1 00:00:09,510 --> 00:00:12,760 Hey, hey, hey. Welcome to another episode of On Your Terms. 2 00:00:12,760 --> 00:00:22,470 I'm so excited to talk with you about creating products, products that - products or programs, whatever it is that you want to create, that you want to sell over and over and over again 3 00:00:22,470 --> 00:00:32,460 without having to be on your phone 24/7 without having to be super salesy, whatever that means, and without having to continuously go back to the drawing board and be like, "Why 4 00:00:32,460 --> 00:00:34,050 isn't anybody buying this thing?" 5 00:00:34,050 --> 00:00:43,410 So in today's episode, I talk with you all about how many products and programs I recommend that you actually sell in your business at any given time, 6 00:00:44,010 --> 00:00:51,660 how to stand out from the crowd more than anything else, what the number one thing is that your product needs to do in order to sell. 7 00:00:51,660 --> 00:00:53,070 Period. End of story. 8 00:00:53,070 --> 00:00:55,530 We go over that a ton in this episode. 9 00:00:55,830 --> 00:01:03,180 I also talk about getting straight to the value in your product and how to remove the fluff so that your clients can actually see the results more immediately. 10 00:01:04,230 --> 00:01:09,780 And, we talk about creating products and pricing products that it actually allows you to scale. 11 00:01:09,930 --> 00:01:19,770 Last but not least, I'll round out this episode with talking about beta testing, getting it into the hands of your first paying customers, and then scaling and amplifying your product in 12 00:01:19,770 --> 00:01:24,390 the end. I'm so excited to jump into this episode with you. 13 00:01:24,390 --> 00:01:27,840 And in case we don't know each other yet, by the way, I'm Sam Vander Wielen. 14 00:01:27,840 --> 00:01:37,020 I'm an attorney-turned entrepreneur who helps coaches and service providers legally protect and grow their online businesses using my DIY Legal Templates and my Ultimate Bundle program. 15 00:01:37,020 --> 00:01:45,510 But here on this show each week on On Your Terms, I bring you fresh tips about how to legally protect your business and grow that business on your terms. 16 00:01:45,810 --> 00:01:51,720 So let's get into today's episode and find out how to create a product that will generate you the moolah. 17 00:01:56,850 --> 00:02:06,420 So, I've talked a lot so far on the show about how I created one business when I first left the law and it wasn't successful at all, and 18 00:02:06,420 --> 00:02:16,350 then, how in 2017 I shut down that business and started my legal business, Sam Vander Wielen LLC, and how things just have gone totally differently. 19 00:02:16,440 --> 00:02:25,980 And, one of the things that I feel like I focused on in a much different way and that has led to so much of the business' success 20 00:02:26,310 --> 00:02:27,720 is my product. 21 00:02:27,990 --> 00:02:37,770 And when I say product, by the way, I don't mean that you have to sell physical products or digital products even it could be that you have a coaching program, a course of membership like just, you know, insert that 22 00:02:37,770 --> 00:02:46,110 whenever I say product because I created kind of this hybrid course, digital product, community membership thing with the Ultimate Bundle. 23 00:02:46,110 --> 00:02:48,660 And so it's kind of it's all-encompassing. 24 00:02:48,660 --> 00:02:53,670 So, I really focused on the product in a much different way than I ever did. 25 00:02:53,880 --> 00:03:03,600 I don't even think I thought about it at all with my first business, and I think that that has had such a big impact on the fact that, you know, four years ago, I created a product that has 26 00:03:03,600 --> 00:03:06,870 now generated millions and millions of dollars in revenue. 27 00:03:06,870 --> 00:03:09,470 And obviously, that wasn't even my goal. 28 00:03:09,480 --> 00:03:11,370 I didn't think anyone would buy it. 29 00:03:11,910 --> 00:03:17,700 But I think that there were certain things I did right along the way that have made it what it is today. 30 00:03:17,700 --> 00:03:27,570 So, I'm hoping that this episode today we can get clear on what steps you need to take to create your own product 31 00:03:27,570 --> 00:03:37,440 program thingy, whatever, that will be the thing that years from now you're talking about being like, I can't believe that this thing in and of itself, on its own, has 32 00:03:37,440 --> 00:03:39,990 generated just millions of dollars on its own in revenue. 33 00:03:39,990 --> 00:03:49,590 So, it's pretty incredible what you can do when I think you really create something with good intention and a lot of thought behind it 34 00:03:49,590 --> 00:03:54,920 and you really put the time and the energy into the actual product itself. 35 00:03:54,930 --> 00:04:04,530 So, keep in mind as you're listening to this episode today that when I created this product, I did not create this product or program or whatever with the idea that 36 00:04:04,860 --> 00:04:12,700 I was creating it so that I could generate millions of dollars or so that so many people would buy it or anything else. 37 00:04:12,700 --> 00:04:16,170 I literally started it because I thought it would help people. 38 00:04:16,200 --> 00:04:25,200 And so I think that, you know, a lot of times when I've heard other people talk about this kind of stuff, they've had like a similar experience that they really started 39 00:04:25,680 --> 00:04:28,050 from a very good place. 40 00:04:28,050 --> 00:04:30,510 So, we'll talk about all of this stuff today. 41 00:04:30,510 --> 00:04:39,150 Let's get into - I have eight ways that you can create a product that's going to be your bread and butter from years and years from now. 42 00:04:39,540 --> 00:04:49,320 So first and foremost, number one, I just wanted to say off the bat that one of the things that I think helps to create a great product is to only focus 43 00:04:49,320 --> 00:04:53,640 on creating a few core items in your business. 44 00:04:53,640 --> 00:04:58,140 And that's what you're going to focus on perfecting and selling, obviously. 45 00:04:58,140 --> 00:05:03,240 But you're not going to be selling one hundred things and then like one thing is going to be your bread and butter. 46 00:05:03,270 --> 00:05:09,210 I think one of the reasons that something can become your bread and butter is because you're so intensely focused on it. 47 00:05:09,270 --> 00:05:16,550 So, I only, for the last four or five years, have only ever sold the Ultimate Bundle and then individual templates. 