Secret Making Information Value

Human beings don't know how to value information - it's not obvious to us how much information is worth, so the best information marketers focus on creating packages with high perceived value and translating that value effectively

Eben explains that successful information marketers who make the most money excel at creating information packages with high perceived value and translating that value to customers

Create standalone concepts that are understandable all by themselves - complete modular units of knowledge that set context, provide techniques, and enable immediate action

Eben describes creating 'complete stand alone bodies of knowledge' that include context setup, techniques, metaphors, examples, and action steps so listeners can understand and take action immediately

The meaning of a communication is the response that you get - if you're not getting the desired response, you must continually alter your communication until you achieve the result

Eben cites this principle from neurolinguistic programming and emphasizes that successful communicators take responsibility for results rather than blaming the audience for not understanding

There are four learning styles that correspond to different questions: Why (motivation), What (theory), How (procedure), and What If (action) - mastering all four makes you incredibly influential and attractive

Eben learned this framework from Wyatt Woodsmall, based on David Kolb's Harvard research. He states that mastering all four styles makes people 'flock to you' and gives 'incredible influence' and ability to 'achieve results much quicker'

Why learners need motivation and outcome clarity - approximately one-third of people cannot learn unless they know the result they'll get or pain they'll avoid

Eben explains that 'something like a third of people are the why learning style' and they get frustrated and ask 'weird questions' if they don't understand the outcome or pain avoidance from the beginning

What learners want theory, science, history, and systems understanding - most college professors are What learners who focus on abstract concepts and comprehensive knowledge

Eben states that 'Most college professors, as an example, and academics are the what learning style' and they 'want to know the theory, the story, the history, the psychology, the science'

How learners are inductive and need step-by-step procedures - they only understand through taking action steps and get frustrated without clear processes

Eben explains How learners 'need the process' and 'only through taking the action steps and actually doing them do they go, oh now I get it' - they get frustrated by Why and What without actionable steps

What If learners are entrepreneurs who want to take knowledge into the world and get results - they'll leave training early once they get what they need to implement

Eben describes What If learners as 'the entrepreneurs of the world' and quotes Wyatt saying they'll 'come to a seminar or training program like this one and they'll go through half of it and then they'll leave' because 'I just got what I needed. That's the piece I need. I'm going back to my business now to implement it.'

Humans are motivated by three core drives: power/influence, achievement/results, or affiliation/love - and either move toward what they want or away from what they don't want

Eben references David McClelland's work identifying that humans are motivated by 'Power, affiliation, and achievement. Power, affiliation, and achievement.' He adds the toward/away dimension to create comprehensive motivation understanding