Which Product Ought to You Create?


Creating Products: Which Product Should You Create?

Photograph by Mark Fletcher-Brown on Unsplash

Creating Products: Which Product Should You Create?Darren says: At the moment Shayne Tilley continues our sequence on creating products for your blog by inspecting the essential query of “what product do you have to create?”

This can be a query I do know many ProBlogger readers are pondering as a result of I get requested it many instances.

  • “Ought to I create an eBook, a course, a membership space or one thing else?”
  • “What matter ought to I create a product round?”

In case you’re asking questions like these – Shayne’s recommendation on this submit is for you.

As I did in last week’s post – I’m going to chime in with my perspective too.

Creating Products: Which Product Should You Create?Perhaps it’s simply me, however my tackle this query is the second-biggest resolution you’ll make as a blogger. Second solely to “what ought to I weblog about?”. So for those who’ve been stressing in regards to the reply – congratulations, you’re regular!

While I’ve been concerned with lots of of merchandise in my profession, it’s nonetheless one thing I debate in my very own head and with these whom I work. It’s a debate properly value having.

On this submit I’m going to share with you the method I am going by means of when answering this query, whether or not or not it’s in my head or with others.

This course of is a fruits of each my private experiences and my learnings from wonderful entrepreneurs resembling Darren, Matt Mickiewich, Mark Harbottle, and others you’ve in all probability by no means heard of.

This course of doesn’t assure success, however hopefully it offers you a manner ahead as you reply this query your self. Simply remember that each blogger has totally different circumstances, audiences, matters, and targets – and on the finish of the day you’ll have to reply the query for your self.

So let’s get began.

Not What… However Why

The very first thing we’re going to do just isn’t resolve what we’re going to construct, however as a substitute we’re going to outline why – and it’s a two-part why.

Your Why

The primary is answering why YOU wish to create this product.

What’s your motivation?

The reply could be cash and for lots of you it will likely be, but it surely must run deeper.

The motivation for cash, and at this stage theoretical cash, will reduce as you’re working in your product at 2am on a Sunday.  While you realise that it’s going to take twice as lengthy and value twice as a lot as you thought beginning out, there must be extra of an incentive.

I actually encourage you to look at Simon Sinek’s Golden Circle video to know precisely what meaning.

Let me share what I imply with a easy illustration.

Query: Why am I scripting this submit on a sunny Saturday afternoon and never exterior doing one thing else?

Reply: As a result of the thought that this submit might encourage somebody to create their very own nice product in some small manner which may change the trajectory of their stay in a constructive manner perpetually, is far more rewarding to me than something I might be doing exterior.

So I write…

I need you to have the ability to indirectly be capable to describe in someway your personal private why.

Creating Products: Which Product Should You Create?Darren says: It’s been some time since I watched that Simon Sinek video – thanks for the nudge to take action once more Shayne, it was an excellent reminder to perform a little self evaluation of my very own ‘why’.

A private instance: Over ten years in the past once we began the Australian ProBlogger occasion, I did so with a really clear ‘why’. I wished to encourage, encourage and equip Aussie bloggers to do wonderful issues with their blogs.

I’ve instructed the story quite a few instances so received’t rehash it right here – however my purpose with the occasion was fairly single-minded and revenue was the very last thing on my thoughts. My imaginative and prescient was fairly clear and so once I started to share that dream with a number of others, I used to be in a position to rapidly talk it. I discovered that in doing so, the thought caught maintain of others.

I actually consider that figuring out the ‘why’ helped us create an occasion that has grown annually. 

Realizing the why retains driving me ahead (even when it will get robust). 

Realizing the why has helped me entice a core crew collectively who work for a similar goal.

Realizing the why has helped us talk what the occasion is about to attendees.

Realizing the why shapes the ‘what’ of what we really DO on the occasion.

Creating Products: Which Product Should You Create?

Your Buyer’s Why

The second “why” you’ll wish to assume by means of is: why would your prospects purchase your product? Ask that with supplementary questions of who’re they, and what are their issues?

And it’s time to tug out the pen and paper, or the spreadsheet.

What are the issues your readers have?

