Product Based Websites Vs Information Marketing – Pros and Cons

Products or information which is the best to market? There are definite plus and minuses to either and ways to succeed online with both no doubt.

In this article we explore just what those ways are and the advantages and disadvantages of both.
The main benefit of marketing information is that it can be set up in a set and go style. Write once , upload and watch the dollars roll in forever! If it were just that simple we would all be sipping tea while sitting back and watching the online accounts sky rocket. Only problem there is this little thing called “Traffic”!

Sites that market information will always need to contend with the reality of needing to get traffic to the site in hopes someone will purchase the information product that was painstakingly created. The benefit though is if the traffic is there and a true need for the information then the download and purchase will otherwise be hands free!

The downside of this strategy of working with information products instead of real products is that it often takes more effort to create all that traffic to get to the information product. I have had the wonderful experience of loading up info product web pages and all the bells and whistles with auto responder messages and PayPal buttons only to have witnessed a neighbor making my sales look pathetic with old batch of Barbie dolls laying around from the seventies!

The lesson here is that with the real products and eBay you do not have to worry about how your going to get the traffic to your site. You can open up your eBay account and put up a toaster and boom your an online success. There are also product sourcing methods that allow you buy in bulk lots so you get the volume discounts. Of course the disadvantage is you will have to handle the merchandise in these cases but it may well be worth the fuss if it allows you to have success online and you do not have the time or money to invest in traffic methods associated with putting up websites and information products. The key thing to remember about information sites it that many people will spend a lot of effort to get people to come to their sites that are not buyers. Most people on Google are information seekers not buyers so you may be disappointed if your information is not strong enough to persuade these people to buy your information product. With eBay on the other hand traffic is a non issue and the people are already there to buy!

You can experience the best of both worlds as well if you would like to set up a product based website outside of eBay. This means that you will need to set up a full blown shopping cart as maintaining the design for the rest of the web site.

Each one of these methods will have it’s rewards and challenges. If your goal is to keep it simple as possible and bank some money then simply sourcing products for eBay is the way to go. If you have bigger ambitions and feel you can wear the many hats and info marketer and product site wears then by all means take the plunge into those avenues. Some of those hats to name a few are web designer, copywriter, graphic artist and even programmer at times! Whichever route you choose you will need to identify all of the elements you need in both the technical stack such as a website and autoresponder, eBay account as well as the marketing elements such as sales letters and traffic generation.

In the end you will need to choose a style of marketing and web sites that best suits your needs to your lifestyle. If your time is truly limited then it may be more feasible to simple start a eBay business. If you have the options and time to create product and info sites then can pursue those routes and combine them with your standard eBay efforts.

Good Luck!


Information Marketing – Six Steps to Turning Prospects Into Customers

Writing sales letters is often frustrating for infopreneurs. Here is the easy six-step process that I use to convert prospects into customers.

As the President of the Information Marketing Association, I host monthly coaching calls for info-marketers who have questions and are trying to launch their infopreneur business. Here is a question from Chip in Tennessee about how to write a good special report. Since this is a common question, I decided to prepare an article about this challenge to help you.

I learned a simple 5-step process to create sales materials from Dan Kennedy’s book, How to Write a Great Salesletter.

The first step to make the potential buyer aware there is a problem that needs solving. Explain the problem to them in common terms they can understand. In some cases, they may not know they have a problem and you need to alert them, as if something is going on they may not be aware of. Other times they may already be aware of their problem, such as back pain. Your first job is to make sure they know that you understand their problem and that it’ll only get worse if ignored. For instance, if you are selling a program teaching people how to loose weight, you need to explain why diets don’t work, how the yo-yo effect makes you fatter and how diets always promise you can eat the foods you enjoy but tell you otherwise once you buy their program.

Step 2 is to tell them a very generic way to solve the problem. As soon as there is a way to solve the problem, the potential buyer no longer feels the threat and tends to continue reading to find out what the point of the special report is. To keep with our diet example, you’d explain how there is a way they can loose weight and continue eating the foods they enjoy.

That is when you can hit them with Step 3. You make it clear to them that your business, company or program is the best way to solve their problem while backing it up with the information they need to know to go ahead and buy into your program. This is where you explain that your particular version of the diet is so superior to others. Too many business people start every sales conversation talking about how great their company is; however, you shouldn’t talk about it until after they accept that they have a problem to solve and they are interested in the solution you recommend.

Step 4 is to justify the price and establish that the price is reasonable. And Step 5 is to convince them that they need to buy this immediately. Anything you can use to make them know that they need to act immediately in solving this problem using your company, business or program will work.

I’ve used this formula to create all the sales in my marketing career. When you mail these out, you can either use an audio CD with the steps recorded or turn the special report into a sales letter. I suggest giving both a try and waiting to see what the reaction is and how people react to the different formats to sell the same information.

Marketing and Public Relations – Working Together

Marketing Public Relations: Marketing and public relations are both used to “promote” a person or a business. They go hand in hand. The key is to reach the target audience, people that are likely to be interested. Constant research is needed to keep up with the latest demographic info. Marketing managers work closely with public relations specialists to help a business reach the public.

The marketing department handles monetary matters. They will handle matters such as advertisements. Advertising costs money. The marketing department plans on how the ad dollars will be spent. Through strategic planning and ongoing meetings with other parties that are involved, decisions are made and the public relations may or may not be involved in such decision making.

If you are a company that would like to promote special offers, it is important that the public is aware. Nobody is going to know about it to give you business if they do not know about it. Through marketing, dollars will be spent in areas such as print advertisements. You might want to invest in banners or the local newspaper. The marketing managers will help find the best venue for you.

The public relations department keeps in touch with the public. Your company’s public image will be created through them. They can make or break you. If you are a new owner of a restaurant that just opened in town, consider hiring a PR specialist to find ways to gain “publicity”. Together with their marketing team, they will find the best solution for you.

They will be constantly doing research to keep up with the latest info on everything. It is extremely important to be knowledgeable on every aspect. Know the competition, know who the target audience is, know the latest trends, etc. Together, the marketing team and public relations department will work together to promote and publicize your business. And let’s not forget how important marketing and publicity is for reaching the target demographic.

Marketing managers and PR specialists usually find work in dealing with newspapers, magazines, radio, television, etc. They may deal with the press, making public speeches, so good communication skills are very important. It is equally important in working with each other to exchange all the vital info to successfully help promote your business.

If you are working for a local sports magazine in the marketing department, you will often times, be working side by side with a public relations specialist. If you have clients that would like to go into a professional sport, “publicity” is important. The PR people handle the publicity part. Your job will be to handle how the dollars will be spent in the promoting process.