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A PRODUCT DEVELOPMENT SUCCESS STORY
How Martha Hanlon created a home study system that's easy to sell
 How do you know a product will sell before you create it? Selling the idea before you develop the product can prove there’s a ready market for your offering. However, this strategy starts the clock ticking... how will you deliver the product before your customer gets impatient and vanishes?
Martha was already running to keep up with her fast-growing business. She had the content for her marketing lead generation "learn at your own pace" system—she’d sold and presented a teleclass on the topic. She told new clients eager for the information that she’d have it packaged into a product and in their hands in just twelve weeks.
She needed to publish her product fast, but she didn’t have time to do it herself. While she had most of the individuals to create the program, from copy writers to graphic designers, she had no concept of how to manage the work, the order in which the deliverables needed to arrive or how to create a product where people could learn as they preferred—listening, reading or writing. Further, she still had her business to run (two businesses, actually), and just a few weeks off was a long-planned and long-overdue vacation.
 Martha put Content Wheel on her team and got back to her life. Content Wheel managed the product design, created the interplay of all the workbooks, CDs and data disks and drove all the team members to their deadlines. Martha got to keep up with her clients and entrepreneurial ventures, participating only in the parts of her product’s development she felt passionate about. And she left for her vacation fully confident that her product would be shipped to her customers on time.
Now Martha’s product makes money for her customers. Because it delivers a system for building a business through attracting customers who will pay, stay and refer, her marketing system "in a box" offers a generous return on investment—which makes it easier to sell. That motivates others to compete for Martha’s market. Which is where Martha says Clear Content makes all the difference.
“As a marketing company, we had an obligation—maybe pressure—to make our products look and work better than most. Susan and her team delivered ideas that enhanced the learning to make it easier for our clients to apply marketing techniques and get immediate results. But even more important is our customers' reactions when I watch them thumbing through the workbooks. I hear prospects say, 'I can really see how this can help me,' and my affiliates say, 'I can sell this all day long.' The program fulfills their needs and expectations, and those are the ones that really count.”
MARTHA HANLON, Co-founder
market OUT LOUD
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