Here’s some news for you that will shake your existing beliefs.
Ignore what you have been told such as “Content is King”. The facts are that “Content is NOT King”… the presentation of that content is king!
Don’t think for a minute that you can spew out gallons of wordy content and miraculously you will make millions.
You can have a big long 300 page eBook and no-one will want it because reading that much stuff seems like too much work. The same goes for three hours of video verses 20 hours of video… but then again, 20 minutes of video for $97 will get you in the same trouble.
Don’t offer junk
Going the completely other way and offering your readers 30 reports for ANY price will give them the impression that the individual reports are simply junk and worthless.
The solution instead is to stack the offer which you can do in a few ways:
- Offer pieces of your solution as components
- Time-released items in a membership
Stack your offer
Here’s the idea that works for me. Stack your offer up so that you position your solution as being exactly ten times the price that people have to pay. If you are charging $47, deliver $470 worth of value. You can justify that by adding multiple media types (such as video content in addition to your eBook) or short reports instead of your thick volumes.
Remember… you are always selling benefits, not features. The features are the table of contents. Benefits are what actions your prospect will take once they get you information, and what results they will get from those actions.
Group and split content
You need to offer your solution as components. You can either group your offer into four pieces (combine reports into four categories) or split a long eBook into four pieces) and explain the benefits of each component.
To drip your bonuses out as membership content, make sure to only sell the first month’s worth in the sales letter so your solution still solves a very specific problem.
You can do the same thing by offering your extras as bonuses. This is similar to the membership site, but your prospect get the bonuses instantly, instead of dripped out over time.
No matter how much stuff you have, only offer three bonuses.
If you have to offer more bonuses than that, then use your bonuses as an upsell, in a membership site, or as a surprise loyalty bonus in an autoresponder sequence.
Don’t confuse your prospects
When you are offering too much content, you end up confusing the offer and it turns into a generic sales pitch like any other product out there, which is not good.
Just think about it.
What if you had a 30 page eBook and a 300 page eBook, but they both contained the same juicy information? That means that the 300 page eBook is just full of fluff instead of getting directly into the meat of the solution.
To use that 300 page eBook, you would have to spend ten times as long to learn the same information, and that’s assuming that you catch all the good parts when you take notes.
- Instead of spewing out excessive content, condense your content down into as few words as possible.
- Value enhance with bonuses such as bonuses, follow-ups or short reports.
- Don’t sell the features… sell the benefits!