How to Sell an Infoproduct as a PR Pro

Jun 05, 2020

Is it possible to work less and make more money? Yes, it is! I’ve been doing this for many years. I run a PR agency and have retainer clients that my team provides services for. But the secret to making more money and doing less is to learn how to sell an infoproduct.

Become An Expert 

To sell an infoproduct, you first need to be an expert in something.

My expertise is in how to provide PR services for clients using proven practices and tactics. This is all put together in a framework in my programs as a successful roadmap for anyone who wants to grow their business as a PR professional. 

This framework is exactly what we do in my agency — I’m using an infoproduct to show others how to do what we do.

The Pitch Lab is an infoproduct that is available to my community. It’s a membership program that provides a new content execution guide every month (plus lots of other things!). 

Creating programs like this is how I take my knowledge and use it to sell an infoproduct that helps serve hundreds (or even thousands) of people in your audience who need your expertise to help them scale their business.

How To Create And Sell An Infoproduct

What do people come to you to ask for help with? 

What is your superpower?

It could be something you take for granted because it comes so easily to you. 

Creating an infoproduct based on your expertise is one of the keys that can get you bigger clients and higher retainers. 

I don’t want you to be a generalist. I want you to be a specialist. You want to be a deep subject matter expert because that’s where you make more money. 

That was one of the major breakthroughs I had in my business. I went from small retainers and small to medium-sized clients to quantum growth and breaking through to billion-dollar clients and multiple five-figure monthly retainers. 

We became experts and specialized in specific niches. Then we were sought out and big businesses wanted to work with us. 

Create a leveraged offer that compliments what you’re already doing so incredibly well. This will be your digital product where you can create more income while doing less. You create it once and tweak when you need to, but it scales your business when you’ve reached your capacity with retainer clients. 

Finding Your Audience

Over time, I’ve figured out the audience I serve and what they need from me most and how I can get them on a success path so that they have the outcome they’re looking for. 

The way to get started is to bring in new leads. You don’t want leads that are just people on an email list. You want people who are really looking for what it is you have to offer and would be interested in buying from you. 

I’ve done it the wrong way before I learned the right way. I thought I needed a big list of people. But it was out of alignment with my offers. That list of people didn’t open my emails. They weren’t interested in hearing what I had to offer them. 

When that happens you get lower open rates and that’s not good. 

Make it a priority to focus on bringing in the right leads.

Pay attention to what people are asking you for. What do they want to know from you?

What is your expertise? What have you done where you got amazing results or had success yourself? You can show people how to do it for themselves by putting together a process.

The first thing for you to do is to start building your first 100 leads. 

Don’t wait for everything to be perfect before you start. Don’t wait to have it all figured out. Just get started. 

Related: 6 Types of Leveraged Offers You Can Create as a PR Pro

How An Infoproduct Can Help When Someone Doesn’t Book Your Services 

If you’ve reached out to prospective clients and they didn’t book your services because it was too big of an investment for them or maybe they weren’t the right fit, you can downsell them into a leveraged offer you have. It may suit their needs better or it may help them get positioned to come on board with you and get ready for your retainer services. 

Some clients don’t have everything in place to be successful with PR.

It could be because their messaging isn’t consistent, or their website isn’t cohesive or visually appealing. Maybe they don’t have their brand story together and they haven’t thought about their brand in terms of a cohesive overall brand message. Maybe they don’t have a tagline. A lot of this is marketing but we need it in PR to be successful for a client. 

If this happens with prospective clients, you can then downsell them a leveraged offer that can help them move forward in their business. 

Some Products You Could Create

Create a product that shows them how to get their brand ready for press success. Show them what they need to have in place before you can pitch them to the media. This is one type of leveraged offer. You can show them how to do those things and give examples of what they need. You can then sell it as a way to get them ready for your retainer services.

Another example is if you’re focused on social media, you can create a product that shows people how to review their analytics. You can make it a live recording and show them exactly where to go and how to interpret those numbers.

Also, if you’re a content creator, you can show people your process for content creation. 

Some Ways To Create A Product 

Making a recording on Loom is a great way to showcase your processes and narrate what you’re doing. As someone follows along, they learn step-by-step your process of doing a certain task. 

Another way is to create a PDF with clear instructions, examples, and graphics to showcase your expertise.

This is how to sell an infoproduct. It could be something that people who can’t afford your services need in order to get to that next level so that they can bring you on as a retainer client. 

Leverage whatever you do as part of your service and make it a digital infoproduct.  

The possibilities are endless for building and learning how to sell an infoproduct. But try to stick to one thing at a time so you don’t muddy the waters. You want to be sure something is working before you go on to the next thing. Be sure to build an audience who will want your products and who ask you questions that lead you to know what type of products you need to create.