I’m addicted to creating information products. I’ve tried to get help, but there is simply no cure for my addiction.
Since 1999, I’ve literally created well over 100 different information products.. and those are just the one’s I’ve released. You can ask anyone who has worked with me and the number of products I’ve started (but never launched) probably tips the scales at 300+.
Now, that can be a good thing and a bad thing.
The one thing I’ve learned about creating so many products (ebooks, CDs, membership sites, software, DVDs, nano continuity, downloadable video, home study courses, etc.) – is that you need a “mix” of products if you want to really build an online empire.
With all of the coaching I’ve done, I’d say people fall into one of two groups…
GROUP 1: THE STRATEGIC ENTREPRENEUR
These people come in with a strategy. They want to create a lot of different products at various price points.
And their chances of success are usually pretty good – as long as they focus on one market.
My long-time clients like Zach Even-esh who went head-on into “Underground” training and went really deep in that market with products, membership sites and even a certification.
Or Jason C. Brown who, from the Day 1, I told to be THE Kettlebell guy. And yes, he also created lots of products and now has his own certification too.
Or Dave Schmitz, who has branded himself “The Band Man”, specializing in band training for fitness. He continues to crank out products.
These 3 guys all started in the ultra-competitive world of fitness – but by dialing in on one market and creating multiple products, they have each carved out a really nice business that gives them a great lifestyle doing what they love (and helping a lot of people).
The key was sticking in ONE niche and going all-in!
And that leaves us with group 2.
GROUP 2: THE EBOOKER
This person just says “Hey Ryan, I want to create an ebook”. That’s it.
And that’s fine, but it’s more of a hobby – not really a business. Again, there is nothing wrong with that, but don’t expect a million dollar empire with just one ebook. And you’ll keep working hard to sell that one product to new people every day.
And the people that have studied my systems over the years, the Mike Geary’s (Truth About Abs) of the world are more the exception than the rule (and Mike makes a lot of his money on the backend too!).
If you want to really crush it online, you need to offer multiple products at multiple price points.
THINK ABOUT PRICE POINTS
Rather than thinking about just creating products, you should look at creating products in different price categories. I use 3 different categories below…
1. Low priced products (under $100)
2. Mid-priced products ($100-$500)
3. Big ticket products ($500+)
Write those down and start brainstorming products in your niche that can fit in each category.
But, here’s an important part of the process…
START WITH ONE
That’s right, start with just one product and GET IT DONE!
Don’t get overwhelmed. Just get that one product done first before you consider starting the next one.
And if I had to choose – I’d start with a low priced product. The lower price will usually bring more BUYERS in the door.
In my above examples, I still remember Zach, Jason and Dave all creating their FIRST products – and how excited they were to get it done.
Then, they marketed that product like crazy – and all these years later, they are still doing it.
That, my friend, is how you build a real lifestyle business.
A business you LOVE to run. One that helps people reach their goals. And one that can set you up for a lifetime of wealth.
Or, you can just create shitty automated blogs in 100 different crappy niche markets and make your fortune that way (ok, I was being a little sarcastic there).
SHARE YOUR THOUGHTS BELOW
P.S. Here’s the EXACT system I thought thousands of successful entrepreneurs like Zach, Jason and Dave to create a true lifestyle business.
Hi Ryan,
Awesome post as usual! I have two digital products and one digital service up and running and because of what I learned in your IC and Method, my next product will be nanocontinuity (say that word fast 10 times!). Thanks for inspiring and educating!
Regards,
Cory
Thanks Cory.
You are taking so much action – and I love the fact you are getting results to quickly.
Keep it up!
Ryan
Awesome stuff yet again Ryan! To those people sitting on the fence about the Inner Circle or the Ryan Lee Method……Get off that blinking fence, grab your credit card and just buy the damn thing…..you will not regret a single minute of it!
Ryan is the real mcoy!
Regards
Chris
Hey Chris,
I really appreciate your support – and getting people off the fence!
I’m glad you are enjoying my programs and keep on rockin’
Ryan
Ryan -
Another great post as always. It’s a great reminder to keep focused and take one step at a time…while also having a plan to build a sustainable business.
One question… What about someone like Mike Geary and his eBook? Isn’t that one main product?
I know Mike has volume. I know Mike has a HUGE list. I know Mike probably does affiliate sales. But I can’t speak to his other more high end products…especially in the 6-pack abs / fitness niche.
Can you comment on that? And ya, I know there are exceptions to every rule.
Thanks buddy. Hope you and the family are all well.
Rory
Hey Rory,
Like I said in my post, Mike is definitely more the exception than the rule.
And yes, he is building a really big list of buyers and monetizing on the back end. He has also mastered media buying and spent years (and hundreds of thousands of dollars) learning the right way to buy traffic.
For every Mike with one product, there are hundreds of people with one ebook who just sell a few copies a month.
