This little Self-Publishing Guide has it all. Denise Hamilton of Ink Tree Marketing has put all her book marketing and publishing experience into this straightforward and comprehensive guide. The cost is quite reasonable for the amount of information that's packed in to the guide. You'll find it a very helpful addition to your resource list if you are considering self-publishing your book. The author sold 250,000 copies of her book without taking a single workshop or seminar, and with absolutely no training or experience. Learn More about this guide.
THE SECRET QUALITIES OF SUCCESSFUL INFORMATION PRODUCTS
If someone asked you "What's the biggest chunk of the U.S. economy?"...
you probably wouldn't say "information."
But expenditures on information and information products account for over
half of this country's economy. That's roughly 5 TRILLION DOLLARS!
Why so much? Americans have an unquenchable thirst for information. We crave
information to make us healthier ... wealthier ... more beautiful. But most
of all, we want information so we can show others how much we know.
Right now, your goal might be writing sales copy for major information publishers
like Agora or Phillips. Great goal.
But think for a moment. If a publisher will pay $5,000 or more PLUS Royalties
for a sales letter, what's he making out of the deal? If you can make
money selling information products for publishers, think how much more you
could make publishing that information yourself!
It can be done ... and I'm proof. I've developed a highly successful publishing
business selling information that people want. You can, too.
The key is developing an information product that people not only want to
buy but want to continue to buy (or renew). This isn't hard - if you understand
the following 7 Qualities of Successful Information Product Development.
Quality #1: Is the Idea Interesting?
Interesting ideas connect with a genuine fundamental aspect of life. And
the first person they have to interest is you. If you pick ideas that interest
you, research and writing will be fun. But interest goes beyond that. Your
idea has to be truly interesting to your reader.
For example, my first retail publishing idea in the early 1970s was for
U.S. investors to invest globally. The idea was sound and remained very interesting
for a long time.
On the other hand, look at collectables. There will always be a collectables
market. Yet many collectables are attractive only because they are in vogue.
If, for example, you had a publication about Beanie Babies back when they
were in vogue, you could have done well. Today, that publication would fall
on its face.
Fads offer attractive publishing opportunities, but they don't last. Publications
about interesting topics survive.
Quality #2: Is the Idea Legal and Ethical?
I once got a letter about how I could mail First Class letters for only
3 cents! Indeed, the stamp on the envelope was 3 cents.
This seemed interesting, since I spend hundreds of thousands a year on postage.
The letter promised that, for $12, I could get details on how to mail First
Class letters for 3 cents.
This was too good to be true, but I was interested. A few days later, I
got one photocopied page telling me how to do it. The page claimed that,
as a business, the Post Office had made an offer to send my mail at the current
rate. And it claimed that, as a businessman, I could counteroffer by putting
a 3-cent stamp on my letters instead. If the Post Office accepted and mailed
my letters, they accepted my offer. The idea was to simply mail all your
letters with a 3-cent stamp, because most would get through. And the idea
was neither legal nor ethical.
The Postal Service's Revenue Protection Department operates by spot inspection,
true enough. So, yes, many of these 3-cent letters would get through. But
anyone mailing lots of them could expect to be investigated by the U.S. government.
So, in the long run, it wouldn't have been profitable. The fines (not to
mention prison time) for these kinds of actions are very heavy.
Quality #3: Is the Idea Attractive?
Your idea has to attract first-time buyers. It doesn't have to be pretty
or pleasant. But it must attract.
Attractiveness appeals to emotions in some way. The emotions can be good,
bad, or even ugly. For example, one ad that worked well read, "I'm mad
as heck at the government for cheating us - here's how to get even." It's
not a very pretty idea. But it's certainly attractive.
A publication must hold your reader's interest to succeed in the long term.
But attractiveness gets potential readers to drop everything, read a sales
story, and buy your publication.
Quality #4: Is the Idea Usable?
Your idea has to fill some need for your reader. This is vital to gaining
repeat customers for your publication. The idea has to work for its readers.
A publication can be entertaining. With a golf publication, for instance,
the pleasure of reading about golf courses may be enough to make it useful
if the main goal is to give the reader satisfaction through description.
On the other hand, the goal might be to help the reader know how to get
lower golf scores (pride). Or show times at various courses when greens fees
are reduced (savings).
Quality #5: Is the Idea Understandable?
Some years ago, the book "A Brief History of Time" was a New York
Times best-seller for over a year. It was called one of the most-purchased/least-read
books of all time. The author's next books didn't sell well. His books- all
of them about quantum science - were just too complicated.
Ask: Is my information understandable for my target market? As "A Brief
History of Time" shows, being interesting can sell a book. But if it's
not understandable, you won't build repeat business.
Quality #6: Is the Idea Timely?
A successful publication is tuned to the times. If it's too far ahead of
or behind its time, it won't do well in the long run.
I failed to understand this quality in the mid 70s when I was writing about
investing internationally. I'd lived abroad for nearly a decade, so this
idea seemed obvious. However, it ran contrary to public thought.
Twenty years later, most U.S. investors were ready for this idea. Today,
it is so common that local stockbrokers give free talks on the subject, so
we've had to adapt. Because I understand this quality, I'm able to change,
update, and innovate my publications constantly.
Quality #7: Is the Idea Sellable?
In publishing, marketing is a very important part of success. You can have
the timeliest, most usable, interesting, easy-to-apply idea in the world.
But if you cannot sell it, you won't make money. Defining your market and
deciding how to sell your idea correctly is an integral part of the product
creation.
I learned this lesson while pioneering the idea of investing abroad. As
I said, my idea was right ... but ahead of its time. Because I was out of
sync with most American investors, my original selling failed.
The product wasn't salable until I discovered avenues that led me closer
to the small percentage of Americans who were interested. This process of
understanding the customer is called "focus," and it's crucial
to publishing success. For example, I found that though I marketed across
the country to all professions and religions, a large percentage of my original
readers were Jewish, Southern, or chiropractors - groups that had less trust
in the establishment. Once I understood that all three of these groups perceived
that the establishment had been, at one time or another, biased against them,
I was able to zero in and focus my sales in those areas.
There you have it - another way to build success using your copywriting
skills. It's so incredibly lucrative, there's an excellent probability that
in a few years you'll be hiring AWAI-trained copywriters to write your sales
copy because you're too busy having fun with your publishing business!
This little Self-Publishing Guide has it all. Denise Hamilton of Ink Tree Marketing has put all her book marketing and publishing experience into this straightforward and comprehensive guide. The cost is quite reasonable for the amount of information that's packed in to the guide. You'll find it a very helpful addition to your resource list if you are considering self-publishing your book. The author sold 250,000 copies of her book without taking a single workshop or seminar, and with absolutely no training or experience. 