Reality Publications presents...Branding Your Info ProductHere's another audio lesson to help put your online business into high gear. I appreciate your feedback!
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A Transcript of... Branding Your Info Product |
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Branding Your Info Product Years ago the way cattle were marked so that they could be identified was by 'branding' them with a symbol that represented their owner. There was a red hot branding iron involved but that method is rarely used now -- ear tags are more the norm. The idea of branding an animal was for the purpose of identification. The idea of 'branding' a product is a little more complicated but the idea is the same. You recognize many brands of many different products by their logo's, colors and fonts. Every year, billions of dollars are spent on advertising so that the buying public will recognize a particular brand of a general product. We have all heard the term 'branding' and 'branding campaign' used in the Internet marketing arena, but what exactly does it mean in that setting? According to Capco-marketing it means, 'An ad campaign that focuses on introducing, re-introducing or enforcing the brand for a particular product or organization. Branding is one of the most unappreciated aspects of web advertising because so many people focus on click-through rates. This is unfortunate because studies have shown internet advertising to be highly successful in building brand awareness.' Okay, but how does branding relate to your information product? The fact is that every day there are hundreds of e-books published or offered on the Internet. Branding is one way to make yours stand out from the crowd. The objective is always to stand out, stand above and be recognized. The purpose of branding your information product is to establish yourself as a guru -- an expert in the field -- the go-to guy (or gal). There are several things that you can do that will help you establish a recognizable brand for your information products. One such thing is to have a logo made that is yours alone. Think Coca Cola or Tide! You would recognize those brand logos anywhere. If you are a graphic designer you can, of course, design your own logo. If you are like most of us, you will need to find a graphic designer to make one for you. Think of it as a one-time expense that will have value for you forever. Use this logo on all of your information products. Another way of branding your information product is to use your own picture as a part of the work. This will help to establish you as the guru. Use a slogan often enough that it becomes associated with your information products. A slogan needs to be short and to the point. Think of the Wal-Mart slogan -- Always low prices - always! It works for them and a slogan can help you brand your products, as well. This slogan should be used as a part of your information product as often as possible. The one thing that you can do free of charge and every time is to put your name in the title of your information product. "John Doe Teaches You How-to Whatever" is an effective way to brand an e-book or a CD or DVD. As small Internet business owners, we just don't have those beautiful multi-million dollar advertising budgets that the bug guys have but we can use some of the same tactics that have made them big guys -- and branding is one of those tactics. Brand your information products to help establish yourself as an expert in your field and that will increase your income. |
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