How To Sell Your Online Courses – The #1 Key To A Successful Info-Business Revealed!

Hey, Miles here, This video, you’re going to learn how to sell
your online courses. We’re going to break this idea down in a few
different ways. We’re going to talk about some of the technical
stuff, but most importantly, I want to make sure you have the right strategy in place
because if you don’t have the right strategy, the tactics, the tools, the techniques won’t
matter for you. So we’re going to sum it up simply and then
we’re going to break it down and make it a little more complex. Now, before we jump in, I want to know, do
you already have your own course available for sale? If so, say “yes”. If not, say “no”. In the comments down below… Give me a thumbs
up on the way down or on the way back and let’s jump right into it. So in one sentence we’re going to start here,
and again, I’m going to break this down, the nuances of this down more, but if I was to
sum it up into one sentence, how to sell your online courses: “Send your audience who know
you, like you, and trust you an email with a specific offer that has some
sort of urgency behind it.” That right there, that one sentence has resulted
in millions of dollars for my online business. And the theory is quite complex. Really the idea of sending an email to the
audience of people who know you like you and trust you with some sense of urgency. There’s a lot of bits and pieces within that,
so that’s the ultimate goal you want to get to. But how do you grow this list of people who
know you like you and trust you? Well, I’ve got the ATM process that I’ve been
kind of working on and refining it. It starts with audience growth. That’s what the a stands for. T is the trust mechanism. That’s the email list growth. And then M stands for monetization, which
is ultimately selling your course, right? We want that end result. But it’s the other things, it’s think of it
as a row of dominoes and selling your course as the last domino. What are all of those other dominoes that
you need to knock over in order for that last domino, the course to sell to happen? And that’s what we’re going to discuss. That’s what you’re gonna learn here. So the first big key is audience growth. You need to have some sort of an audience
growth engine in place. Now I’ve chosen to leverage YouTube as my
core content strategy and I’m leveraging the YouTube search engine to help me connect with
people who’ve never heard of me before, but are searching for answers and solutions that
I, I know, right? They’re searching for answers that I know. So I create great videos that answer their
questions and I optimize them for the search engine and that helps me connect with and
grow my audience. Now multiply that out by about three years. In 575 videos, I’ve got 115,000 or so subscribers
and I’m connecting with tens of thousands of people every day. Okay, so that’s been my audience growth engine. But if you don’t want to do YouTube, if you’re
not interested in doing videos, you can blog. My wife started with blogging and in 2009
she started with zero blog posts and she wrote El numero UNO and since then she’s written
about a thousand blog posts and her website today gets something to the tune of 850,000
visits per month because of all of the effort she’s put into blogging. So Google is now delivering her new audience
members each and every day. Another great mechanism of method is a podcast. Some people love talking and love that form
of communication. A listenership for podcasts here in 2019 2020
and beyond are going up, up, up, and it’s a great way for you to grow an audience and
build an audience. You can also leverage those podcasts into
YouTube videos and you could turn them into blog posts. Now those are content marketing strategies
that I just talked about and a lot of people are probably thinking, well, what about social? Can’t I just do Instagram or can’t I grow
on Facebook? And you absolutely can, but I caution you
to. I caution you and want to slow you down if
you think that’s going to be the one and only thing you can do. Social media is a great way to support the
content that you publish on your blog, on your podcast or on your video. But in and of itself, there’s a challenge
with with social media marketing not challenges. The moment you stop feeding the machine, your
traffic dies. And the lifespan of an Instagram post, the
lifespan of a Facebook post is maybe three days. Odds are it’s closer to about 12 hours max,
but it might live on for about three days. Whereas I have videos that I published over
three years ago that answer very specific questions like my videos on how to do Facebook
advertising, right? They are still getting connected to people
searching how to do Facebook advertising each and every day. And this is the benefit of partnering with
a platform with a search based platform instead of a social media based platform. So I think the best way to do it is to choose
one core content method where you’re comfortable. If you’re a writer and you’re an editor and
you love crafting in the written word, great blog, go create great content. Learn the skill of keyword research because
that allows you to understand what are your people looking for. Those people who ultimately want to buy your
course, they’re looking for little solutions and little answers here and there. What are those things? You can get data on this through keyword research,
