Simple steps to creating high value products

Production creation can be something which you struggle with when starting an online business. The product can be an ebook, an ecourse, a video course, an audio course or any combination of those things.

interview product CDs with the Sark Logo on

Some people find it easy to write and produce the content and other struggle. But for me, the hardest part has always been the research and learning curve to obtain the right information to go into the product. If you need help with research there is a three part article here that’s excellent –

A simple but effective way of creating a quality product quickly is to do an interview with an expert in your industry and then package it up as a product…

For example, we sell a courier guide called The Complete Courier Guide, it’s a massive ebook, packed with value. To make it more valuable  we could be to record interviews with leading courier companies sharing their tips and advice. BUT couriers are generally drivers, they don’t have a lot of time to sit down and read, so an audio that they could listen when driving would work better for them, and be a high value product.

The benefits of creating this type of information product are vast. Providing you find the right person to interview you should be getting access to an instant pool of knowledge which can go into your product and benefit your audience.

Tips to create a great interview product.

The first step is to find your interviewee. This is not as difficult as it sounds either because they will get tons of free exposure (if you market the product correctly) and if you offer the chance to sell themselves, many people will jump at the chance to be interviewed. Approach people in your industry and ask them. You can find them in the usual places like blogs, forums, Twitter and Facebook.

What not to do… don’t approach people who are more “famous” than you and promise them exposure. They’ll laugh and say no. Work out exactly what they are looking for and how being interviewed by them will help them get the results that they want. If they have a new product being launched, can you tie it into your interview?

I’m known for Birds on the Blog, having a company that’s name is misread as Sarky and blogging. I get requests from people with 30 Twitter followers and they all contain the line “I’ll give you lots of exposure”. It won’t happen, trust me, I’ve googled them.  Be respectful and careful how you frame your requests. If they had approached me with an offer that was inline with my goals, 30 Twitter followers would be irrelevant.

The next step is to decide is what format you want to conduct the interview in.

The straight forward answer is you do it in the format that suits the interviewee.

Time is precious, be respectful of that.

You could do an email interview. You simply email over your questions and let the other person respond in paragraphs, and then put the interview responses into a report or ebook. This is something we’ve done quite successfully over at Birds on the Blog. We have interviewed big name authors and entrepreneurs, and the next step is just to package it up.

The other option is to do a ‘live’ interview and then record it. This could be done over Skype  for example using Pamela or Call Recorder (for Mac). Of course this gives you the edge  – you can create a better product out of the interview – the audio recording with the transcript of the audio recording.

If you choose this option it’s always best to pre-plan and have a guide/ questions in front of you so as you know what you’re going to talk about in the interview. You also need to let the other person know what you want to talk about in advance so that they can do a bit of pre-planning for the interview too. You should always get the interviewee to introduce themselves so that they can present to the listener their skills and abilities.

Thinking of questions or topics to discuss in your interview

This is easy – just think about what people in your niche want to know. If you don’t know what’s hot then just take a look at forums, blogs, or websites in your niche. For example, people in the blogging niche might want to know how she would build an email list fast, or how to get started with an ebook. Ask questions about the hot topics in your niche and you won’t go far wrong with your interview.

When I met Guy Kawasaki, I asked in a  Facebook group what people would like to know from him (you can listen to the conversation here) and their response was… why is he meeting you? If you listen to the recording you’ll hear Guy say part of being enchanting is not to be cheap. Remember that with your interview product.

  • Add a music introduction using Audacity
  • Brand the transcripts (I love Product Creator Pro for this)
  • Create packaging images  – see the ebook toolkit page for resources

However you decide to do it, creating an interview product is one of the easiest ways of creating a great product, and it’s also one of the best because you should end up with a product that is genuinely of high quality and great value to your audience.

The next step is to market it :)

What would be your interview dream line up?



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Sarah Arrow

Blogging an issue for you? Social media not quite working how it should be?That's okay I understand. I started blogging back in 2006 and grew into a kick-ass blog coach as well as creator of Birds on the Blog (listed 3 times by Forbes as a top 100 website for women), I'm frequently listed as both a top content marketing expert and as an influential marketer.
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    • Thanks for sharing the additional article Suze :)


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