In July of 2024,
I worked with my client Mike, who was trying sell more of his workshops. 

Mike was sad because he was spending $1,669.48 to generate 56 leads.

Since 2016, we've refined this marketing model to sell everything from $10 courses to $10,000 coaching programs. We're basically the lab scientists of infoproducts, but instead of petri dishes, we use digital marketing.

Many of our leads come from coaches, authors, and creators who heard about our results:

Do Any Of These Sound Like Something You Would Say?

Business Without the Headaches

With this model, you can say goodbye to:

❌ Cold calls (and that anxiety that makes your voice go up three octaves)
❌ Cold emails (and their 0.1% response rate)
❌ Quizzes that collect emails but not customers
❌ Courses that don't sell
❌ Ads that burn cash  
❌ Lead magnets that attract freebie hoarders, not buyers
❌ Landing pages that don't convert

When you go the build-audience-and-be-rich approach you can still run intro trouble and Tom Bilyeu is the perfect example. 

Tom scaled Quest Nutrition (those protein bars you impulse-buy at checkout) and sold it for $1B. Then he grew the Impact Theory podcast to 4 million followers.

Tom assumed he could sell anything. Convinced his mindset comic books and games were a good idea that his audience would love.

Plot twist: Tom didn't validate if his infoproduct ideas were aligned with the current Learning Shifts (what people wanted to learn, and how they wanted to learn it, how to promote it). 

And instead of creating a hit, he created a dud because Tom’s audience "didn't care" about those products. 

Average lead conversion rate for our clients is 161% higher than the industry average.

After years of trial and error with SEO, Google Ads, social posting, content creation and traditional advertising, I now have proof that Mini-Launches are the best approach, to scale information businesses.

It's like those food samples at Costco. 

Instead of guessing what people like, you give them a small taste first.

Tom Realizing He's "Off" with his offer because nobody bought his infproducts after he built a massive following of 4M people

Justin "Mini-Launcher" Mares (left) with his brother Nick from Kettle & Fire

The result? A $100M+ company built on validation, not speculation.

And this same approach works for infoproducts too.

With the Mini-Launch Method, you'll be like Justin (on-trend with offers that work), not Tom (off-trend with offers that suck).

Data: Wordstream Annual Benchmarks 2024 Report

Step 1: The Main Ingredients Inside Every Successful Infoproduct 

Every successful information product has these 9 variables:

Define

1. Destination - This is a clear and measurable outcome you help people achieve. It should be specific, concrete, and visual (e.g., "Get 10 new coaching clients per month" rather than "Grow your business").  Next, list the 8-10 steps people need to follow to get to the destination.  These should be the same steps you already use in your process.
2. Ideal Customer - Describe who your ideal customer is, and who is not a good fit. Ex: I help experts build infoproducts that scale using the Mini-Launch Method.
3. New Category - Name of your infoproduct category that positions you as different from competitors. This should be memorable and easy to explain to others. Examples:

• Nerd Digital: Mini-Launch Marketing
• Tony Robbins: Neuro Linguistic Programming
• Russell Brunson: Funnel Marketing

Attract

4. Profitable Pains - Stuff that keeps your ideal customers up at 2 AM for each of the steps in your process, and for the final destination. For example if you help people to buy and flip their first home [destination], and one of the steps in your process is to find the right home you might test something like this:

Destination: "I want to get into real estate investing, but I have no idea how to flip homes...".

Step: "I want to learn how to flip homes but I have no idea how to find and buy my first property..."

5. Undeniable Proof - Data and testimonials, proving you can deliver. If people don't believe you, they won't buy. Test your testimonials and the results you've given your customers to see how people respond.

6. Desired Solutions - Flip the Profitable Pains around to create Desired Solutions people actually want. Do this for ever step of your process.

• Example: "How to sell your expertise at scale [destination], without relying on social media for sales[pain]..."
  

Convert

7. Launch Step - The first thing your ideal customer will engage with that makes them want more (aka your lead magnet).  Instead of guessing what lead magnet to create, simply pick the step that get's the highest response from your testing. It's guaranteed to be closer to what people "want". Once you solve the problem they want, you can later solve all the problems they "need" to solve to get the end result.

