How To Make A Great Digital Product

Written By Dan Henry

Need more help? Book your FREE strategy session with our office today!

We’ll help you map out a plan to fix the problems in your business and get you to the next level. Answer a few questions on our application and then choose a time that works for you.

I don't care if you are an online course builder, or run a coaching program, or create software...

Today I am going to show you HOW to make a great digital product!

In this video, I am going to dig deep into why seeking perfection will not serve you, and how to get started immediately!


In this video, I am going to cover:

  • The #1 marketing tool that is going to make the biggest difference in your business
  • How seeking perfection is more detrimental than you may think
  • AND... the different phases of starting a new digital business, from beta to a refined program!

Transcription

In today's video, I'm going to show you exactly how to create a great product, a great online course, a great coaching program. I'm going to show you the systematic way to make it great. Also, don't forget to subscribe to my channel because I release new videos each and every week. And you don't want to miss it.

Hey, everybody, Dan Henry here, author of the Wall Street Journal and USA Today best-selling book, Digital Millionaire Secrets, and the founder of getclients.com. And today I am going to cover how to create a great product. Now I'm not talking about fidget spinners or you know, physical products. I'm talking about educational products. That means consulting online courses, coaching you know, video series memberships, whatever. Okay, I'm going to show you my system for doing it. Someone to draw it out right here on the whiteboard. So you can see the whole float to how to do it. And the reason why it's so important to create a great product, to create a course or coaching program that students love is because that's your number one marketing tool. That's your number one sales tool. That is literally the thing that is going to grow your company.

The most, I could literally shut down all my ads, all my advertisements right now. And while my company would make less revenue as a result, it would still make a ton of revenue each and every month because of the word of mouth, the word of mouth brings it in, by the way, let me know. Do you currently have an educational program, like a course or a coaching program? Let me know in the chat, if you do, we'd love to hear from you. Okay. So the first thing you have to understand about creating a great program is that you must accept that it will not be perfect when you first created or really ever you see, there's no such thing as perfect. It does not exist. There is no perfect break. A blade of grass. There is no perfect sphere or circle in the universe. There's nothing that is perfect.

And so by seeking perfection, by being a perfectionist, you are chasing something that does not exist. And the act of seeking perfection is far more imperfect than accepting imperfection. Let me run that by you again, you must understand that done is better than perfect, and you can always improve because you will always learn. And so seeking perfection and not doing something because you're trying to make it perfect is far more imperfect than simply accepting a reasonable level of imperfection. So what does that mean? Well, let's draw this out. Usually, when we create a program we'll sell, what's called a beta. So we'll do a beta promotion, right? I'll do a beta promo. And what this is usually is it's a process in which we sell an early version of a program, like an online course or coaching program. And generally, there is a discount. You work a little bit closer with that first group because you really want to make it great.

In fact, when I first created my, my very first online course that made $8 million. I sold it and I had everybody come on an eight-hour literal live presentation. I did, I taught the whole course in eight hours. And what I did was on the course, I would explain something and I provided an analogy or what have you. And what I did was I would say that thing. And then at the end, I would say, did you understand? And if they said, no, I would use another analogy. And then I would simply cut out the bad one in video editing and leave the good one. And when it was all edited together, right off the bat, I had a more refined product immediately, but we'll get into that a little bit later when we do the beta promo, we sell our first group of clients, students, whatever you want to call it.

And this is our, our first group. And so what we're going to do here is we're going to work hard to make sure that they understand it. We're going to teach it to them live. And then we're going to take those videos and we can pop them into a nice little member site, right? And we have all these videos. So here are the videos, here are the videos, whatever. And this is a member site right now. At this point, we have the recordings we have for instance you know, you can cut out sections of that live presentation that you did to your first group, and you can pop them in a membership area. Now, as soon as you do that, you can begin working. That's your beta. You can begin working on a refined version one. Okay. So from here, we move to be version one process and version one is simply looking back, looking back at what you did, the questions that were asked, the struggles that your students had, the things they didn't quite understand.

