Daniel Vassallo

Daniel Vassallo quotes on product

Building a portfolio of small bets. Quarter-time with Gumroad. Building userbase.com. Creator on dvassallo.gumroad.com. Ask me anything at daniel@hey.com.

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My advice to first-time info product creators: 1. Start with a very small product. 2. Choose a topic you know well that will almost write itself. Avoid doing research. 3. Timebox production to 2 weeks. 4. Charge $10. 5. Promote it. All the lessons are in #5. Best of luck


Don't build a product. Build a portfolio of small bets. Once you adopt this perspective, it becomes a lot easier to figure out what you should be doing (and not doing).


If people want to buy your product because there's you behind it, you're in an uncontested market space. The competition becomes irrelevant. Nobody can copy you.


If people want to buy your product because there's you behind it, you're in an uncontested market space with no competition. Nobody can copy you.


Product first: You start with an idea & try to make it a reality at all costs. Business first: You start with a business strategy & try to maximize profit via prudent risks. Lifestyle first: You start with a preferred lifestyle & try to find business activities that enhance it.


The science says that a $10 product sells significantly more when priced $9.99. Yet, I prefer pricing my products in multiples of $5. A $9.99 price makes me feel as if the seller is taking advantage of a bug in my brain. I prefer if my customers don't experience that feeling.


If you create things that you can keep on the market at a very low cost (including your time), you almost cannot fail. Worst case scenario is a slow success.


I chose to create & sell one-off info products instead of paid newsletters because I prefer not to enter into an obligation to produce content on a schedule.


The Golden Rule applied to marketing: 1. Explain your product how you'd like products to be explained to you. 2. Charge others as much as you'd pay yourself. 3. Create the refund policy you'd want for yourself. 4. Don't do what you'd consider a nuisance.


You can never be certain that people will buy what you're creating. You're always operating under uncertainty, but you can improve your odds by trying to understand what motivates people to take out their wallet. If you can't study how other people behave, study yourself.


You want people to buy your product because it's YOU making it. There might be hundreds of competing products, but there's only ONE you. Make YOU part of the product. Think about what people might be interested to buy from you specifically. That can be your starting point.


If you want to help (both yourself and others), do something where people will voluntarily exchange their hard earned money for it (and not regret it).


Your book might change lives, have the best testimonials, and perfect ratings. But there's a psychological limit to how much people will pay for a PDF. Pricing consumer products is almost all about psychology.


It’s easier to sell me something that eliminates what I know I dislike, than something new that I expect to like. We are more confident in what we dislike than in what we expect to like.


In a normal economy, almost everyone is able to make a living trading their time for money. But you definitely can’t say the same thing about product owners. Everyone wants to decouple their income from their time — the problem is there’s no predictable way to achieve that.


Getting people to know you is a competitive advantage. All important things being equal, people prefer doing business with someone they know (even if a little bit). And others can copy your product, but nobody can copy you.

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