I can’t count the number of times I’ve had direct subscriber or customer input in the form of a question, frustration or comment that led to a product idea, or at least an idea for additional value added to a larger product offering.
So many people assume that writing and marketing their onw info products is hard…how do you come up with a market, an idea, time to develop it and the knowledge that goes into writing or developing the proudct?Â
In reality, the process is quite simple…
- You listen and monitor your market identifying HOT demand often shared in the form of questions, frustrations or comments on goals, objectives or other products they are buying
- Market validation…you want to validate that the idea you have is a) in demand b) is fueling uying activity for information and c) is BIG enough that you can develop multiple, ongoing products and services around
- You create your unique angle – how can you add value to what is already offered? This could be through simplifying the information, organizing it into systems that are easier to apply, providing additional examples and case studies, extending the information through additional details, etc…
- Market your unique angle and how it solves the original demand you identified through listening
The main challenge most information product marketers have that we see inside InfoMarketer’sZone is that they…
- Don’t know which market they are targeting OR do not know how to identify HOT topics (using what we call buying triggers)
- They are not listening or digging deep enough into their market to find the real demand – it is ALWAYS there, you just need to find it
- They don’t validate that the demand they have discovered is leading to buying activity – just because there is demand doesn’t mean big money is being spent
- Fail to brand themselves or their product through a unique angle which means they get lost in the competition
- Do a poor job of marketing because they don’t market to the customer’s “special place” – there is a specific mindset information seekers have when they look for answers to their questions, you must know exactly what that is, then you can emotionally attach yourself to them and the money will flow automatically
But remember…it all starts with listening.
Listening leads to cash – without that you get a big goose egg!
