Transcription
All right. All right. All right. We are live with legends. There we go. Love it. Love it. All right. Countdown. Time to cook. Creepy joint. All right.
Well, ladies and gentlemen, my legends, we have a great, great session today, uh, with the CMO at consulting.com. Now, Luis, a little bit about him, he joined the company six years ago. He was actually an intern at my marketing agency. Then he went from intern to junior junior media buyer to senior media buyer all the way to uh eventually—
Your mic is on a different output. Sound is low, guys. Can you just check? Uh, sound, sound. Sorry. Apolog—
Huh?
Yeah. All good. Uh, all right. Let me know if you guys are good to go now. Sorry, I was using the other mic.
Should be good.
Yes. All good.
Sound is low. Oh, we can barely hear you.
Sound better.
Perfect. Perfect. Perfect. Okay, cool. All right. Well, anyways, as I was saying, uh, Luis, uh, he joined, uh, six years ago. He was an intern at my marketing agency and then eventually got promoted from intern to junior media buyer to senior media buyer all the way to eventually being, um, CMO at our consulting business. So, yeah, we have worked together for six years now. Uh, it's been an insane journey. Luis is responsible. Luis is basically a— he's basically a shadow operator. He's been a shadow operator for the last half a decade. Um, he is the one who is responsible for some of our best campaigns that we've ever put out. Um, and truly, he is, uh, one of the best marketers to have ever graced, uh, this planet, if I'm being entirely honest. So, I'm very, very excited for him to join. He's got a presentation he's going to share here today. Uh, after that, we're going to go ahead and, uh, go through the giveaway winners and then, uh, finally, if we have time, which hopefully we do, uh, we will get, uh, Luis and I, uh, to do a little bit of open Q&A at the end. So, yeah, with that being said, uh, Luis, man, the myth, the legend.
Should bring the chair?
Yes. Wait, you know what? I will just hand it over straight to you.
Okay, perfect. Thank you so much.
What's up? What's up, guys? Thank you so much, man, for having me. Thank you so much, you guys, for having me as well, after this very, very warm intro here. I got to live up to the expectations. I will try my best. I promise.
So, yesterday, you guys had a very, very nice presentation with Andre. Today, we are going to complement the presentation with a little bit of talk about how to create the product in this entire process. Uh, Tristan, can you please bring up the presentation already? And we're going to go straight into it because we have a pretty nice, a little bit long presentation here, but very, very, very in-depth, very tactical, so you guys can enjoy a lot and learn a lot today. I want to make sure we go through all of this.
Now, as I said, we are going to be talking about how to develop the product here. As you guys know, there are four steps in the process, right? Find, outreach, develop, which is what we're going to be talking about today, and then launch. Right? Now, every single one of these steps, they can be as simple as you want them to be. They can be as complex as you want them to be. Right? So, you want to make sure that every single thing we're saying here, that we're going into here, take it with a little bit of a grain of salt because they can be super tactical, they can be super strategical, but they can be extremely simple as well. And it's up to you to decide how complex you want to make this or how simple you want to keep this. So, every single thing that we're going to be covering here is, they're the principles. They are the fundamentals. And you can always take the fundamentals to a next step and add more on top of them. But it's very important that you guys understand that everything we're covering here, at the very, very root of what we're doing, it's super simple. Super, super simple.
So, with that being said, we're going to be covering how to develop the product for the creator because this is where a lot of people get stuck. They get to the creator, they get the yes, and they're like, "What now? What do I do now?" They don't have a product to sell. Most of the creators you guys are reaching out to, they don't yet have a digital product. So, how do I create a digital product? Do I need to do everything myself? Do I need to know the content for the expert? Do I need to develop every single class? How does it work? That's what we're going to cover today.
Now, here's the thing. We're going to go over offer statement, the product framework, and applying the product framework. Now, a lot of, uh, big names here. Don't be intimidated by the big names. They're actually very, very, very simple concepts. It all stems from the idea here that before you can create any product with the creator, you need information. You need to understand who the creator is, who the audience is, and what problem their audience is facing right now. So that you know how your digital product can fix this problem. Right? So that's why everything that we do here when it comes to developing a product, we start with creating what we call the offer statement, which is a very, very simple three-part statement, one sentence that we basically define who the creator helps. So, who is the specific target audience that we're trying to, uh, reach here? What transformation they deliver. So, what's the specific outcome after people go through this digital product that they're going to get out of it? And then how they are different. How the creator is different than everyone else that's talking about the same topic, the same problem, the same issue out there in social media, right? And what obstacles they help to avoid. So, the format of the sentence of this, uh, uh, of this offer statement that we have in here, it's exactly this one: "I help [specific audience] achieve [specific outcome] without [common obstacle or alternative]." This is the core promise of the product you're going to create for the creator. Everything that follows this, everything that follows that we're going to do after this is based upon on this sentence here. Okay.
Now, it's very, very simple, as you can see. It's not something that you're necessarily going to use in your marketing that it's going to be on the face and the cover of your product, but it's the very statement that's going to help you guide the direction of where you're going to go with the 14-day Instagram launch sequence that we covered yesterday, with the, the entire product. What's the product going to be about? What's the transformation that you're going to sell? When you talk about the product, this is what's going to guide it. So, it's very important that we get this right because this is the foundation to everything that we're going to build with the creator together. Okay.
