The Top 10 Digital Product Creation Rookie Mistakes

I often see various rookie mistakes that new product creators make with their business. They either make them within their actual products or it is something that comes up often within the forums and Facebook groups.

As a little truth, it is also many of the mistakes I have personally made myself.

So what are these mistakes Chris?

Thinking you will sell large quantities of your product right away

A little story from my product creation journey: I spent months creating a report and series of videos building them into a very slick members area. I literally put my heart and soul into the product. This was the best thing I had ever created with digital product creation. Whenever It came to the launch of the product, I opened the doors for sale, and well…

…the product numbers I sold were miserable.

I was gutted…

But looking back upon it now, I didn’t have any real experience, contacts, or proper marketing skills for getting these sales.

I thought that people would look at my product and see the quality of it. I also thought people would be instantly drawn to it.

After all, this was a fantastic product that could help a lot of people…

How wrong I was…

Whenever you begin you have to have a realistic view of how many sales you will get. You may also need to understand that there is a skill required with the marketing of your product.

ou are also going to need to focus on the marketing of your product and also build up contacts over time.

Building a product for YOU and not your market

This is a classic fault I often see. Many product creators never bother researching what makes an in demand product.

Then they go out and spend days, or weeks creating this product, only to find this isn’t something the niche needs or even wants.

What they do is they create a product around what they personally want to create and not something that is tailored to what the market actually needs.

To do this correctly, you must take your personal feelings and opinions out of the mix, properly research the niche, seek to help others and always keep your customers in mind the whole way through your product creation process.

If you can help your prospective customers through a pain point or with a need or desire, then you will have a product that is in demand and will be attractive to your potential customers.

Not putting enough focus on promotional strategies

I have already mentioned this. Many people think it is ALL about the product. If it didn’t sell, then it must be something wrong with the product.

Then they shelve or archive the product and move on to creating a new product.

They then create a new product and repeat the cycle…

What they miss here is that they must properly market their product to the prospective customers and audience. This takes marketing skills, patience and ensuring you get the product in front of the correct people.

You have to put as much, if not more effort into your marketing of your product in order for it to gain traction and for you to begin seeing success.

This can be in the for of affiliate attraction, customer awareness, promotional videos, blogging, podcasting, advertising and Facebook Ads or Groups.

Not having a sales page that convert buyers

Sales pages need to convey how your product is the solution to your customers needs, fears, or pains within a niche.

They also need to appeal at an emotional level and a logical level.

Basically it has to make sense, be appealing and instil trust in order for the customer to make that purchase.

What I suggest if go look at other sales pages within your niche of popular product.

  • What are they doing on their pages?
  • How are they formatted?
  • What angle have they used for their copy?
  • Can you do something similar?

Then I suggest making these edits and split testing your page variants over time to see what one is the winner.

Not giving more value than the price implies

How would you feel if you spent $997 and all you received was a 10 page ebook half written?

I bet you’d be annoyed about that.

On the other hand…

If you spent $997 for 6 weeks of live coaching and when you access your product, not only did you receive the coaching, you also accessed a library of training, a mastermind group and the training was actually for 8 weeks.

How would you feel?

That said, if you are asking for a certain price, then you must deliver relative value to that price.

The saying ‘under promise and over deliver’ is certainly a great model to follow, but at least set your prices accordingly to the value you offer within your products.

Not even starting because you’re afraid

Those little voices in your head…

  • They are talking to you continually…
  • Who would buy this?
  • Who would listen to me?
  • What if this fails?
  • What if…

These voices are what hold people back from actually getting started.

The thing is, you might be able to change someones life for the better from your product.

But if you don’t create it, then the customer won’t receive the life-changing content, and you have given in to the fear.

The fear could be something as simple as not believing in yourself.

What I suggest you do is just create the best version of your product, release this and then listen to your customer feedback.

Simply reach out and ask your customers for their thoughts. If they give you feedback, then do not see this as negative.

This is valuable feedback and market research. You can use this in your business moving forward.

Take this feedback, use this moving forward and make your current product better or future products better from this valuable feedback.

Too scared to email their newly built list of subscribers

But I am protecting my list… (you say)

Or, I don’t want to annoy them

I don’t like marketing to my subscribers

Think of it this way…

How many email marketing lists are you currently on?

Could your customers be on the same lists?

…and if so, then these lists owners are going to be marketing to your customers whilst you’re protecting them or not annoying them.

That said, you may choose to only market your own products to your list.

I actually love the idea of this, but you have to have these products in place in order that you can market them and also ensure you properly market these to your list.

The bottom line is, you will get unsubscriptions no matter what, but if you become a stranger to your list, then they will drift away and become distant as well.

So the best advice is to keep in regular contact, and never be too salesy.

Too much content in each slide

We have all seen it. Powerpoint presentation that bores the life out of us…

Solid chunks of text or 20 bullet points that are meaningless or booooring…

If you create your presentations like this, then you are going to be turning a lot of people off.

All you have to do is think about how you would like to be learning the material.

Then present the content in a way that is engaging and interesting for your students.

Try using single bullet points and then you can expand upon this.

Or you can use images and then talk about items or content.

Mix it up, make it interesting and remove the long ass slides with nothing but text…

Not putting a funnel in place

This is marketing 101!

The funnel can be in the form of:

A bump offer – the checkbox on the checkout page that says ‘for $47 extra you can access the video training’

Sequential funnel pages – after you access an item, you are then presented another offer

The hidden email funnel – this is time or action based. Driving you to offers after your purchase or action taken.

The reason why these are used, are they work.

They make more sales…

…and therefore more money for your business.

You are presenting higher level offer that some of your customers may actually be looking for.

You are taking your customers up through your value ladder.

Waiting to you have the perfect product

This is a rookie classic mistake.

You hold off…

The product just isn’t perfect

This holdup could take weeks, months or even result in the product being shelved.

My advice is not to wait.

Publish your product, get it selling and update as you go.

Listen to customer feedback and grow.

Also, you only learn by doing, and if you take time to fuss and watch rather than taking action you often lose momentum or even the opportunity may disappear.

Here is my condensed list once again.

  1. Thinking you will sell large quantities right away
  2. Building a product for you and not your market
  3. Not putting enough focus on promotional strategies
  4. Not having a sales page that convert buyers
  5. Not giving more value than the price implies
  6. Not even starting because you’re afraid
  7. Scared to email their newly built list of subscribers
  8. Too much content in each slide
  9. Not putting a funnel in place
  10. Don’t wait to you have the perfect product

I value your feedback, so please send me your feedback or leave your comments below. If you have any more mistakes you faced or are aware of, then I would love to hear them.

About The Author


Chris Cole is passionate about online technology, video and audio. He is from Northern Ireland and has been working online since 2009. He likes to write about his marketing journey online and is also a lover of all thing Video and Podcast related. Follow Chris' journey and while you're here - Watch out for the new Broadcast Geeks Podcast that is coming soon. If you like this site, then why not come and join Chris over inside the Broadcast Geeks Facebook Group (Click Here)

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