Here’s a question I get all the time by people in my Inner Circle…
What kind of product should I create? Video? Ebook? Audio?
And my answer is simply…
YES!
And when I say “yes”, I mean create different learning formats to cast the widest net.
You see, people like to learn in different ways.
Some love to watch video on their laptop or desktop.
Others prefer audio as an mp3 so they can listen while they drive.
And a group would rather have it in print so they can read and highlight material.
By ONLY creating content in one format, you are possibly losing a lot of sales.
I always recommend my clients create products in different formats. But there is a secret to the way you create and position these products.
Some components could be labeled a “bonus” and others, a potential “upsell”.
PRODUCT FORMAT CHECKLIST
Here are a few ideas for different product formats you can create…
- Online video (via flash player)
- Downloadable video (mp4)
- DVD
- Downloadable mp3
- Audio CD
- PDF file
- Print book/manual
WHY DON’T MORE DO IT?
It really is a simple solution – so why don’t more information marketers offer multiple learning formats?
I think it’s just laziness and not being resourceful.
They are thinking of their business and products from a ME-centered world. It’s all about ME. What’s easiest for ME to create? What will make life easier for ME?
ME, ME, ME.
But it’s not about you – it’s about your potential client.
So, the next time you are going to create your own product, put your client FIRST and create multiple formats. Trust me, you’ll thank me for it later!
Oh, and in case you care, my preferred learning format is an audio mp3. I listen while I drive and workout :)
LET US KNOW BELOW!
I think that you are absolutely right Ryan. It all comes down to laziness in creating other formats. I’ve found myself thinking that way multiple times. But, it’s always better to cast that net wide!
Hey Charles,
The funny thing is, it’s really not too much effort to create multiple formats.
Thanks for sharing and keep on rockin’
Ryan
fiverr.com
odesk.com
elance.com… and whatever else is out there but I use these 3.
There is absolutely no effort with the right people on your team and the systems in place for them to get to work.
Ryan! you are right once again. You taught me this when you suggested to offer my Nutrition Manual digitally as a stand alone product. In just 3 days, over $5,000 in the bank. Yet more proof that you are the man! (Btw, thanks again for that)
Hey Billy,
Don’t forget, you are the one who took action and made it happen!
I just found that opportunity and gave you the steps.
Rock ‘on, my friend.
Ryan
Couldn’t agree more Ryan! When we work with clients to create their products we always include all 3 mediums. Adults are just like kinds, some learn from book reports, other from dissecting the frog and others from reading the text book.
Another element we usually add is some kind of action. Workbooks, live events, calls, etc. This creates the follow through, the action and the accountability to take the information and change their lives, business, etc.
Have a great weekend man.
Hey Greg,
Great input about the “action” with live calls and workbooks.
That’s true and a great point!
Have a great weekend too.
Ryan
Personally I can’t stand video or audio… most people speak to slow for me and it takes soooo much of time to get through a video course. I like to learn visually but from books/pdfs… not video. Personally if a product doesn’t have a pdf to go with the videos… I don’t order it… most marketers may think their videos are cool… but most are quite boring and hard to get through. There are exceptions and there are 4 people I can learn from via video and I have most of their products. They are: Dan kennedy, Frank Kern, Matt Furey and ofcourse…drum roll please…Ryan Lee… just my two cents!
Hey Jelani,
I’m honored to have made it into your “Top 4″ :)
And when I listen to audio – I have a program that speeds it up so I get double the learning in the same amount of time!
Ryan
oooo… that program would help me immensely…what’s it called???
Hey Ryan,
For myself, ME, I prefer to video (learning from and teaching with) which is why the Ryan Lee Method and IC Rocks!
As my business grows I will survey my list to ask which they enjoy or prefer more. I will still do more with video as it is just easier and the wave of the now and future, but will provide the format that makes most sense to my clients.
Be safe on the slopes!
Derek
Hey Derek,
I enjoy cranking out those videos for ya!
And yes, you should definitely survey your list. I ask all the time about what types of products they want.
Keep rockin’
Ryan
I’m an audio guy mainly. I love being able to throw an mp3 onto my iPod and listen anywhere.
I may have watched 1 inner circle replay, but I’ve listened to over 8 mp3 audios that you’ve made available. That way I can be learning while I am doing other, less brain intensive activities.
However, not everyone is audio, and multiple formats is definitely key to casting a wider net and reaching more people. Thanks for the reminder Ryan!
~Cam
Hey Cam.
I’m definitely an audio guy too – my iphone is loaded with probably 100 hours of business mp3s!
And you are right, not everyone is like us.
Ryan
I have to say that I loved your diversity of formats in the nanocontinuity program. I have watched the videos and for a quick refresher when time was limited I listened to the audio with my phone by just going to the site on my phone and pressing the audio streaming button.
For other lessons, not yours, if the video is going to slow for my learning speed, then I read the transcript provided. Of course not everyone provides a transcript.
So, I have used all the formats, however, I must see something visually (reading or video) to learn, I cannot learn through audio, therefore, I use audio as a quick refresher.
I did send out a survey to my list on how they liked to learn, but after reading this, I will just scratch that and just do all of the formats.
Doing all the formats really isn’t hard for me to do quickly if I start with the video.
Step 1: Create a keynote/powerpoint presentation. With images and notes.
Step 2: Use Screenflow to record the presentation into a video.
Step 3: Format the video into the different formats. I prefer Adobe Premiere Pro for this.
Step 4: Take out the audio from the video and format into different formats.
Step 5: Use the images and (fleshed out) notes from the presentation and format into a PDF.
Step 6: I like to create workbooks to make the lessons actionable. PDF and rtf formats.
Hey Emily,
Thanks for giving everyone the steps for multiple formats.
