What Is An Information Product? A Complete Guide With 13 Must-Know Facts (+1 bonus)

Everything you need to know about info products -what they are and how to create your own.

Information products are products where the most important part of what you sell is your knowledge.

Info products are in HUGE demand because it’s an easy way for people to shorten their path to achieving the result they’re after, and even better, they’re easy to sell.

So, what is an information product ?

An information product is an educational teaching & training product with the goal of helping its users achieve an outcome or result. It can be delivered in a variety of formats, including text, audio or video and it may take many forms such as ebooks, white papers, webinars, training courses etc. and serves a crucial role in a business’ value ladder.

What is an information product?

What is an info product?An info product is any type of content or training material that helps someone learn something new.

It could be a product that helps them to learn about themselves, learn how to achieved that ever-elusive work/life balance, or how to set and achieve goals.

It can be a training on how to improve their career prospects, how to get more clients, how to make money online, how to start a successful blog, how to build a website,

Info products also cover concepts like how to write copy for websites, how to create videos, how to market your own services, how to become a freelancer, and more.

There really is no limit to the kinds of topics you can build your information product on.

What are the benefits of information products?

Information products have a MAJOR key advantage – once you’ve created the first one, it doesn’t cost you anything  – literally – to create a 100 copies of it.

Once the creation part is done, that’s it!

This means that if you want to launch your own info products, the primary investment for you is your time to create it.

You can create it once then sell it over again.

How amazing is that?!?

What are the examples of the different types of info products?

Information products come in all shapes and sizes.

Here are some common types of info products:


Easy to create, checklists are a fantastic way to get into the info product world.

My Self-Hosted WordPress checklist has been one of my most successful products I’ve created.

I once listened to a podcast with Noah Kagan where he was talking with his guest about the value of checklists and talked about how if there were a website that sold checklists for different things he’d be one to jump on board.

Some checklists would be more valuable than others, but either way – this is a fantastic way to create and deliver value.

Guides & Workbooks

Lead magnet exampleAnother great example of an info product is a guide or workbook. These are usually very detailed guides which help teach you how to do something. They often include exercises at the end so you can practice what you learned.

They tend to be longer than other info products and require quite a bit of effort from the creator. But when done well, these are extremely powerful tools.

One of my favorite guides that I’ve bought is Allie Bjerk’s LiveStream 365 Planning System which is a fantastic resource for helping people leverage the power of social media live broadcasting.


A cheat sheet is another kind of info product that many people use. These are quick reference types of materials that contains useful tips and tricks.

These are perfect for busy people who need to remember certain bits of knowledge quickly.

For instance, I recently made myself a list of 10 ways to increase conversions using Google Analytics. This is a super simple cheat sheet that will save me hours every month by making sure I’m not forgetting important stuff.

I created one from my notes I created from the One Funnel Away Challenge that’s been very popular.


Anything that makes people’s lives faster and easier are great info products.

I created the Website Content Blueprint that helps people quickly and easily know the kinds of pages they need on their website and exactly how to create them. It also includes templates for creating content like blog posts, landing page copy, etc.

The best thing about templates is that they’re easy to make and distribute. You don’t even need any special software to create them.

Swipe files

If you’re looking to make money online through affiliate marketing, swipe files might just be the best thing you ever did.

The idea behind swipe files is to create something that your customers can quickly and easily repurpose for their own use.

This could be something like an intro email marketing sequence, your best converting headlines, or something else.

Your customers that can “swipe” the file and, after a little tweaking of their own, can use it in their own materials.

Reports & Analysis

If you’re a numbers geek, then this is for you.

Everyone loves a shortcut, and if you’ve done the hard work that cracks the code on a hard-to-master subject, you can create an exclusive report.

You’ll have all sorts of data and insights that no one else does.

And if your research has lead to something that’s created great results for you, then there will be a line of people waiting to get the shortcut so they can implement it themselves.

And because you did the research and wrote the report yourself, it will be incredibly difficult for someone else to copy.

Legendary copywriters like Gary Halbert and Eugene Schwartz used to sell reports using direct mail sales letters. The key here is that the information in your product is what’s most valuable.


What would you do if you suddenly lost everything?Another type of information product that’s really hot right now is interviews with experts.

