If You Build It, Will They Come?



Creating products is really exciting. It’s what everyone says you have to do if you want to earn a lot of money online.

And, it’s true. If you want to build your authority and get customers for life, then you need to have a stable of products out there. People need to be able to buy products from you that are related to evergreen topics they’re interested in as well as hot, fresh topics they’re interested in.

When you create products, people start to look at you in a different way. All of a sudden, you’re an authority. You’re someone they can look up to. You can earn a lot of authority by creating products that you can’t get in any other way, even as an affiliate or another type of active player in a niche.

However, while product creation can be the path to riches and achieving your dreams, I don’t want to paint too rosy of a picture.

Creating Products Doesn’t Lead To an Instant Fortune

Indeed, product creation can be very trying and difficult at times. What happens if you spend a lot of time creating a product but no one buys it?

That can be absolutely devastating. Whether you’ve dedicated hours, days, weeks, months or even years creating a product, that doesn’t guarantee people will actually buy it.

There are several different reasons why this is the case. It’s important to work through these reasons and never throw in the towel when a product doesn’t work unless you now know that the product was never a good fit for the market in the first place. And that brings me to my next point.

There Has To Be a Demand for the Product

Before you get started creating a product, you have to make sure there is a demand for the product. You have to focus on something people are already buying and present it in a new and interesting way.

Sure, you could take a risk and create something that’s totally fresh, new, and unproven, but again… that is a risk.

If you want to be more sure about your profit potential, pay attention to hot topics. Pay attention to what people are willing to pay for.

If you create a product that has a high demand and you’ve really targeted your niche and it’s still not selling, then it’s time to look at other potential reasons.

Reasons People Aren’t Buying Your Product

If you’ve already determined that there’s a market for the product and people still aren’t buying it, there might be a few different reasons.

One of the first and perhaps most obvious is that no one has seen your product up for sale. Maybe you’ve created the product and you’ve tossed up a little sales page and a buy button and are just waiting… and waiting… and waiting… but no one is buying.

Just because you build it, doesn’t mean they’ll buy it.

Just because you have a product for sale doesn’t mean that people will automatically know about it. They can’t buy your product if they don’t know about it.

If you’re sitting there looking at your sales stats and lamenting because the product’s not selling like you thought it would, think long and hard about whether you’re actually actively trying to drive traffic to that sales page.


Have you done absolutely everything you can to drive traffic?

Think about paid ads, articles, social media marketing, email marketing, search engine optimization, building links, joint venture opportunities, getting affiliates on board, and other avenues of driving traffic.

Until you have exhausted all the avenues and determined the best way to drive traffic to your sales page, you absolutely cannot throw in the towel. Build it and drive traffic to it and then perhaps they’ll come.

Another thing to consider is your sales page. If you have a really terrible sales page that doesn’t position your product well at all or if no one can figure out what your product is about, then no one is going to buy it. That’s a simple fact.

You have to make sure that you understand the art of copywriting or hire a copywriter. Pay attention to the benefits of your product and really hit deeply on emotional hot points for the customer. Make sure that people understand what your product is and that it’s an offer they simply can’t refuse.

Sometimes, you have to get some momentum first before people will start to buy from you like crazy. So, maybe you release a product and it’s not making as many sales as you thought it would. It might be time to put your sales page up, put traffic generation in place and get affiliates to drive traffic to your page (which is perhaps the best method of driving traffic to an info product). Then, as long as everything is in place, start creating your next product.

When you have several products out there, you’ll be a clear authority in the niche. When you’ve made sure that you’ve not only built it, but also optimized it, positioned it well, and started driving traffic to it, then you’ll start to make more sales. When you have more than one product out there, you’ll start to acquire customers for life who will check out your current products, your past products, and everything you release from here on out.

Create a Checklist for Yourself

If you’re ever frustrated about your product sales, it can help to create a checklist for yourself. It’s easy to feel down about your lack of sales and feel like you’ve done everything you can.

But, when you really make a list of the things you done (and haven’t done) to sell the product, it can be very eye-opening. You might start to see the holes in your plan or lack of a plan. You might even start to get excited again because you see how many possibilities exist for jumpstarting product sales.

Create Solid Goals

When you think about the phrase, “if you build it, they will come,” what does that really mean? How many people will come? What will it take for your product to be considered a success in your own eyes?

If you can’t define it, then you can’t achieve it. It’s very important to set solid goals for each product you release. How many product sales do you want to make this week, this month, within three months, within six months, and within a year? If you know those things, then you can take the steps to achieve what you want.

Build It… and Then Do This…

Create solid goals and then come up with a to-do list and checklist for those goals. Do everything you can to create an optimized sales funnel and drive traffic to your product.

I stress again – don’t give up if you haven’t done everything you can do. Just because you put it up for sale doesn’t mean it will sell. Pay attention to what will make your product sell well and you can earn a lot of wonderful money as a product creator.