Tips and Tricks for Launching a Product

Hi, welcome to the Pelby Biz Podcast. Are you a pelvic health PT or ot struggling to start your own practice? This podcast helps pelvic health PTs and OTs get out of debt, gain the income they desire, be able to treat patients without insurance restraints, and learn how to create time freedom for yourself and your family. I'm your host, Dr. Kelly Alhui, founder of Ortho Pelvic Physical Therapy, Pelvic Health Business Grower and Pelvi Biz. Over the last two years I went from a solo entrepreneur to a seven person team in counting. I'm here to help provide a clear path to grow your pelvic health business.

As fast as possible so that you.

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What's up? Welcome to Pelvibiz Podcast. I'm your host, Dr. Kelly Alhuey. Today I will be talking about online products. I get this question a lot about should I create an online product? How do I create an online product? So I'm gonna just deep dive, I'm gonna go right into it. So number one, you cannot create a product without knowing what people want. So I first did this about two years ago when the pandemic hit and everyone transferred everything online. All of a sudden we were all in person and then we all went online and the trending thing was to have online products. And it still is. I'm seeing more and more people having courses or products that are online in the physical therapy world, which is really, really cool. Just know that a lot those products aren't as successful as people think they are unless you have so many conversations and know 100% what your actual audience wants. And that doesn't mean that you're going to get information from the PT that's down the street and know what their audience wants. You have to know what actually your audience wants. So I'm going to kind of take a deep dive into that because when I first launched my first two products for Ortho Pelvic zero people bought. And I spent at least a month developing a four, I think it was a four week program on C section scars and no one bought. And I was up like till 10 o' clock at night, like grinding it out, doing so many videos and putting it together and figuring out what platform I need to be on. And it was a total bust, a total waste of my time. And. And it wasn't good. Now, that's not to say that now I have products that actually sell. But, you know, when I started, it was a complete hot mess because I didn't know what I was doing. So this is the first lesson here. If you were thinking about developing a product, let me just state what a product would be in the physical therapy world. A product would be an E document, a guide that potentially could help stop leakage, A guide that would help with your C section score, scar, a guide that would help with your prolapse, your tailbone pain, something like that. It is a product, kind of like a webinar. It can be kind of like a webinar and. Or like a PowerPoint. Everyone knows what a PowerPoint is. It can be like that in a document form that you can send to people and. Or that they can log onto a platform that they then can read through and you can make it something. We call it Evergreen, which means at any point in time, it's. Anyone can log on to the site and they can go through the program themselves and. Or you can have a live component or make the whole course live, where you're on Facebook Live or Instagram Live. And that's part of the training that you can do as well. So that is a product. That is what a product is. It's something that you can sell, that you can give to the masses. And you're not just trading your time for money, treating one on one with a patient. So the positive about a product, if you can get it right and you really know your audience, is you can serve one too many and you can make a lot more impact with the product because it can go out to the world if you wanted to, again, depending on where your reach is at. Okay? The thing that people don't realize about products is you have to have. This is very important. You have to have so many conversations with your audience to know exactly what you should put in that guide. So what I mean by that is every single time that I'm talking to someone in a DM on Instagram or I'm commenting on a post that maybe they commented on one of my posts and I'm writing them back, I actually take that, guys. I take whatever they say, like, hey, can you do this with pregnancy? Or hey, can you show us how to breathe with lifting? Or. Or can you show me how to get a deeper in a squat? I actually take that. And you know, your note section on your phone. I Actually then create a document that says hip questions, leakage questions, low back pain questions, whatever the diagnosis is. And that way, if and when I am ready to create a product on whatever diagnosis that is, all I have to do is go back into my note section, I look at that, and then I make a product based on those questions and I'll just organize those questions that I have gotten in a format that makes sense. And then maybe I'll pre record a video and attach it. Maybe I'll also make a handout with this program. It depends on, you know, what kind of program I'm doing. But that's how you develop a product. It's not that, oh, I'm a pelvic health pt. I've been practicing for this long and I know all my leakage, all my leakage patients want this. No, that's not the case because maybe they don't want that. Even though that is my own belief on what I think that they want. You really actually have to ask them and they have to answer the question of what they want. Another way to figure out what they want is use social media, use TikTok, use Instagram, use YouTube, use, use Facebook and poll your audience, hey guys, what do you want to see this week? And you'll pull them and they'll put in or, hey, what questions do you have? So maybe every single Tuesday you go on and you're asking your audience, hey, what questions do you have today for me or this week? And I'll get on here and answer them. All those questions that people actually put in that box, I actually take those and I will put it in my notes section under whatever category that is. And, and remember, I can do this anywhere because it's in my notes section. So whether or not I'm at home on my computer, can drop it in there. If I'm away at the beach, well, then