3 steps to sell before you create your course!

3 steps to sell before you create your course!

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Welcome into my new little office space. I  love it. I hope you do too. If you're new here,   welcome. If you're joining me again, I'm  so happy that you're here. And hands down,   this is one of the most confusing questions that  comes up when creating any kind of business. How  

do you sell something before you actually create  it? But this is time tested and has been proven   as a really important strategy in many different  industries, selling many different things. It's   something that I really, really believe in, mainly  because I have painfully made some big mistakes in   doing this the opposite way. So, today we're going  to dive into the three steps and the strategy   behind pre-selling your online course. Truthfully,  this can apply to a lot of different kinds of   businesses, but we're going to focus on an online  course business, because that's what I do.   This is a really good follow-up to last week's  video, where I talked about actually selling and   building your business from zero. So, you may  want to check that out next, because we talk   about building an audience of buyers from scratch,  getting clients in the door, being client magnet,   all that good stuff was in last week's video,  which I will link to below. I wanted to say thank  

you so much, because, as I mentioned before,  comments are my love language. Actually words   of affirmation are my love language. If you don't  know what I'm talking about, there's a great book   on love languages, and you should figure out  what yours is. But I so appreciate all of the   incredible comments that came in from last week's  video. Just recently, I'm so grateful for the  

feedback you've been sharing on my videos, really  means a lot, and I love reading through them. So,   thank you. Thank you. Thank you. And keep them  coming. I live for your light bulb moments. So,   let me know what you take away from this video. So, we're going to dive into these three steps.   I call these the three C's of building the  strongest possible foundation for your business.  

Number one, confidence in your offer. If you  are not confident in what you're selling, you're   never going to sell it. Super important that we  really dig into that first. Then the second C   is cash flow to actually fund your business and  have a real business, because if your business   isn't making money, it's just a hobby. So, I'm  super important to dive into how do you actually   generate cash flow and fund your business  and operate from a place of abundance versus   a place of stress and scarcity. Number three is  client results. So, actual validation and proof  

that what you have and your offer actually  works and does what it says it will do.   So, let's dig into this and go through what it  takes to sell something, sell your online course,   before creating it. If you want to bring this  whole thing together, there's a link below and   it's super easy. Just fill out an application. You  can actually speak to a real human on my team. Our   entire business is interview only. So, we do like  to actually speak to people and make sure that we  

are the best possible fit for each other to really  support you in building a long-term, scalable and   sustainable online course business that can create  a real impact and the impact that you're here   to make. So, like I said, link is below. Real quick, before we get started, hit that   like button if you're excited about this and be  sure to subscribe. Okay, let's get into it. So,   number one is confidence in your offer. Confidence  is everything. If you don't believe in what you're   selling, it's not going to sell. So, how do you  build confidence in something that you've never  

actually sold before? Well, I have this proven  method that I use and thousands of my clients   have used as well. By the time you get around  to actually selling your offer, it feels easy,   natural and, quite frankly, it feels generous,  because you know you've created something that   really can support your ideal clients. So, we call this the POP approach. What that means   is Profitable Offer Prototype. I like to say that  this pops you to the top of the marketplace and   positions you as a true authority. So, what the  POP consists of is it is truly the first iteration   of your offer. How you come to this is a really  simple streamlined process. I have touched on  

this recently in recent videos, but first and  foremost, you want to dig into your own story   and figure out, "What is my expertise? What's my  experience? What's my skillset? How can I best   support people based on my unique genius and the  things that I have been through and overcome?"   From there, you then dig into market research  and you look on every possible place that your   ideal client would be hanging out, because your  ideal client is a mirror for you. So, things like   Amazon, looking at book reviews,  things like Facebook groups,   things like influential media outlets, blogs,  influencers, and digging into the comment section   and digging into the content and seeing what's  really resonating with the people who need you   and what kind of content is making them want to  engage and getting them excited. That informs   what's already out there on the market in terms  of workshops, conferences, courses, consultants,   coaches, et cetera. So, you can get a lay of  the land and understand what's actually working   for your people, for your ideal clients. Then from there, we conduct interviews and this   is a very different way of doing this, because  most people stop at, "Okay. I have a niche idea,   now I'm ready to sell." That doesn't work for a  lot of people, because you don't even know if what  

you're selling is needed by anyone else but you,  and you have no confidence in actually speaking to   real human beings to truly understand how you  can best serve them. It's probably the former   journalist in me, but this is how I have validated  my offers in the past. I sit down and I find   through all of those vehicles I just mentioned,  and I dug deeper on this in last week's video,   which I mentioned I'll link to below, I find  people who are an ideal match for who I'm   trying to serve, which really is a mirror for me  when I was trying to find the right solution.  

