You are legendary. I’m just here to make sure other people find out how epic you are, how cool your brand is, and why they should buy from you. Also, I’m a ninja.

How to Create Info Products
A few days ago I was in Baltimore speaking at an epically useful conference called Blogalicious. So many amazing people were there, it’s almost unfair. And I promise, this post will be about how to create info products, but please just let me share what got me here.

Two of my favorite people (okay, that’s cheating, they’re my sisters) also spoke at Blogalicious. We all attended each other’s seminars and had an amazing time. Check out Mattie of in the middle picture below on the left, and Maya of on the right.


At the end of one of my sessions, Mattie posed a great question to get us all thinking.

Can anyone with information they’re passionate about (and truly knowledgeable on) create an info product?

And my answer was “YES.”

Why? Because I have an IRL friend who runs a chess website that makes a few thousand per month. He teaches people the basics of chess as well as complex moves (or whatever they’re called–I’m not epic at chess) in a membership site. I also have a friend who teaches people how to downsize to a camper and make a true home out of it. She too makes thousands per month from this one course.

In my personal experience, I happen to like talking about freelancing, coaching, and infopreneurship, because other than two briefly successful cleaning and t-shirt businesses back in the day, these three areas are the ones I’ve been able to build profitable businesses from. Whereas I rarely freelance or coach anymore, I still love teaching on how to get started and grow in those areas as well as how to get into creating info products and establishing your empire. I’m deeply in love with creating eProducts and teaching others how to monetize their information.

Today I want to share the three keys to creating a successful info product, my list of both common and uncommon info products, as well as an invitation to join a free 5-lesson email course on infopreneurship that starts soon.

Step 1: Pick a Clear + Helpful Teaching Topic

It’s important to pick something clear. What do I mean by this? Your topic needs to be:

  • One that you can explain.
  • One that you can describe the benefits of.
  • One that you know you can be helpful with.
  • One that you feel confident hopping into a Q+A session on.
  • One that you know you can present in a way that helps others really grasp it.

The key is that you will have to position your product. Positioning is about giving your product a distinct place in the market. If your info product doesn’t stand out from the countless other options, you’re making your job as the primary marketer and instructor/creator much harder.

You can position your product as:

  • the ultimate guide to ______
  • an authoritative niche guide to ______
  • the low-cost resource for ______
  • the luxury experience in learning ______
  • the most interactive and community-centered guide to ______
  • etc.

It just has to have a recognizable position. When trying to figure out what position your eProduct will have, consider:

  • what your audience doesn’t need any more of
  • what your audience is not used to seeing
  • how your audience processes new information in your industry (skeptically, excitedly, etc.)
  • the information your audience is currently lacking on your topic
  • the other resources and guides your audience has likely purchased

Think about it right now. Does the product you’re considering creating have a unique position or advantage in your market? What additional features or reconfiguring might help it get there?

The simplest and most noticeable ways to position a product away from its competition are (1) playing with how much it costs, (2) changing how comprehensive or niche it is, and (3) being purposeful about the experience it creates for your customers.

What are the brands with the most distinct positions in your mind?

  • Apple? They position themselves as higher-priced (which is meant to communicate higher value) with a luxury experience (everything from the packaging to the stores in which they’re products are sold is all “ooh” and “aww” worthy).
  • Wal-Mart? They position themselves as the low-cost leader in home and grocery needs with an extensive inventory. They don’t advertise the durability and quality of their items as much as a more luxury or higher-priced brand like Nordstrom would do.

You get the point!

Step 2: Pick the Type of Info Product (That Best Fits Your Audience and Your Information)

How to Self-publish Your Book from Scratch

Let me just be honest with you. This post is going to REALLY get into self-publishing your own book. Like really really. There are so many misconceptions about how difficult publishing is in general, let alone self-publishing.

But before we get started, let me just say that it irks me beyond almost anything else when I see online marketers, experts, and infopreneurs say they can teach you how to make $20K per month online in 3 months or less, or that they’ll tell you how to bring in $100K off of one course. Results will vary, skeazy marketers. P.S. Skeazy means you’re both sketchy and sleazy, bruh. It’s not a good look. Don’t promise people the same results you’ve achieved (or worse . . . only seen someone else achieve).

So, in this post I want to show you a bit of how I’ve set up publishing printed books for a full-time income, and how I honestly think that you, with a solid non-fiction book idea, can earn truly decent income from printed books in a relatively short time.


Why self-publish? Because it’s a legit business model. Let’s explore.

Traditional publishing looks super glamorous. Book tours. National TV appearances. Lovely and large royalty advances. A publisher going crazy over you and catering to your every whim. Nothing to do but turn in a manuscript and all the layout, design, promotion, and sales will be taken care of for you. Ballin’. Money rollin’ on in.

