Do you want to transform your expertise into an information product? Perhaps you consider to write a non-fiction book or create an online video course?

If you create an information product, you not only want it to be great. You want it to be better than the best competitors out there. An impossible task, you may say – especially if it is your first book or course.

In this blog post, I will share a strategy that can help make your non-fiction book or online video course better than your best competitors. And it isn’t even difficult.

You will have to put in the work and write the words and sentences or record the movies that will make up your course. I can’t do that work for you. But I will tell you how to make sure your products are at least as good as your best competitors, from a content point of view.

Let’s start. What is the purpose of a non-fiction book or an online video course? To share knowledge or explain how to do something. When creating an information product, you need to make sure it teaches all the relevant knowledge.

You probably have an outline already, either being the table of contents of your upcoming book or bullet lists of lessons that will go into your video course. That is great! But before you start – or at least before you finish your product – you have more work to do.

Make Sure Your Information Product Covers All Important Topics

You spent a lot of time thinking about what you will teach in your book or course. You probably got it mostly right. Still, you may have forgotten something important. My first advice solves this problem.

List the ten or so best books on Amazon that cover your topic. These are the books that are best-sellers and have the highest average review rating.

Using Amazon’s free “look-inside” feature, study the table of contents of these books. Take careful notes and check if any of them cover some topics you have forgotten, or might be valuable to add. If so, make sure you include these topics to your book or course too.

Once you have checked if any of the top competing books cover any important topic you don’t (yet) teach, head over to the Udemy online video course site.

On Udemy, find the top video courses on your topic. In the course description for these courses, expand the course curriculum section and study the lessons the courses include. Take careful notes and add anything you have missed to your product too.

As simple as this strategy is, it is often overlooked. By checking the contents of the best books and courses on your topic, you can quickly detect anything that might be valuable to add. This makes sure your book or course have killer content.

Understand Your Competitors’ Strengths And Weaknesses

After studying the best existing books and courses on your topic, you might now have ideas for additional content you want to add to your book or course to make it even better.

Great, but let’s not stop here!

You can do some more competitor analysis and find out the strengths and weaknesses of your strongest competitors. Or in other words, why customers liked those products, and what could have made them even better.

Again, using Amazon and Udemy, study the reviews of the best books and video courses on your topic.

Study the 4-star and 5-star reviews of your best competitors. These reviews will tell you why people liked these products, and what could have made them even better. Take careful notes and learn as much as you can.

For example, a reviewer of a book on web development may say that he or she liked the fact the book included code examples but found the code examples not adequately explained.

If you write a book on web development, you now know that code examples are appreciated by readers, and if you add detailed explanations to them, you not only match but extend upon one of your strongest competitors in this area.

In short, the 4- and 5-star reviews of the most popular competing books and courses tell you what to do as well, and how to do it even better.

You also want to study the 1-star and 2-star reviews of your best competitors. These reviews will tell you why some people disliked these products despite being popular overall, and how you can avoid the same weaknesses.

Perhaps novice readers find the learning curve too steep, despite them wanting to learn the topic. A more thorough introduction section in each chapter could have been enough to please these customers. Take careful notes and find out how you can also please those who didn’t like your most popular competitors.

With these strategies, you can ensure you have great content, match the strengths of your best competitors, while at the same time avoid their weaknesses.

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