- Become a Bestselling Author
- Speak at Events and on TV (I recently spoke at TEDx, fulfilling a long-time goal)
- Meet My Mentors, like Robert Kiyosaki & Les Brown (both of whom I'm now working closely with), Richard Branson and Tony Robbins, to name a few...
What is Digital Publishing?Digital Publishing is when you package information and sell it to customers who want to solve problems in their lives. The Internet has made creating and distributing information products easier than ever. To start a traditional publishing business, you had to spend tons of money upfront. You had to invest in infrastructure and warehouse your products. You only actually made money after you sold thousands of them. Well, the Internet has changed that. Today, you can create high quality written, audio, and video content for pennies. All you need is a computer and free or inexpensive software, and you’re off to the races. Marketing is also much easier... You don’t need to spend a bunch of money on ads in magazines and newspapers. Instead, you can spend a small amount of money on highly-targeted ads on Facebook and Google. If you don’t want to spend any money at all you can build an audience using social media, blogs, and forums.
All In All, Digital Publishing Businesses Are…
- Inexpensive to get off the ground
- Easy to scale
- Growing at a massive rate
(Click infographic for Digital Publishing On The Rise Infographic PDF version)Want to share this image on your site? Just copy and paste the embed code below: As you can see in the infographic above, digital publishing is a TREMENDOUS opportunity. I know this first-hand. Like I mentioned earlier, digital publishing brings in over $10 million/year in revenue to Lurn. And while results may not be typical nor expected for every person, I'm sure you can see why I think it’s a fantastic business to get into. Best of all...
- You don’t have to be a great writer.
- You don’t have to be the smartest person in the world.
- You don’t even need to know much about the Internet.
The most important thing you need to succeed is DESIRE.When I started, that’s all I had. I didn’t even have 10% of the training available to me that you do today. But I did have desire, and I kept going and going until I figured it out. If you’re reading this article, I think you have that too :) In this article, you will learn EXACTLY what you need to become a digital publisher. As you’ll soon see, digital publishing is simple and you can get your business off the ground quickly with few resources. You don’t need a ton of money to get started, which makes it IDEAL if you want to start making money on the side before going all in. Read this article. Learn the business model. Then, most important of all, go out and DO IT.
7 Steps To Digital Publishing SuccessSome people get so excited when they hear this that they jump right into making a product. Please don’t do that. While starting a digital publishing business is pretty simple, you do need the right strategy. Once you have the right strategy, you just need to execute. Here’s what you don’t need…
- You don’t need to be an amazing writer
- You don’t need to be great with computers
- You don’t even need to be an expert in the niche you choose
Step 1: Pick The Right Niche Step 2: Create A Product Your Customers Want Step 3: Profit Multiplier Step 4: Delivery Step 5: Messaging Step 6: Ignition Step 7: GrowThat’s it! If you follow these steps, you have a good shot at success. The key is execution! You can learn all the strategy you want, but if you don’t follow through, you won’t be successful. So read the 7 steps below, then be sure to execute what you learn.
Step 1: Pick The Right NicheThis is an important step because it sets the stage for your whole business.
Niche: The audience you’re targeting and the needs you’re helping them address.Picking the right niche is key to success for digital publishers. If you pick the wrong niche, you’re doomed no matter how great your products and marketing are. You can successfully create a digital publishing business in multiple niches. Just take a look at Amazon Kindle’s Best Sellers list and you will find successful eBooks in just about every category imaginable, from business to relationships to health and wellness. That said, there are some niches – segments of the market – in which your digital products are more likely to be successful. If you start your digital publishing business in one of these niches, you have a greater chance of success than with others.
|In general, there are just 5 questions you should ask yourself to determine if a niche is a good one or not…
Niche Suggestion 1: Weight LossWeight loss is the quintessential digital publishing niche. Many people are always on the lookout for new weight loss tips, and are ESPECIALLY on the lookout for anything that can help them lose weight while making as few changes as possible.
