• In Part 1 in January 2005, speaker Lori Rai focused primarily on creating printed products.
  
  
• In Part 2, I (Adele Sommers) launched into the world of “info-preneuring” — the term used to describe the creation of information-based products that you can produce and market in a variety of ways for many different purposes. I concentrated primarily on digital products, which include many things that also can be delivered in physical form.
  
  
  
• If you are interested in learning more, please let us know what your interests are (e-mail Adele@LearnShareProsper.com).

• Watch an 86-second QuickTime “Sneak Preview”
  
• Watch the 43-minute Flash video series

...Or Read the Highlights:

• Global competition, cooperation, and consumption are increasing. This means we have both new challenges and opportunities arising simultaneously.
  
  
• As information professionals, we face shifting occupational trends. For example, in various countries, some information design and software development work that was once done domestically is now being performed by professionals elsewhere.
  
  
• Many people with similar skills compete in a crowded marketplace. Worldwide, we’ve all seen some challenging times as we adjust to the aftermath of the dot.com-fueled recession, and other significant world events.
  
  
• Information products offer new opportunities to spark attention and add value. This is the main premise I shared during the presentation.
  
  
• You can use information products to create new audiences for your skills. I offered a variety of ideas for consideration, and I hope they supply useful food for thought.

• Definition: Here’s a meaning I derived that doesn’t yet appear in any official dictionary. I like to think of an information product as:
  
  

  Any form of knowledge derived from study, experience, or instruction that is packaged for human consumption.

  
  
• Information products are really a form of self-expression. They represent a powerful vehicle for sharing anything from a “how-to” guide to a collection of one’s ideas, philosophy, innovations, or knowledge. They can be destinations in and of themselves, or part of the journey toward greater visibility and recognition for an even broader purpose.
  
  
• Information products can assume a variety of forms.
  Examples can include online digital and media-based items, such as books, e-books, publications, articles, tools, newsletters, audio programs, multimedia productions, home study courses, training programs, tutorials, software systems, games, tips, recorded interviews, audio messages, directories, membership information sites, and more.

• As consumers, we seek information for a wide variety of uses.
  Examples: Education and training, entertainment, research and knowledge exchange, and work or task support tools

• Where do we ourselves, as consumers, seek information?
  We are constantly searching for specific information on the Internet. We often look in well-known book-selling venues, such as Amazon.com or BarnesandNoble.com, but we also retrieve descriptions of information products — without necessarily realizing it — from many other sites and search engines, such as Google.com, Yahoo.com, and eBay.com.

• We have a wealth of core skills and knowledge on which to build.
  Examples:
  
  -- Information gathering and development skills
  -- Media production skills
  -- Web site design and construction skills
  -- Collaboration, project, and team skills
  -- Ability to create once and output in many forms
  -- Knowledge and expertise gained through careers and hobbies

• Also, there are exciting new areas to learn or better understand.
  This is an opportunity to build a bridge from what you already know how to do to an expanded skill set that rests solidly on your existing foundation. We as information professionals typically need to learn more about:
  
  -- E-commerce technology: shopping carts, merchant accounts, and online stores.
  
  -- Information delivery tools and techniques. These include telephone or Web-based seminars, automated follow-up tools, and broadcasting methods such as newsletters. Some of these tools and techniques are used in off-line traditional marketing, and others are unique to the Internet world.
  
  -- And, there are other types of online and offline marketing and publicity to learn.
  
  

1. Research and Plan Your Product or Program

2. Assemble a Team and Start Designing the Content

3. Further Develop and Review the Core Material

4. Finalize the Content & Narrow Down Your Production Options

5. Develop and Launch a Business and Marketing Plan

6. Create Additional Promotional Tools

7. Continue to Expand and Test Your Marketing

• Myth #1: Your main goal is to get people to buy your products as quickly as possible.
  
  
• Myth #2: You have to pay a lot to get good promotional exposure online.
  
  
• Myth #3: You shouldn’t give away information for free.
  
  
• Myth #4: There are clear distinctions among products, services, and marketing tools.
  
  
• Myth #5: People with similar offerings are competitors you should avoid.
  
  
• Myth #6: You can make a lot of money quickly using information products.
  
  
• Myth #7: The faster your rise to stardom, the better.

• Don’t risk being overcome by competition, obsolescence, or unfulfilled dreams
  
  
• You can use information products to create new audiences for your talents
  
  
• The types of products you produce will depend on your goals
  
  
• Using a 7-step process, you’ll lay a solid foundation for success!
  

Adele Sommers, Ph.D. is the 2002-06 president of the San Luis Obispo STC chapter, and has been an independent business consultant and technical communication contractor for the last ten years.

Adele is the principal of an Internet-based enterprise that specializes in business performance publications, tools, and education (LearnShareProsper.com). She has developed an award-winning business success program after having spent over two decades helping individuals and companies of all sizes enhance results in the areas of project and process management, information design, quality assurance, instruction, performance support, usability, and leadership. Contact her at Adele@LearnShareProsper.com.

“An Overview of Creating and Marketing Your Own Digital Information Products” was Part 2 of a series on creating, publishing, and promoting your own work. (Please see the summary of Part 1 at https://slostc.org/events/jan31.html.)

The goal was to provide a bird's eye view of the what, why, and how of developing information products, and to explain the potential value of creating them for people in any of these roles: CEO, manager, service professional, sole proprietor, entrepreneur, or aspiring author, developer, or teacher.

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