Advanced Guide to Information Marketing: Multiply Your Profits by Repurposing Content

By Marcia Yudkin

Multiply your information publishing profits by repurposing your content and adding creative offers.

Earn more from your expertise and your content. Discover profitable new ways to present what you know or have sitting in your file cabinets.

Shape-shift your material, deliver it in a creative fashion, rework it for a different audience, raise the perceived value (and the price!) and add meaningful, easy-to-produce items to your product line. Marcia Yudkin's provocative, idea-packed ebook provides ideas and helpful resources for oodles of profitable content transformations.

The Advanced Guide to Information Marketing, describing 125 ways to earn money from knowledge, passion and content, is the next best thing to being able to be in dozens of places at the same time, earning money in each. Easily and repeatedly, create additional income streams by injecting previous and new work with a smidgen of fun and imagination.

Like an angelic version of the Sorcerer's Apprentice, your intellectual property multiplies without much effort on your part, so that you reach new markets and sell more products and services to existing customers.

Discover practical moneymaking tips on these matters and others:

* A time-release option that earns you more than delivery of the whole chunk

* How to have someone follow you around for a day and sell that experience many times over

* Instances in which you create higher perceived value from less impressive packaging

* Whether or not you can expect to be paid for public speaking, and how to combine teaching with exotic travel

* Saleable tchotchkes you probably wouldn't dream up on your own

* Getting a reminder of your business onto customers' desktops by overcoming the most common objection to a certain software tool

* The two biggest pitfalls in traditional print self-publishing, along with an alternative approach requiring less upfront cash

* The four ways movie options get sold, and why you should "think Hollywood" even if you don't write fiction

* Advantages and disadvantages of putting content on audio CDs and videos or DVDs

* Why it's incredibly profitable to repackage study materials as a "must-have" for licensed professionals

* Heard of coaching? Learn how you can earn several times the going rate for hourly one-on-ones

* Package the scenery or get-away-from-it-all atmosphere together with what you know for a high-priced service

* If you're a master networker, turn who you know into a stream of revenue

* A special piece of paper and word to add to training courses that makes customers smile and increases what you can charge

* Ultra-cool formats for products consisting of diagrams, symbols or pictures

* Ideas for customized crossword puzzles (or make-it-yourself ones), jigsaw puzzles or Rubik's cubes using your content

* Ethically resell work you did for one client to scores of others

* And many other fresh, feasible information publishing ideas

Exponentially grow your income with this brainstorming tool that you'll want to use again and again. The Advanced Guide to Information Marketing also includes tips on avoiding common content repurposing mistakes, a checklist for your information marketing sales page, and three sample information publishing press releases.

Marcia Yudkin has been a content entrepreneur since childhood, when she read poems she had written on a local TV show and published a newspaper for her relatives. Her 16 books include Freelance Writing for Magazines & Newspapers, a Book of the Month Club selection, and 6 Steps to Free Publicity, now in its third edition.

• Language: English
• Publisher: Marcia Yudkin
• Release date: May 25, 2012
• ISBN: 9781476013381

Marcia Yudkin

Creative marketing expert Marcia Yudkin has an unparalleled ability to find the right words for a message, an unusual angle to get folks to pay attention, and the promotional strategy that pays off handsomely for her clients.Her 16 books include 6 Steps to Free Publicity, Persuading on Paper, Web Site Marketing Makeover, Meatier Marketing Copy and Freelance Writing for Magazines & Newspapers, a Book of the Month Club selection.Marcia’s articles have appeared in hundreds of magazines, including the New York Times Magazine, TWA Ambassador, USAir Magazine and Business 2.0. For eight years running, she served as an official site reviewer for the Webby Awards and has helped judge the Inc. Magazine Small Business Web Awards.She has been featured in Success Magazine, Entrepreneur, Home Office Computing, Working Woman, Women in Business, dozens of newspapers throughout the world and four times in the Sunday Boston Globe, as well as on National Public Radio.Her clients range from grizzled entrepreneurs to nervous newly self-employed professionals, from software publishers and ecommerce startups to media companies, associations and independent educational programs.Marcia Yudkin holds three Ivy League degrees, including a Ph.D. in the humanities.

Book preview

Advanced Guide to Information Marketing:

Multiply Your Profits by Repurposing Content

by Marcia Yudkin

Author, 6 Steps to Free Publicity and 15 other books http://www.yudkin.com/

Smashwords Edition

Smashwords Edition License Note

All rights reserved. Please obtain written permission before reprinting, duplicating or distributing this ebook, in whole or in part.

Introduction: Multiplying Your Profits

In 1992, I invented a new way to deliver content, motivated by a promotional dilemma. I had created another scripted self-help audio cassette in a series for writers and pondered a million-dollar angle to earn media coverage. Pre-Internet, publicity gave you the biggest bang for your promotional effort. To tempt reporters to feature a product, it needed either novelty or some element of controversy, human interest or timeliness.