Now, to help you understand this offer statement again, it has three components. Now, let me show you, um, let me just zoom in a little bit more so you guys can see better. I see that it's a little bit hard to read. Now, it should be a little better. There's three components and there's a few specific ways you can go about this components. So, for example, the specific target audience. Whenever you talk to a creator, it's very common that they're going to, if you ask them like, "Who is the person that you help? What's your target audience? Who do you talk to?" They're going to say, "Oh, I talk to people who have this problem." Now, this is a very generic way of putting things. And, uh, when they say that, they are thinking about one specific person or a few specific people in their minds. But when they're communicating that, it comes across as generic. So, you, when you're listening to that, you cannot really tell who specifically they're talking about. So, your job here is to figure out, okay, how can I make this communication as specific as possible so that not only the creator is more effective in communicating what this product is about, but the audience, when they're watching their videos, their Instagram Reels, their Stories, whatever it is, they know that the creator is talking to them. So, for example, bad examples here: "I help people." "I help anyone who wants to xxx." "I help men and women." Those are bad examples. Why? Because they're generic. Good examples: "I help postpartum moms." "I help divorced dads with teenage sons." "I help menopausal women over 50." Those are very specific. That if you are any of those target audiences, when you hear that, you're like, "Oh, they're talking to me." So, that's the very first step of creating this offer statement. Okay.
Now, second step here is the, what is the specific outcome? And this is very tricky because a lot of times when we communicate, we use, uh, we use abstractions to try to communicate the ideas that we're trying to communicate. Let me explain this because it was not a good explanation. When you're talking to someone and you say, "We are gonna have fruits for dinner," okay? You might be thinking about one thing. You might be thinking about watermelon. They might be thinking about mango. Okay? Those are two, those two are fruits. And you are communicating something that's factual. You're having fruits for dinner, but you are communicating in a generic again way. It's not specific. It's a little bit abstract. So, you're leaving the communication open for interpretation. Uh, we don't realize, but for example, when you are in real life and we have an apple, I want to carry this apple. I pick up this apple. Right? Now, if I have a lot of apples, what do I do? I pick a basket, right? And I put these apples inside the basket and I lift the basket. It's easier to do it that way. Now, if I have a lot of baskets, what do I do? I pick a, a pallet and then I pick a forklift and I take all of those, right? So, I create ways to take all the apples and bring them together and carry them in one way. I'm just carrying one thing so that I don't have to carry all single, every single one of those apples by hand. Right? We don't realize, but we do that with our communication as well. So, what we do is when we say, "Oh, I want red apple for dinner," that's like having one apple. Now, when we say, "I want apples for dinner," that's kind of like lifting the basket with a bunch of apples because that apple can be a green apple or it can be a red apple, right? And when you say, "Oh, I want to have fruit for dinner." Then it's kind of like having that pallet where you can be talking about watermelon, you could be talking about mango, you could be talking about whatever fruits. And people are not spec— people are not entirely sure what fruits you're talking about when you are communicating. So, what we do in the specific outcome, when we talk about specific outcome here, think about this concept: Am I talking about the basket or am I talking about the apple? Because most people, when they ask, "Okay, what do you help, uh, people do?" When you ask a creator, "What do you help people do?" They're like, "I help them transform their lives." "I help transform their lives." I'm like, "What does that even mean?" What does "transform" mean? That's like having the basket. You're not being specific and you're leaving it open for interpretation for people because every single person is going to think about a different thing when you say "transform," and that's not what you want. You want to be specific with what you help and what outcome, who you help and what outcome you help them achieve. Right? So, for example, instead of saying "transform their lives," if I'm talking about the parents who help, uh, who have kids, "rebuild connection with their teen." That's not "unlock their potential." That's not "transform their lives with their kids." It's "rebuild the connection with their teen," right? And you can even be more specific than that. You can say that you're going to rebuild this connection with your teen after work, uh, every single hour that you have after work that you get at at home and you don't know what to do there, you're going to use this time to rebuild this connection with your teen. So, you're being very specific what you're doing when you're doing right. It's very, very important that you guys understand this because the more generic you get with your communication about your product, the worse results you're going to get.
Now, the third step here is the, how. How you achieve this without the obstacle they don't want to have. So, for example, uh, you're going to, some people say like, "without this thing," or most of the times, to be honest, they don't even use the, the "without." I like to use it, and again, we like to be specific with it. So, if you take the full example here, it's easier to understand. So, "I help postpartum moms lose 20 pounds without restrictive diets," because most people who are trying to do that, they don't like restrictive diets. They have tried that. They know they cannot stick to that. So, it's not, uh, a thing that they want to do. If you propose something to them that includes restrictive diets, they are probably not going to go for that product. So, it's very important that you realize, okay, what are the things, what they have tried before, they didn't work, what they're afraid of trying, what they don't want to do, because you need to include that in your communication when you're developing the idea for your product. It's basically those three components. So, if you look at all of them here, let's take the example of the second one: "I help divorced dads with teenage sons rebuild connection with their teen without guilt." The last one here: "I help menopausal women over 50 eliminate hot flashes without hormone replacement therapy." Maybe they have tried to do everything before and they're like, "Okay, my only last option is hormone replacement therapy, but I don't want to do that." Now, when you come with a communication that it is possible, there is another way. And you don't need to do that very thing that you're afraid to do, that you don't want to do, it becomes very desirable. Your product, your solution becomes very desirable.
So, this, guys, this is the basis of everything. If you can get this right, the rest is just a walk in the park. The rest is just following the steps. You just get this one part right, the offer statement, the rest becomes very easy.
