By Michael Port & Mitch Meyerson
Step 2: Choose Your Role as a Storyteller
There is a story you’re going to be telling with your product in order to facilitate learning and change. You need to choose the role you’ll play when delivering your information. Choose one of the five.
Expert: Here is what I’ve done and here’s my theory on why it works. If you’re an expert in an area or would like to develop yourself as an expert, this is the role to take. The expert role is the role that Mitch Meyerson and I take when offering The Product Factory: 90 Days to a Signature Product or Program. It’s also the role I take on my Book Yourself Solid line of products and programs.
Interviewer: Compiling information from experts. You can compile a product by interviewing others who are experts in the field. Mitch Meyerson’s “Online Marketing Superstars is a perfect example.
Researcher: Go out and gather information to serve the needs and desires of your target market. Compile the results to create a product that meets these needs and desires. Research can turn you into an expert at a future date. With the explosion of the Internet there has never been an easier time to become an expert researcher. Spend some time typing in your favorite keywords into Google and you will come up with a wealth of new product and program ideas.
Repurposer: Uses and modifies existing content for a different purpose. Mitch Meyerson combined his knowledge of coaching with the content in many of Jay Conrad Levinson’s Guerrilla Marketing books and created the program, “Guerrilla Marketing Coach Certification Program”
Repackager: Takes content and puts it into a different package. This could be your own content or that of someone else. However, it is critical to get the author’s express written permission if you wish to repackage someone else’s content. And once you create your own content, others may be interested in repackaging it! Someone has requested to take my Book Yourself Solid content and repackage it into a coaching program specifically for the insurance industry! Who would have thought?
WRITTEN EXERCISE:
Choose and list the role that is best suited to you and your product.
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That’s it for today!
Now go out there and produce!
ABOUT THE EXPERTS: Michael Port is the Leader of The Think Big Revolution, a membership club of over 750 big thinkers and an internationally known marketing and business development expert for entrepreneurs and creator of Book Yourself Solid, The 7 Keys To Getting More Clients Than You Can Handle.
Mitch Meyerson is a visionary and the creator of many critically acclaimed books and programs that have sold well over 100,000 copies in 21 languages, including the Guerrilla Marketing Coach Certification Program.
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