Justin Welsh, Ali Abdaal & Warren Buffet know this

Justin Welsh is a millionaire.

Ali Abdaal is a millionaire.

Warren Buffet… well, he spends millions like pocket change.

But what do these three very different people have in common?

And how do these similarities relate to the production quality of your course?

Let’s dive in…

You ease back into your chair and smile.

You just decided you’re ready…

The course is done (or, at least almost), and now you’re ready to start recording.

But that brings up a bunch questions like…

• Do I need a fancy camera?
• Where is the best place to record?
• How should I record my screen?
• Should I write an in-depth script?
• What about lights?

All good questions.And the answer depends…Justin Welsh and Ali Abdaal are two incredibly successful course creators that have very different approaches.

On one end, we have Justin records conversational courses with very little editing.

And on the other side, is Ali with high production values baked into his content.

So is one better than the other?

Well brand identity has a lot to do with it…

See, Justin Welsh’s brand is centered around the rugged solopreneur who bootstraps a lifestyle business.

So Justin can get away with being a bit unpolished (like leaving coughs in) and creating the sense that he just sat down to do a screenshare with you - and only you.

Ali Abdaal’s brand is characterized by refined learning systems packaged in high production values.

Ali’s videos entertain, educate, and make you feel safe.

So… which is better?

Or better stated, which side of the spectrum is better for you?

Well to answer that, you need to consider the what I call the Buffett Paradox.

The Buffett Paradox

The financial community hangs on every word that falls from the lips of the ultra successful investor Warren Buffet.

Dozens of books are available on the letters he’s written to the Berkshire Hathaway shareholders, and dissected his public speeches.

But…How many shiny new books has Buffet written himself?

(Let’s call this high production value)

None.

Not one.

But, what would happen if Uncle Warren scrawled some scrap of paper in a crowded NYC subway?

(Let’s call this very low production value.)

The right audience will fight tooth and nail to get at his notes.

The Buffett Paradox goes like this…

Authority outweighs polish

Put another way, the more authority you have, the less you need to worry about production quality.

Notice the word “need”.

Ali Abdaal is a true authority in his space, but still chooses to to keep his production quality high.

It’s a conscious choice for both Justin Welsh and Ali Abdaal.

What about you?Yeah… so what about you?

You’re not Buffet, Abdaal, or Welsh.Neither am I.

See, we humans are a fickle bunch.

We very much judge a book by it’s cover.

There’s no point fighting it.

But I have good news for you…

Production quality is brand-building.

When you present a well-crafted course - you only benefit from higher perceived value.

Does that mean you need to over do it with fancy lights and cameras?

Nope.

But it does mean that you need to be intentional about how you present yourself.

And this is exactly how I help my clients grow.

Like Kieran Drew and Jon Brosio to name a few…

Kieran’s first version of High Impact Writing is much different than his courses today

So whether you choose high or low production quality, just remember two things:

• Production quality is both brand-building and reflective of your brand
• People judge a book by its cover.

Know were you fit on the authority scale and act accordingly.

But more than anything... be intentional.