Using Interviews To Create Information Products (email 5)

As I look back over the emails of this series that I have written so far I see all of the things I did to really make my days I attended my first live event really count.

One of the biggest things I did was to choose to step far away from my comfort zone and interview 5 experts for my product I was creating for my launch.

The night before I did my interviews I chose to stay up almost the entire night researching the experts I had asked to do an interview with.

I had asked, Heather Vale, Harris Fellman, Simon Leung, Frank Sousa, Ken McArthur, and my son Keith.

Later after the event I asked Gary Ambrose and Sterling Valentine.

The only one of these experts that I knew much about was Keith.  All of the other interviews I did I knew really nothing about that person or what they were an expert at.

I just knew that they all had the information I needed that would make a difference with the value I provided with my product to my target audience.

My target audience sure did not want to know what I knew as at that time I knew nothing at all.

After the event on the 2nd night I excused myself and headed off to my hotel room where I began typing into Google the names of the experts I was going to interview.

I searched for their BIOs, I searched for every website and product associated with each of their names.  I wanted to be as familiar as I possibly could be with each one of these experts.  I wanted to show them I meant business and that I was interested in who they were and what they did.

Now came the fun part.  I decided to come up with 10 questions that I would ask each of the experts during the interview.  My goal was to have a good 45 minute to an hour long interview filled with good content.

But where would I come up with questions to ask when I knew nothing about the subjects I would be interviewing.  I have had many people ask me this question during the last 4 plus years as well.  We are all worried that we can’t do something that we are not familiar with.  I like to refer to our comfort zone as our familiar zone as well.  It is really hard to step outside the familiars of our life.  We like to do the things we are familiar with.  We like to hang around those that we are familiar with. It is hard to give up he familiar and try things we are not familiar with.

So haw did I come up with these 10 questions.  I had 3 sources;

  • The experts websites
  • Past interviews that the expert had done with others
  • My own lack of knowledge

First I went to every website.  Especially the sales pages to the products that the experts had. I looked for the claims that the experts made and I formulated them into questions for them to explain these claims.  I also looked for their big secrets they were going to reveal that they said nobody else was revealing to anyone.  I looked for their number ones as well.  An example of a number one was like what I found on Sterling Valentine’s JV Formula sales page.  He was talking about his number one traffic source.  Well I wanted to know what that was so I took and formulated a question similar to, “Sterling I was looking at your product JV Formula and in that product you reveal your number one traffic secret that use to get traffic to your websites.  That method being the use of Joint Venture Partners.  First of all could you explain to our viewers what a Joint Venture partner really is and then go into detail the benefits you see of using Joint venture partners.

Of course I would listen very intently to the answers Sterling would give me in order to formulate possible follow up questions from his answers to each of my questions.

This brings us to my 3rd method which is my lack of knowledge.  I was just like the new beginner just starting out without the knowledge to many questions I had.  So when I did not understand something the expert would say (which was often) during the interview, I simply formulated a question in a way to ask that expert to expand and explain further what they were just talking about.

I would have to say that the biggest advantage I had doing these interviews came from something Heather Vale taught me during her class I had been through just the day before. She told us the number one skill of an interviewer is to “LISTEN!”  If I did not learn it during her class I learned it very quickly during the first interview I did which was with Heather Vale herself.  While doing my research I learned that Heather was seen to be the Barbara Walters of the Internet.  This totally frightened me of course.  How could I possibly interview the person that was thought to be one of the biggest experts in the industry on interviewing.  Well I decided that if I was going to fail at this interviewing I would do it with the first interview and then just humbly bow out and go back to my $10,000 launch thinking.

The first couple minutes of my interview went great.  I was armed with my 10 questions to ask and a great introduction to who Heather was. I introduced Heather and gave a short BIO of what I had learned about Heather and then I asked her if she had anything else to add.  The next 10 minutes were something I will never forget.  I learned very quickly why the number one skill of an interviewer is Listening!.

Heather proceeded to not only add a few more things about who she was, but she also answered almost every question I had on my paper to ask her.  I went into panic mode for about 5 minutes wondering how I was going to get another 35 minutes or longer out of this interview when I had no more questions to ask.  That is when I discovered the importance of listening to the person you are interviewing.  I began to formulate questions from the things she was saying that I needed cleared up.  From that point on the interview took on a new life that I did not even expect.  I was able to get a good 45 minute interview done with Heather all because I learned from what she taught me and that I actually put into practice.

Imagine what we can accomplish every day if we would just follow the practice of following what we are taught and actually put it into practice.

Sure some of it is going to be hard and we might not understand it completely.  But we have to at least give it a try or we might as well pack it all in and go home just like Keith kept telling me every time I let fear creep in and try and prevent me from doing what I needed to do.

So what are you going to do today?  Try or pack it in and go home?

As I said in my last email I have something I want to offer a couple of people that are ready to put into practice something you should have learned something about in the last couple emails I have sent.

I am offering 2 people the opportunity to Interview myself and my business partner Paul Counts.

I have pretty much explained the conditions of doing an interview.   You must have a good reason and you must have some kind of a plan that explains what you will do with these interviews.  Leaving them set on your desktop in some folder where you will just forget about them is not an option.

In my ebook Affiliate Domination that I have sent to you in email 3 and 4 It teaches most of what I learned from Heather Vale and it will help you with your interview if your not sure what you are doing.

Today I taught you how I formulated my questions and how I came up with questions to ask.

Follow what I taught you and you can conquer this with no problem whatsoever.

If you are interested in doing these interviews post in the comments below why these interviews are important to you and what your action plan is to use the interviews you are going to be getting.

I will give you a couple days to get this done and then I will reveal to you in my next email I send out in this series who the winners are.

