We've touched a little in the past on thealphamarketer on using DVDs to offer your real fans an opportunity to get everything they can get their hands on concerning what you offer.
One thing to understand about people once they use your products or services: they can't get enough of you or what you offer.
Don't underestimate yourself or your business, no matter what the size of it is. If you have a dedicated fan base, you have the opportunity to sell the equivalent of behind-the-scenes DVDs to them. They'll eat it up and pay a premium to get it.
We already know that many times marketers offering an original product for free do this all the time, naming the secondary product they sell as "classic" or "premium" to get people to buy it. Many times a large number grab the original for free, and then buy the secondary offering for far more than they would have ever paid for the first free product.
It doesn't matter what you're offering, document everything you're doing along the way. You'll be surprised at those that would love to buy it. You never know what you assume to be everyday knowledge, may just be the answer to what others are looking for. That's why people love to buy these types of video diaries; because essentially that's what a DVD from a film offers, and why they're so popular. Most the time they make more profit than the film release in theaters.
So what's the first step? Guillermo del Toro says from the first day of shooting or developing what you do, you should document everything. So what does that tells us? Treat it like a documentary you would watch on Television or the Internet. That gives you an idea on how to put it together and why.
It also means that you're putting together a story; a narrative. So what you must do is think of that while you're shooting what you're doing. Understand that eventually you'll have to put it together in a way that makes sense and is understandable to the viewer.
So when you communicate while you're doing the work, make sure you speak in an easy to understand manner, and in a way people will get what you're doing.
Similar to a directors cut of a film, know that there are reasons you cut things out of the orginal product you offer, and so be careful not to add it for the sake of making a behind-the-scenes documentary on your product or service. You're still telling a story, and adding content for no reason than to create it isn't a good idea.
What we need to do instead is enhance the existing product. Talk to possible participants we use to make the product, or had a hand in it. You can use that to offer secondary products while offering valuable and interesting information and background.
It's sometimes hard to convince marketers of this, but this is a huge, underdeveloped aspect of marketing that needs to be tapped into. The profits generated by something like this could be more than the original product offered. It's also relatively inexpensive to do.
The key is to document things from the very beginning so you can have a lot of content available to make your DVD from. Storytelling is that way, you need far more than you ever would use in order to develop a good product.
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