Now, how do we do that? Do you just write one offer statement? No, no, no. We're going to do here. The way you come up with these offer statements is basically you go to the creator, you look at their profile, you see what they're talking about, what their topic, and then you ask yourself, okay, what are the problems that they might be solving here? So, for example, let's say they talk about football, okay? They talk about soccer, they talk about how to play better football. There is quite a few problems they might solve with that. So, for example, they might talk about how to shoot better, how to shoot, uh, how to have more power in your shots, how to pass better, how to dribble better, how to have more endurance so that you can play the entire match, or how to play without experiencing knee pain or toe pain or whatever it is. You can think about many, many, many different problems within that one topic, right? And this is very important. Why? Because when you're selling a product, what you're doing is you're fixing a problem. You're fixing an issue the audience has, right? So, you got to figure out what's the right issue to fix here. So, when it comes to these offer statements, we don't want to be broad and try to fix every single problem that they have with our promise because knowing how to shoot better versus playing without knee pain, those are two completely different problems. If you try to communicate to the both of them at the same time, it's not going to work. So, what do we do here? We just list all of those problems. We are specific with specific with who has this problem. How does this problem show up in their daily lives? We describe all of that and why haven't they solved yet. Then, once we have all those problems, what do we do? Then we create one offer statement for each one of those problems. Again, you might end up with 10, 15 different problems here. You write all of them down and then you draft multiple offer statements for each one of the problems you identified. Okay? And then you're going to have 10, 15, maybe 20 offer statements. Offer statements. And that's crucial because the thing with shadow operating is that shadow operating is very forgiving. When people have audiences, they always have those true fans that we talked about that no matter what you do, you can, you can have the wrong product. You cannot follow this offer statement, and there's still going to be people who buy. So, even if you get something like this wrong, you can still make it with shadow operating. That's very important for you guys to understand.
Now, the difference from getting it right and getting it wrong is the difference between making maybe 2K from a shadow operating, uh, partnership versus making 20K. So, h— getting this right is the difference from making a little bit of money and making a lot of money, making 10x more money with the same creator, with the same approach, with everything else being the same, with the same promotion, even. It's just the product framing that that you're choosing here and what problem you're choosing to help them fix. So, once we have all those 15 options, we are going to be able to choose from and decide what's the best offer statement for us to create our product based off of. So, then we can create the right product. We can create the right, uh, desirable solution for the problems that people have.
Now, how do we select out all of that? Because now we have 10, 15, 20 different offer statements. Those, that's a lot to choose from. And, um, if you don't know how to choose properly, it can be very hard to make that decision. Right? So, here we use four specific criteria to judge which one is the best offer statement for us to create our product based off of. Again, everything that we're doing here is we're deciding what's the overall packaging of our product. What's the overall idea of our product, right? So, we decided the offer statements. We have 15, 20 of them now. And then what we're going to do is select which one we want to have. So, to do that, we are going to take a look at this four criteria. I'm trying to zoom out here. There we go. We're going to take a look at this four criteria here and then we're going to score them based on this criteria to then figure out with numbers which one is the best one because then you don't have to guess. So, a guess, this one is better than this other one. No, no, no. It's all based on numbers. You don't need to guess anything here. There is no guesswork in this process. You're just going to judge this one. Judge this other criteria. Judge, judge, judge this third criteria and the fourth, fourth, oh my gosh, the fourth criteria. And then based on that, you are going to have a final number that's going to tell you this one is the specific one you want to go for. So, if you guys, uh, have been watching the episodes, you know we have this tool that's called Synthesize. Basically, when you run your product through Synthesize, when you run your idea through Synthesize, this is what it's doing on the back end. It's judging on each one of these criteria here to figure out what's a good product, what's not a good product for this creator.
The first criteria here is very easy. It's pain. Now, in my opinion, this is the most important criteria of them all because it decides if the problem that you're trying to fix is very urgent, it's very, uh, alive in their lives, or it's something that they only think about once or twice a month, right? What we want here ideally is something that's so painful and that they get reminded so often of that there's no way for them to go about their lives without thinking about this problem. Now, if your problem is something like, even the most common example that everyone goes for is like, "lose weight." If you think about it, the problem of being overweight, it's not that big of a problem. Like, if you're not severely overweight, if you're just a little bit overweight, you'd like to lose weight. Yes, you'd like to look better, but like, really, in your day-to-day life, when do you get reminded of that? Probably not very often, right? Like, maybe once, twice a week. Maybe when you take a picture and you notice that, maybe when you, you go to a wardrobe and then you see, okay, this jeans, they don't fit me anymore. But like, that doesn't happen 10 times in your day. It happens like once or twice a week, maybe even that. So, if you think about that, that's not really a big, big problem to solve. Uh, now, if you take, for example, tooth pain. Your teeth is hurting. Okay? You're trying to eat something. Imagine your front teeth is hurting. This front one, this front tooth, it's hurting a lot. You're trying to eat. You cannot eat. It's hurting all the time. It doesn't matter what you do, still hurting. You're taking medicine, still hurting. You cannot even think anymore. Now you have a headache because it's hurting so much. It gets to a point that like, there's no way I can keep going for my life for more than two days after that without fixing this problem. I need to go to the dentist. That's a very, very good problem for us to solve because it has a lot of pain attached to it. People need to solve this problem. They cannot go on with their lives without fixing this problem. So, those are the type of problems we're trying to, uh, fix here. We're trying to find here. So, when you go through those 15 offer statements you created, look for that, which one of these problems is the one that they get reminded of the most in their day-to-day lives. That's what you're looking for here.
Then, the second criteria here is worsening. Not only is this problem painful, but it also gets worse over time. And how quickly does it get worse over time? Same example, tooth pain. It gets worse over time. Pretty quickly if you don't treat it, especially if you're eating, you're trying to eat every single, uh, time something different. It's going to get worse and worse and worse, and sometimes it gets worse very quickly. So, you need to get it fixed. Now, same example, weight loss. It gets worse over time, yes, but you don't even notice, right? You don't even notice. It's not something that one day to the other you're going to notice, "Oh, I gained a lot of weight yesterday." No, maybe you gained a lot of weight the last two months, the last six weeks, but not in one day. So, it takes time to get worse. Any type of problem that gets worse quickly is a very, very good problem. So, those two here, the pain, everything that's related to pain, in my opinion, those are the most important criteria here. Then, what you're going to do is that the higher the pain, the higher the score here. And you're going to score this from 0 to 10. And you're going to say, okay, this weight loss, maybe a three out of 10 pain. Now, uh, tooth pain, that's a nine out of 10 pain, potentially. Depending on how much the pain is, could be a 10 out of 10, right? You're going to score that. How much does it get worse over time? Maybe again, three out of 10 for weight loss, nine out of 10 for tooth pain.
