WEBVTT

00:00:00.800 --> 00:00:02.160
Are we we're not live?

00:00:02.640 --> 00:00:03.840
Alright.

00:00:04.880 --> 00:00:06.800
Good morning, YouTube. Myron Golden here.

00:00:07.120 --> 00:00:11.680
And, um, just wanna welcome you to this video. I'm gonna talk about core product conversion secrets.

00:00:12.015 --> 00:00:15.695
So what is what does that even mean? Core product conversion secrets.

00:00:15.775 --> 00:00:22.815
Um, a lot of people who are in business don't even really understand what business they're in or the purpose of the different products that they have.

00:00:23.215 --> 00:00:27.375
So, um, you there are different types of products that businesses own

00:00:27.770 --> 00:00:36.730
and or that businesses create. And so I'm gonna talk to you about creating your core product. A core product is the primary product that you use that you sell

00:00:37.450 --> 00:00:40.650
based on the business you're in. For instance, the core product

00:00:41.745 --> 00:00:44.305
of a real estate agent would be a house.

00:00:44.785 --> 00:00:49.825
Right? The core product of a car salesman would be a car. The core product of an insurance salesman

00:00:49.905 --> 00:00:51.585
would be insurance.

00:00:51.985 --> 00:00:53.425
But for the purpose of this video,

00:00:54.290 --> 00:01:00.690
when I talk about core product creation secrets, I'm talking about people who wanna create an information product

00:01:01.090 --> 00:01:03.890
that either informs people or

00:01:04.370 --> 00:01:05.410
educates people

00:01:05.985 --> 00:01:18.065
so that they become a better client for whatever their business is. So so I submit to you that whether you sell insurance or whether you sell cars or real estate or whatever, it would behoove you to create a core

00:01:18.610 --> 00:01:22.690
information product, an education product that people can buy

00:01:22.930 --> 00:01:30.050
so that they can become better educated about the outcome that they can get when they buy this product from you. And so,

00:01:30.450 --> 00:01:35.525
different businesses have different core product core core products that they've created. So for me,

00:01:35.845 --> 00:01:42.645
in my business, one of my core products is my boss moves book. Why? Because my target audience

00:01:42.805 --> 00:01:43.445
is

00:01:43.845 --> 00:01:47.125
speakers, authors, coaches, agency owners, high level entrepreneurs,

00:01:48.230 --> 00:02:00.390
people who are experts in the marketplace. And I teach those people how to scale their business. If they're stuck at, say, 20,000 a month, 50,000 a month, a 100,000 a month, 500,000 a month, we show them how to 12.8

00:02:00.390 --> 00:02:07.835
x that business in four moves. And those four moves, I put in my boss moves book. So my boss moves book is my core product.

00:02:08.475 --> 00:02:19.870
So when you under when you think about a core product, think about something number one. For if you wanna like, you're just getting started as an entrepreneur. You wanna create a core product that number one is easy to create

00:02:20.110 --> 00:02:21.230
or simple.

00:02:21.390 --> 00:02:24.430
Simple to create. It doesn't have a lot of complex moving parts.

00:02:24.830 --> 00:02:26.750
Um, it needs to be a product

00:02:27.150 --> 00:02:31.965
that that not only is simple to create, but it has a very high perceived value.

00:02:32.445 --> 00:02:40.445
But the most important thing about your product is it must solve a big problem for a big group of people in the marketplace.

00:02:40.605 --> 00:02:42.365
That's the most important component

00:02:42.365 --> 00:02:48.420
of of your core product. You wanna solve a big problem. You wanna find a group of people, a big pool of people that has a problem.

00:02:48.980 --> 00:03:15.550
And then, you wanna be able to have a prop a product, a core product that solves that problem for those people. Don't make the mistake of thinking that your core product should be something that you've always wanted to create. I'm an inventor and I've always wanted to invent this thing that, you know, it's a hat with a fan so you could like put the fan down and then turn on the fan and keep yourself cool in the summer. That like, that's your thing? Like, in the words of in the words of, uh, Warren Buffett, uh, the thing that you love to do should be your hobby.

00:03:15.710 --> 00:03:33.415
Right? The thing that the marketplace loves to do, that should be your business. So hopefully, that makes sense. So when it comes to creating a core information product, I wanna talk to you about some of the things that for me are essential. First thing I'm gonna do is I'm gonna find or observe that there's a large group of people who have this problem. How am I gonna do that? Let's say

00:03:33.975 --> 00:03:41.280
let's say, I wanna go into the weight loss space. If that's the space I wanna go into, what I'm gonna do, I'm gonna go on Instagram

00:03:41.600 --> 00:03:45.840
and YouTube and Facebook and I'm gonna find weight loss gurus.

