EPISODE 230

EP 230: The Struggles Of Selling Information

September 28, 2021 Bobby Klinck
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In this episode, we’re talking about the struggles of selling information. It’s time to deal head-on with the misconception that all you’ve gotta do is put some information out there and people are gonna buy it. It’s not nearly as simple as it sounds. My goal here is to help you understand some of the specific challenges you need to be thinking about as you build your knowledge business.

What You'll Learn in Today's Episode

  • You have to be innovating constantly
    • Things are always changing
    • Your products have to change to keep up
    • You have to keep updating your marketing and delivery
    • It’s not “create it and forget it”
  • The kind of business you choose matters
    • There is a cost involved in changing
    • In most types of business, the incumbent has the advantage because change costs time and money
    • There isn’t an incumbent advantage with information
    • With things like coaching and DFY services, there is more of an incumbent advantage
  • How to generate interest in your product without cannibalizing the product
    • Quandary of paid versus free content
    • The webinar paradox
    • When my coaching clients stop selling information, things get easier
  • The scale challenge
    • Low or no barriers to entry
    • Becoming “the” person in an area before competitors come in

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