How to Use Interviews to Create Valuable Information Products

I have a saying: “The more you talk the more you make.” It’s worked for me.

Since I began my business in 2001, I’ve created over 157 hours worth of information for my customers. The end result? Today, I make more than $100,000 a year from my website.

How did I do it?

Well, the first thing I look for when creating products for my website is marketing experts. There are many of these around; one of my favorite sources is Amazon.com.

The interesting thing is that even though many of these guys have great marketing content, they’re like 99.9% of the population in that they often don’t have the knowledge to market on the internet.

For example, I found a great book about marketing on Amazon which was selling for $10. It was obvious that the guy who wrote it really knew his stuff.

The interesting thing was, with the exception of his book, he had very little presence on the internet.

So, I approached him and said: “How would you like to take that book and turn it into a marketing consulting system that could be delivered both online and in physical form?”

I then conducted a series of interviews with him which formed the basis of an information product that I have been selling on my website for the past four years.

Remember, that guy’s book originally sold on Amazon for $10. Today, the information contained in that book sells for $5970!

How did I do this? Simple.

By interviewing that guy, I created value. By including the transcripts of the interviews, I created value. By adding other relevant interviews and transcripts (even from different authors), I created value.

This additional perceived value has made it possible to steadily increase the price of that product.

I have a saying: “The more you talk the more you make.”

Audio Interviews With Big Names – How to Land One

If I was just starting my information product business and had no profile, this is what I’d do in order to get started.

I’d quickly try to establish myself as an expert. But I’d leverage off the expertise of others.

Now the top guys in your industry or field may not know you. But they do know each other.

So, I’d try to position myself as a kind of public relations expert.

I’d go to each expert in the field I’m interested in and say: “I’ve got this idea. I’m putting together a book with a compilation of audio interviews on the world’s greatest copywriters”.

And if my field was something else, say music or health, I’d do exactly the same thing. I’d try to talk to them on the phone and really project a passion for what I was proposing. 

But if I couldn’t get them on the phone I’d try to project it in an email. I’d say: “I’m planning on interviewing Bob Bly, Clayton Makepeace, Joe Vitale, John Carlton and Ted Nicholas. I’d also like to interview you”.

I’d explain that I’m going to turn the interviews into transcripts which in turn will become a book that I plan on getting up on Amazon. I’d tell them about a Web site dedicated to the book.

That I’d be doing joint ventures…And that “I’m going to promote this like you wouldn’t believe”.

They’d be crazy not to come onboard.

Why?  Because by grouping them with other experts in their field, I’m reinforcing the perception that they too are an expert.

Plus, I’m doing all the promotion and distribution that they can leverage of.

Think about all the experts who contributed to the smash hit documentary, the Secret; people like Bob Proctor and Jack Canfield.

How better known are they because of their participation in that film.

It’s a no-brainer when you think about it. Try it some time.

Become an Affiliate to Score Interviews With Big Names

So you want to interview a guru in your field.

You know an interview with that person will be good for your business.  For your credibility.

The problem is that their normal fee per hour is up there in the stratosphere. You could get a one on one golf lesson with Tiger woods for cheaper.

So how do you get these guys to come on board?

Well, one of the strategies that has enabled me to get interviews with marketing and copywriting leaders like John Carlton, Ted Nicholas and Alex Mendosian is to tell these guys that I wanted to become an affiliate.

Now don’t get me wrong. I didn’t approach these guys blind with this offer. I actually used a PR guy I have to set up the contact.

But what I did was to “sweeten the deal” a little for the experts. One look at my Web site would have told these guys that I could help to promote them. But by enrolling myself as an affiliate in their sales machine, I gave them another reason to give me an interview.

Yes, they were helping me out. But now, in real terms, they were helping themselves out if my database decided to buy what they were offering.

As an affiliate I helped to promote Ted Nicholas’s membership site. For Alex Mendosian I promoted his Tele-Seminar Secrets. And for John Carlton I plugged his Copywriting Secrets line of products.

In each case, they knew that I had a vested interest in their products doing well. If I made money, they made money.

So they helped me out.

I think the best thing for you to do if you want to land a “big fish” is to say to these guys: “I want to sell for you; I want to become a salesman.”  Then fill out their affiliate information.

If they don’t have an affiliate site, say, “I really like what you’re doing and I’d like to help promote and sell your products and services.”

Why would they say no to that? The answer is they wouldn’t.

So get out there and offer to plug someone’s product.

You just might find you end up with a highly marketable interview that you can leverage off to promote your business as a result.