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Letter To The New Info-Product Creator - Postscript
So that email to “Bob” you’ve been reading about . . . 
What I didn’t include in my posts, was the urgent Call-To-Action (in voice and e-mails) for him and I to pow-wow on Next Actions before I left for L.A. to attend that Information Product & Marketing Summit.
Given what you read in Part 1, Part 2 and Part 3 — you didn’t have to be the Amazing Kreskin to see the next installment of this Wagnerian micro-tempest coming . . .
Yep, I sent out that email 4 weeks ago! And during that time? Not a call . . . not a quick email to say . . . whatever. This despite the fact that I urged him rather . . . strongly to either respond to said voice and e-mails.
Nothing.
You see, while I lack Kreskin’s amazing powers of prestidigitation, I compensate by being fluent in Jehovahian wall graffiti . . . that, and this little psychology tool: ‘when there is a separation between what people say and what they do — it is the action taken (and not taken) that is the true, real thing to pay attention to. Never the words.’
That little bon mot never fails to sift fact from fiction. But all-in-all, I’m a glass half-full kinda guy. No, really I am. Quit snickering . . . I really, really am!
You see, I’m glad this happened when it did because it could have been worse, much worse.
For example, we could have been in the middle of the project with me having donated all my time and expertise to bootstrapping it with a website, sales letter, autoresponder series and Google AdWords — and I’d still be sitting there with my thumb up my butt waiting for him to deliver on what he agreed to do.
Then . . . then STILL having to do a 50/50 spilt — just for him taking the information the market is hungry for, information the market is willing to PAY for, information lying fallow and trapped between his ears –just for talking into a recorder and answering some questions!
That would have been worse. Much worse.
So, I wish him the best.
The Information Producer’s Next Actions Revealed
So what does an information publisher do in a situation like this — great idea, profitable niche, eager people willing to pay hundreds in order to have a product that will save them thousands and tens of thousands of dollars . . . give them peace-of-mind . . . and keep them and the other parties out of court?
But . . . it all hinges on the expert to deliver the intellectual property (i.e., the goods)?
I’ll find another expert in this field. There are plenty out there (as there are in many ripe fields) who are trapped in 9-5 jobs and eager to make a little side money.
But next time I’ll start out SMARTER. Next time I’ll offer to pay him/her a flat rate to pick their brain, have the audio transcribed and then I’ll have the first product offering, along with a value-add to sweeten the deal (the audios).
Later, if the collaboration has legs and they pass the tests of being an actual and worthy business partner . . . then and only then make the 50/50 offer. But more importantly, I will be in control of the process.
Then, product creation will take 2 weeks at the max (allowing for back and forth w/transcribing service, editing, putting up the website, writing some AdWords ads to drive traffic, etc.).
Not 5 months.
Whatta waste, right? Well, yes and no — glass half-full, remember? And as the Disney saying goes “Keep Moving Forward.”
And so I shall. Next!
Technorati tags: Walter Terry, ROI Copywriting, info product strategist, info marketing, info publishing
By Walter |
Topics: Info-Product Creation, Mind Of The Info-Marketer |
June 5th, 2008 at 5:43 pm
If this guy really has expertise then shooting questions at him over a recorded phone call will probably start to take care of the problem. When he discovers his own great answers it’ll give him the confidence he needs.
Then have the called transcribed and formatted into an ebook.
For amateurs like him and me… many times that blank sheet of paper comes to life like godzilla raising up in our brains, sending our decent thoughts running like tiny villagers about to be smashed.
Thanks for the articles.
Mark