{"id":96412,"date":"2022-09-13T07:26:04","date_gmt":"2022-09-13T07:26:04","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/infoproduct-launch\/"},"modified":"2026-10-01T05:28:27","modified_gmt":"2026-10-01T05:28:27","slug":"infoproduct-launch","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2022\/09\/13\/infoproduct-launch\/","title":{"rendered":"How to sell your infoproducts: a promotion and launch guide"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Are we living in<strong> the age of infoproducts?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Most likely, yes; and if not, we can at least say that they&#8217;re more talked about than ever before.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s more and more common to see new digital products on the market in the form of online courses, memberships, one-to-one or one-to-many mentoring programs, lead magnets\u2026<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Products consumed through a screen: cheap to create and\u2026 easy? to launch and sell, with a global reach.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">We&#8217;ve put a question mark after \u201ceasy\u201d, because that&#8217;s exactly what this post is about. We&#8217;re going to talk about what an infoproduct is and the usual processes for launching one, going into detail on the two best-known methods.<\/p>\n\n<p class=\"wp-block-paragraph\">Let&#8217;s get started.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">What is an infoproduct<\/h2>\n\n<p class=\"wp-block-paragraph\">An infoproduct is a digital information product, as simple as that.<\/p>\n\n<p class=\"wp-block-paragraph\">How many ads have you seen on Instagram or Facebook over the last month from some infoproduct creator trying to sell you, for example, an online course?<\/p>\n\n<p class=\"wp-block-paragraph\">We&#8217;d venture to say a lot, because the pandemic made them sooo trendy that it seems anyone who doesn&#8217;t have one simply doesn&#8217;t want one.<\/p>\n\n<p class=\"wp-block-paragraph\">See if these ring a bell:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Online courses, with or without support, on video or in PDF, with or without a community<\/li>\n\n\n\n<li>Monthly, quarterly or annual paid memberships<\/li>\n\n\n\n<li>Email courses<\/li>\n\n\n\n<li>Ebooks and guides<\/li>\n\n\n\n<li>Templates<\/li>\n\n\n\n<li>&#8230;<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">All of them are consumed on an electronic device, a factor that greatly influences the way they&#8217;re sold.<\/p>\n\n<h2 class=\"wp-block-heading\">How do you sell an infoproduct?<\/h2>\n\n<p class=\"wp-block-paragraph\">If one morning you wake up inspired and decide to start your own infoproduct, the first thing to do is <strong>create it<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">If it&#8217;s videos, you&#8217;ll need to write the scripts and record them. If it&#8217;s ebooks, you&#8217;ll need to start writing.<\/p>\n\n<p class=\"wp-block-paragraph\">And so on.<\/p>\n\n<p class=\"wp-block-paragraph\">And when the sales stage comes, you&#8217;ll have to do a launch.<\/p>\n\n<p class=\"wp-block-paragraph\">Digital launches are the most complex part of the whole thing (hence \u201ceasy?\u201d and not \u201ceasy!\u201d earlier).<\/p>\n\n<p class=\"wp-block-paragraph\">You&#8217;re trying to reach lots of people who are constantly bombarded with all kinds of advertising.<\/p>\n\n<p class=\"wp-block-paragraph\">Resistance to sales ads keeps growing; potential customers seem to have seen absolutely everything and have probably felt chased by more than one company doing remarketing.<\/p>\n\n<p class=\"wp-block-paragraph\">What can you do in this situation?<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"315\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/fijar-el-precio-de-tu-infoproducto.png\" alt=\"Creating an infoproduct\" class=\"wp-image-14296\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/fijar-el-precio-de-tu-infoproducto.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/fijar-el-precio-de-tu-infoproducto-300x150.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/fijar-el-precio-de-tu-infoproducto-110x55.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Before choosing how to launch your infoproduct<\/h2>\n\n<p class=\"wp-block-paragraph\">We&#8217;ll look at the two star formulas (a free training with a PLF, or a webinar) in a moment, but first we wanted to clear up three questions that often raise doubts.<\/p>\n\n<h3 class=\"wp-block-heading\">1) You need to send traffic to a <em>squeeze page<\/em><\/h3>\n\n<p class=\"wp-block-paragraph\">To launch a paid infoproduct, the best thing is to offer something for free first and show that you know what you&#8217;re talking about.<\/p>\n\n<p class=\"wp-block-paragraph\">For that, <strong>the first thing you need is an audience to reach.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">If you have a contact database, you can always launch your product \u201corganically\u201d. If not, you&#8217;ll have to advertise. In both cases the goal is the same: to send traffic to a landing page we&#8217;ll call a <em>squeeze page.<\/em><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The squeeze page is a <a href=\"https:\/\/mailrelay.com\/en\/blog\/2021\/05\/11\/how-to-create-perfect-landing-page-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">landing page<\/a> whose only goal is to capture the lead. The sign-up.