I am going to tell you something right now that I hope will get you over that hump of making your next information product. It should also change your minds about what your customers are actually paying for and what information you should be giving away.
My mentor for many years was a guy called John Calder. He was really arrogant (which is a good thing!) and the best piece of advice he ever shared with me was, “Don’t tell people everything you know.”
But what does that mean?
Leave Room For A Sequel!
Here is something to think about: How come every movie you watch does not end with all the characters dying? Because there is a chance that the movie will get a sequel and that some or all of the characters can be in movie number two.
The same is true with your report creation. Do you try to put everything you know about a certain subject in one report? Sure! Can you put EVERYTHING there is to say in that report? Of course not!
A great example is my “Time Management on Crack” report. This is something that started off with me just explaining how I get things done, how I’m so productive. Then, I later added in formulas for writing, for blogging, for video creation and so on.
In fact, it has now tripled the size and got ten times’ as much information – and I am still adding to it! But is that my only product about time management? Of course not!
Lance Tamashiro and I have a Membership site all about time management called, “IM Productivity Secrets.” I also have a report called “100 Time Savers” that lists 100 quick and easy things you can use to save a minute a day.
Even though “Time Management on Crack” is the best report anyone could ever get about time management, I do have a prequel to “Time Management on Crack,” called “100 Time Savers” that is at a lower price point and gets people ready for the main course, and I have a sequel to “Time Management on Crack” called “IM Productivity Secrets” which is a monthly membership site that contains ongoing training. And none of these products have any overlap.
You don’t have to give away every single thing you know, because you might have a Volume II of your product.
Keep It Simple!
Here is the next thing to think about: Do you know how your cable internet gets from your computer out into the world? Probably not. I don’t know either. But I still can USE my internet.
Do you know how your power company pumps electricity into your home? I don’t either. But I still know how to turn on a light switch.
I can teach subjects, such as time management, without knowing exactly how psychology works, or how everything in my brain works. People don’t have to know all the details.
My copywriting report, “Fast Food Copywriting,” doesn’t explain every single facet about copywriting, because I don’t KNOW everything about copywriting. What I do know is how to accomplish a task. And that is all you really should be explaining in your paid materials, is how you accomplish a task and how other people can do the same thing you do.
I have many home study courses teaching people various things about PHP and WordPress. All I do is show how to use a certain script or WordPress plugin, and how to tweak it. That’s it! Do I explain in every single report exactly what a function or a variable is? Not necessarily. I just show how to put those things into action.
And that leads me to my final point about not telling people everything you know: You deserve to get paid for your expertise.
Here is a really easy formula to decide what information you should charge for, and what to give away. If the information you are teaching about your subject is a step-by-step “How to” process, people should pay for that. But if all you are sharing is a simple tip, that is free article content or blog post content.
Inside “Fast Food Copywriting,” I explain my step-by-step process for copywriting. But I also have hundreds of articles about copywriting that explain simple ideas like a headline or bullet points.
In “Time Management on Crack,” there are five productivity levels you can master. There are also over 28 formulas when it comes to article writing, report writing, copywriting, and more.
I share my general time management advice in articles and in my blog posts. But the “How to”, the Step-by-Step, people have to pay for that.
I hope you are now ready to knock out that next article or report – because guess what? You don’t have to tell people everything you know!
Did this blog post help you? Tell me in what way… that comment form won’t bite.