Info Product Marketing: 3 Components to Creating High End Info Products

One big misconception when thinking about creating higher end information products is that one needs to create MORE content to justify the higher investment.  This is actually not at all the case.

In just about any market that I can think of, what people really want is more of an experiential program when investing more.  Think about it; people will invest thousands of dollars to attend a live event.  They will add to that several hundred dollars in travel expenses and typically receive less actual information than the home study system they could have purchased instead.

What people want is a great experience and they want to feel involved in the process.  Selling stand alone home study systems is a fantastic way to generate near passive income, but to sell your products at a higher price point there are three components that should be present.

1. Content. This is intuitive; but again, don’t feel the need to pour out content in order to justify the price tag.  This will only frustrate and overwhelm both you and the client.  Share enough content to take your client from where they are to where they want to be.  No more and no less.

2. Community. People want to feel that they are part of something.  It is actually very easy to accommodate them by creating a simple online community.  You can set up a group on Facebook, LinkeIn, Yahoo, Google, etc that does not require your presence.  You certainly want to be involved, but you don’t need to spend hours moderating your group.  Set the guidelines and let the group run itself.  You might be amazed what can build out of this.

3. Coaching. While this will require some of your time, you can increase your price considerably by adding some coaching to your product.  This does not have to be private coaching or in person coaching.  You can set up a teleconference line and work with small groups a couple times a month for three months (this is just an example) and this would add considerable value to the product/program.

So when you’re ready to begin creating high-end products, resist the urge to create more content.  Look at what you already have and consider adding a community and some coaching to create more of an experiential product that will help take your clients to new heights.

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Leave a Reply 9 comments

FRAN - June 22, 2011 Reply

I really like this explanation! Bigger (or more) is not always better!

Karen - June 22, 2011 Reply

Your advice, Tom, is so valuable. I am finishing my very first info product (thanks to your training) and you have just now clarified some points I have had in my mind about (easily) setting up a community and adding in some coaching. Thank you.

Ann Bell - June 22, 2011 Reply

Many people are stopped by not knowing what to do when they have a question.

Community or live coaching (or email access to you) removes that sticking point and results in more sign-ups to the program/product. At least that’s what I’ve noticed in my purchasing decisions.

Sandra Lee - June 22, 2011 Reply

I just produced my first info-product publishing to Kindle and the Nook. I kept the price low but as I venture forward I will decide how my other products will be priced.

Thank you for the tips on higher valued products. The level of commitment to a product and what I am willing to do around it is something to consider. I have a product that has a high-end consulting attached to it, but a cheaper more inexpensive coaching program might prove valuable too.


Christine - June 22, 2011 Reply

Thank you, Tom! This is insightful and very useful. Thanks for sharing your great ideas.

Bryce - June 22, 2011 Reply

I have to say Tom that your approach to instructing and doing business online is refreshing and uncomplicated; reminding me (us) that although it takes effort, (teachable) skills, focus, and determination to get to do what you have done so well speaks values of the power of this “new frontier”.

Thanks for this timely guidance!

Bryce - June 22, 2011 Reply

I would be interested to know which community building, social medium should be used if based on your niche?

    Tom - October 12, 2011 Reply

    Hey Bryce,

    Both Facebook and LinkeIn groups can be powerful ways to build awareness and support for your products and programs. Let me know if that answered your question or not and thanks as always for the input!

Linda - June 25, 2011 Reply

Thanks very much for this clear and helpful information. I totally agree that more content is not the answer. Overwhelm and lack of clear, focused steps prevents results.

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