Make Your Knowledge Sell!The Net is Knowledge.And knowledge is something we all have.Yes, even you!You know something that most people don’t.Guess what?.You can sell it on the Net.This book shows you how.All you have to do now is.Do it!2

Make Your Knowledge Sell!1. IntroductionFirst, information products are the one product that anyone can create! Yes,that does mean you. Why do I say “anyone”?Because everyone really does have at least one great nonfiction book in them.Nonfiction is the key word. No one can teach you to write like Hemingway. Butyou do have a unique body of knowledge that can be spun in such a way that isof value to others.Are you a customs agent? Write a book on how to get through customs withoutattracting attention. The inner workings. all that stuff. Come to think of it. if youwrite that book, drop me a line. I’ll be your first customer.“Geez, I’m just a downsized middle manager.” Hey, who said that? This is myforeword.But let’s handle that comment. What did you learn during your 18 years on thejob and in that industry? How are you getting back on your feet? Are youconsidering warm, stable countries to retire to?Any one of those questions (or all three!) provide you with the grist for an e-bookor a step-by-step “how to” manual that others would find invaluable.Instead, let’s deal with reality. and with what really can be accomplished. Youand every “average Joe(sephine)” just can’t duplicate earth-shakingsuccesses. But (and this is a big “but”) You can, if you try!.And keep trying hard enough.Until you succeed!These case studies are excellent examples of how BAM (Brain and Motivation)really can change your life and achieve your dreams now to try hard enough. Everything you need to succeed lies in yourbrain.This book shows how to. Make Your Knowledge Sell! (MYKS!).3

Make Your Knowledge Sell!2. Getting Started with MYKS!If you’ve been on the Internet six months or longer, you already know howrapidly things change in the online world.Take Web sites for instance. Not only are there thousands of new additionseveryday, those currently in existence are constantly being updated. So truly it’snever the same Web twice.Internet demographics is another example. One day the market researchersare telling us that seniors represent the fastest growing online segment, thenext day it’s college students, and the day after that it’s kids 8 to 12. You justname the audience, and they’ve had. their glorious fifteen minutes of fame in thecyberspace spotlight.However, throughout the entire history of the Internet, there has been just onething that has remained 110% consistent. It’s never been shaken, stirred, putto the side, or ignored for even one minute.What is this universal truth?.The Net has a never-ending need for information.2.1. Jump Start Your Infoproduct BusinessNo matter who, what, where, when, why or how, people will always flock to theInternet for information. Assumption? No. Guesstimation? Wrong answer.The Internet has been, and always will be, a sanctuary for the distribution ofknowledge. And as more and more people make the journey towardsNetizenship, the online world will only continue to be a prime informationsource.Those savvy individuals who recognize the writing on the wall and are preparedto ride the waves of this mighty trend will clear anywhere from a few thousand,to millions of dollars in sales. And that’s easy to understand when you realize.1) Information never goes out of style.Fashions and trends may come and go, but information always runs in classicmode. There will never be a time when it’s not needed, wanted, begged for,4

Make Your Knowledge Sell!paid for, or immediately consumed. (How can you not want to sell a productlike that?!?)2) How simple it is to reach millions of targeted prospects.If your hot topic is skydiving, there are dozens of hubs where you can reachpotential readers. If it’s sculpting, there’s a niche of Netheads out there withthe same strong interest. No matter what you choose to write about, there is a99.9% chance that some community-type Web site exists where you canimmerse yourself with people who like the same things that you do.No bookstore or library can deliver such massive potential for on-pointattention, in one location. It’s the ideal place to promote an information product.3) Infoproducts can be delivered to the buyer within minutes on the Net.Information has a built-in mechanism that allows you to give your customersinstant gratification. All you have to do is package it in e-book format and buyerscan receive it immediately after ordering. This is a great promotional point toencourage impulse buys.4) Information products will always sell online.Point-blank fact!2.2. True Success StoriesBefore you start thinking I’m some kind of super genius with a master’s degreein creative writing, journalism or marketing, think again. I’m actually a collegedropout who hasn’t kept a regular job any longer than 6 months.In fact, prior to my current Internet career, I was a genuine phone-answering,paper-filing, coffee-pouring. receptionist!Heck, I’ll be the first one to admit that I’m no guru, expert or genius. I’m justsomebody who stumbled upon an opportunity to make money from myknowledge—and took advantage of it.5

