Flipside Profits Review – Turning
a Small Investment into Huge Profits
Our
ultimate role as flipside profits review is to get people going. Once they start
going, they can usually take care of the rest themselves. I’m sure you can
relate – how often have you put off doing something forever, then, when you
finally got down to do it you wonder why it took you so long to ever get
started in the first place? Ninety percent of the time, any product you sell
will easily be worth far more than what you asked for it, if you simply get
your audience a small result they otherwise would not have had. I often advise
my coaching clients that if the product does nothing more than save them 5
hours of time they would’ve spent figuring out what you showed them on their
own, then that product was a good deal even if you sold it for $99! Once you
understand that, and bring that attitude into your content creation, you have
less fear of any repercussion or what if scenarios. At the same time, once you
have this attitude, then it will transfer over into your writing, just as
excitement does! Beyond that, you should do your best to provide scenarios and
“First Steps” for your audience where they can “work with a net” so to speak. In
other words, start with small, easy to perform tasks in your system that you
know your audience can perform without fear of reprisal. Then keep raising the
bar with each step, knowing that even if you lose 50% of your audience
throughout each step, you can be comforted by the fact they still got a lot out
of it! The final thing you can do is “lead by example,” as your actions will
always speak louder than your content. I will give you one system to help you
with this. What you want to do is create some mental pictures of yourself doing
something you wish to accomplish. And every time a doubt or what if pops into
that picture, I want you to turn down the voice in your head that is expressing
that doubt until it squeaks… and I want you to take any picture or movie in
your mind that accompanies it and shrink it to the size of a mustard seed. Then
blow it into flipside profits review. Then, while you are still in your mind’s eyes,
visualize yourself pulling out a magnet – a special magnet that will pull up an
empowering movie instead, of you succeeding regardless of what obstacles come
in your way. I wish I could sit you down, front row, in the theatre of my mind.
I got all kinds of cool stuff going on in there. Since I can’t, the next best
thing is to at least try to urge you to do some interior (re)decorating of your
own mental space! Quick Recap We defined what the main purpose of content was –
to create a behavioral change in your target audience. I then systematically
went through with you the four ways to do that: x Hook the content consumer in
immediately x Get the consumer excited emotionally x Clear the confusion the
consumer normally experiences related to new content x Guide the consumer to
act on the content without fear of repercussion… Even if you only get 5% of
what I laid out you will be leagues ahead of the regular content creators that are
already making decent money online. Then that experience will naturally allow
you to add in your own personal flairs and techniques to this wonderful
foundation. I truly hope you use these in actions because I myself buy a lot of
content to consume, and it’s rare I get anything half decent. I’d love to buy
more useful stuff! Earlier I set an open loop when I was talking about
different types of content: x eBooks (my personal favorite) x Audio (my second
favorite) x Video (my least favorite) x Webinars (my third favorite) x
Articles/Blogs (my second least favorite) I never explained why my favorite was
my favorite. This was done intentionally because “open loops,” as I refer to them,
are ideas you introduce but don’t fully explore… knowing full well you’ll
expand on them later. The reason these are so powerful is because I put
something in the back of your mind before I reveal it later on, so you go to
work trying to figure it out yourself. Content consumption is part what you
learn, and part what you think as a result of what you learn. The more loops I
can “set” and come back to later, and fire off, the better. We’ll talk more
about the system of how to do that in a bit (see, that was another open loop!)
For now, we’re going to focus on what medium your content is going to be
presented in. Notice in the list above my personal favorite is eBooks. Why? Here
are some reasons… x Predisposed – I’ve always been better at writing than
speaking or presenting. I wouldn’t say I’m a natural (well, I am now after
thousands of hours of not so natural practice) but it was the easiest for me to
pick up. Video was by far the hardest for me. So all things being equal, I like
to write because it usually the easiest for ME! x Media In Media – since I’m an
Internet Marketer, and almost all my content is on the Internet, it’s obvious the
written word has the most leverage. It is the preferred method of communication
for email, for status updates on Facebook, for tweets, for search engine
optimization “on the page”, and most web properties are set up to best use flipside profits review. Not sure if or when this will change, but it’s nice to be cognizant that
the web at this point is still biased to the written word. x Easy to Modify –
in a lot of niches, information and technology changes constantly. It’s easier
to rewrite sections of an eBook than it is to reshoot videos or edit audio
files. x Little Prep Time – I just need to open up a Word document and start
blasting. With video, I often have to prepare mindmaps and/or slides ahead of
time (if screen capture). The same with audio, plus I have to make sure my
voice works! - x Environment Independent – Having three small children in my
house, and often awakened in the middle of the night by one of those rug rats…
I find that once I get them back to sleep sometimes it is hard for me to fall
asleep. So I write. It would be hard to do video and try to listen with one ear
if one of them wakes back up. Writing is the easiest to do in any environment,
quiet or loud. Now naturally, there are some negative aspects associated with
writing your content. Here are some… x Long – I have written, thus far, about
6400 words. While I have trained myself to write without ever having to pause
to think… it’s still a long process. I think after it’s all said and done I’ll
have put 10 to 15 hours into writing this whole document, where I can create a
3-hour video course in about 1/3 of the time including all the prep work. x
Value Perception – in general, “only PDF” products are harder to sell at
premium prices. I have sold $997 training courses before, but never ones
containing just PDFs… x Instruction in Motion – certain content lends itself to
be better explained visually or via audio than through the written word. If I
were teaching you how to play piano, it would be much easier to do it with
video and written instruction and not just written instruction… x It’s Not For
Everyone – some people have the tendency to want to write their second and third
draft of a document while they’re still on the first draft. I will talk more
later about writing while never pausing to think, and about turning off spell
and grammar check and all the other speed bumps – but some people are much less
resistant to the fallacy of perfection when it’s in the written word than in
other formats… With all the said, I know millionaires who couldn’t write a
shopping list properly, much less an eBook. On the other hand I know some of
the most introverted, awkward, shy, soft-spoken nerds who also make millions… and
do so only through the written word, because if you heard them speak you would
probably not be compelled to buy stuff from them. Ha! Here are the criteria for
choosing which main media your content will be in (as you are not limited to
just one. You can, of course, mix and match). 1. Personal Preference – some
days you might just feel like doing videos. Other days writing. Whatever. This
is always the one criterion I place the most weight on when deciding on media.
