Good enough for prime time: How to clear the last hurdle to releasing your info product

May 31, 2010 12:23 PM

"I have spent my days stringing and unstringing my instrument, while the song I came to sing remains unsung." Rabindranath Tagore, poet

The last hurdle to creating your info product is finishing it. Declaring it complete. Done. Ready for prime time.

Yikes! Releasing your creation into the world can be scary. What will people think? Is it good enough? Who are you to claim expertise or insight?

This article looks at this last hurdle and shows you how to clear it gracefully.

The problem of originality
One of the blocks to completing a product is worrying that it is not original enough. Now that you have written and/or recorded your product, it suddenly seems hackneyed. No different than scores of other products on the market.

But it is different. It's as original as your fingerprints.

What makes your info product original
There are four things that make your info product original, unique in all the world:

Your tribe

Your point of view

Your way of communicating

Your personality

Your tribe is the people who resonate with you and your message. It doesn't matter how many other similar messages are out in the world because yours speaks to their needs at this moment. Your product only needs to be relevant to this tribe to be ready for prime time.

Your point of view on a topic determines what elements you emphasize and why. Your way of thinking not only about the nuts and bolts but also about how they relate to each other and to the needs of your tribe is distinct from anyone else's. That adds up to originality.

The way you communicate comprises your choice of words, the way you organize your thoughts, and your choice of media. Even when what you say is the same as what someone else says, the way you say it makes it unique.

Finally, your personality is what brings your product to life. It's the animating spirit or voice that lets people know you are a human being. It's the key to making a strong connection with your tribe. Like your signature, it distinguishes your work from everyone else's.

The important thing to remember is that you already have all four of these things to make your info product original. While you can make choices to polish each of them, you already have a tribe, a point of view, a way of communicating, and (doncha know?) a personality.

In other words, you don't have to force originality. You've got it.

What makes your product good enough?
No matter how hard you have worked on your product, it is natural at the end of the process to worry about whether it is good enough to release. Will the quality of your work stand up in the marketplace?

The thing to understand here is that "good enough" is always a moving target. The more you work on something, the more you see that you could improve. At some point you need to declare enough or you'll never stop.

So what constitute's good enough? I like the 70% rule. Release your product when it's 70% perfect and fix the next 20% in a future revision. The logic behind this is that you'll be better able to address the 20% after the product has been out for a while, and you've gotten feedback. The remaining 10% represents that part of perfection that is always changing. You'll never get there no matter how hard you work, so let go.

You're at the finish line
Closely related to knowing your product is good enough is knowing when to declare it finished. Where good enough has to do with the quality of the product contents, finishing has to do with the quality of the packaging.

Who wouldn't want to release a product that is as beautiful as it is useful? Especially if you and your audience are particularly creative. Besides, a beautiful presentation gives your info product authority.

But if this is your first info product, you may not have the deep pockets to hire a designer for the cover, layout, and graphics. It's not good for your business to spend too much in these areas until you can be certain that you'll earn more than enough to justify the investment.

Fortunately, you don't need fancy design to release a product that is credible and valuable. What is important is that your product be neat and easy to understand.

Odds are that you've bought a few info products yourself (if you haven't you really should, if only to get a feel for the medium). Look at how they are designed and put together. Choose a product that looks nice without being too flashy. Notice how the margins are set, what font is used, how paragraphs are spaced. Imitate these elements as best you can keeping it as simple as you can. As with the quality of content, shoot for 70% and you'll be fine.

It's about singing your song
Your info product is the song you're here to share with the world. Don't let preoccupation with how your instrument is strung keep you from making music. The more you play, the better you'll get.

A change in plan
For the past few weeks I've been gently teasing you with hints about the opening of Shaboom County to new members. To celebrate this, I'd planned a week-long event with free audios every day. And you know what? My vision exceeded my grasp. There's no way I can do a really good job of welcoming new members to Shaboom County while I'm busy finishing The Goldilocks Strategy Home Study.

So I've decided not to open Shaboom County to new members at this time. Depending on how plans for the Self Employment Telesummit (coming in September) go, I may open Shaboom County for membership in July. Whatever the timing, you'll hear about it here.

Thanks for your understanding.

Photo credit: kruemi via Flickr
Under a Creative Commons License

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Comments

Hi Molly, Me again in Ojai, CA (Ahvakana's friend). I have been really connecting to this community, getting out there, laughing out loud with friends, attending many social situations, writing on peoples FB walls, reminding them of my counseling services,self promting, with enthusiasm! Well, my efforts came to a screeching halt when a high profile very nice woman chastised me for my post . I say, took the wind right out of my sails.

Posted by: brenda at June 1, 2010 9:49 PM

I am just curious, I had a love affair creating my online business, spend the time, and then when I finished the product, and hey presto, it just didnt sell itself, the honemoon just come to an abrupt halt, how do you fall in love again, and have the energy to go out and start to promote that wonderful product you fell in love with? Regards Caylene

Posted by: Caylene at June 2, 2010 3:26 AM

@Brenda: Hello! So good to hear from you. I am so familiar with the situation you describe. What works for me is to stop as soon as I notice that the initial disappointment or discomfort is keeping me from engaging/promoting. Then work through my feelings using The Work of Byron Katie or another form of inquiry. Sometimes I'll work with my body, noticing how the "wind out of my sails" feeling shows up and then consciously shifting my posture, breathing, etc. That can work nicely when my mind is stuck in a groove.

@Caylene: Again, this feels so familiar! I think we expect others to be as in love with our good work as we are when we finish it. Like a proud parent, we imagine that everyone wants to see our baby pictures! Two things come to mind to help you fall back in love:

1. Recognize that other people have no idea that your product even exists, let alone how great it is, until you tell them. Even then, their lives will get in the way of their buying unless you give them a reason to act immediately. And even then, they need to feel safe with you. All of that takes a kick-butt sales or landing page and regular reminder emails. This is reality and applies even to high profile online businesses.

2. Build a support system, a Master Mind group, a success team, a coffee klatch that will remind you that you rock. Share your feelings before, during, and after creating and selling your product so they can give you a nudge if you start falling out of love.

Oh, and there's a number 3. Understand that marketing is not selling. Marketing is very important. It connects people with your work and develops trust. But you have to actively sell (ask for the sale and make it safe) in order to, well, sell.

Posted by: Molly Gordon, Self-Employment Coach at June 3, 2010 2:36 PM

Hi Molly,
Very wise and gentle reminders about our originality and finsihing the song....you are always so gentle. That is sweet.

By the way, I have finished a book on Tiger Woods
called Dear Tiger: A Book for Tiger Woods and For Us All and wanted to send you a pre-publication,
spiral bound copy for possible "good virus" spreading.

If interested, would you prefer an Ebook version or the tangible baby?

I am a psychoterhapist and it is a series of 35 letters to him on relationships, cheating (all sorts), obstacles to change, how we change, guilt, shme, healthy spirituality, intimacy, and so on.

All the best in your authentic work

Bob Beverley

Posted by: Bob Beverley at June 7, 2010 9:41 PM