Why Your Digital Product Is not Promoting — and The right way to Repair That [Expert Insights]


You’ve created a digital product, put it up in your web site and introduced it to your viewers. However regardless of the onerous work you poured into bringing your on-line course, book, or different digital product to life, it’s not promoting. 

Whenever you’re on this state of affairs, it’s tempting to surrender. To throw your arms within the air and declare, “no one needs my product — it was all a waste of time.” That’s the simpler possibility. 

However you created your digital product for a cause. Maybe you wished so as to add a brand new revenue stream to your small business so you can cease buying and selling time for cash. Or perhaps you wished to create a brand new means for individuals to work with you at a extra reasonably priced value level than your companies. 

Because the host of Imperfect Action podcast, which is a part of the Hubspot Podcast Network, I recurrently have listeners write in, asking me why I feel no one is shopping for their digital product. And in my work as a digital product launch strategist, I’ve helped dozens of shoppers flip round merchandise that weren’t promoting. More often than not, they’ve been only a few tweaks away from a extremely worthwhile product.

I’ve additionally been on this sticky state of affairs a couple of occasions myself. I’ve had some enormous digital product wins — promoting $20,000 value of a $20 Canva template, over $1 million value of a $197 information, and $400,000 value of a $2,000 course. However earlier than every of those success tales got here many errors and classes. Utilizing the identical methods I’m sharing on this article, I’ve rescued my very own merchandise that weren’t promoting and turned them round.

Whether or not you’ve created a low-ticket digital product or one within the 1000’s of {dollars}, these are the most typical the reason why it isn’t promoting — and the way to repair that. 

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5 Causes Your Digital Product Is not Promoting [+ Solutions]

Purpose #1: Your viewers doesn’t see the worth in your product.

5 years in the past, I constructed a digital product that flopped. My viewers saved asking me questions on advertising their companies on Instagram, so I created an internet course about Instagram advertising. Determined to make it essentially the most beneficial course attainable, I stuffed it filled with content material and knowledge. I knew it was beneficial, however hardly anybody purchased it. 

That’s as a result of I conflated worth with the quantity of content material contained in the course. I assumed the extra data I squeezed into my course, the extra my viewers would need it. I assumed {that a} complete course on the whole lot somebody might probably find out about Instagram advertising can be perceived as beneficial. It wasn’t. 

If your product is bursting with worth, however you retain listening to “I can’t afford it,” or “I don’t want it,” chances are high your viewers doesn’t see the identical worth you do. Normally, that’s as a result of your viewers doesn’t wish to know extra issues — there’s already a lot free content material on the web. They don’t wish to waste their time consuming much more content material. As a substitute, the worth to your clients lies in how rapidly and simply you’ll be able to assist them resolve an issue or obtain a metamorphosis. 

steph taylor on her digital product mistakes

The right way to repair it: 

  1. Determine the end result of your digital product — that’s, the issue your clients will resolve, or the transformation they may obtain.
  2. Tweak your advertising and messaging so it positions your product because the car to realize this final result, quite than being a “complete” information.

For those who’re struggling to indicate the worth in your digital product, the under podcast episodes will assist: 

Purpose #2: It’s not the best provide to your viewers. 

As a podcaster, I saved getting requested, “Steph, how do I launch a podcast?”. After strolling a number of pals via the method, I made a decision to show it right into a digital product. I assumed a bunch program format would work finest as I might assist a number of college students on the identical time. However after I launched it to my e mail record, solely two individuals signed up. 

Confused, I surveyed my viewers to search out out why they didn’t purchase. The solutions have been clear: They didn’t wish to launch a podcast in a bunch program format. They couldn’t decide to attending reside calls. They wished to launch their present in fewer than eight weeks, or they wished to work via it in their very own time, over the following six months. 

In case your product isn’t promoting, it might be that your assumptions about what your clients need have been flawed. The excellent news is that when you discover out the place you went flawed, a couple of tweaks to your product can result in a great deal of gross sales. I took my viewers’s suggestions on board, turned the group program define right into a self-paced information, and launched it once more. A yr later, that product has offered greater than 3,800 copies.

