So, Are You an Information Marketer or a Fulfillment House?

50 Biggest Mistakes: Trying to do your own product fulfillment

Congratulations, you’re an information marketer. Maybe you’ve just developed your first product or maybe you’re an old pro who’s been at it for a while.

If you’re approaching your business the correct way you’re continually building your own information products empire in your area of expertise.

That means you’re producing books or manuals, or audio and video- based training materials. Maybe it’s CDs or DVDs. Doesn’t matter. The important thing is you’ve got a number of products you can promote via you speaking engagements, through your website, by joint venturing, or by any other number of methods.

Now let’s ask the tough question. If you’re having any degree of success you may now be wearing all of these hats (and more):

• public speaker
• marketer of your speaking services
• information product developer
• shipping clerk
• CD or tape duplicator
• binder assembler
• customer service manager
• order taker
• travel planner
• delivery person 

So you’ve got to ask yourself which of these hats should you be wearing? Where should you be applying your time and efforts to maximize your business?When you’re first starting out you probably should do it all yourself. You need to have an understanding of what is involved in producing and delivering your products to your customers.

But if your business is growing you’ll quickly find out that too much of your time is being spent on the mundane tasks - copying binders (or running to Kinko’s), duplicating CDs and labeling them, packaging things together, putting products in boxes, running down to the post office or UPS, etc. Which means you’re not spending your time where you get the biggest bang for your buck – sales, marketing, product creation and, for some, public speaking.

When is the right time to outsource your duplication and fulfillment requirements? Ultimately, you’ll have to decide when that time is for yourself. But what do you value your time at? $100 per hour, $200 per hour, more? Then how long does it make sense for you to be spending your time doing $10 or $20 per hour tasks? If you’re spending an hour per day running products to the post office that’s an hour you’re not investing in your real bread and butter. And what is your opportunity cost?

When you’re spending time working in your business rather than working on your business then opportunities will slip by without you even noticing them. There is a time when outsourcing your product duplication and fulfillment requirements makes sense - both from a time management and a financial standpoint. When is that time right for you?

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Trying to do your own product fulfillment is Mistake #3 in Bret Ridgway’s course
“The 50 Biggest Mistakes I See Information Marketers Make.” How many of the mistakes are you making and what’s it costing you? For more info visit:

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