Updated 2026: In episode 3 of the podcast, I introduced the concept of selling information products online. At the time, ebooks sold through ClickBank were the dominant model. The information product landscape has changed dramatically since 2009, but the core idea, packaging what you know into something people will pay for, remains one of the best ways to build an online business.
What Are Information Products?
An information product is any digital product that packages knowledge, expertise, or instruction into a format people can consume and learn from. This includes ebooks, online courses, video tutorials, audio programs, templates, and membership content. The defining characteristic is that you create the product once and sell it repeatedly with near-zero marginal cost per sale. There is no inventory, no shipping, and no manufacturing overhead.
The appeal is straightforward. If you know how to do something that other people want to learn, you can document that knowledge and sell it online 24 hours a day, 365 days a year. Someone searching for how to pass a project management certification exam at 2 AM can find your course, purchase it, and start learning immediately. That transaction happens without you being awake.
Why Information Products Are Still a Strong Business Model
The advantages I outlined in 2009 have only gotten stronger:
- Near-zero overhead. Your costs are your time to create the content and a modest platform fee. No physical inventory, no warehousing, no shipping logistics.
- Unlimited scalability. Selling to one customer or ten thousand costs roughly the same to deliver. This is the fundamental advantage of digital products.
- Location independence. You can create and sell information products from anywhere with an internet connection.
- Works with affiliate marketing. Other people can promote your products for a commission, giving you sales without doing the marketing yourself.
- Compounding authority. Each product you create builds your reputation as an expert in your niche, making the next product easier to sell.
Information Product Formats: 2009 vs. 2026
| Format | 2009 Status | 2026 Status |
|---|---|---|
| PDF ebooks | Dominant format | Still viable for lead magnets and short guides |
| Video courses | Emerging, required technical skill | Dominant format, easy to produce with modern tools |
| Membership sites | Complex to set up | Turnkey platforms available |
| Coaching programs | Usually informal, via forums | Structured with Zoom, Slack, and dedicated platforms |
| AI-enhanced learning | Did not exist | Interactive tutoring, personalized feedback |
The biggest shift is that video courses have replaced ebooks as the primary format. Platforms like Teachable, Thinkific, Kajabi, and Gumroad have made it simple to create, host, and sell courses without any technical expertise. You do not need to understand payment processing or content protection. The platforms handle everything.
What Has Changed Since 2009
In the original episode, I referenced Yanik Silver's book and ClickBank as the primary marketplace for information products. ClickBank still exists but has lost its dominance. The market has fragmented across multiple platforms and self-hosted solutions.
Competition is higher. The barrier to creating information products has dropped to nearly zero, which means more products exist in every niche. The winners are creators who bring genuine expertise and build audiences before launching products.
Audience-first is the dominant strategy. In 2009, you could create a product and drive traffic through SEO or paid ads. In 2026, the most successful information product creators build an audience through podcasting, YouTube, newsletters, or social media first, then sell products to that audience. The product becomes a natural extension of the free content.
AI tools have changed production. Creating polished course materials, transcriptions, supplementary content, and marketing copy is significantly faster with AI assistance. This levels the playing field for solo creators who previously could not compete with larger operations on production quality.
How to Get Started with Information Products
- Identify what you know that others want to learn. Look for the intersection of your expertise and market demand. What questions do people ask you repeatedly?
- Validate before you create. Pre-sell your course or test demand with a smaller product like a workshop or webinar before investing months in production.
- Start with a minimum viable product. Your first information product does not need to be perfect. A focused, practical guide that solves a specific problem will outsell a sprawling encyclopedia.
- Build distribution alongside your product. An email list, podcast audience, or social following gives you people to sell to on launch day.
- Price based on the outcome you deliver. A course that helps someone pass a professional certification or land a higher-paying job is worth significantly more than a course on a hobby topic. Price accordingly.
The Bottom Line on Information Products
I have been covering online business models on the Late Night Internet Marketing podcast since 2009, and information products remain one of the most accessible paths to building real income online. The tools are better, the platforms are easier, and the audience for online learning continues to grow. If you have knowledge that others value, packaging it into an information product is still one of the smartest moves you can make.
For more on online business models, check out the original MW003 episode show notes or subscribe to the Late Night Internet Marketing podcast on Apple Podcasts.
What happened in chapter 2?
@liquid — Give it a listen and find out. I think you will like it!