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Webinar Architect Course > Module 01: Creating Your Offer

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Video 01: What Is It and Who Is It For?

  • Because of the higher price point ($497+) the product has to have higher value meaning it can’t just be a PDF or really any kind of just written content.  Does this have tremendous value?  Of course it does, but video training, coaching, and software all have higher perceived value so your product should include one of these three ideally.
  • For your videos, you can either do screenshare videos where you show a prepared PowerPoint or you show step-by-step instructions typically on various websites on your browser to walk your customers through how to do something.  Another type of video is to be on camera.  What type you do depends on the information presented and it can be useful for engagement and consumption to mix it up and keep it interesting.
  • For screen recording, I recommend Screencast-O-Matic.  It’s incredibly feature-rich, particularly for how inexpensive it is.  It’s also very user-friendly and I haven’t really found myself wanting for anything.
  • Who is this for? Determine the highest level niche or broad category your training or product is designed for?
  • Niche > Ideal prospect.  Now that you have your broad category niche, work your way down to determine your target ideal prospect niche, such as “Health and Wellness > Diet & Nutrition > Keto.  I’m sure you’re familiar with the concept of your “customer avatar” and although it might sound cliché, create your avatar anyway.  Doing so is a useful process for getting clear on who your speaking to with your message as opposed to trying to speak to many people at once.
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                    LESSON TRANSCRIPT

                    Matt: (00:01)
                    Okay, let's talk about your product, what it is and who it's for. So because of the higher price point, it's going to be $497 or more. It can't just be some written content. Of course, this is a can be incredibly valuable. Some of the the most valuable information I've ever received was from a $15 book that I've bought and read. So, but the perception just isn't high enough. That's why books you can't sell despite their infinite wisdom. You can't sell a paperback or hardback book in the store at $497. No one would buy it. So therefore this has to be some type of video content. And what I also like to include in the member's area is you have your, your video

                    Matt: (00:54)
                    and also I will do like a description. So kind of give the highlights of it and if possible, transcribe the entire video. That way for people that do like to read it and learn better that way you have that information. And then I also like to have the objectives, what are the objectives that allow people to check off you know this and make sure that they know that they've done it and show their progress along the way. So one would be watch the video and other would be a review, the key insights or a download, whatever content we have here for this particular video. And then in addition to the description and the transcription, what I'd like to add is the key takeaways.

                    Matt: (01:49)
                    And this helps retain the most critical information from that particular video. And also allows them, if they wanted to go back and watch a video, they can quickly remember what part, what video, what's actually in this video? And if this is the video that they're looking for. So in the video itself, it can be a couple of different things, right? You can have, this is a screenshare video, just me narrating over what you're seeing on the screen. And, another form of that which we're, you're going to see throughout this course is me going onto the internet and showing you live some how to stuff. Right? And that's super helpful because you know, it's literally like looking over your shoulder and watching you do the things that I would normally do. So I'm going to show you that in another video.

                    Matt: (02:42)
                    And then another one would be to be on camera. It is my opinion that in this day and age, the more you can be on camera, the more that you can establish yourself as a personality or a celebrity. And that's, it's becoming hard to distinguish between people that you see on video, on YouTube, on the internet, and those that you see on TV because they're all very similar. So our minds really can't distinguish between the two of them. So using these type of heuristics, we can, I don't want to say trick people into thinking we're celebrities. It's just, it's just a natural occurrence of, of seeing people on videos. So, also I don't think it's probably best to do your entire, video course on screen. It's helpful to mix it up and for retention to keep it engaging and not just be so boring and dragging on, which is why I like to doodle on the screen, right?

                    Matt: (03:35)
                    Because when I'm doodling on this screen, you're going to pay closer attention than to just sit there and listen. So, that's what it is, right? The video course. And, we're going to get into mapping out this entire course and then we want to talk about who is it for. So start with your top level, broader niche, right? So let's say we have a course on the keto diet, whatever that would look like, I don't know, but that would start with health and wellness.

                    Matt: (4:06)
                    That's your broad category. If you're going to go target this on Facebook you're going to start in the health and wellness and then you're going to niche this down to diet and nutrition. And then further your keto diets. These are the specific people that you're looking to to speak to. So we want to get very clear on who this is for so that we can speak specifically to them. Now in the next video, we're gonna be talking about the pain points and you thought you might think you already know the pain points. When I created this product, I felt I knew what the pain points were, but I solidified those by doing some research. I'm going to show you that in the next video.

                    MY NOTES

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