The Product Creation Manifesto“How To Break Free, Make More MoneyAnd Create An Online Product Empire”By Greg Rollett + Nic...
Thanks for downloading this manifesto. I honestly don’t think you have seenmany “free” reports like this one. It is truly ...
Online Business Models Are A Dime A Dozen…You can…  •   Be an affiliate  •   Create an eCommerce store  •   Drop-ship prod...
There Are Only 24 Hours In Your DayFace it, you only have the same 24 hours in a day that I do, andeven if you took on cli...
Let’s go through a few that you might be facing.Lack Of Expertise Or Knowledge To Create A ProductThis is very common amon...
Wikipedia defines “paralysis of analysis” as: “over-analyzing (or over-thinking) a situation, so that a decision or action...
o Follow through on that value and solution (create a killer    product)But Doesn’t Creating A Value Driven Product Seem L...
Building A Winning Product FrameworkGetting started is always the hardest part of the process, right? Justlike writing thi...
When building out your outline, or mindmap, ask yourself thefollowing questions:  •   Will there be 4 modules? 8? 10? 12? ...
Tim Ferriss has now written 2 best sellers that take on a slightlydifferent framework. In the 4 Hour Body andthe 4 Hour Wo...
In my New Music Economy course, the framework I created is a 4-week video course designed to help musicians become moreent...
work. Building frameworks, then shooting videos, then salesletters, then the technology to sell the product.Work, work, wo...
Your third module builds upon this and helps them get to maybe20-30 pounds of weight loss through exercise routines, stric...
So my product played off their weaknesses and turned them intostrengths. I showed them how to create instant online income...
leadership, coaching, financial services, insurance, marketing,coaching and so much more.I would love to help you become t...
o A press release so you can tell the world that you have a new    product that helps people get the answers they need  o ...
Ryan Ketchum has an incredible personal journey where he lostover 100lbs after graduating college. He turned his own incre...
Case Study #2: David Schwab’s Effective Communication ForUltimate Practice Growth                               Dr. David ...
Case Study #3: Mark Blane Maximizing Your Case ClaimWhen Insurance Companies Use Computer Software ToReview Your Claim    ...
As you can see, the 3 products above couldn’t be more different.The key thing that holds them together is what they do to ...
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Info Product Creation Manifesto

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http://productprosystems.com - The Product Creation Manifesto is a guide to information marketing and creating information products. Written by Greg Rollett, the ProductPro, this guide will show you the "why" behind recording your own info products as well as practical tips that walk you through the creation of your very own information marketing products.

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  1. 1. The Product Creation Manifesto“How To Break Free, Make More MoneyAnd Create An Online Product Empire”By Greg Rollett + Nick Nanton
  2. 2. Thanks for downloading this manifesto. I honestly don’t think you have seenmany “free” reports like this one. It is truly special for those of you lookingto build not only your first information based product, but an online empirethrough an entire suite of products that fuels your new rich lifestyle.You see, what you hold in your hands is your ticket to buying more time innot only your business, but in your life.Selling educational products online is the best way to STOP trading yourtime for money, especially when you follow the ProductPro System.Following our system will allow you to create products that enable you tobreak free and scale your business beyond your wildest dreams. And youhold all of this power right between your eyes, inside that useful head ofyours.Whether you are working a day job and trying to escape the rat race, or youare running your own small business, creating a product is exceptionallyfreeing and in today’s market is an extreme necessity. No longer do youneed to put in 10-12 hour days to make your clients happy.No way. I am going to show you over the next few pages how you can createproducts that live and breathe online, selling 24/7 and creating you passiveincome based on your experience and expertise.So, let’s get to it. No more rah-rah, get you fired up. If you can’t get fired upabout sharing your story with the world and getting paid to do so, then youshould close up this report right now and spend your time watching yourpeers get ahead and creating their own new rich lifestyle.Here’s to building your info empire,Greg RollettCPO – Chief Product OfficerProductPros™http://productprosystems.com 2
