There was a time when I believed growing an information product business was mostly about finding more tactics.
More launches.
More hooks.
More tricks to increase conversions.
So when I first encountered lists promising “100 ways to explode your income,” I paid attention — not because they were flashy, but because I was trying to solve a real problem: why some info products plateau while others quietly compound.
What I’ve learned since is this:
It’s not the number of tactics that matters.
It’s the systems of thinking behind them.
The Early Misunderstanding: Tactics as the Goal
Most people approach information marketing as a checklist exercise.
- Add bonuses
- Add urgency
- Add social proof
- Add scarcity
Individually, these ideas are not wrong. Many of them work.
The mistake is treating them as isolated tricks, rather than expressions of deeper principles: trust, clarity, relevance, and perceived value.
When I stopped asking “What tactic should I use next?” and started asking “What problem is this tactic actually solving?”, everything changed.
What Those “100 Tactics” Were Really Pointing Toward
Looking back, lists like “100 Ways to Increase Info-Product Income” weren’t actually about tactics at all.
They were about leverage.
Different tactics addressed different leverage points:
- How people decide
- How people feel safe buying
- How people perceive completeness
- How people justify value
- How people remember experiences
Some focused on authority.
Others on reassurance.
Others on ease of decision-making.
Individually, they look scattered.
Collectively, they reveal a pattern.
The Pattern That Matters
Every sustainable info-product business eventually answers the same questions for its audience:
- Is this for someone like me?
- Can I trust the person behind it?
- Does this feel complete and considered?
- Will this actually help me move forward?
- Is the risk manageable?
Most tactics exist to quietly answer one of those questions.
Once you understand that, you no longer need 100 ideas — you need discernment.
Why Many Info Products Stall
In my experience, stagnation usually happens for one of three reasons:
- The product relies on novelty instead of depth
- The creator adds features instead of clarity
- The marketing tries to persuade instead of reassure
More tactics don’t fix that.
Better alignment does.
The most profitable info products I’ve seen are rarely the loudest. They’re the ones that feel:
- Thought through
- Well-structured
- Calmly confident
- Respectful of the buyer’s intelligence
That’s not accidental.
The Shift From “Promoting” to “Positioning”
At some point, I stopped thinking of info-product growth as promotion.
I started seeing it as positioning:
- Positioning the problem correctly
- Positioning the reader as capable, not deficient
- Positioning the product as a logical next step, not a miracle
That shift removed a lot of pressure — and a lot of noise.
Continuous Learning Is Not Optional
One idea from those early reports that has aged well is this:
Don’t assume you already know everything.
Markets evolve.
Audiences mature.
What once felt persuasive can later feel manipulative.
The work isn’t to memorise tactics — it’s to keep refining judgment.
The more deeply you understand:
- Human decision-making
- Value perception
- Trust formation
…the more naturally your income compounds.
A Closing Reflection
If you’re working with info products today — or thinking about it — I’d encourage this mindset:
Stop collecting tactics.
Start recognising patterns.
Once you do, you’ll find you need fewer ideas, not more — and the ones you use will finally make sense together.
Much of my writing explores these underlying principles — especially where early advice oversimplifies what actually works long term.
If you’d like to go deeper at your own pace, you can browse my books on Amazon and explore what’s most relevant to where you are right now.