Plan Your Digital Product: A Step-By-Step System | Kari Sayers | Skillshare

Plan Your Digital Product: A Step-By-Step System

Kari Sayers, Digital Products + Online Business

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
9 Lessons (34m)
    • 1. Introduction

    • 2. Overview of Digital Product Steps

    • 3. Know Your Market - Step One

    • 4. Identify One Problem - Step Two

    • 5. Product Outline - Step Three

    • 6. Draft a Sales Page - Step Four

    • 7. Increase Perceived Value - Step Five

    • 8. Repurposed Content - Step Six

    • 9. Recap and Class Project


About This Class


When you stop to consider all the decisions that have to be made and all the elements that go into a good product, you can easily get overwhelmed.

Not only do you have to know what your product is about, but you also have to determine:

  • Format
  • Pricing
  • Audience needs/wants
  • Marketing
  • Bonuses

And that’s all before you even get to the creation process.

You can make it easier on yourself by following the step-by-step system provided in this class.

PLAN YOUR DIGITAL PRODUCT will help you to break down the product planning process into more manageable steps. This will make it much easier for you down the road when you get to the product creation process.

For more details on navigating the technical components of creating a digital product, visit


1. Introduction: hi and welcome to plan your digital product. This courses for anyone who's ever considered creating are selling their own digital product like an E course or an e book. But you just really didn't know where to start. My name is Carrie Steyer's on the founder of a company called Mom Preneurs money dot com. And in this course I'm going to walk you through six steps that will help you to flawlessly plan your digital product and help give you the confidence you need to get it all planned out and get it created. 2. Overview of Digital Product Steps: Let's take a moment to do a quick overview of the six steps core topics that will be covering inside this class. First, we're gonna talk about knowing and understanding your target audience. You have to know who yours Harding with your digital product, because it's going to make it easier to lay everything out. Second, identify one problem. Now you'll hear me say we can't talk about a 1,000,000 things and try to solve a 1,000,000 problems. We're going to identify one problem. Third, outline your product. Now, I know that this step tends to be where a lot of us get caught up. If you're like me, you're like outlining. Oh my goodness, I hate that. But don't worry. We're gonna walk their way to make the outlining process. Ah, heck of a lot easier. Fourth, draft your sales page. Now, don't get all scared on me when I say sales page. I know sometimes you think of that and it could seem like it's going to be something tricky . We're gonna walk through and break it down into different components on how to actually build a sales page, and it's really gonna help toe layout your actual digital product. The whole lot better fifth add perceived value so we'll get into it. But in a nutshell, There are things that you can do and little things you can add to digital product to make that perceived value of it even higher. And that's important when it comes to selling your digital products and last but not least , re purpose content. Now, this step right here is gonna be absolutely fabulous. For those of you who are already saying to yourself, How am I gonna build something from scratch? Hama gonna create this digital product out of nothingness? The good news is you do not have to build it out of nothing. This I will show you how you can repurpose content that you've already had either from blawg post office motor sources will talk about and you can use that to actually create your digital product. 3. Know Your Market - Step One: step number one is Know your market now. This at times can be difficult. I know a lot of people like to try to go wide, and they'll say something to the effect of, Well, my product is for everyone. Sorry. And this is something a mantra or whatever you want to call it that I adopted a long time ago. If you think you're helping everyone, it's very likely you're helping no one. You have to know your market, the whoever it is that you're targeting with your potential digital product idea, like they have very specific likes and dislikes. They have a learning style that maybe they're more inclined to enjoy. And an example for this is I've recently pulled my audience because I tend to do a lot of, um, these video style courses that are like screen, where I'm showing my screen and recording my screen, and sometimes I show my face as well and just, you know, a normal video. But I asked them like What are you interested in? Do you like the video layout? Would you prefer if I did an audio course? And to my surprise, a lot of them did come back and answer that they would actually enjoy an audio lesson because they can multi task, right? They can listen to me while doing something else where I sometimes when you're watching a video like right now, if you think about it, technically, you don't need to be looking at the screen. You could just be listening to me if this was able to be, you know, Justin Audio course. But the point is, they have a learning style that they preferred, and I kind of move didn't really know that about my audience that they would enjoy that format until I asked them. Um, something else to think about is, you know, your audience. They have, you know, an