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Information Marketing: The 168 Hour Work Week

After seeing Tim Ferriss speak at the recent N.S.A. convention, I got to thinking.

The premise of the book is that everyone wants to work less and live more. He detailed his strategies to be able to do just that. Spend less time working and more time “playing.”

BUT, in his model, he still does 4 hours of WORK each week. Frankly, I don’t even want to WORK that much.

So, I guess we need a definition of the word WORK.

For me that would be: engaging oneself in some kind of activity that is not pleasant to generate cash to pay the bills and put food on the table.

Again, for me, 4 hours of this type of activity would be painful. I don’t like doing anything that is unpleasant unless it is mandated by law. Paying taxes would be one good example.

BUT, what if you could find ways to generate revenue all day AND all night that you found pleasant and  enjoyable to do.

This is the difference between Tim’s 4-Hour Work Week concept and MY 168 Hour Work Week Concept. For me, it’s all about figuring out ways to make money from things I already ENJOY doing. Things that are inherently pleasurable to me.

I guess the 4-Hour work week concept is good for people who want to do a LITTLE bit of work, but it’s NOT for me.

I want to spend every hour of every day of every week having fun. I then want to find a way to make money doing everything that I enjoy. Even while I sleep.

I’ll bet you feel the same way!

Here are the things I enjoy doing:

Writing

Speaking

Creating Information Products

Interviewing Experts on Topics

Teaching

Eating Indian Food

Reading

Watching Good Movies

Traveling

Helping Others

It just so happens that this list also describes and details my various revenue sources. 

In my model, the 168 Hour Work Week, I am getting paid to do things at all times that I find inherently pleasurable.

I do not do ANYTHING that I don’t enjoy doing. BUT, I try and find a way to get each one of these activities to make me money.

This is the way I want to live. I want to do what I love to do and get paid well for it. 

Sorry Tim, but I can’t stand the thought of even “WORKING” 4 hours a week!

Information Marketing Ethics

Information marketers are NOT a group known around the globe for their ethics. Those who market and sell info products are notorious for pulling all kinds of shenanigans. I’ve been in this business for a LONG time, and I’ve seen a bunch of them. Unbelieveable.

There are two sides of the issue of information marketing ethics. First, is whether or not it is morally right to do certain things. Second, is whether acting in an ethical fashion can help you make more money with your customers.

Let’s look at both of these issues.

I recently got a solicitation from a VERY well known information marketer. It was a brochure trying to sell me on buying a fairly high priced offering from a popular marketing guru. On the front cover of the 4 color brochure was a simulated Post-It note. It touted the fact that there were less than 50 units of this particular package.

Knowing some of the tactics of this particular info product seller, I suspected that there might be some funny business going on. I then asked a colleague to email the same group to find out if we could purchase 50 units of this particular product.

IF they were ethical marketers, it would be impossible to give me a quote. The ethical marketer would have said: “I can’t sell you 50 units because we have less than that number available.”

This was NOT the response I received.

Instead, I was told that I could purchase 50 units at a discount. I was surprised and perplexed to find out that I could order all 50 units in one fell swoop. How could I put in a BULK order for 50 units when there were less than this number available.

This is an attempt to get people to buy using the SCARCITY concept. A valid marketing methodology. Valid when used ethically in my humble opinion. You can’t say you have less than 50 units available and then turn around and entertain a bulk order for 50 units. This is LYING. Not a good way to go.

The next issue is whether or not info product sellers should follow the lead of this well known marketer in their marketing practices. It doesn’t help in keeping and retaining customers.

I would suggest that you operate 100% on the “up and up”. Don’t claim you have X number of units to sell and then sell people MORE than that number. Don’t lie to your customers because long term it does NOT work. If and when people find out (and they will), your future in the info products business is limited.

So, it’s not only a bad idea morally to do the wrong thing, it will also hurt your business in the long run.

Information Marketing Audios

Info Product Marketing Fundamentals

When it comes right down to it, there are three ABSOLUTE fundamentals of marketing info products. 

