Making assumptions about what people will or won't
buy can be a costly mistake if you're trying to create an information-based
business instead of a 1-on-1 business.
Here are three assumptions to check out (and what
the
truth really is!) so you don't lose
out on profitable opportunities!
Assumption #1 People won't buy the same information
more than once.
Boy, this is REALLY a mistake! In fact, people LOVE to buy the same
information in multiple formats. And, what's more, they'll buy the
same information from multiple experts.
First of all, people learn in different ways. Some
folks are visual learners, while others are more "hands on"
or perhaps need to see information presented in a logical format.
So offering digital downloadable PDFs, online MP3
audio files, shippable workbooks and CDs, as well as live teleseminars
and also live workshops all on the same topic is smart information
product marketing.
By offering the same content in multiple
formats you're also tapping into our desire to
know more and
to be more connected to you. People who buy your CDs will
want to attend a live teleseminar or workshop. Why? Because they liked
what they heard and want more. They also want more attention and help
with the problem they have that you solve.
Assumption #2 People won't buy the same information
from multiple experts.
Um...without being rude here, let me ask you, how many products do
you own on the subject of marketing? (Don't worry, you don't have
to tell me how many you've never listened to or completed!)
The point is, when you're interested
in a topic, you get
very interested in a
topic! When you're hot on a topic you're likely to seek out information
from multiple sources. Your clients are exactly the same way! They
are eager to learn as much as possible (and as quickly as possible)
about the topic.
Just be sure that your approach, style
or content is unique. Else you risk either becoming a commodity (and
being devalued or judged solely on price) or getting lost in the crowd.
Assumption #3 People won't pay top dollar for your
topic
On occasion this is true but not often. What IS true is that you cannot
judge for others what they are willing to pay. People buy stuff all
the time that they seemingly cannot afford.
Besides, it's not up to you (or any of us) to decide
on behalf of someone else if the information you are selling will
be put to use or make a difference for the purchaser. Of course, we
hope it will! But people find value in ways we can't predict. So set
a fee for your products that is fair and appropriate to the value
being delivered.
Any time you make an assumption take a moment to
notice if it is one that feels limited or restrictive in some way,
or if it feels expansive. If it's the former, then it's likely a false
assumption that is based on myth, not fact. I encourage you to make
strong, healthy, positive assumptions that support your success!
