WELCOME!

WHAT YOU HAVE IN YOUR HAND RIGHT NOW

(OR ON YOUR SCREEN)

IS THE “HOLY GRAIL OF MARKETING”

YOU’VE BEEN SEARCHING FOR!

Who is this Checklist for?

This is for you if:

• if none of the usual strategies or tools have worked to generate the success you
desire

• you’ve ever felt stuck on a marketing “hamster wheel” of busyness, unable to

focus on what you’re truly here to accomplish

• you’re sick of having less than 10% of people consume and get results from your
info products, programs or courses, and want a way to help dramatically more
people, and be well compensated for it

• you want a proven way that your programs, courses and products can actually
start to market themselves and engage more than 50% powerfully so they
consume and get results, and come back again and again.

Welcome -- this is exactly where you need to be.

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 LET’S GET STARTED...

In an world where just 3% of people ever complete the information products,

programs & courses they buy, you’re about to discover the little-known concept of
“Experience Escalation”, a little-known yet powerful concept that holds the key to:

• Boosting your consumption and customer engagement from 3% to well over 50%

• Skyrocketing your customer results and success stories

• Creating “viral” products that market themselves, with little to no involvement or

time from you

• 10Xing your bottom line profits through repeat purchases and referrals.

In this report, you’re going to discover:

• the Master List of the 10 “Experiences” you MUST provide in your info product,
program or course marketing so that it runs on autopilot, converting new customers
automatically...

• Along with the 3 Biggest Mistakes nearly everyone makes when creating products, pro-
grams & courses that you MUST avoid at all costs.

IMPORTANT: Make sure you’re watching the video I made as you read this report. It will
help you understand exactly how all this works in practice. Plus I give lots of examples!

http://ExperienceProducts.com/video2

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 Here’s the deal... Our brains LOVE to win! Success, no matter how small,
literally floods the reward center of the brain with the “happy” chemicals
responsible for positive emotions such as joy, happiness and triumph...

Game-makers understand this idea deeply and use it to create highly addictive games.

Information products, programs and courses on the other hand? Not so much. The more
usual words are “long”, “dry”, “dense”, “overwhelming” and “boring” and the industry aver-
age of people getting through the average product is just 3%.

I don’t think it needs to be this way. I think the humble “info product”, the “home study
program”, or course actually has the potential to be AS addictive, as EXCITING, as EN-
GAGING as some of the most popular games out there, and can help dramatically MORE
people get huge results, instead of just leaving them behind.

I want to suggest that we borrow some of the best ideas from gaming, casinos, religion,
and other areas of life that have tapped into the secrets of generating massive engage-
ment, creating “fanatical” tribes and dedicated repeat customers for life.

The reason this hasn’t happened yet is quite simple. This is just how we’ve been taught to
create products by the “gurus” who make a living teaching this stuff. This changes today.

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 I’ve been researching this for years now, and in the next pages you’ll find my Viral Product
Checklist.

This is an outline the 10 Core Experiences that when stacked together in your marketing
and in your product, will start an “upward growth spiral” that pulls your customer in, and
along powerfully, giving them the experience of an unstoppable winning streak of learning,
success, evolution, doing things they do things they never thought possible.

This is called Positive Experience Escalation, and it’s is all about using small, simple, easy
actions and experiences that escalate into big results by building your customer’s confi-
dence, commitment and momentum one step at a time.

When you implement what you learn here, and in the training video at
http://experienceproducts.com/video2 ...

• Your products will have a dramatically higher rate of engagement and consumption --
and you’ll go from the industry standard of around 3-5% to more than 50%
• Your customers will have success begin to have huge success,
• As word spreads, your products will begin to virally market themselves, with little to no
time or involvement from you.

http://ExperienceProducts.com/video2

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 Your brain HATES to lose as much as it LOVES to win.
Losing blocks the flow of happy chemicals to your brain, causing feelings
of frustration, sadness and overwhelm.

