Before you begin creating your information product, it is imperative that you know exactly who you are targeting. Your blog will likely have a larger audience than the one you are trying to attract with your information product, so it is important that you understand that you should be as narrow and focused as possible when deciding who you are trying to reach and what you want them to do.
Typically, your information product should be aimed at novices or those new to your website. The reason for this is that by offering those new to your company a valuable piece of information, you are opening the door to building a long-term relationship with these prospects. The idea isn’t to sell them something and move on to finding new prospects to sell something to. The idea should be to build a rapport with each new person that comes in contact with your company by first giving them something of value.
If your information product fills a need and provides an adequate (and hopefully better) solution to the problem you are addressing, your prospects will not only give you their e-mail address in return, they will also read future e-mails from you and be pre-sold on any product or service you are offering. Can you see the value of giving away something for free in return for long-term attention from those searching for the solutions you provide?
In order to take best advantage of this relationship, you must first put the time into figuring out exactly who you are trying to target. For instance, if you have a company that sells faucets and vanities, you may decide to go after the portion of your market that buys from you during do-it-yourself bathroom remodels. To reach this market, your information product could be something like “Cut 15% Off Your Water Bill With These 10 Remodeling Tips” or “How To Double Your Bathroom Space Without Breaking The Bank”. By supplying this information, you are teaching your prospects something of value and at the same time, positioning your products and services as the tools for maximizing the value of the information you have given them.
In time, you may decide to create multiple information products, which is a great idea, but make sure each is targeted to a different segment of your overall market. For example, in the previous instance, you may decide to create an information product that targets resellers/retailers or one that targets remodeling companies. People buy from you for different reasons. It is your job to know as many of those reasons as possible (or hire a marketing firm to figure it out for you) so that you can craft different messages for each group. Once you understand the differences between the different segments that make up your market, you can craft a powerful information product that should be the beginning of long, mutually beneficial relationship.