http://productprosystems.com - The Product Creation Manifesto is a guide to information marketing and creating information products. Written by Greg Rollett, the ProductPro, this guide will show you the "why" behind recording your own info products as well as practical tips that walk you through the creation of your very own information marketing products.

1. The Product Creation Manifesto
“How To Break Free, Make More Money
And Create An Online Product Empire”
By Greg Rollett + Nick Nanton

2. Thanks for downloading this manifesto. I honestly don’t think you have seen
many “free” reports like this one. It is truly special for those of you looking
to build not only your first information based product, but an online empire
through an entire suite of products that fuels your new rich lifestyle.
You see, what you hold in your hands is your ticket to buying more time in
not only your business, but in your life.
Selling educational products online is the best way to STOP trading your
time for money, especially when you follow the ProductPro System.
Following our system will allow you to create products that enable you to
break free and scale your business beyond your wildest dreams. And you
hold all of this power right between your eyes, inside that useful head of
yours.
Whether you are working a day job and trying to escape the rat race, or you
are running your own small business, creating a product is exceptionally
freeing and in today’s market is an extreme necessity. No longer do you
need to put in 10-12 hour days to make your clients happy.
No way. I am going to show you over the next few pages how you can create
products that live and breathe online, selling 24/7 and creating you passive
income based on your experience and expertise.
So, let’s get to it. No more rah-rah, get you fired up. If you can’t get fired up
about sharing your story with the world and getting paid to do so, then you
should close up this report right now and spend your time watching your
peers get ahead and creating their own new rich lifestyle.
Here’s to building your info empire,
Greg Rollett
CPO – Chief Product Officer
ProductPros™
http://productprosystems.com
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3. Online Business Models Are A Dime A Dozen…
You can…
• Be an affiliate
• Create an eCommerce store
• Drop-ship products
• Build a brand to promote your coaching or consulting
• Get paid to blog about products
• Get massive traffic and get paid through advertising
• Create your own products
• And the list goes on and on
Some of the business models listed above are short-term wins,
something to do to create some income, but ultimately not
something to build a long term business out of.
Affiliate products come and go, advertising rates change and
blogging, SEO and social media will continue to evolve and
profiting off of them will change over time.
The model that I enjoy talking about and helping others with, is
through the creation of your own informational products. I would
bet a good stack of Hard Rock chips that you are looking to create
opportunities in your own life to not only provide value to others,
but to create a lifestyle that revolves around seeing the world,
spending time with your family and friends and creating
experiences and moments that create fulfillment in your life.
Building how-to information products can fulfill these inner
desires and needs.
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4. There Are Only 24 Hours In Your Day
Face it, you only have the same 24 hours in a day that I do, and
even if you took on clients for 20 of those hours, that is really the
highest volume you can intake (and let’s not forget that you
probably won’t be having the fun and fulfillment out of life in this
model).
I don’t (and you shouldn’t) like trading time for money. I would
much rather exchange value for money.
With products you create a framework and a system that allows
your business to grow and thrive even when you are not present.
Think about an eBook. Someone comes to your site, sees the
eBook and purchases it. Then they are sent the PDF file through
email or a thank you page.
What work did you have to do at the time of the sale? You got it,
none. That transaction could have happened at 9 in the morning or
11 at night and the system takes care of everything. And this can
happen 1 or 1,000 times everyday and it really won’t affect the
way you live your life (but never, ever) sacrifice customer
support).
Overcoming Internal Obstacles In Product Creation
So this all sounds nice, and you see others with this same type of
approach. But you are facing many internal obstacles towards
creating your own products and that is keeping you from taking
action. Well it’s time to break those barriers right now!
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5. Let’s go through a few that you might be facing.
Lack Of Expertise Or Knowledge To Create A Product
This is very common among those just getting started in the online
world. They feel as if they need to catch up, or they only see
money being made in the “how to make money online” market.
This couldn’t be farther from the truth.
We are all good at something and a fine piece of advice is that you
don’t have to be a 10 to teach a 1. You only have to be a 2.
I come from a background in the music marketing niche. We have
created products to help musicians build their brands online and
create businesses to sustain a musician lifestyle. Others in this
niche are the how to play guitar niche. These teachers are not the
next coming of Jimmi Hendrix, but they are great at expressing the
knowledge they have to others that have less knowledge.
