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What is ‘Information Marketing’, Anyway?
By Robert Skrob | April 9, 2006
By Dan S. Kennedy
There have never been greater, more diverse, more lucrative opportunities for everyone – very experienced, successful entrepreneurs to rank beginners – in the field of Information Marketing. At my urging, the industry has formed its first trade association, the Information Marketing Association. As something of a “father” of the modern industry, I thought I’d begin with defining what ‘Information Marketing’ is, a bit of personal background, and a quick preview of what you can expect in the next rest of this course.
‘Information Marketing’ is responsive to and fueled by the ever-increasing pressure on peoples’ time, so that businesspeople and consumers alike need information provided to them in convenient forms, and, in some cases, need an extension of it; methods and strategies that might merely have been taught to them 10 years ago now done for them. The ‘Information Industry’ encompasses products like traditional books, audio programs, video or DVD’s which you might buy in a store, from a catalog or online, magazines, newsletters, e-books, membership web sites, teleseminars and webinars, telecoaching programs, and seminars and conferences, and combinations thereof. The possible topics are almost endless.
People are buying information on every imaginable topic, from better sex, to teaching parrots to talk, to gardening, to investing in real estate foreclosures, to running businesses. ‘Information Marketing’, then, is about identifying a responsive market with high interest in a particular group of topics and expertise, packaging information products and services matching that interest (written/assembled by you or by others or both), and devising ways to sell and deliver it. If you can name it, somebody is packaging and profitably selling information about it.
Personally, I work very closely with more than 50 private clients and coaching members in such businesses, and less directly with several hundred more. The information marketing businesses I am directly involved in generated millions of dollars in income in 2005, doubled 2004, and are projected to again double in 2006. My “Platinum Group” of 18 info-marketers and my other private lients combined did over 200-million in business last year. But what’s important to the entrepreneur is that much of this is lone wolf, small, quiet operators, many headquartered within a home ofice, most with zero to no more than a few employees, most working only part-time hours, and most netting 7-figure profits.
Get more information about the information marketing at the Information Marketing Association.
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