Project Mojave: The “Freedom Business” Blueprint
Scott
· 8 months ago
Not sure if it's just my system (Firefox 3.1beta on Mac) but video drops out at 4:20 and won't go farther. I'll try Safari next and let ya know if it works or not there.
Scott
· 8 months ago
Well, no problems in Safari. Odd.
Scott
· 8 months ago
Great video!
A few questions from the top of my head (and notepad):
For the virtual franchise rip-off: How do you gauge if a business you are seeking to model is actually thriving?
And how do you take measures to prevent yourself from becoming a virtual franchise that someone else is trying to rip off and one up you? :)
Michael Martine
· 8 months ago
I know enough about internet marketing and business to be totally impressed by this, Clay. Seriously great stuff in that. Will watch again and take notes.
Joshua Beidler
· 8 months ago
A lot to think about here.
Here's a question: How can you be sure that your solution qualifies as a magic bullet?
I guess I would define a magic bullet as a product or technique that quickly and easily solves the problem for the vast majority of users.
So, for example, a hair-removal cream could be a magic bullet for excess hair. You put it on, and the hair is gone.
On the other hand, the typical weight loss plan takes a lot of time and discipline to see significant results. So it wouldn't qualify as a magic bullet.
I'm trying to feel my way to a useful distinction. Clay, what do you think?
Joshua
· 8 months ago
I sat down at 4am this morning, and I just finished my Information Product...it is 7:30pm. I'm totally pooped, but feel great! Thanks for Kicking my ASS Clay. You ROCK!
Clay Collins
· 8 months ago
Way to kick ASS, Joshua!!! And congrats on your first product.
--Clay
Jim
· 8 months ago
Hey Josh, Applying the 'magic bullet' principle to weight loss is an outstanding study. Great question. Not sure if I have any answers. I think immediately of 'Body for Life' which did require a lot of discipline, but was such a well rounded well thought out, easy to follow, extremely compelling program, that it was kind of a magic bullet though it didn't guarantee instant results. I think what it did really well was it took all the guess work out of diet, and exercise completely in such a really really simple way. The diet for example was one *serving* of carbohydrate and one *serving* of protein. What's a serving? Do I have to count calories? A serving is the size of your fist! Small body small fist. Six of these small two serving meals per day. Six meals is a pain in the -ss! SOoooo substitute three meals with a 'meal replacement shake'. Easy. The aerobic workout was really eloquent as well. Instead of just jogging for 30 mintues or whatever you pick any aerobic activity from jumping rope to cross country skiing. Do one minute of *your* exertion level (on a scale of 1-10) at whatever is your 4 the next to 5..then 6,7 back to 5,6,7,8,9,5,6,7,8,9,5, and so on for 30 minutes. You end up nearly sprinting for five total minutes but then recovering at a jog and working your way back up. Anyway, It was a simple all encompassing plan. Then he sold the meal replacement shakes on top of that - That's where Myoplex came from.
Perhaps a magic bullet can be a simple easy to understand and implement solution if it is not an instantaneous one. Still requires discipline, but simple and eloquent in it's comprehensiveness and usability. No guesswork. Ultimately I think this is an intuitive test. Harvard conducted a study and concluded that intuition is the most valuable business skill to possess. Not sure if that helps. Very effective with no guesswork and simple if it's not instantaneous.
Jim
· 8 months ago
I really love the part of using an existing model as a way to save a LOT of time and energy so you don't create a new program from scratch. Great Great stuff! This really ties in well with the marketing principle of creating a one person persona to market to. The idea is you don't write your sales letters and emails direclty as if your speaking to this one personal that you know really well. Who is your customer and what motivates them. For example you create a story about Maggie Mom whose son Steve Scatterhead has ADD and gives her real headaches. She is looking for a solution and her primary obstacle will be trusting you. You can develop trust through having a professional looking, well-designed, usable site; testimonials, blah, blah. Then there's Sally Second Grade Teacher. Her primary objective are really quick tools she can access in her class room THIS MORNING. You sell to her in a different way. Basically if you know your customer well enough you'll know *why they didn't buy when they came to your site* so you can correct it. There is an outstanding outstanding video done by a internet marketing consulting firm about how to effectively create personas and the value it has for online marketing here: http://video.google.com/googleplayer.swf?docId=...
@Joshua Damn, that's impressive! And I know without even looking at your information product that it's fat-free and to the point. Three and a half hours isn't enough time to digress.
