28 Day Product Creation Formula (Jon Benson)

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28 Day Product Creation Formula (Jon Benson) by Mind Map: 28 Day Product Creation Formula (Jon Benson)

1. Week 1

1.1. Preparation

1.1.1. New Mantra:

1.1.1.1. "Perfection is the enemy of progress."

1.1.2. You don't need a perfect product – you need a product

1.1.3. Focus on making information SOLID but not complete

1.1.3.1. GET IT DONE

1.1.4. Dr. K's One-Page Book

1.1.4.1. sells like crazy at $17, has super low refund rate, and ppl say "thanks for not making me read a whole book!'

1.1.5. Failure online comes from feeling as if you're:

1.1.5.1. 1) not qualified or educated enough;

1.1.5.2. 2) trying to be perfect; AND

1.1.5.3. 3) writing or recording before asking permission (tap into what my audience already wants to hear about)

1.1.5.3.1. *DON'T assume you know what they want to hear about.

1.1.6. Speak the language of my prospect. Use the language they need to hear.

1.1.6.1. Find modality of readers:

1.1.6.1.1. look / see

1.1.7. Truly great product creators learn their prospect's preferred modality of influence, and create accordingly.

1.1.7.1. This is 50% of the battle.!

1.2. Days 1-3 Survey Masses

1.2.1. select a topic and qualify it via surveying prospective buyers

1.2.2. Goal:

1.2.2.1. conceptualize a sellable product that focuses on the needs and desires of the masses, while tapping into my personal interests and/or expertise

1.2.3. Step 1:

1.2.3.1. ask, 'if i had to teach something for free, what would it be?

1.2.3.1.1. (discovers passion)

1.2.3.1.2. assuming this has an audience, you've just discovered the foundation of your product

1.2.3.1.3. but it's not my decision – it's the decision of my potential buyers

1.2.4. Step 2:

1.2.4.1. survey the masses

1.2.4.1.1. using:

1.2.4.1.2. identify primary drivers

1.2.5. TAKEAWAY: create a solution in a field i love that others find valuable

1.2.5.1. Myth #1: 'everyone will love my treatise on the African beetle!"

1.2.5.1.1. * you don't know what people will love until you ask them. Don't assume you know what they love and don't assume they'll automoatically love what you love.

1.2.5.2. Myth #2: credential and expertise are required.

1.2.5.2.1. *you don't need qualifications because even if you're talking about law, accounting, etc YOU CAN DO THE ANTI-GURU technique

1.2.5.3. Myth #: "But i already know my prospect's greatest need!"

1.2.5.3.1. *no you don't

1.2.5.3.2. * you want to know 1) their greatest need and 2) HOW THEY SAY IT (their language)

1.3. Day 4 Decide on the Medium

1.3.1. determine best medium (digital, print, vid, audio etc) based upon the feedback.

1.3.2. Decide based upon their language "look", "hear". etc

1.3.3. Don't limit yourself to an "e-book"

1.3.3.1. use multiple mediums (more products, more profit)

1.3.4. Record your product rather than writing it

1.3.4.1. recording what you're thinking as you go through research

1.3.5. Use vide and audio versions as up-sells (easier than you think)

1.3.5.1. *simply selling an upsell makes you way above the average crowd)

1.3.5.2. *Book upsell example of VIDEO COMMENTARY ON BOOK: "Let's go through the highlights of chapter 1 today, download you highligthed sections. On page 21, i said X, here's what I mean by that...

1.4. Day 5-7 Spy On Competition & Trends

1.4.1. Goal:

1.4.1.1. discover trending ideas relatied to your chosen topic and dig deeper into current studies, findings, data, research, your competition (HUGE), Facebook and youtube-related competition (to see how others are packaing their message successfully) etc

1.4.2. Step 1:

1.4.2.1. create a pros and cons list (to build TRUST)

1.4.2.1.1. search out reputable sources that both support and rebut nay-saying claims against your subject of interest

1.4.2.1.2. Case for_____ and Case against_____

1.4.2.1.3. *eg, this one study said this dosn't work this well, and that may be the case but look at all these studies which says it does.