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">On the <em>squeeze page <\/em>you&#8217;ll explain, with good copy, what&#8217;s on the other side of the sign-up: a free training or an online webinar, the two most common ways to launch.<\/p>\n\n<p class=\"wp-block-paragraph\">Once people sign up, depending on what comes next, the email dance begins.<\/p>\n\n<h3 class=\"wp-block-heading\">2) Mailings: key whichever strategy you choose<\/h3>\n\n<p class=\"wp-block-paragraph\">Let&#8217;s distinguish <strong>three groups<\/strong>: the emails you send to your original organic list, the ones you send to the leads who signed up for that webinar or free training, and the ones you send after the \u201cfinal session\u201d (the webinar if you choose the webinar method, or the fourth video if you choose the PLF).<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Emails to your original list: 3-5 emails<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">If you already have your own list, congratulations: you&#8217;ll be able to save a few euros on advertising, because some leads will come from inside, from your current list.<\/p>\n\n<p class=\"wp-block-paragraph\">To invite them to a training or webinar, one idea is to apply the <a href=\"https:\/\/mailrelay.com\/en\/blog\/2022\/01\/18\/copywriting-elements\/\" target=\"_blank\" rel=\"noreferrer noopener\">copywriting formula<\/a> known as PAS: Problem, Agitation and Solution.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf P for problem &#8211; In a first email, you make them aware of a problem they may have.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf A for agitation &#8211; In the second email, you amplify that problem and make it seem more serious than it is.<\/p>\n\n<p class=\"wp-block-paragraph\">\u25cf And S for solution &#8211; In the third email, you reveal the solution that solves or eases that problem: what you&#8217;ll cover in the webinar or training, for which they&#8217;ll absolutely have to sign up on a <em>squeeze page.<\/em><\/p>\n\n<p class=\"wp-block-paragraph\">If you don&#8217;t want to be aggressive with PAS, you can send emails more tailored to your list. You know better than anyone what they like, how you usually write to them and what kinds of things you usually offer them.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Emails to those who signed up: 3-5 emails<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">You now have the leads, who came to you through ad campaigns and\/or are users already in your general database who wanted to sign up for the new thing.<\/p>\n\n<p class=\"wp-block-paragraph\">Before the \u201cevent\u201d begins (a webinar or a training with four videos), the best thing is to send emails <strong>to keep the audience warmed up<\/strong> and eager for the moment to arrive.<\/p>\n\n<p class=\"wp-block-paragraph\">Storytelling (telling them a story) generally works very well, because it also makes them start to empathize with you.<\/p>\n\n<p class=\"wp-block-paragraph\">Another thing that works is <strong>giving them homework<\/strong>. Make them work, have them do something before the event. That way you&#8217;ll get them involved and they won&#8217;t drop out halfway.<\/p>\n\n<p class=\"wp-block-paragraph\">When you get something for free, you pay less attention to it than when you pay. And the same thing happens here: if you have to work for it, your commitment increases.<\/p>\n\n<p class=\"wp-block-paragraph\">The final way to tie these emails in with the start of the webinar\/training is to ask them to come prepared with some answers. If you send them a document they can fill in to make it easier for them, even better.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The final emails: 7-15 emails<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Once the webinar or the last PLF video is over (don&#8217;t worry, we&#8217;ll explain it in a moment), it&#8217;s time to send the last round of emails.<\/p>\n\n<p class=\"wp-block-paragraph\">The most common ones are these:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Short email with the <strong>replay <\/strong>of the session + link to the checkout where the payment will be made<\/li>\n\n\n\n<li>Email that <strong>explains the infoproduct<\/strong> + link to the sales landing page<\/li>\n\n\n\n<li>Email with <strong>testimonials <\/strong>+ link to a testimonials landing page (from customers of the infoproduct; if this is your first time, check out the beta section coming up next) and link to the checkout<\/li>\n\n\n\n<li>Email with <strong>frequently asked questions<\/strong> about the infoproduct + link to the checkout<\/li>\n\n\n\n<li>Email that makes clear <strong>why they should buy the infoproduct now and not later<\/strong> + link to the checkout<\/li>\n\n\n\n<li>Email with the <strong>guarantee<\/strong>, if your infoproduct has one + link to the checkout<\/li>\n\n\n\n<li>Cart-closing <strong>reminder <\/strong>emails: \u201ctomorrow at 11:59 p.m.\u201d, \u201ctoday at 11:59 p.m.\u201d, \u201cin 8 hours\u201d, \u201cin 4 hours\u201d, \u201cin 2 hours\u201d and \u201cin 1 hour\u201d, which is the last one.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">When the cart closes, these are the typical emails, which you&#8217;ll only send to those who haven&#8217;t bought:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>The \u201cwhy didn&#8217;t you buy\u201d email, where you ask them to tell you the reason honestly (which will help you get to know your buyer persona better for future launches).