Info-Products: Six Powerful Strategies

©Psychotactics Ltd. Sean D'Souza. All rights reserved.

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Contents
Focus on “One Concept” ��������������������������������������������������������������������������������������������4
Create a Better Info-Product Name������������������������������������������������������������������������6
Create a Niche In Your Marketplace������������������������������������������������������������������������9
Use The Stop-Go System������������������������������������������������������������������������������������������11
The Power Of A Unifying Theme�������������������������������������������������������������������������� 14
Cannibalise Your Info-Products������������������������������������������������������������������������������17
Psychotactics Books and Audio���������������������������������������������������������������������������� 19
Psychotactics Courses����������������������������������������������������������������������������������������������� 20
 How to Create Better Infoproducts | 1

Focus on “One Concept”

I don’t know if you’ve read a watercolour
instruction book before.
But no matter which book you read, the instructor
will tell you one thing: You need to understand
‘values’. Without ‘values’ in your painting, you
will never create a watercolour that is dramatic.
And then you open the book, and guess what?
One page.
One measly page.
One measly page among about 150 pages of the
book has been devoted to ‘values’. Focusing your product on a single word or
phrase creates more valuable information
So what just happened there? because you reduce confusion and overwhelm.

The instructor told you what was important, and

then failed to drive home that importance in
greater detail. Why? Because there’s so much to
teach that they feel this need to rush from one thing to the next; one concept to the next.
And this is approximately what we tend to do with any training program or infoproduct.
We are in such a hurry to create this massive infoproduct we fail to understand that one
concept needs to get far more mileage than the next.

So why does one concept need to get more importance?

For one, because your clients are plainly confused. When they start learning any new
skill or system, it’s like being sloshed around in a whirlpool of information. And the
moment, you, the teacher, says: “Hey listen up, this is important!” all the ears perk up.
Now the clients know what is important. And they feel a sense of relief.
Instead of being tossed around madly, someone (that someone is you) has taken the
trouble to hit the “pause” button and identify what’s important.
When you’re a student, it makes perfect sense to slow down, understand and implement
the most important fact. But of course, as the teacher/creator, you’re in no mood to pick
just one thing and make it important.

That’s because you think everything is important

And it is. Everything is important.
All that you have to say is important, but ONE thing is more important than
everything else.
And if it’s not, it’s your job to drive home that factor of importance. It’s your job to pull
out that single element from a tangle of elements—and then drive home why it’s so
important for the client to focus on that one point. This not only calms down the client
but also gives you the chance to create a solid foundation that you can go back to many
times over.

But let’s take an example or two, shall we?

Let’s take the DaVinci cartooning course, for instance (It’s a course we conduct at
Psychotactics). When we teach cartooning, it’s easy to get lost in hands, legs, faces, and a
ton of other things that you need to teach in cartooning.
2 | How to Create Better Infoproducts

But instead we start off with what is called ‘circly circles’. And if you were to speak to
anyone who’s done this course, and you asked them what ‘circly circles’ was all about,
they would tell you clearly.
They not only understand the importance, but know how to implement it, and know
how to fix the problem. What’s happened here is that despite having dozens of elements
to choose from, we had to focus on one element and drive that over and over, until it
became second nature. And it doesn’t just apply to a course. It can apply to a book or any
type of infoproduct as well.

So let’s take another example

In the book called The Brain Audit, (which is about ‘why customers buy and why they
don’t) there are seven critical points that need to be considered. But when you read The
Brain Audit, it’s quite clear which one gets the most attention. It’s the element called
the ‘problem’. What’s interesting is that it’s not even the most important of all the
seven elements.
You don’t always have to pick the most important. You just have to pick one and give it
the highlight so that you slow down the learner and get them focused. And in The Brain
Audit the one element that gets picked is the ‘problem’. And the message is driven home
over and over again.

But how do you pick what’s important?

Every infoproduct you’re going to have many elements to choose from…
And in your brain, at least, everything is just as important. Sure it is. There’s no one thing
that’s more important than the next. Even in watercolour painting, if you don’t have a
‘focal point’ or don’t have ‘foreground, middle ground and background’, you can still
create a crummy picture. But still, one element has to be picked.
Which one is important?

They’re all important. So make a choice. Pick one.

