Net Marketing Know How
NET MARKETING KNOW HOW
Here You Will Find An Excellent Video Course On How To Make Your Own Information Products And Sell Them For Profit.
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Below Is A Full Transcript Of The Complete Video Course
Narrator: We are living in the Information Age. We have stepped beyond the Computer Age, and moved into what is being termed the Age of Information. It's the age where he who has the latest and most accurate information will win, both on the battlefield and in the marketplace. This video course is all about how to create your very own information products and sell them for profit. More and more people are turning to the Internet, turning to information products, because they are busier than ever. We're living in an age where people are trying to juggle a family, a career, a social life, hobbies, and all the other things that they're expected to do. And more and more, people are turning to information products because they provide a quick and easy fix.
Many of the younger generations coming up into adulthood and beyond now are from the age of instant gratification. It's an age where they don't want to wait a week for a solution, for a product to be delivered up to 28 days. They want it now. They expect it now. They're used to being entertained when they want it. They're used to television on demand. They're used to about 500 different channels of television programs. They're used to instant information, delivered easily and quickly, and that is what the Internet excels at, and that is why Information Products is a multi‑billion dollar industry.
They are incredibly hot property at the moment. Let's just step away from eBooks at the moment. Look at Anthony Robbins. He sells information. It's information on how to change your life. He's a billionaire probably, if not more. If you think about his Personal Power II program, he's sold tens of millions of dollars' worth of that program. And what is it? It's information. It's information that anybody anywhere could get, but they pay a premium because it's Anthony Robbins.
Think about Nightingale‑Conant. I'm sure you've heard of them. They send out catalogs full of information products. They are self‑help programs typically, or financial aid programs, but they are still information products. And they're a multi‑million dollar organization.
So, if you think about it, information is incredibly hot property. There are many, many people that make six‑figure‑plus incomes online, and you could be one of them.
Now, information products don't have to be cheap. You may have seen them selling for a few dollars. You may have seen them selling for twenty, thirty, forty dollars. But, what you don't see is the ones that are selling for hundreds of dollars, and even thousands of dollars. For example, the Butterfly Marketing program, when it was released, sold for $1000. Now, this was the first million‑dollar day that we're aware of. Mike Filsaime promoted the program, and basically sold out the first day, sold a million dollars worth of program in one day. Information products can be expensive. The more valuable the information, the more exclusive the information, the more it's going to benefit the person who's buying it, then the better price you can get for it.
Typically, an information product solves a specific problem. It may be, how to remove the smell of pet urine, maybe how to lose weight. It may be how to create information products. Or maybe it's even something like how to run your business so it becomes a multi‑million dollar concern. You can see they're different types of problems, but they're still a problem. They're still something that people want the information to fix. And the more valuable and effective the information is, the more valuable it is to the consumer.
Now, I know someone who spends $500 a month for six sheets of paper. Now, before you pick stuff up off the floor ‑ I know you've just fallen off your chair ‑ $500 for six sheets of paper. That's a lot of money, isn't it? Not to him, because those six sheets of paper is shared advice and tips from someone on the inside, basically. It's very, very good information, and every single month he makes tens of thousands of dollars from it. He makes a lot of money from what's in this newsletter. And he's happy to pay the $500 because he gets a good return on investment. If he didn't, guess what? He'd unsubscribe, and the newsletter would soon collapse. But, it continues to provide good information, and so it continues to sell.
And this is the key. You've got to provide good information. If you're not, then forget it, the information product is not going to sell. You see, a lot of the information that you're going to find in information products is something that if you spent a day or a couple of hours, you could probably find. If you did some research you could find it. But, you know what? Most people can't be bothered. Most people haven't got the time to sit down with Google and try and work out how to solve their problem. They want it presented in a nice, easy‑to‑read format. If you could sort of sugar‑coat it and put it into pill format, they'd be even happier.
But, people don't have the time. A lot of time, they're just after the information they want, packaged nicely, quickly and easily so they can just look at it and go, 'Right, that's what I need to know. Problem solved.' And that's worth, to most people, quite a lot of money. And that's why information products make the money they do.
People will pay top dollar for high‑quality information. And it's up to you to provide that. If you're going to provide sub‑standard information, then expect people not to buy it, to have a high refund rate, or basically for your business to sink. It's up to you to provide good quality products so that people will buy them. And the more quality, the more relevant they are, then the more you can charge.
And there's more and more people turning to the Internet today to find information. Ten years ago, nobody bought online. Five years ago, some people bought online. But, now, many people will buy online. Shops like Amazon and eBay have basically made the whole buying online process, something people are very familiar with. Most people have bought from eBay or Amazon. So, people are used to buying online. They like the fact that they can get the information when they want it. So, you can tap into this need for people to have information and the features of the Internet that make it such a beautiful vehicle for making money.
If you think about the traditional publishing route, if I've written a book and I take it to a publisher, it could take a year or two years before it hits the shelf. And by the time it hits the shelf, the information is probably still all right, but it might be starting to get a bit outdated. The beauty of the Internet is that if I've written a book, click click, published. It's on the Internet. It's for sale. It's hot. It's the latest information. There's no waiting for a publisher to say yes, and for the editors and proofreaders to finish their job, and for it to go through a print run, and then out to the distributors, and then out to the shops, and then for me to run around and do all the promotion. There's none of that any more. I just type it up, publish it on the Internet, and off I go. People can start buying it as soon as I start driving traffic to the website.
And that's one of the beauties of the Internet, and why many people will buy an information product and pay more for it than they would for a physical book. A book on HTML programming may cost you $20. But, online, you may go and buy one for $40 or $50 because it's got the new information, because people perceive the online purchases as being more valuable and up‑to‑date than buying a physical book from a bookshop.
There are lots and lots of info products. There's info products in every single area you can possibly imagine, from rose gardening to lice removal to painting your house to home improvement to car maintenance to Internet marketing to making money. You name it, basically there's probably an information product on it somewhere. And that's the beauty of it. There are so many niches and so many different opportunities out there for you to make money. And this is the really, really good thing about these products. You can create them in any niche.
Before we go any further, if you're starting out, avoid the weight loss and making money niche. Seriously, they are so busy and so over‑populated that you'll struggle to make money. There's far more lucrative niches out there. Everybody jumps into those niches when they come online to try and make money because they perceive them as easy money. But, they're not, actually. There's too much competition. And there's too much competition by people who have proof.
The amount of times I've got to a forum and I've seen somebody promoting a program that says, 'Make $1000 a month,' and then they're posting questions on the forum going, 'Uh, how do I make money online?' And they're promoting a program that tells you how to make money online! I'm not being funny, but that's hypocrisy! It's rubbish! Why would I buy from them? I won't. I'll buy from someone who says to me, 'Here you are, here's a copy of last month's paycheck. I earned $20,000 last month.' I'm going to listen to them. I'm not going to listen to someone that's sitting there going, 'Well, I don't know how to make money online.'
So, you've got to make sure you're walking the talk, basically. You know, don't jump into those two markets to start with. You'll struggle.
Now, you've got to ensure that your information product stands out and gets noticed. And, that's really one of the topics we're going to start later on. We're going to talk about promoting it. But, you've got to make sure it's different. Don't go in and compete on an even footing with the competition. Don't go in and try to undercut them on price. That's not the answer either.
You've got to make sure your product is either more focused on the specific niche, better in the way it answers the problem, or more value. So, think about how you can do that as we're going through this process.
So, what are we going to cover? Well, I'm going to teach you all about how to research product ideas. I want to show you how to find out what a profitable product is, where to find some ideas, and basically how to create products.
I'm going to teach you different product formats and the basics about their values. I'm going to show you the different types of product that you can sell and create.
I'm also going to talk to you about leveraging the time of other people. Now, that is a wonderful thing to do. It's very liberating and it's the way to really grow your business. If you're going to try and do everything yourself, you're going to run into trouble. It's going to take you time. I'm going to be honest. If you can leverage the time of other people, then you can exponentially grow your business. And, we'll talk about that in a little while.
I'm going to teach you a strategy to very, very quickly create an information product. A simple way of doing it, very effective, very, very easy to do, anyone can do it.
Creating information products isn't difficult if you're going to create them yourself. Really, they're not. You can do it with your eyes closed after a little while. I mean, you can create something like this in a day or two, maybe less once you get used to it. But, you need to understand how to do it; and the strategy, I'll tell you, is one that I personally use and it does work.
Now, you're going to have to sell your information product, which is copywriting. You're going to write a sales letter. I'm going to talk to you a little bit about how to write copy and how to structure a sales letter just to give you an idea what to do.
And, we're going to have a little bit of a look at how to promote your information product. Now, obviously, that's beyond the scope of this course, but I just want to give you an idea within this course how to promote it.
It is absolutely vital that you research your product. If you don't, how do you know that there is a market for your product? Seriously, how do you know? Many young marketers who don't do their market research are the marketers that claim that information marketing doesn't work and they aren't making money with it.
If you do your research and do it properly, then it's a breeze making money. If you don't, then it's your own fault. You need to go out there and do your research. Don't be lazy. Don't try and shortcut it. Get out there and do it.
You see, many marketers create a product and then rush off to find someone to sell it to. That doesn't work. What you need to do first is identify your market and then create a product to meet the specific needs of that market. Anyone who's saying, well the market for my product is everyone, is someone who probably isn't making money.
You need to understand your target market. Who are they? What do they want? What's their problems? How can you solve it? So, you need to find your market. And, that's what this video is all about. And then, provide them with a product that meets their needs.
Basically, your research is going to make or break your information product. If you don't do your research, then you may find your product doesn't make money. And, we'll go into that more as we go through this video.
So, what you are looking for is a group of people with a problem or a need that can be solved with an information product. So, you're looking for people who have a problem, people who need some help, people who want to achieve something but are struggling to do so.
And, you have to make sure the market is there. You need to make sure that there are other people out there who are selling products and that these people buy products. There are markets out there, and I've been in a few of them, where there's lots of demand, but there's nobody willing to pay any money for it. And, it's a real shame. It really, really is. But, you've got to make sure the market is there and that people are willing to buy products.
So, where will you find product ideas? Well, the first place is to watch the news and the current events. What's going on around you? What problems are people facing? The recession, foreclosure, economic downturn, mortgage problems. All of these are potential ideas for products.
If people are suffering in the recession with foreclosure, could you write a guide on how to survive a foreclosure or how to avoid foreclosure? That's an idea, isn't it? So, watch what's going on in the world around you.
Keep an eye on what's in the stores, as well. You see, often the stores will have promotions of it's hottish products or the latest new things or things that they're trying to make trendy or popular. If you keep an eye on those, then those can be very, very useful to you because they could give you ideas for products.
I mean, many times, my children have come home with things and they've started talking gibberish about some little plastic card or little plastic toy and raved about it. And when I've done a bit of research, I've realized it's actually a very profitable niche and quickly I've flung up some websites, made an information product or an authority site and earned from it.
And, that's what you need to do. You need to keep an eye on what's going on around you.
Have a look at what's selling well online. We're going to talk about that in the next couple of videos. But, think about what is selling and how you can tap into that market. You know, what is selling popular in the weight loss niche, if you fancy doing that. Or, what's selling well in the gardening niche? You know, have a look at what's selling.
Listen to the people talking around you. Don't eavesdrop, obviously, but listen to people talking. Quite often, they will give you clues and hints about the problems they're facing. And, you may hear people saying, oh, I really can't get rid of the aphids on my roses, it's a real struggle, something like that. And then you go, oh, that might be an information product. Let's do the research.
The first step in product research is to find the idea. Once you've found an idea, you then have to test to see if it's viable, which is what some of the other steps in this formula is all about.
You can go to sites such as eBay and Amazon and the other big online stores. Most of them will give you a list of what's selling and what's not. And, that will give you an idea of what's popular and what you could create information products around.
