Amateurs sit and wait…
“Amateurs wait around for inspiration; the rest of us just get to work.” – Stephen King
This quote is from Stephen King’s book On Writing: A Memoir of the Craft, and it’s pretty clear what he meant by it.
After all, we’re talking about a man who’s written 65 novels (and counting), many of which have been adapted into movies and miniseries.
Stephen King obviously knows how to craft a great story, but that’s not the main point of this message (or the ones to follow).
The real point here is that King mastered the art of being prolific. By prolific, I mean consistently producing a lot of content.
Consider this: as of now, Stephen King is 76 years old. He published his first novel, Carrie, when he was 26.
That means, in a span of 50 years, he’s published 65 novels. That’s more than a book a year. The man is remarkably productive.
So, when we revisit his quote—”Amateurs wait around for inspiration; the rest of us just get to work”—it’s clear that King didn’t rely on inspiration as a dependable tool.
He treated writing as his job and showed up every day to put in the work.
And it paid off. He’s the top-selling horror author in history, with over 400 million books sold. Some of that success comes from simply producing a vast body of work.
In the online business world, much like in the world of publishing, there’s great value in being prolific with your paid product releases.
The more products you create, the more you build out your infrastructure of training, reports, or whatever content you’re offering.
The more you produce, the more successful you’ll likely be. People are constantly searching for “what’s next?”—including you and me.
So what’s the next big thing?
We all want to know.
Over the next sections, I’ll share a variety of strategies and styles for creating products. The goal is to help you become prolific in your product creation.
So, instead of being the one wondering “what’s next?”, you’ll be the one providing the answers.
The over-the-shoulder…
To kick off this email series on various product creation styles and how to speed up the process, let’s start with a classic:
The over-the-shoulder narrated video product.
Here’s how it works: you demonstrate to your audience how to do something by recording your screen as you perform the task or filming yourself in real life doing it—whatever method fits the task.
The key idea of an “over-the-shoulder” video product is that you show your customers how to solve a problem, rather than just telling them how to do it.
The biggest advantage of this approach is that it allows you to dive deep into the details.
Few teaching methods are as effective as visually walking someone through the steps.
Plus, this style builds trust and boosts your credibility since you’re showing your expertise in action.
On the downside, this type of product can be time-consuming. Recording yourself actually doing the task can take longer than simply explaining it.
It requires more time and energy.
This isn’t a big issue if you’re charging a higher price for the product.
But if you’re pricing it lower—around $20 or less—it may not be worth the effort due to the time investment.
Of course, there are exceptions, but when creating products quickly and consistently, you need to ensure the reward justifies the effort.
This is a fantastic product style, but keep in mind that it can take more time to create since you’re actually performing the task as part of the teaching process.
One way to streamline this is if you’re already doing the task anyway.
If you simply record yourself as you go about your work, then you’re essentially creating a product without any additional time spent on production.
In that case, it’s ideal because you’re not investing extra time—just repurposing what you were already doing.
Credit Card Genius…
Do you know what makes the credit card industry so brilliant? Let me tell you. They’ve mastered the art of leveraging the same product in multiple ways.
Think about it.
One line of credit.
They charge the customer for using the credit (through interest) and charge the merchant for accepting that credit.
In both cases, it’s about providing value.
Both the customer and the merchant are willing to pay these fees because of the benefits they receive from the credit card company.
There’s a lesson here: if you can use something you’re already doing to serve multiple purposes or provide more than one benefit, you’re maximizing its potential.
It’s like working an 8-hour shift but getting paid for 16. Imagine applying that principle across everything you do—always getting the most return on investment.
Today, I want to introduce something I call the:
Customer Support Video Product
Here’s how it works: when a customer reaches out with a question, instead of writing a long email to answer, create a video response.
Make sure the video doesn’t address them by name so you can use it for other customers with the same question.
For example, I’ve had countless people ask me the best way to quickly build an email list.
