The 'No-Tech-Skills-Required' Guide to Creating & Selling a Digital Product on Substack
Create, Launch, and Sell Your First Newsletter Product Without Technical Headaches
Last week, a subscriber named Mark left a comment in my Substack chat:
"I wish there was a simple guide for creating digital products for people who aren't tech savvy. I have expertise to share but no idea how to package it without coding skills or fancy software."
Mark's comment resonated because it's a concern I hear all the time. So many writers believe creating and selling digital products requires technical skills they don't have.
This belief is costing newsletter writers thousands in potential income.
I know because I was in the exact same position a year ago. I'd stare at my subscriber count, wondering how I'd ever generate meaningful revenue from my newsletter. I was convinced that creating digital products was this complex technical process that writers like me weren't equipped to handle.
The reality? I didn't know how to code. I had never used proper design software. Setting up payment processing sounded like a nightmare.
Yet within a weekend, I created my first digital product that generated $2,000+ – using nothing but Google Docs, Canva, and a simple Stan Store account.
Here's the truth that nobody talks about: most successful digital products on Substack are created with the simplest tools imaginable. Technical complexity often hurts sales rather than helps them.
This post is for Mark and everyone like him – writers who have valuable knowledge to share but feel blocked by the perceived technical hurdles of creating products.
By the time you finish reading, you'll have a clear, step-by-step path to create and sell your first digital product using only the basic tools you already know how to use.
No coding. No special software. No technical headaches.
Just a straightforward process that turns your expertise into income – even if you consider yourself completely "non-technical."
Let's dive in.
What a Simple Digital Product Can Mean for Your Newsletter (and Life)
Let's talk about what creating a digital product can actually mean for you as a Substack writer.
I'm not talking about building the next masterclass or creating some complex course that takes months to develop. I'm talking about a simple digital product you can create in a weekend.
A guide that solves one specific problem.
A template pack that saves people time.
A video walkthrough of your proven process.
A framework that helps people make decisions.
These simple products can generate anywhere from $500 to $1,000+ per month in additional income. That might not sound like "quit your job" money, but think about what an extra $500-$1,000 monthly would actually mean:
Helping cover your rent or mortgage payment
Paying for your kid's activities
Funding a vacation without touching your primary income
Creating a cushion that reduces financial stress
Justifying the time you spend on your newsletter
When I created my first digital product, that initial $2,000 paid my mortgage for the month. Suddenly, the hours I spent on my newsletter weren't just a creative outlet – they were financially justified. I could look my partner in the eye and say, "This newsletter thing isn't just a hobby anymore."
But beyond the money, there's a psychological freedom that comes with having multiple income streams. When you're not dependent solely on paid subscriptions, you can:
Write what you're genuinely passionate about
Take a week off without watching your income dip
Experiment with content without worrying about churn
Focus on serving your audience rather than constantly growing it
One of my subscribers created a simple 12-page guide on LinkedIn optimization. Nothing fancy – just a step-by-step process for improving your profile, with screenshots and examples. She priced it at $27 and makes an average of $600-800 monthly from it. The entire guide took her one weekend to create.
Another created a bundle of email templates for freelance writers. Just 10 templates in a Google Doc for common client communications. It sells for $37 and generates $400-600 monthly with zero additional work.
These aren't complex products. They're simple solutions to specific problems, created once and sold repeatedly.
The best part? Once you set them up, they can sell for you over and over again. Unlike client work or services, you're not trading time for money. You create the product once, and it can generate income for years.
My first digital product from eight months ago still sells 5 to 10 copies every single week without any active promotion from me. That's hundreds of dollars in passive income from something I created in a weekend.
This isn't about getting rich quick. It's about creating a sustainable business model around your newsletter – one that rewards your expertise properly while providing genuine value to your audience.
What Products Actually Sell on Substack
Let's cut through the noise and focus on what actually works. After creating multiple products myself and helping dozens of newsletter writers do the same, I've found three types of digital products consistently sell best:
1. The Solution Guide
This is a focused guide that solves one specific problem your audience faces. Not a comprehensive course covering everything under the sun – just a clear solution to a defined pain point.
Examples:
"The 7-Day Newsletter Growth Plan"
"The LinkedIn Headline Formula Guide"
"The Freelancer's Client Onboarding System"
These typically sell for $27-$47 and can be created in a single weekend using nothing more complex than Google Docs and Canva.
