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The 7 Biggest Information Marketing LIES



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The 7 Biggest Information Marketing LIES

1. You Can Get Rich Overnight

Not gonna happen! Although you’ll hear a lot of hype and BS about how you can make millions in 30 days flat, it’s just not accurate. Are there some people who have made BIG bucks virtually overnight? Yup. Is this the RULE? Not at all.

Take a look at my site, www.BillionsInMinutes.com for a comical look at this topic.

Can you make a good living in the information marketing business? Absolutely. But don’t delude yourself, like any business, it will take TIME to build. The majority of that time is spent in building your list.  The bigger the list, the easier it will be to make a lot more money.

2. You Won’t Have to Work Much

Now that you’ve read the “10 Minute Work Day”, you’re convinced you can camp on the beach and check your bank account every so often to see how many millions have been put in.

Like with any business, the first few months, weeks or even years will be tough. Tougher for some than others, but tough. It’s OK because AFTER you put in your time and effort, you will be able to relax later on. BUT, if you’re working with a topic you really enjoy, will you want to slow down and do less?

As it turns out, I DON’T! It’s a lot of FUN to work HARD at something your really enjoy.

3. Information Marketers Always Give You the “Straight Scoop”

You’re subscribed to a lot of people’s lists. They appear to have it all together. They must be really successful. At least that’s what they tell you. It’s been my experience that MOST information marketers don’t make a fifth of what they say they do.

Don’t compare yourself to others. If you’re using THEIR numbers, chances are they are HIGHLY inflated. Net result? You’ll be discouraged. Don’t be. Put your head down and WORK!

You’ll get there. But it will take time. Don’t believe the HYPE marketers who will tell you anything to get you to buy their product or follow their system. They lie!

4. The Product Doesn’t Matter

In the mid 90s I went to a seminar put on by the protege of one of the best known marketers in the world. I’ll call him Mr. BIG. I was sitting there when I heard this line: “Don’t worry about returns, your product quality doesn’t really matter.”

The seminar leader went on to tell us that you just have to “tolerate” high rates of return if you’re going to make any money in this business. I was flabbergasted. I thought I had entered the TWILIGHT ZONE!

I could count the number of returns I had gotten on two hands. This was BEFORE the internet. Now, people return stuff without thinking.

Your Product DOES matter. Don’t forget that. Pack it with content. Make it easy to use and understand. Don’t make people have to buy the NEXT product to get the answer. Do the RIGHT thing.

5. Interviewing Experts is Easy

I review a lot of products. Many of them are interviews conducted by the product producer. Most of them are awful. VERY few people know how to interview well. This is both an art and a science. I suggest you take a look at ExpertInterviewer.com for more help on this topic.

If you’re going to use the interview method to create products, don’t assume that you know how to interview people. It’s NOT easy when you first get started. I’ve now done close to 2,000 interviews. After you do them that many times, it does get easier.

If you’re just starting out, learn how to do it right if you’re going to produce products this way. This is a talent that can be learned (somewhat) and must be PRACTICED to be PERFECTED.

6. High-Priced Products are the ONLY Ones to Sell

My friend David Oliver (www.BiPolarCentral.com) and I had this conversation not long ago. He was telling me about how Mr. BIG (same guy as above), was telling people that the only way to make BIG money in the info products business was to sell HIGH PRICED products exclusively.

Sure, you should have high priced products available, but you have to understand the FUNNEL SYSTEM. People who don’t know you are very UNLIKELY to make a BIG dollar purchase right off the bat. That’s WHY the funnel system works.

You need to have products that are extremely cheap and then develop a LINE of products that go all the way up to thousands of dollars. Don’t believe the lie that the only way to make money is to ONLY sell high priced products. That’s just NOT accurate.

7. The ONLY Way to Make Money is to Get “in” with THE group

There are a group of information marketers who all hang out together. You’d know many of the names of these folks. Almost all of them are followers of Mr. Big. They worship this guy. He can do no wrong. When his name is brought up, people have the urge to genuflect. Many actually do.

I think (more accurately I KNOW) that this individual has questionable ethics. If you get in the IN GROUP, you’ll have a guaranteed steady flow of customers who will buy your products. BUT, is it worth it to compromise your values?

My answer was NO.

Has this decision hurt me? You bet it has. BUT, I’ve built an ethical business that doesn’t rely on the incestuous practices this group uses to sell products.

This is a choice YOU have to make.

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18 Responses to “The 7 Biggest Information Marketing LIES”

  1. Shel Horowitz - Green/Ethical Marketing Expert on May 3rd, 2010 12:56 pm

    No your decision hasn’t hurt you. Choosing to be ethical has *helped* you. It attracts the kind of people to you that are a pleasure to do business with, that respect you for what you bring to the table and know that you respect what they bring. These are people who will become *long-term* customers and mayvbe even ambassadors for your brand and your products.

    Whatever short-term profiteering you may have passed up is more than compensated by the steady and growing legion of loyal fans you’ve created who are willing to take a chance on anything coming from Fred because they know you deliver honest value.

    BTW, this is a topic I explore in detail in my latest book, Guerrilla Marketing Goes Green.

    Off to Tweet a link to this page.

  2. geronimo on May 3rd, 2010 1:02 pm

    dear fred;

    thanks again for this valuable blog on information marketing. As usual it gets right to the point and makes a lot of damn sense. Seems like 2010 is a banner year for scammers on info products. Much appreciate.

    geronimo

  3. Leon on May 3rd, 2010 1:06 pm

    Fred, I agree with everything you say here in your blog.