Your goal is to be a teacher to someone that wants to be led. I’m
sure there are many things that you help your friends and social
groups out with on a daily basis. Start taking note of them and see
how you can apply that to a product that helps everyone.
Will People Actually Pay For This, Can’t They Just Google It?
This is a HUGE obstacle for many people when it comes to
creating how-to and information based products. Let’s face it, there
are hundreds, if not thousands of blogs on nearly every topic
online. The amount of information available is sooo immense they
have created a term for this called “paralysis of analysis“.
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6. Wikipedia defines “paralysis of analysis” as:
“over-analyzing (or over-thinking) a situation, so that a decision or
action is never taken, in effect paralyzing the outcome. A decision
can be treated as over-complicated, with too many detailed options,
so that a choice is never made, rather than try something and
change if a major problem arises. A person might be seeking the
optimal or "perfect" solution upfront, and fear making any decision
which could lead to erroneous results, when on the way to a better
solution.”
Here’s the little secret about this. People are lazier than you
think. But not in a bad way. It’s because we all want to save time,
energy and effort. Why go through millions of blog posts to see if
something works when I can pay someone $50 for information that
is proven to get results?
And that is the golden answer as to why information products are
so popular (and the fact that the authors enjoy high margins).
Your goal as a product creator is to do a few things:
o Find an audience where you have a solution to their problem
(I want to play guitar to write a song for my girlfriend, etc)
o Provide a system that solves a problem for the customer (I
have a 4 week course that will help you write your first
girlfriend loving song)
o Create trust and rapport with the customer that shows you
CAN solve their problem (social proof, sales letter,
testimonials)
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7. o Follow through on that value and solution (create a killer
product)
But Doesn’t Creating A Value Driven Product Seem Like Hard
Work?
Well, let’s be honest here. It is not a walk in the park, but it also
doesn’t have to be rocket science either. Let’s put it into
perspective and help you create your first product in the following
steps.
The first is to determine the marketplace you can provide a
solution for. Check.
Next you need to figure out a way to systematize the results. This
is typically done through creating modules, chapters, weekly
trainings or sections to your product.
We call this your product framework.
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8. Building A Winning Product Framework
Getting started is always the hardest part of the process, right? Just
like writing this book chapter. The first 20 words are the toughest
to create.
In building your first informational product, creating the first video
or writing the first words in an eBook are also the hardest to take
from your mind to consumable media. But before we get to that
first step, we can set ourselves up to succeed by planning our
product out.
I like to use mindmaps, or giant whiteboards and create the largest
brainstorming session I can. You may like traditional outlines
using a notebook or Word document. No matter your tool of
choice, your goal is to build a framework of what your product will
look like.
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9. When building out your outline, or mindmap, ask yourself the
following questions:
• Will there be 4 modules? 8? 10? 12?
• What is the process you want to take your customers on?
• What is their ultimate outcome?
• What are the main problems that you can solve?
• What do you know that people will pay for?
What you are looking to do is what I like to call a framework.
Wikipedia refers to a conceptual framework with the following
definition;
“A conceptual framework is used in research to outline
possible courses of action or to present a preferred approach to
an idea or thought.”
To give you further insight into a framework, take the work of
some other successful authors and product creators.
Stephen Covey wrote his infamous book, the 7
Habits Of Highly Successful People to highlight “7
Habits.” Those 7 habits are the framework for not
only his book, but his consulting practices and his
high level training.
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10. Tim Ferriss has now written 2 best sellers that take on a slightly
different framework. In the 4 Hour Body and
the 4 Hour Workweek, Tim uses the 4-hour
framework to teach his readers how to live a
better life. In the 4 Hour Body, he uses short
bursts of body hacks to live healthier, lose
weight and gain muscle, which are the results
he wishes for his readers to obtain.
In the 4 Hour Workweek, Tim uses the same
quick techniques to effectively manage our
time getting more time to do the things we care about, which again
is the result of a problem most people face, not enough time.
In legendary marketer Frank Kern’s Mass Control home study
course, his framework is based on 30 Days to Mass Control
Millions. His framework takes the customer through 4 weeks of
videos and workbooks to achieve their desired results, which is to
build their Internet Marketing business.
My partner’s, Jack and Nick, created a Celebrity Branding
framework in their best selling book, Celebrity Branding You. In
the book, they outlined “5 Stages” to help you create your own
celebrity brand. This framework has helped them establish a multi-
million dollar business that revolves around helping others achieve
the results desired from that framework.