8. New Narrative - A story that makes people lean in and listen. Your New Narrative is a short story that explains how your solution is completely different from other options out there, and how it's the only way to get the the destination you've promised, for the Ideal Customer you've selected, who is facing thetrying to solve the profitable Pains you've validated.

9. Scroll-Stopping Visuals - Images, graphics and videos that make thumbs pause mid-scroll. Once you validate what the Launch Step is for your infoproduct, create visual frameworks, graphics that explain your process. You can use these in your ads, posts, landing page and emails.

Nail these ingredients and you'll be 100x more likely to get attention, leads and customers. Ignore them and you're doomed.

Here's how to start testing your Infoproduct offers today:

1. Select one of the ingredients you want to test (we recommend testing each ingredient, but if you're more advanced or just want to test one thing (what lead magnet to use for your course that's most likely to get people to happily give you their name an email address) you can do that too).

2. Generate test ideas -  These can be words or images you want to test. For example, if you are testing Profitable Pains then just test the words. If you want to test a visual framework you're going to use for your lead magnet (i.e. your Launch Step) then generate your visuals.

3. Turn your words or images into a simple square image ad (1000x1000 pixels) using Meta ads, using the "traffic" campaign objective. (We use Meta Ads at the moment because it's the fastest, cheapest way to test copy and images with real people).

4. Use the targeting settings to reach people that are a good fit, and exclude people who are not a good fit (Ideal Customer). Audience size between 5M-10M people for your testing.

5. Set your limits - Create a rule that turns off your ads when they reach 400 impressions, keep each ad set to a maximum of 12 ads, and set a maximum daily budget of $20 so you never go over $35 per test. 

6. Test small - Only change one small part of your ad tests at a time. Including the ad description and primary text boxes, call to action label, to avoid any confusion about what change made the difference.

Example:
Profitable Pains test for the Mini-Launch Method (I tested 40 different "profitable pain" statements. Here are two of them):

Step 3: Grade Your Mini-Launch Tests

Here's how to find the winning results (i.e. Your Hits)

Clear - Is the copy or image clearly speaking about your offer? If not, go back and rerun your test. The last thing you want is to attract the wrong people because your words or visuals communicated the wrong message.

Aligned - Does your test result create a direct connection to your final offer? The more aligned the better. 

Hot - Calls to action that get you closer to a sale are hotter (i.e. better). In general you will always get higher CTRs for things like a free cheat sheet, pdf, and lower CTRs for a webinar or training. However, someone that clicks on a message for a webinar is sometimes 10x more likely to turn into a customer.

Hits - After your ads have gathered around 400 impressions each, sort your ads by link click-through rate from most clicked to least clicked. 

Every industry will have different averages, but as a general rule of thumb use these numbers:

• Hits - Equal to or above 1% Link Click Through Rate
• Signals - Between 0.75%-1% L-CTR
• Noise - Below 0.75% L-CTR

Step 4: Assemble Your Infoproduct

Take the steps I showed you here and do it yourself. None of this is rocket science – Conversion Rate Optimization, Facebook Ads, Direct Response Copywriting, Landing Pages, and Web Analytics have been around for years. There's no "magic."

We've just figured out how to validate information products faster in a way that works with new ad targeting and consumer behavior.

Option 1

Option 2

Work with me (Marcio Santos) 1-on-1 to set this up for/with you and support you through each step. Save time and money figuring out how to validate, build, and grow your offer. Apply today and you might qualify for our Coach Fund (it’s when we cover your ad budget).

CASE STUDY by Marcio Santos 

Who This Actually Works For

The NerdDigital Way

Our conversion rates? 
Let's just say WordStream's annual benchmarks report (analyzing nearly 3,000 campaigns) shows we're crushing the industry averages. Not to flex, but our approach works in actual reality, not just in marketing fantasy camp.

How I Discovered The Mini-Launch Method 

Statement B is 10x better at getting people to respond. Not my opinion, not my hunch — cold, hard data.

That's why I "assembled" this page (yes, this very page you are reading) with Statement B. 

That's how we create winning offers:

We don't build infoproducts. 
We assemble infoproducts with ingredients that are proven to work.

 
The Mini-Launch Method is more than just a list of ingredients you find in a book, plug them into your offer and win.