And then purchasing power. This one, take with a little bit of a grain of salt again, because it's important that you sell to people who have money to afford whatever product you're selling. That's very true, of course. Now, it's not a problem if people don't have a lot of money. You can still make, uh, a lot of money selling to people who are not super affluent or anything. Now, we just want to make sure you're not targeting anyone that's like a full-time student who doesn't work, who has to pay their student debt. That's like very difficult for you to sell, uh, anything to that person because they basically have no extra income they can use. They don't have an income in the first place, right? So, you got to think about that. But again, it's more about just avoiding the audiences that don't have any money and cannot afford your, uh, your product at all, than trying to find audiences that are very affluent here. So, I'll try to judge this one mostly based on like, "Can they afford this?" It's not so much of like, "Oh, are they rich?" Then 10 out of 10. No, no, they don't need to be rich. They just need to be able to afford your product. It's very important that you guys understand this.
And then speed is like, how quickly can you fix this? Because of course, if you have a solution that fixes the problem very, very quickly, that's very good. Okay? Now, again, a little bit of a caveat on the speed one. If it's super, super, super, super, super, super fast to solve that problem, it's probably not the best problem either because then they can probably just have a Google search, see the solution there, and fix the problem, right? "How to change a tire." You're probably not going to buy a full-blown course on how to change a tire. You're just going to watch a YouTube video. That's a little bit of a problem that's too easy and too quickly to solve. Then it's not the best example there. So, you just got to think about those different criteria. And again, all of this, guys, you can get extremely complex with this. You can get extremely simple. Those are very simple concepts. If you just think about them, it's just pain, worsening, purchasing power, speed. Simple concepts. That's why we have built Synthesize. Everything you have seen from Synthesize, it runs through this complex analysis on the back end so that you don't have to think about that because I don't want you guys thinking about, "Oh, no, I cannot get into, uh, go operating and chat operating because it's too hard. There's too much to think about." There's really not too much to think about. You have, if you're here, you're a VIP, you're a very important person. It means you're probably above average and you have enough capabilities in yourself to just follow the system and make it work, right? It's not super hard. It's not infinitely complex. You can get, just like with anything in life, you can get infinitely complex with it. You don't need to, and probably you shouldn't. What I always tell our clients is start with simple, as simple as possible. Once simple works, then you add complexity on top of it. But you don't try to start very, very complex. So, I just say that because I don't want any of you guys looking at this and going, "Oh my gosh, this is too difficult," because it's not really. It's not really. It's actually very, very simple and all of you who are attending this year, you can do this.
Now, after you select one of your first statements based on all this, uh, score. So, let's say we scored all of this, each one of them from 0 to 10. You're just going to, uh, get the total score out of those four. It's going to go from 0 to 40. Whichever one is the highest score, that's the one you go for. It's as easy as that. You don't need to think. You don't need to, uh, decide that, "Oh, is this really the best one?" No, no, you just go for the one that has the best score. And if they're Mupo with the same score, you just choose one. And then to choose from th— those ones with the same score, because usually there's like two, three with the same score, uh, you're going to go and just ask yourself, okay, is the creator aligned with this? Is this a topic that they are qualified to solve in the first place? Do they have any credibility there? Because of course, if you're talking about, uh, how to solve knee pain for football, and they are a doctor that takes care of knee pain, it's probably a very good one for them, right? Because they're qualified and they have credibility on that specific topic. So, you're going to give preference for that. And then, is this something they like to talk about? Because if they don't like to talk about that, it's not going to come across as authentic when they talk about it. So, you don't really want to go for a problem like that, right? And then market validation. Are people asking for this? Maybe you can check their DMs. You can check their, uh, their comments. Is there any specific topic that these people already asking about? Any specific issue that they are asking for help to solve? Those are very, very hot topics for you to create a product based off of.
Then, you're going to have to choose what type of product you want to build. You have chosen what's the theme, what's the issue that you're going to solve with your product. What's the packaging of it. Now, you got to figure out if that's going to be a low ticket or a high ticket product. I'm going to explain what that is in a second. But first, what you need to understand is that what makes the difference about the price of your product is basically how much access they get to the creator. For example, you can sell one-on-one access to your creator. They can be just like a doctor. When you go to a doctor's office, that's a one-on-one consultation, right? Your creator might talk about how to grow tomatoes better or faster or whatever, or how to grow tomatoes. You can get a one-on-one consultation with them on how to grow my tomatoes, right? Or if you don't want to give their time, if you don't want to give people access to their time, you can go the exact opposite approach and get them to record a program. The program is there. It's recorded once. Once it's recorded, you can sell as many times as you want. And it doesn't require any upkeep from the creator, any more time invested into that program. Once it's recorded, it's done. So, in that case, you're going for the very low time investment approach. So, you can either go for a very high time investment, very low time investment, or anything in between. Right? You just got to understand that it's all about the time they invest into the program. And then, of course, the more time investment, the more access that people get to the time of the creator, the more expensive this product needs to be. Now, the more expensive the product is, the more, uh, time they are going to be giving away to being on those consultations talking to their clients, which means they have less time to create content. They have less time to work with other, they have less time to do whatever else they need to do, uh, in their entire business, in their entire, if they don't even have a business yet, in their entire personal brand that they have built for themselves, right? So, that's why we usually prefer to go for programs rather than one-on-one products. And what we do here is, let me just scroll right here, um, let me just zoom in. There we go. Access to the creator's time. You can ask about your situation, personalized feedback, right? The more access you have to the creator's time, the more personalized your stuff is going to be, your, uh, outcome is going to be out of that, and the level of access is fundamentally more valuable. That's basically what I said, right?
