044: Offer vs. Product: The Easiest and Fastest Way to Make Money Online with Your Membership Sites and Websites, Plus: The Power of the Magic Wand

The Difference Between an Offer and a Product
The Product: This is a solution to a problem. Also called an "information product"
The Offer: Is the whole package grouped/stacked in a way that's really "sexy"
Let's Break Down Information Products
Here's a little exercise for you:

Go to ClickBank.com. At the top there is a tab that says "Marketplace." Click on the magnifying glass. It shows top offers on this site. These are real things that people are looking for-i.e., infertility cures, how to play piano, etc. Since people are looking for them, you know now that these are subjects that people are willing to pay for if you provide an "information product" that will help them fix it.

An Information Product can be an E-book, a video, or a PDF file. It just needs to be digital.

An Information Product is a step-by-step repeatable solution to a problem many people have.
Let's Break Down Offers
An offer is how you "package" the Information Product.

Most solutions involve combining 2-3 things, if not more, so those become your "offers."

This is the "extra stuff" that people will find exciting and desirable.
For example, if your Information Product is an E-Book on "How to Play Piano", your "extras" could be that you're going to teach them how to read sheet music or you're going to teach them how to play the most popular 5-10 songs right off the bat. You could include a monthly video meetup (via Skype or Google Hangout) to talk about what they're learning.

Now, they're not getting "just a book." Anyone can go buy a book and they probably already have and didn't find the answers they were seeking. You are here to take it to the next level and give to them what other's didn't.
What Do You Need To Sell Effective Offers?
Good Copy!
Here are Robert's "Geeky Copywriting Terms"...

Product-see above.

Features-what it is. In this example, it is an "extra" on how to read sheet music.

Benefits-what you can do with it once you learn it. Once you learn how to read sheet music, you can literally read limitless songs. The benefit is WHAT YOU CAN DO WITH IT. What people are REALLY looking for is what THEY can get out of your training.

The Hook-what the offer hinges on. This is where you boil down your offer to the coolest thing you have included and inform about it in a short, concise sentence. This is what most of your marketing and your follow up emails and your sales copy is going to hinge on. Most people are going to be sold on the one thing because it's the coolest thing you have going on.
Let's put ourselves in the mind of your prospect . Someone just wants to play the piano. They want the shortcut. Your "Hook" would be: PLAY GUITAR TODAY.

That's an easy way to find a hook-take something that people expect to take months or years to learn and show them how to do it in a REALLY short time.

On his IncomeMachine.com, he teaches the 8 things you need in under 3 days. Shows people how to stop spinning your wheels and get something completed.

The formula is: How to get something big in value for little in money in a short amount of time without a lot of unnecessary stuff and fluff.
The Magic Wand-what would you add into this package if you could wave a magic wand, if anything was possible? It doesn't have to be practical. Think big and open up that creativity.
A Short Little Break for Some Quick Thoughts from Robert
Dunning-Kruger Effect: intelligent people tend to underestimate themselves while idiots tend to be overly confident and very often loud. That's okay. Just rest in the knowledge that if you're quiet but very capable that's okay too.

Facebook: Everybody's Facebook persona is better than real-life. When you see someone on there who's bragging every day, just know that they're more than likely overcompensating.

Thank You: Just say "Thank You" when you receive a compliment. It's that simple.
And, now…back to the show!
Let's Talk About Consistent Passive Income
This is your goal in Online Marketing.