Table of Contents
Chapter 1 – The Concept
Chapter 2 – The Execution
Chapter 3 – The Marketing
Chapter 4 – Rinse & Repeat
An information product is any type of content-based information that helps the audience it is intended for. Typically, an information product will be an eBook, audio recordings, digital video recordings, or a combination of these. While you can move into print products in the information product business, most of the time these are digital products that can be bought and sold on the internet using digital technology.
The main reason digital products are so lucrative is that it doesn’t cost more money the more you sell. When you have a physical product, there is a cost to you for each item sold and while the more you make that cost will go down it will never be zero. With digital information products once you recover the costs of creating the product it’s all profit after that because the costs go down to zero.
No matter what you do now if you run a small business, blog about a niche, provide services to others, consult others or coach people you have information products in you. It’s a terrific way to earn more money while you sleep without having to trade hours for dollars. But it’s also a great way to improve your audience’s view of you as an expert.
In this post, you’re going to learn all about the concept of creating small information products using blogging content. You’ll get all the directions about how to create your first information product, how to price them and how to market and sell them.
Ideally, using the method mentioned in this post will enable you to generate enough content to create new information products every few weeks, up to one a month. This will not only help you create products for sale, but it will also help to build your product library, your email list, and your income while you do it.
Let’s get started.
Chapter 1 – The Concept
Creating small information products to produce a full-time income isn’t nearly as difficult and as much extra work as you might think. Think about it, you already create content for your blog, so why not add a few extra steps to use that content as a way to make more money?
Start with Blog Posts
It’s super easy to get started. First,all you need to do is to develop a concept for a blog series. Ensure that it’s something that will either solve a problem for your audience or will educate your audience about a problem that you have a solution to help fix the problem.
For example, if you’re blogging for an audience such as single parents, list their pain points and the solutions you have for those pain points, this should help you choose your blog series based on which problems you can solve.
It can also help to develop a mission statement for your business that guides you and helps you create content. Along with a mission statement, creating audience personas can help focus your content creation too.
Outline the Blog Posts
Once you know the topic, outline a series of 10 to 20 blog posts that are the basis of your new short report/infoproduct, or eBook. The outline will help you organize the work ahead of you in a manner that will save a lot of time.
You don’t have to let the word “outline” freak you out. No one is going to grade your outline. The purpose of an outline is to help organize your thoughts before you start writing. It helps you put things in a logical order for your audience and it helps you focus your writing.
Write the Posts
Once you know the outline of the series take the time to write the posts. For a series,it’s often helpful to write as much as you can during the same writing session. The main reason is that it’ll be easier for you to stick to the topic, remember your research, and keep the same voice. Shoot for writing at least 5 posts in one sitting.
If you don’t want to write the blog posts yourself, you can outsource the writing. Having the outline will guide the writer. You may want to also add a synopsis or summary of what you want to include in each blog title to help the writer.
Format the Posts
Take the time to format the posts nicely for your blog. You can save time by writing the blog posts in one MS Word document. That way you can copy and paste them easier to publish them and you can use that document as is for your eBook. It’s hard to have to open multiple documents and keep everything in order.
The fastest way to format depends on your content management system. If you use self-hosted WordPress, it’s easy to cut and paste from a Word document. You’ll still have to go back in and make sure that you’re using the right type of headers and subheadings for SEO purposes. A good plugin to use for this is Yoast SEO.
Schedule the Posts
Put the posts into your content management system to go out as often as they need to. For example, if it’s a 30-day challenge the posts need to go up daily. If it’s just a blog series, they can go up weekly or three to five each week. It’s up to you and depends on the goals of subject matter.
When you think about scheduling the posts, think also about your blog theme and whether you’re more comfortable sticking to one topic at a time or if you want each day to have a different theme. If you are outsourcing, it’s not unrealistic to think you can work on five different information products at a time with a different category being published each day.
Using this method, you can create and launch a new product every few weeks, or more often depending on if you’re outsourcing or doing it yourself. Not only that you’ll grow your customer base, product inventory, and a following. This will enable you to earn more money by adding small info products to your offerings.
