4 your profit playbook tủ tài liệu bách khoa

By front-loading the work, you'll get: ~ A full list of your market's actual problems-with the exact words they use-before you ever started writing content ~ Relationships with blogger

How Top Performers Guarantee Success

Before They Ever Build a Product

~ AT THIS POINT, ASK YOURSELF: "Does this interest me? Is this an area where I can see

myself in the long run?"

If YES , great! If NO , don't worry Go back to Idea Mapping, choose something else, and start again

HAT YOU'LL LEARN IN THIS LESSON

ZERO TO LAUNCH:

• • • • • • • • • • • • • We have a high-level topic in mind and we've estimated its demand at a basic level

We've started to immerse ourselves in our market (and we'll continue to do so)

It would be tempting right now to dive straight into product creation But we have a different approach that will ensure you're much, much more profitable

THE TYPICAL PATH FROM

3 REASONS HY YOU SHOULDN'T

CREATE A PRODUCT YET

• • • • • • • • • • • • •

in"-only to see those products stop selling soon The best products last for years Spend

the time

customers? Why aren't people buying? How do you figure out what's wrong?

DON'T LET

THIS HAPPEN

TO YOU!

My first hardcore product l aunch

I finally launched my f i rst prem i um product ~ o e a I had a soft launch over at

w i th my rea l estate gu · de i n he summer l sold a few cop i es and it was a coo earntng experience From here I dec i ded to cons me every p j ece of literature on the

internet on how to launch an eBook I pa i d 97 for the u How to Launch The**** Out of Your

e ~ aook " gu i de

I worked on this product a ll summer I spe n a of my f r ee t i me on research (because rea l

guides need real research) , and l earn i ng o i mp ove my writ i ng sty l e._

ow much did I inv st in c~ a i g my o product? l • look t costs

RidJcu l ous amount o t i ~ me to promote h eBook i a ema il forums and w i tter

Wha d l id I earn? How mu money ~ did from is super helpful guide?

I was conserva ive w [ th my est i mates I co l d n t seep the eek before the launch The night

before I went to bed an hour befo e the l aunc As I was sett li 9 1 in for the nigrnt I wrote on

my planner a conserva ive f i gure of 20 boo sa l es f i gured that between 8 guest posts on popular blogs , Tw i t 1 er followers, and my 1 00 RSS subsc( bers t I would EASILY sell 20 1

woke up and realized that r had r ke 15 ema il s i n i nbox I was excited because thought th1s was e~junkie notifying me of a l l of m sa l es ooooo ! ope just the usual crap from gues posters offer i ng me a 300 ord pos Ge a lif e ~

How many sales did I g 1 et? ZERO We ll to be spec i f i c it ' s in he nega i ves as you can tell

from my start p costs

YOUR NE STRATEGY:

• • • • • • • • • • • • •

"Give me six hours to chop down a tree and I will spend the first four sharpening

the axe."- ABRAHAM LINCOLN

HAT FRONT-LOADING DOES

• • • • • • • • • • • • •

Most people follow a "build it, then figure it out" model But I recommend approaching this differently By front-loading the work, you'll get:

~ A full list of your market's actual problems-with the exact words they use-before you

ever started writing content

~ Relationships with bloggers, content prewritten, and guest posts lined up before you

ever set up a website

~ An audience of eager buyers clamoring for your material before you ever build a product

START ITH THIS EXERCISE

• • • • • • • • • • • • •

-Who's my target audience?

- How am I going to attract them to my website?

time creating a roadmap of what the answers might look like

and energy later

HO TOCREATE YOUR PROFIT PLAYBOOK

YOUR PROFIT PLAYBOOK:

AN EXAMPLE

• • • • • • • • • • • • • Let's say I'm thinking about creating an online course about social skills

I'm excited about this idea But rather than diving in head-first, I'm going to front-load some of the work

Here's what that might look like

1 POTENTIAL AUDIENCES

• • • • • • • • • • • • •

Note the language: Potential audiences Not who you want to work with,

There are a few obvious choices: Introverts, shy people, socially anxious people:

But go deeper:

- Job hunters who want to nail that interview

- Employees who want to move "up the ladder"

- Men who want to get better with women (and vice versa)

- People who just moved into a new city and want new friends

DON'T MAKE THIS UP!

• • • • • • • • • • • • •

the most?

2 FISHING HOLES

• • • • • • • • • • • • •

Where do these people congregate? Where might you find them (and eventually bring

them back to your site from)?

Social media? Yes, but go deeper Whose YouTube channel? Whose Face book page? Who would you want to retweet your material?

Google: What are the actual search phrases those audiences would use? ("How to make small talk"?)

Websites they visit: Lifehacker, Nerd Fitness, Kalzumeus Forums they frequent:

Hacker News, Reddit, OKCupid

HAT IF YOU CAN'T

• • • • • • • • • • • • •

During this exercise, you'll often identify gaps & holes in what you previously thought was a great idea

when it's too late

idea

"giving up" on a bad idea

3 BURNING PAINS

• • • • • • • • • • • • •

What burning pains does your audience have? Questions they ask?

WHAT DO THEY TALK ABOUT BEHIND CLOSED DOORS?

These are incredibly valuable I use them to create blog posts, Ask Ramit videos, etc

., Tip: Use the actual language you pull from your research!

This is BS: "I want to build social fluency"

., This is real: "Sometimes I hate talking to people unless we can cut the BS and talk for real"

MORE EXAMPLES OF BURNING PAINS

• • • • • • • • • • • • •

More examples of burning pains

"How do I stop being so shy?"

"What do I do when I run out of things to say? It happens every time there's this awkward

pause, and it's usually all downhill from there."

"I want to talk to her, but everything I come up with just feels so lame Of course, 5 minutes

later she's gone and I'm kicking myself for being such a wimp."

Hint: If you're having trouble finding burning pains, you might want to take a step back and

re-evaluate demand!

4 CRUNCHY SOLUTIONS

• • • • • • • • • • • • •

their problems

TIP: START ITH THE ''HO

• • • • • • • • • • • • •

Examples:

Later, you can even give your techniques proprietary names

''

(E.g The Briefcase Technique, Closing the Loop, Disparagement-to-Curiosity Technique)

5 PRODUCTS TO SELL

• • • • • • • • • • • • •

Fast forward a year Let's say you're now an up-and-coming authority on social skills with a nice list of 1,000 subscribers

Once you've built an audience, identified their pains, and created your crunchy

solutions, you have an implicit invitation to create high-quality material-which

they'll happily pay for

., You can maximize goodwill-and revenue-by creating premium material

EXAMPLES OF PRODUCTS TO SELL

• • • • • • • • • • • • •

HAT A PROFIT PLAYBOOK DOES

• • • • • • • • • • • • •

Remember, most people start with an idea and immediately begin building it

THAT'S THEIR ENTIRE PLAN!

But with a Profit Playbook, you now know:

~ Who to reach

~ Where to reach them

What problems they're facing What solutions you can offer them

You're way ahead, and you haven't even built anything yet!

YOUR PROFIT PLAYBOOK:

KEY TAKEA AYS

• • • • • • • • • • • • •

methodical and deliberate Don't fall into the trap of rushing into product creation

execute flawlessly later

time, identify risks, and ensure you're building the right thing!

ACTION STEP

• Create your Profit Playbook by coming up with