Now, what about if you get cards are popular, could you create something around those? If I observed the Nintendo Wii is popular, could you create something based around that? There's lots and lots of ideas.
The other place to look ‑ and this is a very, very good place ‑ is in forums or in social networking sites. Look for groups related to the niche you want to work in and just have a look through the forums and see what problems people are facing.
If you see people keep posting the same thing, how do I do whatever, then that's potentially a very, very good idea for an information product. You obviously then have to do your due diligence and make sure there is a market, but it's still a possible product.
So, how do you test to see if an idea is feasible? Well, are there any competing products? Go into Google, type in a few key words and see if anyone is selling any other information products. If they're not, then I'd be worried. I mean, you may be jumping up with joy thinking, oh, I've found an untapped niche, I'm going to be rich. I do hate to be the one to burst your bubble, but actually you've likely found a market with no buyers.
Most niches have some information on them. There are a few, but they are very, very rare. So, if there aren't any competing products, you've really got to do your market research and make sure that the actual idea you have is feasible and there are people out there who are willing to part with cash for your idea.
You see, a market with no product probably means a market with no demand. OK? Just remember that. Remember that when you find that market with no competing products.
I mentioned this earlier on. There are some niches which are just dreadful on either not having money or not spending it. I mean, I've encountered a few. A lot of the New Age or New Age religion communities, those are great niches and there's a big demand for information or for information products, but there's very little willingness to spend money.
So, a lot of them are either students or people that have shunned their worldly goods because they're into the spiritual life or whatever it might be, which is their choice, that's fine. But, as a marketer, for me, that's not a profitable market. Absolutely not.
So, check the niche. Are they actually willing to spend money in that niche?
Go through Google, put in your key words, look at the AdWords ads. That's always a good way to tell if a market is profitable. If people are willing to spend money on AdWords, advertising information products, then you know that there are sales being made. And if that is the case, then you know that there's possibly room for competing product.
Hey, in fact, in any market, there's always room for competing products. Don't think, oh, I can't enter that market, there's too many products. Rubbish. Get out there. Create your product. Make yours better. Make yours different. Target a specific niche. Whatever. Get in there and create your product. You can succeed.
And, look out for other information products. If necessary, buy a couple. If you've got the money, buy a couple and see what content they cover because that gives you an idea on what to include in yours and tells you what you need to do better.
You can also look for product reviews, as well. Look for people talking about information products. That might give you some ideas too.
And finally, search the forums for reviews of people's information products. If you go into those, you're bound to find people talking about products. And if they are, then in all likelihood there's a demand for it. If the forums are dead quiet and there's nobody mentioning products, then it may not be the market for you.
It may be that the market won't accept an information product and it needs to be a physical product. It really, really depends.
But, this process is one you have to go through. You have to first identify a niche. Once you've identified a niche, then you need to see is it feasible? Are the people spending money? Are there competing products? And if you know that, then you can either target your product idea further on. Is it for women, for children, for teens, for over fifties, for single men, is it for married women?
You know, you can target in each further if necessary. So, you may think well, I'd like to create a weight loss product, but there's loads of them. Well, you could say I want to create a weight loss product for men or for men over 50 or something like that. So, you can always narrow it down the focus of the niche further.
And the more you narrow it, typically, the more responsive the niche will be. So, it's up to you exactly how you work it, but bear that in mind.
But always, always, test your product ideas like this to make sure they're feasible before you go any further. You don't want to be investing money in creating products only to find out that no one wants to buy it. If you spent $1000 with an outsourcer to create your product and then you find out there's no market, you've just wasted $1000. OK?
So, make sure you know there's a market there and then test that there is product selling. And then, you know to move on to the next steps of the Information Product Creation Formula.
I'd like to show you one of my favorite sites for project research. It's 43things.com. The basic premise of it is you share with other people the 43 things that you would like to do before you die. It's basically things that you want to do, things you have done. And, it's developed over the years into quite a useful, a very large network.
Now, if you search on Amazon or eBay, you see what people are buying. What you see here is what people want to do. Now, the two aren't always the same. So, people may buy one thing but want to do something else. And, this gives you a real good insight into people's minds. You can see what they're thinking, what they want to do.
So, here's the front page, OK? So, what you can see is you can see, I'll scroll down, and some people here who are working on their goals. And when we log in in a minute, you'll see there's a lot of different people. But, you can see here, for example, this Jet from England wants to meditate daily. But, you can see what entries they've got. So, let's have a look, what else does Jet want to do? So, she's written eight entries about this goal. It shows she obviously had this goal for a while, some two years ago, 23 months ago, so this is quite old. But, you can see what she's doing here.
And you can also select I want to do this or I'll do it. People who have done this. People who have done this also do this. So, this gives you a bit of cross reference. People who meditate are interested in yoga, getting up early and drinking more water. And from this, you can actually sort of correlate what people who are interested in one subject are interested in other subjects. Like I know that people who meditate want to do those things, as well.
It really helps you add value to your book because you may say, well I've created a product on meditation, let's do something about these other ideas there. So, you can create bonus products or include them as bonus chapters or even as a giveaway to get people interested in the book.
Here, you have some inspiration. So, these are some of the popular subjects. If you click on one, we'll click on health. So, here you are health. These are some of the popular health goals that people are setting. So, again, it gives you ideas. Well, what about doing a product on running a marathon or regular exercise or weight loss or eating healthy or getting into shape or stopping smoking. Or, what about how to get a good posture. That's obviously very popular. What about a surfing course or dancing course. Money and wealth.
OK, more ideas. How about something about how to get out of debt or be financially independent, or about student loans or sticking to a budget. A product about budgeting. Isn't that a good idea? School and education. Here you are, learn Spanish, play the guitar, how to read. Wouldn't that lend itself there, this one here, to speed reading. Could you create a speed reading book around this?
Cookery books, sign language books, playing the piano courses. These last ones here. Could you not do a guide to going to college? Yeah, these last ones here. Let's just look at these ones here. These are the ones we were really interested in. Look. Could you make those into a guide to how to get to college, how to get a masters degree, how to get a PhD. What a good idea.
You see, there's loads and loads of product ideas. Work and career, get a job, how to get a job, interview techniques, appearances for jobs, starting your own business, goal setting, company survival guide, all those here are all about working from home doing something that they love lends themselves really, really nicely to information products.
Family and home. Again, some are about weddings, some about health buying, cooking, parenting, dog stuff, buying a house, organization, cleaning tips, gardening, meeting the right person, confidence, how to meet people and influence them, you know, lots and lots to do. That's a good one there ‑ how to become better at small talk.
Well, great products are there. You know, there's another one, how to remember people's names. Even that one, keeping in touch with old friends, a guide to finding your old friends, a guide to Facebook and Friends Reunited and places like that.
Travel. What about guides on this? A guide to traveling the world. Maybe it's something you've done that you always wanted to do. Maybe it's something that you could teach other people to do. What about this one, a guide to all 50 states? Or, you know, a backpacking guide through Europe?
There's loads and loads of ideas here for what you could do. There are so many different ideas. And, we've not even logged into the site yet. We've started on the front page and we've found lots of ideas. Look, here's another one, get a tattoo, guide to tattoos, weight loss, procrastination, writing a book, falling in love and meeting people, travel the world. All of these are really, really good product ideas.
So, what we want to do now is I want you to think about those, OK? That's going to inspire you and get you thinking in the first place. But, if you sign up ‑ now that's obviously very, very simple. You just fill in the form. Obviously, this is to make sure you're human and not some sort of horrible robot designed to take over 43things and spam it to death. But, you tend to these details and sign in.
And let's have a look on the inside. I'm going to log in now here and I will see you on the other side. I want to show you some of the really, really good things on the inside of 43things.com.
OK. When you've logged in, you get your profile page which looks like this. I'll scroll down to the bottom. The top stuff is if you're going to participate in 43things and post the things that you want to post. What this is about is what other people are doing.
So, people want to be greener. The bigger the letters, the more people are doing it. So, let's look, let's find one that would be really good. 'Six pack apps,' now that's a popular one. Not as popular as the others, but I want to look at this for a reason. OK, so if you click on that, you can see these are all the people that are doing it. There's obviously going to be lots more, there's 207 people.
But, there's people who want to do it without supplements, there's people here talking about it, what's going on. Doing push‑ups or whatever. So, there's a lot of information here that you can use. You could use information from here as ideas you want to include in your product.
People who are doing this are also doing some of these. That's not really what I was looking for. Let me just scroll down on this side. There's not anything more there.
Let's go back one, let's go on to 'get married,' that's a really popular one. 'It took me 23 years...' there's lots of stories there about people who are doing it. So, again, all of these are potential ideas for products.
You could perhaps even contact these people and interview them maybe. Talk to them about their experiences and maybe use that as content or information. You can see that people who want to get married also want to have children, buy a house and fall in love. So, again these give you ideas of perhaps follow‑on products, bonuses or additional products.
But then, look here, there's lots more information, lots more people talking about it. Let's just go back, let's try another one. What's this one got?
'How to become financially independent.' There you are ‑ how I did it, lessens and tips, resources. So guess what? These are fantastic, good information to help your idea. A 'How I did it' story and some tips. This will give you some information. Maybe you can expand on something from this section and use this as an idea for your product.
Could this be a section in you product or a sub‑section even? Possibly. Let's go down a bit. There's some more 'how I did it stories.' You can read some of these. Here's some more things that people doing this also want to stop procrastinating and want to be happy. Let's scroll down, there's lots more stories there.
You can ask for advice from some of these people, so you can see if this will help. And it gives you some more ideas of what people are after. This really, really gives you some good ideas on what people are doing and what certain things are also doing. It just is a fantastic research tool and you quite literally can spend hours and hours looking through this and finding it.
So, if I refresh this page, let me just scroll down. See, this has changed. The more you refresh the page, the more these change. Let's look at 'travel the world,' and let's see what comes up with this.
You can see there are some rubbish ones on there ‑ 'learn how to tie the stem of a cherry' ‑ there's things like that, that obviously aren't going to make information products, but there's a lot that do.
There you are, how I did it stories. How I did it, how I did it. There you are. People who are doing it also want to do those. There's a big story there for someone, about some lady traveling the world.
Well, it's a fantastic way for you to find out what people are interested in. The real beauty for me, of this, with the exception of Amazon and all that ‑ I mean yeah, Amazon is great, eBay is also great, all these other sites are great, but this site is real people. They are real people who are saying, 'I want to do this' and these people are your potential customers. These are the people who may say, 'Well, I want to buy his product.'
So, you can use this not only to research ideas, but to research ideas for content. Here you are, here's someone telling you about their plan to go to Great Britain. What a wonderful, wonderful way of doing some decent product research and getting some ideas for what is going into your product. I highly recommend this site. And trust me, once you start poking around in here you're going to find some really, really interesting information. I really hope it inspires you to create some great products.
Amazon is another one of my favorite sites for product research. There is so much information on Amazon; it will boggle your mind. You can see already as I come on here all the popular products and information based on your browsing history. Amazon are absolute experts on mining information. If you log into your account, then what happens is you will get recommendations based on previous purchases. Based on: 'You bought this so you might like this' or 'you bought this and this is a sequel to it.'
So, they're absolutely fantastic at making sure that you get basically good information to help you make buying decisions. You can see this here, 'Why is this recommended to you?' 'I looked at this, I might want to consider these.' There's lots of different options.
But, what I want to do, there's lots of options over here for you as a marketer to look at. But, we want to look at the best‑sellers, OK? Now, the best‑sellers gives us an idea of what's popular. Straight here on the first page, three software products. Two of the top three about tax.
Now obviously, it's that time of the year, but that gives us an idea. 'Hang on, this time of year people are after tax information. Could you produce something about that?' About how to, oh I don't know, maybe file your taxes electronically, how to reduce your taxes, just an idea there.
