Define your Product
Now as you guys see here and those at home as well you're saying that I'm picking certain exercises there are dozens more a plethora of exercises in the book but with limited time focusing on certain exercises that I know are critical that these are baseline exercises if you want to do this kind of work these are the things you need to work through there's lots of other exercises that help you go deeper that helped clarify help you improve and even bigger ways but this is the base line work that's why I'm choosing these particular exercises so let's goto developing your product let's start with you susan now here is what I just walked you through this is the process for actually creating these products and we always start with what the role that you're going to play a member in the last exercised we identified the product the type of product now we're going to look at actually creating and we start with roll what kind of role would you play here and maximizing their message I guess I w...
ould go with out of these choices expert seems to rise to great so go ahead click expert you get a little check box in there there you go now let's go to the framework that you're going to choose I think I'd go with new miracle numerical now let me just ask you a question just doing these two things right here do you think he's got you to creating information product faster than if you hadn't been sitting in this room? Yes, and I definitely don't think I would have ever called myself an expert on that. I wasn't talking about thea now the next one type of title that best fits do you know interestingly enough, I skip this one sorry, so we're going to do a little introduction to what this means types of titles okay, you got a title the product and sometimes that hangs people up because you want to come up something brill it's perfect in the movie business, they have something called the working title and that's what it says working title that's the title is the working title. Sometimes they do that because it's a big project and they don't want you to know who it is who's attached or what it's about that kind of thing, but most of the time they just don't have the title or as I say, they don't want people to know what the title is going to pay. So the working title or it's a tom cruise project they don't know what is going to be titled just the tom cruise project okay, when you're started and you could just give yourself a working title and in your case all you have to do is describe what the product is and I I think I started when I started book yourself selling I wrote a book about getting clients so whatever the promises you can do on email course or this kind of special report this white paper about getting this we're doing this you're experiencing this for having this so it's a working title didn't have to worry so much about having to create something brilliant right off the bat now when you start to get into the sort of get into actually titling it it's good to know that there are certain types of titles that typically sell very well and can give you from an entree into a title that will work for you and you see I put a few of them here uh this suspenseful title what's a title that my pieces suspenseful you know something like um um secret life of stay at home moms e I think they did a tv show like that called desperate housewives they did um so uh tell a story a title that tells a story the path of the everyday hero that's a real book how about addressing a pain or fear top ten fears every leader has and how to overcome that top ten fears every patient has had overcome it she's running it down teo grabbed the reader's attention caught six deadliest marketing mistakes you know so obviously I'm playing at them but you understand the concept these types of titles you've seen before and you can then take a type of title and apply it to your information product now you might want to come up with something completely unique you never been done before uh you know book yourself solid doesn't fit into one of these types of titles in this way and that's why it becomes such an effective brand identified but when you're creating just a simple lead generating information product or a block post on article it's a great way just to get a quick you know title that is in a structure that works very well typically then you know um solutions to problems what's the solution to problem type of title what is that heart under also we need to say the problem and then the solution right? You see a problem? I have no money I want to start a business all you need is a hundred dollars right that's not the title be understand I'm saying right have no money go here's one hundred dollars you can start a business so you're trying to find solution problem solution problem solution problem that's it how did win friends and influence people doesn't have the problem in it it's a great title um I might remember it later and I'll tell you one can come to some probably khun bright in online here's a with an idea for a title emotional connection what my son's tragedy told me about living life her fullest now there's also a story in there too but if you look at these types of titles you could probably apply this type of title did you have a family member who went through dementia or alzheimer's close friend close friend yeah so so you see how that resonate with you right away and you khun now you go I can tell that story to connect with the people that I'd like to serve it's great um good so what type of title do you think you might use well for the working one eye just like so many number ways to maximize your book for the work oh yeah the work you want but what about the types of titles of the suspense story I guess solution to problems solution the problem great so there's now you can start to look at and then what happens is your particular activating system starts noticing it you all know how this works you think I think I'm interested in getting a green honda always on their everywhere you never saw them anywhere before now they're ever did you see another they're everywhere the great hunters happened to be everywhere so that's a good example but even if there's only a few of them you see all of them so now when you're reading magazines you reading or you just in the checkout counter do you see the magazines on the well you're gonna start to notice a problem's solution tighter and now how about a table of contents so what might your table of contents look like well maybe an intro and then describing what their problem coming strong tom solution she needs a list of problems so what are five problems oh goodness lots of travel too much trouble number one not being able to make more money not enough money from the work you're doing that's too um having problems huh and coming up with new ideas huh not off new ideas burnt out getting I was getting burnt out berta that's the