Information Products

Long, long ago, in the days when it wasn't trendy to create information products and promote them with a long copy sales page, I wrote a little eBook about getting top positions on search engines.

It wasn't the biggest eBook in the world, but it delivered what it promised - top positions on Google and Yahoo.

This was back in the days when Google wasn't the top search engine. Just about everything I originally promoted in that eBook still works today. I know, because I still create my sites in the same way and I can still promote a page to the front page (if not number 1) in Google.

This week, I obtained a copy of an eBook that looked very promising indeed. It was spot-on relevant for what I have been doing and though I am experienced in the subject myself, I am of the opinion that I should always try to learn more if I can.

Usually, learning one new trick will pay for an information product, if you put the information into action of course.

I printed out the new eBook with enthusiasm and sat down eagerly to soak up some new tricks to build and promote my sites.

After finishing reading, I was distinctly underwhelmed. I already knew this stuff! I mean everything. There was nothing new for me at all.

Was I disappointed? No, not at all.

This was an information product that I could easily have produced myself, including the instruction videos.

But I didn't, did I?

However, it did deliver in a different way.

I'm trying to teach my 18 year old student son a few things about earning a passive income online. He's keen to learn too, as he starts his university course this year and will soon understand about the importance of passive income.

I'll pass the eBook onto him and that way, all I have to do is fill in the blanks.

The other thing it delivered for me, is something that I've felt has been a missing link in my arsenal of tools for a while. I think it's probably self belief.

Now regular readers already know I have tons of self belief, but I always temper that by understating some of the stuff I know.

I've done this to the point that I have probably let some doubt creep in along the way.

Now I am supercharged again and know that I must start creating information products. Proper ones with video and screen shots etc. I already have all of the tools.

Except my information products won't be about web sites and internet marketing. They will be about the other areas of my business, because nobody else is doing that in my market at the moment.

By the way, if you are tempted to go out and buy the latest Internet Marketing courses, books, videos, etc - don't. Ask me. If I know the answer, I'll post it on this site for free - with a video where possible.

The only conditions are that I want a link back to this site, the question must be posted on the blog and it must not be anonymous.

Baiting The Hook

What a strange title for a blog post, but as I consider each of my services oriented web sites to be an unattended fishing line, I think it's apt.

A lot of business people I speak to scoff at the idea that a web site can generate high quality business to business sales leads.

I'm not quite sure what these people have been doing for the past ten years or so, but the fact that many of their businesses already have webs sites probably tells it's own tale.

Sadly, the tale that it tells is that they have a web site simply because it's expected of them these days.

One small business man that I know quite well asked if I could make him a web site for his new catering business.

I asked him what he needed and he said, "oh, just a one page thing with my contact details on will do".

Is that typical?

Not really.

I've spoken to certain individuals and watched their eyes glaze over when I've mentioned their web sites.

It seems they see it simply as an online brochure - something to point their customers to, rather than something for potential customers to seek out.

And that's the difference.

One of the very hardest things to sell online apparently is professional services.

I'm told (often) that because there is no physical product or downloadable product, that it's simply not possible to sell services. Besides, they usually continue, there's so much competition that it's not worth the effort.

Well, I come from a sales background. More than 20 years of selling has taught me that the very best sales are the passive sales from people who have already been pre-sold.

I make my sites as informative as possible in their given niche.

I give away as much free information as possible, far more than my competitors would be comfortable with.

That creates trust. It enhances credibility. It catches bigger fish.

Why does it catch bigger fish?

Simply because the big fish have scared humans working for them! (Especially with talk of recessions and looming job cuts).

It doesn't matter what level of seniority these scared people work at, if they are given a task to find a supplier of services, they want to get it right.

The last thing they need is a service provider that doesn't deliver.

It puts them out of their comfort zone and the more specialised the service, the more scared and uncomfortable they are.

So what do they do?

They research! The best place and possibly now, even the default place for research is the Internet.

So, in order to catch these people (not companies remember), all you have to do is GIVE them exactly what they are looking for, preferably without them having to fill in a single line of personal information.

Yes, I know, that goes completely against what the gurus will tell you. They say get their contact information as soon as possible and then you can mail them forever.

But this is business to business.

Remember, our client is a scared employee. The LAST thing he wants to do is get bombarded with sales calls.

He wants to anonymous. He'll do his research quietly in the background, without pressure.

Pressure is scary, so we go softly softly and give him the stuff he can't find anywhere else - lots and lots of lovely information, to educate him and make him feel safe.

When the time comes to call in an expert, who do you think will get that call?

I doubt it will be those with their online brochures that scream, "we can, we will, we want".

It's unlikely to be those who shout, "Give us your contact information before we give you the time of day".

It is most likely the site that says, "Here is what you are looking for. The answers. This will make you look good. Your job will be safe".

That's what I aim for when putting together a services web site.

Then I look closely at the web logs to see exactly what my visitors have been looking for.

Then I add more pages to give them even more of what they are looking for.

It's easy really, but it's made easier by those millions of web site and business owners who still don't get it.

Be Xcited!

No, the heading isn't a typo.

As those who know me know, I have been a user and a great fan of XsitePro since it was launched several years ago.

This morning, I saw the product demonstration and preview of XsitePro version 2.

Honestly, I have never seen anything like it - and I have seen hundreds of tools.

Existing users like me will get to buy the new version 2 weeks before general public release. At the time of writing, that's 6 hours away!

I can hardly wait, it really is that good.

Tomorrow hopefully, I'll be able to show you the first of my efforts using XsitePro version 2 - it knocks spots off the old version and looks so much easier than Dreamweaver (of which I have two versions) and Frontpage (which I stopped using 5 years ago).

Genetics

I posted a new mini-site today, highlighting what can happen when you mix genetics with insurance companies.

Take a look - I figured I might as well try and grab some Adsense revenue in order to pay the increased policy amount!

www.genetic-testing.co.uk - depending on what happens, I might just turn it into a forum, as this is a subject that will affect many people at some stage. We'll see.