In the course of working with many of my clients, I help them produce Expert Proof Materials – EPM for short. These could be books, DVDs, online instructional courses, or almost anything else. Regardless of the end product, there’s a system to producing them. Well, a cycle actually.
I ask people to imagine it as functioning like a wood screw. You go around in circles but instead of ending up right back where you started, you’ve elevated yourself (and your efforts) so that you’re standing above where you were last time. Better, higher, more refined. You move by building a path upward, and your fans follow you.
In brief, here are the Three P’s:
Preparation: Know where you are, where you’re going (what you want to accomplish), and how you want to get there [Strategy, then tactics]
Production: At least 1 major and 2 minor EPM, plus social proof you’ve done your job
Promotion: Your EPM; your business; EPMs should promote each other, your biz & you; testimonials; appearances; media releases; social media; promotional products
