One of our staff has been reading a book by a popular – and often controversial – email marketer and copywriter, Ben Settle.
Ben has written for Agora, one of the biggest direct mail marketing companies ever, and I believe that he still consults with them to this day.
He has sold millions of dollars worth of products over the years using email and sales letters… but that is not what I want to talk about today.
What I want to specifically talk about is product creation.
The book that is being read is about building Worlds instead of businesses.
Basically, it is about YOU becoming the brand, similar to that of a celebrity, where people become diehard fans and choose to buy from you instead of other people, even if your products are not as good as theirs.
Diehard fans will not even look at other people’s products unless you tell them to (think celebrity endorsement) to see whether they are better than yours or not.
They will buy from you simply because it’s you.
Ben suggests that your focus should be on building a world around you instead of a business because businesses can be ‘cancelled’ or closed down, but people can’t.
Think of people like Nigel Farage.
He may have a business or two, but he himself is now bankable thanks to a following of diehard fans willing to throw money at him to hear what he has to say.
Again, that is not necessarily what I want to talk about, what I want to talk about is the book itself and not the subject matter.
Ben’s book is made up of transcriptions from several talks he has given either at workshops or on calls and podcasts. There are also a few sections which have been taken from a printed newsletter he publishes each month.
Basically, the book is made up from repurposed and pre-published content.
He has created a book that is now for sale on Amazon for under £20. That book is a ‘fishing hook’ reeling in new customers. It is, as he calls it, a ‘door’ to his ‘World’.
This is a cheap book for Ben as he likes to sell his physical books for prices between £200 and £800 each.
It might be cheap because it is simply a collection of transcriptions and an old newsletter. It might be cheaper than his other books because he is using it as a lead magnet to get new customers into his ‘World’.
Another thing that I want to share is that in the book Ben mentions another of his books that took him just 19 days to write, and I believe that to be one of the books he sells for several hundred pounds.
Each book is a separate asset to sell giving him passive income. They are also tools to build his ‘World’.
I want you to think about this for a minute:
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- One book is a compilation of transcripts from talks and conversations he had about a specific subject, and a few pages from a newsletter he previously wrote.
- The other is a book that took him just 19 days to write.
Both books make him money and are part of a larger portfolio of products he sells.
Does that sound like a lot of hard work?
What is stopping you from ‘manufacturing’ podcasts and workshops by having several conversations with friends and recording them, and then having those recordings transcribed and turned into a book.
Ben is a well-disciplined writer and so writing a book in 19 days may be easy to him.
However, I don’t believe that it’s really that hard for most people, especially not for those who have the time spare.
People working in a job may find 19 days a bit of a push, first time around at least. But for those who have retired, 19 days is plenty of time to get an information product created.
Information products are not novels; they do not need to be several hundred pages long. An information product that teaches something specific can be as short as a dozen pages.
What is important is the information within its pages and how much that information can change a person’s life.
We have sold information products that are as little as 12 pages long that showed people how to make money doing something specific.
The method isn’t complicated and doesn’t have many working parts and so it didn’t require a lot of pages. There is no way we could make the book longer even if we tried.
Once the method was laid out in a way that could be understood by everyone, the work was done.
The method or information that you want to share will dictate how long the book is.
When you understand that, you can create a sellable product in mere days.
The faster you get your product to market, the sooner you can start making money.
Discover more by clicking the link below:
The 30 Day To £30K Challenge
Once created, digital products and information products can be sold for years meaning that a few hours work could be worth thousands of pounds to you.
Wouldn’t you like to earn thousands of pounds for just a few hours work?
Kind regards.
John Harrison.
PS… Take yourself away from people and it is possible to create a product within a day… a product that you can sell that will make you money for many years to come.