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-Creating Info products

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8. Goals Of This Section
To establish why you want to create an info product and whether or not your product is suitable for such exploits.
To introduce several types of info products, allowing you to create innovative and interesting pieces that sell far better than a plain block of text that everyone else is creating ever will.
To introduce the concept of adding value through presentation.
To show you that your $50 product idea could turn into a $1000 product idea netting you big money, while others are out there still trying to shift $10 products they purchased without much success.
To demonstrate that you can take advantage of further presentation changes to change a single sale product into a recurring income product. Info doesn't necessarily mean single sale.
Your first introduction to up-sell, and how info products are priceless in getting more people to buy your stuff.
To differentiate between fake up-sell (also known as bait selling as defined by the BBB) and real up-sell, and how many marketers are plainly annoying their customers with it instead of allowing it to do the job it should be doing, which is to get more people to buy your stuff.
To get you creating products of your own, today, right now, even if you thought it wasn’t possible and you can’t think of anything.

 Profitable Info Products 1:

Welcome to the 'Info Products' section of the course. Now we've talked about effective product creation and the fundamentals of online business already, I want to start getting a little more specific. I'm confident that if you've been following the previous reports you've got some ideas for products already, and it's quite likely that you've drafted ideas that while they may not originally have been for info products, they would make a viable one all the same. No matter what ideas you came up with in the last section, I still want you to take a read through here, and see if it sparks your imagination.

Furthermore, we'll take a look at why most marketers info products flop, making hardly any cash, why we want to create info products, and most importantly, without going into writing class mode, I'm going to give you a simple step by step checklist for successfully creating something of quality and sales viability.


 
b. Reasons Why.
So, you want to create an info product? Well, I can see why. For a start they're incredibly versatile in every possible way from the point of view of the product creator. We'll be talking about exactly how later on, so if you see the words 'info product' and automatically think 'e-book', keep reading, because you won't find me mentioning that word again in this section.

Secondly, it requires little investment to create the product, simply because it's something that you can do yourself. The sales systems, methods of delivery and the different types of sites that you can create around the product will vary, but looking at the product itself, you don't need thousands to throw at a freelance programmer or anything like that.

Third, it's easy to come up with ideas. Like we talked about in the original product creation report, if you can use your knowledge to show someone how to avoid something negative, or how to get something they want, and you can write, or even get someone to write while you dictate, you can create an info product.


c. Info Products Defined.
Ok, now before everyone clicks off thinking they've heard it all before, let me tell you exactly what I mean when I talk to you about info products, and at the same time, show you what possibilities they hold with regard to their versatility and presentation.

The Internet is awash with info products right now, but I can tell you that most people creating these are out of date or just plain unimaginative, and in turn, it's going to hurt their sales no matter how valuable their information actually is. It doesn't take a genius to figure this out either. If you've been online for longer than a few months, you're probably already bored as heck with the word 'E-book' and you'll often see people in their own product sales letters saying things like the rather cliché line 'Fed up of all those useless e-books?' stuff like that. Simply put, the concept is old and tired, and you can do better without a bigger budget.

When I point this out, people say to me 'Hey, they may be old, but they're tried and tested, and sell right?" Well yeah, sure they still sell, plant a big name on the front of one and churn out a really powerful sales letter, and you'll shift some alright, but seriously, put yourself in the shoes of one of your future customers browsing around for the latest online marketing how to product.

Would you buy Mr. X's all knowing one thousand page e-book for $500, or the product that you created: Your proven super sales system method intensive training course, featuring full audio, and video that teaches you top techniques in a quick easy to follow way. Fully accessible online for instant access, and delivered on CD straight to your door for $500.

I know which one I'd choose. Even with a powerful sales letter, I don't know many people who wouldn't say 'Wow, $500 is a bit steep for an e-book' but would be more than happy to buy into a training course for that much. Now don't get me wrong, this is not by any means the chance to sell a shoddy product for an inflated price. No way, if the product is shoddy, the delivery method isn't going to make it any more valuable when the customer receives their newly purchased info product.

All I'm saying here is when you create an info product look closely at how you're going to deliver and present it, because this really adds value. Try to stay away from the standard e-book approach. It doesn't cost a lot to do, and you'll find when pricing your product, it's far easier to get the good price your product deserves rather than spending six months writing the beefiest and most valuable information you've ever spilled out, only to have to sell it for a measly ten dollars, and undervalue yourself because no one will buy 'just another e-book'.


d. Presentation For Profits.
So there we have it. Rule number one. Allow yourself to charge what you really feel your product is worth by varying and even coming up with new, and mixed delivery methods, because lets face it, you might write the most amazing product ever in your field of expertise, but no ones going to know that until they buy it, and if your presentation is dry, dated, overused and devalued to the point of everyone and their mother giving them away for free, your sales will show that.

