Every now and then, I’ll engage my newsletter subscribers and chat partners in conversation about the business of information marketing.
For anyone looking to earn a full-time income as an information marketer, one of the main challenges is convincing a target market that yours is a “must have” product. Naturally, you pull out all the stops:
Screen Shots of Previous Campaigns.
and of course the irresistible offer.
In spite of all your efforts, though, prospects often cringe just as they are about to pull out their credit card. Why? Well, in the case of information product selling and marketing, many people believe that, eventually, everything can be had for free. So, why bother paying for it?
Part of the problem lies with Internet marketers themselves. All too often, they heavily promote the latest and greatest products to earn significant sales revenue.
Only to turn around a few weeks later to offer the very same product in a giveaway or as a free bonus to push the “Next Best Thing”…
No wonder the buying public is just a wee bit jaded about us onliners…
To counter this type of resistance and cynicism, nimble information marketers of both digital and physical (i.e. CDs, DVDs, Home Study courses) products must do the following:
A) Establish Their Credentials as the Information Expert.
Regardless of your chosen niche, give your intended audience a reason to invest its time and money in you. Use newsletters, forums, direct response mail, etc. to show that you are the real deal – not a scammer or peddler of generic knowledge.
Break into your prospect’s “comfort zone” by using genuine personal experiences to empathize with your customers’ and subscribers’ situations.
B) Demonstrate the “Real” Value within your Information Product – Access to YOU!
Growing a repeat customer base demands having to sell YOU! Build relationships, not one-time deals that are here today and gone tomorrow.
Your information product, plus any incentives and bonuses you include in your offer are tangible goods that will represent you long after the e-mails, ad copy, and sales processes become a distant memory.
Go value-added at all times; do not merely summarize existing thoughts and ideas. Interpret, convey knowledge within your niche and information product offerings that proves you will be around for the long-haul.
C) Prove that you are saving your customers an enormous amount of time and research effort by acquiring your information.
Online and offline data is immense, even infinite in scope. It is easy to dismiss information research as a plain skill, but what if it makes a meaningful difference in people’s lives? Do you think they would be grateful?
Claim ownership of your products, and demonstrate how your retail price is trivial compared to the cost of acquiring, organizing, and interpreting specialized information.
D) Convey the urgency of getting the product now, and its scarcity; e.g. only 500 units are available, so BUY IT NOW!
Information expands and contracts constantly, so strike while the iron is hot!
Remember, as information brokers, our goal is to convince people that our offer is something they must have. It is going to solve their problem, it is something they need, and it is something that only YOU can provide.
E) Show respect for your customers’ hard-earned dollars.
There is nothing worse than seeing a product you paid top dollar for turn up at some online auction, giveaway site, or packed in with hundreds of so-called bonuses.
Put the above 5-step plan into action, and eventually you will be the go-to person in Information Marketing.
Rahul Majumdar is a full-time Information Marketing Specialist focused on teleseminar reporting, list-building techniques, and information product creation.
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