Copyright © 2008 Mark Silver
It was 1995 and there we were: me, my girlfriend of one year (who is now my wife), and my parents all snowed in at my parents' home. A blizzard had struck suddenly, and we were stuck in D.C. for an extra two days, unable to fly out. Unable to do anything, really, except be stuck together.
Luckily, we had a great time together. We shoveled snow, drank tea, and laughed a lot.
But, can you imagine if that had happened the year before on our very first date, when we didn't know each other at all? A first date snowed in for four days with your date and your parents?
Don't snow your clients in with your parents.
Bundling gifts from colleagues and friends
You're all ready to launch your new, first information product. Maybe you haven't been in business that long, or perhaps you just haven't yet accumulated a lot of materials, written, audio or otherwise, in your business.
And, your new, shiny product seems a little lonely. A little nekkid. Like it needs some company, or some clothing.
So, you reach out to friends, colleagues, people you respect, and have them contribute little bonus reports and such to help "beef it up," so-to-speak. But, is that really a good idea?
It's not about competition
Some teachers recommend against including OPS (other people's stuff) in your offers, because it draws attention away from you and... maybe those other people will get the client instead of you!
Uh... nice fodder for a panic attack. But let's not go there, okay? You can trust that people who purchased your product won't be lured away to other offers to your detriment. And if they are lured away, they will be grateful to you- and still be on your customer list.
But, chances are they won't go away. They purchased from you and very likely want more you!
And that's the real reason not to include OPS, not because of fear of competition.
My First Date with Holly
My first date with my wife was at Chloe's, a cafe in San Francisco's Noe Valley neighborhood. We had brunch. We found out about each other. Later, we took a walk and even got a little kissy-faced.
Can you imagine if I'd had my parents along? Or even friends?
There's a time for you and your new love to hang out with friends and family. In my experience, first dates are not one of those times.
It's a precious time for the two of you to get to know each other, maybe even share a kiss or two.
Follow me? When a new client buys something from you for the very first time, they are wanting to get to know you. They are entering your world, and they want to be there, in your world, with you.
Including bonuses from other people is a great thing, but hold back on the first date.
Still worried your poor infoproduct is looking a little emaciated? Doesn't it need more? Let's take a closer look.
Keys to Dressing Up Your Info Product Offer
So you wrote a 20-page workbook? Maybe that's enough. Maybe you don't have to spruce it up with all kinds of extra ribbons and bows to "pad it out." Maybe less is less- and that's a good, digestible thing.
I once received an eight-page workbook on writing headlines and it was so useful, all by it's lonesome, that I've kept it and referred to it for years.
Wrote a workbook? So, get a microphone, or video camera, and record yourself guiding the reader through the exercises. Bingo, you've now got a multi-media product. If you do that, I recommend having an audience in front of you, rather just solo- even if it's just a handful of friends. They can be silent, but speaking to a real live person can bring out an energy in your voice that makes your recordings much more powerful for the listener.
Including Other People's Stuff is a great idea when it's not the first product someone would buy. If it's the second, or third, or more advanced offering, then that's a great time to put some OPS in.
For instance, in our community http://www.TheBusinessOasis.com, I actively promote other people's stuff, through interviews and links. Because members of the Business Oasis are already in our world, those links are resources, more friends hanging out with the gang. They don't disrupt the relationship because the connection isn't so fragile.
It's a great idea to get an information product out, no matter what kind of business you run. And, if it's the first offering ever, or even just the first in a series, make sure it's just you.
The best of my business to you and your business,
Mark Silver
About the Author:
Mark Silver is the author of Unveiling the Heart of Your Business: How Money, Marketing and Sales can Deepen Your Heart, Heal the World, and Still Add to Your Bottom Line. He has helped hundreds of small business owners around the globe succeed in business without losing their hearts. Get three free chapters of the book online: http://www.heartofbusiness.com
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