RYB 845: 5 Step FORMULA To Create Your FIRST Digital Product and SELL IT!

00:00 - When creating content, we want to get traffic. But the other thing that we can be doing and I've done this numerous times is we can take that content and we can turn it into an asset that is a money making asset. And that's exactly what I'm gonna be breaking down in this episode. How you can take content, you can publish it and you can also charge for it. It's happening all the time. And it's not that hard to do. So if you're interested in learning how to do that, stick around. Cause that's what we're going to cover in this episode. Hey, Hey, Hey, what's up everyone. Welcome to the rock, your brand podcast. I'm your host, Scott. Bowker a serial entrepreneur on a mission to help you.

00:47 - This show is designed to teach you to inspire you, to motivate you, to take massive action and build a future proof business. So whether you're just starting out or taking your existing business to the next level, this is your home. Now, if you're ready, I'm ready. Let's rock your brand.

01:10 - All right, guys. Welcome back to the rock, your brand podcast. I am super excited. You're going to be joining me here today. And this is episode eight 45, by the way. And I am fired up well because this podcast, since we did the rebrand has been going really, really well. And I just wanted to say thank you for listening, taking time out of your day, but also sending in your feedback, sending in your comments and that a lot of you have been saying, Scott, I love the new format. So again, just want to say thank you guys for that. It means a lot. And I am really enjoying all of this. I'm enjoying our Monday sessions where we're doing a deep dive, a strategy, kind of like today, where we're going to break down the five step formula to create your own digital product and sell it.

01:58 - And I'm going to go through that entire process. And then also our Wednesdays now are always a featured guest, which I'm having a blast doing that. And Fridays are well, there are jam session. That's where I go live on Facebook and I answer all of your questions, but then we turn that into a podcast episode. So if you want to hang out with us on that coffee talk, well, I'd suggest you head on over to take action crew.com and you can, you can hang out with us over there. But again, this is episode eight 45. The show notes can be found@brandcreators.com forward slash eight 45. And our show notes are really, really good if I don't say so myself really good. All right. So you might want to check those out. All right. The other thing is, before we get rocking and rolling here, I wanted to remind you that if you're listening to this, uh, at the time of this airing, we are going to be opening brand creators Academy on July six, 20, 20.

02:55 - So depending on when you're listening to this, that's what we're going to be opening. All right. I've had a lot of people reach out and say, Scott, when are you opening? When is the official open date and for enrollment? And that is July 6th. All right. So if you want to be notified when we open and you can, you can join us. All you need to do is make sure that you go to brand creators.com, look for the button or the icon that says checklist. Make sure that you grab the checklist. If you've already grabbed the checklist. Well, then you're going to be notified when we open and we'll let you know more details on that. All right. So that is July 6th. All right. So let's talk about this. Why would you want a digital product? All right. A lot of people think, well, the only thing that I can really offer is either affiliate products for other physical products or my own physical products.

03:44 - And that's all that I can do. And that might be because you have been well, either listening to myself over the years about physical products. But although you guys know I've done a lot of digital products in my day as well, even before this whole Amazon e-commerce thing, but really I've been known for, for the past probably five years is e-commerce and selling physical products. And they are really, really good. But you also can do really well with digital products. But the problem is, is people think that they have to have this massive course, or they don't know how to put it together. They don't know even if their market will buy. So what I want to do is I want to give you a very, very simple way for you to come up with your own digital product. And it doesn't have to be hard.

04:34 - It can be as simple as a PDF. All right. And then from there you could also take that same content and you can use it for blog content and that way there, you can get traffic from it. So we're going to kind of double dip here. Now the one thing that I hear people saying though, is, well, Scott, if I publish it on my blog, can I really still charge for it? And the answer is absolutely yes. And I've done that numerous times. Now. Why would someone do that when they can just go to your blog? Because it's all in one place, plus you're making it easier for them to consume. Some people are never going to find that content, some people will find the content and go, Hey, is there any way I can download all this information? Right? So you gotta get that out of your head.

