0:00 Over the last few years, I've made hundreds of thousands of dollars with low-ticket digital products. And I think it's one of the best ways to get started selling online. And so in today's video, I'm gonna share with you my five-step framework that helps you create a world-class compelling digital product and then how you can sell it in your content and start generating sales every single day. The very first thing you need to understand is that a winning digital product is ass pain medication. No one sets out wanting to buy a digital product. They have a pain in their ass and along comes you with a solution to that pain in the ass. And so they buy that product on impulse. Now, this is a photo of me competing in my last Iron Man triathlon. Now, this position, as you can clearly tell, is not particularly comfortable and especially not comfortable for the five to six hours that you're gonna be on a bike for an Iron Man triathlon.
0:48 And it's particularly not comfortable in this region right here for my blokes. You tend to go numb for most of the ride, if you can imagine what I'm saying. Particularly if you don't have a solution for that ass pain. There's a lot of Talk going on in this region, the position's uncomfortable. You're on a seat about this wide and this long for six hours And that's where you need to stay and be comfortable. Now, when you first start out cycling, you obviously have to buy some products. This helmet here, which is like my aero helmet, I think was like $1,500. This bike was about six thousand dollars. These shoes were about four hundred dollars. This little attachment for my water bottles at the back here was about two hundred dollars. This wheel, like the solid wheel, the aerodynamic wheel, was about
1:35 $3,000. This suit was about $500. So even this watch, this Garmin watch, was another $2,000. Now all of these products are very necessary products. They're not impulse purchases. When you go to do an Iron Man, you make the decision to buy all of these things. I didn't buy this wheel until I was fully ready to buy that wheel. I felt like I had the speed and the capability. I didn't buy this bike until I knew I liked the training. I didn't do any of these things until I was ready. I made the decision. But what I didn't make the decision for was this experience, my ass pain. And along came a beautiful product called chamois cream. And this product is exactly what you imagine it is. And this costs about 40 bucks. Some people call it nut butter, other people call it gooch goo. It's a lubricant that you rub in your nether
2:22 region, or well lubricate in your nether region That solves your arse pain. It's not a product I ever expected to have to buy consistently when I first got into cycling But it is a product that I now need to have. In fact, when I run out of it and I have a ride, I don't go on the ride. It's not worth it. This product makes the riding experience So much more enjoyable because I don't have to experience my ass pain as a result of having this product Your digital products are exactly the same. You're not selling the race helmet or the bottle attachment or the aerodynamic wheel or the cleats or the front wheel or the bike or the helmet or the the watch or Any of those things, those are legitimate core products. A low-ticket digital product is chamois cream or guckoo or nut butter.
3:09 It is designed to solve a painful problem. A particularly annoying pain in the ass. Now my goal for this video is that you can create a digital product That helps you get sales every day. And so if I put up here sales every day, that's the goal by the end of this video. In order to achieve that, there are five different things you need to make sure your product does. in order to pass the requirement of getting sales every single day. And those things are, first, the problem. How severe is the problem that you're solving? On a scale of one to ten from it 's okay to it is severe ass pain, how severe is the problem? Now if you're over here and you have a product with no problem, you have
3:56 No desire. No one's gonna want to buy your product. Whereas if you're over here and you have a high problem, you have a severe pain in the ass, which is the goal, you're going to have huge amounts of desire. People will seek out your product, like me seeking out chamois cream. The second level on this is singular. Your product has to solve one problem. It cannot be one of these products that does a little bit of everything. You can't sell a habit tracker that's also a meal plan, that's also a content ideation tool, that's also a content scheduler. You can't do everything at once. You have to choose one particular problem. The reason is because if you have no specificity, you have a bad product. Your product's not going to do a very good job at providing the solution that you say it's going to provide
4:43 Whereas if you have a singular solution or a singular problem, you're going to have a great product. That is because it does an excellent job at doing the thing that you say it's going to do. The more singular your product is, the easier it is for you to actually promise the outcome that you say it's going to do, and the more singularly it does that thing the better it will be capable of actually helping people achieve a result. Think about a product that you've bought recently and it does one thing and it only does one thing. You probably think that product is pretty good. because it does one thing really well. This is my little daily to-do list product. This is an impulse product. It's just a card. It costs me very little. The reason why this is such a good product and I've used it for so many years is because it does one thing.
