Templatize It: Where is Your Sales Letter and Information Product?

If you take longer than three days to go from having an idea for an information product to having a buy button online, then you're doing it wrong. I want to ask this to you today, but you don't have to answer it:

If you HAD to put that info-product online within the next three days…
if you absolutely had to, were required by law,
faced death and the loss of your family if you didn't…
you'd find a way, wouldn't you?

REAL Information Products (Most Info-Marketers Miss This)

Let me explain an information product: people have always and will always want to discover how to play golf or learn the guitar…

But they don't want to walk into a music shop and have someone pitch to them, they're afraid of looking foolish, they don't want to pay hundreds of dollars a week to a guitar teacher… they don't want to a commit to a community college class or have a family member teach them…

They need you to give them a "package" usually of pre-recorded videos that get them from point A to point B. You're cutting through the "academic" crap and actually SHOWING the simple way (you actually explain a part of guitar playing and then play it on-camera).

Because you're ROCKETING towards the goal of them being able to play these three popular songs on guitar, you can avoid the long tedious "intros" or fanfare about the history of the guitar. You just get right to it. Get right to your system.

Fear of Launching

It frustrates me when I meet someone at an offline event, for example, and then I "run into" them a couple years later on a forum or Facebook group and I see that they're still not making money yet…

I don't have to tell you why this is:

Reason #1: no real sense of urgency: this person has another stream of income so there's no real motivation to make any money online

Reason #2: fear: it's as simple as that. I remember having my first information product (a collection of PHP scripts like a calendar plugin, quiz plugin, basic email autoresponder, etc.) ready to go and WAITING for a week. I asked this person and that person if I should put it out now, or wait longer? What if it was a flop? Shouldn't I add more bonuses? Was the price right?

In reality, I was asking around for the answer I wanted all along. I was hoping someone would tell me: don't put that product out yet, wait 6 months until this happens, or spend 3 months adding these bonuses so you can double your sales. Yeah right.

Let's say you had that guitar course. What's the harm in buying up what's called "private label rights" (just do a Google search) about guitar? Someone's already recorded videos doing what you want to teach, that you can buy for $20 or so.

After it's COMPLETE and selling, you can go back and decide if you're unhappy with the existing videos. Maybe you want to change the course to recommend the ONE specific guitar for beginners? And provide your Amazon affiliate link and also get them to buy a specific tool to make learning the chords easier -- or perhaps you mail this to them as part of the course…

Do you get it? Get something simple online (as simple as possible), focus on making sales NOW and improve later. It'll never be perfect, just improve incrementally.

"Lack of time is actually lack of priorities."
-- Timothy Ferriss

Reason #3: confusion: that all sounds great, but how the heck do I buy these resale rights? How do I record video? What do I use to host my site or my files?

24-Month Shortcut: Use PayPal to Take Payments

What about taking payments? Seriously, I've seen way too many people LOSE OUT on their internet marketing success, or have it delayed by TWO YEARS or longer just because they were confused about how to take online payments. I can't use PayPal… they don't have a 1-click upsell and they don't let me take offline credit cards! Maybe I should use Stripe, InfusionSoft, Ontraport?

Question: do you have a 1-click upsell ready to go? No you don't… that's something you can add later and it's not going to make or break your initial product sales…

I understand… you "might want" to take direct credit cards someday. But how about you forget about that for today and cross that bridge when you come to it?

The answer: use PayPal. Just do it! Not because it "has the most bells and whistles" but because you'll have something up and running today.

Income Machine System

As far as hosting your site, our Income Machine shows you how to register a domain name with NameCheap, get a Baby Account with HostGator, point your domain to your web hosting, now someone can type in Example.com (get a dot-com and not a .net or a .biz or anything like that) and end up on your (blank) website.

"Great things are done by a series of small things brought together."
-- Vincent Van Gogh

What do you put on that website? WordPress, so that you don't have to learn HTML coding or how to upload files, and then our Paper Template so you can have one of those "piece of paper" looking sales letters…

With Paper Template, you can click one button and create a sales letter (pre-written, just fill in the blanks and delete what you don't need). Click another button to create a simple download page (hidden from your navigation and the search engines).

If this all seems confusing, it doesn't have to be… inside our Income Machine course, we give you a clone that you can stick on your site so you have SOMETHING setup that you can edit…

At this point you have a "template" of a sales letter (the front page of your site or the .com) and a "template" of a download page (one single page). Now what???

