Ok, so you’ve heard me use the term “Information Product” several times by now but what does it mean, really? An information product is simply information put together that meets a specific purpose for the user. What makes them extra cool is that, if you’re trying to make a name for yourself in any industry, but in this case the cannabis industry, they are a great way to increase visibility, establish credibility, and make your mark as an expert in your niche. This will ultimately lead to a very comfortable income on your own or, at the very least, it will make you a shoo-in for a big deal job. So, no matter how you slice it, information products are a great way to advance your career or launch your first business.
Over the last three episodes, I've talked about the most common information products which are ebooks, self-guided courses, memberships, and coaching or consulting packages. But there are so many more ways to leverage information products to market your brand or earn a passive income. So today I wanted to share five of the smaller information products that any cannabis enthusiast can leverage to start establishing authority and serving your audience.
I don't know about you but I've definitely downloaded my fair share of how-to guides over the years. They are a great way to cut the fluff and get right down to business. These make great lead magnets because they are so useful and highly targeted to your audience. For example, if you're a consultant, maybe you make a how-to guide that explains exactly how to apply for a dispensary license in your state. This would go a few steps beyond what you would see in a typical blog or youtube video and it should include all kinds of helpful tips and resources. Especially if you're planning to sell it. But once you have the content together they are super easy to make because they are basically an eBook. If you missed it, I walk you through exactly how to create one in episode 20 and you can find the link to that in the show notes.
Who doesn't love a good checklist or worksheet? These are also used as lead magnets because they are incredibly easy to create using a tool like Canva. I'm willing to bet that you've downloaded a few for yourself. The great thing about these is that less is more. You don't need to go all out like you would with a how-to guide. If you can help people think about or do something in the most efficient way possible they are going to want to hear about it. Especially if you can sum it up for them in one or two pages.
You can also sell them if they're juicy enough. For example, once I nail down the perfect standard operating procedure or workflow for something in my business I turn them into done-for-you checklists or Trello templates and sell them on my website. If you're curious about that - either because you want to save time in your own business and buy one for yourself or because you want to see how I package and sell them to my audience as an example - Look for the link to the Trello Template Shoppe in the show notes of any episode.
People like video and audio so much that they ramp up more sharing and credibility from the search engines than any other type of content. And the beauty about these is, while it's harder to sell them as products, they can be repurposed. For example, you can record a webinar, edit it down to create a youtube video, pull the audio from that video to create a podcast, transcribe that podcast to make a blog, and then add some checklists, graphics, and facts to turn it into a mini-course. In fact, I’m currently creating these daily podcast episodes to repackage later as challenges and I'm adding them as supplemental material to my membership. It just takes a little extra planning but it's totally worthwhile.
This one definitely depends on your audience. But both types of content are great at expressing information in a memorable way. Plus, adding them to your content can make it feel more complete somehow. But a pro tip here that a lot of people don't think about is that brands are always looking for unique memes and GIFS to help them market their products. So, if you have design or videography skills, consider making and selling them as a package. I’ve seen brands pay top dollar for a collection of custom GIFs that include their products.
Some people don’t like writing at all, so they tend to create all their content using webinars, then they pay someone to transcribe them and turn them into text versions of the product - while also offering the original. All in all, this is a pretty solid way to create a lot of content fast. It's also a great way to establish authority and get people pumped up for a bigger product launch.
No matter what you create, remember that a truly good information product will provide a solution to a very specific problem. It should be super simple and easy to understand if you want it to be successful, not difficult to put into motion and succeed with. The more conceive the better. But that will all come with practice.
No matter where you are in your business journey at the moment, I highly suggest creating a few of these to give to your audience. Get the hang of things and start establishing yourself as an authority in our niche. They have a really cool way of making it feel like you really know what you are doing and they will help you look more professional and legitimate even if you're just starting out.
Now let's have some fun, have you ever created one of these information products? If so, hop on over to the Cannabis Business Made Easy Facebook group and search for episode 24. I would love for you to leave a link in the comments!
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