5:29 It helps me plan my day. It doesn't also schedule content for me. It doesn't also track my habits. It doesn't do a range of different things. It does one thing exceptionally well. The next thing you need is daily. Could you use the product every single day? Is it a product that will create a habitual experience? Will your customers use the product every single day? A really good example of this is a Google Sheet that I bought in 2019. I bought a sheet called Compiled Sanity. It is a net worth tracker or a financial tracker, a financial independence tracker And every single month since 2019 without fail, I literally haven't missed a single month, I have entered my numbers. That product cost me $9 And I'm probably single-handedly responsible for sending over a thousand
6:14 customers to this company because of how incredible this product has been for me. purely because it's a daily habit. I literally have it on my computer every single day. I log in every single day to have a finger on the pulse of how my business is doing, how my financials are doing, how my products and assets and everything I own is doing. because I'm able to track it in this one product. And so can your product create a daily habit for your customers? Now for this one, if your customers don't use it every day, you'll have a poor reputation. Because they'll open the product once, use it once, then never use it, and then never speak about it ever again. Whereas if you have a product that creates the daily habit that people use a lot, like my Google Sheet, you'll have an incredible reputation. People will talk about your product to other people
7:02 because they bought it for not a lot and now they use it Every single day. And that's what creates the experience of a digital product where people will talk about it. That's how it catches fire. For me with this Google Sheet, I bought it in 2019 for $9 and I'm talking about it to you now To my audience that didn't exist in 2019. I didn't have this audience in 2019 when I bought it. And now I'm talking to my audience about a product I bought seven years ago because I use it every single day. Number four. Is proven. Is it something that you already use? Most of you already have a product, whether it's a digital product or a habit tracker or a daily plan or a recipe book. You have something that you already use that you could create your own version of. And I'm not telling you to copy these people.
7:47 I'm telling you to take inspiration from the stuff that is already proven. Are there already people selling similar products? to what you want to sell. Do you already own similar products to what you want to sell? Because if you already own it, there is a very high likelihood that other people would also like to own it. And so this one for proven, if you don't have a proven product, you're going to struggle to create it because you essentially have to come up with something that no one else has done before and there's probably a good reason that no one else has done it before. You're gonna have to come up with an idea from scratch, essentially. it's gonna be difficult to do. Whereas if you do have a proven product, it's going to be very easy for you to come up with that product. Because you just have to look at what you already own, look at what you already do, pay attention to that, and choose what you want to sell. to your audience. And the final piece that will create sales for you every single day, and I mean this, you are capable of generating sales every single day, especially with digital products.
8:40 is what I call content compatibility. That is how compatible is your product with the content you're already making. But before I do that, I want to rank two products. We're gonna rank chamois cream, which is the product I talked about in the beginning, and we're gonna talk about my Cinema LUTs. which is a product I sold a few years ago very successfully and made hundreds of thousands of dollars with. The first one is chamois cream How much of a problem is chamois cream solving? A ginormous pain in my ass. So it gets a big tick for number one. Number two, how singular is it? Can you use chamois cream for anything else or does it solve one particular problem? It solves one very clear problem. How daily of a habit does it create? Well, I use it on every single ride. And if I don't have it, I don't go on my ride. And every single time I go to a bike store,
9:27 I buy more chamois cream just in case. How proven is it? Well, it's basically Vaseline that a cyclist realized worked really well as lubricant in your nether region. And so they took a product that was already proven, that they probably already used and packaged it into a formulation that actually works quite well. And then content compatibility. Well I'm making content about it right now, so it's pretty content compatible. And the final one, my Cinema Lutz. This is a product that I still use right now. I'm using it right now on this camera and this camera. I'm using it right now to do what I'm doing in this very video. And so you can see that I still use it to this day. Now how much of a problem is CinemaLutz solving? Well if you've ever color graded your own videos you know it's a giant tick for how much of a pain in the ass
10:12 color grading is. How singular is it? Well, it's extremely singular because there's nothing else you can do with a cinema light. It solves one problem and it does it exceptionally well. How much of a daily habit is it? Well I'm still using it to this day. I created this product in 2022. And I still use it on every single one of my videos. How proven is the product? Well, there are enormous amounts of people that use Cinema Luts and there's an enormous amount of people that sell Cinema Lutz. And for content compatibility, well Off. On. It's pretty easy to visualize the content compatibility of this product. And so I want you to rank your own product against these five before you ever make the decision to do it. First, is it a big enough problem?