Sure, I could write back with a simple five-step plan, or refer them to my consulting services (hinting that I don’t work for free).
Or, I could spend 20 minutes recording a basic video walking them through the process.
That 20-minute video could then be broken down into four 5-minute modules, turning it into a mini-course. Add a cover, and now I’ve created a reusable asset.
This is what I call “double-dipping.” I’ve taken a routine customer support question and turned it into a product.
I was going to answer the question anyway, so why not create something valuable out of it?
The customer is happy because they receive a personalized video, and you benefit by creating a product that can be repurposed again and again.
Now, you might be thinking…
“But I don’t have any customers yet. No one’s asking me questions.” I understand that, but here’s what I’ll say:
- Keep working, and soon you will have customers. Stay consistent and prolific.
- You can research common questions in your niche online and turn those into Customer Support Video products. Each question can be a standalone product. Or, even easier, you can ask a tool like ChatGPT for frequently asked questions in your industry.
This approach works because customer support questions are endless—they’ll always be coming in, providing a constant source of content.
Now, what’s the downside?
Sometimes the questions are highly specific, which could result in a product that’s too niche.
The way to handle this is to be selective about which questions you turn into products.
That said, don’t underestimate the value of niche products—they often find their own audience.
Cousin of Over-the-Shoulder…
Earlier, I introduced you to the Over-the-Shoulder narrated video product, which is all about showing people how to do something.
Today, I want to talk about a similar but faster-to-create option, which I like to call:
The Mind Map Narrated Video Product
This style is different because it’s focused on telling people how to do something, rather than showing them step by step.
Sure, you may include examples or refer to websites here and there, but the core of the course is taught using a mind map, as you walk through the key points.
Here are the major benefits of this approach:
- Mind map software is easy to find. There are plenty of free or inexpensive options—just search for “free mind map software” online.
- Since you’re focused on telling rather than showing, you can produce this type of video much more quickly.
- Because you’re narrating while presenting the mind map, it allows for storytelling and building rapport with your audience, which helps foster long-term customer relationships.
- You can include the mind map itself as a bonus when you release the product, providing extra value with little additional effort.
- This style lends itself to creating a separate audio version for customers who prefer to listen rather than watch the mind map. Again, an easy bonus that requires no extra work.
What are the downsides?
This format isn’t ideal for teaching highly technical tasks that need to be demonstrated visually.
If you need to show someone exactly how to do something, this style won’t be the best fit.
However, it works for the vast majority of situations—probably 75% of cases.
For its versatility and speed, the Mind Map Narrated Video Product is one of my favorites and definitely deserves a spot in your product creation toolkit!
The passive learning experience…
I want to introduce you to one of the quickest, most effective, and least resource-intensive products you can create.
I know people who’ve managed to put together 20 of these in a single day, complete with simple covers. And I’m not talking about products that lack value.
These are high-quality products that customers are more than happy to pay for.
So what is this powerhouse product that allows for such quick creation while still offering incredible value?
It’s none other than the legendary:
Audio Training.
Audio training provides a passive learning experience, meaning customers can listen while multitasking—a key advantage in today’s fast-paced world where time feels like a rare commodity.
Another huge benefit of audio training is that it encourages repeated listening.
It’s scientifically proven that the more someone consumes content, the deeper their understanding becomes.
I believe people are more likely to re-listen to audio content than they are to re-read or re-watch something.
Plus, you can easily generate AI-powered transcripts to offer as a bonus. And the best part?
These products come together incredibly fast. All you need is a simple outline or a few bullet points, and you’re ready to go.
Another great feature is the flexibility of recording. You’re not tied to your desk.
You can record audio training anywhere—in the park, while walking your dog, or even sitting in your car before a grocery run.
Lastly, audio is a fantastic medium for building rapport with your audience. It strengthens the customer relationship and increases long-term loyalty.
As for downsides, they’re pretty straightforward.