If you stick to this process and create just one information product each month by the end of a year, you’ll have 12 products and have had 12 product launches. Your income will have gone up and will continue to rise if you continue to promote your products in new ways.
Making Money with Information Products: The Math
It’s amazing how much money you can earn with information products. There are numerous multiple six-figure businesses that deal in only digital information products that cover a variety of niches from business to food to parenting.
One tip to helping this business model work for you is to keep your information products low-priced in the $17 to $27 range depending on your niche, your audience, and how much extra money they feel free to spend. That might not seem like much but let’s look at the math.
Earning $3000 More Per Month
If you want to earn $3000 more per month than you do now you only need to sell about 112 information products in the $27 range and about 177 in the $17 range. Let’s up to 200 products a month just to make the math easier and account for taxes and expenses. All numbers are rounded.
Selling 200 products a month translates to selling only about 7 products each day. When you only have one product that is possible. But, imagine you have 12 products to sell, that you’re working on marketing daily through your blog. Do you think you can sell 7 a day?
When you think about how big your audience is, how big the internet is and a basic 2% CTA response rate (it’s much higher on the net) for all advertising and marketing efforts that means you need to reach about 350 people a day with your offers. (350*.02 = 7).
How big is your list?– Even if you have a very small list of 150 people with a 2 percent response rate you’re going to sell at least 3 products a day if you are sure to promote.
How many affiliates do you have? – If you have affiliates you can boost your sales each day even more. If you have 20 affiliates and they each sell one product for you, you’ve made it. Remember, don’t discount newer affiliates with small lists. Every sale counts.
How many people can you target each day using Facebook Ads?– With the right targeting,you can reach thousands of people within your audience with an advertisement on Facebook.
Earning $6000 More Per Month
When you double your efforts you’ll soon get to $6000 a month.
Earning $12,000 More Per Month
Once you get to $6000 a month, double your efforts again to get to $12,000 a month in sales.
As you can see, the sky's the limit.
You can earn as much as you want depending on how many products you’re willing to create, and whether you can reach enough people with your products or not via your blog, email marketing, affiliate marketing, social media marketing, and paid ads. To succeed it all starts with execution.
Chapter 2 – The Execution
To be successful with an information product business with small info products it all starts with your audience and your niche or topic. You need to keep the topic tightly focused so that you cover the information that they need to solve their problems and so that it appeals to your audience.
Know Your Audience
Everything you do starts with knowing your audience. You can study your audience by setting up a Google Alert to read everything that is published regarding the topic, polling your email list if you have one, and asking in your social media groups and networks that consist of your ideal audience.
Any question they ask a lot is fodder for a new information product so keep your eyes peeled for social media comments, email replies, and your competition. There are ideas everywhere just waiting for you to create them.
Know Your Niche
You’ve already picked a niche hopefully, but if not, it's imperative that you do. Your niche is the topic on which you feel as if you know enough about, or are willing to learn enough about so that you can create content for the audience to learn more about the topic and to solve the audience’s pain points surrounding the topic.
Brainstorm Topic Ideas
The best way to brainstorm topic ideas for your next information product is to know your audience, know what their pain points are, and to know where you fit in with solving those problems. Choose only one pain point for each information product.
When you are brainstorming the topic, first come up with the pain point, then write that pain point down. Think of all the ways that you know how to solve that problem. Narrow down one to three ways to solve the problem that is related in some way.
Use a Mindmap. This is simply starting with the pain point in a circle in the middle of the page then branching out with lines to other circles with points such as teaching about the pain point or problem, describing it, and then only after you fully describe the problem can you get to the solution.
Develop an Outline. Once you have spent at least ten minutes brainstorming create an outline for the information product creating at least 10 to 20 main headlines and then about five to 10 points for each of the headlines.
Write. Now that you have the outline you can start writing the blog posts. Try to write at least five a day because as mentioned in the beginning, it’s better to write more at one sitting than trying to drag it out over many days. Right now, you’re just writing them, you’re not publishing them yet. I like to write them all in one document with each post separated by a page return. This document will become the eBook information product eventually. Don’t publish them yet. Wait until they’re all done.