10:57 Because if it's not a problem, there's going to be no desire. If it is a problem, there will be enormous desire. How singular is it Does it do anything else? If it does more than one thing, it's too much. Just make it do one particular thing. Daily, will you or will your customers use it every single day? If the answer is not, it's gonna be very difficult to build the kind of reputation that can catch fire. and mean that people will buy your product who don't even know who you are. They just know that your product is really, really good because other people use it every single day. How proven is it? Can you look at the things that you already own, find examples in the stuff that you already own, and then repackage those or rebuild them in your own way? to make something that is proven. And then finally, content compatibility, which is what we're going to talk about right now.
11:44 Content compatibility can be boiled down to one sentence. You have to be able to show it In order to sell it. Because the thing with low-ticket digital products is your product is only as good as your ability to show it. See If you've got an incredible product, but you have no way of showing it or demonstrating it in your content, you're gonna have an incredibly hard time selling it. And I know that's a hard one to hear with some of you making these incredible tools or Google Sheets or AI workflows that are incredibly difficult to explain. It doesn't mean that those can't be amazing tools for your clients or amazing tools for your members or amazing things that you can use in your own workflow to speed up your own business. It just means that they can't be a digital product. A digital product, especially a low-ticket digital product, needs to be visual.
12:29 People need to be able to look at it and go, I want that thing. Now to really visualize content compatibility, I want to show you this photo. This is a photo of me finishing my first ever Iron Man triathlon. This is me. Ah this is my beautiful wife over here. I didn't see her at the finishing chute and it's been quite contentious in our relationship that On uh very early days in our relationship, I was doing something amazing and I was really proud of myself and I was so excited to see her at the finish line and I just did not see her. Here's her reaching out. To try and say hi or hug me and I just didn't fucking see her. And I paid for this photo twenty thousand dollars approximately AUD to take this photo. Now you're probably thinking, hold on Tom, you didn't pay $20,000
13:15 for the photo. You paid $20,000 for the training plan and for your bike and for the coaching that you got and the flights and the accommodation and the food and all of the other supplements and some of the accessories that you had, your watch, your garment, all of the stuff that you did. You didn't pay twenty thousand dollars for this photo, you paid twenty thousand dollars for all of the other things. And I would tell you, no, I paid $20,000 for an Iron Man finisher photo and for the person at the finish line to say, Tom Noskey, you are an Iron Man. And so the whole reason that people are willing to pay ludicrous money for something like this is because of This moment. They can visualize themselves in that moment. And so they're willing to pay the price, whatever that price is.
14:02 in order to be in this moment right here. I knew going in that I was paying all that money because I wanted to be an Iron Man finisher. I wanted my finishing photo and I wanted to get to the finish line and have the announcer say, Tom Noskey, you are an Iron Man. And your product needs to do the exact same thing Your product will live and die in its ability to be content compatible. Can you create something that people are able to visualize themselves using? And there are a few components to this. I call this the content to sales loop. At the beginning of this loop, There is content. You make a piece of content and you put it out into the world. And then for that content, it attracts people because of a problem. Because of the problem that you talk about
14:49 in that content, you attract an audience for that content. And so you put something out there I'm solving a problem in this video, which is you've not really known how to make digital products, and now I'm teaching you how to do this. And so you are watching this video because of a problem. Then, as a result of solving that problem and a whole other series of different steps in between, there is a purchase which is the decision to buy my product or become a client or work with me in some capacity. And then as a result of purchasing I hope there's a finish line. I hope there's a moment where you cross a finish line, you succeed, you achieve the thing that I promised with the product. And then as a result of you crossing that finish line, I'm able to make content about you crossing that finish line
15:36 and document this before and after. You had this problem, then you bought my product. then you cross that finish line. And my ability to demonstrate that before and after in my content is how I will be able to sell my product. in the content. And so you make content that solves a problem, that then makes a purchase, that then helps people cross a finish line, and then you make more content about people going through that before and after, that transformation. And so for you, once you have a product that is ass pain medication and you do a good job of making it content compatible. You will make sales every single day. Hey, by the way, if you enjoyed this video and you found it valuable, I really think you should watch this one next. I go into detail around how to make content that actually attracts buyers, and it's a really nice stepping stone
16:22 after everything we spoke about today. Because once you have a product that is good enough, you then need to make content that gets people to buy. And so click here, watch the video, and I'll see you in the next one.
