what you have in your hand right nows3.amazonaws.com/epm2016/launch/viral-product-checklist.pdf ·...

WHAT YOU HAVE IN YOUR HAND RIGHT NOW(OR ON YOUR SCREEN)

IS THE “HOLY GRAIL OF MARKETING”YOU’VE BEEN SEARCHING FOR!

WELCOME!

Who is this Checklist for?

This is for you if:

• if none of the usual strategies or tools have worked to generate the success you desire

• you’ve ever felt stuck on a marketing “hamster wheel” of busyness, unable to focus on what you’re truly here to accomplish

• you’re sick of having less than 10% of people consume and get results from your info products, programs or courses, and want a way to help dramatically more people, and be well compensated for it

• you want a proven way that your programs, courses and products can actually start to market themselves and engage more than 50% powerfully so they consume and get results, and come back again and again.

Welcome -- this is exactly where you need to be.

1.www.ExperienceProducts.com © 2016 Live Your Message

LET’S GET STARTED...


In an world where just 3% of people ever complete the information products, programs & courses they buy, you’re about to discover the little-known concept of “Experience Escalation”, a little-known yet powerful concept that holds the key to:

• Boosting your consumption and customer engagement from 3% to well over 50%

• Skyrocketing your customer results and success stories

• Creating “viral” products that market themselves, with little to no involvement or time from you

• 10Xing your bottom line profits through repeat purchases and referrals.

In this report, you’re going to discover:

• the Master List of the 10 “Experiences” you MUST provide in your info product,

program or course marketing so that it runs on autopilot, converting new customers

automatically...

• Along with the 3 Biggest Mistakes nearly everyone makes when creating products, pro-

grams & courses that you MUST avoid at all costs.

IMPORTANT: Make sure you’re watching the video I made as you read this report. It will

help you understand exactly how all this works in practice. Plus I give lots of examples!

http://ExperienceProducts.com/video2

Here’s the deal... Our brains LOVE to win! Success, no matter how small, literally floods the reward center of the brain with the “happy” chemicals

responsible for positive emotions such as joy, happiness and triumph...

Game-makers understand this idea deeply and use it to create highly addictive games.

Information products, programs and courses on the other hand? Not so much. The more

usual words are “long”, “dry”, “dense”, “overwhelming” and “boring” and the industry aver-

age of people getting through the average product is just 3%.

I don’t think it needs to be this way. I think the humble “info product”, the “home study

program”, or course actually has the potential to be AS addictive, as EXCITING, as EN-

GAGING as some of the most popular games out there, and can help dramatically MORE

people get huge results, instead of just leaving them behind.

I want to suggest that we borrow some of the best ideas from gaming, casinos, religion,

and other areas of life that have tapped into the secrets of generating massive engage-

ment, creating “fanatical” tribes and dedicated repeat customers for life.

The reason this hasn’t happened yet is quite simple. This is just how we’ve been taught to

create products by the “gurus” who make a living teaching this stuff. This changes today.


I’ve been researching this for years now, and in the next pages you’ll find my Viral Product

Checklist.

This is an outline the 10 Core Experiences that when stacked together in your marketing

and in your product, will start an “upward growth spiral” that pulls your customer in, and

along powerfully, giving them the experience of an unstoppable winning streak of learning,

success, evolution, doing things they do things they never thought possible.

This is called Positive Experience Escalation, and it’s is all about using small, simple, easy

actions and experiences that escalate into big results by building your customer’s confi-

dence, commitment and momentum one step at a time.

When you implement what you learn here, and in the training video at

http://experienceproducts.com/video2 ...

• Your products will have a dramatically higher rate of engagement and consumption --

and you’ll go from the industry standard of around 3-5% to more than 50%

• Your customers will have success begin to have huge success,

• As word spreads, your products will begin to virally market themselves, with little to no

time or involvement from you.




Your brain HATES to lose as much as it LOVES to win. Losing blocks the flow of happy chemicals to your brain, causing feelings

of frustration, sadness and overwhelm.

