When to venture into a major product

The past couple of weeks I have been talking with people I met at the Hell Yeah Star! event in November.

I’ve talked with coaches who focus on a variety of needs: business coaches, life coaches, money coaches – related to your business or your personal finances, grief coaches, coaches of coaches.

In addition there have been home designers, ‘green’ housing consultants, screen writers.

People in many different fields, but who all agreed with me on more than one thing – it takes time and practice to become proficient in what you do.

We are told that this is the day and age of working at your passion. More than one business expert is now saying – the more you do what you do and the more confident you become in the outcomes you can help your clients achieve, the more passionate you will be about the work that you do.

One reason for getting into this topic goes back to my way of serving the world – helping people share their message with a larger world than they can reach in one-on-one or even group programs.

Early in the development of your business you need to create an opt-in or ‘taste’ of what you do, how it helps people, why you are the person your prospects will want to work with. You offer this on your website and can have it with you when giving a talk at networking and other events.

As you build your business you can build your credibility by creating low level products focusing on a single topic that you know well. This is frequently described as building your product muscles.

The foundation of this type of product is frequently a free teleseminar on a topic you know well, one that will relate to your primary clientele. Present the class a couple of times, recording it each time. Pay attention to the questions and responses you get from your participants and use these to tweak your information.

Listen to your clients and your prospects. What are their concerns? Prepare a sales page for your product and see what type of response you get. When you get enough orders, prepare the recording and an edited transcript and set it up as a downloadable product from your website.

A next level product might be based on a series of interviews, either separate ones you have done over time or a telesummit – a series of interviews around a specific topic over a relatively short period of time. Again you would create audio and pdf files that can be offered for sale at the same time as the person registers for the telesummit.

When are you ready to create a larger information product or home study?

After you have created and sold several smaller products it is time to consider creating a major product. This would be based on the work you are doing with your clients – either one-on-one or in group classes.

You should wait to create this type of product until you have worked with enough clients that you know what works and what doesn’t work with your clients. Or after you have presented a group program at least three times. My experience has been that sooner than that you are still doing major tweaking to your system or your program with each new client or new group.

A well-written, well-designed information product can bring you more and more clients. It can help to build your referral network. You want it to truly represent you and your work.

You can find people to help you create your info product – I am one of those people. However, it represents an investment of your time that you will never get back. And money that you will get back only if the product is polished and truly represents you and your business. The time to invest in a major product is after you have a clear sense of your process with your clients, not when you are just starting.

We’ve all heard the old refrain:

How do you get to Carnegie Hall?

Practice, practice, practice.

Dustin Grinnell says “Once you’ve reached mastery, you’ve got to keep practicing to stay sharp.”

There are different levels of mastery – my coach has said that a fourth grader is a god to a second or third grader. You don’t need to be a master at the level of a black belt taekwondo practitioner in order to write for others, but you do want to have confidence in your level of knowledge before creating a product or writing your book.

Just as I learned with my bowling skills, continued practice makes a difference in your level of mastery.

Want to talk about this? Use this link to set up an appointment.

Whatever skill you hope to develop, learning something new takes practice, practice. And yes, more practice. …. Once you’ve reached mastery, you’ve got to keep practicing to stay sharp. Without regular practice, the slip from Master to Journeyman is all too easy.Dustin Grinnell

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