There’s nothing worse than feeling like you’re doing all the right things, but you’re not hav-
ing the success you want, seeing results fast enough or “winning.”

Most information products, programs & course INSTANTLY and unwittingly start a
Negative Experience Escalation -- causing most paying customers to get stuck, complain,
give up and refund. This is a lose-lose situation, for you, and for them.

If you want to avoid the mistakes virtually everyone makes, then you’re going to want to
avoid these 10 Negative Experiences like the plague. I’ll give you more information about
this in the following pages...

IMPORTANT: Make sure you’re watching the video I made as you read this report. It will
help you understand exactly how all this works in practice. Plus I give lots of examples!

http://ExperienceProducts.com/video2

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www.ExperienceProducts.com © 2016 Live Your Message
Your brain LOVES to win. When you meet your expectations,
the reward center in your brain floods with “happy” chemicals
responsible for positive emotions such as joy, happiness and
triumph... You want nothing more than to keep winning.
The 10 Core Experiences below starts this winning streak that
allows your customers to do things they never thought
The Viral
PRODUCT CHECKLIST
possible. Positive Experience Escalation is all about using small,
simple, easy actions and experiences that escalate into big results
by building your customer’s confidence, commitment and
momentum one step at a time.
MISSION ACCOMPLISHED
10 Human culture is based on celebration and rites of passage. People
need to feel a sense of completion. They also want to know what’s
next? What’s the next challenge, opportunity or step in the journey?
U N S T O P PA B L E M O M E N T U M
9 It’s not enough to win for the sake of winning. Your customers need
to feel forward progress and momentum toward the mission. The
best video games have levels and increase challenge 25% per level.
COMMUNITY
8 Humans are a tribe-based animal. We’re hard-wired for community,
where we have a greater chance of success and survival. Create
regular opportunities for interaction. Imagine 500 workout buddies.
FEEDBACK LOOPS
7 Seek your customer’s input often. Where possible, allow them to
change the product by going through it. The product adapts to
them and they evolve the product through their participation.
PEAK EMOTIONAL EXPERIENCES
6 People are inspired to get and stay in action, when they’re engaged
emotionally. Create peak emotional experiences thru multisensory
language, story, pattern interruption, curiosity and surprise.
NORMALIZING CHALLENGES
5 Changing your life and accomplishing big goals takes a lot of work
and sometimes things don’t go as planned. Prepare your customers
for the challenges along the way, so they know what to expect.
C O N S TA N T W I N S
4 Create a game your customer can win. Build their confidence,
motivation and positive emotions through small easy wins that
gradually escalate into big results. Give constant positive feedback.
BIRD’S EYE VIEW
3 People relax and perform best when they know where they are,
where they’re going and how they’re going to get there. Share a
map of the terrain before you start. Show the process or framework.
FUTURE SELF
2 Your customer makes the choice to buy based on who they want
to become, which is often mirrored by who you or your business
portrays itself to be. Create a powerful and motivating vision.
MISSION
1 Define a clear mission, goal or outcome that your customer wants
and that also seems possible to them. Be specific about how long
it’s going to take and how they’ll know when they’re done.
U P WA R D G R O W T H S P I R A L
Your brain HATES to lose as much as it LOVES to win. Losing
blocks the flow of happy chemicals to your brain, causing
feelings of frustration, sadness and overwhelm. There’s nothing
worse than feeling like you’re doing all the right things, but you’re
not meeting expections, seeing results fast enough or “winning.”
Regular losing causes most people to enter what I call the
“downward death spiral” where they get stuck, complain, give up
and refund. If you want to avoid the fate of most info products,
then you’re going to want to avoid these 10 Negative Experiences
like the plague.
D O W N WA R D D E AT H S P I R A L
TOO MANY MASTERS
1 Homer (the Greek) famously said, “If you serve too many masters,
you’ll soon suffer.” Most info products try to do too much. They go
wide not deep. Customers lack a clear focus and purpose.
THE “HOW HOLE”
2 The what and the why comes before the how. Without a clear
vision of where they’re going and what’s in it for them, most
people have trouble motivating themselves to do the how.
HEADLIGHTS IN THE FOG
3 Without context and a clear path to follow, it’s easy to feel like you
are driving in the fog. People need to see where they are, where
they’re going and how they’re going to get there, so they can relax.
C H A S I N G Y O U R TA I L
4 When you set lofty goals for your customers that take a long time
to achieve, it’s easy for people to get stuck in the process and give
up. People need to feel like they’re making forward progress.
“ E V E R T H I N G I S AW E S O M E ”
5 When you say that everything is fast, simple and easy, and brush
potential challenges under the rug, your customers may feel
unprepared and frustrated when they hit a bump in the road.
M E N TA L PA R A LY S I S
6 Most info products are based on an old school concept of lecture
or book learning. Teaching to the head. But real life change doesn’t
happen thru logic and learning, it happens thru emotions and doing.
ANONYMITY
7 Treating your customers, clients and students like nameless,
faceless masses, so they don’t feel seen, heard or validated.
They don’t feel like their success matters.
I S O L AT I O N
8 Forgetting to create opportunities for your customers, clients and
students to interact and engage with each other so they feel alone
and unprepared for the monumental task in front of them.
S TA R T & S T O P
9 Many info products create a start and stop pattern of learning
and getting confused. Taking action and getting stuck. Customers
never feel like they gain momentum. It always feels hard.
ENDING WITH A WHIMPER
10 “This is the way the world ends not with a bang but a whimper.” T.S. Elliott
Most info products kind of peter out and miss a huge opportunity
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to celebrate success and enroll customers in the next step.
 THE 3 BIG MISTAKES

