The allure of selling a digital product or course in today's market is undeniable. From the promise of passive income to the opportunity to work from anywhere, digital entrepreneurship seems like the dream career. Many digital product store owners focus on purchasing and reselling Master Resell Rights (MRR) or Private Label Rights (PLR) products, fueled by the hope of striking gold with the "next big thing." But is this model sustainable for the long haul?

Spoiler alert—it’s not as easy as it seems. Many of these ventures vanish within 9 months, leaving enthusiastic entrepreneurs wondering where it all went wrong. If you’re in the same boat or contemplating starting a digital product store built around viral products, this post will break down the challenges of the current model and explore how you can rebuild—or pivot—toward sustainable success.

The Challenges of Selling Viral Digital Products

The Hyper-competition of "Hot Product" Markets

Viral courses and digital products create an inevitable frenzy, but with popularity comes over saturation. Once a course gains traction, countless resellers flood the market with identical offers. With so many businesses selling the same product, price wars erupt, eroding profit margins. What began as a race to the top quickly becomes a race to the bottom.

Additionally, the nature of MRR or PLR products means that you hold no exclusivity over your stock. If customers can find your product elsewhere for a dollar cheaper, they'll take their business there, making it nearly impossible for you to differentiate yourself in the marketplace.

Chasing Trends is Exhausting—and Unsustainable

Every year, a new trend emerges—drop shipping, NFT courses, productivity boosters, or some get-rich-quick business planner. Building a foundation based solely on chasing these fleeting fads puts you in a constant cycle of launching, marketing, and scrambling to find the "next big thing." More often than not, your hard work loses traction once the market moves on.

A Focused Audience That's Also Your Competitor

Perhaps one of the biggest flaws in this model is the reliance on selling to other business owners within the same circle. This creates a loop where most sales happen within a self-contained marketplace of entrepreneurs. Eventually, demand diminishes as the pool runs dry. A limited audience, paired with heavy competition, makes sustained revenue nearly impossible.

Lack of Value Creation and Trust

MRR and PLR products give entrepreneurs a catalog full of ready-made content to sell, but they rarely provide the next level of value for buyers. Customers aren’t just looking for a course—they’re looking for expertise, actionable advice, and personalized solutions. If all you're offering is pre-packaged courses without added value or personal branding, customers may perceive your store as transactional and forgettable.

Without trust or differentiation, it's challenging to build a loyal customer base, which is the lifeblood of long-term business success.

If This Isn’t Working, What Should You Do?

If the model described above sounds familiar and you’re feeling stuck—or if you’re just thinking about jumping in—don’t panic. The digital product market is still bursting with potential, but long-term success requires a strategic pivot.

1. Shift from Selling Products to Building a Brand

Instead of being "just another product store," make yourself the face of your digital products. Buyers are far more likely to trust and invest in you if they believe in your expertise and story. Share your personal experiences through blog posts, testimonials, videos, or social media to position your brand as an authority.

For example:

• If you’re selling a time management course, share how you effectively manage your daily tasks.

• Launch compelling email campaigns that keep buyers engaged with tips, updates, and exclusive content.

Building a recognizable and relatable brand will set you apart from competitors relying solely on the volume of their inventory.

2. Create and Curate, Don’t Just Resell

Instead of only indulging in pre-made products, focus on creating proprietary content. Yes, creating your own course or eBook takes time, but the payoff in revenue and credibility is invaluable. Proprietary products give you the exclusivity that PLR materials lack, allowing you to set your own pricing and establish yourself as a credible expert.

If creating from scratch feels overwhelming, consider curating content by thoughtfully combining and enhancing your MRR or PLR offers with:

• Exclusive bonus material

• Guided worksheets

• Community forums or workshops

This way, you deliver something unique while still leveraging existing resources.

3. Solve Problems for a Wider Audience - But Narrow To One Avatar

Instead of selling mainly to other entrepreneurs, consider expanding your target audience to a specific group of people. Identify the pain points of a specific group (students, working parents, freelancers, or managers), and tailor your products to solve a real-world challenge.

For example:

• A productivity course could be rebranded as a "Time Management Toolkit for Stay At Home Moms.”

• A social media marketing guide for businesses could become "Social Strategies for Local Store Owners in Competitive Markets.”

By niching down into underserved markets, you position your store as a specialized resource, reducing competition and improving customer retention.

It’s important as you go through this focus change that you identify ONE KEY AVATAR that you focus on. Remember you need to make your marketing materials in such a way that they speak to ONE PERSON and not try to talk to everyone. When you try to talk to everyone, no one hears you. When you speak with one person, thousands can relate.

4. Incorporate Subscription-Based Models

One-off sales are not enough to grow a thriving business. By implementing a subscription model, you make your revenue predictable and build lasting customer relationships. This could mean offering monthly curated bundles, access to exclusive gated content, or ongoing training sessions. Russell Brunson calls this the Linchpin Model.

For example:

• A design course business might provide ongoing updates, such as new tutorial videos and templates, for a recurring monthly fee.

• Entrepreneurs selling digital marketing products could launch a membership site with monthly webinars and live Q&A sessions.

Subscription-based models build customer loyalty, keep your audience engaged, and ensure consistent cash flow.

5. Leverage Social Proof and Community

Word-of-mouth recommendations and visible proof of a product’s value are critical. If people believe your products have genuine impact, they’ll not only purchase from you—they’ll encourage their network to as well.

To achieve this:

• Post testimonials, reviews, and user-generated content on your website and social media channels.

• Foster an active community among buyers. Create Facebook groups, ClickFunnels groups, or other platforms where members can interact with you and one another.

This interconnectedness not only amplifies your reach but ensures customers feel like they’re part of something much bigger than a single transaction.

6. Measure, Learn, and Adapt

Finally, no successful business operates without constant analysis and iteration. Regularly review your sales data, customer feedback, and market trends to refine your store. If one product underperforms, try repositioning it or bundling it alongside a different offer. If a particular promotion works exceptionally well, recreate its success across different channels.

Digital entrepreneurship is not static—it thrives on evolution. Staying flexible is the key to turning short-lived trends into sustained income.

Rethink, Refocus, Thrive

Is selling the next viral course enough to build a sustainable business? For most digital entrepreneurs, it’s simply not. But by shifting your attention to creating value, solving specific problems, and building relationships with your audience, you can transform a fleeting venture into a meaningful, lasting enterprise.

The digital product market is still growing, and with the right strategies, you can carve out a profitable niche. It starts with redefining your goals and realigning your approach.

Are you ready to create products that genuinely make an impact? Start today by identifying your audience's needs, building your brand, and offering solutions they can't find anywhere else. With the right focus and execution, success might just be one viral idea away—this time, on your own terms.

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