The latest updates on information selling and running an online infoproduct business

A friend of mine lives in an old house and has old technology for music. He has a record player. The concept of CDs is only just entering his mind. So when I spoke to him about having an MP3 player, he thought I was from another planet.

In marketing speak there are several types of purchasers. My friend is clearly a 'laggard'. These are the people who wait until something is almost obsolete before they buy. Then there's the 'early adopter', someone who'll buy your products almost the instant they are available. These people like to have the 'latest' in everything. You probably know examples of people like these yourself.

Most people, though are somewhere between the two extremes, waiting until a product has 'caught on' before buying it. We are in the 'majority' phase of the marketing cycle with DVD players, for instance. A few years ago only a few people had DVD players; now most people have them, with only a few 'laggards' hanging on to their ancient VHS player with pride.

So what was it that convinced the majority to ditch their VHS platers and go for DVD? It was almost certainly all the positive support provided by the 'early adopters'. The views of 'early adopters' are essential in getting a product accepted.

That's why you need the people who buy your products right at the start to provide testimonials for you. You can then add these testimonials to your web site to encourage the 'majority' and the 'laggards' to buy. Most people buy products because other people support them. Without testimonials, your information products will only sell to 'early adopters' who make up only about 15% of your purchasers. You are unlikely to survive for long in a market without testimonials and support from people. So solicit testimonials whenever you can.