So, for example, when I was struggling to build  my business and I was burnt out, because I was   doing all these different things, I had an agency,  I was doing one-on-one work, I was doing all this   other stuff, I was a consultant, I had a social  media marketing consultancy, all of this stuff.   I couldn't scale my business, because everything  relied on me and I had burnout and I realized that   I was this expert and I had all these years of  experience under my belt, but I really didn't have   much visibility. So, that's who I now help. I help  the true experts and people who have an impact and   a message to share and a transformation to create,  get their message onto a bigger platform by   packaging it into an online course that can scale  truly to the moon. So, I know who my people are,  

therefore I know how to find them. Then I sit  down and I simply conduct interviews with them.   I want to know, what do they feel like they're  missing? What would they need and want out of   their perfect solution for where they're at? What  are their deepest desires? What are their fears?   What keeps them up at night? I want to truly  understand my ideal clients better than anyone   else, without any expectation and without  anything to sell. This alone, this process   builds your confidence so much, because you start  to realize that what you have to offer is really,   really needed. More than that, it's actually hand  delivering you what you can include in a powerful   online course. So, you don't have to second-guess  or wonder if the program you're creating is good   enough, or if it's wanted, because by doing  this process, you're actually figuring out   what is necessary to helping your clients get from  their zero states and achieve the hero state and   true transformation through your program. The simple steps from there is that once you   have that information and you've done that proper  research to really know and validate what you have   to offer and the impact you're going to make, you  then just simply create a curriculum outline based   on your own experience, what you've done to create  the solution for yourself or transformation for   yourself and based on the research that you've  done and the humans that you've spoken to.  

You create this very efficient curriculum outline  that's going to take your clients, like I said,   from zero all the way to hero, so that they  get these amazing results and they become   your social proof and validate your offer. Now that you're equipped with that information,   the next piece of this is to really come up with  that transformation statement. That transformation   statement really is your North Star and your  guiding light of who you impact and how you impact   them and the desired outcome that you're creating  for them. So, it looks like this. You say, "I help   blank." So, "I help ideal client go from blank,"  which is the zero state that they're in, which is   the most challenged, frustrated state that they're  in, "To blank," which is the hero desired outcome,   "So that they can," and that explains what it is  that they're truly wanting and needing from you.   So, that they can, in my case, scale their  income, impact and authority on autopilot.  

That's the desire of my ideal clients. So, "I help blank go from blank to blank,   so that they can blank." Once you have that  transformation statement, you know the starting   point of where your clients are coming in at their  most challenged and frustrated state and you know   the hero state of where they want to go to. So,  your job is to take the research that you've done  

and create a curriculum outline. That's it.  You're not going to build your curriculum,   because if you do that, you're going to waste  so much time and you're going to do what so many   people do, which is a huge mistake, and I've done  it too, which is build this really robust course,   because you think the more information you throw  in it, the more valuable it is, which is the total   opposite of the truth. The more efficient your  curriculum is and the faster you can get your   clients the results that they're seeking, that's  what makes a really powerful online course.  

So, you create a curriculum outline that's  going to take your clients from zero to hero,   that takes no more than a few hours to really  construct that and figure out what it needs   to look like. Then you have the basis of what  you're selling, because the reality is, people   are paying for the value of the outcome you're  providing, the transformation you're providing.   They're not paying for how much information you've  jampacked into a program. That's not what people   are investing into. They want to buy results. They  want to pay for the transformation and they want   that transformation as efficiently as possible. The analogy I always use is, imagine yourself   climbing up a mountain, going from the bottom to  the top. How long do you want that to take? Not  

long, right? You want to get there as efficiently  as possible, because it sucks being on a mountain   and trying to track up the snow and feeling like  your body is just going to give out on you. You   want to get there as quickly as possible. So, you  want to think about your program, your course,   as the gondola that's taking people right up the  mountain and getting them to that hero state.   Because you've really listened and you've spoken  to your ideal clients and done the research,   you then know what it's actually costing them  to not have the solution you provide. Often   the cost is a lot higher than you think. That  allows you to price your program adequately and   not undercharge or undervalue yourself. Because  by undercharging, you attract the wrong people.  