@Jim Thanks for the illuminating example. Maybe "magic bullet" and "non-magic bullet" aren't binary categories, but rather two ends of a spectrum. So that the more intuitive, complete, and automatic your solution is, the closer it comes to being a magic bullet. I think I was concerned about getting so close to the product that I think it's more foolproof than it really is...but I might be able to counter that by soliciting feedback from others before I put it up for sale.
I'm going to check out those videos...
Clay Collins
· 8 months ago
As sketchy as it might sound, whether something is or is not a magic bullet is really just in the eyes of the customers. If they think it is a magic bullet, then it is.
The thing is, most people have magic bullets to offer, then just don't know how to recognize them when they see them.
If you give specific instructions that, without fail, product a very specific result (usually within a short period of time), then you have a magic bullet.
It's all about the "done-for-you" aspect of it all.
--Clay
jbeidler
· 8 months ago
Thanks for the clarification, Clay. I think I've got it now.
LaurelKillough
· 8 months ago
I had the same question as Scott - how do you know if the business you're looking to copy is actually thriving?
Clay Collins
· 8 months ago
Laurel, I'll do a video on this also. Great question.
V.C.
· 8 months ago
Clay, this was such a great video that I ended up taking notes the whole time, and believe it or not, I was disappointed that I didn't come up with a single idea for a business during that time.
I think my main obstacle is that even though I am a good writer, and I know I can churn out an info product in a week or less, I don't feel like I have any "expert" knowledge to share with people that I would feel comfortable charging money for. I look forward to your next video showing us how we all have that expertise that someone will pay for.
Also, when I think of most of the things that I am passionate about (that I would talk about on Oprah) they don't seem to translate well into a business, or I'm not sure that I could make enough money from them. E.g., I am passionate about helping disabled people find jobs and live independent lives. But wait, maybe I could write a book with tips on how they can find work. Now I just need to find a business like that that I could copy from...
V.C.
aworkingrachel
· 8 months ago
V.C., those are exactly my obstacles: I don't feel that I have much "expert" knowledge and my passions don't necessarily translate easily into businesses. I liked Clay's post the other day on "back door" approaches, and the example of being passionate about alternative energy and starting a business related to push/electric motors really stuck with me.
I think you could absolutely find a good business idea related to helping disabled people live independent lives. There are many potential niches: guides to independence for people with various specific disabilities, work issues (like getting the accommodations you need to do your job and deal with your disability), romance/dating...
V.C.
· 8 months ago
aworkingrachel, thanks for sharing your thoughts. It's good to know that I'm not the only one with this problem. Not having grown up in a business-oriented family also hasn't helped. My only experience with running a business during my childhood was selling greeting cards during my senior year of high school, that was about it. I did make decent sales but I never had the confidence or interest to sell people anything. So this is new for me.
I think I need to brainstorm and come up with some business ideas based on my passions, and then do some research to see if anyone is doing something similar on the web that I can emulate. That's my first step after absorbing all of the info Clay has given us.
Laura Roeder
· 8 months ago
"E.g., I am passionate about helping disabled people find jobs and live independent lives. But wait, maybe I could write a book with tips on how they can find work."
That sounds like a fantastic info-product to me!!! Think of all the people you could help with a product like that. From the discussion I'm guessing that you're feeling bad about "taking money" from these people but if your product truly helps them find jobs and lead independent lives you are only helping them!
I think that is a GREAT place to start for your infoproduct. What are some magic bullets that these people need? A list of the most disability-friendly employers in america and instructions on getting a job there maybe?
brettstark
· 8 months ago
Clay (and others) - This bit I find the biggest challenge. Particularly when i hear the words 'emotional/physical etc pain etc etc'.I instantly think of a lot of snake oil that IMHO is polluting both the internet and the world in general..skin 'cream', hair cream, etc etc. Similar to the concept of 'magic bullet'. I know society/this world wants quick fixes, but do they _really_ exist in a ethical fashion??
Clay - can you explain the difference between this 'freedom business' and your passions/mission more? I think I watched a video from you on the very small overlap between your passions and the ability to make $$...then I read some of your pdf's, the need to be passionate about what you're doing, pass the 'oprah' test etc. I have been unable so far to reconcile this with the concepts of business building in markets such as weight loss, health etc that i personally view as a lot of people simply trying to take advantage of a lot of other people. I question the number of people really trying to help/make a difference in these markets. Again, IMHO.
So, I guess the main question is - can your freedom business be something +ve that you truly (if you were honest) would be OK talking on Oprah about and that is improving this world/people's lives somehow? Or are none of these types of markets full of 'desparate buyers only' people that absolutely want/need your info product due to some emotional/physical problem they've got and therefore not going to be profitable enough for 'freedom'.
Perhaps the answer is your 'get in the backdoor' pdf?.
