JANUARY 6, 2023

Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

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You have an audience. You don’t have any content products to sell them.

Maybe you’re overwhelmed by all the options. Perhaps you think it must be perfected before it hits the market. Or maybe you assume it’s too expensive to create.

Well, stop thinking like that, and follow the advice of digital strategist and Creator Economy Expo presenter Michelle Martello (pictured above). And you can hit the market with your new content product within the month.

1. Pick a product that’s quicker to create: Among the formats usually developed in a shorter time – checklists, spreadsheets, swipe files, templates, done-for-you guides, PDFs, ebooks, and live classes.

Michelle came up with a quicker-to-create product from the documentation she uses when designing websites for her clients – a master checklist of 300 things to verify before launching a WordPress site.

She converted the document into a PDF that sells for $29, bringing in $40K in revenue in the past six years.

“People love grab-and-go solutions,” Michelle says.

2. Mine your content library: Look at what you’ve already created and think about how to turn some of those assets into products to sell.

Michelle took the content of her client’s monthly newsletter sent to a subset of her audience and put it into a Google Doc. She stripped out the timely and promotional content. Then, she added a table of contents so buyers could easily scan what was “inside.” That became the basis for a digital book.

Another client had a subscription site where members paid $19 a month to take her yoga-with-weights classes. She wrote the lesson plans for 10 of those member videos, converted them into a PDF, and sold them to teachers interested in doing similar instruction for $99.

3. Market before the product is complete: Even before you know exactly what the product will be, create a waitlist. Set up a simple landing page. Promote it through your social channels. Email your audience the link to let them know they can sign up for alerts when it goes on sale.

4. Operationalize the sale. Keep the back-end operations as simple as possible to minimize the chances of things going haywire. You’ll need to work with a third-party site to process the payments, and a new account can take a week or two before everything is working as intended.

Before you open up sales to the public, walk through the purchase process yourself to identify (and fix) any bugs that disrupt the buyer’s experience or prevent their payments from ending up in your chosen bank account.

5. Promote the product: Before you create the product, write the sales copy. It will help you ensure the product delivers what you think buyers want.

Give coupon codes to early supporters (it could be an incentive for people to buy before the product is available.) Send more emails to your audience than you want to because people often wait until the last minute/chance before making a purchase.

Create a fear of missing out by posting about people who have purchased the product. Ask for and publish testimonials.

– Ann Gynn

Get more tips, product success stories, and creation help by watching Michelle’s #CreatorExpo presentation on demand.

Loved Michelle’s advice? Don’t miss the chance to see her live and in person this May at Creator Economy Expo 2023. Register today.

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• Joe thinks now is the absolute best time to lean into YOU. [Content Inc. podcast]
• Joe and Robert talk about Apple’s new AR launch, Microsoft’s big move with Chat GPT, and another Twitter update that’s worth the listen. [This Old Marketing podcast]
• Looking to leverage Twitter to grow your audience? Let Hypefury be your personal Twitter assistant to create new content seamlessly, while growing your audience and email list. Start your free trial today!*
• This month we have partnered with Rogue Mogul to offer you a chance at winning an All-Access pass to Creator Economy Expo 2023 (and 1-night hotel stay at the Cleveland Marriott Downtown). Enter today!
• ICYMI – 6 Pricing Strategies To Bring in Money From Your Online Courses​

*The Tilt receives a small commission if readers (at no additional cost) make a purchase using this link.

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• ​Free templates to help detail your visions to values, goals, pitches, and more from LinkedIn, Notion, Figma, and Synctera. [guide]
• ​Some creators are in less of a rush to leave their day jobs. [article + 7 mins]
• ​Explore the future of authors in the creator economy without advances and with micro imprints.
• ​How will the creator economy business framework change in 2023 through mergers and acquisitions? [article + 8 mins]
• ​Why TikTok’s future is cloudy [article + 7 mins]

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Have you made any referrals lately? It’s a brand new year, so why not share your favorite newsletter (this one!) with all your friends, family, coworkers, and other creators? Help everyone you know grow their business in 2023 with The Tilt.

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Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony.

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