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How to create a marketing plan for your information product

Updated on January 28, 2013
lemmyC profile image

Ben is scientist, teacher, researcher and author who loves to help you to be more, do more and achieve more. He is an Amazon kindle author

Develop your own e-book marketing plan

The importance of marketing to your innovation is essential to the success of your information product creation business. Therefore a good and effective marketing plan is important to how well the product will thrive in the marketplace. Remember, the simple axiom, if you fail to plan, you plan to fail. It is also very true to marketing as in other disciplines of life. Just like any plan, the marketing plan starts with aim and objective, plan, act and evaluate.

Your aim and objective has to do with the overarching question of:

“What is it that you want to achieve?”

The actual plan has to do with the process to achieve the goal which is the;

How or strategy of the process.

The action step is actually performing the plan, which is the actual experience

of performing the plan. And the evaluation process enables you to see what see

what worked or did not work, and an opportunity to see any interesting

outcome from the whole experience.

Having a strategy to move the marketing plan is important but you also need to formulate two key elements that make up the marketing plan. Your marketing plan should include two key elements:

  • A concise description of the group of readers or prospects you believe will be interested in using your information product, for example, e-book. This is your market.
  • A strategy designed to make your market aware of the existence of your e-book and to convince them to obtain it. This is your plan.

Define your market

Thefirst thing you to think about is your product. In this respect it is your e-book or any information product that you will bring to the marketplace. Remember the product that you are bringing to the market will meet the need of the customer in different ways, solve a problem, educate or provide a particular benefit. Therefore you need to spend some time to explore the benefits of the information product in terms of the features and the perceived ways it will meet the customer need. What is it? Is it short or long? Will it meet the need of the customer in a certain way? For example, is the format such as to appeal to the learning style of the customer? Say the e-book is in the audio format (MP3) to meet the expectation of the audio learners; with the versatility of it being listened to while driving. You need to bring this benefit to the prospects. What is the genre? How can you succinctly present it to the customer?

These very important questions will enable you to understand the target audience for your e-book or information product. This knowledge will help you to develop strategies to get the attention of the potential readers to know about your product or service. The next step is to do a research to target these customers within a certain geographical population. This is called the demographic research.

The information on demographics of the people in any given location helps us to understand their habits, purchasing preferences and other suitable attributes of your potential reading audience.

Create a plan to reach your target audience

If you want to put your book in the consciousness of your possible customers, there is the need to develop a plan of action. In this method you need to develop a marketing sheet – which enables you to focus on your potential market. A typical marketing Sheet is made up of the following:

E-book Title:



Primary characteristics:

Secondary characteristics:

Potential Markets

  • What types of fans
  • Group of reader – male/female (including their age ranges and their tastes)
  • Is there any classification of the readers and their interests based on geographical and historical interests?

Other methods have been found useful to help cascade the information about your e-book or information product.

Create your E-mail signatures

The idea here is to have website or the location where your book or information product could be assessed underneath your name as you sign off your e-mail. You can also use your e-mail signatures at forums or other websites after you’ve made a comment in a discussion.

Have your book reviewed

Have your book reviewed by someone else or by yourself. The review summary will help you to position your book as beneficial to would be buyers. It could also serve as a backlink to your store front where your customers can buy your information product.

Social Networking sites

Social media – Face book, twitter, U-tube, Pinterest, Google plus and other forum could be used to send information about your products to your audience.

Article writing/blog posts

You can write articles on the topics covered in your product and create hypertext links to direct prospects to sites where they can assess your product. Article writing is a very important aspect of marketing. It has a dual effect: you sell yourself as a writer and in the bid you have the opportunity to have maximum exposure for your product. The different writing channels in the web have their requirements, but you need to find out. A good example is the E-zine article which provides you a platform to write and leverage your skill as a writer. There are a lot of other dedicate sites in the web dedicated to article marketing.


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    • The Invincible profile image

      Hitesh Bubbar 

      5 years ago from New Delhi, India

      That's a very informative Hub. Any word on Social media optimization?

    • lemmyC profile imageAUTHOR


      5 years ago from UK


    • Jackson50 profile image

      Kathryn Weathersby 

      5 years ago from Texas

      check your spelling of information in your subject line/


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