When it comes to Digital Product creation and marketing, every internet guru has his own views on how to succeed in that online model of business. Nevertheless, like any other thing in life, there is no one perfect way, or one size fits all. Some say content is king. Others say to begin with a list. Some say to begin with 100% automation.
Content, list, and automation all matter, but what about the person that is just beginning and doesn’t know his left from his right? I believe a beginner should start with a product to prove his credibility and from there move on to building a list while at the same time gradually working towards automating his website to work on autopilot.
A Caveat about Starting With a Digital Product
Having said that it’s better to start with a product, I believe it’s appropriate to throw in this qualification by saying that at the highest levels, you can actually sell a digital product you have not yet created to your list or followers, but as a beginner, you may not be able to employ that strategy. At its most basic, it involves telling your followers that you have a digital product that is coming out in say 90 days or 180 days’ time and anyone among them that buys in advance would get it at 30 or 20 percent discount. Some may decide to buy and you can then use the cash to create the digital product. This strategy is for already well known “brands”.
How to Create Your First Digital Product
This presentation focuses on how you can create your first digital product. The truth is, in the internet business, you don’t have to wait until you have a perfect product. Just begin and continue improving along the way. If you compare cars or any product for that matter made in the 1970s, 1980s and 1990s and 2000s, you notice that they keep getting better in terms of design, sleekness, and performance. That should be your aim. Start, and keep improving day in and day out.
In this presentation, the focus is entirely on the digital product (Information Product), not the selling of physical products online, which is referred to as e-commerce. I’m assuming that you’re already an expert operating in six dimensions as an author, trainer, speaker, coach, consultant, seminar leader. And then you are now gunning for the seventh dimension which is information product marketing.
Instant Income Digital Products
If you don’t consider yourself an expert, don’t worry too much, we’ll come back to that and the scales will fall off from your eyes. Even if you’re not operating in any of the dimensions yet, say you’re just an employee, don’t worry. This presentation will open your eyes to the possibilities ahead.
The author of the book “Instant Income”, Janet Switzer, listed over 52 digital products one can create in her Maverick Program but we’ll limit ourselves to just the simplest products as this is a beginner’s program.
Understanding or knowing which products to create, the demand for those products and how to position your products are beyond the scope of this presentation. Also, marketing, selling and launching your product are outside the scope of this presentation. Having covered those preliminaries, let’s dive in on your product creation journey.
Products Suitable For E-Copies
The main products that you can easily convert to e-format are:
• Courses (seminars) – these are generally referred to as “How to Products.”
• Research findings (i.e reports)
The Top 7 Most Lucrative “How to Product” areas in the Expert Industry according to Brendon Burchard, in his book “The Expert Messenger”, the seven most lucrative how to product areas are:
- Motivation Advice
- Leadership Advice
- Financial Advice
- Business Advice
- Marketing Advice
- Relationship Advice
- Spiritual Advice
Digital Product Formats
- The main formats are:
• Audio (MP3)
• Videos (MP4)
Sites For Uploading Your Digital Products
Having made or created your product, the next thing to do is to launch. You can launch your products through a combination of channels, including:
• Your own website or blog
• Third-party websites
• CD Baby
• To your List through an e-marketing platform, example, MailChimp.
The Various Digital Product Formats In Detail
Let us now take the various digital product formats one at a time and look at them in slightly more detail.
PDF (Portable Document Format)
One of the easiest ways to join the online business as an expert is to start with a training course, workshop, seminar or a book. Your book, in particular, can and will open doors especially if you can write a New York Times bestseller. For a beginner, that might be far-fetched so let’s just begin with a good book or a well thought out course.
Having done your book or course (this applies too to seminars and workshops), you save in word or PowerPoint and convert it to PDF. PDF (portable document format) is a special format created by Adobe and can be bought online or better still buy the CD and install on your laptop desktop computer. Once converted to PDF, no one can amend or tinker with your product and you can upload it to your website and start selling. Sounds so simple? Yes! Technology simplifies things. Anybody with a laptop or smart-phone can buy your product and start enjoying it right away. Most new generation laptops and smart-phones have PDF reader pre-installed or you can simply download an app that enables you to read the PDF document.