Then we get into the product framework. Okay, how do we create this product? We know the solution that we want to get out of this product. We know how, who we're helping, how we're going to achieve that. But what exactly do people get inside? How we take them from point A to point B? That's basically what we're doing here, here with our product. This is what the product framework is about. So, before we get into that, let me just come here, understand each type of product. Every digital product, they sit on the pricing spectrum that I was just talking about, and there are different levels along the spectrum. So, the mid-ticket. Let me actually start with the high ticket. The high ticket is the one we're talking about, the consultation. So, people are going to go there, talk one-on-one with this creators, and they're going to pay a high ticket price, a high price to get access to their time. Now, when you're the shadow operator here, this is one of the easiest to, uh, to deliver because you don't really need to do much. They just need to go there. Just like a doctor, you don't need to prepare too much to go into a doctor consultation. The doctor himself, he doesn't need to prepare much. He just needs to talk to this person, figure out what the problem is that they are having, and then diagnose the problem and give them a, a way to fix it. That's basically what the creator is doing here. So, if I'm teaching people how to grow tomatoes, they come to me. I cannot grow tomatoes. I'm like, "Okay, what problems are you facing?" They're going to diagnose what's the problem there and then say, "Maybe you should try this, this, and that, and you're going to be able to grow better tomatoes." That's what you do. It's very, very simple in a high ticket product like this. Now, the more difficult part of this is selling it later. That's why I don't recommend you start here because of course, it is harder to sell something that's $2,000 that you could, uh, could offer this for their time. It's very valuable, right? So, you could offer one client consultation, that's maybe five consultations. A package of five consultations could cost $2,000. It's way harder to sell that later than it is to sell something that's $100, right? So, you don't want to start here because it requires some more practice for you to get here. You can get here pretty quickly, but the, I don't recommend you start here. Uh, the numbers do look pretty good. If you take a look at $5,000 per package, let's say, or $3,000 per package, $5,000, you need two, uh, people buying this package to make $10,000 from the shadow, uh, operating partnership. Now, for $3,000 per client, you need four clients to get there, right? Uh, actually be at $12,000.
Now, let's go to the middle one here. There we go. Mid-ticket products. Those are the ones you guys probably see the most. Those are usually the pre-recorded products, okay? So, the programs where you have six modules with four or five lessons inside each one of those modules, and you pre-record all of that before you ever sell. Then, that's basically a program, a course that people watch and go through it. It's one of those that the, the creator records once, and then once it's recorded, it's done. You can sell as many times as you want. And these ones, you can usually sell for quite a lot if you want to. We have the math here as well. From $500 all the way, it says here, $1,000. You can even sell for more than that if you want to. I do, again, I don't recommend starting there because it adds more complexity to the process. But at $500 per unit, for example, you only need 20 units to make $10,000. Which means if you have a creator has 10,000 followers, for example, which is the smaller type of creator we're talking about here, as micro-creators, you only need 20 people out of their audience to buy a product like this for you to make $10,000. How difficult is it to get 20 people out of 10,000 that follow them to buy this? Not too, too difficult. Right? So, this is where the numbers start to look good. Now, again, the problem with this type of product is that you need to build out the entire outline for the product. Then you need to record each one of those classes, which is usually quite a lot. So, if you are going to have like five modules with five classes inside each module, that's 25 classes that need to be recorded. So, that usually takes around 10 to 15 hours of recording time, which when you're starting out, I don't recommend you go this route because then you need to wait for the creator to record it. And trust me, 10 to 15 hours, it takes time. Like, people take time to go through those 10, 15 hours, not just sitting down recording all at once. They're probably going to do it across multiple weeks. So, you don't want to really have to wait multiple weeks until you launch. So, that's why if you go to the low ticket products, they give us an alternative here that's a very interesting alternative. Okay.
When you say low ticket products, people usually have in mind a guide, a workbook, a resource doc. Those are all low ticket products. So, anything that usually costs between like $50 to $100 is usually considered a low ticket product. And here, people don't get any access to the creator. They don't have any calls, anything. The only thing they get is an ebook or a template or a worksheet, whatever it is. And you can sell a lot of them. It's very easy to scale this, but then you need to sell a lot more to make $10,000, of course. So, what I like to do, and what I recommend our clients usually to do, is take the approach of what you would do here of building out a program, but instead of building a full-fledged program and delivering everything beforehand, recording everything beforehand, what you do is you just take the five main lessons that you want to have and you deliver them live, just like I'm delivering to you right here. And Morgan is delivering through all this week. If you think about it, we could have sold this entire workshop for $150 bucks. Okay? And then instead of recording the workshop beforehand, having all this work beforehand, we just come here and deliver live, right? We deliver day one live, day two, day three, day four, day five. Five lives. They do everything that we need them to do. They take people from step A to step B, which is what our product does. So, what I recommend you do when you find your creator partnership is do the same thing. You can develop this entire outline, but don't need to record the entire thing beforehand because that takes too much time. And that's usually where people get stuck. What you want to do is you want to deliver this as fast as possible so you can start making money from this partnership as fast as possible. So, what do you do? You plan this exact same product that could later on be turned into a pre-recorded one, but then at first, you just deliver it live. The creator delivers it live. And usually the creators prefer that as well because it's just easier. It's just easier for them than having to sit down, record. Like, it's way easier for most people to talk in a live like I'm talking to you guys here because it feels like a conversation versus having to sit down, having no one around, having to look at the camera and come up with something. It's very hard to do that. So, this is the best way to do it. And then I usually recommend our clients to price them around the product around $150 to $300, which would be around our low ticket here because it's the easiest to sell. There's not much that can go wrong when you sell something for $150 to $300 across all the industries out there, the different topics, the different niches, that works. Okay? So, don't try to overthink this process. Don't try to think, "Oh, but I don't know for my specific industry, for my specific creator, if this is going to work." $150 to $300, you cannot go wrong with that. If you're not confident at $300, go for $200. Go for $150. That's totally fine. And then you just deliver the product live. The creator delivers the product live. All you need to do is help them come up with the right framing for the product. Okay.