I can drop it in there. I see it. And, or people do like a spreadsheet and you can use an Excel if you want to get really fancy because if you have a big following, you may get like 200 comments on, hey, what do you guys want to know about? And that's a lot to put in into notes. So you can also organize it that way. So, so you're always trying to communicate and talk to the audience and figure out what they actually want. And let me say this, when it comes to products, a lot of PTs and OTs believe that if I have a longer period of time that my product is what I mean, like, if I have three months versus a three day program. People think that if they have three months of their program that people are actually going to pay more for that. And that is actually a false belief. That is not true. If you actually have a shorter program with the same results, don't you want the shorter version? Why the heck would you want the longer version? And we know consistency in general with people is very hard to stay consistent, especially after the first week. So when it comes to product development, do not think, oh, the more stuff I put in here because it's three months long, oh, then I can charge more. That's not the case. Think about your content that you have and the questions that's being asked and ask yourself this one question. How can I shorten the process to get the same results that this patient actually wants? How can I do that? And how can I put it in a product? That is very, very important when you're creating a product. Shorter time period, faster results and the quickest without all the fluff. Do not put all in the fluffy words and all that kind of stuff. Some of you guys can write really well. I cann but some of you guys can write really well and you put all this fluff. In reality they're just there to get their problem solved. And the faster and more direct you can actually solve the problem, the more that they're actually going to keep coming back and buying the product or buying another product or whatever it may be. So do not, please, please promise me, do not develop this three month course on how to stop your leakage. Even though guys, I know, I know some of you are thinking out there, oh, it takes three months because it does take for the muscles to re educate about three months, which is true from a science perspective. But why can't we just create a guide to help get them started like a three day challenge or a five day challenge to help stop their leakage and give them quick wins which within a day we can help people stop leakage. I have so many tools in my toolbox that I give my patients to show them that within a day or so I can help them stop their leakage. Now it's not the be all end all, it's for the moment, maybe a different strategy I'm giving them. And yes, I have to lengthen their pelvic floor after that typically, but it is something, it is quick wins that I can give them and that's what they're looking for to know that goes up. I can do this. Think about weight loss. If you're on a weight loss program and it takes three months just to see that your waist shrunk one inch. I mean, that's a long three months, but if I can get my waist to shrink in a week, hell yeah, I'm sticking to that program. Like, I want those results and you're promising it, that I can lose weight faster. I'm going with that program rather than if you're saying up, it's going to take three months for you to lose one inch off your waist. Oh my God, that sounds like such a long time. And I just don't want to do that. I don't have time to do that. Your patients are the exact same way. They're busy moms, busy dads, whoever they may be, and they want the results in a shorter period of time. Now, that being said, again, you have to have many conversations with people. It's very, very, very important. And you can have it in DMs, you can have it, you know, in person. But I'm constantly writing down what people are saying, saying to me after that, I believe you should also have, you know, if you have an online product, you should also have an in person option as well. And, or potentially you doing a live component. And then like I said, like, kind of like an evergreen component. The positive about a live component is you can actually interact with your audience and as you're actually doing the talk, you can get feedback. And that feedback is super valuable because let's just say you wanted to relaunch this product. Or let's just say, like, no one bought this time. And you're like, you know what, that's okay, I'm going to retry. Or maybe one person bought, you got great feedback and you want to relaunch it. Let's just say that, okay, from that one or two person that's on there, they're going to actually ask questions that maybe you didn't think of or maybe that's not in the guide that you gave them. And then the next time you launch the product, you can actually put those questions in there. And so it makes your product even more elevated and more to the point, because you've already now answered those questions because now you had a live component. So personally, I like to do a live component when I first launch a course because again, I get feedback. I love feedback. If I just did an evergreen course and I just launched it, I don't really know unless I'm like emailing the person, hey, has your problem been solved yet? Or hey, you know, any Feedback for me and the likelihood of them responding back to me is fairly low. So. So how, you know, how can I really keep making this product be the best product ever? Keep talking to them. And a live component is a great way. Then can you take that live component and you can also repurpose it? So let's just say someone or people wanted to come on. I'm about to do a training on a vision board. Okay, that being said, if people can't make it on live, can I then repurpose it and sell the recording of that to. Then maybe I'll put it out there for like 50 bucks, the recording, if you miss the live version. But the live version is free, so you better come on, you know, live. But if you're not on live, then I'll repurpose it. I record it on Zoom and then I can relaunch it. And if you don't have any platform, like, you don't have any fancy platform like a Joby or go high level or whatever else, what you can actually do is just save it, upload it