  3. 3. Online Business Models Are A Dime A Dozen…You can… • Be an affiliate • Create an eCommerce store • Drop-ship products • Build a brand to promote your coaching or consulting • Get paid to blog about products • Get massive traffic and get paid through advertising • Create your own products • And the list goes on and onSome of the business models listed above are short-term wins,something to do to create some income, but ultimately notsomething to build a long term business out of.Affiliate products come and go, advertising rates change andblogging, SEO and social media will continue to evolve andprofiting off of them will change over time.The model that I enjoy talking about and helping others with, isthrough the creation of your own informational products. I wouldbet a good stack of Hard Rock chips that you are looking to createopportunities in your own life to not only provide value to others,but to create a lifestyle that revolves around seeing the world,spending time with your family and friends and creatingexperiences and moments that create fulfillment in your life.Building how-to information products can fulfill these innerdesires and needs. 3
  4. 4. There Are Only 24 Hours In Your DayFace it, you only have the same 24 hours in a day that I do, andeven if you took on clients for 20 of those hours, that is really thehighest volume you can intake (and let’s not forget that youprobably won’t be having the fun and fulfillment out of life in thismodel). I don’t (and you shouldn’t) like trading time for money. I would much rather exchange value for money.With products you create a framework and a system that allowsyour business to grow and thrive even when you are not present.Think about an eBook. Someone comes to your site, sees theeBook and purchases it. Then they are sent the PDF file throughemail or a thank you page.What work did you have to do at the time of the sale? You got it,none. That transaction could have happened at 9 in the morning or11 at night and the system takes care of everything. And this canhappen 1 or 1,000 times everyday and it really won’t affect theway you live your life (but never, ever) sacrifice customersupport).Overcoming Internal Obstacles In Product CreationSo this all sounds nice, and you see others with this same type ofapproach. But you are facing many internal obstacles towardscreating your own products and that is keeping you from takingaction. Well it’s time to break those barriers right now! 4
  5. 5. Let’s go through a few that you might be facing.Lack Of Expertise Or Knowledge To Create A ProductThis is very common among those just getting started in the onlineworld. They feel as if they need to catch up, or they only seemoney being made in the “how to make money online” market.This couldn’t be farther from the truth.We are all good at something and a fine piece of advice is that youdon’t have to be a 10 to teach a 1. You only have to be a 2.I come from a background in the music marketing niche. We havecreated products to help musicians build their brands online andcreate businesses to sustain a musician lifestyle. Others in thisniche are the how to play guitar niche. These teachers are not thenext coming of Jimmi Hendrix, but they are great at expressing theknowledge they have to others that have less knowledge.Your goal is to be a teacher to someone that wants to be led. I’msure there are many things that you help your friends and socialgroups out with on a daily basis. Start taking note of them and seehow you can apply that to a product that helps everyone.Will People Actually Pay For This, Can’t They Just Google It?This is a HUGE obstacle for many people when it comes tocreating how-to and information based products. Let’s face it, thereare hundreds, if not thousands of blogs on nearly every topiconline. The amount of information available is sooo immense theyhave created a term for this called “paralysis of analysis“. 5
  6. 6. Wikipedia defines “paralysis of analysis” as: “over-analyzing (or over-thinking) a situation, so that a decision or action is never taken, in effect paralyzing the outcome. A decision can be treated as over-complicated, with too many detailed options, so that a choice is never made, rather than try something and change if a major problem arises. A person might be seeking the optimal or "perfect" solution upfront, and fear making any decision which could lead to erroneous results, when on the way to a better solution.”Here’s the little secret about this. People are lazier than youthink. But not in a bad way. It’s because we all want to save time,energy and effort. Why go through millions of blog posts to see ifsomething works when I can pay someone $50 for information thatis proven to get results?And that is the golden answer as to why information products areso popular (and the fact that the authors enjoy high margins).Your goal as a product creator is to do a few things: o Find an audience where you have a solution to their problem (I want to play guitar to write a song for my girlfriend, etc) o Provide a system that solves a problem for the customer (I have a 4 week course that will help you write your first girlfriend loving song) o Create trust and rapport with the customer that shows you CAN solve their problem (social proof, sales letter, testimonials) 6