There are various subsets underneath each of these three items, but for the most part, that’s it. It’s strange because many people make this business out to be extremely difficult when it’s NOT. As a kid, I grew up hoping to play golf for a living. I was DELUDED, but that was my goal. 

Like with any sport, golf included, the fundamentals are KEY to your success. This is true in the info products business as well.

So, here they are:

1. The Product Itself

Whether you’re selling audios, videos, books, consulting, coaching or software, the product is crucially important to your success. It must be good. To be really good, it’s got to be GREAT!

The product must be good because your big money will come from selling the same people over and over and over again. If you produce a crappy product, people will not continue to buy from you.

This seems so obvious, but it is very often overlooked or ignored by people getting into the info products business.

What makes product good?

There are a number of things.

First, the product should be packed with valuable, immediately useable ideas and information. The information you give people should also be current and up to date.

Second, you need to select the right medium for your product. If you’re doing a golf program it will be very hard to do it as an audio product. You’ll need video to demonstrate what you mean for people.

Third, the program not just the what to do, but the HOW to do it. There are so many products on the market that make these huge claims in the copy, but when you get the actual products, it never tells you exactly HOW to make things happen. Don’t do this with YOUR products.

Lastly, your products should have some way for people to get MORE. If they need additional resources, show them where they are. If they need ongoing help and support, show them where to get it and whom to get it from.

2. Creating a Sales System

Once the product is done, you have to have a system set up to sell it. Will you sell it online? Offline? Both? If so, how will you sell people once they find you?

The key to doing this right is to map out the process in detail. Get out a big whiteboard and see how you will “sell” people once you get them into your funnel.

Will you use a website to sell them? If so, who will write the copy? Will you use video on your website to help the product sell? Will you use audio on the site to help move your sales aong?

All of these questions must be answered.

When people don’t buy when they find you, what will you do then? Do you have a way to offer those people something for free to try and convince hem you are “worthy” so that the will buy from you in the future?

Once they buy the product you’re selling, what will you sell them next? Will it be another one of your products or those that you license or affiliate with from someone else?

Will you have some VERY high end products and services to sell those who become your RAVING fans?

Think all of this out in advance.

3. A System to DRIVE TRAFFIC to Your Site

After you’ve done numbers 1 and 2, you’ll need to have a way to get people to your site. No matter how good the product, when people have never heard or seen it, it will be impossible to sell.

There are LOTS of ways to drive traffic to a site but the two main ways are the PAID and UNPAID methods of driving traffic.

You’ll need to know, understand and use both!

If you are working with PAID traffic, that will mean Google Adwords in addition to Yahoo and MSN. With those three you’ll have over 80% of the PAID traffic methods online covered.

In the UNPAID traffic area, you’ll be looking at a lot of things including search engine optimization, PR and blogging.

Make sure that you consult with the appropriate experts in each of these area (as I do) to maximize your efforts and results.

There you have it. No matter what topic you’re in or what kind of info product you’re producing, this three step process will be INVALUABLE to you. Make sure you consider all of the elements before you get started.

If you want to learn more about the entire process, it would be great to have you at one of my events! I’d suggest either the Fred Info Bootcamp or the Info Products Seminar.

No matter what you do, GOOD LUCK!

Information Product Strategies

I just took a call from a client who was trying to get his information products business going a little faster. Like many people, he’s excited. The problem is that like many of his peers, the niche he has selected to try and attack is much too big.

His “targeted” niche had tens of millions of potential buyers.

The uninformed information marketer would say: GREAT! This would be the wrong path to go down. I instead asked him to take the niche that he selected and slice it thinner. I asked if he could target that particular group by industry or by geography.

Rather than targeting all seniors, you could target all the seniors who were still working part time jobs and lived in the state of Kansas. 

But doesn’t this make your target market smaller? Absolutely. You want that. In “smalling down” your niche you are now in a position to become king or queen of that niche. It will be easier for you to OWN that particular segment of the “seniors” market.