Reality? New authors get small advances, have to do a lot of their own promotion, and won’t likely get tours and crazy publicity opportunities set up for them. Also. The ballin’? Please let me break down advances, royalties, etc. for us.

The realness of profits in self-publishing vs. traditional.


As a new author, if you get a $5,000 royalty advance, you’re doing well. And that’s a beautiful thing, getting $5,000 dollars all at once for your hard work of writing a book. Yay. Money in the bank.

But. That $5,000 is a royalty advance. Meaning you won’t make another cent off of your book until you earn that $5,000 back in your royalties (which are a percentage of the book’s price or your publishing company’s profits).

Let’s take for example a soft cover book that sells for $20. If your publishing company gives you the standard 7.5% royalty (and let’s say they give it to you off of the list price of your book, which some company’s will only give you 7.5% of their profits off of each individual book), then you make approximately $1.50 per book. Though this royalty percentage is somewhat common knowledge in traditional publishing, you can check out this post by one of my favorite bloggers (former literary agent and current author, Nathan Bransford) for this statistic as well as a few other interesting tidbits.

You’ll have to sell 3,333 copies of your book to pay your publishing company back your advance.

This means you’ll never see another dollar of profit (after your original advance) until your book has sold over 3,000 copies.

So, selling 3,333 copies of your book, earns you $5,000 in the traditional publishing model.

Do you know how much you would have made on those same 3,333 copies of your book through the self-publishing model I teach in Zero to Self-Published Book (the class formerly known as Book Ninja)? Assuming you charged the same $20 per copy and had ~170 pages in your book?


Because you’ll be making over $9 with each sale.

So, selling 3,000 copies can either get you $5,000 or $30,000–which is enough for me to live off for a year.

That’s why I present self-publishing as a business model. If you want the fame and reach that traditional publishing can possibly get you, that’s completely understandable. But this post is for those of you who want to use self-published printed books (pBooks instead of eBooks) as a business model and way for you to make part or all of your living.

How to create and host online workshops for free
Five months ago I set off on a quest to find and create a more personal online learning experience for live events than what I was doing back then. Previously, if I wanted to give free trainings online, I created a simple Google+ Hangout On Air and invited people to RSVP on that page. Like the one below from April 2015 about my 10 favorite ways to monetize as in infopreneur:

Becoming an Infopreneur Webinar

Here’s the problem with that. You have no real way of capturing valuable information from the people who attend (like, say, their email address, name, and type of business/need) and the built-in chat feature is less than awesome–when you compare it to the super interactive way Periscope or other online chats operate. The “no email” issue began to be huge for me because I like to send homework (PDFs) before live events to help people get the full value out of the workshop.

No bueno. But I did many live events online like this before I knew better. You can check them out on my workshops page.

Let’s move on to V2 (version 2).
If I wanted to deliver paid workshops online (live or pre-recorded), I used to create a Google+ Community that only paid participants could access, then I’d upload videos at a set schedule and hang around all day answering questions live. This was the model I started using about 5 months ago. I thought I’d arrived at a perfect solution.

This is how I used to do paid workshops online. Now I have a much better way to host live classes for free.

Whereas this model was more chatty and personal, it lacked organization and I soon found out that Google+ was not everyone’s favorite tool for community interactions. Booooooo.

So I started in on V3 of my quest. I began doing what most people do for their short webinars . . . integrate a Google+ Hangout On Air with LeadPages (a software that I truly love–you can see my bro and I using it below) or use Webinar Ninja (another very useful piece of software that’s simple to use for quick webinars). I can create signup pages, thank you pages, and live video pages with an embedded chat. Note: I’m still using both of these tools for shorter trainings–and for ones I don’t charge for.

A screenshot from a LeadPages webinar
P.S. Even though that might look like my brother Lemuel, I’m supposed to tell you that’s actually a guy named Len. P.P.S. Len is just a different persona my brother adopts during workshops to illustrate a point.

But, here’s the problem with these models for longer workshops like the one I’m doing next week on self-publishing your own book (that I’ve been talking about with you on Periscope for days now), you can’t host multiple videos on the same page at the same time easily. So if you plan to have an 11 o’clock session, a 1 o’clock training, and a 3 o’clock training for your workshop, you’d have to have 3 separate URLs, which can be confusing and doesn’t really allow for the convo to keep going in the same chat box easily.

Also, the tools listed above cost money. Further, with LeadPages your chat will be below your video typically, which means people have to stop watching to scroll down and type. Boooooo.

So now we arrive at V4 of all this. The version I recommend and use when I have lengthy online classes and workshops going on (especially ones with multiple separate trainings) that I want to provide a single workshop page URL for. Oh, and the best part about this version? It’s free.

Backstory: As you can see on my workshop page, I have a $97 master workshop coming up on self-publishing your own printed books. I’ve shared in income reports before how printed books make up a couple thousand of my income each month. I completely believe in them.