Make Your Knowledge Sell!It could’ve happened to anybody. And it can happen to anybody. including you!Back in 1996, I wrote a manual titled, “How to Make Your Business Famous in6 Months or Less.” My original plan was to sell it after a big Chamber ofCommerce presentation I was giving one night.Well it turned out that the manual sold really well at that particular engagement.So, feeling like I had run across a salable subject, I decided to do the samespeech for a few other business organizations.Everywhere I went, the presentation itself was always a winner. However, themanual sales varied from group to group.One night I would bring in 700, and instantly I’d be. sitting on top of the world, thinking.“I can do this. this is doable! I’ll just present this seminar everywhere, sellmanuals, buy my house with the white picket fence, and have 2.5 kids, who willrun around with a dog named Spot.”But then the next engagement would put me right back in the path of cold, hardreality. Here I’d go, doing exactly the same speech -- probably ten times betterthan I ever gave it in my life -- and would you like to know how many sales I’dmake? Zero. zilch. nada. nothing!“Sheesh,” I sat thinking one night, “I don’t like this one-day-on, one-day-offsales thing one bit. Nope—not even half-a-bit.”I realized that I needed a plan to develop a steady profit stream, without havingto run from Chamber to Chamber. Something that would allow me to sell aself-published 8.5 x 11 manual, outside the traditional bookstore system.Well, to make a long story short, I had already been doing business on theInternet, and knew it had consistently helped me make lots of cash. So the nextobvious choice in the lineup was to start selling the Fame book online.I did a little razzle. and a little dazzle -- the same stuff you’re learning in thismanual -- and sales for the Fame book blossomed to just under 85,000 thatfirst year.6

Make Your Knowledge Sell!As you probably can imagine, I immediately fell in love with the concept ofselling information online. It was so-o-o-o-o easy. I could promote at 3 o’clockin the afternoon, or 3 o’clock in the morning, and without fail, there wouldalways be a fresh group of prospects who wanted to know how to win the FameGame.Plus it was cheap. There really weren’t a whole lot of e-zines to advertise in,like we have now. And I wasn’t a big banner buff back then, because the ones Iwanted were prohibitively expensive. So everything I did to market the Famebook didn’t cost me anything, except for my time.In 1997, I came out with “Successful Schmoozing on the Net,” which basicallyexplained how I used online discussion groups to grow my infoproductbusiness.In all honesty. it didn’t sell as well as the Fame book. But the problems Iencountered promoting it only made me more resourceful, increasing mydetermination to succeed.And succeed I did. By year two, I was pulling in close to 150,000, not tomention the speaking engagements and consulting assignments thatconsistently followed manual sales.By late 1998, I began feeling the itch to write yet another information product. Atthat point my online info-selling techniques were producing pretty solid results,and I felt like I had developed enough of an education to pass my knowledgeon to other infopreneurs.However, I was just plain tired of nickel-and-diming it to success. Even if itmeant less sales, I wanted try my hand at selling a high-priced informationproduct. I figured this strategy would seriously boost my credibility as amarketer, since people tend to pay more attention to those who have daringprice strategies.My fire was fueled even more as I sat on the cyberspace sidelines, watchingthe online marketing guru at that time, Corey Rudl, produce mega-sales withhis 197 “Internet Marketing Secrets course.” He was like. a superstar in my eyes, and I wanted to do the same thing.7