and I’ve taught how to do keyword research for free in a number of different videos. Links will be in the description. Then you create the great content and you’ve
got to stick with it with search engines, right? You gotta publish hundreds of posts over time
to prove to the platform that you’re really in it for the long run. And you got to learn the basics of SEO, which
I have a great video on that also link to down below that kicks on your audience engine. Okay, so now we’re going to move to the T,
the trust engine. So you need to build trust with people before
you ask them for money. K and the trust mechanism is often an opt
in. The trust mechanism is often you making an
offer for them to get something free in exchange for their email address. We call this an opt in and this is how you
grow your email list and then they go through your autoresponder and then they get on your
broadcast list. This is your opportunity to really demonstrate
that you have the ability to help them accomplish what they, this is your opportunity to overcome
their objections and help them believe that this time it’s different that you actually
can help them achieve that goal. Maybe you’re a weight loss coach and you’ve
got a great weight loss program, a 30 day program. That’s your course that you want to sell. Well, these people, they’ve probably tried
a lot of different weight loss things. They probably tried a lot of diets over time
and their their thought processes [inaudible] this stuff doesn’t work for me. And it’s in that email relationship that you
build with them that you can demonstrate that your content is different, that you are unique,
that you have a unique solution that they’ve never heard of before that gets them to suspend
that disbelief that this isn’t gonna work for me long enough that when the right time
to offer comes, they are 10 times 20 times more likely to pull the trigger and purchase
your course. Okay, so now we’ve got the audience machine
and we’ve got an opt in offer. That’s the trust machine and then you have
the monetization. Now you can display your core course available
as a onetime offer. After the individual goes through and opts
into your email list, you take them to some sort of a thank you page, write the page after
your opt in page. A lot of people just put this up as a thanks
for subscribing. Check your inbox to confirm your email address
and that’s a missed opportunity. We run what we call one time offers. In this position and we give people one opportunity
to purchase our core course, or maybe it’s a little slice, it’s a beginners course. We give them an opportunity to purchase something
from us at a significant discount. Often it’s 60% off or more. Now, not many people are going to take you
up on this. Generally speaking, it’s 1% give or take. Um, but what it does is it can build you up
a marketing budget because you probably noticed, I haven’t mentioned Facebook ads at this time
because for most people to run a Facebook ad that goes directly to selling their course
is going to be a very significant challenge. The theory is sound. Yes, you absolutely can run a Facebook ad
that drives people to a sales page and technically speaking, it’s possible for them to purchase. But here’s the challenge. Copywriting. Copywriting is one heck of a skill and it
is so difficult to learn. I’ve been practicing copywriting for 10, 15
years plus, and I’m still learning each and every day to get really great copy done by
someone else can be extremely expensive and it’s unproven. I’ve spent over $12,000 for a sales letter
that flat out didn’t work and then I had to completely rewrite. It was a very challenging situation. Um, and I’ve, I’ve hired many copywriters
and I’ve never really found a great way for that to work. I found that my wife and I writing authentic,
honest copy that helps people realize we can help them achieve their goals and we can help
them get what they want. That’s really been the best copy for us. So in the world of Facebook advertising, can
a Facebook ad grow your audience for you? Absolutely. You can throw money at it, it can grow your
audience. Can a Facebook ad build trust? Well, a little bit. The trust mechanism that you start to build
is, are they willing to click on your ad to even look at what your offer is? And you can definitely run a Facebook ad that
goes to an opt in page that then promotes a onetime offer. And if you sell enough one time offers, it
can allow you to re insert that budget back into more Facebook ads. This is called a self liquidating offer. And although you’re offering your product
at a 60% discount, you’re going to generate a few sales because that unique time sensitive
opportunity to save money is enough for your most advanced or maybe for your most ambitious
customers that that most ambitious segment who are, they’re ready to commit right now
they purchase and you could dump that right back into Facebook ads. Ultimately holistically you’re going to have
a lot of these different moving pieces running. So my wife and I and her main business where
we sell most of our information based products. We have a big audience on YouTube, we have
a big audience on her podcast and we have a big audience on her blog, so we have those
systems driving new people to us and on the blog they see a pop up where they get offered
the product where they get offered our optin, excuse me. Then they see our one time offer. We’re reinvesting our profits back in Facebook