    Leon.

  4. John Soares on May 3rd, 2010 1:57 pm

    Fred, thanks for telling us how you really see it, even if the news isn’t what most people want to hear.

    I’ve been selling info products for about a year, so I’m near the beginning of the curve. I can say from experience that you are right on about the first four lies.

    And I believe you about the last three.

    I once subscribed to the lists of a few of the “big” guys, but I don’t now. It saves me a lot of time and aggravation.

  5. Mark Moxom on May 3rd, 2010 3:38 pm

    Fred.

    Actually, you are the first of only 3 or 4 information marketers who’s opinions I value.

    Others have been in the running but sooner or later let themselves down – quite often by joining in with the in crowd.

    Having been with you for nearly 10 years or so – you’re consistently someone I know I can trust.

    Mark

  6. Ted on May 3rd, 2010 4:11 pm

    Hi Fred,

    A very insightful blog offering. Great! I agree with everything you said and will take it to heart. While everyone wants marketing to look and sound easy, its work just like anything else. The harder you work at it, the better the results. I forget who said it, but here goes “Luck favors those who work hard and prepare beforehand.” Probably a paraphrase, but you get the idea. Fred, you always have great insights. Keep up the great work.
    Ted

  7. Fred Gleeck on May 3rd, 2010 6:22 pm

    Thanks for all the comments folks! Spread the word on this post!!

  8. Donna Maher on May 3rd, 2010 6:45 pm

    Fred… From the night I met you in Dallas wayyyy back in 2003, you have impressed me. Thank you for your very frank appraisal of the IM field… and you hit the nail on the head, as always.

    Yours is one of the few lists which I’ve stayed on, and it’s because you are ethical, wise, successful and you share your wisdom freely. You never promote junk just to earn commissions and you always give value whether it’s great free advice or your always top quality products and services.

    Thank you and God bless you,
    Donna

  9. Zama Zincume on May 3rd, 2010 9:09 pm

    It’s amazing to hear you “talking your walk”, you’ve made it clear to all those who have crossed your path that they have to work and forget the hype that’s out there.

    Thanks again Fred for your consistency and frankness.

  10. Michael Kaye on May 4th, 2010 3:43 am

    Hey Fred,

    As always, excellent post. I would have saved A LOT of money if I met you a few years ago. Thanks for the honesty.

    Michael

  11. Information Marketing Lies: Fred Gleeck Sets You Straight on May 4th, 2010 12:57 pm

    […] A while back I sent you to read what Fred Gleeck said about information marketing guru scams. Now Fred has another excellent — and sobering — post about the 7 biggest information marketing lies: […]

  12. Dr.Mani on May 4th, 2010 5:30 pm

    Fred, you taught me most of this in 2005 at the Infoproduct Summit in London – and I’ve not forgotten it! Glad to see how some things like ethics, values and good business sense remain constant over years, even decades – while most other things are transient.

    Shel Horowitz hit the nail on the head. Doing information marketing your way surely has NOT hurt you, in a sense that really matters. It has BRANDED you – as someone worth following!

    All success
    Dr.Mani

  13. The 7 Biggest Information Marketing Lies on May 5th, 2010 8:36 am
  14. Michael Johnson on May 6th, 2010 4:30 pm

    Fred,
    Thank you for your blog full of wisdom. I recenly shared with a client, I was finally writing my book and launching my info marketing business this summer. His first words out of his mouth, were I want to be your partner (50% of your business, yeah right!!! but of course, no real contribution of any substance) and only work 1 hour a hour/day checking the bank account, doing a little marketing from time to time, he said. This is the worldview of many outside perspectives of the Info Marketing business. In my view, he has fallen captive to the outsider and sounds like insider lies Fred is speaking about.

    Anything you do “well” will take substantial work, it will take your all, leave nothing on the table, you will most likely make a few mistakes along the way,but learn from it and don’t do it again, then after some really hard work and time, you should enjoy the fruits of your labor. Thanks for the Real World Reality. Set yourself apart by your PMA(Positive Mental Attitude) action, it will return to you as a PMA re-action, in your bank account.

    Best,
    Michael Johnson

  15. Michael Pedzotti on May 7th, 2010 12:39 pm

    Fred,

    I enjoyed reading this post and got some got pointers out of it.

    I really like your point # 7. I have been on the mailing list of this guy for some time (there cant be too many at the top so I am assuming he is the same one).

    In any case, I have remained a subscriber if only to know what *not* to do when send out mail, writing articles, and so on.

    They say that you become like the 7 people closest to you. Well, I am glad you have stayed away from that crowd. It shows in your work.

    Cheers, Michael.

  16. Information Marketing and Reality on January 26th, 2013 8:03 am

    […] REALLY need to talk about information marketing and reality. It’s a sore subject with me, and I’ve made that clear to all my clients and customers, as well as everyone listening to me rant occasionally at a […]

  17. Repeat Your Information Marketing Successes on January 30th, 2013 8:51 am

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  18. Are You An Older Information Marketer? on February 15th, 2013 3:19 am

    […] And finally, Taylor concludes, “And then there’s ego. Clearly, entrepreneurs need some to succeed — but only as much as is required to not have your product be steamrollered. Narcissism is a no-no, as is any kind of emotional instability.” That certainly goes for anyone in the information marketing business. […]

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