Audio training is best suited for telling rather than showing. So, if you need to demonstrate something technical, this format might not be ideal.
Other than that, I see few drawbacks. This style of product is quick to create, highly impactful, and requires minimal resources. It’s one of my all-time favorites!
Ikea gets it…
A friend of mine recently bought a couple of loft beds from IKEA for his kids.
He was trying to maximize space in their rooms by placing desks under the beds—a pretty smart idea for efficiency.
While I was there, I took a look at the instruction manual for one of the beds.
It had over 200 pieces, but the manual was only about 15 pages long. Talk about streamlined!
And that ties right into what I want to talk about—our next form of paid content:
The Special Report.
The special report is a classic. Everyone knows what it is—a simple PDF that solves a niche problem.
Now, here’s my take:
If IKEA can teach me how to assemble a 200-piece loft bed in just 15 pages, then I believe I can teach just about anything in 25 pages. In my opinion…
…a special report should never exceed 30 pages. After that, you’re venturing into book territory.
Think of the special report like a relative you only see twice a year—once at Thanksgiving and again at the summer reunion.
If you overstay your welcome, people lose interest.
And if your special report is too long, readers may either give up or, worse, never start reading it in the first place.
They’ll see the page count, say, “I don’t have time for this right now,” and put it off indefinitely.
This creates a big problem. If people don’t read your report, it fails to make an impact.
And if it doesn’t create value, the chances of extending the life of that customer are slim.
Who wants to buy more from you if they haven’t even finished the last thing you sold them?
That’s why I always say: keep special reports under 30 pages. Solve the problem, tell a few stories, and keep it concise.
Now, let’s talk about the positives.
First, a special report feels significant.
It’s a tangible file that customers can save, and it has a classic appeal—people are used to consuming information in this form, which gives it a sense of value.
Plus, you can add a cover and images, giving you plenty of opportunities for branding.
Another benefit is the ability to tell stories and showcase your personality, which helps build rapport with your audience.
As for the downside?
The main drawback is time. Writing a special report typically takes longer than recording an audio training or creating a mind map video.
That said, if you enjoy writing and are quick at it, this might be your go-to format.
Either way, I believe every business can benefit from having a few special reports in their product lineup, if only for their classic appeal and perceived value.
Faster than lightning…
The next type of product I want to discuss with you can actually be created even faster than audio training—which is fantastic.
However, the trade-off for this speed is a reduction in differentiation and rapport-building.
There are ways to address this, which I’ll explain, but for now, what type of product am I referring to?
The Cheat Sheet and the Checklist.
Both cheat sheets and checklists can be produced in record time. You can easily create one in under 30 minutes, and they can still deliver a lot of valuable information.
These formats are an excellent way to share information quickly and a great strategy for rapidly expanding your product catalog.
Here’s the key to making these work: It may sound simple, but it’s crucial—the subject matter needs to be compelling.
Cheat sheets and checklists don’t naturally have a high perceived value.
In fact, they can come across as somewhat basic or even dull, often viewed as freebies or low-effort lead magnets for gathering email addresses.
So how do you combat this perception?
Make sure the content is desirable. The offer itself needs to be captivating.
It doesn’t matter that it’s “just” a cheat sheet if the content is irresistible.
For example, if a cheat sheet promises to teach me how to get rich in five days or reveals some secret to living forever, the format becomes irrelevant—people will want it for the valuable information.
The real key to success here is the appeal of the offer, not the format.
Another important point: cheat sheets and checklists don’t naturally foster rapport with your audience, and that’s something you want to do to extend customer engagement and keep them coming back for more.
So how do you work around that?
First, make sure your product is branded. Cheat sheets and checklists can be easily replicated, which means they can quickly become commoditized.
By adding your brand’s unique touch, you’ll make sure your product stands out and becomes one-of-a-kind.
Second, include a link to a brief audio or video introduction. Use this opportunity to introduce yourself and explain why you created the cheat sheet or checklist.
