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Believe it or not, you have $1 million trapped in your head.

Or it's lying around in your Google Drive, or your Notion, or your Cortex.

The point is, you have skills, interests, and some kind of expertise you can package up into a product that sells while you sleep.

What you learn in this video will determine most of your success as a creative.

But this video is not just about building a product.

It involves marketing.

It involves launching.

It involves promotions all of these things that creatives, creators, really anyone wanting to build an independent income kind of skips over.

They don't learn actual marketing.

They don't learn anything involved with monetization or building an income.

And then they wonder, oh, why am I stuck in beginner help?

It's not as simple as just, oh, I'm going to build a product and hope that my audience likes it.

There's a lot more things that come into play, like how to find a hyper profitable idea,

how to create a marketing strategy and iterate with failure, how to position a boring product as something people can't ignore,

the five elements of an irresistible offer, how to write a landing page even when you have never done that before,

how to actually build the product, and how to accept payment,

and last, how to launch the product so it doesn't sit around collecting dust and you don't waste your time.

Now here's the thing, if you want to earn an independent income, you need to sell a product.

We've gone over this many times before, we're not here to rely on ad platform revenue

that's completely out of your control you started doing this stuff you started your own creative work

because you wanted to control your income even if it's not

that much even if it's just like a replacement for your salary

and that allows you to live well a product will help you do

that and control your lifestyle we'll talk about

that however most people are like me you start with client work

you start to see some success your time gets eaten up and worst of all, you realize how much you hate working on other people's projects.

You left your job because you hated the work, right?

You wanted to write.

You wanted to explore your interests.

You wanted to focus on your craft, but now you're back in survival mode, working from invoice to invoice instead of paycheck to paycheck.

But once you have a product that doesn't require your time or labor to earn a substantial income,

$100 ,000 is just a matter of persistence and iteration.

It's liberating once you realize that if you can make $1,

you can make 1 million if you have a product that is capable of reaching that scale as one person.

Now if you want to stick with client work and hire a team so that you can scale to 1 million plus, be my guest.

I'm not saying you shouldn't do that.

That's actually a very good option.

Many people do that with great success.

But at the same time, even if you do that, why not just create a product so that one,

one, you get more warm leads for your client work, and two, you just have another revenue stream that comes in without any additional work.

Now, before we start, understand that this isn't some kind of get rich quick mumbo jumbo.

This is learning about product, marketing, and promotions.

Those are skills in and of themselves that any business owner can benefit from and has to learn.

And another thing for perspective is that my first year with building a product, I made around $10 ,000, which isn't that much, right?

You're thinking, okay, $10 ,000, that doesn't replace my salary.

But the thing here is you'll go to school for four years,

but you won't stick it out for two years to make substantially more than you could have made with your degree.

I could go on a rant forever about this, about how people just don't have perspective for pursuing their own dreams.

Like really, it takes longer than two weeks to actually build a substantial income for yourself doing something

that is completely unknown that you have to figure out along the way

that you can see incredible results within one to two years.

But that's just too much time.

I don't have that much time.

My friend, you spent 12, 16 years of your life working up to what you could make now

and you won't spend one to two years to make much more than that.

You followed the default path up until now.

Now you're limited to the same salary and results as everyone else that took that exact same path,

but you going on your own path for one to two years to get incredibly rare results and irreplaceable results.

No, that's too much.

I don't have the time.

So my first year was 10 ,000.

My second year was around a hundred thousand.

Then next year, 150 ,000,

then 800 ,000, then around 4 million and then last year was around $2 million because revenue split between myself and Cortex.

Now let's get started.

This is going to be a product and marketing masterclass.

This will have every single thing that you need to know.

If you want to make $1 million in one year, break it down.

$1 million divided by 12 equals $83 ,333 per month.

That divided by 30 equals $2 ,777 per day.

So you can reach that by landing one $5 ,000 client every other day.

or selling 18 $150 products a day.

That's 720 people to a page that converts at 2 .5%.

720 people to a landing page at conversion rate of 2 .5 % is pretty doable, right?

I mean, it's going to take a while to get there.

But if you do the math breakdown, okay, if I start writing on Twitter, and a lot of beginners can get if they do it wise,

watch my other one person business videos in that playlist.

But if you do it wisely, then you can get 100 ,000 impressions your first month.

You can have one TikTok or one reel go viral and get a million views.

And if you get 720 of those people to a page once a day, a 2 .5 % conversion rate,

split up as much as you want, that's how you make a million dollars a year.

It's pretty feasible, not easy by any means, but it's feasible when you understand the moving parts of business.

So in order to build this product, we need to have our $1 million idea.

We need to know what to build and this is a lot simpler than you think now

Here's a mind fuck for you.

You've already purchased a 1 million dollar product.

You've purchased hundreds in fact if not more

Do you know what that means?

It means you're probably overthinking it

It means that most ideas can be taken to 1 million

if you understand exactly what I'm going to say throughout this video

Now I'm assuming this is your first product and you are a beginner

So the best progression to follow going into a future of AI would be this.

First, build an audience as a free and high leverage traffic source.

Second, become an authority in your interests or expertise.

Third is start a personal system, digital product that you can test fast.

That's the secret there.

Personal system.

That's what separates you.

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Fourth is persist and iterate until you reach $100 ,000 plus us fifth then since you have

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so much data and results turn that system into something like a software

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or physical product

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so the progression build an audience where the attention is right

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now that's social media tomorrow

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it could be intergalactic space just go where the attention is right

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now again social media go there it's free accessible you can write you can grow for free

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and it's a skill

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if you aren't growing watch my last video on seven reasons why 99 of creators aren't going to make it.