There’s nothing worse than feeling like you’re doing all the right things, but you’re not hav-

ing the success you want, seeing results fast enough or “winning.”

Most information products, programs & course INSTANTLY and unwittingly start a

Negative Experience Escalation -- causing most paying customers to get stuck, complain,

give up and refund. This is a lose-lose situation, for you, and for them.

If you want to avoid the mistakes virtually everyone makes, then you’re going to want to

avoid these 10 Negative Experiences like the plague. I’ll give you more information about

this in the following pages...

IMPORTANT: Make sure you’re watching the video I made as you read this report. It will

help you understand exactly how all this works in practice. Plus I give lots of examples!


THE V IRALPRODUCT CHECKL IST

THE V IRALPRODUCT CHECKL IST

P O S I T I V E E X P E R I E N C E

Escalation

Human culture is based on celebration and rites of passage. Peopleneed to feel a sense of completion. They also want to know what’s next? What’s the next challenge, opportunity or step in the journey?

MISSION ACCOMPLISHED

10x your product results by creating a game your students, clients and customers can win. When your customers win big, they market your products for you. If you can inspire each happy customer to refer just 1.3 new customers, you can grow your business by 20% a year without ever needing to market again. These 10 experience are your magic formula.

Your brain HATES to lose as much as it LOVES to win. Losing blocks the flow of happy chemicals to your brain, causing feelings of frustration, sadness and overwhelm. There’s nothing worse than feeling like you’re doing all the right things, but you’re not meeting expections, seeing results fast enough or “winning.”

Regular losing causes most people to enter what I call the “downward death spiral” where they get stuck, complain, give upand refund. If you want to avoid the fate of most info products, then you’re going to want to avoid these 10 Negative Experiences like the plague.

Your brain LOVES to win. When you meet your expectations, the reward center in your brain floods with “happy” chemicals responsible for positive emotions such as joy, happiness and triumph... You want nothing more than to keep winning.

The 10 Core Experiences below starts this winning streak that allows your customers to do things they never thought possible. Positive Experience Escalation is all about using small, simple, easy actions and experiences that escalate into big results by building your customer’s confidence, commitment and momentum one step at a time.

It’s not enough to win for the sake of winning. Your customers needto feel forward progress and momentum toward the mission. Thebest video games have levels and increase challenge 25% per level.

UNSTOPPABLE MOMENTUM

Humans are a tribe-based animal. We’re hard-wired for community, where we have a greater chance of success and survival. Create regular opportunities for interaction. Imagine 500 workout buddies.

COMMUNITY

Seek your customer’s input often. Where possible, allow them to change the product by going through it. The product adapts to them and they evolve the product through their participation.

FEEDBACK LOOPS

People are inspired to get and stay in action, when they’re engagedemotionally. Create peak emotional experiences thru multisensory language, story, pattern interruption, curiosity and surprise.

PEAK EMOTIONAL EXPERIENCES

Changing your life and accomplishing big goals takes a lot of workand sometimes things don’t go as planned. Prepare your customersfor the challenges along the way, so they know what to expect.

NORMALIZ ING CHALLENGES

Create a game your customer can win. Build their confidence, motivation and positive emotions through small easy wins thatgradually escalate into big results. Give constant positive feedback.

CONSTANT WINS

People relax and perform best when they know where they are, where they’re going and how they’re going to get there. Share a map of the terrain before you start. Show the process or framework.

BIRD’S EYE VIEW

Your customer makes the choice to buy based on who they want to become, which is often mirrored by who you or your business portrays itself to be. Create a powerful and motivating vision.

FUTURE SELF

Define a clear mission, goal or outcome that your customer wants and that also seems possible to them. Be specific about how long it’s going to take and how they’ll know when they’re done.

MISSION

Homer (the Greek) famously said, “If you serve too many masters, you’ll soon suffer.” Most info products try to do too much. They go wide not deep. Customers lack a clear focus and purpose.

TOO MANY MASTERS

The what and the why comes before the how. Without a clear vision of where they’re going and what’s in it for them, most people have trouble motivating themselves to do the how.

