Have I gone mad in this extended heatwave hitting the North East and Western North America?
That’s debatable and highly variable on who you ask – and I assure you, it has nothing to do with the heatwave – but rather a great example of topics you may choose for your own information product business.
“Stop Sweating and Start Living” is a new ebook published by Mike Ramsey getting huge press online today.
Here are 3 very valuable takeaways from his product launch that can help you building your own highly profitable information product marketing business…
1. This was a quick process for Mike – he wrote about a problem that impacted him and that he new the underlying feelings (embarassment, frustration and isolation) hit people in a highly emotional way. Further, he found a simple 3 step solution that he knew he could turn into his own “technology” or “system” branding the solution as his own. What experiences in your life can you turn into a 3-step, 7-step or system for solving a challenge people have with emotional impact?
2. I came across Mike’s ebook announcement on PRWeb – and then found it in another couple of locations – in the announcement (which you can see here: “As Heat Wave Sears U.S., New Remedy Keeps Those With Sweating Problems Dry and Comfortable”) which demonstrates a great example of marketing by linking your unique value proposition to current events. This is how a press release should be written.
3. Take a look at Mike’s sales page – he’s done all the right things, creating attention by putting the rather “taboo” topic of sweating in the main headline, empathy with the headline that states “I know what you are going through”, lots of testimonials that talk about the product solving their problems, a great set of sub-headings that are interesting in themselves, he tackles potential objections of using nasty lotions or expensive treatments right in his copy satisfying his reader that his solution not only works but is fast, simple, safe and cost effective, has highly relevant and related bonuses and a great offer.
I only have two problems with his overall business and site:
1. He does not have an opt-in form on his site to capture the 95%+ of users who will not buy on the first visit – that’s a big mistake as most online marketers understand that repeat exposure is one of the secrets to higher conversion rates. With an opt-in he would be able to gain the trust, confidence of his subscribers and they may buy on the 4th, 5th or 6th visit to his site.
2. The second concern I would have about this business is understanding where it goes next. He sells the ebook for $29 and gives half away to affiliates in the case of an affiliate referral. Even if he succeeds in selling a good number of ebooks, he will be stretching to earn a nice income with this product – and you have to ask – what’s next?
I prefer to enter markets where I know there can be a second, third, fourth product – AND that I can create higher priced back-end products or where I can sell existing products into that market.
Perhaps there is such an opportunity in this market, but it isn’t readily obvious to me.
So you see, I haven’t gone mad after all. Hopefully this ended up to be a useful critique of what should be a very successful ebook launch – and can translate into more success for your information product marketing business.
For additional critiques and in-depth interviews with ebook authors, information product entrepreneurs – including a private members coaching forum, be sure to join the Information Product Marketer’s Zone.
Jeff
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