How to use audience feedback to create new products

Cultivating an engaged community is beneficial for so many reasons. Besides creating a space for your audience to connect with each other and expanding your content and products’ reach, it’s also a way to gather valuable feedback. Your audience’s insights can be the roadmap that can help guide you to your next big launch to boost sales and maximize the impact you’re making for your students.

The key here is to know what feedback to look for, and how you can incorporate it into the creation process. Let’s dive into what types of feedback to look for, and how to use it for everyone’s benefit.

Types of feedback to look for

Questions

The first and most obvious form of feedback that creators frequently receive is questions. This could relate to any “how-to” component of your niche. Or it could be a student clarifying a detail that was presented in your course, or a request to further explain something that you’ve shared.

Pay close attention to what kinds of questions are being asked, and any patterns or similarities that you’re noticing between questions. Understanding where your audience’s mind is and the obstacles they’re facing can give great insight into where you can provide more value through your content and products.  

When people see themselves in your content

This type of feedback could show up as comments saying “That’s so me!!” or “I do this all the time!” Anything along those lines indicates that your audience is identifying with your content. This kind of feedback usually is in relation to content that highlights challenges or common experiences of learning a new skill or entering a new niche.

If you don’t get feedback like this, it might be worth it to evaluate your content mix. Content that highlights some of the common obstacles folks might face when diving deeper into your niche could be a good way to do this.

These types of comments are important to note because they can indicate what paint points you can address in future products. Notice what areas tend to get the most feedback. In other words, what levels or steps of the process in the niche you teach tend to trip people up the most? Let your audience tell you and then create products based on that.

Praise

Getting positive feedback on a piece of content can be a great ego boost, and it can be an opportunity to give your audience more of what they want. As with any type of feedback, take note of what commonalities or patterns you notice with content that gets praise.

Take special note of what exactly is getting attention in the video, post, or email. If it’s certain information you offered or the way you presented something, think about how you could go deeper with this aspect of your niche. Could this subtopic be made into a masterclass, or perhaps spread out into a downloadable PDF? Take note of what’s resonating with people and get curious about how you can offer more of it!

Criticism

This is sometimes really hard to receive and it’s inevitable as a creator too. Not everyone is going to love or agree with everything you post or every product you offer, and that’s okay. This feedback might sometimes be silly or surface-level. When that happens, feel free to block the person, delete the comment, and keep it moving.

However, some of this feedback can actually be insightful once the sting wears off. If someone is commenting to ask you why you’re qualified to be sharing this information, this can be an invitation to stand confidently in your expertise. If they just disagree with your methods or perspective, take it as an opportunity to speak into doubt that other people could be having as well. As with all feedback, notice the patterns over time to see if that could be worthwhile to include in your next product.

What types of spin-off products should you create?

Once you have data gathered from your audience’s feedback, it’s time to figure out how to use that in a positive way. Here are some options on how you can transform comments and emails into products that deliver.

Courses (including mini-courses)

Never underestimate the power of creating another course or even a mini-course! These don’t have to be brand new content but rather can go deeper into an area that you’ve noticed students may have been struggling with or just need more time to practice or implement. This is where the beauty of mini-courses comes in because it could be as simple as making an additional video on a subtopic with an opportunity for practice and then including it as an add-on, or at a discounted price for students who are already enrolled in your other courses.

Coaching

If you notice a lot of feedback that’s very nuanced or focuses on specific situations that are unique to each person, it could be a good opportunity to look into offering coaching. In this 1:1 or group format, you can really go deep with people to address what’s coming up for them specifically. This is also a great option if you notice the same people in your community posting questions and asking for your insight—they could be a great option to pitch your coaching services to those that are looking to deepen their craft with personalized guidance along the way.

Digital downloads

There are so many directions you can turn in for digital downloads—whether it’s a PDF workbook, guided audio, printables, a podcast, an ebook, or prompts for further exploration, the possibilities for adding more value (and boosting sales) are practically endless. The great aspect of digital downloads is that you can create products on the fly and put them at a very accessible price point so that people who aren’t ready to invest time or money into a whole course can still get value from your products. You can even take a look at the most commonly asked questions you get, and use that as direction to create a guidebook or extra practice for your students to hone a skill. Get curious about how you can provide value through various mediums and then offer it as a digital download.

Live events (including masterclasses and workshops)

Whether it’s in-person or virtual, hosting live events can create a lot of excitement and a deep sense of community within your niche. These are especially beneficial because you can interact with and respond to your audience in real-time, getting a deeper look at what they might be struggling with or what guidance they could benefit from. This can especially be the case if your niche involves a step-by-step process or aspects that are experiential. Hosting a live event, like a webinar, allows people to learn each step of the way. You can even record these and then offer the replay as a downloadable for future students.

Creating your next product

Whatever spin-off product you decide to create, keep in mind that it’s about going deeper into your niche, and branching out to the sides. You don’t have to create brand-new material or start entirely from scratch for it to be a worthwhile endeavor for your audience. Pay attention to what they’re saying as a form of data collection—it’s okay to embrace the occasional ego boost, too!