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Info Product Creation

Leaders in every conceivable field of expertise are able to step to the head of the class once they have mastered the psychology and methodology that lies behind “info product creation”. The psychology involves understanding what information prospective buyers of your product want, and how you can best deliver it to them. The methodology involves the steps you need to undergo in order to master the technique and mechanics of info product creation.

Where Do You Begin Your “Info Product Creation”?

You start by being relatively sure that people will want your product. Keep in mind, that when we talk about “info products”, we are talking about information delivered digitally to your buyers.

What kind of information depends first, on what your expertise is, but second and more important, what specific information your prospects are looking for.

Let’s say you’re a professional dog trainer, or maybe you just like working with dogs, are pretty good at training them, and are trying to figure out ways to profit from your knowledge and experience. You can create a product that teaches people all the “tricks of the trade” that dog trainers use.

Simple enough.

Here’s the two biggest problems you will likely encounter, though.

First, how do you figure out if there is a market for this information?

Second, what information can you share with people that they’ll actually want, and will be willing to pay for?

In other words, is there a market for your info product idea, and just what information are people in that marketplace willing to pay for?

This particular article is really limited to the topic of info product creation, not marketing. So I won’t get into the issue of how to determine a good market, although it’s safe to say that there’s always a huge market for anything related to relationships, health and money. While dog training is not in any of those areas, you’ll probably find it still has a wide popularity within the lifestyle marketplace.

Now, once you’re satisfied that dog training is a good market for your product, you want to determine what information will sell best.

Here’s where the distinction between marketing and product creation gets a bit blurred. You’ll see this more clearly when I give you my info product creation “secrets”.

What Is The Secret To “Info Product Creation”

The secret to creating a compelling and popular product is not much of a secret at all, really. At least, not among marketers.

The rule of thumb in marketing is to find out what people want, and then create a product to fill that desire.

It’s not so commonly known, though, how you get to that point.

Here’s a process that I think is superior to most, and is one of my info product creation “secrets”.

Because your info product is “digital”, your best marketplace medium is the internet. In fact, nobody can even get your digital product unless they’re on the internet.

Since you want to reach an audience that is (1) interested in dog training and (2) looking for dog training information on the internet, I suggest you build a list of followers before you create your product.

Most people get this backwards. They create what they think is a great product, then they seek out prospects that they can convert into buyers.

One of the biggest reasons I suggest you build a list of prospects first, is that your prospects will help you along the way of the entire info product creation process.

Here’s how.

Get a list of 100 people interested in dog training.

This is crazy simple to do, especially in the era of social media. I won’t discuss it here, though, so I can stay focused on the process of the actual info product creation.

Now you’ve got a list of 100 prospects for your info product.

But you don’t even know what that product will be yet. You don’t know if it should be about stopping your dog from biting or barking,

or teaching them to lie down and roll over, or what.

Moreover, you don’t know what kind of product your buyers want most. An e-book? A video series? An e-class, teleseminar or something else?

You’ve got 100 people on your list and nothing to sell them.

Right?

Wrong.

The thing to do with your “List” is to offer them relevant products that they can buy. Books, videos, even physical products related to dog training. If you don’t know of any, just get on Click Bank, JV Zoo or other popular info product sites. Find some good products for your List and offer them in your emails.

Don’t just sell them stuff, though.

More important, give them good, free training information in your regularly scheduled emails to them.

Maybe 2 or 3 emails a week will give them valuable dog training information. Maybe once a week you offer an affiliate product to them.

But what about your product?

Here’s the secret.

Let your “List” tell you what they want.

Tell them straight out, that you’re putting together a product and you’d like their help.

Give them surveys. What are their top 5 interests? Dog tricks? Dog walking? etc

Another day, in another survey, ask them if they’d like to get your info product as an e-book, or a video series, etc.

You could even invite them onto a group call where you speak to maybe 6 or 8 people about their dog training challenges. Give them some great tips, and ask them for their suggestions about your new “product” which is “in the works”.

You’ll be amazed to find that by the time you’ve worked through this process for a few weeks, you’re product will start taking shape before you’ve even started.

Now that you know WHAT your audience wants, simply give it to them. The last stage of info product creation is… to create the product.

Your Info Product Creation Session

I call this your info product creation “session” to underscore the little “secret” I use when I actually create a product.

It’s not a long, drawn out process. There’s no weeks and months of planning and implementing in stages. It’s not a matter of waiting for the right moment, or inspiration or anything else.

You simply need to schedule your info product creation “session”.

So Tuesday, the 17th you will devote to creating your product… for example.

On that day, you will do NOTHING until your product is COMPLETE.

I don’t care if it’s an e-book, a video series or whatever.

Sit down at 9 a.m.

Write your outline.

Then fill it in with the details, and your product is finished.

The Big Info Product Creation Secret

Now, here’s the “big” secret to making your hastily thrown together product a high-quality, incredibly valuable masterpiece.

Please share this article with your friends on your social sites if you have found it to be of value.

I’d love to hear your comments and questions below, and would especially be interested in hearing of your struggles and success with info product creation.

