Expert Academy Product Outlines
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Transcript of Expert Academy Product Outlines
Product Outlines from
Sunday Session at March 2011 Experts Academy
Stay tuned for a BRAND NEW COURSE on
Product Creation & Marketing COMING SOON!!
www.ExpertsAcademy.com
Before you create any product…
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 1
Know your customer
Know your competition
Know your core message and points of distinction
Do your research
Get results to share
Create a great outline
Block time
The Expert’s Content Communication Levels
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 2
Philosophy
Process
Practice
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides/training manuals
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 3
Ebook creation
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 4
Use The Experts Academy “Create Anything Framework”
Here’s who I am and what I do…
Have you ever had any of these challenges…
Me too – here’s my story of struggle…
Here’s my story of finding the solution…
Here’s my and my students results…
Here’s what I found about the old world vs the new
world (myths/trends)
Here’s the solution (step-by-step system)
Here’s the most common mistakes in implementing
this (do’s and don’ts)
Here’s the first thing to do once you finish this…
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides/training manuals
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 5
Book writing: Sample Outline
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 6
The Introduction
-- Problem
-- World is changing
-- Opportunity/Benefits
-- Your quick story/results
-- How it benefits them more
-- It's possible and easy
-- I'll show you the path in this book
-- Quick summary of what's to come
Book writing: Sample Outline
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 7
Chapter One: The Opportunity and My Story
Current state of the industry/topic
How things have changed in this area
Disasters/Problem
New approach needed
Those who know this will master the universe, those
who don't left behind
HOW I figured it all out
Book writing: Sample Outline
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 8
Chapter Two: The Big Solution Framework (think 7 habits)
Here's the solution
Here's the framework for thinking it through (7 habits)
Here’s a summary of each habit/step/practice/idea
Book writing: Sample Outline
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 9
Chapters 3-10
Each chapter then just breaks down
one step/component of the framework)
For example, each chapter of 7 Habits just takes on a
different habit
Book writing: Sample Outline
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 10
Chapter 11: The Big Obstacle
What's the #1 thing that will prevent their success?
How can they overvome it?
How did you, how did others overcome?
Book writing: Sample Outline
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 11
Chapter 12: Marching Orders
To begin, do this now
Recap
Positive marching orders to the future
Keep me posted on your success
Happy story or call to action to end
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 12
Instructor Guides - Books
Chapter Overview
Chapter and Learning Objectives
Key Terms and Topics
Optional Reading
Audio/Video Resources
Biographical Sketch
Creative Instructor Notes
Homework
Takeaway Message
Test Bank
Case Study and Handouts
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 13
Instructor Guides - Courses
Background
Purpose
Overall Learning Objectives
Time-Coded Outline
– Learning Objectives
– What to say
– What to do (activities)
– Alternates
– How to transition
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 14
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 15
Audio Programs
1. Overview of the opportunity
2. Expert Story Positioning
3. Successful Mindset
4. Steps to Outcome (What to Know and Do)
5. Do’s and Don’ts
6. Recap and Marching Orders
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 16
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 17
Teleseminars
1. Overview of the opportunity (10%)
2. Expert Story Positioning (10%)
3. Case studies (45%)
4. 3-4 Steps to Outcome (25%)
5. Do’s and Don’ts (5%)
6. Recap and Marching Orders (5%)
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 18
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 19
7-Disc DVD Programs
1. Overview of the opportunity, Expert Story
Positioning, and Outline of Steps
2-6. Steps to Outcome
- Process driven
- Example/Resource-driven
- Do’s and don’ts
7. Recap and Marching Orders
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 20
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 21
Subscription Programs
1. 1 BIG IDEA
2. Why it’s big
3. Why it’s different
4. How to do it
5. How to stay motivated
6. Why to stay subscribed
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 22
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 23
Online Courses
1. Welcome (Congrats, Benefit, Commitment)
2. Broad Philosophy and Overview
3. Framework
4. Each phase/component of the framework
(1 per video)
5. Do’s and don’ts
6. Recap and Marching Orders
7. Bonuses
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 24
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 25
Templates and Tools
1. What’s the need for the tool
2. What’s needed to use it
3. How to use it
4. FAQ
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 26
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 27
Seminars
Start with the dream
Expose myths and trends to show your expertise
Share your “woe to win” story
Share what they need to succeed
Explain framework with an overview, then dive deep
Provide tons of resources and real-life examples
Engage with call-backs, goading, and group work
Be strategic what/when you sell
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 28
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 29
Certification Programs
1. The opportunity
2. How the business works
3. Teach the process and rules
4. Teach the skills
5. Teach the tools
6. Teach success (do’s and don’ts)
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 30
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Mastermind
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 31
Coaching Programs
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 32
Start with the outcome
Build your assessment with categories
Determine interaction process/frequency
Teach life skills more than process
The Experts Product Suite
The variety of products and programs is relatively finite...
– Ebooks, books, instructor guides
– Audio programs
– Teleseminars
– DVD programs
– Subscription/Continuity/Membership programs
– Online courses
– Templates and tools
– Seminars
– Certifications
– Coaching Programs and Masterminds
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 33
Mastermind Programs
Determine qualifications
Determine size/frequency
Determine process
– Sharing
– Strategy
– Relationships
– Life skills
– Business best-practice
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 34
10 Steps to an Expert Empire
1. Claim and master your topic.
2. Pick your audience.
3. Discover your audience’s problems and ambitions.
4. Define your story.
5. Create a solution.
6. Put up a website.
7. Campaign your products and programs.
8. Post and promote free content.
9. Get promotional partners.
10. Focus on distinction, excellence and service.
Copyright © 2008-2011 The Burchard Group. All Rights Reserved.
Do not duplicate or distribute without permission. Visit ExpertsAcademy.com 35