Understanding your competition, both direct and indirect, and knowing your prospects inside and out are crucial to success.
However, learning about all of these things can take a lot of time.
The good news is, there is one amazing shortcut that can give you much of the information you need all in one place.
A place where you can find out all about your competition and discover what your prospects are thinking in their own words.
And, with a bit of digging, find the perfect way to position yourself to stand out from the crowd…
Have any guesses?
You Might Be Surprised
Amazon.com is the largest marketplace on the web, and by extension, on the planet.
You can buy and sell anything there, and find out user opinions about any given product instantly.
This creates the perfect medium for the savvy marketer to find out what other people are doing and what your prospects think about it.
Today, we'll take a look at how researching titles and sub-titles (the longer, secondary title of a book) can give you valuable insight into creating your own info products…
A smart way of analyzing product reviews to ensure you are hitting all of the right buttons with your marketing…
And how to offer what others are not offering, positioning you for success with each and every product…
Titles and Sub-titles
If you search for books in any genre on Amazon.com, you will get a near infinite list of titles that are available for purchase.
This can provide a wealth of information on what people are offering as information products, and how successful they are.
To explain briefly, an information product is simply a document, or a collection of documents, videos, audios, CDs or DVDs that contain useful and actionable information on a particular subject.
They can be about virtually anything, from finding happiness to succeeding in real estate.
Typically the authors of these infoproducts are experts in their field, just like you, and wish to position themselves as such in the minds of their prospects.
So, when you start to think about releasing a book, or even just an e-book for lead generation, you can find a wealth of information on what topics are hot in your field just by going on Amazon.com.
For example, if you are interested in coaching people on weight loss, you would start by searching for books in the “weight loss” section.
Specifically, go to Books >Health, Fitness & Dieting > Diets and Weight Loss.
The default sorting method is “New and Popular”, but you can certainly change it to sort based on customer reviews, as well.
Now, there are 31,000 results for this category, but you only need to look at the first 100. Write down the titles and the sub-titles that really jump out at you.
Here are some that stand out to me: Eat to Live: The Amazing Nutrient-Rich Program for Fast and Sustained Weight Loss, Trim Healthy Mama, and The 21-Day Sugar Detox: Bust Sugar & Carb Cravings Naturally.
What is special about these is how specific they are, and how they really target needs, desires, problems and/or demographics.
Look for books with great titles that you could play off of in your title and marketing.
Then search for your particular sub-genre.
For example, you could search for “low carb diets” which would show more specific titles used by your direct competition. Start jotting down the most popular and unpopular.
Keep narrowing until you have a good list, and then you can start digging into the goldmine of customer reviews…
The Prospect's Deepest Emotions
Customers write product reviews at the peak of their emotions, whether they are positive or negative.
It's very rare that someone sits down months later and writes a review while reminiscing about what they purchased.
That's why they can seem so intense – they are from the heart!
Go through the reviews and start making note of the best and the worst.
Then go through all of the books in your sub-genre that you've selected, and start writing down lines that jump out at you.
For example, in the sugar detox book, one reviewer raves: “You will not feel deprived and once your body gets over the initial sugar cravings you'll experience what I have: better sleep, clearer skin (hello adult acne!), no afternoon energy slump, less bloating or pressure in the gut.”
Talk about benefits of the diet! She also raves about the layout of the book, the hardcover option, and the vast number of recipes.
Certainly things to think about in designing your own book.
But what about the negatives?
The one 3-star review of this book claims that it is “harder, more complicated and more of an adjustment than it needs to be.”
She also believes that there isn't enough proof with what foods are being limited in the proposed diet.
(I should also note that she raves about the recipes.)
So, again, what does this say? If you write a book about a diet, it better have a lot of recipes, an easy-to-design layout, and limit as few foods and drinks as possible, while thoroughly explaining what people would have to limit for better health.
And when you're doing the marketing, make sure you make all of those things abundantly clear.
Putting it All Together
What we've done here only scratches the surface of the what you can discover on Amazon.com.
But one thing is clear: all of this information will help you put together your own information product, coaching services or even a stage presentation, with perfectly targeted marketing faster and easier than ever.
The best part being that you can always offer what other people don't because you know what people are looking for first-hand.
So, while you are designing your next e-book, course, program, etc… really take the time to research products and services like yours.
Scour the customer reviews (it actually is a lot of fun!), and make sure you offer both what people love and avoid what people hate.
Just by doing this simple practice, you will be miles ahead of your competition and always be on the cutting edge of your industry.