HI, IT’S MARISA

AGAIN
LET ME GUESS: YOU HAVE
A BIG MESSAGE FOR THE
WORLD OR IMPORTANT,
LIFE-CHANGING WORK
YOU WANT TO SHARE...

Plus, you’d love as many people as humanly possible to actually see it. The problem is that the more
you try to make something “go viral,” the less chance you actually have.

Well, I used to believe that too... until now.

In this report you’ll find an unbelievably powerful & effective formula for creating viral Experience
®
Products that command a premium price, stand out from the competition, virtually sell
themselves and get HUGE results for your customers, so they want to tell their friends about you.

WHO’S THIS FORMULA FOR?

• It’s perfect for brand new products, and you can use it on products that already exist too.

• It works whether you’re just getting started in business, or if you have multiple products
bringing in 6 or even 7 figures.

• It works on service offerings as well as information based products, training courses and
group programs.

Imagine getting off the marketing treadmill once and for all, with as much time as you want to
focus on making YOUR idea of success in business come true. If that sounds good, then welcome…
you’re about to discover the 10 core experiences that transform “traditional” info products into
viral phenomena that sell themselves.

Marisa Murgatroyd

VIRAL PRODUCT CHECKLIST 1

© 2019 Live Your Message
 WELCOME...
WHAT YOU HAVE IN YOUR HANDS RIGHT NOW
(OR ON YOUR SCREEN) IS -- THE “HOLY GRAIL OF
MARKETING” THAT YOU’VE BEEN SEARCHING FOR.

BECAUSE YOU MAY NOT HAVE REALIZED IT, BUT IF YOU’RE CREATING
INFO PRODUCTS, ONLINE PROGRAMS OR COURSES, THE GAME HAS
BEEN RIGGED AGAINST YOU… AND AGAINST YOUR CUSTOMERS.

In a system where 97% of customers fail to complete products, programs and courses, it’s clear
that it’s time to make a change.

And I want to show you exactly how to CHANGE the rules of the game… To put the odds BACK in
your favor… So that you and your customers can WIN.

We’re here to create a different kind of product… the Experience Product… a kind of product that
changes everything.

You’re about to discover the little-known concept of “Experience Escalation”, and how it holds the
key to:

• Creating “viral” products that market themselves, with little to no involvement or time
from you

• Boosting your consumption and customer engagement from 3% to 50-92%

• Skyrocketing your customer results and success stories

• Leveraging the “Power of 1.1” to grow your business steadily through repeat purchases and
a powerful referral engine.

VIRAL PRODUCT CHECKLIST 2

© 2019 Live Your Message
 THAT’S WHAT THIS REPORT
IS ALL ABOUT.

IN THE FOLLOWING PAGES, I’M GOING TO GIVE YOU THE 10 KINDS OF

“EXPERIENCES” YOU MUST INCLUDE WHEN MARKETING AND DELIVERING YOUR
INFO PRODUCT, PROGRAM OR COURSE (AND THE 10 EXPERIENCES TO AVOID)

These 10 Core Experiences, when you use them all together, create a powerful
Experience Escalation that allows your customers to get better results than ever before
and enables you to achieve rapid growth in your business.

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/Checklist

VIRAL PRODUCT CHECKLIST 3

© 2019 Live Your Message
 Here’s the scoop -- our brains LOVE to win!
Successes, no matter how small literally flood the reward center of the
brain with the “happy” chemicals responsible for positive emotions
such as joy, happiness and triumph...

You want nothing more than to keep winning.

When you understand this and understand how to use this in your favor as you create
products, your products will start to virally market themselves.

The easiest way to kick this process off is through using the Viral Product Checklist on the
following page. In the checklist, I outline the 10 Core Experiences that when stacked
together in your marketing and products start an upward growth spiral that pulls your
customer along for an amazing winning streak, doing things they never thought possible.

Experience Escalation is all about using small, simple, easy actions and experiences
that escalate into big results by building your customer’s confidence, commitment and
momentum one step at a time.

VIRAL PRODUCT CHECKLIST 4

© 2019 Live Your Message
 Your brain HATES to lose as much as it LOVES to win.
Losing blocks the flow of happy chemicals to your brain, causing feelings
of frustration, sadness and overwhelm.

There’s nothing worse than feeling like you’re doing all the right things, but you’re not
having the success you want, seeing results fast enough or “winning.”

Regular losing causes most people to enter what I call the “downward death spiral” where
they get stuck, complain, give up and refund.

If you want to avoid the fate of most info products, then you’re going to want to avoid
these 10 Negative Experiences like the plague.