Step 1 of 3: Resale Rights & Download Page

As I said before, resale rights are a great starting point for your product because it means you can setup something for now and improve later. You can pay somebody a one-time fee (usually $10-$20) and in exchange, get the rights to place their videos and sales letter on your own site, keep all of the money, and make any changes you want including putting your name on it, rename the product, edit it as much as you want.

I know what you're thinking. Resale rights, only 20 dollars, it must be crap. A lot of resale rights are low-quality, especially things like written articles, but in my experience, PLR video is usually decent. Sometimes you get stuck with a bad PowerPoint-based product, but most of the time the videos show them actually taking some action.

For 20 bucks they'll give you a large 400 MB sized zip file with videos. Download, right click and unzip, verify that you're allowed to sell them and do what you want with them. Then re-zip JUST the video files. They're usually MP4 or AVI files. In Windows, select the files you want, right click, Send To, Compressed Folder.

What do you do with that zip file? WordPress has a way for you to upload SMALL files such as images, but for a larger download, you can use your web host's cPanel File Manager to upload right into what's called your WordPress "upload" folder. You don't need to install any software to upload files to your site.

Then you can browse to the Download Page on your WordPress site and link to that zip file for someone to download. As a bonus (if you know how to do this) you can upload the MP4 files individually to your YouTube account and set them to "unlisted" so they aren't public but you can place them right there on your download page.

Step 2 of 3: Sales Letter & Payment Button

You have a way for someone to claim and get their download, now let's create a way for someone to pay you money and get access to that download. (It's a lot easier by going backwards in this way.)

PayPal allows you to create a "buy now" button (we also show this inside our Income Machine course) where you basically tell PayPal: I want to sell a product with this name (what people see on the checkout page and on their payment receipt), for this price (i.e. $7.00 one-time), and send them to this specific URL only if they pay. This is your download page.

Once you've created the button (hosted at PayPal), they give you a special link or button you can place on your page. Guess what? If you had nothing else but a "piece of paper" template with nothing on it other than that button, you still have something for sale!

If you have five minutes of free time, stick a headline at the top of the page. Paper Template has dozens of headlines built in (I've distilled all of the various headlines that make sense on the Internet down to just a few). We are the only sales letter plugin out there with a built-in swipe file.

If you have five more minutes, add ten bullet points under the headline giving people just ten good reasons to buy your course on guitar, or ten things they'd walk away with after completing your paid course.

Step 3 of 3: Membership Site & Email Sequence

Notice I deliberately left out the "fanciness" that comes later. You have two choices: either try to ten things in "parallel" (at the same time), get tripped up, eek along and have ten things at 10%, ten things at 20%, ten things at 30%... or do it in "series" (one after another). Knock out your download page. Knock out your payment button. Knock out that basic sales letter.

THEN you can add in fancier stuff later. An easy example is your membership site. Create a separate WordPress installation in your "members" folder, create a SINGLE PAGE download area, and create your new payment button and switch it out onto the sales page. (Income Machine includes our Member Genius membership plugin.)

Keep in mind this is a membership site where people only pay ONE TIME and only get access to ONE PAGE. The only improvement is that they now create an account to login and get back to that single download if they need it. If you want to add a 2nd page, other levels such as an upsell. That comes later.

Most people are setting things up in the wrong order. They create the "nice-to-haves" first instead of the "must-haves." They create their opt-in page first, their email autoresponder sequence, then they get tired and don't actually create something to sell. Complete things that make money first!

Templatize It!

What makes money: sending paid traffic to that sales letter, breaking even on the ad cost, and building a list of buyers. Joint ventures and affiliate traffic. Building your list. Mailing offers to your list.

"The best time to plant a tree was 20 years ago. The second best time is now."
-- Chinese Proverb

What good is the best information product in the world if no one actually buys it to see it? Get it online, get it selling, and when you're looking to improve that product… instead of throwing out the whole product to start over, think about this instead:

What step-by-step checklist or template can you give someone to make better sense out of those existing PLR videos?

No one cares about how many years you've studied guitar, how many hours the videos are (in fact, if you say there are 100 hours of videos, it talks me OUT OF buying), or how many pages are in the transcript.

They don't even care about "work" or "learning." They care about getting the result they paid money for, while having the most fun, doing the least amount of work, and getting it in the shortest amount of time!

That means your guitar course can have an additional checklist that says… buy this specific guitar, buy these strings, buy this pick, buy this equipment. Master these finger positions. Show you can properly mark time in this way. Play the background part for these five very simple songs. Play these five simple guitar solos.

Give people some easy tasks to check off. You can create any kind of checklist or fill-in-the-blank component in your membership site using our WP Notepad plugin.