Ryan
What is your views on monthly subscription model that offers all programs and tools with one price versus say a price for each. We have an online business that is 30.00 a month for all access, which includes a program, directory and 5 tools and we are developing more right now.
Without knowing anything specific about your product or market – overall, I love subscription models.
But I still like offering other options for people who do not want to be in a subscription program.
Ryan
Ryan,
thanks for the response, if I signed up with you, what would be the approach for us since we are currently a subscription model. would you be able to look at the site prior to signingup? thank you
M
In my software business, we have always found multiple price point products work better than just single products.
I have started 2 software companies over the last 26 years and both started with a single product, then expanded into a multiple price point/feature range.
Our users expect to be able to buy more as there own business increases, and because they trust us, they expect us to be there for them.
What Ryan says is spot on. But that is not surprising as he has been there and done that. Thanks for the post Ryan. Love your stuff.
Hey Quentin,
Absolutely – you are living proof that you start with a SINGLE product and expand from there.
Then, you build trust and they WILL buy more.
I appreciate your ongoing support and contributions to this community!
Ryan
Great Post! I’m like a sponge reading and taking notes on all of your blog posts. At first I thought you were giving away WAY too much valuable free info (hurting sales) – but then I read your post “You have to GIVE to get” post and that answered that question.
I’m about half way through your blogs then it’s on to the Inner Circle!
IC Question: If you’re on module 11 can I download module 1-10 or will I only have access to one module a week and be behind everyone?
Thanks.
Hey Mike,
Thanks for your feedback. And what I share on my blog is a fraction of what I teach on the “inside”. I barely scratch the surface here publicly – as my paid members can tell you :)
It sounds like you are talking about my “Ryan Lee Method”.
And YES – you can download and view ALL of the previous models. It all stays up forever for future reference (all the videos, mp3s and handouts.
Regarding my Inner Circle, it’s a YES too. ALL of the previous training sessions are up forever as well.
It’s my way of overdelivering!
Method: http://www.ryanlee.com/method
IC: http://www.ryanlee.com/ic
I look forward to seeing you on the “inside”
Best
Ryan
So many people think about TOOLS to produce and not the STRATEGIES they need to accomplish their long-term goals.
As you indicate, Ryan, a “mix” is what is needed. When we reflect on our own lives, we know that “one size DOESN’T fit all” with the help that we have needed over the years. Sometimes an hour conversation works. Sometimes it’s 4 years of school.
The same is true for the help we as consultants, providers, helpers provide: when we put ourselves into the shoes of those people we want to help and then think about their needs from their perspectives, we’ll come up with the mix.
Video, audio, print – each has a place… plus personal one-on-one or one-to-many coaching, masterminding, advising.
Great reminder piece, Ryan.
Charlie Seymour Jr
http://ExpertMarketingAcademy.com
You are right Charlie…
One size does NOT fit all – and I’m working on adding some new pieces to the mix here :)
Thanks for contributing…
Ryan
Another Rockstar post and I look forward to checking out zach, jason, david’s marketing funnel to gather any specific strategies used as I did with your recommendation on Lee McIntyre’s internet automation plan…
Also I look forward to our weekly IC training as listen in live from our morning shootaround at Auburn Arena as my guys finalize preparations for tonight’s SEC matchup…
Hey Chris,
That’s a smart move – see what other people are doing.
And I’m glad you are enjoying all the IC content… there’s plenty more to come.
Good luck with your team – I don’t follow any sports anymore, but I hope they kick ass (whoever they are playing :)
Ryan
Ryan -
Thanks for the personal reply despite my silly mistake overlooking where you mention Mike already. Whoops… Guess I better slow down and read your content better and not skim.
Rory
No problem Rory.
I was wondering why you brought up Mike since I mentioned him in the post :)
No skimming my content! LOL.
Ryan
I love the term you used “A Real Lifestyle Business.” How many people can actually say that they actually have that? Not many.
My take from that statement (off your topic I suppose) is that your business shouldn’t own you you should own it. Your business shouldn’t “run” you you should “run” it. THEN you are free to do the things you want.
The pie is big enough for everyone here and then some. But you have to go GET IT. :) And help others by educating them and showing them that they can do IT too. It’s a part of the Golden Rule.
So figure out what IT is and go get IT!
Sorry Ryan, this is your blog! Guess I just came up with my next blog post though! Ha!
- Bret
Hey Bret,
Not sure what I can add to your comments :)
You nailed it and it really is all about lifestyle.
Ryan
Great post as always Ryan! I can see your point in starting in the low price bracket because it’s like grabbing the low-hanging fruit first. However, I also see a case for starting in the high price category, provided that you can get enough exposure. Because if you position yourself and your brand as high priced, valuable and premium (while still getting a lot of exposure, not necessarily sales) you might be able to just break even with that product, however, once you release a lower priced product all the people who couldn’t afford it before will come running to get the cheaper version. What do you think?
