By Michael Port & Mitch Meyerson
Step 3: Choose the Framework for your Product or Program
When telling a story, you need a framework from which to tell it. The same thing applies when it comes to product development and presentation. This not only helps you to organize the information when you’re creating your product, but it will help the consumer to get the most value from the product. We’ve identified seven different frameworks that you might consider using… there may be more. Problem/Solution: State a problem and then present solutions to the problem. For example, you might develop a product on how to improve your golf score. The problem is your golf score, followed by solutions to improve it.
Numerical: Create your product as a series of steps or lessons. A well-known example of this would be Steven Covey’s, “The 7 Habits of Highly Effective People.” A numbered system has been proven to increase interest and curiosity. It also allows the reader to feel more confident that there is a system or program they can understand and trust.
Chronological: Some products need to be presented in a particular order because that is the only way it would make sense. Step A must come before Step B, as in “Your Pregnancy Week by Week” by Glade B. Curtis and Judith Schuler.
Modular: Michael’s “Book Yourself Solid 15-Week Intensive” program is a perfect example. The program consists of three modules. Within each module are additional tracks, which are presented, in a chronological framework. So you can see, you can certainly combine frameworks. This program has both a Main Framework: Modular and a Secondary Framework: Chronological.
Compare/Contrast: Showcase your creation in terms of presenting several scenarios or options and then compare and contrast them. Jim Collins, in his book, “Good to Great,” compares and contrasts successful and not-so-successful companies.
Reference: Reference is just as it sounds. You may be creating a product that becomes a valuable resource to others. A compilation of information is best showcased in a reference format like that in, “Words that Sell” by Richard Bayan. It has never been easier to create a Product or Program based on reference information drawn from an Internet search. Just be sure to reference the original source and all copywritten information
WRITTEN EXERCISE:
Choose and list the framework or frameworks that most appeals to you or to which your product is especially well-suited and start visualizing how this will help you organize the information in your product or program. __________________________________________________________
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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.
[…] simple exercise to craft a table of contents. Whichever role you choose for delivering your story (lesson 3), the consumer will perceive you as an expert at presenting the information and your table of […]