Chapter 5 – Getting Started

How to Start an Information Product Business

From the desk of Russ Henneberry:

Russ Henneberry, Founder of Modern PublisherWhere to start when building an information business?

Great question. Here’s the answer:

»» Start closest to the money.

If you’ve got investors or are otherwise able to burn cash, you can start by building a huge audience on a blog or a podcast or something.

For the rest of us (living in the REAL world!), we need sales. We need customers. We need cash.

So… start in the Monetization stage (where the money is!) and more specifically start by building an online course.   

Why begin with an online course?

First, as we’ve discussed, it’s kinda important to start making some moneysmile Online courses in the Monetization stage sell for anywhere from $300 to $10,000 — depending on your niche.

Secondly, building your big online course first will give you everything you need to create lead magnets, webinars, in-person events, podcasts, blog posts and anything else you want to create.

We call it Product Splintering.

Product Splintering is when you “peel” a small piece of content out of a larger piece and use it at an earlier stage in the Business Growth Framework.

For example, if you use a checklist or a cheat sheet you created for an online course (MONETIZATION) as a lead magnet (SUBSCRIPTION), you have used Product Splintering.

Or, if you create a $19 online class (ACQUISITION) from a few lessons contained in your $295 online course (MONETIZATION), you have used Product Splintering.

Once you’ve created your big online course, you’re in business… literally.  You’ve got a product to sell and plenty of content to use for building an audience, growing a list and acquiring customers.

I’ve built (and helped others build) hundreds of courses accounting for 100’s of millions of dollars in sales. 

I don’t say that to brag but so you’ll know that I’m not just some chucklehead with no experience.  I’ve done it and I can teach you how to do it.  

If you’ve read this far, it’s because you want to start or grow an information product business.  You want to do it right the first time.  You’re willing to commit time and energy to build this business.

I want to help you.

Plan, Produce and Sell Your Online Course in this hands-on, 4-Week Workshop

I’ve created a workshop called 28 Days to Your First Profitable Online Course.

If you’re interested in learning how to make money with information products, this is the ideal place to start.  You’ll build and sell your online course and I’ll be right there with you — making sure you succeed!  

Here’s how the workshop works:

  • Week 1 – Planning – No need to guess. Use our Online Course Builder Canvas to plan a course that is all but guaranteed to sell.  
  • Week 2 – Producing – Use our B.I.B.S. Course Creation Process to design and build a high-quality training you’ll be proud of and your customers will love.
  • Weeks 3 & 4- Selling  – Copy our 4-Phase Course Launch process so you know you’re doing it right the first time.

If you want more details, click here to visit the workshop page.

~ Russ Henneberry
Founder, Modern Publisher

Russ Henneberry signature

What’s inside this Ultimate Guide?



The Ultimate Guide to Starting and Growing an Information Product Business

Learn what information products are and why now is the time to build your information product business.

Return to Introduction

Chapter 1 - Monetization

How to Make Money Selling Information Products

Learn how pro information marketers create a product and traffic mix that monetizes their business.  This is where the money is made.

Go to Chapter 1 

Chapter 2 - Acquisition

How to Get Customers for Your Information Product Business

Without customers, you don't have a business. Most information businesses fail because they don't understand what is taught in this chapter.

Go to Chapter 2 

Chapter 3 - Subscription

How to Get Leads for Your Information Product Business

Leads (sometimes called subscribers) are the lifeblood of your business.  You'll learn how to create a predictable lead generation machine.

Go to Chapter 3 


Chapter 4 - Attention

How to Build an Audience for Your Information Product Business

They can't buy from you until they know you exist.  This chapter is all about the tactics to use to grow a massive audience.

Go to Chapter 4 

Chapter 5 - Getting Started

How to Start an Information Product Business

You've learned about a lot of different tactics.  Which one should you do first?  Simple.  Don't skip this chapter or you risk wasting a ton of time and energy.

Go to Chapter 5