Is there a magic number that you should shoot for? Sort of.

I always tell people to look for a niche that has somewhere between 20,000 and 200,000 potential buyers. These are VERY rough numbers, but if you need a guideline, now you have one.

After you become the King (or Queen) of your smaller niche it would then make sense to try and go after other SUB-NICHES within the larger niche of seniors. Only after you’ve successfully penetrated a few of the SUB-NICHES would I recommend that you attack the niche as a WHOLE.

Follow this philosophy and you’ll be MUCH more successful.

I’d also recommend that you come to one of the bootcamps to learn more.

Information Marketing Traffic

If you’re an information marketer, it makes sense to find ways to get traffic. I recently discovered a guy who has been around for a while. I don’t know where I’ve been, but after spending some time in this guy’s program, it appears I’ve been under a rock.

Yaro Starak is his name. He’s got one hell of a great program to teach people how to blog. I don’t care who you are or what you do in the info product field, you need to check this guy out. I’m really particular about whose stuff I recommend. And, I’ve only been a “member” of his program for less than a week. BUT, I can tell you, this guy is the real deal.

People sometimes ask me why I (a so-called guru in some area) would pay to be in someone else’s program. The answer is easy? It makes good sense dollar-wise. I get to learn a LOT about blogging, in a very short period of time, from a guy who clearly knows his stuff.

Check this guy out! Go to his site. He has a lot of free stuff.

Go to http://www.CoolBlogTool.com

Yes, this IS an affiliate link. YES again. He material is phenomenal!

Selling Info Products System

SELL YOUR BRAIN POWER*

How to Take what you already know and turn it into Cash

by Fred Gleeck

 

If you’re trying to make money online, I have a critical suggestion for you up front. Do NOT get into the business by trying to sell other people information about how to make money on the internet.

Two reasons:

1. There is so much CRAP (and I do mean that most of it STINKS) already out there on that subject.

and

2. It doesn’t make any sense. How is it that people should buy information from you about making money on the internet when you haven’t done it yourself?

A bit disingenuous? I certainly think so!

That being said, there are some VERY GOOD ways for people to make money online. If they can only get out of their own way and see what they really have to offer. And for many, it’s quite a bit.

Here’s an example.

At a recent seminar of mine I met a guy who was trying to create a program about DEBT reduction that he wanted to sell online. He happened to be a lawyer and a pilot.

When we spoke, I coached him to take what he ALREADY KNEW. What he was suggesting appeared to me to be a pretty significant tangent.

He later agreed and produced some amazingly good info products geared to pilots.

Now let me back up and give you the steps I think you need to take to create an information marketing EMPIRE. A bit of hyperbole? Not really if you are willing to follow the steps and you’re in it for the long run, not just a quick “hit.”

Here are the 7 Steps You need to take to make this happen:

1. Select your Niche

2. Write the copy for your product

3. Create your Product

4. Put up a site

5. Drive Traffic to your site: paid and unpaid

6. Convert the Traffic: Get them to buy or opt-in

7. Continue to Selling them more and more

SELECTING YOUR NICHE

The example I gave earlier of the pilot is instructive. Many people who are looking to make some extra cash (or establish on online Empire) seem to want to start far afield from what they already know. NOT a good idea. 

I always advise people to put up a big white board and start brainstorming potential topics. Write down any and everything that you know more about than 90% of the people on the planet.

Don’t you have to be THE expert in the field? Absolutely NOT.

Well what about the other 10% of the people who know more than you? Great. Good for them. Don’t try to sell them. And IF they buy you MAY have to refund them. Who cares?

All you have to do is know more than MOST and teach it BETTER. That’s the key.

On the whiteboard you should have written every possible topic (personally and professionally) where you know more than 90% of the folks out there. But, don’t go off half cocked yet. You are not done. Before you go to step #2 you have to make sure that there is a market for what you want to sell.

You are going to want to put together a product where there is SOME competition, but not TOO much. For now, let’s leave that a bit vague and non-numerical. We’ll come back to it later.

