“How much information do I include?” “What order do I give it in?” “How do I ensure they get results?”
You want knock it out of the park on both fronts: by selling a lot of what you’re offering (because you’ve made it so attractive), AND by getting your customers great results from what they learn.
This is true whether you’re selling an e-book, CD, DVD, MP3, home study course, a traditional book, a webinar, a group coaching program, a live workshop or anything else.
Here are some guidelines for success:
First, be aware of the delicate balance you need to maintain when it comes to content. You want to include enough so that people feel they are getting good value, while at the same time making the content easy to consume.
In other words, overloading folks with lots and lots of information isn’t always smart, although you may proudly feel you’re “over delivering.” (I’ve certainly been guilty of this myself!)
You can still over deliver while ensuring that people take action by refraining from overwhelming them. After all, people only get results from taking action anyway!
Second, as you’re developing the content you’ll be charging for, stay focused on what you’re really promising people in terms of results.
This is not only important when it comes to marketing, but it’s super helpful for getting clear on what “fluff” to leave out. Knowing your ideal client or customer goes a long way here.
Third, think of what you are teaching in terms of a linear timeline. When I create courses and products, I always look at laying out the curriculum chronologically.
Ask yourself, what would someone need to do first, second, third, etc. in order to get the desired result?
I find that this is not only beneficial for those who are learning from you, but it makes my job easier as the creator and “teacher.” Thinking sequentially just makes sense.
Finally, a bonus tip:
When it comes to information products in particular, products that appear to have done all the work already for the buyer dramatically sell more.
An e-book for example, is a nice way to get started and “test” the market before you spend money having something physical created. There’s no inventory, no shipping, buyers get instant access and it’s easy to update because it’s simply a Word document turned into a PDF. Depending on how meaty the e-book is, these will be priced anywhere from $27 to upwards of $247.
But remember, the real key is to think in terms of making it step-by-step dead simple for a customer. They want to know that what you’re offering is going to be easy to consume, implement and get results from.
Create and market it with that in mind, and you’ll be selling them like hotcakes with NO problem.