You create an information product that is, in some way, unique. You offer it for free by way of a website, blog, or e-letter. You build a list of qualified prospects that way. Then you introduce low-priced products to them, products that somehow provide them with benefits they can't get from your free service.
The buyers of these inexpensive information products become your "house" or "core" file of customers. You treat them like gold by offering them other free benefits and plenty of opportunities to buy more inexpensive products.
When your house file is sufficiently large (say, 10,000), you develop an expensive product. You sell that product to your house file and achieve a response rate you couldn't possibly get by going to outside files. If that goes well, you develop and sell a second and even a third expensive product. The buyers of these expensive products become your VIP file. During boom times, you can develop third-level, super-expensive products to sell to your VIPs.
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