“Publish or perish.”
That’s what Dan Kennedy and Matt Zagula say in their new book, No B.S. Trust-based Marketing.
Dan continues, “Even if you are a proprietor of a local hardware store, landscape company, home remodeling company, etc., …you need to write and publish your own book as well as other information media such as newsletters, special reports, how-to-guides, and more. Anyone who seeks trusted authority and advisor status will publish, or perish.”
In an age of diminishing trust, establishing credibility and authority are increasingly becoming key factors to success. And there’s no doubt that published authors are considered trusted authorities.
In chapter 7, Dan starts out by saying that Matt Zagula points out that “author is in the word authority.”
But before you start thinking you need to run out and write a book, I’ll let you in on a little secret: That is not what I, nor Dan are suggesting here.
There are many things you can publish. In fact, information products don’t even have to be written. You can create video and audio information products too. Or create an audio program and have it transcribed to create a book or report.
Here’s a sample of some of the info-products you might want to consider for your business:
- Special Reports
- How-to Guides
- Lists of resources
- Insider reports
- Expert interviews
Information products establish trust and credibility—making it easier to sell your core products and services at premium prices.
In addition, here are four additional reasons why you should consider adding information products to your business:
- High profit margins. Consider that people value information differently than they do physical products. For example, the cost of an iPhone is worth a set amount. But an information product that promises to double your income in 90 days is worth a subjective amount to each person considering purchasing it. Combine this with the fact that you can create information products at a very low cost (especially if you create digital products that consumers download) and you have an extremely high profit margin.
- Create enduring information products once, get paid on them forever. When you create evergreen information products they retain their selling power year and year. That means you do the work once and make money year after year.
- Easy and low cost distribution. You can create an e-book or a video series or special report with very low costs. You can use video, audio, and PDF files to create low-cost information products and with inexpensive distribution channels such as email, you can distribute your products instantly, automatically, easily and inexpensively.
- Eliminate commoditization. In a world where commoditization is a problem, you can set yourself and your business apart by leveraging your knowledge to create information products. Plus while there may be products similar to yours, there is virtually no competition for your product because no one knows exactly what you know, nor will they present it in exactly the same way you do. That means your info-product will be unique and won’t exist in any other place. You can also use your info-product to set your business apart even further by incorporating your unique selling proposition throughout your product. For example, if your unique proposition is that you are the only health club that includes a custom diet for your customers, you might want to talk about the benefits and importance of combining proper diet with exercise throughout your info-product.
Increase your credibility and authority this year by creating an information product. You’ll find it a low-cost way to increase your income and set yourself apart from your competition.
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