HI, MARISA HERE!

MY GUESS IS THAT YOU’RE READING THIS

BECAUSE YOU WANT TO CREATE A PRODUCT,
TRAINING OR COURSE THAT SELLS…

BUT NOT JUST ANY PRODUCT, TRAINING OR COURSE...

You want to create something that you’re proud to sell, that people love to buy, and that
delivers massive results to your students, clients and customers.

Perhaps you felt left behind after investing in someone else’s program... and the last
thing you want to do is create that experience for someone else.

YOU’RE NOT ALONE.

Up to 97% of people fail to complete the online products, trainings and courses they sign
up for.1 And many of them never get started at all.

The business effects of this are staggering… not to mention the lost hopes, dreams and
opportunity cost for your clients. That’s why the self-paced eLearning industry has
2
declined every year for 4 years in a row… and will shrink by about 6.1% this year!

3
Meanwhile, the app and game industry has grown by about 11% a year! Clearly they
know something we don't... Something that’s captivated the world’s attention and driven
billions of people to get ‘hooked’ for hours at a time.

FOOTNOTES 2. Elearning Industry: Top 20 eLearning Statistics For 2019 You Need To Know

1. Seth Godin on Tim Ferris’ podcast, "How Seth Godin Manages 2. Statista: Worldwide self-paced e-learning market revenue from 2016 to 2021,
His Life — Rules, Principles, and Obsessions" by region

1. University of Pennsylvania Graduate School of Education, "Penn 3. GamesIndustry.biz presents... The Year In Numbers 2018
GSE Study Shows MOOCs Have Relatively Few Active Users, With
Only a Few Persisting to Course End"

EXPERIENCE PRODUCT PHENOMENON

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WHAT IF YOU COULD BORROW
THE ATTENTION-GRABBING SECRETS
OF THE TOP APP & GAMEMAKERS
AND PUT THEM TO USE ETHICALLY
IN YOUR OWN TRANSFORMATIONAL
PRODUCTS?

THAT WAY YOU COULD...

• Attract floods of new customers

• Motivate customers to take massive action and get HUGE results

• Leave them inspired to become lifetime customers and buy everything you have to
offer, because you’re doing what so few people have done before: you’re delivering on
the promises you made and changing their lives.

YOU UP FOR THAT?

In the coming pages, you’ll discover how you can leverage the #1 secret from the best-selling
apps and games to get your customers ‘hooked’ on getting results, coming back for more
(and buying from you again and again).

Marisa Murgatroyd

EXPERIENCE PRODUCT PHENOMENON

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 WELCOME TO THE GOOGLEPOCALYPSE.

• The internet now has over 1.94 billion websites (and counting). 4

5
• 500 hours of video is uploaded to YouTube EVERY SINGLE MINUTE.

• The rate at which we generate INFORMATION is something never before seen in human history.

• And we consume more information than ever before, too.

• The average American consumes 34 gigabytes worth of content a day, including a whopping
100,000 words of information,6 and Millennial content consumption can be up to 18 HOURS
per day. 7

WE ARE LITERALLY DROWNING IN INFORMATION… BOMBARDED BY IT EVERY

SECOND OF THE DAY, EVEN AS WE SLEEP...

You could say we’re “hooked”, and it’s not making us happier, healthier, richer, or more fulfilled. It's
just the opposite.

Cases of depression have ballooned almost 20% in a decade, making depression the leading cause of
disability worldwide. 8

The “GoogleTopia” that we were promised, where all of this information would make the world a
better place and improve people’s lives… never actually materialized.

