selling info products literally changed my life I started with a six-page eBook that I sold for four bucks and it morphed into over $100 million in total sales across all different info products in a 10year span would you like to know some of their secrets what you're seeing on the screen is the information formats this is what I go to when I want to create an info product and when I have the most high value perceived from it I say how can I take the core piece of information and put it into as many of
these formats as possible now I'm going to show you specifics and how you can Lish this in a second but first let me give you a formula that you can use to create really simple info products incredibly fast what you're seeing is a literal outline of the first info product that I created in 2007 less important is the specifics of each step more important is we teach stuff in a step-by-step fashion so you should always create information that is delivered sequentially first do this then do that then do this then do that now here's the
hack when you create your steps for the thing you're going to solve for each step has only one page this allows you to get the info product done very quickly now you may say Jason what should I create topically for an info product which ones have the likelihood of the highest rate of success and the most amount of value I'll get to that in a second first though I want to show you the formats now the power of having formats to present your information is is it will increase the value exponentially so if I say
hey here's my ebook go and buy it and you're not going to get excited but if I say here's my system which includes a step-by step process delivered in a PDF fashion and a cheat sheet so you can use it whenever you need to as quick as possible plus case studies and a variety of different circumstances that you can model when you try to achieve XYZ and I've also given you a template that you can use to make it even faster for you to implement even easier etc etc uh fundamentally it's all the same information
the power is in once we have that core stepbystep process we can leverage it in a variety of ways and not only does that help us sell more of the product it actually opens up all sorts of strategic byproducts as well which makes info product so amazing let me prove it to you so let's just look at one specific format of information in this case webinars how can I leverage the idea of a webinar process in a variety of different information formats so here's the ebook so for example ebook straightforward step-by-step process just like I
taught and told you here this is what it could look like now you sell ebooks for very low prices so you don't make a lot of money on them directly but indirectly they can do amazing things like this ebook inspired Russell Brunson to write expert Secrets which has sold I think about a million copies at this point in time and he read something in here about breaking belief patterns and that was the inspiration for his book so when you create and sell ebooks you won't make a lot of money with them directly but it will
unlock doors for you that can lead to large amounts of money in the future now the next format is the virtual workshop and what's really cool about this is you can take the same step-by-step process in an ebook and teach it virtually on Zoom or elsewhere now this is one way in which I leverage the same information I created a training called the before during and after of webinars so we added a little bit to it but not much and then I did this training for free for a company called Prime corporate services and they
serve a lot of highlevel influencers in publishers and so we were able to train their staff for free which then has led to lots of service deals for me lots of referrals lots of big ticket Consulting clients so using the same information but then presenting it in a workshop format for a third party audience can make you a fortune then there is the good oldfashioned seminar where you're in person as I am here man there's some ballers in that crowd now seminar is pretty much the same type of structure as the ebook would be just
expanded further with more examples and done in real time now the recording from the seminar which is a video program is the one that Alex Heros bought for me and that he credited as the best course in on offers in Persuasions and what's really cool again is this is not my audience this is Joe polish him and I partnered on this so I said Hey listen let's do a seminar I'll do all the work we'll split the money he says that sounds like a good idea and this was a million doll plus winner for us
and again I didn't have to do it from scratch I took the Core Concepts of a step-by-step principle that I first taught in an ebook and just fleshed it out more with more examples more insights and because I had taught this several times already in Virtual workshops Etc it became much easier to do it live in person in a seminar now what's really cool about this is when I taught it uh somebody who saw me teaching this Richard Rossi he actually wrote it down in a format similar to this not as dressed up but he
sent it to me and he goes these are the notes that I understood so in the introduction you do these things in content section you do these things transition and close Etc and I said wao that's a really cool way to format the information so then we took it we dressed it up and this has now become a lead magnet for us so we can generate leads and then this thing naturally sells the workshop recordings that we did on this topic which again initially was taught in an ebook in a step-by-step fashion and this also
inspired Perry beler who sold about a half a billion dollars worth of Stu he launched a whole new laminate business and he reached out to me and we started a mastermind together with kasum Aslam which is a Million Dollar Plus per year Mastermind mainly on the back of a cheat sheet which was a derivative of a stepbystep eBook now instead of a whole Workshop you can just do a 60 75 or 90 minute keynote presentation where again you take the step-by-step components and you slightly change them to be more conducive to a keynote environment so
you actually teach Less in a keynote you use more jokes you have more humor more back back and forth with the audience now in this particular case and you can see this YouTube video we did it where I broke down how I sold 30% of the room that did six figures in sales and we made an offer at the end but you don't have to make an offer you'll see another presentation where I spoke in Germany about offers this is also a YouTube video that I posted got a standing ovation and this was not a
