You're right, Jimmy, most of the books written today are fundamentally just rewritings of books that were written a long time ago!
In this connection, please allow me to share a few thoughts on how to create a SUPERIOR product!
Of course there are some new facets today that couldn't be included in the older books.
For instance the Internet has changed a lot.
But even then many of of the information is often fundamentally the same.
The technical aspects, the words and the style may be of course be different.
But when all comes to all, you find out that the Internet is after all just another way to communicate.
Sure, the means we use to communicate may be different.
But in the final end we must never forget that in order to communicate, you need people - before or later.
And that's precisely what so many marketers forget on the Internet!
They are so impressed by all the many technical possibilities there is on the Internet.
BUT they forget that the Internet is primarily about people.
And even though we like to flatter ourselves and believe otherwise, we human beings don't change that much after all.
That's why you'll see the same old classics being revived again and again - even on the Internet.
For instance Jay Abraham, maybe the world's most famous direct marketer, admits to having read Claude C. Hopkin's book "My Life In Advertising/Scientific Advertising" dozens of times.
Another clever marketer and super copywriter, Joe Vitale, constantly digs into the old books on copywriting.
And so does master copywriter Carl Galletti.
Dan S. Kennedy constantly points new entrepreneurs and direct marketers back to the old classics by John Kennedy, Claude C. Hopkins etc.
Why does successful modern marketers go back the old classics again and again?
The answer is that these people knew something about human nature!
The knew what motivates a human being to take action and make an investment in something.
And these same old truths is still valid.
And if you notice carefully, you'll constantly see - and that certainly goes for the Internet, too- that the marketers who are doing really well, are the marketers who knows human nature best.
Claude C. Hopkins learnt about human nature by going from door to door as a salesman.
I have done the same myself. And I can tell you, you'll really learn something about what makes people make that choice to take up their wallet and give you their money in exchange for a product or service.
Okay then, a lot of modern marketing stuff is just rewritings of the old time-tested marketing books - that is, if their information is any good!
But why do people then continually buy new information?
There are several answers to this question!
One important answer is that people are LAZY!
Yes, LAZY!
I don't want to offend anyone, but that's right what I just said.
See, most people could just go a few steps and find all the information they needed by going to their local library.
There they would find answer after answer to their questions. And if they would like to, they could create a lifetime of information products by rewriting this information.
Another important reason so many people invest in rewritings of old information, is closely related to the first reason I just mentioned:
They want to have the information APPLIED to precisely their situation!
As I said, many of the outer circumstances are different today that earlier - even though human nature is fundamentally the same.
And in this situation many people want to get precise, step-by-step guidance on how to apply the fundamental principles to today.
They want to get information that's adjusted to precisely their situation in today's modern society.
And this is where laziness comes in again. Most people want other people to figure things out for them!
They have a feeing that "there is nothing new under the sun", but the hope on some kind of miracle that'll solve all of their problems and answer all of their questions.
All of this comes downs to the fact that most people want things DONE FOR THEM! They want someone to take them by their hand and show them how to go the way, how to avoid any stumblestones, holes etc.
"But", you may ask, "even though this is interesting, what has it to do with creating information products?"
Oh, a LOT!
It has a LOT to do with creating information products that people want to buy.
If you can show people exactly how to do something they would really like to do, or if you can give them the answer to an urgent question, then, yes then you know what kind of information they may want to give your their money for.
It's just to go out there and make that product!
"But isn't it difficult to make a quality product?" someone ask.
Here comes the beauty of this business! You see, if you just remember that most information products are rewritings of other products, it's fairly easy to make your own product. Just rewrite what other people have written before you.
Here comes a STRONG warning, though! DON'T, DON'T EVER PLAGIAZE another marketer's products!
I can't emphasize this strong enough.
When I recommend to rewrite what is already said by others, I mean that you can take the IDEAS and leading THOUGHTS you find in the information products created by others (NOT the exact words). Then you can REFORMULATE these IDEAS and THOUGHTS in YOUR OWN WORDS. Besides it's important to give your product it's own personality. Add to it your own stories, experiences and views.
You see that's actually how most information products are created today!
Very, very seldom will you see a book, tape or course that's totally unique in it's approach to a subject.
Of course it happens once in a while. But by far the most information products are more or less rewritings (also called copycats) of other information products.
But here comes the most important question:
"If most products fundamentally are rewritings of other products, how would I ever have a chance in making my product standing out as unique?"
The solution is to find and read the best and most popular information on your subject.
Then subtract the best advice and points from these sources.
Next combine and REWRITE IN YOUR OWN WORDS all these subtractions into one information product.
Finally find out what is missing from the final product!
Ask yourself and other people what is missing from your product. Then add precisely those missing pieces!
If you've followed this simple procedure, you'll now know not only how to get the inspiration and the ideas for your information product. You'll know how to make your product standing out as superior among the different information products on the subject you've choosen to write or speak on.
I hope these important principles may have inspired some of you, my friends!
Sincerely,
Klaus
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