The heart of the Guru Mastermind Home Study program from Eben Pagan is the three live event two day Mastermind Summits:
- The Content Summit
- The Conversion Summit
- The Customer Summit
Eben's introduction advice is to start with the Content Summit if you don't have a product and the Conversion Summit if you do (since you can get a quick bump in profits by improving sales conversions of the website traffic.)
Makes sense to me, and as I don't have my own products I divided into the Content Summit.
Content Summit Review
Very impressive.
Eben Pagan is very smooth and very polished but he really knows his stuff and there is always an element of fun in the training.
I have the impression that the Content Summit was the last of the three Guru Mastermind events so you can feel that this is a tightly knit but big group, all thriving in the experience.
In total the Content Summit includes 23 videos - ranging in time from 22 to 57 minutes. Long enough to give you the goods without turning into a marathon session which exhausts you.
Most of the presenting is done by Eben Pagan with some guest presenters and some Guru Mastermind member participation - hot seats and Q&A sessions.
The video and audio production quality is very good, and apart from one black and white striped shirt that one of the guest presenters wore, it is very easy to watch.
I took a lot of notes and I have already started putting the idea of Frameworks into action and I was bowled over by one technique for getting deep into your prospective customer's emotions.
What's Covered By The Content Summit
The Content Summit is organised into eleven sessions of videos with most sessions split into two videos.
1. Introduction to creating information products (1 & 2)
2. The psychology of teaching and learning (1 & 2)
3. Sell value not information (1 to 4)
4. Communicating so people pay attention and stay engaged (1 & 2)
5. Creating products that sell themselves (1 & 2)
6. How to influence large groups of people (1 & 2)
7. How to organise your ideas and products using frameworks (1 & 2)
8. How to communicate with your audience authentically (Rose Cole)
9. How to write an ebook in a matter of days (1 & 2) (Mark Widawer)
10. Secrets of lighting and shooting professional video (1 & 2)
11. Real world content and product creation (1 & 2) (Alex and Andrea)
I won't go into each in detail because it would make this Content Review too long.
The Content Summit Teaches The "Right Approach"
Each session builds nicely on each other with what I believe is the "right approach" - building an information product which delivers a great result for the customer who buys and works through the program.
Eben encourages you to take responsibility for your customer to take responsibility. Your obligation doesn't stop at the time of the sale because if you build your product in the right way, and continue to sell the benefits of working through the program, your customers gain.
I much prefer this approach to the somewhat cynical view I have seen in Dan Kennedy's stuff where the implication is that most people aren't going to do the work and aren't going to get value but it's their responsibility not yours.
While it may drive you crazy trying, I believe that people create information products because they want to help other people so if you can structure your product right, with the right embedded messages and commands (not necessarily in an NLP way), then it is worth trying.
Breaking Out Of The Expert Mindset
Another recurring theme is the problem of the expert mindset that says "I know best and you should do it my way".
It's rational, logical thinking that clashes with your customer's emotional mind and before and after buying, do you know which wins?
The customer and all the irrational emotions.
So the emphasis is on selling the value that the customer perceives - what they want to know - over what you think they need to know.
That's not to say that you dilute your information product but you have to see it as a gradual process of education which starts with what the customer wants and you teach them why it's not enough.
So you design your product to fit in with the psychology of learning and you deliver in the content based around framework structures.
Content Summit Assessment
The Guru Mastermind Home Study course is huge and the Content Summit is just a small part of teaching you how to create and sell information products.
I am extremely impressed so far with the way that Eben Pagan has designed and produced the Guru program.
I feel lucky to be learning this stuff and I really can see how the Guru course can transform my life as I know it.
For me it has come along at the right time.
I am sure that Eben will re-open the Guru Home Study program but I don't know when.
My advice is to join his list if you are interested in information products at the Guru Mastermind / Home Study (compensated affiliate link).
You immediately get some excellent free content and Eben regularly interviews experts which he shares.
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