Just posted a new article. It’s all about the practice and pitfalls of using Private Label Rights, Resale Rights and Master Resale Rights. It’s part one of a two-part series. Part one covers a quick intro to the problems and an overview of the usual solutions. Part 2 will cover “white hat” practices and profitable uses of such content.
In Rhonda Hess’ article “Your Clients Want to Know What You Know,” which I published on superperformance.com today, she suggests that coaches produce information products to demonstrate their knowledge and experience.
Now, a lot of article writers have recommended this. But what is nice about Hess’ article is that she mentions 5 specific types of info products that can be produced fairly quickly. She then adds a few words about how to produce them — just enough to get you started.
I think that Hess’ idea applies to any website for any service or product. Before they hire or buy from you, people want to know the level of your expertise. They want to believe that your service or product will be of good quality or solve their problems, or whatever they need to know to make the buying decision.
I remember seeing the need to demonstrate knowledge and expertise in the simple act of selling crafts at a crafts fair. My Dad used to sell a lot more of his crafts by virtue of telling and showing how his crafts were made. Not only did more people stop by his booth when he started telling his stories, but also many folks who were originally undecided about buying an item, bought that item and more. Just because he told about the work he put into it.
Think about how many more customers or clients you could attract by simply giving them insight into how well you know what you’re doing. You don’t have to be able to list a bunch of university degrees, certificates or places of employment to establish your expertise. If you can write or record information that shows your abilities — or have someone else do that for you — you are as much in the game in your niche as anyone with a long string of letters behind his name or a long list of companies who’ve hired you.
And, of course, what really makes the difference with the info products is that you’re not just using them as promo materials. It gives an even greater boost to your perceived level of expertise that you sell the info products in addition to your services or your physical products.
Read Hess’s article. It might inspire some ideas.
Although I have not been blogging for the last few days, I have, as usual, been publishing articles to the main section of superperformance.com.
I want to call your attention to an article by guest author Janice Pettit called “Where and How to Learn Exactly What People Want to Buy.” In the article she covers the five main venues for product selection research: keyword research, competitor research, Amazon.com research, social media research, and client/subscriber surveys.
It occurred to me when I was reading her article, that there are some things many authors (including me) often fail to say when we are writing something so basic. One of those things is that research, even on one idea or product, is a “rinse and repeat” formula.
The process that Pettit outlines in the article may not yield all the results that you need the first time around. For example, you may find that you need to repeat keyword research several times to find the right keywords to describe a product that fits for you. Not to mention that keyword research and competitor research will be an ongoing process for each product even after you have successfully launched that product.
After all, your competitors are constantly researching as well, and will be changing their keywords and approaches in response to what you do.
Furthermore, while you don’t need to be an “expert” on the products you sell, you do need to be reasonably knowledgeable about those products. You need to keep up with changes, upgrades, new viewpoints and so forth. The more intelligently you can present your products and the benefits they offer your customers, the more you stand out from your competition. Have you ever noticed how often product creators, such as manufacturers, reposition their products as “new and improved?”
You can’t research a product once, offer it to your customer base, and forget it. Market research, product by product, along with new sales copy is continual.
Read Pettit’s article, but keep in mind that there’s lots more work involved than you might think at first glance.