They are best‑sellers. Get motivated, something about relationships, and storybooks. Isn't that a good idea? Well, motivation; obviously that's popular. Could I create something on motivation or about relationships?
The Kindle, very popular. Over here, SatNav, OK? Now, are these product ideas? Could you make something about the Kindle? Maybe you could buy one and create the product for Internet marketers, how to publish your book on Kindle? Or a Kindle buying guide or something like that. Could you do something similar with GPS systems? More ideas, potential product ideas.
Movies and TV best‑sellers. Is there something you could do about High School Musical. Is there something you could do about this movie here, Twilight, just come out? Very, very popular. Could you do something about that?
What about this? This 30‑day shred over here? This looks like some sort of weight‑loss book. Is that something that we can investigate and maybe create a book on? Lots and lots of ideas, here you are. Cameras, very popular.
So, let's scroll back up; let's look at all best‑sellers in books. So, you can see this is going to tell you all the best‑sellers. You can go through and you can see here, the Twilight saga, those tie in with the movie. A very, very popular subject at the moment and one that I'm sure Stephanie Meyer is very happy about. You see, there's another one there.
Watchmen, that's a movie that's coming out or should be out right about now. There's a weight‑loss book, a success book. 'More Twilight.' What else have we got? More Twilight. Another diet book, another book based around, 'graveyard book,' sounds vampire‑y, possibly similar to Twilight. There's another Twilight book. So, you can see there's loads and loads of ideas here.
But, you can look through all the other categories as well. So, let's have a look at computers and Internet also. So, we're looking in books, what are the popular books in computers and Internet. See, you can go down further, I can break this down further to other categories if I wanted to, within computers and Internet in books.
So, let's go back to books again. 'Mind, Body and Spirit' or 'Health, Mind and Body,' let's have a look in there and see what's in here. These are the most popular books. Theses are all ideas for products: weight loss, all about love and relationships. There are a lot of information here that makes you think, mmm, that's quite good.
So you can find some ideas from here that may well be what you need to do for books. And you can see, again, you can go down further. So, I'm going to say, well, I'm really thinking about doing something about exercise in fitness. Wonder if they've got an exercise in fitness.
You got more books here but I particularly want to do exercise and fitness for children. I want to help children get fit. There's an obesity problem in the western world. So, there you are. Here's books for children. It gives you some ideas. You can see what they are selling. How popular they are.
It gives you an idea. Of course, we are not limited to just books. You got all these other subject areas as well. OK, so we could go to home improvement, for example. Maybe that's a niche we have identified. So, you can see there's water purification and so on.
But, let's go down, we want to do something about power tools. So, real men, eh? You can see here, you can further break it down. You can see what the most popular ones are. There's a massive amount of information here for you to see what the popular subjects are.
And once you know what's popular, it basically means you can go out and create products or do more research. So, I may find something here and think, hmm, power tools. These are very, very popular. Maybe I could do something on these power tools. Or I may look in a book category and think, hmm, weight loss for children. Let's have a look what's on there.
And it gives you ideas. You can then go on and do your research and find out whether there is a marketing place for it. Now, obviously, there is a marketplace to some degree because people are buying books or buying products on there. But, what we need to determine is, are people buying information product.
Buying a physical product and buying an information product are two very, very different buying decisions. And you may find that some of these marketplaces there isn't a need for information product but they could be a need for an information site, an authority site or a made for AdSense site or something similar.
So, you're not just thinking information products, you are also looking for possible niche sites with information on it that could perhaps make you money. We were just looking at power tools. Could you make a site based around reviews of power tools, linking to the item on Amazon.com? How would that sound? That would be a good one, wouldn't it?
So, these are all that you need to do. Very, very simple indeed. And just have a look through and see what you are interested in. you've got most gifted, most wished for, OK? These are all again, possible ways of finding ideas for products.
So, again, most wished for is a Twilight DVD. So, just have a good think about it and have a look through. You will find ideas for products on Amazon; and then once you have found the idea, you do your research and then you'll identify whether there is in fact a need for that product in the market place. Absolutely fantastic resource, Amazon.com.
There are a lot of different types of information product formats available. And the different formats will have different places in your profit funnel. So, certain ones are perceived as being more valuable than others. They are not necessarily more difficult for you to create, just perceived as being more valuable.
And so, these may end up being backend products or up sells or so on. A first format is one that we are all familiar with, which is the eBook. Many, many people produce eBooks. eBooks are still a vital part of the profit funnel. And many people use an eBook as an upfront product. So, it's the first thing that people see as they go into their sales process.
Then of course, is audio. Audio really, I think, has been a little bit hard done by by the rise of video. eBooks were very, very popular because the Internet wasn't suitable, wasn't fast enough, didn't have the technology in order to deliver anything else.
Then broadband came along and suddenly it exploded and everyone, everywhere had broadband and audio got popular for about six to 12 months. People go, oh, audio books, audio this, audio that. But, by the time they started producing audio books and audio products, then the Internet was fast enough. They could easily handle video.
So, videos have leapfrogged over audio and took over really. So, audio never really got a good chance. However, audio books are still very popular. Thanks to iPods. Now, loads and loads of people have iPods and other MP3 players. Which means that people like to read their or listen to their eBooks when they are doing something else. So, maybe when they are in the gym or jogging or out and about, whatever. They like to listen to their eBooks.
So producing your eBook in an audio book format is often a very, very good up sell, or backend product, or bonus or whatever it might be.
Now, video is obviously what you are watching now. It's a great format and one that anyone can produce. It's a good format to communicate certain concepts. Now, these are the three main formats of information product. What you will find is that certain information will lend itself to certain formats.
So, there are some things for which video just isn't really good enough. It's too difficult to record a video on. There are other situations where... You know, I could explain something to you in two minutes here with a video demonstrating something, but if I were trying to do it in an eBook, it would be pages and pages and pages of information.
What I would recommend is if you are producing audio and video products, make sure there's an eBook or transcription as well. People like to have a book. Yeah, the videos are great, but sometimes you just want to go, 'Ah, what was that about information product formats again?'
And you just want to scan quickly through the book going, yep that's what I want to know. So, the eBook is a valuable addition.
A home study course is another type of information product. This is a big course typically it's a combination of audio, video, books, usually it's a physical product, packaged and sent out. And often it's a high ticket value as well. It could be $500 or $1000, maybe more.
A membership site has content in it. The content will be in the form on articles, training, books, video, audio. The membership sites depending upon your business model will provide you with a recurring income, for example.
If you have decided that well I'm going to charge on the monthly basis, then every month each member will pay you however much you re charging. So, membership sites are very, very popular because they provide that monthly income.
And personal coaching. This is not particularly an information product, though if you're taking on personal coaching clients, you may provide them with some of your information products. But, it's another thing you can sell.
Again, this tends to be higher ticket value. And it's basically one on one help with you helping people, working with them and getting them to succeed at what they want to do. So, it doesn't have to be Internet marketing coaching. It could be a weight loss, fitness, anything else.
You can provide a personal coaching experience to the people. Now, those are the main sort of formats for information products. And you've got to decide which you are going to use, fairly early on. A lot of your product development decides depends upon which one of these you are going to choose.
So, you need to understand what the various formats are. Now, eBooks can vary from cheap to expensive. Audio, we don't see a lot of them these days. It's worth producing as an up sell or bonus to an eBook.
Video, very, very powerful. Typically has a higher price than audio or an eBook. Home study courses tend to be physical products. They tend to be again, very high ticket. Membership sites they can be anything from a few dollars up to a hundreds of dollars a month, depending upon the content and the value of the content to the members.
Obviously personal coaching. This could be anything up to several thousand dollars a year, or a few hundred dollars a month, depending upon who you are and what value you are adding.
Typically, audio and video are perceived as higher value than the book. Video is very rapidly becoming accepted as the norm in Internet marketing. In other niches outside of Internet marketing, video is still a novelty and something that people see as very much higher value. Just like a CD is perceived as being less valuable than a DVD. So, typically, a DVD will be more expensive than a CD.
The membership sites are a good model if you can get one running, if you can find a content and you know what to put into it, and if people will join. If your market will sustain that sort of business model, the recurring income is fantastic. With a traditional information product, you sell it once. And basically, you earn once.
So I might sell a $50 book and get paid $50. If I put that person into my autoresponder sequence and sell backend products, I might make more money. But, there is no guarantee. But, I know I've made $50 from that one person.
If, however, I start a membership site, charge $20 a month, I know that the average lifetime of a member is 10 months so a member will typically stay a member for 10 months, then what have I got there?
I've got $200 income selling just once. So, you see, membership sites can provide a much greater income and a recurring income. It's much nicer to have $120 coming in every month, and you know they're coming in, rather than hoping for $150 sales. The recurring income is very, very nice to you.
The real big ticket, though, is personal coaching. The gurus, the really high‑end people who are very, very good at what they do, charge hundreds of dollars a month. That's not for everybody.
They are deliberately pricing themselves in such a way that the only people who will go for it are the people that are absolutely serious and those that are going to benefit from it and can afford it.
Again, you find personal coaching on a much lower level. You can find it from a $100 a month upwards, really. It depends on what you want to give and what you want to get out of it. If you've got the money and you're willing to give the time, then go for one of the big names. It's up to you what you want to do and how you want to charge it.
But, if you're a no name, if you're someone that nobody really knows much about, then don't expect to be able to charge a fortune. You're going to have to build yourself up. You build your credibility for your information products. You create membership sites to establish your authority, and then you start offering personal coaching.
The people who've gone through your profit funnel, who know who you are, are going to go, 'Yup, that's for me. This guy or this woman can really help me make money,' or do whatever it is that they want coaching for.
Home study courses can also be high‑ticket value. If you think about Butterfly Marketing, Mike Filsaime turned over a million dollars in a day from that. He sold his home study course for $1000, so just consider that. Home study courses can be very, very high ticket. Yes, you have to go and pay for the products to be produced, but that's not the end of the world.
A thousand‑dollar‑product, for example, consisting of DVDs, folders with printing in it, books, and audio, to actually produce as a fiscal product will cost you way under $100, possibly even less than $50 if you shopped around. So, you've got a massive markup on that already. Say it costs us $50, you're making $950 profit.
Of course, if you say, 'Right. I'm limiting the print run to 1000' and approach someone to produce that 1000 and pay upfront; you're bound to get a volume discount.
The real value of selling something like that is, of course, not that you've sold all your $1000 programs. The real value is you now have a list of people who are willing to spend $1000 on a product. How valuable is that to you?
Really, if you're going to launch an information product, you've got to create a buzz. You've got to stir up people's desire for it. You've got to stir up the need for it. They need to understand what your product gives them and why it's so good for them. Basically, they've got to understand why they can't live without it. The buzz and the need can bump up the value of a product.
If you're releasing the course and you say, 'Right. I'm only releasing 50 copies. It's going to be $1000 apiece,' and you create a buzz and start drip feeding a bit of information about what's in it, you'll find that people will be battering your doors down to get in and pay you $1000. But, that's part of marketing your product.
So, which format do you choose? Well, it depends. Really, it depends upon your market and what price you want to get for your product. If you're going to produce a product and sell it for $7 or $17, you're probably not going to go to a great deal of effort in creating three hours of video and all that. You may do. It depends upon your marketing strategy, but you may not.
Some markets prefer certain formats to others. Some markets have certain price caps on what they're willing to pay for certain formats. So, you are going to have to have done your market research and understand what format and what price your market will demand.
One of the good ways of selling products, if you like, is to start with an eBook. Then sell an audio or video course, then a membership site, then a home study course, and a personal coaching afterwards.
So, you funnel people through this. You start with the low‑ticket value. Once they've bought that, you sell them the next tier up or the next value and so on and so forth until eventually you've funneled them into your $1000‑a‑month personal coaching program.
