If you have problems selling digital products of any kind – I’m talking ebooks, membership sites, videos, ecourses, plugins, apps and more – then I don’t have to tell you that there are a lot of pieces and parts you need to snap into place in order to enjoy a successful campaign. And if you get one of these pieces wrong, you’re going to be pretty disappointed to have poured a lot time and money into something that’s not selling.
So, let’s make sure this doesn’t happen to you. What we’re going to talk about in this article are the three biggest problems with selling digital products, and how to fix them so you can start enjoying great results.
These three problems include:
- Problem 1: Poor sales. There’s nothing worse than trying to sell a product that no one wants! We’ll show you how to fix this problem.
- Problem 2: Big competition cuts into your profits. If you have an in-demand product but a lot of competition, then you need to find a way to make your offer stand out.
- Problem 3: Getting it to market is a huge pain. This is especially problematic when you start managing multiple products, platforms and customers. We’ll show you how to fix this problem in a surprisingly easy way.
Let’s take a closer look at each of these problems…
Problem 1: Poor Sales
It’s a pretty common scenario…
You get an awesome idea for a product. You pour your heart and soul into it. You spend many a late night surrounded by pizza boxes and empty Coke cans, working like heck to get your product to market.
The launch day arrives. You’re PUMPED. You hate to admit, but you’ve been day dreaming about having a big launch. You’ve imagined the sales pouring in like crazy and your customer list growing by leaps and bounds.
You launch. The traffic is pouring into the sales page. But then…
Nothing. Zero. Zilch. Big nada. Crickets chirping. Virtual tumbleweeds blowing across your empty inbox and PayPal account.
No sales. Maybe even plenty of traffic, but no sales.
Tell you what, it happens more often than you think. And usually the problem can be narrowed down to one of two causes:
- No one wants the product.
- The sales copy stinks.
So what do you do when you encounter these two issues that result in low sales?
Take a look…
The first issue is that no one wants the product. This isn’t something you think about on launch day. Instead, this is something you need to think about before you even write one word or crate one piece of code for your digital product. You need to do your market research.
Essentially, what you’re doing is seeing if there is a demand for your product. And one of the best ways to do this is by seeing what your market is already buying. If they have a history of purchasing a certain type of product, you can bet they’ll line up to buy your product too.
So how do you find out what your market is buying?
Check out these three ways:
- Check the bestselling products in your niche in popular marketplaces. For example, go to Amazon, ClickBank.com, iTunes and Google Play to uncover the bestsellers. If you see multiple similar products selling well, that’s an indication that there is high demand for that particular product.
- See where marketers in your niche are placing their ad money. If people in your niche are consistently investing money to advertise certain types of products, that’s a clue to you that the products are in demand. So, check online sources including Google sponsored ads, as well as ads on sites and in newsletters in your niche. You can also check offline publications.
- Survey your market. But heads up – sometimes what people say they want and what they actually buy are two different things. So, use this method to confirm your other market research and to get a deeper insight into what your market wants and needs.
The point is, find out what your market is already buying… and then create something a little better. (I.E., “Build a better mousetrap.”) You can bet your prospects will snap up your in-demand product if it’s better than the similar solutions on the marketplace.
Now the second issue that can result in low sales is that your sales copy stinks. Simply put, you could have the best product in the world – but if your sales copy doesn’t do a good job of telling people what an awesome product you’re offering, then you’re going to have pretty dismal sales numbers.
The solution is twofold:
- Craft high-converting copy. If you don’t know much about how to create good sales copy, then you’ll want to hire a professional copywriter to create your sales letter and other sales materials. You can Google “freelance copywriter,” and/or you can go to a freelancing site such as Upwork.com to find a pro to get the job done right. Just be sure to do your due diligence so that you’re working with someone who can deliver good results.
- Test and tweak your sales letter. Even high-converting copy can often be tweaked to get even better results. That’s why you’ll want to do split-testing with your sales letters, paying particular attention to the headline and overall offer.
Now let’s look at another common problem for digital product sellers…
Problem 2: Competition Cuts Profits
When you find a product idea with a lot of demand, you’re bound to find something else too – a lot of competition. Plenty of other people in your niche are going to recognize a good thing when they see it, and that means a lot of competition.
But don’t fear competition. Instead, embrace it. Rise above it.
What you need to do is carve out a little piece of your market for yourself. This step is twofold:
- Focus on a niche.
- Design an USP.