pitch but the main examples in the main structure still came from that ebook that I first originally wrote on webinars over a decade ago and also this presentation guess what it did it unlocked a partnership with Onyx andal now where he's going to buy all the traffic I'm going to do all the conversion this should be easily a seven figed deal on the basis of an info product so are you catching the theme yet strategic byproducts from info products are better than the sales from the info products themselves now you don't have to be an
expert to create info products but if you are then you can use the examples that you're teaching from and then those become derivative product s too so we were using webinars and this was a webinar that I did $3 million on in 60 some minutes inanity and then I can use this as a a breakdown on a transcript when I train my webinar audiences this is why I said this here this is why I did this here this is why I did that there so if you're an expert at doing the thing in addition to
teaching the thing then some of your doings of the thing can also be transformed into other information formats now here's a concept that most people will never get about marketing and that's 7% of the market spends 70% of its money and so if you can design flavors of your information that originally appealed to the masses and then make them appeal a little bit more direct and specifically to the high end of the market you can make a bunch of money so I take the same training on webinars that was originally step by step and fleshed
out and we do a more Hands-On version of it where we stress test it against people who have actual webinars based upon General practices we right fit them together and this is a $112,000 coaching program that I do with 15 people four times a year so it's about I don't know what that is a half a million dollars in almost pure net profit on coaching where we take people that have bought the other product and what more hands-on experience and give it to them so again same information slightly modified unlocks half a million dollars more
of money now the most money you will make and the most impact you will have in the longest run in the info business is with an actual book if you don't have mine yet you should buy it on Amazon it is freaking amazing it's a five-star rated book and it's also the easiest word of mouth to drive and reach more people than you ever could and will create the most success for success stories for you now this was the result of a seminar that I showed you earlier that I did with Joe polish in the
room that people paid $5,000 to attend I took that seminar and I took the framework and the training and the teaching from the seminar and I turned it into a book that we now sell for $10 in a Kindle format so same information in one aspect to that 7% of the market that spends 70% of its money those are the people that will pay 5K to come and get it in person in a seminar and then we took that same framework didn't teach it live in person but put it in a book sell it for
$10 and now I get reaches for people all over the world and get invitations to speak at events and be on podcasts simply because somebody shared this book with somebody else who was a key to decision maker or a big influencer and now it's coming in it wasn't the info product itself that made me Rich it was the derivative result from the info product with a strategic byproduct that was connected to it now as you gain steam in this info product business people will reach out to you and I had an article by RL Adams
he reached out to me and he says hey can I write an article interview you and then write an article on your step-by-step process you see the theme here and then publish it and he did they used to have the share button here where they would tell you how many shares it had over 4,000 shares when it was published and this was something that I was not even creating anymore but because my info product was reaching enough people they were also wanting to support and help me they need content people need to publish I have
another article written by Ben Hardy that he wrote calling me the best webinar trainer on the planet and now Ben Hardy is multi-time best seller he's all over the place and I'm like wow these people need content they're looking for people people like you once you publish and prove that you have valuable content in your info product and this will increase your Reas significantly now here's what's really funny about this when he was writing the article he says we might be able to put a video inside of the article so why don't you shoot a
video and we'll publish it and I said okay so I did and I just threw it on YouTube to share it with him and I didn't think about it this was way before I was even focusing on YouTube as a growth Channel at all and this became the highest viewed video that I had by far until recently so as you can see here it has 10,000 views from 7 years ago now here's the horror story When I Was preparing this video we hired a social media company dumbest decision of my life when it came to
social media that's a story for another day and they unlisted the video so this video has been unlisted for 2 years otherwise I don't know maybe 20,000 views or more but it was a fluke because he wanted me to shoot a video which he didn't even use to include in the article which was a derivative of my step-by-step process that I originally taught in an ebook format now what's really cool about this is you can turn an ebook into a workbook real quickly what's the difference between the two the workbook allows people to take the
information and to create their plan from it or their information that they're going to use themselves to execute on the process that you teach them um you the thinking strategically behind what they need to be as successful as possible so these are where you're prompting them to insert stuff based on what you just taught them so there's a lot more focus on implementation here so these workbooks have a high perceived value in the marketplace and structurally they're 80% the same information as an ebook you're just changing the interactivity of the information and that has a
massive impact in the marketplace one of the things that I did with my ebook on webinars webinar pitch Secrets is I put a couple scripts in there and what I noticed was people love the scripts more than anything and they still use the scripts to this very day so I said huh people like scripts let me write a book just with the scripts in there expanded a little bit and now this becomes a lead magnet this becomes a way in which now people see the closes and then they know they come from me so when