48 00:05:16,560 --> 00:05:21,560 That's it. Like, I have never run off and created all these new products and services or anything like that. 49 00:05:21,570 --> 00:05:26,950 So I think that it helped me because it was just a fine-tuned machine. 50 00:05:26,950 --> 00:05:32,160 Like, you just keep coming back to it and you're just like again, again, again, again, and you just keep making it better and better. 51 00:05:32,460 --> 00:05:40,050 I don't really think there's any magic number when it comes to how many products or programs that you should offer in your business. 52 00:05:40,050 --> 00:05:43,420 But I do think there's such a thing as too many. 53 00:05:43,440 --> 00:05:48,810 So for me, I would say like one to three programs or products is the max. 54 00:05:48,810 --> 00:05:51,720 That's the max that you really should ever have at any given time in your business. 55 00:05:52,380 --> 00:05:55,360 And preferably, I would love to see you only have one or two. 56 00:05:55,380 --> 00:06:05,220 So, I would love to see you maybe have a group program that you run a couple of times a year and you have your private coaching or you have your private coaching, but you sell your course on evergreen. 57 00:06:05,220 --> 00:06:10,690 And then a couple of times a year, you promote that course in like a live fashion, like what I do with the bundle. 58 00:06:10,690 --> 00:06:20,130 You know, you find some kind of balance because it's not only the best way, I think, to sell a product and really, maximize the juice that you can get out of that 59 00:06:20,310 --> 00:06:23,910 product but it's also the best way to balance your sanity and your life. 60 00:06:23,910 --> 00:06:31,920 And as you know, hopefully by now, what matters most to me more than anything is to live a normal life, live a life on my terms. 61 00:06:31,920 --> 00:06:41,700 You know, I want to focus more on my family and my friends and my cute little puppy and reading and traveling and giving back and gardening and 62 00:06:41,700 --> 00:06:44,980 cooking and doing pretty much everything other than being a business owner. 63 00:06:44,980 --> 00:06:47,220 Like, this isn't who I am at my core, right? 64 00:06:47,240 --> 00:06:50,370 So, it's also what allows me to do that. 65 00:06:50,370 --> 00:06:57,630 And if that's something that's important to you, then streamlining the amount of things that you offer is like one of the best places to start. 66 00:06:57,630 --> 00:07:07,360 But I also think that that was one of the reasons why I was able to so successfully maximize the juice out of one product because it's just been my, like - I eat, sleep and breathe this 67 00:07:07,360 --> 00:07:10,140 Ultimate Bundle for the last four plus years, you know. 68 00:07:10,140 --> 00:07:11,180 So, that really helps. 69 00:07:11,200 --> 00:07:12,940 That's why I want to start off with that tip. 70 00:07:13,540 --> 00:07:23,350 All right. Tip number two is that I also want you, as you're thinking about this product and we're thinking now about only creating a handful of these products, I want you to 71 00:07:23,350 --> 00:07:30,340 think about how you truly want to show up, how you truly want to offer this. 72 00:07:30,340 --> 00:07:39,640 Like, last week, in last week's episode, episode number 12, I talked about finding your paying customers, and I talked about really leaning into your unique value proposition. 73 00:07:39,640 --> 00:07:42,090 So, if you haven't listened to episode 12, make sure you go back. 74 00:07:42,090 --> 00:07:44,360 It might be a good place to start and then you can come back here. 75 00:07:44,380 --> 00:07:48,480 But I talked about really leaning into what makes you different. 76 00:07:48,480 --> 00:07:58,300 Because for those of you who are concerned about the fact that, you know, the space is like blowing up and that there may or may not be so many people doing already what you do or whatever, 77 00:07:58,330 --> 00:08:02,860 then that's all the more reason why you have to lean into this unique value proposition. 78 00:08:03,760 --> 00:08:13,210 And so, when you're doing market research and when you're looking around and thinking to yourself, "Oh, everybody's already doing this," or somebody already offers a course, 79 00:08:13,360 --> 00:08:19,120 what is it, like, naturally and organically that you wish was different about that? 80 00:08:19,690 --> 00:08:26,380 Like, I remember seeing something that I saw years and years and years ago that somebody was doing that was like a group program. 81 00:08:26,380 --> 00:08:31,210 So, they were having people meet every week to talk about this like very dry and boring subject. 82 00:08:31,210 --> 00:08:32,800 And I was like, I wouldn't want to do that. 83 00:08:32,950 --> 00:08:42,130 I would just want little bite-sized information done on video that I could watch on my own or listen, you know, on a walk or something like that. 84 00:08:42,130 --> 00:08:43,980 And I would implement it in my own time. 85 00:08:43,980 --> 00:08:47,650 But I don't want to be required to meet every week for two hours, to talk about this. 86 00:08:47,860 --> 00:08:50,200 Like, that doesn't sound fun to me, you know. 87 00:08:50,200 --> 00:08:57,550 So that's when I was like, "Well, there have to be other people who are interested in the same subject, and they don't want to consume this information that way, either. 88 00:08:57,580 --> 00:09:00,340 And so, why don't I do it a little differently?" 89 00:09:00,340 --> 00:09:07,720 So, you can look at either the way the information is being presented, maybe you even have a unique spin on the content of the information. 90 00:09:07,720 --> 00:09:10,540 You know, maybe people are only ever talking about it from one angle. 91 00:09:10,570 --> 00:09:13,440 There are all kinds of endless possibilities. 92 00:09:13,440 --> 00:09:22,510 But I want to encourage you that as you're creating this project or this program or anything that you need to think outside the box. 93 00:09:22,510 --> 00:09:28,300 Don't just look at what everybody else is doing and think that that is the definition of what's possible for you. 94 00:09:28,510 --> 00:09:30,770 That is just what's being done. 95 00:09:30,770 --> 00:09:34,070 It has nothing to do with what you're able to go out there and do. 96 00:09:34,090 --> 00:09:37,290 When I created the Ultimate Bundle, there was nothing like it. 97 00:09:37,290 --> 00:09:44,190 So, if I would have just created something that was just similar to what everybody else was doing but a little twist of different, that wouldn't have been good enough. 