ideal price point on that comes in for a lot of people were trying to figure out How do we even price a digital product like, How did they know? You know, their audience, this audience, that they're trying to pick out this market, How do you know they'll buy it? So I have a couple of questions that you can ask yourself and answer to help you really dig in with this step. So there's some questions to ask first is your ideal customer or client or market whatever you wanna call it. Are they a male or female? Because sometimes, like especially for me, the the website and the company that I run attended cater more towards females and females who are mothers. So that makes a difference sometimes in the type of product that I create. So ask yourself, Is your customer male or female? How old is your? I didn't ideal customer. What is your customer? Socio economic status. And that comes into play in a lot of different ways. And one of those ways could be price point. Right? Um, is your customer a beginning intermediate or advanced user? So for a lot of us, um, for me at least let me talk about myself. I tend to work with people who are kind of they're not really beginners, but they're a little bit something past beginner and something between that and intermediate. And that makes a difference because I have to know what point they're really starting from . I mean, you don't know everyone who comes to you and is interested in your product. You kind of got to know who you're attracting and what level they're at. So ask yourself that question and you know, guess to the best of your ability about it. Does your customer prefer to learn by reading, Watching, listening are doing so I just talked about that with my audience, How I had to really. You know, I was surprised to find that they would have been interested in the audio lesson. So think about that. Like, do they want you to create an e book like, Is that what's going to be, um, most successful for you? Because that's what your audience wants. So you need to take a moment to really think about that. Me scroll down a bit so we can see the other questions. Is your customer technically proficient are challenged, so I tend to work with people who are were non techies. I myself from a non a non techie. Everything I know I've kind of just taught myself over time. But I'd say that I am technology semi technology challenge half the time, and so are the people who identity work with with my business. What is important to know that so that you know what level again your digital product needs to be at two best help them, Um, and then the most my customer will pay for a digital product is so one thing again. You might need to dig in a little bit and that, you know, this is all about knowing who your market is, knowing who your audience is, and you can do this by may. Be looking at some of I hate to say competitors, because I really don't like looking at things from a competition standpoint. I'm all about collaboration. But for the sake of terminology, go and check out some of your competitors who have similar digital products is you. And you can just kind of use that as a gauge. You know, if they have a similar product, is you in a similar target market. It's just kind of a good way to look at it. But at the end of the day, I say two things. Number one like you have to be comfortable with whatever it is that you're going to charge Number two. I think the way to maybe do that is, think about, you know, think about yourself for a lot of us. Are ideal Target audience might be someone who's very similar to ourselves. So think about what you would be willing to pay for a particular digital product, so that's just a good starting point. But if you can answer these seven questions, it's really gonna help to give you a heads up on getting to know your market, and that's going to make this planning process go a little bit more smoothly for your digital product. 4. Identify One Problem - Step Two: next, let's talk about identifying one problem. Now again, if you're trying to solve a 1,000,000 problems for your audience, it's really just going to make things more complicated. People aren't gonna be sure what your digital product is all about, and if it can even help them because it will be all over the place. So that's why I put on here. Stop mistakenly thinking that that product has to solve every problem for every person on your mailing list or every person that's in your target market target audience. It does not have to. Okay, you want to clearly define your product in terms of the solution that is going to provide for your audience. So let me give you some ways that you can do that. You can go about identifying just one problem, because the way I look at it is that for every problem, every problem you can create a different digital product that solves every problem. So, for instance, I had a digital course at one time that solve the problem of helping people who didn't know how to start their own block. There's one problem. They didn't know how to get together. Technic components, and I created a solution, actually, two solutions. I have an e book solution, and I had a course solution for that. Now that's different from someone who was trying to learn how to build their email list. I didn't put all those things together. I made a separate product, separate IK or separate e book for each different problem. So the question becomes, Well, how do you even identify that problem? Okay, here's where to find ideas. Number one, look through emails. So if you've been