It’s just easier to give everyone the choices of consumption – and you made it easy :)
Ryan
Hey Ryan, Happy Friday,
I prefer multi-media, I like audios when I’m in the car, so I can listen as I drive.
But, I like the PDFs, because I can search them and refer back to something I heard from the audio.
And finally, I truly enjoy video, especially the how-to types, for instruction, it’s a lot easier to show than to tell at times.
Enjoy your ski break!
Michelle
Hey Michelle,
Thanks for adding to the conversation.
You are a multi-media goddess :)
Ryan
Audio and video….I can get a better feel for the person and I therefore absorb more of the message (provided the person is a good speaker, real, warm, funny).
Hey Karen,
Good points.. it’s helps a lot when they have a real personality rather than just a dry delivery.
Ryan
Ryan,
I’m a text guy more than anything else. MP3 audio would be second and video falls last. One more reason for us to diversify, right?. I have a quick question and hope you can help me out. Can you point me to a web site or otherwise anywhere I can create ebooks and sell on my own site? Thanks.
Hey Edwin,
My program (ryanlee.com/method) teaches you how to not just create “ebooks”, but everything else too.
Right now, we have a waiting list, but will open it up soon…
Ryan
Hi Ryan
Its a good reminder to offer products in all formats. Thanks!
I like all formats myself – the written word for quickness and to be able to make notes, audios for when I’m walking, in the car or travelling by train, and videos to get the face-to-face connection.
Happy ski-ing!
Julia
Hey Julia,
Thanks for contributing – it sounds like you are like most people!
And it looks like there’s a lot of snow today, so the drive is too far… so we’re going sledding instead :)
Ryan
Great post Ryan! I personally prefer video format for learning. I’m a visual guy and it really helps me focus when I have that visual stimulation.
It makes a big difference to use tools like MySpeed by http://www.enounce.com (for web video) and VLC (for downloaded video) to speed videos up or slow them down so I can save time or take notes.
Keep rockin’ it Ryan!
Jared
It depends on the content I’m trying to take in. I love listening mp3s in my car to theoretical ideas but if I need to pay attention to technical information I prefer to watch a video so I can see how it’s done.
Good point Jason.
If it’s really technical (like setting up a password protected page), I also prefer video.
Ryan
Hey Jared!
I also like myspeed. I listen and watch everything in almost 2x speed :)
Rock ‘on
Ryan
I prefer the written word, but video is perfect when you need to show how to do something. But my absolute favourite is a mind map.
I use them as step by step blueprints as well as idea maps.
Hey Quentin,
Thanks for contributing.
Mind maps are pretty cool too, especially for things with a lot of steps and components.
Ryan
Ryan,
I love being able to listen in my car as well but also like sitting down and reading something I can hold. In one of my lacrosse sites I have both the words they can read as well as audio for them to listen to.
The next step is releasing the book in physical form and training videos to compliment all of it to make for a complete course of learning.
Dave,
Good luck with your book!
Nothing builds credibility faster than writing a book.
Best
Ryan
I personally LOVE to learn from physical products, BUT…. I am NOT a fan of production of them, dealing with problems inside fulfillment company, overhead every month, etc.
I am moving lots towards digital but adjusting pricing to do so for the person who wants to invest.
I STILL remember the motto: low hassle high profit!
Hey z,
as you remember, all of my products used to be physical… there are some headaches, but looking to create more of them again.
And yes, i still live by the “low hassle, high profit” motto :)
Ryan
Video and books are my favorite but I readily devour all three.
On the flip side I also produce all three, but tend to favor video. A big benefit many people don’t realize its in many ways its the easiest one but also has the highest perceived value.
Hey Logan,
Great point about perceived value.
Video has the biggest, by far!
Ryan
The take away from this article is.. Be create and don’t sell your business short. I think it’s straight forward and the keeping it simple is the key!
To your success,
Travis
I mean “creative,” not create.
Right on Travis.
And always think about your customer first!
Ryan
Hi Ryan,
I loved this post.
I like video along with PDF so I can go over both together. One note, I am a little slow to process so I don’t like videos with no controls as I cannot go back to process something.
Thanks for everything you do for us.
Don
I especially like this because I will print it out and write down everything that I can think of. This makes it stick better.
Don’t worry about “being slow.” If this is effective for you then stick to it!
Ryan, I’ll create several of those formats. Thanks!
I’m almost done with my product, after many hours at Starbucks in Santa Barbara this week.
Exercises are recorded at the gym and the programs and guidelines are of eBook format. I’ll create an option of a printed version also and maybe an option for shipped DVD’s. Copy is done too.
Wohoo! I can’t wait to share the program with people.
I use all formats. The reason is that I think differently with different formats so I know that my clients and potential clients will also need different ones.
It’s not just that it activates different parts of my brain, it’s also that I am in different circumstances.
If I am flying, audio works best.
If I’m in my office, I like video.
If I can’t get internet access and I have my Blackberry (yes I use a Blackberry still) then PDF is great.
So it’s a requirement to have everything available in multiple formats.
Also, with sites like odesk.com, elance.com and fiverr.com, there is NO EXCUSE to not have all of them. Maybe you will get burned a couple of times but who cares. The show must go on and you’ve got clients to provide value to.
Love the post. Love the checklist. And THANK YOU because I think you’ve given me a blog post.
Checklists are the coolest!
As a writer, of course I prefer text. I can read it at my own pace, skimming if I want. I haven’t found a way to skim an audio or video–they take 30 or 60 minutes and I feel that’s a lot of my time. Also with text I can take notes, underline, and go back to it. I can’t capture information with audio and video–which makes me wonder why they’re so popular. Go figure!
Ryan…I love this WP design! Is it a custom job or a theme?