The Ingredients Of An Info Product Promotion

• Capture names
  
  
• Follow-up with prospects
  
  
• Generate sales
  
  

And finally ...

• Deliver the product
  
  

While many gurus explain the principles of info marketing, virtually none break it down into an easily duplicable system. Therefore, we'd like to break with tradition and share with you one of the promotions we developed in the dating niche.

We bought the content through Nicheology.com, a private Web site that licenses it's members to take products and sales pieces "in the raw" and complete them by including extra bonuses, punching up the copy, and improving the product.

It's one of several new content providers that offer resale and reprint rights to "nearly finished" promotions (also check out http://www.pushbuttonhealth.com).

This is an easy way to get started selling info-products online, and if you pair that with a ClickBank account to accept credit cards and manage affiliates, much of the "heavy lifting" is already done and you can focus on the marketing, which is the most fun anyway ;)

We'll reveal exactly what we did to get our site ready for traffic so it could start generating orders. But before we do ...

The Success Ingredients

Basically, building a sales process is like baking a cake, it's all in the recipe and the ingredients.

Therefore, here are the seven success ingredients of an online info-marketing promotion. We have broken the work down into bite-sized chunks, easy to eat, and even easier to digest ...

Just six Web pages and a short text
document to load into your autoresponder!

1. Teaser Ad: Use a teaser ad sent by e-mail, placed on a PPC search engine, a banner ad, a pop-up, or a text link. The purpose is to drive targeted traffic by enticing the user to click, while qualifying them at the same time.
   
   
2. NameSqueeze™: Give something away, reveal a secret, offer to let them qualify, or use the promise of a big benefit to create a rabid mailing list. Make sure the copy matches that used in the teaser ad to create continuity.
   
   
3. Sales Letter: This is the most important ingredient! If you have a sales letter already (like with the Nicheology.com products), clean it up as you format it, correcting errors, improving the selling proposition, juicing up the offer, and including reasons to buy. If not, write your own using the Marlon Sanders Copy Formula.
   
   
4. FAQ Page: This is where you overcome the main selling objections in a Q and A format. It can be included within your copy, in the PS, and should be the basis for your second follow-up
   
   
5. First three follow-ups: Send a confirmation on day one, your FAQ by e-mail within 24 hours of the opt-in, and a third within 7 days with additional reasons to purchase. The most basic follow-up process increases sales by 20% or more. Click here for examples
   
   
6. Product delivery page: This is a clear, simple page that explains how to access the product and offers a download link.
   
   
7. Product: We like PDF because it a universal format, it opens in most browsers, and it keeps the Mac users quiet ;)
   

You can of course, take this further than we outline here, with additional follow-ups, page personalization, fancy graphics, and even an awesome product (imagine).

However, none of this is necessary when you are starting out. In fact, you may even be wasting your time reworking a product until you know the sales letter pulls.

That's why we ...

• Always test NameSqueeze™ page headlines and copy for opt-in rate prior to settling on an opening for the sales letter: You are looking for a high-opt-in rate to gauge interest. Anything below 15% opt-in means you aren't hitting the right buttons. Anything over 50% means you are probably going to make some nice money - especially if you match the headline and opening bullets.
  
  
• Always test copy before fancy design: A nice looking page can boost response· a little. But a plain page with great copy can make you rich. Get your message down before developing looks, color-schemes, or adding graphics.
  
  
• Always try to break even on your ad expenditures before writing more than 2 - 3 follow-ups: Your big response will come from the initial visit and first few contacts. If you can't make a sale in that time, additional follow-ups probably won't help. We shoot for a 1% conversion, a visitor value of $1, or a ROI of break-even based on advertising cost, whichever is most profitable.
  
  
• Always improve your conversion rate before improving your product: We don't like to spend more than a day or two (or $500 to a ghost-writer) developing a product until we know the sales letter works. If it does, then we create a first class product. Until it does, we work on the sales letter.
  
  
• Always bake your cake before frosting it: The basic promotion is the cake. The extra response modifiers are the frosting, sprinkles, and candles. Make sure you have a stable, predictable, and consistent money-maker before adding gimmicks to improve response. If the basic cake doesn't taste good (make money) on it's own, dump it and bake another.
  
  

That's it! If you can create these seven simple things, you are well on your way to creating a successful info-product promotion!

Respectfully Submitted,


Jonathan Mizel