So straight up, a digital product doesn’t make money on its own. I know that’s not what people want to hear. What the product does is get you to the part that matters faster, which is finding a problem people will pay to fix and building something they want.
I went through the whole thing on a whiteboard, the order I’d build it in and the math to get to 10 grand a month, both organic and with ads.
Pick the person, then the problem
Most people pick the product first. That’s backwards. Decide who you’re selling to, then go find what’s keeping them stuck. Read the reviews on other products in your space, read the comments, sit in the communities where these people complain. The same few problems come up over and over. Those are your candidates.
And you’re not looking for what mildly annoys them. Say I’m going after busy business people. I want the thing they’ll pull out a card to fix today. Urgent beats interesting every time.
Then when you build it, take them from where they are to where they want to be in small pieces they can follow, add templates or checklists where they save time, and do not make it bigger on purpose. Nobody wants a bigger product. They want the result faster.
Health, wealth or relationships
Everything people do is for one of those three. I go to the gym for health. You’re reading this because you want more money. People go to therapy for a better relationship. So if your offer doesn’t tie straight to one of them, it’s going to struggle. I get people with a mindset offer who say, I’ll help you feel more abundant. Nobody wants to feel more abundant. Make it “feel more abundant so you make more money” and okay, now it works. You’re selling what they want, not what you want.
My first offer was fitness because I’d been a college athlete and lifted since I was 12. It’s just what I knew. Now I do business stuff because people want to know how I made my money, and honestly fitness got super boring to me.
How hard is it going to be to sell
Then I run it through the value equation from $100M Offers. How good is the outcome, how likely are they to get it, how long does it take, and how much effort.
Fitness I’d give a one out of four. People want to lose weight, but the chances they fail are high, it takes a ton of time and effort, and a million people sell it. I still became a multi millionaire selling fitness, but that’s because I was good at marketing, not because I was some amazing trainer. Profit Share, what I do now, is more like a two out of four, because you don’t pay unless you make money, so the risk is lower.
The easier something is to sell, the worse you can be at sales, ads and landing pages and still win. A harder offer isn’t bad. It just takes more skill.
And if you think you don’t have a skill, you do. But if you don’t, go to Udemy, most courses are under 100 bucks, that’s where I learned Facebook ads. Alison has a bunch of free stuff. You only have to be one step ahead to help someone. Obviously if you’re trash, people will talk.
The math to 10 grand a month
This is why I like high ticket. When I started I sold a $47 product, and 10K a month felt impossible. So let’s say you sell something at $2,500. Add a one on one piece, because more access lets you charge more. That’s four sales a month. One a week.
Organic first, no money, no following. Start with your warmest people, anyone who follows you, likes or comments. When you run out, go cold, Facebook groups, hashtags. When I started I had like 50,000 followers I’d never sold anything to, and I just messaged them. Hey, what’s your fitness goal, thanks for following me.
What I tell people is 100 DMs a day, about 20 an hour, so 5 hours. Warm you might get 30 replies, cold more like 10, call it 20. If 20% book, that’s four calls. It takes about 10 calls to close one, so you need three days of that. 300 DMs, 60 replies, 12 calls, one sale. That’s around 15 hours for $2,500, or about $166 an hour. I had to use the calculator for that one lol.
Work 8 hours a day, six days a week, and you’re at about two sales a week. Eight a month at $2,500 is $20K. It’s not sexy, but it works. It’s a numbers game. I was doing $50K a month just doing this.
When to switch to ads
At 16 hours a day I peaked at around 40 to 50 grand a month. I couldn’t work any more hours, and having other people send the messages didn’t fix it, they usually do worse. So I had to get people coming to me.
Once you have money, time is the scarcer thing, and trading money for time is a trade I’ll take all day. Rough ad math: $1,000 gets you about 100 leads, 10 calls, one sale. At $2,500 that’s $1,500 profit. Spend $2,000 a week and you’re making about $3,000 a week, so around $12K for the month.
Market it, then test it
For content I’d write 30 short pieces all aimed at the one problem your product solves. 30 angles on the same thing, all pointing back to the offer. Your hooks, emails and page copy come out of those same 30 ideas.
Your first version is going to be wrong. That’s normal. Launch, look at the numbers, find where people quit. Nobody clicking, the marketing’s wrong. Clicking but not buying, it’s the offer or the page. Buying then refunding, it’s the product.
The numbers I look for: 10 to 20% on the optin page, and over 20% is great. About one in 10 from the VSL booking a call. Closing about three out of 10 calls. Below 10% on the optin, fix the headline. Low bookings, fix the VSL or the follow up, and a lot of times I don’t even touch the VSL, I just fix the emails, calls, texts and retargeting. Not closing, it’s your sales process.
And 10 grand a month isn’t guaranteed. Someone with an audience and a budget gets there faster than someone starting cold. Find the problem, build the fix, make it an offer worth buying, put it in front of the right people, and fix what the numbers say is broken. Simple as that.
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.
