Do you have unique insights on a subject? Would you like to help others by sharing your experiences? Or, maybe you’d like to demonstrate your professional expertise?
Many reasons exist for writing a book.
But how do you discover what people want to read about?
Well, let us say you know a thing or two about career success, and you want to help people easily achieve career success. You might ask people you know:
- What do you most want to know about career success?
- What motivates you?
- What irritates you?
- What kind of problems have you overcome?
- What type of career success products did you buy recently?
- What sort of educational materials have you bought?
- What suggestion would you give someone just starting out in their career?
With the answers you receive, you’ll be able to put words to paper. You’ll also get valuable guidance on other information products you could create.
In the end, whether your topic does become a book, audio CD, video, special report, or other information product, the answers you obtain will guide you toward the kind of content you could include in it.
To your achievement,
P.S. Got questions about business marketing? Email them to me or leave them in the comments. I’ll attempt to answer them in a future post.
The awful feeling a buyer gets when they regret a purchase…
It’s when they realize that the hair tonic they may have bought won’t make them look like Rapunzel.
After buying the product, it suddenly becomes unexciting.
Although happy with the purchase initially in one sense, (it is made of proven scalp-stimulating herbs), suddenly s/he begins to miss the deeper emotional benefits she hoped it would bring (the love of a good-looking mate).
How do you deal with this in your marketing copy?
You include a product guarantee.
Here’s the way Newsweek includes their product guarantee in their marketing copy:
“If, after examining several issues in your own home, you do not agree that Newsweek satisfies your news interests, you’ll receive a prompt refund on unmailed copies.”
A product guarantee allows you to show your buyer that if not totally satisfied—if a product doesn’t do all you said it would–they can get their money back.
Always include a product guarantee in your marketing copy. When you do, you enable your buyer to see you as trustworthy and fair. This begins ongoing relationships that can equate to future purchases.
To your success,
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