Archives at Zinester: publishedondemand issue 20. Publishedondemand.

Subject: publishedondemand issue 20 - July23, 2004

Publishedondemand
Issue:20 Date: 26 July 2004

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Welcome: Hello everyone, and a big welcome to all our new
subscribers. This ezine mainly focuses on informational
products and marketing. It is my intention to give you tips,
ideas, product reviews and articles by well respected people,
who make their living on-line. I hope you find the information
both useful and informative and that you are
able to put them into practice. I wish you all the success with
your ventures and if there is anything that you would
like to discuss simply e-mail to:
DEREK@darchibald.freeserve.co.uk and I??冤l be happy to help.

In My Opinion:
False Marketing Notion No.3 - You Believe That Others Are Just As
Interested In Your Product/Service As You Are

Sorry, but this is another fallacy which will cost you dear. The
majority of people draw their conclusions upon the following two
points:

(i) They have a product/service that is important to the prospect
(ii) They are very interested in their product/service

They, therefore, incorrectly come to the conclusion that their
prospects must also be interested in their product/service. I am
afraid it just isn't so - prospects are only interested in
themselves and their personal desires.

No-one is ever going to be as interested in what you are
marketing as you are, so before offering your product/service
take a critical look at what it will mean to other people. You
might think it's important that others hear what you have to say,
but they may not think likewise.

For example, you have a product that drastically cuts down on car
exhausts fumes. To you this is vitally important because it
could ultimately mean saving the planet - surely everyone's
interested in that? Deep down yes, but pushing your product
based on this point because YOU think it is important and others
should hear, will not make you succeed.

Remember, people are basically selfish, what you need to do is
adapt your marketing. In this case, you would probably focus on
how many more miles to the gallon this product will enable them
to achieve, or how much money they'll save.

For instance, let's suppose that this product was revolutionary
and could double fuel consumption. You could launch your
marketing with the following heading:

How Would You Like Two Weeks Free
Petrol Every Month?

Immediately, it answers prospect??冱 basic question (whether they
are aware of it or not), "What's in it for me..?"

You may think that the real issue on the other hand is best
summed up by using the following headline:

Cut Your Fuel Emissions And Help
to Save Our World!

In all honesty, that is of course the really important issue. BUT
IT WILL NOT GET YOU ANY SALES!

Saving the world is far more important than saving money on
petrol, but it is the latter which will push the right buttons.
By sticking to the fundamentals of how marketing works, you can
still achieve your aim, even if you have to dress it up in
different clothing for the sake of sales.

In this example, you may really be deeply concerned about the
planet, but the only way you can have an effect is by approaching
the market in a way which perhaps is not important to you. So
no matter how special your product/service is to you, you must
learn to detach yourself and simply satisfy that one question
that motivates a prospect:

What's In It For Me?

It may smack of avarice, you may be disappointed that others
think like this, but that is the way it is. You need to
instantly answer this question. Get caught up in your own
feelings about the importance of your product/service to mankind
or society and you'll not have any kind of impact whatsoever.
False Marketing Notion No.4 - You Need To Be Different, To Stand
Out, Your Copy Needs To Be Clever

I've seen some very cute advertising and marketing pieces, mainly
pushed out by bigger companies. But they'll not work for you.
And I doubt whether they are having much of an impact with these
companies either. It seems that, in general, the more successful
an individual/company becomes, the more money they waste, by
simply forgetting the basics.

They use what is known as the Frequency Law - i.e. if you keep on
and on advertising, hitting the same people, eventually it has to
affect sales. Well that's fine when you've got money to burn,
but it is a big mistake to try to be too clever when you want to
keep any expenditure to an absolute minimum.

Your aim is not to dazzle your prospects with clever copy or cute
pictures - your aim, and your sole aim, is to simply sell your
product/service.

You often see clever advertising on the television. One that
springs to mind was that used by the communications company
promoting the Orange range of Mobile Phones. You may remember
that it originally bared no direct relationship to the product.
Instead it featured a newly born baby floating in space with the
catchy line, " The Future Is Orange...".

In reality, I suspect the majority of people never linked the
company to mobile phones for a very long time. The purpose of
the advertisement, I would have thought, was to purposely make
the viewer curious and to get the word orange to stick in their
minds.

But in only rare cases does such marketing approach work
successfully. It's just, in my opinion, a complete waste of time
... too clever ... too cute. Okay, if you have deep pockets and
are looking at a long term marketing strategy over a few years,
maybe, but why wait?

