The Marketing Word | Differentiation Marketing

CAT | Workshops and Seminars

Why do information products work so well as a marketing tool?

First of all, one of the main reasons people search the internet (consistently in the top 3 in studies) is they are looking for information. The internet is a convenient research tool, whether you are looking for a recipe, a neighbor’s tax records, how to build a solar collector or how to start your own country. You can find anything on the internet – if you know where and how to look.

But, the internet has its inefficiencies. Because of the sheer volume of information that is available, it is often difficult to find the specific information you are searching for. Sometimes you find pieces of the information you need, but not the whole picture and usually not all in one place. In addition, much of the information is undocumented or comes from questionable sources.

The beauty of an information product is it gives people what they want – the information they are looking for, explained in a way they can put to use, all in one place.

It also gives the marketer what he/she needs: a chance to display his knowledge and capabilities to a targeted market. An information product provides credibility to the author, sets that person up as an expert in that particular topic and sets them apart from their competition.

People learn in various ways – some learn better by reading or by listening or by doing. Information can be conveyed in those various forms and an information product can be made more marketable by putting the same information in various formats to help people learn in the way that’s easiest for them.
Last, but not least, information products are cheap to produce. In downloadable form, they cost nothing. CDs and DVDs can be produced for a dollar or two. Books can be printed, one at a time, for about $8.00. So, as a giveaway or a promotion, an information product’s no to low cost is perfect. As an item that is sold, the margins are incredible.

Whether you are using information as a product to sell in itself or as a list-building tool or a way to warm up the relationship with your clients and prospects, from bricks and sticks to point and click, information products are an all-around winner.

In the Tampa/Clearwater area and want to know more about creating and using information products. Click here for information on my June 4th, 2011 Workshop.

Barbara Grassey

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August 2017
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