FOOTNOTES 6. New York Times: Part of the Daily American Diet, 34 Gigabytes of Data

4. Website Hosting Rating: 100+ INTERNET 7. Entrepreneur: Millennials Spend 18 Hours a Day Consuming Media -- And It's
STATISTICS AND FACTS FOR 2019 Mostly Content Created By Peers

5. Statista: Hours of video uploaded to YouTube 8. World Health Organization: "Depression: let’s talk" says WHO, as depression tops
every minute as of May 2019 list of causes of ill health

EXPERIENCE PRODUCT PHENOMENON

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 YET PEOPLE CONTINUE TO PUSH MORE
INFORMATION AS THE ANSWER:
HUNDREDS OF THOUSANDS OF NEW INFORMATION
PRODUCTS, PROGRAMS AND COURSES ARE RELEASED
EVERY SINGLE YEAR BY HOPEFUL ENTREPRENEURS...

YET on average, less than 3% of people ever complete

any information product and most info products will
never get more than 100 paying customers.

Think about that for a moment. If you have a business that sells
information, the real value of that information is rapidly approaching ZERO.

And you’ve found yourself in a dying industry.

This is the Googlepocalypse, where creating and selling info products, online courses and training
programs that make a real difference for your students, clients and customers is harder than ever.

Read on if you’re not OK with leaving 97% of your customers behind...

IMPORTANT:
Make sure you’re watching the video I made as you read this report. It will help you
understand exactly how all this works in practice. Plus I give lots of examples!

www.LiveYourMessage.com/Experience

EXPERIENCE PRODUCT PHENOMENON

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 INFORMATION INFORMATION
ONLY + EXPERIENCES
• Most of what’s being taught about HOW to • People don’t take action through information
create products is… to put it bluntly… just alone.
plain WRONG.
• It’s about delivering that information along
• The name says it all: “information-based” with something people really DO want and
products do a good job of providing crave -- fun and engaging experiences that
information. make them feel something... AND inspire them
to do something.
• But that’s not what your customers need and
want from you. They want to CHANGE. They • Inside our brains is a powerful reward center
want TRANSFORMATION. that loves to win... and hates to lose.

• Which means that information alone just isn’t • This reward center literally bathes the pleasure
enough to get your customers the results sensors in our brain with “happy chemicals”
that they want and deserve. every time we encounter certain experiences,
and more importantly, whenever we achieve
• And if your customers aren’t getting results, “wins” in our lives.
they won’t buy from you again, they won’t
refer their friends, and marketing gets much • This chemical release is so powerful that it
harder. hooks us into seeking those wins and positive
experiences over and over again.
• Most information-based products make
people feel like they’re at the very bottom • Even the anticipation of winning is enough to
of an impossibly-tall mountain, with no clear start to flood your system with all those happy
way up and the wrong gear. chemicals responsible for positive emotions
such as joy, happiness and triumph.
• And the 97% failure rate proves it.
• And when you deliver the right kinds of
• If you want to leverage your time and create experiences in the right sequence, you get
products, programs and courses, it’s essential people hooked on taking action, getting
that you understand that your content and results, and buying from you over and over
information alone just isn’t enough. again.

EXPERIENCE PRODUCT PHENOMENON

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 “YOU CAN HAVE EVERYTHING IN LIFE
YOU WANT, IF YOU WILL JUST HELP
OTHER PEOPLE GET WHAT THEY WANT.”

- ZIG ZIGLAR

When I first started out, I had a dream to help 1,000,000 entrepreneurs start a business
that was an authentic reflection of who they are. My first attempt at doing that was a
costly & disappointing failure.

In retrospect it was the greatest gift I ever received because it led me to some major
discoveries about why information products don’t get results, and how to 10X the amount
of people I’m able to help (and the income I can earn) simply by doing a few simple things
differently.

We've been able to double our business almost every year since we started, and this year
we're poised to hit mid 7-figures while helping thousands of students live their message
and be the superhero to their tribe.

And this happened not because I’m a great salesperson, but because I worked out how
to give people what they REALLY wanted, in the way they wanted it. (Hint: it wasn’t more
information products...)

®
Even better -- I have the satisfaction of knowing that Experience Products help more
people in a more profoundly deep way than any 1:many educational format I know, which
means that when you use Experience Products in your business, your business grows
faster and you reach more people.

