In the last two posts, I showed you how to create a product, name your product, and position it.
Now I’m gonna talk a little bit more about the logistics. This is what most people actually want to know about, but in all reality is much less important than the marketing aspects.
1. How To Package Your Product
My current product is a digital product, which means I don’t send any physical products in the mail.
Our fitness/fat loss product consists of a few PDF’s, digital videos and audio interviews. And we currently sell that program for $39.95. This is MUCH easier than the hassle of selling a physical product that you have to ship and worry about returns.
We sell this product through Clickbank. One of the biggest benefits of Clickbank is you don’t need a merchant account, and they also have a built in base of affiliates. We profit around $100-$200 a day just from our affiliates who promote us!
If you were to do a physical product, you would need to find a different processor and also setup a merchant account. 1ShoppingCart is a great system for doing physical products if you’re looking to go that route.
The big benefit to selling a physical product is that you can charge a lot more for it. There’s an increased value in your readers’ eyes when you sell them a 10 DVD set versus selling them a website where they can watch the 10 videos online.
In my industry you can sell digital products for $39 or so, and then physical products for $97+ or more.
Once you have your product ready, it’s time to sell your product.
2. How To Sell Your Product
This is the “key” to the whole thing. So many people think just because they have a good product, that the product will sell itself.
That’s DEAD wrong.
Even the best products need good sales copy to be sold. Smart direct response marketers understand this. It’s the reason guys like me can charge thousands and thousands of dollars to write an 8 page sales letter.
I get people ALL THE TIME who contact me about doing a copywriting job, and they’re baffled when I tell them it will cost them $5,000 for me to write their sales letter. However, someone who has a decent info product business sees the potential right away, and they might pay me $10,000 just to re-edit their current sales letter. They know they’ll make that back in a month or two and it will be more than worth it.
Most new people really have two options when it comes to selling their product:
- Hire me or another good copywriter that will cost you $5,000 or more
- Devote yourself to learning how to write copy on your own (usually takes about a year of practice to get good)
Like I said, the marketing and sales copy of the product is everything. So you either need to find a good copywriter to write for you OR you need to learn how to do it yourself.
You can do the traditional long form sales letter like you’d see in a typical direct mail piece.
Either way you go, the basics of selling are still the same – and in a future post I will cover how to write your first piece of sales copy – but for now here are a few of the best books you need to read on copywriting…
- The Copywriter’s Handbook by Robert Bly (best book to start with if you know nothing)
- Tested Advertising Methods by John Caples
- Kick Ass Copywriting Secrets by John Carlton
- Advertising Secrets of the Written Word by Joe Sugarman (advanced reading)
- Breakthrough Advertising by Eugene Schwartz (advanced reading)
In the next post, I’m going to show you how to write your copy and then I will probably end this series with a few posts on how to get traffic.
If you have a question or comments, feel free to leave them below…
P.S. – Here are the first 2 articles in this series:
Part 2 : How to Name Your Product