05:20 - I used to think that too, but so many people don't care. They want that information in a PDF download. We actually did this in one of the brands that we've been talking about here for the past, probably close to three years now, the so-called new brand. And we did this, we took some of our past blog posts. We turned that into a guide that now we sell for $4 and 99 cents. That also leads to some additional upsells, which is another great thing. When you have these digital assets that we can use and we can really get to making money quicker. If we are just building out a content site, all right, this is actually something going to be teaching inside a brand creators Academy, by the way. And I'm going to be sharing how to come up with the product. But then from there, how do you actually get people to buy the product?

06:07 - And I'm going to give you some ways here in this episode, I've actually got six of them mapped out. If you're watching me right now, then you're noticing I'm looking down a little bit because I'm looking at my notes. I want to make sure that I, that I have everything here for you. So you guys can walk away and really use this all right, because it doesn't have to be hard. All right. And you can pretty much do this exact process just by creating content, but it does start with content and it starts with understanding what your market wants and what it needs. Right. So I'm going to walk you through this five step, little formula here. All right. And then from there, I'll also give you six ways that you can then promote it. So we're building the product. And then from there, we're going to promote the product we're going to sell it.

06:51 - Okay. Now let's talk again about what is the very first thing that we need to do in order to make this happen. Right? The first thing that we need to do is we need to get very, very clear on what our market wants and what it needs and how do you do this while there's a bunch of different ways. Okay. First off, if you are just starting, you've been through the brand growth validation checklist, you probably have a good idea of what your market wants and needs. Okay. Now you might want to start with something. Maybe something that is a really in particular, like is really like niche down or very specific. Okay. So in this case, let's just say that we want to put together a, how to guide, to catch more bass, to win your next bass fishing tournament. Maybe you are a bass fishing expert, or maybe, you know, someone and you want to put together maybe a, a whole guide that would help someone do this.

07:51 - And you know, or the person that you're interviewing those. Cause you can do this by just interviewing someone and then turning that into a product, which we'll talk about that here in a minute. But you need to just think about what is that thing that you could hand off to someone that wants to get that result or wants to solve that problem. Okay. It could be a guitar, a manual, right. Or a guide, right? You could then show someone how to play a certain style of music, but you also are going to hand off this guide to them, which will have all of it there so they can either print it out or they can just look at it on their iPad, something like that. Right. But we need to know what that is. So how do you do that? Well, first off, if you have an email list, you need to ask them, all right, you just send out an email and say, Hey, what is the one thing that you're struggling with when trying to catch bass?

08:38 - What's the number one thing. And then let them come back to you. And then you're going to start to get that feedback. All right. That's how you would do it. If you had an email list, let's say you don't have an email list. How else could you do it? Well, you can just go to a Facebook group and you can ask the question there, even if it's not your group, if you're just a part of that group, ask them, okay, that's another way that you can do it. Another way that I would, that I would recommend doing is you can literally just go ahead and ask people on Instagram or social media or any other platform that, uh, that you have a little bit of reach, not even a lot of reach, you only need a handful of people to tell you, okay. So that's what you could do.

09:19 - But the one way that you could do it, that you can just kind of listen to the conversations happening are inside of your own community, whether it's your community or just the community, that you're a part of, right? If you pay attention and you listen to people, you're going to see common things being asked over and over and over again. And you're like, that is the thing that I want to develop a piece of content around. Now it starts with that. But then once you get the topic in mind of what you're going to talk about and share, then we're going to move on to number two here. All right. So number one is what is the problem or help that you can provide to get a result? Okay. What is that thing? You might already know what that is, but let's say that you don't.

10:02 - Okay. So that's number one. Number two is now what we want to do is we want to create an outline. Okay. Creating an outline. What is the main thing that you are going to help someone with how to catch more bass in ponds? Maybe that's it it's that specific, right? There's people that all they do is fishing ponds, right? Maybe there's a tournament that only allows you to fish in ponds or a certain pond. Right? Maybe that's what it is. Okay. Now you're going to want to create an outline. And in that outline, all you're doing is you're just making a, or you're just finding out what those topics are that need to be addressed that need to be talked about. That's it. All right. And then what we're going to do after we've done that is we are going to move on to step number three, which is we're going to write the content as a blog post.

