Creating a Successful Audio or Video Information Product

by | Jan 11, 2010 | Creating Products

Not everyone likes to get their information from the written word. Many prefer to listen to audio or watch videos to learn new things. Therefore, audio, video, and multimedia information products need to be a part of your product offerings.

Here are some tips to get you started in creating an audio or video information product:

Step One: Create An Outline
Before you start recording your information product, you need to know what you want it to contain. So, like a written information product, you need to create an outline.

The difference is that you are now writing a script rather than a book. And, you have a choice:

  • You can write an exact script – but be careful with this, it could lead to a wooden “performance”. Or
  • You can write bulleted points, the larger topical areas you want to cover. This can lead to a more genuine performance, but you may have more ums and ahs to edit out.

Think of this a preparing for a speech or in-person presentation.

Step Two: Get Your Technology In Order
Depending on your goals with this information product, you can create it low-budget guerilla-style or professionally with high-end equipment.

Ultimately, it is your content that matters more, so focus on that more.

When you’re just getting started, a low budget is just fine. In fact, many established information marketers still do it this way.

For audio products, you can use one of the many free conferencing services out there. I use because you can record a call even if you are the only one there.

For live video products, you’ll need a webcam, flip cam, or other video recording device. For slide show and software demonstrations, you’ll need screen capture software.

Get comfortable with your technology before you start creating your product. This will help your recording sessions go much more smoothly and there will be fewer bloopers to edit out.

Step Three: Find Some Royalty Free Music
When you add music to your audio or video products, they just seem more professional. But you have to use music that you have permission to use. You can’t just use your favorite song from the radio!

There are websites that will let you download free royalty-free music, which can be very useful when you’re creating free and low-cost information products. But for the more high-end stuff, you’ll want to invest in better quality royalty-free music. I’ve found to be a very good source for good quality royalty-free music in a variety of styles and lengths.

Step Four: Pull It All Together and Spruce It Up
Now that you’ve recorded all the basics, you’ll want to head into the “editing room.” You can do this yourself using audio and video editing software available for free or a low one-time investment over the Internet. I use iMovie on my Mac but have heard good things about Audacity and Movie Maker.

You can also hire someone to do it for you. My friend Caleb Scoville at North Bank Audio Solutions can probably help you or point you in the right direction.

During the editing process, you add in the music and take out the bloopers. You also organize the flow of information. If you did your planning upfront correctly, the editing process will go smoothly.

But sometimes you’ll find that there is something missing and you’ll have to go an record the missing parts.

Step Five: Determine Delivery
Will your audio or video product be download only? Or will you be offering it as a physical product, as well? If you are going to offer it as a physical product, you’ll need to find a vendor who can produce and package the product for you.

There are two basic ways you can do this:

  • Find a vendor who will charge you up-front to create the inventory, store it and ship out orders, or
  • Find a print-on-demand vendor who only charges you when the product is produced and shipped per order.

I prefer the latter because there are no upfront costs and it is fairly easy to automate the sales process, but I’ve worked with clients who have used the former to create “limited stock urgency” when they launch the product.

Vendors you may want to look into for your needs include Vervante, Speaker Fulfillment Services and Kunaki.

Step Six: Create Compelling Packing.
If you are going to sell this product as a digital download, create virtual packaging. If you are going to sell this product as a physical product, you’ll need to create artwork that works with the dimensions of the packaging option you selected from your vendor.

Step Seven: Lay Down the Sale Process:
This is pretty much the same as discussed in last week’s post.

The only difference is that if you’re going to sell a physical product, you’ll need to connect your sales process to your production vendor.


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