Como crear sus productos de Información. 04 (Inglés)

Welcome back to your free course "How to Create Your Information Products!" It's time for lesson 3 - "How to Package up Your Product".

Now you've got your main product - your ebook. You feel the urge to put it online for sale. But wait! Can you make rich by just selling one book? Can you charge premium price for your book? Probably not!

You must package up your product and turn it into a powerful ePackage so that it really can sell well. This is a process of tidying up both the presentation of your product and also ensuring that you are presenting it in the most positive and appealing light.

In previous lessons you've read the following strategies:

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

There are the strategies you should use to package up your product.

Here are some examples of how this happened for John.

* Dividing up package

Originally when John started out selling his "Winning ACT Strategies" product, the first chapter of his ebook was "Choose between SAT and ACT". Then one day he hit upon the idea of packaging up the report "Choose between SAT and ACT" as the first in a line of three bonuses. Now he is selling precisely the same product, for exactly the same price, but has stripped out the "Choose between SAT and ACT" and presented it as a special bonus.

Result? More sales for precisely the same product!

There are other possible results if you follow this logical approach. You may find that you are able to charge more for your product by splitting sections off. It might provide a greater perceived value to see a particular element of your product as a separate bonus that can be received for purchasing NOW.

* Giving bonuses

Your bonuses (and I would always recommend including at least 2) help close each sale. Though I will shortly show you methods of capturing prospects when they haven't actually purchased yet, it is still a fact that you need to concentrate on closing the sale immediately. That's where bonuses play their part.

In John's case, he doesn't sell his ebook "Winning ACT Strategies" alone. His ePackage contains three bonuses:

An informational report "Choose between SAT and ACT"

An informational report "How to Apply for Financial Aid"

Free online practice of the ACT at his Website.

* Creating a sense of urgency

Let's face it, no one really likes to make a decision, particularly when it can be put off until tomorrow. So you need to provide an incentive for the prospective purchaser to buy NOW.

Limiting supply is one possibility. With a "hot" product you may be able to provide a case for limiting the number that you are "willing" to sell in return for a higher sale cost. In another word, you ask people to act NOW or risk losing out all the benefits your product will bring, including a lower price or certain bonus. Please note that this really  is a marketing strategy, not that you really want to "limit" your sales.

* Increasing excitement

Your ePackage will be delivered electronically and this means that your customers will never actually receive a box or the packaging. They won't have to wait for their product to arrive. The mechanisms that I'll discuss in a later lesson will help ensure them instant delivery.

But no matter how "digital" the delivery of your product, people are still interested to feel like they know exactly what they are buying.

Having a proper ebook cover creates a professional image for your product and increase excitement for potential customers. If you've just spent a great deal of time writing your ebook, it makes sense to create the best first impression possible with your potential customers.

You have two options when it comes to producing effective ePackaging.

1. If you have time or skill, you can design the cover yourself from scratch using a tool like Photoshop. If you happen to be skilled, this will be a piece of cake for you. If you are not, this might be hard work, as most product covers are represented in 3D and you'll need to deal with perspectives.
2. If you don't have the time or skill, you can then use BoxShot Maker to automate the generation of your ebook cover. See the product shot of the ebook "Cash Your Knowledge" at http://www.cashknowledge.com. It's generated by BoxShot Maker, which took only 10 minutes to complete the ebook cover.

BoxShot Maker is very easy to use. You literally don't need to learn it. You just follow three simple steps - "select box style", "add front image", "add side image" - and that'll be it. You can type directly on the cover. If you already have your background image for front cover, then you'll need less than one minute to generate your ebook cover.

BoxShot Maker comes with my ebook "Cash Your Knowledge".

* Providing price choices

Yes, you read it right! It's precisely what you should do and it works great.

John sells his ePackage "Winning ACT Strategies" for $49.97. But he then invariably offers two upgraded versions of membership that will provide some really neat extras or bonuses and he offers these at higher prices.

Here's the pricing structure:

1. Regular membership provides for the ePackage, exactly as it was shown on the sales letter for $49.97, including:
   1. The ebook "Winning Strategies of ACT Test"
   2. The report "Choose between SAT and ACT"
   3. The report "How to Apply for Financial Aid"
   4. A full-length simulated ACT test at his Website with exercise result and score report.
2. Gold membership is as above, but with one-month unlimited practice opportunity and personal practice account for $99.97, including:
   1. Everything for the regular membership, plus
   2. Personal account to track exercise history and practice progress
   3. One-month UNLIMITED practice of the ACT at his Website with exercise result and score report.
3. Platinum membership is as above, but with six-month unlimited practice opportunity and personal practice account for $149.97, including:
   1. Everything for the regular membership, plus
   2. Personal account to track exercise history and practice progress
   3. Six-month UNLIMITED practice of the ACT at his Website with exercise result and score report.

So the buyer can virtually get to select their own price, and they get more of what they are looking for if that's what they need. A large proportion buy "platinum" and these students (or their parents) aren't necessarily all that concerned about the price they pay. But by having a pricing structure that can appeal to all pockets, he doesn't lose out sales at either end of the scale.

The above five strategies are discussed in more details, with real-life examples, in my ebook "Cash Your Knowledge". You can get a copy through the Website: http://www.cashknowledge.com.

I'll be back in two days with lesson 4 "How to Build Your Website".

Sincerely,

Martin Johnston, President

(c) Cash Your Knowledge

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