other people use them they know they still come from me so this increases my brand increases my reach but all this was was taking a part of the ebook that was popular and expanding on it and now get leads from this now get clients success stories because of this and now get an increase in branding as a result and once you really start cooking then what happens is you create a lot of other assets along the way so if you're doing the thing that you teach if you're an expert in it you will throw off
all sorts of other resources and then you can create a resource list like in this particular case these are some of the highest performing webinars I've ever done 32 different ones and now when we sell our goat webinars training program and our coaching program we give them access to these pitch decks so they can model them they can use these as inspiration and so forth so when you add in resources on top of information it exponential ises the value of it and this isn't even ex an exhaustive list these are just some ways in which
you can take one simple step-by-step process that you initially sell very cheaply as an ebook that gets results and keep leveraging it to expand the formats that the information is in and increase the chances of you having more strategic byproducts and other ways of growing your business that are nonlinear as they relate to the information itself now I'm going to give you one more goodie on how to do info products at a higher level so the best info products you can give are just how to dot dot dot but how to blank is kind of
boring it won't cut through in the market it won't hook people it won't sell as good so I think in modifiers we can take basic how-to information and if we add a modifier to it we drastically increase the chances that we can be successful selling it because it's all about who buys it it's not so much what's in the product it's who it's aimed at so one of the things that we can do is take straightforward information and add an age modifier to it so instead of how to go viral how to go viral in
your 70s uh a lot of people use as age as an excuse a limitation and the specificity of calling out that audience will shatter those excuses it will also cut through the noise because they'll say wow this is made just for me so it must be better my favorite modifier is time so if you can just take a process and reduce the time to the outcome people will be very excited to buy it and clear outcomes sell better than funny fuzzy promises so you say how to do blank in this specific time period and to
design a step-by-step uh process that optimizes for that uh another greated modifier is an event so if something recently happened to the market that you can say because of this event this is how you do XYZ very powerful stuff it's funny because the number one time a fire alarm gets sold is the day after the house gets burnt down so people generally wait till too long until an event happens but if an event happens that has drastically disrupted their life that is when they're most key to invest in information to help them make sense of
this new disruption in their life so how to increase your credit score if you filed bankruptcy in the last X number of years months Etc build info around specific events the info is pretty much the same it's slightly changed because of the event but as a result because you're pointing it at certain specific people you'll get a higher than normal response mechanism is another modifier here so how to do blank by using some very specific process that you define as part of the product the specific process makes it unique it gets attention and it also
makes it more believable because of how specific it is another thing is you you can make the outcome an object so instead of how to overcome your sugar addiction how to break up up with sugar so you shift the problem to an inanimate object and it makes it seem easier and more manageable to overcome the problem obstacle so what is the one thing that gets in the way of somebody being successful and that's the product that you focus on how to do X even if obstacles in place or how to do X without encountering the
normal obstacles that they are likely to face and people say okay now I have a chance and now I'll invest in this information because I no longer have an excuse to stop me from moving forward asset very powerful stuff here how to build productivity workflows with notion for example the asset here is notion so by hooking into a thirdparty platform that already has a builtin user base and then giving specific instruction within that user base that will be a great way for you to start building Traction in a Marketplace the most powerful one is identity
here uh I'm in a little bit of a rush I didn't quite finish this uh last table but if you can call out people who self-identify as a part of a group a tribe something that they call themselves see themselves as people will act in ways that are consistent with their identity and so what we want to do is show and leverage the identity they have and show them how that can be an advantage or show them how they can navigate the world as a result of identifying as a certain someone the most responsive someone
will be is when you show them how to step more into the identity they have and get more from it so these are just some of the ways that you can do very well with info products and I have some examples down here for fill in the blanks with some more uh parentheses and all that kind of stuff to help get your brain going so you can put this out here and I little and I made a little bit of a kind of a checklist that you can think of as well to help you with
this process to improve the capabilities of you selling your info products and then even just the idea of a product progression I started with cheap ebooks that became group coaching programs that became 30,000 clients I started with a cheap ebook that became a coaching program that resulted in $220,000 C clients I started with a very basic concept that turned into a high ticket course that has turned into $30,000 clients this is why you need to perfect it at the small scale so you can crush it at the large scale and then here's where you can
get ideas for your products as well uh just drop me a comment and then I'll figure out a way to get you this notion doc in here so you can have it as a handy dandy reference guide what was your favorite part what can you see yourself using the most let me know I'll see you in the next video
