How to Price Your First Digital Product (Without Undervaluing Yourself)

By Claire Cox | The Beginner Blueprint*

Pricing is one of the things that trips beginners up more than almost anything else.

You’ve created something — or you’re about to — and then comes the question: “How much do I charge for it?”

And almost without fail, the first instinct is to go low. Really low. Sometimes embarrassingly low.

“I’ll charge £3 so people will actually buy it.”

“I don’t want to seem greedy.”

“Who would pay more than that for something from me?”

Sound familiar?

Here’s what I want you to know: underpricing your digital product doesn’t just hurt your income. It can actually hurt your sales too. And it almost always comes from a place of self-doubt rather than good business sense.

Let’s talk about how to price your first digital product properly — with confidence.

Why Beginners Underprice (And Why It Backfires)

The instinct to charge as little as possible comes from fear. Fear that no one will buy. Fear of being judged. Fear that your product isn’t good enough or that you’re not credible enough to charge a real price.

But here’s the problem: when something is priced too low, people question its value.

If you saw a course priced at £1, what would you think? Probably that it wasn’t worth much. Price signals quality in the mind of the buyer — whether we like it or not.

Underpricing also means you have to sell far more copies to make any meaningful income. If your product is £3 and you want to earn £300 a month, you need 100 sales. If it’s £27, you need just 12. Which sounds more achievable?

The Factors That Should Influence Your Price

There’s no single formula for pricing a digital product, but there are some helpful factors to consider.

What problem does it solve?

The bigger and more painful the problem your product helps with, the more people are willing to pay. A guide that helps someone make their first £500 online is worth more than a pretty printable — even if they took the same time to create.

What’s the transformation?

Think about the before and after. Where is your customer before they buy, and where are they after? The bigger the shift, the higher the value — and the higher the price you can justify.

What are similar products selling for?

Do a bit of research. Search for products similar to yours on Etsy, Stan Store, or Gumroad. See what’s out there and what it’s priced at. You don’t need to copy anyone — but knowing the market gives you a useful anchor point.

What format is it in?

Generally speaking, a video course commands a higher price than a PDF guide, which commands a higher price than a single checklist. That’s not a rule, but it’s a useful starting point.

A Simple Pricing Guide for Beginners

Here’s a rough framework to get you started:

- **Checklists and simple printables:** £5 – £15

- **PDF guides and eBooks:** £12 – £47

- **Templates and toolkits:** £17 – £47

- **Workbooks:** £17 – £37

- **Mini courses (video-based):** £37 – £147

- **Full courses or bundles:** £97 – £297+

These aren’t rigid rules. But if you’re creating your first product and have no idea where to start, this gives you a sensible range to work within.

My Honest Advice on Pricing

Start in the middle of your range — not the bottom.

If you’ve written a solid PDF guide, don’t price it at £5 because you’re nervous. Price it at £17 or £27. You can always run a launch discount, offer it at a lower price temporarily, or adjust it later based on how it sells.

What you want to avoid is building the habit of undervaluing your work from the very beginning. That habit is hard to break, and it shapes how you feel about your business long after the price has been set.

You put time, knowledge, and effort into what you’ve created. That has value. Price it accordingly.

What About Offering It for Free to Start?

Some people wonder whether they should give their first product away for free to build an audience or get reviews.

This can work in specific situations — for example, as a freebie to grow your email list. But as a general strategy for your main product, I’d encourage you to skip it.

Giving things away for free trains your audience to expect things for free. It also doesn’t give you any real data about whether people value your product enough to pay for it — which is what you actually need to know.

Charge a fair price from the start. It respects your time, it attracts buyers who are serious, and it gives your business a real foundation.

You’re Worth More Than You Think

The biggest pricing mistake beginners make isn’t a maths problem. It’s a confidence problem.

Somewhere along the way, many of us — especially women — learned to make ourselves smaller. To not ask for too much. To be grateful for whatever we get.

Building a digital product business is, in part, an exercise in unlearning that.

Your knowledge has value. Your experience has value. What you’ve figured out — the hard way, over years of living — has value. Someone out there needs exactly what you know, and they’re willing to pay a fair price for it.

Believe that. Price accordingly. And give them the chance to say yes.

Ready to Start Selling?

If you’d like a clear, step-by-step path to getting your first digital product out into the world — including a done-for-you product that’s already priced and ready to sell — The Beginner Blueprint Starter System™ is your next step.

**[Click here to find out more and get started today →](https://stan.store/lifestyle_choicex/p/beginner-friendly-simple-digital-marketing-system)**

*Claire Cox is the founder of The Beginner Blueprint and Claire’s Digital Academy. With 40 years of business and marketing experience, she helps beginners and women over 40 create, market and sell digital products online — without confusion or overwhelm.*