Niche Suggestion 2: BodybuildingNot everybody wants to lose weight. Many people want to GAIN WEIGHT (generally in muscle-form!). When people are into bodybuilding, they’re INTO bodybuilding. They’re hungry for information (pun intended) and any “build muscle quick” system they can find.
Niche Suggestion 3: Get Your Ex Back & Dating AdviceIf you’ve ever been dumped before, you know how emotional it can be. If it’s somebody you still want to be with, you may even be DESPERATE to figure out how to get that person back. That’s why “get your ex back” is a great digital publishing niche. It’s just one of the many “sub-niches” that work in the dating advice mega-niche.
Niche Suggestion 4: Investing & Personal FinanceThere’s a massive demand for financial information of all kinds. But for digital publishing, you want to focus on a topic that impacts your reader’s finances in a personal way. So if you’re interested in investments, trading, and all aspects of personal finance, this is a great niche.
Niche Suggestion 5: Electronics & GadgetsThere’s a reason why technology websites like Wired and CNET are some of the most popular on the Internet. Many people LOVE anything technology related. A large percentage of people not only buy electronics and gadgets; they're looking for INFORMATION about how to use what they’ve bought effectively. Therefore, training and software products for devices – smartphones, tablets, computers – as well as games, productivity apps and other tools, can all work well for digital publishing. These are just 5 examples of strong niches with powerful emotions attached to them. This is just the tip of the iceberg for niches you can start a successful digital publishing business in. Hopefully this short list gets your creative juices flowing! Remember, you want to look at the checklist when you’re evaluating a niche…
Step 2: Create An Information ProductTo have a digital publishing business, you need an information product. As you’ll see, they aren’t that tough to create. However, you need to be smart about what kind of product you create. Here’s a mistake many marketers make: after picking their niche, many people want to jump straight into creating their product. This is a big mistake, because you’ll end up creating a product you like rather than a product your customers actually want. Guess what happens when you create a product your customers don’t want? They don’t buy, and you don’t make any money. And that’s not what anyone wants! I can’t tell you how many ideas I’ve had that I thought would be great… but when I did my research, I discovered that the customers I wanted to target had no interest in it. Sometimes I did them anyway, and guess what... they all flopped.
Repeat after me: YOU MUST DO YOUR RESEARCH.It’s important to invest some time to discover what your customers truly want so you can create a product that directly addresses their needs.
|Before you even think about creating your first product, you should have answers to these questions…
Research Tip 1: Model Off Successful ProductsResearch shouldn’t be that hard... There are many digital products in your niche right now that are successful. Someone has invested time and money in developing those products, discovering what your potential customers want, and creating sales materials to sell them. You should find these products and learn as much as you can from them.
|As you look at their sales material, ask yourself…
Research Tip 2: Check Out ForumsForums are communities where people from all around the world come together to discuss a topic. There are forums in all the niches I discussed above, along with just about every niche imaginable. On these forums you will discover what your customers talk about to each other. You’ll see:
- What problems come up
- What questions they ask, and
- What solutions they seek
Research Tip 3: You Could Always AskThe most direct way to find out what your customers want is to ask them. I know, what a shocking idea! Seriously though, I have had some of my biggest “a ha” moments from surveys I’ve sent out to my customers. If you have an email list or a social media following, you can send them an email asking “tell me what your biggest challenges are.” If you need to offer a bribe, so be it. Most of the time, you won’t even have to though. You’ll be shocked at how many of your customers will LOVE the opportunity to tell you about the kind of content they’re looking for. Just ask, listen, and be prepared to act on what you discover. The #1 skill to marketing success is empathy, and that begins with taking the time to learn as much about your customers as possible.
Now It's Time To Create Your ProductThe core of digital publishing businesses are information products. They are courses designed to give your customers the information they need to solve their biggest challenges. The core of digital publishing businesses are information products. These are basically packages of information. If you are able to produce and market a solid set of information products, you can be a digital publisher. However, if you're NOT able to produce information products in the first place, then success as a digital publisher becomes almost impossible. The good news is that with modern technology, it’s easy to produce high-quality information products. In many cases, you can produce a full-fledged product in just a couple of days. There are 3 types of digital products we’ll discuss here: Written, Audio, and Video. You can be successful with any of them, so go with whichever one you can create a quality product with FAST!
