Costly Information Product
Mistakes to Avoid
© 2006 - 2009 Kendall SummerHawk
Making assumptions about what people will or won't buy can be a costly mistake if you're trying to create an information-based business instead of a 1-on-1 business.
Here are three assumptions to check out (and what the truth really is!) so you don't lose out on profitable opportunities!
Assumption #1 People won't buy the same information
more than once.
Boy, this is REALLY a mistake! In fact, people LOVE to buy the same
information in multiple formats. And, what's more, they'll buy the
same information from multiple experts.
First of all, people learn in different ways. Some folks are visual learners, while others are more "hands on" or perhaps need to see information presented in a logical format.
So offering digital downloadable PDFs, online MP3 audio files, shippable workbooks and CDs, as well as live teleseminars and also live workshops all on the same topic is smart information product marketing.
By offering the same content in multiple formats you're also tapping into our desire to know more and to be more connected to you. People who buy your CDs will want to attend a live teleseminar or workshop. Why? Because they liked what they heard and want more. They also want more attention and help with the problem they have that you solve.
Assumption #2 People won't buy the same information
from multiple experts.
Um...without being rude here, let me ask you, how many products do
you own on the subject of marketing? (Don't worry, you don't have
to tell me how many you've never listened to or completed!)
The point is, when you're interested in a topic, you get very interested in a topic! When you're hot on a topic you're likely to seek out information from multiple sources. Your clients are exactly the same way! They are eager to learn as much as possible (and as quickly as possible) about the topic.
Just be sure that your approach, style or content is unique. Else you risk either becoming a commodity (and being devalued or judged solely on price) or getting lost in the crowd.
Assumption #3 People won't pay top dollar for your
topic
On occasion this is true but not often. What IS true is that you cannot
judge for others what they are willing to pay. People buy stuff all
the time that they seemingly cannot afford.
Besides, it's not up to you (or any of us) to decide on behalf of someone else if the information you are selling will be put to use or make a difference for the purchaser. Of course, we hope it will! But people find value in ways we can't predict. So set a fee for your products that is fair and appropriate to the value being delivered.
Any time you make an assumption take a moment to notice if it is one that feels limited or restrictive in some way, or if it feels expansive. If it's the former, then it's likely a false assumption that is based on myth, not fact. I encourage you to make strong, healthy, positive assumptions that support your success!
About the author:
Kendall SummerHawk, the "Horse Whisperer for Business" delivers smart, savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com