Dear Info Marketers,
I just got an e-mail over the weekend from a man just starting out as an information marketer. He was asking about numbers. Very specific ones at that. This kind of questioning I like because it forces me to try and provide palpable advice to information marketers who want to start up their info marketing business.
You have to consider all kinds of numbers when starting your information marketing business. I’ve spoken about budgeting several times in the past, but there are more numbers to consider when launching your info marketing business.
Here are some to consider:
--Number of clients: You always hope that this list grows like tree roots. Still, you should always watch the numbers of your clients. Always keep tabs on times when the numbers decrease and increase, and set goals for yourself. A good marketer will have a set number, but will also set standards for a new, higher number to reach.
--Production Numbers: You never know how many actual products to create. Even if you think you are sure of the number of people that will buy the product, you never know until each item is sold, especially if they are print products. With that in mind, you can come up with some numbers based on your client base. If you have say 2000 clients on your e-mail list, you should have 2000 products to offer. Don’t go overboard with this figure as it can be costly. Speak to your local print shop and they often can cut you a deal on the number of products you want to create. Remember: you can always get more if the demand is there.
--Number of Colleagues: You are going to need help in your information marketing business, but since it’s your own venture, you should try to keep it to a minimum, due to costs of others’ services. At IMI, we have our in-house staff, plus a few others that we contract in to help us. In the event we need outside help, we get recommendations from people we trust. But the rule is that we only do this for things we cannot do ourselves.
--When the numbers get too big: This may sound comical, but you may run into a situation where there are a lot of numbers to organize, namely tax and revenue numbers. This problem isn’t unique, but it has to be dealt with. If you find yourself bogged down by the legal and financial responsibilities of your business, don’t panic. You can get an accountant to help you. They aren’t too expensive and have very skilled expertise in this area. We keep one on deck at IMI and he is always aware of ways we can save, what we owe, and some revenue ideas for the future.
Numbers can seem overwhelming, but like anything else in life, they just have to be organized. Keep on top of all numbers that you have to deal with and you will never have a problem with your information marketing business.
Monday, March 16, 2009
Friday, March 13, 2009
Hold the Phone — Setting Up Teleconferences
Dear Info Marketers,
NOTE: For all you having difficulty receiving the E-Wealth Daily, we send our apologies. There has been a technical matter at our end but our team is just resolving the issue now. We truly appreciate your patience.
Now on to more interesting matters...
I have been working a lot with my colleagues lately in doing research in finding certain products and programs for both IMI and the E-Wealth Daily. Obviously we do a lot of searching and have to scout out a lot of competitors offering the same product or service. In order to find out more about a product, the provider will often offer to set up a teleconference.
The teleconference is not a new phenomenon. My dad used to have them regularly at his job back in the Eighties. But now, thanks to the Internet, the teleconference has been upgraded to allow for better communication between two long distance parties, and this is something that an information marketer can benefit from when trying to sell products. Thus it helps if you have some guidance in how to co-ordinate a teleconference.
Here are some tips:
--Schedule: If you want to set up a teleconference, it is of the utmost importance that you create a schedule. Contact the other party and arrange the best possible time for the two of you to sit down and talk. Make sure you honour this date and be prompt when the time comes. Keeping the date highlighted in your personal agenda or scheduling it in your Microsoft Outlook can be helpful too.
--Equipment: Obviously a good, operational telephone is necessary for the teleconference, but be sure to use a one with a speakerphone option. That way you can be heard by the other party and have others sit in on the conference with you. Your local office supply store can be helpful on finding the best type of phone for you. As well, make sure you have access to an Internet hook up. We recently had a conference call with a lady from Tennessee and she used an online conferencing interface to demonstrate a product we were interested in, all of which we viewed on a colleagues computer. Depending on what your information product is, you may or may not need this option, but it can be a handy tool to have. Again, consult your software or office supply provider on what type of interface could help you on a conference call.
--Location: In my former job, there was always a large number of staff so most teleconferences were held in one of the boardrooms. All the boardrooms were soundproofed, had an Internet hook up, and a small dial in module used to connect the calls and go live through a speaker. As an information marketer, you don't likely need all this. Just make sure the area you are conversing from is free from noise and, if necessary, accessible to the Internet. That's all you really need.