2. The Resource Pack
This is a collection of templates, swipe files, frameworks, or tools that help your audience implement faster. These products save people time rather than just teaching them concepts.
Examples:
"10 High-Converting Newsletter Welcome Sequences"
"The Productivity Template Bundle"
"30 Hook Formulas for Engaging Intros"
Resource packs typically sell for $37-$77 and are often the easiest products to create because you're packaging resources you've already developed for yourself.
3. The Process Breakdown
This shows exactly how you achieve a specific result, broken down into steps anyone can follow. It's your proven system, documented clearly.
Examples:
"My Exact Process for Booking Podcast Guests"
"The 5-Step System for Viral Substack Notes"
"The 48-Hour Content Batching Method"
These products typically sell for $47-$97 and convert exceptionally well because they provide clear, proven pathways to specific outcomes.
The beauty of these product types? They can all be created using the most basic tools:
Writing in Google Docs or Word
Simple design in Canva (even the free version)
PDF export (literally built into every word processor)
Basic setup on Stan Store (my preferred platform) or alternatives like Gumroad
The Power of Product Stacking
Here's something that changed the game for me: you don't need one blockbuster product to build a sustainable income. You can stack multiple simple products over time.
Let's say your first guide makes $300 a month. That might not sound life-changing. But when you create a second product that makes $250, and then a third that makes $400, suddenly you're looking at nearly $1,000 in monthly income.
I currently have five different digital products that each generate between $200-$800 monthly. Individually, none of them would replace a full-time income. Together, they create a substantial revenue stream that exceeds what most writers make from paid subscriptions.
You can also bundle existing products together for higher-ticket offerings. Take three guides that sell individually for $37 each, bundle them with some additional resources, and sell the package for $97.
This product stacking approach has two major benefits:
It reduces pressure on any single product to be a massive hit
It allows you to serve different segments of your audience with different needs
One of my subscribers started with a simple template pack that sold for $27. Over six months, she created four more products ranging from $37 to $67. Now she consistently makes $2,500+ monthly from her product stack – all created with basic tools and no technical expertise.
The key isn't creating complex, technically sophisticated products. It's creating simple, focused solutions to specific problems your audience actually has.
The Simple Weekend Product Creation Process
Let me walk you through exactly how to create your first digital product in a single weekend – no special skills required.
This is the same process I've used to create every single one of my products, including the one that generated $2,700 in its first week.
Saturday Morning: Define Your Product Concept (2-3 hours)
Start by choosing one specific problem your audience faces that you can solve. Look for:
Questions that repeatedly appear in your comments
Topics from your most opened newsletter issues
Challenges you've overcome that your audience still struggles with
Once you've identified the problem, create a simple one-page outline with these elements:
The exact outcome your product delivers
3-5 main sections or components
Any templates, worksheets, or resources you'll include
What you will NOT include (this keeps you focused)
For my first product, this outline looked incredibly basic:
Outcome: Help Substack writers get their first 1,000 subscribers
Sections: Content strategy, Distribution tactics, Engagement triggers, Growth metrics
Resources: Headline templates, Distribution checklist, Weekly tracker
NOT including: Advanced paid conversion strategies, Complex technical setups
That's it. A simple problem and a focused solution.
Saturday Afternoon: Create Your Core Content (3-4 hours)
Now open Google Docs (or whatever word processor you prefer) and start creating the actual content.
The key here is to work in focused 90-minute blocks. For each section from your outline:
Write the main content explaining your approach
Add specific examples or case studies
Include actionable steps readers can implement immediately
Don't worry about perfect formatting yet – just get the content down. Aim for clear, actionable advice rather than theoretical concepts.
If you get stuck, remember this format for each section:
What to do (the specific action)
Why it works (the reasoning)
How to implement it (step-by-step instructions)
Example (showing it in practice)
Sunday Morning: Design and Format (2-3 hours)
Now it's time to make your product look professional – without any design skills.
Open a free Canva account and search for "eBook template" or "Workbook template." Choose one that's simple and clean.
For my products, I use the most basic designs possible – usually just a clean cover page, consistent headings, and some simple formatting. Nothing fancy.
Copy your content from Google Docs into your Canva template, section by section. Add page numbers, a table of contents, and any images or screenshots that help explain your concepts.
Export the finished product as a PDF. That's your product – done.
