In a conversation with someone last week, the topic of a "flagship product" came up and I realized that I had never really talked about this before in More Clients.
What's a flagship product?
A flagship product is a product or service that you and your business becomes identified with. It's something that communicates a concept or a solution that people automatically and favorably associate with you.
What a flagship product does is give you and your business instant credibility. When people purchase your flagship product, they are more likely to buy other products and services from you.
A flagship product should have the following characteristics:
1. It provides a unique solution or approach to a problem and is seen as new and memorable.
2. It is the starting point for all of your other spinoff products or services.
3. It is branded in a distinctive way with a name and identity that is unlike other products or services.
What are some examples of flagship products by InfoGurus? Here are a few that immediately spring to mind:
Guerrilla Marketing - This book, by Jay Conrad Levinson, written in the 80's, has spawned a whole series of Guerrilla Marketing books and seminars. It's become a household name amongst small business owners.
Make Your Site Sell - An e-book launched in 2000 by Ken Evoy that established him as one of the preeminent Internet Gurus and was the genesis of several other e-books and online products.
The Millionaire Mind - Harv Eker's free three-day workshop on changing your mindset about money. Tens of thousands have attended and it's been a launching pad for his other programs.
The Wizard of Ads - The brilliant compilation of eZine articles was the first of three books in the series by Roy Williams, and the foundation for his 3-day Wizard Academy in Austin, Texas.
The InfoGuru Marketing Manual - The starting point for most of the customers and clients of Action Plan Marketing. Most people who take my workshops or Marketing Action Groups get this first.
Most of these are marketing-oriented examples off the top of my head, as that's the world I'm most familiar with. But if you look at your particular field, there are usually a few InfoGurus who are well known for some kind of flagship product.
I had been in business for 15 years before I launched my manual. Others take longer, some shorter. But however long it takes, it's a worthwhile goal to aspire to. It will give you leverage you can get no other way.
Your flagship product may be a book, an e-book, a workshop or training program. But it really has to be at the heart of the work you do and must have some passion behind it.
I once worked with a woman who had spent a year writing a book but who really didn't want to work with clients in that area. In other words, her flagship sank! There was nowhere she could sail it to leverage her own business.
Coming up with a new concept takes some time and creativity, but it's certainly worth the effort. Coining the word "InfoGuru" seemed like a gamble at the time (one of those titles that came to me in the shower) but I think it's better than many books or e-books that are completely generic and therefore unmemorable.
Not only has the manual served my business well in terms of being a foundation for all my products and programs, it has earned me substantial income over the past five years. A flagship product can create real marketing momentum.
Oh, here's another one:
Men are from Mars, Women are from Venus by John Gray. This wildly successful book on relationships was the first of many other Mars-Venus Books. In fact, every book John now writes contains that flagship identity. I'm waiting for "Marketing Secrets of Mars and Venus." I'll get that one!
What's your flagship product going to be?
The More Clients Bottom Line: The time to start working on a flagship product or service is NOW! It will make a huge long-term impact on your business. Find a way of developing something that stands out from everything else and you're on your way.
Robert Middleton - Action Plan Marketing
Helping Independent Professionals Attract More Clients