10:52 - All right. So you see what we just did there? All right. We started this whole process by saying, okay, what is something that people need help with in my market? Okay. I mean, the other thing, I didn't even mention it as far as finding a, another idea of, or ideas of what people want is just go search Google and find out what those common problems are. Right. And then just go ahead and start addressing those. All right. But again, we need that, that needs to be very, very clear because then everything else kind of falls in place. So, number one, what is the problem or the solution or the result that someone is trying to get? Number two, you're going to create an outline and preferably with five posts or more up to 10, maybe. And then from there, you're going to write the content and post it on the blog individually.

11:37 - So a good way to do this is maybe you're posting once per week. And you're like, you know what? I want to have this done in six weeks. So what you can literally do is just create one new blog post every single week for the next five weeks. And then the week is going to be you compiling it and putting it in, putting it together so it can turn into the product. All right. So it could be five blog posts. Okay. And now think about this. Let's say that your blog posts are 2000 words, write 2000 words, times five it's, 10,000 words. That's a pretty good size little guide. Right? And now in that guide, you're probably going to have pictures that you've posted on the blog. Right? And then what you're going to do is you're going to compile that into your guide, your book.

12:22 - So you see what we just did there, we have content that resides on our website. It also gets people to come in to our brand. And in our website, we've talked a lot about creating content and attracting the right people, right? That's how you do that. Some of those people are never going to buy your book and that's fine. We're not doing it for that purpose. We're really doing it so we can get the traffic from it. And then we're going to, we're going to take that. We're going to compile it. And now we're going to offer that as a guide. All right. So again, that part, there is really, really important that we write the content. We stay consistent. So this way here we get it done. And then after the end of five to six weeks, you have a full guide that you now can turn into a digital product, right?

13:06 - So in step four here, you're going to compile it like I said, but then you're going to want to edit it. That's why I said, give yourself a week to go through it, edit it, maybe add some new content that you didn't initially add in the first post. Maybe you want to give examples. Maybe you want to have different screenshots in there. A purpose. The example of this here, right here right now. Okay. Now, if you're watching this, you're going to see me hold this up. If you're listening, you're not, I'm holding the brand. Creator's playbook. This here was created from six podcast episodes, which turned into six blog posts, which turned into this playbook. But if you go to the blog post, there's different things in this guide that were not in the blog post. And that we're not in those episodes. The reason why, because after I was done done, I was like, you know what?

13:52 - I should probably show some examples about this and you know what, maybe I should show, uh, or maybe I should give a checklist about this, or maybe I need to go a little bit deeper in this area. So I had a full week to be able to go through and add more content to make it even more robust. Right. So it's not identical, but even if it was, I've got, I've got people that say, Scott, can you just, can you just give me a download so I can have all that stuff. I know you do transcripts and all that stuff, but I want it to be like, really like compiled. Right? And so that's what we did. Right? So this is a perfect example of that. All right. So we just came up with, what is the topic building a brand? What are the steps that it takes to build a brand there's six, right?

14:35 - And we cover each and every one inside of the guide, but we also are published on the podcast. We also published on the blog. Right. And we published on YouTube, right? So it resides on all those other places, but it's kind of scattered, right? Nothing wrong with that. This is still a great resource for four and 99 cents, by the way. Right. If you want a copy of that, by the way, you can go over to brand creators, book.com, again, that's brand creators book and you can actually learn from it, but you'd also see exactly what I'm talking about. All right. So that's that step now, the fifth step, which is part of that last week that you're compiling everything is you're going to need to create a good cover, right? And you're going to then need to format it, get it ready to be consumed.

15:18 - All right. And really a PDF. It's super easy. A lot of, a lot of us have, uh, uh, different editors on our, on our computers already. If you're on a Mac, you have, uh, you know, pages, uh, you can even use Google pages. Uh, they have their own, I mean, there's, it's so easy nowadays, but if you don't even want to edit yourself, send it off to Fiverr, send it off to Fiverr. Say, here are my five blog posts. I want compiled into an ebook and I want to cover made, have someone else do it pay a hundred bucks? Doesn't matter. It's an asset. Remember this is a digital asset that can turn into dollars, but more importantly than even the dollars, this also turns people into a customer, even if it's at a $4 and 99 cent price point, right. Someone who is more qualified that paid $5, $4 and 99 cents than they are.