--Communication: The one aspect of teleconferencing that can be daunting to others is the lack of interaction with another person. You cannot see the other person and are robbed of any informal discourse that could occur. That said it is important for you to be as professional as possible over the phone. This call is necessary to your business so you want to keep it running smoothly. Stay on task, keep a sense of humour, and talk in a way that is relevant to the subject of the conference. If you have to take notes on the call or what you want to talk about, do so. There is no shame in being prepared or ready for action.
Teleconferencing can be a great way for you to interact with clients, service people, and others who can assist your business. Take advantage of it whenever possible.
For more information, go to the E-Wealth Daily website here.
Have a good weekend.
J.
NOTE: For all you having difficulty receiving the E-Wealth Daily, we send our apologies. There has been a technical matter at our end but our team is just resolving the issue now. We truly appreciate your patience.
Now on to more interesting matters...
I have been working a lot with my colleagues lately in doing research in finding certain products and programs for both IMI and the E-Wealth Daily. Obviously we do a lot of searching and have to scout out a lot of competitors offering the same product or service. In order to find out more about a product, the provider will often offer to set up a teleconference.
The teleconference is not a new phenomenon. My dad used to have them regularly at his job back in the Eighties. But now, thanks to the Internet, the teleconference has been upgraded to allow for better communication between two long distance parties, and this is something that an information marketer can benefit from when trying to sell products. Thus it helps if you have some guidance in how to co-ordinate a teleconference.
Here are some tips:
--Schedule: If you want to set up a teleconference, it is of the utmost importance that you create a schedule. Contact the other party and arrange the best possible time for the two of you to sit down and talk. Make sure you honour this date and be prompt when the time comes. Keeping the date highlighted in your personal agenda or scheduling it in your Microsoft Outlook can be helpful too.
--Equipment: Obviously a good, operational telephone is necessary for the teleconference, but be sure to use a one with a speakerphone option. That way you can be heard by the other party and have others sit in on the conference with you. Your local office supply store can be helpful on finding the best type of phone for you. As well, make sure you have access to an Internet hook up. We recently had a conference call with a lady from Tennessee and she used an online conferencing interface to demonstrate a product we were interested in, all of which we viewed on a colleagues computer. Depending on what your information product is, you may or may not need this option, but it can be a handy tool to have. Again, consult your software or office supply provider on what type of interface could help you on a conference call.
--Location: In my former job, there was always a large number of staff so most teleconferences were held in one of the boardrooms. All the boardrooms were soundproofed, had an Internet hook up, and a small dial in module used to connect the calls and go live through a speaker. As an information marketer, you don't likely need all this. Just make sure the area you are conversing from is free from noise and, if necessary, accessible to the Internet. That's all you really need.
--Communication: The one aspect of teleconferencing that can be daunting to others is the lack of interaction with another person. You cannot see the other person and are robbed of any informal discourse that could occur. That said it is important for you to be as professional as possible over the phone. This call is necessary to your business so you want to keep it running smoothly. Stay on task, keep a sense of humour, and talk in a way that is relevant to the subject of the conference. If you have to take notes on the call or what you want to talk about, do so. There is no shame in being prepared or ready for action.
Teleconferencing can be a great way for you to interact with clients, service people, and others who can assist your business. Take advantage of it whenever possible.
For more information, go to the E-Wealth Daily website here.
Have a good weekend.
J.
Wednesday, March 11, 2009
The Big Blue – Dealing with Clients Overseas
A few years ago, I was working in China, in a private school on a small peninsula, far outside of one of the country’s largest cities. For a time, I was the only native English speaker for quite a distance and the only Caucasian for an even greater distance beyond that. But I really enjoyed the solitude of being by myself and learning the life of this new country by interacting with my students and colleagues. But humans are social creatures, especially with their own brood, so everyday I would check my e-mail to see who from North America had written.
E-mail was, and still is, pretty quick. I would shoot my mom or dad a message the night before, and wake up to the replied message in my inbox. When I was much younger and living with my roving chemist father in South Korea, it used to take well over three weeks to get a letter or package by mail. Obviously correspondence has gotten quicker now, and as an info marketer, you are going to be dealing with people across oceans and miles away from your home. This is a good thing: when you talk about expanding business, you can really do it now.
