I created my very first digital product almost a decade ago.
Since then, I’ve created and launched dozens more - online courses, workshops, eBooks, templates, tools - across different niches and different businesses.
Over the years, those products have generated multiple six figures in revenue.
And I’m still a big believer in digital products.
Why?
Because you put in the work once, and then the product can sell around the clock.
While you’re sleeping.
On the weekends.
On random Mondays when you’re not even thinking about it.
Digital products have always been at the center of every online business I’ve built.
But if you’re thinking about creating your first (or next) digital product, there are a few things you should know before you start.
These are lessons I learned the hard way - through trial and error.
Let’s dive in.
Lesson #1: Build a Painkiller Product (Not a Nice-to-Have)
A common mistake I see is creators building ‘nice-to-have’ products.
These products might be helpful.
They might be valuable.
They might even be well-designed.
But it doesn’t solve something that keeps people up at night.
And if it doesn’t feel like a ‘must-have’, it won’t sell like a ‘must-have’.
For example, in my previous business - a productivity newsletter - I sold a range of online courses.
Two of those were:
A course on morning routines
A course on conquering procrastination
Guess which one sold 10x better?
The course on conquering procrastination.
Why?
Because a better morning routine is a nice-to-have.
But constant procrastination?
That’s a painpoint.
People were frustrated that:
They were setting goals and not following through
Starting projects and not finishing them
Falling off habits over and over again
It’s a pressing painpoint keeping people from reaching their goals and dreams.
So when I launched Procrastination Antidote, it sold far more easily.
(It even became my bestselling mini-course, generating $50,000+ in one year.)
Same audience.
Same brand.
But much more of a ‘must-have’ product.
That made all the difference.
To identify if a digital product is a painkiller, ask yourself:
Was this a problem I personally struggled with?
Did it frustrate me a lot?
Did it keep me up at night?
Was I actively searching for a solution?
If yes, that’s a good sign.
An even better approach is to ask your audience what they are struggling with (through surveys, DMs, and 1:1 calls) and to analyze your data (e.g., what topics get you the most engagement, open rates, etc.).
Build your digital product around that.
Lesson #2: Specific Digital Products Sell Better
When you’re passionate about a topic, it’s tempting to create the ultimate product that covers everything about a topic.
The ultimate productivity course.
The ultimate marketing blueprint.
The ultimate dog training program.
But the more you try to include, the more confusing it becomes.
And when people are confused, they don’t buy.
There’s a paradox here:
Creators think,
“The more I include, the more valuable it is.”
But what actually happens is:
More complexity
Less clarity
Harder to explain
Harder to sell
Instead, zoom in.
Solve one problem.
Deliver one clear outcome.
Smaller, more specific digital products are far easier to sell because the value is clear.
(And they’re a lot easier to create as well.)
Later, you can expand and create a portfolio of digital products - each solving a different specific problem.
But don’t start with “the ultimate everything course.”
Start with a small digital product that delivers on a clear, specific outcome.
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#3: Information Is Not Enough Anymore
This one is more important today than it was 5–10 years ago.
When I created my first digital product, there was no ChatGPT.
People bought a digital product primarily for information.
Today?
AI can give you information in seconds.
So what do people actually need?
Implementation.
Most people already know what they should do.
They just don’t do it.
Or they don’t do it consistently.
That’s why the best digital products today are not just informative - they’re actionable.
Yes, include:
Strategies
Frameworks
Examples
Methods
But always tie them to clear action points
Because the moment someone starts taking action and seeing results…
They become superfans.
They leave testimonials.
They buy your next product.
And they will recommend you to other people.
Grab your free Substack Starter Kit, where you’ll find proven strategies, frameworks, and systems that help you turn your Substack into a thriving newsletter with thousands of readers.
Build Your First Digital Product ASAP
So, if you’re building your first digital product, remember:
Make it a painkiller, not a nice-to-have
Make it specific, not too complex
Make it actionable, not just informational
If you do those three things, you’ll already be ahead of most creators.
And you’ll dramatically increase your chances of building something that actually sells - and helps people.
If you have any questions about building, launching, or selling digital products, drop them in the comments.