The key is testing your ingredients with real people that can give you unbiased feedback, quickly and affordably.

So that you can optimize each part of your offer.

DISCLAIMER: I have to admit these results aren't typical. We've been doing online marketing for 10+ years, our business has been running for 8+ years, and we've worked on multiple scalable offers.

Get Your "Mini-Launch Plan"

In one 60-minute 1:1 coaching call, you'll get a 6-week plan to implement the Mini-Launch Model and accelerate your path to cash.

No fluff — Just clear, specific action steps you can follow with confidence.

Together, we will:

• Figure out your best starting point in the Mini-Launch process 

• Review your offer and target audience using our Customer Quadrant framework 

• Identify what's working and what's not in your current marketing 

• Determine the best model to increase conversions and sales 

• Develop messaging around your Unclonable Skill to attract ideal customers 

• Create a 6-week plan with one focus metric per week so you can work distraction-free
  

  
  

Meet Justin "Mini-Launcher" Mares, founder of Kettle & Fire and a former client of mine.  Kettle & Fire is now the bone broth category leader, valued north of $100M. 

Not too shabby.

But Justin didn't follow the audience-first playbook because he knew about the risk of being “off” with his offer. His approach?

Run a few Mini-Launches to validate how to present his offer to people so they would buy it.

Now its time to assemble your stack of Hits into your marketing.

Your Hits are your data-backed words and images that are proven to get the highest response rate from your target audience.

Copy Hits

Use your Copy Hits to assemble:

• Headlines
• Subheadlines
• Module names
• Product names
• Event names
• Button labels
• Ads headlines, descriptions, stories
• Landing page copy
• Sales page copy
• Email subject lines 
• and even your Linkedin bio

Image Hits

Use your top image images (aka Image Hits) to design:

• Winning ads
• Landing pages that convert 
• Sales pages that convert. 
• Offers that convert

Pro tip: If you have pages where people are not converting, use your Image Hits to remove friction get people scrolling further and converting.

Rinse & Repeat

Now that you know the entire Mini-Launch process you just need to put it into action. 

And the more generate ideas (1), launch them with ads to get real feedback (2), collect Hits (3), and assemble those Hits into your marketing (4), the faster you are going to grow.

It's just that simple.

That's how companies like Kettle & Fire do it.

And you can do it too.

"But Does This Actually Work For Real People?"

Here's what our clients say:  

$100k in Sales For His New Course
Ted Seides from Capital Allocators

I helped Khe on the Supercharge Your Productivity program. He was stuck at 5-figure launches for a while. I helped him to scale to 6-figure launches with 6 months and create a new offer that brought in over $10k in 3 weeks – without creating new content or taking sales calls.

Ozlam Ozkan, Dare to Ask

Robbie Crabtree $40k to $80k in monthly recurring revenue

#1 Problem That Makes it Impossible to Scale Your Education Business

The main ingredients of every successful infoproduct

Use quick and fast testing techniques used by giant companies to build stuff people want.

If any of these sound like you, the Mini-Launch Method can help you.

Step 2: Get Complete Strangers to Tell You What They Want Without Trying to Read Their Minds

Use the Mini-Launch Model to Validate Any Kind of Infoproduct (free or paid)

Test results with the highest link-CTRs that are clear, aligned and "hot" become your Hits.

This model has helped businesses make bank with:

✅ Free workshops that generate $1,100 per lead on the backend (while everyone else's lead magnets collect digital dust). Like we did For Mike M.
✅ $3,000 coaching programs (that sell without requiring you to DM half of Instagram). Like we did for Ted Seides.
✅ $2,000 training events (with real humans who actually show up). 
Like we did for Hank.
✅ $1,000 courses (that don't join the graveyard of digital products).
Like we did for Khe Hy
✅ $5,000-$16,000 consultancy packages (without resorting to used-car-salesman tactics). Like we did for Robbie Crabtree.

But, It's Not For Everyone 🤚

This approach isn't universal — like how not everyone should attempt DIY haircuts.

The Mini-Launch Method only works for education-based offers that are UNIQUE. 

You need to:

• Teach something different from the seventeen other coaches in your space 
• Have an approach that gets results faster, easier than the competition (if you don't have skill, and are trying to fake it, click away, click away...)
• You also need at least $1,000 set aside for paid ads in phase 2. After you've validated your offer and are ready to start getting customers...
• If you're selling generic advice or your bank account gets anxiety at the thought of spending on ads, this probably isn't your play.

