ProBizTips Newsletter

ProBizTips Newsletter
** ISSUE #227 **

January 27th, 2003

** ProBizTips Top Sponsor **

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A Word From Diane

Hey!

Good Day to you and I hope your day is going well so far! :)
Welcome to all our new subscribers this week and I hope you grow
to love us as so many have ... we couldn't do this without you!

I received TONS of "thank yous" for the free software pack I sent out last week. I'm glad you liked it and I plan on sending you a valuable freebie as such every week or other week when I can find them! :)

Consider them as my gift to you for being such GREAT friends and subscribers!

I also thank all of you for your participation in the ProBizTips Community Forum. There is some valuable information and help in there ... I am just amazed! I'm really enjoying conversing with everyone and getting to know all of you better ... :)

I also have a great recommendation for you ... I had the pleasure of trying out my good friend Jan's new business management software and I have to say, I'm VERY impressed! They definitely make business organization a lot easier ... :)

Software created to MANAGE your online business! http://www.softwarewarrioress.com/GED/Software_Ours.html

Made for a marketer and publisher- (Jan Tallent-Dandridge, Marketing Warrioress and publisher of Rim Digest ezine) these three products totally manage MY businesses!

*ProBizTips subscribers, get free paid ad space seen by over 44,000 *rimmers* with purchase, email for details:

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In the meantime ... sit back, relax and enjoy today's issue!

Your Friend,

Diane Hughes
ProBizTips Weekly

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ProBizTips Feature Article

Small Business Success - It’s a Matter of Confidence
by Diane Hughes

I was floored! I couldn’t believe what they were saying! But there they sat -- three of the biggest film stars of our age -- telling the world they had issues with confidence. I was watching an interview where Meryl Streep, Nicole Kidman and Julianne Moore were talking with Oprah Winfrey. Their conversation gave me a lot to think about in regard to small business success.

It started with Meryl making a comment about a movie she’d starred in. Her joke was about the fact that she actually quit the movie before it began filming and then ended up following through with her commitment after all. At this point, Nicole and Julianne chimed in. "I do the same thing!" was the cry. As I watched these three huge film stars go back and forth with their issues of insecurity, it dawned on me that I had something in common with these movie icons.

As a small business owner, I constantly question myself. I wonder if I have the imagination, the talent, the skills, or the drive to make it online. Yes, I’m earning a full-time living on the Web. I’ve done so for quite some time now. But that fact seems to play a tiny part in the establishment of my self-esteem.

Like most small business owners, and apparently at least three giant film stars, there is a constant struggle with what we *think* we can do, and what we can actually achieve. Self-doubt creeps in and - if we let it take hold - we want to quit. We question our abilities and even our successes. It has the potential to be devastating.

There is something else I learned from this interview, however. While all three of these ladies had gone so far as to call their agents and tell them they weren’t making the movies they were contracted for, they still did them. Even with high levels of insecurity, they got themselves together and marched onward.

What was the end result? Most of the time, a box-office hit and millions of dollars! Yes, there have been a few "failures" for each of them. However, generally speaking, each time they made an effort something wonderful happened.

There are three things I don’t think I’ll ever forget about that interview.

One
Everybody - even the "rich and famous" - doubts himself or herself from time to time. Small business owners are no different. Wearing all the different "hats" of a small business owner creates the perfect environment for insecurity to creep in. It’s something you will likely not completely rid your life from, but it IS something you can overcome.

Two
If the risk is a calculated and reasonable one - suck it up and move onward toward your goal. Take into consideration the "logical" aspects of success. Is the risk you’re about to take (expanding your services, taking on a new client, launching a new product) one that stands a good chance of success? Weigh your options. If you decide the risk is worth taking, then don’t let fear stand in your way.

Three
Oprah actually does have some good shows from time to time! :)

So many small business owners quit before ever "making it." That’s a shame. They let their doubts and fears take over, and it drives their dreams right out of the picture. If you love something - if you truly want to do a particular thing and earn an income from it - don’t let anyone (including yourself) tell you that it can’t be done. I think Meryl, Nicole and Julianne would agree!

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Diane Hughes is an accomplished internet entrepreneur and
editor of the popular ProBizTips Newsletter. Subscribe to
her newsletter for more tips, tricks, and secrets of the
trade -- plus get HUNDREDS of eBooks, software and tools
just for subscribing! http://www.marketersdream.com/diane

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BizTips by Dr. Kevin Nunley

What's The Best Part Of Your Story

I often tell people to "put the best part of your story" at the beginning of your web copy, ad, or press release. What's the best part of the story?

It's the part that gets people to sit up and listen. I often call it the "juicy part." If a stranger came to your office to visit today, that wouldn't be of much interest. But what if one of those strangers had a lion on a leash, or the stranger stood on her head and sang the Australian national anthem, or the stranger turned out to be Phil Donahue.

If you told this story to a friend, you would immediately start with the juicy part: Guess who came to our office today. Phil Donahue! He just walked right in, then stood on his head and sang the Australian national anthem.

You would get your friend's undivided attention for the next few minutes, no question about it.

Ad copy and press releases should do the same thing. Start with the part that will get attention.

