Dan Kennedy's Magnetic Marketing Podcast What Makes A Great Info Product (1 of 2)
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Aug 19, 2022 In this podcast, Dan Kennedy discusses the criteria for measuring the success of an info product, the history of a successful product from the 1980s, the significance of newsletters in their business, creating a product called 'magnetic marketing' that generated over $65 million in sales, the importance of meetings and rules in direct sales, delivering a fast start and small victory in information products, and the importance of timing and guiding customers in selling info products.
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Measure Products By Longevity And Herds
- Great info products are measured by longevity, customer development, and influence, not just immediate sales.
- Intellectual property only becomes valuable when it builds a loyal customer herd that buys A, then B, then C.
From Free Tapes To A Central Newsletter Funnel
- Dan recounts selling early audio products and founding the No BS Marketing Letter in 1992.
- The newsletter became a central funnel that sustained his business and customer relationships.
Enduring Products Are Continuous Persuasion
- Every great information product embeds persuasion and sells ideas throughout, not just at the end.
- Books that endure act like continuous sales letters moving readers from point A to buy-in Z.