Selling Lots of Infoproducts? Five Models for Organizing Your Roster of Information Products

Most of the information entrepreneurs I’ve coached have either created no information products yet or just one, two or three of them. At that stage, they’re easily receptive to planning the creation of products in an organized fashion, such as a free giveaway item that leads to the purchase of a low-priced item, which encourages a medium-sized purchase, which in turn naturally leads to a higher-end involvement like a seminar, retreat or coaching program. That’s a classic marketing funnel, and it’s a profitable model for many information entrepreneurs.

When someone has created at least four paid products, however, without a mental model of how they fit together, it may be challenging for the product creator to put the products into a marketing system that they can build on and add to. So here are five models that make this process easier.

1. Linear. In this model, you set out your products in a sequence, with Product A being a prerequisite for buying Product B, which in turn is a prerequisite for Product C and so on. Your sequence might be either strict (no one can register for or purchase a product out of sequence) or loose (the sequence is suggested, but not enforced). This model works especially well where you have educational content that becomes increasingly advanced or where each product offering assumes the knowledge or topics in the preceding one or ones.

2. Hub and spokes. Here you envision one offering as a center or starting point, with many possibilities after that. In this arrangement, once prospects become customers or members, they can buy in any sequence. The hub might consist of a free report, a book that provides how-to instruction on the theme of the business, a DVD that explains the core philosophy of a certain approach or a newsletter that serves as the primary source of every other product offer.

3. Tracks. With this model, an expert conceives of his or her products in distinct groupings, according to either topic or level. For example, a financial management expert might have one track on getting out of debt, another on saving for college, another on providing for disabled children and yet another on planning for retirement. Or there might be tracks for amateurs and professionals, or for beginners, intermediates and advanced members. This differs from the linear model because within each track, products don’t necessarily have a sequence.

4. Triangle. Here different topics have an important relationship to one another, such that customers logically will want help with each of the three points of the triangle, though they can tackle them in any order. If there are more than three crucial points, then the model would consist of a square, a pentagon or a hexagon, and so on, instead of a triangle. This model particularly fits a situation where customers are looking to fulfill requirements for continuing education in their profession or to qualify for some kind of certificate or achievement.

5. Portfolio. Perhaps, however, the products actually have little or no relationship to one another. Don’t feel you have to force a relationship. In the same way that a brokerage account can hold a variety of stocks and bonds whose performance you keep watch over, you can have a portfolio of products that you present and promote separately. You’ll find it helpful to come to the realization that these products shouldn’t be aggregated into one site or one catalog!

Is My Information Product Good Enough?

One question I hear repeatedly when people are trying to build their own information marketing business, which means to write a book, write a report, and create videos, they experience a confidence problem. They worry if their information product is good enough for someone to pay $100 or higher, or for someone to pay $50 per month or more in order to gain access to this information.

These people might be guitar instructors, language instructors, real estate instructors, self-help promoters, and there are a few easy metrics to look at to decide if your information product is good enough.

First of all let the market decide and see if they buy your product, which seems kind of backwards, but I will explain in a minute. Also, look at what your competitors are teaching and simply do a better job marketing and teaching your product than your competitors and put together an unbeatable offer that someone would, for lack of better term – be stupid not to accept.

This seems kind of backwards, but if you’re worried about your information product not selling, what you need to do is finish that information product, get it out there, get some traffic, get affiliates, get people to look at the offer and then look at your web page scientifically. Look at your sales letter so you can honestly say that after getting thousands of clicks to your website, your sales letter is converting at less than 1%, and no one is buying it or now I have to market it a little bit differently.

Many times I will put a product out in a product launch, it won’t sell and I will have to go back to that traffic, or ask my subscribers what they need help with. Many times we make a product because it will be fun and not because we are actually helping people.

For example, if you created a report with a lot of dieting tips, is that really helpful or would it be better to create a 30-day course on how to lose 30 pounds by only exercising five minutes per day. That is a real problem that someone needs help with, but you need to put out your product as is for now to figure out if people buy it or not and then you might need to change the marketing or change the contents of that report slightly.

In order to save yourself a lot of time and aggravation also look at what your competitors are teaching. If you want to sell a course on guitar instruction, how does everyone else position guitar instruction? Do most of your competitors sell into recurring membership sites, are these single payment products, written reports with pictures, videos, do they present guitar playing as something that is fun or do they try to market it as a skill that someone might need for a performance?

Look at all these factors, look at the kind of product, how they market it, what’s in the product, and the price point so you can figure out if you need to price high or low. And now all you really have to do is simply do a better job teaching and marketing than your competitor. Sure you might charge a slightly higher price, but maybe you can throw in some additional training or better training or better tools and templates to help people get the job done.