Alright, one more quick point, and another idea to throw out to you before we move on from this 'what is an info product' area. If you cast your mind back to the product creation section, I was talking about the questions I get about my concepts folder and why it's so full to the point of years worth of ideas. The 'I can't think of what to sell question' is usually followed by the 'create an info product' response after they announce they have a zero budget.

"Yeah, but all the big guys say the way to make a load of cash is to have lots of recurring incomes instead of having to make new sales all the time". That's fine, so why not make it a membership site? Or a premium paid newsletter of some sort? There's nothing wrong with doing that at all. It's usually a lot more work stretching over a longer period for a lower price than single sale, but know that this is an option. Don't think you're chained to single sale high-ticket items. Lets not dwell, there's nothing more to discuss here, but keep it in mind.


e. Versatility At Your Fingertips (Literally)
Alright, now we've got the delivery methods and a little pricing on the table, lets see how versatile info products are. We've got premium online publications, we've got membership sites, single sale high ticket items (like this one), short viral publications that are given away free, or published to other peoples lists and so on. All info products.

You've probably already noticed that we're concentrating on this in general terms with regard to selling straight up, high ticket, long reports and courses, and I'm doing this for two reasons. First up, we want to get you earning some cash with real products that are going to bring you in some good money. A solid long-term product. And secondly, because once you've created a big wad of a course, you can dissect it and create all sorts of different types of products from that list, and more. This lets me give you facts now, without having to bore you to death with twenty of these containing repeated information.


f. Up-sell Done Right.
There is however, one specific type of info product that I'd like to talk to you about right now, and that’s up-sell products. If you didn't know before, these are products that are sold at a relatively low price to entice the customer to go out and buy a higher priced follow-up item. Hands up who's ever brought an info product that's an up-sell *Raises hand*. Hands up who's ever purchased an info product about something that totally sucked, didn't give the information that it promised because it turned out to be an up-sell for another product that again, promises to reveal the info you asked for, only for ten times the price? *Raises hand again*.

See the sad fact here is that practically every single up-sell product that I've bought before has totally sucked. Back in the old days, I used to buy info products about online marketing, but unfortunately, due to inexperience back then, as we all do, I made a few mistakes. Now of course, there's rarely any way to tell that what you're buying is an upsell until you've bought it, but when you get around to reading or listening to it, you're sorely disappointed, because what you've just totally wasted your money on is a glorified advert. That would annoy you just a tad right?

In fact, I saw a friend of mine announce that his product is not an upsell for something on his sales letter the other day. So I mailed him, and asked him, hey, why did you write that? Here's what he replied; "Nowadays, when people see quality lower priced products, they're worried customers are going to think because of the low price, they're going to be sold onto something at a higher price, and the product is just an excuse for an advert. Understandably so from some of crap I've seen flying about too."

See, the number one problem with this is, up-sell works. And it works well, but not as you may know it or have experienced through dodgy info products. I say again, up-sell works, and not only does it work but it can be done correctly, and ethically too, without making false promises or producing a crap product.

If you've created a high priced product, and you don't have a huge amount of resources, such as a big list of your own, or you haven't built up a list of contacts that will get you out some recommendations, this is the time to use an up-sell product, but if you're going to do it, you need to do it properly, and I can't emphasize this enough. Your up-sell product has to be a product in itself. Don't make promises on the sales letter that don't ring true to the actual product, as this type of false promise with no intention of actually selling a real product is defined by the BBB as bait selling, and can have serious ramifications for your business.

So lets see, if I were going to create an up-sell product for this site, I'd take two or three sections out of the whole system, and deliver on two full subjects, and make a product out of it selling the tactics it teaches. At the end of the product, I'd make a point of pointing out that what I was just talking about can be plugged into a real profitable fully fledged sales system, and point them to my high priced product.

Notice I've not screwed them over at any stage here. They've got the facts that I promised them about the sections I advertised. I promised, and I delivered a quality product that gave them exactly what they were told they're buying. Now an extreme example of the what not to do, would be take the introduction of each section here, advertise it as the most advanced and complete marketing system ever, throwing them in a PDF document, then planting a big advert after every paragraph telling them they need to spend another five hundred dollars on top of what they already spent to get the full story.