blogging, are running a business, even for a little bit of time. You may have received some emails from some of your readers, and people usually tend to send you an email because they have a question. They don't understand something, or they're confused by something that is a great way to find a problem that you can build a digital product solution around. Number two. Look at your blawg comments. This I really, really like because guess what? Not only can you look at your own block comments to see what questions people are opposing for you, um, the things again that they don't understand, but you can also go to the blog's and the websites of your, you know, here we go again. With that were competitors you know, look at their block comments and see what questions people are asking. That's a fantastic way to brainstorm problems that you can build a digital product around. Then 1/3 way you can do this is to search inside Facebook groups that are related to your niche. I know for myself I use the Facebook groups that I'm a part of, and I'm constantly in the search feature looking for things, looking for answers to questions I just I don't understand. Then I scroll through, and a lot of times I don't tend to be the one who writes. Ah right, the question within the group toe of something I don't understand. But I go in and use a search feature, and I find where other people have asked those questions, and you just be surprised at what you can find in it. It's so helpful because a lot of times like I noticed like you, you'll or you'll notice is to you have answers to some of the questions that people are asking. That's a prime example of a problem that you can solve because you have the knowledge already for it and you can turn it into a digital product that provides a solution for those people who are experiencing that particular product. I mean, that particular problem, that product. So what I want you to do now is I actually want you to take a step back. Don't move forward just yet with the other lessons in this course. But I want you to either go look at your emails and see if anyone has sent you any emails with any questions recently on. If you don't get a lot of emails, that's fine. Don't be discouraged. You can do the second option here is going look at your block comments from the past and if you again, if you're just getting started, you don't have law comments. Go to the Blawg or the website of someone you admire who has the same target audience as you are has a similar product that you'd like to create and look through their block comments and see what people are saying. Okay or are you can do all three of these, but you know, if you want to just pick one. Go and find one of your favorite Facebook groups in your niche and just start looking through and seeing what kinds of questions people are asking about what kind of problems that they're having. But I want you to write down some of these problems, OK, and then choose one that is, you know, I guess, resonates with you the most. Okay, that's a great way to identify one problem and come up with a great idea. You can build your digital products solution around. 5. Product Outline - Step Three: Now it's time to talk about your product outline now, I said previously. This is a part where a lot of people tend to get. Either they get stuck are they? Try to just say, You know what? I'm not going to do an outline. I'm just going to move forward and kind of wing it personally. I think it's a mistake to just wing, you know, wing it when it comes to creating your digital product. I think having a plan clearly is always a better option because it allows you to be more prepared. And the thing is, this doesn't have to be extremely difficult. So let's walk through some of this. What one question is your product answering now? If you did, the previous exercises were asked you to identify one problem. Then this is going to make the product outline much easier, because when you have one problem, it's usually you usually have a question. Associate it with that problem. So, for instance, I gave the example of I created a digital product around helping someone learn the technical aspects of learning how to blawg. So the question that that product would have answered was how do I create a blawg from scratch if I'm not really tech savvy. Okay, that would have been the question being answered by that particular product. So again, you see, it doesn't have to be overly complicated. It's just a simple is that you also want to base your product outline on how your marker your audience prefers to learn. Okay, so we also talked about this. Is this gonna be in video format? Is it going to be an audio? Are you creating an e book? So that's something to keep in mind as well when you're putting together this product outline. So here's the way I've found to make the product outlining process as easy as possible. You're gonna break it into sections. So first you want to make sure you have a title section, and what that's going to include is the exact problem that you're solving and the benefit of your product for that person who needs that problem solved. Okay, so you kind of want to put that into your title. So for this course, right, this is a digital product. It's in the form of a short E course, and in my title, actually said, Plan your digital product. Okay, That's what I titled it playing your digital product. And I think that made it very easy, kind of to understand what this course is going to be about. Right? Um, so the next section that you want is to have an