You are very frustrated, because you're constantly  in a place of trying to get a new client in   the door and you have no money in the bank. So,  therefore, how are you supposed to build an impact   when you're constantly distracted  by the financial piece of this? So,   in order to build a sustainable business,  you have to price adequately. Oftentimes,   your price is most indicated by what it's costing  your ideal clients to not have that solution.  

So, a few quick little examples of  this that I want to share with you.   One is Bob The Boat Builder, can't make this up.  He's one of my clients and he teaches people how   to build wooden boats. So, he's charging around  $2,000 for his program now. If you think about it,  

it may, on the surface level, seem like a hobby,  but for the right people and for his ideal clients   who are investing in his program, this is  something they take very seriously. Without   his help, it's costing them years of time and  frustration and time away from their family and   time away from the people that they love. That  is a really high cost when you could just simply   invest in the solution that's going to fast track  and give you the actual proven plan to create the   outcome that you're seeking. So, when I say  cost, it's not just monetary, it's also mental,   physical, financial, emotional, spiritual, what  is it costing your ideal clients to not have   your solution? That helps you to feel very  confident in how you price your program.   Another great example of this is actually  something that I mentioned in a recent video. One   of our clients works with couples around intimacy.  If you really pay attention to who her clients  

are, the cost of them not having the solution  she provides and her expertise is divorce,   which costs a lot of money and also costs a lot  emotionally. So, you really do want to identify,   "Okay, if I don't provide this for people, what's  it going to cost them? Time, money, energy,   mentally, all of those things." That's really,  really important. So, by this point, in building   the confidence of your offer and requiring  all of these steps and this whole strategy,   you have validated the crap, for lack of  a better word, out of your offer. Okay?   So, you then have done the research. You've spoken  to real humans. You know there's a need and a  

want. You have done the work to prove to yourself  this is valuable. And actually, by offering it,   it's an act of generosity because people really  need this. Not everybody, but the right people   need this from you. Okay? So, moving on to step  number two, cash flow. Let's talk about this.   So, if you look at really any business in the  world, there's always an element of needing to   fund the business when you're getting started.  Now, when you're working in the online space,   it's a little bit different, especially in the  online course space, because generally you're not   seeking out investors. Well, you really shouldn't  be seeking out investors, because it's a very low  

cost business to start, but there's still cost  associated. More than anything, you need to have   cash in the bank to be able to float your business  as you gain momentum, as you get social proof,   as you get more clients in the door. That's  why cash flow is such a huge part of this,   because essentially you become your own investor  when you do it this properly. That is a lot of  

power to be able to hold so that you can truly  build a long-term impact with your business and be   set up to sustain yourself and to sustain growth  and eventually hiring and all of those things.   So, when it comes to cash flow and bringing cash  into the business, you now have a very clear idea   of the value of the outcome you're selling.  You have your curriculum outline. So, you know   what you're selling. It's not built, but  you know what you're selling. So, ultimately   you're going to go back to those people that you  interviewed initially. When you first interview   them and talk to them and really understand  their pain points and what they're seeking,   not every one of them is going to be an ideal fit,  but the ones who are, you want to say to them,   "Hey, I'm working on a project that I think will  be really helpful for you. Would you be interested   in hearing more about it when it's ready?" And  you would be amazed at how many people will say,   "Absolutely. Please, keep me posted." So, this is a really simple strategy. You've  

essentially built a list of buyers from scratch.  As I mentioned, I went into even more detail on   that process in the last video I created. But  when you have that list of buyers, all you're   going to do is follow up with them and get back  onto a Zoom conversation with them and say,   "Hey, I've created this thing. It helps you go  from where you are right now to where you want  

to go. Is that of interest to you?" Most of the  time, just those people you did interviews with,   those become your first clients.  Those become the people who are   really excited and bought into what  you're doing, because it's reciprocity,   you took the time to listen to them and then  you actually created exactly what they need.   That's a true gift. They're so excited to work  with you because it's very rare that people take  