00:03:46.080 --> 00:03:49.840
My objective in finding these weight loss gurus is not to go

00:03:50.255 --> 00:04:04.840
and steal their audience or to steal their website idea. My the reason I'm gonna go and watch these people, I'm gonna go to their sites and I'm gonna go through the threads of their post. I wanna look at their post to get the most views and the most comments and then I'm gonna read what people say.

00:04:05.080 --> 00:04:13.960
I'm gonna read the questions that people ask. The questions that people are asking other gurus that are not being answered in their post and in their videos and in their threads,

00:04:14.200 --> 00:04:34.930
those are the answers you wanna provide. Like, if there are a lot of people asking, yeah, but what about x y z? Right? You want to answer that question. So go do market research. Find out what mark what the marketplace wants and when you find out what the marketplace wants and you deliver that to them, then you're going to be the go to guy. So when I first started when I first started in coaching, like, my first

00:04:35.570 --> 00:04:39.890
my first venture as an entrepreneur was in multi level marketing,

00:04:40.210 --> 00:04:44.450
selling insurance and investments through a company called AL Williams back in 1985.

00:04:44.450 --> 00:04:48.770
That's where I got started. Right? Only problem was I was terrible. I was terrible at sales.

00:04:49.305 --> 00:04:53.465
Right? That was my problem. Guess what? It's 2022.

00:04:53.465 --> 00:04:57.705
There are still people in the world who are terrible at sales. Who knew? It's like a thing.

00:04:57.945 --> 00:05:02.745
Right? And so so so I was terrible at sales. I was terrible at recruiting. I was terrible at

00:05:03.440 --> 00:05:08.480
leadership. I didn't know any of that stuff. And so, guess what I did? I had to learn how to do it by

00:05:08.640 --> 00:05:36.200
doing it. I got thrown in the deep end of the pool and eventually, after fourteen years, I was an overnight success. It was great. Right? And so so but I lasted through the learning curve, learned some of those principles. So when I first started doing information marketing, that's what it's called information marketing. Some people call it Internet marketing. I like to call it information marketing. You write a book. You create a video. You create a membership site. You create a mastermind. That's information. What you're doing is you're creating information marketing for the purpose of transformation.

00:05:36.600 --> 00:05:39.000
Right? So what I did when I first got started

00:05:39.400 --> 00:05:49.405
in this business of teaching people how to grow businesses, I started in the arena I knew about, multilevel marketing. So I created a product, a core product. My core product

00:05:49.805 --> 00:05:52.765
my core product was a $67

00:05:52.765 --> 00:05:54.205
$67

00:05:55.645 --> 00:05:57.645
four cassette tape, four cassettes.

00:05:59.090 --> 00:06:01.890
Been so long since we had cassettes. I don't even remember how to spell it.

00:06:02.610 --> 00:06:06.850
E e s. Okay. I had four cassettes four cassettes,

00:06:06.930 --> 00:06:18.075
and it was called bigger, better, faster network marketing. That was my first core product. Right? And I used to sell that core product at seminars. I would sell that core product on the internet. And and for that core product,

00:06:18.635 --> 00:06:21.435
when I first launched it online back in 2005,

00:06:21.435 --> 00:06:24.395
in June 2005, I was hoping to make

00:06:25.900 --> 00:06:27.180
$400.

00:06:27.980 --> 00:06:29.420
My stretch goal

00:06:30.220 --> 00:06:31.740
was $700.

00:06:32.220 --> 00:06:33.900
But when I launched this website

00:06:34.380 --> 00:06:36.460
in June 06/01/2007,

00:06:36.460 --> 00:06:40.695
I actually did my first month, I did $6,700

00:06:40.695 --> 00:06:42.935
in sales. Oh, not 7,000.

00:06:42.935 --> 00:06:44.135
$607,700

00:06:44.135 --> 00:06:45.575
dollars in $6,700

00:06:45.575 --> 00:06:47.975
in sales. And I was blown away. Now,

00:06:49.015 --> 00:07:03.890
I don't have a $67 offer anymore. I don't have that anymore. Like, I I I mean, actually, I don't sell that anymore. We still have a funnel up somewhere where somebody can buy it if they want to. I know because I just saw a sale for that came in last week. I was like, oh, promoted this thing forever. I didn't even remember we still had a sales funnel for. Right? So

00:07:04.475 --> 00:07:10.395
so but what's interesting, now my core product is Boss Moose book. It's $30

00:07:11.355 --> 00:07:12.235
plus,

00:07:14.715 --> 00:07:19.035
what you say, $10 shipping and handling. Right? So so which equals $40

00:07:19.035 --> 00:07:20.590
every every time time we we make make a a sale. Sale.

