Milana Lushinsky is a musician who has figured out the secret to making several six-figure income streams from just one information product.
As part of Dan Kennedy’s Info Riches course, Rob Toth interviewed the top information marketers. Milana’s interview is part of the “Future Of Information Marketing” series.
Milana came to the US from Ukraine with a degree in music. She had no idea of what a computer was and certainly new nothing about Internet marketing or business. When she became interested in starting an online business she took some courses in web-design. After spending some time designing websites for others she realized that web-design skills are not what she needed to succeed in her own business.
Milana has come a long way from her humble beginnings. She has written three digitally produced books with her most recent book in physical form available from Amazon.com. Milana started up an Association Of Coaching Professionals On The Web and holds an annual Coaching Super Summit, a live event for coaches and coaching entrepreneurs from all over the world.
She has set up her own business according to the principles she teaches. Milana says “providing information is not enough. People want a ‘human browser’…somebody with credibility and a great reputation”.
Personal branding. That’s where the information marketing business is heading. She says it’s possible to make some extra money as a hobby if you set up some mini-sites to sell an ebook or an audio recording. But “if you really want to build a highly profitable information business you must brand yourself and become a thought leader”, says Milana.
Any profitable niche has dozens and even hundreds of information marketers vying for your customers so you don’t want to have just a run of the mill ebook site. “You want to be the person people turn to when they need your type of information.”
“What’s going to get you noticed? What’s going to make people want to invest with you? It’s your credibility, your reputation and positioning in your market,” says Milana.
There are four steps to being seen as someone different… “a thought leader”:
1. The first thing you need to do is to create a digital publication of some kind for your market.
2. Create a virtual event that attracts lots of people like the “coaching telesummit” Milana created.
3. Now its time to set up a live event. Since most information marketers are shy, introverted types they don’t want to do this step. But this is exactly what will launch your income into the six figures quickly.
4. Have a physical book published.
The idea is that you want to “deepen the funnel”. Many people expect to make it big by selling an ebook or an audio product. They even go to the trouble of marketing products from several different niches. But Milana says “the truth is that it is virtually impossible to a have (highly) profitable information marketing business selling just one product.” “You want to have a product line and develop multiple income streams from your product.” “Instead of a bunch of unrelated products create a line of products that helps your client grow from A to Z.”
This is how you develop a lifetime relationship with your market. By doing this, even if there is a lot of competition, your customers will prefer to buy from you. Milana says “my customers are saying that they want to buy from me. They’ve already been getting my newsletter, they trust me, they’ve bought from me. They’re much more likely to buy a product from me than from someone else that they don’t have any history with”.
Milana goes even further with this line of thought. She says that “if there is something that I do not or cannot offer I find other people to create strategic alliances with”. She doesn’t want her customers to have to go elsewhere for coaching information. What she wants is to be a one-stop-shop for her customers.
When you deepen your sales funnel you will have a recession-proof business. You’ll find that your customers love to buy from you repeatedly. They know you always provide great value and they want to take advantage of your offers. You become the reliable source they are looking for. That’s effective personal branding. And that’s what will give you an unbeatable competitive edge so you dominate your niche.
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