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Then you become an authority because you aren't Marcus Aurelius from the start.

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These philosophical quotes that you're posting aren't going to do anything until people care about you.

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So you build authority.

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Again, watch the last video.

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Then you build a digital product in a way that you can as a beginner.

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So you can generate cash flow.

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And then once you have cash flow and an audience, then building your startup or your dream business isn't too far off

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because you have people and you have money or even by

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that point you can just live how you want

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and you can focus on your craft

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and you have more than enough money to show up

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and do what you want every day

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now the big question here is what is a personal system product in my eyes

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it's the safest option to take

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that can not be replaced by ai sure ai can help you build the thing

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but it's not going to do that thing and take your audience or your customers.

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Now, this can be done in the form of a freelance service, coaching service, education product, or software.

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As an example, my two -hour writer product, just my most popular course, is I'm not teaching people writing, right?

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That's just super basic.

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Nobody would buy that.

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Some people would buy it, sure, but it's a commodity.

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It would be very low price.

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I teach people my system for how I write because I came up with it.

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I experimented with it.

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I started from zero and I started planning out, OK, how can I get better results?

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Put the pieces together, which I'll show you how to do all of this.

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But that's what makes it valuable, along with every other piece of the offer creation process.

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And that's the thing.

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It positions writing something which is often perceived as too boring

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or too academic or that you need an English degree in a way that is desirable to people like my past self.

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Now with that, I write a newsletter.

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I break that down into a thread.

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I break those down into social posts and I cross post those across all different platforms.

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It's a very simple system for posting content to all different platforms with less than two hours of writing a day.

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Now the thing here is like, okay, well, course, course, course, why is this a course?

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I could easily turn this into a freelance service

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or a coaching service or a consulting service

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or a software like I am with Cortex kind of

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that outperforms a lot of the freelance and coaching services on the market because it's based on a personal system.

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I don't do that because I don't have time and

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because I just don't like client work and I can help more people in the form of a course.

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It's the same freaking thing.

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I hate people who gain this like moral high ground of like, oh, I do the hard work.

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I have a freelance offer and I work with clients

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and I build out these projects and like I'll never sell a course

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because that's just weird and scam and unethical we'll talk about that it's just a stupid way of thinking

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So if you want to avoid client work

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so you don't have to work on other people's projects

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and you can work on your own projects for as long as you want

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and you can control how you spend your day, you don't have to fill it with all of these calls,

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then the only two options left for you outside of freelance coaching, whatever other beginner business model there is,

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is either an education product or a software product.

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And with the software product, what I'm talking about is how AI is advancing to the point where most people can build an app.

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You can go to lovable .com or Bolt and you can have it kind of guide you through creating an app, but that still requires learning.

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You still need to understand programming to some extent, and you still need to understand how to create and market an offer.

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I don't think that's as good of an option as an education product, as an absolute beginner, as someone who's just starting,

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who doesn't want to learn another skill.

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That's why I recommend writing so much.

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It's because you don't need to learn video editing or programming or all these things to get started.

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That's all this is.

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This is a way to get started so that you can iterate and improve the product and change its shape over time.

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If you want to build a software after you get started, that's great.

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But we're doing something that is extremely quick to build and test so you understand what cells,

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you make money, then you can make it a lot better over time.

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Now, what is an education product?

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It comes in the form of courses, communities, or cohorts.

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And these are often accompanied by certain templates or worksheets

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or things that add more value to the product and allow people to actually change their behavior.

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That's what education products are.

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You know, the ones that line Alex Hormozy's portfolio because he knows that where those are going to go in the future.

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He's taking a bet on them.

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They're the info products that people love to pin in a bad light as

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if education isn't the most important aspect of your development

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or what will prepare you for a future that schools won't be able to keep up with.

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A good education product can change someone's life 10 times more than a physical product or software could any day.

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Creators are decentralized teachers.

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They are the new school system on the internet.

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Creators, not content creators, just people who create their life, are those who forge new paths and pass down the esoteric information

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that allow you to take advantage of new opportunities as long as people buy books

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they will buy courses this is one thing

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that i don't understand people will on courses

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and then they're selling a book and you don't understand

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that it's the exact same thing the courses are just organized in a way

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that is easier to retain they're arguably more valuable than a book

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but it's like oh i wrote a book that's some magic

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i've written a book i understand how it feels it feels cool to have like a book but think Think straight.

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Think clearly.

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Stop regurgitating what all of these anti -gurus have put into your head.

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Conditioning your mind to only see half the picture of education products is as stupid as you think courses are.

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You don't whine about there being 129 ,864 ,880 books in the world, most of them bad because anyone can type on a keyboard.

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So if you can't come to terms with info products, you're in for a bad time.

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Now, I want to add a bit of nuance here, and I'm spending way too much time on this specific topic,

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but of course a bad info product is bad.

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But what you don't understand is that everyone starts out bad.

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Am I telling you to intentionally put out a terrible product?

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No, I'm telling you to put something out so you can fail in public and potentially get criticized.

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So that way you improve it so that it becomes a good product.

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Now, the last objection that I'll go over here is just, but Dan, people are just teaching others what they do themselves.

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Like I teach what I do.

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It's like, no shit.

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That's what the market wants.

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And that's what people are qualified to teach.

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That's arguably the only thing that people are qualified to teach.

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If you aren't teaching what you know, then you're a liar.

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I teach writing positioned a specific way because that's what people find most valuable.

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I could talk, I could just teach writing.