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11. In my New Music Economy course, the framework I created is a 4-
week video course designed to help musicians become more
entrepreneurial through learning direct marketing strategies.
Taking these examples and compiling your own product
framework will give you the perfect starting place in getting your
product together and to start winning in your marketplace.
STOP: ProductPro Action Step:
STOP: ProductPro Action Step:
Stop right now and brainstorm your first product. Then construct
Stop write now and brainstorm your first product. Then construct
the framework for your product. The easiest way to identify this
the framework for your product. The easiest way to identify this is
to create a 3-53-5 step process take what is inside your mind and
is to create a step process to to take what is inside your mind
help help your customer move from where theynow now to their
and your customer move from where they are are to their desired
result. result.
desired
DO this now, before moving on.
DO this now, before moving on.
Like Nothing You Have Ever Done Before
I told you from the onset that this manifesto was different.
I want you to be the expert. I want you to help your market get
their desired results. You see, if you are able to help people with
this system, then in turn you are helping me reach more people
with our ProductPro System.
Your own results depend on the action you take after you learn this
information. The thing is, we know you. This sounds like hard
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12. work. Building frameworks, then shooting videos, then sales
letters, then the technology to sell the product.
Work, work, work and no fun doesn’t sound like the New Rich
Lifestyle I talked about in the introduction to this report.
That is why we have developed the “ProductPro System.”
We have been creating products for clients all over the world.
Taking their information and their skills and turning it into
products for them. The process is virtually hands off for you.
More on this in a minute…
It’s Now Time To Construct Your Product Like A Pro
Once you have your framework, you now have a blueprint to guide
your readers and customers through to achieve their desired result.
If you want to create a product to help someone lose weight, what
is his or her optimal goal? Let’s say that it is to lose 50 pounds as
an example.
If this is the case, your product should help them gradually get to
that goal. Your first module may be on grocery shopping and
changing their mindset towards food.
The second module may be to lose that first pound by walking
around the block.
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13. Your third module builds upon this and helps them get to maybe
20-30 pounds of weight loss through exercise routines, strict meal
choices and getting consistent rest.
The final module should be your advanced strategies for losing
those last 5-10 pounds and give a plan to continue getting into
optimal fitness shape. If your product can deliver these 4
sequences of information, you are providing real value to your
marketplace and actually helping people get their desired results.
This lethal combination will reward you financially as well as
internally. Your product has changed someone’s life in a positive
way and that value is returned to you with an increase in your bank
account.
Value + Action = Results And Profits
Your product should speak directly to your target market, which
you should now know inside and out. You should know if they like
audio or video consumption, text or live Q&A with you.
You should know their flaws, such as laziness or chasing
opportunities and also be able to provide them the magic bullet to
get their desired results.
For my New Music Economy product, I knew that independent
musicians were usually struggling to make ends meet, were great
at certain types of technology (like guitar pedals and recording
software) and did not have the means to pay big deposits for
thousands of CD’s or t-shirts.
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14. So my product played off their weaknesses and turned them into
strengths. I showed them how to create instant online income by
recreating an old product and repacking it, then selling it using
PayPal.
I walked them through the dropshipping process for ordering CD’s
and t-shirts, so their fans paid them before the CD was printed and
shipped. And I gave them resources to technology that enabled
them to use drag-and-drop visual cues to manage the technical
side.
This needs to be the goal of your product as well. And with help
from the ProductPros, you can have a product that truly adds value
to your customers without having to go through all the steps that
cause many small business owners and entrepreneurs to continue
to put off the largest opportunity in your business, an info product.
A Done For You Approach
Here at the ProductPros we want to help you create a truly
fulfilling product that serves your market and help move your
customer into a frame of mind to do business with you forever.
And to do this we wanted to take away the elements that are
stopping you from creating a product – from technology to the
stress of creating your framework to making the technology of
selling things online.
We have now created products for professionals, experts and
authors in niches that include law/legal, fitness, real estate,
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15. leadership, coaching, financial services, insurance, marketing,
coaching and so much more.
I would love to help you become the next ProductPro.
Our process is simple. We will work with you to create a 4-part
framework. This takes all the guessing and judgment out of the
game and allows you to focus on serving your market.
From there our team will create a 60-90 minute interview, which
will serve as the foundation of your product.
