How I Pre-Sold a Digital Product Before Creating It and Made $3,250 in 7 Days
Sell First, Create Later: The Counterintuitive Approach That Actually Works
I stared at my screen in disbelief.
$0 in sales.
After spending weeks creating what I thought was the perfect digital product for my audience, I had launched it with excitement and anticipation...
...only to hear crickets.
Maybe you can relate?
You've poured your heart and soul into creating a valuable product. You've spent countless hours perfecting every detail. You hit publish with high hopes, certain your audience will immediately see its value.
Then... nothing. Or next to nothing.
It's not just disappointing. It's crushing.
Especially when you're watching other creators celebrate their five-figure launches while you're struggling to get even a single sale.
But here's where the story gets interesting...
How I Pre-Sold My Digital Product & Made Thousands in a Week
A few months later, I tried a completely different approach with a new product idea.
Instead of creating the product first, I decided to pre-sell it before creating a single slide, writing a single word, or recording a single video.
The results?
Over $3,000 in sales in just one week.
For a product that didn't even exist yet.
Let that sink in for a moment.
I made thousands of dollars selling something I hadn't created, while making $0 selling something I'd spent weeks building.
The difference wasn't the product quality, the topic, or even my audience size.
It was the approach.
Instead of assuming I knew what my audience wanted and needed, I warmed them up first. I spent 7 days talking about their problems and pain points. I got clarity based on their responses. I built anticipation. And I was completely transparent about my process.
"This is a pre-sell," I told them. "I'll create the product over the next few days once the sale closes, and then you'll get all the materials and masterclass."
At first, I was nervous. "Will people actually buy a masterclass they'll get later?" I wondered.
The answer was a resounding YES.
And I'm about to show you exactly how I did it, so you can do the same with your audience—even if it's small, even if you've never sold anything before, and even if you're not sure what to create.
Because here's the truth most digital product "gurus" won't tell you:
The most dangerous part of creating digital products isn't making them—it's finding out if anyone actually wants them.
And pre-selling solves that problem in the most elegant way possible.
The Psychology of Pre-Selling (And Why It Works So Well)
Let's address the elephant in the room.
Isn't it a little... strange... to sell something that doesn't exist yet?
Doesn't it feel dishonest? Or at least a bit presumptuous?
That's exactly what I thought too. Until I realized something important:
People don't buy products. They buy results and transformations.
Your subscribers don't want a "5-step course" or a "comprehensive masterclass." They want to lose those stubborn 15 pounds, or make their first $1,000 online, or grow their newsletter to 1,000 subscribers.
They want the outcome, not the delivery mechanism.
When I realized this, everything changed. Because if people are buying the transformation and not the product itself, then the product doesn't need to exist yet for them to make a purchasing decision.
They just need to believe you can deliver the transformation they want.
And that's where "warming up" your audience comes in.
The Warm-Up Effect: Why It's The Secret Ingredient
Think about the last time you bought something immediately after hearing about it for the first time.
Can't think of an example? That's because it rarely happens.
Most purchases—especially those involving digital products—happen after multiple touchpoints. The industry average is somewhere between 7-13 touchpoints before someone makes a buying decision.
Yet most creators announce their product once and expect immediate sales.
I made this exact mistake with my first product. I mentioned it maybe once or twice in my emails before launch. I assumed my audience would immediately see its value and buy.
They didn't, because I hadn't properly warmed them up.
With my pre-sell approach, I spent a full 7 days talking about the problem my product would solve before I ever mentioned the product itself.
By day 7, my audience was:
Acutely aware of their problem
Emotionally invested in finding a solution
Primed to see my offer as the obvious next step
This wasn't manipulation. It was education. Many people signed up right away when I opened the cart because they knew they needed a solution to their problem.
I was helping them understand the full scope of their challenge and why solving it mattered. By the time I mentioned my product, they were already looking for a solution.
The Trust Paradox: Why Pre-Selling Actually Builds More Confidence
Here's something counterintuitive:
Being transparent about pre-selling actually builds more trust than pretending your product is finished when it's not.
When I launched my pre-sell, I was completely upfront:
"This is a pre-sell. I'll be creating this product over the next week after the cart closes. You'll receive all materials by [specific date]."
Instead of reducing trust, this transparency increased it. Here's why:
It shows confidence - You believe so strongly in your ability to deliver value that you're willing to sell it before it's created.
It demonstrates demand-responsiveness - You're creating something people actually want, not just what you think they want.
It creates co-creation - Early buyers feel like they're part of the creation process, increasing their investment in the outcome.