The way to quick profits is to sell the benefits. Remember, your
prospect will really only be interested in knowing what's in it
for him/her. So please never, never follow the leads of the
bigger corporations, they are in an entirely different field.
It's the individual which will make the real money in the years
ahead, and it is the individual who can do 3 simple things:

(i) Clearly indicate the product/service benefits

(ii) Make the prospect feel that you understand his
problem/fear/desires/wants

(iii) Show the prospect how easy you can solve his problem/fear
or attain his desire/want

If you meet these 3 criteria you'll have a formula that will make
you handsome profits month, after month, after month. Don't try
to make it difficult for yourself by thinking that you have to be
different - YOU DON'T!

Featured Article:

"Discover How To Make A Six-Figure Income By Simply Selling What
You Know"
By John Metcalfe
What's one of the most common questions asked online in the
Internet marketing and home business arena ?
I can tell you it goes something like this..
If I wanted to create my own information product, how would I
decide what to create and how would I find out if there was any
demand for it ?
This is the type of question I hear lots of people ask online who
want to take the plunge into creating their very own Information
product. Although there's no 100% foolproof way of knowing if
your product idea would be a great seller, there are certain
steps you can take to tip the balance in your favor of a fun and
profitable experience with your first and subsequent product
creations..
The fun part of your product creation is one of the most
important parts of the process. The reason being that if it's not
fun and enjoyable to do, it usually shows through in the finished
product. Therefore one of the best ways to choose an information
product to create is to simply use your existing skills and
hobbies. Things you know a lot about already and enjoy doing..
Here then is a step by step process you can use which shows you "
How to Generate Profitable Product Creation Ideas by Simply
Making a List of Your Own Skills and Hobbies "
Quick Tip - You may want to print this article so you can fill it
in later..
~~~~~ STEP 1 ~~~~~
Make a list of skills you have. Things you've accomplished at
work or away from work. List everything you can think of here:
Make a list of your hobbies and interests. Things that you would
*LOVE* to spend the rest of your life doing. List everything you
can think of here:
Take your time with the above step and really THINK of every new
SKILL you've gained and every HOBBY you've enjoyed doing. To help
you in this thinking process try going through your life from a
young age and list all the skills you've gained and the hobbies
you've done..
Perhaps when you were a teenager and sitting your important
school exams, you gained some useful skills on how to revise
effectively to gain top marks..
You get the idea I'm sure :-)
~~~~~ STEP 2 ~~~~~
Pick your favorite three from your above list and write them down
below. Which one's would you be most interested in pursuing in
some type of online business ? Put them in order of preference..
~~~~~ STEP 3 ~~~~~
For each of your chosen ideas above, visit at least 5 web sites
that come up in the search engines when you do a search for that
particular subject. For instance, if one of your chosen hobbies
was "Dog Training" search for something like "Dog Training Tips"
or simply "Dog Training"
I recommend you use the Overture search engine for this step as
the top results from your searches will point you to other web
sites that are actually "Paying Money" to get visitors
(http://www.overture.com) Web sites that are paying for traffic
will have "Sponsored Listing" next to the web site address in the
description..
If there's a lot of sponsored listings when you do a search on
each subject It's generally a good sign that there's enough
demand in the marketplace for a profitable product. While your
doing this searching step look for ideas of what's going on in
the marketplace and what's popular..
~~~~~ STEP 4 ~~~~~
Pick up a few glossy magazines related to your choices and start
scanning through them. What you'll be looking for is:
What type of questions are being asked in the letters to the
editor section or the question and answer section of the magazine
?
What are the headlines on the front cover saying ?
What are the big ads advertising ?
Are these same ads appearing in the same magazine every week ?
Study your results and use them for your research into what's
selling!
~~~~~ STEP 5 ~~~~~
Now pick one of your 3 ideas from your above list and write it
down here :-)
My New Information Product Is Going to be About ?
Make a list of 5 potential product ideas related to your number
one choice that start with "How To" accomplish something. For
example the title of this very article your reading:
" How To Use Your Existing Skills and Hobbies to Create Your Own
Profitable How To Information Product Even If They Seem Silly "
After you've taken your time to do the above 5 steps you should
have your very own Information product idea that you'll "Enjoy
Compiling" "Enjoy Selling" "Enjoy Answering Questions On" and
which is in demand in the marketplace..
What more could you ask for :-)
Good luck and I hope you come up with some great ideas.

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Your Thought for the Week:

The sky's the limit when your heart is in it.
Hope you enjoyed the read, be safe and successful.
Derek Archibald.

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