Section 2 – Creating Your Product
Give A Smashing Introduction. You can write your product introduction first thing, or wait until the product is finished and write it then, whichever works better for you.
Here's what I want you to know – your introduction sets the tone for the product. It's really the “after purchase sales letter” for your product, what people read after they make the purchase but before they begin chapter 1 (or video 1, or whatever.)
You want to come out of the gate running. In fact your first paragraph of your introduction should be so on-fire compelling that no one could stop reading after that paragraph. And your entire intro should sell the customer on devouring every morsel of your product, much like a movie trailer sells the viewer on watching the movie.
Now you might be asking, “Why?” They've bought the product, so why should I care if they actually consume it? Three reasons: First, if they don't read it, they're more likely to regret their purchase and request a refund. Also, by selling them in the intro on how this product is going to change their lives for the better, you are reinforcing how smart they were to purchase the product in the first place, again reducing your refund rate.
The second reason for writing a great intro is even more important – if they consume your product and love it, what's going to happen? They're going to become die-hard customers. They're going to open your emails because they want to know what you have to say. And they're going to buy your future products because they know you deliver great value.
And the third reason is because you never know which of your new customers may also be your next great affiliate if you deliver the goods. The better your product, the more affiliates will want to promote it to their customer list, the more sales you make and the more new customers you have on your mailing list.
So whether you write your introduction before you create your product to set the tone for the whole work, or you wait until the end of your product creation and write it then, make sure that introduction is a great one.
Use headlines liberally. Web users tend to read about 25% of what's on a webpage and about 50% of what's in an ebook or e-course. Contrast that with over 90% of headlines and subheads being read, and you know exactly how to capture someone's attention: Use headlines and lots of sub-headlines.
You can write these as you're working on your project or at the end, it doesn't matter. What's important is that your headlines and subheads are compelling and draw the reader into reading further, or the video watcher into watching your video all the way through.
How do you use headlines in videos? It's easy if you're doing Camtasia videos, simply place the headlines in your slides. If you're doing screenshots you can still do slides with headlines. And if it's a talking head type of video, you can write the headline on a whiteboard or even note cards in view of the camera, you can speak them with emphasis or add them in later through editing.
Tell stories. Whenever possible, illustrate your points through storytelling. In fact, it's a good idea to go through your outline and look for places you can use stories to get your points across. People love stories and actually have a much easier time remembering your points if they're encapsulated within a story.
Cast aside your worries. Sometime in the creation process, you're going to be revisited by the gremlin on your shoulder, telling you that you are no expert and have no business creating this info product.