Though I had created a high-quality product, the topic (procrastination) did not break new ground, my approach was insightful rather than controversial, and publishing on cassette had no newsworthy value. I did not have a rags-to-riches story or a tie-in to popular culture.

So I zeroed in on whether I could provide my content in a modified format that would capture the interest of media people. I visited stores that sold creative products and took notes in a brainstorming notebook. When I came across a catalog for a game company that classified games one could buy into categories, I felt I was close to the answer.

Using that catalog and my memory of games I’d played or encountered as a child or an adult, I listed all the factors I could think of that differentiated games from one another, such as equipment, goal, number of players, type of enjoyment, etc. When I wrote down time, I had my angle. Instead of delivering the content all at once, I would offer it in pieces over time.

Thus was born The Procrastinator’s Penpal, a postcard seminar that consisted of 10 brightly colored postcards that I mailed once a week for 10 weeks to customers. Each postcard contained a lesson and an exercise. The postcards had visual appeal, and the idea was fresh and catchy.

No one had ever heard of a postcard seminar, of course, and the press release I sent out snagged a feature story in Entrepreneur Magazine with a photo of me holding up a fanned-out set of my postcards. Close to three dozen newspapers around the world ran a story on the product, as well. I charged $19.95, the same price as the audio cassette, and some customers ordered two copies of the postcard seminar – one sent through the mail as intended and the other to keep for reference as a pristine set without stamps and postmarks.

By the time all the hoopla died down, email had become a more prevalent means of communication, and I configured the postcard lessons to go out as a sequence of weekly emails from an autoresponder service.

In the last few years, I have promoted the email version pf the postcard seminar for $19.95 at the end of December/beginning of January, when people’s minds are on goal-setting for the coming year and overcoming procrastination. Buyers receive one email lesson and one reminder email each week for 10 weeks, and at the end of the series they receive all the lessons in a PDF file. The Procrastinator’s Penpal sells well to my regular list in this format, and perhaps one of these years I’ll bring back the postcard version, which I’ve let go dormant, as well.

As for the cassette tape, I sold copies for more than a decade at speaking engagements and adult-education workshops. I converted the recording to digital format several years ago and sell it as part of a home-study course called Become a More Productive Writer. That costs $147 for 4 CDs and a manual.

Now let’s look at several lessons for infomarketers in this story.

1. You can make a ho-hum product more attention-getting by changing its format or method of content delivery.

2. When a product format becomes obsolescent (cassettes), you can keep the product alive by converting it to a current format (CDs).

3. You can earn more money from something you’ve already done by combining it with other components in a home-study course.

4. You can multiply your income from a single set of ideas by making it available in many different formats at once.

Think of what you are reading as an idea book for repurposing. Use it to spark possibilities for offering your content and expertise in appealing formats that multiply your opportunities to gain the attention of busy, distracted consumers or businesses and exchange information for money.

Instead of either-A-or-B options, this is a matter of A and B and C and D and… all the way to the end of the alphabet and beyond.

I suggest you read this ebook through once quickly with a notebook or note-taking file beside you. Then prioritize the possibilities that erupted onto your list according to how promising and how quick to implement the ideas appear to be. Be sure to repeat those steps often, as you’ll get fresh inspirations during each read-through.

Note that although my emphasis in this ebook is ways to get paid for what you know or have created or collected, some of the content delivery options you’ll read about here can be used for promotional purposes as well as serving as sources of revenue.

With so much innovation in social media and technology, clever new forms of communication and purchasing come into being every day. Perhaps, like me, you’ll get inspired to invent a new content delivery system. If so, please let me know about it so I can include it and you in the next edition of this ebook.

To your creativity!

Marcia Yudkin

PO Box 305

Goshen MA 01032

www.yudkin.com

[e-mail]

Contents

Introduction

Part I. Print Publishing

Part II. Digital Texts

Part III. Audio Publishing

Part IV. Video Publishing

Part V. Visuals for Sale

Part VI. Seminars

Part VII. Custom Delivery

Part VIII. Licensing & Repurposing

Part IX. Training Aids

Part X. Fun & Functional Items

Part XI. Data & Work Artifacts

Part XII. Asking for Money

Further Resources

Final Advice: Avoid Repurposing Mistakes While Maximizing Profit Opportunities

Sample Press Releases for New Programs or Products

Checklist for Your Information Product Sales Page

About the Author

Part I: Print Publishing

1. Royalty Publishing

Writing a book for a mainstream publisher offers unparalleled credibility and distribution for content providers, with a shot at a sizable guaranteed advance and semi-annual royalty payments. Large, well-known publishing houses prefer to consider material through literary agents, and for that you need to write a well-developed, polished book proposal. Smaller publishers welcome proposals and manuscripts directly from authors with projects that fit their line of books.

Although advances for famous or notorious authors can reach millions of dollars, or six figures for an especially promising commercial first novel, five-figure advances are most common.