Take the time to tell a story—this is your chance to build rapport and connect with your audience on a more personal level.
Now, I know these extra steps might seem counterproductive, given the goal of quickly creating the product.
But branding and adding a short video won’t take much more time, and it will pay off in the long run.
In summary, cheat sheets and checklists are fantastic tools for quick product creation, but to get the most out of them, you need to compensate for their inherent weaknesses.
Teach or Template…
The next product style I want to discuss is really exciting because you can create it from things you’ve already made. You know what that means…
…double dipping—getting twice the value from the same effort!
No need to keep you waiting. I’m talking about:
The Template Package.
This is where you put together one or a series of templates designed to help people achieve a goal or complete a task faster or better than they could on their own.
For example, I could teach you how to write your own email series, sure, but…
…I could also create a set of email templates modeled after this series. You could then customize them with your own details and use them to create something new.
Even better, I could develop a set of ChatGPT prompts based on this email series, allowing you to generate a similar set of emails on a different topic while keeping the same tone and structure.
The idea is that you can take any product you’ve created and turn it into a template, giving others the tools to recreate something similar with less effort.
The beauty of a template package is that it’s not just informational—it’s practical. It gives people a direct path to doing something faster or more effectively.
Because of this, templates are perceived differently than informational products.
They’re seen as more functional, more useful—which often makes them easier to sell (as long as the templates address a desirable need).
Another advantage is that template packs come together relatively quickly, since you’re building them based on products you’ve already made.
Your main objective?
Help people get things done faster or better, as I mentioned earlier.
Now, the downside to this kind of product is that it doesn’t naturally build rapport. People aren’t buying to learn from you; they’re buying to use the templates.
They’re not looking for guidance or mentorship, which positions you more as a “vendor” rather than a teacher.
This distinction is significant.
In my experience, the best way to work around this is to include some educational training as a bonus with the templates.
This allows you to be seen not just as someone selling a tool, but also as a teacher who can offer value and insight.
That’s the template package. It’s definitely worth exploring, as it allows you to repurpose existing products and generate additional income.
The whole kit and kaboodle…
Earlier, I talked about template packages and how they’re a great way to leverage products you’ve already created.
Now, I want to introduce another product style in the same vein:
The Tool Kit.
Think of it like a gift basket or a grab bag, packed with useful resources to help someone tackle a specific problem.
For example, let’s say you’re putting together a toolkit to help someone build an email list. Your toolkit might include:
- A training course on list building
- A swipe file of emails (with licensing for use)
- A cheat sheet of proven solo ad vendors or traffic sources
- A checklist for list-building success
- Discounts on tools and resources for list building
And the list could go on, depending on how comprehensive you want the toolkit to be.
The beauty of the toolkit is that you don’t necessarily have to create new products for it.
You can use existing products, as long as they fit into the kit and help your customer solve their problem.
Of course, if you don’t have the products already, you can use PLR content, outsource, or create them from scratch.
But remember, while toolkits can come together quickly using existing materials, you still need to create impact.
The customer has to benefit from the content, and beyond that…
…you want them to remember you and your brand. So don’t forget to incorporate branding and find ways to build rapport with your audience.
Toolkits have helped product creators make millions, and there’s no reason why you can’t use them as part of your own arsenal of prolific product tactics!
The sweet simple things…
“It is the sweet, simple things of life which are the real ones after all.” – Laura Ingalls Wilder
What I want to share with you today is about as simple as it gets—two ways to create new products with minimal effort that can easily double or even triple your profits.
Let’s break them down one at a time:
1) The Bundle Package
The bundle package is exactly what it sounds like—you combine two or more of your existing products and sell them as a bundle at a discounted rate.
You’re essentially creating a new product from ones you’ve already developed.
It’s a great strategy when you need to boost revenue quickly but don’t have the time to create something brand new.