Then make it important.
And highlight its importance drive home the point—in great detail.
And that makes things easy for you, as the creator of the product. And makes things easy
for the student as well. It makes your work stand out from the rest. And that’s what you
want, right?
 How to Create Better Infoproducts | 3

Create a Better Info-Product Name

The list you see below are the successive names
given to a single book.
The author tried repeatedly to come up with a
great name, but these were the names he came up
with—despite putting in a great effort. See if you
like any of the names.
•  The Parts Nobody Knows
•  To Love and Write Well
•  How Different It Was
•  With Due Respect
•  The Eye And the Ear. Don’t use a stinky name. Put time and
effort into creating the title, and especially
into the subtitle, that shows the value of
Have you heard of any of these books? your information.

Possibly not, because they never made it to the

bookshelf. And the author, a “certain guy” called
Ernest Hemingway, died before the book’s title
was finalised.
So what was the name of the book that made it to the shelves?
It’s called “A Moveable Feast”. “A Moveable Feast” caught the attention of the editors and
then the readers and became a bestseller (and has stayed high on the ‘books to read’ list).
But it could have easily been dead in the water, with a title like “With Due Respect” or
“The Eye and the Ear”.

As it appears, it’s not enough to just write a great book—you can kill your book with a
lousy name
So how do you name your books? The simple answer is to make it curious. And how do
you make it curious? You use both the title and the sub-title to dramatic effect, that’s
how. But let’s not start with the title and take on the sub-title instead. In fact, let’s take a
few good (and bad examples from the Psychotactics stable itself).
Title: The Brain Audit
Sub-title: Why Customers Buy (And Why They Don’t)

So is the title interesting?

Yes, it’s interesting at once. We’re terribly interested in anything to do with the brain, and
so in a sea of books, a name like The Brain Audit stands out immediately. But that’s where
the sub-title comes in. Would you know if The Brain Audit was a medical text or a book
on calisthenics?
It would be hard to tell, right? If you look up Amazon.com for books that have the term
“Brain” in it, you get a range of books including one called “The Brain That Changes It-
self”, “Brain Rules”, “Brain on Fire” and you can’t really tell which one is a business book
and which one isn’t. And that’s where the sub-title comes into play.

So yeah, that sub-title worked. Time to choose another, eh?

The second product we take a look at is a course on Uniqueness. At Psychotactics, we
have a home study version on “how to make your company stand out in a crowded mar-
ket place”. So what’s the name of the information product? It’s called:
4 | How to Create Better Infoproducts

Title: Pick One

Sub-Title: Getting to Uniqueness
Did that sub-title excite you? If the answer “NO” comes to mind, you’re on the right track.
So now that we’re decimating the crappy sub-titles, let’s go digging further and find out
some more that could do with improvement. Let’s look at a set of three books that were
written on the topic of presentations.

Title: ‘Black Belt Presentations’

Sub-title: No sub-title.
Ugh.

In fact, while we’re here, let’s list at least a few of the products and see why some
products are easier to sell than others
And why the sub-titles make such a difference. 

Title: Be Kind, Be Helpful or Begone

Sub-title: How To Build A Powerful, Community-Driven Membership Website

Title: Attversumption
Sub-title: The strategy behind attraction, conversion and consumption

Title: Website Components

Sub-title: No sub-title.

Title: The Secret Life of Testimonials:

Sub-title: Simple, Powerful Techniques to Get Better Clients-And Sales
 
Title: The Power of Stories
Sub-title: How to Turn Average Stories into Cliff-Hangers
 
Title: Chaos Planning
Sub-title: How ‘Irregular’ Folks Get Things Done
 
Title: Client Attractors:
Sub-title: How To Write Benefits, Features and Bullets That Speed Up Sales
 
Title: Design Clarity in Minutes
Sub-Title: How to put some sanity into your design with some really simple tweaks
 
Title: How Visuals Help Increase Sales Conversion On Your Website
Sub-title: No Sub-title.
 How to Create Better Infoproducts | 5

Now as you scan those names, you can quickly tell which of the subtitles work and
which don’t
You can also tell that those without sub-titles aren’t well thought through, or definitely
hampered by the lack of the sub-title.

