8 Steps To Creating Info-Products That Change Customers Lives and Grow Your Business Fast
You know something. And that ‘something’ has value if enough people will pay you to teach it to them. The way to bring this idea to reality in your life is to create a line of info-products.
What’s an info-product? An information product sells expertise in a particular subject, or niche. You’re not selling a ‘thing’ that does something, or gets used up or eaten. This isn’t a tool. You’re selling your knowledge, skill, or experience.
And what you’re selling is valuable because it costs little to produce, but has immense worth to the buyer.
For instance, suppose you’ve got a small gym, and want to become a bigger gym. If you went online and found someone selling ‘The Definitive Marketing Guide for Small Gym Owners’ for $497, would you buy it?
You would if you trusted the person and were willing to do whatever it takes to get more members in your gym. Buyers of info-products are ambitious, driven self-starters who understand a good investment when they see one. They’re buying a promise that you can help them achieve their dreams.
So how do you create an info-product that people will buy?
8 Steps to Creating Your Big-Ticket Info-Product
If you’re just starting out, then start at the right place – right here. If you’re a little farther into your expert business development, you might be able to skim the first one or two of these steps.
Step 1: Know Your Niche
What are you good at, or what do you know, that you believe people will pay you to teach or show them? You’ve got to iron this down until it’s absolutely clear.
And here’s a secret about making info-products that sell: You don’t really want a niche. You want a sub-niche.
You don’t want to be a ‘marketing guru.’ Why? Because there are thousands of marketing gurus, and standing out in that crowd will take years, if not a lifetime. But what about becoming a ‘live webinar marketing guru’? Or an Italian restaurant marketing guru?
That’s a specific need that people trying to build businesses are looking for. Hardly anyone in your target audience goes online and searches for “marketing help”. It’s way too broad. That’s a search of desperation, not of a well-considered need.
But if someone has a business and wants to start doing live webinars, they’ll look for a specialist. And there aren’t thousands of these. Just a handful.
This ultra-specialization applies to almost any niche. Don’t be a ‘gardening expert.’ What does that mean? But how about becoming an ‘organic vegetable cold climate gardening expert?’ Now you’ve got an audience who needs – desperately – what you have to teach them.
So don’t just know your niche. Know your ultra-specific sub niche.
Step 2: Describe your Dream Client AND How You Can Help Them
What kind of person, business, or organization will want to buy your info-products? Who out there needs to learn from your expertise?
Think hard about this. Even within the organic cold climate example above, are you going for small-time backyard garden growers, or larger scale ones? Indoor or outdoor? Maybe you’ll have courses for all these groups. If so – that’s what this step is all about. Who do you want to sell to? Who would you love to help most?
Because once you figure out who to sell to, that will determine the content and the method of delivery for your info-product. What problem do they need solved, and how can you solve it for them?
Step 3: Take Your First Step to Demonstrating Your Expertise
When you’re first starting out, no one knows you. You may be an expert, but you have to prove it. How you prove it depends heavily on your industry and sub-niche.
Some ways to demonstrate your expertise include:
- Create a demo of some kind (video, reel, audio, book) that shows you doing what you’re claiming you can help your target audience learn
- Make a free series of downloaded PDFs or videos
- Offer a free trial to some service you’re providing
- Get interviewed, and know the questions in advance (and you can get interviewed by anyone – just make it look professional)
- Create content and get it out there – on your site or others. Case studies are great.
All these ideas can be done with zero paying customers. You already possess the expertise. Finding a way to show it off should not be difficult. If it is, then you might need to spend a little more time becoming the expert you want to be. And that’s okay! It just adds another step to your plan and will take a little longer.
Step 4: Find Your Signature Product – the Idea That Defines You
This is where the stakes go up. This is the decision you have to get right. Getting it wrong can mean months of lost time and wasted money.
What you’re doing here is coming up with the Signature Product that you want to sell – for a high price. We’re not talking about an eBook for $6.99, or a DVD for $79. We’re talking hundreds, maybe thousands of dollars to buy a single info-product.
You are creating something that other people will buy when they’re convinced you have the answers to their most fundamental questions and challenges.
A Signature Product is often called The Complete Guide to, The Ultimate, The Definitive, All-in-One, and many other even more creative terms.
Whatever you end up calling it, your Signature Info-Product must be:
- Broad enough to justify a big expense
- Deep enough to require a lot of content
- Specialized enough that its perceived value is high (as opposed to “I can just get it free online”)
- Exclusive enough that it feels like it was made especially for them
How do you identify the idea or topic within your expertise that does all this?