the time to listen and do their due diligence  to create something that's truly of value.   The beautiful part about this is that there's no  tech, there's no funnels, there's nothing fancy,   there's no webinar. Because creating a webinar  without validating your messaging and your   offering, your client and actually running the  first round of your program doesn't make a ton of   sense, because you're going to put all this effort  into something and you don't have enough traffic   and you don't have a clear message really at  that point. It's just delaying the process   of getting social proof in the door  and getting clients in the door. So,  

this is the most low friction, low tech way  to do things, to just prove your offer.   So, simply put, it's identifying the right human,  getting on a conversation with them on Zoom,   and then they become a client. If they're  the right fit and if it's a perfect match,   they become a client. It's as simple as  that. The beautiful part about this is  

that it really does set you up for success for  the rest of time with your business. Because if   all else fails, if a funnel breaks down  the road, if a webinar doesn't convert,   if your YouTube channel takes a while to get up  and running, this process of just being curious,   listening to people and knowing how to  connect with people on an individual level,   sets you up to have leads and know how to  find leads for the rest of your life.   So, let me show you just three examples, out of a  lot of them, of how this works and how effective   it is. So, prior to creating anything, these  people have not built their course. They have   simply followed what I've laid out prior  to this. They have a curriculum outline,   they know their transformation statement and  they have set up conversations with 50 people,   50 human beings, to research, to listen to them.  Then they've built exactly what those people are   seeking and asking for. This is what happens. Maria followed this to a T and she is an off-ice  

trainer for hockey goalies. She ended up  generating $30,000 by launching her POP,   which was her prototype of her program before it  was even built. That happened in just 30 days.   Michelle helps home bakers turn their hobby into  a full-fledged business. She generated $20,000   before she even built her program. And Katie  focuses on holistic medicine for pets, and she   ended up generating 11 new clients in her program  in just 30 days. She said, "I'm literally crying,   because I see the way finally to financial and  time freedom for myself and to get my husband   out of his job to help me." This is not unique.  This is a method that I've been developing for  

a very long time. I've been in this industry for  a very long time. I have made many mistakes along   the way, and that's why I wanted to create  something that I knew was the most effective   and that would cut out a lot of the crap and  the fluff and the things that you don't need   and avoid a lot of the mistakes that I made. So, this is true for anyone who's in our program.   We have people in the feng shui niche, piano  teachers, DJs, dancers, accountants, lawyers,   doctors, blah, blah, blah, list goes on, the  method applies, and it works. Because it's really   based on just human connection and listening. I  know what that sounds really simple, but I really  

do believe, and I've been an entrepreneur for over  a decade now, that relationships and curiosity and   intent leads to value for everybody. The final piece, client results. Now,   the thing is, with the online space, is  that you could have a massive audience   and you could technically sell something kind  of in a one-off if you have a massive audience,   because truly if people know, like, and trust  you, they will buy from you. Having said that,   to build a long-term business that truly creates  an impact and a legacy, what you sell actually has   to be valuable and it has to really work. So, to  get your program into the hands of real people,   in this process, and generally the process for  our clients that we work with to get their program   off the ground is between six to eight weeks,  from the moment they're in the door to actually   getting it off the ground if they follow it to a  T. Some people take longer, some people go faster.   That's the rough timeline. Six to eight weeks is  like we have our paying clients in the door and  

we are delivering the program. So, in order to do that,   you have not built the program. You are not going  to create the program. You are going to deliver   it in a live setting week over week and deliver  it to your first round of clients. The reason   that we do this and why it's so important, and  this comes from my own mistakes is that if you   build out an entire program and then just try and  sell that, first of all, you're probably not going   to have many leads to actually sell it to and  then you're going to feel like a total failure,   because you haven't built up an audience  of buyers and you haven't done the proper   research or work to truly listen to what  people need. So, that's one issue.   Then, the second issue is that you're just  delaying what you truly need as an entrepreneur   and a business owner, which is results. So,  delivering in a live setting allows you to get  

real world feedback in real time, in a very  efficient way. That gives you so much to work   with to make your program even better. So, once  you finish the live delivery of your program,   which generally takes about eight weeks, and  I know that might sound short and you're like,   "How can people get a transformation in eight  weeks?" The truth is, they may not get the   total transformation in eight weeks. Sometimes  it takes longer, but that's why these clients  

are going to stay with you, because you're giving  them exactly what they need with the curriculum.   Then, they're going to stick with you in the  program and they're going to go at their own pace   and they're going to be a part of it when you  package your curriculum and take their feedback   and put it into an actual evergreen course.  They can continue to study, continue to grow,   continue to share their success and their  momentum and their wins along the way.  

