Info products are in their heyday since they are an excellent way to generate passive income.
But let’s take it one step at a time.
What’s passive income?
Passive income is income from transactions that occur without the seller intervening actively each time.
In other words, you could be preparing dinner for your family right now while passively selling your product.
And what’s an info product?
An info product is a digital product that aims to educate on a certain subject.
Info products are sold passively, meaning that, once you have the sales process in place, you can sell the same product many times to different people without having to intervene each time.
But don’t think that creating an info product just means spending a few hours working on it and then going to sleep watching your bank account grow.
You have to work hard, even if some internet gurus won’t tell you that.
Info products have many advantages, both for those who create them as well as for those who buy them.
For the creator, it’s a way to generate passive income without much investment.
Depending on whether your info product is an e-book, a webinar or an online course, you will need to invest different amounts of time and money in digital tools and design.
Creating an e-book can be very cheap, you could even sell it in pdf format if you don’t want to invest too much.
But if you want a professional design, with high-quality images and an attractive cover, the investment can be higher.
In the end, content is what really matters.
If the content is great, because you explain the topic really well and your tips are easy to apply, people will be happy with their purchase, even if the design is not very nice.
Another advantage of creating info products is that, being able to sell them digitally, you don’t have to invest in stores or shipments, so the risk is almost zero.
The most substantial investment you will make will be in your time.
Creating a good product, whether it’s an e-book or an online course, takes a lot of time and, above all, commitment.
In order not to fail in the attempt to create your info product, you should develop a writing habit to help you keep up with your commitment.
So far we have seen some of the benefits for the seller, but what are the benefits of info products for the buyer?
Quite a lot.
The variety of subjects we can learn online today is incredible.
Practically anything you want to learn is available in a course, book or webinar.
Plus, info products are usually cheaper than attending a face-to-face course, and we can learn at our own pace from the comfort of our homes.
As you can see, the benefits are endless.
The hard part is knowing how to sell them.
As a copywriter, I’ve worked with creators of info products that had been on the market for some time but weren’t selling well.
Often when reading the e-book or watching the webinars to gather information before writing the copy for the landing page, I couldn’t believe that something so good could sell so badly.
But then, after reading the landing page where the creator was trying to sell it, I wasn’t so surprised.
They were struggling to express the value of their product. That’s why they hired me.
There are hundreds of people selling info products, so you need to know how to differentiate yourself by highlighting your unique selling proposition.
No matter what kind of product you want to sell, there will almost certainly already be a few on the market.
You need to write sure-fire copy for your landing page using the best direct response copywriting techniques.
Direct response copywriting aims to show, not just tell, the great benefits of your product, remove any objections your prospect may have and give them powerful reasons to buy it.
Let’s look at those direct response copywriting techniques to write an outstanding landing page for your info product.
How to write a compelling landing page for an info product
There are several ways to sell an info product, such as with a sales funnel, a content marketing strategy or following Jeff Walker’s famous formula.
What they all have in common is a landing page to which you direct prospects so you can provide more powerful reasons to buy your product.
This landing page is the final step where all your efforts in creating the product and your strategy can either go to waste or provide you with a steady passive income.
Before you start writing your landing page, I’m going to ask you to answer an important question.
Do you have a clear idea of who your buyer persona is?
I hope the answer is yes because if you have already created an info product, it means that you know the customer profile for which this product is intended.
To write a landing page that gets results, you need to know your prospect’s desires, hopes, concerns, fears and dreams inside and out.
And to know all those feelings, you need to study your buyer persona in depth.
Monitor social media comments, send questionnaires to your current customers, talk to people, read books and articles, especially the same stuff your prospect reads.
Take note of all this information and assimilate it in your head.
Now, and only now, it’s time to sit down and write an open letter to your ideal customer.
How to write a sales-boosting landing page for your #infoproduct. #Copywriting #SmallBiz #Digital Marketing #webcopy Share on XThe beginning of everything. The headline
Your headline must be compelling. Otherwise, your prospect won’t read the rest of the text.
This sentence must capture your prospect’s attention and resonate with them on an emotional level, as we discussed at the start.
Your prospect is driven by: fear of being left behind, the desire to succeed, the need to fulfil a recurring dream, or the desire to take a worry off his hands.
Decide which of these emotions is strongest and which your product is intended to appeal to.
I’ll give you an example. You want to sell an e-book with a revolutionary method to sleep better.
The headline must appeal to the main concern of people who can’t sleep.