If you can get rights to a piece of software or app that helps people to play the guitar, or recycle your early profits into outsourcing such a thing, that's another component you can use to improve your offer. Add in a 30-minute video Skype consultation (using TimeTrade to schedule the appointments) keeping in mind that only 10% of your customers will take you up on it, you'll record it and add it to a section of the member's area, and it's something you probably would have done for free anyway!

"There is only one way to avoid criticism: do nothing, say nothing and be nothing."
-- Elbert Hubbard

The easiest way to start making passive income is with an information product. The quickest and simplest way to sell that kind of product is with a piece of paper looking web page such as Paper Template.

My question to you today is:
Where is your sales letter?

Be sure to post a URL below with a page of yours that has a WORKING buy button.

I'm curious and I'll be checking it out soon. Thanks.

Filed in: Archive 1: 2012-2016Product CreationProduct Launches

Comments (45)

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  1. David Ashton says:

    Hi Robert,

    Many thanks for all your assistance as this wouldn’t be up if it wasn’t for you and Lance – so anyone reading this make sure you buy all their training relevant to your needs (I have bought most).

    I’ve consciously done just two things different to your recommendations.

    I know it is the wrong niche (to make serious money) but it is up and running http://www.cashinonyourvoice.info/ even put it in my wifes name so as to not confuse with other sites.

    It is all there, membership site, affiliate stuff, just have not promoted it yet.


    David Ashton

  2. Jim Person says:

    Hey Robert… customer of your Paper Template product.

    Here’s a new sales page I just created for a motivational eBook, “365 Days of Motivation.”


    Thanks, and take care.
    Jim Person

  3. Patrick says:

    Hi Robert, I really like backup creator.

    Here is my site selling my copywriting services. So, this might be right up your alley.
    At the very bottom you can see a link that says samples as well.

    One thing to mention. None of my work has ever been created by a swipe file. I don’t even own a swipe file. It’s all 100% original.

    I came out of the long copy direct mail sales letter industry BEFORE the internet. Back then mailing wasn’t free, it was pricey as you likely know well. So, your letter had to make money or you were one and done. I did that for over 10 years. Then the internet came and I moved online.

    Here you go: http://copysmithing.com/direct-response-copywriting/

    Thanks, Patrick

  4. Hey Robert,

    One of my bestselling products (and recently updated for 2015 as well) is at http://AffiliateContestSecrets.com

    Connie Ragen Green

  5. Robert,

    Here’s one of my sales letters for a product called, “Double It: How to Double Your Business in the Next 12, 24 or 36 Months”




  6. Rob Wilson says:

    Hi Robert

    Had a great deal of fun creating this page. Especially the tongue in cheek sales video. Really needs the cheesy film trailer voice over…


    Rob Wilson

  7. Hi Robert!

    Here’s one of my programs:



  8. Hi Robert,

    Here’s one of my best selling products at the moment.



  9. Big Jason says:

    Here’s mine to Email Response Warrior.


  10. Joe Calhoun says:

    Hi Robert,

    Here is one of my products called “Dominat Hot Market Trends”.


  11. Ronen says:

    How to launch an app, what works, mistakes to avoid, ask marketing experts questions in a private forum and use a DIY app marketing resource – this would be the place:


  12. Howard says:

    Sign up for a bank deposit study at

  13. Rob Cornish says:

    Want to know the WordPress Theme and Plugins that a site is using?

    Do it here in 1-click and 2 seconds:


  14. Jim Galiano says:

    Here’s one of my popular programs right now:

  15. Joseph Quinn says:

    Simple CPA Profits 2 uses YouTube to drive traffic and conversions for CPA offers and can also be applied to affiliate products, or your own.


  16. Neil says:

    Hi Robert,
    I do Kindle books on elationships, and this one is the first one….still selling


    Thanks for the invitation!

  17. Wayne Brooks says:

    Hi Robert,
    Thanks for the promotion. Below is one of the sites in my product portfolio.


  18. Hans Jeschke says:

    Hi Robert,

    Here is a link to a sales letter:


    It’s a done-for-your service for one of my products.

    You only wrote that you want a link to my sales letter. Please tell me what you want to do with it?


  19. Miles Austin says:

    Here is a link to my most successful WordPress Tool – http://www.heatmapmagic.com

    By the way, I am a customer of Rob Cornish’s WPSpyBar and I use it every day!

  20. Here’s mine.

    Plugin Mill creates private label WordPress plugins you can rebrand, re-work, mashup, sell, use as bonuses, or opt-in goodies.


