One of the biggest problems that information products have today is the amount of "digital dust" they collect. This is an alarming trend in the Information Marketing space right now. Once someone completes the purchase of the product, they never consume the product. It just sits on their hard drive and collects dust so to speak. For whatever reason, a certain percentage of your customers just won't use your product after they purchase. Some may never even watch the first video or open the ebook.
I believe everyone has good intentions when they click the buy button. Unfortunately life gets in the way or they are distracted by the next shiny object. I have been guilty of buying products and then not properly implementing what they teach.
This is a problem for your customers. We have the best of intentions as product creators, but we just can't sit next to your customers and make sure they consume your product and implement what the product teaches. This is something I'm addressing in my upcoming product Idea Profit Storm.
If I can help a customer consume my products and keep motivated to see success with it, they will be more likely to buy my future products. They know they can get a result by following my training. In essence, I'm building in a success factor into my product.
How To Add Motivation To Your Information Products
My product, Idea Profit Storm, teaches people how to develop a product idea that their market will love. It shows a proven research method to make sure when you chose a idea for your product that it's something the market wants and will buy.
To help motivate my customers, I'm adding 2 components to the product to help them.
1. A great way to motivate people into using your product is to show them it in action. I've added a "over the shoulder" case study. It's a video series where I start from nothing and completely research a product idea that the market wants to buy. The video series covers every research method I teach, from start to finish. I even outline how I would build the product. It will be great motivation for someone apprehensive about going through the research process for the first time.
2. A motivational email series. A problem I've had in the past is that researching a new product idea can get put on the back burner. Product idea research often takes more than one session, and often several days. It's easy to get sidetracked by other priorities and never get back to doing the original research. I've added a special auto responder email series that will guide and motivate my customers through the entire research process. They get daily reminder and motivation emails to help them along the research process. With daily reminder emails they will be much more likely to follow through and get the research completed to get that product created.
It's All About Adding Value
What we are really doing is adding value to our products, which is a good thing no matter how you look at it. If we can make our products easier to consume or help our customers with their goals, at the end of the day it's a good thing. Part of my product development process is to always ask "What can I add to this product to make my customers get a better result and achieve success?".
Adding these components to a product doesn't take a lot of time. It can make the difference between success and failure for your customer by getting them to actually use your product and get a positive result. Take a few moments to brainstorm some ways you can add more value to your products and give your customers the motivation they need to be successful with your product.
Let's talk about it! What are some other ideas for adding motivational value to information products? I'd love to hear your thoughts in the comments.