Can I have that with cherries on top?

Many of you have a “product” of some kind.  It may be a gadget, a painting, a box of brownies, or an ebook.  Whatever it is, start thinking up ways to “repurpose” your product – ways to change the delivery, tweak the original, or add value.

I want you to be able to have multiple streams of income.  Having a variety of products for your prospects will immediately add to your streams.  We are constantly creating new products here at 48 Days, and the list of possibilities just keeps growing.  You should be able to do the same with any product you have.

If you watch marketing geniuses like Brendon Burchard, Tony Robbins, Brian Tracy or McDonalds and Subway, you’ll see how they repackage any content they have.

Here are some examples of taking the same content and repurposing it to maximize your profits:

Let’s say you’ve written a traditional book on the merits of eating organic food.

That book will sell for about $20.00

  • Make that an e-book and you can expect $39-49.00.  (People are always amazed at this.  A hardback book has printing costs, shipping, etc. whereas an e-book has none of those costs – yet commands a higher perceived value.)
  • Make that a 3-Ring binder with same content and sell it for $197 – $297.
  • Add two audio CDs and it will now sell for $297 – $497.
  • Create a teleseminar with product included and you can ask $397 – $697.
  • Invite people to a two-day live event to cover the principles and you’re at $497 – 997.
  • Offer personal coaching to implement the principles for $2500 – 4500.

Just get used to asking, “What else do they need or want?”

I write a daily blog, do a weekly newsletter and record a weekly podcast.  Those have a lot of overlap in content – BECAUSE they attract different audiences.  Your prospective customers want your product in different formats.  Get used to the idea that the whole world is not a candidate for your product – but you can increase your customer base dramatically by offering your product in different ways.  Look at what McDonald’s does with a simple hamburger – you can personalize it in about 20 different ways.

Keep in mind these all require a clear marketing plan.  You have to SELL what you have.  But you can use the options listed here to make your product increasingly appealing.  Look at the creative groupings we have for 48Days Products.

What are you doing to leverage your original product?

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  • After attending Coaching With Excellence, I also read Brendon Burchard’s book “The Millionaire Messenger”.  His pyramid of products is very similar to the one you described.

    I have a plan now to create that around an idea for front-line managers who are leading teams.  An idea is only as good as it’s implementation.  Pray for it to be well implemented.

    • 48DaysDan

      Dave – if anyone can do it, you can.  I’ve seen you blitzing in growing your business.  Product expansion is just one more way to increase income.

  • I’ve been trying for years to come up with an idea. At times, it seems so easy, but when I sit down to figure out what I can do that’s unique, it seems impossible.

    On re-purposing content, does this imply consumers will only buy one product from you? I ask because I’ve bought different products from the same sources, and found a lot of overlap in them. I notice each product is marketed as being unique, but often the overlap is heavy. I recently finished Brian Tracy’s “Time Power” (Great book, by the way). I noticed an entire section was repurposed from “The Psychology of Selling”. Other material was repurposed from “Eat That Frog”.

    I’ve seen this with plenty of other sources. John Eldredge seems to be very good at changing a title and a few sentences and selling it as an entirely new book (I love many of his books.) Some ministries do this as well.

    Is there a point as a content creator when you need to worry about your customer feeling like they’re not getting as much value from you by repurposing content in your different products?

    • 48DaysDan

      Eric, No lots of customers will buy your product in many forms.  Like you, I’ve laughed at some of Brian Tracy’s “new” products.  I got his cassette series “Getting Rich in America” years and years ago and have seen the same material repurposed in twenty new products.  It’s rare that a customer would complain about content being in something previous.  Remember the power of repetition – most people don’t really absorb or act on information until they’ve received it 5-7 times anyway.  So the repetition helps them get to the point of taking action.

  • I also have concerns with “over-purposing” as Eric shared.

    However it seems that we only notice “repurposing” in our *favorite* authors. In other words we only notice the repetition once we dig deep into an author’s output. We only dig deep for the experts that we *already enjoy*.

    After reflecting on this – my question is “do we mind”?  Perhaps you’ve read several books from your favorite “how-to” expert and can’t help noticing certain themes recurring. That’s unavoidable – and I’d suggest that even in cases of verbatim repeats, it drives home the point we need to hear. It helps us apply the principle to improve our lives. 

    Professional content designers call this a “reusable learning object” because the idea is that you record focused content once, and then link back to it when it is needed. This is a best practice in the eLearning industry. It’s a different way to think about it, and if done well, saves time from both the content creation side as well as the learners’ side.

    I’d encourage everyone that awareness is half the battle. If “verbatim repurposing” is a concern (and it’s a good one as long as it doesn’t sap our creativity), then we can adopt a simple plan to maximize your content skillfully and simply without pasting word-for-word content. 

    Here’s a quick example:

    Last night I showed several 48days.net community members how easy it is to setup their first webinar to showcase their expertise. A multi-modal medium (say that 10x fast) like webinars are great – because you can quickly extract the video (mp4), the audio (mp3 for iPod), and your slides (pdf for Kindle) into 3 separate pieces of content. Post a recap on your blog, record a summary on your podcast, and you get even more “repurposing” without redundancy. Productivity at it’s best!

    This may sound like a lot of work – but it’s *not* – because you record once, and can break off different formats from the “master recording”. Plus you feel great because you’re productive, you add value to people in their preferred medium, and you look extremely professional in the process. Not bad!

    Since I also want to deliver value, I had a fear of “repurposing” too much. However I’ve realized it was actually holding me back from creating helpful content that people actually need to hear over and over again in different ways. I encourage you to “overdo it” and see what happens!

    •  Wow, that’s some awesome ideas there with webinars.  Can you provide a link to that in the 48days community?  I have been concerned with with the creating content as I feel I need to space it out otherwise nothing will seem original, when in reality overlapping just makes it appear like you are more of an authority on that subject.

  • Doug

    Does your program have a way to find out what your skills and talents are. I am so lost as to what I want to do. I know what I want out of life, its the getting there I am struggling with. I know I no longer want to work in the retail corprate world, I want to work on my own. 

  • Great post, Dan!  I’ve been trying to think of ways to re-purpose my downloadable multimedia instructional course “Texas Blues Guitar by Eric Beaty.”  It’s still a fairly young product, so I’ve been focusing more on getting more traffic to my site http://www.SecretsofTexasBluesGuitar.com

    When I read this I began to think that you can also apply the idea of re-purposing to your marketing approach.  I mainly use Facebook, Twitter, and my main attraction YouTube to post blog updates, specials, related links, and other marketing devices.  Something everyone should ask is “How can I re-purpose my approach to selling my product?”

    A great resource I’ve recently found is http://www.fiverr.com.  Every service is just $5 and each time I make a sale off of their services, I set aside some of those funds for more $5 advertising/marketing purchases from fiverr.com.

    Thanks again for this great post, Dan.  It’s nice to know the many ways you can increase your perceived value just by thinking outside the box!

  • Congratulations matter I loved.
    Adriano Santos, Apaixonado por e profissional na área de Adesivos de Parede, São Paulo – SP