It's simple, keep the promises you make, treat your up-sell as a real product delivering real information (or functionality if your main product happens to be something other than an info product) and you won't destroy your reputation with customers before they've even bought your main product, you won't be being unethical towards anyone, unjustly selling them something that's really worth nothing at all, reported to the BBB, and you'll make a whole load more sales. Which is nice.


g. Info Products Done Right.
Alright, something else I want to mention before we move on to specifics, and that's pricing. We already talked about how you can devalue yourself simply through presentation, but there's something else many online business people, no matter what the info product they're selling have been known to do, and that's to devalue yourself in your mind.

Now I'm not going to dwell on this, it's just a quick point I want to make without going all psychology on you. What I will say is when your product is complete, know what it is worth. Don't just go and sell it for twenty dollars just because you've seen other people do that. Remember not to just undervalue your product for the sake of getting more sales, because in the long run, it'll just make your product look cheap and you'll likely sell less anyway.

If you create an info product that spills all the information you know, and you really do believe that it's valuable, don't be afraid to sell it at a higher price. As far as I'm concerned, the info that we've created here is innovatively presented, with a fresh approach, and a nice amount of variance in it's presentation to keep things interesting, not to mention the important stuff that we're revealing here.

I seriously do feel it's worth it’s price tag. Not to try and sell you on this again, because after all, you've already bought or you wouldn't be reading this right now, but my main point is, if you feel you have something worth selling, and selling for a high price, do it. Don't let anyone tell you that no ones going to buy it because you're not priced at ten dollars. Only your own tracking and testing can tell you that for sure.

In fact, here's a little more reminiscing for you. My original site that I put up which turned into one huge massive experiment in every way possible, started at selling for ten dollars per month. Now back then, that was a good price indeed, and I know for a fact some of the customers that I had were there because I charged the least. That's not what I wanted though. I knew I'd put my all into this site, and it was one of the best services out there, so I stuck an extra five dollars per month on top of the price, and presented a one year membership for one hundred and thirty dollars.

Now some friends of mine at that time asked me why I was putting my price up. Of course, back then I had no answer, but to say it's an experiment. I think I undervalued the service, and even though it won't be the least expensive now, it's still by far one of the best. Of course they didn't agree. The point of this story is, when giving my customers the option to pay a big chunk up front, many of them did. No less than thirty percent of my member base switched to the yearly chunk, which even though it saved them a little, It allowed me to be more versatile, receiving five or six thousand dollars a day for several days. Not only that my sales from the ongoing marketing campaigns that I had at that time rose, and my monthly income was now 200% of what it was before the 50% price increase.

Without going into numbers specifically, I'm sure you get the point. Don't be afraid to start with a higher price for your info product. Charge what you think the information contained within it is worth and go from there. Something I learned a long time ago, and lord knows how much cash I missed out on by not knowing from the very start. Now you know. Be confident, charge what you're worth, not what you think people will be willing to pay, and if you’re wrong, your tracking and testing will tell you so. Only then is it time to lower your prices.

h. So Many Info Products. How Do I Get Noticed?
Lastly, before we get into the specifics of actually writing the product itself, I want to write a little specifically for those of you out there that have decided to write a report of some sort related to online marketing. Now, surely there's so many info products out there now, you're wondering how you're going to get yours to be noticed.

Let me tell you something, you can still get your info product out there and connect with the market. Just because there's a load out there, that doesn't make them all good. It doesn't make them all original, inspirational, or even useful in the slightest. So why are people still buying online marketing info products if they're any good?

It's simple. I can tell you now there are four different types of people reading these reports. The first type can't be bothered, and has likely already sent me an e-mail telling me there's too much for them to read and they don't have the time for it. Or they'll mail me and say something along the lines of they've heard this before, or they know everything already and how much I suck. These people will go away having gained nothing from these reports, and once again commence their search for the quick and easy answer to getting rich overnight buying the next newest and latest info product.

The second type are the people that are going to read the reports in full, get excited about how much money they're going to make with their newfound knowledge, and then disappear when the course is complete and not ever actually put anything into practice, and wonder why they haven't got anywhere. They'll put it down to the quality of the site, decide it's not them that's doing something wrong, and also join group one going on their way to find the latest and greatest info product that'll make them rich overnight.

The third type are the people I have all the time for in the world. These people are here, they know what they've got themselves into, they're willing to read, listen, learn and pick up information that's going to be useful to their business. They're going to go away, follow the instructions, take into account the tips and tactics put forward here, and set up their businesses. They're going to look good, they're going to feel good, and hopefully they're going to make a whole load of cash and contacts on the way. Will they still buy info products? They sure will. If a new tactic arises that sounds juicy they'll jump on it because they want to get in early and be the success stories out of the crowd. Something to give them the edge over the other crowd of people pushing products out there.

