So let’s get started.
The first thing you need to do is create is a simple product that teaches a core idea in your area (niche,topic) expertise.
This might be a 50-page ebook or a 30-60min audio. My preference is a 1-hour audio, and I only recommend an ebook when someone is so frightened to record themselves that he or she never take action and do it.
I think 90% of people should start with an audio recording, and unless you find that you just “cannot” do it, I recommend that you start with a recording as well.
So why something small instead of a comprehensive course?
There are several reasons.
One, most people who try to create a comprehensive course as their first product never finish it. They might record 2-3 hours of content, but for some reason, they never finish it. So although they have done enough work to have a sellable product, because they tried to create one big product right up front, they may have nothing to sell.
On the other hand, if someone were to create one 2-hour product per week for a year, after a year he might have 50 2-hour products, some of which could be combined to create a bigger, more complex product. But the stress and complexity of creating the big product aren’t there up front, and that person ends up being much more productive in the long run.
Another reason is that when you first get started you don’t truly know if the market wants what you think they do.
You can do months of market research to find out but that still doesn’t guarantee that people will like your huge complex product.
The alternative is you take one week, record a 1-2 hour product, write a sales letter and start selling it, and find out very soon if people like your product. If they don’t, you can simply create a different 2-hour product and see if they like that one. You don’t have to create another 30-hour complex course, only to find it is a flop.
So now that you have a product, and perhaps you are planning to create a new product each week or each month for however long you decide, your next step is to tell people about it.
The 2-Steps To Tell People About Your Product
I like to use a 2-step system for that, although you can do it any way that you want (keeping in mind that when you get started, you want to do it in a way that has worked for someone else in the past, either me or someone else who has done it before).
The 2-step system involves finding people online who need the kind of solution I provide, getting them to join an email list so I can communicate with them (step 1), and then communicating with them via email, giving them informative content that educates them on the topic of their interest AND builds a level of credibility in their mind for me (step 2).
I have a few particular traffic sources I like for finding people online who have the kinds of needs I can help with, but again, you can choose the sources that work best for you over time. And I use primarily email to communicate with subscribers, but you can incorporate other methods of communication if you choose.
The final step in the process is that of building long-term coaching-level relationships with people who have bought your initial product or products.
What happens is some of the people who buy your initial products will study them, and want to work more closely with you so that they can get personalized guidance in implementing what you teach.
You see, most people don’t implement what you teach when they just listen to or read it once.
This article is a perfect example. Most people who read this will say that it is good information, and it would work if they tried it. But for some reason, most people will end up not taking action on what I’m teaching, deciding instead to buy another book (or audio) written or recorded by someone else (or even me) to learn more about the topic before taking action.
And the same thing will likely happen with that product – they will think it is useful information, but instead of taking action, they will likely go out and buy still another product.
Perhaps you have found yourself in that trap. Perhaps over the last few years, you have bought many products from many people trying to teach you how to build some form of an information business, but you have never taken real action on what you have read or learned. Or maybe you have taken incomplete action, for example, maybe you started what you learned, or you did what you learned for one week or one month without making a real commitment to succeeding, and then you quit because you didn’t get results fast enough.
It’s a normal thing that happens, very few people actually follow through on what they start, and likewise, very few people are truly successful in their endeavours.
However, going back to the example of someone who buys one of my programs, and instead of deciding it is good information, but they just need more information to do it, or tries to do it all on his own, decides instead to contact me and begin working personally with me to take himself to the next level with my guidance and direction.
By working personally with me, they can get much faster results by working personally with me instead of just reading my articles and listening to my audios.
The same thing is true with your prospects. Some people who read your books and listen to your audio training will want more personalized help from you.
And this is where a coaching program comes in. You create a simple coaching program where you meet with your clients personally, one on one, or in small groups, once a week or once a month, and work with them on implementing what you teach in your books, audios or videos.“
And that rounds out your business.
