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When people first understand the power of information marketing, they get very, very excited. They start imagining how much money they're going to make in a small amount of time. They imagine the postman bringing them huge stacks... See more » When people first understand the power of information marketing, they get very, very excited. They start imagining how much money they're going to make in a small amount of time. They imagine the postman bringing them huge stacks of mailed in orders with checks enclosed. They imagine their online shopping carts filling up with orders, and cash going into their bank accounts daily. But, after the excitement wears off a bit, they always ask me this question: "Mr. X, information marketing sounds great, but I don't have a product to sell to anyone. Can you help me out? How can I find a product--fast?" As you'll come to find out, finding a product to sell is actually the easiest part of information marketing. But, many people get stuck on the belief that they have to spend a lot of time and money to "tie up" an original product that no one else has, or they don't have the knowledge to create one. None of those are true. Here's a huge secret to information marketing success, one few people truly understand: the product is irrelevant until after the sale is made. Why? Because if you're selling it via a direct mail sales letter or website, no one sees it until it arrives. And, if you're selling a "how to" information product, people are buying the information, not the media the information is delivered on. In other words, they're not buying audio tapes, or printed manuals, or CD's or DVD's, they're buying the information on that media. And the only information they have to make a buying decision on is what you present in the sales letter. Really, all the product has to do is live up to the promises in the letter so the customer will be happy, and buy more things from you. The truth of the matter is, the sales message is much more important than the product. People don't buy "products," they buy the end emotional result of the product. Let me give you an example. What's one of the most common everyday, boring items in the world? How about... water! Even more so, how about tap water? Anyone can go to their kitchen or bathroom, turn on the tap, and get a glass of water. Knowing this, why would anyone spend money to buy someone else's tap water? Well, a few years ago, a few sharp guys from New York, came up with a bottled water product called "New York Tap." It was, literally, a bottle full of water that came from the New York City water supply. Not too exciting, huh? Or is it? See, these guys told a very compelling story about how New York tap water was the freshest, purest water in the nation and how it was much better for you than ordinary tap water. People loved the story and started sending these guys money for something they could go into their kitchen and get. But they bought it because they loved the story, not because of the product. They loved to "one-up" their friends, and tell them they drank "purer" water than they did, and that they could afford "New York Tap." See, these guys weren't selling water at all--they were selling elitism and a "show off" mechanism. And people just love to show off--these guys met that want, and made a lot of money (until the city of New York got wind of it, and shut them down, saying they couldn't resell their water). So, when you create or find a product, remember, people are not buying the product itself, they are buying the end emotional result of the product. Let's talk about creating an "information product." Most people think they have to be some kind of an "expert" in order to create a "how to product." Nothing is further from the truth--everyone reading this knows something about something other people would pay to get their hands on. And, if you don't, you can spend a day at the library (it's the big building where they keep all the books) finding information that lets you create a product. Most people are under the impression you have to have "new" information to create a product. That's not true at all, and can be dangerous. Why? Because it's much better to sell information people have already proven they're interested in than to try to invent something new. Take, for example, the See less »

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Michael Kimble's Direct Marketing Blog

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