Lesson's transcription
Hello everyone! Today we’re going to talk about creating a product line and how to do it effectively. A well-structured product line practically sells itself, which means that here, as you understand in this course we’re trying to make sure your sales efforts are minimal. Ideally, you invest once, and then it continues to work for you.
So let’s dive into the details of creating a product line. At the initial stage, we work on personal coaching and consultations. Why is this important? Because here, you don’t need a team, complex course recordings, investments in production, or a detailed audience analysis before creating a product.
Imagine you create a course: you record it, hire a cameraman, a designer for the website, an editor, and perhaps a methodologist. Then it turns out that no one needs your course. It would be disappointing to spend time and money on something that no one buys. So, if you're just entering the online space, your personal coaching and guiding clients to results is already a product in itself.
Your consultation is also a product. Don’t complicate things at the initial stage, especially since you haven’t yet worked enough with people online to understand what they need, how to structure a course so they finish it instead of dropping out after two days, what they’re lacking, how to provide feedback, and how to structure interaction so that people actually get results and continue buying your products.
Otherwise, you’ll have to find a new audience and new clients every month, which is hard to scale. If your clients renew, if you have repeat clients, if your products are bought again, you grow every month. But if clients buy from you once and then never again, you’ll have to invest in selling your products every time. And with each passing month, the cost of acquiring a subscriber, lead, or client increases. Eventually, you’ll realize that this becomes too expensive and unprofitable.
Therefore, it’s better to start with personal coaching and consultations. These are your two essential products. You don’t need to invest much in them or record anything. But let me explain how you can simplify working with clients through a product. First and foremost, focus on personal coaching and consultations. The next level includes mentorship or more in-depth personal work with curators, for example, when you can afford to step back a little. When you have so many clients that you can’t handle them all, you raise your rates, keep a few really good clients who are willing to pay more, and pass the rest on to curators. The curators help you with the routine work, communicate with clients in chats, support them, and so on. This is the first stage of scaling.
The second stage of scaling is when you launch courses. These are the products that can be automated, where you don’t have to be personally involved, and where curators can work. When you already have a large flow of audience and a big enough budget to attract new audiences, such as for traffic, you can launch your courses and live off what is seemingly passive income.
What is personal coaching? It’s your one-on-one guidance. Consultations can be about nutrition, breaking down specific issues, but the main personal coaching involves guiding a person to their goal. The key here is that you don’t need to sell, for example, eight training sessions, a meal plan, or lifestyle coaching. Of course, you should have a program and structure for this program, but here we are selling the client’s result. You, as a specialist, as a coach working in a soft niche, need to tailor everything to the client’s request. A person comes with a specific request, and you, as a specialist, see what they need to adjust, what program to create for them, and you do a decomposition. Decomposition is when we break down a big goal into small steps.
For example, someone comes to you wanting to lose weight. If you say, “We’ll work for a year, and you’ll have a great body,” the client might respond, “A year? Where will I be in a year?” It’s important to break the goal down: explain that in the first week they will see certain results, after two weeks they will notice certain changes, after three weeks they will start to feel their body better, after a month they will already see a couple of kilograms lost, and so on.
You should have a basic program, files, and services, but overall, you adjust the program to the specific person. Personal coaching is better than various courses because you guide a person to their goal, understand where they’re struggling, and can adjust the program in real time to lead them to success. This is really cool. Even if you’re new to online coaching, you can adjust the program and lead a person to their goal. Plus, personal coaching and high rates are currently trending. People are willing to pay for personal attention.
How do we sell personal coaching? We still sell through sales funnels and will be creating our own funnel, which we’ll discuss. The sales funnel leads to something. There are two options: either the sales funnel warms up the client for a free diagnostic session, where the person fills out a detailed questionnaire to filter out freeloaders and those who aren’t a good fit for you; or the funnel leads to a free consultation. You must include a questionnaire — I’ll give you an example of a questionnaire for free consultations so that you immediately understand whether you want to work with this person, whether there’s something to talk about, and how to structure the communication.
We sell the first personal coaching through a product interview: we immediately identify the internal motivation, needs, pain points, and emotions of the person, and sell the first personal coaching based on these. Personal coaching is primarily sold to people who are already in your network, your client base. We interact with them, work with them, make the first case studies, and then warm up the people for the consultation. That’s one option. A person enters your funnel, warms up through it for a free consultation, fills out the questionnaire, and you see whether you really want to work with them, whether they are your target audience. If yes, then you have a call during the consultation and sell the personal coaching.
If you want to conduct paid consultations — go ahead, you can warm up the audience through the funnel for paid consultations. You can also make the consultation free if the person signs up for coaching, and its cost is either included in the coaching fee or not. You can decide this yourself. But I recommend starting with a free consultation until you develop your sales skills and set up the funnel to achieve good conversion rates. Conversion is the number of sales from the people you have funneled in. If you funneled in 100 people, how many of them will buy the product? For this, we test, interact with the audience, and get feedback.
Until this process is set up, I recommend holding free diagnostics and consultations because it’s easier to sell during them. If you get too burned out from free consultations, charge a small fee to make yourself more comfortable. Another option is to create a small product called a Tripwire, through which you later sell your main personal coaching. What should this Tripwire be? Don’t make it something low-quality. We put in the same effort to sell both expensive and cheap products, and if the cheap product is bad, you’ll spend a lot of energy selling it, but it won’t lead to sales of your main product because the person will come, see it, and say, “What is this? I’m not buying expensive personal coaching from someone who sold me such a lousy product.”
What kind of product do we create in this Tripwire? It’s not a set of workouts, please don’t sell that, no one will do it, or they’ll postpone it indefinitely. We create a product that is clearly time-bound, for example, for 14 days. You give access and conduct, for example, an intensive. It should be aimed not at providing incredible value, although the person should get results and take the first steps towards achieving the result. The main thing in this intensive is not just to provide value, but to increase the client’s awareness so that they start to understand that working with you is truly beneficial and that they want to continue.