People love talking to those who already understand what they want to learn. And since most interviewers aren’t experts at everything, they often end up learning more than they expected.

So instead of having to spend time researching things on your own, why not ask some questions?

It doesn’t matter whether you do phone calls, video chats, or Zoom sessions – as long as you uncover gems, it will be huge success.

One of my favorite types of interview product is something that its creator gave away for free.

Russell Brunson created the 30 Days Summit where he asked a series of people the same question:

“What would you do from day 1 to day 30 if you suddenly lost everything – your money, your name and reputation, social media following, etc. – and had to rebuild your life?”

What a powerful question!

And it made for an incredible info product.

Podcast Collections

The Podcast Collection is another great way to provide valuable information to your audience. A podcast collection contains multiple podcast episodes which cover similar topics but each one has its own unique focus.

For instance, if you wanted to talk about SEO, you could put together a series of different podcasts covering various aspects of search engine optimization. Each episode would contain interviews with experts in the field, case studies showing real life results and even tips & tricks to help improve your website rankings.

Video Tutorials

One Funnel Away Challenge Members AreaVideo tutorials are short videos which explain concepts step-by-step. These tend to be very popular because they allow users to learn things quickly without having to read through pages of documentation.

There are lots of different ways to produce them but one common way is to record yourself talking over slides showing images and diagrams explaining each point.

This is an incredibly popular info product these days because video is so accessible and it can be produced so easily.

You don’t even need super-high production value.

People have been successful with video info products shot on a cell phone camera.

The important part is the content and when you’ve got that part down, you can be very successful with video info products.

Audio Programs, Lessons & Books

Not everyone has the time to sit and watch a bunch of videos these days.

So creating an audio series that can travel with your customers is a great option for an info product.

I once bought a series of CDs from Brian Tracy that were literally overflowing with amazing information and I’d listen to them when I was on the road, or while walking my dog through the neighborhood.

An audio book is very similar.

An audio book is basically just a book made up entirely of audio recordings. If you’ve ever listened to audiobooks before, you’ll know that they’re really easy to listen to – especially when driving or doing other activities where you don’t want to disturb others.

One of the options I look for when I’m buying a book is the audio version because I love to listen while I’m at the gym or in the car.


An ebook is simply a digital version of a printed book. They come in various sizes from pocket size to hardback books.

The main difference between an eBook and other types of info products is that an ebook has been designed specifically for reading on computers, tablets and smartphones. This makes it ideal for selling via Amazon Kindle Direct Publishing.

One of my most popular products has been my Ultimate WordPress Blueprint eBook which leads its readers through all the steps needed to create their own self-hosted WordPress site.

What information products are not digital?

But did you know that not every information product has to be some kind of digital asset?

That’s right – you can create info products where you deliver teaching in person.

Coaching or mentorship as a product is one example of non-digital information products. Another would be live events like webinars or seminars.

There are many ways to make money using info products without having to go digital first.

Some of the most successful marketers I know have as their primary product a one-to-one coaching or mentorship program.

What is the value of info products?

Info products serve as great tripwire products that help introduce new people to your business without a lot of risk.

You can start with something simple like Allie’s LiveStream365 System where the cost is only around $27.

But if your info product is more complex, like it includes video training, or in-person one-to-one coaching, or one-to-many group coaching, then it’s easy for the cost of your program to reach into being several thousand dollars.

So how much should you charge for your info products? Here are some things to consider:

  1. How long does it take to produce each piece of content?
  2. What type of audience are you targeting? Are they looking for something specific?
  3. Is this going to be a recurring income stream, such as it would be if it was for membership to a private coaching group, or is it more of a one time sale?
  4. Would it be better to give it away as a lead magnet that may introduce your customers to other products and services you offer?
  5. Do you offer any bonuses with your info products? If yes, then how valuable are those bonuses?
  6. Does your info product include training videos? These tend to sell very well if done correctly.

What is the ideal info product to sell?

This depends on who you’re selling it too! For example, an ebook may work well for some people while a podcast will work better for others.

When you know who your dream customer is, you should have a better idea of what to create.

But keep in mind that people are different.

