Attributes of a successful info productAccording to the legendary Dan Kennedy
Recently the legendary marketing expert Dan Kennedy did two podcasts on what attributes make a successful information product. Here’s a recap of what he said and how it relates to our methodology and products:
Product has got to be based around a “big idea”
Must create a philosophical connection with people – a similar belief system
With our product, two key things. First, we teach our clients that we are all innately wired for survival. Additionally, we prove to them that 95% of their daily actions are unconscious. The effect of those two things is that when a person opens their eyes each morning, they’re on autopilot most the day. Innately wired to be fear-based and reactive. Using our 12 minute a day methodology, we rewire their autopilot. So they’re wired for success, rather than survival.
We also point out that if 95% of their daily actions are unconscious, and their daily actions are what determine their success in each area of their life, the only way to have a higher level of success than they’re currently experiencing is to control and influence their unconscious daily actions. It’s pure math.
In working with clients, we change a fundamental false belief they have about success. They believe they control their daily actions. Not so. They only control their intentions. Their daily actions are controlled by their autopilot. So the bottom line is we create a strong philosophical connection and belief system with our clients, a key component of any successful product.