Digital Products for Your Executive Coaching Business
Digital products allow you to serve clients beyond your hourly rate and create income that doesn’t require your direct time investment. As an executive coach, you’ve already developed frameworks, assessment tools, and insights that can be packaged into downloadable resources, templates, and self-guided programs. These products extend your reach to early-stage leaders and busy executives who can’t afford one-on-one coaching but are willing to invest in structured self-improvement materials.
The key advantage: your digital products reinforce your coaching brand, filter tire-kickers from serious clients, and generate passive revenue while you sleep. They also serve as effective lead magnets that convert prospects into coaching clients.
Executive Assessment Workbook
What it is: A self-guided PDF workbook that walks executives through a structured assessment of their leadership strengths, blind spots, communication style, and decision-making patterns. Includes reflection questions, scoring rubrics, and a personal summary framework.
Who buys it: Mid-level managers and newer executives preparing for promotion or struggling with their first leadership role.
How to create it: Extract the core assessment methodology you already use with paying clients—strip away the personalized coaching component. Design the workbook in Canva or Adobe InDesign, include clear instructions, and build in a final section that recommends next steps (which naturally points toward your coaching services). Test it with 2–3 trusted clients first.
Where to sell it: Your own website through Gumroad or a simple checkout page, or on platforms like Etsy and Payhip. Include a soft CTA at the end inviting users to book a coaching consultation.
Realistic income: $27–$47 per sale. With 20 sales per month at $37, you’d earn $740 monthly. Realistic annual range: $5,000–$15,000.
90-Day Leadership Development Plan Template
What it is: A customizable Google Sheets or Excel template that executives can adapt to their specific leadership goals. Includes goal-setting framework, weekly milestone breakdowns, accountability tracking, and progress checkpoints aligned to your coaching methodology.
Who buys it: Busy executives and managers who want structure but prefer to manage their own development or who are between coaches.
How to create it: Take the planning template you use with clients and convert it into an editable format with clear instructions and example entries. Build in flexibility so users can customize it without getting lost. Keep the language professional but approachable.
Where to sell it: Sell on your website, Gumroad, or Etsy. Many executives prefer Google Sheets links because they can open and use them immediately without software friction.
Realistic income: $19–$37 per sale. At 15 sales per month ($27), expect $405 monthly. Realistic annual range: $3,000–$8,000.
Communication Style Guide and Scripts
What it is: A PDF guide covering different communication scenarios executives face: difficult conversations with direct reports, delivering feedback to peers, handling conflict with upper management, and communicating vision to teams. Includes specific language examples, tone guidance, and what to avoid.
Who buys it: Managers who struggle with communication confidence, newly promoted leaders, and executives working remotely who need clearer written communication strategies.
How to create it: Draw from your coaching sessions—what communication challenges do your clients repeat? Build a scenario-based guide with 8–10 real situations and write out 2–3 sample scripts for each. Keep scripts natural, not robotic. Add a section on email communication and virtual meeting etiquette.
Where to sell it: Sell on your website or Gumroad. This is a strong lead magnet—consider offering a shorter free version of this to build your email list, then upsell the comprehensive version.
Realistic income: $29–$49 per sale. At 12 sales per month ($39), expect $468 monthly. Realistic annual range: $4,000–$12,000.
One-Month Leadership Challenge Email Series
What it is: A 20–25 email sequence delivered daily over one month, with daily leadership challenges, reflection prompts, and actionable tasks (takes 10–15 minutes per day). Covers topics like emotional intelligence, delegation, decision-making, and team dynamics.
Who buys it: Individual contributors moving into their first leadership roles and busy executives who want bite-sized development without a big time commitment.
How to create it: Use an email service like ConvertKit or Mailchimp to build the sequence. Write emails in a conversational tone and keep each one focused on one concept. Include a homework assignment that’s genuinely useful, not busy work. Create a simple landing page on your website to sell it.
Where to sell it: Sell through your website using ConvertKit, Gumroad, or your email platform’s native payment features. Price it as an accessible entry point into your coaching ecosystem.
Realistic income: $17–$27 per sale. At 25 sales per month ($22), expect $550 monthly. Realistic annual range: $5,000–$10,000.
