One of the most powerful benefits of running an Information Marketing business is the evergreen nature of information products.

What does that mean?

Imagine for a moment that you’re a master craftsman.  You build beautiful furniture and sell it for a hefty profit.  Now let’s say that you’ve won a major contract to build a new bedroom set for a wealthy investor.  You get a check for $100,000, go out and purchase the materials, and build a gorgeous roomful of furniture.  You deliver on time, the customer is thrilled, and you’ve made a nice profit of $90,000.

Now what?
In order to earn more money, you will need to go find another customer, convince them that your furniture is the best thing since sliced bread, make the sale, build the furniture, deliver the furniture and deposit your money.

You have to do the work over and over and over again.  Every time you need more income, you do more work creating, marketing, and selling.

What happens then if your customer is less than pleased by what you deliver?  You refund their money because you’re an honest business person, and you’re out the cost of the materials plus the time it took to create the product.  Not only that, what are you going to do with that great piece of furniture you just built?

After a few years of this constant work, you realize that there are other people who can build gorgeous furniture, and you’re swamped doing everything, so you decide to find other people to do the work of building while you focus on marketing and selling.

That’s a much smarter thing to do.  This arrangement works well for a time, but then the factory you work with goes out of business.  Now what are you going to offer your clients?

The main problem with marketing and selling hard products is that you have to continuously produce them in order to have something to sell.

On the other hand, information marketing is evergreen – if it’s done correctly.  Let’s walk through that example again, only this time we’ll use information products.

You’re a master craftsman who makes beautiful furniture.  You decide to teach other craftsmen how to do what you do.

You create a series of pattern books with detailed instructions.  You set the price at $27 per book.  You did the work once, now you can sell those information products forever.

You create a training class that costs $5000 per attendee.  You teach 10 people and make $50000 for the class.  One of your students is a shining star, so you teach that student how to do the training for you.  You pay him or her a percentage for each class, and you make money on that information product forever.

You do a series of instructional videos and charge $200 for the set.  Again, you do the work once, and the profits continue as long as you are marketing your information product effectively.

You can build your company around your product, or you can build it around your expertise.  Only you can decide which is right for you.