VIRAL PRODUCT CHECKLIST 5

© 2019 Live Your Message
 THE
EEX XP PEER RIIEEN NC CEE FFO OR RM MU ULLA A
THE EXPERIENCE FORMULA
H O W T O C R E AT E S U P E R - S T I C K Y P R O D U C T S T H AT G E T
Y O U R C U S T O M E R S H O O K E D O N TA K I N G A C T I O N , G E T T I N G R E S U L T S
AND BUYING FROM YOU OVER AND OVER AGAIN

EXPERIENCE D O W N WA R D

Escalation Death Spiral

TOO MANY MASTERS
MISSION

1 Define a clear mission, goal or outcome that your customer wants 1 Homer (the Greek) famously said, “If you serve too many masters,
you’ll soon suffer.”” Most info products try to do too much. They go
and that also seems possible to them. Be specific about how long wide not deep. Customers lack a clear focus and purpose.
it’s going to take and how they’ll know when they’re done.

THE “HOW HOLE”

FUTURE SELF
2 Your customer makes the choice to buy based on who they want
2 The what and the why comes before the how. Without a clear
vision of where they’re going and what’s in it for them, most
to become and what they want their life to look like. Create a people have trouble motivating themselves to do the how and
powerful and motivating vision to inspire them into action. give up before they see results.

HEADLIGHTS IN THE FOG

BIRD’S EYE VIEW

3 People relax and perform best when they know where they are,
where they’re going and how they’re going to get there. Share a
map of the terrain before you start. Show the system, process or
framework.
3 Without context and a clear path to follow, it’s easy to feel like you
are driving in the fog. People need to see where they are, where
they’re going and how they’re going to get there, so they can relax.

C H A S I N G Y O U R TA I L
C O N S TA N T W I N S
4 Create a game your customer can win. Build their confidence,
4 When you set lofty goals for your customers that take a long time
to achieve, it’s easy for people to get stuck in the process and give
motivation and positive emotions through small easy wins that up. People need to feel like they’re making forward progress.
gradually escalate into big results. Give constant positive feedback.

“ E V E R T H I N G I S AW E S O M E ”

5
NORMALIZING CHALLENGES
Changing your life and accomplishing big goals takes a lot of work
5 When you say that everything is fast, simple and easy, and brush
potential challenges under the rug, your customers may feel
and sometimes things don’t go as planned. Prepare your customers unprepared, frustrated and self-judging when they hit a challenge.
for the challenges along the way, so they expect the bumps in the road.

M E N TA L PA R A LY S I S
PEAK EMOTIONAL EXPERIENCES
6
Most info products are based on an old school concept of lecture

6 People are inspired to get and stay in action, when they’re engaged
emotionally. Create peak emotional experiences thru multisensory
language, story, pattern interrupts, curiosity and surprise.
or book learning. Teaching to the head. But babies don’t learn to
walk from a diagram, they learn by doing, trying, falling, and getting
up again.

ANONYMITY
FEEDBACK LOOPS
7 Seek your customer’s input often. Where possible, allow them
7 Treating your customers, clients and students like nameless,
faceless masses, so they don’t feel seen, heard or validated. They
to change the product by going through it. The product adapts don’t feel like their success matters, because you don’t know who
to them and they evolve the product through their participation. they are.

I S O L AT I O N
COMMUNITY

8 Humans are a tribe-based animal. We’re hard-wired for community,
where we have a greater chance of success and survival. Create
regular opportunities for interaction. A rising tide lifts all boats.
8 Forgetting to create opportunities for your customers, clients
and students to interact and engage with each other, so they feel
alone and unprepared for the monumental task in front of them.

S TA R T & S T O P
U N S T O P PA B L E M O M E N T U M
9 It’s not enough to win for the sake of winning. Your customers
9 Many info products create a start and stop pattern of learning
and getting confused. Taking action and getting stuck. Customers
need to feel forward progress and momentum toward the greater never feel like they gain momentum. It always feels hard.
mission. The best video games increase challenge 25% per level
and build towards a bigger win.
ENDING WITH A WHIMPER

10
MISSION ACCOMPLISHED
10 T.S. Elliott wrote, “This is the way the world ends not with a bang
but a whimper.” Most info products just peter out and miss a huge
Human culture is based on celebration and rites of passage.
People need to feel a sense of completion. They also want to opportunity to celebrate success and enroll customers in the next step.
know, “What’s next? What’s the next challenge, opportunity or
step in the journey?”

VIRAL PRODUCT CHECKLIST 6

© 2019 Live Your Message
 THE VIRAL PRODUCT CHECKLIST

Check which of the 10 Core Experiences you’re leveraging well, which

you can improve on and leverage better, and which ones you’ve maybe
overlooked completely until now.

LEVERAGING THESE CAN IMPROVE ON OVERLOOKED THESE:

WELL: THESE:

Mission Mission Mission

Future Self Future Self Future Self

Bird’s Eye View Bird’s Eye View Bird’s Eye View

Constant Wins Constant Wins Constant Wins

Normalizing Challenges Normalizing Challenges Normalizing Challenges

Peak Emotional Experiences Peak Emotional Experiences Peak Emotional Experiences

Feedback Loops Feedback Loops Feedback Loops

Community Community Community

Unstoppable Momentum Unstoppable Momentum Unstoppable Momentum

Mission Accomplished Mission Accomplished Mission Accomplished

VIRAL PRODUCT CHECKLIST 7

© 2019 Live Your Message
 MISSION POSSIBLE TEMPLATE

CORE EXPERIENCE #1
YOUR MISSION

YOUR MISSION IS THE GOAL OR OUTCOME

THAT YOU WANT FOR YOUR CUSTOMERS AND
THAT THEY WANT FOR THEMSELVES... AND,
MOST IMPORTANTLY, THAT THEY BELIEVE IS A
POSSIBILITY FOR THEM TO ACHIEVE.