Which format you choose is also going to depend on your skills and your abilities or your ability to outsource. Not everyone could record video, for example. Not everyone is happy setting up a membership site or producing a home study course. But, if you could outsource it to someone else, then obviously you could do it.
Your skills and abilities, the tools that you have on your computer at home, or your ability to finance that outsourcing project will depend on the format you choose. If you can't record video, you don't have any software to do it, and you can't afford to buy it, then obviously you're going to have to start with an eBook.
Once you've got an eBook, go out and buy everything you need to do video, once that's making money. Then slot in a video course as the back‑end product. And eBooks are a very, very good place to start. They're still very popular. A lot of people are buying them, and they're relatively easy to create.
If you've never created an information product before, an eBook is probably one of the best places to start. It's quick. It's easy, and you can hammer out an eBook in less than a day. If you're good, you can get an eBook out in two or three hours if you know your subject. It's not uncommon for me to write a 40‑ to 50‑page eBook in the morning, and go off and sell it and make money from it.
So they are a good place to start. Once you get used to writing them, which is what we're going to talk about a bit later on, then you're going to be in a really good position to move onto the other formats. But, it's a good place to start and a good place to cut your teeth and get the hang of creating information products.
Once you've created an eBook, you can then create the other formats as back‑end products. So, if people buy your eBook, they go into your autoresponder. You start selling them other stuff, giving them more information, and you sell them the video course, the membership site, and so on and so forth. But, you've got to make sure that everything has its value and has its place.
If they've bought an eBook, and then you're trying to sell them a video course and it's just the same as the eBook, they're not going to want to buy it. You've got to build on it. The eBook may whet their appetite and give them some information. Then the next level of product will be an advanced course, then an elite course, then the expert's course, and so on.
So, things tend to go like that, simply because you can then tier your prices. You start with a $17 eBook of a $30 eBook and then you sell them a $100 program after that. Then a $200 program and then a $500 program. Then $1000 program. You know, and so on like that.
And that is one way for it to work. And this really gives you an idea of the formats that are available to you on how to decide which format to choose. The various formats have different pros and cons. They have different pricing brackets. But, really it depends upon your market. You need to understand your market, what do they want, how much are they willing to pay for it?
It's no good you going out and creating a $1000 product if nobody in your market will spend more than $200. Possibly you might be the one to break through that ceiling and get $1000, but you may not. And if you have created a product like that then obviously you are going to run into trouble.
So, think about your market and investigate and find out what pricing and what formats they'll bear. One thing you can always do if you want to break through a pricing ceiling is maybe they'll only pay $100 for a product, but no one has ever sold them a video course.
So, maybe if you tried to charge them $200 for a video course, you could break through that pricing ceiling. So, you need to understand what your marketplace will bear. And that's part of the market research you must do.
We've mentioned a few times in this course so far about outsourcing. And we'll mention it again as we continue to go through this video course. But, what I want to do is just spend five minutes talking to you about outsourcing, what it is and how to do it.
Now, If you have the money, to it. Seriously, it's how you get rich quick. If you want to make money, you've got to hire other people to do the work. I'm going to give you an example now.
Imagine you go and buy yourself a pizza franchise. You go and open up a pizza stores and you set to work making pizzas. You sat there every day making pizzas. You open your shop at 11:00 in the morning. You shut it at 12:00 at night. You get up at 7:00 in the morning and run around and make sure you got all your supplies in, make sure the shop is clean, make sure you've done this that and the other. Paid the bills.
At 11:00 in the morning, you're back in your shop. You're working there until 12:00 at night. Now, if you do that, yeah, you are going to make some money, but you're not working for yourself, you've got another job. You're there 12 to 15 hours a day or more working for yourself, but you're still having a job. You are your own employee if you like.
So, what would happen though if you decided to work a little bit smarter? So, what if in your pizza shop you said, right, I'm going to hire some people to cook and prepare the pizzas. I'm going to hire some people to deliver them. I'm going to hire some people to man the tills so that I don't have to do anything.
Suddenly, you are not working from 11:00 in the morning to midnight. Suddenly your day is free and you have stepped back and you are managing the business. So, what you have effectively done is you have outsourced the pizza preparation. You have hired people. You have outsourced the taking of orders. You've hired people.
You have outsourced the delivery of the finished pizzas. You've hired people. And what do you do then? Well, you can sit back and enjoy the profit from your shop. But, if you were smart, what you would do is say, right, I can work to develop the business now. So, you could develop new pizzas. You could work on developing new products.
You could work on expanding your advertising so you got more customers. You could work on opening other shops in other areas to increase your income. So, if you think about it, if I'm sat there working in my pizza shop 12:00 hours a day, yeah, I could earn say, I earn $2000 profit a week. That's round about $100,000 a year. That's nice. That's $100,000 a year, but if I stepped back and I've got these people to run the shop for me, my profit for the year may go down to say $50,000 a year.
Ooh. That's not so nice, is it? However, I'm not working 12 hours a day. Suddenly, it's started to look a lot more attractive, isn't it? What if, I say, well, I can actually open another five pizza shops now. So, I open five more pizza shops in surrounding areas. So, I've got the whole of the city, for example, I can deliver to now.
I've got pizza shops all over the place. So now, instead of me working 12 hours a day and earning $100,000, which to be frank I never have time to spend because I'm working so many hours a day. But now, I've outsourced everything in my shop so people are running them all. Each shop has a manager who reports in to me.
We have weekly meetings and I spend a couple of hours a day going around to the pizza shops making sure everything is OK, checking the cleanliness, making sure that they have everything they need and the advertising is going well. So, I've opened my five pizza shops now, each one of them is making me $50,000. So, suddenly I'm on a quarter of a million dollars a year profit.
And I'm going to be working a few hours a week. So, you can see, outsourcing allows you to leverage the time of other people and that is the real power of it. And if you want to succeed and you want to succeed quickly, get outsourcing.
But, if you don't have the money, then don't do it. And I'm going to be right upfront with you now. If you have to put the money for the outsourcer on the credit card and say, I'll pay it off later, do not hire an outsourcer. You are not in a position to do so.
If you have the cash, literally in your hand, that you can give to the outsourcer, obviously electronically, then you can afford to do it. But, don't go sticking it on credit cards and hoping that you sort it out later on, because sooner or later it's all going to catch up on you.
There's lot of problems with credit card debt and you've got to be sensible. You're building a business here and you don't want to jeopardize anything to do with your family life or your home life as you are building your business. Your number one priority is the security of your family.
So, if you can't afford, literally you haven't got the cash in your hand or in your PayPal account to pay for an outsourcer, then don't hire one. When I started outsourcing I didn't have a lot of money. My family was in a really bad financial situation. I mean, literally we went one week and survived on $10 for a week and that was a family of six of us.
That's how bad the situation was. But, what I did is as I started building my business is I would do some work, get the money coming in. And once I had the money sat in my PayPal account, I would then say, 'Right, then I'm going to hire a freelancer to do this for me now. Set up this site, part of the business. And I would pay the freelancer with the profit I had made from outsourcing work that I was doing for other people or from product sales or from affiliate marketing.'
So, that's one way to do it so you don't dig yourself into a hole. I'm just being upfront with you. And I just don't want you to get into any problems. I see so many marketers on forums going I spent $20,000 trying to succeed as an Internet marketer and now I can't afford to live.
Not being funny, that's not sensible. Think about your business decisions. Number one priority is a security of your family. Please. I'm just asking you to be sensible. I'm just trying to make sure that you do not get into problems later on.
When you hire someone as a freelancer, you effectively become their manager. You're their employer. You are not obviously responsible for them as in a traditional employer/employee relationship, but you are responsible for managing them. You're responsible for making sure they know what they have to do, when they have to do it and responsible for making sure you get back to them and answer any questions.
If you sit on an email from a freelancer for a week, and not answer it, then you can't sit there and shout at them and say: why haven't you delivered this? Well, they would have done, but you haven't answered their questions. You have got to manage them. You've got to manage their expectations and you have to communicate.
Whenever I deal with freelancers I demand a Skype address. I want to be able to Skype them and I want them to be contactable and I'll tell you some more about what I do with outsourcers, but I have very, very good relationships with them.
For example, if I turn around to one of my graphics designers and say, look I really need some designs in the next couple of hours. Can you do then? They'll turn around and go: yeah, sure. No problems. And they do that because we have built up a really, really good relationship. They trust me. They know me and likewise I know them.
They'll help me in my business. I help them with theirs. It's all about give and take. You scratch their back. They scratch yours. And that's how a good freelancer relationship works.
There are lots of good freelancers out there. There are some that aren't so good. But, if you find the good ones, and we're going to talk about this, treat them like gold dust. Before you think about engaging a freelancer, you need to sit down and write out exactly what you want.
If you want them to write a book, give them detailed specifications of what you want. How long do you want the book to be? What format do you want it in? How do you want it presented? Give them some hints on where to go for the information. Give them some hints for what content you want in it.
As you trust your freelancers and you get to know their quality of work, then you can turn around and go, 'Yeah, I want a report on this. Get on with it.' And they'll go off and do it. But, if you can give them a report and give them some guidance, then it means that when you get the work back from them you're not going to be looking at it going, 'Oh. This is not what I wanted.'
If you give them good information upfront, they can produce you a high quality product the first time. A lot of the people that I do work for, when they receive the stuff, it's what they want the first time because we've taken that time upfront to make sure that it's all OK.
And you've got to make sure your freelancer understand exactly what it is you want. Get them to feed it back to you in their own words. Just say, 'Can you confirm to me exactly what you think I'm expecting you to do?'
Make sure you provide deadlines, and make sure they're realistic. Don't expect your freelancer to write a 500‑page report in a day. It's not going to happen. Make sure you provide realistic deadlines and you engage your freelancer in plenty of time, simply because it's going to make sure that you don't get a rush job.
If you get a rush job, then things can be sloppy. You may find spelling mistakes. You may find that the freelancer thinks, 'I haven't got time. I'm going to take and peel off part of it from somewhere, just paste that in, and hope he doesn't notice.' So provide reasonable deadlines.
Ask for status updates. If it's a project that's going to go on for a few weeks, then ask on a Friday afternoon to receive an email with a status update on what's been done, any problems, and a copy of the work so far for you to review if you need to. That's not a problem. Most freelancers will agree with it. It helps you to keep steering everything.
If it's a short‑term project and it's only a couple of days, then you don't really need to do that. But, if it's longer term, then you just need to make sure that you're steering it in the right direction all the time.
You don't want to get to the end of an eight‑week project and turn around and go, 'That's not quite right' when you could have adjusted it six weeks ago. It's going to cost you money to try to sort it out afterwards. So, you've got to review the progress.
One thing to do, for example, is if you've said to a freelancer, 'Right. I want you to create an eBook for me,' say to them, 'Right. I want you to create an eBook on this subject.' You give them the detailed report. Then you say, 'Once you've determined the table of contents and the main content for each chapter, please send me a copy of that for review and comment.'
Then, before they start the actual job of writing, you know that the product is what you want. You could look it through and say, 'Wow. There's something wrong with this. I'll find something else,' and so on and so forth. So, you make sure you get the product you want when you want it.
As you build your relationship with them, you can let the freelancer be a bit more independent. Once they get to know you and know what you want, and you trust them and their quality of work, then you can pretty much let them get on with it and know that you're going to get back what you want.
Now, obviously, still review the progress and all that just to make sure they're on track, but typically you can let them make more decisions by themselves once they understand you and what you want.
Where are you going to find freelancers? Freelance websites such as Elance, Rent A Coder, Get a Freelancer, and many other places online. All of those will hire out freelancers. There'll be tons and tons of them, more freelancers than you can shake a stick at, literally. There are hundreds and thousands of them.
