending on the questions. Stick around because I want you to be able to ask your questions. Finding ideas. PLR, which is private label rights. That s where you buy something that was created by somebody else that was different than affiliate products. You actually can use it as your own. You want to make sure that when you use PLR, you use really high quality information. Two people that have great quality, Nicole Dean and Ronnie Nijmeh. Both of them, high quality people, high quality PLR. You're going to pay more for their information than for the lower quality stuff, but you get what you pay for. They're both very reputable. Another thing to look at in finding ideas, what problems does your market face? What is it that people tell you is their problem? Based on that, that s where you can start in creating products and coming up with topics. What keeps people awake at night? That would be a question you want to ask your market? What keeps you awake at night around x? What are their obstacles to success? 18

19 I know for product creation what keeps people awake at night is they're wondering, Am I ever going to be able to generate multiple streams of revenue? That keeps people awake at night. If I can show them there s a solution I can create a product that will help them with that. The obstacles to success, I pointed those out as we began those session. Time, focus, discipline, keeping energized, making sure you're not wasting your day with time wasters, all of those are obstacles to success. As you understand the obstacles to success that your market has, what you want to do is you want to address that. Simple questions that you can ask. This is a real basic survey strategy. You can ask, What is your number one challenge with? It could be, What is your number one challenge with decorating your office? What is your number one challenge with learning WordPress? What is your number one challenge with keeping your car clean? What is your number one challenge with organizing your home? What is your number one challenge with cooking home cooked meals? Again, what is your expertise? Who is your market? Find out their number one challenge. You can simply ask them. If you could find one solution to x, what would it be? If you could find one solution or the solution to organizing your office, what would it be? If you could find the solution to having a better relationship, what would it be? If you could find the solution to training your dog so they wouldn t bark when people come to the door, what would it be? People will start telling you what kind of products you need to create, at least what the topics need to be. Deciding on a topic. You can go into forums and notice what people are talking about. There are forums for virtually anything. A forum is a community of people that gather online. You can go to Google, do a search, forum plus whatever the topic is. Forum with the plus sign pit bull dogs. Forum plus getting married. Forum plus having a better relationship. When my father got sick he had small cell lung cancer. I actually found a forum. I found several. I went to one of the most active forums. I wanted answers. I needed to know what was going on with my dad. Unfortunately, he passed away 4 weeks after he was diagnosed. During that time, I was very active on that forum. Virtually anything you need an answer to there is a forum. Yahoo answers. Go into Yahoo. Put Yahoo answers and then put a question about whatever it is you want and you're going to find some answers that will help you to decide on topics. 19

20 Social networks are huge. There s a lot of discussions going on about various things. You can find out a lot about what kind of topic to create based on the social networks. Surveys, again, in another module we re going to go deeper into that. Go to Amazon and notice what the top 10 books are in a specific genre. Read the descriptions. Read the reviews people are writing. You ll get a lot of great ideas that way. Article directories, same thing. There s ezine Articles. There s Ignite Point. There s Actually, you got as a bonus to this program the most current article directory that we created. It was updated just a few weeks ago. It s very current, very accurate. There s 100 article directories in there. You can actually go and look at other articles that people have written in certain topic areas and get ideas for your own topics. FAQs are the most frequently asked questions that your market will ask. Based on the top 10 questions you actually could create a nice product. You write out the top 10 questions. You create the answer to it. You record that. You ve got an audio product. Creating content. Develop a series of questions based on the FAQs, what I just told you. Develop a series of questions. Next, what did you learn in your research? What I showed you in the previous slide, Yahoo answers, forums, surveys, social networks, Amazon, article directories, frequently asked questions, this does take time. This is where I see a lot of people-they want the success overnight. This takes time. It takes effort. It takes research. The more focused you are, the more you re going to come up with something people want to buy. That s what s really important. Making sure you're providing a solution to a problem. Taking yourself back, what did you most want to learn when you first started in this area of expertise? What you're teaching on, obviously at some point you were not an expert. What is it you most wanted to know? You could start from there and say-okay, if I wanted to know how do put an audio file together myself, I ll speak for myself, based on I wanted to have product I could sell to my market. If that s what I most wanted to know, I know probably there s a pretty good chance there are a lot of other people who want to know how to do audio files and how to create great content for those audio files. That could be a great starting place. Now we re going to talk about books. I m going to share with you some real simple strategies around books. In the back room area there are two videos from Lynne Klippel who is with Thomas Noble Books and Love Your Life Publishing. 20