Want to know what the #1 most deadly mistake to new info product marketers is?
Picking the wrong niche market? Nope
Writing a poor quality product? Guess Again
Pricing their product incorrectly? Still not it…
Give up?
It’s being TOO GENERAL.
For instance, I just finished consulting with a client about an ebook they wrote on parenting – specifically targeting newborn parents.Â
They put their ebook up for sale, drove a few hundred visitors to their site and were so disappointed when they have zero sales to show for all of their months of effort.
Isn’t this your worst dream?Â
That taking 6-weeks to develop your info product could all be lost in a heap of despair when you launch and it flops?
Certainly – we’ve had our fair share of members at InfoMarketer’sZone that have desparately come looking for a reason and help to pull them out of this ugly situation.
In fact, we’ve had so many that I can clearly make the statement that we KNOW exactly why most info products fail…
INFO PRODUCT DISEASE:Â GENERALITIS
If you were to sit down and write a parenting book about newborns, would you be better off writing about 20 different concerns newborn parents may have with their babies and titling it “How To Take Back Control From Your Baby” OR would you be better off taking one specific concern that newborn parents almost universally experience such as “How To Ensure Your Newborn Baby Sleeps At Night – When You Do!”
 You win the prize if you picked the second choice.Â
For any of you who are parents you will remmber, a few weeks into your newborn’s life, the feeling that you would pay ANYTHING to ANYBODY who would just let you get 6-hours of non-interrupted sleep, no matter how awake your baby was during the day – right?
So, when you take a minute out of your day, jump online and go looking for solutions you are not looking for a general baby book are you – you are going to type in something like “How To Get My Baby To Sleep” or something similar.Â
When your search produces a dozen links, it is FAR more likely that you will buy information that is in line with your problem than a choice that offers problems to 20 problems – none of which you are experiencing right now.Â
TAPPING INTO SPECIFIC DESIRES
You may have heard advice about developing info products and finding niche markets suggesting you focus on areas of passionate desire.Â
What does that mean?
When you are sleep deprived – you passionately desire information that will help you get to more regular sleep patterns don’t you?
Your life is in a state of chaos, you feel the pain of not getting enough sleep, you are unable to function at work, you are NOT having fun anymore, and you can’t see the light at the end of the tunnel because you don’t know IF there is an end to the tunnel.
That makes us desparate for solutions and that’s what it means to focus your info product on despate topics backed by passionate desire.Â
TAPPING INTO DESPARATE DESIRE
So, if you were NOT a parent, have never had a newborn baby – could you still find out what a newborn parent is passionate about?
Absolutely! Here are 3 methods you can use…
Step 1: Visit discussion forums on your topic and take note of questions or posts that cover repeated concerns, desires, dreams or goals. You will notice some posts have many more readers and responses than others – chances are these posts have tapped into passionate desire.Â
What questions are MOST common and seem to have the most passion behind them?
Step 2…go to your local bookstore and pull out parenting magazines and study the most common articles – what concern are they addressing? Major magazines vet their article subjects and titles very closely to make sure they tap into desparate desires for information.Â
Step 3…go to Amazon.com and locate the top 20 selling Parenting books – what is their angle on the topic? Read their table of contents – what specific fears or desires are they tapping into – then pick the BEST one and test it.
Not only will finding a specific, desparate desire for information give you the GOLDEN NUGGET of highly profitable info products, it will bring focus to your entire business and make your marketing and sales letter irrisistable.Â
AN EXAMPLE…
Extending the example we gave about focusing an info product on newborn parents, as yourself these questions.
Is this really what new parents or new Mom’s want to be?
– The Perfect Mother?
– To have ALL the answers?
– To be IN control?
Not likely – they want…
1. Their life back!
2. To get more sleep!
3. To solve a very specific health challenge (low weight baby, rash, baby that won’t sleep, etc…)
Think about it this way…
When a new parrent or mother gets an extra second in the day to jump on line and search for something related to their newborn, what are they likely to type in?
Certainly not – “Gaining Control of My Child” or “How to be the perfrect Mother”
More likely that they are entering “How do I get my baby to sleep” or “Low birth weight babies” – you’ll find these concerns by using the techniques above.
Product creation is not much different from copywriting – you have to interrupt the conversation that is going on inside your prospect’s head…it sometimes helps to go back and put yourself in the shoes of the newborn parent – what were you looking for help with in the first few weeks?