Typically, these freelancer websites will have rating systems. Some will hold the payments in escrow for you. Some of them provide project management features and so on and so forth. Have a look through a number of them or pick one. You'll find someone there that will do it for you.
If you're after Internet marketing or something relating to Internet marketing, then these Internet marketing forums are good places to find people. To give you a rough idea of pricing on these forums by the way, and this is really quite useful, Digital Point tends to be the cheap end of the market. You can pick up some really, really cheap labor there.
I got somebody to manually submit my website to 1000 websites for directory submissions for $20. I got somebody else to do a whole other keyword research for $10. You can pick up some real good bargains there. But, you've got to really pick and choose because not all the work's good. Some of them ride a horse and have a 10‑gallon hat on, but it's a good place to start.
SitePoint and WarezForum have much, much higher quality freelancers on there, and they tend to cost realistic amounts of money. So, it depends on what you're after. Have a look through. You'll find all sorts of things on them.
There are also, of course, maybe niche‑specific forums. You can find people who can do jobs for you. If you're in a particular niche looking at forums, there may people offering services in there. There may be people you can interview or whatever, so just think about that.
And remember. Look offline as well. Are there people in your local area? Quite a few colleges, schools, and universities will offer out their students to small businesses to do projects so the students get real world experience. And quite often, they're not going to charge you a penny for it, and that's one of the really nice things about that.
So, check out your local colleges, universities and schools, and see whether there are people there that can do some work for you. If you want things like graphics, design, or something like that, then they're often a good place to get that done. They will do it simply for the experience.
So, what can you expect to pay? It varies according to the amount of work. A small piece of work will cost you $10 to $20. If I want someone to design a custom website script from scratch, it could cost me thousands of dollars, tens of thousands even. It varies. It varies according to the amount of work. It varies according to where the freelancer is based and how much they want to charge.
Some freelancers based in Eastern Europe and some of the Asian countries are often a lot cheaper because their cost of living is a lot lower. If the average annual salary in a country is $1000, then if someone can get paid $100 to do a simple job, then that's a lot of money to them.
But, if someone's based in one of the developed countries like the United Kingdom or the United States, often that can be more expensive and quite simply because people have a higher cost of living. They've got to pay all the bills that you do. So, it depends upon that, really, as to what it's going to cost you.
The Far East, India and Eastern Europe are some really, really, good places to get freelancers. A lot of my freelancers come from there. I deal with people in India, Malaysia, Singapore, Indonesia, and Thailand, for example. All of them are really, really good. They're very polite. They're very quick. I get stuff turned around so fast and such good quality, it's amazing. It really, really is.
A lot of the time you feel a bit guilty about how little some of these people charge, but I personally tend to pay a little bit above the going rate because I want to keep them sweet. I want them to think of me and go, 'Oh, yeah. He's our friend. We'll help him out when he needs it.' I get good responses from people for it.
But, don't be frightened of looking for people in those areas. They're good areas to deal with. And quite often they have a very, very good command of English, very polite, and very good communicators.
If you're not sure how much to pay, go onto Elance or Rent A Coder or somewhere like that. Look around at similar work requests, at similar projects, and see what those people are paying and what people are bidding. That will give you an idea where to price your piece of work.
You don't want to price it too high because you'll get everybody jumping on it and think you're going to take them for a ride. You don't want to price it too low, because you won't get anyone taking you on.
What I would recommend ‑ and this is the beauty of the freelance site ‑ is, get a number of quotes. Don't take the first quote. It may not be the best. Just as if you're quoting for your life insurance or our home insurance or your car insurance. Get a number of different quotes to make sure the price you've been given is actually a good price. If it is, take it on.
Freelancers are a really, really good way to expand your business. They are a good way to free up your time to work on your business and not in it, and there are lots of good freelancers out there. When you find a good one, treat them well. Keep them sweet because you know what, they'll be worth their weight in gold to you.
I'd like to show you now around Elance.com. This is one of the many sites where you can hire freelancers. You can see here there is search for qualified professionals. You can see today there's 25,000 new jobs in the last 30 days. There's almost 80,000 experts, and since 2005 almost $150 million worth of business has been done through Elance.
So, what does this tell you? They know what they're talking about. They are a good company with good ideas. They know what they are doing. They look after both their experts and the people going on there.
This is one of the companies that when you make a payment, when you hire someone, you pay upfront and it goes into escrow, and it is held until you are satisfied with the results. When you are satisfied with the results, then the money is released. It gives you lots and lots of facilities for tracking your work, communicating with the person.
You can see here all the different categories ‑ admin support, hire help desk staff, email handling, word processors, time management, customer support, writing translation. There you are. There's a load there. There are some of the professionals here. So, you can approach professionals directly. If there is someone that you see that you really like, you can go straight through to them, or you can just post a job.
So, you can search for people with specific skills. You may say, let's look at PHP skills here. Now, it's going to search. Let's look and see what it comes up with PHP skills. Now, I can filter this by location and zip codes so I can find people near to me, if I want.
Here we have details of a few. Let's look at this one, E‑Technology. They are based in India. Their minimum rate is $15 an hour. They've had 96 percent positive and earned $175,000. So, obviously, they are good. They had a lot of work.
You can see here some of them are earning decent amounts of money. Here's $194,000. So, you can see a lot of these. It's $505,000, this group here. So, you know that when you hire someone like this, you are going to get decent people. You can look at their skills, their team and their portfolio.
So, we look at the team. There's a few of the people, so you can see who is there. You can look at the portfolio. It will show you a few bits and pieces to do with them. Let's leave that to load. There's that portfolio. Here's some information about them.
This one has worked on 70 projects, 27 reviews. In the last six months, they've earned a half a million dollars. In their career on here, they've earned four million dollars, so they obviously do well. So, they've been tested in some of the skills here, and you can see they've got good skills, people in the top one percent, top 10 percent, top five percent.
So, these are tested by Elance themselves to prove to people they know what they are doing. There's the payment terms. These are companies based in India rather than individuals, but they'll give you excellent work. They really, really will. It is well worth hiring these people like this.
You can interview them or get a proposal from them. Let's just click on 'Get a Proposal.' I've got to sign in to do that, so let me just sign in. So, here you are. I can create a proposal for this particular company and ask them to give me a quote on a job and tell me if they can help. You give them a Job Title, select a Category, give them a Job Description.
Now, remember early on in the Outsourcing Video we talked about how you had to know exactly what it is you wanted. This is vital. If you don't tell them what you want, you won't get an accurate quote. If it's not an accurate quote, you are not going to know how much it is going to cost.
So, you've got to go through and make sure you tell them exactly what it's about, attach some documents. Once you have selected the Category, you can select Relevant Skills. I want Website Design. Then, you can select the skills that you want, and then you've got two options here.
You can do a fixed fee or an hourly rate, so I want something to go for two weeks, 40 hours a week. I want to pay about that much, so you can do that. The fixed fee, you can say, well I'm looking to pay about that much for it, go between that. So, you can set that. The position is, basically, you want somebody to work for you for a period of time so select the time, select the hours you want, select the rate that you are going to choose.
Basically, that's all you need to do. No preference, if you need someone in particular. You've got an option here of using the Elance work system. It's merely you want to do so. It's a very, very good way of doing it and use the Elance escrow as well. Then, you've got these options here.
If you're posting for a job, you obviously have to be public rather than private. We invite every single person. You might change some of these. Let's go back a page. Let's go back a page. Yes, I want to leave the posting process and post a job.
This is what you do. You either find somebody that you particularly think, oh they are good. I'll invite them, or you can post a job and anyone can bid on it. And you can see, it's the same form.
Just be aware of this up here. A $10 deposit is required. Basically, it is to separate the boys from the men. If you're not willing to pay a $10 deposit, then you're not obviously a serious person that should be on here. So, that's the reason behind that.
Exactly the same here. It's the same form for posting a job. The difference is right down on the bottom here. To show options, the difference is here. How much do you want the job to pay for? You want people to start immediately, but you see it's public. So, you need it to be public if you want people to bid on it.
If you are based in the U.S., then check that. It would just make your life easier, really, but that's checked by default. I would leave that check by default, to be honest. What happens is a lot of people will look away when they are just bidding and go, 'Well, I'll bid the same.' If you're keeping it private, what you can often do is people go, 'Well, I'll be lower for that because it's easy for me.' So, you may find you get some quite nice low bills if you do that.
So, it's exactly the same. It's just basically all you need to do to promote, post a job. Once you do it, it will appear in the marketplace and let's go back.
Yeah, I want to leave this. Look at find work. You see recent jobs here. So, you can see some of the jobs here that are available. Website design... So, what you can do is your job will then appear in this list and people can basically sign up to get you to sign up and give you a quote. Once you get a quote, then you can pick a provider.
You don't have to pick one, but I would recommend that you do so. You can see here all the people that have bid. Now, obviously, they bid them out sealed, but they are saying they can deliver in three weeks, two weeks, three weeks, two weeks, two months, three weeks, one month and quite a variety.
So, there's all the people here. You can see the new provider here that doesn't have any feedback. There's people that aren't quite as new here. There is somebody here that obviously has been around for quite some time. So, there's a lot of different people on here bidding for them.
But, that's basically what you want to do. You want people bidding on there and then you pick who you think is the best with the best price. Now, if you're unsure how much to charge, which to be honest, a lot of us probably are. I mean, how much do you pay somebody to create your PHP application for example? Well, I don't know. I have no idea.
But, what I would do is I would go: right, well let's have a look on here under PHP and, right, I then look through here for particular things that I'm after. So, well actually I'm after someone to change a PHP script. That might be what I'm after.
So, you can just get an idea here of how much it is or you may say, well, I'm after someone to create something that convert Word documents into PDFs. That would be really useful. OK, that's how much I'm looking for.
It gives you an idea of what people are paying for similar jobs. So, it will help you to basically help you to understand how much to pay. So, some of these may be very, very simple jobs. Some of them may be much more complex. But, as you go through you can see what other people have put in as their budget.
So, what you can do is you can match your budget to a similar amount. So, I know if I want someone to do this sort of work that's roughly the budget. So then, what I need to do is see who posts to it. See what prices they offer. See basically what they say they can do.
So, that's all you need to do. And that's really freelance. Elance.com, great place to hire freelancers. Great place to get some ideas for projects. I mean, I know people that will sit here and have a good look through some of the up and coming projects.
If I go back a page, I'll show you what I mean. One more page. So, if I go into writing and translation, for example, and look for eBooks. I know of people who perhaps live on a slightly less ethical part of society who look through this and sort of go, OK, eBook on Home Brew. That's an idea for a product.
And they see, oh, pregnancy. That's an idea for an eBook. So, you can see if someone wants a Twitter eBook written as well. You can get ideas from here for products as well and see what is popular.
If you go through and you see lots and lots of people writing eBooks or wanting eBooks on Twitter, for example, you know it's a popular subject. So, I very, very strongly recommend that you consider using this, not only for ideas but also to find out how much your projects are worth and to find decent freelancers.
Remember, if you outsource, you are moving away from making the pieces and into developing the business. That really is the key to become successful online.
In this video, I'm going to talk about creating your product, but before you start there are a few things we need to discuss.
Firstly, you need to know your format, which format you are creating your product in does kind of change the creation process a little. The process pretty much is the same but you've got to know what format you are creating for because, for example, written word is very different to the spoken word.
You tend to write in a different style to how you speak. So, you've got to understand your format. You need to also have an idea of what information you want to include in your product. So, this will have been in your product research phase. You would have gone out and looked at other products, looked at sales letters, looked at forums, identified people's problem, their pain, work out solutions to it, what people want to know.
So, you know what information you want to include in your product. It may not be in depth, precise, but you got a broad idea of what needs to go in there.
You might want to research the forums for common problems and questions. So, these are good things to include. Now, obviously, you don't copy them. You rewrite them. But, they are good things to include.
