It’s the Experience, Stupid . . .

Elevate your products above the crowd
Provide an experience, not just information

I knew I’d probably get in trouble with this title . . . but had to use it anyway!

No, I’m not calling anyone stupid. (Its an expression).

But my recent experience at the 7-Figure Business Building Boot Camp drove home how successful audio products are so much more than simply the information they provide.

It’s the experience the listener walks away with that just can’t be gotten anywhere else. And when you can provide that amazing experience time in and time out, you’ll have all the customers you can handle.

Let me explain.

When I look back at my boot camp experience, I have to admit much of what we learned was good solid business building I could have received in a book or home study course – at a much lower cost.

So why spend all the money to fly to Texas, struggle with airline security, delayed flights and rent-a-cars?

Its the experience!

The experience of being sequestered in the midst of Texas hill country, away from city distractions, on a ranch with steers, antelopes . . . even zebras!

The experience of our down home Texas instructors who mixed the business a-b-c’s with regional flavor and fun.

The experience of living and breathing business building with other like-minded entrepreneurs, and the experiences and connections shared and made.

The experience of finally understanding what it takes to build a successful business, while immersed in an environment – away from day-to-day distractions – where amazing insights and progress were the norm.

But how do you create a similar experience with your audio? How can you create products where your customers walk away jacked up with what they received and anticipating your next release? How can you distinguish your offerings in the marketplace when there are so many competitors offering the same information you are?

Without all the bells and whistles of a live boot camp, how can you craft your audio products to deliver a similar experience?

1. Start by including what makes you different. And I don’t mean what school you graduated from. I mean the ‘out there’ stuff. Personality quirks, amazing experiences, your unique talents. So many folks tone themselves down for fear of offending someone, that their products become exercises in vanilla.
   
   Instead of toning down these spicy quirks, crank them up. Yes you will lose a few folks. But chances are, you would have lost them anyway. And the numbers of folks you attract with your unique vibe will far outweigh those you lost.
   
   
2. Bring ALL OF YOU to the table. In our hype-filled marketing world, we tend to show up in our Sunday best, flaunting what we’re good at, but hiding the things that make us human.
   
   Big mistake!
   
   Nothing is more intimidating than perfection (or the false, veneer of perfection). While you may think you’re showing how hot you are, you may be scaring off the folks who need you the most. Or turning off the ones who can see through your charade.
   
   Most of your potential customers are struggling. Reach out to them with stories of your failures as well as successes, your traumas as well as your triumphs.
   
   Come clean! We know you’ve messed up. The irony is, when you fess up, we love you even more.
   
   
3. Tell a story. Many books, like Robert Kiyosaki’s Rich Dad / Poor Dad series frame the information within the context of a story. As details of the story unfold, so do the important facts and teachings. It’s a great way to hold attention while awaiting the goodies.
   
   Frame your information in a unique way that is more than a simple parade of facts. Tell a story with your information. Or use stories to punctuate your most important tidbits.

There are lots of other ways to create a great experience from your audio: interviews & clips from your live presentations interspersed with your other audio. Workbooks and multi-media to complement your audio. Atmospheric touches, like background music to add a dramatic touch.

But the real key is to leave your audience with a GREAT FEELING as well as great information. Cause the truth is, you can find most of the material from any workshop, no matter how expensive or exclusive, in a book, home study course or other more affordable source.

What you can’t get from a book is the electric, amazing life-changing experience. You can get it at a boot camp. AND you can deliver it in your products.

Yep, its just audio. But it’s also an experience. Never forget that, and your customers will never forget you.