Peter Winick explains how to turn your expertise into products and services. He covers pricing tiers like books versus speeches, building repeatable offerings such as apps and training programs, and testing what clients will actually pay for.
Third piece that we focus on that you should all be thinking about is, what are the products, offerings, and services? So this is, to me, fairly basic. So if I have a book that's $20, and I have a speech that's $10,000 or $20,000, there's a lot of room here for different things at different prices, right? Higher, lower, middle, et cetera. I've created a lot of demand. What is the next thing someone would want? What is the next thing some of your clients might want? You know who will tell you what they want? Your clients will tell you what you want— what they want. If you were to go to them and come up and be thoughtful with some hypotheses to say, I'm thinking of taking my content and putting it into an app that measures A, B, C, and D. This is what I do. Would that be of interest to you? I'm thinking of taking my content and based on some of the work that I've done with your company and other companies, converting it into short-form videos that are specifically targeted for new hires to consume within 90 days of being here so we're aligned on a cultural perspective. Going out to your clients on a consistent basis with thoughtful potential derivatives of your content, they will tell you what they want and they will buy what they want. They will not stay up late at night trying to figure out how to put more money in your pockets. And I think too many of us in the content space are reactive. Hey, client comes to us and says, you know, I really love that speech. Could you do dot, dot, dot for us? Oh yeah, I could do that. Cool. And it's a one and done. So what does the market want that you can produce once and sell over and over and over again?