Put Posts Into CMS. Once you’ve written and formatted each blog post, it’s time to cut and paste them into your content management (CMS) system. When you start with all the posts in one document it’s easy to copy and paste them without having to open several documents. Save them as drafts.
Format & Edit. Once you have all the posts in draft format starting with the first post in the series start editing and formatting. Add calls to action, images, internal linking, a newsletter sign up box, and so forth to each blog post.
Note: Make sure you have all this planned. For example, you may need to examine your plugins and add something like Pretty Links which will automatically add affiliate links when you use the keyword you’ve picked to activate the system.
Publish & Schedule. You’ve already decided your schedule hopefully, so once every post is finished in terms of editing and formatting as well as adding in the right SEO information it’s time to publish and schedule.
Now that you’ve finished the blog post portion of the project now you can get on with creating the information product from the blog posts you created.
Finish the Information Product
In most cases,you can use a lot of the images you used on your blog to edit the document. You may want to remove the page breaks and add in other formatting such as styles (Heading 1, Titles, Subtitles and so forth) so that you can create an automatic table of contents.
Add an Introduction – You’re going to need to write an introduction. Remember that an introduction typically simply explains to the audience what you’re going to tell them in the rest of the eBook. You can go over generally what you’re going to tell them and why it’s important.
Add in Transitions – Most likely the blog posts don’t flow from one to the other that well like a book should. This is because you wrote them as individual blog posts that have their own intros and conclusions. Sometimes it’ll work fine, but other times you’ll need to make changes. Find a way to create a transition from one blog post to the next so that it flows. Read it out loud to help you know if it sounds right or not.
Add More Images & Graphics – A lot of times you’ll want to use more illustrations in your information product that you put on your blog posts. This will make the information product look like a brand-new product. Graphics can include charts, screenshot examples, stock photos, and graphs. If it helps explain the concepts in your eBook add it. You can also simply add different images that you used on the blog to make the info look newer.
Add a Title Page – It’s important to add in a title page for the book. A title page usually includes the title of the book, the author, and sometimes a logo of the company that is responsible for the book. You can also add in terms of service information and copyright information. If you wrote a money-making product, an earnings disclaimer is necessary by law.
Add a Table of Contents – The cool thing about MS Word is the ability to automatically set up your paper to create a table of contents simply. You do this by making each blog post in the style of Heading 1. Highlight the title of each blog post and make it a Heading 1. The TOC goes after the title page right before the content. Go ahead and add it right away but remember to update it after you’ve finished editing right before you turn it into a PDF.
Expand on Information – There may be ways to expand on the information to add something that’s not on the blog. This is a great way to make the information product that much more valuable to your audience, especially if they did read every blog post in the series already. If you can go deeper about anyone point that will add enough information to make the info product more than worth it for even people who have read the series.
Add Value – There are ways to add value to an information product such as by creating worksheets, cheat sheets, checklists, resource list and additional information that helps the buyers implement the actionable steps within your information product.
Create a Cover Graphic – Even if you aren’t a graphic designer you need an amazing cover. You’ll add the cover graphic before the title page. Ask your graphic designer to create an image that is either good enough to stretch over the size of your document or to create a PDF version. Although if you use a PDF version you’re going to need Adobe Pro to insert it. An image might work better if you only have Word to work with.
Edit & Make it Sexy – Take another look at the document after you’ve done all the above. Find ways to make it look even better. Maybe you want to add color to the document and use different fonts. You can add color blocks with text on top. An outline around each page that’s in color. Change the template to use your branding colors. MS Word has shapes, icons, Smart Art, Charts, and more that you can use to add color and interest to your document. Tip: Look at some of the info products you’ve purchased to get formatting ideas to make it look sexy.
Turn Document into PDF – Once you’re done with all the editing and formatting it’s time to turn your document into a PDF. If you use MS Word, you can simply save it as a PDF. Double check to ensure that any links you added worked and that the book looks the way you want it to look. Tip: Before turning your document into a PDF do all the editing and update your table of contents.
Create an Email List – Go to your email autoresponder service and create a special list just for buyers of this eBook. How you do that will depend greatly on the service you use. If you use Aweber.com you’ll just make a new list. If you use Convertkit.com then you’ll need to use tagging. Either way, set your list up so that anyone who buys that book gets on a segmented list of buyers.