If there's common problems in forums, you can include them in your product maybe as an appendix, maybe as chapters in themselves. Just to help make the book appear valuable, give it value to the people and give it substantial content.
I would recommend you set aside specific time to do this. Don't say, I'll do it tomorrow maybe and never get around to it. Set aside a time, sit down, discipline yourself and do it. Get writing and get creating your product.
Once you start, you will be surprised that you can do it. And please make sure that you take breaks. Now, I know from personal experience that you can sit there and say, 'Right I'm going to get working,' and three hours later you are still going. Your typing is down to five words a minute and you have gone cross eyed and every third word is spelled wrong.
Take regular breaks. Get up, away from your desk and go and do something else. Don't sit at your desk and go, oh, well, I'll go and look at the news sites and do a bit of this and that. Get up and move a little.
I know it sounds simple, but it will make all the difference. It will get the blood flowing. It will clear your head. If you can, get outside for five minutes. Just give yourself a little breadth of fresh air so you can go, Right, I'm ready again now.'
It just refreshes you. Otherwise, you tend to sit there for ages and you get a bit stale. You start getting tired and start making clumsy mistakes. The best thing to do is to get up and move around a bit.
I find it's a lot better to write a chapter or two and then take a break, rather than for me to sit down and say, I'm going to write a 100 pages right now. I'm not going to stop until I'm done. After about 40 or 50 pages, you start to burn out a little. Seriously you do.
So, what you need to do is just write a section and go, I'm going to do something else for something else for five minutes, come back and write the next one. It takes discipline to come back. It takes discipline to take the breaks.
But, it will make the difference in the quality of your writing. So, make sure you do that. I know you are going to be tempted to sit there and keep going. But, please just get up, have a bit of a break, stretch yourself, jump up and down a few times, something like that and you'll feel a lot better.
And you are going to be surprised how easy it is to create you own information product. If you are sitting there now thinking that it is difficult, in the next 10 minutes or so, you'll go, 'Oh, is that all? It's not hard. It's not difficult.' As long as you can write to a reasonable standard in the language that you are writing in, you'll find it easy to create an information product.
So, the first thing to do... Now obviously, I'm assuming you have, say, Microsoft Word open right now and you are getting ready. The first thing to do is write out your chapter heading. So, you leave a blank page for your title, then a disclaimer, a table of contents, introduction, then your chapter headings.
The chapter headings are the major subjects you are going to cover. So, your introduction would be about the book, you are going to teach them how to use it. Then for example, say we're doing a weight loss, your first chapter might be how we put on weight and the next chapter might be how the weight loss process physically works. And then it might be how to diet, how to exercise, recipe ideas, and so on and so forth as major subjects.
Then, you have your conclusion when you are near the end. The conclusion is called an end note or a summary. That is basically your conclusion is you tell people what you've told them and you tell them where to go next.
So, you say, 'You've read this book, now get off your butt and do it.' That's basically the conclusion; you tell them where to go and what to do next. But, in a nice way and obviously in a professional way.
And then after that, you have a resource section and the resource section is typically a number of products or services of your own or affiliate ones that you're promoting that you make money with when people buy it. They are related to the content of your book.
Underneath each chapter heading, you will write out sub‑chapter headings. Now, you may not use them as sub‑chapter headings, they may just be groups of information within each chapter, but you write out these as subjects you'll cover in each chapter.
OK, the next one after that is, under each sub‑chapter, write out some bullet points for what each sub‑chapter will contain. So, it's just a few points on the main points of information you want that sub‑chapter to contain.
And then, you sit yourself down and you write those out as proper paragraphs. So, you expand these bullet points out into two, three, four, five or even more paragraphs. Put in stories, anecdotes, pictures and so on and so forth. That's what you do. You just go through each bullet point doing that.
Again, if your sub‑chapters aren't going to actually be sub‑chapter headings, turn those into paragraphs as well. Then, go complete your introduction, disclaimer, table of contents, conclusion and resources and roll out, one completed product.
There you are, you now know how to create an information product simply told in one page. It's really easy, honestly, it's not difficult. The difficult part is knowing your subject and knowing what to write. But, if you've down your research and you know your market place, then it's not hard.
If you don't, then it can be difficult. If you're going to try and write fluff and filler, it's not going to sell. If it does sell, you're going to get an awful lot of refunds. It's got to be quality information; don't write just to fill in space, write because it has a point.
Now, a few product‑finishing tips. These are from my own experience and from products I read. Firstly, put the page numbers in, please. There are people like me who print them out and there are people like me who then promptly drop the eBook on the floor.
And then there's people like me who set down and the eBook and go, 'Right, I've got no idea which order this goes in.' And has to throw the whole thing away. And guess what? That doesn't make me feel very nicely about the eBook author.
Yes, I know it's my fault, I dropped them. However, it's the eBook author's fault for not taking the two click of a mouse button it takes to put page numbers in. Seriously, it will help. People I know get very, very frustrated with that. It just helps people. A lot of people are still printing eBooks and if they're going through and they want to make references or they want to mark the page and you've not got page numbers in it, then what can they do?
They can't say to their wife, 'Hey, look at that stuff on page 57, it's really interesting' because there's no page numbers. So, put them in, it's two clicks of a mouse, it's not hard and it will make life a lot easier. It's one of those little things that adds value if you like.
Get your product proofread. Check the grammar and the spelling, particularly if English isn't your native language or whatever language you're writing in isn't your native language. Make sure it's professionally written.
If it's not and there are spelling and grammar mistakes everywhere, it's going to de‑value your product in the eyes of your buyers. You could have the greatest of information in the world in there, but if it's spelled badly and the grammar is poor, most people aren't going to read it and those that do may not understand it and think it's rubbish anyway because they'll think it's the same quality as the book.
If you can, get somebody who knows the means to review it as well as those who don't. The reason being is, when you immerse yourself in something, you can write a book and you'll sit down afterwards and go, 'Yeah, yeah, yeah that's really good!' But you've explained it to someone as if they know what you're talking about.
Quite often, if somebody has no idea about the niche and they pick up your book, they can sit there and go, 'I don't understand this' because you've assumed knowledge that a beginner may not have.
So, make sure you get people who know the niche and people who don't to review it simply because they will pull out all the bits that don't flow out, where you haven't explained things properly and they'll check that the details in it are correct.
Make sure that the problems that you've set out to solve have been addressed by information product. Does it do what it says on the tin? If it says, 'How to lose weight in seven days' does it tell you how to lose weight in seven days? If it says how to make $1000 in 14 days, does it have that information in there? Make sure it does what it says on the tin. If it doesn't, you can expect your refund rate to go up.
Don't fill your eBook with flowery language and long words and really, really complex sentence constructions. Keep it simple. It doesn't have to be difficult. Not everybody reading your book is going to be a PhD student. Keep it simple; the simpler you can keep it then the more sales you are likely to make. It's going to be simple for people to read and digest and you're going to get some good feedback.
Where you can, include pictures and diagrams. Pictures and diagrams really are worth a thousand words and they'll make it a lot easier to explain concepts. Sometimes you can spend pages and pages trying to describe something that one simple picture will explain.
So, if that's the case, put them in there. Don't shy away from them, put them in there. Make sure they look good. Make sure they're not crayon drawings or anything that looks like your two‑year‑old has done them. Get yourself something like Gimp, a free piece of software that allows you to create artwork. Get yourself something like Microsoft Visio or whatever it might be, depending on what you want to produce.
And finally, if you get writer's block, which may well happen, don't try and force it. Simply stop and move away. Distract your mind, do something else and it will all come back to you and it'll start to flow again really, really easily. Honestly, it will.
That's the most important thing you can do. If you're going to sit there and get all tied up in knots about it and try and push through it, you're going to end up writing gibberish. I found that over the years, the easiest way is to get up and go and do something else, come back 20 minutes later and it all flows, everything's back again.
So, this has given you a nice outline of creating a product and a few tips on what to do with it. And product creation isn't difficult. If you're creating video or audio, it's pretty much the same except you have to plug in a microphone or screen capture software, you do your product in a slightly different way. But, the same principle applies and that's what you need to realize.
No video about information product marketing would be complete without talking a little bit about copyrighting. Now, a full discussion on copyrighting is beyond the scope of this course, but I want to give you a rough overview of copyrighting so you know how to write your sales letter.
Your sales letter is your vehicle by which you sell your information product. So, if you want some ideas for your copyrighting, go and look at the other sales letters in the same or similar niches for inspiration. Don't copy them, just have a look at them. What headlines do they have? How are they laid out? What bonuses are they offering? What problems are they addressing? They will give you some idea on what you need in order, really, to make sales. Have a look at them. Particularly look at any that are advertising through Google AdWords.
I would also recommend that you pay for a unique professional template to be created. Don't try to make your own unless you're gifted, OK? Unless you're able to make professional‑looking graphics, don't. The graphics can make or break a product.
If your graphics look shoddy and they look untidy, then you're not going to be making sales. Why not? Because people are going to look at it and think, 'That doesn't very good.' They're not going to be impressed.
So, what you need to do is to hire a graphics artist. You can find them on any of the forums we've talked about before on the outsourcing section. Hire a graphics artists and get them to create you a custom template. It won't cost you more than $50‑100. Fifty dollars is around about the minimum, $100 will get you a really good template.
So, you've got to look at that. Why's that? Simple. If you don't, then you are going your graphics don't look good. And if your graphics don't look good, you are not going to make your sales. The header graphic is one of the first things a visitor to your site will see. If it doesn't look good, they are not going to buy.
When creating your sales letter, your headline is the first thing that people are going to see after they've seen your header graphic. And typically it's going to take you 80 to 90 percent of your time to come up with a good headline.
The headline may be the only chance you have to make or break your copy. If your headline isn't any good, people are going to look at it and move on. It's only going to be the real committed few that move past a bad headline.
So, you've got to make sure your headline is good and you've got to test different headlines as well. And what you do is your sales letter is broken into logical chunks, typically with subheadings. People read sales letters typically by scanning through them.
Very, very few people will read the whole sales letter, unless they are pretty much sold on the service. If they are sold on it, then they will. The majority of people will just read through. They'll grab the sub‑headlines, which basically need to tell a story and grab attention.
They'll read maybe the testimonials. They look at the price, the PSs, maybe the bonus items. And they will look for a brief summary of what the product is about. So, you need to make sure that is all there for your readers.
Firstly, after you got your headline and you have introduced the letter, you need to start by identifying with the reader and their problem. This is the section where you have to show to them I understand you. I know the pain you are going through.
It's really the section where you start to stir up their pain so they start going, oh, it's a bit uncomfortable. Yeah, I need to solve this problem. That's the idea of the beginning. Basically the whole sales letter is stirring up that pain and pointing towards to your product as a solution.
So, once you have identified with them, pointed their pain and told them you understand them, then you need to say why you can help them. And this is proving your credentials. This is saying I'm a such and such, with such and such years of experience and blah, blah, blah.
This is the only section of the sales letter where you talk about yourself. The whole sales letter should be all related to the reader, you. It's only in this section that you talk about yourself.
Remember that this is absolutely vital. And when writing all of this, you need to make sure you are writing as if you are talking to a friend. Don't write too formally. Don't write all stuffily. Don't write too casually. Write like you speak. Don't worry if it's not 100 percent grammatically correct and whatever.
Just write the way you speak, simply because it comes across that way when people read it. They hear a voice in their heads.
Now, you need to provide some testimonials. These are good in this position, but you can scatter them throughout the sales letter. And the testimonials need to basically be from real people. Don't ever make them up. That will get you into an awful lot of trouble, particularly with advertising agencies and you could end up being prosecuted for false advertising, misrepresentation.
So, make sure they are genuine and then always keep a copy. Testimonials, ideally you want a name, a location, a website, you want to photograph if you can. If you can get audio or video even better.
