One digital product has done over $115M in sales for me. I run it across five merchant accounts to protect the business.
The interesting part is that it is the same product I started with in fitness. I just sold it to a different customer. Here is the step by step path so you can copy the model.
I am not promising you millions. I am telling you a modest income from this is very achievable, and there is little excuse not to learn how.
Step 1: Build the offer around a core desire
Every purchase comes from one of three desires: health, wealth or relationships. The clearer your offer ties to one of them, the better it sells.
I started in health because I grew up in sports and played Division I football. If you do not have a skill yet, learn one through an online course for under about $100, and some are free.
Step 2: Write a USP that creates curiosity
Fitness coaching is a commodity. There are countless trainers, so buyers default to the cheapest one. A unique selling proposition fixes that.
Use one of two formulas:
- “I help people do X without doing Y.”
- “I help people do X using Y.”
Examples:
- Fitness: “I help people eat whatever they want without sabotaging results.”
- Consulting: “I help people book 70% more calls” using a specific conversation method.
- A client who gets students into Ivy League schools claims a 90% success rate with a named method.
A good USP makes people ask questions. In fitness, the answer is that if you stay in a calorie deficit, you lose weight even if your diet is not perfect. Eating better makes you feel better, but the deficit drives the result.
Perceived value matters more than actual value. A mediocre product with strong perceived value outsells a better one.
Step 3: Price high, not low
Selling cheap to the masses is what I call the Shark Tank model. It is why so many of those founders never have money.
I started with a $47 program called the Rapid Muscle System. I had few followers, little money and lived with my parents. Two sales barely covered food and gas. I spent over two years stuck, believing fame and a link in my bio would make me rich.
Then I added one on one coaching and raised the price to $3,200 for four months. I contacted my followers one by one and made $10,000 in a week. At the time I was making about $3,000 a month as a server and door to door salesman.
Higher prices also fund ads, which is the fastest route to income for anyone without a big audience.
Step 4: Three lead sources
Warm traffic. People who liked, commented or followed. I had about 10,000 followers, partly from earlier modeling work. Thank them for following, ask their goals, ask what they tried and what went wrong, empathize, then offer a call. Benchmarks: about 100 messages at roughly 20 an hour, 30% reply, 5 to 6 calls, 1 to 2 closes.
Cold leads. Use niche hashtags like fit mom or fit dad, or Facebook groups. Look for people who want the result but are not there yet, in countries where they can afford it. Send no more than one new message every three minutes. Expect about 10% reply, around 3 calls and maybe 1 close. The purpose is to build cash for ads.
Paid traffic. Unless you are famous, this is where the fastest growth comes from.
Step 5: Pick the right ad type
Boosted posts are the easiest. Boost a reel, pick an audience and set a daily budget. At about $2 per follower, $100 a day gets roughly 50 followers. Then message everyone who likes, comments or follows.
Direct posts, like “I am looking for five people who want to lose 20 pounds by Christmas,” cost more per action but convert better. Indirect posts cost less but attract cheers instead of buyers. Aim for 10 to 20 cent profile views and $1 to $2 followers. $1,000 can mean 500 followers, 150 replies, 15 calls and 3 closes. At $2,000 per package that is about $5,000 in profit. Boosted posts work best for B2C offers.
DM ads open a conversation directly. They cost more per lead but save outreach time. You either pay with time or pay with money. Use an engagement campaign, aim for an audience of 1 to 2 million, and start with the smallest budget that gets a lead, about $20 a day for a B2B test. No lead quickly? Turn it off and change the audience.
Straight to page ads use a sales objective and send people to a landing page with a video or PDF. They scale with less labor, but the page has to persuade on its own.
If you have more time than money, start with boosted posts. More money than time, go to DM or page ads.
Step 6: The seven step sales call
- Pre frame. The goal is honest help, not forcing a sale. Detachment closes more deals.
- Discovery. Ask like you are advising someone with a serious problem. Always ask why now, and quantify the cost of inaction. If an average private client does $600,000 a year, six months of delay costs about $300,000.
- Summary. “If we fix that 100%, you are in?” Get a yes.
- Three pillars. Mine are offer creation so clients are not commodities, lead generation and sales, and my authority with over $115M in sales. Use “most people do this, here is what I do and why it is better.”
- Overview. Brief. Account manager, office hours, group, portal, scripts, funnels.
- Certainty, then price. A lukewarm reaction means they are not sold, so ask what they did not like. Then state the price plainly, for example $16,000 for four months, $10,000 for three or $5,000 for two.
- Objections. Price, spouse, time or belief.
For price, set a floor, like $2,000 up front on a $10,000 program. Isolate the objection, then ask about cash on hand. Below the floor, end politely. Above it, build a custom deal that still requires a decision today.
For a spouse, ask what the partner’s objection would be. About 80% of the time it is price. Frame it as asking for support, not permission, and use a refundable deposit if needed.
For time, ask three questions: are you more likely to reach your goal with us, do you believe we will deliver, and do you have access to funds? Indecision is still a decision.
For belief, ask what the worst case is and lay out three options. Sign up and win. Sign up, it does not work, and you are covered by a performance guarantee. Or do nothing and stay stuck.
Step 7: Fulfillment
The best delivery makes clients consume as little as possible to get the result. Fast communication, Zoom calls when needed and a portal that includes coaching, tech and ad support, setters and closers, a document hub and a curriculum.
Clients want the result they paid for. Being friendly does not make up for missing it.
The takeaway
After I hit $1M in my first 12 months and got recognized by ClickFunnels, people started asking for help. I took the same product I used in fitness and showed them how it works behind the curtain.
Same product, different customer. Build the offer, sharpen the USP, price it high, generate leads and run the call the same way every time.
Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