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I could teach some writing that didn't have to do with social media, but social media and the creator economy is so freaking large right now

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that that's what everyone's doing because creators are small businesses.

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It's a B2B business to business or C2C creator to creator.

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Everyone's selling to creators because there's so freaking many.

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The B2B market is huge.

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The creator to creator market is huge.

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You think it's like everyone's just selling to creators because that's like everyone's just hopping on the bandwagon.

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No, it's because that's a massive market.

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The point is you're going to build an education product as your first product.

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And if you don't, you're going to waste a ton of time unless you have a lot of money and experience already.

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So that's what the rest of this letter is focused on.

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So how do you turn what you do into a product idea?

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The best education products are the ones that solve a specific pain point, give people a system to get results,

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provide clarity on everything involved with performing the system.

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First, we need to decide the topic of the product you want to create.

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Then we'll get into the fun stuff of how to market the product.

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So first, think of an area that you have the most experience in, something that you've taken the time to study or implement in your life.

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You don't need the personal system part just yet.

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You just need the topic.

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So here's a list to spark some ideas.

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Writing, video editing, speaking, social dynamics, relationships and dating, productivity, web designer development, artificial intelligence, mental health, weightlifting,

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running, nutrition, learning faster, knowledge management, managing finances, landing job interviews, and really anything that you can find on social media

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or the topic of a booked or something that people buy because it's valuable.

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So here, simply think of one thing that you're above average at and write it down.

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Now, second, we need to research products and marketing ideas within that specific topic.

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Our goal here is to find the intersection of what works and what you can do better.

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So write down at least 10 to 20 ideas here.

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Here's how you find these ideas.

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Search your topic on course sites like Masterclass, Udemy, or Skillshare.

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Search Reddit for course reviews like best training programs in the health topic or any topic.

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Dig through accounts you follow, join their email lists, and identify what products they sell on their site and in their funnel.

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Remember products you've bought in the past and resurface them.

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Find X accounts within that topic, use Twemex to see their top performing tweets, search for keywords related to your topic,

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and save posts that you can use as ideas for the product or marketing.

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Find YouTube accounts within that topic, filter their videos by most popular and write down popular video titles that could turn into a product.

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Now, if you want to do this in something like

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Cortex first, just create a document titled your product, just say product.

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And then as you're doing research, you can open up capture as you're doing the research on YouTube,

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you press option C to open up capture and then connect to that document.

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So type at product in capture to save and organize those little ideas that you can open on the side.

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And then as you actually build out the product, you can add sub documents under the main product document.

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So let's imagine that you want to build a business around social dynamics.

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You could go to the Charisma on Command YouTube channel

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and filter their videos by most popular and just look through them

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and see what you could turn into some kind of product that people would want.

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So here's a screenshot of just the Charisma on Command YouTube channel.

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You can see these get an insane amount of views

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and you can see that each one of these titles could probably be turned into a course in and of itself.

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Now we don't want to take what's free and make it paid.

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We want to create something new.

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So you're going to keep these in mind to help position your marketing as we create your actual offer.

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So looking at those top videos, you can instantly see that people want to be interesting and confident and less insecure.

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And that's, that's all you need to know in order to start creating a product that will sell.

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You now have a list of successful product and marketing ideas that you can combine, add to, simplify, or make unique.

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We'll do that next.

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For the courses you find, buy them.

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Don't cheap out now.

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If you don't know how to structure a product, then you need to use a few as a reference point for inspiration.

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You don't need to know exactly what you want to create just yet.

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For brand, tell a story.

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For content, make a map.

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For product, enforce a habit.

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Now we need to learn how to market and build the product.

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Because most people waste two to three months building a product just for it to never be launched or worse, never make any sales.

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We're going to do the opposite.

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You're going to make money before you even start building the product.

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That way, if you don't make money, you can pivot fast and try again.

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Once you strike gold, you give it everything you have.

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Build it over the course of two to three weeks and launch a successful product.

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This is yet another reason why education products are superior.

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You can test and iterate fast.

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You can turn them into a software or another product.

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They are genuinely helpful to those who purchase them if they're good.

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In other words, most products should start as an education product

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and most founders could create a new revenue channel simply by adding some form of education, even if it's just an ebook.

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Now, the first step to any kind of marketing is just choosing a target persona.

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So that's what we need to do.

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But people get stuck on this part way too much

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so let's just simplify it make it super simple you need a target persona who you're positioning the product toward

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so that your marketing is specific

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and tangible that's it the thing is there is a much

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larger market of people who will also resonate with your marketing especially

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if you are marketing with social media you don't want to be too specific

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or else your content won't get spread to more people so personally i think you should choose from two options here.

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One is target yourself or your past self.

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The reason behind doing that is because you're familiar with your pain points.

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You're familiar with your experience and your story and your results.

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You are a customer avatar that you can research and interview at any time with self -reflection.

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The second one is target people who have a lot of money.

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So founders, executives, or those with high paying jobs.

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But the problem with targeting people that have a lot of money is that you often don't understand them.

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And if you're doing something on social media, they're few and far between and it's harder to get in front of.

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So if you're building something like an agency or you're doing direct sales or something like that,

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that Alex Hormozzi can help you with and talks about this all the time,

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then go and target those people and you can build a very good business doing that.

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But I personally, I want the fulfillment.

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I want the soul in my work.

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I want to help people who are like me build a community of those people

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so that I enjoy my work and I enjoy who I work with and I enjoy who I help.

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Now, that's all you need for now.

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You just need a vague idea of who you're targeting.

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Now, we need to create the actual offer for that person.

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So we're taking the topic that we came up with earlier and now we're going to make it irresistible.

