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A free guide by Lauren Dallas Instagram
Your Product Isn't Failing Because It's Bad. It's Failing Because It's €9.
Most first products get priced at €9. Not because they're worth €9 — because the person who made it is scared. Scared nobody will buy. Scared someone will say "who does she think she is?" Scared of being seen trying. So they price low. It doesn't sell anyway. And they decide the product was the problem. Here's the truth: price isn't a number you guess. It's a signal. It tells people how seriously to take you. Too low, and they don't trust it. Too high without proof, and they can't justify it.
Here's a 10-question quiz to find out what your digital product is actually worth - and how to justify every euro of it.
Answer 10 quick questions about your product. Tick one box per question, add up your points, and your score puts you in one of four price tiers, with the reasoning to back it up.
Step 1
Take The Test: Part 1
Tick one answer per question and keep a running total.
How big is the result your buyer gets? A quick win or shortcut (1) · A new skill they can use (2) · A new income stream or career move (3) · A full business or life transformation (4)
How painful is the problem you solve? Nice to have (1) · Annoying, they'd like it gone (2) · It's costing them money or time (3) · It keeps them up at night (4)
How much of YOU is in it? A PDF or checklist (1) · Templates or a toolkit (2) · Video lessons or a full course (3) · Live access to you (4)
What would it cost them to figure this out alone? An afternoon of Googling (1) · Weeks of trial and error (2) · Months, plus wasted money (3) · Hiring an expert (4)
Who is it for? Basically everyone (1) · A broad niche (2) · A specific type of person (3) · A specific person with one specific problem (4)
How big is the result your buyer gets? A quick win or shortcut (1) · A new skill they can use (2) · A new income stream or career move (3) · A full business or life transformation (4)
How painful is the problem you solve? Nice to have (1) · Annoying, they'd like it gone (2) · It's costing them money or time (3) · It keeps them up at night (4)
How much of YOU is in it? A PDF or checklist (1) · Templates or a toolkit (2) · Video lessons or a full course (3) · Live access to you (4)
What would it cost them to figure this out alone? An afternoon of Googling (1) · Weeks of trial and error (2) · Months, plus wasted money (3) · Hiring an expert (4)
Who is it for? Basically everyone (1) · A broad niche (2) · A specific type of person (3) · A specific person with one specific problem (4)
Part 1 Subtotal
Add up your Part 1 subtotal before moving on.
Step 2
Take The Test: Part 2
Keep going. Be honest.
What proof do you have that it works? None yet (1) · My own results (2) · A handful of testimonials (3) · Lots of client results (4)
How warm is your audience? Brand new, still building (1) · They follow, but they're quiet (2) · They comment, DM and engage (3) · They've already bought from me (4)
Does it help them make or save money? No, it's lifestyle or fun (1) · Indirectly (2) · Yes, most likely (3) · Yes, with a clear return (4)
How long will they use it? Done in 10 minutes (1) · An hour or two (2) · A few weeks (3) · Months, or on repeat (4)
Could they find this for free? Yes, easily (1) · Bits of it, scattered around (2) · Not in this form (3) · Only from me (4)
What proof do you have that it works? None yet (1) · My own results (2) · A handful of testimonials (3) · Lots of client results (4)
How warm is your audience? Brand new, still building (1) · They follow, but they're quiet (2) · They comment, DM and engage (3) · They've already bought from me (4)
Does it help them make or save money? No, it's lifestyle or fun (1) · Indirectly (2) · Yes, most likely (3) · Yes, with a clear return (4)
How long will they use it? Done in 10 minutes (1) · An hour or two (2) · A few weeks (3) · Months, or on repeat (4)
Could they find this for free? Yes, easily (1) · Bits of it, scattered around (2) · Not in this form (3) · Only from me (4)
Total Score
Your total score is Part 1 + Part 2, somewhere between 10 and 40.
Step 3 — Find Your Price Tag
01
Score 10–17, The Snack (€7–€27)
quick, easy, impulse buy. Its job isn't to make you rich — it's to turn followers into buyers for the first time. Think checklists, template packs, swipe files, mini-guides, presets.
02
Score 18–25, The Staple (€47–€197)
solves one clear problem start to finish. Big enough to feel like an investment, small enough not to need a sales call. Think mini courses, toolkits, workshops, product bundles.
03
Score 26–33, The Signature (€297–€997)
your flagship — a full system that gets a real result, the one people know you for. Think full courses, programmes, cohorts, yearly membership.
04
Score 34–40, The Statement (€1,000+)
high touch, high trust, high result — you and your time are part of the product. Think coaching, done-with-you, masterminds, VIP days.
Note
Scored low but want to charge more? Look at the questions where you ticked 1 or 2. Those are exactly what to add to your product before you raise the price.
Step 4
The Justification Formula
Your price should feel like a steal, not a stretch. People don't buy a product — they buy what it does for them. So stop asking "what's this worth?" and start asking "what's this worth to THEM?"
Value to them (time, money or stress saved) ÷ your price = 10x, the no-brainer zone.
Value to them (time, money or stress saved) ÷ your price = 10x, the no-brainer zone.
Worked Example
Worked example: a Canva template pack for coaches saves 8 hours a month. A designer would charge €40/hr for that — €320 of value in month one alone. Divide by 10 for the no-brainer price, and you land around €27–€37. Say it in your sales copy: "A designer would charge you €320 for this every month. You get it once, for €37." That's not a price — that's a comparison, and it does the justifying for you.
Step 5
Build The Price Ladder
One product is a side hustle. A ladder is a business. Your tier isn't where you stay — it's where you start. The creators with real passive income have a product on every step, and each one leads to the next: a Snack (€7–27) earns a small yes, a Staple (€47–197) delivers the full fix, a Signature (€297–997) is the whole system, and a Statement (€1k+) is you, in their corner.
The Move
The move: inside every product, point to the next step up. A Snack buyer should finish it thinking "if the €17 thing was this good…"
Real Talk
A price tag without a launch plan is just a number.
Now you know your price, how to justify it, and even what to build next.
5 Pricing Mistakes
5 pricing mistakes costing you sales: pricing by how long it took to make instead of the result it gets them; copying a competitor's price without knowing their audience or proof; going cheap "just to get sales," which attracts the least committed buyers; having one product with no next step, leaving money on the table; and never raising your price, even as every new testimonial and bonus adds value. Retake this test every launch.
Free Training
Learn How I Made $10.5K In 4 Days From A Brand New Instagram Account
The exact system you can copy to make daily sales with a digital product. A free live training revealing the steps that have helped complete beginners make $3.5K in 2 days, $18K in a first launch, and $185K in 6 months — without a big following, paid ads, or hours of daily content.
You'll walk away with:
✔ The 4-step ZAPO process to find a profitable niche people are already paying for, even in a crowded market
✔ How to create your digital product and sales page in minutes using AI, no tech skills or big budget needed
✔ The 4-step launch strategy to make your first sales online, even with no audience
✔ The exact Pre-Launch → Launch → Scale system to go from your first sale to consistent $10K+ months
Real Results ★
You don't need a big following to get big results