So let’s just stop for a second and see what we’ve covered:
• That the title matters
• But first we must pay closer attention to the sub-title
• That it’s easy to get lazy or rushed and forget to put in the sub-title
• That some sub-titles don’t work as well as they should.
So there you have it. If you want to start naming your product, start with the sub-title.
The sub-title gives you the direction and then the title sits just like the icing on top. It
pays to have a great title, but it’s even better to have a great sub-title.
6 | How to Create Better Infoproducts

Create a Niche In Your Marketplace

There are about seventeen ways to enter a house.
The door, the windows, backdoors—and as we
know, in some cases, even the chimney.

And yet most of us gingerly avoid the chimney,

heading straight for the door instead
Once we’re in the door, we don’t run madly
through all the rooms of the house, but instead
hang around in the lounge, finally sinking on
a sofa.
This is approximately the route that most clients
take when they look at your product or service. Don’t stay stuck and lost inside your
They get in through your door, sink into some marketplace. Use your product to create an
opening that let’s you break out from the
content/products and finally are keen to explore crowd, and set yourself apart.
the rest of the site.

This is also why creating a niche for your

business makes perfect sense
A niche provides a small, single entry to your business, but the moment the client steps
through, and likes what they see, they want to explore everything else as well.
And while there are many ways to get a product going, the often overlooked route is the
product-based niche.

So what is a product-based niche?

It’s exactly as it sounds. It’s the one thing that’s going to attract a serious number of cus-
tomers. Take for instance, the Louvre in Paris. You know what their big product is, right?
Sí it’s the Mona Lisa. All those 30,000 pieces of art that are hanging around the place,
well, they’re nice. Some of them are even big and mighty, but it’s the Mona we’re all rush-
ing madly towards.
The Rijksmuseum in Amsterdam doesn’t depend on the itty-bitty painting. The “Night-
watch” is so massive that it was rumoured to have been cut (yes, cut) to fit in the town
hall many years ago. And so both museums drive their audience by focusing on a sin-
gle product.

If you have an information-based business, you can use the same concept
You create a niche of a niche, not just to get customers, but also strategic alliances to
your business.
Let’s start with customers, though. Let’s say you’re a photographer. Well, that’s a nice
service to have, but is it getting you customers by the truckload? So let’s say you write a
book that’s kinda specific.
Maybe, just a book on ‘how to shoot perfect photos in low light conditions’. Now you’ve
gone into a bit of a niche product, haven’t you? Other books on photography cover tons of
stuff. Clients wanting to learn how to take better photos are inundated with every topic
under the sun when they read photography books. Suddenly you’ve separated yourself
from the herd. The customer comes in, wanting to learn how to “take low light photos”
and then is exposed to all your other products as well.
 How to Create Better Infoproducts | 7

And it’s helpful for strategic alliance acquisition too…

If you’re a photographer and I’m a photographer, and we’re both in the same business,
it’s likely that I may not send business to you, my competition. But if you’re dealing with a
sub-set of the business e.g. low light, then I in turn can find something that I’m a bit of an
expert at. Suddenly there’s a ton of stuff that’s niche. You don’t believe me? Here’s a list:
•  Extending Dynamic Range with HDR & Other Techniques
•  Understanding off-camera flash
•  Before & After Images for Adobe Lightroom Presets
•  TimeLapse Photography
•  Exposure for Outdoor Photography
•  Chasing Reflections

And yes, it’s even possible that someone has written the book on exposure
So go deeper! Write about some sub-set of exposure instead. Someone has written about
time-lapse photography, write something that is a sub-set of that topic. At Psychotactics,
we use this concept of sub-sets a lot—yes, even with our own products. So The Brain
Audit has been the flagship product explaining systematically “Why Customers Buy (And
Why They Don’t)”.
And yet, there are sub-sets of The Brain Audit itself. The Brain Audit talks about seven
“red bags” that have to be taken off to get the customer to buy your product or service.
Those “bags” are the problem, the solution, the target profile, objections, risk reversal,
testimonials and uniqueness. And those “red bags” are explained in reasonable detail in
about 160 pages of the book. But there are sub-sets of the book.
Here’s a list:
•  A 100+ page book on “The Secret Life of Testimonials”
•  A Three Day Course on Uniqueness called “Pick One”
•  A report on target profile.
•  A mini-course on how to “Pick the Right Problem”.