  21. Here is one of the product s I’m promoting Tryin to get those abs right before the summer try this Tryin to get those abs right before the summer try this AbStacker.reflink.com/a19025

  22. I am an English-language trainer who works with international professionals.

    This is my premier program that helps people with their pronunciation.


  23. Hi Robert,

    Here’s one of my best products at the moment.


  24. Sergio Felix says:

    Hey what’s up Robert,

    Here’s the sales letter I’m using for my WordPress training: http://authorityblogprofits.com

    Thanks for taking a look at it.


    PS. Kudos on the new look for your RobertPlank.com site, it looks amazing.

  25. Tania says:

    Here is a link to my award-winning book on consciousness and reality creation… It is called the Adventure of I…


    thank you

  26. Thank you for this opportunity. Let me know if there is something that I can do for you,
    Thanks again,
    Here is my link


  27. One of my most popular products for the past 7 years (and of course it’s been updated multiple times!) is


    It’s all the systems I use to keep my online business running, developed and tested over the past 18 years.

  28. James Coe says:

    Robert here is my most popular product.


    It targets online consumer on the front-end and it offers a business opp on the back-end.

  29. Hi Robert,

    You’re products and productivity are helpful and even inspiring. In particular I appreciate your “kick in the butt” style approach to getting things done.

    I know movement causes momentum and I’m on the move. Income machine and your other products give me the tools I need to generate movement in the first place.

    I have a sales page and product in the stock trading niche. Thanks for promoting it on your blog.

    The sales page is at http://tradingproedgesystem.com/tpes/
    The sales page with opt in is at http://tradingproedgesystem.com/

    Thanks again for the podcast interview as well.

    Robert Miller

  30. Star Riley says:

    Hey, Rocking Rob!

    Bet you can’t guess what I used to build my best sales page so far 😉


    thanks for another great interview.

    Star” Online Mastermind” Riley

  31. Yo, Roberto. I’ve been dreaming of this for soooo long!


  32. Philip Rees says:

    Hi Robert,

    Thanks to Paper Template this site was setup real quick!


  33. Glen says:

    Hi Robert,

    I really resonated with ‘the fear of launching’ comment you made.

    I suppose I’m more of a massive procrastinator which stems from the fact that I’m a damn perfectionist.

    I use to hold back releasing a product until I thought every aspect was 1000% perfect, which meant I lost so many sales because of that.

    I suppose because I develop and market software, I was overly cautious.

    Thankfully though I’ve gotten over all that now, and I’m much more realistic

    Here are two of my software product: (I have three more, with more in development)


  34. Virend says:

    I have no idea why, but they CRIED (got emotional) when they finished reading this short book – Inspirational Poems about Life and Success: Thought-provoking and Empowering Words to Uplift and Inspire You. You can download it for FREE from Amazon on February 6-7. Here is the link that will get you there – http://theinexplicablelawsofsuccess.com/buy-now/

  35. Hey Robert, I have purchased some products from you:paper template,backup creator,make a product, wordpress crusher. I started on a book,but still working on it.(should have been done last year). Anyway, here is one of my products that’s up now, just working on getting some traffic.
    Thanks for you and Lance’s never tiring work.

  36. Carol Farbe says:

    Hi Robert,

    I set up a page for my husband’s site here using Paper Template.


  37. John Helyar says:

    Hi Robert,

    Thank you for letting me add my promotion to you blog.

    Free Smart Pages Plugin

    Now just put the keyword or words into this new plugin and in seconds you will have LINKED, OPTIMIZED Pages ready to go.

    Let me say that again, one keyword – And you will have an instantly OPTIMIZED, ready to go page. With images, and videos – already built in.


    Go and have a look watch the video, you will see it is an awesome plugin and of course it is free so grab the opportunity while it is there.

  38. Hi Robert –

    I’m a fan of BackUpCreator… and lots of great pages here! Thanks to all for sharing…!

    Here’s my contribution:

    Wisdom is the leading edge of business – here’s where I teach how to monetize it in six steps:


    To Catalyzed Success in Every Way! ;+)

  39. Thank you for letting me post. Robert, I love your products and have quite a few of them. They are all marvelous. Backup creator – omg, that is the bomb.

    I have a freebie I’m giving away here for those interested in affiliate marketing:


    Thanks again!


  40. Cararta says:

    Hi Robert, have had Paper Template for awhile, but had
    so many hosting problems lately, that I’ve not been

    Always love your and Lance’s training. So much value
    given even in a lead up to a sales offer. You would think
    as many as I’ve watched that I’d learn something and put it
    to use.

    Think that last part,(putting it to use) is my downfall.


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