<\/li>\n\n\n\n<li>If you have one, an email offering the downsell, a simpler version of the infoproduct at an obviously lower price.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">So, are there emails during digital launches or not?<\/p>\n\n<h3 class=\"wp-block-heading\">3) Run a beta<\/h3>\n\n<p class=\"wp-block-paragraph\">Betas are a <strong>minimum viable version of the future final infoproduct.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">They help you validate the idea and, above all, avoid doing a huge amount of work up front without knowing whether the infoproduct will later interest your audience.<\/p>\n\n<p class=\"wp-block-paragraph\">Betas consist of asking a few people whether they want to be testers in exchange for getting the infoproduct at a greatly reduced price.<\/p>\n\n<p class=\"wp-block-paragraph\">People usually like to help, especially if they get a clear benefit in return in the form of a discount.<\/p>\n\n<p class=\"wp-block-paragraph\">A beta also gives you the chance to create the infoproduct little by little and adjust it based on the feedback from the testers, whose collaboration you&#8217;ll need to ask for in exchange for the big discount.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s a textbook <em>win-win<\/em>, isn&#8217;t it?<\/p>\n\n<p class=\"wp-block-paragraph\">If you decide to run a beta, it makes sense to look for <strong>participants among people who already know you<\/strong>. Your organic mailing list is the best place to go, much better than advertising.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto.png\" alt=\"selling an infoproduct\" class=\"wp-image-14294\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/01\/como-fijar-los-precios-de-un-producto-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Formulas for launching infoproducts: webinar or PLF?<\/h2>\n\n<p class=\"wp-block-paragraph\">And now, for real: what are the two ways to launch?<\/p>\n\n<p class=\"wp-block-paragraph\">What they have in common is that leads are captured beforehand through a squeeze page and that, after the final online session (the only one, in the case of the webinar), the cart opens and emails are sent.<\/p>\n\n<p class=\"wp-block-paragraph\">But what sets the two formulas apart?<\/p>\n\n<h3 class=\"wp-block-heading\">The Product Launch Formula \u2013 PLF<\/h3>\n\n<p class=\"wp-block-paragraph\">The PLF is the most powerful method for launching digital products\u2026 if it&#8217;s done well and you have the resources.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>In short: the PLF, the famous \u201cfree training\u201d, consists of four videos, and the sale only happens in the fourth one.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">For a PLF to work today, the videos have to be of very, very, very high quality.<\/p>\n\n<p class=\"wp-block-paragraph\">In the first three videos of the training, the idea is to cover three aspects related to what you&#8217;re selling that break down the buyer persona&#8217;s mental barriers and get them \u201cmoving\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">If it&#8217;s an online cooking course, the first three videos could be about this:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Video 1:<\/strong> the mental barriers that keep cooking lovers from pursuing their dream, and how to break them down<\/li>\n\n\n\n<li><strong>Video 2:<\/strong> the different ways to make a living in the hospitality and restaurant industry if you specialize as a cook<\/li>\n\n\n\n<li><strong>Video 3: <\/strong>methods to get your first clients\/jobs<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">And after the first three videos, in which the buyer persona has become fully immersed in the topic, comes a fourth that explains how to achieve all of that.<\/p>\n\n<p class=\"wp-block-paragraph\">And how do you achieve it?  <strong>With the paid infoproduct.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">\u201cIf the free training (because people sign up for free, as we saw) gives you all this high-quality, incredibly useful information, what will the paid course be like?\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">Be careful: it seems simple, but it isn&#8217;t. Getting videos of such quality requires great materials, good scripts, strong organization and investment, because the more people sign up, the better your chances of making sales.<\/p>\n\n<p class=\"wp-block-paragraph\">And that takes a looot of effort and a good budget.<\/p>\n\n<p class=\"wp-block-paragraph\">Is it worth doing a PLF if you&#8217;re going to sell a \u20ac100 infoproduct? We can&#8217;t give you a definitive answer, but most infoproduct creators who use the Product Launch Formula only do so to sell much more expensive infoproducts.<\/p>\n\n<h3 class=\"wp-block-heading\">The webinar<\/h3>\n\n<p class=\"wp-block-paragraph\">The webinar method is simpler than the previous one because it doesn&#8217;t require you to create the videos.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Everything revolves around the online session, which can be live\u2026 or recorded.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">If it&#8217;s live, you can answer their comments out loud instead of through the chat of the platform you use to broadcast, which is always better in principle.<\/p>\n\n<p class=\"wp-block-paragraph\">If the webinar is recorded, it&#8217;ll have to be superb for it to work, but with practice you&#8217;ll surely manage it.