2. Material Bias – if the content lends itself to be best demonstrated by a
certain format, I will use that format. Funny enough, it doesn’t have to match.
For example I teach webinars in Webinar Pitch Secrets 2.0 in the written word
format. The reason is that it’s easier for you to reference the closes. On the
other hand, I teach copywriting through webinars, because it’s easier for me to
show the process in action rather than to write about writing 3. End Goal – if
the goal is to make the maximum amount of money, I will usually do something
like an 8-week group webinar coaching training. If it’s about lead generation
and getting new buyers onto my email list, I will do an eBook. If it’s a matter
of just launching something because I want to sell something to someone, then I
will go with whatever product can be easily created the fastest, and for me
that’s usually an audio product. Usually the bigger the price point, the more
additional content formats I’ll throw in. For something like Video Mystic, you
get just a PDF. For something like Product eClass, you get 9 weeks of webinar
training, you get PDFs of the presentation slides, you get the audios of the
training, plus you get bonus software, audio, mind maps and a ton more. There are
also some tricks you can leverage to easily “source bonuses” from your content
to drastically improve the value of your offer… and in due time we’ll get to
that. I will first walk you through how to become a content creator master in
all these different formats. Let’s start with writing. Writing For Content If
you decide to become a master of communicating behavioral changes through the
written word, you will go through three phases… 1. A high dependence on an
outline 2. A low dependence on an outline 3. No dependence on an outline I bet
it’s hard for you to believe that I literally just sat down and starting
writing this eBook. No outline at all. No prep time. Just go time. Well, I take
that back, I do have an outline. It’s in my head. I can formulate a complete
product in my head from start to finish and go off of that. You can’t, yet. It
takes time to embed certain templates in your mind. You do that through an
outline. Before creating an outline, you must know the main purpose of the
outline, which is this: to make it so you never have to pause when you’re
writing the first draft of your content. Often the first draft will take up the
most of your time, and realistically I do little to any actual rewriting of content
other than a spit-and-shine. Mostly it’s spelling errors and grammar. On that
stuff you can pause to think. But never when you create the main work,
especially the first time you sit down to do it. It’s better to write a bunch
of crap, yet do so in “real time” than it is to continually stop and ponder
what you’re going to say next. Now, just so we’re clear: we’re not talking
about writing an award winning, prose heavy work of fiction. We’re talking
about helping people solve problems here. They are a more forgiving audience when
it comes to literacy! Now this is not natural. The tendency is to write a
paragraph or two, then go back and read it. You’ll easily find a way to
slightly improve what you just wrote. Every time. If you see one of those stupid
squiggly red lines, you’ll immediately want to fix it. Same with the green
squiggly lines – those actually bug me more! You’ll want to format as you write
as well, for your titles, headings and so forth. I’m telling you – you do any
of those things and you’re doing it wrong! I am almost militant when I say you
write without pausing to think for even a second… or stopping to do anything
that will take you out of you “flow.” Because this is not natural, you have to
practice it before you can do it in a real life setting. Here’s what you do: go
out and in less than 10 minutes find and read an article on a subject you’re
interested in. Then sit down, and write your own version of that article with
the only aim being to write without ever pausing to think. Then go about your
day doing things as you normally would. Tomorrow, do the same thing. Then the
next day, and the next, and so on. Keep doing this “once a day” exercise until
you get to the point where it carries over into your actual workflow process. Then
you don’t have to do the exercise anymore, because you mastered it! Depending
on the word processor you use, you’ll have to figure out exactly how to remove
all the road blocks that will make you want to pause. I’m talking about the red
and green squiggles and the “stopping to format” stuff. You should have and
memorize keyboard shortcuts for bullet points, numbered lists, headlines, bold,
italics, and whatever else you want to do “in the moment.” If you don’t have
and use a keyboard shortcut for it, then it’s something you learn to tolerate
neglecting when you’re in the writing moment and get back to later. The hardest
thing to get used to is the fact that it doesn’t have to be perfect on the
first run through. Once you make it a habit to accept that good enough is
better than perfect, you will be one magnificent person when it comes to
creating content. Perfection is the most imperfect thing you can ever try to
achieve when it comes to writing content. If it’s 80% of what it could be, but
it only took you 5% of the time to get it there… That to me, is perfection. Not
only is this better for you because it makes your more productive (and enjoy
it!), it’s better for your customers as well. They want a good enough solution
today instead of having to wait for a perfect solution six months from now.
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