00:07:20.990 --> 00:07:22.190
We sell

00:07:22.350 --> 00:07:23.230
about

00:07:23.390 --> 00:07:24.670
about

00:07:24.990 --> 00:07:26.670
500 of those books a week.

00:07:27.310 --> 00:07:34.505
So 500 books a week times $30, that's 15,000 a week. It's not like, it ain't Bill Gates money, but it don't hurt my feelings.

00:07:35.225 --> 00:07:37.865
So but we created this core product

00:07:38.745 --> 00:07:40.585
for a couple of reasons. One,

00:07:41.465 --> 00:07:43.785
the one reason we created this product is because

00:07:44.850 --> 00:07:48.130
a book is kind of easy to write if you do it right. Right?

00:07:48.930 --> 00:07:59.585
This one, I didn't do exactly right, so it took me about a year and a half. My first book, From the Trash Man to the Cashman, How Anyone Can Get Rich Starting From Anywhere, I wrote that book in three days. This book took me a year and a half. K?

00:07:59.905 --> 00:08:07.425
This is my business brand in a book. That book is my financial literacy brand in a book. So that's one of our this is one of our core products. Another core product that we have

00:08:08.065 --> 00:08:08.785
is

00:08:09.105 --> 00:08:12.545
in our business is the make so this is the boss moves book.

00:08:13.810 --> 00:08:15.250
This is the make

00:08:15.410 --> 00:08:16.210
more

00:08:16.290 --> 00:08:17.570
offers challenge

00:08:17.570 --> 00:08:20.930
and the general admission tickets are $97.

00:08:21.570 --> 00:08:25.330
The VIP tickets are $297

00:08:25.410 --> 00:08:28.290
and then the platinum upgrade from VIP

00:08:28.370 --> 00:08:28.610
is

00:08:29.865 --> 00:08:31.065
$300.

00:08:31.385 --> 00:08:43.705
K. So, what we do is we focus on selling these core products. I'll I have one more core product and I might as well put it up there since I created it first and that is trash man to cash man. We sell that for $20

00:08:44.020 --> 00:08:44.820
plus

00:08:44.900 --> 00:08:46.660
$10 shipping and handling.

00:08:48.420 --> 00:08:49.940
And that's trash man

00:08:50.580 --> 00:08:51.860
to cash man.

00:08:52.180 --> 00:08:52.820
Okay?

00:08:53.780 --> 00:08:57.700
Trash man to cash man. So that book sells for $20. We sell about,

00:08:58.180 --> 00:09:08.345
I don't know, a 150, 200 of these books a month a week. So so now, you kinda have our you kinda have our matrices for our core products. Now, why do we sell core products?

00:09:08.825 --> 00:09:15.760
Most people here's where most people mess up. Most people mess up because the reason they're creating the core products is so they can make money.

00:09:16.480 --> 00:09:28.775
That's not what your primary objective with the core products is not to make money. You're going if you do it right, you're going to make money, but that's not your primary objective. Your primary objective with your core product offer is to acquire a customer.

00:09:29.815 --> 00:09:33.415
I want you to wrap your mind around what I just said. Your primary objective

00:09:33.655 --> 00:09:41.310
with your core product is to acquire a customer. Why? Because it's easier to sell a customer than it is to sell a prospect.

00:09:42.270 --> 00:09:42.990
So,

00:09:43.230 --> 00:09:44.270
my objective

00:09:44.670 --> 00:09:46.430
is to convert somebody

00:09:46.670 --> 00:10:07.545
from a suspect to a prospect, from a prospect to a client or a customer. Right? And so, and when I say suspect, there's somebody they suspect that I might be telling the truth when they see one of my videos on YouTube. Right? So they go from suspect to they watch three videos then now they become a prospect. Oh, I he does really know what he's talking about and I think I'd like to buy one of his books.

00:10:08.240 --> 00:10:36.355
Right? And then we have links to all of our different funnels in some of our different videos. I don't I don't know. I don't do that part of the business. So so but I'm sure we have links to different offers, different core product offers that we have in the descriptions of our YouTube videos. Right? And so, you wanna create a core product. You the first thing you wanna do, number one, you wanna make sure there's a big problem in the marketplace. You wanna make sure there are a lot of people there. And then, you only wanna target the people who have that problem who also have the money, the willingness, and ability to pay.

00:10:37.510 --> 00:10:38.150
Right?

00:10:38.870 --> 00:10:54.155
So now, once you do that part, once you get this part down, now you just decide. Okay. Am I gonna sell my core product, my initial core product? Am I gonna sell it for $20 or am I gonna sell it for, um, $30 or am I gonna sell it for $67

00:10:54.155 --> 00:10:56.555
or am I gonna sell it for $97

00:10:56.555 --> 00:10:59.115
or am I gonna sell it for $297

00:10:59.115 --> 00:11:01.755
or am I gonna sell it for $997?