I need you to checklist as lots of the issues your readers have as you probably can.

In last week’s post I shared with you the need to know your readers, and that is the place the advantages of that begin to play out.

Don’t leap to the answer. I repeat: don’t leap to the answer.

At this stage you’re simply researching, not creating path of motion.  We’ll get to that, I promise.

Listing all of your readers’ issues, huge and small.

For instance for a weblog about lawns (a foolish instance for illustrative functions):

My readers all have lawns, they’re all happy with their lawns. Which isn’t a shock as that’s what I weblog about. With spring on the best way, with out some care and a focus, these lawns are going to get uncontrolled in a short time. After I surveyed my readers, garden mowing was their number-one concern.

Downside:  My garden must be mown so I can nonetheless be happy with it.

The readers of the garden lovers weblog in all probability have some others.

– I have to eliminate weeds

– I have to maintain my garden vibrant and wholesome

– I wish to have a garden, however undecided the place to begin

It is best to, with just a little effort, be capable to provide you with greater than 20 issues your readers have. There’s by no means been a weblog I haven’t been in a position to establish much more for.

When you find yourself serious about issues, it’s usually simple to concentrate on the sensible, or ‘points’ your readers have. However don’t overlook that folks additionally prefer to be entertained (their drawback could be being bored). They like itemizing to tales and admiring creativity (their drawback could be that they lack inspiration).

Creating Products: Which Product Should You Create?From Darren: One of many key instructing factors in lots of the keynotes that I ship is to turn into hyper-aware of issues (each your personal and people of others). I really consider that this consciousness of the issues of others places you within the excellent place to serve others, and create the #1 ingredient to a profitable enterprise – usefulness.

I’ve beforehand recommended 11 methods to establish reader issues in this post within the ProBlogger archives

Not solely will these strategies assist you to create product concepts but additionally they’ll assist you to provide you with weblog submit concepts too!

Creating Products: Which Product Should You Create?


So now we’ve received issues, let’s see if we are able to resolve them!

The subsequent step is to consider potential options which may exist for every of these issues. Let’s go together with the lawm mowing drawback.

Resolution: I can mow my very own garden

Resolution: I can get another person to mow my garden

Each are viable and each would resolve the issue 100%. There’s all the time a number of options to the identical drawback, you simply have to assume it by means of.

We’ve solved it! Or have we?

So we’ve received a few options to the nice garden mowing drawback of my readers. That is basically a DIY or done-for-you.  From that, we then establish a number of the limitations to activating the DIY resolution.

Barrier: I don’t personal a garden mower

Barrier: I don’t know how one can use a garden mower

Barrier: I’ve a garden mower, but it surely’s damaged

Okay, now you’re in all probability beginning to see product alternatives.  What might I do to take away these limitations to the DIY garden mower drawback. Let’s go together with the I don’t personal a garden mower.  One other drawback!

Resolution: Effectively, you would purchase one!

Barrier: I don’t know which one to purchase

Barrier: I don’t know the place I can purchase one

Barrier: I don’t have any cash

Preserve going…

Downside: I don’t know which one to purchase

Resolution: A information, some recommendation or coaching one how one can purchase a garden mower.

We now have a product thought!

So then it’s easy. Rinse and repeat.

What you will have completed is taken the issues of your readers, drilled them down into smaller ones by understanding limitations, after which drilling them down till we now have a slender and really particular potential resolution to the issue.

I’ve on goal solved my drawback with an academic final result, nonetheless some can be action-based (for instance: one other resolution could be to promote them a lawnmower), some can be service-based (for instance: a listing of garden mowing providers) and a few can be training- and educational-based.

Whatever the sort, they are going to be all required and valued by somebody.

Take every drawback in your checklist and start to drill down to seek out options by figuring out limitations and smaller issues till you will have an inventory of product concepts.

At this stage you’ll have an extended checklist of potential merchandise. While you really take a look at this on paper (or spreadsheet), is it any marvel you weren’t positive which product to construct?

Creating Products: Which Product Should You Create?Darren says: I hope you see a number of the energy of this system. Slightly than merely making an attempt to brainstorm product concepts, what Shayne is suggesting is far more about coming at product concepts from the attitude of your potential buyer.

