| If you're new to information product creation and | | | | Another favorite technique of experienced |
| marketing, you are likely to encounter one of the | | | | information marketing practitioners is to increase |
| most common causes of procrastination in newbie | | | | the value almost by subtraction. Here you |
| information marketers - not being sure that the | | | | subtract many of the market segments originally |
| value of your item meets and exceeds customer | | | | targeted by the product and zoom in on a target |
| expectations. | | | | segment. This increased layer of specificity is |
| Conventional thinking assumes that products have | | | | interpreted by members of that market segment |
| fixed values and these values are then reflected | | | | as being much more customized for their needs |
| in the prices of the items. The ugly truth is that | | | | and therefore more valuable. |
| the value (or "perceived value") of information | | | | Think about the popular maxim, "Time is Money". |
| products in particular is quite dynamic. It changes | | | | By cutting out areas not specifically relevant to |
| based on the situation, based on the market and | | | | your target segment, you give them an increased |
| based on such ephemeral qualities as exclusivity, | | | | ability to get through your information product |
| timing, etc. | | | | and implement what they learn. This is the highest |
| Value, in short, is a moving target that takes | | | | value you can produce through an information |
| experience to master; experience that new | | | | product and your customers know it. That's why |
| information publishers and entrepreneurs may not | | | | this technique works so well. |
| have. Here are 4 ways to quickly increase the | | | | 4. Change Media Format |
| value of your information product should you find | | | | People differ in their learning and information |
| your products on the wrong end of customer | | | | retention styles. Some people are better at |
| value perception. | | | | retaining visual information, others are better at |
| 1. Bundle Additional Item | | | | retaining information received audibly, and still |
| A quick way to increase the value (and perceived | | | | others retain information when they have some |
| value) of an information product is to add a bonus | | | | activity associated with the learning. |
| item. This has to be done carefully and in a way | | | | There are many tools, websites and companies |
| that assigns worth to the bonus item. Having a | | | | available today to help you quickly and easily |
| "branded packaging" (such as a product name) for | | | | account for these differences. Superior |
| your simple 20 item checklist for instance, adds to | | | | information product creation method demands |
| the perceived value of your offering. | | | | that you incorporate these learning differences in |
| 2. Change The Name | | | | the design of your info-products or in the bundling |
| Take a cue from the book publishing industry. | | | | of your offerings. |
| Hundreds of bestsellers have been created by | | | | Simply by converting an e-book to a |
| simply taking a book and changing the name to | | | | downloadable mp3 or an Audio CD, you can |
| something people would want to read. Naming | | | | double the value of what you were previously |
| your information product is a big part of | | | | offering. |
| packaging of your product, and packaging has | | | | Conclusion |
| been proven to increase the value of a product | | | | These are just a few of the ways you can |
| to its buyers. | | | | quickly (and fairly easily) add value for the |
| This principle is particularly important in information | | | | consumers of your intellectual capital. One thing to |
| publishing and information marketing because | | | | remember in taking my advice here is to go from |
| these types of products are intangible and you | | | | simplest to most complex. The simplest and |
| need every edge you can get to convey value to | | | | easiest way to accomplish your value-add is what |
| the consumers before they elect to part with | | | | you want to do first. Stick to this principle and |
| their money and consume your product. | | | | you will execute better and faster. |
| 3. Repackage into Tighter Niche Focus | | | | |