For any templates or worksheets, create them in Google Docs or Sheets, keeping the design minimal and functional. Export these as separate PDFs to include with your main guide.
Sunday Afternoon: Set Up Your Product on Stan Store (1-2 hours)
This is where most people get stuck, but Stan Store makes this surprisingly easy.
Create a Stan Store account (takes less than 5 minutes)
Click "Create a new product"
Upload your PDF and any additional resources
Write a simple product description focusing on the problem you solve
Set your price (I recommend starting between $37-$47 for most first products)
Connect your payment method (Stan Store walks you through this)
Stan Store has been my platform of choice because it's specifically designed for creators and minimizes technical headaches. Alternatives like Gumroad also work well if you prefer.
Once your product is set up, do a test purchase yourself to make sure everything works properly. Check that:
The payment process is smooth
You receive the product immediately after purchase
All files download correctly
Any delivery emails look professional
That's it. In one weekend, you've created a valuable digital product that's ready to sell.
No coding. No special software. No technical complexity.
Just a focused solution to a real problem, packaged in a way that's easy for your audience to consume.
One of my subscribers followed this exact process to create a simple guide on newsletter monetization strategies. Total time invested: one weekend. First month's revenue: $1,240.
Another created a template pack for freelance pitch emails. Time invested: a single day. First month's revenue: $870.
These products weren't complex. They weren't technically sophisticated. They were simple solutions created with basic tools.
In the next section, I'll show you how to connect your new product to your newsletter and start making sales without feeling "salesy."
Connecting Your Product to Your Newsletter (Without Feeling Salesy)
Now comes the part most Substack writers dread: actually selling your product to your audience.
I get it. You didn't start a newsletter to become a salesperson. But here's the reality: selling your product doesn't have to feel pushy or uncomfortable. When done right, it feels like a natural extension of the help you already provide.
Here's my no-tech approach to selling your digital product through your Substack:
1. The Simple Product Page
Before mentioning your product in your newsletter, create a dedicated post that serves as your "product page." This gives you something to link to when you reference your product.
Your product page should include:
A clear description of who the product is for
The specific problem it solves
What's included (with bullet points)
1-2 specific examples or outcomes
Pricing information
A direct link to your Stan Store checkout page
Keep it simple and focused on the transformation your product provides, not just its features.
I created my product page in about 30 minutes using Substack's standard editor. Nothing fancy – just a clear description of my product and who it would help.
2. The Natural Mention Strategy
Instead of writing dedicated "sales emails," I've found it far more effective to mention your product naturally within your regular content.
Here's how this works:
When writing about topics related to your product, simply include a relevant mention like:
"I cover this strategy in much more detail in my [Product Name], including templates you can use to implement it immediately. But here are three quick tips to get you started..."
Then continue with your valuable free content.
This approach works because:
It doesn't interrupt your regular content
It positions your product as a natural extension of your free help
It doesn't feel like a "sales pitch" to your readers
(PS - I do this in almost all of my Substack posts. I write high-quality content and then simply link to a product at the end. It’s a logical, non-salesy way to serve your audience.)
3. The Welcome Email Opportunity
The most valuable piece of email real estate you have is your welcome email – what new subscribers receive when they first join your list.
Update your welcome email to include a brief mention of your product. Something like:
"PS: If you're struggling with [specific problem], I've created [Product Name] to help you [achieve specific outcome]. You can learn more here: [link]"
This works exceptionally well because new subscribers are in their peak engagement period – they're most likely to open, click, and purchase within the first 7 days of subscribing.
I added this simple PS to my welcome email and now see 2-3 sales every week just from new subscribers.
4. Leverage Substack Notes, Too
Substack Notes provides the perfect low-pressure way to showcase your product in action. Rather than directly selling, share:
A specific insight from your product
A success story from someone who used it
A before/after transformation it helped create
A template or framework it includes
End with something simple like:
"This is from my [Product Name]. If you want the complete approach, you can find it here: [link]"
I post one product-related Note per week, and they consistently bring in 1-2 sales each time.
5. The Non-Salesy Launch Sequence
When you first release your product, it deserves a proper introduction to your audience. Here's the simple 3-email sequence I use that converts without feeling pushy:
Email 1: Problem Identification (No product mention) Focus entirely on the problem your product solves. Help readers recognize they have this problem and why it matters. No mention of your product yet – just build awareness of the problem.
