We get asked by speakers authors and coaches how many products they should have all the time. Here’s a way to work it out.
Your product range and how you enable your customers to flow through it are at the heart of how you serve. We get asked questions a lot about how many products they should have, what price point, what they display on their website and how they get the momentum of people moving through their customer journey effortlessly.
We want to highlight that creating products is always a second step once you have your positioning, avatar and message absolutely nailed — as all of these elements dictate the content of the products.
The first stage
So the first stage in any product range is to have assets where people can try before they buy for FREE. These are always digital products so they involve no 1–2–1 time with you to enable you to reach unlimited about of people. The content needs to be about what they are googling — the problem they know they have… not what you know is what they need as a solution.
All you do at this stage is raise awareness of why they have the problem, bust some myths and give them some suggestions of the next steps to resolve it…. YOU DON’T and can’t SOLVE THE PROBLEM COMPLETELY. It should be short and easily consumed within a few minutes. This is where you put the majority of your efforts marketing to get LOTS of people into the top of your funnel.
This is your chance to build trust, demonstrate expertise with your new customer but make it all about them, rather than promoting yourself… all they want at this stage is to solve their problem.
The next stage
This is where they get really specific about their problem & get a plan on how to change it. There are various ways of doing this — some form of assessment/diagnostic is a great way as they tell themselves what needs to change.
It could be a 1 day workshop where you train in depth what the problems they are facing are- get them sharing & connecting with other people in a similar situation and giving them a taste of the solution.
It could be a short how to online course / book. But it shouldn’t teach them everything! So if you were a social media expert — the course would be social media 101 for entrepreneurs… it would be how to create images to grow & engage your FB audience using Canva. It needs to be really specific!
Ideally you want to be reaching masses with this step & charging a no brainer amount (anything under £100), so either create something digital or have 100+ in your events.
The third stage
The next stage is the juicy part — this is where your IP, frameworks, processes and deep dive teaching actually happens! You still want to be able to reach the masses but this is the point where they get real access to you. This should be priced between £500–5k.
So it might be that you have created a 3 hour online course (broken down into chunks, not all in one great big long section!) but you accompany this with monthly webinars / weekly Q&A sessions etc so they get a live element. It could be a coaching package that they are on (either group coaching or 1–2–1). It could be a 2–3 day workshop.
It could be a membership programme like ours that includes a 90 day course, interviews, accountability and weekly feedback sessions. You can find out more about that here.
The final stage
This one is for your #1 clients — those who have been on the complete journey all the way to the top and want to have direct access to you and your inside knowledge. By this stage they will have the practical know how — on how to resolve their problems — what they want know is to learn and mirror directly from you.
You can achieve this by running a retreat or having day-long intense coaching sessions with you. It could also be a mastermind group that you run and introduce the members to your little black book of contacts who have helped you to get to where you are, so they can learn from both you and your mentors.
This is completely you swapping your time for money for a small group max 10 people. So this is why it should be priced 5K and above.
Here’s what to do next
Take stock and evaluate what you have and what you need.
- Have you got a gap in your user journey?
- Have you got at least 3–5 free products to help with lead generation?
- Are you asking for people to jump from a £29 to a £5k?
Final note from is us this: Keep it simple!
You don’t have to have a product at each stage and you might have more than one at each price point…. The thing to ensure is that you can clearly map out a journey for your customers. If you don’t know what they should move onto next — they have no hope!
And I want to add that don’t just create products on length and price point! The key to a successful user journey experience is for you to know where your avatar is when they come across you (their pain / what they are searching google for — AND what is their ultimate aspiration is). Then identify and promote what specific problem each product solves at each stage.
Let us know how you get on and do come and share your results inside The Connection Hub — our FB group of over 10,000 speakers, authors and coaches who are all changing the world in some way!