How to Create Products Your Audience Will Love

Whether you’re writing a book, creating a course, creating video/webinar, a podcast or planning a live event – there is a simple outline you can follow to ensure (a) your product will be of value, and (b) your target audience will love the end result.

A simple product creation blueprint that works every time

  1. Focus on solving just one problem. Each product you create should solve a single, standalone problem. If it solves more than that, split it into multiple products. Instead of creating a course, “How to write and market your book”, split it in two: writing a book is one course; marketing a book would be another course. Not only is this more profitable for you, you’re audience welcomes the simplicity: one problem, one solution.
  2. Empathise through storytelling. Stories sell. Describe how you went from A (the nightmare) to B (the dream). Tell your audience how you overcame the problem and found success. Demonstrate empathy, “I feel your pain. I was where you are and I made it, you can too”. If you can help your audience believe success is possible for them too, they will love you for it.
  3. Set out your system, step-by-step. Map out your information product – this will be your course plan. Start each chapter with “What you will learn” and explain why it is important. Then go through your course plan, writing up each step as though you were explaining to a friend what to needs to be done. Focus on giving people actionable steps, i.e. use lists, bullet points, checklists wherever relevant. Keep your instructions tight and clear. Go through each step of your course plan methodically and logically. Tell people what they need to know – and only what they need to know – at each step.
  4. Tell them secrets. Somewhere in your product there should always be one or more “secrets”. Your audience loves secrets – we all do. Your secret could be a methodology, a piece of software, a unique approach, a special process, a magic ingredient. Have one in each chapter and tell your audience why it’s valuable, “I want to share with you my secret [process, checklist, software, strategy] that has helped me [achieve results] and it’s what I use to this day…”
  5. Always have chapter summaries. Always summarise to your audience what they’ve just learned – it’s a great aid to learning. Make it easy for them to review the chapter with a bullet-point summary and, where necessary, support materials (e.g. slides, worksheet, cheat list etc.) This also raises the value of your product.
  6. Always have chapter “homework”. At the end of each chapter, set 1-3 tasks (avoid overload) based on what your audience has just learned. This homework is great for embedding the ideas you’ve taught. By performing your set tasks, your audience feels they are making progress towards their goal;  they feel they’re taking the correct steps on the path to where they want to be. This is the heart of why you’re creating your product in the first place – to help your audience achieve a desired result. So, always have a call-to-action at the end of each chapter.
  7. Make your product flow logically. Check your course for logical flow. Teach people what they need to know in the order they need to know them. Don’t introduce concepts that are not relevant to the specific step you’re talking about. Don’t jump back-and-forth and go off-topic as and when you remember them. Nothing will lose your audience faster than this jumping around, teaching out-of-sequence. If this means you have to have a “Before we start” at the beginning of a chapter or a separate “Pre-requisites” module for the course to bring everyone up to the same speed, then do that. Always ask, “Can a person new to my product, follow it from start to finish, apply what they learn, and get the result(s) I promise?”
  8. A final summary. Walk your audience through the entire process one last time. “First we did this… Then we did this… Next we did this…” Lay the process out there for them to see, print off and refer to.
  9. Encourage your audience to take the next step. Don’t leave your audience hanging at the end of your course. Always ask them to take the next step now. Build their confidence by telling them you know they can do this. Give a rallying call to action. Remind them that you were once where they are and if they just trust the process they will enjoy similar results. Be positive and help your audience believe in themselves because, quite often, your audience may come to you lacking belief, disillusioned, lost, feeling low, ready to quit. It’s your opportunity – and your responsibility – to help them succeed.

Takeaway points

  1. There is a proven repeatable blueprint for creating information products your target audience will love.
  2. Every product should only solve one problem. There may be a subset of smaller problems but the overall solution you deliver should be focused on solving the single, larger issue.
  3. Every product you create should be about solving a problem or getting a result for your customer. It’s a promise. The blueprint above helps you keep that promise.

Action steps

  1. Identify your target audience.
  2. Plan out your course, incorporating the blueprint outlined above.

Photo credit: DaveFayram via Foter.com / CC BY

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