Are you struggling to make your professional practice stand out among a sea of competitors? Or perhaps you have a strong brand but you’re tired of working so hard? Or you want to position yourself as THE expert of choice in your niche? Or maybe there are lots of people you know you could help, but they just can’t afford to pay for your time at a level that reflects what you are truly worth?

The biggest challenge most professionals have with marketing their business is the overwhelm that comes from not knowing where to start.

Deep down, you know that being great at what you do just isn’t enough when it comes to building your practice.

And that the answer is to create a product.

You’ve probably already decided that you need to create a free report, or a CD series, or develop your own “system”.

But then the questions start.

What kind of product should I create? What equipment do I need? What help and support will I need? How long will it take?

When I’ve finished it, how am I going to market it so new clients can actually get benefit from it?

And where am I going to find the time, when I’m already running around working too hard for not enough money?

It’s a problem we’ve all faced at some point in building our business. So I want to reassure you.

You’re not alone.

 

 

 

And that’s a good thing, because working as part of a team—rather than trying to do it alone—is a great way to get your product created. And we all know that.

• Position yourself as an expert in your field
• Raise your fees for face-to-face services
• Attract new clients
• Capture media attention
• Get past clients to spend more
• Escape from the trap of trading time for money

You see, the fact is people don’t hire you for your certificates or credentials. They don’t hire you for your experience. They don’t even hire you because they “know like and trust” you (whatever the marketing gurus may try to tell you).

 

The trouble is, you have to find a way of convincing them that you’re an expert. And no amount of brochures, business cards with clever strap lines or over-priced networking breakfasts is going to convince them you are an expert as quickly, as effectively or as persuasively as working with you.

Which causes a problem.

You see, I don’t know about you, but I don’t want to spend all my time doing “taster” sessions for people who don’t even know if they want to work with me.

In fact, I’ll let you into a little secret.

Since I set up my business in 2002, I’ve only ever given TWO free sessions. And one of those was a practice session forced on me as a condition for a certification I was taking.

You see, there’s a much better way to show your expertise and give people an experience of working with you than giving your time away. And that is to let people invest in a product that you’ve created.

Having a product with your name on it:

1. establishes your position at the top of your field
2. shows that there is process, organisation and structure to what you do
3. enables you work with people who would otherwise be prevented from working with you either because they live in the wrong place, they aren’t available during your working hours, or they just can’t afford what you’re worth
4. allows you to sell to prospects in their own time at their own pace
5. let’s you sell while you sleep (I still remember my excitement the first time I woke up and logged in to see a receipt for a sale to someone I’d never met, who lived in a different country, but had just gone to my website, liked what they saw, and ordered a product)
6. means you can choose who you work with in person, and who you don’t (imagine “sacking” your most annoying client tomorrow, and knowing you’ll never have to work with them—or anyone else like them—ever again!)

Now, here’s the thing.

 

The challenge is: how do you get that product out of your head and into the hands of the people who need it?

I remember how fed up I used to get at being told I needed to create products, but not getting the support I needed.

Sure, there were books to tell me how to create products.

Sure, there were videos and information products to tell me how to create them.

Sure, there were even weekend workshops that promised to tell me everything I needed to know about creating a product.

But that wasn’t the support I needed.

Yes, I needed to know how to find out what my target market wanted.

Yes, I needed to know what kind of products to create.

Yes, I needed to know how to create content, and structure it so that people will actually work through it rather than let it sit, useless, on the shelf.

Yes, I needed to know how much to charge for my products so I wasn’t overcharging (and putting clients off) but also I wasn’t undercharging (and “leaving money on the table”).

Yes, I needed to know what equipment I need to buy, where to get CDs and DVDs duplicated, where to get the best deals on printing, and all of that.

I needed ALL of that.

 

But I knew that after I’d finished the book, after I’d watched the DVDs, and after I’d gone home from the workshop, it was still down to me to put everything together.

Alone.

And it’s amazing how many other things suddenly become a priority when you have to do something you don’t want to do, and you’re having to do it on your own.

Humans are great procrastinators. Endlessly inventive. Tirelessly creative. If only we could put that inventiveness and creativity into our products rather than into finding ways to procrastinate!

That’s why I put together my 90-Day Product Foundry Challenge.

 

Rob Cuesta’s 90-Day Product Foundry Challenge is an exciting new programme that gives you a unique opportunity to join a group of like-minded entrepreneurs on the same journey as you are, as you conceive, design and finally create the product that embodies who you are and what you do for your clients.

Central to the whole Product Foundry process is building a community and providing you with the support structures you need to make sure that you achieve your outcome at the end of the process. If you’ve ever felt like you were banging your head against a brick wall in building your business, or if you’ve ever sat in front of your computer feeling overwhelmed and thinking that maybe you’ll get going after just one more cup of tea, you’ll really love this aspect of the challenge.

 

Here’s how you can have your signature product, hot off the presses and in your hands, in 90 days.

