Tips on Tips

Where Tips Can Improve Your Life

YOUR PROCESS

You finally realized you DO have knowledge that others want. Since that awareness has taken a while to surface in you, it prompts both celebration and curiosity. What do you do first and after that? So many things to consider. So many, in fact, that it might even tempt stopping you in your tracks.

Your mind hamsters are running overtime:

• Is writing a book what’s next?

• Does some other format than a book work better?

• Is it a printed book, an eBook, or an audio book?

• How are these things priced?

• Where are they sold?

• Who handles all of this?

• What’s the topic and the title?

• How much is this all going to cost?

• Is starting at the basics best?

• How about mapping out a whole product line at once?

• …and on and on

Overload, overload, overload…for YOU and the buyer of your content!

A GREAT QUESTION

But wait, there’s another approach, one you may have yet to consider. It could actually be the most important starting point that guides everything following it, making the sales process easier and leading to more sales.

Ask yourself this question: what outcome does your buyer want by investing in your product — in large quantities. Starting there informs the answers to many of the decisions in front of you. It is REALLY what your buyer wants.

NEXT QUESTIONS

Here are some of the questions you were asking yourself before focusing on the outcomes your buyer wants. This list is by no means exhaustive. The list is intended to help you focus on likely desired outcomes that keep your buyers happily coming back to you over and over again in all the best ways.

• Who is your buyer? Ideally it is a decision maker in a company or association who wants to use your product as a unique promotional tool to increase sales in their organization? The outcome they want is increased sales and profit plus differentiation in a potentially crowded market.

• Where are your products sold? When selling in large quantities (thousands and tens of thousands at a time and more), selling your products to companies and associations, your connections happen in a variety of ways. Specific trade-related associations can be an ideal and efficient way to connect with decision makers for your information product line. The outcome your buyer wants is streamlined ways of discovering unique, effective tools to reach their past, current, and future customers.

• What part of your knowledge helps your buyer achieve their desired outcome? Your buyer helps define that. It could be a specific focus aligned with a portion of their services or particular product line or it might be a general overview. Your buyer might even help determine the title that is part of customizing one of your products for that transaction. The desired outcome for your buyer can be creating a better educated buyer in providing your content to their customer as a no-cost gift to the customer.

• Is a printed book the best delivery format for your buyer’s purposes? The answer to this question depends on many factors. Among those elements are the buyer’s budget, the perceived value and pricing of the promotional campaign, the complexity of your product’s content, the decision maker’s personal preference, and other elements. The outcome for the buyer could be an even better educated customer by giving the buyer easier, shorter, powerful tips to start the journey of becoming a better educated consumer.

• How are your information products priced? This, too, is determined based on multiple aspects. The larger the print quantity, the lower each unit costs for printed products. Production expenses include product design, print cost, shipping, tax in some places, customs fees if out of the country, and other potential fees. Factoring the amount of profit you want to make on the transaction is solely your business decision. When your product satisfies the outcome your buyer wants, price sensitivity has a strong chance of diminishing or even evaporating.

• Who handles all of this? This could be the time to hire a Virtual Assistant if you do not already have one, or another one if who you have is at capacity for/with you. By staying in the middle of the conversation between your buyer and your vendor, you eliminate any learning curves for your buyer and save them time. The outcome your buyer wants is the experience of easy, effortless, enjoyable, and reliable interaction with you and your company.

HOW YOU FEEL

How do YOU feel after reading this perspective? It is different (not right or wrong) than things you may have heard from others - “Find potential pain points and provide solutions for them” is a popular one. I view that as a polar opposite to focusing on outcomes. Do YOU want to be on a scavenger hunt for pain? Not me. Another is to focus on “value,” which has always seemed vague to me, and not particularly helpful. Then there is the advice to focus on benefits rather than features. ‘Looks like “outcomes” to me.

Discussing outcomes makes me think of delivering gifts or fulfilling what’s on a Wish List. It seems more positive to me. And when all is said and done, it IS whatever path gets to the results…which is outcomes!

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