So, you’re thinking about hitting a major life milestone, huh?
We’re not talking about graduating college or getting married or buying a house. We’re talking about making the leap from “Creator of One Product” to “Creator of TWO Products.”
We’ve helped lots of entrepreneurs make the leap (and make millions doing it). We know the challenges you face, and we want to help you make the transition as seamless as possible.
The most important thing you can do is:
Think about launching your second product like you would having a second baby.
It’s a big decision, and even though you’ve done it once before, doing it again is a completely different experience. Parents of two kids are often shocked at how much changes from Baby #1 to Baby #2, whether it’s the pregnancy or the delivery or how much Baby #2 cries compared to Baby #1.
It’s imperative that you approach Product #2 (just like Baby #2!) with flexibility and the understanding that things will be different from the last time around.
If you can adjust to a flexibility mindset, and understand that your business has to change to grow…you’ll be golden.
When you built Product #1, you had a hundred options when it came to your content delivery platform, squeeze pages, and so on. You cobbled together lots of different parts and pieces. And that was totally fine, as long as it worked at the end of the day.
With Product #1, you did the best you could with what you had. Just like a new mom or dad figuring things out for the first time.
Everything changes with Product #2.
Your needs change. There are 10x more variables to deal with. Surprise! No matter what system you put in place to sell your first product, you’ll likely find it doesn’t work right when multiplied by two. Just like those parents who realizes that two kids can’t fit into the old one-seat stroller.
But, never fear. When you get to this point, it’s time for you to SCALE UP.
That means transforming your old system into a new one that allows you to add additional products seamlessly…and gives your customers the best possible experience at the same time.
Otherwise, it’s like shoving too many kids into that old stroller until it breaks…or until someone falls out and hits their head. Not a good situation, right?
Scaling up means you need to tackle three major issues head-on. And remember, the key word here is FLEXIBILITY. You’ll have to adjust your current way of doing things if you want to fix these issues.
We know it’s annoying, but it’s the way it has to be.
The “Big Three” Scaling Issues
Big Issue #1: Log-in Confusion
When you have one product, your customers log in at one place. Easy, right? There’s no problem there.
When you have two products, though, things get more complicated.
With a lot of content delivery platforms, your customers are forced to log in to different products through different portals using different login credentials. If Carrie the Customer buys Product #1, and then you cross-sell her to Product #2, now she has to log in someplace completely different than before, using a brand new username and password.
That’s not a good customer experience. Imagine if your email login info changed on a frequent basis for no good reason. You’d probably switch to another email provider…or go crazy trying to keep organized.
Not only that, but Cassie the Customer can’t access materials from Product #1 while she’s using Product #2, and vice versa. She has to log in separately if she wants to access that content, which is a huge pain.
When you’re selecting a new content delivery system, you absolutely have to find one that can handle multiple products with a single log-in. There’s no way around this. Otherwise, your customers will have a lackluster experience, and they won’t come back for Product #3, Product #4, Product #5…
(That’s why Summit Evergreen supports single login right out of the box. Because we know how much it sucks to have multiple logins to everything.)
Big Issue #2: Brand Confusion
When you have one product, you don’t have to worry too much about brand consistency.
When you have multiple products, you need to have a consistent look and feel across all of them.
One of the weirdest misconceptions product creators have is that their courses all need to look identical and have the exact same design. They think that’s what “branding” means, when actually, it doesn’t mean that at all.
What you should aim for are products that look SIMILAR yet DISTINCT.
This is important for three reasons.
First, a SIMILAR look helps solidify your brand in the customer’s mind. If your courses all have a light, airy and feminine feel, that’s how customers will think of you. If all of your courses are bright, bold and colorful, that’s how customers will think of you. You need a consistent vibe across everything to accomplish this.
Second, a DISTINCT look helps your customers remember which product they’re using at the moment. For example, they know that if the course content has a green background, they must be using Product #1…and if they see a blue background, they must be using Product #2. You’ll save your customers a lot of mental energy by giving each product its own flavor.
Third, a SIMILAR yet DISTINCT look increases your perceived value. If you have two products that look 100% identical, customers will feel like they’re the same product, and they won’t want to pay for them both. But if they look like two separate things from the same brand, it’s easier to reach into their wallet and purchase.
The easiest way to keep your products consistent? Use a content delivery platform with customizable templates. That way, you don’t need to be a designer to make them look great.
(And yes, Summit Evergreen lets you customize your templates on a per-product basis, so you can have “brand synergy” *oooh!* across all your products)
Here’s some examples:
Big Issue #3: Customer Service Confusion
When you have one product, your customer service team has it easy.
When you have multiple products, customer service isn’t quite so simple anymore.
We measure customer service success by the number of emails it takes to make a customer happy. The lower the number, the better your process. But, this number can go up drastically as soon as you add a second or third product to your portfolio.
Now, instead of handling questions in a single email exchange, it can take two or three (or more) emails to figure out what product the customer is referring to and what they need from you. A simple “I lost my password” can require a few back-and-forths.
Not a good use of your team’s time…or your customer’s.
You can resolve this by using a content delivery platform that handles all of your products in one place. No jumping from one platform to another, no comparing customer lists in different databases to find the right information, no wasted time.
With a unified system, your team can solve problems faster and more efficiently…leaving your customers happier and more satisfied. (And saving you money in the long run.)
Now it’s time to go out and create your second product!
Say goodbye to your one-product mindset and embrace the exciting changes that are ahead of you. When you’re ready to start building, remember to follow these three rules:
- Invest in a system that lets you manage all of your products in one place and allows your customers to login to one portal to access all of their products.
- Invest in a system that includes customizable design templates so you can make your products look similar yet distinct.
- Invest in a system that makes it easy for your customer service team to resolve issues fast and easy with access to customer information across all products in one place.
If you follow these three rules, your business will be more than ready to handle Product #2. In fact, you’ll be primed for Product #3, Product #4, Product #5…and whatever else you decide to create!