| There are three main steps to selling | | | | information marketing is how the information |
| information, and with a little practice (and | | | | is packaged, or put together into a format |
| sometimes a little help) it's something | | | | that is easy to follow, can be quickly |
| anyone can do. | | | | accessed, and can achieve fast results. That |
| | | | is what makes the information that you have |
| Step #1 - Research | | | | to offer so much better then that of all the |
| | | | other information floating around out there. |
| The first step in selling information is the | | | | There is tons of raw information swarming all |
| research or gathering step. If you know a lot | | | | around us. But most of us don't have the time |
| about something or have a core expertise, a | | | | to sit down and decipher it into something |
| good part (but not all) of your research may | | | | that is easy to understand, and easy to use. |
| lie in determining that the information you | | | | Not only do you need to provide the |
| have is something other people want. In the | | | | information, but you must provide the tools |
| upcoming paragraphs, we'll discuss how you | | | | for the user of the information to integrate |
| research, discover, acquire and/or organize | | | | it into his or her business and/or life. |
| your ideas. | | | | |
| | | | There are tons of different ways you can |
| What do you know that we don't? Or who do you | | | | package your information. Thirteen of the |
| know that knows something that the rest of us | | | | more popular packaging techniques are listed |
| need or want to know? You don't need to spend | | | | below. |
| years becoming an expert in something. You do | | | | |
| however need to borrow, license, acquire or | | | | 1. Publish a book or article |
| rent the expertise from someone. If you don't | | | | |
| have an expertise that you can write or speak | | | | 2. Host a seminar |
| about, the easiest way to go about finding | | | | |
| someone who does is to look for an expert who | | | | 3. Become a public speaker |
| is under marketed. Then ask them if they | | | | |
| would consider letting you repackage their | | | | 4. Host a teleseminar |
| information and take it to the marketplace. | | | | |
| Negotiate a way to split the profits that | | | | 5. Publish a newsletter or ezine |
| will be mutually beneficial; then they're | | | | |
| happy, you're happy and you'll both have more | | | | 6. Create a computer program or |
| money in the bank. Here's an example: | | | | educational game |
| | | | |
| You go to a PTA meeting at your kid's school | | | | 7. Produce a television program or |
| there's this guy there speaking on how to | | | | infomercial (informative commercial) |
| influence your children to form good study | | | | |
| habits. He really seems to know what he's | | | | 8. Become a consultant |
| talking about and is selling an under-priced | | | | |
| Saturday seminar on the subject. You could | | | | 9. Teach or train |
| approach him with an offer to either market | | | | |
| for him on a commission based basis, or | | | | 10 Publish a magazine or newspaper |
| better yet, take his information and | | | | |
| repackage it in the form of a self help book, | | | | 11 Become a talk show host |
| ebook, audio or video disc, or anything else | | | | |
| for that matter, then split the profits with | | | | 12. Create a product (how to course, audio |
| him. | | | | CDs, video etc.) |
| | | | |
| No matter whether you yourself are the | | | | 13. License your information |
| expert, or you are using someone else's | | | | |
| expertise, proper research is essential. No | | | | Put yourself in the shoes of your target |
| matter how much you know, or how great your | | | | audience. What format of information would |
| expertise, you need to be able to back what | | | | you want most? What would work best for your |
| you have to say up with facts, studies and | | | | needs and lifestyle? Don't stop at just one |
| real world examples. Take some time to make | | | | format though. If you start with an ebook, |
| sure that what you're saying is correct and | | | | put it on CD. If you have a home study |
| can be verified. Nothing ruins your | | | | course, teach it in a seminar or teleseminar. |
| credibility more than when a customer catches | | | | Start with one format, then branch out and |
| you saying something that is not true. If | | | | expand. Different people like different |
| they catch you just once, how can they know | | | | formats. Some people might like a home study |
| that everything else you say is correct? | | | | course, then to go to a seminar and learn |
| Check, and double-check the facts before you | | | | that way, then listen to audio CDs in their |
| put anything to print. | | | | car as a refresher. Give some choice, but not |
| | | | too much or people will put off making a |
| There's been a saying that's been floating | | | | decision. |
| around for quite a while; it goes like this: | | | | |
| "Copying from one or two books is plagiarism, | | | | Organizing Your Materials |
| but copying from many is research." That | | | | |
| doesn't mean to copy anything word for word, | | | | The big thing about organization in general |
| or to take other's ideas and call them your | | | | is the fact that it keeps things neat and |
| own. But it does mean that you can learn from | | | | tidy and puts them in a place where you can |
| the experience of others, form your own | | | | easily find and use them. When you're |
| conclusions, then put them to print, audio or | | | | organizing information the goal is much the |
| video. Take any non-fiction book for example; | | | | same. A good information product must be: |
| most of the concepts and ideas in the book | | | | |
| have surfaced somewhere, sometime in the | | | | - Organized |
| past; everything is not by any means a | | | | |
| completely new idea or concept. The key is | | | | - Simplified |
| how you package them. How you put them | | | | |
| together into something that is concise and | | | | - Systematized |
| easy to apply and understand. | | | | |
| | | | - Personalized |
| I believe it was Jay Abraham who said "All | | | | |
| the notes had already been discovered long | | | | - Interactive |
| before Mozart came along." It's not the notes | | | | |
| that are important, but how they are packaged | | | | - Ready to use, on demand, instantly |
| together (into a song) that matters. | | | | |
| Information is much the same, you can take | | | | Most people don't have the time to spend |
| the same information, repackage it into | | | | studying and reorganizing the readily |
| something that is easier to understand and | | | | available data into something that fits their |
