> Hi Gordon and Dien,

Martin -

> A question for Gordon: the lesson is all
> about back-ends and upselling. And with a
> great example. Do you think that someone who
> is struggling to produce their first e-book
> should take time out of the process (10 days
> or 10 weeks) to plan the follow-ups? Should
> that be an integral part of the initial
> task? Or do you believe that the follow-ups
> should come as a result of the feedback
> achieved once the initial book starts to
> sell (hopefully)?

> It seems to me that producing a saleable
> product is hard enough for most of us
> without having to plan additional products
> to go alongside it.

> As someone with three ebooks in the planning
> stage and beyond (yes, I know I've got to
> focus), your answer will be read with great
> interest.

Well, I'm certainly *not* Gordon but may I make a suggestion?

Having done a few info products of my own, I've learned a couple of lessons about what you asked about. If you don't mind me sharing them, here they are.

1. Getting backends in place is *critical* with info products. Without them, you're throwing tons of money away.

2. Getting the backend in place before you release the info product *is* a challenge. But, IMO, it's harder to get the backends in place *after* you release the info product. But why make it hard on yourself? (See #3.)

3. Use someone's else info product to quickly get a backend in place as you release the info product. One easy way to do this is to do sign up for some affiliate programs that you can identify with. I've only sold a few affiliate programs because I don't want to sell the same old junk everyone else is selling. But you can find some good ones.

4. Although not directly related to backends, (but certainly indirectly related), the list is the key to the whole thing. Just like in offline direct marketing, the pros say "the money is in the list, the list, the list." It applies here too. You've either got to develop your own list or JV your products with someone with a list.

Rick Smith, "The Net Guerrilla"


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