So far this week we have talked about some of the most important things you need to have in place in order to be successful running and information marketing business.
Today I am going to tell you something that you probably never really thought about.
It’s something I learned from mean ol’ Dan Kennedy and has stuck in my mind over the past few years as we have been building hundreds of information businesses for our clients.
Here it is:
To put this into context, when I was actively selling products in the music industry, I was not in the music marketing business. I was a marketer who sold music marketing products.
Much like a dentist thinks he is in the dental business, alas he is not. He is in the marketing of dental services business.
Here is the catch – we all know something. We all have a message to share with the world. Problem is, the world doesn’t want your message…YET.
You have to put your message into some form of media (sales letter, mail piece, Facebook ad, blog post) and then distribute that media via active sales and marketing. I share all of this to bring you reason #3 why you are not yet ready to create your info product…
3. You Don’t Know How To Sell It
Without a compelling sales and marketing message, your great product won’t change anyone’s life, including your own. If you want to make money in the information marketing business, you need to get good at 1 thing and 1 thing only – marketing.
Marketing drives people to want to work with you, connect with you and learn from you. It creates an emotional connection between you and your prospect. It gives them a reason to pay attention to you.
But most, importantly, without marketing and a sales message to match the marketing, you won’t be any closer to achieving your dreams and building your business.
I mentioned above that taking the stories and information in your head is the easy part and I meant it.
In my product creation consultations we spend more time talking about the market, their desires and how you can reach them that with the actual content. I want to make sure you have a viable market that is ready and willing to spend money to solve their problem.
And then you have to create a way to reach them. If you have reason #1 already (building a Tribe), it makes this process easier. Creating rapport with an audience is step #1, but we aren’t all afforded that luxury of time. Sometimes we need sales now. And if that’s the case, you need to spend every waking minute finding your hungry audience and telling your story so they know that you are the solution for which they seek.
Start looking at ads, sales letters and personalities that do a great job of convincing you to buy their stuff. What makes it so appealing and attracting? How can you model it with your own personality?
What To Do Now!
It’s time to get to work. I know, you don’t like being told to work. I get it. Working is way tougher that sitting on a beach hitting buttons on your laptop ATM.
You might have heard that you need to work smart and not hard. I disagree.
You need to work hard on the smart things.
The 3 posts I have written this week are the smart things. Tomorrow I will be writing a 4th post in this series. It will give you an opportunity to have a lot of the hard work I have laid out for you to be done by someone who has been there and done that.
And it will be much a more affordable investment than you are thinking.
But today – I want to know HOW you are going to sell your product. Please take a minute and leave a comment below. I am going to be reading and responding to them all to help you build your information business.
Why would I do that?
Because I firmly believe that creating an information based business is the fastest way to create a lifestyle business that changes your life and the lives of others.
So, go and leave a comment here now and look out for my special post tomorrow!
-Greg “Always Be Selling” Rollett