Email 2: Solution Introduction (Soft product mention) Introduce your approach to solving the problem, providing genuine value and actionable steps. Near the end, mention that you've created a complete system for those who want to implement more effectively.
Email 3: Product Announcement (Direct offer) Now properly introduce your product, focusing on the transformation it provides rather than just its features. Include your link and any limited-time offers.
This sequence works because it educates before it sells. By the time you make your offer, readers actually want what you're selling because you've helped them understand the problem.
Remember: Selling Is Serving
The biggest mindset shift that helped me was realizing that selling my product isn't taking from my audience – it's serving them at a deeper level.
If someone is struggling with a problem and you have a solution that can help them solve it faster or more effectively, withholding that solution doesn't serve them.
Your free content helps people. Your paid products help people even more. Both are valuable forms of service.
One of my subscribers was terrified of selling to his audience. He finally created a simple template pack using this approach, mentioned it naturally in his content, and made 17 sales in the first week. His biggest surprise? Not a single negative comment or unsubscribe from his promotional emails.
Troubleshooting: When Things Don't Go as Planned
Let's be honest – your first product launch might not go exactly as planned. Mine certainly didn't. But knowing how to diagnose and fix common issues can mean the difference between a product that flops and one that generates consistent income.
Here are the three most common issues I see newsletter writers face with their first product, and exactly how to fix them:
Issue #1: "I launched my product and hardly anyone bought it."
This is by far the most common scenario, and it usually comes down to one of three specific problems:
Problem: Your product doesn't align with what your audience actually needs.
The fix: Have real conversations with your audience. Send a simple email asking, "What's your biggest challenge with [topic]?" The responses will tell you exactly what product to create (or how to reposition your existing one).
When I first created my Substack Growth Guide, sales were disappointing. After talking with subscribers, I discovered they weren't actually struggling with growth strategies – they were struggling with consistency. I pivoted the positioning of the same product to focus on building a consistent newsletter system, and sales tripled.
Problem: Your audience doesn't trust you enough yet.
The fix: Focus on consistently delivering value through your free content before pushing products. Trust is built through consistency over time.
One writer I worked with saw virtually no sales from her first launch. Three months later, after publishing consistently valuable content every week, she relaunched the exact same product and made 24 sales. Nothing changed except the trust level of her audience.
Problem: You didn't warm up your audience properly.
The fix: Never just drop a product announcement on an unprepared audience. Use the 3-email sequence I outlined in the previous section to educate before you sell.
A Substack writer I know went from 2 sales to 17 sales of the same product simply by implementing this warm-up sequence instead of announcing the product cold.
Issue #2: "The technical setup isn't working properly."
When technical issues arise (and they sometimes will, even with simple setups), here's how to troubleshoot:
Problem: People say they can't access the product after purchase.
The fix: First, check your Stan Store delivery settings to ensure automatic delivery is enabled. Then, do a test purchase yourself to see exactly what your customers experience.
I once had a situation where customers weren't receiving their download links. The fix was simple – I needed to verify my email address in Stan Store settings, which took all of 30 seconds.
Problem: Your PDF is too large to upload.
The fix: Use a free PDF compressor like smallpdf.com to reduce the file size without losing quality. If you have multiple image-heavy files, consider creating a simple zip file to bundle them together.
Problem: Your checkout page looks unprofessional.
The fix: Stan Store makes it easy to customize your checkout page without any technical skills. Focus on:
Adding your newsletter logo
Writing a clear, benefit-focused product description
Including 3-4 bullet points highlighting what's included
Adding a simple testimonial if you have one (even from a beta tester)
These simple tweaks can dramatically increase conversion rates.
Issue #3: "I feel uncomfortable promoting my product repeatedly."
This is an internal roadblock, but it's just as real as technical issues:
Problem: You're worried about annoying your subscribers.
The fix: Implement the "natural mention" strategy I described earlier instead of dedicated sales emails. This feels more comfortable for both you and your readers.
Also, remember this crucial fact: most subscribers need to see your offer 5-7 times before they'll purchase. What feels like "too much" to you is often barely noticed by your readers.
Problem: You feel like an impostor selling your knowledge.
The fix: Start by giving your product to 5-10 subscribers for free in exchange for feedback. Their positive responses will boost your confidence and provide testimonials you can use.
When I first created my Substack Growth Guide, I sent it to 7 subscribers for feedback. Their enthusiastic responses – and the results they achieved – gave me the confidence to sell it more broadly.
