What Do You Make (part two)

by Cathy Paper on April 24th, 2013

I recently wrote an article for the RockPaperStar monthly newsletter that got a lot of feedback called "What Do You Make."  

People asked me where my stories were about programs and products that we've built for speakers and authors.  I realized that I had spaced out the examples and the detail is the secret sauce to making a good product or speech.  Isn't it funny how you often don't take your own advice as well as someone else's.  

Follow along with me please.  When you make a product you want to personalize it. There are so many information products, training products and self-help products out there that it's overwhelming.  And if you just crank something out, it shows.  When we work with clients I always look for what is their unique or signature style.  This is the memorable touchpoint. For example, Joe Sweeney, who has built many successful businesses is a networking king.  He also loves sports and was Brett Favre's first agent, so we tied into the sports theme and called his program, The Winning Game Plan.

Harvey Mackay, is known for his #1 New York Times Bestselling book Swim With The Sharks Without Being Eaten Alive and his envelope company that produces 25 million envelopes a day.  As a result, he wears a shark tie and has shark pins.  He says more people know him as "The Shark Guy" or "The Envelope Guy" than by his first name.   When you make a product, be personal.  Not cheesy, but personal.  It's the difference between success and greatness.


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