No matter what kind of business you own, you need a few things in order to be successful in your field:
- You need a compelling, valuable product or service.
- You need to connect that product or service with people who need it, or at least who place a high value on it.
- To accomplish point #2, you need to figure out ways to drive more people in need to your business.
You can drive people to your business in a lot of different ways. But one method consistently delivers better results, while positioning you as an expert in your field and making you some cash on the side.
That sure-fire method? Creating an info product.
“What’s an Info Product?”
An info product is any kind of information that people find valuable enough to give you what you’re asking for in exchange for it.
Notice that I’m not limiting it to “information that people will pay for.” While a lot of folks have certainly created info products that have made them millions of dollars on their own, info products seek to accomplish any number of goals, from generating leads to building expertise in your field that can be leveraged into booking speaking engagements, or otherwise furthering your business.
“You mean like an ebook?”
Sure, ebooks are one type of info product. But videos and podcasts can be info products, too. Really any method to convey information that you can think of can be used to create an info product.
“How Do Info Products Help My Business?”
Good question. Info products can do all sorts of things for your business. They can:
- Bring in qualified leads. Master Launch Guru Jeff Walker is a prime example of this. His book, Launch, appeals to potential and current internet marketers. Because it’s filled with good information, people who buy the book are more likely to seek out his $997 “Product Launch Formula,” which is, itself, an info product. By demonstrating your expertise in a field, people are more eager to buy what you’re selling in that field.
Not only that, but especially online, you can create what’s known as a Lead Magnet. A lead magnet is a short, 12-15 page info product that you give away for free in order to entice people to join your mailing list, like your page, or otherwise enter your marketing funnel.You may have seen bricks-and-mortar businesses doing this for years with “free guides,” and even brochures to help people make big decisions. While these people are certainly providing value for the customer, they’re also positioning themselves so that when a prospect needs that service performed, the company providing the guide is going to be the first place the prospect looks.
- Scale Quickly. As you can see above, because each info product can bring in more and more interested people, as long as you keep providing the appropriate level of value, there’s no reason why you can’t have a bunch of different levels of info products, each one selling for a different price, and providing a different level of value.
- Position yourself as an expert in your field. Whether you’re making YouTube videos, have a weekly podcast on iTunes, or have a book published and available on Amazon, having an info product out there immediately makes you more of an expert in your field. After all, why would people be watching/listening/reading if you didn’t have something valuable to say?
- Make money. Maybe what you have to say is valuable enough that the info product can become an arm of your business in its own right. To use a ridiculous example, if you’re selling an ebook titled “How to Make $100 Overnight, Risk-Free,” and selling it for $47, if the book’s actually valuable and works, then you should have people lining up to buy it. That’s capitalism.I know–that one’s a bit out there, but think back to Jeff Walker for a second. The reason he can sell his Product Launch Formula for $997 is that in the product, he teaches a very detailed, very specific method that can be used to potentially make a lot more than that $997 initial investment.
There are plenty of other ways that info products can help your business. Know any I missed? Let me know in the comments.
D.J. Gelner is a freelance content manager and speechwriter located in St. Louis, MO. You can email him directly at email@example.com.