<\/p>\n\n<p class=\"wp-block-paragraph\">In the webinar you&#8217;ll generally <strong>need to show a before, an after and a vehicle.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The before is the previous situation; the after, the final situation; and the vehicle, the way to get from A to B.<\/p>\n\n<p class=\"wp-block-paragraph\">Following the cooking course example:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>You tell the story of a customer of the infoproduct, Juan, before: he liked cooking but couldn&#8217;t see how to make money from it.<\/li>\n\n\n\n<li>Then you explain that Juan now works as an assistant cook in a Michelin-starred restaurant or, if Juan hasn&#8217;t got that far, wherever he has got to. If your course prepares cooks to make a living from their passion, him working as a cook in a good restaurant would be great proof that the course works.<\/li>\n\n\n\n<li>And the vehicle, at the end: your course. With the videos, the tutoring sessions, the community\u2026 Everything it includes, from A to Z.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">It&#8217;s best if the webinar doesn&#8217;t last more than an hour or so, and that you only spend the last 20 minutes on the sale.<\/p>\n\n<p class=\"wp-block-paragraph\">In those 20 minutes, share the link to the cart, answer questions and even offer a fast-action bonus, such as an extra consultation at the end, easy for you to deliver but that motivates people to sign up as soon as possible.<\/p>\n\n<p class=\"wp-block-paragraph\">The webinar method is perfect for selling any type of infoproduct, including high-ticket ones.<\/p>\n\n<h3 class=\"wp-block-heading\">Bonus: evergreen launch<\/h3>\n\n<p class=\"wp-block-paragraph\">Launching infoproducts in evergreen mode tends to deliver fewer results than PLFs and live webinars, but it&#8217;s more convenient because you automate everything and you&#8217;re done.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s about putting all of this on autopilot:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Capturing leads on the squeeze page through online advertising<\/li>\n\n\n\n<li>Sending the emails before the recorded webinar<\/li>\n\n\n\n<li>Broadcasting the webinar<\/li>\n\n\n\n<li>Opening the cart<\/li>\n\n\n\n<li>Sending the follow-up emails we saw earlier<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Generally, selling infoproducts on autopilot is only recommended when you&#8217;re well established in the market, there&#8217;s plenty of social proof and the brand offering it is well known.<\/p>\n\n<h2 class=\"wp-block-heading\">Over to you, infoproduct creator<\/h2>\n\n<p class=\"wp-block-paragraph\">Well, that&#8217;s it for our take on launching digital products, or infoproducts to their friends.<\/p>\n\n<p class=\"wp-block-paragraph\">PLF or webinar? Will you run a beta? How much will you invest in advertising?<\/p>\n\n<p class=\"wp-block-paragraph\">There are two clear (no, crystal-clear) conclusions from this whole topic.<\/p>\n\n<p class=\"wp-block-paragraph\">The first is that launching an infoproduct takes <strong>patience <\/strong>and can&#8217;t be done just any old way.<\/p>\n\n<p class=\"wp-block-paragraph\">The second is that <strong>email marketing plays a crucial role in launching an infoproduct.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">It handles the messages that will lead users to the sign-up landing page, to attend the sessions well prepared and committed, and to buy afterward, bringing the sale closer with all the emails we&#8217;ve seen.<\/p>\n\n<p class=\"wp-block-paragraph\">So if you think your time to launch has come, start by choosing a good <a href=\"https:\/\/mailrelay.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing tool<\/a>\u2026 and get to it.<\/p>\n\n<p class=\"wp-block-paragraph\">Before launching, carefully calculate the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing-profitability\/\" target=\"_blank\" rel=\"noopener\">email marketing profitability<\/a> of the effort you&#8217;ll put into the promotion.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are we living in the age of infoproducts? Most likely, yes; and if not, we can at least say that they&#8217;re more talked about than ever before. It&#8217;s more and more common to see new digital products on the market in the form of online courses, memberships, one-to-one or one-to-many mentoring programs, lead magnets\u2026 Products [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52325,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[865,581],"tags":[],"class_list":["post-96412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-sales-and-customer-experience","category-marketing-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Infoproduct Launch: Promote It and Sell More [Guide]<\/title>\n<meta name=\"description\" content=\"Want to sell your infoproducts? \ud83d\ude80 Learn tips and strategies to bring them to market and increase your sales. Find out how here!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/en\/blog\/2022\/09\/13\/infoproduct-launch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Infoproduct Launch: Promote It and Sell More [Guide]\" \/>\n<meta property=\"og:description\" content=\"Want to sell your infoproducts? \ud83d\ude80 Learn tips and strategies to bring them to market and increase your sales. 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