  7. 7. o Follow through on that value and solution (create a killer product)But Doesn’t Creating A Value Driven Product Seem Like HardWork?Well, let’s be honest here. It is not a walk in the park, but it alsodoesn’t have to be rocket science either. Let’s put it intoperspective and help you create your first product in the followingsteps.The first is to determine the marketplace you can provide asolution for. Check.Next you need to figure out a way to systematize the results. Thisis typically done through creating modules, chapters, weeklytrainings or sections to your product.We call this your product framework. 7
  8. 8. Building A Winning Product FrameworkGetting started is always the hardest part of the process, right? Justlike writing this book chapter. The first 20 words are the toughestto create.In building your first informational product, creating the first videoor writing the first words in an eBook are also the hardest to takefrom your mind to consumable media. But before we get to thatfirst step, we can set ourselves up to succeed by planning ourproduct out.I like to use mindmaps, or giant whiteboards and create the largestbrainstorming session I can. You may like traditional outlinesusing a notebook or Word document. No matter your tool ofchoice, your goal is to build a framework of what your product willlook like. 8
  9. 9. When building out your outline, or mindmap, ask yourself thefollowing questions: • Will there be 4 modules? 8? 10? 12? • What is the process you want to take your customers on? • What is their ultimate outcome? • What are the main problems that you can solve? • What do you know that people will pay for?What you are looking to do is what I like to call a framework.Wikipedia refers to a conceptual framework with the followingdefinition; “A conceptual framework is used in research to outline possible courses of action or to present a preferred approach to an idea or thought.” To give you further insight into a framework, take the work ofsome other successful authors and product creators. Stephen Covey wrote his infamous book, the 7 Habits Of Highly Successful People to highlight “7 Habits.” Those 7 habits are the framework for not only his book, but his consulting practices and his high level training. 9
  10. 10. Tim Ferriss has now written 2 best sellers that take on a slightlydifferent framework. In the 4 Hour Body andthe 4 Hour Workweek, Tim uses the 4-hourframework to teach his readers how to live abetter life. In the 4 Hour Body, he uses shortbursts of body hacks to live healthier, loseweight and gain muscle, which are the resultshe wishes for his readers to obtain.In the 4 Hour Workweek, Tim uses the samequick techniques to effectively manage ourtime getting more time to do the things we care about, which againis the result of a problem most people face, not enough time.In legendary marketer Frank Kern’s Mass Control home studycourse, his framework is based on 30 Days to Mass ControlMillions. His framework takes the customer through 4 weeks ofvideos and workbooks to achieve their desired results, which is tobuild their Internet Marketing business.My partner’s, Jack and Nick, created a Celebrity Brandingframework in their best selling book, Celebrity Branding You. Inthe book, they outlined “5 Stages” to help you create your owncelebrity brand. This framework has helped them establish a multi-million dollar business that revolves around helping others achievethe results desired from that framework. 10
  11. 11. In my New Music Economy course, the framework I created is a 4-week video course designed to help musicians become moreentrepreneurial through learning direct marketing strategies.Taking these examples and compiling your own productframework will give you the perfect starting place in getting yourproduct together and to start winning in your marketplace.STOP: ProductPro Action Step:STOP: ProductPro Action Step: Stop right now and brainstorm your first product. Then constructStop write now and brainstorm your first product. Then construct the framework for your product. The easiest way to identify thisthe framework for your product. The easiest way to identify this isto create a 3-53-5 step process take what is inside your mind and is to create a step process to to take what is inside your mindhelp help your customer move from where theynow now to their and your customer move from where they are are to their desiredresult. result. desiredDO this now, before moving on.DO this now, before moving on.Like Nothing You Have Ever Done BeforeI told you from the onset that this manifesto was different.I want you to be the expert. I want you to help your market gettheir desired results. You see, if you are able to help people withthis system, then in turn you are helping me reach more peoplewith our ProductPro System.Your own results depend on the action you take after you learn thisinformation. The thing is, we know you. This sounds like hard 11
