Most sellers of information products know it’s important to determine the market for their product. They do a lot of research to find out what people want to know more about and whether their product can be profitable. Hours spent on keyword research, scrolling through forums and Yahoo Answers, reading current chatter on blogs – a big chunk of time is spent understanding their target market. But once that’s determined, I’m not so sure a lot of time is spent understand the needs of the people in that market.
In each market, people are going to have different ranges and experiences with your topic. So while you might find that Pets > Dogs > Dog Training is a profitable market to get into and you might have focused your product down to the topic “How to Potty Train Your Precious Puppy Without Ripping Your Hair Out in Frustration!” there is still more to think about.
Each market will have people with different skill levels. In the puppy potty training example, some will have never tried it, some will have tried it without success, some may have been successful with one puppy but now have a very resistant puppy (advanced techniques needed!).
You don’t want to teach it all to everyone because it can be overwhelming for both a novice and an expert. A novice won’t have the experience to understand the more advanced stuff; an expert won’t have the patience to review all the basic stuff. Here’s how you might want to divvy up your content into separate products:
- Novice, newbie, beginner (they needs the basic skills, they want to understand “how to get started”)
- Advanced beginner, intermediate (they’ve had a exposure and have tried a few things, they know the basics, but now its time to expand their skill set. At this point they’re competent and confident, but they know there is more to gain … from experience)
- Expert (they know all they need to know, they are intuitive with the knowledge, they no longer need rules or guidelines to follow. What they want is an opportunity to evaluate and make recommendations and be challenged, they want to know “what else” can be expected and “where do I go from here?”)
I hope that makes sense. But what I’m getting at in terms of product creation is you potentially have three products from the same topic. If you play your cards right, you can have a newbie buy your basics product and follow up with each of the remaining levels as well. Imagine the satisfaction of having a customer grow their knowledge with you!
Follow me on Twitter: SheilaAtwood
You are right, knowing your target market and what is needed and wanted makes your product valuable and usable.
Sheila Atwood´s last blog ..Got Twitter? – But Just Don’t Get It?
Follow me on Twitter: peter11s
I kind of forget about how much knowledge is completely fresh content to newcomers. And the beginners markets is probably the biggest piece of the market in terms of volume in most audiences. I see a lot of guru type products trying to appeal with the angle of ‘newbies don’t like being called newbies so we make it feel like cutting edge, expert stuff’, which draws them in. The problem is you still want to make the content beginner friendly.
Peter Knight´s last blog ..Crummy or Just Thrifty? + Bad Dutch Jokes & Games
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Hi Peter,
You are right about that. People tend to forget that every day someone new is coming online to start a business – every day! It’s a great market for products for people who just want to take the time and pursue it.
Thanks for visiting,
Gwen
Follow me on Twitter: gjsuap
Gween:
Another good idea I got in your Blog. Yes, when teaching I notice that some people gets bored because material is so basic for them; others get bored because is very complicated. And even if 10% of the class goes to this extremes, they keep causing trobule.
I will remember that now.
Gonzalo.
Gonzalo J. Suárez´s last blog ..Mexico either can
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Thank you for the great insight Gwen! I think I may have three products in my latest ebook. I’m finding that there are definitely different levels of knowledge that people are seeking for the exact same keyword. Wild huh?
Jeff´s last blog ..Right Timing To Hit The Baseball
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Brilliant, Gwen! You keep coming up with the bestest stuff ever. Thank you! Now how will I remember this when I create a product? Hmm. Goldilocks and the three bears? Offer all three varieties and one will be Just Right. Goldilocks. Gold. I want paid. Ah-ha! That might stick.
I better write beginner, average and experienced products in my notebook, too. And draw a circle around it. Notebooks get so full, don’t they? Especially with YOU giving us such great ideas!
Karen Wilson Wehrle´s last blog ..Business Purpose–How to Find Your Purpose and Your USP
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Gwen I love the break it up in chunks approach. It takes away the overwhelming feeling that comes with having to create a good info product. Release it stage by stage & it starts to feel as natural as…well 1,2,3. :0)
Vernon´s last blog ..Personal Productivity -Respect My Space