With this added marketing advantage, you should know some rules of the road first:
--Simple Writing Language: Unless you are multilingual and can do translations of your information products, you are likely going to be dealing with exclusively native English speakers. That is, residents of North America, the British Isles, Australasia, parts of the Caribbean and, if possible, South Africa. Each one of these area’s English is different and often informed with slang or indigenous language influences i.e. Gaelic. There’s no way to be “hip” to them all, so as I’ve mentioned in previous messages, keep the writing simple. It really will broaden your market and make it easy for anyone who speaks English.
--Currency Changes: If you have a demand for your info products and decide to market your product to other countries outside of your own, great. Just don’t forget that the coins in your pocket are not necessarily the same value or type as the ones in someone’s from Waterford, Auckland, or Kingston. Keep abreast of the market value of your client’s currency and be ready to do a conversion so they know what they will be paying and for your product with their own money.
--Delivery Costs: We’ve all seen those infomercials on television. You see the price of an appealing product, and it looks good, but you have to take into account shipping and handling on top of that. Be ready to give this information to your customers as well. Call your postal or courier service and get an estimate of what the product would cost to ship abroad.
--Government Regulations: As well, before you send anything, check with your postal service or government websites if there are any legalities as to what you can or cannot ship to another country. It will save a hassle later on. A friend once wanted to mail a bottle to wine to family member working in a country where alcohol was banned. You have no idea what kind of trouble it put the two of them in.
A lot of people say “the world is getting smaller” as a figure of speech. In terms of modern communication, it is. But you should utilize this as an info marketer. A client base in Cape Town is as good as one down the street.
For more information, visit us at the E-Wealth Daily website here.
E-mail was, and still is, pretty quick. I would shoot my mom or dad a message the night before, and wake up to the replied message in my inbox. When I was much younger and living with my roving chemist father in South Korea, it used to take well over three weeks to get a letter or package by mail. Obviously correspondence has gotten quicker now, and as an info marketer, you are going to be dealing with people across oceans and miles away from your home. This is a good thing: when you talk about expanding business, you can really do it now.
With this added marketing advantage, you should know some rules of the road first:
--Simple Writing Language: Unless you are multilingual and can do translations of your information products, you are likely going to be dealing with exclusively native English speakers. That is, residents of North America, the British Isles, Australasia, parts of the Caribbean and, if possible, South Africa. Each one of these area’s English is different and often informed with slang or indigenous language influences i.e. Gaelic. There’s no way to be “hip” to them all, so as I’ve mentioned in previous messages, keep the writing simple. It really will broaden your market and make it easy for anyone who speaks English.
--Currency Changes: If you have a demand for your info products and decide to market your product to other countries outside of your own, great. Just don’t forget that the coins in your pocket are not necessarily the same value or type as the ones in someone’s from Waterford, Auckland, or Kingston. Keep abreast of the market value of your client’s currency and be ready to do a conversion so they know what they will be paying and for your product with their own money.
--Delivery Costs: We’ve all seen those infomercials on television. You see the price of an appealing product, and it looks good, but you have to take into account shipping and handling on top of that. Be ready to give this information to your customers as well. Call your postal or courier service and get an estimate of what the product would cost to ship abroad.
--Government Regulations: As well, before you send anything, check with your postal service or government websites if there are any legalities as to what you can or cannot ship to another country. It will save a hassle later on. A friend once wanted to mail a bottle to wine to family member working in a country where alcohol was banned. You have no idea what kind of trouble it put the two of them in.
A lot of people say “the world is getting smaller” as a figure of speech. In terms of modern communication, it is. But you should utilize this as an info marketer. A client base in Cape Town is as good as one down the street.
For more information, visit us at the E-Wealth Daily website here.
Monday, March 9, 2009
Notes on New Media - What You Can Use To Promote Your Info Product
Dear Info Marketers,
Just when you thought it was spring...
I am not sure what's going on in your neck of the woods, but I just woke up to a nice patch of wet snow and thus had twenty minutes added on during my trip into the office. Ah well, I should not complain too much. The sun will come out in due time.
I was digging through my CD collection this past weekend. I found some old discs from my friends and favourite bands of recent years. One band had gone on to be signed by a major label, and so now this disc that sat in my collection the band had given out at a show is now something of a collector's item. They recorded this debut on a computer in the basement of a member's parents' basement back when Pro Tools and digital recording technology was something quite new. And look what happened...!
