Marketing Mastery Success Kit

Transcription

1 Marketing Mastery Success Kit Content Repurposing Checklist How to Repurpose Your Content for MAXIMUM Profits You don t need to look very far when coming up with FRESH content for your business. In fact, it s likely you already have a wealth of powerful content that when converted into the right format could generate hundreds of NEW leads and income for you. Here are a few of today s most common formats: E-books Audio recordings E-book and audio combos Telecourses Workbooks and toolkits Home-study courses Video-based info-products Special reports (white papers) Let s look at each of these possibilities in detail 1

2 E-Books One of the biggest myths in the industry is that e-books are dead. But, with the arrival of the nifty Kindle and ipad, it s likely that this format will be around for a long time to come. Mobility and speed are powerful forces in our current economy, and e-books deliver both (with environmental benefits to boot!). And the statistics are proving it The Association of American Publishers reports that in 2011 e-book sales have already gone UP by about 202%. Specs for Your E-Book Length - The ideal length for an e-book is from 70 to 110 pages. Longer is actually better, assuming that it s good content. But the content has to be real. The only reason to write a shorter e-book is to address a very specific problem within your niche. In that case, you could get away with 50 pages. Price - The industry-standard price for an e-book is around $27-$67, although that doesn t mean you won t find them for up to $150 or more, if the information they contain is highly specialized. (A detailed e-book on Google AdWords we saw sells for $125, just to give you an idea of what a true expert can fetch for knowledge in e-book form.) When it comes to your price point, start on the lower end, and then work from there. Are you well-known in your industry? Are you the go-to expert? Are you addressing a highly specific niche? If you can answer yes to those questions, maybe you can charge more. Audio Products For busy entrepreneurs and solopreneurs, it can be tough to find time to sit down and write an e-book, especially if you don t love writing. If you re the type who can t stand sitting alone at your desk staring at a blank page, then audio products are a better fit for you. The best thing about an audio recording is how much you can maximize it for various purposes. It can stand alone as an audio recording that you sell, or you can turn it an e-book, or an entire home-study kit. (Note: The same thing works in reverse. You can record yourself reading your e-book, and sell that audio recording as a separate product or as a bonus. Your customers will appreciate having more options that best suit their particular learning styles. 2

3 Packaging and Delivery for Your Audio Info-Product Delivery - If you re creating an audio info-product, there are several options for getting that product to your customers. You can offer it as a download, like an e-book. Or, you can mail it, so your customers have a tangible product in their hand. In the info-product industry, CDs can be packaged and sent out affordably. You can also package yours in a DVD case, which increases perceived value, or in a cardboard mailer. Packaging You will want your audio product to have some kind of CD cover art, especially if you re mailing a physical CD to your customers. Note that even if you are sending a digital product, it s not a bad idea to offer digital cover art for your recording. It adds a more polished tone to their purchase, and the graphic can help attract customers when they re browsing your website. Price - Audio products can range in price from $20 to several hundreds of dollars. Whatever your price point, there are amazing possibilities for those who d like to get more involved in selling just audio products. To get some inspiration, visit Jeffrey Gitomer s website at (go to Products > Audio). His audio products are priced from $20 to $199. E-book and Audio Combos Since you can take the exact same content and deliver it easily in either audio or e-book form, you should consider creating a product that combines the two formats. You ve already done the work to create content for one format, so why not branch out and get the most use out of that one topic? If you did an audio recording, just have the recording transcribed and offer a PDF of the call transcript. Or, find a writer to listen to the recording and turn it into a polished e- book. The biggest advantage to you as a business owner is that you can sell this combo for a higher price than you would be able to if you stuck to just one format. It s a great way to up-sell. Most audio/e-book combos go for $100-$200, usually falling into the $147 range. Since most customers like to get a mix of content formats, it gives them more bang for their buck. 3

4 Telecourses Info-product gurus have long recognized that the telecourse is a great way to create a variety of spinoff products. The beauty of telecourses, is that you can teach one multi-part course, and create several modules, audios, e-books, special reports, programs, and guides based on that information. The key quality that makes telecourses a favorite among customers is that the content is delivered LIVE, and it s recorded, which means that after the course is over, everyone can access the mp3s and listen to them as many times as they want. Telecourses are usually accompanied by downloadable handouts, which can be downloaded as many times as needed as well. Telecourses are also very easy to set up because it s not a physical product. You need a bridge line, and your voice, and that s it! Of course, you ll also need to create your modules and structure the course, but the payoff can be quite big. Note that telecourses usually consist of 3 to 7 content calls, followed by 1 to 2 Q&A calls. TIP GREAT RESOURCE For a great example of how Ali Brown took a telecourse and turned it into a product see her Millionaire Time & Productivity Secrets product online at: Workbooks/Toolkits A workbook and/or toolkit can be a stand-alone product, but more often it will accompany a book or an audio recording. Because workbooks are often add-ons, they act like a bonus, and you can pitch them as such. Creating a workbook and toolkit is not as heavy-duty as it sounds. Content-wise, they offer a lot of action items, with room for people to fill in their own ideas, practice particular strategies, brainstorm, and journal. They can be as few as 20 pages long. Prices for stand-alone workbooks and toolkits can vary. If it s an exercise-heavy book, the price is usually about $27. If it s more of a manual with detailed instructions and content, the price can run up to $247. 4

5 Home-Study Courses Home-study programs are a complete solution for your clients. And, because they are more involved, usually including DVDs, guides, and workbooks, they generally fetch higher prices anywhere from $250 to $1000. Usually, the most expensive home-study programs come from the real-estate industry. For example, a course on how to make money from foreclosures might run up to $2000. Do some research on your competitors to find out the going rate for programs similar to yours. Select the price-point that works best for your market. Video-Based Info-Products Video-based products have become increasingly popular these days. There is more back-end work involved because of the technical competence, scripting, lighting, rehearsing, sound checks, etc. required, but many info-publishers are hopping on board with this format because of how effective it can be for attracting and retaining customers. In fact, once you get a system down for creating videos, it can be a real moneymaker. With a video-based info-product, your customers can pay for a monthly membership, or pay-in-full, and be granted access to a series of videos, organized into systematic, stepby-step lessons presented online. If the cost of membership is $47 a month and you get 100 people to join, that s nearly $5,000 a month! You can record your series once, and sell it over and over open for unlimited, recurring income. Special Report (White Paper) In the corporate world, they re called white papers. In the casual world of information marketing, they re known as special reports. Regardless of what you call them, they are easy-to-produce information products that can grow your list, and help you earn passive income. The great thing about special reports is that they don t have to be taxing to create. Some entrepreneurs with an amazing Rolodex of contacts just compile their list of names and contact info, and offer them as special reports. It s like getting the little black book from the Fonze. Many entrepreneurs sell their special reports for $10, while others offer them for free as a sneak preview of a brand new product. But, if you re someone who can do heavy-duty 5

6 research for a niche industry (for example, oil and gas), you can make a pretty penny writing and releasing special industry reports. Some official white papers cost up to $1000! ========== This is just a sampling of the content covered in the Elevate online business training program. Learn all about Elevate at: 6