A HUGE Information Marketing Mistake You Must Avoid…

By: Dave Dee on: October 3rd, 2013 6 Comments

Adding a second stream of income to my core business of being a professional magician was a big breakthrough for me. (Get the whole story at The Most Important Business Breakthrough In My Life…Could It Be Yours Too?)

It lowered my risk of going out of business, helped me make a lot more money, enabled me to pay off my debts, gave me more freedom, and for the first time in my life, I was no longer trading hours for dollars.

But having said that, it could have gone terribly wrong.  And put me even further “behind the eight ball.”

Fortunately I followed a step-by-step blueprint and did not make the one HUGE mistake that many people make when adding a product or service to their business.

The mistake? Creating the product first and then trying to figure out how to sell it.

Remember after you’ve identified a particular, specific market that is hungry and responsive, your next step is to do market research to determine what they want.  What exactly will they eagerly pay you to educate them about?

Dan Kennedy says, “The less you do based on your assumptions, opinions and ideas, the better.”

Here’s how I did it:

1)      I created an ad and placed it in a magazine that reached my target audience.

2)      People who responded to the ad were offered a free report which was really a sales letter.

3)      After I started getting orders, I put together the product.

Let me back up a bit and talk about the research part, because it’s very important and it’s part of the reason people get the order wrong.

Authors write books about a subject they’re particularly devoted to—some taking years to write—only to find out that nobody is interested in the topic they so thoroughly researched.

People look at magazines or online and find somebody selling a particular product. They decide they can make a product similar to it before even knowing if the product they saw is profitable.

Make sure you completely understand your market and what they want to buy BEFORE you create a product.

Sure you invest some time into writing a sales letter and you spend a little money on advertising your idea, but you can do this relatively inexpensively. Plus, sometimes all it takes is tweaking the offer in your sales letter until you get it right. In the end, you won’t have wasted a ton of time or money on a product that no one wants.

When you start getting orders – that’s the time to start creating your product. Again, you don’t have to invest a ton of money or need super sophisticated equipment or materials. It’s the information people are buying from you.  As long as your information is good and what they want; it is fine to package it in a binder or whatever.

I didn’t have sophisticated technology when I created my first product. In fact, this was so many years ago, I did all my writing on a typewriter! My product was a manual that consisted of the proven marketing documents that I had been using in my own business. I gathered those together, wrote a bit of explanatory copy and put them in a three ring binder.

I also promised audio recordings so I went to Radio Shack and bought a cheap clip on microphone and recorded the tapes (yes, tapes) on my stereo.

I didn’t want to have inventory, so whenever I got an order, I would create the package to send out on demand. This consisted of duplicating the tapes on boom boxes strategically placed around my house and running to Kinkos to get the manual copied.

It wasn’t pretty, but it got me started. Today manuals and audio recordings still work quite well—only it’s much easier to produce them and duplicate them.

The moral, do your research first and once orders start rolling in, then and only then is it time to create your product

NOTE: If you are looking to start your own information marketing business (or already have one) and would like an easy-to-follow, step-by-step guide to get you started the right way along with everything you need to continue to grow your information marketing business, then we’d like to offer you access to the Information Marketing Association (IMA.)

The IMA offers:

  • Detailed “how-to” checklists based on the most successful info-marketers from around the world
  • Dan Kennedy’s No B.S. INFO-Marketing Letter and INFO-Marketing SPECIAL REPORT that takes you behind the scenes, gives you examples from info-marketing businesses, how-to strategies and more.
  • Tele-seminars each month that feature guest experts, case studies and more.  Plus time reserved at the end to make sure all your questions get answered.
  • Jump start coaching calls to help you grow your business, avoid obstacles and get your questions answered.
  • Members-only discounts and preferred services, networking and more.

Dan Kennedy is the IMA’s chairman emeritus. Through the IMA you’ll receive Dan’s exclusive contributions to IMA’s resources as well as getting the benefit of his strategy suggestions he gives to make the association more valuable to members.

Find out more here…click now.


P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.


Dave Dee is one of Dan Kennedy's most successful students. Dave saw Dan speak over 16 years ago at one of the Peter Lowe Success Events when he was a struggling magician. He bought Magnetic Marketing and as you will hear when he tells you his story, his life changed in less than 90 days. Dave became a very serious student of Dan's by attending my seminars, joining his coaching group and most of all from implementing what he learned. For more money-making marketing tips, tactics and strategies, go to www.gkic.com

6 Responses

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  2. Rick De Lima says:


    What you say is true. In my early days as a direct marketer I would research something I was interested in, create a product and…fail miserably.

    Today I think many marketers fall into this trap.

    Your advise to test your idea first by placing an ad to get response is right on the money. The old adage build it and they will come only works in the movies. Sure didn’t work for Kevin Kostner’s career.

    My advise to any new marketer, author, inventor or whatever is find out whether anyone is interested in your product or service before you invest your time and money into a dog nobody will pat.

  3. Hi, this is a great way to market yourself and let people know what you do! Thanks for the info.

  4. Richard says:

    What if you want to sell ebooks to keep costs down? People expect those to be delivered instantly. How do you handle that?

  5. Scott Martin says:

    Thanks, Dave, and it was fun to hear about creating that first info product. Truth is, everyone who is “in the trenches” in a category can, and should, try to sell information.

    The key is getting started and just doing it.

  6. Donald Brown says:

    These are some really great proints that were passed along here, but if you already ahve your product created, there’s absolutely no reason why you can’t find the right target market for it. That is where joining the forums and Face Book groups, Linked In groups, Yahoo Groups, and even Google groups comes into play.

    Promoting your stuff takes tome time and effort to do. You avhe to create blog posts, write and submit articles to the article directories, and if you want, create short reports and e-books to submit to free e-book distribution sites and so on just to get the word out about your products and or services.

    It is all in the promotion and the building of your list that will help to build your online business venture. However, producing the product after you know what needs are to be met and who will buy your product is a great idea because you will then have the prior knowledge that you need to use to create that product. This is all very good advice because if you already know whtat the people want before the product is even created, then it makes it that much easier to create the product and there is less frustration and confusion in the process.

    By creating the product after you know what people want and need, makes product creation that much easier for you the entrepreneur. Now there’s really nothing wrong with creating the product first because there are times when that can be done if you plan to use that particular product to build your list and such. So just because you create your product first doesn’t really mean that you did a bad thing here.

    If you really want to do it quickly, after you have found out what it is that people really want and need from you, then if you ahve a stash of PLR content, you could go to that PLR content and put together something relatively quickly that will satisfy their needs and make pretty good money doing it that way.

    You’re still following the create the product after you know what they need rule, but you’re using PLR content instead of coming up with your own content all of the time. There’s nothing wrong with using PLR content to create the product, but just use PLR content that is professionally done, and don’t use PLR content from just anywhere.

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