MISTAKE #1
THE NEGATIVE EXPERIENCE ESCALATION

Remember back to the last time you bought an info product, online course or home study
program of some kind. As you made the decision to go for it, perhaps you remember that
feeling of euphoria you felt just as you were hitting the submit button. You were so excited
to get your hands on it and for what it would mean to you and your life. You may have even
felt a little optimism that things could change for you.

Then, a few minutes later, that email confirmation arrives. And for 97% of people, one of 4
things happens:

• #1 - it takes a moment for the confirmation email to land, or the email lands in your
spam box and while you’re waiting for that email you get distracted and think: “I’ll check
in on this later…” (negative experience)

• #2 - you get a rapid-fire series of emails, confirmations, receipts and “getting started”
messages in your inbox and you think: “Whoa! I don’t have time for all of this right now, I’ll
come back to this later…” (negative experience)

• #3 - You open one of the emails and you see big block paragraphs of text and you think:
“NO WAY do I have time to read all this right now, I’ll come back to this later” (negative expe-
rience)

• #4 - You actually DO read the email, you click-through and land in a membership site
where the first things you see are documents, videos, mass quantities of information!

Just a flat out TON of stuff.

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 THE 3 BIG MISTAKES

MISTAKE #1
THE NEGATIVE EXPERIENCE ESCALATION

For the folks who made it this far, your first thought is likely to be: “*gulp* ha...ha… are you
serious? I don’t have time for all of this right now, I’m gonna have to come back to this later!”

And the problem is that for 97% of people, “later” almost never comes, which spells disaster
for both you and the customer.

This is a very simple example of what we call a “Negative Experience Escalation” -- where a
series of very small negative experiences that were of course NEVER INTENDED and that
“stacked up” quickly, one on top of the other, escalating into feelings of overwhelm - which
takes most people out of the game IMMEDIATELY! They’re done!

Thinking back to what I’d been taught by the info product gurus... I’d heard people talk
about something called “Thud Factor” -- named after the sound that a LOT of information
makes when it lands on your doorstep. I’d been trained that the louder the “thud,” the more
“value” the product had in the customer’s mind. And... I definitely took the “thud factor”
idea to heart with my first program Message to Money.