  12. 12. work. Building frameworks, then shooting videos, then salesletters, then the technology to sell the product.Work, work, work and no fun doesn’t sound like the New RichLifestyle I talked about in the introduction to this report.That is why we have developed the “ProductPro System.”We have been creating products for clients all over the world.Taking their information and their skills and turning it intoproducts for them. The process is virtually hands off for you.More on this in a minute…It’s Now Time To Construct Your Product Like A ProOnce you have your framework, you now have a blueprint to guideyour readers and customers through to achieve their desired result.If you want to create a product to help someone lose weight, whatis his or her optimal goal? Let’s say that it is to lose 50 pounds asan example.If this is the case, your product should help them gradually get tothat goal. Your first module may be on grocery shopping andchanging their mindset towards food.The second module may be to lose that first pound by walkingaround the block. 12
  13. 13. Your third module builds upon this and helps them get to maybe20-30 pounds of weight loss through exercise routines, strict mealchoices and getting consistent rest.The final module should be your advanced strategies for losingthose last 5-10 pounds and give a plan to continue getting intooptimal fitness shape. If your product can deliver these 4sequences of information, you are providing real value to yourmarketplace and actually helping people get their desired results.This lethal combination will reward you financially as well asinternally. Your product has changed someone’s life in a positiveway and that value is returned to you with an increase in your bankaccount. Value + Action = Results And ProfitsYour product should speak directly to your target market, whichyou should now know inside and out. You should know if they likeaudio or video consumption, text or live Q&A with you.You should know their flaws, such as laziness or chasingopportunities and also be able to provide them the magic bullet toget their desired results.For my New Music Economy product, I knew that independentmusicians were usually struggling to make ends meet, were greatat certain types of technology (like guitar pedals and recordingsoftware) and did not have the means to pay big deposits forthousands of CD’s or t-shirts. 13
  14. 14. So my product played off their weaknesses and turned them intostrengths. I showed them how to create instant online income byrecreating an old product and repacking it, then selling it usingPayPal.I walked them through the dropshipping process for ordering CD’sand t-shirts, so their fans paid them before the CD was printed andshipped. And I gave them resources to technology that enabledthem to use drag-and-drop visual cues to manage the technicalside.This needs to be the goal of your product as well. And with helpfrom the ProductPros, you can have a product that truly adds valueto your customers without having to go through all the steps thatcause many small business owners and entrepreneurs to continueto put off the largest opportunity in your business, an info product.A Done For You ApproachHere at the ProductPros we want to help you create a trulyfulfilling product that serves your market and help move yourcustomer into a frame of mind to do business with you forever.And to do this we wanted to take away the elements that arestopping you from creating a product – from technology to thestress of creating your framework to making the technology ofselling things online.We have now created products for professionals, experts andauthors in niches that include law/legal, fitness, real estate, 14
  15. 15. leadership, coaching, financial services, insurance, marketing,coaching and so much more.I would love to help you become the next ProductPro.Our process is simple. We will work with you to create a 4-partframework. This takes all the guessing and judgment out of thegame and allows you to focus on serving your market.From there our team will create a 60-90 minute interview, whichwill serve as the foundation of your product.Once the interview is over our team takes over. We take thataudio interview and create: • 4 edited MP3 audio files • 4 Powerpoint slide based videos • A transcription based eBook • An action guideBut we don’t just leave you with a product empty handed, youalso get: o Customized graphics for use both online and in physical products o A custom sales letter to copy and paste onto your website or use in direct mail o A thank you, or download page that hosts all the videos, audios and PDF files for your customers to consume your product 15
