1. not knowing the market. Too many info-products are egotistical productions. If you want to make money from such a product, you must direct it squarely at a large and growing market that has a pain you can take away … or an aspiration you can help them achieve.
2. not delivering useful information. Most how-to books and products are useless .. . they don’t provide the exact details people need to achieve the promise of the product’s title. But why should anyone pay good money for a product that doesn’t deliver what they want?
3. not producing client-centered marketing materials. If you want to motivate an individual to buy a product, you’ve got to tell him just what he’s getting, all the advantages, benefits you have for him. But most info-producers talk about their products… not about client advantages. As a result, most of the marketing communications produced by info-entrepreneurs end up where they belong … in the trash.
4. not hammering home these benefits in an organized, efficient, relentless way. If you want to make money in the information business, you cannot be vague or obscure about the advantages you’ve got for your targeted market . . . you must be direct, pointed, persistent.
5. not updating products, selling them for years. Most information publishers take a product out of circulation after a year, two at the most. Smart ones pinpoint a market in need, produce a valuable problem-solving product, and resolve to sell their product so long as this market has this problem. Updating is therefore inevitable.
6. not creating a line of problem-solving information products. Information entrepreneurs who become rich do so because they don’t put all their eggs in one basket … or one product. They diversify, not only updating all products but regularly adding new products . . . both those they create themselves and those they get others to create.
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