For example, let’s say you have 5 products that each sell for $20. You bundle them up and offer all 5 for $50—a 50% savings for your customers.
They get a great deal, and you generate more revenue from products you’ve already sold before. They’re working double time for you!
The key here is to keep the sale limited, like a 24-hour or 4-day sale.
Why? To protect the perceived value of your individual products.
The downside to bundle packages is that people on your email list or in your audience may already own one or more of the products, which can deter them from buying.
You can counter this by adding something exclusive to the bundle, which reignites interest and adds extra value.
Also, as mentioned earlier, bundling and discounting products can lower their perceived value, so be careful not to overdo it.
Rotate the products you bundle and give them time to regain their original perceived worth before bundling them again.
2) The PLR Asset
You can take any product you’ve already created and offer it with different access rights—specifically, by creating a private label rights (PLR) version of it.
Normally, with an information product, customers get personal use rights—they can learn from it, but they can’t resell or repurpose it.
By creating a PLR version, you can offer customers a new set of rights, such as the ability to sell the product as their own or even edit it. For example:
Prolific Profits (sells for $20)
and
Prolific Profits: PLR Edition (sells for $97)
The first product is for personal use, while the PLR edition allows customers to resell it, modify it, or claim credit for it.
Setting up a PLR license takes just a few minutes, and suddenly, you have a new version of your product that can sell for 5 or 10 times the original price.
The downside? You’re allowing others to use your content, which means the dynamic changes—you’re no longer just a teacher; you’re selling content as a commodity.
Remember, this appeals to a different type of buyer. There’s overlap, but selling PLR is a different game than selling pure information products.
Many successful product creators have used these strategies to generate significant income, and now you can too!
Know Your Role and Shut Your Mouth!
“Know Your Role and Shut Your Mouth!”
As The Rock famously said to his opponents in the wrestling ring (a little professional wrestling humor for you there—well, you had to be there).
Anyway, this actually ties into what I want to talk to you about now:
The two approaches to product creation.
On one hand, if you have experience in something and have developed skills that could benefit others…
…you can teach from a position of expertise. Whatever product format you choose, you can draw from your personal experience to create valuable content.
And that’s fantastic.
But here’s the catch: no one is experienced in everything.
Eventually, something will come up that you don’t know much about, have no firsthand experience with, but still want to explore—because it’s trending, profitable, and something your customers are eager to learn about.
So what do you do then?
You can adopt the role of the reporter.
Reporters don’t need to be experts.
They don’t need to be successful in the subject they’re covering.
They don’t need to be famous.
All they need to do is report on what others have accomplished.
This opens the door for you to create products on almost any topic, even if you’re not an expert. So how do you do it?
One simple method is by conducting interviews. You can interview experts in a particular field.
For example, if you’re interested in driving traffic to websites but don’t have experience in that area, why not interview someone who does?
Now, before you say, “But no one pays for interviews—they’re available for free all over the internet,” understand this: people do buy interviews.
They have in the past, and they will continue to do so if you choose to sell them instead of giving them away for free.
The key? Make sure the content of the interview is valuable. The offer is what matters most.
It doesn’t have to stop at interviews, either.
You could also create a product based on research. You could gather information on what others have done to solve a specific problem and share those insights.
The important thing here is to be genuine. If your product is based on research, own it. Don’t pretend you personally achieved the results you’re discussing.
Credibility is earned slowly but can be lost in an instant, so always be honest. Your goal is to deliver a high-quality product that helps people.
If you’re talking about someone else’s results, give them credit and be transparent.
A great example of someone successfully selling interviews is Michael Senoff at HardtoFindSeminars(dot)com.
He’s selling interview products for hundreds of dollars (although he does offer some for free as well).
What I’ve just shared is a powerful strategy. It means you can create a product on almost anything by combining your experience and research.
That’s an incredible advantage because it allows you to stay relevant and ride the wave of what’s hot in your niche, no matter where your expertise lies.
