One of the questions I ask my clients when they're considering creating information products like books, ebooks, ecourses, reports, etc. is, “What is the purpose of the book for the reader?” In most cases, with information products, the purpose is to educate, inform, motivate, or inspire. And the reason people seek out info-products is they need some information or inspiration. Perhaps they have a problem they're seeking a solution to. Or maybe they have a question about how to do something and they're looking for answers.
When you position your info-product as a solution to a problem or an answer to a question, you're focusing on a particular group of people who have that particular problem or question. And you're the expert to be providing the solution or answer. At least in most situations.
So, who are these people in your target market, and how do you determine your ideal reader or buyer for your info-product? Initially, you want them to be the type of person you serve in your professional service business as a small business owner or entrepreneur. That is, if your info-products are about your service expertise. For example, if you're a career coach, your typical clients may be those who are out of work or those who are looking to advance in their career. Your info-products may offer the same kind of information you provide with your services, but of course, without the one-on-one coaching. You could write an ebook about how to polish your skills, create a winning resume, or conduct a successful interview.
Let's say you're a massage therapist and you want to write an ecourse on injury prevention. Your ideal reader could be work-at-home Moms who may spend hours on the computer and have backaches, or who may be stressed and ripe for injury by juggling their business and family obligations.
If you decide to write info-products in a subject area where you're not the perceived expert but you want to tap into a “hungry” market, you might write info-products that solve a current problem like how to invest in a down economy. Your target reader could be employees of companies where the 401k's have dropped in value and these people need investing advice for today's financial situation.
Now, if you're not sure who your ideal reader is, you need to get clear on what you'll be writing about. Once you've chosen your subject matter, your ideal reader should become clearer. As you create your book, ebook, ecourse, or other info-product, imagine this typical person sitting in your office, describing their problem, and as you write, tell them you understand the problem and the challenges they've had to overcome it. Give them practical guidance and actions to take to overcome the problem. Give them resources, including your website and other products and services you have. Now, they have their solution or answers, and they value your expertise. Watch as they become fans and buy more and more of your product offerings. That's how you move people through your info-product funnel: writing to the needs of a specific market with valuable content; solve problems, answer questions.
To get even clearer about who your ideal reader/buyer is, sit down now and write a short description of your target market including demographics like age, gender, education, etc. and psychographics, such as how they seek information and what their buying habits are.
Then start producing those valuable info-products!
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