Brainstorming their issues on this manner won’t solely assist you to to provide you with a product thought (it ought to in all probability assist you to provide you with a number of viable ones), however by doing this you’ll even be in a significantly better place to put in writing and launch that product additionally as you’ll have a greater understanding of what questions the product ought to reply and what is going to inspire folks to purchase it!

Creating Products: Which Product Should You Create?

Cull and Focus

It’s now time to cull and focus.

Now you can seize the pink pen, or be on the prepared on the delete key, and begin working from the highest, eradicating any merchandise which might be merely not potential, or not one thing you have an interest in doing.

For instance, as a blogger you’re in all probability not serious about promoting mowers immediately, in order that’s gone.

You’ll discover, for those who’ve frolicked on the above train, that you simply’ll strike by means of so much , if not a majority of the options. That’s okay, however don’t delete them, put them on the sometime/possibly pile as a result of when you find yourself serious about your subsequent product your circumstances may need modified.

Let’s assume that you simply’ve received three reliable product concepts. For this little garden blogger, it’s all the data merchandise.

  1. Info and coaching on how one can purchase a mower
  2. Info on how one can maintain my mower in tip-top form
  3. Info on how one can use a garden mower successfully

Our subsequent step is to have a look at the potential and viability of every of these merchandise – we are able to try this a number of methods.

What number of?

That you must decide (and a finest guess is okay) how many individuals would need these merchandise?

You received’t promote it to all of them, however you utilize it as a comparability.  We all know that solely folks wanting to purchase a mower may need coaching on how one can purchase one, folks with a mower and folks shopping for one may wish to know how one can keep it, in addition to how one can use it.

So we all know, that there’s a larger marketplace for merchandise 2 and three.

How a lot?

The counterbalance to that is: what worth do folks placed on you fixing that drawback for them (thus how a lot are they prepared to pay you)?

In case you are about to purchase a mower, you’re about to spend some huge cash, so your readers may put the next worth on that.  The place as utilizing a mower is fairly simple to determine so not an excellent worth is placed on fixing that.

Take the market dimension and a number of it purchase the worth, and also you’ll have a complete potential worth on every of these merchandise and rank them so as.

Let’s say for our little mowing challenge it’s now

  1. Info on how one can use a garden mower
  2. Info and coaching on how one can purchase a mower
  3. Info on how one can maintain my mower in tip prime form

Creating Products: Which Product Should You Create?Darren says: Feeling like you might want to mow your garden but? I do!

My key recommendation on this ‘culling of concepts’ part is that doing this train the primary time is normally the toughest. By doing this work now you’ll hopefully provide you with a number of concepts that might properly set your product creation technique for the subsequent 12 months or so.

You’ll additionally discover that by doing this course of as soon as totally the primary time that you simply’ll discover it really turns into extra intuitive and a pure a part of what you are promoting. 

As you turn into used to doing this evaluation, you’ll begin to get extra of a intestine really feel as to which kind of merchandise will work and which wont along with your viewers.

Creating Products: Which Product Should You Create?

Analyse the Competitors

We now know that our ‘how one can use a garden mower product’ is viable – now it’s time to look sideways at our competitors.

For our garden mowing instance, we should always now begin trying on the merchandise that exist that educate folks how one can use a garden mower.

Pay attention to these product’s options, format, advantages, price, dimension every little thing you may about them.

If there is no such thing as a competitors for the challenge, nice!  It’s unlikely, however you’ve received an actual alternative in your fingers.

If there’s competitors for every of your product concepts, beginning at your number-one product, begin detailing why your product could be distinctive.

Merely reply the “I’d purchase my product over theirs as a result of ….“.

Considered one of three issues will occur:

  1. You may’t outline something to differentiate your product. On this case you in all probability want to maneuver on.
  2. You could have a novel level of distinction, but it surely’s not a robust one.  You in all probability want to maneuver on.
  3. You’ll have a novel method to this product that folks will love.

We’re near having a call on a product.  We now simply have to outline it just a little extra.

