One of my favorite parts of heling clients design information products is, once we’ve chosen the customers we’ll serve and the topic, we get to think how we want to “package” the information.

“Package” refers to the form we’re using that allows customers to consume in the way that enables them to use the information.

Different packages = different information products

Packaging: Beyond Boxes and Bags

I use the term “consume” loosely because we’re talking about something intangible that doesn’t get “used up” like say, a chocolate bar (where once you eat the chocolate bar it’s gone.)

Package refers to

For intangible products:

• HOW MUCH information they’re getting (for example, are they getting the entire book, a chapter, the table of contents, etc.)
• TOPICS are you talking about how to adopt a dog, how to train a dog, best breeds for people living in appartments, etc.
• SEQUENCE what should your audience read/listen to/watch first, then second, and so on. Does it vary by the audience member’s expertise? Can they jump around and be fine?
• TYPES OF INFORMATION Information can take many different forms: sequential steps (1., 2., 3., etc.), tips, graphics, illustrations, narrative, etc.

For TANGIBLE Products you need to make decisions about what medium you’ll use (paper, DVD, cards, etc.)

Benefits of Using Variety in Packaging

When thinking about packaging it’s easy to get stuck in the rut of considering “tried and true” forms we’re all familiar with: ebooks, articles, powerpoint presentations, and mp3 audio.

But I am encouraging you to think bigger because:

1. People learn in different ways

Although it seems that the written word is THE way to inform and education, it wasn’t always this way. In fact the written word is a relatively new way of learning.

Just a few hundred years ago, books were only for those who could afford them. Everyone else learned through the spoken word; through rote memorization and through story.

It’s no accident that some of oldest stories, Beowulf and Odyssey, were originally spoken verse. Verse is easier to remember.

I, myself, am a visual learner. For me, literally, a picture IS worth a thousand words.

2. Unexpected Forms get attention and are more memorable.

I remember attending a 3-day conference a few years back. During the conference I easily sat through 8 presentations and 3 keynote speeches.

The ones I best remember were:

• A workshop on “Excellence” during which the presenter delivered his conclusion as a rap.
• Another presentation in which the presenter used Hawaiian music and dance to teach key points.

I realize the above examples may seem gimmicky but they weren’t because they started out as strong, original, substantive content.

35+ Ways to Package Information Products

Here are over 35 ways you can package and deliver your solid, original content for your clients and customers:

1. e-books
2. comic strips
3. graphic novels
4. flash cards
5. bookmarks
6. mini kits
7. kits
8. postcards
9. board games
10. trivia games
11. bingo
12. charade-type games
13. role plays
14. scripted exercises
15. presentations
16. audios
17. story boards
18. videos
19. calendars
20. “page a day” calendars
21. computer wall paper
22. computer screen savers
23. magnets
24. posters
25. e-learning courses
26. case studies
27. action figures
28. maps
29. charts
30. narratives (story telling)
31. dance
32. songs
33. artwork
34. poetry/spoken word
35. haiku
36. post-it notes
37. self-paced tutorials
38. instructor-led classes

Some of these idea may seem goofy or silly. I encourage you to pick one or two that intrigue you and play with the idea of how you might use them to create information products.

I also encourage you to ask me questions if you have any.

This entry was posted on Wednesday, February 10th, 2010 at 10:23 pm and is filed under Product Development. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.