Perhaps too i am dreamer and over philosophizing individual who happens to think most of what is sold online and in stores these days is utter crap and contributing to a shallow, commercialistic, consumerism based society and therefore never going to make money online:):).
scottn23
· 8 months ago
Brett, I echo your concerns. That is always something I have struggled with in the world of internet marketing / sales pages making exaggerated claims. Where is the balance between being GENUINELY helpful to people and still making the sale? You aren't alone in those concerns of bigger picture impact... and wanting to contribute more than another shitty product out there.
brettstark
· 8 months ago
Thanks Scott. An example is the clickbank marketplace. Holy cow that is full of a (IMHO) a bunch of crap that i simply won't promote.
Brett
Clay Collins
· 8 months ago
Brett, you're overlooking a lot of really GOOD products that do exist in the Clickbank marketplace. Sure, the ones that are doing the VERY best are scams. But there are a lot of truely helpful products there as well. Please try and look for the good in some of these tools instead of seeing the bad and getting discouraged.
The "good" can make it in these spaces.
Clay Collins
· 8 months ago
Scott, there doesn't have to be a "balance" between helping others and still making a sale. If you see yourself having to compromise one in order to have the other then you're in the wrong "headspace." If you have specific questions as to why you might have to strike a balance, please let me know.
scottn23
· 8 months ago
Ok, so I realize it's not as if a given product has some objective measure of its value. Value is some combination of what is offered by the seller and what is done with it by the buyer.
There are two aspects to my wrestling with these concepts:
1: as a seller, step one is to infuse as much valuable information / usefulness into the product or service you are selling. Step two is convincing others that receiving your product/service is worth them spending $X dollars on it. My struggle here is how to present your product in such a good light that it makes the sale without over-exaggerating the benefits of the product or under-emphasizing the effort involved in actually making it maximally valuable. The 'authentic sale', so to speak. I see so many sales pages that may work but often come across to me as inflated on the positives and minimizing on the negatives. Just feels off to me often.
2: You certainly deserve to profit when you provide value to people. But there are times when being of service to others is a higher motive than making a profit... and service definitely provides value also. How much you choose to aim for in your profit depends on the combination of values you have that motivates you providing it in the first place. For example, teaching entrepreneurial/more successful mindsets to poor people. You are providing legitimate value, but many people might be more motivated to provide that as a service as a benefit to others and to our nation and world vs to make a profit. And I do realize that they don't have to be mutually exclusive things.
But the moment you put a price tag on something immediately limits the audience. The bigger the price tag the more limiting. Even if the inherent value in the product is monetarily worth 100 times the cost... I can see plenty of things about America and our world that the very mindsets and ways of thinking that I have developed could radically change for the better.... and i think my primary drive / life purpose / whatever may lead me to eventually be doing things related to that. To primarily help others. And I don't want to cut off people from realizing their potential as human beings just because they're currently cheap-asses.
And again, I realize that helping people and profiting are not mutually exclusive things that must be compromised. But there are other considerations that I struggle with, as to how they all factor in.
I realize I wrote a lot and could still clarify more but do you better understand my struggle here?
I know you're more into the tactics than theory, Clay, but personally, I'd love to see a video discussing some of these mindsets (the 'headspace') of providing value and profiting and helping people and doing good in the world in a way that is authentic and where everyone wins.
Scott
Clay Collins
· 8 months ago
Yes, Scott, I'll make a video about this for you. I'll do it this weekend, and I'll have it posted by Monday.
--Clay
Clay Collins
· 8 months ago
Brett, you say "when i hear the words 'emotional/physical etc pain etc etc'.I instantly think of a lot of snake oil that IMHO is polluting both the internet and the world in general"
Instead of instantly thinking about snake oil, I would encourage you to instantly think about the blessing that is being able to help people who are truely in need. And by doing this with a great product, created with the best of intentions.
brettstark
· 8 months ago
Good way of turning it around Clay. I think I'll need to do some brainstorming. I think the ethical 'trick' so to speak is to be in business around demographics and problems that you can associate with/want to help solve/care, be passionate about/ etc rather than simply picking something because u see the most pain and monetary gain there. I am still a little confused over the role of this 'freedom business' vs your primary mission/passion - i think i asked about that in a separate email.
btw - i am a notorious over-thinker, so feel free to ignore/rip my comments/questions:)
Andre_Kibbe
· 8 months ago
The two questions that have been most on my mind are the one that others have asked:
(1) How do you know the internet business you intend to model is actually thriving? There's an info product that I'm following by an IM guru. The product category is right up my alley, but my keyword research (based on CPC, search volume and OCI) suggests the niche is a hard sell.
