What product will you create next?

I launched a new product today!  I’m so excited about it and about how well it's being received.

A successful launch means that I'll get great information in the hands of the people who need it, and create a nice payday for myself in the process. Plus, I've had this product in mind for some time now, and I'm thrilled to get it out of my head. Now that it's created, it's a legacy I can leave of my knowledge.

People are always asking me how I do it, so I thought I'd share a few things I've learned about creating information products. 

• Make sure you have a hungry audience before you start creating a product. If people don't want it, they won't buy it, even if they really need it. Do your homework to find out what they would do anything or pay anything for.
• Put strategy first. Before you begin the creative process, figure out how you will market the product. It won't do you any good to write the best book in the world if you don't have a way to get it into the hands of the people who need it. I know lots of people who have boxes and boxes of books in their garage and it's sad - all those resources just going to waste.
• Create your product in the format that people want.  In other words, find out if your audience wants a book, an ebook, a video, an audio, or some combination. Don't create somethng using the format you like. Put it in the format they want.
• Make sure the product you create fits with the rest of your offerings. If your business is geared toward helping nonprofits with fundraising, don't create a gardening book. Keep it on topic.
• Know how your new product will fit in your marketing funnel. Will your product be an introductory piece to help people get to know you and your expertise? Or will it be a cornerstone of your services? Knowing where it fits will help you position and price the product.
• Show the value. When you talk to people about your new product, make sure you illustrate the value it will bring to them. Don't expect them to figure it out for themselves. Tell them how it will save them time, help them raise more money, shorten their learning curve, lower their stress, etc.

 Finally, be clear that having a book or a product is cool, but writing it is only half the work.  It takes planning and promotion to really see the fruits of your labor.