1.4.2.1.4. Remember, a good info product deals with ALL facets of the topic at hand, INCLUDING CONS

1.4.2.2. Tip1:

1.4.2.2.1. find legit cons and include them in your product/services and sales materials to add realism

1.4.2.3. Tip2:

1.4.2.3.1. never write above a 7th grade level (unless doing quantum physics, or some super advanced content)

1.4.3. Step 2:

1.4.3.1. Purchase your competition's materials/products

1.4.3.1.1. See what else you can learn, and view how they present their data/ chapters etc

1.4.3.1.2. are their chapter titles questions?

1.4.3.1.3. don't plagiarize, but get ideas for how chapters can flow, as well as learn more about the subject. This'll help you create a BETTER PRODUCT

1.4.3.1.4. *Jordan Belford Example – (wolf of wall street) wrote the book in prison, had never written a book before, but modelled everything after the famous writer Tom Clancy

1.4.3.1.5. *People pay for cliffnotes: at the least you can be the reporter. "Look this info is only 17 pages long, you could spend 50 hours yourself to find it yourself (and probably miss half of it), or you could pay be $17 and you get it instantly

1.4.4. Step 3:

1.4.4.1. record (or write) all research down, then get the highlights without editing 'anything'

1.4.4.1.1. Editing kills flow and FLOW is the champion of expedient progress.

1.4.4.1.2. *Don't stop. If writing, say, "There was a study done TK..." THEN SEARCH LATER FOR "TK" which means "TO COME" - this is what professional writers like Neil Strauss do

1.4.4.2. Neil Strauss 25% rule

1.4.4.2.1. if you get the first 25% done – it's basically done. The rest is details and filler.

1.4.5. NOTE: only take a few days to do this - you're not creating a treatise on the subject nor an autobiography that demands months or years of data colleciton.

1.4.5.1. All the data needed from a research perspective can be don ein a few days

1.4.5.2. The rest of the world will be based upon my expeirences with the topic, your thoughts on the data an dHOW OTHERS are using whatever methods you're discussing

2. Week 2

2.1. Days 8-10

2.1.1. BOOK & VIDEO Formula

2.1.1.1. organize data quickly and help user digest data quickly to reduce refunds

2.1.1.2. False Belief #1: Books must be long

2.1.1.2.1. NO THEY DON'T - short ebooks sell great

2.1.1.3. False Belief #2: books must be complete

2.1.1.3.1. You can always Update the book later. you can ask the reader, what do you want to know? and create an upsell book later

2.1.1.4. False Belief #3: you have to be a writer to write a book

2.1.1.4.1. there's plenty of BROKE so called 'writers' - you don't need that. just get a product and a VSL

2.1.1.5. Write as you go - or outline - just make sure you're INTERESTING + RELEVANT

2.1.1.6. GOAL: get outline down, we'll refine it later in days 11-14

2.1.1.7. # of pages is IRRELEVANT - it's about the information

2.1.1.8. Follow the formula below and use the BEST QUALITY INFO you can find

2.1.1.9. Section Outline

2.1.1.9.1. FOREWARD (optional)

2.1.1.9.2. INTRODUCTION

2.1.1.9.3. OVERVIEW

2.2. Days 11-14

2.2.1. Refining and editing your outline

2.2.1.1. GOAL: at end of day 14, have a doc that's outlined to the point where all you'd need to do is start speking into a recording device and you would end up with a product several hours later

2.2.1.2. Divide and Conquer

2.2.1.2.1. now is the time to break outline into specific chapters - cuome up with names - and dividine into mini chapters

2.2.1.2.2. add enough information on each section and chapter. feel free to literally write each one or just give yourself enough information to be able ot record your ouline and turn that into your product (covered in week 3)

2.2.1.2.3. Bare minimum: outline ideas you would cover as if you were giving it as a speech in front of a live audience without a teleprompter

2.2.1.3. Specifics

2.2.1.3.1. use this time to add specific dates, research specifics etc.

2.2.1.3.2. outline stories (parables, testamonials ina simple fashion, like:

2.2.2. GET INTO FLOW:

2.2.2.1. before you write or do anthing, do 10 deep breaths, then VISUALIZE: how i'd like this work to influence and help other people

2.2.2.2. make sure your workplace is VERY NEAT