A Marketing Review: The Fire Starter Sessions by Danielle LaPorte – Part One

Change is a comin…

Well things are going to be changing a bit over here at Marketing:Unhinged.  In an effort to focus the site a bit more I will be making some content changes and some design changes.

I will be adding a bit more video, a newsletter, and a new services page.

What has brought about all the change you ask….?

Well, I got my ‘Fire’ started you could say.

I spent several very focused hours over the last several days working through the newest digital experience by Danielle LaPorte called “The Fire Starter Sessions”.

My initial response was “Wow…like…Wow”.

Rarely am I surprised or impressed with the new ebook/multi-media products out there.  Yes, I buy them.  Yes, I read them.  For me it is a marketing exercise.  What are other people doing and how are they doing it.  There’s a lot to learn from going through existing product, anyone interested in releasing a product should buy a few to get a feel for what’s out there.

So when this newest product, “The Fire Starter Sessions” was recommended to me I skipped over to the site to have a look.  I honestly did not know who Danielle LaPorte was or what she was about.  I skimmed the site quickly and liked the layout and design.  I skimmed the info on the new product offering and was intrigued.

Now my review is going to be a little different because I want to focus on some of the key marketing lessons I think will be helpful to new and established marketers.  So in Part One I will give some of the big marketing lessons from the product as a product.  In Part Two, I’ll cover the big take-aways from the product content.  So here we go…

Design:

If you want to look at an exceptionally well put together product, then start here.

My problem with most products is that they fall flat in terms of design.  I know, I know, I hear it all the time…good is good enough.  And, I’m okay with that but you need to start at…good.  This product is not filled with pictures and showy graphics, it is filled with well thought out text and graphic placement.  The main ebook is still mostly text but you won’t think so when you see it.

Now, why is that important?  Alignment people!  I’ve said it before…you need to align with your market, your unique selling proposition and most importantly with your positioning statements.

This product’s design aligns with the site, it aligns with the core market, it aligns with the author’s intention.  When those things come together your audience will resonate with you, your message and your product.  It is a much easier sale.

Content:

A lot of information is covered in this product.  And what is interesting and unique is the way in which the information is delivered.  Some is paragraph text format, some is in tables, some is in small chunks.  Danielle is an Edward Tuft fan, as am I and I was really impressed with the way she used simple text as a design feature in very simple ways but very effective ways.

When conveying information to your audiences there are many choices and ways to align that information with the best learning and best usability format.  Information that is in table format makes complete sense in table format because it is information that the reader will likely need to reference and skim later.  Every piece of content is carefully formatted to give the reader the best way to use it now and later.

A lot of products out there could benefit from a good dose of usability formatting.  The big marketing lesson here is that you are producing for your audience and they will ultimately be using it therefore they are a key player in how the content should be designed and formatted.

Video:

Although video is a part of the content, I put it separate because many times products come with either ebook or audio content.  Video is so much more effective and anymore, really cheap to put together.  The videos for this program are all on one password protected page so you can easily find the video to match the module.  Remember don’t make your customer dig for everything, that’s the lesson here.

Another nice feature is the ability to download the videos onto your computer.  I chose to watch them online.  I simply kept the page up while I went through the ebook and it made life very easy.  Again, make the experience easy for your audience.

The videos are a very nice mixture of Danielle talking to us and Danielle interviewing relevant individuals.  I have to say the interview with Elizabeth Talerman was a game changer for me.  Ms. Talerman is brilliant, well-spoken and knows her stuff.  She has a new fan.

The big marketing lesson here is that video is effective and is a necessary element to connecting with your audience.  Make sure the video is easy to use not everyone has a high speed connection.  And in keeping with the theme of usability, Danielle also transcribed the videos and included them with the product.

The Verdict:

Okay I could go on and on with details describing why this product is a model for what great product is and should be.

But before I give my final thoughts on the marketing aspect I want to at least say something about the product itself.  Unlike other products that I buy, skim and take down a few notes on the ‘how they did it aspect’, I seriously got pulled into the great content.  I’ve become so skeptical because I’ve been through so many products, ebooks, audio programs, online programs, membership sites, etc. with little new to offer.

Aside from the great production value of “The Fire Starter Sessions”, the value of the content itself was extraordinarily helpful.  It was clear and concise.  I read every word, no skimming, and from me that’s a huge compliment, and it is the basis for the new changes I’ll be implementing in the coming days.  I will cover more on the value of the content to me in Part Two.

Whether you need to get your personal fire started or simply want to see how it’s done right, “The Fire Starter Sessions” is a must add to your collection of awesome products.

(The links in the article are affiliate links.)

If you have a product you’ve recently purchased that you think hits the mark when it comes to marketing, tell us about it in the comments.