Info Product 101: How to package your expertise in 7 steps

What is an info product?

To build an info product means to crystallize knowledge (yours or others) to solve problems your users may have.

It is way more intimate than most people realize but also passive enough to serve a large number of people at the same time by – teaching, sharing and solving problems with what you have realized while working on your skill/field.

And it isn’t a new trend, because books and lectures have existed in the knowledge market for millennials. What used to be paperback books and in-person events have taken the form of pdf, ebooks, reports, case studies, video courses, email courses… there’s a lot more to unpack.

But needless to say, we are in the DIGITAL RENAISSANCE, and information-led businesses are at the forefront.

Because people value organized and validated wisdom.

And it can take many forms.

The Type & Format of info product

I’ve been in this game for long enough to learn that there are 2 types and 2 formats of info products. Now, this is just my way of making a distinction and you may not find it anywhere else but here.

2 Types: Active (you are directly involved) & Passive (more on the DIY side)

2 Formats: Product of skill and Product of outcome

Crossing these 4 gets you a wide variety of products that are tailored to the intent of the user. 

The reason you put some effort into this is that it can save you from a lot of trouble later down the line… mainly, the trouble of building the wrong products for the right problems.

• Active + skill = webinars, coaching, consulting, etc.
• Active + Outcome = workshops, live events, etc.
• Passive + Skill = ebooks, courses, etc.
• Passive + Outcome = playbooks, SOPs, etc.

All that aside, now here’s a basic roadmap you can use to build any of these.

The simple guide to building info product

Step 0: Audit (if you have an established brand)

You can’t just go out there and build a product that has nothing to do with your brand or offering. That will hurt you. So do a thorough check of everything

• ICP
• Offer
• Website
• Social handles 

See who interacts with your content and what they expect to learn from your brand.

Step 1: Find Problems & Questions

Find the most common problem people have in an overarching theme. What questions do people ask you, what is it that you struggle with?

Find them by:

• Getting on calls
• Research Quora
• Read Newsletters
• Look under prominent profiles

Just do anything to find the problems most people in a group would face. The more specific of a group you find, the better.

And the best way to do that is to look at where you are, where you were and where you want to be to find the problems you faced, are facing and will face.

You’ll find a lot of problems for people like you.

Step 2: Find a common overarching theme

Out of all the problems you list out, find what is the common theme. Maybe it’s about building an email list, maybe its graphic designing, maybe it is project management… even playing the guitar or using the sound mixer.

Just find which industry or niche that covers most of your questions.

Step 3: Research and Find what your TG is trying to get done

Understanding your audience or yourself is the most understated tactic here. A great info product isn’t loaded with information. It points to a result.

So try to find out why they want the problem solved? Do they want to learn how to solve the problem? Or do they just want it solved?

Because believe it or not, both of these lead to different products.

Step 4: Package your Solution

After you know your niche, your target audience and your theme, its time to put everything into a roadmap. This could mean ebooks, courses, playbooks, workshops etc. Create content that would work well with the stuff you care about conveying.

Not everything has to be a course, but not everything needs to be a cohort either.

Be mindful.

Step 5: Set a value to your info product

“What is the solution worth?” That is the wrong question to ask.

Instead, you’ll end up getting better results if you go with “What is the problem costing you?” Something that can save time is worth a lot.

Something that can save time and money is 2x.

But don’t overstretch yourself. You also need to consider who is going to buy your stuff. If you build something for beginners it can’t be more than $100-$150.

Step 6: Market your info product

One of my friends on X (formerly Twitter) served an SEO consultation offer, but nobody ever knew about it because he never advertised it.

So the smartest people I know use social media to be less social and be more business-oriented. They work hard to put their offers in front of the people, collect emails, market with content… or even run ads.

You are the creator. You are the builder. You are the Marketer.

Step 7: Improve

You can’t get stuck on your first product. Consider that to be your prototype… a V1. The more people use it, the more suggestions you’ll receive, but it is your job to actively ask them and get responses. It is not a one-and-done deal, you must keep making things better over time to keep things updated and relevant for people to buy more often and give you a steady stream.

All Published letters on building info products

1. 2 Categories of Info Products
2. Don’t research. Study your people
3. Targeting Signals
4. Find info products that sell with this.

All Upcoming letters

1. What is a flagship product
2. Reasons not to build a course
3. Mistakes when making info product
4. Things to Consider Before Making Info Product
5. Building info product strategy
6. Info design
7. Design Thinking
8. Building a Prototype
9. Product development strategies I considered
10. Learner Journey Map
11. Don’t build to teach. Build for intent..
12. Scarcity tactics to make your product compelling
13. Builder-Buyer gap
14. Effective vs Efficient product
15. Hybrid Products
16. Don’t sell information. Sell implementation?
17. How to ask for feedback
18. What’s the real goal of iteration?

Conclusion

There is more than one way to earn with your insight. But they get a bad rep, seeing as people try to make a quick buck off of something that they put together in an afternoon, without considering anything.

But no matter what, the right information for someone at the right stage could turn their life around.

So be ethical and moral when you build them. Nonetheless, they are a great way to efficiently help people, without a huge investment or learning curve from your side.

Final note…

This is just the tip of the iceberg from my info product builder kit which contains a replicable plug-and-play roadmap, advanced strategies &  templates, and checklists to help you build your signature info products in a matter of weeks.