Okay, you’ve done your research, created an outline. You are also confident that your market will be receptive to your product. Now it’s time to create the product. Creating an info product is fun.
There are many different ways to present an info product to your market. A few years ago info products usually consisted of an ebook. But innovative marketers have
been using many different techniques to present their products.
Now, for your product, you don’t have to choose one method. In fact, the more ways you give your product to your market the better. Some people learn better by reading while others learn better from videos. Some people even prefer an audio series so they can listen to your product on the way to work or at the gym.
In the end, it is up to you how to present your product. But I would encourage you to experiment. Find out what methods you’re good at producing and what methods your target market prefers. The “best” approach is the one that makes you the most money.
Ebooks are by far the most common way of presenting an info product and one that most people are familiar with. Ebooks have a lot of benefits due to their versatility. But they have one significant disadvantage. They have a lower perceived value than other product types.
The best thing about creating an ebook is the fact that there is so much you can do with it besides selling it “as is.” Here are a few examples of how you can make the most of an ebook.
Break up the chapters and submit them to article directories
Give away a chapter to get people to opt into a list.
Create a membership site and give away parts of your book at regular intervals
Create an audio series by reading each chapter
Use the ebook later as a bonus offer for another product.
Sell the book as PLR once it has outlived its usefulness.
There is a lot you can do with an ebook. Get creative, and you’ll find that an ebook is the most valuable info product asset you can own.
The downside to ebooks is the fact that they have a low perceived value in the eyes of many. This is because ebooks are prevalent online. People see advertisements for info product ebooks almost every day.
There are several ways to compensate for this though. First of all, never call your ebook and “ebook” when selling it. Call it a “report,” “guide,” “system,” “training course” or something else that makes it sound unique.
You should consider boosting your ebook’s value by packaging to another version. For example, you could turn it into a video series to increase its perceived value in the eyes of your market.
So now the question is: How do you write an ebook? Is it as simple as opening a word processing program like Microsoft Word and typing it out right? Not quite.
Writing an ebook takes a bit of know-how, it isn’t something you sit down and do for most people. There are freelancers out there charging hundreds of dollars to write ebooks. Ebook writing is an acquired skill.
If you are never written an ebook before, don’t despair. You don’t have to hire someone to write your book for you, though that is always an option. As long as you have
the right mindset and know a few basic principals you can create an ebook that people will buy.
Rule #1: Mindset
Like I said writing an ebook takes a certain mindset. You have to write from a position of authority and come across as a leader in your niche. You can’t write using wishy-washy language and take a passive stance on things.
For example, your book is going to be about how to make money online. Now, don’t write sentences like “By following my methods you should be able to make $100/day.”
Instead, say it with authority; “By following my methods, you will make $100/day.”
Some of you may think that in this example you could get sued by someone who fails at making $100/day. This is what disclaimers are for.
Rule #2: Disclaimers
Disclaimers exist for two main reasons. To prevent the theft of your work by reminding the reader that it’s copyrighted. And to prevent you from getting sued.
When you write your disclaimer, don’t write whatever comes to your mind. Please do a little research and see what other ebook authors are using. You can even look up disclaimer templates on Google if you feel the need to. Make sure you edit the templates to make it applicable to your book. There shouldn’t be any templates that are going to fit your product 100%.
If you ’re worried about things, you can go so far as having a lawyer write a disclaimer for you. Their rates will vary for this service, but you can usually find what you’re looking for by doing a few online searches.
Rule #3: Tone
When you write your ebook, you’re going to want to write it in a way that connects with your market. In most cases, you can accomplish it by writing as if you were having a conversation with someone.
Another thing to keep in mind is that you want to speak the language of your market. For example, your ebook on how to stop slicing the ball. You need to make sure you’re using the slang and terminology that golfers use. This builds credibility and helps to further establish you as an authority in your niche.
Rule #4: Formatting
Whether it’s an ebook, blog post or sales letter, there are several things to keep in mind. The huge blocks of text are
Intimidating. If your ebook consists of massive blocks of text that aren’t broken up. No one will read it no matter how good the content is. You will also lose significant credibility for releasing a terrible product.
Break up your content into small, easy to read paragraphs that are 2 to 4 sentences long. Also, make liberal use of bold subheadings to help further break up the text.
These will make your ebook appear more readable.
Standard font size for an ebook is 14. But sometimes I use 15 or 16 depending on the size of my ebooks.
Also, keep in mind that you’re going to want to use a sans-serif font such as Arial. It looks better on monitors than serif fonts such as Times New Roman. This is because sans serif fonts lack the little flourishes that serif fonts have. Also, make sure you use line spacing to 1.5 instead of the default 1.
There are other formatting options you can use as well. These are headers, footers, clickable tables of contents. Also, you can customize colored chapter titles and
Subheadings, page borders. And much more. Go with what you think looks more attractive. But don’t overdo it; sometimes the simpler approach is, the better approach. All these customization increase the credibility of your ebook.
Rule #5: The Flow
When writing your outline for your product ensure that it flows and isn’t a disjointed mess. Each chapter and sub-section should flow into the next. This is especially true if you’re writing a step-by-step guide.
Also if your book is long, you can insert recaps at specific points. For example, you’re writing a book on website flipping. You want to remind the reader of the steps they should have taken to get to a certain point. In that case, use a quick bullet point list to recap what you’ve covered so far. So that they don’t get lost when entering a section that relies upon previous chapters.
Don’t write and edit at the same time. Avoid the temptation to hit the back button while you’re writing. Do not try to correct your mistakes as you go along. Ignore errors and keep writing.