Notice how simple this model is:
- Finding people who need what you have
- Write books or record audios or videos to teach them your concepts
- Communicating with them via email
- Offer to coach people who want more than just another ebook or audio.
That’s it. Notice how simple it is. It is simple for a reason. The biggest reason is that when I first started this business, I did it all in a complex way.
I wrote 7 fitness ebooks during my first 12 months online. I didn’t have a coaching program that people could join. I tried multiple ways of communicating with people.
And what I found worked best was a simple system of a single product that people could buy to get to know me, simple email communication, and a simple coaching program where people could get personalized guidance and instruction.
I’ve plugged in additional traffic sources but kept them simple as well. Because I have created multiple products, I have several I use as front-end products for people to use to get to know me initially, just like you are getting to know me reading this article.
But it is all simple. Once you have the basic structure in place, you can “plug-n-play” and swap elements in and out, adding items as you wish, taking things out if you don’t like them anymore, but your core business stays in place.
And the nice thing is, whether it takes you 3 weeks or 9 months to put it all in place, once you have a basic product or 2 to sell, and a coaching program to help people who want personalized help, and maybe a basic website where people can read about you, your products, and your coaching program, your core business is in place.
You can add products if you wish, change the nature of your products, even change the look and feel of your website, but your business itself is still . . . there. You don’t have to reinvent or re-build your business repeatedly over time.
And once that core business is in place, you can choose to change the way you introduce people to it. For example, maybe you start out with writing articles as I did, but over time you can add pay-per-click advertising, mass media advertising, or email marketing.
But your core business is in place, and if you don’t like one form of traffic, you just swap it out and put in another. It’s easy. It’s simple.
Same thing with how you communicate with your subscribers. I like using email. Because I dedicate email hours. I turn my computer on at a certain time during the day, and answer emails and communicate with people. But when I want to end my work day and go train martial arts or kettlebells, I just close the computer and my work is over, much as if I worked a 9-5 job 10 years ago and clients knew that after hours, they simply have to wait until tomorrow to get an answer.
But perhaps you don’t want to work a block of hours, instead you would rather just let people text you or use facebook or twitter to communicate with you (or use email on your smartphone and take it with you), and you would rather talk with each person as they need help, than to have a block of working hours.
I don’t personally like this, or recommend it (I personally think that being “always on” is not good for your body, your family, or your lifestyle), but the fact remains—it is YOUR business so you can run it any way that you want. And that, of course, is the brilliance of this model.
Since your core business is in place, you can communicate with your prospects and clients any way that you want, and if you decide you want to change the way that you communicate—you can, and it won’t affect your core business itself. Because your products and coaching are there, and you can change your traffic sources or your communication sources over time, and totally customize your business any way that you want.
This frees you to focus on growth. Because your core business – your products and coaching program is solid and in place (and you can still add to it and change it too), you can focus your time and energy on finding more and better ways of finding the people who need your help, and improving your communication with those people, which is the next step to exponential growth in your business.
Hopefully, by now, you are getting a feel for how flexible this model is, and how easy it is to customize.
One of the real keys to the flexibility is that once you have a product and a coaching program in place, you can swap in and out various traffic methods and you can swap in and out various communications methods, but your products and coaching programs are static and enduring. And of course, with the products and the coaching, you can always change those over time, but once you have the first ones in place, you free your business to grow because you can focus on traffic and communication, not products and delivery methods.
So now let’s go through the steps to creating a business the way I have just described.
Perhaps you are thinking, all of this sounds great, and I know you are going to make this really easy and simple for me, but I would like to have more personalized assistance from you in making that happen.
If that is the case, I’ll tell you this now: I DO have a personalized coaching program, but I don’t just make it available for someone to just go buy right after reading this much. Instead, I have an introductory series of emails that will teach you more about me, more about my methods (and if you like what you have read so far, you will likely LOVE the content in the first few emails in the email series), and if you like what you read in those first few emails, and choose to continue receiving emails from me, and you choose to continue reading those emails, I will give you an opportunity to start working personally with me, as long as I still have room in my schedule for taking on a new client.
