The Tilt - Quick-to-Sell Products

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JANUARY 6, 2023

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

BROUGHT TO YOU BY:


5 things to do

You have an audience. You don’t have any content products to sell them.

Maybe you’re overwhelmed by all the options. Perhaps you think it must be perfected before it hits the market. Or maybe you assume it’s too expensive to create.

Well, stop thinking like that, and follow the advice of digital strategist and Creator Economy Expo presenter Michelle Martello (pictured above). And you can hit the market with your new content product within the month.

1. Pick a product that’s quicker to create: Among the formats usually developed in a shorter time – checklists, spreadsheets, swipe files, templates, done-for-you guides, PDFs, ebooks, and live classes.

Michelle came up with a quicker-to-create product from the documentation she uses when designing websites for her clients – a master checklist of 300 things to verify before launching a WordPress site.

She converted the document into a PDF that sells for $29, bringing in $40K in revenue in the past six years.

“People love grab-and-go solutions,” Michelle says.

2. Mine your content library: Look at what you’ve already created and think about how to turn some of those assets into products to sell.

Michelle took the content of her client’s monthly newsletter sent to a subset of her audience and put it into a Google Doc. She stripped out the timely and promotional content. Then, she added a table of contents so buyers could easily scan what was “inside.” That became the basis for a digital book.

Another client had a subscription site where members paid $19 a month to take her yoga-with-weights classes. She wrote the lesson plans for 10 of those member videos, converted them into a PDF, and sold them to teachers interested in doing similar instruction for $99.

3. Market before the product is complete: Even before you know exactly what the product will be, create a waitlist. Set up a simple landing page. Promote it through your social channels. Email your audience the link to let them know they can sign up for alerts when it goes on sale.

4. Operationalize the sale. Keep the back-end operations as simple as possible to minimize the chances of things going haywire. You’ll need to work with a third-party site to process the payments, and a new account can take a week or two before everything is working as intended.

Before you open up sales to the public, walk through the purchase process yourself to identify (and fix) any bugs that disrupt the buyer’s experience or prevent their payments from ending up in your chosen bank account.

5. Promote the product: Before you create the product, write the sales copy. It will help you ensure the product delivers what you think buyers want.

Give coupon codes to early supporters (it could be an incentive for people to buy before the product is available.) Send more emails to your audience than you want to because people often wait until the last minute/chance before making a purchase.

Create a fear of missing out by posting about people who have purchased the product. Ask for and publish testimonials.

- Ann Gynn

Get more tips, product success stories, and creation help by watching Michelle’s #CreatorExpo presentation on demand.

Loved Michelle's advice? Don't miss the chance to see her live and in person this May at Creator Economy Expo 2023. Register today.


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5 things at the tilt

*The Tilt receives a small commission if readers (at no additional cost) make a purchase using this link.


5 things to know

Money
  • Give no Fs: YouTube’s updated terms mean videos from creators who use naughty words in the first eight seconds will automatically be demonetized. The news isn’t that new, but some creators are upset that YouTube wasn’t more proactive in informing them. (tubefilter)
    Tilt Take: Terms of service may seem boring, but they’re important to read. Join the platforms’ communities and subscribe to updates to ensure you know what’s happening.
Audiences
  • Sparks for 2023: Instagram’s Adam Mosseri says the priorities for this year are inspiring creativity, discovering new things, and sparking connections. The latter is all about allowing viewers of like-minded content to start conversations and interact. (Search Engine Journal)
    Tilt Take: We couldn’t help but notice the 2022 priority about helping creators make a living isn’t on the list.
Tech and Tools
  • Double no more: Creators on Substack can no longer ask subscribers to do a double opt-in. (Richard McManus)
    Tilt Take: Expect more spam subscribers if you’re on Substack.
  • Swiping: Twitter is getting into the swiping game soon. Users can swipe to switch views of recommended and followed tweets, trends, topics, and more. (The Verge)
    Tilt Take: Watch your Twitter metrics to see if this feature expands your reach and community interest.
And Finally
  • ChatGPT miss: According to one prediction, all the AI improvements make the value of the original idea, innovations, judgment, and story more important than ever. (Insider)
    Tilt Take: Good news!


5 things to read, watch, or hear


Have you made any referrals lately? It's a brand new year, so why not share your favorite newsletter (this one!) with all your friends, family, coworkers, and other creators? Help everyone you know grow their business in 2023 with The Tilt.

Your unique link: https://www.thetilt.com?rh_ref=1c5f8ff0

Track your referrals here.

Or share via Twitter, LinkedIn, Facebook, or email.


the tilt team

Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony.

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