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You don't start with the product.

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You start with the marketing because if you get the marketing right, you can build the product around what works

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it's a lot easier to build a product based on good

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marketing than it is to create marketing based on a bad product

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now take your topic all of the ideas you've gathered

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and write these down one is the big problem this is the most important thing

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that needs to be nailed down what is the big burning problem related to the topic where are people right

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now and if they don't change where will that lead

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so this is more about just the big problem it's the big problem and the negative outcome of that.

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The problem is the starting point of their transformation.

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The problem should be relatable.

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So they have to be able to feel and experience the problem.

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It needs to be relevant.

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The problem has to be important and worth solving, and it needs to be research backed.

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You have to make sure that you aren't just making up the problem.

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Now, most burning problems fall within the health, wealth, and relationships categories.

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So if your topic is weightlifting, the problem could be a few things.

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So a health example of the problem could be without resistance training,

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you're more likely to develop chronic disease and have difficulty moving around as you age.

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The wealth example of a problem would be if you don't look good, people won't respect you because your body reflects your discipline and commitment.

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You're less likely to get opportunities, promotion, and trust from high value people.

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A relationships example of the problem is you lack the confidence to go up and talk to a stranger,

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or you feel insecure when you take your shirt off around your spouse, leading to a poor sex life,

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which creates little problems in other areas of the relationship.

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Now, surprisingly, with weightlifting, the most burning problem here isn't the health aspect of it.

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The burning problem is being perceived as high value so

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that you can get what you want out of life and stop feeling so sorry for yourself.

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Now, if you wanted to amplify that problem more or come up with a negative outcome,

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you would talk about how a lack of social opportunities leads to a feeling of loneliness.

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That affects your mental health that makes it harder to act with discipline in any other area of your life.

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You get stuck in a specific job and environment and have no idea why you can't get out.

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Now, a tip with all of this, as you're brainstorming these marketing ideas and your offer, none of these will be perfect the first time around.

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This whole product thing, it isn't formulaic.

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You don't just write everything down and then expect to make a million dollars.

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All of this, all of business, content, product, brand, whatever.

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It's all iteration.

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If it were as simple as a list of steps that I could give you here, everyone would be a freaking millionaire.

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They're not.

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The people who follow the rules, then break the rules, then create their own rules are the ones who see success.

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These are just my rules that I've both created and taken

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and merged into one into a way that has worked for me.

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So if you can find inspiration and something to experiment in with that, do it.

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Now the question there is like, okay, well, how do I refine and iterate on the marketing strategy?

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Well, you read books on the topic.

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You watch YouTube videos on the topic.

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You open up your product document that you made in Cortex.

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You open up

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Capture and you connect the ideas to that.

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You highlight things, you connect things together.

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So you have it all there when it comes time to create the actual product.

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Another thing is you just talk to more people with the problem.

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You write about it more on social media and see what people actually resonate with related to the product.

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You get all of this data with everything that you do and merge it into one.

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Now, the second step after the big problem is the desired outcome because people want a transformation.

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That's transformation.

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So that's the only thing that sells is a transformation.

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I'm here.

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I want to be here.

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What's going to help me get there, this product.

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And if your product can't help them get there, or it doesn't tell them that it will help them get there,

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it's not going to be perceived as valuable.

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Now, the thing here is that if you don't nail the big problem,

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then the desired outcome isn't going to be something desirable because it's based on a problem that isn't that valuable.

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So that's another reason to take your time with the marketing to write about it more on social media, see what gets picked up,

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talk about the problem a lot, different problems, health, wealth, relationships, all of these different angles, test them.

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So if our problem in general is a lack of confidence

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or feeling insecure or not wanting to take your shirt off around your wife or husband or whatever it may be,

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then the general desired outcome of the weightlifting example that we've been going over is just having a body that commands respect.

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Now we need to make that more relevant, relatable, and research -backed.

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What do people actually want?

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Why do they want it?

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For men, they want visible abs, a decent jawline, broad shoulders,

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and to feel confident in their own skin when it's time to talk with other people or get naked.

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For women, I can't really speak to this, but I'd assume they want an hourglass figure, a nice butt, visible abs,

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and to feel hot and sexy, they want their man to fawn over them.

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To make this even more potent and to just flesh out your marketing even more,

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you can also tack on a big benefit to the desired outcome.

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So why do men want chiseled abs?

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Why do women want a big butt?

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Remember here that a lot of this stems from the target persona.

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So if I were to think for myself, why do I want abs?

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Mostly to look sick when I take off my shirt.

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Like that's what everyone wants.

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And I guess an esoteric tip there with that is you should usually start pretty surface level because beginners, they're not looking for the depth.

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All the spiritual people in my audience, myself included, with going deep and like kind of getting annoyed when people don't appreciate the depth of something,

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it's because they haven't even started.

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They, you have to start on the surface before you go into the depth.

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So with something like fitness or health, you're usually starting with things that are superficial and then you're introducing them.

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It's people start in the gym for vanity and stay for the therapy.

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They don't start for therapy and stay for the vanity.

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That's most cases.

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So you talk about the abs, you talk about the big butt and them getting that.

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And then in it, you ease them into the depth of like,

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do you see how rewarding it is to continue going to the gym and making these tiny gains?

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Do you see the parallels between life and weightlifting, so on and so forth?

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But that's not something that's going to attract a lot of people and help a lot of people on the front end.

414

So we have the big problem, desired outcome.

415

Now we need a believable timeframe.

416

How long is it going to take for them to get from the big problem to the desired outcome?