Looking back, I now realize that I inadvertently created an instant Negative Experience Es-
calation that took most of my customers out of the game before they ever even suited up!

• Lengthy emails right out of the gate

• Lots of tasks & homework to do
• Lots of video to watch

I’d started them on a Negative Experience Escalation of overwhelm which inevitably devel-
ops into frustration and then procrastination, unfilled expectations, refunds, and no repeat
business. What I came to realize is that the “thud” was actually the sound of someone’s
hopes and dreams dying!

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 THE 3 BIG MISTAKES

MISTAKE #2
NOT GIVING YOUR CUSTOMER A CLEAR MISSION

Not having a clear Mission for your product is the second of the 3 biggest info product
mistakes that can reduce your sales and make it harder for your customers and students
to get the result they’re looking for. Because they’re not sure what that result is exactly,
they can’t get excited about what they’re doing, they don’t know when they’ve reached it,
and they can’t recruit other people.

Let me give you another example, for his productivity course “Wake Up Productive”, Eben
Pagan writes: “Your mission, should you choose to accept it is to wake up 90-days from now
twice as productive as you are now!”

That’s both compelling and specific, right? You’ll know when 90-days have passed and
you can only imagine what it will feel like to be twice as productive as you are now.

You’re EXCITED about the prospect, and you know exactly how to recruit others in the
Mission as well: “You know how I’ve always struggled with focus and I’ve said that I wanted to
become more productive? Well I found this amazing program that’s teaching me how to double
my productivity in 90-days… and it’s working! I can’t believe how much I got done yesterday…
and I can’t wait to see what I’ll accomplish as I keep going! You should do it with me!”

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 THE 3 BIG MISTAKES

MISTAKE #2
NOT GIVING YOUR CUSTOMER A CLEAR MISSION

So I invite you to create your very own Mission for your Experience Product. What’s a
clear, specific and measurable Mission or goal you want people to accept.

Simply fill in the blank:

Your mission should you choose to accept it is

I invite you to share your mission in the comments below the video at:

http://ExperienceProducts.com/video2

IMPORTANT: Write it in a way that will INSPIRE someone to JOIN you on your mis-
sion.

Be seductive. Be provocative. Be inspiring. But most of all be clear and specific. I’ll
be reading and responding to everything you post and giving my personal feedback
on how to improve it too, so even if you don’t feel like you’re able to dial it in 100%,
give it your best shot anyway and together we’ll get you there.

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 THE 3 BIG MISTAKES

MISTAKE #3
NEEDING TO BE THE “GURU”

When I started out, I followed all the experts’ advice and positioned myself as “The Guru”.

As a result, I felt a huge amount of pressure to “have all the answers”. I felt like I needed to
put every little detail into my product, or people wouldn’t “value” it or me. And… because
of that… it took me MONTHS to create my first product… and to make matters worse, it
was the WRONG product!

The idea that you need to know everything is a dangerous and costly one that can paralyze
you. I’ve seen people “stuck” for years in the cycle of perfectionism. Success in business is
all about getting your ideas to market quickly -- and Experience Products help you do that.

Here’s what happened when I gave this checklist to my student Emily Fontes…

On May 15th she had an idea for a new product. Instead of trying to cram everything into
her product like most people do, she asked herself - “What experience do I want to create for
my students, clients or customers?” In that moment, everything got easier for her.

Two-weeks later she had 15 people in her 4-week Double Your Inquiries group coaching
program earning her $12K in just 6-weeks from scratch with a single great idea that oc-
curred to her one day while out working out.

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 YOUR MISSION FOR TODAY

WR AP UP

IMPORTANT
Make sure you’re watching the video I made as you read this
report. It will help you understand exactly how all this works in
practice. Plus I give lots of examples!

http://ExperienceProducts.com/video2

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