Executive Presence Masterclass (Video Course)
What it is: A recorded video course (4–6 modules, 45–60 minutes total) teaching how to project confidence, communicate authority, manage body language, handle difficult questions, and build credibility in meetings. Includes workbook and templates.
Who buys it: Introverted managers, rising leaders worried about executive presence, and remote workers building influence in virtual settings.
How to create it: Record yourself teaching the material using Zoom or OBS (open-source). Keep videos casual and authentic—don’t over-produce. Host videos on Vimeo (pay-gated) or Teachable. Create a simple PDF workbook with reflection questions and action items to pair with the course.
Where to sell it: Sell on your website using Teachable, Kajabi, or Gumroad. Video courses command higher prices and feel more premium than static PDFs.
Realistic income: $97–$197 per sale. At 8 sales per month ($147), expect $1,176 monthly. Realistic annual range: $8,000–$25,000.
Board Readiness Preparation Checklist
What it is: A comprehensive checklist and action plan for executives preparing for a board position, including governance fundamentals, fiduciary duty overview, common board dynamics, what to expect in your first meeting, and how to add value immediately.
Who buys it: Senior executives stepping onto corporate or nonprofit boards for the first time.
How to create it: If you’ve coached executives through board transitions, you have real knowledge here. Create a PDF with a clear checklist, FAQs, and a simple action plan. Keep it practical and specific—governance jargon intimidates, so translate it into plain language.
Where to sell it: Sell on your website. This is a specialized product with a smaller audience, but higher-income buyers who can afford the premium price.
Realistic income: $57–$97 per sale. At 6 sales per month ($77), expect $462 monthly. Realistic annual range: $3,000–$8,000.
Coaching Certification Program (Group Course)
What it is: A structured group program (8–12 weeks, live or self-paced) teaching aspiring coaches your coaching methodology, frameworks, and how to build a coaching practice. Includes template agreements, pricing guides, and sample assessments.
Who buys it: Other coaches, corporate HR professionals, and consultants wanting to add coaching to their service offerings.
How to create it: Build curriculum around your core coaching models. Decide whether to offer it live (weekly group calls) or self-paced (recorded videos + worksheets). Live cohorts build community and justify higher prices. Create a simple curriculum document, record videos or host live sessions, and set up a cohort in your calendar.
Where to sell it: Sell on your website using Teachable or Kajabi. Promote in coaching communities, LinkedIn groups, and to past clients who’ve expressed interest in coaching.
Realistic income: $497–$997 per participant. A cohort of 8 people at $697 generates $5,576 per offering. Running 3–4 cohorts per year: $16,000–$22,000 annual range.
Getting Started With Digital Products
- Start with what you already teach. Identify your most frequently asked coaching questions or most-repeated frameworks. This becomes your first product. It requires minimal extra creation since you’re simply packaging existing knowledge.
- Create the assessment workbook or communication guide first. These are quick to produce (1–2 weeks), require no video skills, and naturally lead clients toward your coaching. Test it with 5 existing clients for feedback.
- Set up a simple sales page. Use your website and add a Gumroad button, or use Shopify for a basic shop. You don’t need anything fancy—clarity and credibility matter more than design.
- Price competitively but strategically. Check what similar coaches charge, then position yours slightly below established competitors or at parity if your brand is stronger. Use your email list to announce the launch.
- Create a launch email sequence. Send 3–4 emails to your list, explaining the product, who it’s for, and why you created it. Include a limited-time discount (10–20% off) to incentivize early purchase.
- Track sales and feedback rigorously. Note which products sell faster and gather user feedback. Bad sales data tells you to improve the product, the marketing, or the price—all valuable information.
- Use products as client filters and feeders. Let product buyers self-identify as people ready for coaching. Follow up with emails offering a free consultation to top-tier product purchasers.
Pricing Your Digital Products
Executives and managers typically judge value by price, not by features. A $29 guide feels cheap and less credible; a $47–$57 guide feels professionally positioned. Price high enough that the buyer takes it seriously and actually uses it, but low enough to feel like an impulse purchase (under $200 for single products, under $1,000 for courses). Never compete on price—compete on specificity and usefulness.
For group programs and courses, charge at least 20–30% of your hourly coaching rate per participant. If you bill $250 per hour, a 12-week course at $697 is actually underpriced relative to the value. Positioning matters: call it a “program” or “course,” not a “product,” to justify the premium price your target audience expects to pay.