Timely Marketing Tips from an Infoproduct Junkie or "Do You Charge for an e-Book?"


By Michelle McIntyre
Reposted with permission from Michelle McIntyre Communications.

Oakland-based business coach for midlife entrepreneurs, Dina Eisenberg recently spoke to my Women in Consulting (WIC) group in Los Gatos about how to kick start an information product or “infoproduct” business. 

An information product is any product or service that you can sell to people to provide them with information. It includes e-books, books, audios, CDs, DVDs, seminars, videos, tele-seminars and more. 

Because the event description mentioned her law degree and creating a "passive income," I was expecting tips on self-employed (S.E.) IRAs and 401Ks. I had just set up a S.E. 401K so I figured it will probably be redundant to what I already just learned after spending hours with a Fidelity representative to set up my own plan. I went to the meeting anyway for the networking.  

 I was pleasantly surprised when Eisenberg started talking though.  

What it was really about was creating sustainable income to make, what Eisenberg calls “a cushion for life's bumps.”  Consultants and entrepreneurs who are typically actively involved in delivering their service benefit from creating passive income streams that work, even when they cannot.

A self-proclaimed “information product junkie,” Eisenberg has also produced a range of products from online courses to retreats and subscription programs. 

She said it all started when her husband, whom she considers a successful entrepreneur just like herself, went on disability for two years due to a medical issue that has since mostly gone away. He was her fiancé at the time.

She shared her tactics with the consultants, many of whom had created their own infoproducts. Several consultants had their products on hand and the talk turned into a brainstorm and information share of sorts instead of just a presentation.

Two of her messages stuck in my mind.

First, start charging!  Yes, the internet is awash in free material however, people will pay for the exact right product that solves their specific problem at that time. Don't assume you have to start with free.

Second, ask first.  The difference between a profitable infoproduct and one that flops is research.  Search Linkedin threads and comments for a wealth of topic ideas for your information product.

To learn more about Dina Eisenberg, visit her website.  
 
Here are related Twitter handles. 
WIC: @WIConsult 
Dina Eisenberg: @DinaEisenberg 
The author of this post: @FromMichelle 

Michelle McIntyre is a blogger and high tech PR consultant based in Saratoga, Calif. She's also the director of marketing communications for the Silicon Valley International Association of Business Communicators and on the executive team for TEDxSanJoseCA.