Bite-sized lessons in building an online business that feels good.
The Digital Product Kickstart Kit: Your guide to creating and launching a digital product that sells.
I help online entrepreneurs (like YOU!) launch and relaunch digital products and podcasts to reach more people, grow their audience and become the go-to geniuses in their industry
We're not trying to make your audience the expert in solving the problem or achieving that transformation. We're just trying to help them to achieve it.
Today, I'm talking about how to ensure that your digital product delivers the most value, whether that is an online course, a group program, a membership, an ebook, or whatever kind of digital product that you are teaching or delivering to help somebody to solve a problem and achieve a transformation.
I'm going to talk about five different ways that you can make sure that you are delivering the most value. I know this is something that a lot of people struggle with because we all worry about that.
The first step is to know the starting point where somebody is at when they buy your digital product. What is the problem they are struggling with? That is the very starting point.
You have to meet them where they are and understand the problem that they're struggling with and empathise with it better than they can. Then you're going to be ahead of 90% of the digital products that are solving the same problem. Talk to those people, talk to your ideal customer and find out what their struggles and challenges are, and then get to understand it.
How that problem shows up in their lives and how it's affecting different areas of their life. Now you're probably wondering, okay, well, this doesn't really add value, does it? But it does. And that's because the best digital products solve a problem or deliver a transformation and knowing where your student or your customer is starting from means that you can meet them where they are at and you can tailor your digital product so that it is a better fit for the right people.
Remember, we're not trying to help everybody but knowing exactly who it's for and who it's not for can help you to make sure that you are solving that problem better for the people who are right for your digital product.
Another thing to understand with the starting point with where they are right now is finding out if they already know why they should care about solving the problem, why they should care about whatever it is that you do. Because a lot of the time when I've signed up for courses, they spend the first entire week talking about why you should care. But having said that there are a few times when somebody has a problem but they might not understand why the solution that you are delivering, that you are solving their problem with is the important one to focus on.
What is that dream outcome? What is point B if point A is where they are at today and point B is when they finish your digital product? What is that dream outcome?
If they could wave a magic wand and be anywhere that they wanted to be, what would that destination be? And the more specific you can be with this outcome, the more value you can deliver.
I think back to one of my first online courses where I was trying to teach Instagram marketing for business rather than giving a specific outcome like getting more clients from your Instagram posts or how to write Instagram posts that convert or how to show up on Instagram stories with confidence. Those would be specific outcomes, but unfortunately, I wasn't giving an outcome. I was trying to be this all-in-one system, teaching Instagram marketing for business.
So if you can be super specific with that outcome, you can deliver much more value because you are ensuring that all the content that's included is pointing in one direction. It's all pointing towards that outcome. It's all moving them closer to the outcome.
This adds value because in your customer's eyes, achieving that dream outcome to them is value. It's not filling their brain with useless information. But the value will be solving that problem or achieving that transformation. So rather than trying to cram everything that they could possibly ever know about the topic into your course or your membership or your group program, instead, how can you help them to achieve that dream outcome? And how can you do it quickly, easily?
How do they currently feel about solving the problem that they have, or how do they feel about achieving that transformation that they dream of achieving? Do they feel frustrated because they've tried a million other solutions and it hasn't worked?
So if you know that they've tried a million other things, great, you now know that you can skip the basics. But if they are brand new, they've never, ever tried to solve this problem before. Then maybe you need to spend a little bit more time on the basics of that course or content. Lastly, what challenges have they faced trying to achieve the outcome? Why haven't they achieved it yet? Because if you can preempt why they haven't been able to achieve that challenge yet.
You can cover off on it in your digital product and make it much more likely that they will succeed and again if they succeed that is value in their eyes. So understanding their relationship with the outcome adds value because often it's not a lack of knowledge that's getting in their way, it's not a case of knowing what to do because they probably already know what they need to do, but it's actually an issue about where they're not doing what they know.
So, if you can uncover things like do they already know what to do and if they already know what to do then maybe the value to them looks like supporting accountability and structure frameworks rather than so much knowledge. So, this is where we're meeting them where they are and addressing that real problem they are dealing with.
Now, this is really challenging to go through to refine everything that they need to know that's going to get them from A to B without going down little rabbit holes along the way.
So a lot of the time, this is also going to include mindset stuff. Remember how I said that it's not always that they don't know what to do, but they are struggling to do what they know and like 90% of the time, it's probably mindset that's keeping them from doing what they know.
So we might need to work with that a little bit as well in the content and this bit adds value because we are moving them towards the outcome. We're not taking them down rabbit holes. We're not cramming their brains full of knowledge. We are moving them towards one very specific outcome and if they can achieve that outcome, that's valuable to them.
If it's not getting them from point A to point B quicker, easier or more enjoyably, it shouldn't be in your core content. I see this a lot with courses where people add so much extra fluff because they're like, oh, well, they could also learn about this thing and they could also learn about this and this might be nice for them to know, you're taking them down.
All of these rabbit holes are slowing them down. That's adding a lot of extra time when I just want to get from points A to B as quickly as I can. But remember that the people who are in your digital product who've bought it, already trust you, or they wouldn't have bought it.
We're also not trying to make our students experts on the topic. We're not trying to make them the expert in solving the problem or achieving that transformation. We're just trying to help them to achieve it. We're not trying to make it so that they know every possible issue that could happen. Every possible thing that could pop up.
We're just helping them to achieve that outcome. We're giving them what they need to achieve that outcome and they probably don't want to be an expert.
This has value in removing content. It sounds so counter-intuitive that removing content would add value, but it does because it's getting them that dream outcome and surplus content just slows them down and makes it so much harder to achieve that dream outcome, and if you can get them from point A to point B quicker, easier, or more enjoyably than all the products, then yours is going to be the most valuable one.
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I help online entrepreneurs (like you!) to build a profitable online business that keeps growing even when they're offline.