Recently I introduced you to a NEW approach to designing your information products – the precision productization model.

As a reminder, the precision product is assembled post purchase, in the seconds which transpire between the buyer submitting payment and the presentation of the thank you page containing information on how to access the newly-created product.

Precision products are tailored to the specific needs of the buyer.

We learn these needs by putting our prospect through a data-collection application like a quiz. We then assemble their custom-tailored product from a series of pre-built templates that we can mix-and-match to hone the power and appeal of our precision or personalized solution.

That’s precision productization in a nutshell.

It’s purpose is to put aside the one-size-fits-all mentality, or the a-few-sizes-fit-all mentality, and level up in a way that makes it really difficult for the prospect to close their browser and walk away from our precisely-engineered solution for them.

If you missed my initial posting on this topic, see Precision Info-Products (PART 1): Basic Theory And Implementation.

Precision productization offers more than the possibility of just doubling or tripling your conversion rate or average order value by sharpening the problem-solving appeal of your information product. Addition of the personalized data analysis layer to the product assembly stage allows you to do things which are literally limited in scope only by your imagination (and budget).

Let me outline one possibility, which I am going to call The Coach Collective Model for reasons which should become clear in a moment. If you are coach who has wondered about how to dramatically scale back your one-on-one coaching hours then this might give you something to think about.

But you don’t actually NEED to be a coach to make this work. Because the idea is to offload the one-on-one time with clients to other coaches. So it is a scalable approach.

Used intelligently, The Coach Collective Model could allow you to corner a market and obliterate your competition.

Here’s how it works.

If you have ever created a high-quality information product you will know that really you only have two options. Either you are the expert and you create the product yourself (a lot of work for you), or you outsource the product creation to an expert (preferably THE expert) and they create if for you.

The latter approach is the scalable one, as there is a very hard limit on the number of fields for which you can reasonably claim to have expert status.

You can also do something else with the latter (outsourcing) approach. You can invite a whole group of experts to contribute to your product, and assemble a monstrosity of a thing which typically consists of 20+ expert interviews on your chosen topic, which is generally something along the lines of how best to achieve the XYZ outcome.

In reality this type of “expert collective” product is usually a waste of everyone’s time. That’s because each of these experts simply offer up their best advice as it applies to their market as a whole. This may be billed as a treasure trove of “expert insight”, but in reality it is the most watered-down kind of “valuable problem-solving information” you will come across.

But it does not have to be.

Instead of gathering 20 experts to contribute to your product, what if you gathered 200 experts? Or 2000 experts?

Now you ask them not for their best general advice on how to achieve the XYZ outcome. Instead you say this to them:

“My market wants to achieve the XYZ outcome but they are coming at it from a whole variety of circumstances and limitations for which coaching is the much better option than a generalized product. Why not give me one or more case studies which demonstrate how you helped someone achieve the XYZ outcome by overcoming some very specific set of circumstances – a set of circumstances I will attempt to match to the circumstances of my prospects so that they can get the best possible insight (your insight) for their situation?”

Now, instead of 20+ only mildly-relevant expert interviews, you can offer your audience perhaps 5-10 very dialed in solutions to their specific situation. All you have to do is comb the 200 (or 2000) case studies for the prospect-matching criteria (obviously you will automate this).

Where do you get that criteria? From your data-collection phase. The quiz, survey, or other prospect-profiling application you have put before your market.

This is The Coach Collective Model. The more experts you manage to persuade to contribute case studies, the more dialed in your offer becomes for any given prospect, assuming of course you know how to match the user data to the most relevant case studies.

Why would experts contribute case studies? Because their case study will link back to them. Your buyers become highly-qualified leads for the expert, at no cost to them (other than the preparation of their case study – well, unless you charge them for case study submission, which you could certainly do). You have pre-qualified the prospect (a verified buyer) with your data collection.

So it is a win-win-win situation. You are compensated (your product is purchased) for matching the client to the coach, and they enjoy the fruits of a well-matched coaching relationship.

“But wait,” you say. “If you give them 5-10 really dialed in solutions, then what need would they have of the services of the coach who supplied the case study?”

They will very likely still need the coach for the following reason.

Case studies are never going to provide all the expert information or the experience needed to achieve the XYZ outcome. But they will point to the person who is most likely to be able to get that outcome for the prospect.

So you are not going to frighten away experts when you suggest they work with you to achieve this goal of yours. So long as you properly explain to them how it works.

Now, I cannot guarantee that implementing The Coach Collective Model using a precision productization approach is going to work for you, should you implement it. I have only recently implemented it myself. I have yet to discover whether my selected group of experts will see the value in contributing to my case study project. But I will get them onto my “case study project newsletter” and ply them with my insight in this area and we shall see…

By the way, if you had the ability to build precision products of your own, how might you use the technology?

The plain precision info product (discussed in PART 1), and The Coach Collective Model provide two possible approaches.

I would love to know what else you think it might be used for!