EXPERIENCE PRODUCT PHENOMENON

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 LET’S COMPARE THE RESULTS:

INFO PRODUCT VS EXPERIENCE PRODUCT

HERE ARE THE NUMBERS...

MY FIRST INFORMATION MY FIRST EXPERIENCE

PRODUCT PRODUCT
VS

4 Years 3 Months

20,000+ Opt-ins 990 Opt Ins

28 Webinars 1 Webinar

542 Sales 108 Sales

Only about 5% of customers completed the About 77% of customers completed the
program, which meant I had... program, which meant I had...
4% repeat customers (24) 34% repeat customers (28)

$460,374 in revenue over 4 years $137,884 in revenue over 3 months

RESULT! RESULT!

20,000 opt-ins generated $460,374 in 990 opt-ins generated $137,884 in sales in 3

revenue in 4 years. months thanks to the Experience Formula.

EXPERIENCE PRODUCT PHENOMENON

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 LAURA WENT FROM
ZERO TO HERO BY
CREATING HER FIRST
EXPERIENCE PRODUCT

LIKE MANY HUNGRY ENTREPRENEURS, LAURA

EATON WANTED TO CREATE AN ONLINE PRODUCT
THAT WOULD TRANSFORM HER CLIENTS’ LIVES, BUT
SHE DIDN’T KNOW WHERE TO START.

She had purchased information products in the past that promised to be “the answer,” but in the
end, they weren’t able to deliver on the transformation they promised and just left her feeling stuck
and frustrated.

She didn’t want to create the same experience for her clients and she certainly didn’t want to
contribute to more information or more “noise” in the world with another useless information
product. She wanted to help, but she didn’t know what to do.

Everything changed for Laura when she discovered Experience Products. She learned how to give
her clients “experiences” rather than more information. Before she knew it, she had built her first
Experience Product and very soon after, she had her first customers and earned $3,500.

Best of all, Laura built a business that reflected who she really was. Experience Products changed
the way Laura saw herself as a business owner and allowed her to serve her clients more deeply.
Creating her first Experience Product was a win-win for both Laura and her clients.

EXPERIENCE PRODUCT PHENOMENON

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 THE KEY IS
CONSTANT WINS

Now let’s go back to that powerful reward center in our brains, and the happy chemicals
responsible for positive emotions such as joy, happiness and triumph when we win.

This chemical release is so powerful that it hooks us into seeking those wins and positive
experiences over and over again.

Which is why the key to getting your customers “hooked” on your products is to make them
feel like they are constantly winning.

Now, the brain doesn’t care if the wins are big or small -- the chemical reaction is the same.
App and game creators know this. Every time you see a notification pop up, get a like or
comment on a post, or complete a task that comes with a badge or an animation, it’s a little
mini-win that delivers a cocktail of happy chemicals that forms the basis of our natural
reward system.

If they can use this “unfair advantage” to get us hooked, then why can’t we use it to transform
our customers’ lives and create deep learning and lasting change in the lives of our customers,
clients and students? Of course we can… and more than that… we absolutely NEED to.

We feel rewarded when we’re winning.

We give up faster when we aren’t.

So if you want to create a product, program or course that gets your customers “hooked” on
winning… you need to understand how to use “Constant Wins” in your program.

EXPERIENCE PRODUCT PHENOMENON

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© 2019 Live Your Message
 THE WINNING CYCLE

ANTICIPATING DOPAMINE &

WIN SEROTONIN
RELEASE

MOTIVATION
TO ACTION FEELING OF
HAPPINESS AND
SATISFACTION

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 CONSTANT WINS IS ONE OF THE
MOST IMPORTANT CORE EXPERIENCES IN THE
EXPERIENCE FORMULA

GIVING YOUR CUSTOMERS SMALL, CONSTANT WINS KEEPS

THEM ENGAGED AND ANTICIPATING THE NEXT WIN.

This is why Experience Products have such huge stick rates, with a huge percentage of
people getting massive results from the program, and then buying the next offer you
make and the next -- because you make it easy for them to “win with the program” and get
the results and transformation they paid for.

