As an information product publisher you’re main goal is to find a problem or desire to fulfill, elevate the level of concern over NOT achieving this desire and then providing them a unique solution to their problem.
In some cases the desire may already be very present and strong in the mind of your prospects, for example, the desire to make money.
In other cases, you can bring out a desire that is latent or hidden deep within the prospect in your market. For example, people think they want money when they really want freedom, control, prestige or other factors they are not getting from their current job or lifestyle.
Whether the desire is on the surface or hidden, there is pain involved – pain in falling deeper into a hole or fear in not achieving a desired outcome.
As an information product publsiher, it’s your role to recognize and elevate that pain, provide a clear, visual representation of what life will be like if the pain continues or escalates followed by a timely unveiling of the “ultimate” solution to their pain creating a feeling of immense pleasure with your audience.
The pain, pleasure dichotomy is clearly the motivation behind most of the self-help, how-to and 12-step type information products on the market today having high emotional attachment and very strong profit potential.
A question from one of my coaching clients brought to the surface different ways you can use pain and pleasure when planning your e-book or infoproduct marketing business…
1. You can create a product that both targets pain and provides the solution
2. You can create an entire front-end of free attention getting content (articles, blogs, newsletters, special reports – even free e-books) focused on the “pain” offering the “pleasure” as your paid solutions (paid e-books, infoproduct bundles, membership site, seminar, coaching, services, etc…)
Consider the second approach strongly – the negative aspects of any desire get attention, think of it as the person standing on the window ledge ready to jump – that certainly gets attracts a crowd.
Once you have the crowd gathered, that’s when you can offer up your solution at a much higher price as perceived value has been elevated through building the pain.
Let me know your thoughts by leaving comments below this message.
Jeff
