Steps to Creating Product Profits
by Burt Dubin
I leave it to other experts to tell you the mechanical details.
Selecting your tape duplicator. Adding musical bridges. Editing
out flubs. Cover design. Packaging options. Tape length.
The focus of this piece is the spirit of creating product
profits. Here's my take:
1. Know what you're talking about.
Be the expert on your subject. Research it exhaustively.
Look into every archive. Follow up the slightest mid-paragraph
mention. Read the least-known, most obscure publications
in your field.
That's where you find nuggets of wisdom your world doesn't
know about yet. That's where you discover keys. Or pieces
of keys. Then you link two apparently unrelated obscurities
and you get a flash! An aha! This insight illuminates an
issue your market is hungry to understand.
And though you've just spoken about this issue in detail
and in depth, many audience members rush to the product
They wave their credit cards at you. They want to hear
you say it again. They want to play your audio tape in their
car. They must have your book to read on the plane. They
hunger to watch your video at home.
They yearn to soak up your stuff. They want to integrate
every insight you share. Their investments in themselves
pay for private school for your kids. They fund a nicer
retirement for you. They make possible the fabulous vacation
you long for.
All this and more is yours when you just accept, embrace
and engage this one tip: Know your topic inside out, upside
down, backward and forward.
2. Speak (or write) from your heart.
From your essence. From your soul. Infuse your words with
your passion. With your vision, your intellect, and your
caring. With your love.
Use your intuition to look into the consciousness of your
intended listener, viewer, or reader. What are their fears,
their hopes, their wants? What matters most to them at the
core of their being?
What are their concerns, their dreams and fantasies at
the level of their essence? How can you light their way
from darkness into light? How can you ease their pain? How
can you replace dissonance, turbulence and turmoil with
stillness, quiet and wisdom?
What specific attitudes and actions can you recommend to
guide them in their personal career path? What strategies
can you set forth – strategies they can use to advance the
interests of their department, branch, division, district,
company, industry, family or profession?
What view of the possible can you reveal? What steps can
you recommend? Steps that may guide your listener or reader
to actualize more of their potential. Steps that may lead
to more business success, more recognition, higher profits
or more personal fulfillment. Steps that may make possible
the realization of a cherished dream.
I promise you this: When you dig deeply into your personal
potential to make a difference, a deep and meaningful difference,
you add measurably to your power and your influence, your
impact, your popularity and your fees. All this because
you speak or write from the depth of your beingness.
3. Share your perceived truths fearlessly.
Sometimes the truth hurts. That's OK. The hurts and pains
brought to the surface by your observations may need to
be excised. (Much like a cavity in your tooth or an inflamed
They may need to be fixed. (Like a broken leg.) They may
need to be engaged. (As Helen Keller engaged her loss of
sight and hearing.)
Have the resolve to make yourself the master of your topic
or issue. Add in the audacity to speak from your heart.
Cap this with the courage to speak the truth as you see
it. You then step out of the ordinary and into the pantheon
of noble servers.
Your books and tapes are then treasured by your audiences.
You do good and do well through creating products worthy of
the profits you enjoy.