stress level high high stress levels and feeling alone trying to do it all so there's a whole bunch of problems and she couldn't give a solution to every single one of those problems in a nice simple easy to consume way yeah you like that you did that very well did you have a very close eye on you you gave me that constraint there you think any fine yeah but you see how that works if I said go home tomorrow gosh go home tonight and small compared with five she's been like four hours tonight killing over five true so true but he said you got five minutes on camera right now to come over five she came over like seven right these constraints are critical do you know how I sold my first information product this is great I wanted to do a cd program because when I was an actor, I did a lot of voice overs that is my bread and butter remember one, eight hundred called t yeah at pizza hut, we've got so many pizzas, you could do something different every day, so many pizzas, one great deal, so I remember I remember them, they stick in your head brought smart thinking, so I used to do voice overs and I knew well, I should go into the studio and do like an audio program because I probably be able to do that quickly. I wasn't getting it done, I said, I got to get this done. So what do I do? I get very clear framework, table of contents, all that kind of stuff, and I put an email out to my subscribers and say, listen, I'm gonna go into the studio to make a two cd program called book yourself saul, this is my first one, and it was the seven keys to get in more clients than you can handle that's where it started with seven you see how these things grow over time. Seven keys I haven't done it yet, but I want to do so I'm going to sell it to you now for sixty nine dollars when I release it it's going to one hundred seventy nine, it'll never be sixty nine dollars again so if you like my work, you want to buy it now you're buying in advance and you will get it by this date I told seven thousand dollarsworth with a very, very small list very small subscriber base at the time and guess what that meant I had to do it on I had the money for the production because in the old days remember we used to actually make a master and then they would go and make cds and you have three thousand of them in your garage it's true, someone actually just wrote in we're talking like ten years ago someone just wrote in hey michael mentioned in that city program and we realized they were talking about that somehow somebody got ahold of that and was listening to it now for these things will stay around so you know don't do a terrible job. So anyhow, so now I had to do it, but here's the thing I got it done in time one of the studio, the whole thing got it to disk makers, everything was good. They sent it to me exactly when they said they're going to send it to me out right on schedule, but they put it in the wrong box so the artwork didn't fit they put it in a box that was that thick and emery case like that instead of an emery case like that what did this mean? They do do that again which many would be late but I planned for mistakes my contingency plan was this I'm going to actually do free cds not to so that if there are any hang ups I can say look there's a hang up but guess what I said I told you I'm going to do to I did three just like here's two books you know what here's for here's six books here's eight I said if it's gonna be a week late here's what it's going to come now if you want your money back just tell me you'll get it back immediately but if not you're gonna get free cds instead of two how many people ask for their money back zero what do you think? The feedback wass hole that's awesome cool things they weren't like living and dying to get it on tuesday versus the next tuesday there okay, I'll get it when I get it wasn't that big a deal to them when they got it but I made a contingency plan for it but it required that I do it there was a constraint it all had to get done the theory of constraints is the most important strength you can comply you can apply rather as an entrepreneur is really quite a big deal yes your turn the role you'll play expert nice the framework kill jews um I think it will be new miracle since it's a step by step guide we'll be numerical if it's a step by step guide no no it'll be crying chronological ok it might have numbers so maybe it's a combination I don't know if you can click to you conclude teo to should I collect you're just chronological too too because you're gonna have numbers the best example of chronological is your pregnancy week by week I think it's glade curtis I think that's something curtis is one of the authors your pregnancy look when you first have a baby first time you ever having a baby you don't start in week twenty two you will freak out if you start with weak one okay okay wait right that's what you did so it's you have to do it chronologically yeah but of course there's this other numerical framework that follows one, two three, four five six seven etcetera and the type of title that best fits I am conflicted between address a pain or fear and solutions to problem because I think that their problem is that they're not confident and so I could provide a solution but they have a lot of pains and fears that are connected to their confidence now just like all of this it can all be sort of adjusted massage combined right don't be too rigid in the way that you apply these things for example you might say well I could be the title address a painter fear and in the subtitle I can say here's the solution to your problems yeah I like that like that that's a high five okay, now what about your table of contents? Your outline for this? How many steps do we think we're gonna have here? Five five sounds like a good number to me but seriously this is how you start people's why'd you saw it seven when you first did it I don't know it seemed like a good number I came up with seven why does it have sixteen chapters now? Well, because I realized I needed this extra one after the first edition so went for fifty six well now there's three parts in chapter sixteen instead of just one altogether well because it got bigger I needed to break it up into parts so you're going to change these things as you know look information product oration any artistic expression is an innovative in a generative process especially with this kind of work because you know for a book once you send it to the publisher they printed it's kind of done but I'm not really done is never done. If you get to do another edition you can change it if you are offering it in a different format you doing a workshop, a keynote speech? Well, you can change it for that to improve upon it even if the original was different see yeah, great and so what might these steps so if I can get my clients two point where they're clearly defining why they're in so one of this so is one of the first