Something must be wrong….
How is it that everyone’s digital product seems to sell like hotcakes and yours doesn’t?
All that blood, sweat and tears….
…days of editing videos…
…days of creating content and all for nothing…
Or maybe you know it’s about time you created a digital product and you’re dead scared…
all those stories you’ve heard of people making zero sales is freaking you out…
what if the same thing happens to you?
Whichever camp you’re in, one thing is true.
Digital products can change the face of your business but only if they sell.
The online space is exploding with new ebooks and courses being created and launched every single day.
You may be wondering if there’s room for another one…is there room for yours?
If you have an abundant mindset, there sure is!
There are countless reasons why a product doesn’t sell or do well.
In this post I’ll walk you through 13 mistakes you may unknowingly be making…
and how these mistakes may be encroaching on the sale of your product.
I’ve made every. single. one of these mistakes.
I won’t sugar coat how long it will take to correct these.
It does take time, but it’s best to know what these are from the get go.
If you’re looking for a checklist to test your offer, download the idea validation checklist below. It’s bound to get you thinking about how robust your offer really is.
Prefer listening to the audio version? Click below to have a listen (Skip to 2:35 for the post):
#1 Your first product needs your subscribers to scale huge walls
Everyone is telling you to create that course right?
It has to be a premium product because it if it’s not you must crazy to be undervaluing yourself right?
I made that same mistake. I fell into the courses trap.
Creating a course can certainly make you money but there’s a lot that goes into creating a product that sells.
Firstly, huge courses take a lot of time to create.
Especially if it’s your first product, you may come out of it frustrated and feeling like you never ever want to create another course or digital product again.
Next, people are more likely to open their wallets and purses for you a second time if they’ve already crossed that first sale hurdle.
But you need to get them to trust you with that first sale. So keep it simple and low risk.People are more likely to open their wallets for you a 2nd time if they’ve already crossed that first sale hurdle.Click To Tweet
Make it a small product.
There is a time and place for your signature course.
But your first product, does not and and dare I say should not be a premium product that sells at $200+ especially if you’re new to digital products…
you’re new to online business..
…and your audience growth is still in it’s infancy
But this doesn’t mean digital products are only for the select few who’ve reached a certain threshold in business.
You can and should add a digital product.
But start with a small digital product.
If you’re ready to create a small product that actually sells, sign up for the VIP list of Product in 7. This one of a kind templatized system shows you
EXACTLY what you need to do every step of the way so that you can add an income stream to your business QUICKLY.
#2 You have no clear pre-launch phase
You show up with your product one fine day and tell people to go buy it.
Sure, you list the benefits and how the product helps.
You don’t even sound salesy and come at it from a helpful angle.
But you still won’t be able to make-up for all those sales you could have made if you had a pre-launch phase.
The pre-launch phase is there for a few reason.
1. Get your audience aware that they have a problem that needs to be solved
2. Get them to view you as an expert and trust you with the subject
3. Gather an interest list; and
4. Build anticipation for your upcoming product
If they’re not convinced they need your product…if they have objections that your product won’t work for them…then you’re as good as doomed.
Sending that kind of traffic to your sales page is a conversion killer.
You want to send traffic that’s primed to buy your product. You want to send traffic that has their objections countered…who are convinced they have a problem that needs solved.You want to send traffic that's primed to buy to your sales page. Anything else kills conversions.Click To Tweet
As good as your sales page is, it can’t work miracles especially if people are way at the beginning in the customer journey.As good as your sales page is, it can't work miracles especially if people are at the beginning in the customer journey.Click To Tweet
#3 You don’t build hype around your launch
I started getting emails and tweets from readers saying they were excited for the launch.
Several of them were excited post purchase as well.
So I started to analyze what I did that was getting readers excited.
Here are a few ways you can build hype for your launch
1.Tell them what you’re working on when you’re working on it not when it’s done
This was tough for me.
I never like to commit before something is ready and when I didn’t have all the pieces in place.
But I started sharing about my Amazon book when it was 75% done. I also asked them to share questions they had about the topic.
This helped me think about the way I was framing my offer and if tweaks needed to be made.
2. Tell them the why for creating this product
- Why did you come up with it?
- What inspired the creation of it
The more you tell the message behind your product, the more it sticks….the more they see themselves in that story…the more they see themselves wanting that product
3. Get in a state of mind before you write your emails
The state in which you write your emails will project through in your words as weird as that sounds.
If you’re excited about it, your readers will be too. If you tease them, they will feel that excitement too.
So if you’re just not feeling your offer…if thoughts about how well your products sales will do are negative…lay off writing those emails to your list first.
Because that message and your negativity will shine through your words.The state in which you write your emails will project through in your words as weird as that sounds.Click To Tweet
#4 You don’t build an interest list
An interest list guarantees that you don’t make zero sales.
These are people who voluntarily raise their hands and tell you they are interested in this product.
I could easily make the VIP list a link trigger in Convertkit where they are automatically tagged to the VIP list.
I make them go through an extra step of signing up on the VIP page.
It could look like I’m making existing subscribers jump through hoops. But every additional time someone signs up for something is a recommitment to the relationship. Those who take that extra step are seriously considering the product.