That means that each individual has their own learning style, so need to consider whether or not it would alienate a big part of your audience by choosing to create your info product in specific format.

My recommendation, and what I’ve been most successful with is starting with something small so you can learn and iterate along the way.

How do I create my first Info Product?

It all comes down to how much time you have available and whether you prefer working alone or collaborating with others. The best approach is usually going to depend on your situation.

If you’re just getting started, then I recommend creating a freebie version of whatever it is you want to create.

This is a great way to whet the appetite of your dream customer and leave them wanting more!

It also gives you a chance to test out your ideas before committing to building out something more complex.

Once you’ve validated your concept, then you can move onto building out your value ladder and sales funnel.

I recommend to start with a simple PDF guide of some kind that’s dripping with value. Make it the best that you can possibly make it.

Then give it away and use it to build your email list.

Then you can create a more in-depth version that goes deeper that you charge a premium for.

How do I increase the perceived value of an information product?

You can use different methods such as adding more pages, creating videos, making infographics etc. You could also add testimonials which would help make your report seem even more credible.

But the most effective way to increase the value is to bundle it all into an “irresistible offer” — an offer so good that anyone would be a fool to ignore.

You do this by adding bonus materials.

And the best bonus materials are those that meet the need that your info product creates.

Whenever a need is met, a new need is created, so including bonus material that complements and addresses that new need is a great way to seal the deal with bonuses.

For instance, when you sign up for a trial for the ClickFunnels platform, you immediately have a new need to know how to build effective sales funnels. So, one of the bonuses that ClickFunnels used early on was a training course on how to design and build highly effective funnels.

It’s a no-brainer, right?

Bonuses can be additional reports, video tutorials, checklists, templates, ebooks, audio interviews, webinar replays, live events… whatever complements your primary info product offer.

Bonus content adds credibility because potential buyers now know that if they buy your main package, then they’ll automatically receive access to your bonus material too.

This makes them feel like getting both packages was money very well spent.

Bonus material also removes price from being an objection.

Making the purchase then becomes a no-brainer for your customers because you’re delivering so much value!

What are the best niches for information products?

Some niches are going to perform better than others.

Some are going to be a lot more crowded with more competition than others.

It’s vital that you understand those two things before creating your own info product because you don’t want to waste a bunch of time and money and have your info product flop because your research into your market opportunity was flawed.

I highly recommend you get a copy of Russell Brunson’s Expert Secrets where he goes into detail about how to find blue ocean opportunities as opposed to red ocean opportunities where competition is fierce.

In that discussion he talks about the three primary markets, and how the greatest opportunities are in the sub-niches where new opportunities are created.

To get more on that you’ll have to grab a copy of that book, but for the purposes of getting an idea on finding niches for info products the markets you want to look at consist  of 3 main categories:

  • Health – those things that improve your health and overall well-being
  • Wealth – the ways we earn income, generate revenue, and build wealth
  • Relationships – the ways we relate to each other, build community and network

Here are a few specific examples of how the niches themselves break down.


  • Fitness
  • Nutrition
  • Self-development & improvement
  • Food & nutrition
  • Meditation
  • Pets & training
  • Beauty & fashion
  • Music


  • Real estate & house-flipping
  • Leveraging your professional expertise
  • Network marketing
  • Side hustles
  • Social media marketing
  • Digital nomad life
  • Blogging and content creation
  • Online business & digital marketing
  • Photography


  • Dating & relationships
  • Parenthood
  • Networking
  • Travel
  • Community Building
  • Language training
  • Lifestyle

So how do you find the best sub niches for info products? There are many ways to go about finding these types of markets but here are my top three:

1Find a problem that people don’t realize exists yet. You are looking for an sub-niche where can create a new opportunity

2) Create a unique solution to that problem.

3) Offer that solution at a price point that is a no-brainer.

So, once you’ve identified a market opportunity, what should you focus on next?

How do you create an information product?

You need to have some kind of concept or idea for your information product to start.

The most important thing when selling an information product is to make sure you have something valuable for people to buy.

If they don’t need what you sell then there won’t be much interest in buying from you.

The best way to find out if someone needs what you offer is to ask them directly. You could also use surveys on social media sites like Facebook or Twitter.