THE “HOW HOLE”

Without context and a clear path to follow, it’s easy to feel like you are driving in the fog. People need to see where they are, where they’re going and how they’re going to get there, so they can relax.

HEADLIGHTS IN THE FOG

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1 Many info products create a start and stop pattern of learning and getting confused. Taking action and getting stuck. Customers never feel like they gain momentum. It always feels hard.

START & STOP

“This is the way the world ends not with a bang but a whimper.” T.S. Elliott Most info products kind of peter out and miss a huge opportunity to celebrate success and enroll customers in the next step.

ENDING WITH A WHIMPER

When you set lofty goals for your customers that take a long time to achieve, it’s easy for people to get stuck in the process and give up. People need to feel like they’re making forward progress.

CHASING YOUR TAIL

Treating your customers, clients and students like nameless, faceless masses, so they don’t feel seen, heard or validated. They don’t feel like their success matters.

ANONYMITY

Most info products are based on an old school concept of lecture or book learning. Teaching to the head. But real life change doesn’t happen thru logic and learning, it happens thru emotions and doing.

MENTAL PARALYSIS

When you say that everything is fast, simple and easy, and brush potential challenges under the rug, your customers may feelunprepared and frustrated when they hit a bump in the road.

“EVERTHING IS AWESOME”

Forgetting to create opportunities for your customers, clients and students to interact and engage with each other so they feel aloneand unprepared for the monumental task in front of them.

ISOLAT ION

N E G AT I V E E X P E R I E N C E

D O W N WA R D D E AT H S P I R A L

U P WA R D G R O W T H S P I R A L

Escalation

H O W T O U S E E X P E R I E N C E E S C A L AT I O N T O S E L L M O R E W I T H O U T M A R K E T I N G

Check out the video training at

© 2016 Live Your Message

WA N T T O S E E T H E S E 1 0 C O R E E X P E R I E N C E S I N A C T I O N ?

TM

ExperienceProducts.com/Video2

5.

PRODUCT CHECKLISTThe Viral

THE 3 BIG MISTAKES


MISTAKE #1THE NEGATIVE EXPERIENCE ESCALATION

Remember back to the last time you bought an info product, online course or home study

program of some kind. As you made the decision to go for it, perhaps you remember that

feeling of euphoria you felt just as you were hitting the submit button. You were so excited

to get your hands on it and for what it would mean to you and your life. You may have even

felt a little optimism that things could change for you.

Then, a few minutes later, that email confirmation arrives. And for 97% of people, one of 4

things happens:

• #1 - it takes a moment for the confirmation email to land, or the email lands in your

spam box and while you’re waiting for that email you get distracted and think: “I’ll check

in on this later…” (negative experience)

• #2 - you get a rapid-fire series of emails, confirmations, receipts and “getting started”

messages in your inbox and you think: “Whoa! I don’t have time for all of this right now, I’ll

come back to this later…” (negative experience)

• #3 - You open one of the emails and you see big block paragraphs of text and you think:

“NO WAY do I have time to read all this right now, I’ll come back to this later” (negative expe-

rience)

• #4 - You actually DO read the email, you click-through and land in a membership site where the first things you see are documents, videos, mass quantities of information!

Just a flat out TON of stuff.


MISTAKE #1THE NEGATIVE EXPERIENCE ESCALATION

For the folks who made it this far, your first thought is likely to be: “*gulp* ha...ha… are you

serious? I don’t have time for all of this right now, I’m gonna have to come back to this later!”

And the problem is that for 97% of people, “later” almost never comes, which spells disaster

for both you and the customer.

This is a very simple example of what we call a “Negative Experience Escalation” -- where a

series of very small negative experiences that were of course NEVER INTENDED and that

“stacked up” quickly, one on top of the other, escalating into feelings of overwhelm - which

takes most people out of the game IMMEDIATELY! They’re done!