| implement and you have a whole new product. | | | | unique circumstances. They want something |
| It's a simple concept called repurposing or | | | | they can use now, which is easy to understand |
| repackaging information. An ebook could | | | | and provides fast results. And the best part |
| easily become an audio CD set, or a home | | | | is, they're willing to pay for it. |
| study guide. | | | | |
| | | | To illustrate this, let's say you own a late |
| In conclusion, make sure you take the time to | | | | model car that requires lots of love (think |
| produce quality work, and that means | | | | maintenance and repairs) to keep it running |
| researching your information. Be sure others | | | | in tip top shape. You may have a decent |
| back up what you have to say, as a mistake | | | | knowledge of how cars work and enjoy working |
| can be drastically costly to you or your | | | | on yours, but you don't know absolutely |
| business. Don't forget that once you publish | | | | everything about everything, and might need a |
| your information, there's no taking it back | | | | little guidance once on a while. When you |
| -- it's out there forever. | | | | need help, you have a few options: |
| | | | |
| Researching the Market | | | | Â |
| | | | |
| Before you even start creating an information | | | | Ask a friend or acquaintance for help who |
| product, or make a deal with an expert to use | | | | might possibly know something you don't. |
| his or her expertise, you need to research | | | | |
| the market. An easy way to do this is to look | | | | Â |
| for other people that are selling similar | | | | |
| information. If there isn't anyone selling | | | | Plop yourself down in front of your computer |
| it, there's probably a good reason - there's | | | | and plough through webpage after webpage in |
| no market for it. That doesn't mean there's | | | | an attempt to find something helpful (and |
| no one who wants your information, it just | | | | correct) on the internet. |
| means no one wants to pay for it, or not | | | | |
| enough people want to pay for it to make it | | | | Â |
| profitable. It would be very rare that you | | | | |
| come across a category of information no one | | | | Â Or, you buy a readily available book |
| else has tapped, and in my opinion you're | | | | for $29.95 at your local book bookstore that |
| better off with something that is tried and | | | | explains everything you'll ever need to know. |
| true than something new. There's no reason to | | | | |
| try and reinvent the wheel. | | | | Do you spend the $30 for the book, waste |
| | | | countless hours researching for credible |
| Determine who your potential customers are | | | | information on the internet, or ask a friend |
| and then determine their needs, wants, and | | | | who might know? Since I value my time, the |
| expectations; figure out if there is a demand | | | | choice for me is easy; I spend $30 for the |
| for your product. Get their opinions about | | | | book. Research shows that most other people |
| it. Find out how they would like it packaged | | | | feel the same way. Why? The book gives you |
| (book, audio CD) and how much they would be | | | | access to immediate, credible, specialized |
| willing to pay for it. Then take a look at | | | | information that you can quickly act on. |
| who your competitors are and how well they | | | | |
| are doing. Find out what they're doing, how | | | | Price |
| they work, then do it better. It's as simple | | | | |
| as that. | | | | A well-thought-out marketing strategy takes |
| | | | into consideration not only the marketing |
| While market research may appear to be a | | | | factors, but also pricing strategies. While |
| tedious, time-consuming process, it is often | | | | it's always important to make a profit, if |
| necessary if you want to be successful. It is | | | | the market won't bear such a high price, it's |
| an invaluable tool that can save you time, | | | | better to lower your profit margin than not |
| effort and money. | | | | do any business at all. You may actually be |
| | | | able to make more money with a lower price |
| Step #2 - Packaging | | | | than you will with a higher one. Make sure |
| | | | your marketing plan combines marketing and |
| Packaging isn't limited to fancy graphics and | | | | pricing. |
| showy slogans on the package of your product. | | | | |
| Packaging is how your information is | | | | Also be sure your price is fair and |
| organized, including the form you sell it in, | | | | competitive with the marketplace. If your |
| at what price, and how easy it is to use. The | | | | price isn't right, people will pass you by |
| main goal of packaging is to make sure that | | | | without even giving you a chance. Above all, |
| your product is desirable to the consumer. | | | | always be sure you test different price |
| That means everything from choosing the right | | | | points adequately to determine which will |
| format for selling your information, to | | | | make you the most money, not get the most |
| making sure that it is organized in a fashion | | | | sales. |
| that is easy to understand and simple to | | | | |
| implement. | | | | Step #3 - Marketing |
| | | | |
| These are the three steps which are essential | | | | When you're selling anything, marketing is |
| to proper packaging: | | | | the absolute most important skill to have. If |
| | | | you wanted, you could market junk with right |
| 1. How you physically package it | | | | marketing campaign (not that you would want |
| | | | to). |
| 2. The way you organize the materials | | | | |
| | | | Marketing information can be both harder and |
| 3. Selecting the best price to sell | | | | or easier than marketing other types of more |
| your information for | | | | physical products. If you're trying to |
| | | | convince people that they need the |
| Packaging Information | | | | information you have to offer, it can be |
| | | | quite a chore to actually persuade them to |
| This isn't what color or type of packaging | | | | purchase it; especially with all the free |
| you should use, but the format that you use. | | | | information floating around on the internet. |
| The format is the medium which you convey | | | | However, simply find the right audience that |
| your information through. This could be | | | | knows the true power of properly packaged |
| anything from an ebook, to a DVD, to hosting | | | | information and the impact that it can have |
| a live seminar. | | | | on their lives and their business. If you |
| | | | find the right market and they'll be begging |
| Perhaps one of the most important aspects of | | | | you to sell them anything they can buy... |