417

Because timeframes supercharge your marketing.

418

30 days, three to six months, six weeks, two hours.

419

All of this can be used for content as well because your videos, your posts, whatever they are, they're an offer.

420

Timeframes help make your product tangible.

421

They are a reference point that sparked desire in the reader.

422

Timeframes also help compress what you put into the product.

423

A lot of people just throw everything

424

they know into one product rather than only putting in what is valuable to solving the problem and reaching the desired outcome.

425

Now, let this sit.

426

You may not know how long it takes or what time frame you want to put on it,

427

but it may help to come back after we create your personal system.

428

So that's step four, is creating a personal system.

429

You have the big problem, desired outcome, you have a time frame for how long it takes,

430

and the personal system is the thing that takes you from point A to point B.

431

It's the thing that sparks the transformation.

432

The thing here is you could copy someone else's product

433

and you could exchange their personal system for your personal system and it will probably sell pretty well and do pretty well.

434

Now, you probably shouldn't do that because you're copying a lot of other stuff over,

435

but it helps to look at people's products who have done well.

436

Think, okay, what's my personal system for doing this?

437

What's my burning problem that I'm helping people overcome?

438

What's the desired outcome?

439

Now, how am I going to structure this in a way that people actually want?

440

Now, how do you create a personal system?

441

You experiment on yourself or someone else who is willing to help you and fits your target persona.

442

This also gives you results that you can show for social proof if you are a beginner.

443

So here's what you do.

444

One, open something like

445

Cortex to write this down.

446

Two, remember the problem and outcome.

447

Three, write out a list of steps they need to take over the course of the time frame.

448

Four, these steps should involve everything related to reaching the outcome.

449

With something like weight training, nutrition usually has to be touched on as well.

450

Five is test it on yourself or your target persona for that time frame.

451

Six is write down places that it can be improved.

452

Seven, rewrite the list of steps and test it again.

453

Eight, repeat until it can get results for more people.

454

Then slap a name on your system.

455

So to reiterate on that, you have burning problem, where they are now, point A, desired outcome, where they want to be, point B.

456

Now write out every single step as many steps as possible in between the two

457

How do you get to the other one?

458

What do people need to know?

459

What skills do they need to acquire?

460

What steps do they need to take write it all out?

461

Then you take that you test it out on yourself or someone else you refine it

462

You notice what isn't getting good results and then you change it out until it gets results in the gym

463

This could be a training program.

464

It could be a nutrition protocol.

465

It could be a writing system

466

It could be a video editing system

467

it could be how to weave a basket it could be how to grow plants

468

if those are accompanied by a burning problem and a desired outcome

469

that people actually care about then you can sell anything

470

if they don't sell then the problem isn't burning enough

471

and the outcome isn't desirable enough for something like weight training

472

or health you see this all the time intermittent fasting that's a personal system

473

that has gotten uh it's gained a lot of popularity strong lifts five by five

474

if you're a beginner in the gym you've probably heard

475

that before because it's the go -to for most beginners in the gym.

476

Now with this personal system, if you bake other aspects of your marketing, like the timeframe into this,

477

then you get something like two hour writer or the system inside of there is the two hour content ecosystem.

478

Your personal system is the thing that makes people think this could finally solve my problem because it probably will.

479

Now a step in between there, step 4 .5 is education, right?

480

You have the personal system.

481

You have the list of steps that people need to take,

482

but what's the accompanying thing that people need to know in order to do that well.

483

That's where your curriculum comes into place.

484

Think of like if you're writing a book outline, what's the nuance, the in -between, all of the education that people need to understand?

485

Write that out as well.

486

Now, step five is features and benefits.

487

So we have pretty much the outline.

488

We have point A, point B, the steps in between, the education that people need to have.

489

Now we need to turn those into features and benefits so that they fit in the marketing.

490

Because the thing here is that most people only list out the features of their product, but that's not persuasive.

491

People don't care about the product.

492

They care about how the product changes their life.

493

This is just marketing 101, but even the most advanced marketers get tripped up here.

494

We all forget and don't remind ourselves of the fundamentals.

495

So when you list out features like a five -week training program, cookbook with 20 recipes, or learn the top five exercises for chest growth,

496

pair them with a compelling benefit or completely exchange the boring feature for the benefit.

497

So it could be a five -week program so you know exactly what to do when you step in the gym,

498

no more feeling lost, a cookbook with 20 filling in low -calorie foods so you can feel stuffed without the guilt,

499

the top five exercises for chest growth so you don't waste years without developing shirt -splitting pecs.

500

There's a common theme here.

501

When you're writing benefits, you usually bridge the feature with so you can or with the word without.

502

So, so you can and without.

503

So from here, you take all of the pieces from your education and personal system,

504

all of the steps that you wrote down and you turn them into features with accompanying benefits.

505

On your landing page, this is where you introduce the offer.

506

Like when people are actually reading, okay, what's included in the offer?

507

This is it.

508

Now, step six is the delivery mechanism.

509

How are we packaging all of this up and giving it to the customer?

510

Before we understand that, let's just recap with an example based on something else that isn't the fitness or weightlifting.

511

For the topic, let's do productivity.

512

For the target persona, my past self, an 18 -year -old who wants to balance study, and building a business.

513

The big problem and negative outcome is that I don't want a traditional 9 -to -5 job,

514

but I'm falling behind in classes and my business has taken a backseat.

515

If I can't study for long periods and work on my business for long periods,

516

I'll get stuck in a comfortable job and it will be extremely difficult to get out.

517

40 years later, I would wish that I took the time to study.

