How to Create a Digital Product Everyone Wants
Why some products sell daily (and others collect dust)
A message hit my inbox last week that changed how I think about digital products:
"I bought your masterclass last week and I've already seen a huge difference in my Substack engagement. Is there any way I could get more personalized help implementing this? Happy to pay more for your direct guidance."
This wasn't a one-off request. It was the fifth similar message that week.
I started noticing a pattern.
People weren't just looking for a template or a course or coaching - they wanted different levels of help solving the same problem. Some people just needed the basic framework, while others wanted comprehensive support.
This realization transformed my whole approach to creating digital products.
The Traditional Approach Isn't Working
Most creators (myself included, initially) make the same mistake. We try to solve many different problems with many different products. We spread ourselves thin trying to help everyone with everything.
But here's what I've learned after generating over $20K last fall with digital products: The real opportunity isn't in solving more problems - it's in solving one problem really well, at different levels of support.
Think about it. When someone buys your entry-level product and gets results, they often want more help implementing it. They've already validated that your solution works. They trust you. Now they're ready to go deeper.
But if you don't have that next level of support available, they'll look elsewhere.
A Student's Success Story
Sarah, one of my students, discovered this the hard way. She had created a popular morning routine guide that was selling well. But she kept getting messages from buyers asking for more help.
"I felt guilty charging more," she told me. "The guide was only $27, and I thought asking for more would seem greedy."
Instead of creating new products about different topics, we explored how she could offer more comprehensive support around morning routines - her existing expertise.
The results? She went from making $500 a month from her guide to over $3,800 in her third month offering multiple levels of support.
The key? She didn't try to become an expert in something new. She just went deeper on what was already working.
Why This Approach Works
People don't buy products - they buy progress. Some will get all the progress they need from a simple template. Others want more guidance, community, or personal support.
By creating multiple ways to help people with the same problem, you're not being salesy - you're being helpful. You're meeting people where they are, with the level of support they need.
This creates a natural progression. As people implement your solution and see results, they often want to go deeper. Having those additional levels of support available just makes sense.
Remember: People don’t need another 5-hour course they never end of finishing. They need you to help them solve their problem in the most efficient way possible.
A Quick Win for Today
Look at your most popular content. What problem does it solve? Now imagine three different people trying to solve that problem:
Someone who just needs a framework
Someone who wants detailed guidance
Someone who needs personal support
How could you help each of them?
Write down a solution for each of these problems. One might be a guide; the next might be a recorded masterclass; the third is a coaching session. This is how you can go deeper with solving your audience’s problems without trying to come up with new solutions.
The Path Forward
In 2025, the creators who thrive won't be the ones with the most products. They'll be the ones who solve specific problems exceptionally well, serving people at exactly the level of support they need.
Want to learn how to build your own product ecosystem?
I'm opening my Digital Product Masterclass on Monday. I'll show you exactly how to turn your expertise into products that sell while you sleep. I’m only opening up to the first 50 students, so keep your eyes peeled for the link to join.
Here’s the truth: You don't need to solve every problem. You just need to solve one problem really well, in a way that serves everyone who needs your help.
Need help NOW to get started? The Six-Figure Substack Growth Masterclass
If you need help TODAY, I get it. I have a solution for you: I’ve reopened doors to my Six-Figure Substack Growth Masterclass for the next few days only.
In the masterclass, I break down the exact strategy and roadmap I’ve used to grow from Zero to 3,800+ subscribers in less than 6 months. I also explain the monetization strategy I mentioned in this post that’s bringing in $3K to $5K+ per month (with daily sales).
Taking this class will give you a good foundation on Substack growth and better prepare you for taking the Digital Product Class next week.
If you’d like to get access to the masterclass before it’s taken down, just click the button below, and I’ll see you on the other side
Powerful principle here, Wes. It's easy to over think what people need, but a lot of times it's literally: the next step! thanks for sharing!
Thanks, good advice. I'm actually doing this in reverse: I already offer personalized one-on-one consulting for people seeking to emigrate, and am launching our first digital product (a video guide created from a live course I did several weeks ago) for people who want some general information to get started. As my individual client sessions shed more and more light on what might be useful, we will be creating additional products for those who don't have the budget or aren't ready for one-on-one consulting. Thanks for all your support and transparency!