Information Marketing: What vs. How
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Have you ever bought an info product from someone and thought: “They sure said a lot but didn’t give me much specific information about what to DO next.” I here this all the time from people I coach. It’s the what vs. how debate. There are some very well known information marketers who will tell you to NEVER tell people how to do it. If you do, they will do it themselves and not have to pay you for anything else. That’s fine if your sales pitch made it clear that you were just going to TEASE them. My feeling is GIVE IT ALL to them. Don’t tease people. Give them the goods. My information marketing career has gone on much longer than most peoples. Why? Because I actually give people what I told them I would. Do it that way and they will always buy MORE from you.