The one remaining merchandise in our garden shifting challenge is:

  1. Info and coaching on how one can purchase a mower

Type and Options

The ultimate step is to outline what kind and options this product could have.

With data and coaching it may be:

  • Digital (eBook, video sequence, blended course, content material)
  • Bodily (e-book, coaching guide, dvd)
  • Face-to-face (coaching program)

Defining this half is hard, because it’s going to return all the way down to what your reader prefers, what you’ll be able to ship, and what may exist already available in the market.

In consequence it’s very a lot a query answered by the phrases ‘it relies upon’, and the reply can be totally different for every individual studying this text.

The Professionals and Cons of eBooks, Video and Programs

I do know numerous ProBlogger readers can be not sure from a digital data product standpoint what method to take, so let me share my perspective on that.

 1. eBooks


  • Most cost-effective
  • Fast to market
  • Easy supply and formatting
  • No enormous expertise burdens
  • Straightforward to promote your self of leverage open marketplaces
  • Straightforward to replace
  • -On-line or offline


  • Restricted on worth
  • Some issues are arduous to show in footage and phrases
  • Not everyone seems to be a reader
  • Very simple to be shared and tougher to regulate copyright smart

 2. Video or video sequence


  • Fashionable and really visible (you may present and inform)
  • Nice for these that aren’t writers
  • Instruments today are making manufacturing a lot simpler
  • A way more private expertise
  • On-line or off-line


  • Fulfilment overheads and technical challenges
  • Tougher to replace an keep content material
  • Not all your readers can take care of the expertise (but)
  • You’ll want gear and software program (and knowhow) to make it stand out

 3. Programs


  • Better of each wolds – phrases, footage and movies when wanted
  • Two manner communitation – Q&A’s boards and so forth
  • Rising open marketplaces
  • Appears to be the best way of the longer term


  • Greatest preliminary setup time requirement
  • Fulfilment overheads and technical challenges
  • Tougher to replace an keep content material
  • Not everybody can take care of the expertise (but)
  • You’ll want gear and software program (and knowhow) to make it stand out
  • Tough to run on autopilot (you might want to be concerned ongoing).

Once more, let me be clear there is no such thing as a blanket proper or flawed selection with this. It’s about making a call that you’re snug with.

Creating Products: Which Product Should You Create?Darren says: clearly I’ve targeted most of my efforts on eBooks over the previous few years. My reasoning for doing so on the time was partly that it was probably the most achievable for me to create an eBook, but additionally that on the time (5 years in the past) I felt that it was in all probability probably the most accessible format for many of my readers at Digital Pictures College.

I’d advise that for those who’re creating your first product that you simply don’t chew off greater than you may chew. Until you’ve received some money to splash on getting plenty of assist to create your product, starting with one thing achievable might be the perfect beginning place.

Creating Products: Which Product Should You Create?

The Takeaway:

Studying by means of this submit may really feel fairly intense and maybe just a little over-the-top for just a little product creation challenge.

However once I put it in these easy steps I hope it doesn’t appear that manner.

  1. Outline your personal motives for making a product
  2. Outline your prospects and the issues they’ve
  3. Outline options for these issues
  4. Outline your distinctive level of distinction available in the market
  5. Uncover if the scale of the market will make it definitely worth the funding
  6. Outline what kind your product will take

See it’s not that tough!

Last Ideas on Selecting Which Product to Create:

Just a few remaining ideas earlier than we transfer onto really constructing your product (which we’ll cowl tomorrow):

The product that delivers to its promise wins, not the one with probably the most options.

You don’t must be first to market to personal it. Google wasn’t the primary search engine on the web, but it surely was the perfect.

In case you consider in additional than simply the cash, it’ll carry you a lot additional.

What labored for them received’t all the time be the factor that works for you.

Merchandise that educate you how one can create merchandise that educate others how one can create merchandise … just isn’t a product.

Don’t all the time assume as a blogger you might want to create data merchandise. Companies and instruments could be far more precious over a long term that books eBooks and programs.

That’s it for at the moment! Subsequent week we get to construct some stuff.


This text was up to date 13 October 2022.

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Creating Products: Before You Even Think About Creating Products, Think About This

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