I know you are smart. You have to be to survive as an entrepreneur! You are an ever-increasing master at your craft! You are constantly focused on getting better results for your clients. You love making a difference for your clients. Wow!
So I want to make sure you are maturing your smarts and talents to their fullest potential, and receiving abundant rewards for doing this.
That is why the purpose of this month’s business tip is to help you:
- Find the sweet spot of your genius
- Capture this genius and turn it into a legacy
- Monetize it correctly so that you are financially rewarded for your skills
Your genius translates into your unique process and curriculum
What we are really talking about here is developing and pricing a unique process/ curriculum/method that is all yours. It will be different from the competition because you develop what YOU do best for your clients.
This helps you enormously because it will allow you to set your own pricing, and avoids comparisons with the competition. You will also find it easier to talk about your offerings compellingly once you have organized and documented your knowledge.
Many entrepreneurs rush to ‘productize’ their knowledge. The market is full of talk about passive income from information products. Our experience has been there is NOTHING PASSIVE about making money from information products. They are time consuming and expensive to produce and they take quite a bit of effort to sell. But they are nonetheless really useful as your business matures.
So how should you best develop your unique process and content?
Here are 10 no-BS guidelines to help you create an information basis to your craft that is yours, unique, and that the market actually wants. And that will create abundance for you.
10 No-BS Guidelines to Help You Create Your Unique Process and Content
Stage 1: Find the sweet spot of your genius
- Nothing sells better than true expertise. Take time to ensure that you develop your strengths before documenting extensively or creating products from them. This way you become a real guru with real life experience first. Yes, it may take years but it is worth it.
- Never develop content in a vacuum! Content is at its best when it has grown from one-on-one use with paying clients. This way we have proof that our clients want the content, and it gets great results for them. We have witnessed countless entrepreneurs waste months (even years) of their time developing extensive content when they had no or few clients…. and then never manage to sell it at all because it proved to be off topic.
- Your best content comes from working with private clients. This is because you can see up close and personal how well it works and what your clients are doing with your content. It also gives you time to develop your content slowly, as you work with your clients, further adding to the quality of the content. This is also a great way to grow a business because private clients will always give you your highest price point.
Stage 2: Capture this genius and turn it into a legacy
- Watch for repetition. As soon as you see a tool, technique, information bite, story or process that gets great results for more than one client, this is your tip from the universe that this may form a part of your base curriculum or content.
- Document as you go. Chose a format that fits your brand. Start collecting your repeatable tools, techniques, stories, information and processes your clients are using repeatedly and document each one thoroughly. It will immediately become easier to share with other clients.
- Sort and organize content into stages of client development: Your content most likely has a natural cadence to it. First you do X then Y, then Z. Start sorting all your content according to the steps you may take a client through while working with them. Of course not every client needs every step; some clients are further along than others. But look for ways of organizing and sorting your information so that you have a process, blueprint, template or system that has 3 – 7 steps within it. This will make it far easier to communicate to clients.
Stage 3: Monetize it correctly so that you are financially rewarded for your skills
- The rule of 3: Showcase your offerings by sorting your content into 3 groups.A: Group 1 – Low price, affordable, stand alone, be highly compellingB: Group 1 & 2 – Medium price, gets even better resultsC: Group 1, 2 & 3 – High price, includes your entire amazing repertoire
- Start with the high end. Really! Many entrepreneurs underestimate how much work is involved in each sale. We have often noticed that is takes about as much effort to sell a $300 product as a $3,000 product. Which one would you prefer to sell? Right! Bonus: Your high end products are likely to be hands-on private or group work with you and don’t need much documentation or work ahead of time. Your low-end services are likely to be info products or webinars and may need much more cost and effort to create. So as your business grows, start with the high end offering so that you realize great cash flow right away, and develop your products and content slowly over time.
- Build as you go. Great content will last you a lifetime in your business. Take your time to develop quality material that grows as you do. We have found that every year you are in business you become more awesome, and so will your content. It is a big mistake to develop everything in the earliest period of your development; you will likely become embarrassed of it as you mature.
- Don’t under-estimate what is needed to sell information products: Contrary to popular wishful thinking, self-study classes, CDs, audio and video learnings do NOT get ordered by the hundreds from your website unless you are doing a very expert job to drive educated and targeted traffic there first. This takes technical web skills plus knowledge of some traffic generating mechanism. Examples of traffic are paid advertising traffic (expensive), joint venture partnerships (specialized and time consuming) a large list (10,000+) with email campaigns or some other specialize technique. You will likely need to understand how to plan and execute an effective launch also. Make sure your business infrastructure is ready for this.
BONUS: A Content Fast Path
For many entrepreneurs a little internet research can help you locate a content map ideally suited to your target market that has been carefully researched and time-tested by someone else.
An example is using a best-selling series like “_________________ for Dummies” if this exists for your market. Here is an example for a home decorator, using Amazon.com’s “Look Inside” ability to look at the Table of Contents of any book they market.
Notice that the Table of Contents could easily provide a curriculum or content base for home decorator to use as a content basis.