Why People Buy Information Products

Posted by admin

November 28, 2007

Creating killer information products requires three things: 1) Marketability; 2) Focus; and 3) Benefit. Learn how each of these factors contribute to create the perfect information product.

Using Marketability, Focus and Benefit: The KEY To Creating Information Products That Sell

“Marketability” is simply determining if there is a potential market for an information product.

This stage is the most critical of all, because if you haven’t got a strong market, why develop the product? The stronger the market the better chance you have of success.

Once you’ve determined if there’s a market you can safely begin developing your information product. (see my pc-video on selecting ebook subject that sell to help you select good markets)

Creating information products is done by determining what the focus and benefit your information product will have.

For example, will the focus be on stock trading, or… marketing, or… alternative health, or… elder care, or… real estate investing, or… the Internet, or… living trusts, or… growing herbs, or…sports nutrition, or… etc? It could be any of a 1000 or more different topics but it should always be something you, personally, are interested in, or have some experience or knowledge of.

You don’t have to be an expert in the topic you choose either! If you’re not an expert here’s an easy and inexpensive way to get experts to praise, provide testimonials, endorse or even contribute to your information product - giving you instant credibility: Simply ask them to contribute to your ebook or manual with a 10 or 20 page chapter!

Why would they agree to do this? Because at the end of the chapter you include a link back to their web site or information how the reader can get in touch with them! It’s free publicity for them to be in your book. The more books you sell, the more business they will get.

Envisioning The Deliverable Benefit

After determining the focus of your information product simply envision what the deliverable benefit will be, such as… better health; improved performance at work; more money; greater self-esteem; higher grades in school; increased sex drive; quicker mental functioning; winning the lottery; predicting the future; succeeding in business; enjoying life to its fullest; increased physical conditioning; improved spiritual life; better, more fulfilling marriage; increased charisma and personal power; faster weight loss;…etc.

The benefit is always the end result someone who purchases your product can expect to achieve with it.

Developing A Hot Selling Information Package

Developing your information product means creating a package that delivers to your targeted audience the benefits you say it will.

The package could be a digital file sent over the Internet such as an ebook or pc-video, or… it could be a simple 10 page report and audio file, or… it could be a 500 page manual with a pc-video and some audio files, or… it could be an online newsletter, or online course, etc.

When developing information products, aesthetics (or the beauty of your packaging), is almost always secondary to delivering the information and benefits you promised. The great news is, you can be extremely creative when it comes to packaging and delivering your information product!

You may ask, “But, even if I do come up with a great info-product, will it be difficult to sell?”

If you conceive and develop your info-product according to the system I’m outlining here, you will have, automatically, a ready, willing and able audience that will be eager to buy your product, guaranteed.

Getting your product into the hands of your target market and cashing the checks and credit card orders will be as easy as tying your shoe or taking your dog for a walk in the park.

I can almost hear you saying, “What’s the best way for me to get started developing my own information products?”

Do You Know What You’re Really Buying?

In the last few years you have probably purchased one or several ‘how-to” or instructional information products of some kind: A special report; a video tape; a course sold through the mail; a correspondence course; an ebook; a cassette tape; a software program; a language program; a self-improvement book or tape set; or even an digital audio or video file on the Internet, etc.

What you may not have known was that many of those products were earning their developers huge profits, sometimes completely hidden from view: cloaked affiliate links, jv’s, list rental and a number of profit centers can be built into your information products to generate an income years after it’s sold to your customer.

There isn’t any other product produced with the incredible mark-up that information products enjoy.

Why?

In two words: Perceived value.

“Perceived value” is simply the value placed on the ‘end results’ or primary benefit your end users attach to your products. In many cases if you’re creating a product that will make money or save money for your customer it’s very easy to determine it’s perceived value to them.

“Save $X dollars now!”

“Make $X dollars more each month!”

Your development costs are usually low compared to the perceived value and actual cost of developing and packaging your product. On the Internet, you’re packaging costs are actually ZERO! And your profits, LARGE.

For example, Dan Kennedy, an entrepreneur, marketing consultant, writer and speaker, sells courses that have development and packaging costs of $6 to $20 each that sell easily for $95 to $2,995 and more.

Dan’s information has an extremely high perceived value, sometimes as much as 10X the actual purchase price or more. Because his customers attach a great deal of value to his products he can easily sell them at these prices.

What is it exactly his customers buy?

Are they buying the paper and ink the course was written on? Or the plastic cassette tape the recording was on?

Of course not! What they wanted and what they bought were the results they hoped to attain from the acquisition of scarce, private or privileged information.

Why People Buy Information Products

People buy information to improve themselves in some way, to solve a problem, to posses secrets or to be better off than they were before you had the information.

And that’s the pure unadulterated power of information products.

Internet marketing