Dear digital product creator, 

Have you ever asked yourself what actually separates a creator scaling to 30+ sales a day… from one whose course never gets past a trickle — no matter how good the product is?

Whether you're about to build your course, or you already did and it stalled, the answer is the same. And it's probably not what you've been told.

It's NOT more traffic. You can pour a thousand buyers a day into an offer, and if it doesn't convert, more traffic just means more people saying no, faster.

It's NOT a lower price. Drop your price and watch what happens — sales barely move, or worse, they slow down. Something else is stopping the yes, and it's not the number on the page.

It's NOT more bonuses. Stack ten bonuses onto an offer that isn't converting, and you'll find out the hard way: bonuses don't fix whatever the real problem is. They just delay you from finding it.

It's NOT a better sales page. Hire the best copywriter money can buy, split-test ten headlines, obsess over every word — and if you're honest with yourself, you already know: the words were never going to be the thing standing in the way. 

It's NOT the wrong niche. You can be in the hottest, most profitable niche on the market — and your course can still end up collecting digital dust. Being in the right niche matters, sure. But it was never a guarantee that your product would scale. 

So what does make the difference?

I didn't figure it out in a boardroom, or from some guru's course.

I found it the hard way — after watching five of my own courses fail, one after another, for reasons I couldn't explain at the time.

By the fifth flop, I stopped asking "how do I market this better" and started asking a different question entirely. That question changed everything — and it's the same question I'm about to hand you.

But first, let me take you back to where it started, because you need to see exactly what went wrong before the answer will make any sense.

Back in 2022, I created my first digital product.

It was a massive success.

I followed the exact path most gurus preach:

• Step 1: Market research.
• Step 2: Pre-sold it with Meta ads before it even existed.
• Step 3: Got 5+ founding buyers to prove demand.
• Step 4: Built the course.
• Step 5: Launched it. Scaled it.

That approach works. I want to be clear about that. But it's missing one step — and I wouldn't find out what that step was until it cost me five products in a row.

Later that year, I did it again. Second product, same path.

Also a massive success.

Two for two. My ego inflated fast. I started thinking of myself as someone who just... knew how to build things that sell. I'd cracked the code.

Then I built my third course.

Same research. Same pre-sell. 5+ founding buyers, right on schedule, proof of demand sitting right there in my inbox.

I built it. I launched it.

And it made a few sales here and there — just never enough to add up to anything close to a decent income. 

I told myself it was the ads. Spent weeks tweaking them. Sales barely moved.

Told myself it was the price. Dropped it. A trickle of sales, nothing more.

Told myself it was the sales page. Rewrote it — twice — convinced the words weren't landing.

They landed fine. That wasn't it either.

Eventually I did what most creators do at that point: I gave up on it. Let it sit there, collecting digital dust, and told myself it was just a fluke.

So I picked a new niche. Fresh start, hot market, clean slate.

Fourth product. Flopped again.

Same story. Same slow bleed of "maybe it's the ads, maybe it's the price, maybe it's the page." Same ending — another course stuck making pocket change instead of the income I was actually building toward. 

I won't walk you through the fifth. Or the sixth. By then the pattern wasn't a mystery, it was just painful — I kept carrying the same unanswered question into every new attempt, which meant I kept getting the same answer.

Five flops. Two successes. And no idea what separated them.

By the fifth flop, I stopped asking "what's wrong with this ad" or "what's wrong with this price," and asked a different question for the first time:

What did the two that worked actually have that the five that failed didn't?

I went back and looked. Really looked.

And here's what I found:

Every single person selling — myself included — is doing the exact same job. We're all taking a prospect from where they are now (Point A) to where they want to be (Point B). That promise never changes. It can't. It's the thing the prospect already wants, and none of us get to redefine that.

But how you get them from A to B? That's not fixed. That's the one thing you actually control.

And on five of my products, my "how" looked, sounded, and felt exactly like everyone else's "how." Same structure. Same angle. Same promise, delivered the same way as the twenty other options already sitting in my prospect's browser history — options they'd probably already tried, and probably already been let down by.

I hadn't just failed to stand out. I'd unknowingly built my own competition.

And it's only gotten worse since. The days when you could be the only solution in your niche — the only pub in town — are long gone. AI put course creation on easy mode. Throw together some slides, record a few videos in an afternoon, and you've got a "course." Everyone and their grandmother can do it now. Which means the shelf you're placing your product on is more crowded than it's ever been. 

On my two successes, without fully realizing it at the time, I'd done something different — I'd gotten my prospect from A to B in a unique way, one they hadn't seen before. That's the only variable that changed. Not the offer. Not the niche. Not the ad spend.

The "how."

I call it Breakthrough Positioning — and it was the missing step in every single one of my five flops.

The moment your product becomes the obvious choice, marketing stops carrying the entire weight of the sale. Your ads don't have to do all the convincing. Your sales page doesn't have to overcome every objection alone. Your product starts doing part of the selling before a single word of copy ever has to.

Here's a brutal truth: Marketing can't manufacture positioning. It can only tell the truth about it — which means if the product isn't actually different, no amount of marketing will make it feel that way for long.

Let me be clear about what The Obvious Choice Method is not.

This is not a course on how to create a digital product. This is not a course on funnels, ad spend, or copywriting. This is not another "niche down and find your passion" pep talk. 

If you're about to build your course, you don't need another voice telling you how to build it. If you already built one and it flopped, you don't need another voice telling you to market it harder. 

What you need is the piece nobody's teaching: how to make sure the thing you build — or rebuild —  isn't just another option in a crowded shelf of lookalikes.

The Obvious Choice Method is exactly that. It's the missing step that turns "I have no idea what makes me different" into "I have the obvious choice product" — before you spend a single dollar on ads, before you rewrite a single sales page, before you repeat the same mistake I made five times. 

Here's the 6-step path, the one every guru teaches — with the piece that's always been missing, finally in its place: