Having Confidence With Product Creation
The single biggest income earner for me in my multi-pronged approach to Internet Marketing is the sale of my own info products.
This is scary territory for many people because it means putting yourself out there as an expert and who wants to do that and risk possible ridicule?
There are so many things you have to have confidence in when it comes to product creation your niche, your slant, your research skills and your ability to convey the information properly to name a few.
Then there are all of those other pesky problems in your head, like worrying about formatting and perfection, stressing out over your bonuses, OTOs and upsells, and dealing with the crushing blow of refund requests. Let’s tackle this issue.
Feeling Comfortable With Your Niche
If you don’t feel comfortable with your niche, then you won’t have any confidence in leading others. But what would it take to make you feel confident?
You want to be an expert, right? No THE expert. And if you’re not THE expert, then you must not be worthwhile.
What a load of crap.
In every niche, all you have to be is a sharer of information. I’m going to share my three tips on feeling confident in any niche it’s worked for me time and time again in a wide variety of niche markets.
1. Make sure you’re interested in it.
If you’re not interested, and just doing it because you used some keyword SEO tool that told you there was high demand and low competition, then it WILL show through in your product.
Enthusiasm comes naturally and it’s infectious.
2. Make sure you’re willing to immerse yourself in it.
If you’re not really interested, and you just want to skim the surface of the topic, then you’re going to put out really shallow stuff and your refund rate will go through the roof!
Your audience is coming to you for a thorough account and that could be a thorough beginner account or a thorough advanced account, but a thorough account of what they need to know.
3. Make sure you’re willing to be honest about it.
What they mind is dishonesty. I often create courses as a beginner from beginner to beginner showing people my course of action and telling them what worked and what didn’t.
That’s a wonderful type of sharing.
The only time this hampers you is if the title and slant of your product misleads people to believe you’re already an expert. For example, if you’ve never even made an AdSense site, don’t create a product called:
30 Days to an AdSense Site Earning $1,000 a Day!
Your product would have to prove it could be done and show how. Now you could certainly create the product as you do the challenge and if it WORKS, then release it but you can’t put it out there if it isn’t realistic for you yet.
Developing a Unique Slant
Are you terrified to release a product because someone’s already done everything before?
Ever been into a Barnes and Noble?
Can you imagine seeing a shelf with only ONE relationship book, ONE parenting book, ONE stress relief bookÖyou get my point.
Or what if the only books there were by celebrity authors?
No other books except Tony Robbins, Oprah, Paula Deen and so on. What a boring, horribly informed world we would have!
Seriously, get over your addiction to the myth that you have to be 100% unique. Everyone has a story to tell, an opinion to share and that’s where personalization comes into play.
You COULD be worried about unique slants if all you did was release products with a sterile factoid type slant.
But nobody wants those anyway. What they want to read is your journey or opinions about the topic.
I’ve never seen a reader require a resume and proof of expertise before allowing you to become an author. What they actually look for, when they pick up a book on a shelf or read a sales page online is, ‘Does this person seem trustworthy?’ and ‘Does their voice and message resonate with me?’
Personalization can do this for you. No one else can be you. I teach less marketing than a bunch of other experts but it’s my blunt nature, no BS, honey badger and yes, emotional, caring approach that resonates with MY audience with those of you reading this right now.
Conducting Thorough Research
I will say that you need to become confident that you’re conducting enough research.
A good product creator simply would. If you’re not willing to research and share information, then that’s not really being a good product creator and you shouldn’t feel confident because you’d be doing a bad thing.
Now sometimes the product is just everything in your mind. That’s good, too! But if you’re researching, then make it exhaustive.
Make sure you go through a myriad of types of resources if you’re new to a niche topic. That includes:
- Paperback (or hardback) books use bookstores or libraries.
- Videos online (or if applicable, offline somewhere)
- Magazines Writer’s Market has tons of awesome trade magazines for niche topics
- News resources (online and off)
Whatever you can use to educate yourself about the topic, get your hands on it, absorb it, and share your slant or knowledge of what you’ve learned.
Do NOT ever copy anyone else. No spinning. No rewriting or tweaking. Gosh I hate to even have to say that, but unfortunately it’s not a given for some people.
So what you do is organize your outline, take notes in a spiral about ideas you need to share, and then during product creation, put your own spin on it!
Conveying Information With Confidence
How do you adequately share the information?
There’s this old saying that goes, ‘tell them what you’re going to tell them, then tell them, and then tell them what you just told them.’
I hate that saying. LOL!
It’s called the fluff and filler formula. How about you cut the first and last one and just teach good information, period?
The biggest problem (aside from copycats) that I saw gurus coming to me with when they wanted me to create their products was that their refund rate due to ‘fluff’ complaints had previously been through the roof.
They were always trying to reach a magical page count. Forget about page count. Some products I create are 5 pages. Some are 150.
