Step Six: CREATE Your Promotion
Market before You Manufacture
The only purpose of starting is to finish, and while the projects we do are never really finished, they must ship.
Seth Godin
I liked Adam McCampbell. Anyone could see he was oozing with potential. Well-read, technologically savvy, highly networked, and a family man. He had everything going for him, except he was stuck in his day job.
This competent young professional worked as a sales rep for a reputable furniture brand. Although Adam achieved success in his position, he wasn’t fulfilled.
Adam clearly had more in him. But at the moment he didn’t have complete clarity.
No Product? No Problem!
By May 2012, I was ready. Although I knew for years I needed to leave my day job, I still lacked a few steps in my Dream Jobber Plan. At that point, I had started to design my story, my service, and my space. I even created my platform. But clearly I didn’t have a financially profitable product, much less a way to promote it.
I felt stuck.
But ever so slowly, I began to believe.
I no longer focused on all the What ifs? (What if I fail . . . ?)
Instead, I shifted my thinking to all of the How can Is? (How can I succeed . . . ?)
And because I believed, other people began to believe too.
I just finished writing my fifth book—The Deeper Path. I knew this book would give readers a huge shot of clarity toward successfully navigating their lives. But as traditionally published authors know, books release many months later. This was May 2012 and the book wouldn’t come out until February 2013. What could I do with a book that wouldn’t release for almost an entire year?
I dabbled with the idea of one day creating a coaching program around the book. I knew the content proved powerful, at least in my own life. And it solved a problem that paralyzed so many people—lack of clarity.
But in my private thoughts, I had an even bigger idea. Starting a Deeper Path Team.
My business partner David and I regularly heard transformational stories from the Your Secret Name team. We started that team a year and a half after the book released.
I thought about certifying people to coach and speak on The Deeper Path too. But this was nine months before the book came out. How could I promote it now?
Maybe I could market before I manufacture, I wondered.
But then I dismissed it promptly. That’s a stupid thought.
Or was it?
Some Serious Sparks at Starbucks
I met Adam at Starbucks in Powell that morning. An undersized version compared to other Starbucks around, they still served green tea lattes and provided comfy chairs.
On the drive over, I made the intentional commitment to listen well. I felt Adam deserved my best and I wanted to show up filled up. I could have brought my own story into the conversation, but I wanted to serve him. I had several other mentors pouring into me at the time and I wanted to add value to Adam.
That morning I listened.
I asked questions.
I dug deeper.
And I what I heard impressed me.
Adam shared some of his dreams and goals. They felt real, raw, and unrefined. Although he lacked an action plan, I loved what I heard and I felt energized by his energy.
After about an hour, Adam commented on how helpful our chat had been. Putting words to his new world created enthusiasm and clarity. He asked if I knew any other young professionals who might want to gather for a mastermind. Maybe a group of like-minded people could help each other stay accountable to their dreams and goals.
That was all the motivation I needed.
I knew if Adam and I parted ways that day, his dreams might just sputter along for the next few years like mine did years before. He had identified his need and now he clearly wanted a solution. Little did he know I had just finished The Deeper Path, which was created specifically for people who needed clarity.
The last chapter of the book included a powerful coaching model (OPUS/CORE) developed by my friend and builder Chet Scott. This is the same Chet from chapter 1, who told me at Panera about his strange contentment.[1]
The funny thing is, the more clarity I discovered, the more contentment I felt in my own life. It wasn’t so strange after all. This unconventional leader, who founded an unconventional company called Built to Lead, helped me clarify my own dream job and create a path to achieve it.
That morning I told Adam that I wanted to start a coaching group based on my new book. Although the book wouldn’t release for another nine months, we could start the group anyway. With my mental juices flowing, I immediately thought of a few other young professionals I could invite.
We concluded our time with the understanding I’d recruit a few other folks and then pick a date. I told him the coaching group would involve a fee and it would last a certain amount of sessions. I didn’t know much beyond those broad details.