518

The desired outcome here is deep focus for 12 plus hours a day without Adderall.

519

The believable time frame is 14 days.

520

The personal system I would call the attention marathon, a training program for your mind to run a marathon.

521

The education is everything about the flow state, dopamine, workspace setup, avoiding distractions,

522

etc. And I know this is a validated idea because I could research YouTube and find this, which is a video with 14 million views.

523

It's how I studied for 12 hours a day over a year.

524

That's validation enough that this can work if I iterate and test enough.

525

So now that we have the plan and an offer outline, we need to decide how we're going to deliver the actual offer.

526

And there's a few options here.

527

The first is an ebook, which is quick to make, but hard to charge a lot for.

528

There's an email course, which is structured learning, but most people fall off.

529

Next is a cohort, which is a four to eight week curriculum with calls in a community,

530

and it only opens for enrollment four times or so a year.

531

It's good for scarcity and perceived value, but they're often expensive.

532

Then there's just a normal course, which is an evergreen product that can be promoted at all times, but you need a lot of traffic.

533

Then there's a community with monthly recurring revenue, but that equals monthly recurring work.

534

It's harder to sell, but it's a huge payoff if you commit to it.

535

A lot of people are starting school communities and all of these things based on monthly recurring revenue.

536

And while they're a great thing to do, I've done them multiple times.

537

And it's very similar to client work where eventually if you're not enjoying it day in, day out, it's a lot of work on your plate.

538

It's not monthly passive income.

539

It's monthly.

540

I'm working hard in order to get more people into this because people are skeptical with buying recurring subscriptions, especially ones that are high priced.

541

And you probably don't have a traffic source that's going to fuel that enough.

542

for it to gain velocity.

543

And then the last is software, which takes longer to build.

544

It has higher chances at failure,

545

but can pay off big time if you dedicate five to 10 years to it or land the viral jackpot fast.

546

Now to make any of these a bit more valuable, you can add templates or worksheets or trackers in something like

547

Notion or Cortex.

548

And that alone sometimes makes the education product worth paying for.

549

That's what makes it more valuable than something like a free video or a book or something else that's lower cost.

550

Now, I can't really tell you which one to choose.

551

All of them work.

552

You can make any of them work.

553

Some are harder, some are more easy, some just try.

554

But a good beginner progression could look like this.

555

So start with a $27 ebook on a specific topic like focusing 12 hours a day, and then turn

556

that into a module of a larger $150 course with a Focus Hub template to plan their study and work blocks,

557

and then expand that into an even more comprehensive $399 cohort on living in flow.

558

You can promote the ebook anywhere that's top of funnel

559

and then you can promote the course on back in emails

560

or in YouTube descriptions and then the cohort only happens four times a year

561

so that's easier to launch those four times a year and usually leads to a big spike in revenue.

562

Now after you've outlined everything you just did everything in that entire section it's time to make your first dollar.

563

I want to reiterate that this is the best route for beginners.

564

You can't do what we're going to talk about with almost any other type of product.

565

In the past, digital products weren't really a thing.

566

You would spend a ton of time building a product that may or may not work.

567

You pour money into product development, set up manufacturing and distribution, and then launch.

568

And there's some statistics circulating in the space of something like 95 % of businesses fail within their first year.

569

The thing about building an audience and digital product is that you can pivot.

570

You can test ideas daily in your content.

571

You can turn those ideas into a marketing strategy.

572

You can build a landing page, add payment, and launch pre -orders.

573

If it doesn't work, you can scrap it and try again an infinite amount of times until it works.

574

In other words, it is impossible to fail if you persist and iterate.

575

And when it comes time to turn that into a startup or more demanding physical product,

576

you already have so much data that the likelihood of success is much higher.

577

So again, another point, if you want to even build a software or build a physical product,

578

just start with the education product first so that you can get the right angle out.

579

If you want to go and sell a planner and don't know what to put in the planner or market the planner,

580

create a digital planner first, sell that, iterate on it until it's good,

581

and then turn it into a physical one so you know that it will do well.

582

So we have our marketing strategy, here's what we do next.

583

We're going to create the landing page first, and you can do this on something like Stan, right?

584

Stan .store.

585

Link in the description to try them out.

586

If you haven't watched the podcast that I did with the co -founders of it, go watch that.

587

But on Stan, they allow you to host really any type of digital product.

588

You can schedule coaching calls.

589

You can have a lead magnet.

590

You can have a course.

591

You can have a digital product.

592

You can have whatever it may be in the landing pages are super simple.

593

You don't need to learn design.

594

You don't need to learn anything.

595

It's just text.

596

And from Stan, they arguably have the highest converting landing pages on the market

597

because it's just so quick to get through them, understand the gist, press buy.

598

Once you have the landing page, you're going to launch the product.

599

You're not going to build out any portion of the product aside from the outline before launching the product.

600

Now to do this, you have to tell the customers that it's going to release on a specific date.

601

So if I start promoting it four weeks ago and I need to tell them the course comes out today, the digital product comes out today,

602

inside of Stan, what you can do is when people sign up, once they pay, they get added to a course platform.

603

And then the only thing there, it gives them information on when it's going to release and what they should expect.

604

Now, once you make the first sale, the pressure is on.

605

You can't quit now.

606

You have to focus and build a good product or else you just stole people's money.

607

Now with this, writing the landing page, copywriting is easy once you have the marketing strategy in place.

608

You just need to learn how to structure it because the entire point of copywriting, if you don't know what copywriting is,

609

I'm not talking about copyright like the legal intellectual property law.

610

I'm talking about copyright like writing, not right, right side of the hand, write like writing.