You just have to exhaust the details and share without being repetitive.
Learn how to make an outline in logical order.
If you’re teaching someone a process, then record (meaning write or videotape) every step of the process, skipping nothing.
Don’t just say something like, ‘install a blog,’ when what you really need is to show them every step of the blog installation process.
Never assume that your audience will know anything because that’s where they’ll get frustrated and end up hitting the refund button.
Ensuring Your Product Is Close to Perfection
Complaints once in awhile are no big deal. But if your products are plagued with issues, then you’re not going to be received very well in the online community.
Make sure your basic spelling and grammar are intact. It can be conversational, not perfect but if your writing is really bad, have an editor on a freelance site clean it up a bit for you.
Go ahead and find out what formatting and fonts you should use depending on what form of media and what platform you’re selling it on. Ask in a forum, or read the FAQ of the site.
When it comes to pricing your product, that’s a big confidence killer. You sit there worrying and it spins out of control: ‘Did I price it too high? After all, I’m nobody. I’m no expert OMG who am I to even release a product? I quit!’
Or you worry about pricing it too low and looking like a niche loser.
The first thing you do is approach it like a business. There are some basic price points you can consider. The same way a hamburger costs a certain amount among the McDonalds, Burger Kings and In-N-Out Burger joints of the world.
But don’t be afraid to be that burger maker who puts truffles on it and serves champagne with it and charges $999 for your food.
Go out and look for similar products. If it will help you feel better, price a teeny bit below the big boys. If you have an extra dose of confidence, compete outright with them.
If you’re creating a product with an official launch and affiliate system in place, then be considerate of your affiliates. They’re going to make sales for you, so make it worth their time.
If you feel that in order to attract affiliates, your product will need to be at least $47, but you don’t feel it’s worth $47, then you have two choices:
1. MAKE it worth $47. Add to it think outside the box. What else could you add to the original product think in a variety of formats or media type s(podcast, video, interview, etc.).
2. Price it lower. Not all affiliates have that magical ‘must pay me at least $20’ threshold. Some do. But many don’t. And if it’s a good seller, most won’t care if it pays a little less.
Upping the Ante
Do you worry because all the ‘big boys’ have fancy bonuses, one time offers and upsells?
Well you don’t have to have any of those to create a stellar product I routinely don’t. But if you want to have confidence launching and it’ll make you feel better, then go for it.
Create bonus items that complement your original product. I had one poor guru come to me frantic because he was about to be shut down by ClickBank if he didn’t get his refund rate under control.
The problem? He offered at least 50 bonuses (no lie) with the original product and not one of them had anything remotely to do with the original item. It was a make money online product and his bonuses were things like ‘how to cure acne’ and ‘how to change your own oil in a car’ eBooks. Ridiculous!
(And this was a guru, mind you literally making lots of sales in JV arrangements, but paying back a ton, too so he’d showcase those awesome leaderboard sales and initial earnings, but stay mum about the refunds).
When it comes to one time offers, I think the integrity of your product will do better if you truly make it a ONE time offer. That doesn’t necessarily mean you can’t ever offer the item again, but not at that special OTO discount price.
What about upsells? Some people use all of these words interchangeably, but an upsell to me is an add on not necessarily a OTO. It’s an enhancement. If you have something worth offering as an upsell, you can try it and see if there are any takers.
What’s the harm in offering?
Handling Refund Requests
Refunds will hurt your feelings. Well, maybe not all of you, but many of you. They did mine! I sat there wondering why someone would refund especially because my refund rate was virtually nonexistent.
While gurus were bragging about a 7% refund rate, I enjoyed a fraction of 1%. I started looking at the situation. Here are the majority of reasons why people refund:
1. They’re thieves. No other way to put it. They pay for your product with every intention of refunding it seconds later. You can tell because the refund request is instantaneous there’s no way they’ve had time to go through your course.
2. They didn’t read the sales copy. This is a really annoying type of buyer. I wonder what in the world they’re doing they land on the sales page, read what the course TITLE? and then they download it and realize it’s not what they thought it would be. Sometimes this is a situation of the seller not explaining things properly, but if you’ve done that, then this will be one reason for the refund.
3. They have no confidence in themselves. This shouldn’t be an adequate reason to refund, but it happens. Many people download things and read it and then just get scared. So they refund saying it’s not feasible for them, which translates into them not being action takers.
4. They really did think it sucked. It happens! Maybe it really does you’ll know if you have a high refund rate (I say over 5% is too high). But sometimes it just sucks to them so okay, refund them and find the right audience for it. Maybe they have elevated or different tastes your products won’t be loved by everybody. They just won’t.
Accept that your products will be refunded. Sometimes it will be horribly unfair. But don’t let it take down your confidence, because many times it has absolutely NOTHING to do with the true quality of what you’re putting out there.