What’s Your Hook? How to Differentiate Your Information Products

I’ve bought a lot of information products and eBooks over the years. I’ve also returned many of them and asked for a refund. Why? My guess is that you already know the answer.

They were terrible. They were just ‘average’, providing little meaningful information, and likely nothing different to other information products you’ve purchased.

Perhaps the worst cases were the info-products I paid money for that told me stuff I could have found out for free on the Web.

What so many info-product publishers fail to recognize is that while you may have a great sales page that converts, it’s what the buyer feels after reading/using your info-product that determines its long-term success.

Think about it. You buy an eBook looking for a solution to a problem. You’re excited to dig in only to find out it’s the same old info you read before rehashed and paraphrased. How likely are you to recommend it to others?

Injecting “You” into your Information Products

It’s how you differentiate your info product that makes people want to buy and keep it. Ask yourself this question:

How are my information products unique and superior to any other competing product?

If you can honestly say that it is better and offers something exclusive or preferential to your customers, then you can expect them to also endorse and promote it to others.

It’s all about Belonging to Something

The most critical factor to differentiating yourself is to create a ‘tribe’ within your niche. In other words, it’s not enough to give good info. You need to go a step further and establish a sense of belonging among your users. More importantly, your customers should see this ‘community’ as tight and exclusive.

The sense of belonging to an exclusive group of people with privy information that no one else gives the way you do, set you and your information products apart. By providing a private area or forum for users, with exclusive and updated content (articles, posts, video tutorials, news, comments and discussions, etc.), keeps your users coming back regularly and plugged in to you and your products.

Some of the more savvy publishers go so far as to run surveys to their mailing list or targeted ads on AdWords, to find out what specific challenges or obstacles people face within their niche that no one is answering satisfactorily. That relatively small investment can pay off big time down the road.

What that means is you target a specific group of people within your niche rather than the whole niche itself.

Turning the Tables Around With Your Information Products

One really powerful strategy is to use reverse psychology. What if, instead of ‘selling’ your information products to your target buyer, you asked them to prove they ‘deserve’ it?

I’ve seen this done effectively by serious marketers and publishers. They set a tone whereby someone who wants to buy your product needs to qualify for it. They tell you not to buy their product if you don’t meet certain criteria, or they have you fill in a form and pay a deposit fee.

Of course, you have to use this approach with caution, and understand that it works better with certain types of info products. For example, if you are working on a monthly subscription model for your info product, you can limit available spaces to 200 subscribers, giving it exclusivity.

This creates a sense of urgency as well as fear – they may miss an opportunity that they will not have in the future, and it’s limited to a small group of people.

The Tighter Your Focus, the Better You Will Do

As I said earlier, focus on a smaller group within your chosen niche. Give them specific info that they won’t get from your competitors who are publishing broadly.

To illustrate, if you are focusing on the weight loss market – you focus on women who want to firm up their buns, or guys that want washboard abs.

If you’re looking at the iPhone user, focus on certain types of people who would use their iPhone in a specific way, such as for investing, or hiking.

The more relevant your information products are to the user, the more different it is from any other info-product out there.

Be good to yourself,


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