But, the social proof basically says, this has worked for other people so it can work for you too. And it's a vital part of the sales process. Then give them some more information on why the product will solve their problems. Prompt their pain again and tell them why your product is the solution to their problems.
And then, you need to tell them a bit about what's the book. You have got to intrigue them. You have got to make them go, I really want to see what's inside that book. This is your chance, this is where you need to do that.
So, tell them what's in the course. Intrigue them. Make them curious to buy the course. Make them so desperate to get it that they can't wait to see what's on the inside. And then, you got to give them some bonuses. The bonuses need to be items that are related to the product, but not necessarily the same as.
So, on the product such as this about information marketing, product creation, you may find the bonus on traffic generation. You may find a bonus on copywriting. These build on the main product. You don't want something completely irrelevant.
For example, if I gave you bonuses coming with this product that you are watching now, for hot to lose weight and how to win at poker and how to potty train your dog, you are just going to look at those bonuses and go, huh? They are going to be useless.
The bonuses have to add value. Don't overstate the price of your bonuses as well. At times, I see people giving away bonuses worth, according to them, $50,000 or $60,000 and they are giving it away with a $7 product. You just think, yeah, right.
It isn't credible. The bonuses have to be credible and have to be realistically priced, otherwise you are going to damage your credibility. If you are sitting there saying, 'Yeah, with this $7 product, I'm giving you $150,000 worth of bonuses,' you know what? That's going to ruin your credibility because people then go, 'Yeah, that's just so not right.'
Who would do that? That is obviously not worth $150,000. You have got to be realistic and credible.
After your bonuses you have to have the call for action. And this is where you say to the them, buy it and buy it now. You basically build them up and say, press the button, order it now, invest in it, whatever you want to use as the word for it. And give them the call to action and tell them what to do.
If you don't tell them what to do towards the end of your sales letter, it may not be 100 percent clear to the reader. So, you have got to give them that call for action. Tell them, 'Right, go for it. Buy the product. Click on the link. Invest in your future.' That sort of thing.
And then you need to sign off. This has to be the positive way, maybe restating your call for action, restating a limited availability or whatever it might be. And then finally you have the PSs.
In the PSs, typically two or three, you restate your guarantee. And you restate one of the major benefits of your product. And again, these may be one of the only things people see. People often read the top and the bottom and that's it. So, the PSs need to be something that makes people go, 'Hmmm, I need a little bit more information.'
So, spend your time on those as well. Make sure they are right. It's not worth hurrying a sales letter. End of story, not worth it. Take your time. It's really, really important. Write it, get it right. And once you have written it you are going to continue to test and track it and tweak it to try and improve the conversion rate.
You've got to understand what your target market is looking for. The top copywriters will do a lot of investigation into the target market for the product they are writing for to understand what are people looking for, what's their pain, what's their problems, what are their hot buttons and what do they want to know.
And you need to be prepared to test and tweak your sales letter. You got to do this once you get traffic. You could send PPC traffic to it and then you are instant traffic. You can start testing it and tweaking it. But, you've got to be prepared to test and tweak your sales letter to improve your conversion rate.
You might be happy sitting there on a one percent conversion rate, but what if you doubled that? You have doubled your money. What if you got a four percent conversion rate? That's four times the money. It's worth the testing and tracking. All the top marketers do it and if you don't do it, you are leaving money on the table.
It may take you a while to get your conversion rate right. If you are new to copywriting, you may sit there and have to do it a few times until you get a good letter. But, when you are doing your testing, don't change too many things at once, because you don't know which change caused the increasing conversion rate.
So, what you need to do is just test one thing at a time. So, what you might do is write a sales letter, leave it there for 1000 visitors and see what the conversion rate is. Then change the headline, let another 1000 visitors come, see what the change in conversion rate is. And then just change one thing at a time.
Patience is really the key here. And most people can't be bothered. So, they end up with sales letters that do don't do very well.
It is worth your while studying copyrighting. It's a very, very useful skill as an Internet marketer. You've pretty much use it every single day. If you can't get the hang of it, it's going to cost you a lot of money to outsource your sales letters. Even writing a sales letter, even an inexperienced fairly new copyrighter would charge you $200 to $500 for a sales letter. If you want a good copyrighter, you can to spend a lot of money.
Be prepared to learn this skill if you want to keep your costs down. Really, really good copyrighters will cost you $10,000 to $20,000 plus a percentage of all the sales. But, you know what? They'll be worth it for the amount that they will convert. But, you have to think about that. As I said typically, an Internet marketing copyrighter, you can find them for a few hundred dollars. Good ones will be a $1000 to $2000, but you've got to be prepared to pay it if you're not going to learn it.
Personally I would learn the skill and when you have the money and the ability to outsource the copyrighting, but initially it's probably worth doing it yourself just to keep costs down. But, if you could write some simple copy. You can start converting, then you'll do well. Without a sales letter, you have no chance of making sales. As you tense and tweak the sales letter, so you'll find your conversion rate improves, which obviously makes you more money and it's vital you do that.
That's a very, very brief overview of copyrighting. Gives you an idea of what's expected or if you are wondering what a sales letter looks like, look at the one that came with this program. The one that you brought this program through. We'll show you exactly what the sales letter looks like and that's the sales letter that's tried and tested format. So, that's what you need to do. Learn a bit of copyrighting, write yourself a sales letter and then upload it into direct traffic and start making sales.
I'd like to talk a little now about how to promote your website. Again, a full discourse on website promotions are way beyond this scope of product. However, you do need to have a brief understanding of it. There is one way of promoting your website is through article marketing. You write articles, submit them to article directories. Use them on Squidoo Lenses, Hot Pages and the like, and they contain links back to your website.
What happens is those sites rank in the search engines, people see the articles, come through to your site. I'd love to see all of these techniques will give you back links to your website, which is going to help increase your search engine rankings.
So, article marketing is one technique. It's been around for a long time. A lot of people say it's good, some people say it's bad. I wouldn't recommend automatic article submissions, that doesn't seem to get the results that it used to. I'd pick two or three of the top article directories ‑ EzineArticles and maybe say Isnare, SearchWarp, or Article Dashboard or something like that ‑ and submit your article to that manually.
Ideally, you want a unique article for every single article directory and every single place. I mean, there is all sorts of talk about duplicate content and penalties associated with it. To be honest, we don't know; nobody knows for sure because Google isn't telling. Just for safety sake and to be honest, I've seen better results with submitting unique copies of articles.
Directory submissions. There are loads and loads of website directories. There are several thousands and if not more. You could do this yourself, but I will take you a long time. I would hire somebody. Go into one of the forums that we talked about in the outsourcing video and hire someone off of there. Twenty to forty dollars will get you a couple of thousand directory submissions. Typically, a good person will allow you five to 10 different descriptions and titles and so on and so forth.
Just vary it a little to make sure that there's no old duplicates. But, they always help. That's one of the things I do by default with all of my new website. I pay somebody $30, they go off and do loads of website submission, game over. Thank you very much. That's a good start to get yourself up in the search engines. Link exchanges are another way to promote your website. You need to exchange the links with relevant sites. If they're exchanging with irrelevant sites, they don't hold as much weight in the search engines.
If you have a site on weight loss and your exchanging links with a poker site for example, that's not going to carry as much weight for the search engines, as if you exchanged links with, let's say, a fitness site or weight loss site or a diet site or a nutrition site. The link exchanges really need to be with other sites that are relevant and then your niche. Most people will be happy for a link exchange, simply because it helps them as well.
Social networking is another way of promoting your website. Get yourself on the Facebook, MySpace, or any of these sort of places and start promoting your product. You can promote it either by creating a group, through a group or through posts. It's up to you what you want to do.
Social bookmarking is another way. This gets you some traffic directly. If you go into sites like Digg and StumbleUpon, and bookmark your site there, you can get lots of traffic. They don't tend to like sales letters though, so you need to create an information site that points people through to your sales letter.
You can get thousands of visitors a day from selling well‑written on Digg, or StumbleUpon. Most of the others, they have visitors here and there and everywhere going through it. But, to be honest, most of them... They aren't going to give you much direct traffic, but they can put links in the search engines and help your rankings. You could pay for advertising or do advertising exchanges with people, that's another good way to promote your website.
You can advertise in Ezines or blogs on websites and so on. You could use pay‑per‑click.
Pay‑per‑click is a good way to get traffic to your website instantly, if you are waiting for a gallant search engine traffic, it may take a few months before you have a significant amount of traffic. Pay‑per‑click is an instant on and off. As soon as you stop paying, it starts; as soon as you stop, it stops. It's a very, very good way to test your website. Test your conversions rate. You turn on your pay‑per‑clicks and there're thousand visitors to your site, see how the conversion rate is and then turn it off, tweak your website and turn it back on again.
Promoting your websites isn't a one off job. You don't sit down one day and say, 'Right, that's it; I've done it, I've promoted my website.' You have to keep doing link exchange, article submissions, creating Squidoo lenses all that. There is always new competitors coming onboard. There is always people who's going to be trying to chase you, chase your ranking, so you've always got to stay ahead of them. If you're already high on the search engines, you've got less to do to maintain your role. But, you still need to maintain it.
The new competitors are going to try to shoot you out of the top rankings and get there themselves, because they know that's where you make money. You've always got to compete and promote your website. Just do a little bit every week and you'll notice big differences.
There's always new techniques coming into the market place. New websites, new Web 2.0 technologies, Twitter, Facebook, and MySpace and all of these sort of things. What you need to do is evaluate them, do they work? Are they any good? Do they help your business?
Don't get sort of obsessed with them if they don't' do anything for you. If they actually do and they help you get back links and traffic, then use them. Put them into your website promotion strategy, make them a part of it. You'll notice a big difference.
Don't ignore any of the new techniques. Have a look at them and see if they are helpful for your niche. If you can afford it, outsource some of the work. Lot's of traffic generation is mind numbingly tedious, same thing again and again and again.
If you can outsource it, do it. Why, simply because it will free up your time to work on your business. Remember our pizza guy earlier on. If you're sitting there making the pizzas you can't develop the business. So, outsource whatever you can. Just do a little bit regularly. Don't sit there and once every year do a load, a days worth of website promotion. Do half an hour a week or something like that and you'll notice a much, much bigger difference.
One of the things that I found very, very helpful that I do is I have a checklist for every single one of my websites. Basically what I do is, I work through that checklist doing all the items and I know I've got to do this, I've got to do that. I've got to do the other and it means I don't have to sit there and think about it. I don't have to sit and go, oh, right, where was I with that website? What was I doing?
It also means that I can hand this checklist over to an outsourcer and say, that's what I want you to do. My checklist has detailed instructions and sort of embedded videos for all of the items and the people know exactly what to do.
I can hire someone to do that and they will do it for me. I can pay them for it. And it frees up my time. Basically, they can get on and do it and I say, I want you to spend an hour a day, doing this for the next month. And they will do that. And at the end of the month, my websites is riding high in the search engines.
It's a good way of doing it. So, it's a good strategy for yourself, so you know where you are and you know what you are doing. But, it's a good strategy as well for when you round to outsourcing so that other people can do the work for you.
But, promoting your website is vital. If you are not going to do it, you are not going to get traffic, which means you are not going to make sales or things. You have wasted your time. Do your promotion, outsource it if you can, and get people to your website and start making those sales and re‑coop your investment.
As soon as you see the money start flowing in, it's going to really, really light your fire. You're going to get excited. You're going to be motivated. If you got partner they are going to be motivated too. And it's going to get you going on your career as an Internet marketer.
You may well decide to use a fulfillment house to create the physical products. You may decide that you want to ship a physical product either as part of your information product or as a bonus, an up sell or maybe it's a home study course.