And now you sit down in a nice, comfortable, you know, sort of setting like this, and you go lesson by lesson and you just rerecord it. You explain it a little bit better in your spare time. What I usually do when I have a new product is I'll provide the beta recordings and then they'll have access to that. And over the next couple of months in my spare time, I'll rerecord. If I see fit, I'll rerecord a module and then I'll just pop it in. We recorded another month, pop it in, we record another module, pop it in. And to be honest with you, there have been times where I've nailed it on the beta, and that was just fine popped in and done. Okay. But that's also because I have the benefit of teaching, what I teach for years. And so it's, you know, the process just got a lot more smoother and I tend to nail it the first time.

A lot more often, I didn't do that. I wasn't like that in the beginning at all. It was a total cluster, but people still got results because you've got to remember guys, they're paying for the result. They're not paying for how smooth you are on video. They're not paying for how well organized the course or coaching program. And those are things that you can improve over time. They're paying for the result. If you get them the result, then that's it. That's all that matters. Okay. You can always improve things over time. So we make our version one and we pop that in. And now we have a version one. And what I like to do is a very, very simple process because eventually, you're going to create, you know, you're going to create a version two most likely because you're probably going to update the program.

Eventually, you're going to learn new things. You're gonna want to share it. And then eventually you might create, you know, a version three and a lot of times these overlap, right? So while you're, while, while people are consuming, version one, maybe you're working on version two and you start popping it in, right? And then down the line, maybe you work on version three. And eventually, you're going to come to the point where it's so solid. It's such a great product that it doesn't need any updating. And it's just so good that any updates you attempt possibly make it worse. And that's when you know that thing is just right where it needs to be. And you have a great product. And by the way, this not only is a process. You can go through to make a great product that sells, but just the right thing to do.

Like if you really want to impact a world, you really want to change things. You, you gotta have a great product, right? So how do we do that? How do we go from beta version one, version one to version two, et cetera. How do we do that? Well, here's one thing you can do. There's a lot of different methods that I share with my clients. But here's one very simple one. If you have a Facebook group, so let's say you have this, this Facebook group, and you've got all these students and you've got all these clients in it, right? It's very simple. You're going to have one of your assistants, one of your staff, or you yourself simply go in and once a week, check the group and start making a list of the most common questions. Okay. That they see. And what I like to do is have my staff. If, if the question is being asked and it's found in the program, we simply direct that person to that part of the program. Maybe they just didn't look at the outline. Maybe they just couldn't find it. And that's fine. But if it's something that's not covered, or it's something that is not explained, well, then you start making a list, right? You make this list and this, I call this a refined list.

So call it a refinement list. And you start having your people marked down, or you can do it yourself, markdown what needs to be refined, right? What needs to be, you're fine. Also, if you have coaching calls in your program, then you start getting on these calls, unlikely you will have. And these blocks here represent the videos. Like every week you do a video call, right? Like on zoom. And every week you have this video call and students hop on the call, right? Well, there are going to be questions. And what we do in our program is every time there's a question, my assistant and host one of our coaches, not assistant, she's one of our coaches, but her name is Carla. What she does is she writes down the question, okay. And she marks the time for each question. Boom, boom, boom, boom. And so what happens here is, okay, people in the program can go back and watch the coaching call recordings.

And they can look at the exact question that was answered and they can look at the exact time and they can skip right to that time. And look at that. Now what you're going to find here, when you do these coaching calls is over time. You're going to notice that there are certain questions that repeatedly pop up. And when they repeatedly pop up, you're going to be answering them over and over again. And you are going to find slowly better ways to teach better ways to explain things. You're going to discover new problems. You're going to discover more ways to expand on how to solve those problems. This is why I still do coaching calls because I need to know what's going on. Right. I need to know what's happening and you're going to learn what your students are struggling with and better ways to explain them.

And just things that might be missing, things that could be tweaked. And so you add that to your refinement list, okay? You add it to your refinement list. And by the way, just on a side note, I get tons of ideas for my podcasts and YouTube videos from these coaching calls. So it's an unlimited amount of content ideas. I digress once you've have a nice full sheet of refinement, then I would take a day and I would film or go through and redo the models for a specific module section, et cetera. Let, let me give you an example. We have drastically tweaked and changed our high ticket sales process, our high ticket funnel, and we've made a lot of tweaks. We've switched out some software now in my program we have week seven now, week seven in my program, which is my digital millionaire coaching program.