So, that's basically the idea here. Then from this proven formats, you're going to again choose which one you want and then basically the way you develop this product is you have two parts. It's what we call a transformation map and then the milestones and the stages. Transformation map is something that it might sound very complex, but actually, it's actually very simple. It's basically your customers, they have a current state they're at. So, they feel a certain way. They think about something. They think about themselves or about their problem in a certain way. And they feel about, they feel a certain way about that problem. Right? The B point here is the after state. How do they feel about themselves or about the problem after taking your product? After going through your product, after going through the transformation, how do they think about themselves? How they feel? What's their day-to-day lives? It's basically describing what their life is right now and what their life is going to be after your product. That's the transformation map we're talking about here. It's basically point A and point B. Then the milestones that we mention here, the stages, it's all the steps they need to take to go from point A to point B. Usually, we're going to map out like three to five steps that they need to take to go from point A to point B. And then based on that, each one of those steps can become a live class on the product that we're going to deliver here. Or then, if you're gonna record this program into a, into a full-fledged program, a pre-recorded one, you just turn each one of those steps into a full-blown module. And then inside of those modules, you can have again, three, five, six classes for each one of those, uh, whatever you want there. But the important part here is that we are taking their audience from point A to point B, from before to after, and then the milestones in between is what we need to define.
And then, if you want to really define what each one of those, uh, before and after states look like, you use this, uh, framework here, which is basically describing their emotional state, their core fear, their daily experience, and their identity. How, how them see, how they see themselves during this process. Basically, if you take a look here, uh, this is for public speaking. And as an example for public speaking, their before, their current situation is they're terrified at the thought of having to speak in front of the others. Okay? Their core fear about that is that they're going to freeze up. They're not going to know what to talk, and, uh, people are going to judge them, and they're going to feel humiliated, and all these bad things that we think about when, when it comes to public speaking, right? And their daily experiences that they are actively avoiding situations where they might have to speak up in a meeting. It can be opportunities to work with someone because that involves presenting, that involves them having to speak in front of people, right? And then their identity, because of all these issues that they experience on a daily basis, is that they're just not a confident person. And some people are natural speakers, and they are not. Now, after going through your public speaking product, for example, they feel calm. Their emotional state is calm, and they are confident before speaking, right? Their core fear is overcome. They don't have a core fear anymore. They have delivered successful presentations before, and they know that they can do it. And because of that, their daily experiences now, they're volunteering to present in meetings. They are taking leadership opportunities, and they are the ones speaking up instead of trying to hide from speaking whenever the opportunity arises, right? And then they see themselves, their identity is, "I am someone who can speak confidently and influence others." This is the transformation map. When I talk about, okay, we need to describe the before and the after state, that's what I'm talking about. You just develop this identity that they have before your product and after your product. That's what our product does. If your product has a transformation, if you can wrap your product around a transformation, you basically won in this process. And as long as it's the right transformation, which is the step before the, the, the framework that we used it before to decide if it's a good product or if it's a bad product, that's done. You got those.
Two. Right, that's done. Right. And then again, stages and milestones. You can get extremely complex with this. You don't need to start with simple. And then once simple works, you add complexity on top of it. Right? Point A, point B, those are the before and after states. What are the steps that they need to take in between point A to point B? How do they get to from point A to point B? What are the steps? What are the stages that they need to go through? Each stage, you just map them out.
So, for example, from public speaker, uh, or let's go, let's go the how to grow tomatoes example. Maybe the first stage here to not having good tomatoes to having a a garden full of tomatoes might be, oh, we need to take care of the the place where you're going to, uh, plant those tomatoes. Maybe there is not enough light in the air. Maybe there is not, uh, enough nutrients in the in the dirt. Whatever. Right? That might be the first stage. Then stage two is how you plant the seeds. Stage three is how you take care of those seeds, how you water those seeds. And stage four is that once the seeds are growing, what do you do? And then how do you harvest? Maybe that's the last step. And then after that, they have very nice tomatoes, right? Those are the stages. You just need to map them out.
Once you map them out, each one of them can become a live class to be delivered through, uh, through the creator's product. Or if you're being, uh, using a pre-recorded approach, each one of those becomes a module. And then you just break them down into milestones. The milestones is everything they need to do beforehand to achieve that one specific goal of that stage. So if the stage is setting up the right environment for your tomatoes to grow, that might be again, milestone one is make sure the lighting is good. So you're going to have a class about lighting, how to make sure the lighting for your tomatoes is ideal. Then maybe temperature. I don't, I don't, I have no idea if that involves temperature or not, but let's say it does. Then you're going to make sure that the place your tomatoes are growing are the right temperature. That's another full module, right? And then once you go through all of that, you have the perfect, perfect environment. So you have achieved the goal of that step, which is to have the perfect conditions for your tomato to grow. That's it.
Again, each one of them can become a class. Or if you're doing everything live, you just cover all of that. And once, and then you don't need to go in as much detail as well, right? Again, you can make this, you can use this entire framework to make a product that's 10 minutes long. You can use this entire framework to make a product that's 40 hours long. You can make this as complex as you want it to be, right? So that's basically what we're talking about here.