This is something I can highly recommend to all you information marketers out there. After your business is established and you see some revenue coming in, consider using some of that cash to invest in new media to promote your product(s).
Here are some suggestions that I have seen some other information marketers use:
--a CD-ROM: A CD-ROM can act as a virtual paper release for one of your information products. Suppose you had a special report or other newsletter that proved popular with your clients. You can take that same report and create a digital version of it and then bus it to a CD-ROM. This can be offered as a one-time special offer, or as a bonus to one of your existing print info products. You can use the same template as your newsletters, add some graphics, and even some colours using Microsoft Word or Paint.net, then compile them for CD-ROM release.
--a Webinar: A lot of successful info marketers are working globally these days, and as such, cannot make contact with all of their clients when they want to. Now they have turned to the digital forum to do so. You can do the same. If you have a special message and a video camera, record yourself and upload it to your website. Either that or offer it as a special bulletin to your clients. People looking at your face graphically and presenting information orally will see that there is a person behind the words and, as such, be more apt to purchase your products. Don't worry if you are not digitally savvy - you can get information on uploading videos from the Internet or from your DV retailer.
--a DVD: One fellow information marketer began hosting his own info sessions across the U.S. He saw that the session, aw well as being popular, contained valuable information to all of his contacts and he decided to record it all on video, like a live concert recording. He edited the footage down, added titles and a bit of music, and before long had a new product in his hands in the form of a DVD. This is a good option for you. If you wind up hosting an event or information session, you might want to consider creating a DVD of the session and marketing it at a future date. This type of product can be costly as you may have to hire a video editor, but it can also be very profitable in the end.
Digital media has the unique ability of being able to be utilized by anyone. And since it shares this characteristic with information marketing, the two go hand-in-hand in helping further make your information marketing business a success.
More tips and info to come, so stay tuned. For some new advice from the experts, go to the E-Wealth Daily website.
Have a good week,
J.
Just when you thought it was spring...
I am not sure what's going on in your neck of the woods, but I just woke up to a nice patch of wet snow and thus had twenty minutes added on during my trip into the office. Ah well, I should not complain too much. The sun will come out in due time.
I was digging through my CD collection this past weekend. I found some old discs from my friends and favourite bands of recent years. One band had gone on to be signed by a major label, and so now this disc that sat in my collection the band had given out at a show is now something of a collector's item. They recorded this debut on a computer in the basement of a member's parents' basement back when Pro Tools and digital recording technology was something quite new. And look what happened...!
This is something I can highly recommend to all you information marketers out there. After your business is established and you see some revenue coming in, consider using some of that cash to invest in new media to promote your product(s).
Here are some suggestions that I have seen some other information marketers use:
--a CD-ROM: A CD-ROM can act as a virtual paper release for one of your information products. Suppose you had a special report or other newsletter that proved popular with your clients. You can take that same report and create a digital version of it and then bus it to a CD-ROM. This can be offered as a one-time special offer, or as a bonus to one of your existing print info products. You can use the same template as your newsletters, add some graphics, and even some colours using Microsoft Word or Paint.net, then compile them for CD-ROM release.
--a Webinar: A lot of successful info marketers are working globally these days, and as such, cannot make contact with all of their clients when they want to. Now they have turned to the digital forum to do so. You can do the same. If you have a special message and a video camera, record yourself and upload it to your website. Either that or offer it as a special bulletin to your clients. People looking at your face graphically and presenting information orally will see that there is a person behind the words and, as such, be more apt to purchase your products. Don't worry if you are not digitally savvy - you can get information on uploading videos from the Internet or from your DV retailer.
--a DVD: One fellow information marketer began hosting his own info sessions across the U.S. He saw that the session, aw well as being popular, contained valuable information to all of his contacts and he decided to record it all on video, like a live concert recording. He edited the footage down, added titles and a bit of music, and before long had a new product in his hands in the form of a DVD. This is a good option for you. If you wind up hosting an event or information session, you might want to consider creating a DVD of the session and marketing it at a future date. This type of product can be costly as you may have to hire a video editor, but it can also be very profitable in the end.
Digital media has the unique ability of being able to be utilized by anyone. And since it shares this characteristic with information marketing, the two go hand-in-hand in helping further make your information marketing business a success.