RELATED POST: How To Build An Email List For Beginners
Create an Auto Responder Series – So that people get information when they get on your list after purchase, create 7 to 10 emails that welcome them and help them related to the problem you’re solving with the eBook. Emails don’t have to be long, they can be 250 or so words each. This list can then be used to promote each new related products to them.
RELATED POST: Why ConvertKit Is The Best Email Provider
Create a Sales Page – For each information product you create, create a sales page for it. It doesn’t have to be long. It can be a short benefits-focused sales page. It can simply be a box in the feature area of your blog with a good headline, a list of benefits, a picture of the info product, and a buy button, or a form to fill out if you’re using it as a lead generation product. Tip: Using software like Leadpages.net makes this process super-fast and easy.
Create a Download/Thank You Page – You also need to create a download page. This can also serve as a thank you page. Even if you’re using a system like Amemberwhere all purchases are in the member’s area a download page is an excellent place to put an upsell, cross-sell or link to other opportunities below the download. Essentially, it should congratulate them on their purchase, point right to where to download the purchase and give them another opportunity to connect. Tip: You need the link to this page before you add a product to your shopping cart or make the PayPal Buy button.
Add to Your Shopping Cart System – Your sales page needs a buy button. You can simply use a PayPal buy button if you don’t want to invest right now in a shopping cart system. A few good choices are Amember.com, Zaaxa.com, JVZOO.com, Clickbank.com, and E-Junkie.com. There are tons of options that will work. It will simply depend on your budget and your technical capabilities. Regardless of which one you use, you will just cut the code generated by the software and paste it where you want the buy button to appear.
Connect Shopping System to Autoresponder – The best way to ensure that people sign up for your list is to make it an automatic occurrence for everyone who buys the item. Most shopping cart systems integrate with the autoresponder system and any landing page software you want to use. You’ll just need to follow the instructions. If it doesn’t, you may still be able to use something called Zapier.com to connect everything.
Note: There is another way if you don’t want to invest in a shopping cart system yet and are only using the PayPal buy button. Instead of a combination download/thank you page create a Thank You Page that requires that they enter their information (email and name) to receive the item. Paste the sign-up box/form from your autoresponder software there. Then your first message to them will be a link to the download page. The order for your customer will be: Sales Page > Thank You Page > Download Page.
Add CTA for Information Product – Now that you’ve got it all done and it’s ready to sell, go back to each blog post and add a CTA for the information product along with the links for all the blog posts in the series. You can also create a CTA by adding a popup or slide for the product per your shopping cart’s instructions.
As you can see, it can all be done easily and quickly if you make it simple and cut out steps you don’t want to do or don’t need to do. Now that it’s all done it’s time to get down to making money by marketing your information product.
Chapter 3 – The Marketing
Now that everything is finished it’s time to get to marketing. Marketing is really an extension of everything you’ve set up and consists of promoting your content, using calls to action, and spreading the word.
One way to do this is to publish the blog posts over the course of the next few weeks. How you publish them will depend greatly on the title of the information product.
As mentioned before, if it’s a 30-day challenge you’ll be publishing the blogs every day. Probably for 32 days because you’ll need an introduction, and then a recap after all the challenges have been posted. If it’s another kind of series, you can publish them weekly or let three to five per week go live. It’s up to you.
The key is that you will promote each blog post as they go live.
You can automate some of the process using plugins and social media sharing software like Hootsuite.com, but be careful with too much automation because you don’t want to simply post the same link to all your social media platforms you want to write a blurb about it that’s individual to the platform.
Go ahead and use the automation but go back in and edit the posts, add images, and a blurb that enables the “more” notification causing people to click to read more which will take them to the blog post you’re promoting.
If your audience is there, you should be there too. You don’t have to be on every single social network, just the ones your audience is on. Ensure you have well-branded profiles and that you always share new blog posts and information on each network.
The key to getting promotions via social media to work is to do more on social media between promotions. Connect with others, share valuable information, comment, engage, and show your personality on social media. That way, when you do share a promotion people will be more likely to click through and to even share it with their friends too.