What to spend your money on each month as you invest in your business.
We’re going to play a game I’m sure you’re more than familiar with . . . I’m talking about none other than the $10 • $20 • $30 • $40 • $50 to $60 • $75 • $100 Game of course.

Not only is the name of this game super short and easy to say, the game is also pretty simple. Basically, we answer the question >> if I only have $10 or $20 or $30 (and so on) to invest in my business each month, what are the best places to invest it?

Some friends and I played this game on Periscope the other day, and a super smart lady named Donna suggested that I put this material on the web elsewhere so that more of us creatives could benefit from our discussion. So, let’s get to the $10 • $20 • $30 • $40 • $50 to $60 • $75 • $100 Game. And don’t you dare go thinking up a more clever name for this thing. That took me like 7.5 hours to come up with.

If you have $10 to invest in your business each month, try:

Hosting ($5 – $8)

At $10/month, it’s time to own a custom domain name and have professional hosting. You can opt for Bluehost (if you’re going with WordPress) or the basic Squarespace plan. If you decide on WordPress, you can definitely upgrade to different hosting later, as your traffic grows, but I love what Bluehost offers for the price, and I still use them for many projects even today.

Google Apps Email ($4 – $5)

Oh, and to round out your move to a more professional online presence, not only can you own your own domain name and hosting account, but you can also get a nice, custom email address such as And there’s no need to use something horribly unfunctional for your email platform if you’re used to using the highly awesome Gmail app. Just grab Google Apps for Work for $4 to $5 per month.

Your business email client will look and function just like Gmail, so you’ll have access to extra “Labs” that allow you to enable things like “Canned Responses” (so you can easily insert a pre-written script to people when you find yourself needing to respond with the same information to multiple people).

To enable Canned Responses or any other Labs, head to your settings in the top-right portion of your Gmail app when logged in, then head to Labs and scroll through the available options.

Enable Canned Responses in Gmail

Enable Canned Responses or other Labs in Gmail

Free Stuff You Can Try Out

There’s a lot you can do for free while your $10/month goes to the items above. You can be on the free MailChimp plan, the free Calendly plan (if you need to schedule calls/appointments with clients), the free Buffer plan (so you can schedule and queue social media posts), and you can also use Wave Accounting for free.

Psst. There’s something else super cool you can do for free >> join Jen Carrington and myself for our fortnightly (every two weeks) FREE online workshops meant to help you humanize and monetize your brand. We have one coming up soon–so, you know, check it out.

ScrappyHour with Jen Carrington and Regina Anaejionu

From Prospects to Paid Clients

So much can go into a customer’s buying decision when they’re first getting to know you–or even after they’ve known you for quite some time. And you being you, all genuine and awesome, you probably don’t want to treat customers like a herd of dollar bills and analytics people who you lead mindlessly through a system just so you can make money. If that’s your aim, this is definitely the wrong post and online workshop for you.

If however, you wish to build thoughtful systems that will link your real, human, loving, living customers up to services and products that fit their needs, it’s a good idea to learn:

  • how to build trust
  • what goes into your client’s thought/purchase process (whether you’re doing B2B or B2C sales–business to business or business to consumer)
  • effective and nontraditional (and non-sleazy) systems to help your customers decide to buy

When I sell, I try to take a very human + natural approach to it. I hate when people use tactics. Tactics such as saying a certain product will sell out soon (when they know they have 5.3 million of those dang things in stock, give or take) or like sorta kinda stating a product will offer the same benefits to the consumer as it did to the creator–just NO. Not everyone who buys your course is going to make $18,000 per day while sleeping or watching cartoons. NO. You’re making the Internet a scary place people. Please stop.

Some things–like selling high-priced services and products–take good ol’ fashioned relationship building and trust. Especially when you’re just starting out. So, the three major conditions that need to exist before a sale is made are:

  • customer need
  • product fit
  • trust

And it’s these very factors that have helped me build a 6-figure business, and helped my brother net almost $20,000 this month–these factors plus the several other strategies, tips, and processes we want to show you in an online workshop (that you can attend from your couch for only $67). I don’t share income figures to seem too cool for school–I’m not. I share income figures because I want you to believe that reaching your goals is a real thing. It takes a lot of hard work–I’m not promising endless days of pajamas and Wiley Coyote reruns (those still come on, right?), but I am saying that there are concepts you can put in place for your business today that can make drastic, desired changes for you.

So, my brother and I are putting on a non-fluffy, non-icky, this-stuff-actually-works workshop on how to take people from prospects to paid clients. The image below is from when it aired live, but you can grab access to the 2-hour video, the pre-workshop homework, and the 20-page webinar workbook now.

From Prospects to Paid Clients (like a champ)