Unfortunately though, most info products out there unwittingly work against this
natural reward system and from Day One they begin to create the opposite, negative
experiences and feelings. They promote feelings of overwhelm, resistance, frustration,
guilt and procrastination, which explains why 97% of students just give up along the way. I
call this the “Downward Death Spiral.”

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THE “DOWNWARD DEATH SPIRAL”
OF INFO PRODUCT OVERWHELM

So, congratulations! You buy an info product. The email confirmation arrives. And for 97%
of people, one of 4 things instantly happens:

It takes a moment for the confirmation email to land, or the email lands in your
1.
spam folder and while you’re waiting for that email you get distracted and think:
“I’ll check in on this later…”

You get a rapid-fire series of emails, confirmations, receipts and “getting started”
2.
messages in your inbox and you think: “Whoa! I don’t have time for all of this right
now, I’ll come back to this later…”

You open one of the emails and you see big block paragraphs of text and you
3.
think: “NO WAY do I have time to read all this right now, I’ll come back to this later...”

You actually DO read the email, you click-through and land on a membership
4.
site where the first things you see are documents, videos, mass quantities of
information waiting for you to dive in. And if you’ve made it this far, your first
thought is: “*gulp* ha... ha… I don’t have time for all of this right now, I’m gonna have
to come back to this -- later!”

And the problem is that for 97% of people, “later” almost never comes
and that spells disaster for both you and your customers.

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THE “DOWNWARD DEATH SPIRAL”
OF INFO PRODUCT OVERWHELM

This is an example of the Downward Death Spiral where a series of very small negative
experiences that are, of course, NEVER INTENDED by the product creator, occur and “stack
up” quickly, one on top of the other and escalate into feelings of overwhelm. And it’s this
overwhelm that takes most people out of the game COMPLETELY right on the spot!
They’re done!

1 LONG EMAILS

2 LOTS OF TASKS

3 HOURS OF VIDEO TO WATCH

4 INSTANT OVERWHELM

5 FRUSTRATION

6 PROCRASTINATION

7 UNFULFILLED EXPECTATIONS

8 FEELING LIKE A FAILURE

9 DISSATISFACTION

10 RESENTMENT

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HOW THE EXPERIENCE
FORMULA GOT LISA FROM
GOOD TO GREAT

AS AN EMPOWERMENT COACH FOR WOMEN,

LISA BROWN KNEW SHE ALREADY HAD A
GOOD PROGRAM FOR HER CLIENTS.

Women raved about the paradigm shifting ideas &

information they learned from her, and recommended her
to their friends.

Despite this positive feedback, however, she secretly felt very disappointed with the results of
her work. The truth is, her program was good, but it was not great. In her heart she knew that her
program introduced women to valuable information, but fell short of being a catalyst for true and
lasting transformation. There is a big difference between knowing something at a conceptual level,
and actually being able to translate that knowing into new ways of being and doing.

Lisa’s coaching programs were good at giving women a vision of what was possible if they learned
how to make themselves a priority, but fell short when it came to actually providing the deep level
of support they needed to break the chronic pattern of putting everyone else above their own
needs and desires.

So her clients stayed stuck, not able to actually implement or sustain many of the empowering
principles and practices that would lead to a real breakthrough in their lives. And Lisa felt
unfulfilled, both as a transformational coach and as a business owner, losing confidence in her ability
to actually deliver what her programs promised to offer.

Continued...

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HOW THE EXPERIENCE
FORMULA GOT LISA FROM
GOOD TO GREAT

SHE WASN’T EXACTLY SURE HOW TO SOLVE

THE PROBLEM, BUT SHE INTUITIVELY SENSED
THAT SHE NEEDED TO STEP BACK AND TAKE
A TOTALLY NEW LOOK AT THE WAY SHE WAS
DESIGNING AND DELIVERING HER PROGRAMS.