Remember that you can link to anything within any blog post including other posts. Of course, you want to go back in and add in links to the entire series under each post, but you may also want to add links to the product under each post, as well as under any post that your visitors will read that makes them a good target for your new information product.
When you are linking to an information product within a post find a way for it to stand out. Create an image and link it to the information product or make a callout box so that it shows up and people’s attention is drawn to it so that they click on it.
You may have your own groups, and you may be involved in other groups on Facebook, LinkedIn, and other social networks. When permitted include links to each new blog post as it’s published as well as to your new product. Always check the terms of service for any group that you don’t own to ensure that you’re allowed to post links.
Around the time you’re finishing up the schedule and the information product take the time to reach out to people who market complementary products to a similar audience as yours to offer a guest blog post contribution. Ask that your bio link to either the information product or a blog in the series.
There are many people who do podcast, and webinar style interviews of people in your niche. If you don’t know people, try asking your groups linking to your about me page or LinkedIn profile so that they can learn about you. Most of the shows have trouble finding enough people to interview so don’t be intimidated to ask. All they can do is say no but likely more will say yes than you think.
Don’t discount going to live events as a guest as a great way to market your offerings. The more live events you go to with a good plan of meeting people who are in your audience demographics, the more people will start talking about you and buying what you’re offering. If you can get a speaking gig, free or paid, then that’s even better.
To Your Email List
If you already have an email list, be sure to send information to your list. One way to do that is to create emails for each blog post in the series with a blurb about the topic, information about what they’ll learn, a link to the blog post, and then a CTA which will be a link to the information product.
One of the most fun ways to promote your information product is to let other people do it for you by building an affiliate program. You can use software like JVZOO.com, Clickbank.com, e-Junkie.com, and Amember(among others) to run your affiliate program.
Affiliates need marketing material and directions to be more successful, so be sure to create that collateral for them. A great way to manage your affiliates today is with a Facebook Group where you can remind them of what's in their affiliate dashboard while also offering them step-by-step instructions to market your product. Payout At least 50 percent of each product that your affiliates sale without restrictions so that they’ll be more likely to want to sell it.
Paid ads on Facebook and other platforms work best if you use them as a list building exercise. Perhaps take one checklist from the info product and give it away free to get them on your list via the advertisement. Video ads also do better.
Facebook Live Event
Once your information product is live you’ll want to do a FB Live event to announce the product. You can talk about the problems your audience has that the information product will solve. You can answer questions. You can talk to your affiliates about promoting it or invite others to do so. Go back in and edit the post once it’s published to add the right links and information in words to introduce the recording.
As you can see there are numerous ways to market your information products and most of them start with setting up everything correctly from the start so that it all works together seamlessly. Once you get to the promotion phase of your product it’s all ready to go and you can reuse and repeat the process until you create your next product.
RELATED POST: 5 Simple Ways To Overcome Overwhelm
Chapter 4 – Rinse & Repeat
The most awesome aspect of using this method to create information products is that you can get started on the next product during your launch of the other product. Plan the series, create the series, publish the series, turn it into an info product, promote and do it again. Using this method, you can technically come up with a new product almost every month of the year.
If you start working on the next series while you’re launching and promoting the first info product and blog post series, it will be ready to launch and promote when you’re through the first series. Here are some tips to make sure this works for you.
Keep the topic closely related:
What do your customers need to know or do next?– If you start with your audience members who are in the beginning of their discovery of your solutions start your products with A and keep going through Z, so your first product will be a beginner product, and then slowly move toward products devoted to experts within your niche.
What else do they need to know?– Typically, there is always something next that you can show your audience. If you introduced meal planning in your first product then you can introduce a comprehensive meal plan membership in your next.
Can you go deeper or wider with the next product?– If your first product was more of an overview then it’s easier to pick a portion of the product to go deeper and get more specific. For example, this eBook talks about having a Facebook Live Event. If the audience reading this eBook is intrigued by the power of Facebook Live, we could get a lot deeper into how to do them more effectively.
