The dream of plucking ideas out of your head and turning it into an information product is pretty compelling. And it’s more doable now than ever.
That said, you’re still designing a product. Information alone can often be less-than-engaging, and even downright useless. In order to connect with customers, you’ve got to connect with them quickly, usefully, and memorably.
That’s why the key to successful information product is positioning. Rather than just a marketing concept, the positioning of the information or training you hope to sell is an act of instructional design in itself.