Week seven talks all about high tickets like week six covers, low ticket week seven covers high ticket. Now in, in week seven, we made some changes, right? We use some different software. We, we took out some things. We added some things in our, in my own business and it increased our revenues. So now I'm thinking, okay, well obviously I have to share that with my students as well on the coaching calls, I found some things, some, some issues that they've had that I've learned how to explain better. And I've just got better of explaining because I'm talking about it on coaching calls all the time. So now what I've done is actually tomorrow I've set aside time and we're going to come in here. And me and Brandon, my video guy, Brandon, we're gonna come in here. And I have this refinement sheet that I've made for week seven for my high ticket.

So this is, I got my sheet is my week seven refinements sheet for my high ticket funnel. And so I take this sheet and can I redo the outline for my module or whatever it is. I redo it. I bullet-pointed out and I just make myself a little refinement sheet of everything I'm going to, I'm going to re talk about or add, or what have you. And so now once I do, I take that sheet, I set it down right here. There's a table here. You can't see it. I set it down right here. We flip on the cameras and I go, Hey guys, welcome to week seven. And I redo all the lessons. I explain things better. I add the things that we've added. I don't mention the things that we took away. I re-explained things better, and I just have a much better week seven.

And then I might do that again for a different module if need be, or maybe some modules don't need it. And that just constantly makes a better product. And it revolves that way because you're in tune with your students. You have your staff checking in the group. They're adding that to the refinement sheet. You're going on the coaching calls. You're adding this to the refinement sheet and you're just, I highly recommend you. Don't just start randomly redoing videos. Cause that's just a mess. You want to get a full refinement sheet up so that you can redo an entire module at a time or an entire section at a time and then do it. Now you might say, well, Dan, what if that takes a few weeks or a couple of months, aren't my students going to want to access that information before I get around to redoing it?

Well, sure, but that's why you have the coaching calls. And so now what happens is because you're, you're writing down each question on the coaching calls your staff, or you can simply say, Hey, go to the due to the January 3rd coaching call. You know, like, so let's say somebody, he said something in your group. And they say, well, I'm struggling with this go to the January 3rd coaching call or what we like to do. If it's something really important. Like for instance, we switched to our scheduling software and our application software in our high ticket process. So I did, I had my, my hi Gary film, a real down and dirty video, real loom video, real quick loom video on how to set up with the new software, pop it in week seven as a temporary video bonus, how to use this instead of that, or you know how to tweak this or, or, you know, this new thing we're using whatever I pop it in, right?

That is there temporarily. And then when I go on, I rerecord with my refinement sheet, we take it all out. We pop in the new polished stuff and boom, and that ladies and gentlemen is just, I mean, there's more to creating a refined product, but that's just one little thing you can do to really make your program great. And that is why my clients get such amazing results. That is why people can come into my program, invest in my program. And within a couple of weeks, make their money back because boom, they've increased sales, just using one thing is because I've spent years refining this stuff. You're never going to start out the best in the world. You're never going to you don't start out with a wall street journal bestseller. Do you think I just woke up one day and had a bestselling book?

No, I, the stories that I share in this book, the things that I wrote about it in this book was stories and methods and techniques and lessons that I've learned over time. That I've refined. So when I write my next book, it'll probably be, I know it will be even better than this book because again, you have to accept that you're never going to start out great or perfect. Great is a journey. You start out pretty good, kind of okay. Or maybe you suck, doesn't matter. You go up, you, you ascend, you progress, and eventually, you become great, but you will never become great if you expect to be great from the beginning, you will never, ever achieve greatness. If the expectation that you must begin great, is there imperfection is a part of the most perfect scenario that you can imagine. Think about this.

And I'll say it one more time. The expectation and seeking perfection is far worse than accepting imperfection because perfection doesn't exist. You're always going to be making it better. You're always going to be learning and you're always going to be leveling up. So the thing you need to do right now is you need to begin. You need to start get on that first coaching call, film that first lesson, sell that first presale of a course and then bring them in and, and, you know, teach that first lesson live and then get it better. Get it better, get it better, get it better, get it better, get it better... okay. That is how you make a great product. You begin by accepting that it will not be great when you start, but then you make it great as fast as you can. If you'd like to learn more about how to grow a highly profitable digital product business, and you can grab a copy of my book, digital millionaire secrets, I will leave a link where you can get this book for free. Just cover shipping. I'll leave that link below and don't forget to subscribe if you like these videos. Cause I release them every week. I'll see you in the next one.