Live and direct…
Today, I want to talk about two product styles that have been incredibly valuable to many marketers, myself included.
One of these, I believe, should be a key element in every online business.
So, what are they? Let’s dive in:
1) The Live Workshop
A live workshop, where you invite participants to a live session to teach them something, unfolds in a very natural way.
You teach live, they ask questions, and by the time it’s done, you’ve essentially created a product.
It feels pretty effortless—no video editing, no scripts. Just teaching in the moment.
Not only is it a quick way to deliver valuable content, but with a live workshop, you’re actually creating two products: the live experience and the recorded replays.
Obviously, the live call holds more value because attendees can interact with you and ask questions.
However, the replays are valuable too and can sometimes sell for hundreds (or even thousands) of dollars, depending on what you’re teaching and how you position it.
It’s common to charge one price for the live workshop and offer a discounted rate for those who want access to the replays but couldn’t afford the live session.
This “fly on the wall” experience still holds value.
You can run live workshops on almost any topic, and they come together relatively quickly.
The downsides? You need to have a solid level of experience in the subject you’re teaching live. This format isn’t ideal for someone relying solely on research.
Remember, people will ask questions, and while no one expects you to know everything, it’s best to come from a place of experience when teaching live.
Another challenge is that you need to be organized. Since it’s live, there are no do-overs—if you make a mistake, you can’t simply edit it out.
Having a clear plan is essential.
2) The Membership Club
This includes paid newsletters or anything that offers continuity income.
I believe this type of product is critical for anyone wanting to build a sustainable online business.
Establishing a low-ticket membership club early on can provide a stable financial foundation for your business.
Why is this important?
It helps you avoid the constant hustle of chasing new sales each month just to keep things afloat. A membership club can give you steady, recurring revenue.
There are countless ways to structure this kind of product.
In fact, you could even use live workshops to build a membership.
Imagine hosting a live workshop on a new topic each month, charging members $20 per month for access.
You could save the replays in the members’ area, making the club more valuable over time.
Here’s another idea: What if you created a discount club? Throughout this email series, I’ve shared ideas for creating new products.
If you commit to releasing a new product each month, that’s 12 products a year.
You could sell each product for $20, but offer a discount club for $10 per month, where members get the new releases at 50% off.
The beauty of this setup is that you don’t have to do anything extra. You’ve already committed to creating monthly products, and now you’re simply adding more value through a club.
There are many ways to create a low-ticket membership club, and those are just two examples. No matter what, I strongly suggest you work on setting one up.
Ideally, focus on delivering maximum value with minimal effort.
Remember, membership clubs are all about the benefits they provide.
Community Asset.
Many entrepreneurs have found great success by starting simple paid communities on platforms like Facebook Groups, Skool, or others.
The concept is straightforward: access is granted only after a person pays a monthly or one-time fee.
This can be a powerful asset because such communities often take on a life of their own, with members staying for the networking and sense of community.
Plus, you’re dealing with an audience of buyers who have already demonstrated their willingness to spend money online for something they find valuable—so it’s a vetted group that’s ideal for future sales.
The downsides?
Building a community like this doesn’t happen overnight.
It requires strategy to attract a core group of paying members and even more strategy to keep them engaged and invested in the space you’ve created.
This often involves ongoing maintenance and attention.
One way to kick-start a paid community is by offering it as a bonus to people who purchase one of your courses.
Over time, you can fill the group with buyers from multiple launches, and once it’s active and thriving, you can start charging newcomers a monthly fee to join.
The key is ensuring the community offers clear benefits.
Simply providing a space to chat may work for highly specialized groups, but often, you’ll need more incentives.
These could include perks like the ability to list products for sale in the group, livestreaming privileges, or weekly giveaways.
There are many ways to add value, but it’s often necessary to get people truly invested in the space.
Once you’ve created a community that people genuinely care about, it can become a significant asset—one that not only generates income but could even be sold as a valuable property down the road.