That’s why Steps 1 – 3 come before this. As you’re clarifying your sub-niche, describing (and learning as much as you possibly can about) your dream client, and figuring out how to demonstrate your expertise, you are also learning your audience.
Learning your audience – the kinds of people who frequent the places where you’ll be selling your info-product – is how you’ll eventually figure out what to sell them. It has to be something they need.
Depending on how much time you can devote to your new business each week, Steps 1 – 3 can take anywhere from a few months to a couple years. It might take a while. Starting a business isn’t something you do on a weekend. Take your time. Let your expertise ferment. Whatever you know, you can always know more.
These early times are not wasted. This is your personal investment period – of time and probably some money.
Step 5: Break Your Big Idea into Topics
Once you’ve got your idea for your Signature Product, start mapping out the details.
What does your audience need to know to succeed at whatever you’re teaching them? Think skills, understandings, strategies, demonstrations, examples, success stories, how-to’s.
Think about specific lessons, modules, units, segments – whatever you end up calling them. You are their teacher. So break it down into bite-size chunks centered around single ideas that give them a sense of accomplishment when completed.
Also, think about order.
What do they need to learn first? Why in this order? Are you going to explain that reasoning to them as part of the content? You should, because this helps motivate them to keep going.
Your marketing doesn’t end once they’ve bought your product. You continue to market that very same product to them as they go through it. Reinforce the value and exclusivity of what they’re learning. You want your buyers to get through all your information, because then they’ll use it, be happy, and give you referrals and testimonials.
Step 6: Find Your Media
Within your info-product, you will deliver each lesson and module in a particular way. You might do them all the same way. You might do them more than one way.
What you choose to do depends in part on your audience. If you’re showing your buyers how to do something – a skill or ability – it’s pretty hard to do that in writing. You’ll need visuals, and video is often the best way. Plus, seeing you on video inherently builds trust, because your buyers will feel like they know you.
If what you’re teaching needs slides, or screen caps, or audio, or all of these, this will affect how you deliver your content and the technology you’ll need to make it happen.
So once you’ve got your info-product planned out in terms of content and order, figure out how you’ll present each part of it.
Step 7: Create Bonus Content
Yes, you need bonus content. The best way to come up with bonus content is to ask yourself this question for each module of your info-product:
Is there additional instruction or explanation that only some people in my audience might need?
To use the organic gardening example again, suppose there’s a module about types of natural fertilizers. But then you ask yourself, “What if some buyers have really tough soil?”
So, you might create a special bonus segment explaining how to work with hard or clay soils. Or maybe you have a separate section about composting, because many of your viewers already know how to do this so it doesn’t really belong in the core content sections.
These bonus segments can often sell the product for you when you market them well. Someone who really needs that specific problem solved might buy the whole thing just for that. Maybe that question is the one thing that’s held them back, and you are answering it.
Step 8: Plan Additional Resources
Your info-product is not your final sale to these buyers. You want them to buy again.
This means, you need additional info-products, as well as other services. You saw some of these in the blog referred to in the opening. This can be coaching, done-for-you services, and things like that. It can also mean live events, group calls, workbooks, webinars, and much more.
Whatever else you have to sell (services or other info-products), talk about them throughout your info-product as appropriate, and market them at the end. Don’t overdo it. But don’t neglect this either. You want these people to buy again, and they are a captive audience. So teach them how your other services can help them.
Remember, you want to help them reach their goals. Their success is your success. Their happiness is your happiness.
You should also offer some resources free as part of the course, like PDFs of any audio segments, worksheets, to-do lists, inspirational quotes or visuals, awards and completion badges, prizes, free one-time coaching opportunities once they’ve completed certain milestones – the options are endless.
By offering a combination of free resources in addition to bonus content, when you also then pitch them your other paid services, they will not be offended. They will listen intently to what you’re offering. They may not buy now. They may not buy for a couple years. But they know about it.
And as long as they’re actively engaged with you (on email, social media, in direct mail, and/or live events), they will still be your customer, and will buy from you again when the time is right.
Ready to Create Your Info-Product?
It’s a big task. But remember – you already have the most valuable asset, the hardest part of all. You have the expertise that few other people have. And, you have the desire to use it to help people and make income from it. Best of all, you now have a blueprint for how to do that.
You are equipped to take your information business to the next level. So get to it!
To Your Success,