The right way to repair it:

  1. Ship your viewers a non-buyer survey to search out out why they aren’t shopping for your digital product. You’ll be amazed at what you be taught from the query, “Why didn’t you purchase?”
  2. If a number of individuals offer you comparable suggestions, it’s an indication that it is advisable to both tweak your product, or change the way in which you’ve positioned it. 

steph taylor on why your digital product isnt selling

Purpose #3: They don’t belief that it’ll work for them.

When your viewers is studying your gross sales web page, they’re subconsciously looking for the reason why your digital product gained’t work for them. They could imagine that their state of affairs is exclusive, and they also’ll have objections as to why your answer gained’t work. Or they may not belief that you could ship the end result they need. 

Getting your viewers to know you, such as you, and belief you sufficient to purchase from you’ll be able to take some time. Content material advertising is the important thing to this. I’ve had strangers come as much as me and inform me they really feel like I’m their good friend, as a result of they’ve listened to my podcast a lot. And sharing social proof (like testimonials and case research) helps to construct belief and overcome objections about why it gained’t work for them. 

The right way to repair it: 

  1. Accumulate and share social proof out of your clients and shoppers. Be certain that it’s not simply concerning the final result they achieved, but in addition tells the story of the place they have been earlier than they purchased your digital product. 
  2. Consider all the explanations a possible purchaser would assume that it gained’t work for them. Present them why it will work for them with real-life examples in your gross sales web page. Listen to episode 529 of Imperfect Action to learn to write 1,000,000 greenback gross sales web page.
  3. Begin recurrently sharing content material on-line. It doesn’t matter whether or not you begin a podcast or a TikTok account, so long as you’re exhibiting up constantly in a single place. In episode 559 of Imperfect Action, I coach a pupil via the method of figuring out what content material matters will probably be only for her digital product launch.

steph taylor on digital product launches

Purpose #4: They don’t find out about it.

One among my on-line programs was constantly getting fewer gross sales than any of my different merchandise, and I couldn’t work out why. After I surveyed my e mail record, I used to be shocked. Greater than 75% of my subscribers didn’t even know the course existed. No surprise they weren’t shopping for it! 

“Construct it and they’re going to come,” doesn’t apply to digital merchandise. You possibly can have essentially the most beneficial course with good messaging and highly effective social proof, and nonetheless not hit your gross sales objectives since you’re merely not getting it in entrance of sufficient individuals. It could be since you don’t have sufficient individuals in your viewers but, or it could be that you simply’re not selling it sufficient on-line. 

The right way to repair it: 

  1. Assessment your web site analytics. How many individuals are visiting your digital product gross sales web page? 
  2. Decide to selling your product extra, and get artistic with it. Might you interview previous clients about their expertise? Might you give your viewers 24 hours to check drive the primary module? 

Purpose #5: There’s no cause why they need to purchase it proper now.

A human tendency is to procrastinate issues that evoke negative emotions. Shopping for your digital product seemingly brings up detrimental emotions in your potential clients, too. Spending cash on one thing — regardless of how a lot they need it — may really feel painful, and they also’ll delay the ache for so long as attainable.

Apart from the ache of spending cash, your digital product seemingly evokes different detrimental emotions. A exercise information requires them to set their alarm an entire hour earlier and stand up whereas it’s nonetheless darkish outdoors. My information for beginning a podcast may deliver up a buyer’s worry of being judged. So somebody will postpone shopping for it till the explanations to behave proper now outweigh the explanations to not. 

The right way to repair it:

  1. In case your product is that can be purchased at any time, contemplate whether or not the “doorways open” and “doorways closed” mannequin might work for your small business, the place you launch it a couple of occasions per yr quite than permitting purchases at any time. 
  2. Alternatively, contemplate different limited-time incentives, akin to bonuses, to assist make your prospect’s determination simpler.  

I’m a giant proponent of the reside launch mannequin as a technique to encourage your prospects to purchase now, quite than put it off. These are some podcast episodes that can assist you higher perceive how that might give you the results you want: 

By creating your digital product and placing it out into the world, you’ve already conquered the onerous half. Now you start the enjoyable half: Understanding why it’s not promoting, making adjustments, and measuring the affect of these adjustments. You may have to work via greater than one of many above methods earlier than you see measurable outcomes. 

Consider it as an experiment the place every tweak you make brings you one step nearer to the profitable components. 

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