By and large, information marketers are notoriously bad planners. They have so many irons in the fire that they fail to think out all the steps ahead of time. Completing all these steps maximizes their chances for a successful new product launch.
Whether you’re selling your information product entirely online or also using offline methods, you should recognize that it’s the words that sell your product. It doesn’t matter whether it’s a printed sales letter or the copy on a webpage. Words are what do the sales work for you.
The next couple of weeks will find us and several of the SFS team out of the office and traveling the friendly skies and open highways of our beautiful country. Check out our schedule:
I don’t know how many times I’ve seen it. Dozens? Hundreds?
What is it?
It is the repeated pushing back of a new product launch date because the developer feels the product isn’t perfect. Every “t” hasn’t been crossed four times, every “i” dotted six times, and the 23rd edit isn’t yet complete.
Most information marketers initially underestimate the value of their information. Even experienced marketers sometimes have this problem. They think “Oh, they will never pay $297, or $497, or $1997 for my product.” People will pay gladly if you have information that they want. If you can help them solve some problem they have, they will happily fork over their money for a solution.
Millions of dollars are left on the table every year by information marketers who are not offering their customers one or more additional products during the online ordering process. If you’re not taking full advantage of this most opportune time to sell your customers more of what you have to offer, then you’re a member of this club. This is NOT the club to which you want to belong.
If you don’t know these numbers, you don’t know anything. You’re totally shooting in the dark with your information marketing business when you have no idea of what marketing channels are working for you and what the cost of acquiring a new customer is and what that customer is worth to you over their lifetime.
In the information-marketing world, you’ll hear the phrase “perceived value” uttered frequently. Simply put, it means how much people think your product is worth. How you choose to package the information you’re selling will have a tremendous impact on how your customers perceive its value.