98 00:09:44,200 --> 00:09:47,170 The whole point was that they had to think outside the box. 99 00:09:47,170 --> 00:09:50,060 I had to think in a different way, what was not being done. 100 00:09:50,080 --> 00:09:57,290 So, I want you to look at the space and see how people are doing it, what you would want to be different if you were a consumer. 101 00:09:57,290 --> 00:10:00,230 You could obviously even do some market research about that as well. 102 00:10:00,250 --> 00:10:02,440 And, I want you to put your unique spin on it. 103 00:10:03,460 --> 00:10:09,900 Third, and this is probably the most important tip of the entire episode so pay attention to number three for sure. 104 00:10:09,910 --> 00:10:19,660 But number three is all about if you want a product that is going to generate a lot of revenue for you and is going to continue to generate revenue for you for years to come, 105 00:10:19,900 --> 00:10:21,770 it has got to work. 106 00:10:21,770 --> 00:10:24,190 That product has got to be amazing. 107 00:10:24,190 --> 00:10:28,410 The program has to get people results and people have to love it. 108 00:10:28,410 --> 00:10:34,840 Because you can pour in as much money as you want to Facebook ads one day until the cows come home. 109 00:10:34,840 --> 00:10:40,720 You can scream about your product on Instagram Stories every single day until you're exhausted. 110 00:10:41,350 --> 00:10:45,010 You could email out to your email list, you know, begging them to buy it. 111 00:10:45,640 --> 00:10:53,740 I guarantee you nothing is going to sell this program or this product for you as well as word of mouth. 112 00:10:53,770 --> 00:10:54,840 Nothing. 113 00:10:54,840 --> 00:10:58,610 Because it's like a spider web that you can't control. 114 00:10:58,630 --> 00:11:08,590 So, when you have customers who buy your product eventually, or we're going to - towards the end, I'm going to talk a little bit about beta testing and selling beta testing if you're new and you're 115 00:11:08,590 --> 00:11:10,600 like you might be listening to me right now being late. 116 00:11:10,600 --> 00:11:13,060 But no one's bought it. So, how do I do that, right? 117 00:11:13,330 --> 00:11:18,730 So, you're going to give them the best experience possible. 118 00:11:18,730 --> 00:11:28,660 You're going to make that product and that program the best that it can be so that they get a great result and you're going to use any little blips in the road, anything that comes back that 119 00:11:28,660 --> 00:11:32,600 doesn't quite work to continue to fine-tune and improve it. 120 00:11:32,620 --> 00:11:38,630 Like, my Ultimate Bundle wasn't perfect from the start, but I kept listening and listening, listening and improving, improving, improving. 121 00:11:38,650 --> 00:11:44,920 So, you're going to make sure that you get these people the happiest result that they can get. 122 00:11:44,950 --> 00:11:46,900 Of course, we can't control what other people do. 123 00:11:46,900 --> 00:11:48,790 So, like, they have to put in the effort and all that good stuff. 124 00:11:48,790 --> 00:11:56,180 But that has more to do with the first episode number 12, where I talked about finding the customers that really need what you're going to help them solve. 125 00:11:56,180 --> 00:12:00,930 So, we want to get the right people into this program, then they're actually going to benefit from it. 126 00:12:00,930 --> 00:12:10,650 And I'm telling you when you change people's life in that way, when you make people feel better about something, when you make them feel healthier, happier, better in their career or their relationship, their 127 00:12:10,650 --> 00:12:14,510 business, whatever it is, they are going to tell other people about it. 128 00:12:14,510 --> 00:12:17,820 Because just naturally, think about what happens when you love something. 129 00:12:17,970 --> 00:12:20,300 You go around, you tell other people about it. 130 00:12:20,310 --> 00:12:29,880 So, I saw in my own business after enough people purchased it, after I kept focusing on customer retention, customer happiness, 131 00:12:30,870 --> 00:12:36,690 you know, really making the product the best that I could, I saw that all of a sudden the snowball effect started. 132 00:12:36,720 --> 00:12:43,520 I started getting tagged in comments online when, you know, somebody would post a question in a Facebook group being like, "Hey, guys. 133 00:12:43,520 --> 00:12:46,680 I need a legal contract or I'm so frustrated about this legal thing. 134 00:12:46,680 --> 00:12:50,040 I don't know what to do." Someone would be like, "Hey, you should talk to Sam. 135 00:12:50,040 --> 00:12:53,920 I actually bought her bundle and, like, here's her information. 136 00:12:53,920 --> 00:13:03,620 You should buy it, too." And then it started being like, you know, getting reached out to through email and DMs, saying, "My friend told me this." Then, you know what happened? 137 00:13:03,630 --> 00:13:11,490 People started telling other people in big groups, like in schools or like certification programs like, "Hey, I went and worked with this girl. 138 00:13:11,500 --> 00:13:18,740 You should, too." And my name started to get dropped in chat and on public boards and schools and all this big stuff. 139 00:13:18,740 --> 00:13:21,000 And it just goes and goes and goes. 140 00:13:21,000 --> 00:13:23,430 And once that starts going, there's no stopping it. 141 00:13:23,430 --> 00:13:25,500 Really, it is a big, big freight train. 142 00:13:25,770 --> 00:13:28,880 You can pour ads in like all day long. 143 00:13:28,890 --> 00:13:31,320 You can pay for Facebook ads, but there's just like nothing. 144 00:13:31,320 --> 00:13:35,760 It isn't valuable to focus on this word-of-mouth effect. 145 00:13:36,660 --> 00:13:46,530 It's something that Tyler McCall - he has a follower-to-fan society, and I always think about that term, follower-to-fan, is that - which really there's a middle step here that we're 146 00:13:46,530 --> 00:13:53,710 taking somebody from follower to a purchasing customer because we have to trigger them to become a purchasing customer. 147 00:13:53,730 --> 00:14:00,360 But then while they're a customer, I feel like that's really where we make them a fan because I don't just want my followers to be fans. 148 00:14:00,360 --> 00:14:10,290 I want people who end up coming into my most intimate community, my customer community, I want them to be huge fans because they're the ones that are going to be little foot soldiers and they're going to go out and they're going to 149 00:14:10,290 --> 00:14:11,850 tell other people about my stuff. 