So . . . do you want to start reading these powerful emails, and put yourself on a journey of getting to know me better and possibly begin working with me personally? If so, go to this page now and join the introductory email series:
30-DAYS OF INFORMATION
** GOLD **
Here are the steps:
- Create an initial product for prospects to buy.
- Create a coaching program from prospects to enrol in
- Find prospects online and introduce them to you and your initial product
- Communicate with your prospects and clients through email
Remembering the concept I have consistently shared with you so far, any of these components can be done anyway that works.
And there are many ways to do each step.
In fact, there may be as many as 101 different ways to do each step and to write about 101 different ways for each of 4 different steps would be 404 different sets of steps – and quite a crazy article series, not to mention the confusion it would create.
So to make all of this easy, I am going to teach you in this series the way I recommend doing each of these steps. But that doesn’t mean you have to do it the way I teach.
Perhaps you want to do it my way for steps 1 and 3, for example, but for steps 2 and 4 you have seen it done a different way and want to do it that way instead. That’s okay. The only thing I suggest, though, is this: don’t try to wing it, to figure it out for yourself.
Learn how to do that step the way you want to do it from someone who has done it. Not someone who has never done it but has written a book about how other people do it. Someone who has personally done it, and preferably is still doing it, since techniques and methods change over time, and sometimes even when someone has done something before, if he is no longer doing it, his old methods may no longer work.
Okay, enough raving from me! All of that was to make the concept clear, but it is time for the to-do steps.
Notice: I am going to make this very simple, and if you are willing to follow every step exactly, you will have success with each step.
Create an initial product for prospects to buy.
The way I recommend to do this the first time is by recording an audio. You can also write a book or record a video, but those methods take longer. And since one of the key points to this book is the idea that you want to take action quickly and get things rolling, so I have chosen the easiest way to teach you this step. And incidentally, this is the same way I create most of my core products.
Here’s how to do it:
First, create an outline of your core expertise and knowledge. I have written an easy tutorial and posted it online, you can access it by logging in here: (link)
Once your outline is created, simply record based on your outline.
If you have mp3 recording software on your computer already, you can use that. Or you can download software for your computer. Or you can use an online service like mizesean.audioacrobat.com or instantteleseminar.com (those are the 2 services I personally use).
The reason I personally use a service instead of software on my computer is for simplicity. With the services, you can not only record on your computer, you can record by using your telephone or your cell phone, you can record a 3 way call, or with instantteleseminar.com, you can hold a conference call with prospects or clients and record your conference call and turn that recording into a product. And both of those services will keep a copy of your recording, in case you lose or corrupt the one your download onto your computer.
Here’s how to do the recording:
If you have created the outline the way I taught in the document I recommended, you will have 100 points to teach on. I recommend taking the first 10 points, and recording for one hour those points.
So imagine a 60 minute hour (aren’t they all?) and divide that into 10 points. That means each point would be 6 minutes of recording, for a total of 60 minutes. Of course, if one point takes longer or shorter, that’s ok. It’s okay if your first product is 55 minutes or 65 minutes or 75 minutes, or whatever. There is no perfect number of minutes, the only thing that matters is that you teach what you say you are going to teach.
So take the outline and begin to record. Introduce yourself and your topic, and tell why you are going to teach on this topic. Then read aloud the first topic you are going to teach on, then simply record your knowledge about that topic. Then read aloud the next topic, and record your knowledge on that topic.
By the way, if you want to see exactly how that sounds, I have made an mp3 version of my very first recorded product (I initially released it as a CD series, but boy! is that a lot of work! So now I release almost everything as mp3s instead of having the CDs burned and deal with shipping and fulfillment, etc.). You can buy it here and listen to it to see exactly how I did it (you will be able to hear how amateur it sounds compared to what I teach now, you can hear how I go from topic to topic, and you will realize how it is . . . okay. Hundreds of people have bought that product (and still are), and I’ve made thousands of dollars from selling a product that is not perfect. And you can sell your first product as well, it doesn’t have to be perfect.)
