If you’ve been obsessing over sales funnels, course platforms, or how many bonuses to pack into your next digital product… pause.
Because while all of that matters, none of it will land if your audience doesn’t feel like you actually see them.
The truth is:
In the digital product world, people don’t just buy information—they buy you.
Your energy. Your story. Your way of saying, “I’ve been there—and here’s what helped.”
The most successful creators in the Shortcuts Squad didn’t just build content—they built emotional connection. And it made their products magnetic.
Here’s how they did it—and how you can too.
1. People don’t buy information—they buy perspective
Let’s be real: you’re probably not the first person to teach what you teach.
But that’s not a problem. That’s your edge.
Because in a world full of recycled info, your lived experience is what cuts through the noise.
Take Anthony Kuo, a career coach who left the world of data analytics to help people find more fulfilling work. You might think a buttoned-up, corporate background would lead him to polished webinars and perfect slides.
Instead?
“People want someone who’s real. They can see right through the overly edited videos and big promises.” —Anthony Kuo
His first buyers came from friends, therapists, and people in his network who trusted him—not his branding. He ditched the analytics dashboards and leaned into honest, imperfect content. No hype. Just real.
Same with Jonathan Green, who runs a thriving digital product business from an island in the Philippines. He’s not trying to scale to the moon. He’s not pretending to be a guru.
He just shows up—sharing his life, his family, and the quirky ways he uses AI to make coloring books for his kids.
“People are tired of perfection. They want to connect with someone real.” —Jonathan Green
And guess what? That authenticity sells. His business generates over $20K/month.
2. Vulnerability builds trust (and loyal buyers)
We often talk about “audience building” like it’s a numbers game.
But the people who actually buy from you? They’re not numbers. They’re humans craving resonance.
That’s where vulnerability becomes your secret weapon.
No one does this better than Sarah McDugal, who built a business helping trauma survivors—particularly women—rebuild their lives through digital entrepreneurship.
Her audience?
- 60,000 Facebook followers
- 10,000 members in private groups
- 20,000 email subscribers
All grown organically—no ads, no hacks. Just honest storytelling.
“I didn’t focus on selling. I let people walk alongside me during my chemotherapy and hard days. That transparency brought people in—not because I was perfect, but because I was real.” —Sarah McDugal
She sells $27–$37 workshops, low-cost memberships, and a signature course. But her true offer is hope. Her digital products don’t just solve a problem—they reflect a path she walked herself.
People buy because they trust her. They see themselves in her story.
3. Your brand is you—especially at the start
There’s a myth that you need to "build a brand" before selling.
Nope.
If you’re a solo creator, you are the brand. And that’s a good thing. Because nobody else has your voice, your story, or your unique mix of values and experiences.
That means:
- You don’t need 100K followers.
- You don’t need to go viral.
- You don’t need a polished personal brand deck.
What you do need?
To show up consistently as you. Whether that’s in a blog post, a PS in your email, or a 5-minute Loom video for your product page.
Sarah Masci proved this with her now-famous “Day Rate” model. She was a burned-out designer juggling too many clients—until she simplified her offer and started teaching others how to do the same.
Her first buyers? Other designers who saw themselves in her exact situation.
“The more niche, the more specific you can get, the easier it is to market your service or course.” —Sarah Masci
When your message is rooted in your story, it doesn’t need to reach millions. It just needs to land with the right 20 people.
4. How to show up authentically (without oversharing)
Let’s be clear: Authenticity isn’t about spilling your deepest trauma or documenting every moment of your day.
It’s about strategic vulnerability.
Here’s how to do it well:
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Share stories with purpose: Start with a moment that feels personal—but connect it to your product.
Example: “I used to dread logging into Google Drive… until I built a folder structure that saved my sanity. That became my best-selling template.”
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Use everyday language: Write your emails like you’d text a friend. “Hey, just wanted to share something that helped me this week…” goes further than a 500-word intro.
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Invite people in: Let your audience participate. Ask what they want to learn. Share behind-the-scenes decisions. Test product ideas with them.
- Be consistent, not perfect: Don’t wait for your brand to feel “ready.” It becomes clear through the content you share—especially when you’re real.
Final Takeaway: The shortcut isn’t strategy—it’s you
You can learn ads. Build funnels. Hire a copywriter. But no one else can bring your story, your style, and your energy to your offer.
And in a digital world overflowing with templates and AI-generated everything, that’s what makes people stop scrolling and say:
“This person gets me.”
So if you’re stuck wondering what makes your product different, start here:
Make it personal. Make it real. Make it you.
The real shortcut isn’t a strategy. It’s connection.
Because that’s what sells—and what sticks.
Need help turning your story into a product that connects?
Start with something small. Then tell people why it matters.
And if you’re looking for under-$100 templates, guides, and tools from creators who’ve been there—browse the marketplace.
There’s always a shortcut.