00:11:01.755 --> 00:11:03.595
I think after $997,

00:11:03.595 --> 00:11:08.235
we get out of the core product price range. But core products generally sell somewhere in that range.

00:11:09.140 --> 00:11:14.500
Maybe a little lower, maybe a little higher. So but if you remember that your primary objective

00:11:14.500 --> 00:11:15.220
for

00:11:15.540 --> 00:11:16.340
creating

00:11:16.340 --> 00:11:21.700
a core product is not to make money, but you will make a lot of money with your core products.

00:11:21.940 --> 00:11:23.700
Like, just books

00:11:24.105 --> 00:11:26.265
just books, we do

00:11:26.825 --> 00:11:34.185
I don't even I don't even know. I I don't know. I was gonna I was gonna guesstimate, but I don't know. And I said 15,000 a week for this.

00:11:34.505 --> 00:11:43.520
It's it's not it's it's like it's not 15,000 a week because I did the math and that doesn't make sense. So with the Boss Moose book, I think we do about $27,000

00:11:43.520 --> 00:12:03.655
a month with this funnel and another 12 or 15,000 a month with this funnel. You add that together, it turns it now, this this funnel is ridiculous. I don't I don't even wanna talk about how much money that makes. But but that's not the objective. The objective the objective of none of these is to make money. I am not I don't I'm not selling these for the purpose of making a bunch of money. I'm selling this for creating a community of clients. Why?

00:12:03.975 --> 00:12:06.775
Because I took three pages out of Apple's

00:12:07.480 --> 00:12:08.680
$3,000,000,000,000

00:12:08.680 --> 00:12:12.360
playbook. What are they? Apple understands what business they are in.

00:12:13.240 --> 00:12:18.360
Apple, they're so evil and blah blah blah and their first computer wasn't six they sold it for $666.

00:12:18.600 --> 00:12:29.455
Okay. Great. Thank you for sharing. But the reality is, they built a massive brand. They were the first company to get to a billion and before anybody I mean, to a trillion market cap. And before anybody else could get to a trillion, they got to 2,000,000,000,000 two years later.

00:12:29.855 --> 00:12:38.070
Like, maybe we could learn something from them. Right? Put me in the palace. Right? Right? Just just let I don't I don't I don't have to be like them. I just wanna know what they did.

00:12:38.630 --> 00:12:43.910
Right? Because if it's if it if there's a truth that works, it belongs to god regardless of who's using it.

00:12:44.630 --> 00:12:53.735
Okay? Let's don't get that part twisted. So Apple understands the primary purpose of being in business is to acquire a customer. So, app the first page out of Apple's

00:12:54.535 --> 00:12:57.575
$2,000,000,000,000

00:12:57.575 --> 00:12:59.975
playbook is to acquire customers.

00:13:00.720 --> 00:13:06.560
Like, that's my number one objective. That's like, this is this is rule number one in business, acquire customers.

00:13:08.560 --> 00:13:09.600
Rule number two,

00:13:11.200 --> 00:13:12.560
you have to awe

00:13:13.505 --> 00:13:14.705
those customers.

00:13:17.105 --> 00:13:22.465
And what does that mean? That means when you when you get a customer

00:13:22.545 --> 00:13:26.225
who buys your core product, there's one word that should come out of their mouth.

00:13:26.980 --> 00:13:27.860
Wow.

00:13:28.420 --> 00:13:31.220
And then they need to say it backwards. Wow.

00:13:31.700 --> 00:13:34.740
And then they need to say it upside down. Mom,

00:13:34.980 --> 00:13:35.780
wow.

00:13:37.220 --> 00:13:41.380
Right? You say, now I know I'm really corny. I get that. I get that I'm corny. I get that.

00:13:42.285 --> 00:13:42.845
But,

00:13:43.085 --> 00:13:43.725
um,

00:13:44.125 --> 00:13:47.325
the reality is, if I can write a book

00:13:47.885 --> 00:13:51.085
If I'm gonna write a book or create a core product, it is absolutely

00:13:51.085 --> 00:13:53.325
essential that your core product

00:13:53.645 --> 00:13:54.765
wows people.

00:13:55.085 --> 00:13:55.885
Are you all tracking?

00:13:57.150 --> 00:14:04.270
Like, don't put something that's not good out in the marketplace because all you're doing is demonstrating to the world that you're not good.

00:14:05.550 --> 00:14:13.855
What you wanna do instead is you wanna put something out that's so good, people are asking themselves, how can you even make money selling this something this good for this little?