611

It means persuasive writing.

612

The entire point of copywriting is to illustrate the offer in a persuasive

613

and clear way so that our marketing strategy is clear.

614

We just need to put that into writing.

615

Now, there are many ways to do this, but here's just a general landing page outline that we're going to go over.

616

So at the top, you have headline, then sub headline, then a button.

617

You can't do this on Stan, but if you're building your custom landing page, then that's where I would put the button.

618

Then you illustrate the problem and negative outcome.

619

And then you talk about the desired outcome and personal system.

620

Then you have social proof.

621

Then you introduce the offer with the features and benefits, and then you can have an FAQ.

622

if you'd like.

623

So if we start with the headline, your headline and sub headline should be a condensation of all of the value inside of your offer.

624

Your job is to combine the most potent parts of the big problem, desired outcome, personal system, timeframe, and potentially the target persona in this section.

625

For my productivity product, the headline could be study for 12 hours a day without Adderall with a 14 day program.

626

Now, if you want templates or guides for any of this, check out mental monetization link in the description.

627

Now in the sub headline, you're going to add the other parts that you didn't put in the headline.

628

So since I included the desired outcome and timeframe in the headline, because it was the most potent,

629

I could make my sub headline use the attention marathon system to avoid a low paying nine to five

630

and conquer cheap dopamine.

631

So there I put in the personal system,

632

the big problem, and I even tossed in a high performing topic like cheap dopamine to just capture attention more.

633

Now in the next section, if you know what a landing page looks like, it has the headline, the sub headline,

634

and then it goes into kind of like a wall of text that's called the lead.

635

And this is where you illustrate the big problem and the negative outcome.

636

You illustrate and amplify the problem.

637

When you start with the problem, you increase the reader's awareness around the problem.

638

You give them the belief that their life can change because it can by using a system that helped you.

639

Now, personally, I like to include a few short sentences that state the problem,

640

then follow that with a bullet point list of pain points that stem from that problem.

641

You can visit any of my landing pages to see this in action.

642

I do it for all of them.

643

Now, if you don't know what to write here, just use a personal story.

644

Where did you start?

645

Where were you before this?

646

Why did you want to change?

647

And what did you try that didn't work?

648

So we have headline, sub headline, lead, that illustrates the problem with a personal story.

649

So you talk about where you were, etc. and now you transition into the personal system

650

so this is the transition from problem to okay here's what we do differently

651

so in the section continue the story what was the turning point in your story how did you discover

652

and create the personal system why is it better than most other solutions on the market and

653

if you can add a graphic here to help explain the

654

system even better after the personal system is where I like to just put results or testimonials so this can be images,

655

it can be text, it can be your own personal results.

656

You just list out as much social proof as you have here.

657

And if you don't have social proof, then you either need to list your own.

658

So you need screenshots or you need pictures of yourself.

659

If like you have a six pack and that's what you're selling or showed you at a desk,

660

you need to show something to show that it's believable.

661

You'll get testimonials as you get customers, but you can also reach out to your friends

662

and network to see if they will go through it for free and give you the testimonial.

663

Now, after that list of images or screenshots or social proof, now the next section is the features and benefits section.

664

It's the offer introduction.

665

So you have a headline that's like introducing name of the product, and then you go into each feature and how it's structured.

666

And then each feature has an accompanying benefit.

667

Now, soon after this section, you have a call to action, And this is the main call to action that asked them to buy.

668

What I like to do here is some kind of comparison.

669

Usually I like to compare where you were at before the program, where you'll be at after the program.

670

So that brings up the problem again.

671

It makes them aware of it and then reminds them of the main benefits.

672

And then after the call to action section, you can have an FAQ section.

673

But if you're building on something like Stan, I would just get straight to the point

674

and leave the FAQ section out

675

because it just increases the amount of time it takes for people to reach where they can pay.

676

Now, once you have the landing page, just the MVP of the landing page, bare bones.

677

You don't even have the product built yet.

678

Launch, launch, launch.

679

It shouldn't take longer than one to two weeks to create the actual landing page if you're a beginner.

680

It can take one day if you've done this before.

681

But once you have it, launch.

682

Set the release date.

683

Three to four weeks out from your first promotion.

684

Promote in your newsletter every week.

685

Place the link everywhere in your bio and descriptions.

686

Write threads, create carousels, or film reels, or whatever other kind of content you make around the main topic your product is about.

687

Include small plugs or call to actions like if you struggle with pain points, the product goes live on date.

688

Use the elements of your marketing strategy from above every time you promote.

689

When you are one to two weeks out from launch, start increasing how often and how hard you promote.

690

It helps a lot if you have some kind of early bird discount for those who pre -order.

691

And for the sake of brevity, I'll leave that for this video.

692

Like, subscribe, links in the description for two -hour writer, mental monetization, my book, Cortex,

693

a writing software in place to do all of your product planning if you'd like.

694

And for those who are still watching, please comment letting me know what you want to learn about next relating to business,

695

human potential, whatever it may be.

696

Thank you again for watching.

697

Bye.

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Vocabolario e note di pronuncia per questa lezione

Questa lezione di conversazione si basa sul video “A Full Guide To Making Your First Profitable Product”. Questo video contiene 697 frasi e 8990 parole da ripetere con lo shadowing. Il parlato dura 44:58. Chi parla va veloce, circa 200 parole al minuto: aspettati suoni legati e ridotti. Il 87% delle parole rientra nelle 3.000 più comuni dell’inglese, quindi il lessico è facile da seguire.