But over that live delivery, guaranteed,  they're going to see results. It may not be   the total transformation, but they're going to  see results. And they're also going to tell you   what works about your program, what doesn't work,  how you should shift it around and give you that   feedback that is so vital to making the program  even better, so that you can continue to scale it,   continue to grow it, continue to sell it for  years and years, and years, and years, and years   to come. This is how our clients are scaling their  businesses to all the way up to millions, multiple   millions, every single year without spending a  dime on advertising. Just by focusing on serving   the right people and creating massive value  with their programs and huge transformations.   So, social proof is the lifeblood, client results  are the lifeblood of your business. Without them,  

it's just not going to last very long. So, your  focus when you deliver your program live is to   listen to the feedback and focus on as many wins  as possible for your clients in that setting. So,   that by the end of it, you can say, "This  is what I'm already seeing with my clients."   And that builds more proof that what  you have actually works and allows you   to sell it to even more people. Then, that  builds out what we call your flywheel, which   runs the business. You have your program and you  enroll people into the program. Once they're in,   you create a client transformation. From there,  those people become raving fans and ambassadors,  

and they then tell everyone they know that  you are the go-to person for that. That   creates more enrollments and your little  flywheel engine starts to move on its own.   It's this engine that then becomes the vehicle  for the business to continue to thrive and grow   without you having to put as much effort in. So, upfront, yes, this is a real business. An  

online course business is a real business. It's  not about sitting back and just expecting things   to happen for you. It's about truly creating an  impact and the more that you create an impact,   the more sustainable your business is  going to be and the more it's going to grow   and the more fulfilling it's going to  be for you. Because you will know that  

what you're doing is actually making a real  difference on the people who need you most.   Then the beautiful part about that is, once  you're finished delivering the program live,   you're going to take all that feedback, like I  said, and you're going to actually package it   into a prerecorded online course, and it's set  up to sell for the rest of time. All you have to   focus on then is just selling it and getting into  the hands of even more of the right people. That's  

truly the easy part when you know it works. I hope that this is really helpful for you.   I hope that it really took away any of the  mystery of what it actually takes to pre-sell   an online course and why it's so important.  I often use the reference of the iPhone,   but how many iPhones have there been now? So  many. When it first came out, it looked vastly   different and operated vastly different than it  does today. The reason being is that they knew,  

Steve Jobs knew, you have to get it into the hands  of real people, get them to test it, try it, give   you feedback so you can constantly make it better.  Guess what? We keep buying them year over here.   So, it starts with the prototype. You test  it out. You get it into the market. You get   feedback. But the longer you wait and the longer  you procrastinate, the longer you're just delaying   what you're ultimately seeking, which is creating  a business that works and creating a business that   you can continue to scale and grow. So, you got  to get it out there. I know it feels scary, but   you follow this process and it'll feel less scary,  because you know that you'll have a validated   offer. So, like I said, I hope this was  helpful and cleared some things up for you.   This is what I do. This is what I love to do. So,  like I mentioned, we have a program called the  

Authority Accelerator, where we help you create,  automate and scale your online course business   and create true transformation  for the people that you serve.   If you want to learn more about it,  it's an interview only process. So,   if you want to apply for an interview and speak  to a real human on my team, there's a link below   to do just that. I've also created a whole  playlist on how to grow your online course   business. You can check that out right here. Give  us a like, and subscribe if you enjoyed it, and be   sure to hit that bell to be notified every single  time I post a new video, so you don't miss them.   Like I said, my love language is comments. So, let  me know your light bulbs in the comments below. I  

really do enjoy reading them. So, thank you so  much. I will see you in the next one. Bye.

2022-07-14 22:08

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