  16. 16. o A press release so you can tell the world that you have a new product that helps people get the answers they need o 25 physical copies of your product o Distribution on Amazon.com, the America’s PremiereExpert Store and on the ProductPros website o A marketing consultation on how to sell your product and serve your audienceWe place so much value on ensuring that you have a product thatyou can not only be proud of, but that your market will love andappreciate as well.I’d love to show you more about the process and some case studiesas well.Below are 3 products that we have created in different industriesthat all deliver extreme value from our system and help the creatorachieve the lifestyle and business goals they set for themselves.Case Study #1: Ryan Ketchum’s 5 Steps To Winning The FatLoss Game 16
  17. 17. Ryan Ketchum has an incredible personal journey where he lostover 100lbs after graduating college. He turned his own incrediblejourney into a business where he helps others lose fat and live theirbest life ever.At Force Fitness and Performance, Ryan and his team deliver anamazing transformation for people in his local community. In theproduct Ryan was able to deliver a 5-step action plan that trulyhelps people take the first steps to winning the mental, nutritionaland physical parts of the fat loss game.The product is a great way for Ryan’s perspective clients to learnmore about Ryan, get a feel for his personality and training style aswell as take the first steps towards losing their first pound. Ryan isalso able to work with clients that are not local to his communityand cannot frequent his gym on a daily basis.The customers who buy the productare able to listen to the audio in thecar or at the gym, giving furthertips and motivation while workingout. The videos give reinforcementover the action points and theAction Guide gives a sense ofaccountability for the client.You can see the product atwww.forcefatloss.com 17
  18. 18. Case Study #2: David Schwab’s Effective Communication ForUltimate Practice Growth Dr. David Schwab helps dental practices maximize their growth through tactical strategies and strong internal communication. In his product we wanted to ensure that David was able to deliver an experience just like he was in the office giving a presentation 1-on-1. The goal of the product was to deliver initial results while not carrying the price tag of David flying into a location for a full day or week’s consultation.Over the course of the product we created a 4 Part Frameworkwhere David was able to effectively go over: • The 7 Parts of the Patient Experience • The Best Verbal Scripts and Tips for Handling Patient Objections • Building a Patient Referral System • Maximizing Growth Through A Proper Followup SystemThe finished product is a great way for David to create a revenuestream that was nonexistent in his business and will truly help toscale his business to even more dental practices. 18
  19. 19. Case Study #3: Mark Blane Maximizing Your Case ClaimWhen Insurance Companies Use Computer Software ToReview Your Claim Mark Blane is a personal injury attorney from San Diego, CA that has mastered using video, books and other multimedia marketing strategies to increase his visibility in a highly competitive market. In this product Mark wanted to showcase his knowledge of a topic that many people have noknowledge on; software programs that determine insurance claimsamounts.Mark displayed his expertise in this area and was able to deliver anactionable plan for anyone that is involved in an accident on howto acquire the proper documentation from doctors, the at-faultparty and others during the process as well as how to use cellphones and pocket cameras to show evidence during the claimsprocess.Mark is using this product to further distinguish himself from thelocal competition showing his expertise, experience andknowledge to help more people get the money and life theydeserve after an accident. 19
  20. 20. As you can see, the 3 products above couldn’t be more different.The key thing that holds them together is what they do to theircustomer. They help them get the answers, the results and take theaction that they need to improve their lives or their businesses.And that is what the ProductPro System is all about.I would love to hear what you think about this Manifesto and whatit can do for your business.Please send any questions and feedback togreg@productprosystems.com. Or join our Facebook communityat http://www.facebook.com/pages/The-ProductPros/222188477799043And if you want to get started in creating your own product, pleasevisit http://productprolabs.com or send me an email directly toschedule an initial consultation, again that isgreg@productprosystems.com.Thank you for reading this Manifesto and here’s to helping morepeople, and helping yourself in the process. To your success,Greg Rollett & Nick Nanton 20

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