To a large extent, the terms “Information Marketing” and “Internet Marketing” have almost become synonymous. Go to any Internet marketing conference these days and you’re likely to hear extensive discussion of information marketing being the perfect Internet business because of the high profit margin on each individual sale.
We discussed in earlier articles the subject of helping your customers to “consume” your information via use of autoresponders and a “Read This First” or “Getting Started” document. Both of these tools are designed to help people overcome the “overwhelm” they may feel when they first receive your product — especially if it’s a “Big Box” package.
Some people fall so in love with their idea for an information product that they are totally oblivious as to whether or not a market even exists for that product. Now, if you are truly passionate about a subject and you just want to write a book for your own self-satisfaction, that’s fine. Go right ahead.
Alex Mandossian is the first person I ever heard speak of the concept of “Product Consumption.” And he’s dead on target. If you can’t get your customers to even consume your product, then your chance for refunds increase significantly, and the chance that that customer will buy more products from you decreases significantly.
Picture this. You’ve created a fantastic new information product in your niche. You’ve invested hundreds of hours of sweat into developing your “big box” package that consists of 12 CDs, 5 DVDs, and a 400-page manual in a three-ring binder. You’re very proud, and rightly so, of your product. It’s one impressive course.
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