It also lets me tailor my expectations based on numbers on my VIP list.An interest list guarantees that you don't make zero salesClick To Tweet
#5 You think of marketing as separate from product creation
Marketing starts after you create your product right?
You have to bake marketing into the product creation process.
This has to do with the way you outline your product promise, the bonuses you use, how you nudge your audience to the sales page.
You have to consider all of these messaging nuggets while creating your product not after.You have to bake marketing into the product creation processClick To Tweet
#6 Your product lacks any kind of positioning
The presence of other products in the market is a good sign…a sign that there’s demand for that product in the market…BUT here’s the thing…
That doesn’t give you a right to cough up what everyone else is offering.You can't cough up what everyone else is doing. That's where positioning comes into playClick To Tweet
You need to think about
- How your product is aligned with the underlying drivers behind why people buy something
- What’s different about the promise of your product
Do a content audit of your competitors’ products.
- What promises are they making?
- What bonuses are they giving?
- What headlines are they using?
Now, see where you can fit in and be different.
This is how you’ll tell them why should they choose your product over the alternative.
#7 Your sales page is dry, drab and ridiculously boring
You know what the lifeblood of your sales page is?
The bullet point.
Have a look at your favorite sales pages. The bullet points tease and build anticipation.
They tell you what’s in the course but then they don’t. They get you excited to buy the course.
Your bullets need to do that.
Your sales page should be an experience in itself.
Heard of the saying ‘Eat that frog?’
Get your sales page written and out of the way as soon as your product outline is done.
Once I started doing this, I had a clear direction as to what I’ll include in my product.
It also took a big stress point away because you can use content from your sales page in your pre-launch content.
This way you know you will always be consistent with your messaging.
#8 Your product does not promise results
Results or outcomes drive people.
Unfortunately, this is true.
When people know exactly what they’ll get out of your product, they are quicker to purchase it.
If you can tie your products down to a specific outcome and that too an outcome that drives people and that they want…your sales are going to be much higher.When people know exactly what they'll get out of your product, they are quicker to purchase it.Click To Tweet
#9 You don’t brand your product
Your product should have its own branding.
This doesn’t mean it has to be drastically different from your own brand. Pick cues from your existing brand.
This could be the look and feel or an accent color or a font. It can have it’s own branding but still be complimentary to your current brand.
But a word of caution.
As with anything branding, it can be a huge time suck. It can be a reason to procrastinate. You don’t need to have an ultra fancy product logo, images or slide templates. You don’t need to get these done by a designer.
These are bells and whistles that can be added along and revamped as you grow. When you’re starting out, launch with the tools and resources you have. If you use canvas or Picmonkey to create images, use that to create your product collaterals too.
I’m all for investing in tools, but tools shouldn’t become a reason to delay your launch.
I wish I had images to show the transformation some of my content upgrades and opt-in guides have made through the months.
We all start somewhere and as long as your product collaterals and materials are neat and organized, you’re good!
#10 Your product name is clever not clear
Be clear ﬁrst and clever second. If you have to throw one of those out, throw out clever – Jason Fried, Founder Basecamp
It’s a lot easier to come up with a name after you’ve defined the value proposition or promise of your product.
Your name should capture the essence of what your product will do for your readers…if it can give them a glimpse of the after.
Clever and creative names leave a potential buyer confused and do more harm than good.Your product name should capture the essence of what your product will do for your readersClick To Tweet
#11 You don’t send enough emails
I love emails and even I’m guilty of not sending as many to promote a product.
You may worry about being in the face of your reader too many times during a launch but not everyone sees each and every one of your emails.
People also need to see a marketing message – some say the magic number is 7 – several times before it registers and they understand what the product is about.
There is an art to writing emails that provide value, tease and promote your product at the same time.
When you balance all three together you create hype and build anticipation for your product.
Those who unsubscribe even if you’ve been providing value through your launch emails were never that into your brand. So rejoice the unsubscribe.
Every unsubscribe puts you a step closer to a tribe who values your work.
#12 You have no urgency factors built in
Why should someone purchase now and not later? What’s the impetus?
When you build urgency actors into your offer, you push people off the fence.
Your get them to take action.
These could be time sensitive bonuses, open and close cart, price increases, special bonuses…all of these add urgency to your offer.
#13 You don’t create bonuses or you create bonuses people don’t want
People will buy a product for its bonus.
I’ve seen that happen with me and with friends who create digital products as well.
Bonuses increase the value of your digital product, especially if they are related to the product and help directly or indirectly with the promised result of your offer.
But bonuses that are haphazardly put together can cause more harm than good.Bonuses that are haphazardly put together can cause more harm than good.Click To Tweet
They make you look desperate and the messaging of your product weakens. So think carefully about the type of bonuses you offer.
There’s more to product creation than meets the eye
You can’t create some lessons, put a sales page together and expect your product to sell.
Especially if you’re serious about making repeated sales…
if you’re passionate about the topic of your product, and have your audience’s interest at heart…
There are several factors you need to consider while creating your digital product that contribute to the success of your offer.
Wondering how robust your product offer is? Test it with the validation checklist below.