Coming up with the right mission means putting yourself in

your customer’s shoes and looking at success from THEIR
point of view, not yours. And that’s what makes all the
difference.

That’s why the FIRST Core Experience is the most

important. It’s all about having your students focus on
achieving that one key result, and making that the sole
MISSION of your product.

Most people either don’t have a mission for their product,

or if they do, it usually sends people off in the wrong
direction. So let’s come up with yours right now.

VIRAL PRODUCT CHECKLIST 8

© 2019 Live Your Message
 MISSION POSSIBLE TEMPL ATE

CORE EXPERIENCE #1
YOUR MISSION

FILL IN YOUR PRODUCT MISSION HERE USING THE

TEMPLATE BELOW:

Your mission -- should you choose to accept it -- is:

DOES YOUR MISSION:

Tell your customer exactly what they’re going to do, be, feel, have, overcome
or achieve as a result of your program?
Tell them how long it will take?
Tell them why it matters?

IS YOUR MISSION:

Clear and specific?

Something your customers can imagine in their minds?
Something they can easily say YES to?

VIRAL PRODUCT CHECKLIST 9

© 2019 Live Your Message
 THE POWER OF 1.1

Most businesses are lucky if 1 out of 10 people refer friends. That’s a

pretty grim referral rate: 0.1. But what if we could raise that to 1.1 --
which is where on average each person refers 1.1 people?
1.1 is statistically the magic number you need to hit where you never have to do
marketing, ever again.

How do we do that?

Create an Experience Product that can help 10-30x more students, clients or customers
get to Mission Accomplished than the industry-standard 3%. When you’re helping this
many people change their lives, what do you think will happen to your referral rate?

It will go through the roof. Not only will people be actively telling their friends and family
about the results they got, they’ll be referring you without even saying a word. What do I
mean by that? Think back to a moment when someone you hadn’t seen for a while looked,
acted or felt different. Something had happened to them. Maybe they’d been working out.
Or some other positive change in their life. Whatever it was, their entire way of being was
an advertisement for that transformation, and people automatically ask them about it.

And your students will be doing that for you by activating your powerful referral engine.
We see it over and over again.

Once you reach that critical 1.1 number, you’ll start to see new clients and customers
pouring in a steady stream, without having to work harder on marketing.

Pretty cool, right?

Can you imagine how much fun you’ll have delivering products in this new way? And how
relaxed you’ll feel knowing that as long as you deliver a valuable Experience Escalation to
your people by following the Experience Formula, the Power of 1.1 will kick in the next
time you release your product, so it will start to sell itself.

VIRAL PRODUCT CHECKLIST 10

© 2019 Live Your Message
MICHAEL
TRANSFORMED
HIS BUSINESS
AND HIS LIFE
WITH EXPERIENCE
PRODUCTS

MICHAEL NAMKUNG WANTED TO USE HIS

UNIQUE GIFTS AS AN ARTIST AND TEACHER
TO HELP OTHER ARTISTS FIND THEIR AUTHENTIC
VOICE SO THEY COULD SHARE THEIR ART WITH
THE WORLD WHOLEHEARTEDLY.

But he was stuck in thinking within the narrow confines of what he’d already done as a
university teacher. He knew he wanted to start a business, but never having done this
before, he was simply floating around the internet trying to understand how to go about it.

Discovering how to use the Experience Formula helped Michael understand how to create
an inspiring, impactful and successful Experience Product. But he also learned the much
deeper lesson that when you create something that helps people transform their lives, your
life transforms too. His first Experience Product earned him $5,991.

Now Michael is on a mission to help artists quiet all the external noise, so they can step up
into their power and make art that comes from their soul. In the process, he learned how to
reclaim his own power.

Moving forward, Michael is eager to serve even more deeply by helping all kinds of
professionals -- not just artists -- to unleash their creative gifts and manifest the vision of
what they want to create in the world.

VIRAL PRODUCT CHECKLIST 11

© 2019 Live Your Message
 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/Checklist

STAY TUNED... VIDEO 3

IS COMING VERY SOON!

In Video 3 you’ll discover the Experience Product Blueprint and learn:

The 5 Steps to follow to design, market, deliver & start making money from an
Experience Product in just weeks (instead of months)

Why Experience Products are the future, and how “Experiencifying” your program,
coaching offer, or service lets you generate more revenue from fewer people, faster, with
greater reliability & certainty

The proven way to turn your products into “viral marketing machines” that literally market
themselves because your people LOVE them and want to spread the word!

And, how to take the next steps forward to creating your own blockbuster Experience
Product

Watch your email for the announcement!

VIRAL PRODUCT CHECKLIST 12

© 2019 Live Your Message