Problem: You're not sure how often to mention your product.
The fix: Follow the 90/10 rule – 90% of your content should be pure value, with only 10% focused on promotion. In practice, this means roughly one promotion-focused message for every 9-10 value-focused messages.
Remember: Every Successful Creator Starts Somewhere
Every newsletter writer with successful products faced these exact same challenges with their first launch. The difference isn't that they avoided problems – it's that they persisted through them.
My first product launch generated just 8 sales. My most recent generated over a hundred. The product quality didn't dramatically change – my understanding of my audience and my comfort level with selling did.
If you're feeling stuck on your first digital product or unsure how to get started, I've created something that might help.
📌 Introducing the Six Figure Digital Product Masterclass
After helping dozens of writers create profitable digital products, I noticed something interesting: those who followed a specific system consistently outperformed those who pieced together random advice.
The difference wasn't writing ability, audience size, or even topic area.
It was having a complete, step-by-step system for creating, validating, and selling digital products specifically designed for newsletter audiences.
That's why I created the Six-Figure Digital Product Masterclass – to give you the exact blueprint that took me from zero to over $50,000 in digital product sales in just eight months.
This isn't just another course about creating digital products. It's specifically designed for newsletter writers who want to transform their relationship with their Substack – moving from the content treadmill to a sustainable, profitable business model.
The Masterclass isn't about complicated marketing tactics or technical complexity. It's about creating genuinely valuable products and presenting them in a way that feels natural and aligned with the relationship you've built with your audience.
What's Inside the Masterclass
The Six Figure Digital Product Masterclass gives you immediate access to:
• The Product Validation Framework – My step-by-step process for identifying high-converting product opportunities hiding in plain sight in your audience (even if they're not actively asking questions)
• The Weekend Product Creation System – How to create compelling digital products in 48 hours or less, with templates for every type of product that works for newsletter audiences
• The Perfect Pricing Formula – The psychological pricing strategies that consistently outperform both lower and higher price points (hint: it's not what most "experts" recommend)
• The 7-Day Launch Sequence – My exact email templates and launch strategy that converts even cold audiences into eager buyers without feeling "salesy"
• The Perpetual Sales Machine – How to set up systems that continue selling your products without constant promotion, creating true passive income from your newsletter
Plus, implementation guidance for every step, from idea validation to technical setup to long-term scaling.
This Works Even If...
You have a small audience (I sold my first product to an audience of under 1,000)
You've never created a digital product before (the templates make it nearly foolproof)
You're not "technically savvy" (I'll show you the simplest tools that require zero coding)
You're in a "difficult" niche (I'll show you examples from dozens of different niches)
You're busy and don't have weeks to spend on product creation (that's exactly why this system works)
Special Bonuses (Available this Week Only)
When you join the Masterclass this week, I’ve just added two new bonuses:
"5-Day Digital Product Sales Launch Training" — This method ensures your product sells by properly prepping your newsletter audience beforehand. Remember it takes around 7 mentions before someone typically buys, and this training shows you exactly how to structure those mentions for maximum conversion.
"Six Figure Digital Product Brainstorming Template" — This template helps you mine your existing newsletter content for product ideas your audience will actually pay for, so you're never starting from scratch or guessing what will sell.
Join the Masterclass Today
The Masterclass is available for enrollment right now.
When you join below, you'll get immediate access to the entire program and bonuses, so you can start implementing right away.
As Maria, one of my students, put it:
"I was about to give up on my newsletter after six months of publishing with minimal financial return. Your approach completely changed my perspective. My first digital product made $1,470 in the first week – more than I'd made in six months of paid subscriptions. But even more valuable was the freedom I felt. For the first time, I could write what I was passionate about without the constant pressure to justify a subscription price."
Remember: Start Small, Then Expand
The biggest mistake I see writers make is trying to build this entire ecosystem at once. Instead, focus on creating one successful product first. Get it selling consistently, then expand from there.
Your first product doesn't need to be perfect. It just needs to solve a real problem for your audience.
OMG, this post is brilliant. It answers all my questions. Thank you so much, Wes.
Hey Wes! Another master piece from your side as expected! This post answers so many questions, solopreneurs have.. Especially the troubleshooting part is the best! Keep up the great work!
PS - Would you mind to provide your honest feedback for one of my min-course? It won't take more than 10 mins of yours but will add so much value to the quality! Looking to hear from you, soon!