I have had several people already sending me messages on Facebook and to my support desk asking me what I was going to be doing because they wanted to make sure that they got in on whatever opportunity I was going to present to you today.

So the competition is looking to be fierce but that is OK.  Everyone is on an equal playing field and it starts right now and goes until Wed July 13th, 2011.  I will let everyone know who wins in my next email in this series that I will send out on Thursday. July 14th.

I will be corresponding with the comments on the blog that I get between now and then.

Good luck and continue to stand in your greatness.

Jeff Wellman

PS:  I will also be talking to you about what happened when I ran out of time to get 3 of my interviews done that I promised on my sales page to be included in my product and how I came up with a One Time Offer to my product.  If the email does not get to long I will also let you know the biggest thing I was missing that had the potential of generating several thousand more dollars with my launch.  I left a lot of money on the table and I don’t want to see you do the same.  Unfortunately I see it happen a lot with new folks starting out.

See you in a couple days!

Tips To Creating 6 Figure Launch With Jeff Wellman (email 4)

Creating a 6 figure launch was something that excited me yet terrified me more than I already was.  How could this even happen for someone that was just starting out with no knowledge about what he was about to do.

As promised I want to get into some of the things that made the difference between Layoff Your Boss which was the name of my first product launch being a six figure launch instead of the $10,000 launch we first set forth in having.

Once I made the decision to go after $65,000 instead of $10,000 Keith knew it was going to take more of what we were already planning.  But it basically came down to just scaling up what we were doing already.

It wasn’t going to be just an eBook anymore as the product.  We needed some good content.  Content that I did not have.  I also was not going to have the time to do the research needed for the kind of content I was going to need to really add value to my product.

During our first day at the event I had the pleasure of listening to an awesome speaker named Heather Vale.

She was teaching on how we could become the expert by association. As I listened to her presentation I remember saying to myself that what she was saying seemed really good but I would never be using what she was teaching because there was no way I was going to do what she was teaching.  No way could this guy who was just getting started and who was extremely uncomfortable with talking to people he did not know ever interview anyone.

That just was not me.  Well guess what the strategy Keith came up for me to do was?

Of course let’s just push old Dad over the edge until he breaks and goes home.  He told me I needed to pick 5 or 10 experts that were at the event and interview them on their expertise and add them to my product.

Not only that but he wanted me to start that day with the interviews.  WOW did I wish I had paid a little more attention to what the woman just said from stage.

But I did get enough that I found myself telling Keith I could not interview them that day.  I told him I would interview them the next day which just happened to be the last day of the event.  He argued the fact with me for a bit because he wanted me to get started right then so I had time to get as many done as possible.

Well what I did get from Heather Vale was a couple things that I thought were very important and made sense.

#1 Have a purpose for your interview.  Ok I had a purpose already.  I knew what they would be used for so I had that one covered.

#2 Now this was something that had me a little nervous.  Heather said we should know our topic and know the person we were going to interview so we could do the interview with some intelligence.  Also by knowing the person you are interviewing you show them that you took the time to research and that you actually care about what you were doing.

I knew I had to take that night after the event and spend it researching the experts I was about to ask to do an interview with.

If I was going to be pushed this far out of my comfort zone by doing something I really did not feel I was going to be good at I was at least going to do it as right as I possibly could.

I can’t tell you how many times I have been approached myself now to do interviews.  I have done several of them but even more I have turned down.

When I ask the person who wants to interview me what they want the interview for, and they do not have a good reason or plan of action that they can show me so I know it is not just going to set around on their desktop with all the products they have purchased, I tell them NO!

I am sure it has made a few people mad but why should I expect less from you than I was willing to put forth for my product and y success?

OK clearly, there is just a TON of details that I am not able to cover in this email today without making t an eBook in itself.

There is a lot to consider when it comes to having a 6 figure launch over just making a few bucks.  Things like crafting the right offer, Getting the right bonus offers, writing or outsourcing your sales page or making a sales video, coming up with pre-launch content, how to approach and get JV and affiliate partners, creating viral buzz during your launch, etc. etc.

I can tell you right now that the biggest advantage I had to having a 6 figure launch was having a Mentor and coach.

In fact, having a launch mentor or coach who can guide you through this process is honestly the BEST INVESTMENT you can really make.  One single tip or strategy can make you an extra $10,000-$20,000 or more! (And I am not kidding!)

Stop and think about that for a second if you do not really believe that.  Harris Fellman presented me with a challenge to make what I made in a year at my job with my up-coming launch.

When I presented this challenge to Keith he knew exactly what I needed to do in order to meet that challenge.

We made it happen.  My coach told me what I needed to do and I did it.  It was not easy for me… But I knew I could not keep living in the place I was in my life.

Things had to change. You may be at that place right now as well. My question to you is what are you willing to do for that change to happen?

I recommend if you have not looked at the Ebook I sent to you in the last email that you do so.  Pay particular attention to what I wrote on the Interview process that Heather Vale taught me that day at that live event.

It is good information and it will go into more detail than I am going to put into this email. It starts on page 18 in section 3.

Here it is again if you did not get it from the last email. I really suggest you read the information before the next email I send so you are prepared for what I am going to do next.

It is probably the best content in the whole book.  It is also one of the only parts that was not re-written and re-branded from Private Label Rights material.

Now you know the secret I discovered while doing my research that I told you about in email 1 that I used to create my eBook fast and without knowing all the information myself.

Well that is enough for this email.  We have a long way to go.

Next email I am going to do something for 1 or possibly 2 of you that is something I have not done for anyone in some time now.  I will even get Paul Counts to do the same.  He does not know this yet but I know he will  be reading this and I will get a phone call wanting to know what I am getting him into now! :)

Until then stand in your greatness.

Jeff Wellman

PS: Please leave me any comments you have to these emails I am writing.  I would love your feedback and the interaction.