00:14:14.575 --> 00:14:15.215
Right?

00:14:15.535 --> 00:14:17.055
So so

00:14:17.295 --> 00:14:24.575
so when you create your primary objective is to acquire a customer. Second objective is to all those customers. And the third objective

00:14:25.090 --> 00:14:26.050
is to,

00:14:26.210 --> 00:14:26.850
um,

00:14:27.490 --> 00:14:28.770
is to assemble

00:14:31.330 --> 00:14:32.530
those customers

00:14:33.570 --> 00:14:35.330
for virtual and live events.

00:14:35.810 --> 00:14:39.010
That's exactly what Apple does. Every year, they have the what? Apple developer conference.

00:14:39.495 --> 00:14:42.455
What do they do at the Apple developer conference? Here's what they do.

00:14:43.335 --> 00:14:46.215
They introduce watch this now. They introduce

00:14:46.695 --> 00:14:47.815
new products

00:14:48.295 --> 00:14:50.055
to old customers.

00:14:51.015 --> 00:14:52.135
They introduce

00:14:52.535 --> 00:14:53.975
old products

00:14:54.200 --> 00:14:55.640
to new customers.

00:14:55.880 --> 00:14:58.200
And they keep on doing old products,

00:14:58.920 --> 00:15:01.720
uh, new products to old customers

00:15:03.320 --> 00:15:16.015
old customers, and they just keep doing this thing. And every time they introduce an old product to a new customer, they get paid. Every time they introduce a old product to a new customer, they get paid. And so they create this massive money generation machine.

00:15:16.415 --> 00:15:17.135
So, notice,

00:15:17.695 --> 00:15:21.215
Apple is doing exactly what I talked about in the Bossman's book.

00:15:22.095 --> 00:15:28.110
Okay. What's the number one objective? Number one objective, there are four moves that will scale your business. What's number one? Number one, lead generation.

00:15:30.110 --> 00:15:30.830
So,

00:15:31.390 --> 00:15:38.485
Apple generates leads. How does Apple generate leads? They have an Apple Store. You can go into the Apple Store and play with any other stuff for as long as you want. They don't even kick you out.

00:15:39.365 --> 00:15:40.165
Brilliant,

00:15:40.325 --> 00:15:49.765
brilliant business model. Right? All their Apple customers like like, Apple customers are not like any other businesses customers. Apple customers wanna fight you about how good Apple products are.

00:15:50.780 --> 00:15:56.380
The right? The they got all kind of like, you're using a PC? Don't you know it's 2022?

00:15:56.380 --> 00:16:12.785
You know, that's the kind of stuff Apple right? What you doing with that Android? I thought you said you had a smartphone. Right? That's that's that's and that would that's how Apple people talk. Right? And so so their what their their their their army their army of customers are their greatest advocates. What's next?

00:16:13.985 --> 00:16:15.025
Lead conversion.

00:16:15.585 --> 00:16:17.025
This is where you sell

00:16:17.790 --> 00:16:27.390
this is where you sell your core product. That's a lead conversion. What does convert mean? Convert means to change. So what did you do? You changed them from a lead to a customer.

00:16:28.030 --> 00:16:32.445
What's next? The next boss move is customer ascension.

00:16:37.085 --> 00:16:47.330
And the last one and what does this mean? This means, like, Apple Apple started out, guess what? They gave you a free product. This was their you know what Apple's lead gen was? Apple's lead generation product was iTunes.

00:16:47.490 --> 00:16:49.410
You could have it for free. They're a music player.

00:16:50.450 --> 00:17:04.615
Then what'd you have to do? Then you had to buy music to put on. Then what happened? Then they created Apple Music. Now, just pay the now, they're they've got the fourth thing in place which I'm not gonna show you yet. Okay? Then so they converted you to a customer, they sold you a Mac or they sold you a PC or they sold you some they sold you something. They sold you an iPhone.

00:17:05.255 --> 00:17:12.360
Right? They sold you an iPad. They sold you something. They sold you an iPod. What's an iPod? It's a thousand songs in your pocket. Right?

00:17:13.080 --> 00:17:17.080
I've got I I literally have like, my wife has an iPad.

00:17:17.480 --> 00:17:19.575
I have an iPad Pro

00:17:20.775 --> 00:17:23.575
and I also have an iPad mini for my flight lessons.

