It’s exciting and scary to think about creating your first info product, isn’t it?
When I made the decision to take the plunge two months ago, I had so many questions which I bet you probably do too.
This isn’t a step-by-step blueprint in any way. But rather factors you need to keep in mind before launching yours.
Because beyond the hype of how ‘passive’ info products are, there are lots of things to consider before you launch one.Here are 11 things to think about before you create your first info product.#4 is a must!Click To Tweet
#1 When to create your first one?
So what’s the magic number of subscribers or page views to have before you create your first info product?
There isn’t any.
You do however need to have a small following and meet one important condition: Trust with your subscribers
This takes time to build because they need to see you as someone who provides value. You don’t need to be an ‘expert’ but you do need to be someone who can help them. And you need to give to your community first before selling.
Just as you can have thousands of page views with a very small number of subscribers….
…you can have lots of subscribers and still not sell well if you don’t have a solid relationship with them.
#2 How do you know what to create?
The product you create has to hit at a problem.
It also has to be a topic that you’re familiar with and enjoy talking about.
One way to validate your idea is to give away a freebie related to the problem your product is trying to solve.
When you give a short email course for free or a cheat sheet/workbook, you get to test the viability of your product idea depending on your audience’s reaction to it. You could also write a series of blog posts to gauge interest.
I ran a free email marketing course (currently rehashed as Email lists for newbies) about 3 months ago. I also did a series of posts to gauge how much of a struggle email was with bloggers and solopreneurs. I had lots of positive feedback from both before I decided to work on Email lists Simplified – The Complete A-Z Implementation plan to start, own and benefit from your email list in 60 days.
Another way to test the your product idea is to pre-sell it.
#3 Pre-selling. Yay or nay?
Pre-selling is to ask for the sale when you don’t have the final product fully done.
This is a good way to test your product and get a clear sign of interest before you even start working on it.
While I personally like this model and it’s something that a lot of people recommend, I was hesitant go this route. That’s because life with small kids is unpredictable. While I can be responsible for my own time and I’m not a procrastinator, I can’t predict when my child will fall ill or need me.
I can’t take the risk of pre-selling something and not be able to complete it because of family situations.
No matter how great a piece of advice is, if it just doesn’t gel with your current situation, you need to work your way around that advice.No matter how great a piece of advice is, if it doesn't gel with your current situation, you need to let it goClick To Tweet
#4 What does your product promise?
What result can people expect if they buy and implement what you’re selling?
I’m not a fan of time-led and quantifiable promises because everyone has different styles of grasping and implementing information learnt in courses.
But I do agree that having a ‘promise’ gives your digital product some tangibility. It’s easier for a reader to grasp what your course hopes to deliver.
And it gives you more confidence in what you’re selling and puts the pressure on you to deliver that promise.Your product has to have a promise so that the buyer knows exactly what your info product deliversClick To Tweet
#5 What’s the path to finding your product?
If you’re having an evergreen product;one with no specific open and close carts, you have to think about how new prospects will find your product.
How are you going to ensure a steady stream of eyeballs on your product apart from 1. bombarding anyone from your list who hasn’t bought the product and 2. promoting on Facebook groups.
Because your list will tire out after a certain time.
The easiest way is to create a solid opt-in freebie and promote it like any of your other freebies. This freebie could be a splinter from your main product. Or something that agitates the problem and hits at the pain point that your product is trying to solve.
Once someone opts into this, you can connect them to an email sequence which then leads to your paid product.
In this case, I had a free email course ‘Email lists for Newbies’ which leads the subscriber to my paid product Email Lists simplified. I also had content upgrades from a few other posts which I connected to email sequences that led to my paid product.
I was very inspired to try Elise Mcdowell’s (House of Brazen) passive sales funnel idea to deliver this course. I did not have a big launch in the sense of a webinar or anything of that sort.
Here’s what I’ve learnt about email courses and sequences.
I’ve experimented with different kinds of email and those that teach less and focus more on getting the reader to think about the problem have a much higher engagement compared to emails where I’ve attempted to teach steps.
In this course I’ve had amazing engagement and hear back from those going through the course every single day.