It establishes a clear timeline - Setting a specific delivery date creates accountability that builds trust.
…it also lets them know this is a product in process. I don’t pretend that it’ll be perfect. They usually get a much-discounted price by being part of the early beta audience.
One subscriber actually emailed me saying: "I appreciate that you're being so transparent about this being a pre-sell. It makes me feel like you're going to create something that actually addresses our needs rather than just pushing a finished product."
This was a lightbulb moment for me.
Pre-selling wasn't just a way to validate my idea and generate cash flow. It was actually a better customer experience when done with integrity and transparency.
The Real Reason Most Digital Products Fail
Now I understand why my first product failed while my pre-sold product succeeded.
Most digital products fail not because they're poorly made, but because they're created in isolation from the market.
We spend weeks or months building something based on assumptions about what our audience needs, rather than validating those assumptions first.
Pre-selling flips this model on its head:
Validate demand first
Collect payment as proof of genuine interest
Create the product for people who have already voted with their wallets
It’s great to have a product idea that people claim they’d buy. But until they actually open their wallet, it’s not validated.
This approach is not only more profitable but also more respectful of your audience's actual needs rather than your assumptions about their needs.
And that's the ultimate win-win.
The 7-Day Warm-Up Framework That Generated $3,250
Now let's get tactical.
How exactly do you "warm up" your audience before a pre-sell launch?
After testing different approaches, I've developed a simple 7-day framework that consistently works. This is the exact sequence I used to generate $4,219 in my 3-day pre-sell window.
And the best part? It's all done through your regular newsletter content. No fancy tech required.
Days 1-2: Problem Amplification
Before people care about your solution, they need to fully recognize their problem.
For the first two days, I focused exclusively on amplifying awareness of the problem:
Highlighting reader struggles and pain points
Revealing hidden costs of not solving the issue
Sharing my own embarrassing failure story
By day 2, my inbox was filled with messages like: "It's like you're reading my mind. This is exactly what I've been struggling with."
This isn't manipulation—it's creating recognition. People can't seek solutions to problems they haven't fully acknowledged.
Days 3-4: Solution Teasing
Still without mentioning my product, I shifted to discussing solutions:
Examining different approaches to the problem
Explaining why most common solutions fail
Describing what an ideal solution looks like
This positions you as an expert who understands the solution landscape while subtly establishing criteria your upcoming product will satisfy.
Subscribers were now evaluating potential solutions through the lens I had provided.
Days 5-6: Success Stories & Possibility
Next, I focused on creating belief that transformation is possible:
Sharing my journey from zero sales to $3,000+ using this approach
Providing specific "before and after" examples
Breaking down exactly what changed and why it worked
By day 6, subscribers were sending messages like: "I need to learn how to do this. Are you planning to teach this system?"
They were practically asking me to sell them something—exactly where you want them before making your offer.
Day 7: The Pre-Sell Announcement
Only on day 7 did I finally mention my product, positioning it as a direct response to audience interest:
"Based on your overwhelming feedback this week, I've decided to create The Digital Product Blueprint Masterclass.
This will be a pre-sell, meaning I'll be creating the masterclass after enrollment closes. You'll receive all materials by [specific date], and I'll be incorporating input from everyone who joins to ensure it perfectly addresses your needs."
I outlined:
What the masterclass would include
The transformation it would deliver
The pre-sell price (lower than the eventual regular price)
The deadline for joining
The response was immediate. Within hours, I had my first sales. By the end of the 3-day enrollment period, I'd generated $4,219—without creating a single piece of the actual product.
Why This Warm-Up Sequence Works
This sequence follows the natural decision-making process:
Become aware of a problem
Evaluate possible solutions
Believe that change is possible
Choose a specific solution
Most creators skip straight to step 4, which is why their launches fail.
By guiding your audience through each step, you're not being manipulative—you're being helpful. And when you position your pre-sell as a response to their expressed needs, it feels less like selling and more like serving your audience.
Which is exactly what you're doing.
The Pre-Sell Launch Window: Creating Urgency That Works
After warming up my audience for 7 days, it was time to open the cart for my pre-sell offer.
This is where many creators get nervous.
"What if no one buys?"
"What if people think it's weird I'm selling something that doesn't exist yet?"
"What if people ask for refunds because they have to wait for delivery?"
These were all thoughts racing through my mind.
But I had one crucial advantage: I had spent the previous week deeply understanding my audience's problems and desires. I wasn't guessing what they wanted—I knew, because they had told me through their responses.
