Como crear sus productos de Información. 03 (Inglés)

Welcome back to your free course "How to Create Your Information Products!"

Hopefully you've had time to reflect on lesson 1 I sent you two days ago. Now it's time for lesson 2 - "How to Create Your Product".

Now you've probably decided which product to create. You probably already appreciate that the name you are about to select will contribute towards making or breaking your ebook. You know that determining on the right name is important.

* A good name places your product in the mind of your potential buyers.
* A good name attracts or even demands the attention of the public.
* A good name gets your product listed high on search engines.

So the point is clear. But how do you determine the name for your product?

- Select a good product name based on research

You're going to create a product for purchasers rather than yourself, so you should put yourself in the purchasers' shoes and find out what really attracts them.

Again with the Internet, you can achieve this goal easily in a matter of minutes. Let's take a close look at the real life example of how Jonathan conducted his easy, one-step name search with Overture.

Jonathan has decided to write about techniques of resume writing. He started by clicking

http://www.overture.com/d/USm/adcenter/tools/index.jhtml. On the left menu bar, he clicked the link Term Suggestion Tool. In the popup window, he entered the search term Resume in the search term box to see the pattern of people's searching for resume-related terms. Here are top 10 results of his search:

Searches done in December 2002
Count      Search Term
307157 resume
72308      sample resume
61833      resume software
60786      resume writing
31164      resume example
26297      resume cover letter
25980      write a resume
23686      free resume

From the above table he saw the four hottest topics:

Resume had been searched for 307,157 times.
Sample Resume had been searched for 72,308 times.
Resume Software had been searched for 61,833 times.
Resume Writing had been searched for 60,786 times.

Since his proposed ebook would focus on techniques rather than samples or software, he knew that the book title should contain the term Resume Writing to meet broader demand from purchasers. The above name search method helped him decide his ebook title (also his product name) - "Perfect Resume Writing", rather than anything like "Writing a Perfect

Resume" or "How to Write a Resume".

Now it's time to turn your attention to writing your ebook. How long does a good ebook take? That will depend on a number of factors, including:

How much research you need to carry out.
How well you know your subject.
Who else you need to involve in creating your product.
How extensive your product will be.
Your writing techniques.
How fast you type.
And so on and so forth...

Once you've got the basic ebook together, it's time to turn it into something that other people would want to buy. During the process of writing your ebook, remember the following:

Your first attempt was just a draft. Don't look for perfection during the first draft.
Get an outsider to proof for typos and grammar. Get the typos, spelling and grammar errors out of the way, so you can then re-visit the text looking for content improvements, technical errors and writing improvements.
Put yourself in the shoes of your newest customer. As you re-read your words of wisdom, think about how this would sound to a perfect outsider. Look out for unexplained jargon, acronyms, flow of text, unfinished ideas, inconsistencies and logic, etc.
You may need to amend your writing style. Your writing style needs to major on "getting your message across".
Use a readable typeface and type size. Have respect for your readers' eyes by selecting a typeface that is legible and clear.

Now you have your work cutout, and you should start to feel a great sense of pride in the product you've created. This is usually even more the case if this is the first time that you've really sit down and written something from scratch.

But wait. Here's one more test you need to do...

* Go back and re-read from the beginning. This time look for any words that are superfluous to requirements or sentences that are cumbersome to read.

Now you've probably settled your product. Down the road of your business there's one more issue that you can never avoid - pricing. How are you going to price your product?

Theoretically, if you ramp the price up, fewer people will be able to afford it and you'll gain fewer sales, though at a bigger unit price. If you sell your product cheaply, more people will be able to afford it and the result will be a greater number of sales.

Unfortunately, it isn't the whole picture here for Internet business. The law of supply and demand doesn't really apply.

- For online sales, emotion plays a very large part in pricing

Human emotion can be extraordinarily compelling. Provide enough incentive and price may cease to become an issue to your prospective customers. Of course this won't be the case for everyone; some people will simply be priced out of your market if you set the price too high.

But emotion plays a very large part in people's desire to purchase your product and it is important to understand that it doesn't necessarily conform to what you might think of as conventional rationality. Your challenge is to provide the emotional reasons for someone to purchase your product.

There're strategies that provide buyers with such emotional reasons. In later lessons, I'll discuss those strategies as listed below.

Dividing up your ebook
Giving bonuses
Creating sense of urgency
Increasing excitement
Providing price choices

There're books that claim to teach you how to price your product. In my opinion, there's no fixed formula for pricing because products vary, so you don't need to spend money and time on such books.

Pricing is an emotional thing. My advice is to "test" your pricing and see what happens to your sales levels.

Generally speaking a price tag of between $19 and $195 seems to work for most online products. When it comes to exactly how much money you should sell your product for, go ahead price your product whatever you feel right. Lower the price if the sale is low. Increase the price if the sale is high. From time to time improve your marketing work. Down the road of your business you'll eventually find the perfect price for your product.

- Create PDF file

You write your ebook in MS Word or a similar office program where you can edit and typeset your ebook. When you've done, you need to convert your ebook in PDF format that is the most popular ebook format, so people can read the ebook using the free software Acrobat Reader.

If you have Acrobat Distiller or PDFWriter installed on your computer, you can do the conversion very easily. Just open your ebook in Word, click "File" and "Print" tags on top menu bar, and then select Acrobat Distiller or PDFWriter in t he "Printer Name" window. Click OK and the conversion will be done.

If you don't have Acrobat Distiller or PDFWriter, and you don't want to spend money on the expensive software, I recommend you a free version of PDF creator. It comes with my ebook "Cash Your Knowledge" (http://www.cashknowledge.com).

The PDF creator can convert your Word ebook into PDF format exactly as Distiller or PDFWriter does. It's so easy to use. Once you install it, it will be added to your printer list. There is a graphic demonstration of how to use the program in my ebook.

I'll be back in two days with lesson 3 "How to package up your product".

Sincerely,

Martin Johnston, President

(c) Cash Your Knowledge