If you already have an audience — whether it’s on Instagram, YouTube, or your email list — but your digital products or courses just aren’t selling the way you hoped, this blog post is for you. I recently coached a student in this exact situation, and in today’s post, I’m breaking down the advice I gave her — and what I know can help you, too.
We’re talking through the mindset shifts, practical strategies, and marketing systems you need to turn your content into a real income-producing business. If you have digital products, courses, or an offer suite you believe in, but you’re struggling to generate consistent sales — this is where you want to be.
Links Mentioned in this video:
- Free 10-Day Instagram Plan: https://stephaniekase.com/instagramplan
- Black Friday Catalog (Inbox to Income, Stories Growth, + More): https://stephaniekase.com/blackfriday2025
- 10 Freebie Ideas Google Doc: https://stephaniekase.com/freebieideas
- Launch Timeline & Checklist Freebie: https://stephaniekase.com/timeline
- YouTube Video: Upsell Strategy & Increasing Cart Value: https://youtu.be/7nUlNBUjGuc?si=-Wzg9TFj3P0EDUuS
Step One: Get Your Mindset Right About Selling
Let’s start with something that often gets overlooked — your mindset around selling. This is foundational.
You can create the most helpful course, post high-value content daily, and still wonder why no one is buying — and often, it’s because you’re afraid of actually selling. Not just pitching, but owning the transformation your offer delivers.
When you know your digital product is the best next step for someone, selling it becomes an invitation, not a pitch. Think of it like this: your free content builds trust, but the real transformation happens when someone invests. That’s when they’re more likely to take action, follow through, and truly get results.
If you feel weird being “salesy,” flip the script. Selling isn’t selfish — it’s service. Your audience came to you for a reason. Boldly offering your course or product is how you make the impact you’re here to make. And when someone pays, they pay attention.
Step Two: Clarify and Simplify Your Offer
The next step is to take a hard look at your actual offer. Is it clear who it’s for, what problem it solves, and how it helps?
Here’s a simple test: could you explain your offer in one sentence — using the exact language your audience uses?
Avoid industry jargon or overly clever phrases. The goal is clarity, not creativity. As I often say: use $1 words, not $100 words. Keep your sales page, checkout process, and even your course title as simple and straightforward as possible.
Do market research. Ask your audience what they’re struggling with and what words they use to describe it. Then use that in your content and sales messaging. Clear messaging converts. Confused buyers don’t buy.
Another tip? Trim the fluff. Say what needs to be said — and no more. Simple sells.
Step Three: Use Social Media to Generate Leads — Not Just Sales
One of the biggest mindset shifts I help my students make is understanding the role of social media. Instagram, YouTube, and other platforms aren’t always where the sale happens — they’re where trust and connection begin.
Think of social media as your top-of-funnel lead generator. The goal is to give valuable, free content that builds trust and points people to your email list. That could be through a free lead magnet, a low-ticket product, or even a webinar.
If 1% of your leads convert into a sale, your focus shouldn’t be on trying to make one sale from a post. It should be on getting 100 new leads. That’s how you create sustainable, repeatable income.
Plus, when you’re constantly giving value on social media, pitching becomes way less “salesy.” It feels natural — because you’re serving first.
Step Four: Sell Through Email (That’s Where the Real Conversions Happen)
Once someone’s on your email list, that’s when you go deeper. Email marketing is your best friend when it comes to digital product sales.
Your list is where people expect to hear about your offers. That’s why I recommend emailing your list consistently — even if it’s just once a week at first. Start by sharing valuable tips, stories, behind-the-scenes insights, and linking to freebies. These can naturally lead into your offers.
Now let’s talk strategy. You’ll want to use a mix of:
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Live emails: Weekly or campaign-style emails around launches or promos
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Automated funnels: Set-it-and-forget-it sequences like tripwires, evergreen webinars, or 5-day product funnels
Funnels are especially powerful because they sell while you sleep. For example, someone downloads a freebie, gets an instant offer for a low-ticket product (a tripwire), and is then pitched your main course over the next few days.
Keep these funnels short and focused. Four to seven days is plenty. Your audience will appreciate the simplicity — and you’ll see better results.
Why This System Works (and Will Keep Working Long-Term)
If you’ve been spinning your wheels trying to “sell” on Instagram alone or feeling discouraged that your engaged audience isn’t converting, it’s time to restructure your approach.
Here’s the big-picture strategy:
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Show up with value on social media — serve your audience well without immediately pitching
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Capture leads from those platforms by offering free or low-ticket resources in exchange for email addresses
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Nurture and sell through email — where conversions are stronger and more direct
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Use funnels and weekly emails to keep sales consistent without needing to always be “on”
When you build this foundation, you’re not dependent on the algorithm or trending reels. You’re building a sustainable business with offers that convert and a community that’s warm and ready to buy.
Your Next Steps
If you’re ready to create consistent digital product sales, the first step is to build your list and start emailing them regularly. To help you get started, I created a free 10-Day Instagram Content Plan with 10 feed prompts and 10 story ideas — perfect for turning followers into leads.
Or, if you want to go even deeper into how to sell courses and digital products through email, don’t miss my course Inbox to Income — available on sale inside the 2025 Black Friday catalog for one day only!
You’ve got this, friend. Your course or digital product can change lives — including your own — but only if people know it exists and understand the value it brings. Time to be bold and sell with confidence!
