I’m sure you’ve figured it out by now, passive income and infoproducts are THE thing to invest your time in to start seriously growing your business. After three ebooks, a printed workbook, three courses, and an Etsy shop, my passive income products now bring in three times more revenue each month than client work.
And I know lots of you jumped right on this trend because you’re smart cookies like that. You probably made something packed with value, well designed, and hella useful. So why then, did your badass product not fare so well?
If I could take a quick guess, it’s likely one (or many) of these six things . . .
It was for everyone
I’m not going to say that everyone won’t buy your product, because they might, but products sell much better if you make a select few people think, “OMG this is EXACTLY what I need! She made this just for ME.” (and by “select few” I do mean hundreds :) People need to see themselves in your story, they need to know that you understand where they’re starting from, that you’ve dealt with the same frustrations they’re currently dealing with. And yes, getting that specific means some people are going to read your sales page and not see themselves or their problems anywhere in what you’ve written. They may buy it, they may not. But you’re better off focusing on the people who are living your sales page because they will benefit the most.
This is especially important if you’re running an e-course and especially especially important if there is a community aspect of the course. If you’re working with your students on a daily basis and they’re interacting with each other, you want them to be completely dialed-into the course and the content. You are going to build a connection with these people and talk to them often, so if the course isn’t quite right for them or they aren’t quite right for the course it’s not going to be as enjoyable for either of you.
Who wanted to accomplish everything
You’re a whiz at Spanish and you want to share your love of travel and the language with you peeps. Awesome! So you made a product called “How to Learn Spanish in One Month.” Not awesome. That is a LOT of information to cram into one’s brain in just 30 days. You readers are likely thinking one of two things – first, that you’re a liar, and second, that it seems like a ton of work. Both are not good.
You need to be more specific about how much people will learn and what they’ll be able to accomplish at the end. Are they learning Spanish to understand the soccer game and cheer on their favorite team? Are they learning Spanish to navigate a month in Argentina? Are they learning Spanish to cook their grandmother’s recipes?
They don’t just want these things, they NEED them. And they will certainly pay you, mi pequeña galleta elegante, to teach them.
But they didn’t know exactly what they were getting
So you’re running a course and you’re sending lessons every week, but what’s in those lessons? Is it like a chapter of a book? Is it a weekly video? Is it a step-by-step guide to accomplish something every day? There are a lot of options out there and more launching every day, so it’s important to be clear about what people will receive and how your product differs from others on the market. They need to know where in their days and weeks they’re going to fit your course work, so if you don’t explain it up front they might wander off and hang out with someone who does.
And they didn’t know how they were going to get it
Did you create an exclusive members-only website where they’ll login to get each week’s lesson? Do they get access immediately or on a specific date? Will the lessons appear in their inbox every Monday and Wednesday? What about that super cool community you talked about – are they logging into Facebook, Slack, Google+?? All of this stuff needs to be crystal clear because people – they’re damn busy. They have lives and jobs and kids and school and are probably consider buying about 15 other products at the same time. You’ve got to be specific about what they’re going to receive, when they’ll receive it, and how they’ll receive it. More enticing for them and less tech support for you!
Plus they weren’t sure you were the one to learn from
Any time you’re selling anything, you need to explain how you know what you know and why you’re the person people should be getting their information from. Especially if your product has to do with business or blogging. There has been a rash of “business coaches” popping up lately who, get this, don’t make any money from their business… So, if you have experience, education, training, or something that gives you an understanding and expertise in your product topic, TELL PEOPLE. On every one of my sales pages you will find information on me and my experience. Most of my books begin with my story of going from point A to point B so people know that I have been there, I understand where they’re starting from, and I’m sharing MY experience on how to reach the finish line.
And the price didn’t make it look all that valuable
This is one of the biggest issues I’ve seen. People spending tons of time writing a brilliant and useful 100-page book with a dead-on title and a fantastic result and then they price it at $5.99. Because it’s only an ebook. And it only took a couple of weeks to write. And it’s not a one-off custom thing, they can sell it a million times. Except they only sold 10 of them… The difference between a $10 ebook and a $30 ebook…$0. For real. The majority of people would choose to spend the extra $20 because they perceive that the $30 book is more valuable even if it isn’t. Your product has value outside of how much time you spend creating it. Want people to think your product is valuable? Price it in a way that shows its value. Click To Tweet Note: If you’re selling on a big site like Amazon as opposed to your own website, you may end up pricing your book cheaper and still selling a ton. For marketplace sites you’ll want to check the price of other books in your niche and select a number that falls within that range.