I’m Selling an Info Product, Not a House!
November 22, 2011 · Print This Article
Sometimes when I’m taking a lunch break in my Internet marketing day, I’ll watch a little TV.
One show I like to watch is HGTV’s Selling New York. These realtors are selling several million dollar homes in high rise buildings in New York. It’s a world so far removed from my suburban life that I’m fascinated by it.Today there was a young real estate agent who was having a hard time selling a 3 million dollar place for 2 reasons: 1. There was a great water view but a large building was going to be built that would end up obstructing some of that view. 2. The unit was completely empty of furniture. He did sell it after he made some adjustments in his selling techniques. This is what he did:
1. Instead of selling the view, he sold them on the amenities and lifestyle they would be getting. He painted a picture for people.
He had a brochure done up showing all the improvements that the new up-coming building owners were doing to the area – new restaurants, a new park, new boutiques, etc. and instead of fussing over the view that would change, he pointed out how much the unit would appreciate in the near future.
This unit would be a good investment for a smart buyer, plus the buyer could enjoy a wonderful lifestyle.
Was he conning them?
No. He merely accented the positives and spelled it all out for them. He didn’t assume they’d “get it”, he painted the picture for them. And he didn’t stop there, he had blueprints for the new up-coming, view-blocking building so they knew what it would look like and just what the view would then be. He helped them see it.
2. Houses that have no furniture in them are harder to sell. So the real estate agent had it staged.
That means a company came in and filled it with sofas, chairs, beds, the whole bit. But staging is not about using just any old furniture, it’s about creating vignettes in every room that showed just how the potential buyer could use the room.
Stagers sell the lifestyle, and it works because most people don’t quite have the imagination to see themselves living in the place when it’s empty.
Now take these lessons and apply them to marketing an info product.
How are you marketing your product?
What’s your “speech”?
A lot is riding on your salescopy, and just like with selling a house, you need to accent the positives for people. While you might think “duh!” to the benefits you think are obvious, you have to realize others might not have thought of them and you should be spelling them all out. You also need to find a way to get people past the negatives, which would be their objections.
As far as staging your product… get visual. Show the tool in action, show the before and after results, show how to use it, give a tour of your dashboard. That way they can picture themselves easily using it and they can see the results they’d have too. When they can picture themselves with the product in hand; it becomes theirs.
Even if you’re an affiliate for the product, these techniques can help. Maybe even more so because you’re going beyond what the other affiliates are doing.Possible ideas regarding staging an info product:
- Host a webinar or teleseminar where you answer the potential customers’ questions.
- Take them by the hand and walk them through the product so they can see how to use it.
- Explain exactly how you’re using the product and be transparent about your results.
- Show a Before and After.
- Offer up your ideas on how to use the product, including outside-the-box ideas.
- Allow them the opportunity to collaborate with you on a project involving the product. Boy is this one powerful! They can certainly see themselves working with you and having your support along the way.