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

Published on: December 5 2022 by Miles Beckler

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

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

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00:00:00 00:00:02 Hey, Miles here, milesbecker.com.
00:00:02 00:00:06 This video, you're going to learn how to sell your online courses.
00:00:06 00:00:08 We're going to break this idea down in a few different ways.
00:00:08 00:00:12 We're going to tok about some of the tiknical stuff, but most importantly, I want to make
00:00:12 00:00:15 sure you have the right strategy in place because if you don't have the right strategy,
00:00:15 00:00:18 the tactiks, the tools, the tikniques won't matter for you.
00:00:18 00:00:21 So we're going to sum it up simply and then we're going to break it down and make it a
00:00:21 00:00:22 little more complex.
00:00:22 00:00:27 Now, before we jump in, I want to know, do you already have your own course available
00:00:27 00:00:28 for sale?
00:00:28 00:00:29 If so, say "yes".
00:00:29 00:00:30 If not, say "no".
00:00:30 00:00:35 In the comments down below... Give me a thumbs up on the way down or on the way back and
00:00:35 00:00:36 let's jump right into it.
00:00:36 00:00:40 So in one sentence we're going to start here, and again, I'm going to break this down, the
00:00:40 00:00:44 nuances of this down more, but if I was to sum it up into one sentence, how to sell your
00:00:44 00:00:49 online courses: "Send your audience who know you, like you, and trust you
00:00:49 00:00:54 an email with a specific offer that has some sort of urgency behind it."
00:00:54 00:01:00 That right there, that one sentence has resulted in millions of dollars for my online business.
00:01:00 00:01:03 And the theory is quite complex.
00:01:03 00:01:09 Really the idea of sending an email to the audience of people who know you like you and
00:01:09 00:01:11 trust you with some sense of urgency.
00:01:11 00:01:16 There's a lot of bits and pieces within that, so that's the ultimate goal you want to get
00:01:16 00:01:17 to.
00:01:17 00:01:20 But how do you grow this list of people who know you like you and trust you?
00:01:20 00:01:24 Well, I've got the ATM process that I've been kind of working on and refining it.
00:01:24 00:01:26 It starts with audience growth.
00:01:26 00:01:27 That's what the a stands for.
00:01:27 00:01:29 T is the trust mechanism.
00:01:29 00:01:31 That's the email list growth.
00:01:31 00:01:36 And then M stands for monetization, which is ultimately selling your course, right?
00:01:36 00:01:37 We want that end result.
00:01:37 00:01:41 But it's the other things, it's think of it as a row of dominoes and selling your course
00:01:41 00:01:43 as the last domino.
00:01:43 00:01:48 What are all of those other dominoes that you need to knock over in order for that last
00:01:48 00:01:50 domino, the course to sell to happen?
00:01:50 00:01:51 And that's what we're going to discuss.
00:01:51 00:01:52 That's what you're gonna learn here.
00:01:52 00:01:56 So the first big key is audience growth.
00:01:56 00:02:00 You need to have some sort of an audience growth engine in place.
00:02:00 00:02:07 Now I've chosen to leverage YouTube as my core content strategy and I'm leveraging the
00:02:07 00:02:13 YouTube search engine to help me connect with people who've never heard of me before, but
00:02:13 00:02:17 are searching for answers and solutions that I, I know, right?
00:02:17 00:02:18 They're searching for answers that I know.
00:02:18 00:02:24 So I create great videos that answer their questions and I optimize them for the search
00:02:24 00:02:27 engine and that helps me connect with and grow my audience.
00:02:27 00:02:29 Now multiply that out by about three years.
00:02:29 00:02:36 In 575 videos, I've got 115,000 or so subscribers and I'm connecting with tens of thousands
00:02:36 00:02:37 of people every day.
00:02:37 00:02:40 Okay, so that's been my audience growth engine.
00:02:40 00:02:44 But if you don't want to do YouTube, if you're not interested in doing videos, you can blog.
