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Information Products That Work ($) For You


In today’s economic climate, every business needs to uncover more ways of promoting their products and services. Information products not only assist you in positioning yourself as an expert, and attracting more clients, but they also have the potential to generate passive revenue today, tomorrow and in the days ahead! This article will explain what they are, and give you some tips on how to create and promote them.


All information products start from a basis of good, interesting content. The simplest, articles and blogs are easy to produce but are more vehicles to get your name and expertise out there, then to generate leads or create revenue. E-booklets, white papers, reports, podcasts, a free mini course, and speeches are more robust and structured and great vehicles to attract clients through showcasing your expertise. The following are more intensive to produce but are the ones that can become revenue generators: Audio classes, e-courses, manuals/guides, and books. Of course you can charge for some of the others but they would come in on the lower end of the revenue scale.


The secret to creating information products is to “shapeshift” or “recycle” your content. For instance, if you’ve created an e-booklet, investigate how its topic could be the basis for a white paper. If you give a speech or presentation at a meeting, consider turning it into a podcast or an e-course. You could even turn your everyday routine into an information product. Use it as content for your blog, or in e-booklet format turn it into questions and answers. I’ve found that the best way to be inspired as to how to effectively recycle my content is to see what others are doing. Check out what information products the authors of newsletters you subscribe to create to promote themselves. Analyze how they recycle their content and how they are promoting those products. One caveat, not every information product is suitable for your area of expertise. If you are not the type to get up in front of people, forgo podcasts, and speeches. If you don’t have a lot of time (and no desire to) don’t consider writing a book, or doing any kind of white paper or report that requires extensive research and/or interviewing. The information products you produce must not only showcase your content in its best light but also be something you wish to invest your time in to produce.


Deciding upon and producing information products is just one part of the equation. You want your information products to pull prospects to you. Getting prospects who “self-select” as prospective buyers is the goal for today’s lead generation strategies. That's known as “pull.” By publishing content that's relevant, people choose to interact with you. They need the education your expertise provides to answer questions about their most pressing issues. These are usually outside their core competence or they would have already solved them. Here are 7 tips for developing your content (regardless of the format of the product):


1. Don’t use self-serving terms or jargon.


2. Aim for simplicity and conciseness because your audience’s time is limited. (This takes extra effort but pays off when done well by really capturing your reader’s attention.)


3. Develop content about industry trends, problems, challenges, and opportunities your audience is interested in knowing more about.


4. Make sure your content is focused on the audience's needs not your service offerings.


5. Share your ideas on related industry ezines, community websites, and blogs.


6. Focus on becoming a thought leader in your niche. This means taking the extra time to give advice on blogs, social networking sites, and in-person networking events.


7. Redesign your website to make it interesting and provide value to the visitor. Make it a resource destination for your prospects and they will revisit when they need to know more about a problem your business addresses. Add fresh content regularly.


Content turned into information products presents a wealth of opportunities to generate awareness and helps to develope dialogues between you and the prospect going beyond the type of leads that are generated from a filled in download form. Just remember at all times to keep your focus on the prospective client’s needs.


In order for your information products to contribute to or become a profit center, you need to develop a plan to market them effectively. With these tips in mind, developing a plan to market your individual information products that contain your content will be a simpler task. Remember that even though these products can generate “passive” revenue, or work to get you leads while you are otherwise engaged, they don’t just do it without some planning at the start, and a continuing commitment to make sure that the direction you’ve taken is still working.


Here are a few quick marketing tips:


·        Promote them on your website, be sure to have a “landing page” that introduces the “product” to your visitors.


·        Include a blurb about your product in e-mails that you send out. Where appropriate, it can be a full paragraph. If not, then include a short sentence and a url link in your sig file.


·        Write a press release announcing the launch of your product and who it benefits.


·        Do an e-mail campaign where you send out information about your product to your lists.


·        If you have a newsletter, promote them in special section of “offerings.”


·        Use appropriate ones as “give aways”, introductions to your business. You wouldn’t do this with a complicated e-course, but an e-booklet, a white paper, or a “mini” e-course would do well. This way you wet prospects’ appetites to learn more about what you have to offer.


·        Your high end products, such as full courses, instruction manuals, and books can be cross sold on other websites though partnering with a business that is not your competitor.


·        If you have the confidence, contact radio and television stations and see if they’d like to interview you about your product.


·        Sell or give them away at any seminars you conduct or speeches you make.


A final word of advice: Use your content to create information products that back up your passions. The interest and love you have for a topic will come through and make them even better, inspiring the reader and creating a valuable connection.


Don’t know where to start? Don’t feel you have “worthy” content to share? Let the Word Wizard show you how to release the magic in your content! Call 908-241-5874 or

 e-mail beyond-words@att.net NOW for a F*REE 30 minute consultation.


                                                                               c 2009 Leona M Seufert