Here's exactly how I structured my pre-sell launch window:
The 5-Day Limited Window
I gave people exactly 5 days to join the pre-sell. Not a day longer.
Why 5 days?
Long enough for people to make a decision, but short enough to create genuine urgency.
The deadline wasn't arbitrary. It was tied directly to my creation timeline:
"Enrollment closes Sunday at midnight because I'll be starting the creation process on Monday. This allows me to incorporate insights from everyone who joins and deliver the complete masterclass by the following Monday."
This transparent explanation made the deadline feel reasonable rather than manipulative.
The Early-Bird Pricing Incentive
I offered the pre-sell at a lower price than what the product would eventually sell for.
This served two purposes:
It rewarded my most engaged subscribers who were willing to take a chance on me
It compensated for the wait they would experience before receiving the product
I was explicit about this in my communication:
"Because this is a pre-sell and you'll be waiting for delivery, I'm offering special early-bird pricing of $47 (regular price will be $197 once the product is complete)."
This pricing strategy worked beautifully because it felt fair to both sides. Early buyers got a discount for their patience and trust, and I got the validation and cash flow I needed to create with confidence.
The Transparent Timeline
The most critical element of my pre-sell was complete transparency about when buyers would receive the product.
I promised delivery within one week of the cart closing. Not a vague "soon" or "when it's ready," but a specific date.
This clear timeline did three important things:
It set proper expectations for buyers
It created accountability for me
It transformed the wait from a negative to a positive
I explained that this wasn't just a pre-sell for convenience—it was a better way to create products:
"I'm intentionally creating this after the pre-sell closes so I can incorporate your specific questions and needs. This ensures you're getting exactly what you need, not just what I think you need."
This reframing helped buyers see the wait as a benefit rather than a drawback. They weren't just buying a product—they were participating in a co-creation process.
Daily Cart Updates
Throughout the 5-day window, I sent daily emails to my list. But these weren't just generic "buy my thing" reminders.
Each email addressed a different objection or question that had come up from subscribers:
Day 1: Announced the pre-sell offer
Day 2: Addressed "Is this right for me?" with specific use cases
Day 3: Shared early feedback from buyers and initial product outlines
Day 4: Answered top questions that had come in through email
Day 5: Final reminder with deadline emphasis
I also included social proof as it came in—early testimonials from buyers expressing excitement about the concept and clarification on specific aspects of the offer based on questions I'd received.
This approach kept the conversation going throughout the launch window and showed I was actively listening and responding to my audience.
The Surprising Results
As I mentioned earlier, the pre-sell generated $3000+ in just 7 days (most sales came in during the first day and the last day, though the cart was open for five).
But what really surprised me were the messages I received from buyers:
"I love that you're creating this based on our input. That's exactly what's been missing from other courses I've bought."
"The way you structured this pre-sell made me feel confident in my purchase. I appreciate your transparency."
People weren't just accepting of the pre-sell concept—they were enthusiastic about it.
The deadline created natural urgency, but without the typical pressure tactics that make so many launches feel sleazy. It was urgency with integrity, based on a real timeline and a genuine creation process.
And most importantly, it worked for everyone involved.
Buyers got a discounted price and a product tailored to their needs. I got validation, cash flow, and clarity on exactly what to create.
It was the definition of a win-win scenario.
The Real Results: Beyond Just the Revenue
Let me share what happened after my pre-sell closed.
The contrast between my two launches was night and day. Same audience size, similar topic, similar price point—but completely different outcomes.
My first launch (creating the product first) resulted in crickets. Almost no sales, despite weeks of work.
My pre-sell approach generated enough sales to validate the concept completely, with most purchases coming in the first three days after announcement.
But here's what's interesting—the numbers don't tell the whole story. There were unexpected benefits I hadn't anticipated:
(1) The Long-Term Trust Factor
After my successful pre-sell, I noticed something remarkable. My audience became more engaged across all my content. Open rates increased, comment frequency went up, and there was a noticeable shift in how people responded to my expertise.
Why? Because delivering on a pre-sell promise builds tremendous trust. When you say you'll create something valuable by a certain date and then actually do it, people notice.
This trust carried over to everything else I offered, creating a foundation for sustainable growth that went far beyond the initial pre-sell revenue.
Long-Term Product Sales
After the initial pre-sell, I raised the price to the planned $97 and continued to offer the product to new subscribers.
In the two months following the launch, the product generated an additional $4-5K+ in sales without any additional promotion beyond mentioning it in my welcome sequence for new subscribers.
This created a passive income stream that required no additional work, all from a product that I wouldn't have created without the validation of the pre-sell.