16:09 - If they just put their email address in, right. There are two different types of people. Not that they're better than the other. It just, it shows that they're a little bit more serious. Right. And then from there we can take them to the next step. Right. So again, let's just recap on that. Okay. The five steps, one, what is the problem or the help that you're going to provide to get them results. Okay. Number two, create the outline five posts or more again, if you want to do two posts a week, that's fine. And then maybe you want to have eight different ones, eight different chapters or whatever. Right. You can do that. Number three, write the content and post it on the blog, get it out there. Okay. And then number four, compile it and edit it. And then five create the cover and then convert it.

16:50 - So it can be downloaded in a PDF. That is the formula. All right. That is the exact formula that I have used over and over again, all the way back to when I was doing my photography, uh, stuff and, uh, and helping people with their photography. And, and I was posting and in mine all always started with a video and then the video would get transcribed and then the transcription would turn into an edited version. And then we would turn that into a book or a guide, or even a, just a quick download. Okay. That is how I, how I've always done it. And it makes it super, super easy to be able to do that. All right. So now you get to this point and you're like, well, Scott, I'm not really sure how I would promote this. It's great that I have this thing, but how do I get it out there?

17:36 - I can do probably a whole episode on this because I think it's important, but I wanted to give you these six right here. This is what I look at when something like this has created. All right. And this is something also that we're going to be focusing on here. Uh, pretty shortly inside a brand creators Academy. I've got some of our Academy members that they are going to do very well with this because their market lends itself very well to it as well. Yeah. I just said as well, a few too many times, do you get what I'm saying? Right. Um, so let me kind of go through this. And this is exactly what I just had. Uh, I had a conversation with one of our members the other day, we did a hot seat session and we went through this exact process in her market.

18:21 - We share it inside the Academy, but this is exactly what it looks like. All right. So how do you promote it? Okay. So number one, we need to create a lead magnet before we can even promote it. We need a lead magnet. So we're not just going to offer, we're not going to send people necessarily to this. Now, can you buy this by itself? Yeah. Go to brand creators, book.com. You can go there and you can choose to purchase it. Right. Or you can go to our free lead magnet, which is the brand growth validation checklist. And you can get that for free. Okay. Now on the thank you page, that is where you would get an offer for the book. Right? So the same idea, right? So let's just say you are going to be in the guitar market and you're going to show someone how to play, uh, someone that's interested in a hard rock guitar and your lead magnet might be an AC DC, uh, you know, a riff or opening riff, right.

19:17 - You're going to give it to them. And then maybe the first, uh, the first chorus or something, right. Something like that. So what you would do is you would create that lead magnet and then on the backend, you know, that they're interested in, um, hard rock guitar and that type of music. So you're going to put together maybe five additional songs, full songs transcribed, or I should say, um, tabbed. We were where you would create like tablature for it, where you just basically have six lines and then you can see the frets and the fingers and all that stuff. Right. It's not like actual music, but that's kind of what a lot of guitars use. And you would give that that would be your download and you would offer it for, I don't know, $9 and 99 cents, right. Or maybe you offer it for just $4 and 99 cents.

20:01 - Okay. Doesn't matter. The free lead magnet gets people to raise their hand. And then you can have something on the thank you page. This is probably the quickest way to get to monetization. If you are building out a brand and you are basically just creating content, content is going to take time to get moving. Right. And I'm a huge fan of it. And that's exactly what we're doing. But in the meantime, we can be adding something like this to get it a little bit quicker. Okay. And it also adds another asset to our business, right. It's a product, right. And then we can have other things that we can then bolt on the back end here. And they can even be physical products. By the way, we have one funnel that's working right now that has a lead magnet to, uh, to the book, the guide.

20:48 - And then from there, it has a physical product upsell. Okay. Because we know that they would want that because they're getting this right. It's kind of like a sharing the tips on how to catch more bass. And a lot of the tips are using lures. And then you're going to offer the ultimate Lewer pack and you'll ship it to them for free, but you're going to, they're going to have to pay $9 and 99 cents, something like that. So that's the cool thing that you can do with this now. Um, let me get back to promoting it, right. So the first thing is we need that lead magnet. And on the thank you page would be the offer, right? So the lead magnet gets people to raise their hand, give them something free. And then on the back end of that, you would offer that on a thank you page.

