That takes care of what are they running from; now let’s look at what they are running towards. What does your market want?
They want something that makes their life more enjoyable, eas- ier, and more efficient. It’s universal—all people want to make their life easier. I don’t know about you, but I’ve never heard anyone say they want to make their life harder.
Let’s say, for example, that you could take something that requires an 8-step process, to complete, and turn it into a single step process. Do you think your market would want it? Of course, they would!
You need to be on the lookout for these things. How many times have you said, “if only someone would find a better way to do this…” We all have those moments. Well…if you could figure out how to do it, you could end up rich.
Once we find a problem people are running away from or a want they are running towards, we need to think about the easiest way to solve their issue. You need to ask yourself the question, “am I able to solve this?”
The second question we need to ask is what’s the easiest and fastest way to solve this? After all, we don’t want to take months coming up with a product and the product needs to be simple for us to create and for them to use.
To accomplish this, we start with modalities of learning.
The first way would be writing (for creation) and reading (for learning). Examples of this would be writing a book/ebook, manual, course etc.—digital information in written form.
For many, that’s a great way to do it, but it’s not for me. I just don’t enjoy writing.
The second method would be audio information. Instead of writing the information, you speak it.
I’m sure you already guessed that number three is video. Of course, there is also a combination of all of these.
We have three modalities of creating and consuming a prod- uct.
- A combination of the above three
We have two more options, live online and live offline. (I may be an optimist, but I do believe we will be able to meet live face to face again!)
Not all of these options may appeal or work for you. Live offline, for example will not work now because of the COVID restrictions.
Writing a book or an ebook would work but, if you’re like me, you may not want to write. With that said, there is another way to do it. You could record the information and then have it transcribed into a written product. With that you have killed two birds with one stone—you now have both a written and an audio product.
Of course, you’ll still have to edit the written product because the order in which the words come out of your mouth aren’t always conducive to a written format. But, it’s still a whole lot easier than sitting down and writing out the information.
Some think audio products are outdated. They are wrong! Look at podcasting, it’s bigger than ever, and it’s just a short audio product.
Audio products also fit the fast and easy criteria I previously mentioned. You write down a few bullet points and then just start talking. You don’t even need to take a shower or get dressed as you would for a video product.
Remember, with audio people are not only judging you by the information you are giving they are also judging you by the quality of the sound so make sure you use a good mic and re- cording equipment.
If you are brave enough, you can take this one more step and create a video product. It’s easier, today to create a video prod- uct than it ever has been in the history of video.
Most laptops already have a decent webcam built in. If yours doesn’t or if you are using a desktop, you can buy an inexpen- sive webcam that takes decent video. If you don’t want to do that you can take your phone, prop it up on a couple of books and use it to record.
I know video is a bit more daunting because you need to take a shower, dress up and have a decent background but, with video you now have the combo…
- You have your video
- You can extract the audio and now have an audio product
- You can transcribe your audio and now have your writ- ten product
Video is the fastest way to create a product in all three modal- ities.
In fact, this article is a version of a video product. I recorded this live during a Marketing University training call. It didn’t
include video of me but it did include video of me writing my notes and any websites or screenshots I wanted to share.
I then used a website called Descript to transcribe it. My staff cleaned it up since it never transcribes perfect and then edited it so now you have the written version here. I didn’t pull out the audio and create a separate audio product, but I could have.
One of the big misconceptions people have is that they think the product needs to be prefect. That’s why they don’t create products, especially video or audio products. It doesn’t need to be perfect. Get over it!