to YouTube, have them Venmo you, you know, whatever price point you want, and then just send them the link to an unlist link on YouTube. That's literally it. You don't have to be fancy about this. So if you have something that you're super passionate about, you can do this today. You literally could. So that's kind of, you know, the rundown with products and how to go about starting them, developing them, nurturing them. And you just want to see when you launch a product, you know, who buys, who doesn't, who is that buyer for that product. And maybe you launch different products to hit targeted audience. But I would just start with one first. If I had to give, you know, advice from doing this in the past. Just start with one product. That's it. Don't try to come out with like every freaking guide possible of every body part. Just start with one thing that you're super passionate about, that you believe you can help people. And that people have said to you like, hey, you really helped me with this and you're really good at this. Launch that product. And then like I said, you can put it on your Instagram and people can pay for it. Now having a brick and mortar practice and then having online products that solve the same issue. So I have a leakage guide on my website. I also clearly have a clinic that solves leakage as well. Okay, we have different options because I have different tiers. So we believe that our Instagram is a free version and that, that serves every single person in this world or it can serve. Okay. Then we believe that we have a second tier and that tier is our guides because they're around 150. I typically charge around 150 for that. Okay. And they can have the guide. It's, you know, it's, it's not on a timer. So they can do it whenever they want. And then we have in person, which is 2:30, what I personally have found the way my audience and this is different for many people because the way I've mentor people, it can be different in what I've seen. Okay. Because I think we have about 12k followers on Instagram. Okay. Which is not that much in the Instagram world. That being said, we don't. I don't put a lot of effort into selling online products. I actually put more efforts, people actually coming into the clinic because I believe that there's a better return of people actually coming to a clinic than online products. That being said, I've coached many pelvic health pts that they actually have a better return because they have massive audiences like over a hundred k on Instagram or over a hundred k on TikTok that they are seeing a better return online, but maybe not as much as in clinic. So this is why I do believe that you should have a hybrid and test it out. Because it's not just, oh, if you only do it this way, then you're going to make this profit or you're only going to do this way, you're going to make this profit. That's not the case. You are different than Sally down the street. That's a pelvic health pt. So you have got to test your market out and see where you get the return. We do get people buying the online products, but I also know that I have a better return in person. So I then focus my attention to in person rather than focusing it online. I could really focus online, but we decided to do more in person. That doesn't mean I've stopped coming out with products. I still have products that people want it because people will message us, you know, through Instagram or TikTok and we have those products ready to go that they can purchase, but it's not my main source of revenue. Okay, so. And they take the products, take time to develop. People don't think about that. They take time to develop. So it's not just like, oh, let me just launch this and I get all this money. That is not the case. I think that is, especially in this day and age, since COVID I would say a lot of people think that they will launch a product and become rich and have so much passive income they don't know what to do with it. And a lot of times that's just not the case. I hate to be a Debbie Downer here, but it's just not the case. So you have to really be talking to your audience to really know what the outcome is that you are providing with a product. And I think that's another good point, is the product should only have one thing. It should only serve what the patient's outcome is. So if the patient wants to stop leakage, the goal for the product should only be how to stop the leakage or how to solve the problem of stopping leakage. That's it. And if you can do that in the fastest way possible and know how to break that down, very simple for the patient, that product will be a hit. If you're talking about tailbone pain and you're talking about how to. I don't know, I'm trying to think of other things. If you're talking about other things besides solving the leakage problem, that product is not going to be a hit. Okay? So I think the biggest thing with products is A, poll your audience and keep pulling your audience. B, write down in your notes section what people actually are saying to you, not just what you think, oh, yeah, I know how to solve that problem because I've solved, I've treated thousands of patients. No, it's different. It really is different. Use the words that they are actually saying to you. So you've got to write that down in the note section. Remember, this is number three. Remember that the faster that you can solve someone's problem in a shorter period of time, the better that will be a better selling item than something that's three months long. Number four, the clearer that you can actually be, and the more direct that you can actually be on solving that problem, the more likely someone's going to buy that product. Okay, so these are just tips. Tips and tricks of just my own experience of launching these products and also coaching many pts with online products. And I truly do believe there should be a hybrid you should have in person and online. I think that is the best way to go just in general. But hopefully you guys learned something about products and you know how to start to create them or think about, hey, maybe I could launch this course. And, you know, I'm just, I'm just here being realistic and being real about it. So hopefully you guys enjoyed. If you are ready to change your.

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