7 Steps to Your Own Coaching Products, Part 3

This series covers seven steps to innovating, designing and launching your own information products:

  1. Tune into Your Niche Market
  2. Leverage Your Product Funnel
  3. Outline Your Coaching Product
  4. Map Out a Project Plan
  5. Create Your Product
  6. Create Your Marketing Campaign
  7. Get Set to Deliver

Part 1 talks about the first three steps. Steps 4 and 5 are covered in Part 2. Here’s the scoop on 6 and 7 (plus a bonus step).

Step 6 – Create Your Marketing Campaign

Assuming your product costs money, it will need its own marketing campaign, including:

  • a sales page, and
  • a way to drive traffic to that sales page.

Your sales page should be packed with persuasive copy evoking your product’s benefits in language that speaks to your target market. This is where your courage in choosing a viable market, and the work you have done to learn your market’s top challenges and goals, really pays off. When you have narrowed your market and learned how to speak their language, sales copy that positions your product as essential will come naturally to you.

To up the excitement for your visitors, add bonuses or bundle your product with a free coaching session. If you have field tested your product, consider adding testimonials.

The best sales page ever written will only sell your product if it gets visitors. Your traffic driver could be your blog, speaking gigs, social media strategy, or anything that gets you in front of your target market with a chance to give them a link.

The best traffic driver is your own email list, because they already know you and the value you offer. That’s why bloggers still collect email addresses, even though they could just rely on RSS to deliver their blog to subscribers.

Plan to test and tweak your campaign from time to time, as you learn more about what works. Once you have multiple products in your funnel, you may want to create a marketing calendar to plan which ones you will push most actively each month.

If your product is a freebie, it is part of the marketing for another action (say, signing up for your blog). So the freebie doesn’t need its own marketing.

But put on your marketer’s hat anyway, and consider how you can make the most of the value you have provided to everyone who downloads your product. How can you build that first contact into a trusted relationship?

For example, set up an autoresponder system with successive emails going out after sign-up. In the autoresponders, help your prospects get the most out of your freebie. By taking them deeper into the material in your product, you show them more of the expertise you have for them. Then it’s natural to give them links to your website, blog and other offerings.

Step 7 – Get Set to Deliver

If you have not already set up systems to take payments and deliver your product (online or physically), you’ll need to get that handled before your product launches. You will need:

  • an online shopping cart system that connects to a way for your buyers to download your electronic product after they purchase.
  • a credit card merchant account and a payment gateway (or at least a Paypal merchant account).
  • if you are selling a physical product, a fulfillment company to provide printing, assembly, and shipping.

If you have set all this up for previous products, you just need to get your new product added into your automated payment and delivery system.

Make sure to test everything before you launch. After all your hard work getting the product and marketing lined up, the last thing you want is a bunch of unhappy customers who can’t get their download.

Bonus Step 8 – Tease Your Second Product

If you are planning a next product that follows on from the current one, consider building a teaser for it into your current product and your current marketing. This will show there’s a next step, which will encourage people to buy. And it will leverage the momentum you’ve created through your campaign, by starting to warm up buyers for the next product.

You can do this if you have created these elements of your second product:

  • a product outline including a strong title, clear benefits and a few features.
  • a project plan with a solid delivery date less than six months out. (But don’t promise when it will be available, just say “coming soon”.)

If you do this, make sure to keep your second product on schedule as much as possible. If it takes too long, you’ll lose the momentum from your first campaign, and your credibility will take a hit.

What you are doing here is building an automated sales system. If you’re doing it for the first time, there are a lot of moving parts. Be patient and don’t fret. It gets easier each time you do it.


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