David Merrill 101
I'm an Internet Marketer and Online Marketing Coach. My students learn no-nonsense, power strategies and techniques to build solid blogging and internet businesses. David Merrill+

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14 Responses to Info Product Creation

  1. marquita herald October 11, 2012 at 6:25 am #

    Another great tutorial David. I agree the tough part is figuring out what people will buy – and asking makes sense, but I think there’s another side to it. I remember reading an interview with Steve Jobs a couple of years ago where he talked about how a customer might tell you today they are really hot to buy a product; but by the time you go out and get/create it they’re no longer interested. It’s a challenge, but you’ve provided some great advice here. Thanks!
    marquita herald´s last blog post ..Who Do You Think You Are?

    • David Merrill 101 October 12, 2012 at 11:08 pm #

      Good point, Marty.

      Steve Jobs had to put a lot of time, effort and capital into creating a product. That’s one of the great things about Info Products.

      You can create them in a matter of hours and deliver them digitally.

      So the lapse in time between determining what your followers want, and actually delivering it… is negligible.

  2. Laura Morris October 12, 2012 at 1:52 pm #

    Hey David1

    What an inspired idea!! This is what Larry and I have done for years with our trainings. We go into most meetings and live events that are small to medium sized and like to establish a connection with the audience by asking them what THEY would like to get out of the weekend, day, evening, etc.
    What we have found over 20 plus years doing this is that most people’s pain boils down to several categories, that can fit into most any training we create ahead of time, and they feel VERY VALIDATED and satisfied that we take the time to ask them what matters most to them. Then, we go back home, and refine, tweak, and add things that they tell us they would like to hear more about if it is something valuable. This is much the same as what you are saying, and I really like it.
    We have created info products and found that it usually filled a need in the market that other leaders were not satisfying, or we could stand out in some way in our niche.
    I love this video, because it spoke to truly connecting with people, and serving their needs, which is always good, instead of simply throwing spagetti against the wall and seeing what sticks!
    Laura Morris´s last blog post ..What is an Expert?

    • David Merrill 101 October 12, 2012 at 11:14 pm #

      Glad you enjoyed this, Laura.

      Seems like you and Larry have been doing much the same throughout the years… so it’s little surprise that you’ve reached the success you have.

      Thanks for your insights, here.

  3. Sarah Arrow October 13, 2012 at 8:49 am #

    This is a great motivator David, thanks for the outline and the encouragement 🙂
    Sarah Arrow´s last blog post ..Content Lockers: What are they and do they work?

    • David Merrill 101 October 13, 2012 at 5:03 pm #

      All you gotta do is do it, right?

      I like hearing people get motivated, Sarah. Thanks for visiting.

  4. Sadie-Michaela Harris October 13, 2012 at 11:07 am #

    Thanks for sharing this David look forward to reporting back in the new year to share our experiences. I appreciate the importance of ensure there are people who want a product before businesses use energy and resources on producing a product only to find no one wanted it! 🙂
    Sadie-Michaela Harris´s last blog post ..SMBs and Social Media in 2012

    • David Merrill 101 October 13, 2012 at 11:18 pm #

      You’ve got it, Sadie-Michaela.

      No sense in spinning wheels in the mud when there’s a clear way to gain traction with the products we create and offer.

  5. Rick Lelchuk October 13, 2012 at 11:20 am #

    David,

    There is so much that can get in the way of creating a product, writing a blog post, heck, even clearing out your trash emails. Making a specific time to sit down and do the “chore” is sage advice. Schedule that time time investigate what people want to learn about so you can create that product. Syncing your smart phone and your calendar makes sense. Having just gotten a smart phone I am amazed by the efficiency.

    Perfect planning produces positive results.

    Thanks, David for a great lesson,

    RICK
    Rick Lelchuk´s last blog post ..I Don’t Want To and You Can’t Make Me – Being Accountable

    • David Merrill 101 October 13, 2012 at 11:35 pm #

      It’s a lesson that will only be worthwhile when it is applied, as you clearly know, Rick.

      We often know what we need to do, but that does us little good until we’ve cleared a specific time and place for accomplishing it.

      Then, of course, we must be accountable to ourselves to getting it done.

  6. Shelley Alexander October 13, 2012 at 5:53 pm #

    Hi David,

    You have really clarified the process of creating a info product that will get results. I will absolutely be implementing your suggestions because I want to create a digital healing foods program to help people who can’t work with me one on one. I will use your great suggestions to refine my product to make it something that will be appealing to my target audience.

    Thanks for the great insights!
    Shelley Alexander´s last blog post ..Wild Blueberry Avocado Energy Smoothie

    • David Merrill 101 October 13, 2012 at 11:41 pm #

      Excellent idea, Shelley.

      I’d love to see how your product shapes up.

      Health is a wonderful niche for digital products, and high quality products are always a welcome addition to the field.

      Best of luck with it.

  7. Yorinda October 17, 2012 at 5:05 pm #

    Hi David,

    thank you so much for your interesting and useful information.

    I also signed up for your list building series and it looks like you are providing a lot of tip in your generous free course.

    Building a list first and then leveraging it by using surveys to create your (initially crappy) product seems like a good way to go.

    Much appreciated!

    Cheers,
    Yorinda
    Yorinda´s last blog post ..Vision Board How you can Display and view it even on an I phone

    • David Merrill 101 October 17, 2012 at 10:44 pm #

      Look forward to seeing how you put some of these ideas into motion, Yorinda.

      Building a list is a real commitment, but it’s really the only game in town, especially with the sorry state of SEO these days – thank you, Google 🙂

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