What feedback have you received?– This is very important. During your launch, and after people have bought your first information product it’s likely they’ll have questions. This is another reason having a live event of some kind for buyers is a great idea. You can ask them for feedback and within that feedback will be ideas for future information products. Your audience will think you’re reading their mind.
Your Email List-- As you build your customer list, you have people who know, like and trust you. You know they do because they purchased, got on your list, stayed on your list and did not return the product. From now on when you create a new product you will launch all future products to that list and get a high percentage of repeat buyers. It’s much easier to sell something to a customer than to a new person.
Why Your Email List is So Important And is The Secret Sauce to Your Success
It’s imperative to keep growing your email list with targeted buyers. When they say that money is in the list they’re not lying. You don’t even need a super big list. But if you have a list of buyers, people who purchased a product for you in the past, you’re going to get a lot of return on investment.
Earlier you saw the math regarding a 2 percent CTA response rate. Some studies show that by using email marketing you can increase that response rate to up to 24 percent. This is crazy when you think about it.
It’s not that 24 percent will respond from the first email, it’s that over time continuing to nurture your list will result in 24 percent of the members answering your CTAs over time assuming you’re sending regular emails, providing them with valuable content, and then asking them to buy your information products that you’ve created with them in mind.
If you want to earn a full-time income remember it’s just math. Create a product that’s priced well for your audience, delivers a solution to them that they want, and do it repeatedly. $10,000 a month is not a big impossible dream when selling information products.
You can sell less than 20 products a day to earn that kind of income. (20*$27 = $540*30 days = $16,200) That means even if you only have a list of 150 people you can succeed. (150*.24 = 36 sales) so if your sales went up to that sort of response rate you’d be killing it. Even if you have a list of 1000 and keep at the average 2 percent response rate you can easily sell 20 products a day. If you create a new product every month that will give you 12 products a year to promote giving you more opportunity to increase your income.
The point is, don’t think it’s impossible.
Remember, each time someone buys something they’re added to the list. That means as you create more information products you will be building your list and each time you promote a new product your results will get higher and higher as long as you’re offering them the products that they want and need to solve their problems. If your products are what your audience wants, you will succeed.
Now that you have the idea and a process to use to create your information product business what are you waiting for?
The sooner you get started the sooner you’ll boost your income and create your online business enabling you to earn a full time plus income. It’s all in the numbers but it starts with the first product.
Here are the steps in order:
Develop the Topic for a Blog Series
Outline the Blog Posts (about 10 to 20)
Write the Blog Posts
Edit, Format & Publish the Blog Posts by Scheduling Them in Your CMS
Edit, Format & Publish the Blog Posts into a Book
Add Images, TOC, and Valuable Additional Content
Create a Sales Page, Download / Thank You Page
Choose & Install a Shopping Cart (or Use PayPal Buttons)
Connect to Your Autoresponder (Like Aweber.com or Convertkit.com)
Create an Email Series to Match the Blog Post Series
Create a Welcome and Thank You Email Series for Buyers
Market on Social Media & Via Email
Each project should take you about four weeks to set up even if the series is longer than four weeks. That way you can launch a new product every month. Remember, your efforts start adding up after you have a few products since you’re building your list, creating new products based on feedback, and are continuing to nurture your list.
Get Started Now
Imagine right now that you get started as soon as you’re done reading this eBook. Four weeks from now you could be launching your first information product and by the time a year has passed you’ll have at least 12 information products that you can promote and will continue being promoted almost on autopilot due to the systems you’ve set up. How much will you be earning then?
Remember it’s All Math
You may think you don’t like math, or you may love it. Either way, your success is a mathematical certainty if you ensure that the products you create solve pain points for your audience and that they know about them so that they can buy them.
As you continue building your audience with the content you publish, and the value you provide, there is no doubt that your income will increase exponentially as you add each new product to your shopping cart. It may start out slowly, but it will pick up. Eventually,you’ll experience the snowball effect first hand.
The snowball effect is simply the idea that when you first start making a snowball it seems to take forever, but eventually,the snowball will gain momentum as it rolls downhill and you won’t have to force it. It seems to get bigger and bigger automatically. You’ll simply follow the process and reap the rewards.