More tips and info to come, so stay tuned. For some new advice from the experts, go to the E-Wealth Daily website.
Have a good week,
J.
Friday, March 6, 2009
Avoiding Over Doing It - Discretion and Common Sense for the Information Marketer
Dear Info Marketers,
A few years ago, I got a kick out of Morgan Spurlock's documentary Super Size Me, a very comedic look at the effects of fast food on our lives and many other popular consumer goods in today's marketplace. It started by a mother suing McDonald's for her children getting fat on fast food and led to the Spurlock himself going on a month long "McDiet" which wound up having dire consequences. Complete with many "wide" shots of heavy people and a soundtrack complete with "Fat Bottomed Girls" and "Rock and Roll McDonald's", the cinema earned my six bucks that night for high marks in entertainment.
Now I know: this is a documentary, and most documentaries aren't necessarily giving you the whole story in two hours. There was a lot of heavy response to this film, with people either cheering it as a call-to-action against the commercial food world, to others deriding it as false, fear-mongering, and exaggerated, Regardless of your political affiliation or opinions of the commercial food industry, the message is still the same: don't overdo it. Fast food of all kinds is a treat, not a staple food. You have to keep yourself healthy and maintain your own healthy lifestyle.
Same goes for information marketing. I've spoken briefly in the past of having restraint when working on your information marketing business, but now it's time to get into the nitty-gritty of it.
Here are some tips:
--Don't spend a lot to get started: I once took a job at a hardware store and auto centre where I was sent out to the auto shop after the boss fired the installer. All the mechanics were pretty surly guys in a comical kind of way. One thing that got their under their craw was how much gear they had to buy. Steel toed boots, upright tool chest, coveralls, and infinite numbers of hand tools. Info marketing doesn't require that much stuff and nor should it. A desk or table, a chair, a fully functional up-to-date computer, some stationery, and some reference books to what you are providing information on - that's about all. Keep it simple and don't waste money on getting all the fashionable toys that only burns a hole in your wallet and doesn't really improve your business.
--Keep production costs down: Once you get going and start producing larger information products like books or guides, monitor your output. Only produce enough copies that you know are going to sell. Do not create an excess amount of inventory as it is costly and will just clutter up your work space. A good note on this is that you can work out a deal with your printer and you can have a certain number of productions at a reduced price.
--Do not fall for scams: This is easier said than done, but as the old saying goes: "If it's too good to be true, it's likely garbage." Actually, that saying was modified by my friend's dad and I had to censor a word or two. But he's right. You can get roped into something like a new fangled computer program or outsourcing service with the intention of saving money, but it might wind up costing you more and will not benefit your business. Do your homework whenever you are getting something to assist your business and check everything right down to the fine print. At IMI, we tested three different Internet providers, complete with teleconferences and trial packages, before settling on the one we wanted. Later, one potential provider wound up being fraudulent and we wound up saving a lot of hassle due to our extensive investigation.
--Plan and plan and plan - Some things in life need to be spontaneous. A surprise for your partner, a night out with some friends,...all that great stuff. Not in business, sadly. Plan out everything with a budget and be prepared for potential disasters that lie ahead. Again, it can be hard work, but it will save infinite numbers of potential hassles in the long run.
Being an information marketer is great as you are your own boss. The only trick is that you have to act like your own boss and treat what you are doing seriously, with a discerning eye on every activity. You have to work hard, but this can be an accomplishment and will always lead to benefits down the road.
Good luck!
J.
Come visit us at The E-Wealth Daily and The Information Marketing Institute to see how we can help with your information marketing business.
A few years ago, I got a kick out of Morgan Spurlock's documentary Super Size Me, a very comedic look at the effects of fast food on our lives and many other popular consumer goods in today's marketplace. It started by a mother suing McDonald's for her children getting fat on fast food and led to the Spurlock himself going on a month long "McDiet" which wound up having dire consequences. Complete with many "wide" shots of heavy people and a soundtrack complete with "Fat Bottomed Girls" and "Rock and Roll McDonald's", the cinema earned my six bucks that night for high marks in entertainment.
