The 'easy' offer that keeps on giving

Context

It's late 2021. Having recently released a course for Java developers, I'm faced with a dilemma. Either take the hard option by recording new modules for my course, or take the easy option by simply repackaging it. I choose option two.

Will software developers prefer learning from a course or ebook? I have no idea, but decide to make the offer to find out.

Want help planning your own ebook offer? Let's talk.

Effort

For me, a course and ebook are the same information in a different format. So my first step is to copy and paste my course script into a new Google Doc. It doesn't take long, but some changes are still needed.

I write out the code examples that in the course I'd shown on screen and make some other adjustments. After a few weeks, v1 is finished. But I keep polishing, unsure when I've reached 'good enough'. Soon, with plenty of days not working on the project, a few months have passed.

I decide to offer a 50% discount during a one-week launch period, dropping the price to $14. On 10th Feb 2022, I send the launch email and wait to see if anyone will find my Java book valuable.

Results

On the first day, ten people buy. I'm delighted. But the day after, nothing happens. There's a small burst of sales when I announce the end of the offer period, but after that they come infrequently.

After one year, I've sold 47 copies. The numbers are lower than I was expecting, especially since I'm promoting the book in my articles and YouTube video descriptions. Based on feedback, I know people like the book. Someone even gets a physical copy printed and sends me the photo. But for some reason, it feels like I can't tap into the book's full potential.

Today, I've made over $10,000 from selling the book on my website. It's a slow burn, but even today I get an occasional sale from something I made years ago.

Lesson

Before, I believed I had to put in lots of effort and endure hardship—that was the only way to make something worth paying for. Creating this book proved that doing the 'easy' option can still end up with something people want to buy.

Despite this, having two versions of the same product didn't turn out to be such a good idea. I've had to constantly ask myself whether to promote the course or the ebook. It also inevitably raises questions in the minds of customers too. Eventually, I discontinued the course to focus exclusively on the book.

Conclusion

An offer that feels too 'easy' might be the exact thing someone else needs right now.

Most of us have knowledge we take for granted or resources that are underused. Who could benefit from yours? Make the offer and see what happens.