(2) How to you frame the value proposition of a product in a way that doesn't create unrealistic expectations?
As you've said, Clay, you're going to be addressing these issues in your next video, so I'm looking forward to it.
I'm assuming that "magic bullet" is just a fancier term for "rapid solution" that's, to some extent, extraordinary: e.g. "Learn to Draw in 5 Days" as opposed to "Learn to Draw." In trying to answer my own question, I'm thinking that perhaps the trick is to design your design your product around tighter parameters than long-term solutions would address. So you wouldn't create a course in how to draw like Albrecht Durer, but you could teach people enough figure drawing basics to start a film storyboarding career. So something like "5 Days to Film Storyboarding" might work. (I don't really know -- this is a made-up example designed to illustrate the concept).
Diane Goodman-Daniel
· 7 months ago
Hi, when are transcripts coming? I'm a quick read!
Brett
· 7 months ago
Awesome! Not much else to say.
Brett
· 7 months ago
So awesome. Not much else to say. A lot of info to take in.
All Comments
A few questions from the top of my head (and notepad):
For the virtual franchise rip-off: How do you gauge if a business you are seeking to model is actually thriving?
And how do you take measures to prevent yourself from becoming a virtual franchise that someone else is trying to rip off and one up you? :)
Here's a question: How can you be sure that your solution qualifies as a magic bullet?
I guess I would define a magic bullet as a product or technique that quickly and easily solves the problem for the vast majority of users.
So, for example, a hair-removal cream could be a magic bullet for excess hair. You put it on, and the hair is gone.
On the other hand, the typical weight loss plan takes a lot of time and discipline to see significant results. So it wouldn't qualify as a magic bullet.
I'm trying to feel my way to a useful distinction. Clay, what do you think?
--Clay
Perhaps a magic bullet can be a simple easy to understand and implement solution if it is not an instantaneous one. Still requires discipline, but simple and eloquent in it's comprehensiveness and usability. No guesswork. Ultimately I think this is an intuitive test. Harvard conducted a study and concluded that intuition is the most valuable business skill to possess. Not sure if that helps. Very effective with no guesswork and simple if it's not instantaneous.
http://video.google.com/googleplayer.swf?docId=...
Here is also a great four part series on personas that is excellent:
http://www.conversationmarketing.com/2007/09/ge...
http://www.conversationmarketing.com/2007/09/th...
http://www.conversationmarketing.com/2007/09/3_...
http://www.conversationmarketing.com/2007/10/se...
Let freedom ring.
@Jim Thanks for the illuminating example. Maybe "magic bullet" and "non-magic bullet" aren't binary categories, but rather two ends of a spectrum. So that the more intuitive, complete, and automatic your solution is, the closer it comes to being a magic bullet. I think I was concerned about getting so close to the product that I think it's more foolproof than it really is...but I might be able to counter that by soliciting feedback from others before I put it up for sale.
I'm going to check out those videos...
The thing is, most people have magic bullets to offer, then just don't know how to recognize them when they see them.
If you give specific instructions that, without fail, product a very specific result (usually within a short period of time), then you have a magic bullet.
It's all about the "done-for-you" aspect of it all.
--Clay
I think my main obstacle is that even though I am a good writer, and I know I can churn out an info product in a week or less, I don't feel like I have any "expert" knowledge to share with people that I would feel comfortable charging money for. I look forward to your next video showing us how we all have that expertise that someone will pay for.
Also, when I think of most of the things that I am passionate about (that I would talk about on Oprah) they don't seem to translate well into a business, or I'm not sure that I could make enough money from them. E.g., I am passionate about helping disabled people find jobs and live independent lives. But wait, maybe I could write a book with tips on how they can find work. Now I just need to find a business like that that I could copy from...
V.C.
I think you could absolutely find a good business idea related to helping disabled people live independent lives. There are many potential niches: guides to independence for people with various specific disabilities, work issues (like getting the accommodations you need to do your job and deal with your disability), romance/dating...
I think I need to brainstorm and come up with some business ideas based on my passions, and then do some research to see if anyone is doing something similar on the web that I can emulate. That's my first step after absorbing all of the info Clay has given us.
That sounds like a fantastic info-product to me!!! Think of all the people you could help with a product like that. From the discussion I'm guessing that you're feeling bad about "taking money" from these people but if your product truly helps them find jobs and lead independent lives you are only helping them!
I think that is a GREAT place to start for your infoproduct. What are some magic bullets that these people need? A list of the most disability-friendly employers in america and instructions on getting a job there maybe?