We helped Ted package his investment expertise into Capital Allocators University, transforming his knowledge into a structured program for high-level financial professionals. Instead of being limited to 1:1 consulting, his methodology reached hundreds of professionals while maintaining premium positioning – earning over $100k in sales in just 9 weeks.

5 to 6-Figure Launches for His Course
Khe Hy from Radreads.co

Shu Omi, YouTube Kickstarter

Our Track Record

Now, if you want to get results like these there's one small thing you need to understand called Learning Shifts.

This is something I only realized a few years ago, and it's the #1 reason why I'm able to get these results for my clients.

The "Mini-Launch Method" also saves you from the two approaches that keeps most education businesses stuck

Approach #1 - Ask then build

Henry Ford said that if he asked people what they wanted in a new vehicle, they would have asked for a "faster horse." 

Asking customers about their pains & desires is helpful, but if you've ever spent months building a course and getting crappy results, because those same customers didn't give you their money, you know this is bad advice.

The only way to get honest feedback is to test with an audience that can show you their interested in your offer with their actions (clicks, conversions) not their words.

Approach #2 - Build audience, build anything, be rich

And instead of food, you test small parts of your infoproduct.

You use Facebook Ads as your testing ground, and a landing page and mouse tracking software to collect data about how people respond to each of your Mini-Launches.

Then you use the data from your tests to create ads, landing pages and offers that are 100% aligned with what is proven to get your audience to respond.

The kicker: You can run your first Mini-Launch with as little as $35 in Facebook ads, and see what people in your niche like the best in under 48 hours.

Isolate the main ingredients of your infoproduct offer, test them with real people, see what people respond to, then assemble your offer with the ingredients people love.

The 4-Steps to Using "The Mini-Launch Method " To Get Quality Leads with Paid Ads Without Big Budgets

There are 4 steps to using the "Mini-Launch Method" and I go over them in the short video below.

The first step in this video, is slightly different because I was optimizing an ad for someone else's brand, and I didnt have access to their ad account, so I started out with a "baseline test." 

In case you're wondering, the ad I optimized was for Alex Hormozi's Gym Launch:

Notice how fast I was able to optimize an ad for a brand that has already spent hundreds of thousands of dollars in advertising and hires the best information product marketers on the planet.

As I mentioned in the video here are the 4 steps to the Mini-Launch Method:

1. Isolate - Learn the main ingredients inside every successful infoproduct.

2. Test - Learn how to get strangers to tell you if they like your ingredients.

3. Grade - Measure how people "respond" to your test.

4. Assemble - Put the validated ingredients together in your product and marketing.

The reason why it works so well:

It's like a live food tasting, using Facebook ads.

You break your infoproduct down to the most important ingredients, test them with as little as $35 in Facebook Ads, then assemble marketing assets that are proven to get people to click and convert.

Livia Pellerin, Mobility Junkie

Anja Hertkorn

Hank Strmac, Capital Allocators

The best part? 

You can do the same thing for your education business… even if you don’t have a Fortune 500 marketing budget or a massive audience.

How I Generated $83k in Leads for a Client, Spending Just $930.37 on Ads

Not knowing the Learning Shifts in your niche is why most teaching businesses get stuck.
Learning Shifts are the changes in what people want to learn, how they want to learn it, and what makes them pay attention — and these keep changing all the time.
When you miss these shifts, your results stop growing 📉 no matter how much work you do.
But when you match these shifts (like Mike did), you can get way more people to buy what you teach.
The Mini-Launch Method helps you stay in step with these shifts.

After executing the "Mini-Launch Method" for his business, I doubled his leads to 128 while decreasing his cost per lead to $7.31—75.6% decrease. 

And more importantly this meant he was now bringing in over $83k in leads.

Needless to say, Mike was now much happier.

Learning Shifts are constantly changing (green line), The Mini-Launch Method (pink line) gives you results by getting real-time feedback from your niche, so your results don't flatline.

 
Ready to Get Started?
 
If you'd like to see how we can help you set this up to bring in more of your best customers every month with less work, you have two options: 

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