How can you get fast cash from information marketing?  There is no doubt that you have a book in you.  Your heart and mind are loaded with resources to pull from.  All you have to do is make the decision you’re going to market information using your own expertise — based on your current passions and/or your solutions to problems.  Question is — how do you get that book to “crack the code” and not sound like so many thousands of others on the same subject?  It’s tempting to copy the successful ideas of similar books, but you must distinguish your information.  Once you organize, codify and simplify your ideas, you must come up with your own USP (unique selling proposition).  Your information must be unique enough and fresh enough to stand out.  You must create powerful and effective strategies that teach people how to change their lives — in a new way.  Once you figure this out, your intellectual property business can set you up for life.

Intellectual property is the real estate of the 21st century.   Information is everywhere, and your benefits to market it are amazing.  Information is easy and cheap to research, to create, to test (viability), to produce, to print, to inventory, and to correct.  Even if you are not a writer, you can hire someone who is.  Starting up only requires a computer, and you can make income from a world-wide market while you sleep.  Information has a high perceived value, therefore high mark-ups can mean huge profit margins.  You can also make a difference in the lives of other people, and you’ll enjoy the satisfaction from leaving a record for future generations.  Being an author is prestigious, and there are many more benefits to information marketing.

However, you must market your information in multiple forms.  Because all information can now be digitized, it is being offered for free.  The key is to attract people into your “funnel” of information, the top of which contains your free stuff to lure them.  People who get hooked on your information will want to consume it in different ways.  First they’ll sign up for your newsletter.  Then they’ll buy the book. Then they’ll get the audio version.  Then they’ll buy the home study course, and teleconference series.  Then they’ll go to seminars.  Then they’ll consider the multi-media thing, and so on.  There are fifty ways to profit using your intellectual property.  Each level deeper into your funnel gets more expensive, but there are those few who will go all the way to one-on-one coaching with you.  Why?  Because people are actually looking for an experience, not information.  They want the experience of getting closer to the result they desire.  If they can afford to have you deliver their result for them, they’ll do that.  Assuming each of your levels entices them closer to that powerful experience that generates results, people will get as close to this as they possibly can.  They prefer to bypass the learning, if they can just buy the result.  So every one of your sales should turn into multiple sales, as long as you have provided your information in every way people want it.

No matter what you are offering to make the world a better place, you must learn how to sell it.  Many people don’t like to sell because they hate rejection and they might not believe enough in what they’re selling.  But life is 100% selling, because whatever you believe is what you sell.  If you believe you can’t sell, you successfully sell people on the idea that you can’t sell!  They won’t buy whatever product you might actually try to sell, because they are sold that you don’t believe in selling.  To be successful as an entrepreneur, you have to find something you believe in so much that you’re willing to share it with other people, regardless of whether they still reject you.  This is what I call “enlightened selling”.  You might believe you’ve been “knighted” by God to go sell people your solution to their problems.  You have such an innate passion for your product, service or information, that you feel it’s your Divine assignment to share it with the world.  I believe Higher Power encourages you to be persuasive about your passion.  And people will be more attracted to that enthusiasm.  “Endarkened selling”, on the other hand, is an effort to sell when you don’t believe in what you’re selling.  You don’t have the passion for it, and you’re just doing it for the money.  Salespeople are recognized for their rampant lack of belief in what they’re selling, so people generally dislike salespeople.  But if, in your offer, you are genuinely excited to give them a brilliant solution to their problem, rather than to just get their money, people are much happier to do business with you.  Even if they still reject you, you are not deterred because your desire to make a difference is so strong.  You can earn your fortune by sharing your passion.  Sell what you believe in.

You must reach the “boiling point” of conviction.  Imagine a thermometer in a pot of water. The beliefs in your mind must reach the temperature at which water boils. In other words, many of your beliefs are not “hot” enough yet to share with others.  Fear is at the coldest level.  Moving your beliefs up the thermometer warms the water.  Above fear is disbelief, doubt, possibility, assurance, confidence, certainty, conviction, and then faith which maintains the “boiling” point.  Your heart also has levels on the thermometer.  The coldest level is dispassionate, then indifferent, disinterested, curious, vague want, wishful thinking, desire, intense desire, and then passionate.  When you mix together the conviction in your mind and the passion in your heart, there’s an explosion of results.  You’re willing to do whatever it takes to succeed, even if it means to be rejected or to fail along the way.  So start with things you are innately passionate about, and your conviction to succeed will be more convincing to yourself and others.

Once you discover what gives you passionate conviction, you’re on what I call the dash to cash.  You’re ready at the starting line of a 100-yard sprint, and nothing can distract you from the fastest straight line you’ve ever run.  You are poised in the sprinter’s blocks with an intense focus on that finish line.  Most people are not passionately convinced enough, and therefore will turn this 100 yard dash into a 26-mile marathon.  They meander here and there and up and down to learn this, study that, and try to find their beliefs.  But if you narrow down your passion, and focus your time and effort toward a pre-determined finish line, you have the power to make your cash happen fast.  Do you know where your finish line is?  Have you set a goal, a deadline, a plan?  Or do you regularly entertain your doubts and fears?

“Bless-onomics 101″ will soon be on our web site.  Here’s a taste.  Principle #1: Create value with something that you love.  Principle #2: Share a portion of your profits as quickly as possible.  What you give returns to you multiplied.  I have experienced this myself, as I was challenged long ago to give 10% away of my earnings every week, while I was at the bottom of a deep hole of debt and bankruptcy. Money and blessings seemed a bit more plentiful in the weeks that followed, as I continued to give 10% every week.  Ultimately, we must all give everything away anyway as we move on from this life.  I challenge you to start giving it away now, before that day happens.  Giving is a profound principle.  You are set for life if you are a giver.

As we have been discussing this summer, our book, Cash in a Flash: Fast Money in Slow Times, is about setting your mind, your heart, and your team “right” in order to run that dash to cash.  It’s about wowing your now with the sensory stimuli of past and future successes.  It’s about listening to your Inner Winner, your internal truth mechanism.  It’s about helping you identify a product, service or information that you’re passionate about, so you can share it with others.  It’s about getting you convinced to do whatever it takes to get what you want.  It’s about the value of teammates who are as convinced and passionate as you are.  Set a start date and a finish date, and keep to them — no matter what.  Get in your starter’s blocks.  On your mark.  Get set.   Sell!