As you can see, you can create niches by the dozen if you choose
The niche is what attracts a client. When everyone else is trying so desperately to fit ev-
erything in their book/reports/courses, you create a tiny little sunshine spot of your own,
which attracts both customers and alliances.
And once your customers are comfortable they explore more stuff.
You don’t have to keep all your windows and backdoor open. Give customers a doorway
that’s interesting and evocative and you’ll see customers responding better than ever be-
fore.
And oh, leave the chimney free for Santa, will ya?
8 | How to Create Better Infoproducts

Use The Stop-Go System

Imagine you’re asked to go to the post office.
You have to go down the stairs, take a left, then a
right, walk 500 metres, then turn left, find the blue
building and then look for the green post box.
That’s when you know you’ve reached the post
office.
The only problem we have with this scenario is
that many of us may take the right instead of the
left, and wonder if the post box was green or blue.
Oh, and yes, what is 500 metres anyway? There
are three lanes. Was the lane you missed, the 500
metre mark?
It’s easy to get lost in a bunch of directions and
Or is it the next lane? information. Getting lost is discouraging for
your clients. Create a more valuable experience
by giving them small steps and corrections so
Any learning has complexity far more than they never get lost.
we expect
And yet as teachers/consultants/authors we fail to
simplify. Part of the reason is that we don’t think like a beginner. But part of the reason is
that we think it’s too simple. Let me give you an example.
In the headlines course at Psychotactics, for instance, we ask the participants to intro-
duce themselves on the first day. How hard is that? Not very, is it? The next day they have
to list ten things in the room. The day after, list ten things outside the room.

See where this is going?

You probably don’t, but the goal is to create a safe zone. A zone where you can get nothing
wrong. In the first example, you could get the left/right/500 metres/blue/green wrong. In
the second example there’s no chance of getting anything wrong.
And yet most of us would not choose the second option, because to our eyes at least, it
seems like the second option is far too slow in getting anywhere.

Yet true capabilities are reached by slowing things down to extremely tiny parts
You see, if you or your client takes seven steps, there’s a good chance that every one of
those seven steps are wrong. Or right. But even if they are right, those steps could be an
utter fluke.
You don’t want fluke when teaching/learning. You want certainty. So when you provide a
client with a single step, there are only three options.
1) They will do it right.
2) They will do it wrong.
3) They will do it differently.

So if we were to take the trip to the post office, it would need to be broken down
like this
Step 1: Go down the stairs. Stop.
Step 2: Make a right. Stop.
Step 3: Make a left. Stop.
 How to Create Better Infoproducts | 9

Step 4: Walk 500 metres. Stop.

Step 5: Turn left. Stop.
Step 6: Look for the blue building. Stop.
Step 7: Look for the green post box. Stop.
As you can see, every part of the deconstruction process has in built check mechanism.
Because even when a task is really simple, people can do things wrong or differently.

Let me give you an example

In the “First 50 Words” course, the first day’s assignment was a round of introductions,
then the second day was to find synonyms for three words. The instructions were clear.
First you think up as many synonyms as you possibly can. Then reach for the thesaurus.
Guess what at least 30% did with such simple instructions?
They missed out the second part. They didn’t reach for the thesaurus. This meant that
they now spent an hour or more on an exercise that should have taken no more than 20-
30 minutes at best. This meant that they thought it was 200%-300% harder, more time-
consuming, and felt too drained to get the benefit of seeing what others in their group
had achieved.
Now imagine giving them six steps to do instead. Almost everyone would miss some of
the instructions, and you’d have chaos instead.

You notice this over-enthusiasm a lot if you ever do a photography course

Even the most basic photography course compels the teacher to cover three core ele-
ments.
1) Aperture
2) Exposure
3) ISO speed.
Are you confused yet? You should be, because even if you know what those three things
stand for, the teacher will try and get all three across to you, mix in some F stop terminol-
ogy, focal length blah, blah and you’re standing there like a stunned mullet. And so you
have to ask yourself: How do I make this really, really simple? And the only answer to that
question is: start with one step.

When you start with one step e.g. ISO, you’ll find something interesting
People don’t know a heck of a lot about it. In fact, some people don’t know where to find
their ISO buttons. They also don’t change ISO when they go from light to dark situations.
In short, to really deconstruct, the teacher needs to work on ONE thing and drill down
until that one thing has become second nature and most of the mistakes have been
weeded out.
A simple ISO setting that would put most of us photographers to sleep, becomes a jour-
ney of exploration for a newbie. And that’s what deconstruction is really about.