Option 1: WrittenThe most common type of information products is in written form, including:
- And more
If you don’t like to write, no problem!You can use an inexpensive transcription service like Rev.com or the dictation software built into your operating system to SPEAK your content. This is the easiest type of content to create, but it is still highly valuable. eBook sales continue to climb each year, and there is no sign they are slowing down any time soon. Be sure to check out this post where I show you How Anyone (Even Non-Writers) Can Create A 50-Page eBook In Just 10 Days.
Option 2: AudioAnother type of information product is in audio form. These include:
- Audio Lessons
- Special Music
- Guided Meditations
- And more
You Simply Need 2 Things To Create Great Audio ContentA good microphone and software. If you go on Amazon and type in “podcast microphone,” you’ll find many excellent USB microphones for under $200! Some are even under $100 and give you pretty good quality. In terms of software, your best bet is the FREE software Audacity. This free piece of sound editing software fulfills most of your sound editing needs. It’s easy to use and gives you terrific results. Audacity is just 1 example of audio software that is free or inexpensive. While in the past you needed to rent out studio space to create audio with acceptable quality, with these programs, you can create excellent audio content for pennies, or even nothing at all!
Option 3: VideoVideo content is easy to create. It also has the highest perceived value. What many people don't realize is that it is possible to create fantastic video content for very little money. All you need is a computer and a microphone you can buy for under $200. In some cases, the internal microphone on your computer is good enough. I can already hear you... Wait, what do you mean all you need to create fantastic video content is a computer and a microphone? What about a video camera? It's simple. Some of the best video content that makes up the core of the most successful digital products out there are called kinetic videos. These are videos with information on the screen and a narrator presenting that information. At its core, it's a recorded PowerPoint presentation. All you need to do to create a fantastic kinetic video is to create a PowerPoint presentation and use an inexpensive screen capture program like ScreenFlow or Camtasia to record yourself giving the presentation. That's it! You now have video content you can feature in your digital product. It really is that simple, especially because those 2 programs are easy to use. They take care of most of the technical stuff for you. For example, they have automatic audio filters that will take out the background noise from your audio recording to make it sound more professional. It's not perfect, but it's better than what most people could have done with expensive stuff 15 years ago. While kinetic videos are all you need to create great video content, you can take it a step further and actually record yourself presenting information. You could go out and buy a video camera… or you can just use your smartphone. The point is that creating excellent video content is NOT difficult. Like audio and written content, you have no excuses. If you have valuable information to share, you can create a fantastic product.
If you’ve done your research...
- You should know exactly what kind of product to create.
- You know what your customer’s biggest challenges are.
- You know what changes they want in their lives.
Now, It’s Time To Assemble Your OfferA great product isn’t enough. People don’t buy products – they buy offers.
Offer: Your product + bonusesEvery successful digital publisher is a master at creating offers. That means taking your main product and adding bonuses to make it a compelling, impossible to refuse package that delivers tremendous results to your customers. For example, my best-selling product is Inbox Blueprint. At its core is comprehensive email marketing training. The training is great, but it’s the bonuses around it that really sell it. In addition to the training, we include a piece of software called LaunchPad, which allows you to build your opt-in page, free report and first 10 emails in less than an hour. We also include a daily Q&A, extra training and 24 hour customer support as bonuses. Here's a quick, 2-minute LaunchPad Demo to show you what it can do if you're interested :) Many customers buy Inbox Blueprint for the bonuses as much as they do for the training itself! You need to create your own set of bonuses to include with your main product. I like to include at least 3 bonuses with every offer, since that will allow you to charge a higher price for your product. Now that you have your product, let’s position yourself to make some money.
Step 3: Multiply Your ProfitsFunnels are what separate amateur marketers from effective ones. They’re what will make your product profitable or a flop. So what are these all important funnels?
