One of the most common questions and areas we work on inside Information Marketer’s Zone is defining the information package (ebook, report, infoproduct bundle, continuity program, webinar, video series, etc…) that best targets an urgent desire in a given marketplace AND that maximizes perceived value so you can make the most profit while absolutely delighting your customer.
During this process we extensively review…
- The product format (text, design, digital or physical, audio, video, web-based or downloadable, content management for continuity, webinar delivery strategies, etc… )
- The length and packaging of your product…do you give them everything in one product or do you spread it across multiple products?
- Bundling, bonuses, value-add to boost the selling price, profits and perceived value
- Product outline – how the exact same information organized slightly differently can make 10X higher profit
- Product title, naming and branding to tap into urgency and demand
One of the key questions in all of this is how MUCH information to deliver to your market in a single product.
Here, we get questions like is a 20-page report enough to offer as a $47 product?
Is my 120-page ebook too big?
How much information should I have in my membership site before I open it up to paying customers?
Where do I find additional product ideas – and should those become new products or updates to my existing products?
SOME ANSWERS…
I have ebooks that are 50-pages and I have ebooks that are 240-pages, the latter has gone through nearly 5 updates over the last few years.
We have launched continuity membership programs with one-month’s content and we have launched others that contained several months of content.
How much content you have, how big (or small) your ebook is are not the critical questions, instead…
Far more important is…
1. The usefulness of the information. This isn’t just quality, but can your reader take your information after each section/chapter/lesson and quickly APPLY the information to bring about change in their life toward their desired result. If your information is organized around a series of tips, lessons, steps, etc…and your extra pages are around helping them follow those steps, then no problem.
If, on the other hand, there are chapters of basics, theory or just information, that will no go over near as well.
2. For longer products especially, have section summaries or checklists so that if someone wants to get a fast start or wants to review down the road they don’t have to go fishing through hundreds of pages to find that one tip or technique they wanted.
3. Consider, at some point, does it make sense to separate your longer product into two shorter ones? Are there really two distinct phases that you take your reader through that would allow you to separate it into two separate sets of lessons (Phase 1 and Phase 2, Beginner and Advanced, Basics and Beyond Basics, Foundation and Add-On’s, First 30-days, After the first 30-days, etc…)
When you make ANY product-related decisions always remember…am I delivering the steps/tips/lessons or information that can bring about at least 1 ground-breaking change my customer desires?
If the answer is yes…even if you only have 1 video, 20-pages of content, 1 webinar or one piece of content on your membership site…then you have enough to get started.
It’s all about delivering useful information in the simplest, clearest and most supportive way to help bring about the change your customer desires to make in their life.