intro. Okay, You wanna haven't introduction? This part is important is because it helps people toe understand what your digital product is all about. It gives them a little bit of insight, um, into what they can expect to learn and who you are. Um, the next section that you might want to include, and I know that this will be easier for some people than others, but that's OK, But having proof of effectiveness such as, you know, case studies are personal stories, this really will help if you can pull together some of this within your product outline. And if you want a good example of kind of how that might look in terms of proof of effectiveness Ah, one of my digital products Epic Instructor, Lab. If you just go to epic instructor dot com, you'll be able to look kind of at my sales page there and honestly, the way my cells pages laid out. It was my outline. I kind of went through the same steps. And if you just take a look at, you know, epic instructor dot com And look at the way I have everything laid out on my sales page, which will also come in handy when we're talking about, um, one of the upcoming lessons here in this course. But if you look at that, I have proof of effectiveness. I have, ah, video to, ah, video testimonial from another course creator on You know what she thought about my class. And so it could be anything. It could be a video that someone made. It could be someone sent you an email and they said, How awesome they think your teaching style is are your you know, your such a great person and you're knowledgeable like you can't, especially if you're first getting started. You can use little tidbits like that, like little positive comments from social media to help build social proof are proof of effectiveness. Case studies are a big one. I mean, I myself love to re case study, so if you have a case study or a success story that you can share, Um, as you're kind of outlining your product. But that's just gonna help to strengthen, um, your digital product and help people, you know, hope encourage people to purchase it. You also want to include a section that has step by step instruction. Okay, so, of course, you can arrange this any way you want. You can add more detail later, but in terms of creating your outline, it's literally I'm asking you to write out the main steps, the main components involved in you creating that digital product. Okay, so maybe for me, let's use example of the blogging e book or the blogging course that I create it. Ah, once upon a time, but this steps I had the steps, you know, choose your choose your blood name, choose which hosting plan you want to go to. That was the second step. Then choose your theme. That was 1/3 step, you know, so like it can be in, and your product might be a simple list. Three steps, depending on what it is that you're showing and what problem you're solving. But if you write it out in terms of step by step instruction. That's going to be easiest. Let me scroll down a bit. Here for the last part, you're gonna have a conclusion, okay? And in your conclusion, it's just going to be wrapping up what you just talked about. Maybe including some additional steps or some additional resource is that people can use. Maybe you have. Ah, a little freebie that you're tying back to you. Something you know, a free offer that you're giving them. Um, what kind of? As a gift for buying your digital product. It could be anything like that. So title in true proof of effectiveness, step by step, instruction and conclusion. So I asked that you take a little bit of time. You know, maybe over your lunch break our at night before you go to bed. Or maybe first thing in the morning. Whatever timing works best for you and allow yourself to do a mini outline like this. Okay? Use thes five sections that I've laid out and create your own product outline. Based on what you know about your audience. What you know about the problem that you're solving and what you know about again the product, which, of course, is the solution to the product that you're solving 6. Draft a Sales Page - Step Four: Let's talk about creating a draft of your sales page. Now. The reason this is so important is because I've found from my experience the very act of literally writing out your sales page or, you know, at first draft of the sales page it could really help you to clarify your ideas and the solutions that you're offering two years Hargett audience. So let me explain any good sales page kind of follows a blueprint. Let me take that back, because this this doesn't apply Teoh Everyone in every cell stage all the time. But generally speaking, a good sales page is gonna follow this logical blueprint, which is why it's awesome. If you could do this, it's gonna help you in the planning of your digital product. So, first and foremost, you want to make sure that your sales page has a great headline. Think about any email that comes into your inbox and the subject lines of that email or any articles that you read. You're looking at those headlines nine times out of 10 and that's really what catches you. Teoh decides, you know, help you decide whether or not you're going to actually read that block poster That article . So the same goes for yourselves. Page. You want to make sure that your headline is catchy, that it crabs attention and that, um, you know, it helps people Teoh almost immediately understand what your digital product is going to be about. The next component of your cells page, is to finding your audience. Now again, you've already gone through this with this particular