Let’s look at these two separately…
Focus on a Niche
Many product creators make the mistake of trying to cater to large markets, because they figure large markets mean more profits. But in fact, you’ll often find that appealing to a narrow subset of the market produces more profits than trying to appeal to “everyone.” This is one of the most misunderstood problems selling digital products, let me explain.
For example, imagine there’s a woman over 40 who wants to lose weight. She sees countless dieting guides for the general market. But then she spots this one: “The Quick and Easy Way for Women Over 40 To Lose Weight.”
Which do you think she is going to buy – one of the general diet guides that was probably created by a 20-year-old male with a super-fast metabolism, or the dieting guide that’s tailored to middle-age women and their unique challenges?
That’s right, she’s going to choose the one that’s tailored for women just like her. And so the seller is going to attract more customers by virtue of having a laser targeted offer.
Likewise, you’ll attract more sales by focusing in on a subset of your overall market. That’s why you’ll want to do your market research to determine which subset to focus on to generate the most profits.
Design an USP
Now even though you’re focusing on a subset of the market, you’re still going to have competition. And that means you need to stand out from this competition. You need to give your prospects a good reason to buy from you rather than from your competitors.
The solution? You need to craft an unique selling proposition (USP). This is the succinct statement that lets prospects know how your products and business are different (and better) than the competitors’ offerings in your niche.
Here’s a real-life example: American car manufacturer Chevrolet used the tagline, “The heartbeat of America.” The idea was to stir up a bit of American pride at a time when foreign car manufacturers such as Honda and Toyota were quickly gaining market share. Basically, the USP suggested that people should buy Chevy because it’s born and bred in America.
Another example: shipping company FedEx used the USP and tagline, “When it absolutely, positively has to be there overnight.” This USP gave FedEx the opportunity to increase market share, because it promises quick and reliable delivery – a key selling point to business customers who needed fast shipping to compete in their marketplaces.
Now if you want to start setting yourself apart from the competition and grabbing a bigger market share, you too need to develop a USP.
This requires the following three steps:
- Research the competition to see what sort of USPs they’re using. The whole point is to set yourself apart, so you don’t want to fall into the trap of “me too” marketing where you become a follower rather than an industry leader.
- Determine what’s important to your prospects and customers. It does you no good to set yourself apart from your competition on a factor that your market doesn’t care about. So, do your market research to find out what your market wants and needs, and then create your USP around one of these top wants/needs.
These wants and needs may include:
- Risk reversal (guarantees).
- Low prices.
- High prices. (as it pertains to high quality, luxury, etc.)
- Good or unique customer service.
- You have a particular qualification to teach some type of information.
- The product was created in a unique way.
- Your business or product is “first” in the niche (“the original”).
… or they may be something entirely different. Your market research will help you better understand what your market wants.
- Create a succinct statement. Ideally, your audience needs to be able to absorb and understand your USP in just a second or two. That’s why you need to condense your main positioning statement down to as few words as possible.
Consider these real USPs and how they share the information in a very brief statement:
“Fly the friendly skies.”
“Pizza delivered in 30 minutes or it’s free.”
“Mountain grown coffee.”
“I’m loving it.”
“We drive excitement.”
“No more medicine mouth.”
Now it’s your turn – do some brainstorming and research to uncover the best USP for you, and then test it with your audience. USP-development takes time to do it right, but it’s well worth the effort in the long run as you’ll gain a bigger market share.
Now the final problem…
Problem 3: Getting Products to Market
This really isn’t one problem so much as it is a cluster of related problems, all of which need solving before you can put an order button in front of your prospects. And how many of these problems impact you is going to depend on your current structure, your experience, and what you’re selling.
Here are the places you may potentially run into problems.
- Security and Licensing.
Let’s take a quick look at each of these separately…
Security and Licensing
Digital product theft is a big problem. If you just tuck your product away at a guessable link, someone WILL guess it. And even if you try to hide it behind a random URL, people will share the download link. Next thing you know, you look at your traffic logs and realize you have more thieves and pirates flowing into your download page than paying customers.
And then there’s the problem of serial refunders. These are the guys who purchase your product with the full intention of refunding it. It doesn’t matter if they absolutely love your product and use it every day. They’re going to get a refund… and then KEEP using the product. That’s their whole shtick.
They’re thieves just like the ones mentioned above who share download URLs, except these serial refunders access your product legally… at first. And then they take advantage of your guarantee and your good nature to keep using your product. It’s still theft, just a different kind.
The solution? You need to license and secure your product (especially for apps and membership sites). If the person didn’t purchase the product, then they can’t access the product. And if the customer requests a refund, then they also lose access to the product.