Writing and editing need two different thought processes. Don’t disrupt your concentration on writing by trying to edit as you go along. This will only slow you down and interrupt your train of thought. Remember, you can always go back and change things later.
Rule #7: Proofreading
I’m not going to lie; proofreading is time consuming and boring especially for a long book. I would suggest doing it at least twice though once the final draft is complete.
Say, you are uncomfortable with your proofreading skills. Or say English isn’t your first language. In that case, you can always hire a professional proofreading service. Make sure that there is room in your budget for this and that they can get it done on time.
Rule #8: Good Enough is Good Enough
You’re ebook isn’t going to be perfect, especially if it’s your first. Don’t worry about it.
You have to remember that taking action and getting it to your market is more critical. It is much more important than trying to make it perfect. No one is going to
care if there are a few minor errors in your ebook as long as the content is useful and serves its purpose.
I have seen errors in ebooks launched by big-name marketers, and they still make a killing. The quality of information trumps the quality of the text.
You have completed your ebook. It may be tempting to keep going back and adding every new trick and technique you come across. Enough is enough. There is no need to
keep updating your book, get it done and release it to your market.
The thing is you can always release an updated version of your product later if you want. There is no need to keep adding more and more to it before you release it. You need to ensure only that it contains the essential information.
Cover Graphics and Pictures
You need a good cover graphic. You can do this yourself if you have Photoshop or a similar program or you can use the free tool at yecovermaker.com.
You may don’t know graphics creation. You may struggle to create the attractive cover graphic. But don’t forget that you can always hire a professional to do it for you.
Prices range between $17 and $27 at the lower end of the spectrum, but there are individuals at Fiverr who will do it for only $5.
Pictures are something else you may want to consider adding to you ebook. This is especially important if you’re going to be showing how to do something in a step-by-step guide. Pictures will be needed if you want to show screencaps of your income proof.
To take screencaps, I would recommend Jing. It’s a free tool that allows you to make screen caps and add arrows, boxes, and text to them to point out important parts.
The primary advantage that videos have over ebooks is that they have a higher perceived value. People will be much more likely to buy a video series at a higher price than they would an ebook.
The good news is that if you already have an ebook creating a video series based off of it is simple. You can create a mind map. Then read each chapter and sub-section. You read through the mind map while recording it with a video capture program. This technique is favorite right now with many internet marketers who make their products.
Two Types of Videos
Video creation may seem daunting at first but trust me, it ’s simple. There are two fundamental ways to create a video series. Doing voice over and filming something.
For example, You are making a dog training video product. You have to film yourself training a dog. Get a decent camcorder and someone with a steady hand to shoot you for each lesson.
Say you’re making a video series. Your subject is how to flip websites. You can make tutorial videos that walk your viewers through the process. You can do it using voice over with a video recording program.
You can use Jing to do this. But I would recommend getting Camtasia. Camstasia has more editing options, and the video will be smoother. You can get a 30 day trial of Camtasia for free, but after that, it’s $300.
Don’t be a Perfectionist
When making videos, the #1 rule is not to be a perfectionist. It can be nerve-wracking at first speaking into the microphone or getting in front of a camera. And it can also be tempting to stop a video and start over if you flub your lines or make a mistake. Don’t do it.
Unless you’re a professional voice over artist or actor, don’t expect your videos to be perfect. It isn’t going to happen.
You have to make a deal with yourself that you will not start over once you start recording. You will never get a video if you do. You can edit any mistakes or errors later, and if a video is completely messed up, you can always redo it.
Say, you flub your lines, or you make an error. Nobody will care as long as you’re delivering useful, accurate content. Much like with ebooks the quality of your information trumps the actual delivery of it.
You can go the extra mile and hire voice over artists and local actors for your videos. This can be costly but if you are sure of the return it can be well worth.
Do keep in mind that if you’re shooting live video, this may not always be an option. Say, you’re creating a product on how to get better at archery. You’re the archery expert you ’re going to have to be the one firing the bow, not an actor.
Also hiring professionals can be a bad move if you’re looking to build up your authority in your niche. You want your customers to become accustomed to your voice or to see you on camera. You need to build that sense of familiarity. The more people bond with you the more they’re going to buy from you.
Video products are most offered as a download only. But if you want to go the extra mile and provide them with DVDs as well, you can. Be sure to take into account how much producing DVDs will cost. Also, make sure you’re not messing up your profit margins.
Offering DVDs can work if you offer them in conjunction with the downloaded version. But I’m against providing DVDs by themselves. But it is okay if you know that they’re going to sell.
Creating an audio series is simple, and you can do it one of two ways. You can use an audio recording tool such as Audacity and record yourself. Or if you are making a video series, you can strip out the audio using Camtasia.
When doing an audio recording, you can ad-lib using some loose notes, or you can read from a script. If you have an ebook, you can read that if you want.
Make sure you put your audio series into MP3 format. This is the most used format for audio files and will appeal to the most massive user base.
An audio series isn’t something that you can sell on its own, at least not for a decent price. They’re used as bonuses to other aspects of your product. Such as an ebook or video series to increase the perceived value of the offer.
Going for the Hat Trick
There is an easy way to present your product using all three methods I discussed; here is how to do it.
1: Write an ebook or hire someone else to do it
2: Create a mind map based on that ebook
3: Record voice over videos of you reading your book while going through the mind map using Camtasia
3a: Record videos of you doing whatever your product is about in real time if you can’t do a voiceover.
4: Strip the audio from the videos and put it into MP3 format.
See how easy that is? In 4 simple steps, you can have all three versions of your product with minimal effort.