Fulfillment houses are the best way to produce a physical product. Now, trust me, I've been there. I've done it. I started about six or seven years ago selling CDs online. I have my CD burner. I have my CD printer. I have my paper. I started selling the CDs. And they started selling.
At first, I was selling maybe half a dozen a week, which was nice. It's was bringing me in $20 at a time. It's was a hundred and some dollars a week, which wasn't bad. And once or twice a week, I'd wander down the post office. It would take me a couple of hours to produce the CDs.
However, it wasn't long before sales started to take off. And it was up to 30 or 40 CDs and 50 or 60 and then more. And before I knew it, I was sitting there day in and day out burning CDs, rushing to the post office, trying to post them all and get them shipped out.
Then I of course, I had the headache of tracking them, making sure that they had arrived and dealing with all the 'My CD is lost' or 'where's my CDs?' So, it was an absolute nightmare. I was literally spending all my time doing that. I wasn't doing anything else useful.
So, what I decided to do was to use a fulfillment house. I automated the entire process, pushed it over to the fulfillment house and then suddenly I got my life back. So, I would recommend that if you are thinking of selling physical products, you don't even consider doing it yourself.
It will be far too much hard work. It's going to be a lot for you to do. And if you make 1000 sales in a week, which we all hope we do, then you've got to produce 1000 CDs and send them out. And that's headache.
So, get yourself the address of a fulfillment house. There's loads and loads of them online. I'll demonstrate one in the next video. But, look online and see what you can fine. There's lots of different ones, which one you choose would depend upon what you are offering and what you want and which countries you want to deliver to.
A physical product can actually be a very lucrative up sell to a digital product. I know of a number of marketers who sell an eBook and their up sell is an audio book, audio version of that eBook. And they actually get quite a high conversion rate.
Talking to a couple of them the other week, they get something like 20 to 30 percent conversion rates, sometimes higher, depending upon the niche. Remember a lot of people own MP3 players. They don't have time to read the book but they do have time to listen to it on their MP3 player.
So, it can be very, very lucrative. So, it's well worth considering. It doesn't take very long to set up. It doesn't cost much to set up. All you need to do is obviously get it recorded. You need to make sure your graphics are up to scratch. If it's going to be printed your graphics need to be high quality.
So, make sure they look good. Make sure that they print OK and they're reasonably high resolution. You may need to go back to your graphics artist and get them to touch up the graphics and re‑do them in a higher resolution so they look good when they are printed.
You may have to get them to re‑do them in a specific format or size to fit onto the fulfillment house graphics. Your covers need to professionally designed. If you have ignored my advice earlier on and you have created your own and they don't look very good, then they are going to look even worse when they are printed out on the physical product.
It's worth your while spending the money and getting them done professionally. And that way when the product arrives at someone's doorstep and they look at it, they are going to go, 'Oh, wow,' instead of thinking, 'ew!'
That's the last thing you want. You need that out of the box experience to be a good one. So, get a professional to design them. Now, obviously if it is going on to a physical product, you've got to make sure it's right.
You need to make sure that everything is 100 percent. Make sure the spelling is right. Make sure the recording is right. If there is a couple of little errors and you are happy with it, then leave it be. But, if there is something there that you think, that's a bit too much, stop it. Redo it. If you don't, you are going to struggle quite seriously.
It's going to cause you problems. You've got to make sure it's right because when it's on someone's doorstep and they are about to put it in their DVD player or into their CD player, it's too late for you to change it. It's got to be right.
This means that when you ship it to the fulfillment house, you got to order copies and make sure it's OK when it arrives on your doorstep. You need to order a copy that is being produced by them to make sure that it's right.
Don't be afraid, particularly when you start getting a lot of business to pit the fulfillment houses against each other. You can always phone one up and say, well, your friends down the road will do it $50 cheaper. Can you match that price?
And a lot of them will say, yes. Sometimes they'll say no. if you're too cheeky and you're trying and get too much, then they'll turn around and say, no. But, if you're honest and you give them good business, then they'll say yes.
Particularly if you are working with one fulfillment house and you have given them a lot of work, then you turn around to them and say, 'Look, I'd like your service, but I've found another fulfillment house that does the same thing, same quality, but that are 20 percent cheaper than you. Can we come to some sort of arrangement?' Quite often, they'll drop their prices to keep your business.
When you are using a fulfillment house, check how they pay you. Are they going to send you a check? Are they going to pay by PayPal? If it's a check, can you cash it? Can you set a minimum threshold or do they send it out every, I don't know, month or something?
One of the fulfillment houses I work for, only paid you by check. And I didn't realize this at the time. It's a mistake I made, I will admit. I put my products on and they started selling. I didn't do a lot of work, but after what two weeks, I got a check from them for $12. Now, I don't live in the USA, so cashing a check for $12 will cost me probably around $12.
It was absolutely pointless them sending me a check. It was worthless, but they didn't have any facility for me to change it to a PayPal payment or for me to set a minimum payout threshold. So, I ended up canceling that account very quickly and moving to a different fulfillment house.
So be aware of that. If you are outside of the USA, how do they pay you? If it's a check, can you make a minimum payment threshold?
And this is totally vital, vital, vital. You must do this. You've got to order a copy of the product because you need to check the quality.
I've used some fulfillment houses that people rave about and then ordered a copy of my product. And it arrives and I thought, 'Ah, I could do better than that.' Now, maybe they were having a bad day, but that's not good enough. That product is going to my customer and if it doesn't look good, my customer isn't going to come back, isn't going to be impressed.
So always, always order a copy. And I would recommend every sort of three to six months, order a copy of your product just to see how it is. Make sure quality is maintained. Very, very simple. Very quick and it's a safety net for you really. You don't want substandard copies of your product going out to your customers. It's your reputation on the line.
Now, with a fulfillment house, will they handle your customer services? Will they deal with lost parcels? Will they deal with refunds? Check what they'll do for you. Sometimes they'll do that; and if they will, then obviously it's less work for you, which is better.
If they'll handle the refunds as well and deal with everything, makes life so much easier for you. Look at their charges. Some of them will charge you a fair price. Some will charge you more, some will charge you a fixed fee and then the percentage of the price. It all depends upon the fulfillment house.
You need to have a look at it and make sure you are happy with it. If you are happy with it, then go ahead with it. If you are not, look around or negotiate. Charges vary from fulfillment house to fulfillment house. So, look at them all and see which one suits you the most.
Look at where they can ship to. Some of the big ones have offices in a number of countries. Yeah, they'll have them all over the US and UK, Europe, Asia and so on. Otherwise, you may end up waiting five to ten days for a product to arrive. Which isn't too bad, but it is starting to border on the unacceptable.
If you ship things internationally, there's way more change of it getting lost. I have so many things shipped internationally that get lost, it's unreal. So, make sure where can they ship to.
If you are dealing mainly with people in the US and you're not, get a fulfillment house in the USA, because it will be quicker to get delivery and it will look better. So, think about all those questions.
Also, find out if their shipping charges are fair. A lot of times, they charge you so much for the CD and then they charge shipping on top of it. So, are those shipping charges fair or are they trying to make a little bit of extra money? That's one of the things you need to check.
Because if the shipping charges aren't fair, it's going to put a lot of people off. If they are paying $20 for a product and then got to pay $20 for delivery, most people will go, 'Oh, that's not worth it.' It's got to be a good price. So, you need to check that.
But, that's really all you need to know about fulfillment houses. There's many, many out there. Have a look through Google find any ones you want and as I said, the criteria for selecting them are quite broad, it depends upon you. It depends upon what you want and what you need and where you are shipping to and where your customers are based.
But, fulfillment house is the best, and in my opinion, the only way for you to deal with physical products. You don't want to be doing them yourselves. It's too much work. Outsource it to a fulfillment house. Let them take care of all that, you enjoy the money coming in.
And physical products are a good up sell and they can make very, very good backend products as you build your list and start selling them other products.
So, that's all you need to know about fulfillment houses. They are very, very good. Most of them are excellent, but make sure you check the quality of the product, just to be sure. It's your reputation on the line, if it is substandard product arrives at a customer's door.
I'm going to talk to you now about one of my favorite fulfillment houses, Kunaki.com. Here's the name up here. This is a reseller fulfillment house that does CDs and DVDs, basically. They don't do anything else. You can see here that they charge you $1.75. They don't hide anything. So, it's $1.75 for each one.
Now, why am I interested in these? Firstly, I can perform up sells. I can sell an up sell to my existing clients. They can buy my book and then they can buy the audio book. But, what really, really interests me is this here. Look at this.
You can have your CDs produced with cellophane wrap. They are ready to sell with barcodes. This means that you can get them onto CD Baby, Amazon, and other retail outlets. So, instantly you are opening up your products to another market place.
That is one of the reasons why I like this site is you can do that. And that is basically what you need. If you are in the United States they will send you a free review copy. If you are outside of the USA, you do have to pay for delivery, but it's not that much and it's worth getting the review copies and make sure it's OK.
This is some of the things about... it's all automated. It's all no cost. So, this really, really helps. Basically it's all automated. They'll send you a check each month. They will order it when you want it. It's print on demand, basically. It saves you an awful lot of money.
Let's have a look at their prices here. So, you can see there's their prices. They are quite upfront and honest about their pricing, which is why I like them. So, that's not bad. It's $1.75 for producing the product. And here you have different shipping costs. So, if it's a single CD, shipped within the USA it costs you $5.75.
In fact, if you ship to anywhere, it costs you $5.75. If it's four it's going to cost you $13 with the USA and $17 outside of the USA for that four CDs. If it's a DVD, it's a little bit more. So, that's their pricing. As I said, they are upfront so I can't complain that at all. OK. Can't complain exactly how much you're going to be charged.
So, if I'm ordering four CDs for myself, I know that is going to cost $18. If my client is ordering a CD, $1.75 that comes out of my cost. They are going to pay the extra $4 so that's all we need to know.
So, you can also show costs up here. You can pick some countries, quantities as well, and see basically see how much it will cost you. So, if I want to order 50 CD in jewel case to the United Kingdom... Let's show the invoice with shipping. OK, it costs me a $166, which isn't bad really. So, it's 50 CDs. That isn't bad at all.
So, you know exactly how much that is going to cost you. So, this is a useful little tool. Here we have the gallery. You can see some of the CDs that they have produced. Again, you can see a lot of them are smaller bands. Many of these don't appear to be information products, but there are a lot on here that are information products.
Let's have a look at the detailed view here. It shows you the CD and if I click up here I can rotate the case and I see with the back of it looks like... see the spines. I can see the inside.
So, this is a really, really good way. And the tool they give you looks similar to this. Basically that's all you need to know. They are very, very popular. And this tells you a bit more about them. It tells you all about. So, this is quite important here, this paragraph, here.
It says it operates more like a machine not a business. They are not really very personal, Konaki, which is one of the problems. They don't really like to talk to people. They don't get involved with people or anything like that. They basically want you to send them a file. Send them some money. And off it goes. They don't deal with any of the niceties that some of the other fulfillment houses do.
If you want to work with some of the other fulfillment houses, by all means do so. But, if you want a simple ship it out, then this is the one for you.
And then if you are a new customer, all you need to do is download the software here and start. Basically, what it does is it will ask you for the graphics of your file and you have to put that onto the CD. So, you need to have them in JPEG form ideally to port to the CD case. When you've done that, you then have to upload the files. So, you need to put a burn to the CD, because what it does is it tracks by the lead the CD, uploads them all, the whole CD, to the servers. So, for a normal CD, it's about 640 MB; in the case of a DVD, it's about 4.5 GB. So, it does take a while, but you get an exact duplicate of your CD.
Basically, that's all you need to know about Konaki. It's not complex; it's very, very good. And I strongly recommend that you use it. If you want to personalize the service, go elsewhere. If you want a quick and easy alternative service, then Konaki really is the one for you.
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