I left the Starbucks and drove two minutes down the road to my financial advisor’s office. I asked him if he had a few minutes to chat. Surprisingly he did.
I got right into it and asked him more about his dreams and goals. (He probably thought I seemed a little more amped then usual. I’ll just blame it on the green tea latte though.) Although he knew his career goals, he admitted he needed more clarity with some personal goals. I invited him to join my new coaching cohort, which would start in four weeks. (In the two-minute drive over to his office I had picked the name “cohort” and a rough start date.)
He agreed and then offered his office as a meeting place for the cohort. I drove away from our stand-up meeting completely thrilled. When I got home, I then called a colleague named Will Zell, an incredibly successful businessman a couple towns over. I asked him about his dreams and goals. He shared them, but said he could use some help in the area of priorities. With six businesses and a young family, he wanted to prevent burnout.
I invited him to join The Deeper Path Coaching Cohort. (In the short drive home I had “branded” the new experience.) I also told him the location, the length of our cohort (ten sessions), and the price of the investment. He agreed.
I hung up the phone. Three for three! I felt completely ecstatic. I thought I’d better call my friend (now business partner) and let him know the good news.
“Hi David. It’s Kary. Hope you’re well. Um . . . we’ve got something we need to create. I have our first coaching group starting in four weeks. It’s called The Deeper Path Coaching Cohort. We’d better get busy.”
Your Product’s Best Friend—The Promotion Path
Perhaps my story—marketing before you manufacture—sounds a bit unbelievable. But it’s more common than you’d think.
Nearly every traditionally published book you read was marketed long before it was ever manufactured. Bookstores “buy” the book months before publication. They invest in the idea based on the integrity of the publisher, the reputation of the author, and the brief book description.
We could go back even further. The book idea is marketed by the agent to the publisher long before the book buyer ever hears about it. Traditional publishers even pay the author an advance before they see a completed manuscript. This is how creation works.
Consider other industries. Think about the last time you sat down to watch a movie at the theater. What appeared on the screen before the feature film?
Movie trailers—a whole bunch of them!
These trailers are a classic examples of marketing before manufacturing. Although the director filmed parts of the movie to produce the two-minute trailer, many other parts are undone, including the musical score and final edits. Still, they “sell” the movie long before it releases and astute audiences buy into it.
To help you market before you manufacture, I want to share what I call The Promotion Path. Apply these ten steps to your situation and you’ll get moving faster.
I’ll share these general principles within the context of The Deeper Path Coaching Cohort—one of my products—so it all makes sense. I figure seeing The Promotion Path in a real “case study” context will help drive the principles deeper.
The Promotion Path
1. Connect the Client
People believe in people, not products.
Maybe you’ve heard the phrase, “Telling isn’t selling?”
Don’t start by communicating your product. Instead, first connect with your potential customer. Take time to understand them and their relevant needs. If your product connects with their needs, only then connect them to your product. If not, don’t.
When we promoted the Cohorts I took time to understand the needs of my potential clients. If I believed my product didn’t address their needs, then I didn’t offer it. Instead, I found them another solution even if it wasn’t my own product. DJs earn the reputation of being helpful. Because I earned their trust first (with no strings attached), many times I earned their sale months later.
2. Market the Message
A great product tells a great story and solves a great problem.
Don’t underestimate the value of your product. A paper clip or nail clipper solves a great problem when you truly need one. If you think little of your product, others will too. Albert Einstein warned, “If you put a small value on yourself, rest assured that the world will not raise your price.”[2]
DJs integrate their GPS into their product. When we created the Cohort, I wove my Guru Positioning Story (GPS) right into it. My product immediately became achievable, believable, and conceivable. I conveyed tremendous belief the Cohort would solve their need for clarity. If people pushed back, I pushed back harder. Of course, I couched my push-back with kindness and grace. However, I didn’t back down. I didn’t let clichés or platitudes create space between them and their potential.
