Glossary

Every key term from this course, in plain English. No jargon left unexplained.

Digital product

Something you create once and sell repeatedly with no inventory or shipping: an ebook, course, template pack, software tool, or audio program. Margins are near 100% after creation.

Validation

Proving people will pay before you build. The cheapest validation is a pre-sale: if strangers give you money for something that doesn't exist yet, the idea is valid.

MVP (Minimum Viable Product)

The smallest version of your product that delivers the core promise. Not a rough draft — a complete solution to one specific problem, without the extras.

Lead magnet

A freebie that earns email addresses: a checklist, a sample chapter, a mini-template. The bridge between audience and customers.

Sales page

The page that sells your product: headline, problem, solution, proof, offer, guarantee, call to action. Every element has a job.

Conversion rate

The percentage of sales page visitors who buy. 1–3% is normal; below 1% usually means a traffic or message problem.

Launch sequence

The series of emails and posts over 1–2 weeks that builds anticipation, opens the cart, handles objections, and closes. Launches are campaigns, not announcements.

Evergreen

Selling on autopilot after launch: automated emails, SEO, affiliates, and ads that produce sales every week without a new launch event.

Price anchoring

Showing a higher reference price (or the cost of the alternative) so your price feels reasonable by comparison.

Testimonial

A customer's words about their result. The most persuasive element on a sales page — collect them from beta users before launch.

Refund rate

The percentage of buyers who ask for money back. Under 5% is healthy; over 10% signals a product or expectation problem.

Upsell

An additional offer presented after purchase ("add the video version for $29"). Raises average order value from existing buyers.

Email list

The addresses of people who asked to hear from you. The only audience you own — and the highest-converting channel for launches.

Pre-sell

Selling before the product exists, usually at a discount, to validate demand and fund creation. The strongest validation there is.

Beta

A small early group who uses the product before public launch, finds the rough edges, and provides testimonials. Recruit them from your warmest audience.