As a result of joining EPM, she is now poised to launch a totally redesigned 7-week group
coaching program to her first group of 12 lucky women. At an initial price point of $3,000
per person, that’s a total revenue of $36,000. She feels great to fully trust in the design of
her program and the outcomes it promises to deliver. Lisa also feels completely confident
charging what her services are truly worth.

Even more exciting is the fact that this is just the beginning. Since the skills she learned in
EPM are repeatable, she can look forward to continuing to improve and refine this program
while increasing its price point and making it a signature, cornerstone offering in her
business.

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 THIS WORKS FOR
1:1 COACHING,
CONSULTING &
SERVICES TOO

MOST 1:1 COACHES, CONSULTANTS AND SERVICE PROVIDERS KNOW THAT

THEIR BUSINESS CAN’T GROW WITHOUT SALES AND MARKETING.

But you might be overlooking one very important piece of the puzzle… your business can’t grow if you
fail to deliver a transformational experience for your students, clients and customers.

The experience you create from the moment someone says yes to working with you plays a huge role in
the results your clients get. Which means it’s often the deciding factor between buying from you again,
or looking elsewhere.

Yet I’ve seen a lot of students focus way too much energy on sales and marketing -- and not enough on
the client experience.

When Mary Schiller ‘experiencified’ her 1:1 coaching program, she quickly hit her stretch goal of
$6,000.

In her words: “I have *never* done anything like that before, nor have I made that kind of cash from one
program or even in one month. Not even close! I’m very, very grateful for what I’ve learned.”

No matter what industry you’re in, what you sell, or who you sell it to -- creating unforgettable
experiences for 1:1 clients is one of the most powerful things you can do to keep your clients “hooked’
on taking action, getting results and buying from you again and again.

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 IMPORTANT TO

REMEMBER
1. DON’T OVERLOAD
When someone joins your program, don’t overload them right out of the gate
with content and information that isn’t tied to a first, single, small action that can
get done, finished and achieved within minutes if not seconds.

When new students join the Experience Product Masterclass, I immediately

give them their first very short training right there on the purchase confirmation
page. That training, like all the others, has one simple action step attached to it.
No waiting for that first email to arrive. No need to get a password and log into
a membership site. It’s right there on the confirmation page. You’re in action
immediately, chalking up your first few wins, and looking for your next.

Most training programs include an entire first module or “pre-training” that’s just
wall-to-wall content, without any action except “watching videos.” As experts,
we’re SOOOO anxious to share our expertise that it can feel like a firehose
sometimes. This is mistake #1 because you’re basically conditioning people NOT
to take action. You’re conditioning them to sit at their desk and listen like “good
little students.” And that’s just not how we learn best...

2. REDUCE COMPLEXITY
Don’t make that first action or decision you give too challenging or too complex.
Make it easy peasy, so no one can ever think, “I don’t know,” “I don’t have time,” or
“Dear Lord don’t ask me that, I have no bloody idea what I’m doing!”

When this happens, they automatically feel like they’re already behind, or not
meeting expectations, or they don’t know what they’re supposed to do or, even
worse, what the expectations are. And when people are feeling like that, they
usually give up and walk away.

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 YOUR MISSION FOR TODAY

ASK YOURSELF
YOUR BIG TAKEAWAY
What’s your single biggest takeaway from this video?
Let me know in the comment box below this video at:

www.LiveYourMessage.com/Experience

STAY TUNED... VIDEO 2

IS COMING VERY SOON!

The step-by-step viral product checklist that tells you EXACTLY what to do to finally get OFF the
“marketing treadmill” and have your information product, program or course actually market... ITSELF!

The 10 Core “Experiences” that stack the odds in your favor when it comes to getting results for your
customers...

And how these 10 Experiences together create a powerful “Experience Escalation” that translates into
better results, higher revenue, and a bigger impact.

The Power of 1.1: The “magic number” that ensures that you are experiencing effortless and steady
growth in your business… and how to activate this in your business.

Watch your inbox... we’ll let you know when it’s released!

EXPERIENCE PRODUCT PHENOMENON

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