00:17:23.735 --> 00:17:32.935
Right? And I also have I have three iPhones. Like, some people when they get a new iPhone, they trade theirs why am I trading my I didn't trade my iPhone in. Do you know how good those cameras are? Like, if I had to go buy a camera

00:17:33.660 --> 00:17:36.460
that was as good as the camera in my iPhone six,

00:17:36.700 --> 00:17:48.620
it would cost me thousands of dollars and I can just keep my iPhone six. Why am I gonna give it to them? Keep my iPhone six, my iPhone eight, my iPhone 10, my iPhone 11. Why? Because the phone the cameras are so good. If I wanna do a multi camera shoot, can do all iPhones.

00:17:50.225 --> 00:18:13.760
I mean, just wrap your mind around what what just happened. Right? So customer ascension, they're gonna keep on selling you more and more stuff. Then they're gonna sell you a MacBook Pro, and they're gonna sell you a MacBook Air because you want a MacBook Pro because the big computer when you're doing all your graphics stuff. But then you need a MacBook Air because you don't wanna try it with that big computer. And we just and the reality is we talk ourselves into buying more of their stuff with the exact same verbiage they gave us to talk ourselves into buying more of their stuff.

00:18:15.055 --> 00:18:17.375
Can I get a witness? Okay. Then,

00:18:17.695 --> 00:18:26.255
the last so customer ascension means you sell them more and more expensive products over time. And then, customer retention customer retention

00:18:27.295 --> 00:18:28.575
is the last boss move.

00:18:30.120 --> 00:18:30.760
So

00:18:31.800 --> 00:18:40.200
now now, you can see clearly the reason you wanna have custom you wanna you wanna have a core product is so you have somebody to ascend and you have somebody to retain.

00:18:41.160 --> 00:18:45.320
So how do I create the core product? Because this is supposed to be core product

00:18:44.745 --> 00:18:45.465
creations,

00:18:45.545 --> 00:18:53.785
conversion secrets. So now you understand the conversion part. How am I gonna create a core product? I'm gonna tell you how to create a core product right now. This is the easiest core product creation.

00:18:54.025 --> 00:18:56.105
Like, I've been paid $10,000.

00:18:56.105 --> 00:19:07.520
I've been paid $3,000. I've paid $15,000. I've been paid a $100,000. I've been paid million 1 the most I've ever made the most I've ever gotten paid to create a product is like $1,300,000.

00:19:07.920 --> 00:19:22.245
I got paid to create it, which means now, what does that mean? So once I have the so the first thing I'm gonna do, I'm going to find once I find the problem and I know who the problem is, I know there's a lot of people out there, I know they have the ability and willingness to pay, what am I gonna do next? I'm gonna create

00:19:22.485 --> 00:19:23.765
I'm gonna create

00:19:26.485 --> 00:19:27.685
my outline

00:19:29.285 --> 00:19:31.710
for their transformation. I'm gonna create an outline.

00:19:32.030 --> 00:19:32.670
Right?

00:19:33.630 --> 00:19:39.390
I'm going to determine how long it's gonna take me to create to deliver that. So let's say,

00:19:39.710 --> 00:19:42.990
I wanna have a six week course. So I'm gonna have

00:19:43.710 --> 00:19:44.510
a

00:19:45.175 --> 00:19:45.975
b

00:19:46.455 --> 00:19:47.255
c

00:19:47.815 --> 00:19:48.615
d.

00:19:49.335 --> 00:19:51.735
That's a d. That's not one. D

00:19:51.815 --> 00:19:52.615
e

00:19:53.175 --> 00:20:00.055
f. I'm gonna have six weeks. So week one, I'm gonna cover the subject line and step one

00:20:02.450 --> 00:20:04.930
step one, step two,

00:20:05.170 --> 00:20:19.215
and step three. And that's what I'm gonna teach. So what I'm gonna do is I'm gonna go and I'm gonna like go on my Instagram, I'm gonna go on my YouTube, I'm gonna go on my Facebook, I'm gonna go on all of my platforms and I am going to announce that I'm going to have a master class.

00:20:19.535 --> 00:20:31.070
The master class is ultimately gonna be let's say let's say, you wanna sell it out of the gate, you just wanna make some money to so you get paid to produce it. Right? So, the master class is gonna be $297.

00:20:31.150 --> 00:20:33.070
But for the people who buy it

00:20:33.390 --> 00:20:34.750
as the beta group

00:20:35.070 --> 00:20:39.470
who are gonna be in the room when I'm creating it, I'm I'm gonna let you get it for $97.

00:20:40.015 --> 00:20:43.375
And at the end of the six weeks, you get to keep all the recordings.

00:20:43.855 --> 00:20:59.520
Right? So every week for six weeks, one week one, you do a. Week two, you do b, which you have the main point and then you have one, two, three. Then the main point, first c, and then one, two, three. And each week, you deliver a different outline

00:20:59.600 --> 00:21:01.600
for your core product. And then,

00:21:01.840 --> 00:21:02.720
at the end

00:21:03.200 --> 00:21:14.045
of six weeks, you have six modules. And then, you use a program like click funnels or whatever software you use. I use click funnels. And then, you put it in like a membership style membership site.