21:28 - Okay. Now that's number one. Number two, you want to post the lead magnet. Now not the book, the lead magnet on your blog. You want to have that be your little widget on your right hand side, or the little header graphic, or maybe it's a popup. You want that lead magnet to get, uh, to get consumed by people. You want people to enter their name and email address to get it. So they get to the thank you page, right? Gives them value, gives them a quick win. It also brings them to a thank you page, but here's the deal not everyone's going to buy on that. Thank you page. And that's fine because what did they just do? They entered their name and email address. Now we can follow up with them with more tips and also remind them about the guide, see how that works.

22:09 - That's how we would promote that. All right. So number three is we would email our list and you might be saying, well, Scott, if they're already on my list, why would I send them to a lead magnet? Right? Because then we can give them something of value. And we also get them to raise their hand on that one specific thing, because maybe you have a whole bunch of different things that you talk about, but you're, you're specifically targeting this part of your market. This would be a good way to segment your list as well. All right. So that's something that we always will want to do. You can also drop in your PS, Hey, you want a full copy of our, uh, you know, how to catch more bass guide go here, right? Or need help catching more bass question Mark in the PS. Um, go check out our ultimate bass fishing guide, guaranteed to catch more bass, something like that, right.

22:59 - That you can do that at the bottom of your email. Okay. Now number four is posted on social. Alright, posted on your social media accounts. If you have them, if you have a Facebook fan page, if you have a group now I would recommend if you are going to, uh, want this to be shared, you're going to have to post it into a page, but the group is great too, because then people inside of there can see it. All right. Um, the other thing is, is, uh, you know, we'll talk about Instagram, right? Like, well, maybe Instagram, maybe not. I, I don't know. I'm not a huge Instagram fan, but if you have any type of reach there, why not? That's the way I look at it. Why not post it there? It takes, but a minute. Okay. So that's number four post on social.

23:42 - Now, one thing I would say time out real quick, I would not just post this thing in other people's groups, unless you've been already active in there. And never, never, never seem as though you're trying to sell something in that group. All right. Always do something with, uh, you know, adding value first, always adding value first. So, so important that you do that. And you might even want to reach out to the admin of a group and see if it's okay. If you do it just to be safe. All right. But that's posting on social. It's definitely something you should be doing. Number five, Pinterest, you guys have been hearing me talk a lot about Pinterest. I'm starting to become a really big fan of Pinterest because it's pretty simple to do. Once you have everything set up, we just got done with our Pinterest traffic workshop, which was awesome.

24:27 - People are already getting results. So it was pretty incredible, but I like it because I can drop a pin inside of one of my boards that my board can then get picked up by Google or someone else can find it and repin it and all that stuff. And that thing, there can either lead to a blog post, which then would also show people my lead magnet, or I can just create a pin that's going right to my lead magnet. Why not write five ways to catch more bass? And then that there would lead to a lead magnet, a landing page as we call it. Right? So that's Pinterest. And then the last one, and this one here is really powerful, but you do need to be willing to spend a little bit of money. And that is Facebook ads, right? Facebook ads can be really, really powerful, but I will tell you, you're going to spend money before you figure out if it's going to work.

25:17 - And, and if it is going to work, it's probably going to take several tests. Okay. And those tests could be a, a few hundred dollars to a few thousand dollars. And then you might find out that your market doesn't even care about that one as much as you thought. So you might want to test it with a small budget first, but the cool thing about having a paid offer on the backend of a lead magnet, if you're doing paid traffic, is we're going to get their email address. We're going to be able to pixel the audience because they're landing on a specific page. And then from there, if they do end up dropping their email in there to get it right, they're opting in. They're also going to see the thank you page immediately. So we have a chance almost immediately to recoup some of our ad spend, right?

26:00 - So in every market, it's going to be a little bit different. You might spend $2 an email, you might spend $10 an email. So at that point you're like, okay, how can I get this conversion bumped up so I can offset the cost of, of my ad spend. That's really the Holy grail, by the way. Um, so if you have this book and let's say it sells for $4 and 99 cents, well, that's one way, but then you might want to put what we call an order bump. That might be something additional to this that might sell for 27 bucks. And that would be in an order bump, but that's for a whole nother conversation. Again, if you guys are listening to this and you're inside of brand creators Academy right now, currently we are going to be going through and building that out and sharing with you guys exactly what that looks like.