The fourth and final group are the people that are successful already. You know, I guarantee you there’s someone reading these reports now, not because they want more info, or they want to learn, but because they want to be inspired and juiced up a little. I do this one all the time too. Do I need to buy other peoples stuff to learn everything that I've learned all over again from personal experience? No, but I do, because I like to be inspired, and see things from other peoples point of view, learn even more to be even more successful, and spot things that might not have occurred to me if I ignored everyone else and decided that I know it all, which although is a nice fantasy, it’s just not the case.

So you see, if you're creating an online marketing based info product, don't be having doubts. If that really is your calling, and you're going to enjoy it, and you can provide truthful and useful information, go for it. Just because there's a load of them out there already, from the patterns I see, I can tell you that they're going to be around, and selling shed-loads for a long time to come, even to those who have already made it with their business.

Alright, now we've got the basics sorted out and presented to you nicely, you should feel more than ready to get cracking and writing an info product. Remember, even if you're not going to be selling this as your main product, whether it's going to be an up-sell, of even just a short report of any kind, you gotta get this down. There's a lot of writing involved in marketing, and it's nice to know how to do this effectively and how to get people to listen to you, whether it's a short free viral report, or a fully fledged audio video training guide that you're going to sell for six hundred dollars, the rules in this section still apply.

 10. Summary.

Welcome to the Info Products section of the course, where we'll be getting more specific and expanding on the successes you already had in the previous sections on product creation. One reason why we're going to be looking at info products in particular is that they're quick, easy and cheap to produce, and a single good info product can make bucket loads of cash. If you know something, you can sell that knowledge. It's open to anyone and everyone.

Firstly I want to say, even if you're not creating info products, take a read, and you may find that you come up with info product ideas for future products. Just because you may not be creating an info product, the principals are the same for any product out there. Just so we don't get confused as to what’s happening here, let me put your mind at rest.

We're going to look at why most marketers info products flop, and without going into writing class mode, I'm going to give you a simple, quick and easy step by step checklist for successfully creating an info product that's dripping with quality and salability.

If the moment someone says info product to you, a picture of a cliché sub standard e-book comes to mind, keep reading, because I'm going to show you just how interesting an info product can become.

Lets begin by looking at why exactly you'd want to create an info product. For a start, they're versatile from the point of view of the product creator (you).

Second, it requires little investment money wise, because all you're paying for is hosting, and maybe some graphics for your site if you don't want to do them yourself. With such low overheads it's one of the most ideal and well-suited product a marketer can create when starting out.

Third, it's easy to come up with ideas for info products. Like we mentioned earlier, if you know how to avoid something, or get something that you want, and you can write, or even dictate and have someone write for you, you can create an info product.

Lets talk about exactly what I mean when talking about info products, and show you what kind of opportunities they give with regards to the way that the presentation of them can vary.

Many people are creating info products that are out of date and un-imaginative, and it's hurting their sales badly. If you've been online for a while, you're probably bored of the word e-book already, and you can often see references to this in sales letters. "Fed up of all those boring out of date e-books?" for example.

The concept of the e-book is old and tired, and even though some still sell well, I believe that anything called an e-book, can be sold much more effectively without changing it's content.

Let me ask you, given the choice, would you buy Mr. X's all knowing e-book that costs $500, or would you buy a product advertised as revealing a specific, proven and profitable sales method, presented as an eight week intensive marketing course delivered in full audio for the ease and speed of your learning, spread over five CD's, packed full of bonuses and personal one to one consultation to make sure that you succeed?

What I'm trying to demonstrate is that when you create an info product look at how you're going to deliver and present it. Try to stay away from the standard e-book approach. It doesn't cost a lot to do, and you'll find that it's easier to sell your product at the price it deserves rather than spending six months writing a really valuable piece of kit that reveals all your secrets, only to have to sell it for a measly ten dollars and undervalue yourself just because no one wants another boring old e-book.

Rule number one of creating info products. Allow yourself to charge what you feel your product is worth by coming up with new, mixed and diverse methods of presentation.

You're not scamming anyone here. You’re creating a premium product. Look at this way, why do seminars and consultations cost thousands and sometimes tens of thousands of dollars to attend, when the information is likely already contained somewhere in a twenty dollar product? Why do universities charge thousands of dollars per term to go over there and get taught when all the information is contained within fifty-dollar textbooks anyway? It’s the same information, you're just paying for the presentation and any names, reputations, experiences and guarantees that come with that particular course or seminar.

One more point before we move along. Info product doesn't mean single sale. Just know for now that you have a choice, and once you start looking at audio, video, and information, coupling that with membership sites, the floodgates really open for variations in presentation for your own products.

