For Better Info Marketing Results, Change The Name by:Neil Asher
It's really important how you name your information product or service concept
. I think that probably the highest leverage thing you can do in the information marketing business is name your information product something that's both valuable and compelling.
Far too many publishers, and most authors, name their information products with either cute names or general descriptive titles. Let me tell you straight out, "That's a BAD idea!"
Let's say you have a weight-loss book. Someone might call their book, "Weight a Minute." Get it? And all the while the publisher might be winking and smiling, the prospects will be shaking their heads and saying, "No, I don't get it. What are you talking about?"
Now if Oprah were to write a book called, "Weight A Minute," it would do just fine. But that's got less to do with the name of the book than it does to with whose name is on it as the author. Because she's Oprah, and everybody trusts her, she could get away with it. But you cannotat least not if nobody knows who you are.
Another mistake would be to name the book something general like "Get To Your Ideal Weight". That could mean anything, right? You could be overweight, underweight, or whatever. So, we're not trying to be general, and we're not trying to be cute.
A solid technique for naming products is to choose the most powerful benefit that your product delivers and name it that"The Five-Pounds-A-Week Weight-Loss Plan For Busy Moms." Or you can name it whatever your biggest pain prevents or can get someone out of"The Get-Back-Into-Your Skinny-Jeans Diet Plan." Personally, I like using the most powerful benefit.
As you probably know, the second best-selling book of all time is reported to be Dale Carnegie's book, "How To Win Friends And Influence People." That's a brilliant name! It's not surprising that it sold something like 15 million copies.
"How to" are probably the most powerful first two words you can use in a title. If you don't have something better start with those.
Another great title is the one chosen for a book by Napoleon Hill. The book was based on interviews that Hill conducted with 650 of the world's most successful and famous people. It took him over 20 years to collect their stories and write the book.
He could have named his finished work, "Interviews With Successful People." But instead he called it, "Think & Grow Rich." That's what people want. They want to think and have money come into their lives. You can see how he used leverage, by being very specific: "Think & Grow Rich."
So when you start an online business and set out to name your information products, those are some things to keep in mind. Make sure the title accurately reflects what you are offering. Don't be cute. Don't be generic. Grab people's attention by being specific and compelling. Give them a big benefit. Release them from their pain. Show them how to get what they really want.
I like to think that the titles I write for my information products could be understood by anyone that has an IQ above about 80. They should be able to understand exactly what the title means and what they can expect to gain from getting it, without needing to read it twice. So that's one more good rule of thumb for you to follow, too.
About the author
Neil Asher (
http://www.neilasher.com/freestuff.htm) has built five multi-million dollar companies from zero, including one he took to $8 million in sales in under two years. He has created and sold successful franchises in England, Italy, Ireland, Australia and South Africa. Visit his web site for access to 17 FREE videos, 6 FREE books and two hours of audio training, revealing "How To Make BIG Money Selling Information Products On The InternetEven If You Don't Have A Website And You've Never Sold Anything On The Internet Before."
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