Vocaboli chiave di questo video

15 parole del video che vale la pena imparare, con pronuncia e significato:

Parola	Pronuncia	Significato
outcome sostantivo	/ˈaʊtkʌm/	risultato
topic sostantivo	/ˈtɑpɪk/	tema, categoria
headline sostantivo	/ˈhɛd.laɪn/	titolo
creator sostantivo	/kɹiːˈeɪ̯təː/	creatore
beginner sostantivo	/bəˈɡɪnɚ/	principiante, debuttante
capture verbo	/ˈkæp.(t)ʃɚ/	catturare, riprendere
outline sostantivo	/ˈaʊtlaɪn/	contorno
accompany verbo	/əˈkʌm.pə.ni/	accompagnare
solve verbo	/sɒlv/	risolvere
promotion sostantivo	/pɹəˈmoʊʃn̩/	promozione, miglioramento
introduce verbo	/ˌɪntɹəˈdus/	presentare
involve verbo	/ɪnˈvɑlv/	coinvolgere
perceive verbo	/pɚˈsiv/	percepire
illustrate verbo	/ˈɪl.əˌstɹeɪt/	illustrare, mostrare
founder sostantivo	/ˈfaʊ̯n.dəː/	fondatore, creatore

I phrasal verb che sentirai

Parola	Significato
open up verbo	aprire
come up with verbo	ideare, escogitare
write down verbo	sottoscrivere, annotare
write out verbo	appuntare, emettere
bring up verbo	menzionare, nominare
check out verbo	investigare
come back verbo	tornare
figure out verbo	scoprire, rendersi conto

Frasi da ripetere

Frasi brevi e complete del video che puoi riutilizzare nella conversazione di tutti i giorni:

Do you know what that means?
Think, okay, what's my personal system for doing this?
What's my burning problem that I'm helping people overcome?
How do you get to the other one?
Where were you before this?

La grammatica di questo video

Le strutture che chi parla usa di più, con le parole esatte del video:

Struttura	Nel video
Frasi condizionali if + frase, will/would + verbo — una condizione e il suo risultato	if they don't change where will that · if you don't look good, people won't respect
Present perfect have/has + participio passato — un’azione passata che conta ancora adesso	have never done · We've gone · You've already purchased
Forma passiva be + participio passato — conta ciò che accade, non chi lo fa	can be taken · can not be replaced · can be done
Frasi relative who / which + frase — un’informazione in più su una persona o una cosa	something which is · people who gain · people who create

Pronuncia a cui fare attenzione

Chi parla usa 193 contrazioni e forme ridotte, come don't, you're, I'm. Pronunciale nella forma breve, così come le senti.

I suoni “th”: marathon /ˈmæɹəθən/, thread /ˈθɹɛd/, gather /ˈɡæðɚ/, mathematics /mæθ(.ə)ˈmæt.ɪks/
I suoni “sh” e “zh”: capture /ˈkæp.(t)ʃɚ/, transformation /ˌtɹæns.fɔɹˈmeɪ.ʃən/, promotion /pɹəˈmoʊʃn̩/, nutrition /njuːˈtɹɪʃ.ən/, progression /pɹəˈɡɹɛʃən/
Parole lunghe — attenzione all’accento: transformation /ˌtɹæns.fɔɹˈmeɪ.ʃən/, accompany /əˈkʌm.pə.ni/, productivity /ˌpɹɒdʌkˈtɪvəti/, desirable /dɪˈzaɪəɹəbəl/, inspiration /ˌɪn.spɪˈɹeɪ.ʃən/

I suoni difficili per chi parla italiano:

/h/ — va soffiata, non è muta: headline /ˈhɛd.laɪn/, helpful /ˈhɛlp.fl̩/, hire /ˈhaɪɹ/, comprehensive /ˌkɑm.pɹəˈhɛn.sɪv/, habit /ˈhæb.ɪt/
Consonante finale — senza aggiungere una vocale dopo: topic /ˈtɑpɪk/, freelance /ˈfɹiˌlæns/, solve /sɒlv/, introduce /ˌɪntɹəˈdus/, involve /ɪnˈvɑlv/
/æ/ — più aperta della “e”: capture /ˈkæp.(t)ʃɚ/, transformation /ˌtɹæns.fɔɹˈmeɪ.ʃən/, freelance /ˈfɹiˌlæns/, planner /ˈplænɚ/, salary /ˈsæləɹi/

Come esercitarsi con questo video

Ascolta tutto il video una volta senza parlare e annota le parole che non conosci.
Inizia a velocità 0,75×, fai shadowing frase per frase e torna alla velocità normale quando diventa facile.
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Cos'è la tecnica dello Shadowing?

Shadowing è una tecnica di apprendimento delle lingue supportata da studi scientifici, originariamente sviluppata per la formazione dei traduttori professionisti e resa popolare dal poliglotta Dr. Alexander Arguelles. Il metodo è semplice ma potente: ascolti un audio in inglese di madrelingua e lo ripeti immediatamente ad alta voce — come un'ombra che segue il parlante con un ritardo di solo 1–2 secondi. A differenza dell'ascolto passivo o degli esercizi di grammatica, lo shadowing costringe il tuo cervello e i muscoli della bocca a elaborare e riprodurre simultaneamente i modelli di discorso reale. La ricerca dimostra che migliora significativamente la precisione della pronuncia, l'intonazione, il ritmo, il discorso connesso, la comprensione dell'ascolto e la fluidità del parlato — rendendolo uno dei metodi più efficaci per la preparazione alla prova di speaking dell'IELTS e per la comunicazione reale in inglese.

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Cos'è la tecnica dello Shadowing?