How Astute Marketers Use eBooks to Steal Other Companies' Customers

This is an obvious idea, really, because all you are doing is aiming for a bigger share of the
market, something supermarkets achieve with their offers of loyalty points, and breakfast
cereal manufacturers do with plastic toys, while McDonald's and other fast food outlets
choose figures in sets to win business and encourage repeat buying. These are examples
of how specific information products might increase sales of particular products and
services:

* A dealer in cherished number plates might offer 'Strange and Even Stranger License
Plates'

* A dealer in second-hand cars could give '101 Ways to Keep Your Car From Being
Stolen'

* The publisher of property auctions newsletter might promote 'A Directory of Property
Auctions in the United Kingdom' (or any other country)

* A greengrocer could sell more fruit and vegetables via '101 Wartime Recipes Using
Potatoes, Carrots and Other Inexpensive Supplies'

* Potential customers for a carpet cleaning specialist might like 'A Guide to Stain
Removal'

* A hairdressing salon might win customers with 'Bitter Sweet Solutions (Homemade
Hair Treatments Using Vinegar and Honey)'.

Note: Some info products work best at attracting new customers, others at promoting one-
off high ticket items.

For example, once you had your guide to baking cakes using Bero flour or Stork
margarine, that was all you needed, until next year's edition appeared. And you only
needed to buy the product once to test the recipes. At least that is the theory. In practice, both companies attracted long term buyers as consumers tested recipe after recipe using Stork or Bero, most of the time choosing those very products in preference to cheaper ingredients from less well-known, less considerate suppliers.

As for high ticket items, such as a new car or personalized number plate, a package
holiday or stay in a luxury hotel, unless they are totally unique, they are probably available
from numerous sources. But if price, conditions and product are roughly similar across the
range of suppliers, that info product might be all it takes to tempt buyers your way.

Beer Brewing Ice Cream Maker