150 00:14:12,090 --> 00:14:18,750 So, that's what we want to focus on, really getting people the results that they want or your thing actually being the best. 151 00:14:18,780 --> 00:14:28,110 I do truly believe in putting your best foot forward as best as you can, and that doesn't mean it has to be perfect, but you have to keep trying, keep improving something. 152 00:14:28,440 --> 00:14:33,780 I also want you to imagine having to confidently talk about this product every day. 153 00:14:33,780 --> 00:14:37,820 Like, imagine you're in my shoes, you're four years down the line. 154 00:14:37,820 --> 00:14:47,730 Every day you're getting up and you're opening up the Instagram app, popping open stores, and you are going on and talking about the product that you're thinking about creating right now or that you have 155 00:14:47,730 --> 00:14:57,210 created already and you're popping it open four years from now and you are talking about that same product confidently on Instagram without any 156 00:14:57,210 --> 00:15:05,510 worry or concern that somebody is going to be like, "Oh, I wish I wouldn't have bought this," or "this wasn't that helpful," or anything like that. 157 00:15:05,510 --> 00:15:07,290 That's the product that you're trying to create. 158 00:15:07,500 --> 00:15:17,420 I have no problem, no qualms about getting on to Instagram, getting on a workshop, getting on somebody else's podcast, writing something, 159 00:15:17,420 --> 00:15:20,460 and talking about my product asking for the sale. 160 00:15:20,460 --> 00:15:21,980 I have nothing to be ashamed of. 161 00:15:21,990 --> 00:15:23,930 It's helping people. People love it. 162 00:15:23,940 --> 00:15:26,520 People love it. They tell me every single day. 163 00:15:26,520 --> 00:15:28,530 So, there's nothing for me to feel bad about. 164 00:15:28,530 --> 00:15:29,940 I'm not doing anything wrong. 165 00:15:29,970 --> 00:15:38,760 As I always say, Target doesn't feel bad about running another commercial on TV, encouraging us all to go spend more money and go do more Target runs. 166 00:15:38,790 --> 00:15:43,080 So, I have nothing to feel bad about because I know the product stands on its own. 167 00:15:43,320 --> 00:15:44,840 It's great. People are going to love it. 168 00:15:44,840 --> 00:15:50,600 And if they don't love it, they weren't the right fit and then I take a step back and I look at what happened in my marketing. 169 00:15:50,600 --> 00:15:52,410 So, think about that. 170 00:15:52,410 --> 00:15:53,510 Think about it from that angle. 171 00:15:53,520 --> 00:16:02,160 Try to imagine yourself like, "Can I talk about this product like two, three, four five, hopefully, ten years from now?" That's the kind of product you're striving to create. 172 00:16:07,430 --> 00:16:12,940 Are you really serious about growing and selling out the offers in your business to your dream customers? 173 00:16:12,950 --> 00:16:22,880 If you are, then I want to personally invite you to come to my first ever three-day From Startup Sold Out Live Masterclass Series, all about how to go from just starting up your 174 00:16:22,880 --> 00:16:32,840 online business to being sold out and automating processes that will earn you back your time while still having plenty of paying customers that are thrilled to work with you, knocking on your digital 175 00:16:32,840 --> 00:16:35,060 door every single day. 176 00:16:35,060 --> 00:16:45,020 Over the course of three, short and sweet 90-minute trainings on Wednesday, November 3rd, Thursday, November 4th, and Friday, November 5th, I'll teach you the crystalized, super actionable steps 177 00:16:45,020 --> 00:16:48,510 that you need to know to be able to do these three things. 178 00:16:48,510 --> 00:16:58,130 One, to find your paying customers because you need to stop creating so much free content and tools that nobody's paying you for and that nobody needs and start using marketing 179 00:16:58,130 --> 00:17:01,430 techniques that attract your only your ideal paying customer. 180 00:17:01,460 --> 00:17:09,800 So, I'm going to show you exactly how to do that and to stop spinning your wheels wondering if that 10-part Instagram carousel post is a waste of your time or not. 181 00:17:09,800 --> 00:17:19,520 In this first master class, I'll talk with you about actually finding your ideal customer, doing some market research, and we're going to go way beyond all the fluff and 182 00:17:19,520 --> 00:17:23,000 nonsense you hear online about just finding out where this person shops and eats. 183 00:17:23,420 --> 00:17:25,100 It is so much more than that. 184 00:17:25,670 --> 00:17:35,540 In Masterclass number two, I'm going to teach you how to create your streamlined solution, because sometimes you already have a warm audience that's excited to buy something from you, but the offer that you 185 00:17:35,540 --> 00:17:37,550 create itself just kind of falls flat. 186 00:17:37,640 --> 00:17:44,130 So, you need to understand how to create a product with only the beautiful bare bones of what your customer actually needs. 187 00:17:44,150 --> 00:17:54,110 So, I'll show you how to stop overwhelming them with unnecessary bells and whistles so that they'll actually use your product or service, which will then mean that they actually benefit from it and 188 00:17:54,110 --> 00:17:58,520 give you rave reviews to all their friends, really growing that word of mouth network. 189 00:17:59,750 --> 00:18:09,560 And last but definitely not least, Masterclass number three, I'm going to teach you all about getting found by your customers and amplifying your impact, and I'm going to do all of that while teaching you 190 00:18:09,560 --> 00:18:17,960 how to still have a life and primarily have a life because my business doesn't run my life even though it's gotten so much bigger than I ever could have imagined. 191 00:18:18,860 --> 00:18:28,820 So, now that you've tailored your product to the exact people who will need it to solve their problem, you'll need to understand how to amplify your impact with advanced PR and advertising and 192 00:18:28,820 --> 00:18:29,970 marketing techniques. 193 00:18:29,990 --> 00:18:34,940 That's where this third masterclass will come into play, and it will help you scale what's already working. 194 00:18:35,270 --> 00:18:40,630 All three of these classes are being held virtually, and this is the only time that they'll actually be happening live. 195 00:18:40,640 --> 00:18:45,720 That is a huge deal because I've only ever provided legal education in the past and legal products. 