26:43 - Um, if you're not in brand creators Academy, this would be a good time for me to say, well, be ready. Cause July 6th, we're going to be opening for enrollment, which we only opened about four times a year. And these are the things that we're doing, where we're doing trainings inside of the Academy. And also we get the live support and we get to actually see other people's niches and what's working and what's not. So anyway, little side promotion there, a little self promotion, um, that I wanted to share with you guys. All right. So let me just recap how to promote it here. These six steps. All right. So number one, you got to have a lead magnet. That's first and foremost, what is going to lead people over to your thank you page to potentially buy your new digital product? All right. That's number one, number two, post your lead magnet on your blog, put it in your head or put it in your sidebar.

27:28 - Even put it in one of your blog posts or all of your blog posts in an area that makes sense, or maybe even a pop up number three, email your list. If you have one, email them, your lead magnet, and then maybe even sprinkling in some PSS, the actual guide itself, your digital product itself. All right. Number four, post on social, whatever social reach you have use it. I don't care if it's only five people use it. All right, you got it. You might as well. All right. Number five, Pinterest. If you have a Pinterest account start creating pins that support this lead magnet, all right. Drive them to the lead magnet, drive them to blog content. That would also be relevant because once they land on the site, guess what? They're going to see the sidebar. They're going to see the top bar. They might see a widget.

28:11 - That's a pop up any of that stuff, right? And then the last one, number six is Facebook ads promote it using different audiences that you can target, or maybe even your email list, upload that, and then do a look alike audience of that. There's a lot of cool things you can do with your email list once you have it. That's why I'm a big fan of building that email list. All right. And then let me just recap here on this process, the five step formula for creating the digital product. So number one, identify what the problem is or the thing that you're going to help someone get a result in all right. Number one, number two, create your outline of at least five different posts or more, um, that are going to get that result. Okay. And then number three, write the content, plan it out, write it and do it consistently.

28:58 - And like I said, maybe we do six weeks, maybe five weeks is the blog content. And then the last week that six week is actually compiling it. All right. That's number two, number three, write the content and post it on the blog again. We've got to get it out there. It's also a way for us to drop an asset out there that can bring traffic over eventually too. All right. And then number four, compile and edit it. And if you don't want to edit it, have someone else edit it, pay for it. All right. And number five, create a nice looking cover and a PDF or get it formatted to be delivered. And that's it guys. That is the process. It's not that hard. And you can kind of do this while you're creating content for your website, but you do need to really plan a little bit and you need to sit down, take an hour and really see exactly what is that thing.

29:48 - You might already know what it is. See what that thing is that you could turn into a digital product. And then from there you have an asset that you can sell almost immediately, and you can use any one or all of those six that I already outlined here for you. So guys, this episode is eight 45. If you want the show notes, the transcripts, all of the goodies head on over to brand creators.com forward slash eight 45. And you can get it all over there. Everything will be written out for you so you can follow along here. And then also, if you are interested in joining us inside a brand creators Academy, be ready on July 6th, all right, we're going to be opening enrollment. We would love to have you, if you want to be surrounded with other brand creators or as a lot of our members have been calling each other brand rockers where we're sharing, we're learning, we're testing, we're supporting one another, all of that.

30:44 - If you want to be a part of that, if you want that type of support, that type of community, and really the training inside, you're definitely going to want to be part of our brand creators Academy when we enroll or open up enrollment here on July 6th. So make sure that you Mark your calendar or make sure that you get on that list. And that is over@brandcreators.com. Go there, download the checklist. You must get the checklist anyway, because you need to understand where you have these opportunities in your market and in your brand. That they're, that guide, that little cheat sheet will help you with that. I promise you all right, guys. So that's it. That's going to wrap it up as always remember, I'm here for you. I believe in you and I am rooting for you, but you have to, you have to come on. Say it with me, say it loud, say it. Proud. Take action. Have an awesome, amazing day. And I'll see you right back here. Next episode. Now go rock your bread.