I write a hell of a lot of information marketing sales copy.

So much so, that if you knew my daily word count you would probably spew your coffee all over your keyboard.

That means that a stupid number of products run across my desk.

Most of them are complete garbage.

No joke.

And that has taught me something…

Information Marketers Are NOT Product Creators

There is an immediate difference between Information Marketers and Product Creators.

Product Creators

• Info Products are the main source of income in their business
• Make money on their products
• Could easily be traded in for cheaper outsourced solutions
• Love gimmicks
• Huge Egos (often for no reason)
• Constantly struggle for consistent income

Information Marketers

• Leverage Info Products for larger income sources
• Make better customers with their products
• Are the core of their products
• Realize “buyers” remorse and have “quick action” results inherent in their products
• Constantly learning and looking for input from others
• Never struggle for consistent income because their funnels are tight, well thought out, and never rushed

I know very few products creators who consistently turn 6 figures a year.

I know plenty of Information Marketers who are comfortably operating in the 7 figure per year level.

That should tell you everything you need to know about the two.

How To Graduate From Product Creator To Information Marketer

In short: Realize that your info products are tools… not JUST sources of income.

Here is a wild thought for you.

When was the last time you created an information product with plans of selling it 10 years from now? 

Exactly. That means you are a product creator. Your business model is “Create as many products as possible.”

Info Marketers create fewer products because their products last longer. (think: Dan Kennedy and his “Magnetic Marketing” product)

Info Marketers don’t aim to make $1,000,000 a year creating products.

They aim to create $1,000,000 products.

There is a huge difference between the two.

How Do You Turn A $10,000 Product Into A $1,000,000 Product?

1st: Use the product to “train” your customers

Indoctrinate them to your methods, your philosophies, your “style”.

Guys like Alex Becker (Sourcewave) and Brendon Burchard (brendonburchard.com/) and Frank Kern (Frank Kern) are all excellent examples of Information Marketers indoctrinating and training their customers through their courses.

What are they indoctrinating them to?

Well, first off… they are building their cult.

Secondly, and perhaps more importantly – they are teaching their customers how to buy from them.

2nd: Sell the product inside of the product

Business 101 – Word of mouth referrals are the best way to get new business through the door.

What Product Creators fail to realize is that even in this digital age, buyer’s remorse exists in the delivery of digital goods.

The second your customer opens up your product you should be selling them AGAIN on the virtues of what you have put together. And no… a single “Congrats” paragraph isn’t going to cut it.

Your customers should click into your memberships site, or walk away from your PDF feeling BETTER (read: special) for having purchased your information. If they don’t… you lose.

3rd: Sell, Sell, Sell

I already mentioned this didn’t I?

Well, sort of.

Not only should you be re-selling the product your prospects just purchased from you… but you BETTER be selling something else of yours the entire time too!

Example: Hypnotic Writing By Joe Vitale

This thing is like one giant sales letter for his other products.

And it should be.

4th: Deliver what your customer want… results!

Seems pretty straight forward right?

Then why do 80% of the products that come across my desk completely FAIL at delivering on this?

I suspect it has something to do with survivor-ship bias…

Whatever it is… Product Creators have to create so many damn products just to stay afloat because none of their stuff delivers the goods. If you were TRULY able to deliver a product that changed peoples lives… you would never have to create another product again – you would be better off just spending the rest of your life promoting that single offer and racking up the testimonials.