196 00:18:45,740 --> 00:18:55,670 But now that so many people have asked me how I grew a seven-figure and climbing business in my first five years, it's time for me to finally spill the secrets of my sales 197 00:18:55,670 --> 00:18:56,950 and marketing machine. 198 00:18:56,960 --> 00:19:05,060 So, I'm offering these classes live because I know you'll have loads of questions that you want to ask during this live event, which is why we're having a Q&A at the end of each one. 199 00:19:05,210 --> 00:19:10,940 And if you can't attend live, be sure to buy a ticket anyway, and we'll send you the recording of each masterclass video. 200 00:19:10,940 --> 00:19:17,570 And if you submit your questions before the class, I'll even answer it live during the Q&A so you can get your answer during the recording. 201 00:19:18,200 --> 00:19:27,830 So, instead of investing in a big price tag, mastermind retreat, or a year-long coaching program with, let's be honest, a lot of fluff and filler, you're going to get my most important knowledge and 202 00:19:27,830 --> 00:19:33,560 experience growing my business online in this three-part masterclass series for as little as $197. 203 00:19:33,620 --> 00:19:40,590 It's really an awesome deal, especially when you think about the value of getting to ask me questions during the live chat and Q&A portion. 204 00:19:40,590 --> 00:19:50,390 You can either buy just one ticket to any three of the classes for $97, or you can get the low bundle price of $197 to grab a ticket to all three 205 00:19:50,390 --> 00:19:52,700 masterclasses and the recording. 206 00:19:52,700 --> 00:19:54,200 They're happening at 3 p.m. 207 00:19:54,200 --> 00:19:55,250 Eastern,12 p.m. 208 00:19:55,250 --> 00:20:00,220 Pacific, on Wednesday, November 3rd, Thursday, November 4th, and Friday, November 5th. 209 00:20:00,230 --> 00:20:03,050 But hurry because you've got to buy your tickets before 5 p.m. 210 00:20:03,050 --> 00:20:07,160 Eastern on Tuesday, November 2nd when we close up registration for good. 211 00:20:07,250 --> 00:20:17,120 Head to the link in the description of this episode or type in s amvanderwielen.com/fsso-oyt into your browser and get tickets now to 212 00:20:17,120 --> 00:20:18,650 this special live event. 213 00:20:19,040 --> 00:20:20,150 I hope to see you there. 214 00:20:26,190 --> 00:20:36,000 So, number four is that I want you to keep in mind as you're creating this product that whatever it is like as you're designing a product course, a program, whatever you're 215 00:20:36,000 --> 00:20:40,860 thinking of helping people work through can probably be pared back quite a bit. 216 00:20:41,070 --> 00:20:50,820 So, we tend to - because we're the experts, we tend to undervalue and maybe just underappreciated sometimes how much we have to offer other people and probably 217 00:20:51,300 --> 00:20:55,150 how little they really need out of what we can actually offer. 218 00:20:55,170 --> 00:21:01,020 So, when I first put the Ultimate Bundle together, it was basically like law school in a nutshell. 219 00:21:01,050 --> 00:21:06,630 So, I had put everything, the kitchen sink in there, like you have to learn about this and you have to know about that. 220 00:21:06,630 --> 00:21:15,290 And my lessons themselves were super long and super detailed, and I was really obsessed with everybody knowing about the nuances and the details. 221 00:21:15,300 --> 00:21:24,900 And as I took feedback in and as I just observed, like user behavior, which is another thing I would encourage you to do if you ever go down like the course or membership route, 222 00:21:25,500 --> 00:21:35,160 I was like, "Oh, people don't need all of this." And what it actually ends up doing is backfiring, and people don't end up actually consuming or implementing the 223 00:21:35,460 --> 00:21:41,160 information. So, number four is all about making sure that we have just what they need. 224 00:21:41,160 --> 00:21:51,090 We have the core content in your program, in your product that the person needs to get the desired result, but without all of the fluff and the filler 225 00:21:51,090 --> 00:21:59,960 . I really want you to think of every lesson, every module, every, whatever you do as like how does this move them closer to the goal? 226 00:21:59,970 --> 00:22:06,450 Because if it doesn't move them closer to the goal, then it's kind of fluff or filler, which keeps them from getting to the goal faster. 227 00:22:06,480 --> 00:22:16,470 And remember, if people don't have a good outcome or they don't experience the desired result that you're trying to get from creating this program or this product, then they're not 228 00:22:16,470 --> 00:22:20,610 going to be super happy. And if they're not super happy, then they're not going to tell other people about it. 229 00:22:20,620 --> 00:22:23,190 And we need good testimonials and like all of that kind of stuff. 230 00:22:23,190 --> 00:22:33,000 So, I really want you to be thinking about this as you're creating this product, a product that's going to make you millions or hundreds of thousands even, is not going to be full of 231 00:22:33,000 --> 00:22:35,480 fluff and filler. It doesn't need to be super long. 232 00:22:35,490 --> 00:22:41,070 It needs to be super valuable, and it needs to get people to the desired result as fast as possible. 233 00:22:41,840 --> 00:22:51,800 To that point, a little like secret bonus tip here, maybe 4.5, is that any time you can sneak in a couple little like quick wins for clients in a 234 00:22:51,800 --> 00:22:55,550 program or a course of something, that's always a big bonus. 235 00:22:55,550 --> 00:23:05,480 So if you can get them like a quick little win off the bat where they achieve something, they finished something, they do something they've been holding back on, it will create a snowball effect for them as well to feel 236 00:23:05,480 --> 00:23:08,270 motivated to dig into the rest of your stuff. 237 00:23:08,270 --> 00:23:11,540 If you want, I could have a whole, another episode, so you can tell me. 238 00:23:11,540 --> 00:23:17,260 Send me a DM. Let me know if this would be interesting to you, but I could do a whole, another episode on customer happiness and retention. 239 00:23:17,270 --> 00:23:23,990 For those of you who have courses and membership programs, I think there are so many things you could be doing, and group programs. 240 00:23:24,020 --> 00:23:33,680 I think there's so many things you could be doing to keep clients engaged, to keep people happy, to get them on task, get them accomplishing the things that you've laid out in the course. 