steps is clearly defined why you want to do this thing yeah exactly that's a good place to start because that's going to help probably it seems to me give you a motivator to work on becoming more confident a great place to start so that's the first time was in seconds I don't know that I would just be a second step but one thing that I was thinking of is looking at you have five steps yes well I'm not gonna hold you to this like you have to do it this way but we're just working on this concept of five steps yeah, yeah yeah and I'm saying one of the reasons why I don't think that it would necessarily be the second step is because it's getting that social proof talking to clients that you've worked with and seen the kind of that's the same potentially good okay, so potentially the second step is is getting is getting social through feedback from the world that you actually are capable of this thing yeah exactly like what happens if you get e like no, I don't think you can do it because here's the problem there are a lot of people who have been told by people close to them you can't do that yeah who are you to think you could do that? A lot of people have told me that that is such a form of bullying means to me that makes me want to cry because when you do that to somebody you crush their spirit and especially if you're in a senior role a mentor role a parental role you tell somebody you can't do that that that's that's uh okay anyhow don't let anybody do that around you see somebody do that you make him stop don't let anybody do it to you okay? So they get some social proof good now what's number three will you saying that made me think having supportive people around you who you can go to when you're at a low moments and they're not going to be that bully right? So who's your support network yeah right to develop a support network great number three number four um I guess it would be just starting and getting out there and doing it because the more that you do it so that's learning in action right exactly its zest starting one foot in front of the other great thing is that something that nobody else has ever thought of in the history of the world? Of course not, but it does need to be yeah have you ever had someone say you got this idea for a business nobody's ever done? Basically what's coming next is the worst idea for a business you've ever heard, right? Yeah, I'm gonna develop a seat so you can sit on the top of your car when you're on the highway, you know? Okay, great, you go ahead and do that, so you know, sometimes if you're trying to create some has never existed, it may be so far out the box that nobody knows what to do with it, and it doesn't mean they're necessarily it's going to be back, but you've got to make a find a way to get it connected to people in such a way that they can understand it. My point with this one is don't worry so much about making it so dramatically different that you get stymied because what you have to offer, even if it's similar to others he's justus valuable is what they're offering good and the fifth I think it would be making sure that whatever you're doing in your business feels good to you feels like the right move for you. Good. Yeah, thank you. Have a seat. Very nice. Good work, guys. Uh huh. I get to see myself, okay, so how did it feel doing that? What did you experience? What you discover I'm always in my head trying to think of completely original ideas and for you to be able to say it doesn't need to be this big idea that nobody has ever thought of before is huge for me really it's good, excellent, wonderful and what about you men? Although the ideas that I drive my husband crazy with and hello I see you're well and then too man to push the button on expert why was that such a big deal? I'm not sure, but that was really good, good wonderful anybody else have anything they want to show that they discovered learned from doing that? Yes please mike to the back to caroline um I constantly get ideas from just the research that I d'oh um and so some when something really lands I'd never knew how to take it repurpose it, bring it through, you know? Mmm how I would see this and work with this and this is so simple it's beautiful it's easy it'll be quick and so thank you you're welcome and you know the things that we think we're not good at sometimes our assets remember I said yesterday the fact that I'm dyslexic has helped me do this kind of work like you could barely get me to write five paragraphs in high school I hated so you would think that's a disadvantage but it actually turned out to be an advantage because I try to simplify and so if you're questioning yourself in any way no, that you may be more capable in this area or any area in which you're questioning yourself, then you realise, historically, maybe something wass is difficult, but it doesn't mean it will always be difficult. I will never be somebody who could be a proof reader, like a copy editor that I know to be an absolute impossibility. I couldn't see a typo if it was flashing red and punching me in the face seriously, but fortunately, I'm not choosing that as my career, but there are other ways that the things you think are disadvantages can actually help you. In fact, a malcolm gladwell wrote a whole book about this called outliers, and I recommend it it's really great, interesting to see while these things that I would have thought our disadvantages turned out to be real advantages, yes, please, what I thought was interesting that jenna just said was that she got out of her head because they seems to be a common theme in the way you've put it together, that, you know, you get so stuck on this is the way it should be, because everyone said it should be, but by following the process so simply you're able to sort of drop down into who you are and write your content from there, which I think is probably the biggest marketing pitch ever. Yeah, I love that you said that and I also love that you said, um do it your way, you don't have to do it some other way and, um, just to wrap up the session, I want to say this so I'm on a different time zone swabs up really early this morning and I was watching an injury with denis leary on the bravo, uh, channel the actor's studio and denis leary is just a trip, and when he started doing his comedy standup comedy, everybody told them you can't do that it's not gonna work you're not gonna go anywhere it's too crass to this it's to that and you know what he said I don't give in if that's what he said I didn't care, I just wanted to express myself I thought, oh my god, we should play that for the audience because that's what it was he wanted express himself unfortunately the way that he expressed himself connected with certain kinds of audience members not everybody loves denis leary I think he'll be the first person to tell you that, but because he expressed himself, he turned into an extraordinary success