Thinking back to what I’d been taught by the info product gurus... I’d heard people talk

about something called “Thud Factor” -- named after the sound that a LOT of information

makes when it lands on your doorstep. I’d been trained that the louder the “thud,” the more

“value” the product had in the customer’s mind. And... I definitely took the “thud factor”

idea to heart with my first program Message to Money.

Looking back, I now realize that I inadvertently created an instant Negative Experience Es-

calation that took most of my customers out of the game before they ever even suited up!

• Lengthy emails right out of the gate

• Lots of tasks & homework to do

• Lots of video to watch

I’d started them on a Negative Experience Escalation of overwhelm which inevitably devel-

ops into frustration and then procrastination, unfilled expectations, refunds, and no repeat

business. What I came to realize is that the “thud” was actually the sound of someone’s

hopes and dreams dying!

THE 3 BIG MISTAKES

THE 3 BIG MISTAKES


MISTAKE #2NOT GIVING YOUR CUSTOMER A CLEAR MISSION

Not having a clear Mission for your product is the second of the 3 biggest info product

mistakes that can reduce your sales and make it harder for your customers and students

to get the result they’re looking for. Because they’re not sure what that result is exactly,

they can’t get excited about what they’re doing, they don’t know when they’ve reached it,

and they can’t recruit other people.

Let me give you another example, for his productivity course “Wake Up Productive”, Eben

Pagan writes: “Your mission, should you choose to accept it is to wake up 90-days from now

twice as productive as you are now!”

That’s both compelling and specific, right? You’ll know when 90-days have passed and

you can only imagine what it will feel like to be twice as productive as you are now.

You’re EXCITED about the prospect, and you know exactly how to recruit others in the

Mission as well: “You know how I’ve always struggled with focus and I’ve said that I wanted to

become more productive? Well I found this amazing program that’s teaching me how to double

my productivity in 90-days… and it’s working! I can’t believe how much I got done yesterday…

and I can’t wait to see what I’ll accomplish as I keep going! You should do it with me!”


MISTAKE #2NOT GIVING YOUR CUSTOMER A CLEAR MISSION

THE 3 BIG MISTAKES

So I invite you to create your very own Mission for your Experience Product. What’s a

clear, specific and measurable Mission or goal you want people to accept.

Simply fill in the blank:

IMPORTANT: Write it in a way that will INSPIRE someone to JOIN you on your mis-

sion.

Be seductive. Be provocative. Be inspiring. But most of all be clear and specific. I’ll

be reading and responding to everything you post and giving my personal feedback

on how to improve it too, so even if you don’t feel like you’re able to dial it in 100%,

give it your best shot anyway and together we’ll get you there.

I invite you to share your mission in the comments below the video at:

Your mission should you choose to accept it is


THE 3 BIG MISTAKES


MISTAKE #3NEEDING TO BE THE “GURU”

When I started out, I followed all the experts’ advice and positioned myself as “The Guru”.

As a result, I felt a huge amount of pressure to “have all the answers”. I felt like I needed to

put every little detail into my product, or people wouldn’t “value” it or me. And… because

of that… it took me MONTHS to create my first product… and to make matters worse, it

was the WRONG product!

The idea that you need to know everything is a dangerous and costly one that can paralyze

you. I’ve seen people “stuck” for years in the cycle of perfectionism. Success in business is

all about getting your ideas to market quickly -- and Experience Products help you do that.

Here’s what happened when I gave this checklist to my student Emily Fontes…

On May 15th she had an idea for a new product. Instead of trying to cram everything into

her product like most people do, she asked herself - “What experience do I want to create for

my students, clients or customers?” In that moment, everything got easier for her.

Two-weeks later she had 15 people in her 4-week Double Your Inquiries group coaching

program earning her $12K in just 6-weeks from scratch with a single great idea that oc-

curred to her one day while out working out.


YOUR MISSION FOR TODAY

WRAP UP

IMPORTANT

Make sure you’re watching the video I made as you read this

report. It will help you understand exactly how all this works in

practice. Plus I give lots of examples!


what you have in your hand right nows3.amazonaws.com/epm2016/launch/viral-product-checklist.pdf ·...

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