ads and we re target people who have visited our website before and we show them the opt
in offer. We don’t go straight to the sale. We want to build trust first, right? It’s that trust mechanism. Then once they’re on the email list, they
go through a series of about 10 different emails before they’re on her broadcast list
and she emails her broadcast list approximately three times per week to update them on what’s
new, to give them more value to continue to move that relationship forward. Because when most people don’t buy, it’s because
of the timing’s not right for them. You know, Dean Jackson, a very smart marketer
from the I love marketing podcast. He did some research and he found out that
the 80 20 rule applied within all of his customers and 80% of his customers were not ready to
purchase until after 90 days and only, I believe it was actually only 15% I believe it was
85 15 only 15% of the people who entered his funnel, right? They took an action. They raised their hands saying, yes, I want
something from this guy. I want to learn from this guy. I think this guy’s going to help me get that
result. They took an action in his direction and only
15% of those people were willing to buy within the first 90 days and here in lies the truth. And the reason behind that original statement
that the number one way to sell your online course is to send an email to the individuals
who have taken a step in your direction on your email list. They know you, they like you, they trust you
and make them an offer. We’re coming into the season of special offers
of black Fridays and cyber Mondays and all of these things. You can add time-sensitive bonuses. You don’t have to just lower your price in
order to create urgency for them to buy. Now you can tack on time-sensitive bonuses. You can tack on a series of webinars. They’ll get one at webinar per week for four
weeks if they join by next Friday. There’s different ways you can leverage the
scarcity and the urgency to get people to take action and you can repeat those that
work. You can do a lot of testing to see what works,
but got to remember that on your email list, that trust growth mechanism that you’re continuing
to send more value to over time, upwards of 85% of those people, even if they want what
you have, even if they love you, upwards of 85% of them are not going to be ready to purchase
within the first 90 days. So your audience growth engine is always growing
your audience and the byproduct of that is your trust engine is always growing. Your email list, your autoresponder follows
up with them and you send helpful emails over time. And then every once in awhile you mentioned
your course right in between those value emails, we send on average four value emails for every
offer that we make. And then at some point in time, your list
has grown to a point they’ve been on for 90 days. They’re ready to take action. The email you send, the offer you make, that
unique urgency that you put together is enough to get them over to buy, to click that buy
button. Really the fact that my wife’s list is over
a hundred thousand subscribers of people who are actively engaged with her emails and the
fact that she reaches millions and millions of people per month on social media and through
the search engines and the YouTubes and the blogs, et cetera. That is why our business is able to generate
multiple sales each and every day. Some days, dozens, if not hundreds of sales
all on autopilot because we have these three systems in place and that’s really what you
need is all of these systems, right? You need the audience growth system. You need that trust mechanism, that email
system in place. Then your monetization system, which is selling
your product. If you don’t know where to lay out your product
and make it great, I love Thinkific. I’ve got an affiliate link down there below. If you go try it, you can get three courses
for free through my affiliate link if you ended up paying them in the future. I do get a kickback, but that’s not why I
recommend it. I recommend it because that’s what we use
for my wife’s business. You can make your sales letters in there. It all runs, they handle the checkout, they
connect with your Stripe account, your PayPal account, so you’ll earn the income. And that’s the learning management system
that I personally prefer. Links down below. But ultimately, none of this works until you
have an audience of people who know you, like you and trust you, and you have the ability
to send them a specific offer on a specific date. This happens through email. That’s how we’ve made most of our money online. The 80 20 of it, boy, that’s the 20% of effort
that’s generated the 80% of results for us. And now you know the secret. Thank you very much for your time. I appreciate it. If you like this video, give it a thumbs up,
subscribe, hit the bell. If you want notifications with my new videos
do come out cause I’m still putting out great videos for you to help you build the business
of your dreams. You can do it. It takes a lot of work to get these systems
working together. Once you get them working and they create
a level of lifestyle freedom, that is absolutely magical and I wish that for you and I hope
to help you on that path. Thanks again for your time and I’ll see you
on the next video.

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