“I need to have more content to give my customers more value”

Today, I'm breaking down this big myth that more content means you are giving your customers more value and that you can charge more for your products. Probably one of the biggest digital product myths that I've seen. It's so common and it makes sense logically to us because if we feeling like we're giving more, more, more, surely we're giving more value, right? Well, actually, no.

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Why you don't need to include everything you know in your digital product

What tends to happen with digital products is more content actually results in more overwhelm. More overwhelm means they don't finish. They don't get the results that they wanted when they bought your product, which means they're not really happy campers, which means you don't get raving testimonials or success stories, which means that you're then helping fewer people with your product in the future because nobody wants to buy it.

 

It's not what you know, it's the transformation you can provide

Can you see how this plays out at a high level? We want people to get the result that they bought your product for. We don't want to prove how much we know about a topic, we want them to get to that end point. We want them to get from point A, being where they are on day one of buying your product, to point B, which is that point where they have that result or that transformation that they want. We want to get them from point A to point B as quickly and as smoothly as possible. We don't want to teach them everything that they could possibly ever know about a topic. Our goal isn't to make our customer the expert like we are in whatever it is that we're teaching. It's about getting them to that point B as quickly as possible. If any single thing that you are teaching inside your product isn't getting them there faster, then it's actually slowing them down.

 

Don't slow down the transformation with unnecessary information

Think about that. If it's not getting them there faster, it's slowing them down because it's an extra video that they need to watch, or an extra worksheet they need to complete. It might feel good to you because you think I'm giving them their money's worth. When they sign up and when they look at the product, they might feel like they've got their money's worth, but once they actually start working through it, that's the point where they're going to be slowed down and they're not going to get that result. They're going to give up potentially because they don't have the time and we want to get them that result, guys.

 

Sometimes less is better

The way I feel about digital products is actually the less content, the better. Honestly, most of the stuff that you are going to be teaching inside your digital product, unless you have some brand new IP that nobody's talked about in the world, most of what you're going to be teaching is probably available for free on the internet in some form. The reason people are paying for your course, or your membership, or your group program or whatever it is, is because they're looking for a shortcut. After all, we value our time. We value our time, so we'll pay money to save time. I think about my best-selling product, the A-Z Launch Podcast Launch Plan, heck yes, you can Google how to launch a podcast on the internet. It's going to take you a long time. You're going to have to work through a lot of YouTube videos. You're going to have to do multiple different Google searches at each point to figure out what's right for you, but the reason people pay for my digital product, the A-Z Podcast Launch Plan is because they are looking for a clear, simple, overwhelm-free path to launching their podcast.

 

How do you feel about this whole concept of teaching less inside your product? That's what I would love to know. What feelings are coming up for you? Are you feeling a little bit uncomfortable? Are you feeling a little bit of fear? Maybe fear that you're not going to deliver enough and people won't be happy with your product. People will complain. They're going to feel like they didn't get value. Is that what's coming up? Because, often, we try to overcompensate. We try to teach everything we know because we feel like we have something to prove to our audience. We feel like maybe we don't know enough, or our audience needs to believe that we're the expert. They need to believe that we're good enough and we feel like we have this point to prove. If somebody is buying your product, they already believe that you know enough. They already see you as the expert, so stop trying to prove to them that you're the expert. Instead, just give them the results that they're paying you for.

 

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