Funnels: A sequence of offers you present to your customers.Let me show you an example… Most digital publishers create a product, put up a sales page to promote it, and drive traffic to that page. It looks something like this… When traffic lands on your page, they either buy or they leave. If they buy, you make some money and never see them again. If they leave, you also never see them again. You’re also unlikely to make many sales because those visitors have no idea who you are and during your first interaction with them, you asked them for money. Now let’s add 2 simple steps to the buying process and see if this dynamic changes.
First, we’ll add an opt-in page.
Opt-In Page: Simple one page website where you deliver a free gift in exchange for the visitor’s email address.You’ve come across these pages before. Here’s an example… Those pages are easy to create. The ONLY goal of this page is to get people to commit to getting your free report so we want to make the page super simple.
Second, we’ll add a profit multipler.
Profit Multiplier: An additional offer that follows a sale.Now your basic funnel looks like this… As you can see, instead of sending someone directly to your sales page, you are instead sending them to your opt-in page. Even if they don’t know who you are, there’s a decent chance they’ll give you their email address in exchange for the free gift you’re offering them. In fact, most of my opt-in pages have over a 50% conversion rate. After they opt-in, they’re taken to your sales page. They have the opportunity to buy your product. If they buy, you make money and they go to your upsell offer, where you can make even more money from that purchase. If they DON’T buy your main product, that’s not a problem because you still got their email address on the opt-in page. That means you are able to still communicate with them. Here's something you might find interesting... The MAJORITY of my sales actually come from sending follow up emails to people who do not initially buy products when they land on my sales page. This is one of the simplest ways to boost the revenue from a digital publishing business. This is a simple but powerful example of a sales funnel. You are taking your customers through a process where they have multiple opportunities to engage with you, either through purchasing an offer or giving you their contact information. By designing sales funnels, you increase your chances to maximize profits and build an audience of devoted fans. This is when digital publishing businesses really take off.
Step #4: Getting Your Digital Product Into The Hands & Minds Of The MarketAfter you sell your product, you need a way to get it into the hands of your customers. In the past you had to learn how to code and build a website to deliver your product. Now it is EASY.
- You don’t have to code
- You don’t need to build a website
- You don’t even need to personally track your sales!
Step 5: Messaging To ConvertOnce you create your product and set up a funnel, you need to sell it. I can’t tell you how many times I’ve seen someone spend months creating an AMAZING product, only to see it make no sales because that person refused to invest any time into creating great sales material. You don’t have to be a master at sales and marketing to sell your information product. If you followed the directions in step 2 to discover what your customers truly want, the sales copy should write itself. However… you DO need to spend time to make your sales message as powerful as possible. There Are 3 Ways To Sell Your Product…
Sales Option 1: Written Sales LetterWritten sales letters are the simplest way to sell your product. They look something like this… Your sales letters should educate the reader about why they should invest in your product. You tell them what they need to solve their challenges, but not how to do it (that’s what your product does!).
It All Starts With A Compelling HeadlineYour headline will make or break your sales letter because if it does not hook their attention, they will not read anything below it. You sales letter should be broken up into sections with subheadlines that speak directly to your customers biggest challenges and frustrations. You should also tell stories to connect with the reader on an emotional level. When you do talk about your product, focus on the benefits it will provide and not just its features.
Example Feature: Air conditioning Example Benefit: The temperature will be comfortable on a hot summer daySome written sales letters are less than a page long, while others can be over 20 pages. It depends on what you’re selling. In general, the higher the price, the longer your sales letters should be. The reason is simple: the more money you’re asking, the more value you need to provide first. Written sales letters work for all kinds of offers, but they are most effective when you are selling an offer under $37.
Sales Option 2: Video Sales LetterVideo sales letters are just like written sales letters except they are in, you guessed it, video form. Usually these are power point presentations that you record using a screen capture software like Screenflow, Camtasia or Screencast-o-Matic. The best video sales letters look BORING. Black text, white background. They will convert just as well as many fancier-looking ones. It’s almost like they create a hypnotic effect on the viewer. While they might look boring, the copy is anything but. The same rules of written sales letters apply to video sales letters.
