When you see other information marketers making big bucks from an ebook on, say, Twitter traffic generating strategies it is really tempting to jump up and say, “I could write an ebook on Twitter traffic generating strategies, too! And then I could make big bucks too!”
It sounds good – but it doesn’t necessarily work that way. In fact, if you create and release a “me too” product that is nothing more than an imitation of a more successful product already on the market, don’t be surprised if the world doesn’t rush to your door. (And, don’t be surprised if you tick off the original product creator, too.)
“But wait!” you might be saying. “Dunkin’ Donuts opens up across the street from Starbucks, and they both do well!” Yeah, they do. That’s because it’s NOT a “me-too.” Each has its own spin on the product. Dunkin’ is where you go for quick brew and a 99-cent donut. You head across the street to Starbucks if you want a gourmet breakfast sandwich and a wi-fi connection while you prepare for your client meeting. Distinct needs; distinct products.
To take the coffee metaphor online… It’s okay to come up with a product that’s similar to a competitor’s, but you need to put your own spin on it, adding value over what your competitor is offering.
How Information Marketers Can Create a “Me-Too” Product That Stands Alone:
[list style=”black-check-1″]
- Make it faster. Check out your competitor’s product. If it promises Thinner Thighs in Thirty Days, offer Thinner Thighs in Two Weeks.
- Make it easier. Does the original product offer ten steps to increased conversions? Then offer three steps instead.
- Make it bigger. Competitor sells 100 30-minute recipes? Then you need 200.
- Make it visual (or auditory, or written). If there’s an ebook on the topic, create the videos and audios, or vice-versa. Not all people learn the same, so cover the parts of the market your competition is missing.
- Make it cheaper. When Jeff Walker released his six-figure launch e-course, a smart marketer released “The Poor Man’s Launch Course” for a fraction of the cost.
- Make it more expensive.It may sound counter-intuitive, but it works! Some customers want “the best” and will go for the more expensive option automatically. If you can back your higher price tag with greater value, you will pull people looking for the Rolls Royce solution
[/list]
There’s really no excuse for creating a copycat product. Put your individual stamp on the product instead, and you’ll find that you can reach the buyers your competitors are missing.
