Biggest Product Creation Mistake

It’s 12:59am as I type this, and I’ve just finished reviewing another trainer’s fitness product – and coming across the biggest product creation mistake…I see the same mistake in pretty much every product I review.

Everyone’s e-books are packed to the gills with theory and science and technical jargon and mumbo-jumbo.

It makes my eyes hurt just reading it even though I can understand it. But just imagine what it does to your clients who have no technical/science background.

It probably just goes right over their heads. Frustrates them. And bugs them that they have to wade through 173 pages of drivel justto find the workouts they came for in the first place.

And it’s not environmentally friendly either…because your clientswill waste hundreds of pieces of paper printing out information that they won’t read or care about. Think of the trees!

So here’s what you need to do…

1) Follow my diet-book method of product creation (I outline this in the OSP Seminar)

2) Take all that science-y content you jammed into your 400 page e-book and give it away for free on the Internet. Create a HUGE content based website and blog and submit some of the content to article directories so that you can build a group of loyal readers who want more info from you.

3) Sell a no-fluff e-book that contains only the workouts that your readers want to put to use immediately after buying your e-book.

After all, here’s the SECRET about Internet buyers…

Folks on the Internet are fitness products at 3pm on Monday afternoon to start using at 4:15pm Monday afternoon in the gym.

They aren’t buying “fitness novels” at 7pm on Thursday night to “study” over the weekend.

They want ACTION info right NOW.

Still not following me?

Look at it this way…

Let’s say you wanted to learn how to do Google Adwords. Would you want to buy a book that was filled with the history of Google and the theory Google algorithms?

No, of course not. You’d only want the simplest, step-by-step guide to succeeding with ad words.

So why do we – fitness experts – think that Joe & Jane Nextdoor want 150 pages on the history of exercise and chapter upon chapter of scientific theory?

So save EVERYONE – including yourself – time and money by putting only the important stuff in your e-book. Give the rest away for free on the Internet.

With my method of product creation, everyone wins. Including the trees.

This Internet thing is a lot simpler than most folks make it out to be,

Craig Ballantyne, CSCS, MS

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Comments on Biggest Product Creation Mistake »

October 1, 2008

dgroce @ 1:53 pm

Hey Craig,

Great post–it got me thinking..

If you’re going to included a lot of actual exercises in your fitness products, it would seem very important to include pictures of people performing the movements with correct form.

Any tips on easily finding pics with various exercises showing the form?? Or do we have to go out and make our own videos!!!?

Just a thought–would like to hear what works for you.

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October 2, 2008 @ 4:57 pm

Yes, having photos are essential. You should be able to do all your photos in a couple of hours, if not much less.

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