Part 2 of 5 Key elements with enhancements from the great interview between Eben Pagan and Frank Kern up on Kern’s blog
(also extended with additional insights from and Eben’s pre launch video)
“solid products begin with a solid framework, and most info products don’t cover how to create these”
(I totally agree with Eben here!)
Frameworks are valuable structures to hang concepts onto, which sort them out. This has the triple benefits of:
- Making it clearer and much easier to understand
- Appear more valuable to end users, allowing it to be charged for more money.
- Be usable immediately.
Here are 2 frameworks to avoid and one to follow:
REALLY BAD Product Creation Framework -VERY Common:
- Create whatever you feel like.
- Spend months in OCD fashion perfecting every detail.
- Put it in a box on the street corner with a price tag and expect millions.
RESULT: Your product and dreams end up getting taken out with the trash. You laugh, I know people who have garages full of products they can’t sell. Please, avoid this common and preventable failure!
BAD Product Creation Framework – Sadly also extremely common:
- Get all the questions your customers have.
- Answer them.
- Transcribe them. Make that into an ebook product.
- Put that product somewhere near where the customers are.
RESULT: Your product gets marginal success, lots of confusion, and mild or no profit. Next month, a competitor does a better job and your sales drop to nothing. This is what most people do and most fail. Be that cunning competitor instead, it’s not that hard.
GOOD Product Creation Framework (rare!):
- Get all the questions your customers desperately have.
- Answer them in a way that all people can truly understand.
- Hit them with multiple modalities (video, text, etc).
- Reach them in every way you can (email, web, etc).
RESULT: A product that customers will find really valuable and really understand, you can charge big bucks for it. Emulate this, please, your wallet will thank you.
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{ 1 comment… read it below or add one }
The first two frameworks which is suggested to be avoided seems to be the ones being undertaken by mose internet marketers. Writing whatever you feel like writing— what you think is essential may not be essential for other people. Therefore, even if you spend a year perfecting what you are writing, it does not guarantee that they will all pay off.
The second one on the other hand is customer focused- customers questions answered in your ebook then you place them somewhere near, waiting for them to pick it up. Then somebody else comes along, carrying a product that poses competition, people will go along with what’s new and leave your product behind.
The recommended framework— also customer focused but it is a good thing that you stressed the word “desperately” in the first pointer. And the big difference between this one and the second one mentioned is that you just don’t place the product near the customers— you reach them in any way you can.
I hope you can share any solid products that you’ve been working on here in your blog.