You hear it time and time again that you need to have a blog for your business, but what do you write about when you sell information products? How do you provide value on your blog without giving away all your best stuff for free?
It’s a question I got recently from a guy who sells courses on understanding your personality type:
I’m really struggling with thinking about blogging and writing about my products… I will be selling courses in personality type and self-discovery. I am not sure what you would do to write your copy. Some of the course topics require a lot of conversation to explain, some are more straight forward. How would you approach writing about this type of work, when the information in the course is what people will pay for? Should I just give my lessons away for free in videos and copy and then expect someone to want to pay me for my courses?
It seems totally counter-intuitive, but the more you give away on your blog, the more likely people are to want to buy your products. Infoproducts guru Eben Pagan calls it “moving the free line;” giving away more value for free, not less.
My personality-type friend actually hit on this in his question. He said that some of his course topics require a lot of conversation to explain, and those are the perfect topics to start with when giving information away for free.
For example, let’s say he has a product that helps you live your best life through understanding your personality type. There’s no way he can explain that whole process in a single blog post, and he shouldn’t try. But here’s what he could do:
- Give a high-level overview of the process. Actually give away details about how his course works and the steps a participant would go through. As long as you stay at that high level, you’ll be giving away valuable information, but your readers will still be interested in going deeper into the process and getting more information.
- Do a series of posts on the topics covered in the course. Even if he laid out the entire course content over a series of posts, people would still pay to have it all delivered clearly, concisely, and in an attractive package without having to go searching for it.
But what if he’s still feeling concerned about giving away his secret recipe for free? Another good tactic is to come at the topic sideways. Just as some examples, he could:
- blog about the benefits of understanding your personality type without giving away how to find your type;
- give away a small portion of the lesson to get people excited about what they’ll learn;
- or blog about the latest research and studies around personality types to give his courses even more value.
How could you apply these ideas to your business? Take action now and list three ideas in the comments below of how you could give away more value on your blog without feeling like you’re giving away the farm.
Stumped? Sign up for a Blogstorming session with me where I can help you answer these questions for your specific niche and market.