How I Made $25,000 In 12 Months From Digital Products (With Zero Business Experience)

5 simple steps to create a product that is easy to sell

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Today’s post is a guest post by Derek Hughes, who is the founder of The Irresistible Writer on Substack.

Despite zero prior writing experience, Derek has grown his online audience to 27,000 followers and built a thriving $50k digital writing business.

This Wednesday, Derek hosts a free masterclass, ‘3 Secrets to Create Your First Digital Product.’

Join Derek live and learn how to turn your ideas into income:

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I’m just an old guy who started writing online out of sheer boredom. I had no special business skills, no marketing expertise — just a relentless curiosity and a desire to write well.

Yet, in the last 12 months alone, I’ve made $25,000 simply by sharing what I’ve learned. Working only two hours a day (I still hold down a normal job).

Here’s the secret I stumbled upon:

If you’ve solved a problem for yourself, there are countless others willing to pay for your insights.

In just 25 months, I’ve transformed from being completely invisible online to someone with over 27,000 engaged followers. I’ve distilled everything I’ve learned along the way into digital products that truly help people.

Now I want you to savour the sweet taste of success

Let me guide you, step-by-step, through creating your first digital product with five simple, actionable strategies.

1. Pick one real problem people care about

Creating a digital product means offering a solution to a real pain point. First, you must find that pain. Here’s how:

Pay attention

Your readers constantly tell you what they need. Notice questions, comments, and what resonates. If your audience is small, observe bigger accounts.

Have real conversations (the secret to trust)

Talk to people directly.

When readers join my newsletter, I ask about their biggest writing challenge. This builds trust and provides priceless insights about what they truly need — like overcoming perfectionism or monetizing their writing.

Don’t guess — test

Start small, test often, learn fast.

Avoid spending months creating a product nobody wants. Post content addressing real struggles — escaping the 9–5 grind or earning money from writing — and observe reactions.

Refine your message based on real feedback. All my course ideas start from social posts.

2. Craft a product people crave

You have endless options — templates, ebooks, email courses, video courses — but packaging affects the price.

People don’t value each option equally, even if the content is identical. Move up the value chain. Don’t sell an ebook, create an email course instead. This means you can charge more.

Play the long game. Prioritize reputation over quick revenue by overdelivering. Give your best stuff without holding back. Be generous enough to surprise your readers. This will win repeat customers.

Remember, people buy results, not content volume. Ever felt robbed by a book that should’ve been a blog post? Padding doesn’t add value — it steals from it. Stay ruthlessly focused.

Invest in the best quality possible. Good software is affordable and makes your product shine. I use Thrivecart for my video courses and Kit for crafting email courses — both easily justify their price.

3. Market before your product even exists

The simplest way to sell is to talk about what you’re creating — as you’re creating it.

Share it openly in your newsletter and on social media. Let your readers know you’re considering your first product. Share the specific pain it’ll relieve. And give behind-the-scenes updates.

Keep it human and genuine. Share your excitement, reveal your product’s name, and invite comments or questions. If you involve your audience honestly, they’ll champion your progress. But be careful. Avoid cloaked sales pitches at all costs. People smell insincerity, and your credibility will crumble.

Invite your readers along for the journey. And when you’re ready they’ll buy.

4. Build a landing page that makes buying a no-brainer

Take time to craft a compelling landing page.

Use these 3 tips to sell more.

Let others speak for you

Social proof is a superpower for persuasion.

I hate to break it to you. But people distrust you. They’ll listen to others, though. So find ways to include what others think. I use Senja to collect testimonials. I offered the product to my affiliate partners first. And used their feedback on the landing page.

Use numbers lots. Use everything you have. Number of followers. Course sign-ups. Drop in metrics everywhere.

Gather and use social proof to persuade people to buy.

Help them picture their future

The classic marketing mistake for newbies is selling features not benefits.

Features are what your product does:

• This course has 5 modules about nutrition

• This ebook has chapters on email marketing and how to set up your landing page.

This doesn’t sell. Instead, share what results you’ll give.

• This nutrition course will reduce the odds of cancer

• The 3S framework will minimise injury risk so you can run your first marathon

Focus on what will be different for people if they buy. Look at this snapshot from Starter Kit sales page. Notice how I tie each module to a specific result for the buyer:

Once you’ve got a stunning landing page, it’s time to promote it.

5. Promote your product without feeling pushy

I feel uncomfortable selling. I hate the idea of manipulating people.

But here are 3 selling tactics that work for me.

Team up with others

Offering people commission to promote your product gets your product in front of their audience. Widening your reach.

I provide 50% of the sales price for each affiliate sale. This sounds a lot. But you still gain 50% you wouldn’t have had. Plus your name will be put in front of 1000’s of new people. This is free brand awareness for you.

Use genuine urgency to inspire action

Find a way to offer something extra during the launch. I offer 30 days of email support. You could offer a bonus or a discount.

Scarcity is proven to work. It doesn’t manipulate. It just helps them decide.

Create emails your readers look forward to

You need a full email campaign if you want to make sales.

One email won’t be enough. I send 7 emails in 7 days. Aim for each email to offer some value on its own. Be entertaining. Or offer a lesson. Mix up the types of emails you send. Don’t send 7 ‘please buy my product’ emails

Use these types of emails:

• your personal story

• outcomes you’re promising

• a sneak peek into the product

Then drop it into the PS for your regular newsletter for ongoing sales.

Follow these steps, share what you’ve learned, and savour the joy of your first online sale.

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Free Masterclass: 3 Secrets to Create Your First Digital Product.

This Wednesday, Derek hosts a free masterclass, 3 Secrets to Create Your First Digital Product.

In this live masterclass, you’ll learn:

• How to create a digital product people are genuinely excited to buy

• What common mistakes to avoid when creating your first digital products

• How Derek built 6 digital products in just 12 months (and generated tens of thousands in sales)

Join Derek live and learn how to turn your ideas into income: