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.
No matter what you do, GOOD LUCK!