E-Pub (Electronic Publication)
E-Pub (ePub) is the short form for electronic publication and is an eBook file format that the majority of devices, including iPad, Android smartphones, tablets, computers, or e-readers can read. To convert your book to e-Pub requires a special software, which an average business center can help you achieve. If you cannot get a business center near you to convert your book to epub, you can do it online through a company by the name Allzone.
Mobi is especially peculiar to Amazon Kindle as that is the only format that Kindle uses. Starting in 2011, some analysts projected that within five years there would be over 53 million Kindles worldwide. So then if you want one of the Kindle users to buy your book, you have no choice but to have it in Mobi format. But there is good news. Amazon does not even require you to convert your book into Mobi before uploading to Amazon. You can upload to Amazon in Word format and Amazon KDP (Kindle Direct Publishing) will automatically convert it to Mobi for you.
Just a few years ago we were using what was then known as CD (compact disc) before the mp3 format, which is an audio coding format for digital audio, was introduced. The mp3 (or MP3) format can store enormous amounts of sound so you don’t need hundreds of CDs as before.
Your finished audio format work can be converted to mp3 very easily to be listened to using digital devices including smartphones, iPads, and laptops. Don’t worry about how to do this as an average sound or video editor would handle the technical aspects. You can then upload your audio product to Stitcher, SoundCloud or CD Baby.
Editing is not very expensive and goes for as low as $5 for a one-hour episode depending on the editor. Besides, the fee keeps coming down as more and more people master the art of video editing.
Videos are what makes the internet tick. Video engages more than any other digital product format so it’s a must you learn how to create video-based digital products. And the good news is that it’s not as complex as you may imagine. You don’t even need any technical skills.
Direct-to-camera video is the one you make with an ordinary camera or camcorder. The camera comes highly recommended compared to the camcorder. This is because cameras are generally smaller in size and cheaper. Moreover, the camera creates less heat compared to camcorders.
Initially, you may have to rent the camera but with time, you may decide to acquire your own. The most popular camera type is Canon. Nevertheless, you can also make videos with your smartphone or your tablet. There is, however, a slight drawback as you may not be able to edit or get audio or MP3 out of a smartphone. Meaning having a camera has advantages.
Screen Capture Video
The other type of video is the one you make with a software referred to a screencast. For Windows computer, you use a software called Camtasia and for Apple computers, you use what is called ScreenFlow. You have to pre-install Camtasia (or ScreenFlow if you’re using Mac) on your computer to begin with.
Let’s focus on Windows computers since that is the one I use. Having installed Camtasia on your computer, the other processes are pretty straightforward. You first prepare your presentation in PowerPoint. When your slides are ready, you put on the earphone and plug in the voice converter or adapter and switch on Camtasia. Once Camtasia is on, you start speaking and as you finish with one slide, you move to the next one until your presentation is over. Once your presentation is done, you save what you have done for editing and voila your video is ready and you can upload it to your website, YouTube or Vimeo. Editing is not very expensive and it’s not something to worry about as an average business center can handle it for you.
Online Cloud-Based Video
There is yet a third way of producing videos. This is different from Camtasia video we just described above. In this case, there are actually companies that specialize in helping you make videos by providing you with prepared templates. One of them, which I use, is a company called Animoto. What you do is you sign on to Animoto and they give you the architecture to do a video complete with background music. You simply register with the company and once you log-in you just follow the straightforward instructions for preparing a video.
Animoto has free and paid versions of the service. The paid version starts at about $96 per annum. You don’t need any skills to do a video. The website provides all the needed headings, such as a description of the video, which you fill in and upload the pictures and provide a description of your video and then you are good to go, your video is ready.
In the free and lower end paid versions, the company’s logo, Animoto, will appear on your video, but in the premium versions, nothing appears so no one would know you used Animoto. For the very high-end versions, you can even customize by putting your name or company’s name and logo on the video. For the free version, you’ll be provided with a maximum of 6 placeholders for just 1-minute video and no more. If you want longer videos then you have to go for the paid versions.
The journey of a thousand miles as the saying goes begins with one step. Internet or online expert business sounds and appears hard when you have no one to guide and show you the way. The fastest way to cut your learning curve is to get a coach and you’ll be up and running in no time.
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