Clay - can you explain the difference between this 'freedom business' and your passions/mission more? I think I watched a video from you on the very small overlap between your passions and the ability to make $$...then I read some of your pdf's, the need to be passionate about what you're doing, pass the 'oprah' test etc. I have been unable so far to reconcile this with the concepts of business building in markets such as weight loss, health etc that i personally view as a lot of people simply trying to take advantage of a lot of other people. I question the number of people really trying to help/make a difference in these markets. Again, IMHO.
So, I guess the main question is - can your freedom business be something +ve that you truly (if you were honest) would be OK talking on Oprah about and that is improving this world/people's lives somehow? Or are none of these types of markets full of 'desparate buyers only' people that absolutely want/need your info product due to some emotional/physical problem they've got and therefore not going to be profitable enough for 'freedom'.
Perhaps the answer is your 'get in the backdoor' pdf?.
Perhaps too i am dreamer and over philosophizing individual who happens to think most of what is sold online and in stores these days is utter crap and contributing to a shallow, commercialistic, consumerism based society and therefore never going to make money online:):).
of a (IMHO) a bunch of crap that i simply won't promote.
Brett
The "good" can make it in these spaces.
There are two aspects to my wrestling with these concepts:
1: as a seller, step one is to infuse as much valuable information / usefulness into the product or service you are selling. Step two is convincing others that receiving your product/service is worth them spending $X dollars on it. My struggle here is how to present your product in such a good light that it makes the sale without over-exaggerating the benefits of the product or under-emphasizing the effort involved in actually making it maximally valuable. The 'authentic sale', so to speak. I see so many sales pages that may work but often come across to me as inflated on the positives and minimizing on the negatives. Just feels off to me often.
2: You certainly deserve to profit when you provide value to people. But there are times when being of service to others is a higher motive than making a profit... and service definitely provides value also. How much you choose to aim for in your profit depends on the combination of values you have that motivates you providing it in the first place. For example, teaching entrepreneurial/more successful mindsets to poor people. You are providing legitimate value, but many people might be more motivated to provide that as a service as a benefit to others and to our nation and world vs to make a profit. And I do realize that they don't have to be mutually exclusive things.
But the moment you put a price tag on something immediately limits the audience. The bigger the price tag the more limiting. Even if the inherent value in the product is monetarily worth 100 times the cost... I can see plenty of things about America and our world that the very mindsets and ways of thinking that I have developed could radically change for the better.... and i think my primary drive / life purpose / whatever may lead me to eventually be doing things related to that. To primarily help others. And I don't want to cut off people from realizing their potential as human beings just because they're currently cheap-asses.
And again, I realize that helping people and profiting are not mutually exclusive things that must be compromised. But there are other considerations that I struggle with, as to how they all factor in.
I realize I wrote a lot and could still clarify more but do you better understand my struggle here?
I know you're more into the tactics than theory, Clay, but personally, I'd love to see a video discussing some of these mindsets (the 'headspace') of providing value and profiting and helping people and doing good in the world in a way that is authentic and where everyone wins.
Scott
--Clay
Instead of instantly thinking about snake oil, I would encourage you to instantly think about the blessing that is being able to help people who are truely in need. And by doing this with a great product, created with the best of intentions.
brainstorming. I think the ethical 'trick' so to speak is to be in business
around demographics and problems that you can associate with/want to help
solve/care, be passionate about/ etc rather than simply picking something
because u see the most pain and monetary gain there.
I am still a little confused over the role of this 'freedom business' vs
your primary mission/passion - i think i asked about that in a separate
email.
btw - i am a notorious over-thinker, so feel free to ignore/rip my
comments/questions:)
(1) How do you know the internet business you intend to model is actually thriving? There's an info product that I'm following by an IM guru. The product category is right up my alley, but my keyword research (based on CPC, search volume and OCI) suggests the niche is a hard sell.
(2) How to you frame the value proposition of a product in a way that doesn't create unrealistic expectations?
As you've said, Clay, you're going to be addressing these issues in your next video, so I'm looking forward to it.
I'm assuming that "magic bullet" is just a fancier term for "rapid solution" that's, to some extent, extraordinary: e.g. "Learn to Draw in 5 Days" as opposed to "Learn to Draw." In trying to answer my own question, I'm thinking that perhaps the trick is to design your design your product around tighter parameters than long-term solutions would address. So you wouldn't create a course in how to draw like Albrecht Durer, but you could teach people enough figure drawing basics to start a film storyboarding career. So something like "5 Days to Film Storyboarding" might work. (I don't really know -- this is a made-up example designed to illustrate the concept).