Now I know: this is a documentary, and most documentaries aren't necessarily giving you the whole story in two hours. There was a lot of heavy response to this film, with people either cheering it as a call-to-action against the commercial food world, to others deriding it as false, fear-mongering, and exaggerated, Regardless of your political affiliation or opinions of the commercial food industry, the message is still the same: don't overdo it. Fast food of all kinds is a treat, not a staple food. You have to keep yourself healthy and maintain your own healthy lifestyle.
Same goes for information marketing. I've spoken briefly in the past of having restraint when working on your information marketing business, but now it's time to get into the nitty-gritty of it.
Here are some tips:
--Don't spend a lot to get started: I once took a job at a hardware store and auto centre where I was sent out to the auto shop after the boss fired the installer. All the mechanics were pretty surly guys in a comical kind of way. One thing that got their under their craw was how much gear they had to buy. Steel toed boots, upright tool chest, coveralls, and infinite numbers of hand tools. Info marketing doesn't require that much stuff and nor should it. A desk or table, a chair, a fully functional up-to-date computer, some stationery, and some reference books to what you are providing information on - that's about all. Keep it simple and don't waste money on getting all the fashionable toys that only burns a hole in your wallet and doesn't really improve your business.
--Keep production costs down: Once you get going and start producing larger information products like books or guides, monitor your output. Only produce enough copies that you know are going to sell. Do not create an excess amount of inventory as it is costly and will just clutter up your work space. A good note on this is that you can work out a deal with your printer and you can have a certain number of productions at a reduced price.
--Do not fall for scams: This is easier said than done, but as the old saying goes: "If it's too good to be true, it's likely garbage." Actually, that saying was modified by my friend's dad and I had to censor a word or two. But he's right. You can get roped into something like a new fangled computer program or outsourcing service with the intention of saving money, but it might wind up costing you more and will not benefit your business. Do your homework whenever you are getting something to assist your business and check everything right down to the fine print. At IMI, we tested three different Internet providers, complete with teleconferences and trial packages, before settling on the one we wanted. Later, one potential provider wound up being fraudulent and we wound up saving a lot of hassle due to our extensive investigation.
--Plan and plan and plan - Some things in life need to be spontaneous. A surprise for your partner, a night out with some friends,...all that great stuff. Not in business, sadly. Plan out everything with a budget and be prepared for potential disasters that lie ahead. Again, it can be hard work, but it will save infinite numbers of potential hassles in the long run.
Being an information marketer is great as you are your own boss. The only trick is that you have to act like your own boss and treat what you are doing seriously, with a discerning eye on every activity. You have to work hard, but this can be an accomplishment and will always lead to benefits down the road.
Good luck!
J.
Come visit us at The E-Wealth Daily and The Information Marketing Institute to see how we can help with your information marketing business.
Wednesday, March 4, 2009
All Its Own - Giving Your Info Products a Look
Dear Info Marketers,
I just got a letter from a contracting friend of mine. Yes, that's correct. A hand written letter, composed on two sheets of motel stationary pad paper and complete with his comical verbage. He's in Thompson, Manitoba right now doing an engineering contract for a large firm. This place is over 700 km north of Winnipeg and bloody snowbound this time of year. I really enjoyed getting his letter though. While I love getting e-mails and texts from friends, I really appreciate the personal feel of hand written letters, greeting cards, and post cards. You can tell someone has actually put some real physical effort into writing them.
Obviously I could tell this was my friend's letter by his lively and doctor's grade handwriting. It had its own look and feel. And that's what your information products should all have. Their own look. You can create a mass amount of appeal and gain new clients by just investing some time to create a visual display for your products.
A good way to start is to create a logo and/or header for all your products. If you're more graphically inclined, you can do this by just using some pen and paper, and then doing the design on Adobe Studio or even Paint.net. Logos are meant to be simple so you may just want to create one making the text of your business name more graphically appealing. My superior Michael Lombardi did this, as you can see here. Other times you might want something with a picture or symbol. If this is required, come up with an idea and take it to a graphic designer. They can be done reasonably quickly and cheaply.
Designing both your print and online product pages is important too. Make sure they have a similar look, page-to-page, and do not radically differ in their appearance. At IMI we work closely with our in-house graphics people to make sure each page has the write logos, text fonts, layout specs, everything. I learned a bit of this firsthand from, again, watching Michael Lombardi, who always tried to keep his direct mail, newsletters, and web pages looking consistent.
