Author and entrepreneur Cary Richards always knew he wanted to run his own business. He first worked in a corporate setting, spending decades in outside sales. He eventually wanted to try doing something online and got into self-publishing books on Amazon. He was successful but realized that selling books alone wasn’t going to achieve the financial goals he was striving for. After taking several courses and reading many books, Cary stumbled across a concept known as curating bundles. A bundle is essentially material sourced from several experts within a niche, packaged into one product. Cary co-created Infostack, which is a company that does the bundling process extremely well. Along with his partner, Cary was able to scale the business, and is now wildly successful.
Each partner that’s featured in an Infostack bundle (or “stack”) provides something of value, and then the product is sold to an email list. Cary begins by compiling lists of people that have relevant content to a particular niche. They’re at the point now where they have so many contributors that cold outreach has significantly decreased. Usually, a stack will have between $1500 and $4000 worth of material included but is sold for much less (around $40). Infostack uses a very short launch period of about a week, which creates urgency and makes a stack an impulse purchase. For contributors, being in a stack can earn them money through an affiliate program and can also build out their own list. Overall reach on any given stack can be anywhere from 350,000 to 1.3 million.
Cary realized that being a curator instead of an expert was very lucrative. For those who resonate with this type of model and want to get started, choose a niche, and start researching the experts in that area. You could also host a virtual summit and offer a bundle to go along with it. When reaching out to folks, being genuine and enthusiastic about who they are and what they do will go a long way. Cary invites anyone who is interested in getting started with their own bundle enterprise to reach out to him directly at firstname.lastname@example.org.
- Cary’s story and how Infostack was created.
- How being a curator vs. an expert in a niche can make you successful.
- Tips on how to engage and network with influencers.
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