Are you holding back a product because you think it doesn’t have enough content? Although there is no set length for a book, ebook, audio program, home study course or other content, people do make judgments about the value based in part on the amount of content provided. Size matters.

Some people deal with this by adding fluff: They make the margins extra wide, double-space everything, use a large font and make what they have written take up more space. Others add pages of useless garbage, such as one product I bought that had page after page of photocopied junk that added nothing of value. Or they bonus the offer with a collection of ebooks that have nothing to offer. People see through these stupid content tricks.

Several years ago, I coined the phrase “useful fluff,” meaning stuff you can add to fill out a product and make it larger, but only if it is useful and of value to your customers. One client who used this advice doubled the price of her manual, and doubled the number of sales, too.

The idea of useful fluff is to add more volume without adding a ton of extra work. Here are some examples of useful fluff: [Read more…]