3. Identify the Benefits
How will this alleviate pain or add pleasure?
Products require an investment. If you expect customers to part with their money and/or time, then you’d better make the investment worthwhile.
We clearly identified how the Cohorts would alleviate pain and add pleasure. We published this content in a variety of formats. Initially we created a “one sheet”—a single document that summarizes a product for publicity and sales. Then we placed this content on our website and later into a squeeze page video.[3] You can see many more examples at DayJobtoDreamJob.com.
4. Manufacture the Product
Real people really motivate you.
Many DJs share a similar experience. When they “sell” their first product, immediately something inside their brain switches. They go from extreme doubter to firm believer. Sometimes, a real person is all the motivation you need to create the product.
After the first sale, if you still don’t have the product created do what many DJs do. Depending on the industry, they “buy” the necessary time to create the product by offering more value. They ask for a couple weeks before delivery or promise additional bonuses, extra features, upgraded elements, and so forth. You know your offer and your industry. Just be sure to maintain your integrity throughout the process. And always give more value than expected.
David and I used Mondays to create the lesson for each Friday. We enjoyed the pressure because we knew our audience depended on us. (Talk about motivated guys on a mission.) Our first Cohort manual was completely digital. Attendees would download the upcoming lesson or print out a hard copy. We never missed a deadline and we put our whole selves into the product.
5. Guarantee the Experience
Assume the risk and earn a sale.
Great products back up their claim with a guarantee. As you learned from Step Three—Design Your Service, you can choose three types of guarantees: the standard guarantee, the extended time period guarantee, or the risk reversal guarantee. Studies show by including a guarantee you increase the number of sales. Customers enjoy the confidence and security a promise brings.
We included a thirty-day guarantee with our Cohort. We allowed attendees to experience nearly half of the content (four out of ten sessions) before making up their minds. If they were unhappy, we refunded their money, plus an extra $100. We also absorbed any credit card fees.
To this date we only had two guys ask for their money back. One quit before we started. The other, an international attendee, dropped out when the language barrier proved too difficult to understand the content. We returned their money promptly and gladly.
6. Trust the Process
Never, never, never give up.
Along the way obstacles will appear. Anticipate glitches, hang-ups, and setbacks. But be assured, it gets easier. Maintain a positive attitude and keep pumping out productive action. Don’t get sidelined by self-limiting beliefs or mental drama. Remember the why and you will find a way.
David and I committed to keep moving forward. Our first Cohort turned into our second, then our third, then our twenty-fourth. We eventually added online Cohorts (digital) to our onsite Cohorts (physical). Today hundreds of people from all different countries and continents participate in our Cohorts. This expansion brought additional adjustments, but we welcome the growth. Our Cohort alumni have evolved into a passionate tribe that still keeps encouraging one another to this day.
7. Overdeliver the Value
Exceed their expectations.
Underperforming on expectations creates disappointment. Overdelivering creates delight. Knowing our Cohorts function as an early step in our sales funnel, we’re completely committed to overwhelming our customers with more value than they imagine.
Today’s Cohorts are much more robust than our first one, with Adam. Although our early Cohorts contained six people, we’ve had some consist of twenty attendees. We quickly realized coaching everyone on these live calls was impossible. As a result, David filmed ten hours of me teaching The Deeper Path content. He then created an online university with a digital framework (we use Kajabi as our digital framework).
A video “drops” each week and attendees can comment on the content or their specific situation. Attendees love the combination of recorded teaching and live coaching calls. In addition we include special bonuses, a private Facebook group, and a forty-page coaching manual. Our alumni often tell us we don’t charge enough for the value we provide.
8. Tweak the Content
Edits create credibility.
Nobody gets it perfect the first time and so you have a choice. You can either wait until it’s perfect (and it never will be) or you can publish it and tweak it along the way. Every DJ struggles sending his or her imperfect “baby” out into the world. But DJs do and that’s what separates them from Day Jobbers.