Keep your writing consistent too. There can be a tendency for some people to fall off their path of best judgement after writing a lot and shoot for more "poetic" written passages. This can often fail as people will not understand what you are trying to communicate. Your writing should be kept simple and easy so that someone can pick it out of the mailbox or inbox and start reading immediately.
Once you get going with your business, you might want to send out a survey or do a product test by getting feedback on a new design. You should monitor which product designs have the best response from clients and which ones generate more negative feedback. Beverage companies will often do this, and hold market research meetings to get the public's response.
Fashion and trends work in tandem with public taste. It can be difficult to keep up with this and, let's be honest, a pretty shallow past time. But it can also be fun too. If you think of yourself like someone working for Coca Cola or Planter's Peanuts and how they have managed to continually rework their looks to changing times, you can utilize creating a look to your advantage.
Good luck and have a good week,
J.
P.S. For more information on info product marketing, click here for the Information Marketing Institute website, or go here to the E-Wealth Daily website.
I just got a letter from a contracting friend of mine. Yes, that's correct. A hand written letter, composed on two sheets of motel stationary pad paper and complete with his comical verbage. He's in Thompson, Manitoba right now doing an engineering contract for a large firm. This place is over 700 km north of Winnipeg and bloody snowbound this time of year. I really enjoyed getting his letter though. While I love getting e-mails and texts from friends, I really appreciate the personal feel of hand written letters, greeting cards, and post cards. You can tell someone has actually put some real physical effort into writing them.
Obviously I could tell this was my friend's letter by his lively and doctor's grade handwriting. It had its own look and feel. And that's what your information products should all have. Their own look. You can create a mass amount of appeal and gain new clients by just investing some time to create a visual display for your products.
A good way to start is to create a logo and/or header for all your products. If you're more graphically inclined, you can do this by just using some pen and paper, and then doing the design on Adobe Studio or even Paint.net. Logos are meant to be simple so you may just want to create one making the text of your business name more graphically appealing. My superior Michael Lombardi did this, as you can see here. Other times you might want something with a picture or symbol. If this is required, come up with an idea and take it to a graphic designer. They can be done reasonably quickly and cheaply.
Designing both your print and online product pages is important too. Make sure they have a similar look, page-to-page, and do not radically differ in their appearance. At IMI we work closely with our in-house graphics people to make sure each page has the write logos, text fonts, layout specs, everything. I learned a bit of this firsthand from, again, watching Michael Lombardi, who always tried to keep his direct mail, newsletters, and web pages looking consistent.
Keep your writing consistent too. There can be a tendency for some people to fall off their path of best judgement after writing a lot and shoot for more "poetic" written passages. This can often fail as people will not understand what you are trying to communicate. Your writing should be kept simple and easy so that someone can pick it out of the mailbox or inbox and start reading immediately.
Once you get going with your business, you might want to send out a survey or do a product test by getting feedback on a new design. You should monitor which product designs have the best response from clients and which ones generate more negative feedback. Beverage companies will often do this, and hold market research meetings to get the public's response.
Fashion and trends work in tandem with public taste. It can be difficult to keep up with this and, let's be honest, a pretty shallow past time. But it can also be fun too. If you think of yourself like someone working for Coca Cola or Planter's Peanuts and how they have managed to continually rework their looks to changing times, you can utilize creating a look to your advantage.
Good luck and have a good week,
J.
P.S. For more information on info product marketing, click here for the Information Marketing Institute website, or go here to the E-Wealth Daily website.
Monday, March 2, 2009
The Power of the Word - Tips on Writing
Dear Info Marketers,
The weather forecast is calling for winter for a while longer, but the good news is that by Wednesday we are supposed to start seeing some spring-like weather. Not sure if this is true, so I am adopting on the "I'll-believe-it-when-I-see-it" stance.
Actually, I shouldn't complain. Winter can be good. Getting outside for some skiing or skating is fun, and if that doesn't interest you, you can stay inside and do something else. One thing a friend of mine did was stay home and do some writing. He just got a job at an ad agency and is working to better his skills. I went over to see him on Saturday having not seen him for a couple of weeks. He showed me the stacks of paper he had been writing. Suffice to say I was pretty impressed.
I picked his brain for a while and asked him what he had learned about writing for banner ads and web promos, as these skills are completely applicable to information marketing. Here was what he said:
--Keep it simple - In ad writing, less is truly more. Writing simple direct statements are generally what the client wants. Avoiding five and six syllable words and convoluted ideas help immensely to creating better ad copy.
