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Deepen Your Sales Funnel-Dan Kennedy Information Marketing Secret
Did you realize that each one of your information products from each of your niches is a six-figure income stream just waiting for you to discover it? Milana Lushinsky, a musician, knows exactly how to make that happen.
Rob Toth interviewed Milana for the "Future Of Information Marketing" interview series. This is part of the Info Riches course by Dan Kennedy where the top information marketers were interviewed.
All Milana had was a degree in music when she came to the US. She didn't know what a computer was and certainly didn't know anything about doing business, especially on the Internet. The first thing she did when she became interested in having an online business is she learned how to design websites. She did that for a while for other people and finally realized that web-design skills were not what she needed to be a successful Internet entrepreneur.
Milana has come a long way from her humble beginnings. She has written three digitally produced books with her most recent book in physical form available from Amazon.com. Milana started up an Association Of Coaching Professionals On The Web and holds an annual Coaching Super Summit, a live event for coaches and coaching entrepreneurs from all over the world.
Milana's own business reflects the principals she teaches. She says "providing information is not enough. People want a 'human browser'...somebody with credibility and a great reputation".
Personal branding. That's where the information marketing business is heading. She says it's possible to make some extra money as a hobby if you set up some mini-sites to sell an ebook or an audio recording. But "if you really want to build a highly profitable information business you must brand yourself and become a thought leader", says Milana.
Every (profitable) niche has dozens if not hundreds of information marketers so you don't want to be just another ebook site. "You want to be the person people turn to when they need your type of information."
"What's going to get you noticed? What's going to make people want to invest with you? It's your credibility, your reputation and positioning in your market," says Milana.
There are four stages of development that make you different... so you become a "thought leader":
1. Create a digital publication for your market.
2. Then you need to organize a virtual event to attract lots of people. Like the "coaching telesummit" Milana created.
3. Now you need to create a live event. Most information marketers are introverted people so they shy away from this step. This is why this step really differentiates you from others. A live event does wonders for launching your income into the stratosphere.
4. Have a physical book published.
The idea is that you want to "deepen the funnel". Many people expect to make it big by selling an ebook or an audio product. They even go to the trouble of marketing products from several different niches. But Milana says "the truth is that it is virtually impossible to a have (highly) profitable information marketing business selling just one product." "You want to have a product line and develop multiple income streams from your product." "Instead of a bunch of unrelated products create a line of products that helps your client grow from A to Z."
By doing this you build a lifetime relationship with your customer. No matter what kind of competition comes up they will prefer to buy from you. Milana says "my customers are saying that they want to buy from me. They've already been getting my newsletter, they trust me, they've bought from me. They're much more likely to buy a product from me than from someone else that they don't have any history with".
Milana goes even further with this line of thought. She says that "if there is something that I do not or cannot offer I find other people to create strategic alliances with". She doesn't want her customers to have to go elsewhere for coaching information. What she wants is to be a one-stop-shop for her customers.
Deepening your sales funnel gives you a recession-proof business. Your customers will keep buying from you over and over again to take advantage of the great products you offer. You would be a reliable source in your market. That's effective personal branding. That's what gives you a competitive edge and allows you to dominate your niche.
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