1. Internet Marketing

Why Exactly Product Creation Is Paramount

As a professional direct response copywriter, I often make the case that the single solitary action that improves your bottom line the most… is to improve conversion.

This statement is true. In some cases, it is also only one part of the total truth.

Why would I say that and potentially risk my own livelihood? Let me explain.

The Importance Of Product Creation

Let me ask you this:

What’s the most effective, the easiest and the fastest way to increase your revenue?

Well, it’s not always copywriting or conversion in general.

(Especially when you’re in a business where the product creation cycle can be remarkably short. Such as in information products, or in some types of software. There are many more.)

Getting the hints so far? Here’s what that most valuable activity is NOT:

  • It is NOT driving more traffic to your offer (can actually be dangerous if you’re not already 100% profitable)
  • It is also NOT copywriting or conversion (this can be GREAT but still often just incremental and takes true, unadulterated skill)
Simply put: it’s creating more products.

Just create a new product to further serve the market you’re already in, and you’ll make more money almost automatically.

If it’s a great product you could double your business on the spot just by offering that product to your existing customers! If it’s an okay product you will likely do quite a bit more in perpetuity anyway.

I was planning to do a video about this, but Gideon just beat me to it 🙂 so I’ll let him do the briefing instead:

This is one of the reason I’ll be focusing a good deal more on product creation and promotion this year, both in my own business and in helping other entrepreneurs.

It’s time. If you need help getting to grips with your own product, drop me a line.

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Comments to: Why Exactly Product Creation Is Paramount
  • February 9, 2011


    I was just wondering. I read a lot about the importance of creating products, however, I’m a bit confused on what such a online product would actually be. Is it like an e-book, video course or something like that? They don’t really teach this stuff at school. The only things on online business we go through in class is just basic stuff. Could you give an example of such a product?

    With kind regards,


  • February 9, 2011

    Hi Adriaan, I’m glad you asked this question. It can take many shapes, and more are invented constantly. Some examples of online products would be:

    – An ebook – a book in digital form, usually PDF
    – A downloadable audio product; streaming or MP3
    – A series of videos in the form of a self-stydy course
    – A fixed term membership site – for a few weeks or months
    – A ‘rolling’ membership that continues indefinitely (depends on the topic)
    – A series of webinars delivered in the space of a few weeks

    And so on. Many more forms of online products are constantly being invented.

    Does this answer your question Adriaan? What would you be drawn to create?

  • February 9, 2011

    Thanks for answering.

    Yes, this answers my question. I guess I should try out going for the e-book in that case. Now I just got to figure out about what… At least I got some kind of starting point now :). Kiitos.

    With kind regards,


  • February 10, 2011

    Yes Adriaan, an ebook is a good place to start with. Easy to produce, straightforward to market. Then you can create continuity, launches and all of that higher end stuff.

    Best of luck to your efforts!


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