Ok, so we've looked at single sales, membership, and premium publications and shown you how to add value to an info product beyond the standard e-book approach, lets look now at how diverse and versatile info products become with just a little thought.

There is one type of info product I'd like to talk to you about right now, and that’s up-sell products. Products sold at a low price to entice the customer to go out and buy a higher priced follow-up.

When done successfully, this is a powerful technique, but when done incorrectly, it'll kill customer confidence in you forever. Ever purchased an info product that’s an up sell? I sure have. Ever bought an info product that totally sucked and didn't give any of the info it promised because it was just a cheap excuse to get you to buy more stuff at twenty times the price? I've had that also.

Practically every single up sell that I've bought has been terrible. I want you to know when I say up sell I mean real products giving real information that are real helpful and do as advertised. Still with the intention of selling people on, but the up sell is a real solid product in itself. There is nothing wrong at all with this type of marketing, in fact when done with pride, some of these up sells can become quality products indeed and rake in a whole bunch of cash at the same time. Done incorrectly however, check out the BBB definition of bait selling, and you’ll see there’s a fine line that must not be crossed when looking at this subject.

The next rule of info product creation is don't think of it as a bonus. Charge what you believe it to be worth. We already talked about how you can devalue yourself and your product just through poor and unimaginative presentation. Keep in mind when you create your products, using your mind and your knowledge they are valuable, real valuable. Don't just go selling for twenty dollars because someone told you to, or you see others doing that. Only your tracking data can tell you the facts here.

Add a pinch of fresh variance into the presentation, and feel confident about putting $200, $500, $1000 price tags on your products. You didn't put in all that effort and creation, knowledge sharing and bonus giving to charge $10 did you? I highly doubt it.

Putting the price up on a product can actually increase sales. When I first launched my original site for ten dollars a month. I wanted to have the best site at the best price, and agreed, some of the customers were only there because I was the cheapest around. I'd put my all into this site though, and decided that it was worth more, if not just for the positive feedback I was getting, so I added an extra $15 to the price tag. Lo and behold, with the same marketing methods I'd learned in my very limited experience, my profits went from $150 a week, up to almost $300 a week in the same time it took me to pull in that $150 a week worth of members. That’s excluding any current members I had pay me $130 for a yearly membership up front. Nothing changed but the price. So in this case, a 50% increase in the price, meant a 100% increase in sales. Cool huh?

Back then I had no answer to 'Why are you putting your price up?’ aside from it being an experiment. It soon became clear though that undervaluing is as devastating as charging too much for too little. Be confident, charge what it's worth, not what you think people will be willing to pay. You might find yourself surprised, and if not, there's nothing stopping you from changing it back. You are in total control of your business after all.

I also want to tell all those of you out there that want to write reports on online marketing, there's still space for you. Just because there’s a bunch of people out there right now selling stuff that mildly resembles setting up a serious business online, doesn't mean that you can’t break into this highly competitive market.
Just because there’s a lot out there, it doesn't make them all good, it's up to you to connect with your market and make your info product the best work you've ever done, and inspire people to listen to you in an interesting way.

There are four types of people out there. The first can't be bothered. They bought their info product, and a week or two later send e-mails asking for refunds before they've even finished (or even started) reading and taking action on the information.

Type two will read the reports in full, get excited about much money they're now dreaming about earning, and how their new found knowledge will make them rich. Unfortunately, they never put anything into action and wonder why they never get anywhere. They'll put it down to the quality of the site and move on looking for the next best thing.

The type three person I have all the time in the world for. They read, they learn and they put it into action in a serious manner. These are the people that are going to be a success. They go away, follow the instructions and come out on top. They got what they wanted, and the writer of the info product got a reputation boost and possible a new contact.

Type four are those who are successful already. They already know everything, they're just looking for new inspiration through guides, and that's something that I personally do, and I'm happy to spend a lot of cash on stuff that inspires me, even if I know about all the concepts contained within already. These are just some of the reasons why there will be a market for info products for a long time to come.

Understand that even though it might be a way off into the future, especially if the product you’re creating right now isn’t information based, keep in mind that you'll get these four groups visit you at some point or another.


Good, a great base of knowledge there for you, most of it relating to all businesses rather than just information publishers. Above all though, if there's something I want you to remember it’s that no matter what your product, charge what you believe it to be worth. Only your tracking and testing can tell you for sure if you were right to do so. Your new info product doesn't have to land in the pile of millions of failed and rejected $10 bonuses, it can be a shining example of a quality, high ticket, premium item. Take only this into account and you increase your chances of success dramatically.

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