#6 Don’t let numbers fool you
Numbers are important to test what you need to work on. Whether it’s your sales copy, product positioning or marketing…
That said, just taking the number of units sold doesn’t give you a full picture of what’s working and what isn’t. These are the numbers that you need to give you a complete picture and assessment of what’s going on with your product launch.
- Number of people who accessed your sales page (you can easily set-up a link trigger to tag the number of people who accessed your sales page in Convertkit. This was one of my main considerations for wanting to go with Convertkit as my email service provider
- Units sold
- Conversion rate
The average sales page conversion is about 5%.
If you sold 15 units of your ebook and you’re upset because of that number, don’t be (yet). If you have access to the number of people who accessed your sales page, have a look at that.
If 100 people accessed your sales page, and you’ve sold 15, your conversion rate is 15%. That is higher than the industry average of 5%.
So you need to work on getting more people to access your sales page and more people into your funnel.
If you have a low conversion rate on your sales page, then you likely need to work on your product positioning and sales page copy.
Viewing numbers in this way gives you a complete picture as to what’s working and where the problem could be.
#7 Content plan
Content prior to the launch of your product is critical to build anticipation.
It helps attract people who are interested in your product and acts as a teaser. It works best if you can plan out your content and have your product prepared at the same time.
In Lacy Bogg’s PS You got this! Podcast episode, Bushra Azhar of the persuasion revolution talks about how even a single piece of content that’s out of place during your launch window affects the persuasiveness of your message. That means that everything has to be aligned.
Every piece of content and every email has to inch your subscribers (or prospects) down the path to make that sale.
#8 Price point
Pricing is tricky.
What level of support are you providing buyers?
How big of a transformation does your product give?
The bigger the transformation and higher your level of support the higher a price you can justify.
Perception about price points is also important to consider.
Whether you over or under deliver on what buyers think a $197 course is supposed to contain makes a huge difference to how they are going to feel about their buying decision.
You would rather start at an introductory price and raise your prices as more of your students get results. This is better than charging an exorbitant price and then lowering it down.
#9 You can’t create an info product at $0
There are upfront costs involved in creating your info product.
If you’re working on a video course you would need a screen recording software and a microphone in the least. If you’re working on an ebook you need to think about outsourcing your design and layout or investing in software to do your own. Depending on the platform you choose, you may also need to pay a monthly fee to host your course or ebook on the platform.
But these are tools that you would need in your tool kit, especially if you’re going to add info products to your revenue stream. These are what I used (affiliate links):
The sooner you research the tools and platforms you need, the easier it will be to plan your time.
#10 It will take longer than you planned
On top of your regular blog publishing schedule and social media, creating an info product is a huge strain on your time.
As much as you plan, especially if it’s your first time, it will take longer than anticipated. There are lots of thing that can set you back. Here are a few:
- Choosing what tools to use
- Choosing a platform to host and sell your product
- Writing your sales page
- Creating your sales page
- Editing videos
- Writing your email sequences
- Tech issues with uploading or exporting your videos
You may notice that you can’t keep up with social media scheduling or writing your own blog posts. The easiest way to deal with this is to be open to guest posts or rehash and update old pieces of content.
#11 Dealing with yourself as your harshest critique
You will fight yourself more than ever.
- Will this sell?
- Will people buy it?
- How do you gauge success?
- Should you wait longer to sell?
- Is it perfect?
I’m naturally not a procrastinator but this time I was finding reasons NOT to do to work on this.
And when I digged deep down, I realized what I was really running from.
All the questions were packaged in a single word.
That’s what it really was.
Asking for a sale is a whole different ball game from asking someone to subscribe to your email list or free email course. It’s a lot harder then pitching a podcast or guest post.
It’s easy to spiral down to stress point, but you need to remember that this happens to the best of us.
Your first of many
Whether your product does well or it doesn’t, it’s important to remember that this will not be your last info product.
And because you have invested so much of your time and energy into it, your product becomes an extension of you.
But the further you put yourself from your product, the more objective you’ll be when it comes to analyzing what worked and what didn’t.
I believe very much in the concept of a minimum viable product, a product that’s good enough for sale. Because no product will be perfect from day 1.
But it’s better to get something out for feedback than hoard it to yourself.