What is your product anyway? Motivational talks, workshops, seminars and teleclasses? Informative articles, e-books blog entries? Published books, audio and video programs on CD and DVD? Coaching programs, mentoring and teleclasses? Blog radio programs, video blogs and podcasts?

How about: NONE OF THE ABOVE!!??

That’s my answer to the speakers, trainers, authors, coaches and information marketers I work with. That may sound like a confusing answer, but the answer actually clears up the confusion that inevitably exists around their frustration with developing and selling their ‘product.’

The product is your knowledge, proprietary information, philosophy, method of analysis and delivery – whatever you want to call the unique message or process you’re sharing with the world. The ‘products’ mentioned above (workshops, DVDs, etc.) are simply delivery methods. Don’t confuse them with THE PRODUCT.

I see a lot of wannabe information gurus spending a lot of time, money and energy polishing up the delivery fleet to deliver their not-very-well-though-out, poorly manufactured product. Kinda like being all dressed up with nowhere to go.

I suggest instead they spend equal time, money and energy on that unique message or delivery process. Dig deep into the core message and what you’re REALLY wanting to deliver. Forget about whether it’s a speech, a book or a teleclass. Focus on the FULLY DEVELOPED MESSAGE or PROCESS. Know your subject inside and out better than anyone on the planet. Know how it applies in each and every situation (and how it doesn’t). Fully explore all of the options, implications, impacts and applications of your message. Know that you know your stuff better than anyone else. Be confident in your expertise. Then go load up the trucks – you’ve got something to sell.

PEACE.
Rick