course. So you know who your audience is. You've decided on that already. So now what you're doing in your cells pages, you are letting the person who's reading your cells page you're letting them know whether or not what you're selling them if they're a good fit. So another way to do that as well is not on Lee, Will you tell? Tell them, Okay, who this product is good for. Maybe your product is perfect for bloggers looking to grow their audience. Or maybe your product is perfect for health. Coaches looking to, you know, get more engaged with their current, um, the current people that they serve. You can also go a sfar us to say who your product is not for. You can define the audience that way. So you can say this product is not for someone who is unwilling to put in the work and effort to build a business. You know, anything like that. But think about drafting yourselves. Point yourselves, page from that perspective. All right. The next step that you can include with your draft sales pages clear. Find the problem again. This is something that you've already done as a part of this course. You know what the problem is? Now you just need to write that and articulate that to your target reader Target audience the next up offer the solution. Okay, So once you will actually lay out that problem, you're gonna be telling them. OK, here is how you saw that problem. And this is ideally where you would write down the different kind of a different components of your digital product that are providing solutions to help that person overcome. You know, the product. I mean, the keep saying product, the problem. Um, the last part is answering the objections. Now we are human. This happens to me all the time, but you'll notice the best cells. Pages there already prepared. They're already thinking two steps of head about why someone would You know what reasons they're going to come up with for not buying a particular product. So, you know, some of those objections might have to do with money. So maybe you answer the objection by saying, you know, this is gonna cost you less than a dollar a day or less than 30 cents a day or whatever. You know, whatever it is, objects that could be about time people tend to think, Oh, if I buy this, what am I gonna find the time to utilize it? So you want to think about what those objections are for your particular digital product ahead of time and then write down answers that help to kind of squash that objection in the head off your target audience off your target market. If you can follow these steps and just kind of make a draft sales page and and don't take it, you don't have to take it too seriously, like take your time and, you know, right this out. Take a couple of minutes, maybe 20 minutes, 30 minutes and write out a draft sales page and see what you come up with. This is helping with your overall planning process, I guarantee you that you're going to get something out of it if you can go through this kind of logical blueprint and write this stuff out as it pertains to your digital product. 7. Increase Perceived Value - Step Five: now, when it comes to creating a digital product, there are ways that you can increase perceived value off that product. So, for instance, you may have decided that your digital product is going to be an e book, right? Or maybe it's just one video, you know, one video tutorial where you're showing someone how to, you know, do something you know, technology wise are you know, maybe how to write something outline something. It doesn't really matter. But there's some easy add ons that you can dio Teoh kind of create that sense of higher value for your offer. And here's just a couple of ideas that you can use for this. So you may have seen this already in some products that you've purchased for yourself. But you can add transcripts. So if your product is a video, are a video Siri's you can at the actual transcripts to what you're saying, and that could be a value add that increases kind of the proceed value, increases how people look at your product, and maybe it helps to justify the cost or whatever. But transcripts are good. One audio. So this is really cool. I've used this before with E books. So I'll have an e book. And then I created on an audio version of the E book. Okay, so that's something else that you can dio. You can create that yourself, or you can pay someone to create it for you worksheets. Oh, I love making worksheets. I use Can va to do most of my work sheets, but you can. Also, you can pay someone like a freelancer on freelancer dot com or up work just to create something that goes along with your digital product, something that's kind of my call interactive that makes people kind of, you know, get down, put pen to paper and write out notes based on what you've been explaining to them. Oh my goodness, there's checklists. Templates are always good. So depending on what your you know, if you're doing, let's say you were doing an E course about learning how to properly use power point. You know? I know, you know. I don't know who is still doing courses on that, but let's say that that's what was happening. You could actually give, um, a template, a PowerPoint template as an add on for increased perceived value. If you were showing someone how to use camera, you could create Camba templates for people to use. Or if you were showing them how to you know how to make Pinterest pens. You could create a couple of Pinterest templates that you could give to them as a bonus. I give that example because I love when people give like