“I will teach you how to fall asleep without pills and get your life back.”
If you’ve done your homework on your buyer persona, you know that when people don’t sleep, they become irritable, they lack the energy to fulfill their daily commitments, etc.
Many people simply don’t want to take sleeping pills. They feel groggy the next day, or they simply don’t want to take medication.
If you suffer from insomnia, this headline will grab your attention and you will want to read on.
Writing a good headline takes time. Don’t just hold on to the first sentence that comes to mind. Write at least 10 headlines.
The next day, read them again and discard the worst 5.
And the day after, keep only 3.
Ask other people (ideally with your ideal customer’s profile) to tell you which of the three they prefer and use most often. Don’t discard the others.
Use these to flesh out more ideas in the lead and to perform A/B tests.
A headline is a powerful tool. Sometimes, just changing a couple of words can make a radical difference to the results.
Recommended reading The formula for creating powerful headlines that attract all the clicks
The lead
If you want someone to listen to you, make sure they agree with what you’re saying.
Include some straightforward concepts in your copy or ask a question that the prospect will undoubtedly answer in the affirmative.
Let’s look at the previous case of the book with techniques to sleep better.
As an introduction, we could ask:
“Are you losing quality of life because you don’t sleep well?”
We know the answer will be yes in 100% of cases. If the person has continued reading after the headline, it’s because they have sleep issues.
The prospect must feel that you understand their situation early in the copy.
Be selective in choosing the issues you know the prospect is experiencing and wants to solve.
Use a conversational tone, so the prospect feels he’s talking to someone that gets them.
Your objective is to get the prospect to nod while reading the copy.
After all, you’re describing their feelings and problems perfectly.
As you write, you must be aware of potential objections that may arise.
We all have doubts when reading sales copy.
It either sounds too good to be true or we’ve been sold a similar product before and it was a complete disappointment.
Clear up any doubts with sentences like this:
“I’m certain you’ve seen other books on sleeping techniques, but none of them have a proven programme with 80% success.“
“It may seem incredible, but the truth is that there are proven techniques to sleep without having to resort to medication.“
It’s normal for our prospects to have doubts, the internet is full of people trying to sell us something.
But if you know your ideal customer well, you will know how to overcome these doubts.
“I know it sounds incredible, I couldn’t believe it either until I tried it for myself.”
“I understand why you have doubts, I did too, but after 15 days the results were
….”
Give them the reasons why your product is the real thing.
Recommended reading: The lead: 10 seconds to convince your prospects
How to write a sales-boosting landing page for your #infoproduct. #Copywriting #SmallBiz #Digital Marketing #webcopy Share on XShow, and not just tell, the benefits of your info product
Many landing pages don’t work because they just list the features of a product without adding the benefits that these features bring to the customer.
Don’t make the same mistake.
Explain 3 key reasons why your product is the solution to your prospect’s problems that you mentioned in the lead.
Demonstrate these benefits by being very specific. Help your prospects to imagine themselves already enjoying these benefits.
Let me explain you this with an example.
This is a feature:
“10 easy techniques to fall asleep with 80% success”.
This is a benefit:
“After 4 weeks of following these techniques, you will feel more relaxed and have no trouble falling asleep. Guaranteed”.
Add at least 3 or 5 features and their benefits (odd numbers work better than even numbers).
Never add a feature of your product without its associated benefit.
Think of benefits and features as one of those couples that never go anywhere without each other.
Now is the time to add the technical details to give your words more credibility.
The technical part
After reading all these benefits, your prospect may have doubts.
“How can a book be the solution to my problem?”
Don’t leave this question hanging in the air, because if you don’t answer it, your prospect won’t believe anything you say and will go off to watch videos of cute cats or read depressing news.
It’s time to add credibility to your words.
As I explained in this post, the emotional part of our brains makes most of our decisions, including the decision to buy something.
But if you want to persuade your prospect to buy your info product, you also need to appeal to the rational part of the brain.
Now is the time to present facts, studies, statistics, certificates, etc., anything that gives your product and yourself credibility.
“You may be wondering how it is possible to have the best techniques for falling asleep in a single book. This book is the result of X years of study and research…”
“The following diagram describes the typical stages of sleep, in red you will see
in which you are most likely to wake up…”
At this point in the copy, your prospect wants to believe that your e-book can solve their problem, but they are afraid that you might yet be another empty promise.
Adding more technical and specific data will help your prospects believe in your solution.
But be careful!
