What’s small or big? Look at the transformation of that product. That’s an indicator of the size of your product. The bigger the transformation, the higher the price point, and the bigger the product.

Depending on the type of digital product you’re creating, you would 1. List out the steps required to take someone from Point A to Point B 2. List out the mini-milestones or goals someone requires to go from Point A to Point B

People don’t spend money on the information in a digital product because it looks pretty or helpful. They spend it because they have a goal, and they believe this information will help them achieve that goal.

1. Always make the first sale easy—

2. Structure your products such that your audience can come back and buy from you repeatedly.

Having a promise, outcome, or goal gives your digital product some tangibility. It’s easier for a reader to grasp what your digital product hopes to deliver. It makes selling the intangible easier. No pun intended. Product = What you do Why anyone cares = The outcomes you deliver Harvard marketing professor Theodore Levitt put it brilliantly:

Who are the others with similar offers in the same category? What other products deliver on the benefits or value of products in the category of your offer? These are your direct competitors.

You want to cultivate loyal customers, not buyers. When you focus on customers, you’re focused on nurturing relationships and not just a single transaction. And it’s important to note that the first sale is the hardest to make. It gets easier to sell to someone who has purchased from you before.

TIER 2 – They may be embarrassed by the questions they have due to their lack of knowledge about the topic in question. They’re trying to read up on as much material as they can, and the topic is on their radar. Their pain points are centered around getting started and the “how.” How do I do [ONE ASPECT OF THE TOPIC]? What tools should I use for