Each week kicks off with an Incubator Webinar hosted by Rob Cuesta. The webinars are recorded (just in case you have to miss one) and will be available in the Product Foundry Online University, which you will have lifetime access to. These calls give you the knowledge you need to move ahead with creating your product. The University also includes other resources that will help you complete your challenge.

To help you take action, you will also have a team call once a week, at a time agreed between you and the members of your team, to check progress and ensure that everyone is staying on track.

You’ll also schedule regular calls with your buddy for one-to-one motivation and accountability.

Finally, one of the Incubator Webinars each month is set aside as an “Implementation Call”. These are your opportunity to check that things are on track, and get coaching and feedback on your ideas direct from Rob.

 

 

Week one of the challenge is about getting to know three very different groups. First, you’ll meet your team: the people on the challenge who you will be working with as you each design and build your individual signature product.

Second, you’ll get to know your target client so well you’ll actually be able to call them by name. You’ll also know exactly what your clients want, and how you can help them achieve it.

Third, you’ll meet your “buddy”: a fellow Challenger who will keep you on track. Their job is to make sure you get on the calls, follow up on your commitments and keep going when overwhelm sets in. And you’ll do exactly the same for them!

 

 

Week two addresses one of the toughest problems many professionals have: explaining what they do and how they do it in a way that has meaning for potential clients and, just as importantly, for potential business partners.

Being able to express what you do in terms of a system creates a much more compelling message for potential clients. It tells them that you have a method for creating results, and that if they follow your method they will get the result.

It also acts as the framework for everything that you will do: the products you create, the talks that you give, the books and articles you write, your social media activities, your marketing, every aspect of your business.

 

 

Did you know there are actually 44 different types of information product you can create? It’s not just about CDs and DVDs. And each of them has different characteristics that appeal to different kinds of people. The secret to creating products that people want is to know your clients so well that you can create exactly the right kind of product for them to address their greatest fear or challenge. That is the focus of week 3.

 

 

The Implementation Calls give you direct access to Rob Cuesta. You can check that you are on the right track, making the right decisions and that the product or programme you are designing is makes commercial sense.

 

 

You know what you do, and you know how powerful it is. The problem is, putting that down on paper in a way that makes people want to beat your door down to get it. There are four “hot buttons” you need to push to show your clients that what you do will not just change their life, but transform it. Week 5 centres on capturing exactly how what you do creates that kind of transformational power, and putting it into words that will leap off the page when you come to sell your product.

 

 

In this week you’ll learn how to structure and write your content in such a way that clients are drawn to follow your system all the way through. Why is that important? Because if the product ends up on the shelf, half-used, the client won’t get the change they need and—more importantly from your point of view—they are unlikely to buy anything more from you! (Go on, admit it: how many half-read books and half-listened to audio programmes have you got on your shelf? And did you buy anything else afterwards from the same person?)

 

 

Buying the right equipment and tools for your “studio” is a key step. Over the years I’ve wasted THOUSANDS on gadgets and software that was much more complicated and high-end than it needed to be. Now you can learn from my mistakes and save yourself the heartache and the money. I’ll give you a shopping list of what you need for each of the major product categories. You’ll know exactly what to buy to film events, create YouTube videos, set up a home audio studio, or just produce your own ebooks.

 

 

The Implementation Calls give you direct access to Rob Cuesta. You can check that you are on the right track, making the right decisions and that the product or programme you are designing is makes commercial sense.

 

 

Not so long ago you could get away with creating a shaky video that looked like you were holding your own camera at arm’s length, put it on a DVD with a paper label printed on your inkjet printer, pop it in a card wallet and clients would be happy.

Those days are (thankfully) long gone. The “flip” side is you now need to create professional-looking products. Week 9 is all about achieving that level of professionalism without breaking the bank.

 

 

Do you know the seven pages you need to have online to build your business? By the end of week 10 you’ll know exactly what to tell your web designer—and how to know if they’ve done a good job. And I’ll also show you how to choose a web designer if you don’t have one (or the one you have isn’t right for you!), and where to go looking for them.

 

 

Another change in the world of marketing is that it’s no longer good enough to put a product description and a “Buy It Now” button on your website and hope for the best. Come to think of it that was never really good enough—it’s just we didn’t know any better!

These days you have to launch a new product properly; you need to build up desire and create momentum before releasing it on a waiting world. In week 11 I’ll show you step-by-step how to get your product out in the world.

 

 

The Implementation Calls give you direct access to Rob Cuesta. You can check that you are on the right track, making the right decisions and that the product or programme you are designing is makes commercial sense.

 

 

Phew! The final session of the challenge is our chance to celebrate your victory. Think of it as the launch party for your new product. We’ll also be rewarding the top challenger in multiple categories (you’ll find out about the awards and the panel of mystery judges throughout the challenge).