You would be surprised how many people do it backward. The story will start at the beginning with the most boring things possible: We are a small company with 10 employees. We provide golden thinglets for the service industry. Once each week we invite a guest to see our work. Usually they are business people you wouldn't know. Yesterday was different. Phil Donahue walked in with a lion on a leash.

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Kevin WRITES your professional copy--web site copy, sales
letters, ads, press release and more! See http://DrNunley.com.
Reach Kevin at kevin@drnunley.com or 801-253-4536.

ProBizTips Tip of the Week

How To Create Killer Information Products
by InfoProductLab

Using Marketability, Focus and Benefit To Create Information Products

Marketability is simply determining if there is a potential market for an information product.

This stage is the most critical of all, because if you haven't got a strong market, why develop a product? The stronger the market the better chance you have of success. I'll teach you everything you need to know to determine if there's a market for your info-product before you create it.

Once you've determined if there's a market you can safely begin developing your information product. Creating information products is done by determining what the focus and benefit your information product will have.

For example, will the focus be on stock trading, or... marketing, or... alternative health, or... elder care, or... real estate investing, or... the Internet, or... living trusts, or... growing herbs, or...sports nutrition, or... etc? It could be any of a 1000 or more different topics but it should always be something you, personally, are interested in, or have some experience or knowledge of.

You don't have to be an expert in the topic you choose either! If you're not an expert I'll show you an easy and inexpensive way to get experts to praise, provide testimonials, endorse or even contribute to your information product - giving you instant credibility!

Envisioning The Deliverable Benefit

After determining the focus of your information product simply envision what the deliverable benefit will be, such as... better health; improved performance at work; more money; greater self-esteem; higher grades in school; increased sex drive; quicker mental functioning; winning the lottery; predicting the future; succeeding in business; enjoying life to its fullest; increased physical conditioning; improved spiritual life; better, more fulfilling marriage; increased charisma and personal power; faster weight loss;...etc.

The benefit is always the end result someone who purchases your product can expect to achieve with it.

Developing A Hot Selling Information Package

Developing your information product means creating a package that delivers to your targeted audience the benefits you say it will. The package could be a digital file sent over the Internet such as an ebook or pc-video, or... it could be a simple 10 page report and audio file, or... it could be a 500 page manual with a pc-video and some audio files, or... it could be an online newsletter, or online course, etc.

When developing information products aesthetics (or the beauty of your packaging), is almost always secondary to delivering the information and benefits you promised. The great news is, you can be extremely creative when it comes to packaging and delivering your information product!

You may ask, "But, even if I do come up with a great info-product, will it be difficult to sell?"

If you conceive and develop your info-product according to the system we've developed, you will have, automatically, a ready, willing and able audience that will be eager to buy your product, guaranteed.

A system to help you conceive, develop and market your product has already been created for you inside this member's area.... getting your product into the hands of your target market and cashing the checks and credit card orders will be as easy as tying your shoe or taking your dog for a walk in the park.

A 'No-Brainer' Marketing Method Sells Information
Products Like Fresh, Hot Baked Bread To A Starving Crowd

Just in case you need additional information, I will be revealing a 'no-brainer' marketing method we use to sell information products on the Internet for us.

This proprietary marketing method is pure stream-lined power and simplicity and will generate instant sales for you and it will be only available to Members.

I can almost hear you saying, "What's the best way for me to get started developing my own million dollar information products?"

Do You Know What You're Really Buying?

In the last few years you have probably purchased one or several 'how-to'' or instructional information products of some kind: A special report; a video tape; a course sold through the mail; a correspondence course; an ebook; a cassette tape; a software program; a language program; a self-improvement book or tape set; or even an digital audio or video file on the Internet, etc.

What you may not have known was that many of those products were earning their developers huge profits, sometimes completely hidden from view.

There isn't any other product produced with the incredible mark-up that information products enjoy.

Why?

In two words: Perceived value.

Perceived value is simply the value placed on the 'end results' or primary benefit your end users attach to your products. In many cases if you're creating a product that will make money or save money for your customer it's very easy to determine it's perceived value to them.

"Save $X dollars now!"

"Make $X dollars more each month!"

Your development costs are usually low compared to the perceived value and actual cost of developing and packaging your product. On the internet, you're packaging costs are actually ZERO! And your profits, LARGE.

For example, Dan Kennedy, an entrepreneur, marketing consultant, writer and speaker, sells courses that have development and packaging costs of $6 to $20 each that sell easily for $95 to $2,995 and more.

Dan's information has an extremely high perceived value, sometimes as much as 10X the actual purchase price or more. Because his customers attach a great deal of value to his products he can easily sell them at these prices.

What is it exactly his customers buy?

Are they buying the paper and ink the course was written on? Or the plastic cassette tape the recording was on?

Of course not! What they wanted and what they bought were the results they hoped to attain from the acquisition of scarce, private or privileged information.

Why People Buy Information Products

People buy information to improve themselves in some way, to solve a problem, to posses secrets or to be better off than they were before you had the information.

And that's the pure unadulterated power of information products.

ProBizTips Talkback

**We're interested in your comments, questions, and suggestions.
Do you enjoy this ezine? Do you have an Internet marketing or
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