One thing I have found is that many information marketers will sell several small reports or several small pieces, but what if you were the person to sell the big giant course that solved all their problems in one place. So if you’re worried if your information product is not good enough, then let the market decide, examine what your competitors are teaching and create an unbeatable offer that everyone in that niche will want.

5 Easy Steps to Creating Your First Information Product

The idea of creating your own information products scares many who want to start their own online businesses. Why? Because they’ve never done it before. That don’t know where to start. In this article I want to share with you five easy steps to creating your first information product. It’s a method that I used to write a 99,000 word hardback book, and the same one I use now to create products for my online business.

If you experience any anxiety at all at the thought of creating your first information product, then you can imagine how I felt when I was given a contract to write a hardback book for publication. I had made some presentations about a tiny bit of the material that was eventually included, but at the beginning I had very little to start with.

If that’s your situation, then I have some encouraging news for you: Creating your first information product is not as hard as it sounds. Here are the five easy steps that I follow.

1. Identify the purpose.

Before you write your first word, you need to have a clear idea why you’re creating this particular product. It’s not enough to say that you’re doing it so that you’ll have something to sell.

You need to think about who will use the information that you’re going to share, and then write for them.

2. Jot down your thoughts.

I find this step especially to be rather a lot of fun. There’s no structure. You just write down anything and everything that you think might be relevant to it.

I usually keep a folder for future products, and every time I think of something that I think would be appropriate for it, I write a little note and put it in that folder. Then when it’s time to work on that product, all the information that I’ve gathered in the previous days and weeks is already there, waiting for me.

3. Identify the themes.

Remember that there’s no structure yet. In this step, all you have to do is look at each sentence or section in your notes and then write in the margin one or two words that describe the subject. Do this for all of the information that you have collected.

4. Organize the themes into a loose outline.

This is your first attempt to make an sort of structure out of your notes. There are no rules, so arrange and rearrange the subjects how ever you want.

5. Connect the dots.

Move your text under the respective themes, and then connect your ideas together.

When you finish, you will have an information product that your prospects will want. The more products you have, the more opportunities there will be for people to buy from you.

And selling those products is fundamental to making a success of your online business.

Master These 5 Steps To Launch a Best Selling Information Product

In order to create a bestselling information product you must be able to master these 5 areas.

1 – Focus on your targeted audience.

Where does your target market congregate? Is there an online or offline club where they meet? Do they discuss things at forums? Where does your target market usually buy your type of product? By entering your potential customer’s minds you can engage on their level. Understanding how your product benefits them will greatly determine how you market. You must be able to follow them to wherever they are situated. Whether that be at a local business meeting or a seminar or a coffee club. It is essential to have the types of promotion that will enable you to encounter a group of likeminded people. Usually the best information products solve a need or a problem.

2 – Understand your competition and your unique selling point.

It is vital to carry out research into your competition. This will give you an idea of how they market and what mediums they use. It can vary from simple brochures and flyers to classified ads and radio jingles. Look at their products and list down their pros and cons. Try to find out what they are having missed or have undervalued. You need to build a product that will provide more value. Are they slack when it comes to customer service? Do they offer guarantees? Can the product be made from better materials? Whether your product is digital or is physical you can look at a competitor and pick apart what they have overlooked. It can be something rather simple and small or could be completely new concepts which can make your product stand out. Take a good look at the successes and failures of competitors as this will give you an idea on your USP. Your unique selling point and you will need this to become a best seller.

3 – Learn to develop a Marketing plan.

From the word “go” it is best to plan every detail and eventuality. Ensure you have a stable plan for growth and driving traffic to your site. Don’t put all your eggs one strategy; I usually have at least 4 for making sure my product is seen. This will only stand you in good stead and provide you with a clear pathway and goal. It is also good for providing information on how much you have achieved to date. Breaking it into smaller bites can be helpful and less stressful. Keep up with your plans and remember to track your results. Analysing the results and tweaking your plan for the next time is all part of the process. There will always be things that will crop up but a plan will help you stay on track.

4 – Affiliates or Sales force.

Instead of going it alone try and incorporate a sales force of some kind. There are many companies that will gladly advertise your information product for a fee. The most common examples are Google and Facebook Pay-Per-Click and the common and more expensive is outsourcing someone from Elance to drive sales. The easier option is to use an affiliate program, either your own program or use an affiliate network like ClickBank. This can lead to huge product launches and can be responsible for a six figure income or more depending on your product. Don’t overlook the simplicity of an affiliate network. The more people who will market on your behalf is tremendous.

5 – Rollout your product launch

Do the works. Either hire a PR Firm or do it yourself. Send as many press releases through the internet and grab opportunities in local newspapers and magazines. You should try and hit your target market as soon as possible so make those cold calls and drum up some old fashioned business. This will get your business off to a great start and produce a lot of interest from potential customers. These tips will ensure you have a solid plan to execute a product launch of a bestselling information product.