- You need to HOOK the viewers attention right from the beginning.
- You need to tell stories to connect with them.
- You need to speak to their challenges and problems.
- You need to tell them what they need to do to resolve their challenges, and you need to sell the benefits of your product.
- Click Funnels
- WPProfit Builder
Sales Option 3: WebinarsI’m a big fan of webinars. I use them to sell most of my products nowadays. Here's an example of a page I use to promote one of my 3-part webinars... That’s because I sell high-ticket offers, which generally cost more than $197. Sales webinars are live events where you teach your customers on a particular topic. For example, if you are promoting a product about weight lifting, you might host a webinar on 5 amazing exercises to develop your biceps. During that webinar, you will deliver amazing content to the attendees and at the end promote your product. By delivering so much value to the attendees, you will…
- Establish credibility
- Establish trust
- Establish reciprocity
- Click Funnels
- Webinar Jam
Step 6: Start Making Sales!Once you've created a quality product and set up your funnels, you are well on your way to building your digital publishing business. However, “if you build it, they will come” doesn’t quite work. You need to put in some work to generate “traffic” – people who will be checking your stuff out. There are 2 types of traffic, and both are exactly what they sound like...
Paid Traffic: Traffic that you pay money for. Free Traffic: Traffic that you don’t pay money for.That doesn’t mean that free traffic doesn’t have a cost. With free traffic, you have to invest time instead of money. It usually takes longer to see results, and you will have to put in many hours to make it work. With paid traffic, you pay someone money and traffic comes into your funnel. Which should you use? I recommend BOTH! Let’s talk about some great sources for each...
Best Sources Of Free Traffic
BLOGSBlogs are the center of most free traffic systems. They're easy to create websites that people come to get content on a particular topic. If you create your own blog, consistently post new content (VERY IMPORTANT), and spread the word on the other free traffic sources below, you will start attracting traffic from search engine traffic and social media shares. Here's an example of a poplar blog site, Pro Blogger: Source: http://www.problogger.net/blog/ Likewise, commenting on other people’s blogs can help bring people to your content. If you are able to provide useful feedback on a popular post that generates thousands of hits, then you will have lots of eyeballs on you and the site you link to on your profile.
FORUMSRemember forums? This is where people go to discuss certain topics. They're not just great for niche research – they're also great for traffic. Warrior Forum is a popular place for digital marketers to hang out and share ideas... Source: http://www.warriorforum.com/ If you position yourself as an expert on forums in your niche, then you can draw people into your funnels. Best of all, you don’t have to spend any money! That’s why forums are a fantastic source of traffic.
SOCIAL MEDIASource: Editorial credit: Gil C / Shutterstock, Inc. Another great tool for driving traffic to your products is social media. Social media platforms like Facebook, Twitter, and Instagram are places where people come together to make connections and share content. If you create shareable content and create compelling profiles on these sites, then social media can be a great tool to build your audience.
YOUTUBEYouTube is another terrific source of free traffic. YouTube is one of the most popular websites online. It is also the second largest search engine in the world. Here's my YouTube page! People searching for how to build an online empire, how to build a digital publishing business, or simply some motivational videos may come across my information :) Source: https://www.youtube.com/user/aniksingalcom That means if you are able to create and promote videos on it, you can carve out a tiny piece of that traffic pie – which can be HUGE!
AMAZON KINDLEWriting and publishing a free eBook on Amazon Kindle can also generate free traffic to your website. Millions of people browse the Kindle marketplace for eBooks. Here I just typed in "Personal Development eBooks" and I got 47,916 results. Source: https://www.amazon.com/Kindle-eBooks/ If you offer an inexpensive eBook with fantastic content, then promoting your products in the eBook is a great way to drive free traffic to your website!
JOINT VENTURESIf you have an email list or subscribers on your blog, you can leverage that audience by swapping emails or blog posts with another person with a large following. Basically you’re saying to them “I’ll promote your stuff if you promote mine.” Source: Shutterstock Most people will take that deal, making this an effective way to bring people into your funnel.
