How To Stand Out From Your Competition

Many information marketers have the
erroneous belief that if they find a
market with too many competitors,
they shouldn’t write an ebook
for that audience.

To the contrary, competition
can be beneficial for a variety
of reasons including –

* Researching.  

If there IS a lot of competition,
you can reasonably expect this to be
a lucrative marketplace. Generally
speaking, a large product and service
line means there is a large
consumer interest and demand. I
encourage you to actively LOOK
for markets with lots of competition
as it’s a shortcut to researching where revenue is available.

* Partnering.

The more competition there is, the more likely you can find
other like-minded marketers to partner with in cross
promotion efforts, co-op advertising, and other related
joint ventures.  This is especially true if your ebook is
“related” to other ebooks without DIRECTLY competing with
them.  (I.E.  Raising metabolism is “related” to cutting
calories in that they are both agents of weight loss.)

* Educating.

Another reason why competition is good is simply because
your target audience is educated, at least in part, on
someone else’s dime.  That is, the marketing materials of
your competitors educates the market on why the products
are necessary or beneficial.  A good example is this:  many
marketers “educated” consumers on the need for using audio
and video on their web sites, opening the door to a variety
of related products and services to be sold.

So, competition isn’t always a bad thing.  It can be a good
thing for these reasons and a handful of others.

But ...

The challenge comes in when you want to stand out among the
competition so YOU can get marketplace interest.
There are many ways to stand out by creating your own “USP”
(Unique sales proposition) that could be covered here, but
I want to mention is this –

       Create a demographical version of your ebook.

Let me give you an example –

Let’s suppose you are going to write an ebook entitled,
“Weight Loss Secrets”.  So, you write it and then you
create a “demographical version” that is entitled, “Weight
Loss For Christians”.

Other examples might include –

* Time Management For Homeschoolers
* The Internet Marketer’s Diet
* The Senior Citizen’s Guide To Investing
* How Ace Your First Teacher Interview
* How To Get A Hot Date:  College Student Edition
* Fundraising For Youth Groups

All you would need to do in order to create this
“demographical version” of your ebook is take the same
exact ebook you’ve written (your “regular” version) and add
some specific references and ideas that relate to the
particular demographic you’ve chosen.

* If you decide to create “How to Get A Hot Date:  College
Student Edition”, then you’d add in a few references to
specific places a college student can find a date that
wouldn’t apply to your regular audience (I.E. Frat party),
as well as pick-up lines, first-date ideas, practices and
other content that apply only to college students.

In other words, you share the same content, but you speak
THEIR specific language and provide ideas that THEY can put
into practice in their setting.

The PRINCIPLES of finding dates may be the same across the
board, but the PRACTICES of finding dates are completely
different for college students and widowed senior citizens!

And if you can get creative in your content, you can make
your demographical version even more appealing.  

Your “regular” version may have 5 main practices for time
management.  But in your “demographic version” those
practices become 5 “Homeschooling Habits”. 

So, what’s in this for YOU as the author? 

Let’s take a look at a couple of noteworthy advantages -

Firstly, you STAND OUT among your competition.  As a
Christian, I can tell you that if 20 ebooks were available
on weight loss and one of them specifically mentioned being
for believers, I’d immediately take a look at that one.

Secondly, you EXPAND OUT among your competition.  Now you
can market your ebook to TWO entirely different audiences.
For example:  You can look for “weight loss” ezines and buy
advertising in them.  But, you can also look for
“Christian” ezines (that have NOTHING to do with weight
loss) and buy advertising in them.  This allows you to
reach audiences that you likely would have never been able
to reach!

Then, it’s simple a matter of doing it again for other
demographics.

Rinse.  Repeat.  Reprofit.

Start with ONE demographic and move on to many others ...

* Christians
* Homemakers
* Senior citizens
* Students
* First-timers
* Newlyweds
* Office Workers
* Teachers
* WAHMs

The list could go on and on.
Most information products can be custom-tailored for
different demographic groups to STAND OUT among the
competitors ... and open up the door to new contacts that
might never be reached through other means.

If you want to STAND out and EXPAND out then create one or
more “demographical versions” of your ebook.

Like a screaming child at the library, you’ll get attention!

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