pinchers. Templates is bonuses and another one that kind of requires more work. But I think depending on what type of digital product you're offering, um, especially like, let's say you're offering ah course, you know, digital course, and you want to provide additional training for people. Creating a private Facebook group is a wonderful way to increase the perceived value of your product. Okay, it creates a sense of community again. It's more time consuming than all of the other. Easy add on options that we have listed here, but it's certainly well worth the effort if you have the time and it does increase the value of how people look at your product, all of this is going to help you in the end, with sales okay, it will help you to increase your sales and That's what you want, right? That's why you're creating this digital product to begin with. Okay, so think about thes brainstorm What kind of easy add ons you could add with your digital product to make it more successful? 8. Repurposed Content - Step Six: this step is my absolute favorite repurpose content. Why is this my favorite? Well, I don't know about the rest of you, but I you know, I'm busy running businesses. I'm busy raising Children. I'm a wife, and sometimes I just don't have it in me to create something from scratch. I think it's fantastic to know that you don't have to. So, you know, you might be saying, like, you know, is this whole product creation process like it's It seems like it's just gonna be too much work. Let me tell you, it doesn't have to be. Here's some ideas on how you can work with repurposed content. Some of those places you can start to look go through your old blawg post, go through old videos that you've created. Maybe you've done a webinar previously. I can't tell you how many times I've added old webinars to some of my digital products are I've turned old webinars into, you know, digital products in a different format. If you've been emailing Oh, this is a big one. I will one of things that I do actually turn my email sequences into blawg posts. But you could very easily turn some of your email sequences into an e book, or you can take those email sequences and you can use it as a video script. And you can make a video course based on that and then also looked through. Maybe you've created templates of your own. Maybe you've created checklists that help you to actually, you know, work through certain steps to deal with your life or with your business. Anything that you've previously done. It can be repurposed and turned into a digital product that you can actually sell. So listen, if you're not comfortable with starting from scratch, you do not have to my very first product, what digital product was. It was an e book about blogging. And guess what? That e book was created from Block posted. I'd repurposed. I usedto I used to write about creating blog's and things like that, and then I kind of moved on to talk about personal development and course development and things of that such And when I did, I left that component behind, and I went back months later. Maybe a year later, I gathered up all the block posts that, um, kind of were along the same lines in terms of starting a block from scratch, and I turned it into an e book. It's a book that still sells today. It still makes me money. I haven't listed on Amazon, and it was from repurposed content. So I'm not just, you know, talking out the side of my head here. I know that it works. I've done it for myself, so you can absolutely repurpose content to create your digital product. What I want you to dio is take the time whether it's 20 minutes or 30 minutes and start looking through some of your old files and figuring out what can you use. And even if you can't put an entire product together, maybe it. You know it's something that you can use to jump start the process for your digital product creation. 9. Recap and Class Project: congratulations. You made it through all six steps of playing your digital product. Now, just a quickly recap. You wanna make sure that you know your audience that you're going to identify one problem. Outline your product using the method that we talked about. Draft a sales page because, remember, just the act of doing that can be extremely helpful in your planning process. Look for ways to add perceived value and last but not least, repurpose content. If all else fails, you can re purpose content. If you want more information. More detailed instructions on how to take this planned digital product that you should now have and implemented. Learn the techie side of things. Visit epic instructor dot com That's my full fledged course, and you can learn more about how to do that. And last but not least, there is your class project Now. This is important because it really just helps to get you motivated and helps to kind of hold you accountable for taking action. It's very simple. All I want you to do is identify one problem using one of the methods that we talked about in lesson number two, and that problem is what will be the focus of your digital product? I want you to take whatever that problem is that you decide on and share it in the class project area. So I want to thank you so much for being a part of this class. I really enjoyed teaching on the subject. If you enjoy this class and I feel like it's something that would benefit other students, please leave a positive review. I greatly appreciate it, and I look forward Teoh helping you with your digital product. If you're interested in moving forward with the next step, take care.