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Productizing Your Business

Is coaching a service...or a product?

In my opinion, if you want to learn anything, build up institutional knowledge, get better at serving people and get them to their desired result at a faster speed, the answer is to productize your coaching business.

But what does this mean?

Recently I appeared on William Winterton's new Coaching Success Radio podcast to share some tips on this topic.

Coaching Success Radio Jason Kanigan William Winterton Productizing Your Coaching Business

We're talking about the necessity of serving a narrow niche, offering killer content, and why you should offer your coaching as a product.

Interview On Productizing Your Business

Watch the Jason Kanigan interview hosted by William Winterton on productizing your business here:

 

>> Jason Kanigan is a business strategist and conversion expert. Book your consultation with Jason by clicking here. <<

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Why Buy Books Or Courses?

Why buy books or courses?

My answer is of course my opinion, though that opinion is backed with many years of experience. And I presume you're reading my blog because you're at least interested in if not value my opinion.

Most people buy books or courses for the wrong reason.

Why Buy Books Or Courses In Your World

Here's what I see most people's buying behavior driven by in the online marketing world:

You buy books or courses because you are looking for the magic bullet.

You are looking for a quick win.

You are looking for the easy answer.

These are bad reasons.

The truth is you're unlikely to find the answers in what amounts to a shiny object.

Success comes from many factors, and most of all from the internal sense of success that you have about yourself. Your beliefs. Your outlook. And these lead to the actions you will (or won't) take.

My Answer To "Why Buy Books Or Courses?"

My answer, which you shouldn't really be surprised at by now, is quite different.

I buy a book or a course because I have identified a NEED.

There is a GAP between what I know and where I want to go.

Take this book:

operational excellence why buy books or courses

This is a $57 book.

Why did I buy it?

I was not looking for a fast answer.

I did not need help with process, in terms of "How do I do what I do?"

I wasn't lacking some transformational magic bullet that would change my life.

No.

I invested in this book because I wanted a specific thing. I wanted some words and phrasing around problems business owners have when they're looking for improvements in operational excellence. These are vital to the effectiveness of the starting point of my marketing & sales funnel.

What better source than a book on that topic?

Have I got some pain point language from my own experience? Of course. But I wanted outside opinions. Something different, something new to me.

And it was well worth it to make what a lot of people would think of as a scary investment ("No way am I spending $57 on a book") in order to find that out.

Note how specific my need was.

How easily success would be met by the investment.

How big the payoff is (five and six figure projects) from this decision.

And now contrast these terms with those, probably not fully clear or understood, you've been using in your decisions about why to buy books or courses until now.

>> Jason Kanigan is a business strategist and process optimization expert--whether it is a sales process or fulfillment process, we should speak. <<

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The One Right Way

The One Right Way is something everyone—even me—seeks. Let's look at a story about this idea: back in college 20 years ago, I tutored fellow students in AutoCAD. That's computer-aided design (or drafting).

When I was 18 I walked into an engineering office that had posted a job for a CAD operator.

"I don't know anything about CAD or engineering," I told them. "But I'm a fast learner. Let me come in for a day. If you like what I do, you let me stay. If you don't, tell me to go away and I will."

They took me up on that offer. At the end of the day, the owner told me to come back tomorrow. At the end of the week, I got a paycheck.

Over the summer they hired a bunch of people to help archive a military base...converting the drawings from paper to electronic. Come Fall, they let everyone else go and I was the only one left.

autocad drawing one right way great western king

So by the time I was 20 I had some experience to share. Here's what I found, and you can use it to understand people's behavior:

People want to be told The One Right Way to do something.

The One Right Way Is What Your Client Wants

Now with AutoCAD there are at least a good half-dozen ways to accomplish a task. You want to put a circle on the end of a specifically long line? Depending on the elements around it, you could crop, lengthen, mirror, and do a bunch of other things to make that happen at the right spot.

But people do not want to have that level of creativity. They don't want those options. They want The One Right Way.

I found tutoring initially quite frustrating because of this idea.

I'd have say three or four ways of doing something, but the person wouldn't want to hear about them.

"Just show me how to do it," they'd tell me.

So I would. I'd limit myself and show them just a single way to do the thing.

In your world, as a marketer perhaps, you probably know a good half-dozen ways to do what the client wants done. But the client doesn't want to hear all of those options.

You know why?

Having all those possibilities brings LESS confidence to them.

MORE uncertainty.

They have to try and think about all those ways it could be done...try to figure each one of them out.

And that's overwhelming.

But if you show them just ONE way of doing the thing, that gives them the certaintly they secretly seek.

This is why giving prospective clients only one or two options to choose from is most effective.

Clients don't want skill. They think they do, but they don't. What they're really looking for is certainty. So know what you know. Come up with all the options on your own. But choose a single way to present to them, and give them The One Right Way.