Here’s the next potential problem…
If you’ve been selling digital products for a while, then this isn’t going to be an issue for you. You probably already have a domain, website and hosting. No problem – you know how to create and upload your delivery pages. It might even seem pretty easy to you if you have plenty of experience.
But if you’re new to online business, then this is going to be another stumbling block on the way to bringing your product to market. You’re either going to need to spend time learning how to do it yourself, which also typically requires a little money to purchase website-editing tools, or perhaps some themes/designs for you to tweak.
Alternatively, you can hire someone to do this for you. That’s easy, but it takes some cash. And it’s also irritating to have to call up your web developer every time you need the simplest of tweaks on your delivery page (such as correcting a typo).
The solution? Find a platform that hosts your delivery pages for you. Better yet, find one that allows you to design your page with just a few clicks of your mouse… no coding or tech experience required. Then you don’t need to spend any time messing around trying to secure it and make it look good.
Does this sort of solution exist? You bet it does. And you’ll learn all about it in just a few moments. (You might be surprised at what all it can do.) But first, let’s look at the next potential problem…
Selling just one product generally requires you to string together multiple services in order to bring it to market. Once you begin selling multiple products, then you have even more services to manage. And if you’ve ever tried expanding your reach and diversifying by using multiple payment platforms, autoresponders and other services to sell multiple products, then you know managing it all can be challenging (to say the least).
If you don’t have a central platform on which to manage all these services and products, then you’re going to find management to be inefficient and time-consuming at best… and an absolute nightmare at worst. That’s why you need a selling platform that lets you integrate all your payment processors and autoresponders into one tidy place.
Now if you’re running membership sites or even just offering free trials on your apps or other digital products, then the other problem you’re going to encounter is member management. Setting up member management requires you to integrate yet another service into your product delivery. Yet another site you’ll be logging in and out of every time you need to manage your members.
So, imagine this for a moment: a product delivery system that managed ALL your services (such as payment processors and autoresponders) and managed your members too. This means you could add, delete and manage members in the same place where you manage all your other products and associated services.
Sounds enticing, right? You’ll want to keep reading, because shortly you’ll find out what solution can help you manage your services and members all in one convenient spot.
But first, let’s look at this last problem that stands between you and bringing your product to market smoothly…
When you first start selling products online, taking care of all the day-to-day tasks manually probably doesn’t take up all that much of your time. But once you start to get some sales volume, then you find yourself spending many hours every week (or even every day) trying to get everything done.
That’s why you need automation. And the best kind of automation is to create “if-then” type of “recipes.” For example, “IF someone purchases this particular product, THEN add them to this specific list.”
Now you can see where this sort of task would become a huge time-suck if you did it manually. Imagine having multiple products that created dozens of daily sales for you. Imagine having to manage it all manually. Not fun, right?
So that’s why you need a system that adds customers to your list automatically, with no input from you. But that’s not all. You also need a system that is capable of handling any other automation tasks you throw at it. Ideally, this should be a system that integrates with an automation app like Zapier.
Is there a solution for this automation problem? You bet there is. And that’s what you’re about to discover next…
The Key to Smooth and Secure Product Delivery.
An all-in-one solution has finally hit the market which solves all the problems you just learned about, and this solution is called Product Dyno.
Product Dyno is a web-based app that’s going to revolutionize the way you do business online, because it’s the easiest way to sell, license and securely deliver any digital product.
So, let’s go over the problems we talked about above and take a look at how Product Dyno solves these issues…
Security and Licensing Issues… SOLVED
If the thought of serial refunders, digital pirates and other thieves swiping your apps and other products just burns you up, then you’re going to love Product Dyno.
That’s because Product Dyno gives you the ability to:
- Securely deliver content.
- Revoke access to your products as needed.
So, let’s say you want to license a product such as an app. You can set it up so that Product Dyno delivers this licensing information to your customer. And if you have a customer who requests a refund, you can revoke that customer’s access to the app.
Just imagine what that’s like…
Suzy the Serial Refunder comes to your site to buy an app with the full intention of refunding so that she can get your app for free. She goes through the ordering process. She gets access to the app. She requests the refund…
At this point she thinks she’s pretty clever. Until she goes to use the app again, and realize her access is revoked. BAM. Foiled again, Suzy!
And here’s another way the software protects your products…
Product Dyno incorporates two layers of security to keep your products safe. Naturally, you can require a login if that’s your preference. Product Dyno also provides time-expired download links, so thieves can’t pass around links to access your product.
This is how Product Dyno protects your hard work and keeps the sleazes of the digital world from taking advantage of you.
