Although this case study deals with an internet marketing product, the same principles apply whatever your niche market is, whether it’s sports gear or dieting. The most important factor is that you must be passionate about your niche. And I’m passionate about internet marketing!

In this case study, I’ll be comparing two sales pages I wrote for what is basically the same package:

The “cheap” off’ering:
http://www.marketing-drive.com/store/forum-submitter/

The more expensive “value added” off’ering:
http://www.marketing-drive.com/store/forum-marketing-kit/

You might want to compare these two pages as you read this case study.

Finding The “Main” Product
The starting point, once you’ve decided on your niche, is to find one serious digital product to which you can get Resale Rights. “Master Resale Rights” is better, because you can then pass these rights on to your customers, which enhances the perceived value of your package.

In my case, I came across “Forum Submitter Pro”, I liked it a lot and so bought the Master Resale Rights. Now at this point, many people would stop there, sling up the sales website which came with the package, slash the price and hope to get a few sales on price alone.

Remember, with any Resale Rights product, you’re going to have a lot of competitors. So, if you’re going to get any sales other than by cutting prices, you’re going to need to “differentiate” your product - i.e. make it different from other people’s product. This is where the “package building” concept comes in.

Finding Complementary Products
Having found your main product, you now need to go and find other products which complement your main product - again, aiming for products with Master Resale Rights.

In my case, since “Forum Submitter Pro” deals with forum marketing, I managed to locate a number of products dealing with this subject.. some training materials and some complementary software. I actually ended up buying “Forum Submitter Pro” three times, because other people were adding different related products as a “bonus” to the main product - and I wanted all these different products! I’ll deal with the issue of “bonuses” in a minute.

Writing The Sales Page
Forget any sales pages which came with your Resale Rights products. Write different sales copy. OK, you can copy and paste some sections from other sales pages, but substantially, you should differentiate your sales page from other people’s. You might also consider creating new graphics for the products, particularly the main product.

Bonuses? What Bonuses?
Often, you find a product on sale with a heap of bonuses attached. I’ve done the same myself. That’s what I did with the first sales page for “Forum Submitter Pro” - the “cheap” package.

But I’ve found from experience that a much better alternative is to tie all the products together and call it a “Kit” or a “Toolbox” or something similar. If you can off’er Resale Rights to any or all of the products in your package, you can off’er such rights as the “bonuses”.

So, all the subsidiary products have become part of the main product. And from now on, this “main product” is the package itself - not the “main product” you bought initially. Yes, you’ve now built a completely new product that you can call yours. So what are you going to call it?

Naming Your New Product - And Buying The Domain Name
I’m a firm believer in having a domain name for each of my products. After all, they are cheap enough to get for a year or two. It does depend, however, how many “add-on domains” your web hosting package allows.

So, you then go and search for what you might think to be suitable domain names. It might well be that the domain for the name you initially thought of isn’t available. The name of your product really does depend on what domain name you can get.

In my case, I was fortunate, because ForumMarketingKit.com was available. And so that became the new name for my product.

Setting The Price
Now that you have a completely new product which is very different from other people’s, you don’t need to follow the silly prices that your competitors are setting. By adding value in supplying a “Kit” or a “Toolbox”, you can now sell your new product in a very different way - and at a substantially higher price.

Remember that, although some people in your niche might be aware of your original “main” product, many people won’t be. So setting up PPC a.ds will be bringing visitors to your sales page to whom most, if not all of the elements in your package will be completely new.

And a higher price is both ethical and justified. After all, you have done all the work in locating and bundling these many separate products. You are doing your potential customers a favour!

I hope that you have enjoyed this case study, and that you now realise just how easy it is to create a completely new product from Resale Rights products. I’d love to hear your comments - use the email link near the end of this edition.