Affiliate Summit East 2010

The Info Product Co-Creation Formula

Clay CollinsHead Shmuck, TheInteractiveOffer.com

The Process I Use . . .

• To create 6-figure products (on demand).

• To make FAR MORE before I create a product (than most people make AFTER months).

You can use this to . . .

Make your next product profitable, before spending one cent producing it.

And, this is a process you can use to . . .

• Sell info products

• Sell physical products

• Sell sell services

This is the 20-Minute Short Course Version

• 6-Step Simple Process• Just follow along!

The Info Product Co-Creation Short Course

Step 1

Survey Your People

In This Step…

• Introduce yourself

• Tell them you’ve been meaning to create a free thing

• Then ask the following three questions . . .

The Three Question Survey

• What free information product would you love for me to create JUST for you?

• What is your biggest fear or frustration?

• What is your ideal, perfect outcome?

If My Website Were About Golf, I’d Ask. . .

• With regards to your golf game, what free product would you LOVE for me to create *just* for you?

• What is your biggest fear or frustration when it comes to playing golf?

• What’s your ideal *perfect* outcome when you hit the green?

We’re Doing Something That’s Rarely Done

• Most people don’t do this

• But we’re just getting started

• Giving the survey is just the first step of an entire process

• We’re not going to invest in product creation until our product is profitable

Step 2

Find The Need

In This Step…

• Go through survey results.

• Find the #1 need.

• And then ask if we’ve got it right.

To Do This…

• Look over survey results

• Find consistent patterns

Finding the Clear Need Is Usually EASY . . .

• One need will usually repeat itself over and over again

• That need is the ONE you want to focus on

Step 3

Verify The Need

In This Step…

• Go to our people

• Verify that we have, in fact, identified the core issue

• This allows you to sell and charge a lot more

What we’re going to do…

• Write an email or blog post asking whether we’ve got the core issue

How to Write Your Email or Blog Post

• Thank them for filling out the survey

• Tell them that, based on survey results, you think you know what they need

• But you want to check in before you create it

• Describe the info product you’re planning on creating

The Final SentenceI’m really looking forward to making this for you, but only if this is exactly what you NEED.

Anyway, if I spend like 2 to 3 days making this and you don’t want it, then I’m going to feel like a total idiot.

So here’s what I’m going to do: if you feel like the thing I’m making is what you want, but most importantly need, then let me know (and be sure to let me know WHY and HOW this information will help you out).

If enough people want it . . . then I’ll personally send it to you. If this isn’t what you want, tell me what you’d rather have.

. . .will do just fine.

A short, simple, email or blog post . . .

Step 4

Give Away Some Cool Stuff

In This Step…• Create your free information product (don’t spend more

than 2-3 days doing it).

• Create a report or video that gives the top 10 tips related to your customers’ core need.

• Don’t be stingy, give away some of your best stuff . . . you’ll sell more if you do this.

• Make sure as many people as possible get the report.

Step 5

Just Listen

In This Step…

• After you release your product, wait a few days for feedback to come in

• People will ask for clarification on some points in your free report

• You’ll hear which points really resonated with your customers• You’ll probably get feedback on what people will pay for• Respond to all customer feedback• Store all your feedback in a word processing file

Step 6

Presell Your Thing

We Presell To…

•Sell more than enough to fund the creation of your product

•Make your entire venture profitable

In This Step…

• Announce that you received great feedback on the free report (assuming that you did)

• Based on this feedback, you decided to create a product that gives a lot more of the same kind of information included in the free report

The Key Is To…

• Tell your customers that you’re about to create a new product

• Tell them that you’re going to do a presell for the next 4 days and that your thing will be 50% off

• Specify how many you’re going to pre- sell

For Example…

Hey, there’s been so much great feedback on the videos I’ve created about the interactive offer. Anyway, based on that feedback, I’ve decided to create a 3 month extensive coaching program on how to do your own, incredibly successful, interactive offer. I haven’t made the course yet. It will be out in the next 3 weeks . . . but if you KNOW that this is the kind of thing you need, then you’re in luck because over the next 4 days, I’m going to be selling 50 early bird spots in this coaching program at 50% off.

If You Do NOTHING More Than This . . .

• You could pre-sell the hell out of your thing.

• Because . . . in all the previous steps, you’ve built up anticipation for your new thing.

• And, you’ve figured out EXACTLY what your customers want.

A thousand things are going on under the hood . . .

…that help you get an unfair advantage

The Principle of Progressive Buy-In

• Over time, as someone participates in your offer, they become increasingly invested in what you’re selling

• Their interest and desire will skyrocket as they learn and contribute more

• Your people are actively co-creating your product with you• You are more likely to produce exactly what they want• They’ll be more attached to what you’re selling, because

people support what they create

Principle of Consistency and Commitment

• People are driven to stay consistent with themselves

• If you can get someone to say yes three times in a row, then you’ll probably get the sale

• With the IO, you’re getting commitment early on during the sales process, and using the commitment to gain higher and higher levels of commitment

• The customer decides long before you sell that they want what you’ve got

You’re Building a Small Social Movement

• A movement to create a product

• Products that emerge from social movements get more attention, publicity, and fame

• They also sell better

Got All That?

…cool.

The End

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