 

 

 

 

• 12 Weekly Incubator Webinars where Rob will take you through all the knowledge you need to create your product
• 12 downloadable Workbooks and Weekly assignments that will take you through each step of the process and keep you focused and on track
• 12 recordings of each Weekly Incubator Webinar so you can review the materials whenever you need to, to consolidate your learning. So even if you can’t make one of the sessions live, you can log on when it’s convenient and catch up
• On-demand Accountability Calls with your Challenge Buddy to help you break through the lows and celebrate the highs
• 12 weekly team calls to keep you focused and on track throughout the challenge and support you in meeting your stage goals. You can bounce ideas off the group, carry out research, and benefit from the accountability that comes from putting your commitments and achievements out into the open
• Challenger-only access to the Product Foundry Online University where you can access all the learning materials, and interact with other challengers

Not just that.

I run many programmes and events for professionals around the world, and I’m always looking for experts to join me on my mentoring team, so I’ll be watching each of the challengers carefully to see if my next lead coach is on the line.

And finally…

 

“How?” you ask. (Go on. Ask. Humour me).

Well it’s simple. The more people are on the Challenge, the more successful everyone in the Challenger community becomes, so I reward you for helping me to make the Challenge a bigger and better success.

When you enrol in the Challenge you’ll be eligible to join the Product Foundry Affiliate Programme absolutely FREE. That means you can earn 20% commission for every person you refer onto the Challenge. By getting just a handful of your colleagues and friends onto the programme you’ll be able to participate at NO COST.

In fact – if you keep helping others to join the program, I may even end up PAYING YOU to take the Challenge!

 

 

The next 90 Day challenge starts in October 2011, and registration is currently closed (even so, three places have already been taken).

When the programme launches, the price for this intensive, 12-week Product Creation programme will be £1,200/$2,000 (plus sales taxes). I‘ve already been told it’s too low, given that you could easily make that back by selling six copies of a £200 product or just four at £300.

So why am I pricing it so low?

Because I want as many people as possible to enjoy the thrill of seeing their product online and selling at the start of 2012. And I want to remove all the barriers that are holding you back from creating your signature product and selling it. You NEED to create a signature product, to position yourself as the expert of choice in your field. You NEED to create multiple streams of income so that you can escape the tyranny of trading time for money.

And you KNOW you WANT the pride and fulfilment that comes from holding in your hand something that you have created, something unique to you, that symbolises all that you do for your clients.

So what’s the catch? There isn’t one.

Look, I know that you hard drive is full of recordings and ebooks you’ve probably never even opened.

I know that your bookshelf is probably straining under the weight of books that looked great in the shop, but you just haven’t got round to reading them yet. And

I know that somewhere you probably have a stack of CDs and DVDs that you’ll get round to playing one day. If you have the time.

This programme is different.

The content is there to make sure you know what to do. It’s a tried and tested process that I’ve used personally in building a six-figure income for myself, and one that I teach to all my clients.

But also, the structure is there to keep you moving and make sure that you come out at the end with a product or programme that will establish your name in the world and create significant wealth for you.

The question is: have you got what it takes to accept the 90 Day Product Foundry Challenge?

And just to make it EVEN more of a NO BRAINER.

 Up until 30thMarch 2012, you can…

If you enrol today, we’ll charge just £350/$600 + taxes now, and the rest in three equal instalments of £350+VAT at the start of each month of the programme.

 

As a thank you, you’ll receive

Fast Action Bonus 1: Practice Explosion on CD – Value £147/$250

12 hours of live recordings made at one of my 2-day “How to grow a £100,000 coaching, consulting or training business”. I cover how to position yourself as an expert, the big mistakes coaches are making on their website and how to avoid them  (while saving yourself $’000s in web designers’ fees), how to double your fees (and get more clients as a result!), how to get referrals, the right way to ask for testimonials, and much more besides.

 

 

Fast Action Bonus 2: One-hour 1:1 Consultation Live, with Rob – Value £400/$650

Your opportunity to get right down into the detail of your business before the start of the program, and ensure you have the best foundation. We’ll make sure you have your niche nailed down, and plan out your business model so you know exactly where products fit into growing your business.

The only other way you’ll get my time 1:1 is by booking a Six-Figure Turnaround Day or joining one of my high-end mentoring programs, so this is a great opportunity to get my attention and focus on your success.

 

 

Fast Action Bonus 3: Re-take as many times as you want for £400 each time – Value PRICELESS

I know that once you have created a signature product through this process, you’re going to want to do it again. So here’s the deal. Once you’ve taken the Challenge in full, you can come back as many times as you like in the future at a special “old friends” rate of just £400 + VAT – a saving of £800 EVERY time. That’s why this is priceless – you just keep on saving!

But hurry….

 

These Bonuses Are Only Available Until 31st March 2012

 

 

 

To reserve your place on this unique programme, simply click the buy link below before 30th September 2011

 

 

I can’t make it any easier and risk-free than I have, so click below when you’re ready

 

P.S. Sign up before 30 September and get a free copy of Practice Explosion on CD, Value £147/$250

P.P.S. And remember: you’ll also get a one-hour personal consultation with me in advance of the program, value £300/$500

Here’s what participants in my other programmes and workshops, and my one-to-one mentoring clients, have said.

 

You can also find more testimonials, including videos at www.RobCuesta.com/testimonials/