Whoops, I forgot to include an update to my September, 2008 ezine article: How Information Products Can Convert More Visitors to Paying Customers 

http://judymurdoch.com/blog/developing-new-products/info-product-steps/

As a quick summary: prospects are often not ready to buy your top of the line offering. This is especially true when your products and services cost $500 or more. Instead of asking prospects to “leap the chasm” I recommend you create 2 -3 “intermediate” information products. Items like ebooks, home study courses, and teleclasses.

It’s a lot easier for customers to try your products and services in small doses at levels of cost and commitment they can handle. When you do this you provide them with some sturdy stepping stones to you more expensive offerings that are far more manageable than trying take the big leap.

You can also think of offering small, easy to buy products as small yeses that make it easier for customers to say the big yes. Robert Middleton writes about why a series of small yeses is so persuasive on his Action Plan Marketing blog. Middleton refers to this as the Law of Small Requests. It’s a fascinating read.

This entry was posted on Tuesday, October 7th, 2008 at 3:59 pm and is filed under Marketing Success Factors. 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.