Deeper Audience Insights
Perhaps the most valuable result wasn't the money but the insights I gained about my audience.
The questions, feedback, and buying patterns from the pre-sell gave me a much clearer picture of:
Which problems resonated most strongly
Which solutions they valued enough to pay for
What format and structure they preferred
What price points worked for my audience
These insights have informed every piece of content and offer I've created since, making everything I do more effective.
Your Pre-Sell Action Plan: A Simple Framework
Now that I've shared my experience, here's a streamlined framework to implement this approach for your own Substack and digital products:
1. Find Your Audience's Pain Point
Identify a problem that's urgent, pervasive, and painful for your subscribers. Look for recurring questions in comments, responses to your emails, and engagement patterns across your content.
2. Warm Up Your Audience
Use the 7-day sequence to build awareness and anticipation:
Days 1-2: Highlight the problem and its consequences
Days 3-4: Explore potential solutions (without mentioning your product)
Days 5-6: Share success stories and transformation possibilities
Day 7: Make your pre-sell announcement
3. Make a Transparent Offer
Be completely upfront about your pre-sell. Explain why you're using this approach (to create something tailored to their needs), provide a clear delivery timeline, and offer early-bird pricing as compensation for the wait.
4. Deliver With Excellence
Create your product based on buyer feedback, communicate openly throughout the process, and deliver by or before your promised date. Your goal is to exceed expectations and create advocates for your future offerings.
5. Analyze and Iterate
Use what you learn from your pre-sell to inform future products and content. The insights about what your audience values are often more valuable than the immediate revenue.
Overcoming Common Objections to Pre-Selling
I know what you might be thinking:
"But what if..."
Let me address the most common concerns:
"What if no one buys during my pre-sell?"
That's actually a win! You've saved yourself weeks or months of creating something people don't want. You can go back to your audience, ask more questions, and try a different approach.
"What if people think it's weird or sketchy to pre-sell?"
In my experience, when you're transparent about your process and reasoning, people appreciate the approach. Frame it as co-creation, not just pre-selling.
"What if I can't create the product in time?"
Set a realistic timeline with buffer room. If something unexpected happens, communicate proactively and be transparent about any delays.
"What if people ask for refunds because they have to wait?"
In my pre-sell, I had zero refund requests during the waiting period. When people understand the process upfront, they're usually patient. Having a clear, reasonable timeline helps tremendously.
The Deeper Truth About Digital Products
After going through this process, I've come to understand something fundamental about digital products:
The greatest risk isn't creating something imperfect. It's creating something unwanted.
Pre-selling eliminates this risk. It ensures you're building something people actually want, in a format they prefer, at a price they're willing to pay
But beyond risk reduction, pre-selling creates better products. Products that are directly shaped by your audience's expressed needs rather than your assumptions about what they might want.
And that's the real magic of this approach.
PS - This is also fun. I love creating digital products with this process. Once you’ve created something and it succeeds, do it again. Try a new idea, get a fresh approach, test things out. It’s fun AND profitable.
📌 Introducing the “Low-Ticket Digital Product Bootcamp” (Open to Join Now)
For those of you ready to dive deeper into creating digital products that actually sell, I've packaged everything I've learned into my Low-Ticket Digital Product Bootcamp.
It's the step-by-step system I wish I'd had six months ago—one that would have saved me countless hours and thousands in lost revenue. In this bootcamp, I’ll walk you through:
Exactly how I generated $40K+ from digital products in 6 months
How to identify what your audience actually wants to buy (not what you think they want)
My proven templates for creating products that sell while you sleep
Step-by-step implementation plans to launch your first (or next) product in 14 days
Plus, you’ll get personalized feedback (from me) on your product idea and your finished product itself.
If you’re ready to start creating digital products your audience wants, join us in the bootcamp below:
Remember: Each product you create—whether it succeeds or fails—teaches you something invaluable about your audience and what they truly need. The key is to start, learn, and adjust.
The most dangerous part of creating digital products isn't making them—it's finding out if anyone actually wants them.
Pre-selling solves that problem in the most elegant way possible.
Alright Wes, I've been reading your posts for the last two months. I've created a bunch of content this month about how to set boundaries that actually work for the chronic people-pleasers of the world and I'm going to test this workflow out for a audio course and workbook. Will report back!
Quick question, Wes! Sorry if it’s basic but I’m a newbie. How did you collect payments for the pre-sell? I’m just thinking that if you use a digital storefront like Stan store, there has to be some kind of a product there before payment can be collected.