241 00:23:33,680 --> 00:23:37,610 Like, there's just so much. So, let me know if that's something you'd ever want me to chat about. 242 00:23:38,330 --> 00:23:41,840 All right. So, number five, I want to talk with you about pricing this product. 243 00:23:41,840 --> 00:23:51,590 Because when it comes to pricing a product, what I see so often is that when people are either creating a new product or they're new to business, or 244 00:23:51,620 --> 00:23:58,860 maybe they're just feeling still a little uncertain that people will buy this and all of that kind of stuff, they price a product really low. 245 00:23:58,880 --> 00:24:08,750 And so, if that is you or you're struggling with any of those things, make sure you go back and listen to number 12, episode number 12 of On Your Terms because I do talk about finding the right customers and all that kind of 246 00:24:08,750 --> 00:24:18,260 stuff. But also now, after listening to this episode, I hope you can see that the more comfortable and confident you get with the results of your program, the more you're going to feel comfortable 247 00:24:18,260 --> 00:24:19,730 asking what you're worth. 248 00:24:19,820 --> 00:24:26,000 So, you know, you don't need to charge $47 for a product if you know you're changing someone's life. 249 00:24:26,240 --> 00:24:29,960 So, that's the other thing. Like, I know that my product is not the cheapest on the market. 250 00:24:29,960 --> 00:24:34,340 I also know that it really works and that a lot of people do find the value in it. 251 00:24:34,640 --> 00:24:39,670 So, I'm not trying to prove the product's value to those who don't see the value in it. 252 00:24:39,680 --> 00:24:49,490 I'm trying to get it into the hands of those people who need it most and who truly do see the value and who are ready to put this stuff to action and make the changes and get their businesses legally 253 00:24:49,490 --> 00:24:51,320 protected and they can make it happen. 254 00:24:52,490 --> 00:24:57,710 And there are all kinds of things we can do, by the way, with payment plans trying to make it more accessible, having sales, you know, things like that. 255 00:24:57,710 --> 00:25:03,650 But you can get paid what your product is worth, especially when you're actually helping people. 256 00:25:04,100 --> 00:25:14,030 So, I want you to remember, too, that when you try to price something at a $47 value, 97, even 197, you know anything 257 00:25:14,030 --> 00:25:22,010 probably less than several hundred dollars, you're really putting yourself in a position where you've created a volume business, maybe by accident. 258 00:25:22,040 --> 00:25:30,890 So, if we were like Marie Forleo, we had like Marie ForLeo-sized email list and you created a $47 product, maybe you can make a ton of money on the sale of that product. 259 00:25:31,670 --> 00:25:41,330 But when you're starting out and you have a small audience, by creating low price, low ticket offers, you're putting yourself in a position to have to require 260 00:25:41,930 --> 00:25:46,100 yourself to sell a ton of that product in order to make it work. 261 00:25:46,130 --> 00:25:48,290 The thought process is totally backwards. 262 00:25:48,290 --> 00:25:54,650 The thought process that you may have at this point is like if I price something cheap enough, then more people will want to buy it. 263 00:25:55,190 --> 00:25:58,250 The problem is, you don't have enough leads right to do that. 264 00:25:58,250 --> 00:26:01,460 You have probably a lead generation problem as well as a sale problem. 265 00:26:01,460 --> 00:26:08,050 So, we need a lot of consistent and fresh leads coming in who are all on target and the right person, all that. 266 00:26:08,050 --> 00:26:12,890 And then, the product needs to speak to those leads, and that's how we make sales. 267 00:26:12,890 --> 00:26:17,900 There's also - I find a like psychological problem with pricing as well. 268 00:26:17,900 --> 00:26:24,620 So, when I go to look at products sometimes and I see how cheap they are, personally I tend to think that that means it's a low value. 269 00:26:24,620 --> 00:26:26,630 So, I see low ticket, I think low value. 270 00:26:26,810 --> 00:26:36,530 So if your product, if you're doing these things that we're talking about so far in this episode and your product is delivering results, changing people's lives, it's going to bring them 271 00:26:36,530 --> 00:26:44,450 more money or more time or more something, then you need to charge and your price needs to reflect that. 272 00:26:44,450 --> 00:26:50,300 Because you don't want people thinking, "Oh, this must not be that helpful." So, it can actually have a reverse effect on it. 273 00:26:51,620 --> 00:26:55,610 Tip number six is that you also want to create a product that allows you to scale. 274 00:26:56,240 --> 00:27:03,800 So, a lot of times I'll see somebody create a product or you'll see somebody who's struggling a little bit in online business and then all of a sudden they're like, "Hey, guys. 275 00:27:03,800 --> 00:27:11,750 I'm going to sell mugs or I'm going to sell T-shirts, or I'm going to start a new, like, one-to-one intensive coaching session. 276 00:27:11,750 --> 00:27:14,800 Like, you can have three hours with me," or something like that. 277 00:27:14,800 --> 00:27:20,000 That kind of stuff, when you create, when you spend your time and you're capital really with your audience. 278 00:27:20,000 --> 00:27:22,340 Like, we don't get a lot of time to talk to our audience. 279 00:27:22,340 --> 00:27:23,900 We don't get a lot of their attention. 280 00:27:23,910 --> 00:27:26,300 So, you need to think carefully about how you're using it. 281 00:27:26,300 --> 00:27:36,290 And if you're using it to advertise either that low ticket offer or something that's like a one-off thing, like a one-time 90-minute session, where 282 00:27:36,290 --> 00:27:37,300 is that headed? 283 00:27:37,300 --> 00:27:39,110 Where are they supposed to go after that? 284 00:27:39,110 --> 00:27:47,060 Unless you have a funnel set-up where the person gets a one-time 90-minute session, and then they can upgrade to your program at the end or something. 285 00:27:47,060 --> 00:27:56,650 But it really doesn't make sense in terms of if you are sitting here today and you're like, I want to create the product or program that ends up generating me millions. 286 00:27:56,650 --> 00:28:00,910 You need to be thinking about that on the front end of it being something that is scalable. 