I’ve been writing and selling information products online for 10 years now. I’ve made some grand slams, and I’ve failed miserably.
Through out it all I’ve probably remained the biggest ANTI-case study for online marketing success. I don’t do most of the things that other online marketing experts claim you should do to be successful.
Sometimes my sites are ugly – (this one sure ain’t winning any design awards). Sometimes my grammar is bad. I only use the spellcheck when I remember.
And if at all possible, I try to write as little as possible and still get paid top dollar. My most profitable reports fall well UNDER the 12 page range, and can cost as much as $97.
Why “The Information Publishers Rules” are 100% necessary for most – and yet unnecessary for a complete nobody like me.
The reason why most infoproduct creators need that stuff to be successful is because they’re trying to sell scrapbooking e-books to people who want to learn how to scrapbook. Or e-books on how to take great pictures to people with digital cameras.
When you’re trying to sell basic how-to information, you often gotta jump through a bunch of fiery hoops – (with gasoline underwear no less) – in order to get prospects in the door.
The type of people who buy basic how-to information are just strolling along the information superhighway casually seeking w ver. Sometimes they’re looking for an infoproduct. Sometimes they want info for free.
But you can bet your last dollar that they’re not losing any sleep over that digital camera or starting a scrapbook. And that’s what makes selling information products to these types of customers a little harder.
The Great Big Infoproduct Creation Secret for Attracting Intensely Rabid Customers, that’s Not Really a Great Big Secret.
A few years ago, a friend of mine had a wisdom tooth that was on the verge of exploding in his mouth. Needless to say, he needed a dentist – stat.
I began thumbing through the telephone book looking for a dentist in our area. Have you ever done this? Looked in the yellow pages for a dentist? If you’re in a big city, there are like a million of them in there.
However in my search I quickly discovered there were only a handful of dentists who specialized in emergency cases. And only 1 that had a location within a 20-minute drive.
So guess who got my friends business? The closest emergency dentist we could find. My friend didn’t care about the cost. There was no time to comparison shop. We just found the dentist, and jumped in the car.
And that brings me to the really big infoproduct creation secret for attracting intensely rabid customers, that’s not really a secret.
Desperate people – people with throbbing problems, pressing issues, and insane drives – buy on impulse. Desperate people buy on impulse because they’re in an emotionally charged state-of-mind or state-of-being and they want to get out of it.
So when you create information products for desperate people, you change the dynamics from being the person who’s doing the chasing – (as you have to do when selling a typical how-to product) – to becoming the person who’s constantly being chased.
That’s basically why I can sell 10-12 copies of six page report for $24.95 on a daily basis, with minimal marketing bells and whistles.
My customers are desperate. And I know how to push their ons so they want to buy from me. And if that logic sounds easy to follow, that’s because IT IS.
Have you ever had a sinus infection that kept you up at night, and wouldn’t go away no matter what you did?
You can’t comfortably go on day-after-day with a nasal drip, a constant headache, achy gums, low grade fever, or that stuffed head feeling. You’d want to stick a vacuum up your nose and out everything except your brain and your eyeballs.
It’s not an illness that kills you. But it will make you extremely desperate to find a solution. Especially if you’ve gone through rounds and rounds of antibiotics, and nothing seems to be working.
People who are losing their hair are desperate buyers too. So are s and s suffering from acne. And most definitely people with smelly feet.