It’s about ONE step

And the only way you can understand how to deconstruct, is to take someone through
the sequence. Take a newbie through the post office walk. Where do they stop? Where
10 | How to Create Better Infoproducts

do they get confused? How do you then fix the instructions so they are able to make the
right decisions?
If you have a group, get them all to do the task individually, and then watch what they’re
doing (In our courses, we’re able to watch while they’re doing their assignments on the
forum). And then you pay attention to the glitches and slow things down to a crawl.

But isn’t a crawl boring?

At first, sure it is. But once your students know that, they can’t go wrong. Once they know
that your book/video/audio is so precise that they will get to the end smarter than before,
they become very eager students. Now it’s not a crawl.
Now it’s that tiny bit that they have to do and then it’s “recess time and they can play”.
Contrary to what we think, students/learners don’t like hard work. They do get into a
course wanting to learn everything, but tiredness and life soon sets in.
What keeps them motivated is the ability of the trainer/author to give them small bites.
So small that they can’t go wrong.
Something like: Go down the stairs. Stop
Something as simple as that.

That’s when true deconstruction begins

That’s when people truly learn.
So the next time you’re creating your info-products or courses, stop. Take the walk to the
“post office” and you’ll get a better feeling for what your client really wants and needs
from you.
 How to Create Better Infoproducts | 11

The Power Of A Unifying Theme

Some days I will put on my iPhone, turn it on, and
let it choose a set of songs for me.
By the time it’s playing its third Sting song, I de-
cide—yup, let’s just turn off the random selection,
and let me listen to the entire Sting series of al-
bums. On other days, I will go right to the iPhone
and put on the Sting album, knowing just what I
want to hear for the next hour or so.

But how did I end up bugging my wife for the

next 72 songs of Sting?
I do so by choosing a unifying theme. Whether
Don’t let your information product go off in a
the iPhone plays just one Sting song after another, gazzilion directions. It becomes hard to write,
or chooses from a selection to bring up the same hard to read, and hard to explain. Get all those
Sting-genre of music, it’s using a theme to make tentacles under control by giving your product
a unifying theme.
the music appealing to me. And this same concept
applies to your products and courses.

So let’s just clarify: What is a unifying theme?

A unifying theme is simply the one word/thought that drives your product/course.
It’s much like you’d have at a theme wedding or a theme party and everything and ev-
eryone conforms to the theme. In the same way, a product/course should have a single
theme running right through, which then binds the product together.

But why is this binding so very important?

It’s important for several reasons
1) It helps the writer
2) It allows the reader to understand concepts better
3) It boosts the chances of better publicity/marketing
1) How it works for the writer
When you sit down to create a product, more often than not there’s confusion in your
mind. You know too much and it’s hard to get a thread that runs through the entire
product/course. If you did have that thread, it becomes easier to fit the elements of the
product/course to the unifying theme. So, for example, when I wrote the series on ‘Black
Belt Presentations’, I had a similar problem. There were hundreds of books out on pre-
sentations already. And they covered tons of aspects of presentations. To make my series
different, I had to choose a unifying theme.

The unifying theme chosen was “control”

I realised that all the information I had needed to be split up into three parts: control of
visuals, control of structure of presentation, and control of audience. I also realised that
in doing so, the series was covering ground that the other books weren’t. So for me, as
the writer, it gave me the benchmark to then create three separate books and put it under
one unifying theme. Instead of mashing a ton of information wildly together, as is done
with many books, I could focus on the specific aspect of control.
And yes, this specific theme helps the reader too.
12 | How to Create Better Infoproducts

2) How does it work for the reader?

Most readers are swamped with courses or products that don’t have a unifying theme.
Even some of the best-selling books on the planet simply mash concepts, research, and
examples together without having a clear binding force. And this means the reader
bounces from concept to concept madly, trying to understand the concept and apply it
to their own life or business. When the product/course has a clear unifying theme, it’s
like that theme party. Everyone knows why they’re wearing their 70’s suit and handlebar
moustaches and it’s easier to assimilate the information.
But the advantages of the unifying theme don’t stop there. It’s pure shark-bait for market-
ing and publicity.