Make Your Knowledge Sell!So after 3 months of steady writing, out popped “How to Make 50,000 a Year(or more) Creating and Selling Information Products Online” (later renamed“How to Successfully Sell Information Products Online.”)Up until the last possible minute, I flip-flopped on the price constantly. I wasscared to death that sales would be dismal, and everybody would see myprices drop like a tornado in the plains.“Then what will they think?” I pondered constantly. “They’ll think I’m a loser.they’ll think I don’t know what the heck I’m talking about, and my career will beover!”Now don’t get me wrong, I’m just as much of a ions-per-day” goal seeker as the next person. But thethought of putting my growing reputation on the line, in front of millions ofpeople, scared the spleen out of me. (What a good way to start a salescampaign, huh?)Fortunately for me, the worst possible scenario never occurred, and I wasprofitable from the very first week of selling this multi-manual set. In fact, Inever had an easier time marketing my brain food. Nearly everything I didproduced sales to one degree or another.The moral of this story?I was successful without already being a huge celebrity. Nor did I have anyinsider connections. And I did not have millions to spend on advertising. BigNew York publishing houses never clamored to get a piece of my knowledgepie (actually, I have dozens of rejection letters!).I was successful because each new information product was built upon myprevious year’s experiences. I took plain, ordinary, matter-of-fact knowledgethat was already fresh in my head, put it into a readable format, and took myplace on the grandstand. If the universe is sending blessings to a collegedropout who never took a single writing course, then I’m willing to venture thatanybody has the ability to do this.We all have some innate skill, some informational gift that we can wield to ouradvantage. Whether it’s a hobby or work-related experience, you ultimately holdthe key to creating millions from your brain food.People from all walks of life are doing it every single day. Just check out a fewsuccess stories that I’ve stumbled upon. These are from ordinary people whotook to the information publishing business like fish to water—and it’s payingoff in some terrific ways.First, let’s talk to an ordinary guy whose “claim to fame” is that he stays inshape.8

Make Your Knowledge Sell!2.2.1. Greg’s Secret to SuccessThe first one comes from Greg Landry, author of “The Metabolism System forWeight Loss and Muscle Tone.”Q. Greg, I’ve seen you become quite a Net celebrity over the past few years.Tell me, what have been the secrets for your success?A. Thanks, Monique! I think providing people with lots of solid information hasbeen key for me. People are tired of fitness and weight loss gimmicks and arelooking for real answers to their fitness concerns. I’ve written numerousarticles that I distribute freely around the Net. Other publishers/Webmastersare free to use them in their publications or on their Web sites. This has beenfantastic publicity for me.Q. What made you decide to come out with The Metabolism System forWeight Loss and Muscle Tone? And how long have you been selling it on theNet?A. This book is just a compilation of my experience over the years. it’s whatI’ve seen work for people. Losing weight can be a daunting task, andunfortunately there’s lots of misinformation out there. I wanted to give peoplethe right information. I wanted to tell them exactly what I’ve seen work forhundreds of people. It’s not about gimmicks and weight loss “magic,” butabout losing weight the healthy, permanent way.Q. How did you initially announce the book to your followers? And what werethe sales results?A. I initially announced it early on in 1995 (as a newbie) by sending e-mail topeople on AOL who had listed “fitness” as an interest in their profile. I quicklylearned not to do that and started an e-zine. I’ve sold it primarily through my ezine and Web site ever since. Sales were slow at first as I learned through trialand error (many errors) what worked and what didn’t. I started an affiliateprogram and I’m excited about the possibilities with that.Q. Has selling your book online provoked you to think about creating anyother information products? If so, what are your upcoming plans?A. Absolutely! Like many entrepreneurs, my wheels are always turning.Finding the time to create those products is what’s tough. I’m working onaudiotapes, teleseminars and a fitness and weight-loss coaching program.Q. Did you notice any rise in e-zine subscribers, customers, speakingengagements, consulting opportunities, etc., once you came out