Eben Pagan teaches how to create profitable information products by focusing on customer needs rather than your expertise. He reveals the system-building approach that transforms bland content into compelling products customers actively seek out.
Building Info Product
How to Create Information Products That Sell Themselves -- Eben Pagan's proven system for creating customer-focused information products
Speed of Implementation Beats First-Product Perfection
Your first product will have flaws and embarrassing elements, but speed of implementation beats perfection for building a successful product business
▶ 15:03
Good Products Pull Buyers In Without a Hard Sell
If you need to talk your prospect into buying the product, it's not a good product - they should want to buy it immediately upon hearing about it
▶ 3:34
What One Strength Drivers Will Figure Out the Rest
Prioritize new concepts and ideas your customers haven't heard before over familiar material to be perceived as more valuable and authoritative
▶ 7:37
Packaging Your Offer as a Proven System
Transform your offering from a product or service into a proven system or method that delivers specific results
▶ 2:37
Schedule a Live Training to Force Product Completion
Schedule a live training event to force completion of your information product by a specific deadline
▶ 11:56
How to Create Information Products That Sell Themselves -- Eben Pagan's proven system for creating customer-focused information products
Ten Chapters Organized Around Strongest Emotional Needs First
Structure your information product with 10 chapters focused on the strongest emotionally driven needs, organized in logical learning order with highest impact ideas first
Speed of Implementation Beats First-Product Perfection
Your first product will have flaws and embarrassing elements, but speed of implementation beats perfection for building a successful product business
Good Products Pull Buyers In Without a Hard Sell
If you need to talk your prospect into buying the product, it's not a good product - they should want to buy it immediately upon hearing about it
Throw Your Hat Over the Fence to Activate Urgency
Use the 'throw your hat over the fence' principle - commit publicly to a live training before your content is ready to activate urgency and focus
What One Strength Drivers Will Figure Out the Rest
Prioritize new concepts and ideas your customers haven't heard before over familiar material to be perceived as more valuable and authoritative
Wrap Familiar Material Inside New Frameworks
Mix what customers want to know with what they need to know by wrapping necessary information inside compelling, new frameworks
Packaging Your Offer as a Proven System
Transform your offering from a product or service into a proven system or method that delivers specific results
Customer Needs Drive Product Design, Not Expertise
Base your product entirely on your customer's needs, not your expertise or knowledge you think deserves payment
Schedule a Live Training to Force Product Completion
Schedule a live training event to force completion of your information product by a specific deadline
Lead with New Concepts, Not Familiar Material
No, prioritize new concepts customers haven't heard before over familiar material. New information is perceived as more valuable and establishes authority. Mix what they need to know with what they want to know by wrapping necessary information in compelling new frameworks.
Power People Traits: Cause vs Effect Mindset
A product is general material with no impact, while a proven system is a specific methodology with action steps that delivers guaranteed results. Instead of saying 'buy my book,' you say 'invest in my proven system that takes you from here to your desired result.'
Build Product Entirely Around Customer Fears and Frustrations
Base your product entirely on customer needs rather than your expertise. Ask customers about their fears, frustrations, wants, and secret dreams, then align everything - headlines, content, training, and product names - with those specific needs.
Ten-Chapter Product Structure Built on Customer Needs
Create 10 chapters based on your customers' strongest emotionally driven needs, organized in logical learning order with highest impact ideas first. Under each chapter, include 7-10 bullet points with specific insights and action steps.
Good Products Ask How to Get Them — Not Whether to Buy
If you need to talk prospects into buying it, it's not a good product. Good products immediately telegraph their benefit, causing prospects to ask 'how can I get that?' The best information products are bought, not sold.
Richard Branson's Entrepreneurial Mindset Across Industries
Schedule a live training event and invite people, even for free. This forces completion by a deadline and activates urgency. Record the event and turn it into a product. Speed of implementation beats perfection.
New and Not Yet Known Feels More Valuable
New or not yet known is perceived as more valuable than something I've heard before.
Products That Need Selling Are the Wrong Products
If you need to talk your prospect into buying the product, it's not a good product.
Done Beats Perfect for Your First Product
Don't worry about getting the first one perfect. Just worry about getting it done.
Always Base Your Product on Customer Needs
Always remember to base your product on your customer's needs.
The Best Information Products Are Bought, Not Sold
The best information products are bought, not sold.
Building Information Products Customers Want to Buy
How do I create information products that customers actually want to buy?
Structuring an Info Product for Maximum Impact
How should I structure my information product for maximum impact?
How to Know If Your Info Product Is Good Enough to Sell
How do I know if my information product is good enough to sell?
How Sticky Personalities Become Dangerous Indispensable Hires
What's the fastest way to create my first information product?
Should You Include Everything You Know in a Product
Should I include everything I know in my information product?
Product vs Proven System: the Key Distinction
What's the difference between a product and a proven system?
Concepts
Questions
Canonical Teachings
Eben establishes the fundamental principle that successful information products must be based entirely on customer needs rather than the creator's expertise. He warns against the expert mindset and emphasizes the importance of understanding customer fears, frustrations, wants, and aspirations.
Rather than creating general content, Eben teaches entrepreneurs to develop specific methodologies and action steps that deliver guaranteed results. This shift from selling products to offering proven systems changes the entire value proposition and customer perception.
Eben provides a specific framework for organizing information products: 10 chapters based on emotionally driven needs, with 7-10 actionable bullet points per chapter. He emphasizes putting the highest impact ideas first and prioritizing new concepts over familiar material.
The key to overcoming perfectionism and actually completing products is scheduling live training events. Eben shares his personal success stories and explains how public commitment activates urgency and focus that leads to profitable product creation.
Claim: “Experts deserve to get paid for their hard-earned knowledge and people should seek them out”
Reframe: Products must be carved custom by hand to fit your prospect's needs and reality - always base products on customer needs
Claim: “Create products or services and then find customers for them”
Reframe: Create proven systems and methods that deliver specific results customers are actively seeking
Claim: “Good products need good marketing and sales tactics to sell”
Reframe: The best information products are bought, not sold - if you need to talk prospects into buying, it's not a good product
Claim: “Teaching comprehensive information including familiar concepts makes you look thorough”
Reframe: Focus on new concepts customers haven't heard before - familiar ideas make you look less authoritative
Why Giving Away Your BEST IDEAS Attracts More Clients
The counterintuitive strategy that made Eben Pagan millions: giving away his best secrets actually increased his sales.
What Nobody Tells You About Being A 'Quiet Quitter'
What if quiet quitting isn't a new trend but simply what happens when talented people are stuck doing work that doesn't utilize their unique gifts?
How to Build A Business That Serves A Higher Purpose
What if the secret to building a profitable business isn't about products or services, but understanding the psychology of value creation?
The Right Product
Learn why your product is actually an obstacle to your customer getting what they want, and how to turn that insight into products that practically sell themselves.
Moving The Free Line
Discover the counterintuitive marketing strategy that helped Eben Pagan generate millions by giving away his best ideas for free.
Coaching Strategies
Business Frameworks
Common Mistakes