This could come from research into the niche you’re interested in and what people would like to know more about, or simply brainstorming ideas with friends, family or colleagues.

Once you’ve got this initial concept, then you should start thinking about how best to present it.

The key here is to make sure that the presentation is clear enough so that readers will understand exactly what they are going to get out of reading/watching/listening to your content.

How do I find ideas for my own information product?

You should start with a topic that interests you.

Makes sense, right?

After all, are you going to spend a lot of time creating an info product for an area that holds little to no interest for you?

Probably not.

So brainstorming is a great place to start.

Go through Google Trends. This will show you what keywords people search for over time. It’s not perfect, but it does provide a decent starting point.

Use Buzzsumo or an SEO tool like Ahrefs to see who else has been researching similar topics.

Look at other successful info product websites. I’ve used several examples in this post alone.

Here are the things that the best info products do:

  • Provide useful information
  • Be easy to consume – read, watch, listen, etc.
  • Be super clear
  • Have good grammar & spelling
  • Include links back to your website
  • Use great images where appropriate
  • Tell a story
  • Deliver results
  • Answer questions
  • Give the inside tips, tricks & tools
  • Build your own brand
  • Educate
  • Inspire

But there’s an even better way to find inspiration for creating your info product…

Sell Your By-Products

In the book Rework by Jason Fried and David Heinmeier Hansson of 37 Signals, they remarked on a concept that’s pure genius.

So many people have done so well with this concept, and it’s so easy to implement.

Here’s the concept:

According to Fried, creators, software companies and the online business industry as a whole has a lot to learn from other more traditional businesses.

The lumber industry sells what used to be waste — sawdust, chips, and shredded wood — for a pretty profit. Today you’ll find these by-products in synthetic fireplace logs, concrete, ice strengtheners, mulch, particle board, fuel, livestock and pet bedding, winter road traction, weed killing and more.

Ultra refined petroleum finds its way into plastics, cosmetics, food, rubber, synthetic fiber, insecticides, fertilizers, heart valves, toothpaste, detergents, waxes… The list goes on.

Corn and soybeans are refined and processed into just about anything these days. By noon you’ve probably consumed a few pounds of corn energy without even knowing it. It’s hidden in your food in the form of HFCS, xanthin gum, dextrin, maltodextrin, MSG, or ethanol in your gas tank.

There are by-products that you create in your work without even knowing it (most likely).

Just take a look around:

It could be a checklist you use before you seal that order and send it out.

It could be the training series you use to train your team.

It could be a series of blog posts that you turn in to a book (like Michael Hyatt did with his “Platform” book)

Here’s the deal:

If you look around at the stuff you’re using in your everyday life there are by-products of your work that you can create info products for that your customers would love to get their hands on!

Why should I create my own info product?

How can an info product benefit you and your business?

Info products can help you establish your brand. They give you credibility and authority when speaking about topics related to your niche. You’ll also build trust with potential clients and grow your email subscribers.

Information products help build trust between you and your audience. Once you’ve demonstrated that you can deliver results and help people get to where they want to go your success rate will increase and your income will grow.

You don’t need any special skills to create information products. In fact, most people who do make money selling them aren’t superstar writers or marketers; they simply leverage existing content and repurpose it into something useful and valuable that fills a need for their audience and community.

Generating your own info product allows you to control every aspect of its creation. From choosing the topic to writing the copy – everything is up to you!

Information product ideas you can start today

Now it’s time for you to get started.

Look around you at your by-products and find something that you can put together quickly to get out to the world.

It can be a checklist.

It can be a cheatsheet.

It can be your notes from your last conference you attended (trust me, people buy that stuff too!).

It can be anything that’s help you get results that you know that your ideal dream customers could use to get results too.

Next Steps

By this point you’re probably excited about how to implement all this stuff, and I would be too.

Here’s what I recommend.

There’s an online course – an information product – that will teach you everything you need to know about how to create your own online sales funnel and to have it 100% done and working for you in 30 days.

I’ve personally taken this course myself and I’ve enjoyed it so much that I’ve actually gone through several times and I’ve learned something new each time.

The best thing about it is that it’s perfect for beginners, who’ve never even thought about having an online business before.