How do you do that? First thing we want do is take your topic and do two things. First, Google it. See what comes up. Are other people selling products in that niche? If so, how many? At what price point? I would order two or three of the top products and see what you think. Follow their sales process. What is their follow up like? What would you have done differently?

Then I would go to a program like WordTracker or a free site like: www.LowerYourBidPrice.com.

This will allow you to get an idea of how many people are searching for material on the topics you’re considering producing. Please notice that you have not yet spent any money, just some of your time.

When looking at the number of searches that people are doing, I’d like you to proceed to the next step if and only if there are between X and XX number of searches each month.

You are then going to want to make sure that the topic you select provides an intersection of passion and profit. I certainly don’t want to work on topics JUST for the money. I suggest you don’t either. That way, you can enjoy the ride you create for yourself.

WRITE THE COPY FOR THE PRODUCT

Before you even create the product? Yes indeedy!

I want you to write the sales piece for your product so that you know exactly what you want to include in the product itself. It’s sort of like what most good book authors do. They create and write the cover (front and back) of their books before they write the book itself. 

If you think about it, this makes a lot of sense.

Should you write the copy yourself? You should certainly try. If this is your first go at creating and information product, the answer is a definite YES. 

Need some help? Then get some. Not by paying a professional copywriter at this point. Start by buying a couple of books on the topic. I’d reccomend that you pick up one of my clients books: The Copywriters Handbook – by Bob Bly. There are also a slew of other books on copywriting. Take your pick.

The reason to do it yourself is to:

A. Find out if this is a skill that you have and

B. Make sure that a copywriter can’t take advantage of you since you know the process and how difficult or easy it is

Remember, after you put up your website with YOUR copy, the worst it will ever be is the first time you put it up. You can always go back and change and tweak it any time you want. That’s what’s great about the internet. It can be changed quickly and easily.

If you decide to hire a copywriter, then I suggest you start with asking that person to TWEAK (take a look at: www.SuperFastTweak.com) what you’ve already produced yourself with the books and other resources you’ve assembled. This will cost you WAY LESS than asking a copywriter to “do it from scratch.”

So, let’s assume your copy has been written, now. . . . 

CREATE YOUR PRODUCT

The first step in the product creation process is to ask yourself what FORM or FORMAT the product needs to be in. Should it be:

1. Written – an book or an ebook

2. Audio – Audio CD or MP3 (dowloadable or physical)

3. Video – DVD or streaming online video

4. Experiential Event – seminar/bootcamp/???

How do you decide which form it should be in? What makes sense? If you’re doing golf videos, it’s tough to do THAT in audio form!

Ask yourself: “What method would make it easiest for my customers to use and implement the ideas/concepts that I’m teaching?”

Give people what will make the most sense. Full stop.

Whichever medium you choose, you’ll need to have a very detailed outline. The more detailed the better.

I one time showed up to do a video at a place in Vermont. It was one of my first times doing a video. When I showed up the night before the producer asked to see my script. My response: “What script?”

A muted smile came over his face. 

I said: “We’re just going to WING IT.”

He smiled a bit broader.

They were getting paid by the hour/day for the video shoot. As a result of my lack of preparation I ended up taking twice as long and paying twice as much as I should have to complete the video project. Lesson learned.

Don’t make this same mistake. Be prepared. And being prepared means a detailed outline. BUT, how do you do it.

Here’s how:

First, write down any and everything that you think should be in the product. No screening at this point. Write every idea down on a separate Index cards. You’ll want to go buy at least 500  to start.

After you write down everything you can think of, now start putting them into piles. if an index card is a subset of another card, put it underneath. Do it until you’ve go a number of piles of cards. 

Pile number 1 may have 6 cards under it. Pile 2 may have 11 cards. No worries. Just do it and think about the top card as the “Chapter” heading for that topic. The cards underneath it are subheadings.

When you’re done, put all the piles in the order that you think would make sense to teach them to someone else.

