The MicroPublisher Blueprint: How To Leverage One Idea Into Six Potential Information Products
The MicroPublisher Blueprint: How To Leverage One Idea Into Six Potential Information Products
"Give away the idea, but sell the system."
I previously published a version of this post on Medium.
When I learn about something new, especially a process that seems promising for my digital writing business, I do a deep dive.
I examine it from every conceivable angle.
I deconstruct it to expose weak points, work to strengthen them, and test the revised process as soon as possible.
This was the case a few months ago after I read two brief eBooks by two Medium authors I follow. Although both authors reflected their nuances, their shared approach was as follows:
Anyone who loves to write can create a digital writing business and get paid to write. And the process they both follow can work for anyone willing to do it.
The two booksâŠ
Both Joe and J.R. independently arrived at similar paths, clarifying my previously fuzzy vision into a definitive process that takes advantage of writing on Medium, publishing on Substack, and selling books online.
The processâ I call âThe Micropublisher Blueprintââ unfolds as follows:
Step 1âââWrite a listicle & publish it on Medium
A listicle is a Medium story within my content wheelhouse (getting paid to write, running a writing business, etc.) with numbered items (plural abstract nouns) as the focal pointsââ 4 Essential Keys, 4 Principles, 7 Takeaways,â etc.
The best part of this initial step is that if you leave the published listicle on Medium, it will remain a valuable lead generator for years.
Include an engaging headline that immediately grabs your readerâs attention. See this excellent article from Derek Hughes for help writing headlines.
Step 2âââRepurpose the listicle as a lead magnet
In the second step, I reformat the listicle as a Special Report or checklist, attractively package it in PDF, and list it on Gumroad as a free download. Either way, they give me their email and receive updates until they unsubscribe.
The lead magnet contains links to my Medium profile, Gumroad product profile, Amazon profile, and newsletter landing page.
Step 3âââConvert each numbered listicle item into a multi-part Medium story/article
This takes some time, depending on my writing schedule for any given week. This is the granular level of my digital writing business. Itâs the actual work of running a writing business.
If my original listicle was â5 Fatal Mistakes Most New Digital Writers Make (And How To Avoid Them),â Iâll expand the 5 Mistakes in greater detail by crafting five Medium stories.
Each âMistakeâ will become a standalone Medium story with a unique title and structure; âPart # of 6â will be placed at the end of the subtitle, indicating other stories in the series are available. Iâll also link to the series in the bio link after each story.
Step 4âââRevamp the multi-part series into an eBook
When Iâve published the series of stories derived from each numbered item in the listicle, I combine, expand, and revise the stories into chapters of a brief book (45-50 pages) to market on Amazon, Apple Books, etc.
Most word-processing applications now include an export feature that supports .mobi and .epub files used for Amazonâs Kindle and Appleâs Books, respectively.
Since Iâm on a Mac, I use Pages to compile my eBooks before submitting them to Amazon or the Apple Bookstore. Other software is available, such as Atticus.io, which is currently topping my interest list.
Step 5âââRecord the eBook as an audiobook bonus
Converting my eBook into an audiobook allows me to include it as an additional item and charge a higher price point for the upgraded package.
You might offer a $77 Basic Package that includes the eBook only and a $97 Pro Package that consists of the eBook and the audiobook.
Remember, the perceived value of the additional item drives higher sales.
Step 6âââRepurpose the eBook as a mini-course
If youâve followed me for a while, you know Iâm a fan of mini-courses with less than ten lessons and all content delivered via email.
You have the individual articles, the ebook, and the original listicle; you have all the materials to format the content into a mini-course that delivers the same value but at a higher price point.
Online courses generally cost more than books or audiobooks, so you must price them accordingly.
Why go to all this trouble
Why go to the trouble to repurpose the content in six ways? For the following three reasons:
Because youâre running a business and writing to generate revenue. A healthy businesses develop multiple revenue streams to not depend on one stream.
Writing short-form and long-form is good for your writerâs brain. Short-form has become the preferred reading style in recent years, but there will always be a place for long-form works such as eBooks and print books.
Not everyone is a visual learner. Some need audio, while others are kinesthetic learners and prefer the hands-on approach of a course.
Even if all his seems over the top and perhaps too diluting to your brand, adding some repurposed formats could transform your digital writing business into a micro-publishing juggernaut.