Readers are reading increasingly more content on the Internet--and turning to Cyberspace whenever they need information on anything at all. That's why information marketing offers such an interesting business opportunity for writers.
If you have information to share and the ability to write and produce products to sell on the Internet--including books and e-books--you can become an Internet marketer. Or, if you have a book or plan to write a book and want to develop a business around that book, an information marketing business may be what you want to create.
Almost no one knows more about this type of business than Robert Skrob, president of the Information Marketing Association and author of three books. Today, he offers us just a bit of his wealth of information. If you have never considered using your writing skill to develop an information marketing business, maybe after reading this post you'll reconsider.
What's Wrong with Magazine Publishers
By Robert Skrob
He was totally baffled. He couldn’t comprehend the money you generate as an information marketer.
Let me back up a bit. I was at a meeting for the Florida tourism industry, having lunch with the CEO of a large magazine publisher. It wasn’t a one-on-one lunch; it was one of those lunches with 10 people seated at a round table where they serve rubber chicken.
I can’t tell you his name or the name of the magazine because I’m going to share some of the details of our conversation. He attended the meeting to support his advertising sales team since there were several large advertisers there.
I asked him about the other industry events he attends and some of the education programs his company sponsors. He was proud of the fact that he’d recently been a featured speaker and had been recognized for his publication’s innovative layout and design. Evidently he was well known for creating “cutting edge” magazine layouts.
When I asked him about increasing circulation and his subscriber base, he told me design is the key to building readership. And when I asked how potential subscribers know your design is any good if they haven’t read the magazine, he told me his marketing features free sample magazines. Then, when I asked him about the rate at which his subscribers renew their subscriptions, he told me it was in line with industry averages. That’s when things got interesting.
I asked, “So, you are one of the foremost experts in publication design in the country, and your renewal rates are ‘in line with industry standards,’ which is another way of saying ‘average.’ If the best designed publications get average retention, then is innovative design driving subscriptions?”
He said nothing. After a long, uncomfortable pause, he turned to the person seated to his left and started a conversation with her.
But that wasn’t the end of it. We were stuck with each other at that table for a while, so finally he turned to me and asked, “So, what do you do?”
I told him about my work in Florida’s tourism industry and then about information marketing. He had seen info-products and was aware of coaching and seminars, but he had no idea how anyone could consolidate so many different businesses. He has reporters around the world writing stories, a nationwide advertising team selling advertising and a publishing department focused on distributing the magazine to subscribers on deadline. That, along with the design work, keeps his 85 employees really busy.
After my third attempt to describe the info-marketing business, this is the explanation that seemed to resonate:
Information marketing is a business for small entrepreneurs that’s one-quarter personality and entertainment in the same way a great radio show host engages his audience; one-quarter cheerleader encouraging your subscribers to take the next step toward their goals; one-quarter marketing expert in generating new customers and keeping the ones you have; and one-quarter publishing great information for subscribers on the web, in newsletters, through coaching and during seminars.
With that he seemed to understand, or he gave up trying and said he “got it” to avoid suffering through a fourth explanation.
Think of what you know. There are entire industries devoted to making their products look prettier. They send employees to conferences to listen to average performers describe what they do to maintain average results. That’s like seeking marital advice from Tiger Woods or Jessie James. Meanwhile, they all avoid the fact that consumers are moving away from their magazines and moving toward other media for information.
I posted a free video to give you more details about the information marketing and why it’s the best way for an author to make real money from your writing. While magazine publishers “innovate” small improvements in their 1950s business models, you can build a business that will replace them.
Imagine the early days of the auto industry. There were hundreds of manufacturers. All striving to provide transportation for the masses and equipment for farmers. Back then the auto industry was full of innovation, fun and profit.
That’s the time you and I are in with information marketing. In 20 years you and I won’t be “niche publishers”—we’ll be the big players. The information you know will put those Neanderthals out of business. The innovation and education you are doing now is creating the next great industry in America
So, do you believe magazine publishers are the walking dead or is it a media that will thrive for the next decade? Either way, what are you doing to prepare? I read every comment; I want to hear your thoughts and ideas.
About the Author
Robert Skrob is the author of three non-fiction books which are, as he says “customer magnets” for him and his business. Because he co-authored his first book with Dan Kennedy, the famous direct marketing expert, Robert learned a lot of inside tricks and strategies of turning books into marketing tools. Today, his books provide him with a steady stream of new customers. Robert is the President of the Information Marketing Association, a community of individuals providing coaching programs, producing seminars, selling information products and/or building membership site communities. Because he sees what thousands of small publishers are doing around the country and the world, it gives him a unique perspective on what’s working and the keys to success in the specialized information publishing business. To access Robert Skrob’s free video teaching authors how to create quick sustainable wealth for themselves and their families doing the writing you love visit www.QuickSustainableWealth.com.