--Practice, practice, practice - Like playing music, the skill of copywriting takes time. You can't be a pro after writing a page. Some copywriters take years to hone their skill. My friend was a bit of a shut in for a good part of this winter, but he readily admits that this after-hours work is making him a more confident writer, and he is already being offered better writing projects at work.
--Don't be cute, be direct - Even if you are promoting children's toys, write like a pro. An example he used was the headline "Stack the deck in your favour!", used for a health product. It was too cute. He later reworked it to "Isn't it time you did what was right?" This question was more direct and wasn't trying to sound comical. Remember: it's the words that sell, so they have to be the best.
--When in doubt, ask the client - If you get stuck on an idea or are unsure what exactly you are trying to write about, give the client a call. Just say: "I'm just calling to confirm...". This can be helpful in finding new words or ideas to finish writing the product copy.
When it comes to writing, I cannot recommend my colleagues Adrian, John, and Mathew enough. These guys all have a ton of experience and write copy extremely well. In fact, Mathew has just put together a great report that can show you how to write moneymaking information products, even if you've never put to pen to paper in your life. Click here to learn more.
If you want to write, write. Fill notebooks and scrap paper with as many lines as you can. Read what ever print you can get to expand your vocabulary. And whatever happens, don't quit. You can only get better with time.
Good luck,
J.
P.S. Ever the teacher, I should point out some good references for all you beginning writers. These books are written by pros and can help you get started:
a. The Well-Fed Writer by Peter Bowerman.
b. The Copywriter's Handbook by Robert Bly.
c. Advertising Secrets of the Written Word by Joe Sugarman.
The weather forecast is calling for winter for a while longer, but the good news is that by Wednesday we are supposed to start seeing some spring-like weather. Not sure if this is true, so I am adopting on the "I'll-believe-it-when-I-see-it" stance.
Actually, I shouldn't complain. Winter can be good. Getting outside for some skiing or skating is fun, and if that doesn't interest you, you can stay inside and do something else. One thing a friend of mine did was stay home and do some writing. He just got a job at an ad agency and is working to better his skills. I went over to see him on Saturday having not seen him for a couple of weeks. He showed me the stacks of paper he had been writing. Suffice to say I was pretty impressed.
I picked his brain for a while and asked him what he had learned about writing for banner ads and web promos, as these skills are completely applicable to information marketing. Here was what he said:
--Keep it simple - In ad writing, less is truly more. Writing simple direct statements are generally what the client wants. Avoiding five and six syllable words and convoluted ideas help immensely to creating better ad copy.
--Practice, practice, practice - Like playing music, the skill of copywriting takes time. You can't be a pro after writing a page. Some copywriters take years to hone their skill. My friend was a bit of a shut in for a good part of this winter, but he readily admits that this after-hours work is making him a more confident writer, and he is already being offered better writing projects at work.
--Don't be cute, be direct - Even if you are promoting children's toys, write like a pro. An example he used was the headline "Stack the deck in your favour!", used for a health product. It was too cute. He later reworked it to "Isn't it time you did what was right?" This question was more direct and wasn't trying to sound comical. Remember: it's the words that sell, so they have to be the best.
--When in doubt, ask the client - If you get stuck on an idea or are unsure what exactly you are trying to write about, give the client a call. Just say: "I'm just calling to confirm...". This can be helpful in finding new words or ideas to finish writing the product copy.
When it comes to writing, I cannot recommend my colleagues Adrian, John, and Mathew enough. These guys all have a ton of experience and write copy extremely well. In fact, Mathew has just put together a great report that can show you how to write moneymaking information products, even if you've never put to pen to paper in your life. Click here to learn more.
If you want to write, write. Fill notebooks and scrap paper with as many lines as you can. Read what ever print you can get to expand your vocabulary. And whatever happens, don't quit. You can only get better with time.
Good luck,
J.
P.S. Ever the teacher, I should point out some good references for all you beginning writers. These books are written by pros and can help you get started:
a. The Well-Fed Writer by Peter Bowerman.
b. The Copywriter's Handbook by Robert Bly.
c. Advertising Secrets of the Written Word by Joe Sugarman.
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