Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition

Chapter 7. The Power of Information Products

Know where to find the information and how to use it—that's the secret of success.

—Albert Einstein

Brand-Building Products and Easy-to-Follow Programs

Nothing helps to build your credibility like products and programs designed to serve your target market's very specific urgent needs and compelling desires. People love to buy packaged learning and experiences. They're easy to understand, and therefore easy to buy. Perhaps you think that your service may not be as easily defined as a packaged product or program, and necessarily has a high barrier for entry. I think you underestimate what you have to offer. As you continue to develop and enhance your Book Yourself Solid Sales Cycle, you will want to produce products and programs that will fully round out the many possible stages of your sales cycle, including the early stages, where barriers to entry must be low.

I'm sure your bookshelves are lined with products and programs that you've purchased from other service professionals over the years. In fact, you're reading one right now. How would you like to create your own self-expression product or program? I use the phrase self-expression because the kind of programs and products that I'm referring to gives you an opportunity to express yourself to the world and serve your target market at the same time. That's the beauty of being a service professional.

Note

You are in the business of serving other people as you stand in the service of your destiny ...