Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

Selling Information Is About Promising Ways To Get To An Outcome, Not The Outcome Itself

13 Apr 2026 · 0 min

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In this segment, Nicolas Cole argues that information products should be marketed as delivering the processes or methods that can lead to a desired result, rather than promising the result itself. He illustrates this with an example of an ebook that outlines the training regimens of elite athletes for running a 4‑minute mile. While readers are unlikely to achieve that exact outcome, the author fulfills his promise by clearly articulating the steps that could make it possible, leaving the actual execution and responsibility to the consumer.

Information is not necessarily selling the outcome. Information is selling or giving away the process that has the potential to generate the outcome. So for example, if I write an ebook that's like, "Here are the training regimens that pro athletes use to run a 4-minute mile," is every person who reads that going to go run a 4-minute mile? Of course not. But I'm still delivering on the promise because I'm like, I'm going to articulate the things that can lead to it. But ultimately, that's your responsibility.