Hey Christian,
There is definitely a benefit to coming out with a high priced product first. I’ve done that – but the key is still having products at different points.
And it’s not always easy to sell someone a high priced product for the first sale. It’s possible and it does happen, it’s just more difficult.
Ryan
Thanks Ryan! I was one of your first members way back in the day and you are right “Focus on one product and get it done!”
It was an amazing accomplishment getting my first ebook completed and still working on expanding my business. It is all in your “mindset”.
I have this quote taped to my computer that I read everyday “The cave you fear to enter holds the tresure you seek”. Isn’t that so true…
Hey Corey,
Wow – it’s been a long time!
Yes, I’ve always had that motto of focusing on just one product first and getting it done. Have a PLAN for more – but get that one thing done.
Looking forward to hearing more from you…
Ryan
Ryan I agree with you 100% since from my own experience I have made more money in the past 3 years (than ever before in my previous work) with a focus on information products based on Local Lead Generation and now Mobile and Facebook marketing. And my recurring income in my Mastermind and membership sites is totally because of you and I thank you for your insight, knowledge and honesty.
Martin,
I’m so glad to hear my programs have helped you build your mastermind and membership sites.
Keep up the great work, my friend!
Ryan
Hey Ryan, you have outdone yourself with this article. Thank you, u had me captivated on every word!
Ok down to the gritties. Niche market. I have been hearing this for year but probably not listening.
Ok so I am in an industry that is broad. Youth performance training. Now I understand niche but what happens if u don’t want to be the band guy, the speed guy. How do service your clients when the area is so big. I mean with products of coarse.
Is there a way for a happy medium?
Hey Sean,
Thanks for the compliments.
Youth performance is still a niche and you can have success there – but I still think you should narrow it down further. You’ve gotta figure out your niche.
Maybe it’s sport-specific – but for your best chance of success, I’d narrow.
Ryan
Hi Ryan
I think your brilliant and the no B.S. talking..keep it up.
There is loads of training out there on the internet saying to find your passion then do it, or if you have many do one, then another one and so on…talk about confusing!! The same gors with product creation as you discussed above.
The example of the fitness industry is a good one, and always crossing my mind as do you need to have all the qualifications to run a online fitness business or self education, interest and personal experience is enough?
Secondly, how would you target the health and fitness industry as it seems everyone is doing the same stuff these days (breaking down the niches), and to avoid copying! Its the same with the internet marketing niche as well I guess…How would you approach this? What area of the niche area of the fitness industry did you go into and why at the time?
Cheers
Thank you Becks.
Those are a couple of long questions – and probably too much for me to answer here. It’s the kind of stuff I cover in detail in the IC (www.ryanlee.com/ic) in our weekly training and the live Q/A sections.
Ryan
For anyone reading this, you can NEVER get the amount of information and advice that Ryan Lee delivers in both his Inner Circle and his Ryan Lee Method at even a fraction of what Ryan charges. Ryan is handing us everything on a SILVER PLATTER! If you take one positive action toward building your business, this should be it.
Paulette Salvia
Thanks so much Paulette.
And I’m going to have to agree with you on this one :)
Ryan
Great advice Ryan. Thanks!
-Melanie
You are welcome Melanie!
Ryan
Ryan, thnx 4 the props, homie! Legit! The last e book I released was a few months ago and each time I release something new I follow a few simple rules:
1) It MUST be something my followers and fans WANT – I meet their needs…
2) It MUST be top notch, top quality….
3) it MUST be something I personally use and believe in….
All of my e books are based on programs I follow or have followed as part of my training as well as used on my athletes so we KNOW it works…
I STILL go back and read / re-listen to the many courses I picked up from you, it keeps me head on straight!
Hey Z,
You always focused on creating products with your customer in mind. That’s why your business continues to grow!
Even though some of those first CDs are now 10 years old – the concepts and tactics still work.
Keep rockin’
Ryan
Hey Ryan,
Love all your information Ryan.
We have a fitness membership website for mums and it was been a free. We want to change it to a paid subscription. Would it be best to make it a low price like nanocontinuity, or have a yearly fee – what sort of price point would you recommend.
Dear Ryan:
There’s another option that’s more user friendly. These days people are too busy to read books, listen to cds or watch dvds and take notes. So many items that are purchased end up being shelf help. The only one that benefits is your book shelf.
We’re all commuting in our cars. So, the alternative is to create a cd or mp3 we can listen to in our cars. then have a workbook with bullet points of what we just listened to and questions to help us integrate the material. DVDs could be reserved for things we need to see. That way minimum time invested with maximum learning and integration. Plus it’s all downloadable.
Spot on Ryan
the strategy behind the product is what will drive your biz, not just having an e-book
Luis Carrillo
Your article is wonderful and it got me fixed on it till the last line. Keep it coming.