Build it and they will come is the foundation. The "it" is your brand, and it must be trusted through information. Your brand is your information product. Building a product that represents you reinforces the brand builder moments you need to have with your clients - past, present, and potential. Once you become a freelancer or service provider, it is important to consider how you can stand out from the crowd. One of the best ways to do this is to create information products in order to build your brand.