How you use information to market your business

Information is a powerful and underused marketing tool that can differentiate your business from the competition and dramatically increase sales. By educating your prospects and customers, you can build credibility in your field, establish yourself as an expert, and demonstrate your company’s solutions without a hard sell.

Information can be provided in a variety of formats, including books, e-books, special reports, brochures, workbooks, newsletters, articles, teleseminars, and workshops. Many information marketers use a combination of methods.

The aim is to offer added value in your information products. When you provide useful information, the reader usually wants to know more about your company. In contrast to brochures and other marketing materials, information products with practical information are more likely to be retained and referred to again and again.

Below are some examples of how you can use information to market your business and increase your profits.

E-Books and Special Reports

An e-book is an electronic book that can be downloaded from a website and read on a computer screen or portable device. A special report is typically shorter than an e-book, although these terms can be interchangeable. In general, a special report is usually two to 20 pages long, while an e-book is 20 pages or more.

Special reports and e-books can be fantastic business builders as you can use them for incentives and prospecting. Here are some examples:

*A mortgage company might be giving away a report called “10 Ways to Leverage Your Home Equity” as an incentive for site visitors to sign up for an e-newsletter.

*A career coach could send prospects an e-book entitled “How to Speed ​​Up Your Job Search” which contains a variety of job search tips and a brief section on how a coach can help a job seeker.

*An accountant could send clients an e-book called “The Ultimate Tax Planner” with instructions and checklists that clients use to gather the documentation needed for filing annual taxes. Not only would customers appreciate this valuable resource, but countless hours of phone calls and meeting time would be saved as customers are better prepared for their tax return meeting. Additionally, sending the information in electronic format saves hundreds of dollars compared to the cost of printing and mailing similar information.


If you have a lot of information to share with your prospects and customers, a workbook can be the answer. Spiral bound workbooks are relatively inexpensive to publish and have a high perceived value. These are particularly effective for interactive businesses where you either need to gather additional information from the customer or provide consulting services of any kind. Workbooks are also ideal as companions for lectures and workshops. Here are some examples:

*A business consultant could create a workbook called “Take Your Business to the Next Level” and include strategies and processes for improving business practices. It may also include worksheets that clients use to outline their goals or follow a process to identify pain points in their business.

*A personal trainer could create a workbook called “30 Days to Better Health” that includes nutrition and fitness tips, as well as a journal component for clients to track their progress.

*A motivational speaker could create a workbook called Making Your Dreams Happen that demonstrates a method for setting goals along with worksheets that readers use to create timelines for achieving their goals.


To educate your prospects and customers about a specific topic or set of information, a brochure can be a perfect solution. Most brochures are saddle-stitched (folded and stapled down the center) and can range from four to twenty or more pages. Covers can be printed in full color (although this increases production costs) or in black ink on colored paper.

Brochures are unique and inexpensive giveaways for trade shows, client meetings, networking meetings, direct mail campaigns and just about any other way you can think of to get them into the hands of your potential customers! Here are some examples:

*A cleaning company could create a brochure called 25 Ways to Reduce Allergens in Your Home that includes information on how to remove dust, pet dander, and other allergy triggers.

*A real estate agent could create a brochure called Essential Local Resources that includes a list of contact information for people moving into new homes, such as numbers for any local utilities and more. These could be handed out to customers upon completing a home transaction to ensure the customer remembers you. These can also be disseminated in neighborhoods and through networking to generate perspectives.

*A virtual assistant could create a brochure called 25 ways to save time and work more efficiently and share tips on how to be more productive by better managing daily tasks. At the end of the brochure the services offered could be listed together with contact information.

*A day spa could create a booklet titled “How to Get the Salon Look at Home” that includes skincare tips and maintenance information for new hairstyles. This is a great reminder for customers to come back to the spa that goes the extra mile by providing tools like this to their customers.

Take your business to the next level

When you start using information to market your business, your business has the potential to reach a whole new level of success. This is an opportunity for you to impress prospects and customers and go beyond what your competitors are doing. With a small investment of time, you can create memorable information products that your recipients can use again and again.