Website/Hosting Issues… SOLVED
As mentioned before, getting up a website isn’t a big deal if you have a lot of experience already. But if you’re new to the business, then this is challenging. And the good news is that Product Dyno solves this problem for you too.
By hosting your delivery pages for you. Better yet, it makes creating these pages “point and click” easy, so you don’t need to know a lick of code in order to create beautiful, secure delivery pages. Anyone can do it.
And what if you want to create and host your own delivery pages? No problem. With Product Dyno, you have complete flexibility. You’re in control. You can choose the option that best meets your needs and gets your product to market in the shortest possible time.
Management Issues… SOLVED
Payment processors and autoresponders and membership scripts… OH MY!
Trying to navigate this jungle of services can leave you thoroughly frustrated. But when you use Product Dyno, you have the option of managing your services all in one convenient place.
- You can manage all your products in one place, and there is no limit to the number of products you can sell through this platform.
- You can create “collections” of products, and then set up the system to automatically cross-promote related products across your collections.
- You can manage your members for membership sites or even SaaS offers. The system will automatically add members if you’re setting up this sort of a site, but you can also do common tasks such as add members manually. You can even set an expiration as to when these free memberships end.
For example: And much more – there are plenty of reasons you may need to manage your members manually, and Product Dyno makes it easy! You can offer content three ways, including: You can even set up content to drip-feed to your prospects and customers on a set schedule. And finally… Automation Issues… SOLVED As your business grows, you’re going to need to find ways to make it more efficient so you can scale it up. So why not make it efficient right from the get-go by making it as automated as possible? That’s what Product Dyno can do for you. That’s because Product Dyno easily integrates with the Zapier app, which lets you set up automation for your common business tasks and moves information between your apps. For example: Those are just a few common examples. However, with a Zapier integration you can connect and automate the use of hundreds of other apps/services so that they can communicate with each other. This includes tracking apps, communication apps, fulfillment apps, payment processors, autoresponders, email clients, social media and so much more. And that makes Product Dyno even more powerful. So, here’s the bottom line… Running and growing your digital product business is your prime concern. You shouldn’t have to get bogged down in the details surrounding delivery, security, management, hosting and automation. Instead, use Product Dyno, which lets you manage all your products in one convenient place. Are you ready to see what Product Dyno can do for you?
Prepare to change the way you do business!
Simon owns UK based publishing company Hodgkinson Publishing Ltd and is the co-founder of PromoteLabs Inc. and Powerhouse Technology LLC.
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And much more – there are plenty of reasons you may need to manage your members manually, and Product Dyno makes it easy!
You can offer content three ways, including: You can even set up content to drip-feed to your prospects and customers on a set schedule. And finally… Automation Issues… SOLVED As your business grows, you’re going to need to find ways to make it more efficient so you can scale it up. So why not make it efficient right from the get-go by making it as automated as possible? That’s what Product Dyno can do for you. That’s because Product Dyno easily integrates with the Zapier app, which lets you set up automation for your common business tasks and moves information between your apps. For example: Those are just a few common examples. However, with a Zapier integration you can connect and automate the use of hundreds of other apps/services so that they can communicate with each other. This includes tracking apps, communication apps, fulfillment apps, payment processors, autoresponders, email clients, social media and so much more. And that makes Product Dyno even more powerful. So, here’s the bottom line… Running and growing your digital product business is your prime concern. You shouldn’t have to get bogged down in the details surrounding delivery, security, management, hosting and automation. Instead, use Product Dyno, which lets you manage all your products in one convenient place. Are you ready to see what Product Dyno can do for you?
Prepare to change the way you do business!
You can even set up content to drip-feed to your prospects and customers on a set schedule.
Automation Issues… SOLVED
As your business grows, you’re going to need to find ways to make it more efficient so you can scale it up. So why not make it efficient right from the get-go by making it as automated as possible?
That’s what Product Dyno can do for you. That’s because Product Dyno easily integrates with the Zapier app, which lets you set up automation for your common business tasks and moves information between your apps.
Those are just a few common examples. However, with a Zapier integration you can connect and automate the use of hundreds of other apps/services so that they can communicate with each other. This includes tracking apps, communication apps, fulfillment apps, payment processors, autoresponders, email clients, social media and so much more. And that makes Product Dyno even more powerful.
So, here’s the bottom line…
Running and growing your digital product business is your prime concern. You shouldn’t have to get bogged down in the details surrounding delivery, security, management, hosting and automation. Instead, use Product Dyno, which lets you manage all your products in one convenient place.
Are you ready to see what Product Dyno can do for you?
Prepare to change the way you do business!