While interviewing Founder and CEO of Mandalay Entertainment Peter Guber the other day, I asked him about his new book and why he wrote it.
His answer revealed an important point as to why anyone who wants to be more successful should create an information product—whether it’s writing a book, creating a webinar or recording something on audio.
He said that writing a book (i.e. creating an information product) is another means of advancing the thought process and putting it in a format in which people can use those ideas.
In other words, for himself, he did it as act of self-discovery and to advance his own personal knowledge and understanding of the subject.
For others, he did it as a means of giving people meaning to the information that he was sharing.
I love the answer he gave, because it makes total sense. Through the process of creating an information product about a subject, you learn more about it which helps you to formulate new ideas and advance your own knowledge.
And for others, it gives them another way to digest your information that will also help them formulate new ideas and have a better, more advanced understanding of the a subject.
This is a key concept to understand.
Because as business owners, we ALL need to educate our consumers better.
In fact, educating your consumer will make him/her more loyal to you. The more loyal a consumer, the longer they will stick with you. The longer they stick with you, the more they will buy. The more they buy, the bigger champion they become. The bigger champion they are, the more likely they are to refer people to you. (And let’s not forget that referred customers tend to be more loyal and spend more.)
So creating information products is about much more than trying to make a buck or two. Done right, creating information products will advance your own knowledge, plus it will help you to create better (and more) customers.
But to do those two things, there’s something you’ll want to do in every info-product you create and that is…
You’ll want to persuade.
For example, if I go to the orthodontist to get braces for my son and the orthodontist asks me what kind of braces I want with no explanation of the difference, I’m likely to go with the least expensive choice that will get the job done.
If he takes a little time to explain the difference, I may choose a more expensive option, however it will depend on a lot of factors including if I feel I have enough information to make a good decision.
But if the orthodontist gives me a book that explains all the different choices I have, what his philosophy is for how he chooses braces for his patients, and what his beliefs are about the different product lines based on his experience, then I have a lot more information to make a better decision.
Am I right?
Now let’s say that the orthodontist believes Invisalign Braces are the best choice in most cases. Despite that being the more expensive choice, I am likely to take it since the orthodontist has now laid out his philosophy and the reasons why this is the best choice.
And because the orthodontist took the time to lay out all the choices, he may have an even more advanced understanding himself as to why he feels that way.
Sure, the orthodontist could explain all of that in person, but let me ask you something—
Where will I be more likely to feel like I’m being “sold” and where will I feel like I’m being “educated”?
Option1: When the orthodontist tells me in an appointment what he feels is the best option?
Option 2: When I am handed a book that explains all the options and I have time to absorb the information?
Option 2. Because I’ll have all the information in front of me and will feel I can make a more educated decision.
Taking all of that into consideration, here are some things to include that will help you achieve those two goals:
1) Sell them on your concepts. If you pay close attention, you’ll notice that Dan Kennedy’s books, courses, news-letters, articles, etc. all explain and educate people on his concepts. That repetition helps people better understand these concepts and advances their success.
What concepts do you want your customers to understand? Know what these are and make a list of them so you can refer and be guided by them.
2) Sell (or re-sell) them on your philosophy. This is another thing Dan does well. Everyone has a philosophy of how and why things should be done. What’s yours? Be sure to have a good understanding of this and incorporate it into your products so that your customers can adopt it too.
3) Re-sell your products. Reminding people what your product will do for them will help your customers get more out of your product because not only will they know what to expect, but subconsciously they will be looking for it.
4) Sell them on the opportunity your product or service provides. It’s not just the physical value that your product or service brings to your client, customer, or patient. What opportunities will they experience as a result of using your product or service? For example, will they experience more freedom and fewer struggles?
5) Sell them what’s next. Once you have laid out your philosophy, concepts, their choices, and so forth, you want to be sure and include the steps for what they should do next. You may even want to include a limited time bonus gift to create some urgency to take the next step.
Create info-products that “sell” these five things and you’ll help advance both your understanding and your customer’s…and when you do, you’ll not just make a sale, you’ll convert a prospect into a customer, which is an entirely different thing.
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