Once you’ve completed that task, go to the individual piles of cards and arrange the cards underneath the “Chapter” in the order you think would make most sense to present them.

On any of the index cards, now write any notes to remind yourself of something specific you may want to do. A Story, a prop, a statistic or a quote. Anything that you may want to use to ILLUMINATE the concept.

Once you’re done with that then . . . . 

Create the product using the outline.

If you think a written product makes sense, then start writing. it’s easy to do with a great oultine like the one you’ve created. 

If it’s an audio that you think makes sense, find a great interviewer to serve as your LARRY KING and have them ask you the questions.

IF you decide on a video, be careful. You’ll need to speak and/or consult with an expert in this field before you do it yourself the first time. Trust me, I’ve been there.

Same thing holds true for seminars and events.

Most people end up doing a book or an ebook first, but don’t feel that HAS to be your initial product. Specially if it doesn’t make sense.

PUT UP A WEBSITE TO SELL YOUR PRODUCT OR SERVICE

When you put up a website to promote your product/service you first need to ask the 64,000 question: WHAT DO YOU WANT PEOPLE TO DO WHEN THEY GET THERE?

You have basically two choices:

Get them to BUY something or get them to OPT-IN to a list and try and sell them later.

As people become more jaded with online offers I think you’ll find that getting people to opt in to your list is a good place to start. If you already have a big list, then it might be different, but let’s assume you’re going to try and get people to give you their name and email address first.

This means that your entire objective on your site is to CLOSE people on having them give you their name and email address. Don’t forget that fact.

Should you write a long sales letter to do that? Perhaps. Would it be better to write and create a short SQUEEZE page? Maybe. There is no right answer except to TEST it.

The obvious best way to test it to create a squeeze page first. It’s quick and easy to do. A squeeze page looks like www.fredgleeck.com/ebooks. Take a look and do something similar to this one.

As time goes on, you’ll want to test a simple squeeze page against a longer copy approach to see which one pulls better. You shouldn’t care which works better. Just d what the data tells you.

Do you need to get a professional website designer to help you create your site? Probably not. Quite frankly you can just copy and paste some of the websites that you like out there, bring them into an html editor, tweak them a little and produce your own

This is what every one else does! A little incestuous, but that’s the truth.

If you’re not web-savvy, get on elance and get someone to do a quick website for you. There plenty of people who will design and create a squeeze page for you for less than $50.

DRIVE TRAFFIC TO YOUR SITE (USING BOTH PAID AND UNPAID METHODS)

After you have the site up you’ll need to drive traffic to it. If the site is out there and no one sees it, nothing has been accomplished.

As I mentioned earlier, you’ll need to use both paid and unpaid methods to drive traffic to your site.

You’ll want to first start with PAID traffic. Why? It’s quick and easy to get. Also we can turn the traffic spicket on and off to test what approach will work BEST. After you optimize your resultst, then and only then will you want to try and get UNPAID traffic to your site.

In the paid traffic area, advertising on Google using Adwords is the place to start. This is because THEY are the 800 pound gorilla. Google accounts for around 60% of all of the paid traffic.

You’ll need to set up a Google adwords account. Go to the Google main page and you’ll see a link to advertise with them. Set one up and you’ll have traffic to you in no time. You’ll want to perfect it over time, but it will happen lightning fast.

As far as unpaid traffic, you’ll need to optimize your site for the search engines. I hire people to do this for me. It’s a skill that takes full time work to understand and perfect. I suggest you do the same. If you get to the point where you want to do that, please contact me. I’ll be happy to send you the names of the folks I use.

 

CONVERT THE TRAFFIC TO BUY OR OPT-IN

Once you get people to come to your site, you want to get them to take a certain action. In almost every case, that will be to either buy or opt in to a list.

If you’re trying to get them to buy something, your fall back position will be to get them to opt into your list. This way you can try and sell them something later.

Using a pop-up on exit is a good idea here. People who don’t buy are presented with an ethical bribe to get them to sign up for your list. Most people (and I suggest you do as well) are offered a digital bonus to entice people to opt-in.