00:21:14.765 --> 00:21:22.400
And then, you raise the price to $2.97 and then you start doing a webinar or you do an automated webinar and you run traffic to that webinar and it sells this $297

00:21:22.400 --> 00:21:23.760
thing. Or,

00:21:24.240 --> 00:21:32.960
if you if you don't like the price like you're gonna sell it to them for two like you can say, okay, for the beta testers, it's gonna be 97 but after I create it, it's gonna be $2.97.

00:21:33.885 --> 00:21:44.925
And for those of you who are more like me and you like premium stuff, like you wanna make more money faster, like, make the the beta testers price for the six week $2.97 and once it's done, it goes to $9.97.

00:21:45.405 --> 00:21:45.725
Right?

00:21:46.520 --> 00:21:50.040
Here's the deal. When it comes to creating a core product,

00:21:51.240 --> 00:21:57.400
you're the one creating it. So I remember one time when I used to do multi level marketing training, I created this program called

00:21:58.840 --> 00:21:59.960
called

00:22:01.445 --> 00:22:05.125
MLM skill mastery, multilevel marketing skill mastery.

00:22:05.285 --> 00:22:07.125
Right? So this lady,

00:22:07.285 --> 00:22:21.410
Twylar, she had me come on her conference call. She had a conference call every morning. She she said, Myron, I just want you to come on this week, Monday, Wednesday, and Friday and do like a series. I said, okay. You want me to make an offer? Sure. Make an offer. So, I'm I'm gonna I'm gonna sell this six six week course.

00:22:21.730 --> 00:22:25.490
It's gonna sell for like $600 but I'm gonna let your people get it for 97.

00:22:25.650 --> 00:22:28.770
Okay. Cool. So, I go on there. I am I teach them this really cool stuff.

00:22:29.565 --> 00:22:33.805
Part one, part two, each day I speak, I offer this program

00:22:33.965 --> 00:22:35.565
for $97.

00:22:35.645 --> 00:22:37.725
I got I made $15,000

00:22:37.725 --> 00:22:39.645
that week speaking for twenty minutes

00:22:39.965 --> 00:22:44.590
Monday, twenty minutes went to Wednesday and twenty minutes Friday. I made $15,000

00:22:44.590 --> 00:22:49.790
that week before I recorded one phrase, one syllable of that course.

00:22:50.510 --> 00:22:51.310
And then,

00:22:51.550 --> 00:22:58.670
I scheduled it. They showed up. I taught it to them. I recorded it. I sent them the recordings. Bada bing bada boom. That was back when we used to have to mail out CDs.

00:22:59.205 --> 00:23:01.525
It's what do I care? I made $15,000

00:23:01.525 --> 00:23:17.860
before I record see, what most people do is they go into a studio or they get in front of their computer. They start recording stuff with nobody there. Right? And they don't even know if it's gonna sell. So they spend nine months creating a product and then they go to sell it, nobody buys it. How do you solve that? Sell it first

00:23:18.260 --> 00:23:23.780
and then create it by delivering it. Those are the core product secrets that I use to this very day.

00:23:24.420 --> 00:23:28.180
My boss book. Okay. So I'm gonna let you know a secret. My boss moves book.

00:23:29.035 --> 00:23:30.955
You know how you know how I wrote that book?

00:23:31.835 --> 00:23:36.795
I spoke I speak at Funnel Hacking Live. I've spoken at Funnel Hacking Live for the last since 2017.

00:23:36.795 --> 00:23:38.155
2018.

00:23:38.155 --> 00:23:39.595
Every year since 2018.

00:23:39.995 --> 00:23:42.395
But one Russell used to have these round tables. And so,

00:23:43.310 --> 00:23:46.350
he would have a lot of his two Comma Club award winners,

00:23:46.590 --> 00:23:50.910
like people who've done over $1,000,000 in a funnel. We'd sit down and we'd teach people like a framework,

00:23:50.990 --> 00:23:52.990
like at a round table. And there was like 70

00:23:53.870 --> 00:24:00.065
roundtables in this big room. So those acoustics were terrible. Right? So what did I do? I said, I'm gonna record mine.

00:24:00.465 --> 00:24:03.105
So I recorded my round table discussion.

00:24:03.265 --> 00:24:03.905
Right?

00:24:04.385 --> 00:24:09.185
Then all I did was taught the boss moves. That's what I taught. I taught the boss moves for two hours.