287 00:28:00,910 --> 00:28:06,500 Something that is able to continue to be sold over and over and over again without requiring more of you. 288 00:28:07,130 --> 00:28:16,850 Because the more of you that's involved, the more times that you have to be live and present and create content over and over and over again as opposed to creating something once and being able to sell it, the less 289 00:28:16,850 --> 00:28:18,110 scalable it's going to be. 290 00:28:18,110 --> 00:28:25,500 And really only those kinds of products or programs are able to generate those types of revenue returns. 291 00:28:25,520 --> 00:28:35,060 So it's not that there's anything wrong with creating other kinds of products that do require more of you, or if you're someone who loves the coaching aspect or loves the consulting aspect and you love being 292 00:28:35,060 --> 00:28:38,030 involved with your clients, that's totally fine. 293 00:28:38,060 --> 00:28:47,720 It's just that in this episode, we're just talking about things that are scalable, things that maybe you can sell while you're sleeping, I hope, and generating you a lot of 294 00:28:47,720 --> 00:28:50,570 consistent revenue, no matter what's going on in your life. 295 00:28:50,600 --> 00:28:54,620 Okay. So, now number seven is all about the beta testing phase, and this is for you. 296 00:28:54,860 --> 00:29:04,760 If you are kind of in the, like you're conceptualizing the product or you've maybe even tried selling it but it's not really working yet, I would hope that you would go back and do the things that we've talked 297 00:29:04,760 --> 00:29:11,690 about so far in this episode and gone back and listened to episode 12, so you make sure that you've done kind of the more marketing and research side of it correctly. 298 00:29:12,290 --> 00:29:21,890 But if you now are ready but you're not sure like if it's, you know, if it does get those people the results, you don't have any testimonials yet, you're not sure about the 299 00:29:21,890 --> 00:29:25,520 pricing, I want you to start by beta testing it. 300 00:29:25,520 --> 00:29:27,740 So, I can only tell you the way that I've done this. 301 00:29:27,740 --> 00:29:31,460 I don't know what the official way or the right way is of doing this. 302 00:29:31,550 --> 00:29:41,480 But when I created the Ultimate Bundle, I think I found about 12 to 15 people who were kind of in my community, like they were responding to my DMs, they maybe 303 00:29:41,720 --> 00:29:43,790 were responding to some emails and things. 304 00:29:44,090 --> 00:29:46,850 Maybe I hadn't even had free sessions with them at that point. 305 00:29:47,210 --> 00:29:50,600 It's just like discovery call-type things to get to know them. 306 00:29:50,600 --> 00:29:55,910 And I reached out to them and I said, "Hey, I'm working on this product. 307 00:29:55,910 --> 00:29:59,820 I know that you said you needed some contracts and you needed this or that. 308 00:29:59,840 --> 00:30:09,350 How about - this product is going to normally retail for - I think at that point I thought maybe a thousand dollars or something - but I'm willing to offer it to you for X." It was like a couple of hundred 309 00:30:09,350 --> 00:30:12,170 bucks in exchange for a testimonial. 310 00:30:12,290 --> 00:30:16,580 And I think at that time, I was smart enough to require a video testimonial as well. 311 00:30:16,970 --> 00:30:26,930 So during this phase, not only will you get a little bit of cash flow, which will help to maybe make up for some of the expenses that you've incurred probably in creating this product, but you will 312 00:30:26,930 --> 00:30:31,310 also get the opportunity to get some proof of product, proof of concept. 313 00:30:31,340 --> 00:30:40,780 So, the fact that you could even get somebody to buy this through a beta testing alone will tell you whether or not this is starting to pick up some traction. 314 00:30:40,790 --> 00:30:46,130 If people aren't even interested in the beta stuff, there are several things to go back and to rework. 315 00:30:46,130 --> 00:30:52,310 It might be that you haven't properly explained the value of whatever it is that you're offering. 316 00:30:53,000 --> 00:30:57,220 A lot of times that tends to be because people focus on more like the deliverables. 317 00:30:57,220 --> 00:30:58,650 Like, there are 10 calls. 318 00:30:58,650 --> 00:31:00,020 There are 12 workbooks. 319 00:31:00,020 --> 00:31:02,330 There are three sessions, blah blah blah. 320 00:31:02,360 --> 00:31:11,990 We want to talk more about the transformations and the results that would come from it, what things that they'll actually be able to do after they've taken your program or while they're in it. 321 00:31:12,560 --> 00:31:15,230 So, we want to focus on that value. 322 00:31:15,260 --> 00:31:20,050 Maybe it's time to look at whether or not the target audience was correct. 323 00:31:20,050 --> 00:31:28,250 Going back to episode 12, for sure, talking about whether or not maybe the name you know is bad or is confusing. 324 00:31:28,250 --> 00:31:34,220 I've had people just rework titles and names before, as well as sometimes even the branding. 325 00:31:34,220 --> 00:31:36,440 So, sometimes you know the branding gets too stuck. 326 00:31:36,440 --> 00:31:37,610 Like, people get like, "Oh. 327 00:31:37,610 --> 00:31:41,270 I can't release this until I get this like logo and this thing or a website," or whatever. 328 00:31:41,840 --> 00:31:43,330 I'm not really talking about that. 329 00:31:43,330 --> 00:31:47,330 But I do believe, like - just like anything, it's not so black and white. 330 00:31:47,330 --> 00:31:52,970 It's like - the stuff doesn't come down to - like, it doesn't make or break with your branding, but it can help. 331 00:31:52,970 --> 00:32:00,590 And the way that I think it can help is that depending on what you do, I think that you can convey a lot with your branding. 332 00:32:00,590 --> 00:32:01,640 So, I'm very visual. 333 00:32:01,640 --> 00:32:10,850 So, maybe I overemphasize this for myself, but I thought a lot about, with the Ultimate Bundle, what the colors would be, you know what the 334 00:32:10,940 --> 00:32:13,130 photography would be. 335 00:32:13,130 --> 00:32:22,880 For example, because I'm a lawyer and people tend to think that lawyers are super stuffy and like serious and scary or whatever they think about lawyers, I wanted 336 00:32:23,270 --> 00:32:27,650 to accurately convey the fact that I'm not like that. 337 00:32:27,650 --> 00:32:28,760 Hopefully, you know that by now. 338 00:32:28,790 --> 00:32:38,570 So, I was very intentional about the fact that when I did a photo shoot and I knew that I was going to be using those photos for the Ultimate Bundle, I made sure that I 339 00:32:38,570 --> 00:32:48,230 was wearing really relaxed clothes and I also made sure I was wearing the colors of not only my brand but of the product as well, which are all relaxing. 