As you write, you should be alert to when you might be losing the reader’s attention.
If you include too much technical detail, you will confuse and bore the reader.
Make sure you draw them in from time to time by appealing to their emotions.
This important concept is called the golden thread.
Imagine your prospect is the needle and you are threading a golden thread through it. The copy is the fabric.
Whenever you feel that the needle is too far away from the cloth, you should insert it again by making a new puncture.
The prospect must be sewn tightly to the copy with this golden thread.
You give a new twinge by appealing to that emotion you want the reader to feel.
In our example, the main emotion is to improve their quality of life by getting enough sleep.
How to write a sales-boosting landing page for your #infoproduct. #Copywriting #SmallBiz #Digital Marketing #webcopy Share on XAdding more credibility with testimonials
People need to hear from others that something is of great value.
If we only hear it from the person selling it to us, we won’t believe it as much as if we hear it from other people who have tried it.
These testimonials are very important and should not be missing from your landing page.
You might be thinking… But what happens when my product is new?
In this case, you can offer it to a beta group first, people who can get it for free or buy it at a reduced price in exchange for writing some testimonials.
This is also a great way to get feedback to improve some aspects of your product.
To get remarkable testimonials, you can send customers a short questionnaire with questions such as
“What was it like before and after you bought my product?
“What objections did you have before buying it and why did you finally decide to buy it?
“What kind of people would you recommend it?”
These questions will help your customers better describe their experience, and you will be able to create testimonials that overcome objections and doubts.
Recommended reading: The 3 most common mistakes when uploading testimonials to a website.
Your ace up the sleeve. Curiosity
One of the most powerful emotions people buy for is curiosity.
Curiosity is a sign of intelligence.
This is what my dad used to say when someone told my sister that she was asking too many questions.
I was very shy in those days, and besides, my sister was already there to ask the questions I had in my head.
When selling info products, you already have curiosity on your side, because to find out what are those revolutionary sleep techniques you promise prospects will have to buy your book.
Play with this ace up your sleeve by teasing the prospects with some facts they didn’t know.
“Did you know there are some simple exercises to help relax the brain, muscles and nerves?”
“You will learn the single habit you need to follow every day to stop your brain from wondering”
I explain in more detail how to use curiosity bullets or fascinations here.
Introduce the price highlighting the huge value of your info product
This is one of the most difficult parts of writing a landing page.
It’s the moment when the prospect will decide whether the value of your product is even greater than the price you’re selling it for.
We’re all struggling to make a living and we don’t want to waste our money.
We all want to be sure that what we’re paying is small compared to the value we’re getting.
Now is the time to remind your prospects of the value of your product and make them believe that the price they’re paying is nothing compared to what they’ll get.
Summarise the benefits of your info product and emphasise its value.
Repetition is key, but avoid using exactly the same words as in the lead so as not to bore the reader.
This is also where you can differentiate yourself from the competition by highlighting everything your product has that others do not.
Read more on how to introduce the price of your product.
How to write a sales-boosting landing page for your #infoproduct. #Copywriting #SmallBiz #Digital Marketing #webcopy Share on XAdd extras and summarise the offer
“For only X Euro, you get my e-book with 10 proven success techniques, plus X extra, worth X Euro, totally free…”
The important thing here is that, once again, the prospect perceives that the value they’re getting is greater than the price they’re paying.
Finally, summarise your offer with all the extras.
List everything they’ll get and remind them of the benefits.
To get better results, you can add a sense of urgency.
A special price only for a certain period, or some free extras that they’ll also get if they buy before X days.
People react faster when they know they have a limited amount of time, so adding urgency to your sale gives the final push to those who are still doubting.
Adding money-back guarantees is a surefire way to persuade.
If your product is good, the number of returns will be minimal and such a guarantee will increase sales by a huge figure as the risk to the customer is 0.
Remember, people are afraid to pay for something that is mediocre.
Offering them a money-back guarantee takes away that fear.
Why do you think all the big brands offer them?
They wouldn’t if they were losing money, would they?
Conclusion
You created your info product because you wanted to help people solve a specific problem or fulfil a lifetime wish.
Yes, also to make money!
Your product should teach people something that can make their lives better.
Selling is about trust.
If you’re confident that your info product provides that help, then your landing page needs to prove it and convince people who don’t know you that they can trust you.
How to write a sales-boosting landing page for your #infoproduct. #Copywriting #SmallBiz #Digital Marketing #webcopy Share on XPhoto by Austin Distel on Unsplash
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