00:24:10.340 --> 00:24:12.900
Well, guess what? I charge $25,000

00:24:12.900 --> 00:24:15.620
an hour for coaching. I was coaching all these entrepreneurs.

00:24:16.020 --> 00:24:26.515
They weren't paying me, but I was creating an asset that would pay me forever. Now, the the the book has already made me more money than if all of the people at my round table for those two hours would have paid me $25,000 for those two hours.

00:24:26.995 --> 00:24:33.715
When you wrap your mind around this, you have to think about how can I monetize things that I'm currently not monetizing? Right? So I recorded it.

00:24:34.435 --> 00:24:37.875
I had I had the recording transcribed. I had the recording transcribed.

00:24:38.035 --> 00:24:38.595
Right?

00:24:38.995 --> 00:24:43.610
I felt like I had a fly on my leg. So I had the had the recording transcribed,

00:24:44.010 --> 00:24:56.835
then I took the recording of the tran I mean, I took the transcript, I sent it to my book editor, and she turned it into a manuscript. After she turned it into a manuscript, I went through it and edited to make it sound like me again. I hired an illustrator that I found on

00:24:58.595 --> 00:25:03.395
I I found an illustrator I found on Instagram to create those little cartoon mirens

00:25:03.795 --> 00:25:12.820
and put all that stuff together, paid her formatter, paid my I paid my my editor's formatting people, had a cover design, bada bing, bada boom, wrapped it up.

00:25:13.220 --> 00:25:14.260
We have a book.

00:25:16.340 --> 00:25:17.700
Now, here's what's interesting.

00:25:18.740 --> 00:25:24.420
The book wasn't just a book. So the book we launched the book last year, last October at Funnel Hacking Live.

00:25:25.655 --> 00:25:32.055
How did we do it? We put a book I was speaking at Funnel Hacking Live in a breakout room, but I didn't care.

00:25:32.455 --> 00:25:37.175
I put a copy of the Boss Moose book on everybody's seat. 3,000 books.

00:25:38.215 --> 00:25:40.135
Right? But I had to pay for those books.

00:25:40.790 --> 00:25:44.950
Put 3,000 books on the on the seats. Guess what happened? People will read the book.

00:25:45.350 --> 00:25:47.750
Well, the book leads them to the make more offers challenge.

00:25:48.310 --> 00:26:00.685
Bada bing, bada boom. Don't just sell something, sell something that sells something. Make sure when you create a core product, that core product leads them to your ascension product, which eventually leads them to your retention product. Remember what I told you about Apple? I was gonna tell you later.

00:26:01.085 --> 00:26:03.965
What's Apple's customer retention program? Apple TV,

00:26:04.205 --> 00:26:05.245
Apple movies,

00:26:05.325 --> 00:26:08.780
Apple music. I pay $14.95

00:26:08.780 --> 00:26:14.780
a month so five people can have access to Apple Music on my account. You know who accesses my Apple Music account?

00:26:15.020 --> 00:26:17.100
I do. My wife doesn't use it.

00:26:17.500 --> 00:26:18.540
My kids don't use it.

00:26:19.935 --> 00:26:37.060
And I'm still like, I was well, I'm gonna had the 999. I'm gonna use the 1495 so my family can use it. I'm still the only one that uses it. And I know I'm the only one that uses it. So why haven't I gone back to the nine ninety nine? I haven't thought about it until just now when I'm telling you this. Right? They've got hundreds of millions of people paying them $14.95

00:26:37.060 --> 00:26:37.780
a month.

00:26:38.100 --> 00:26:39.540
How would that change your business?

00:26:40.420 --> 00:26:41.060
So,

00:26:41.300 --> 00:26:44.260
those are the core product secrets that I use

00:26:44.740 --> 00:26:46.740
to build a business that does

00:26:47.345 --> 00:26:49.905
a significant amount of revenue every day.

00:26:50.305 --> 00:27:01.185
Right? And if you will use those secrets over time and you'll consistently use them over time, eventually, you will have a business that's on autopilot success. Hopefully, this video helps you. Share it, like it, comment on it,

00:27:02.160 --> 00:27:03.120
subscribe.

00:27:03.760 --> 00:27:09.680
Youtube y stuff. All of that stuff. Alright. In the meantime, in between time, we look forward to seeing you all next week. Bye for now.

00:27:11.680 --> 00:27:12.720
Okay.

00:27:14.320 --> 00:27:15.280
Core product secrets.

00:27:17.495 --> 00:27:19.175
Sir? Yeah. It's

00:27:19.975 --> 00:27:21.175
making sense? Yeah.

00:27:24.695 --> 00:27:27.575
Say it again. That was a great couple of examples. Why

00:27:27.895 --> 00:27:29.975
did I make you look bad? They were just They were just talking