Seth Godin explains more:
Perfect doesn’t mean flawless. Perfect means it does exactly what I need it to do. A vacation can be perfect even if the nuts on the plane weren’t warmed before serving. Any project that’s held up in revisions and meetings and general fear-based polishing is the victim of a crime. It’s a crime because you’re stealing that perfect work from a customer who will benefit from it. You’re holding back the good stuff from the people who need it, afraid of what the people who don’t will say. Stop polishing and ship instead. Polished perfect isn’t better than perfect, it’s merely shinier. And late.[4]
David and I made the conscious decision to “ship.” We knew our customers needed our content and we were going to deliver it. Of course flaws and errors emerged along the way. Think of it as an extended beta release. (Don’t forget, Google’s “beta” lasted more than five years.[5])
View your customer as a traveler wandering in the desert, in desperate need of your water. Could you take longer polishing the glass before serving them the water? Sure. Do they care? Not that much.
9. Gather the Testimonials
It’s your job to track the transformation.
You must start somewhere, and usually before you receive your first testimonial. Stop making excuses. Someone you know will vouch for your content. Collect as you go. Ask for it. Give them a deadline. Write it for them. Let them tweak it and make it their own. Put their picture with their endorsement. When you overdeliver the value, your customers will trip over themselves trying to give you testimonials. Do your job first. They’ll do theirs next.
David and I committed to deliver the best value possible. When we asked for testimonials they came flooding in. Here’s an easy method. Create your product on LinkedIn, find your client, and then click “Request Recommendation.” They’ll be sent a request that takes them sixty seconds to complete. Prepare them beforehand by verbally asking permission first.
Here’s an example of our page on LinkedIn (http://bit.ly/dpcohort) and a sample testimonial below:
Barry L. Smith—Owner at Building What Matters, Portland, Oregon, Area
Do you truly know what your purpose is and are you living it out? The experience of going through a Deeper Path Cohort changed my life. Understanding my purpose with absolute clarity has brought me to a new level of awareness that I never thought possible. The collaboration with my Cohort was invaluable and I am now connected to like-minded people who both encouraged and empowered me through the process. Join a Cohort now and author your own OPUS!
10. Envision the Future
Always communicate their next step.
DJs realize their products are a long-term relationship. Businesses that skimp on value only experience the initial sale. Then they spend the rest of their time and money filling the top of the funnel over and over.
Businesses that value their customers earn trust over time. They experience repeat customers and lifelong fans. Many get hounded by their customers who anxiously await their next product release. They anticipate the next product that will alleviate their pain or increase their pleasure. Don’t believe me? Just ask Apple and their raving fans waiting for their next release.
We knew if we exceeded expectations, a portion of our alumni would want to be certified on the content. We were right. David and I created The Deeper Path Team, which rewarded our coaches. They keep 100 percent of their profits. Before the book even launched in February 2013, we had more than 160 Cohort alumni, more than fifty Deeper Path coaches, and more than $100,000 in sales.
We told our alumni their next step was to join The Deeper Path Team or The Deeper Path Fellowship. Even more valuable than the coaches and the dollars, we received dozens of stories that detailed specific examples of life change. Check out our Team page and see for yourself (DeeperPathBook.com/team).
Don’t Wait for Product before You Promote!
Guess I’m glad we didn’t sit around nine months waiting before we promoted our product. Our delay would have sabotaged our influence, impact, and income.
Expect to feel fear. But this is why it’s the right thing to do. Fear reminds you you’re alive. It’s time to market before you manufacture and promote before you produce.
I think I owe Adam a green tea latte.
I guess our little chat catapulted both of us closer to our dream jobs.
Time to have your own little chat with yourself.
Key Points
(If you RT, use #DJtoDJ to join the conversation with other DJs)