Tracking is critically important. Without tracking you don’t know how well you’re doing and it will be tough to correct or adjust your efforts. You should set up Google Analytics on your site. This will allow you to get some vital statistics on your website.

To do this, go to your Google account and look for the Analytics area. 

What data are you looking for with Google Analytics? You’re after a few key items:

1. Your number of unique visitors

2. How many people bought your product

3. How many people opted into your list

4. Your average visitor value

By taking the total number of buyers and dividing by the total number of unique visitors, you’ll get your conversion to sale percentage. By taking the total number of opt-ins and dividing by the same unique number of visitors you’ll have opt-in coversion rate.

Here’s a real life example (highly simplified) to illustrate.

Let’s say that you sell a $100 digital product. We’ll assume that for every sale you make the FULL $100. 

Let’s say that over a period of time you got 100 unique visitors. 

Let’s ALSO say that 3 of those 100 visitors buy.

Let’s ALSO assume that 21 of the 100 people opted into your list.

Now let’s calculate our 4 items described below:

1. Number of unique visitors: 100

2. Conversion to sale rate: 3% (3 sales out of 100 visitors bought your product)

3. Conversion go opt-in: 21% (21 out of 100 visitors opted in)

4. Average Visitor Value: $3 per visitor (3 sales produced $300 total revenue. Divide that number by 100 visitors and you’ve got $3 per visitor)

Average visitor value is critical to your success because we live in a pay-per-click world. Knowing that each visitor is worth $3, I suggest you don’t pay MORE than $3 per click. This way you will do no WORSE than break-even on the “front-end”. 

Many LARGE companies are willing to spend $10 a click when they only have a $5 visitor value? Why? Because they know that OVER TIME they will make $15-$20 from each visitor. As small entrepreneurs we don’t want to risk doing worse than break-even on the front end. If not, we may go broke.

 

CONTINUE TO SELL THEM MORE AND MORE . . . FOREVER!

The key to making really big money as an information marketer is to get people to KEEP buying from you once they’ve bought the first product or service. This can only happen if you have additional products to sell them.

Once they buy from you, we’ll want to have them buy more from you. I suggest you take a look at my product funnel which you can download at www.TheProductGuru.com.

The idea here is that before you start selling a bunch of products you better sure as heck know what you’re going to sell them next. This is where the REALLY big money is made in the info products marketing business.

After you get them to buy ALL or most of your products, you’re going to want to introduce them to others in the same field who sell products as well. You’ll be doing that in exchange for a commission. In this business, it’s an affiliate commission.

Why send people to your competition? Because they’ll eventually find them anyway. YOU might as well be the person who gets a piece of the action for referring them. People rarely stick with ONE guru. They tend to go to any and everyone they find for more and more information.

If you don’t introduce them to someone, they will find that person through some other means, so YOU should get the commission dollars.

IN CONCLUSION:

In order to be successful as an information marketer you have to follow the seven steps that I’ve outlined. If you do that I’m not guaranteeing your success but I CAN guarantee that your chances will be DRAMATICALLY better.

Never invest a lot of money creating a product before you can first figure out whether or not people will want it. Once you decide to create a product, make sure that you have the elements in place to track your results.

Remember to test everything. Testing will give you a blueprint for what does and doesn’t work. It will help you to build your information marketing empire.

Now, go forth and create an information product empire!!!!

 

* Fred’s upcoming book title

Info Product Coaching

If you’re looking for someone to coach you to create and market your own info products, I have some suggestions. There are a lot of people out there who claim they can help you to create, market and sell information products. For those looking for a good coach, this is a problem.

Here are some things to think about if you’re looking for someone to coach you in the field:

1. Find someone competent. This can be a problem. There are people out there who have NO BUSINESS coaching people in this field. Some have no experience. Others have no teaching ability. How do you find the right info product coach?

Ask the people you’re considering if: they have been successful marketing their own info products. If not, you have a problem. Ask them: Have you coached other people to success? If the answer is NO, take a pass. In my case, my most successful client has been Bob Bly.

