You’re finally ready to sell your digital product—it’s the day you’ve been hyping up in your head when you first started working to create it. No doubt you’re eager to open the floodgates (read: cart) and watch the sales come rushing in.
But here’s what you need to know before you get in too deep: approaching selling with the “build it and they will come” mentality will not set you up for success.
The truth is you need to pour as much time into selling and promoting your product as you did creating it. Not doing so would be a big waste of all the energy and time you’ve already invested.
Prefer to watch instead?
Or want to listen on the go?
If the idea alone of selling makes you feel uncomfortable, it’s time for a mindset shift. Selling does not have to be slimy, manipulative, or cringey.
When you focus on finding the right people who actually need what you offer, it’s the furthest thing from icky. It’s generous because you’re acting in service for the greatest good. Your digital product has the power to make a positive impact and truly help people, and it’s time to get it in front of the people who need it.
This post is the final part of a 4-part digital product series:
- No idea what digital product is right for you? Start by reading part 1: 4 Steps to a Gotta-Have-It Digital Product Topic
- Still need to create your digital product? Check out part 2: The Ultimate Guide to Creating Your First Digital Product
- Need to prep your digital product for selling? Read the Ultimate Checklist for Getting Your Digital Product Ready to Sell here
Let’s go through your 3-part plan for getting your first ever sales of your digital product (and I even have a 10-Day challenge to help you put it into action!)
Want the full roadmap for creating and selling your first digital product?
Part 1: Make Your Digital Product Visible
The most important variable in selling your product is making sure it’s visible. You must (!!!) make sure it isn't buried and easily findable. If they can’t find it, they can’t buy it.
Here’s how you can accomplish this in two easy steps:
Step 1. Make sure you add your info-product to your website, especially in multiple places including the navigation, sidebar of your blog, a ribbon on your pages, and/or added to other pages on the site, i.e. your homepage, about page.
Step 2. Optimize your online hot spots such as your Instagram link in bio, pinning post on IG, story highlights, Facebook group and page cover, pinned post, link, your email signature, your footer in your newsletters, and/or your autoresponder.
Part 2: Create a Content Campaign
Successful selling is easier when you have laid a strong foundation with a content campaign. This helps you build and nurture your audience in a way that entices them towards your offer.
A content campaign has two phases: the pre-offer phase and offer phase.
The pre-offer phase is dedicating at least 3 weeks to warming up your audience and walking them on a path with relevant content that will eventually lead to the selling phase. There's no direct selling involved—yet. This approach promotes a more organic feel when it comes time to sell, rather than feeling like the product is coming from out of the blue.
The pre-offer phase includes…
- 3 blog posts about the topic that’s leading up to the offer (scheduled a week apart)
- A freebie or multiple content upgrades to include as call-to-actions on your blog posts
- 3 newsletters to send your weekly blog post
- Social media content to promote your freebie + blog posts and attract new people interested in the topic (optional: paid advertisements)
The offer phase can last one or two weeks and may be structured in any of the following ways:
- 1 week “open cart” for special offer + 1 week for delivery (and “recovery”) – best for something you’re delivering “live” or if there’s significant onboarding time
- 2 weeks “open cart” for special offer – best for an offer where you’re needing to do discovery calls and need extra time for people to make a decision
- 1 week “Live Event” + 1 week “open cart for special offer” – best for a group program where you want to give a taster in the form of a challenge or webinar
But for the purposes of the smaller priced digital product, a 1-week launch week special is my usual go-to!
Want to learn more about How to Plan & Execute a Profitable Content Campaign? Read the whole post that breaks this process (and don't forget to download the planner too).
Part 3: Promote It
Promoting your product is an important part of the selling process, although it’s often overlooked by info-product creators who don’t want to “pressure” their customers into buying anything.
The thing is, most buyers need the same product promoted to them multiple times before they’ll be willing to buy—even if the purchase is perfect for them. This is just one reason I recommend writing 4-5 sales emails to let people know about your amazing digital product.
Here are some themes you can consider going within your sales emails:
- The Announcement Email: Officially open the cart or present your info-product for the first time.
- The Plan Email: Build confidence with your audience by showing your well-laid-out plan to resolve their biggest issue.
- The Why Email: Don’t shy away from being personal or vulnerable in this “why” email and share how this offer came to be. This gives the reader a chance to connect with you and your purpose.
- The Proof Email: Illustrate the success another client has had using your solution.
- The FAQ Email: Use this email to answer questions and stack arguments for your offering.
- The Objection Email: This email is to deal with the biggest elephant in the room. The biggest BUT that the majority of your leads for your offer are probably thinking and that’s holding them back.
- The *Special* Announcement Email: Kick off a fresh wave of interest by presenting a new bonus or additional payment plan option.
- The Personal Touch Email: What’s working best now launch-wise? Personal touches and outreach. So this is the perfect strategy/email to pull out near the end of the launch and early-bird period.
- The Closer Emails: Let the reader know your special offer is ending (with a last chance to take advantage while they still can)!
Another important step in promoting your info-product is to announce and share it on your Instagram, Facebook, LinkedIn, TikTok, or any of your social media channels. Be intentional with your promo messages and images—you can even frame your social media posts using any of the ideas above (they’re not just for emails).
Preparing to promote your digital product? Download the sales email infographic and knock your sales messaging out of the park.
Your 10-Day Digital Product Selling Challenge
Don’t leave successful selling up to chance. If you really want to encourage your audience and feel good about selling, start with this 10-Day Selling Challenge.
- Day 1: Choose a special offer for your launch week special
- Day 2: Write 1 blog post around the topic of your offer
- Day 3: Write 3 promo messages and emails (with images) for launch week
- Day 4: Announce your new product on all platforms and email using message 1
- Day 5: Optimize website and social media profiles so the product is visible
- Day 6: Promote new product on all platforms and email using message 2
- Day 7: Publish blog post and add CTA throughout for digital product
- Day 8: Promote blog post on all platforms and email
- Day 9: Follow up with all inquiries and questions, post about it on your personal profile (ends tomorrow), or do a Q&A live on your main social media platform around it.
- Day 10: Promote new product on all platforms and email using message 3 (last call).
- After: Measure your launch, remove the launch week special from your salespage, and plan long-term promo plans.
Ready to Sell Your First Digital Product Again and Again?
Don’t let the idea of selling your first digital product overwhelm you.
Take your time creating a content campaign, ensuring your product is easy to find, and promoting it with excitement and confidence.
Take it day by day, and keep note of lessons learned as you go (tweaks are part of the ongoing process!).
You have what it takes to sell your first digital product at launch and beyond.
Every part of the process counts, so don’t miss a thing by downloading the FREE Digital Product Roadmap below: