What many aspiring info-marketers do not realize is that their expensive info-products compete with inexpensive used paperbound or e-books on the same topic. These books are sold on Amazon, many for just a few bucks a copy.
If you don’t believe me, search the topic of the info-product you want to produce on Amazon.
More than likely there will be a dozen or more books on the same topic.
Now, you might be planning to make your info-product expensive, maybe by adding to the PDF document some audio, video, or even some webinars or ‘live’ coaching calls.
But there’s a threefold challenge you face when selling non-fiction on how-to topics.
The first is that the available books are often much better written, more professionally produced, and contain more detailed information on the topic than info-products sold by entrepreneurs on the Internet.
If you are producing an info-product, order some books on the topic on Amazon. You may be shocked to discover them to be much meatier and easier to read than what you are producing.
For instance, a used 200-page trade paperback contains 80,000 words vs. only 15,000 words for a 50-page PDF e-book.
Second, you probably want to sell your info-product for a hefty price tag.
But there are used books your prospects can buy on Amazon that are 200 to 300 pages and cost as little as a dollar vs. the $39 to $390 or more you are charging for your info-product.
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Third, not everyone realizes this, but if you are solicited to buy an expensive info product from a guru, you probably can learn much of the same information free by going to his online archive of his newsletters and articles.
So how can you hope to develop and sell an info-product for $50 to $299 or more when substantial books on the same topic sell used on Amazon for a buck? Here are 6 solutions:
1. Narrow the focus. If there are books on how to start and run a dog-walking business, create an information product just on how to market dog-walking services online.
2. People will in fact pay more for multimedia products than books, so have multiple components in your info-product: e-book, audio CD, DVD, online members’ forum, webinars, a membership site, and so on.
3. Incorporate into your info-product techniques, strategies, case studies, model documents, ideas, and methods not found in conventional books on the topic.
4. Buy a bunch of used books on your topic. If a good one is out of print, contact the author and see if he will sell you the electronic rights. Then scan the book and turn it into an e-book.
5. Or buy the remainder stock of the physical book from the publisher to house and sell those.
6. For options #4 and #5, add some of your articles or writings to the manuscript so it goes beyond the out-of-print paperbound book. Otherwise customers may feel ripped off paying you $29 for the same content they can get on Amazon for $1.
Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.