2. Look for a person with integrity. Ask around. There are a lot of people with bad reputations that you don’t want to get anywhere near. Use Google to look for information about your potential coach. Don’t believe the testimonials that someone puts up. Those can be “massaged.”

Do your due diligence. Ask any and everyone you can find. Ask those people who are posted as their testimonials. Don’t even believe the people who you speak to in person. They can be set up. Ask for their numbers. If they refuse to give them, think again.

3. Find a personality match. No matter how successful an information marketer you work with it’s key that you work with someone you can get along with. If not, the process will be PAINFUL. One of the ways I’ve found to make sure that this doesn’t happen to me with my clients is to require them to attend a Fred Info Bootcamp. After spending a week with someone, both of us will know if we can get along in a longer term arrangement.

If you feel the least bit uncomfortable, it’s probably good to listen to that internal voice. Many people will ignore this important element of selecting a coach. I would NOT suggest you follow their lead.

If you’re interested in accelerating your progress in the field of selling info products, then get a coach. BUT, get a good one. One that is honest, knows their stuff and that you can get along with.

Information Marketing Mistakes

If you sell information products of any kind, you need to avoid some key mistakes that lots of people are making. I like to divide the mistakes into two categories: PRODUCT and PROCESS.

Product Area:

1. In the area of product, I implore you not to do what many info product marketers do. They put out products where there is really no substance, just a sales pitch. I’m sure you’ve seen them. Someone who markets info products sends you a pitch for what seems to be a great info product. You buy it. What do you get? A PITCH for their NEXT product. Ridiculous. Talk about a prescription for how to lose credibility with your list!

I suggest you actually deliver real value every time you produce a product. I know that this is a novel concept, but it makes a lot of sense. Give people what you told them you would and they will come back for more.

2. Info products that you produce should not just tell people WHAT to do, but HOW to do it. By telling people how to do something, your information products will already be in the top 3% of all the people producing products in your area. Why? Because people don’t generally do that. Make sure you don’t fall into the same trap.

Process:

1. In the area of process when it comes to marketing and selling information, there are also numerous mistakes being made. The first one is not having a line of information products at various price points that cover the different modalities of learning.

You should try and create products that go from under $10 to $1000 or even $5000 depending on what you sell. Make sure you also produce written, audio, video and experiential events for your customers. Different info product customers will gravitate to different modes of learning. Have all of your bases covered.

There you have it. Some of the biggest mistakes made in the information marketing field. If you want to learn HOW to market and produce info products, I recommend that you attend the Fred Info Bootcamp!

Public Speaking for Info Product Marketers

If you’re an information product marketer, then you NEED to know how to speak in front of groups. Unfortunately, 99% of all speaker training is “trapped” in an old model. 

The VAST majority of speaker training revolves around teaching people a system. No matter what system you learn, it will be very difficult for you to look natural. The best speaking training revolves around showing people how to be themselves.

Think about it for a minute. The speakers that you have found most interesting and engaging. What did they all have in common? If you’re like most people, the answer is they appeared to be completely THEMSELVES when they were on stage.

The single most important key to learning this skill has to do with improvising. If you learn and understand how to improvise you are well on your way to learning how to speak like a pro. I’ve speaking professionally for almost 25 years. I’ve also been doing improv comedy for about 20 of those years.

Whenever I speak, I always get people asking me: “How to you speak so NATURALLY?” My answer is always: Improv!

I’ve put together a one week program where people, no matter what field they are in can learn to speak like a pro. No taught gestures, no prepared movements, no memorizing a prepared text. Those things just don’t work if you’re trying to look natural.

In a couple of months I’ll be doing my first formal speaker training. It will be held at my house in Las Vegas and limited to a maximum of 6 people. 

If you’re serious about learning how to speak like a true speaking professional, you need to attend this event. 

The site that explains all about it is: THE SPEAKING SCHOOL.

I look forward to seeing you there!

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