Lisa Wagner: Create & Sell More Products

This is good. Lisa Wagner has been deep in our inside circle for years. She clawed her way to the CEO position at Joe Polish’s organization (“Piranha Marketing”, one of most referred-to and respected entrepreneurial ventures we know of), and also honcho’s a very successful private business on the side.

Lisa has agreed to share her much sought-after secrets on “Using Education as a Stealth Marketing Strategy”… which can quickly help ANY niche-oriented entrepreneur or small biz owner annihilate the competition (and they won’t even know you’ve done it). If you’re in a cutthroat market (and who isn’t), you need to learn and use these tactics before they get used on you.

Pay attention: You’re about to learn how to identify and reach the BEST customers you’ll ever find, locally and globally… even though, right now, they are HIDDEN from you. This is a peek behind the MegaBuck Corporate world of unfair advantages… and a chance to scoop them at their own game. Even if you’re working from a kitchen table. (HUGE results await…)

Lisa has learned that education sells.

Most experts complicate what they sell. They don’t speak in clear language

• Marketing 101
• Listen to your market
• Speak in their language
• Speak to their needs/wants

Business owners want simplicity.

You don’t have to bully your prospect to make a sale

Do what you enjoy and make it work.

How to make macro money from a micro niche

Find what is working and try to expand on that.

Educate more (repackage)

Leverage your expertise…shift from doing to teaching.

What expertise do you have and who would be interested in it? (Craft, business experience, hobbies.)

37:25 Teaching avenues (she has slides that give examples of each)

• In print
• Online
• Mobile
• In person

40:25 Layering your expertise:

What else can you do with the same information (different formats)

List out your top 3 “working” strategies

For each of them, list 3 ways to go deep and layer the results

Examples:

Article marketing:

• Online versions
• Campaign inserts
• Email sequences
• Guest columns
• Video versions

Blog Posts:

• Postcard versions
• RSS syndicate JV’s
• Share on forum
• e-newsletters

Live workshops:

• Video product
• Audio product
• Membership site
• Related niches (consumer/peer/related businesses)

46:40 Members of the audience shared their top strategy and how they can go deeper

1 thing done = money

5 things not done = no money

Lisa’s 7 layer cake (rug cleaning):

• Do it. (the craft you love)
• Teach to consumers
• Teach to professionals
• Teach in-person and on-line
• JV with vendors
• JV with allied industries
• License to others

1. If you don’t already have a business, answer the following: What expertise do you have and who would be interested in it?
2. Determine what teaching avenues are appropriate for your content and market.
3. List out your top 3 “working” strategies.
4. For each of them, list 3 ways to go deep and layer the results.
5. Review Lisa’s layer cake and apply it to your own product/service.

John talks about speed reading.  We describe a method you can use to read books more efficiently in this post.