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Four different ways to deliver information products

Jan 18, 2016 | Vee's blog, web tips | 0 comments

Options for Delivering Information Products for Additional Income Streams

We’ve been setting up systems for delivering Information products for a few years now and I am frequently asked about what’s available to deliver their info product. Information Products are attractive because, once set up, there’s very little time required to manage customers who buy the product apart from promoting it. It can run very nicely alongside your primary business providing an additional income as well as be ‘thrown in’ as an additional benefit to your high value clients. But what tech tools do you need to deliver an information product? This article describes what’s involved and 4 different, low cost ways to set up an information product that take care of their own administration.

What is an information product

Selling Information productsAn information product is information you’ve created that is delivered digitally, automatically, in return for a fee. The information is useful and valuable to the user teaching them how to do something that you have expertise in. It can take the form of written words, illustrations, video or audio. You create the content once and, like a book, it’s out there being bought and consumed by people interested in learning how to do whatever it is you’re expert in.

It could be delivered as one single product or drip-released over a set period of time or be ongoing, where customers get newly created content on a regular basis. Another term for this is ‘membership sites’ or ‘online clubs’.

It can also be combined with some group or 121 teaching where they get some of ‘you’/ your advice (but not you doing it), which means you can charge more for it. It’s often billed as the VIP version of your membership or club.

What tech is involved in delivering information products

Very simply you only need to have two things:

  • a payment gateway to handle secure payments and
  • a tool that can deliver the product that links from the payment gateway.

The tool can be a webpage (that is hidden), an autoresponder, a full blown membership website, something in between, or something that combines all. Depending on what your information product is, will determine which tool you need and I’m going to describe 4 options.

One-off products

The most simplest way to deliver a single information product, be it written words, images, video or an audio, is to use Paypal and a hidden page on your website. As the transaction takes place in Paypal’s environment, you don’t need to set up any secure pages that give customers peace of mind that their transaction is safe and secure (called SSL). Paypal is free to set up and have, although there are transaction fees that get deducted automatically from any sales made. Paypal fees are currently 3.4% plus 20p per transaction.

You simply set up a payment button in Paypal for the fee you want to charge and make sure that in the settings the return page URL is the ‘success’ page on your website where you’ve put the information product, be it text, images, a link to a PDF, embedded video or audio.

Pro tip

  1. When you create the web page, make sure you set the page to no follow, no index, so that Google knows not to list the page in it’s search results (as you only want people who’ve paid for it to have access to it, not people coming across it randomly).
  2. Give the page a URL name that is unguessable.


  1. This method is quick to set up, and low costs which makes it suitable to test out a product


  1. There’s nothing to stop purchasers sharing the URL to your paid content to people who haven’t paid for it.
  2. There’s no automatic means to follow up with emails to your buyers – you have to download the buyers details from Paypal and upload them to your newsletter tool.

Drip Fed Information Products

This requires linking up the payment with an autoresponder. The autoresponder could deliver the actual product (in the body of the email as text, or PDF download) and doesn’t necessarily require a website to host the ‘success page’. Or the autoresponder can provide links to the ‘information pages’ in the website.

Use an autoresponder tool that has the capability of taking payments, like Constant Contact.

It’s a bit of a cheat and I’m not sure Constant Contact realise it can be used like this, so here’s a quick guide to how I do it:

  1. Create a new list which is just for the people who buy this particular info product.
  2. Set up the autoresponder emails so they have the content within the emails or a link to the relevant web page, make sure you set when you want each email to be delivered (e.g. daily, weekly, monthly etc)
  3. Create an event that starts a year from now, and finishes 2 years from now (whatever the maximum it allows you)
  4. Make sure for venue choose ‘online event’. It’ll ask for an online event URL and it actually doesn’t matter what URL you put here, but you do need to put something here (so I put my main website URL).
  5. IMPORTANT: Under optional features, check the box to allow registrants to join my contact list and select the new list you created in step 1Set the payment amount and link the account with your Paypal account
  6. Edit the registration page by  removing the blocks that are autofilled with the venue/time/date info.
  7. You can either use the Event Landing Page to create a sales page, or create a sales page in your website using the registration link as the buy now button link (if you do the latter, make sure you uncheck the Event Landing Page).

That’s it. All set to go.

If you don’t have a website, you can also use a platform like Leadpages to host your success pages.


  1. This method is also quick to set up, and low costs which makes it suitable to test out a product that is drip fed
  2. Contact details are collected automatically so they can receive you newsletters/promotions.
  3. The only transaction fees are Paypal’s fees
  4. Constant Contact is much cheaper than Infusionsoft which can also be configured to do this


  1. There’s nothing to stop purchasers sharing the URL to your paid content to people who haven’t paid for it.
  2. Constant Contact Email Plus is a subscription based tool (albeit fairly low – from £30+VAT/month) – so price your product accordingly!
  3. Leadpages has a monthly subscription (from around £30 per month)

Membership Sites (1)

Membership sites as the name implies require a website. The pages are split into two very distinct areas:

  1. Public pages that anyone can access – public pages will include your sales page and possibly FAQs, About, Contact, and anything else that’s going to help convert visitors to buyers.
  2. Protected/member only pages – these pages are only available to people who have registered and paid a fee. You might have free membership pages and paid membership pages and different levels of paid membership.

In WordPress there are free and paid plugins that handle the payment gateway, registrations, login pages, drip-feed the content (or allow full access to all the pages).

Plugins that I’ve used successfully include Wishlist and S2Membership. There are literally hundreds to choose from, so check their prices and what they offer, in terms of features and ongoing support. Setting up a membership site can be complicated and confusing and if you’re doing it for the first time, could take months to learn how to configure (even with tutorials!), so it’s not for the faint-hearted!


  1. Content can’t be shared by members sharing their login details (by restricting how many IPs can use the same login)
  2. Can be configured to send out emails to remind members there’s new content (either using your existing email tool or the plugin itself can do it)
  3. Contact details can be configured to be collected automatically so they can receive you newsletters/promotions.
  4. Can use other payment gateways


  1. It’s not easy or quick to set up a membership site and if you get someone else to set it up for you, can make it the more expensive option (so consider this when pricing the product!)

Membership Sites (2)

These are platforms dedicated to hosting your membership site, so you don’t need your own website if you don’t yet have one. They’re built with end-users in mind who aren’t necessarily tech-headed, and often come with full support to help you get up and running. However, if tech is not your thing, you will probably want someone who isn’t afraid of tech to set this up for you. They are subscription based usually in the region of £100+/month and some have a set up fee (e.g. Infusionsoft), so you need to be sure you can make the sales to cover this. Systems to consider are JigsawBox, Kajabi, Infusionsoft and Simplero.

Final Thoughts

I have covered the different systems available to set up the payment collection and delivery of information products from simple and cheap, to complicated and not so cheap. Once set up, they are an excellent way to supplement your business income as they require so little maintenance. But there is time (and therefore money – even your time means money) to set it up initially. My advice if you’re considering launching an information product for the first time, either as your main offering or alongside your existing business activities and budgets are tight, then make sure your pricing isn’t too cheap and test out the market first with a low cost set up option.

Planning Tools

Information Product Launches are what we do every day for our clients. If you’d like to get your info product launched then let’s talk. Schedule a call with me



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