Do you know how to make a six-figure income from one information product? How about several six-figure income streams from the same product? No? Well Milana Lushinsky, a musician, has the formula.

Rob Toth interviewed Milana as part of the “Future Of Information Marketing” interview series sponsored by Dan Kennedy as part of his Info Riches course. Milana was among several top information marketers that were interviewed.

Coming from Ukraine with degree in classical music, Milana had no idea of what a computer was and knew nothing about business or Internet marketing. When she developed an interest in the subject, she decided to take courses in web-design. Ultimately she discovered that web-design isn’t what is needed to be successful in doing business online.

She’s come a long way from that point. Milana has written three digitally produced books along with a physical book that is now available on Amazon.com. She started the Association Of Coaching And Coaching Professionals On The Web and runs the Coaching Super Summit, an annual, live event for coaches and coaching entrepreneurs worldwide.

She has set up her own business according to the principles she teaches. Milana says “providing information is not enough. People want a ‘human browser’…somebody with credibility and a great reputation”.

She says information marketing is shifting toward personal branding. You can make a few extra bucks putting up mini sites and selling an ebook here and an audio product there but… “if you really want to build a highly profitable information business you must brand yourself and become a thought leader”, says Milana.

Any profitable niche has dozens and even hundreds of information marketers vying for your customers so you don’t want to have just a run of the mill ebook site. “You want to be the person people turn to when they need your type of information.”

“What’s going to get you noticed? What’s going to make people want to invest with you? It’s your credibility, your reputation and positioning in your market,” says Milana.

Milana says there are four steps that you need to take to differentiate yourself from others… to become a “thought leader”:

1. The first thing you need to do is to create a digital publication of some kind for your market.

2. Then you need to organize a virtual event to attract lots of people. Like the “coaching telesummit” Milana created.

3. Now its time to set up a live event. Since most information marketers are shy, introverted types they don’t want to do this step. But this is exactly what will launch your income into the six figures quickly.

4. Publish a physical book.

Another way to look at it is that you are “deepening your funnel”. A lot of people expect to make a lot of money selling an ebook, a book or an audio product. Sometimes they start marketing products in several different niches. Milana says “the truth is that it is virtually impossible to have a (highly) profitable information marketing business selling just one product.” “You want to have a product line and develop multiple income streams from your product.” “Instead of a bunch of unrelated products create a line of products that helps your client grow from A to Z.”

This is how you develop a lifetime relationship with your market. By doing this, even if there is a lot of competition, your customers will prefer to buy from you. Milana says “my customers are saying that they want to buy from me. They’ve already been getting my newsletter, they trust me, they’ve bought from me. They’re much more likely to buy a product from me than from someone else that they don’t have any history with”.

She goes further by saying that “if there is something that I do not or cannot offer I find other people to create strategic alliances with”. When people think of the coaching business she wants people to think of Milana as a one-stop-shop.

Deepening your sales funnel gives you a recession-proof business. Your customers will keep buying from you over and over again to take advantage of the great products you offer. You would be a reliable source in your market. That’s effective personal branding. That’s what gives you a competitive edge and allows you to dominate your niche.