The training is thorough and deep, but it’s also consumable and profoundly useful.

It will teach you about how to generate traffic on social media, how to build your own list of email contacts, how to build your own sales funnel, and how everything works together to build your online business.

So if this is something completely new to you – don’t let that intimidate you!

The training is called the One Funnel Away Challenge and I can guarantee you that it will be the best $100 you ever spend. And if you end up joining the One Funnel Away Challenge and do the work, but decide it’s not for you, then I’ll personally give you your money back if you’ve bought through my link.

Want to learn more about the One Funnel Away Challenge? I’ve got another entire post dedicated to covering everything you need to know about it here.

If you want help implementing what you’ve learned here, reach out here. I’m glad to help you but my availability is limited, so make sure that you reach out soon.

Have any questions about any of this? Just leave me a comment below.


If you’d like some help implementing what you’ve learned here I want to invite you to join my free Facebook group, Digital Marketing Mastery – would love to have you over there.

Disclaimer: Many of the links you’ll find here are affiliate links and proudly so.

I recommend them because they’ve helped me do what I do and I have great confidence that you will get value out of them as well – hence the recommendation and affiliate links.

It’s my belief that if a product or service can help me in my business then it can help you in yours too. I’m either currently using, or have used these products and services I recommend – I will never support or feature something that I don’t believe in completely!

So by following any of these links and making a purchase, I’ll receive a commission. I always recommend you do your own independent research first before you purchase anything.

See Also:

What kind of website do you want to build?


"So, now that we have that covered, let’s talk about how the type of website you want to build factors in to the cost. To dig a little deeper in to the previous point about complexity, I’m going to walk you through a few different types of websites and what to be on the lookout […]"

Keep Reading...

How Much Does A Website Cost?


"How much does a website cost? If you’ve been thinking about starting a website it’s probably one of the first questions you have. I know it’s one of the first questions I get when I’m talking to someone who is thinking about a new website. So, what are the factors that go into how much […]"

Keep Reading...

Who To Follow On TikTok: Marketers & Entrepreneurs


"Who to follow on TikTok TikTok may have started as a lip-syncing dance show app for teens, but it’s become so much more than that. Perceptions about TikTok as a platform have changed as users of all ages and walks of life have joined, and it has become an amazing resource for creators, marketers and […]"

Keep Reading...

Website Content Is Important – 7 Surprising Pages You Need On Your Website


"It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. "

Keep Reading...

How often should I post to my blog?


"You should publish new posts to your blog as often as you can. If you’re someone who thrives on schedules and formality, at least once a week is a good baseline to start with. But that’s the bare minimum. Remember, you’re practicing when you’re getting started. So the more practice you get the faster you’re […]"

Keep Reading...

How to choose the best hosting service for your new blog


"Want to know how to choose the best hosting service for your new blog? I know it can sound intimidating and overwhelming, but it really sounds a lot worse than it actually is. But a good hosting company is going to make the entire process easy for you. So choosing a hosting company for your website doesn’t […]"

Keep Reading...

What kind of blog should I start?


"There are two main things that you want to consider when thinking about what kind of blog you should start: What medium you want to use When you’re thinking about the “kind” of blog you want to start it means that you can start a video blog, or a “vlog”, you can start a podcast, […]"

Keep Reading...

Can you build a membership site with ClickFunnels?


"One of its greatest features is its ability to quickly and easily create membership site – from simple to complex. Think about it this way: You want to build a membership site for your program but you’re concerned that you need to create multiple different pages and access levels because you want to offer different […]"

Keep Reading...

How to choose a niche for your new blog


"STEP 1: Choose a niche for your new blog Pick a topic you’re interested in Talk about what you know Pick a topic that’s broad enough to cover lots of stuff Look for “blue ocean” opportunities Pick a topic that you can monetize Assess the competition Click here to jump to the next step So […]"

Keep Reading...

How To Blog & Post With WordPress | How To Make A WordPress Blog Step-by-Step 2020


"Ready to start creating your posts in WordPress? Want to learn all the features you’ve got available to you in your posts screen? In the fourth part of my in-depth WordPress training series I’m covering everything you need to know about working with posts in your new self-hosted WordPress website. Since this is the tool […]"

Keep Reading...