340 00:32:48,250 --> 00:32:52,240 They all kind of have beach vibes, cozy vibes, relaxing vibes. 341 00:32:52,420 --> 00:32:56,620 I wanted people to see my product and instantly feel at ease. 342 00:32:56,740 --> 00:32:59,650 So, I do think that there is something to it, right? 343 00:32:59,650 --> 00:33:01,910 You can have softer fonts. 344 00:33:01,910 --> 00:33:03,600 You can have softer colors. 345 00:33:03,600 --> 00:33:05,250 You can have more professional-looking stuff. 346 00:33:05,260 --> 00:33:10,210 I mean, sometimes I see things and I think it just doesn't look that professional, right? 347 00:33:10,210 --> 00:33:14,780 And I understand that when you're starting out, it's so hard because you're like, you're on a budget and all this. 348 00:33:14,800 --> 00:33:24,370 But with the tools that we have available to us now, with things like Canva having such professional-looking templates for free, I think the key is to 349 00:33:24,370 --> 00:33:31,630 pick a brand palette, a brand kind of vibe that you go with, and then be consistent so that people's eyes start to get trained. 350 00:33:31,630 --> 00:33:35,920 Like, think about back in the day when you used to go on Pinterest and you'd be scrolling through. 351 00:33:36,130 --> 00:33:46,090 Maybe it was just me because I always look at food stuff, but like I would see a food pin and I would instantly know which blogger it was because they each have such a unique style of photography and the font 352 00:33:46,090 --> 00:33:49,610 and the colors and the way that they would design their pins. 353 00:33:49,610 --> 00:33:59,050 So, you kind of want that same psychology to apply that, you know, you don't want to be just picking randomly every single day, like a different canvas template that just looks cool because you think it's trendy. 354 00:33:59,050 --> 00:34:04,030 If you have the more '80s like pop vibe, you want to go with that. 355 00:34:04,030 --> 00:34:09,570 If you have the more like desert vibe, like bohemian vibe that's on Canva a lot, go with that. 356 00:34:09,570 --> 00:34:11,230 But stick with whatever it is. 357 00:34:11,230 --> 00:34:12,400 Stick with your brand colors. 358 00:34:12,400 --> 00:34:16,330 Create the palette on Canva, for example, and you want to be consistent. 359 00:34:16,330 --> 00:34:21,340 So, if you're just starting up, I would think about your branding, make things look consistent and professional. 360 00:34:21,370 --> 00:34:27,380 I would go back to the drawing board if people aren't buying the beta, if they don't like it, if they don't complete it. 361 00:34:27,380 --> 00:34:32,790 Sometimes people find that when they sell things in beta, they don't get much feedback from people at all. 362 00:34:32,800 --> 00:34:36,580 So that can be a sign that you maybe need to rework the audience a little bit. 363 00:34:36,610 --> 00:34:46,540 All right. Last but not least, we need to - number eight, sell, sell, sell that product and we need to sell it and sell it again and then sell it some more and then create some evergreen systems that 364 00:34:46,540 --> 00:34:47,770 sell it for you. 365 00:34:47,770 --> 00:34:57,700 And that is all that I'm going to talk about in Masterclass number two of my From Startup to Sold Out Masterclass Series that I'm hosting this November 366 00:34:57,700 --> 00:35:07,630 3rd, 4th, and 5th, where I'm going to teach you the crystalized, super actionable steps that you need to be able to find your paying customers, create this incredible product that you can 367 00:35:07,630 --> 00:35:17,590 sell for years and years to come even on autopilot, and then get found by customers and amplify your impact through evergreen marketing strategies, traditional PR, everything in 368 00:35:17,590 --> 00:35:23,030 between. So, what we talked about in today's episode is what I'm going to cover in Masterclass number two. 369 00:35:23,030 --> 00:35:27,160 What you heard in episode 12, I'll be covering in the first masterclass. 370 00:35:27,160 --> 00:35:32,560 You can buy a ticket to just one of these masterclasses or save and get a ticket to all three. 371 00:35:32,590 --> 00:35:35,290 We'll drop the link in the show description below. 372 00:35:35,770 --> 00:35:39,850 In the meantime, I would love for you to send me a DM on Instagram @samvanderwielen. 373 00:35:39,850 --> 00:35:42,260 Let me know how this episode was for you. 374 00:35:42,280 --> 00:35:43,700 What is your number one takeaway? 375 00:35:43,720 --> 00:35:50,560 What is the thing that just kind of popped in your mind when you heard me talk about how you could create a product that can make you millions? 376 00:35:50,590 --> 00:35:51,880 I'm so curious to know. 377 00:35:52,060 --> 00:35:59,710 So let me know. And before you go, if you haven't already, make sure that you follow and subscribe to On Your Terms wherever you listen to podcasts. 378 00:35:59,710 --> 00:36:03,790 If you listen on Apple Podcasts, now's your time to rate and review the podcast. 379 00:36:04,330 --> 00:36:08,050 It helps us so much to get this podcast into other entrepreneurs' hands. 380 00:36:08,080 --> 00:36:10,900 With that, I can't wait to chat with you until next week. 381 00:36:15,190 --> 00:36:17,960 Thanks so much for listening to the On Your Terms podcast. 382 00:36:17,980 --> 00:36:22,600 Make sure to follow on Apple Podcasts, Spotify, or wherever you like to listen to podcasts. 383 00:36:22,690 --> 00:36:29,680 You can also check out all of our podcast episodes, show notes, links, and more at samvanderwielen.com/podcast. 384 00:36:29,710 --> 00:36:36,940 You can learn more about legally protecting your business and take my free legal workshop, Five Steps to Legally Protect and Grow Your Online Business at samvanderwielen.com. 385 00:36:38,530 --> 00:36:43,850 And to stay connected and follow along, follow me on Instagram @samvanderwielen, and send me a DM to say hi. © 386 00:36:43,850 --> 00:36:44,070 2022 Sam Vander Wielen LLC | All Rights Reserved | Any use of this intellectual property owned by Sam Vander Wielen LLC may not be used in connection with the sale or distribution of any content (free or paid, written or verbal), product, 387 00:36:44,070 --> 00:36:44,200 and/or service by you without prior written consent from Sam Vander Wielen LLC.