Once you have recorded the training, upload the mp3s to your web server. Once the mp3s are on your server, you need a way to send them to your buyers.
The simplest way is to simply link to them in an email and send the email to your buyers. I recommend using automation to deliver the product delivery emails, and I recommend 2 email automation companies here:
The final step is that you need to write a sales letter to sell your first product. And because I find that this is a huge roadblock for most people that have never written a sales letter, I recommend that you use a sales letter software service that basically writes the sales letter for you, based on input you give the software (its easy to do). I have listed the one I recommend here: (link)
Create a coaching program from prospects to enroll in.
Now that you have created your first product, you need a coaching program. It doesn’t need to be fancy, and it doesn’t need to be complicated, it just needs to exist. And when you get your first client, you can choose how you want to deliver the coaching to that client, based on his needs and your skills. You can coach him or her by writing emails back and forth, by getting on the phone and talking, or by whatever other communication method you and him both agree on. It’s that simple. Since it is just one client, it doesn’t matter how you communicate, as long as the communication method works for both of you.
Over time, as you gain more clients, you will likely want to go to a system of group coaching, where you coach multiple clients simultaneously, likely through group telephone calls.
Here’s how to start your coaching program:
First, there is one choice to be made upfront: do you want to pre-create the lessons, or do you want to create them based on your first clients’ needs.
The advantage to pre-creating them based on your first clients’ needs is that you don’t have to create the lessons ahead of time.
In fact, you don’t actually have to create lessons at all. Instead, you can simply get on the phone with your first client and teach him what he wants to learn.
Yes, that’s right – you can just get on the phone and teach them what they need, no lesson required. And if you get their agreement, you can record the time you spend together as you are teaching him, and if in the future, you have a future client who needs to learn the same thing you taught the first client, you can just give the future client the recording of the lesson of you teaching the first client, and then if the future client needs more personalized instruction, he can get on the phone with you to ask questions.
This makes it super simple to get started without preparing lessons up front. And over time, as you teach more and more clients on more and more topics, as long as you are recording all the lessons, over time, you will be able to carve out new coaching programs for new clients almost exclusively from the lessons you have pre-recorded of you teaching each concept to a prior client.
Can you see how easy this can be? You really can, very easily, launch a coaching program, start with one client, and over time, enroll many, many clients who get some of the same training you have used with prior clients.
And over time, as you gain more and more clients and you are using pre-recorded lessons for most of your teaching, it will make it easier to take on multiple clients—more clients than you could if you were talking to all the clients personally one on one—and they get the training material through the recorded lessons, and if they have questions, you can use a group conference call each week where any client can ask any questions about anything they are studying or have questions about.
This allows you to have a coaching program that in the long run that has lessons that are recorded, with one weekly group phone call where you can answer all your clients’ questions in one time block each week.
Are you beginning to see the simplicity of this model? Over time, once the lessons are created, you don’t have to spend time creating lessons, and since you are coaching all your clients on a group phone call for 1-2 hours per week, your actual coaching time—no matter how many clients you have—is 1-2 hours per week.
So your first step is to enroll your first client. Once you have that first client, you can easily “do” the process I just shared with you.
Next, find prospects online and introduce them to you and your initial product
There are many ways to find prospects online, including article marketing, content marketing, blog marketing, search engine marketing, pay-per-click marketing, advertising, media buys, email marketing, video marketing, youtube marketing, just to name a few.
The primary method I currently use is what I call advanced article marketing, which is a hybrid of old-school article marketing (highly effective when I was a newbie ), guest blogging, and content marketing, so that is what I am going teach you to do next.
Keep in mind, you can choose any of the other methods of traffic, but the main recommendation is to learn how to do it from someone who is currently successful in using that source of traffic.