3) How it helps with marketing and publicity

The media has always thrived on something short and sweet. They call it a soundbite.
When a reporter asks you: What is your book or course about? You need to be clear what
it’s about in a single line, or single word, if possible. So when they ask, what is the ‘Black
Belt Presentations’ about, we can say “control”. When they ask, what is The Brain Audit
about, we can say, “Why customers back away at the last minute”. So we can use a slightly
longer set of words (a line) or a single word. And as you can tell, they’re both shark-bait.

Immediately the media person knows you know your stuff

Because the next question will be: “Oh, and what is that?” And that gives you the permis-
sion to quickly tell your story on radio, TV, and magazines. But say you never go to the
media, your sales page is still a media outlet. The customer still wants that sound bite
about your product/course. So in effect, the unifying theme doesn’t just help you put
things together, but also helps you sell/tell the world about that product/course.
Of course, this leaves us with one puzzling question: How do we get to this unifying
theme in the first place?
There are two ways. The first way is simply to keep ploughing through writing the rough
draft of your notes or slides. I personally would be inclined to do a slide-like storyboard,
even if I were writing just a book.

You might want to do a mind map, or stick Post-It® stickers all over your wall
But once you have all the points down, you need to find something that clearly connects
all the parts together. Something that you can ideally sum up in one word.
If you can’t do it yourself, organise a set of friends, or clients or anyone who will be able
to help, so that you can work out what binds your product/course together. But as you’d
expect, there’s another way.

The other way is to decide in advance

You decide that you’re going to write an article writing course, and you choose the word
“drama”. Now every part of the article writing course or book must hinge on drama. And
so, in a way, you’re force fitting the ideas to a unifying theme. Now the word you’ve cho-
sen becomes a benchmark to measure against.

And this is where the biggest problem lies

When you’ve come to your one word/your theme, you’ll want to choose something else.
 How to Create Better Infoproducts | 13

Like I could choose another type of music on my iPhone. Or we could choose from doz-
ens of party themes. But instead, we grit our teeth, make our decision and stick with it.
And that creates the foundation of a great product/or course.
Try it. It’s like the experience of listening to 72 songs of Sting back to back.
For me, it’s heaven. For my wife, it’s hell.
But at least there’s a unifying theme for both of us.
14 | How to Create Better Infoproducts

Cannibalise Your Info-Products

Remember Photoshop Version 3.0?
I sure do. I started drawing cartoons way back
in the year 1995. And then along came Version 4,
Version 5, Version 6, Version—well, you get the
picture, don’t you? Soon enough I was buying
every single version that came along and today,
decades later, I’m still a Photoshop user.
But what’s Photoshop got to do with your informa-
tion-products anyway?

Think about it for a second…

When you’re buying software, would you prefer Don’t be afraid to steal ideas from yourself.
Version 1 or the current, shiniest version? Well, Take information you’ve aready created and
make it better, make it more focused, or make a
the same applies to information-products. When newer version. You’re clients will appreciate it.
you have versions of your info-products, you effec-
tively cannibalise the earlier version of the same
product. In effect, you destroy the earlier version,
so that the new version can live.

So why bother with a new version?

Because if you’re anything like me, and you liked Version 1, you’ll soon want Version 2,
Version 3 etc. Every Version can be sold with additional or better-presented information.
And invariably the customer is keen to buy into that new version.
By burying your old version, you’ve improved your product (something we all should do)
and created a whole new source of income with the new version.

So let’s say you have a dance course on DVD

And let’s say you just put it together in a hurry, forgetting to give it a Version name. But
now, hey, you’ve realised, hmm, this cannibalisation thing is a good idea. So you get
better video lighting, better video cameras, more precise information and you’ve got a
Version 2 of the course. Suddenly, your jaded course has got a new lease of life.
The moment your audience hears of something new, they want it right away. And this in-
cludes your existing clients (those who bought the original version) as well as those who
haven’t bought anything at all.

Of course you have to treat the existing folk with a ton of respect
And Photoshop (and other software companies) give us direction here as well. They give
their existing clients an upgrade price, maybe even a few extra goodies. And you know
what follows next, right?
Yes, yes it does. In fact, if you’ve noticed, we do this a fair bit at Psychotactics as well. If
you notice, for instance, The Brain Audit is Version 3.2. That means Version 1 existed. And
so did Version 2. And a Version 3 (for a very short while). At every stage, clients bought
into the versions. And every new version was good enough reason to blow our trumpets
and re-launch the new and improved product.

