What is an Information Marketer Actually Selling?
Many new information marketers do not yet “get it” when they are looking for the right information or products to sell. I have been talking a lot about keyword research and market research lately. I will continue for a while with this theme because you can’t cover it all in one post. At least once a month I will write a little more about market research to help you understand what to look for when you are doing your market research.
Last week I talked about keeping a list of ideas so that you would always have a topic to research and use. Something to keep in mind when doing your research on one of your fabulous ideas is to think about what you are actually selling.
Is it that important to find an idea and product that is already selling first?
Absolutely!
Whatever the product or the niche market is, you what a market of buyers.
And what are these people buying?
They are buying a dream.
They are not buying the features of the product and they are not buying the benefits either. Even though the benefits are what helps to sell the product, what the benefits are doing is creating a fantasy in the mind of the buyer. The benefits are what starts the prospect’s brain creating the dream in their minds.
The buyers mind will relate to the words of your copy and begin to fantasize about the outcome of their lives if they only have this product. The mind will kick into dreaming about how they are going to be more desirable, have an easier life, quit being a wage slave to their jobs, or be the envy of their neighbors as they kick back on their brand new deck sipping a cocktail.
Buying makes people feel good.
People buy because of their emotions, not because of their logical minds. The fantasy dream will overcome their logical mind every time as their emotions force their minds to rationalize why it is O.K. for them to have what they want. The information and products that you sell has to make people feel better about themselves for buying your information and products.
When doing your research put yourself in the shoes of your prospects. Dream about how, the information you want to sell, will make your life better, easier, more desirable, etc. If you can’t fantasize and come up with a dream as your prospect would be doing, perhaps you do not have the right information product or idea.
You’ve heard about shop-a-holics, right?
Do you know why some people become shop-a-holics?
Because there is a chemical reaction that takes place in the human brain that creates a shopping “high”. This chemical reaction in the brain releases endorphins from the pleasure zone in our brains. Endorphins resemble opiates in their ability to produce analgesia to relieve pain and create a sense of well-being in the body.
It is the same chemical release that we get when we are “in love”; when we eat something pleasurable, like chocolate for instance; when we have sex; when we win money at the casinos; or when we are under great physical and mental stress. It is the same reaction from the same area of our brain that produces drug addicts, alcoholics and any other “holic”. It is the same reaction that athletes get that is called “runners high”.
When these endorphins are released from the pituitary gland in the brain and the prospect gets their fantasy rush, their resistance is lowered as they begin dreaming about how much better their lives will be once they buy this product. It transforms the buyer into “lustful buying” where they just “gotta have it” to make their life better, more meaningful, more desirable, etc.
Your job as an information marketer is to direct the buyer to the right product that will start this desirable chemical reaction in the brain. Your words need to direct the reader into that dream part of the mind where they are visualizing the outcome of their lives once they have what you are selling.
What Does this Have to Do with Keyword Research?
What this comes down to is when you are doing your keyword research, pay attention to the words “buy” and “buyer”. When someone is already looking to “buy” your information, or buy your product the keyword research will reveal how many people are looking to “Buy + YOUR TOPIC NAME” or “buyer + YOUR TOPIC NAME”. Looking at the Google PPC ads on the very top of the search page, and on the right hand side of the search page, will reveal what people are already buying.
Use the free keyword spy tool, PPC Web Spy®, to look at the ads to see exactly what marketers are selling and to see what keywords they are using. This will tell you what people are already buying. It will tell you who your buyers are. Using this free keyword spy tool will get you a lot of information about the PPC ad without having to actually open the ad, there-by, you won’t be costing the advertiser any unnecessary funds.
Note:
Brad Callen is the creator of PPC Web Spy®. This free keyword spy tool enables the user to “spy” on the most profitable keywords in ANY viable niche. This tool is a very light-weight plug-in that actually runs on your FireFox web browser. Watch theses video to see how it works.
[youtube]http://www.youtube.com/watch?v=vw6D_9Q4SdQ[/youtube]
Another tool I use to find out what the buy or buyer keywords are is Micro Niche Finder. Micro Niche Finder will give you the commercial intent of every keyword or long tail keyword phrase that it uncovers for you. It will also give you the current ad cost for a PPC campaign and it will tell you how much competition you have with it’s SOC (Strength of Competition feature). This tool has become priceless to me. My income increased 300% since using Micro Niche Finder, and my keyword research time decreased significantly because it now does the work for me.
When people are searching the Internet to buy something they go through what is called a buying cycle. The buying cycle consist of 3 parts.
The Three Part Buying Cycle
1.The First Part of the Buying Cycle is Browsing the Web.
They have a problem – a need, a want or a desire that they need, want or desire to fix. They are looking for information on what is out there to satisfy those needs, wants or desires.
2. The Second Part of the Buying Cycle is Comparison Shopping.
They are comparing the information and the products that they have found during
their browsing. They are deciding which products have the best value for their
money to fix their problem or satisfy their wants, needs and desires.
3. The Third and Last Part of the Buying Cycle
The end of the buying cycle is when they have made a decision and are ready to
buy. These are the people that are in the “buy” or “buyer” keyword funnel and the ones that you want to target.
Alrighty then….
Where else can you find out what people are buying?
Very simple.
Go to PayPal Shops, eBay, Amazon.com
Look at the long tail keywords.
For example, rather than using a broad keyword research term like “laptop computer
When someone is looking for a specific product it, is a real good indicator that they have already gone through the first two steps of the buying cycle and are now READY TO BUY! They have entered the buyer keyword sales funnel!
These are the kinds of things you what to be looking for with your keyword research. The more specific you can get with your keyword phrases, the closer you will be to the people in the Buyers Keyword Sales Funnel. Find out what they want to buy and sell it to them. Always make them feel good about themselves and they will buy it from you.
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