Then you guys are going to get access to this presentation. I'm not going to go through how to structure each one of those sessions. I think this is a little bit out of the scope here. But we want you guys to have access to this so that if you decide to go for the high ticket program, you know how you should run those high ticket sessions, those consultation sessions. If you want to go for the pre-recorded program, you know how you should structure those classes. You can help the creator structuring those classes and here's the the outline for that, right? Or if you want to go for the very low ticket, even if you're creating an ebook, for example, which is an option here of a low ticket product, you know exactly how to structure this ebook. We don't need to go through step by step how to do each one of those because again, the idea here is that we are keeping it simple at first. So just keep it simple because that's the best way to make sure you are gonna succeed with this. If you try to add so much complexity, it's the example, uh, I think it was David gave yesterday, is you're trying to think about the ring for the girl that you're going to marry, but you haven't even dated her yet. You haven't even been the first date. So, don't think about the the marriage ring just yet. Think about the first date. That's basically what we're doing here.
And then everything that we have in here, that's our framework. That's how you create a product. That's how you develop a product. And that's basically what Synthesizes goes through every single time we show one of those process developing the product for you. It's going through each one of those steps. Again, that's basically the idea here when it comes to developing the product. And now it's time for Iman to join us again to wrap up the session together and then go through the important reminders that we still need to go through. So, welcome back him. There he is. Stand. >> Stand. Okay. Okay. >> All right. All right. All right. Love it. All right. All right. Let's get into it. Let's pull this up. First things first, >> guys, go ahead and drop, uh, drop some fire emojis in the chat. Yeah, no stress. Go ahead and drop some fire emojis in the chat if you guys enjoyed that. All right, lovely. Uh, if we just pull up the chat. >> Boom. Amazing. >> There we go. Loving this every day. >> Fire. >> Thank you, Louise. Thank you. Fire, fire, fire. >> Lots of fire. Love that. Thank you so much, guys. >> Smooth operator, Louise. Amazing. Amazing. Guys, well, I'm sure why you can see, um, why Luis is genuinely one of the best marketers I've ever graced this earth. Um, and I say that as no word of an exaggeration. And also, um, I think I mentioned this yesterday, but if you guys enjoyed walkthroughs, uh, like those, that is exactly, uh, what all of our Monetize, uh, clients get. You guys are going to get 10 walkthroughs. Um, you know, basically full end-to-end process. Um, and yeah, that's a bonus exclusively, exclusively for, uh, the VIPs. So, I think I saw a couple messages or a couple, um, uh, comments in the chat, uh, about some people who have joined Monetize, have had a great experience thus far, XYZ. Uh, so, of course, uh, you guys as our VIPs, uh, not only just as Monetize clients, but as our VIP Monetize clients, I wanted to give you something a little extra that, uh, yeah, the general public won't get. So, yeah, big congrats on that.
With that being said, uh, let's go ahead and get into today's, uh, giveaway winner. So, uh, let's see. Today we have two lucky winners. One, uh, one will receive a FaceTime with me after main session or tomorrow, and the other is going to receive a MacBook shipped straight to their door. So for the FaceTime, big congratulations to Max from Czech Republic. So big congrats to yourself. I said you can expect a call from me either main after main session tonight or, uh, tomorrow, depending on when we can align schedules. Now for the MacBook winner, the password is offer. So I'm going to call you when I call you, please make sure that you give me the password. And with that being said, let me find out who the winner is today. So VIP winner day four, official MacBook winner, full name is Julie from the US. So congratulations, Julia. I'm going to give you a ring right now and hopefully you pick up. We've had it once actually where someone didn't pick up. So, was it once or twice? Oh, hello. >> Hello. >> Hello. Hello. How are you? >> Hi. I'm doing great. How are you? >> Good. Good. Well, I think I can hear myself in the back of the, uh, about the stream going on in the back. So, I think you should know the answer to the question I'm going to ask. Uh, what is the password? >> Offer. >> Offer. There we go. Congratulations, Julie. >> Thank you so much. My pleasure. >> Amazing. I really appreciate it. >> My pleasure. Bye-bye. >> All right. Well, there we go. Shout out to Julie. Um, and with that being said, as always, um, this is going to bring us to our fourth and final VIP session, or sorry, not fourth and final, fourth and final until we take a few day break. Um, so yeah, we have, uh, you guys are going to have Thursday, Thursday, Friday, Saturday off, and then we resume back on Sunday. So, a few days to really digest and, uh, you know, really take in everything you guys have learned over the space of the last, um, few days. So, with that being said, I think we have about [sighs] five minutes. I'm sure I can tell the team to stretch it to 10 minutes. Tristan doesn't look very happy, but ask Luis any questions. >> There we go. Let's see. Let's see. What do we, what do we have here? >> And, um, uh, Tristan, will if you guys see a good question, can we just slow it down, um, or or highlight it or something like that? Just because I know the questions are going to come in quick. >> Getting this mural board. Yes, you guys are getting all these mural boards. All of them. >> Uh, just a quick technical question. Uh, do we get Ask Eman for those who bought on the first day? Yes, if once again, if you buy on the first day, anything that I give as a bonus, you guys get. We always reward the people who take action quick. Um, you guys, you know, like of course, if you take action on the first day, anything that we give as a bonus after that, I want you guys to get. So, um, if you bought first day, I mean, once again, if you buy today, um, anything that I end up releasing over the space of the next few days, you will guys will get that for free. So, quicker you take action, um, you know, quicker you basically get rewarded. I >> have a good question there. Can my frame, can my framework be too specific? Yes, that's a very good question and it can be too specific, especially when you're working with creators. You got to understand what type of content they're creating because, for example, when it comes to weight loss, right? You can talk about weight loss in a very, very broad sense that applies to men, to women, to everyone, or you can talk about weight loss in a way that only applies to a very specific small group of people, right? Postpartum women over the age of 50, that's very specific, right? So you got to understand where the audience of your creator sits and then you just match whatever, uh, they have as an audience. So, for example, uh, recently we're working with a creator that talked about, basically, it was a woman that talked about, uh, how to be confident and how to dress well, and, uh, everything like very general when it comes to confidence as a woman. So, moo moo topics, and then we are discussing creating a digital product, and one of the ideas that came up is like, how to be confident in front of the camera. Is that a good product? Yes, very good. Now, when you think about the audience, you got to realize that there is a big audience and a lot of them have problems with confidence, but not necessarily in front of the camera because not all of them want to create content necessarily, right? So that would be a case of a pro, a product that's too specific for the problem. So you just got to understand that ideally, your product should apply to what, like 80% of the people in your audiences. If it only applies to maybe 5% of them, maybe 10% of them, then you know it's too specific. So yes, it can be very, very specific and you don't want it to be too specific.
