Becoming a Dynamic Info product Developer

Richard Andrews, Director - Education, SpeakerMatch Academy Headquartered in Texas, SpeakerMatch Academy is an innovative technology platform that connects emerging professional speakers, business leaders, technical gurus, educators, and other subject-matter experts with businesses worldwide to communicate their domain knowledge to interested individuals & businesses.

There’s a staggering amount of freely available information these days. So much in fact that you would assume people are becoming less likely to spend money on info-products. Yet incredibly, consumer spending in this area is higher now than ever, and your target markets are looking for trusted resources to present solutions-based information to them in simple, results-oriented ways. As a branded thought leader and expert information entrepreneur, their resource is you.

But please don’t confuse what I’m saying here. I’m not suggesting you abandon giving live presentations as the primary income source of your speaking business. You’re a speaker, and delivering your platform message is what you most enjoy and (presumably) do best. Rather, I’m advising that you start forging multiple streams of income by developing your own products, even if you haven’t yet reached your ultimate goals in booking your stage engagements and building your client base.

You should strive to maintain your speaking work as a top income generating activity while introducing additional products and services. You can start giving workshops, seminars, boot camps, webinars, teleseminars and video training to complement your regular stage offerings. You can also create stand-alone info-products like home study courses, special reports, DVDs, CDs, eBooks, coaching programs and membership sites. The list goes on and on.

But first you’ll need to shift your mindset about when it's the right time to start developing your products. I’m reminded of the time I was discussing product development with a speaker coaching client of mine. She asked, ‘How am I supposed to develop products when I hardly even feel confident about my presentation yet?’ She thought that because she was still an emerging speaker without many clients and booked gigs that it somehow disqualified her from starting the product development process. In her mind, she was still learning how to properly market her services, polish her skills and perfect her presentation, so she couldn’t possibly be ready to expand the scope of her thought leadership into other paid products and services. She eventually broadened her mindset to accept a bigger vision for her
creative earning potential by accepting that she didn’t have to wait until she had a million-dollar speaking business before she embarked on establishing her own branded product line.

By starting to respond more directly to the needs and wants of your markets with new products and services, you’ll begin to expand what overarching purposes you serve

Truth is, many emerging speakers are finding it much easier to attain stable and growing business success by becoming an innovative and prolific product developer. But what does it really take to ignite your creativity and allow your expertise, experience and knowledge to transform into salable products that your market will need and want?

The first and most important shift is purely based in who and what you define yourself to be. You’re a speaker - that won't change. Despite a shifting business landscape and continuous advances in technology, speaking as a profession will always exist. Society will always value storytelling, and speakers are exceptionally focused storytellers who facilitate personal and collective transformation. But you need to start thinking of yourself as a dynamic, multi-faceted expert authority source who can produce and sell valuable solutions in various formats.

Start asking yourself how you can repurpose, repackage and reformulate your message by going through the following five essential steps to developing information products:

• Clearly identify your target market’s main problems, issues and challenges. For example, you discover that real estate agents want more clients.

• Get clear on how you can help your target market solve their problems. You decide to teach real estate agents how to get more clients by implementing new marketing strategies.

• Find out the key information that will help your target market solve their main problems. You learn the best marketing strategies that help real estate agents get more clients.

• Decide how you can specifically help your target markets solve their needs. You decide exactly how to teach the strategies that will help real estate agents get more clients.

• Create products to help your target market resolve their challenges and address their needs in specific ways. You develop products that teach real estate agents how to get more clients in concrete ways, e.g. how to make more connections, improve online marketing, and other aspects.

As you begin creating new products, you’ll need to choose a delivery system. Will your products be available at your live engagements through back of the room sales, sold on your website, or both? Try to create products that will be evergreen (retain their relevance over a long period of time), and if possible, work on developing products and services with recurring income streams.

1. Determine how you can repurpose, repackage and reformulate your message with new products and services. Analyze your stage presentation, branded message and expert knowledge and decide how you can start establishing new income streams in your speaking business.

2. Start implementing the five essential steps to developing products. Discover what you can offer your target markets by evaluating their problems, issues and challenges and better understanding how your expertise can provide new and innovative solutions.

3. Position your self more effectively as a solutions-based expert and authority information source. By starting to respond more directly to the needs and wants of your markets with new products and services, you’ll begin to expand what overarching purposes you serve as a dynamic thought leader and expert information entrepreneur.