Being new is nice, but improved is better

You probably know this already, but you can’t just slap a new version on your product and
bring out. You’ve got to put in new elements. But while new is very important, improved
 How to Create Better Infoproducts | 15

is even better. For instance, we’ve been holding the Article Writing Course since 2006. In
all these years, we’ve learned a lot.
However, the Article Writing Course stayed in its original version all these years (Hint:
Not a lot changes in the methodology of article writing). But what’s changed is what
we’ve learned about customers and how they learn. And those concepts, newer exam-
ples, etc. make for a much better, tighter product.

However, there’s one little caveat

Over the years, I’ve found it’s much, much, much, much, much easier to create a new
product than improving an existing one. An existing one is like remodelling a house.
There’s a lot that needs to be left standing. It’s often easier to just trash the entire house
and start again. And that should give you a bit of a clue.
If you’re going to recreate the product, start as if you’ve never created it before. Start with
a fresh plan, fresh mind and only dip into the existing product every now and then. And
you’ll have a product that’s instantly attractive to yourself (as the creator), but also inter-
esting to your audience.

And here’s instant proof…

If I were to tell you that the Article Writing Course, Version 2.0 is soon to be available,
what’s your reaction?
I thought so. If you’re an existing client you want to see what’s in 2.0. If you’re not, hey,
there’s reason to peek into what’s available anyway. And so, you prove it to yourself, at
this very minute, that you’re interested.
And notice something: You haven’t seen a sales letter. You don’t know the price. You don’t
even know what’s going to be covered or left out. And the interest still goes up quite a bit.

That is what cannibalisation of products is all about

You take your next version of your information product and let it gobble up the older
product. Chomp, chomp, chomp.
It’s worth the trip for you—and your client.
And it’s profitable too.
P.S. You can do the same with services as well. But hey, since the title was about informa-
tion products, I stuck to that topic.
Psychotactics Books and Audio

As you’d expect, all of these products are 100% guaranteed. And every one of them is utterly
systematic. In fact if you were to pick a uniqueness that encompasses all these products, it’s a
factor of structure. Step by step systems instead of just pages of fluff. Check them out at https://
www.psychotactics.com/products/marketing-services-and-products-small-business-ideas

There are other live courses, workshops and homestudy versions that include article writing,
copywriting etc. But it’s best to do your due diligence with these products above, before moving
on to the more comprehensive and demanding courses.
Psychotactics Courses
Why article writing creates expertise
Every business has not one, but about five hundred
competitors. And no matter how unique your
business is today, you will have competition lurking
just around the corner. This leads us to a dilemma.
How you separate yourself from the herd? How do
you get customers to come to you, instead of you
always having to pitch to them?

The key is the ability to get a message across to

your audience in a manner that’s non threatening,
educational, and entertaining at the same time. And
let’s face it, you’re probably intimidated that you’re
never going to be able to do that ever.
And you don’t know of a way out. Well...hint, You know that article-writing is crucial, but you’ve
tried it, and it’s been frustrating. So how do you stop
hint (Go on take the hint and click). And judge the struggle? Find out in this course.
for yourself.
https://www.psychotactics.com/homestudy-
courses

Is it really hard to create saleable information products?

What if you don’t consider yourself a writer? Can you still create an information product that
sells? And can that information product then help you get increased revenue and time? The
answer lies in your ability to believe in yourself. Most of the clients I deal with don’t believe they
can create an info-product. And then having created
a single info-product believe that they’ve put all they
know into that product. And that they have nothing
else to give.
And from experience we know that those who follow
this course, and what it teaches, can create not one,
but tens, even hundreds of info-products. Which of
course leads to another problem. How do you get
customers to buy? How do you create a distribution
channel? How do you do all of this without the hype
and the hoopla. How? Find out at
https://www.psychotactics.com/homestudy-courses

And yes, there are more courses

Can you create an information product that sells?
You can find all the latest homestudy and live What if you don’t consider yourself a writer? How do
courses on the website. you create a product without the hype and hoopla?
https://www.psychotactics.com/homestudy-courses Find out in this course.
If you find anything that bugs you, please click on the bug above
to send me an email. Nothing is too small or too big. And if I can,
I’ll be sure to fix it. Email me at: sean@psychotactics.com

PO Box 36461, Northcote, Auckland, New Zealand

Tel: 64 9 449 0009 | Email: sean@psychotactics.com
Facebook|Twitter: seandsouza