How to price a digital product

Pricing is the part people put off, usually by picking whatever feels safe and moving on. Here is a method that takes about ten minutes and gives you a number you can defend.

Start with what it saves them

Time to build the thing themselves. Money they would have spent on a session with you. Months of working it out alone. Whatever your product replaces, that is what it is worth, and it is almost never related to how many hours you spent writing it.

A meal plan that replaces a weekly decision is worth more than its page count suggests. A template that saves somebody a weekend is worth a good fraction of a weekend.

Then check it against three anchors

• What your audience already spends with you. If people buy your prints happily, something at a similar price will not make them think twice.
• What the thing it replaces costs. An hour of your time, a class, a service they would otherwise book.
• What it sits next to in their week. A number people spend without planning behaves completely differently from one they have to consider.

Use a round number

Pick something you can say out loud in a story without hesitating. If you stumble over it in a voice note, it is the wrong number, and that instinct is usually right about your own audience.

Start lower than feels right, then raise it

The first ten sales tell you more than a week of deliberating. They also give you the thing that makes every later sale easier: people who bought it, used it, and said so.

Raising a price is straightforward and completely normal. Tell people it is going up, give a date, and the week before a rise is reliably one of the better sales weeks you will have.

Offer one thing, not three

Three versions of an ebook makes the buyer do research before they can spend anything. One product at one price converts better, and it is far less work for you.

Bundles are the exception worth making. Once you have three products, selling all three together at a saving is the easiest extra revenue available to you, because the buyer has already decided they like your work.

What to do about the price on the page

Show it. A page that hides the price until checkout loses the people who would have paid it and keeps the ones who are about to be disappointed. Put it on the buy card, in numbers, next to the button.