PRODUCT REVIEWSAnother way to generate free buzz AND traffic to your product is to get a respected person or website in your niche to review your product. One positive review to a large enough audience can open up a flood of traffic to your product. A popular site for electronics reviews is CNet.com. Getting a rave review here, could help the latest gadget big time in sales! Source: https://www.cnet.com/reviews/
AFFILIATESThe next level of this is to pay them a commission for every sale they generate for you, which is known as affiliate marketing. There are marketplaces like Clickbank that make it easy to set up these affiliate programs. Source: https://accounts.clickbank.com/marketplace.htm As you can see, if you are on a shoestring budget, there are all kinds of ways to generate traffic. You just need to be willing to invest your time and be persistent. While these free traffic sources are great, I do recommend mixing it with paid traffic as well. If you ARE willing to invest some money into traffic, here my 2 favorite sources.
Paid Traffic Source 1: Email MediaThere are email marketers out there with hundreds of thousands of people on their lists that would be happy to send an email to their subscribers on your behalf… for a fee, of course! The best kinds of email media are solo ads. Solo ads are dedicated emails that email marketers send to their subscribers to promote your website. Solo ads are awesome because you’re able to put your message in front of people who are eager to get the kind of information you’re offering. Best of all, you only pay for each click you get, which would be like only paying for a TV commercial when someone who watched that commercial walks into your store. A fantastic website to buy solo ads (which also happens to be one I'm a partner of, yes a shameless plug!) is www.clickonomy.com - a solo ad marketplace with hundreds of vendors selling solo ads in every niche imaginable. For many digital publishers, the easiest and fastest way to get traffic is to buy some solo ads and send them into your funnel – ideally to an opt-in page. You’ll get actual data on whether or not your funnel works and whether you should keep investing in it.
Paid Traffic Source 2: Facebook AdvertisingOne of the most popular sources of paid traffic is Facebook advertising. If done right, it’s terrific. Facebook is a massive website with over a billion active users. That’s an insane amount of people! I have my ear to the ground in Internet marketing circles, and most of the action is happening on Facebook now. That’s because Facebook has a huge audience along with remarkable targeting capabilities. Once you master Facebook, you can put your ad in front of the right people at an almost scary level. Facebook’s targeting is so good that you can target your ads by traits like age, gender, relationship status, and even interests. Best of all, you can get a campaign going at a low cost and scale it up when you find something that works. HOWEVER, before diving into Facebook you need to get the right training. Facebook is picky about what kind of websites you can promote, so staying compliant is super important. At the very least, study Facebook’s ad policies before running your first ad, so your account doesn’t get banned.
Step 7: Grow Your BusinessAt this point, the possibilities are endless. You can turn your digital publishing business into whatever you want it to be. Remember, this is about YOU and YOUR PASSIONS.
- Do you want to go deeper with your customers? Create additional training and sell it to them.
- Do you want to spend more time with your family, quit your job and/or travel the world? Keep refining your funnel to make it more profitable and drive more traffic.
- Do you want to start working with people one-on-one? Add coaching and consulting services to your funnel.
- Do you want to make more money without creating more products? Find other amazing products in your niche and start promoting them as an affiliate.
I Do All Of This And More, All Thanks To Digital Publishing...The beauty of digital publishing is that it is a business that is simple to start and has MASSIVE scalability. It all starts with making that first commitment to learn the strategy and EXECUTE. Both are essential if you’re going to be successful. Let me ask you… are you willing to commit? Are you willing to take action to start your dreams digital publishing business?
Want To Learn More About Digital Publishing?Now that I've shared how digital publishing is a wonderful opportunity and the 7 steps to digital publishing success, it's time to get started on building your own products... The best place is start is with my LurnInsider program! As an Insider...
- You'll get access to ONGOING, cutting-edge training on what’s working NOW in the digital publishing world.
- You’ll be taken through my Digital Publishing Bootcamp where I’ll expand on the 7 steps you’ve learned in this article.
- You’ll also get a FREE Toolkit with the resources you need to get started.