Once the interview is over our team takes over. We take that
audio interview and create:
• 4 edited MP3 audio files
• 4 Powerpoint slide based videos
• A transcription based eBook
• An action guide
But we don’t just leave you with a product empty handed, you
also get:
o Customized graphics for use both online and in physical
products
o A custom sales letter to copy and paste onto your website or
use in direct mail
o A thank you, or download page that hosts all the videos,
audios and PDF files for your customers to consume your
product
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16. o A press release so you can tell the world that you have a new
product that helps people get the answers they need
o 25 physical copies of your product
o Distribution on Amazon.com, the America’s PremiereExpert
Store and on the ProductPros website
o A marketing consultation on how to sell your product and
serve your audience
We place so much value on ensuring that you have a product that
you can not only be proud of, but that your market will love and
appreciate as well.
I’d love to show you more about the process and some case studies
as well.
Below are 3 products that we have created in different industries
that all deliver extreme value from our system and help the creator
achieve the lifestyle and business goals they set for themselves.
Case Study #1: Ryan Ketchum’s 5 Steps To Winning The Fat
Loss Game
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17. Ryan Ketchum has an incredible personal journey where he lost
over 100lbs after graduating college. He turned his own incredible
journey into a business where he helps others lose fat and live their
best life ever.
At Force Fitness and Performance, Ryan and his team deliver an
amazing transformation for people in his local community. In the
product Ryan was able to deliver a 5-step action plan that truly
helps people take the first steps to winning the mental, nutritional
and physical parts of the fat loss game.
The product is a great way for Ryan’s perspective clients to learn
more about Ryan, get a feel for his personality and training style as
well as take the first steps towards losing their first pound. Ryan is
also able to work with clients that are not local to his community
and cannot frequent his gym on a daily basis.
The customers who buy the product
are able to listen to the audio in the
car or at the gym, giving further
tips and motivation while working
out. The videos give reinforcement
over the action points and the
Action Guide gives a sense of
accountability for the client.
You can see the product at
www.forcefatloss.com
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18. Case Study #2: David Schwab’s Effective Communication For
Ultimate Practice Growth
Dr. David Schwab helps dental
practices maximize their growth
through tactical strategies and
strong internal communication. In
his product we wanted to ensure
that David was able to deliver an
experience just like he was in the
office giving a presentation 1-on-1.
The goal of the product was to
deliver initial results while not
carrying the price tag of David
flying into a location for a full day
or week’s consultation.
Over the course of the product we created a 4 Part Framework
where David was able to effectively go over:
• The 7 Parts of the Patient Experience
• The Best Verbal Scripts and Tips for Handling Patient
Objections
• Building a Patient Referral System
• Maximizing Growth Through A Proper Followup System
The finished product is a great way for David to create a revenue
stream that was nonexistent in his business and will truly help to
scale his business to even more dental practices.
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19. Case Study #3: Mark Blane Maximizing Your Case Claim
When Insurance Companies Use Computer Software To
Review Your Claim
Mark Blane is a personal injury
attorney from San Diego, CA
that has mastered using video,
books and other multimedia
marketing strategies to increase
his visibility in a highly
competitive market.
In this product Mark wanted to
showcase his knowledge of a
topic that many people have no
knowledge on; software programs that determine insurance claims
amounts.
Mark displayed his expertise in this area and was able to deliver an
actionable plan for anyone that is involved in an accident on how
to acquire the proper documentation from doctors, the at-fault
party and others during the process as well as how to use cell
phones and pocket cameras to show evidence during the claims
process.
Mark is using this product to further distinguish himself from the
local competition showing his expertise, experience and
knowledge to help more people get the money and life they
deserve after an accident.
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20. As you can see, the 3 products above couldn’t be more different.
The key thing that holds them together is what they do to their
customer. They help them get the answers, the results and take the
action that they need to improve their lives or their businesses.
And that is what the ProductPro System is all about.
I would love to hear what you think about this Manifesto and what
it can do for your business.
Please send any questions and feedback to
greg@productprosystems.com. Or join our Facebook community
at http://www.facebook.com/pages/The-
ProductPros/222188477799043
And if you want to get started in creating your own product, please
visit http://productprolabs.com or send me an email directly to
schedule an initial consultation, again that is
greg@productprosystems.com.
Thank you for reading this Manifesto and here’s to helping more
people, and helping yourself in the process. To your success,
Greg Rollett & Nick Nanton
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