>> So there's a question for you, Luis. What are the most common reason, uh, reasons people fail in the space even with good information, and how can beginners actively avoid those mistakes?
>> To be honest, I think the, the main reason they fail is, is not so much that they fail, it's just that they stop trying, right? Like there's not much to go wrong in this entire process to be completely honest. It's just if a creator partnership doesn't work, like you don't really lose anything. Like you, you didn't really lose money. Nothing really went wrong in your life, right? So you can just go to the next one and then maybe the next one works better. Now, if you're being technical here and say, okay, what are the specific parts of the process where people could have gone right and then they gone wrong and then the product was not as successful? That's usually here in the product framing because they are basically trying to create a product that the audience doesn't want. If the audience doesn't want it, it doesn't matter how good your product, your marketing is, how, doesn't matter how good your launch sequence, your Instagram sequence is, no one's going to buy if they don't want the product. So this, what we covered today, it's very, very, very important. If you get the product framing correct, correct, it's going to be very easy. All the steps after are just walk in the park. If you get it wrong, it doesn't matter if you do everything else right, it's, uh, going to be a very hard time for you. So that's basically where I think it's, uh, where people fail the most here. Any follow-ups on that, Iman?
>> No, it's exactly what you said. I mean, at the end of the day, if you, if you had a startup, let's say you were creating a soft, you know, a very expensive software company or technology company and you had long enough time period to do it and you had long, you know, infinite amount of money, technically there's no way to fail. You would just basically keep iterating until something worked. But unfortunately, you know, that's not the case. If you're starting a physical product business, a software company, anything that has large capital expenditure to get it off the ground, uh, yeah, there's very real risk of failing, right? Because once again, there's only you only have, uh, certain amount of chips, whereas with this model, you have infinite chips. So, I don't, there's no such thing as failing. There's getting more data points and more data points you get. And even us, you know, 10 years into the game, um, you know, where I guess between you and I, when did you start, uh, in in marketing and and digital? Eight years ago.
>> Eight [clears throat] years ago, around that. Yeah. 2017, something like that.
>> Yeah. So between both of us, almost, you know, two decades worth of experience and we're still [ __ ] up. We talked about a couple days ago like,
>> Exactly. All the time. All the time. [laughter]
>> All the time. And you know, these are, uh, more data points, uh, that we get. So, uh, as Luis said, uh, really the only way is, uh, to fail is just just giving up. Uh, as said, some of the most successful startups in the world, even I'm sure, uh, you know, type in the chat if you guys are aware of a company called Slack. You know, Slack actually was never meant to be an internal like a communication software. It was actually, I think it was a gaming company and then they built Slack like as an internal tool for themselves and then the gaming company failed, but then Slack went on to be a, you know, a multi-dea billion dollar company. Um, and that's a great example right there where, um, you know, uh, that's just a data point. So if you have enough time and enough money, or something isn't taking, uh, you know, something doesn't burn cash, and that's a benefit and beauty with this model, is it doesn't burn cash. It doesn't cost any money to run it day-to-day. Um, yeah, you're just going to collect data points and eventually you're going to re, you know, the compass is going to be off by one or two degrees or three degrees, but as you keep getting more data points, the compass is going to be more and more in line. And once it is, then you're good to go.
>> Yeah, I think just to finish that off, it's a very forgiving business. I think that's the main thing. When you have an audience, and that's what you get access to when you partner with creators, you can do things wrong and you're still going to succeed. I remember back in January, we were talking about that in our event. Uh, the one thing if you have an audience, you can make mistakes and you're still going to be able to succeed. You're still going to sell. You're still going to make money because it's a very forgiving business. That's why shadow operating is so, so good. But yeah.
>> Yeah. Beautiful.
>> Do you still have time for a question?
>> Need to wrap it up.
>> Okay.
>> All right. Well, we would love to stay here for many, many hours more. Um, but yeah, Tristan will absolutely kill us, uh, if, uh, we have any more issues with the main live. So, um, with that being said, uh, once again, just give a another massive round of applause, um, for, uh, Luis and all the value that he's provided. Uh, as I said, you know, that's just like scratching the surface, if I'm being honest, like the breakdowns, the 10 breakdowns are that times 10x. I mean, literally, cuz there's 10 of them, but also [laughter] in the sense of,
>> each one of them individually,
>> you know, each one individually, as Luis said. So, um, yeah, for all you VIP, uh, Monetize clients, you guys will get that. And then, uh, as said, if you guys do end up joining, uh, Monetize, uh, over the space of the next few days before we pull the plug and take it down, um, uh, and, uh, close enrollments for new clients, uh, you guys will get that as well. So, uh, yeah, with all that being said, love you guys. Appreciate you. And make sure you join the, uh, main session today. We got the man, the myth, legend, Jason Fladlin. Uh, he's going to be coming on and spinning some insane game. All right.
>> All right. Thanks so much, everyone.
>> Cheers.
>> Cheers.