00:02:44 00:02:49 My wife started with blogging and in 2009 she started with zero blog posts and she wrote
00:02:49 00:02:54 El numero UNO and since then she's written about a thousand blog posts and her website
00:02:54 00:03:00 today gets something to the tune of 850,000 visits per month because of all of the effort
00:03:00 00:03:02 she's put into blogging.
00:03:02 00:03:07 So Google is now delivering her new audience members each and every day.
00:03:07 00:03:10 Another great mechanism of method is a podcast.
00:03:10 00:03:12 Some people love toking and love that form of communication.
00:03:12 00:03:19 A listenership for podcasts here in 2019 2020 and beyond are going up, up, up, and it's
00:03:19 00:03:22 a great way for you to grow an audience and build an audience.
00:03:22 00:03:26 You can also leverage those podcasts into YouTube videos and you could turn them into
00:03:26 00:03:27 blog posts.
00:03:27 00:03:30 Now those are content marketing strategies that I just toked about and a lot of people
00:03:30 00:03:33 are probably thinking, well, what about social?
00:03:33 00:03:35 Can't I just do Instagram or can't I grow on Facebook?
00:03:35 00:03:39 And you absolutely can, but I caution you to.
00:03:39 00:03:44 I caution you and want to slow you down if you think that's going to be the one and only
00:03:44 00:03:45 thing you can do.
00:03:45 00:03:50 Social media is a great way to support the content that you publish on your blog, on
00:03:50 00:03:53 your podcast or on your video.
00:03:53 00:03:58 But in and of itself, there's a challenge with with social media marketing not challenges.
00:03:58 00:04:02 The moment you stop feeding the machine, your traffic dies.
00:04:02 00:04:08 And the lifespan of an Instagram post, the lifespan of a Facebook post is maybe three
00:04:08 00:04:09 days.
00:04:09 00:04:14 Odds are it's closer to about 12 hours max, but it might live on for about three days.
00:04:14 00:04:18 Whereas I have videos that I published over three years ago that answer very specific
00:04:18 00:04:22 questions like my videos on how to do Facebook advertising, right?
00:04:22 00:04:28 They are still getting connected to people searching how to do Facebook advertising each
00:04:28 00:04:29 and every day.
00:04:29 00:04:35 And this is the benefit of partnering with a platform with a search based platform instead
00:04:35 00:04:36 of a social media based platform.
00:04:36 00:04:41 So I think the best way to do it is to choose one core content method where you're comfortable.
00:04:41 00:04:44 If you're a writer and you're an editor and you love crafting in the written word, great
00:04:44 00:04:47 blog, go create great content.
00:04:47 00:04:51 Learn the skill of keyword research because that allows you to understand what are your
00:04:51 00:04:52 people looking for.
00:04:52 00:04:57 Those people who ultimately want to buy your course, they're looking for little solutions
00:04:57 00:04:58 and little answers here and there.
00:04:58 00:05:00 What are those things?
00:05:00 00:05:03 You can get data on this through keyword research, and I've taught how to do keyword research
00:05:03 00:05:05 for free in a number of different videos.
00:05:05 00:05:07 Links will be in the description.
00:05:07 00:05:10 Then you create the great content and you've got to stik with it with search engines,
00:05:10 00:05:11 right?
00:05:11 00:05:15 You gotta publish hundreds of posts over time to prove to the platform that you're really
00:05:15 00:05:16 in it for the long run.
00:05:16 00:05:20 And you got to learn the basics of SEO, which I have a great video on that also link to
00:05:20 00:05:23 down below that kicks on your audience engine.
00:05:23 00:05:26 Okay, so now we're going to move to the T, the trust engine.
00:05:26 00:05:30 So you need to build trust with people before you ask them for money.
00:05:30 00:05:35 K and the trust mechanism is often an opt in.
00:05:35 00:05:41 The trust mechanism is often you making an offer for them to get something free in exchange
00:05:41 00:05:43 for their email address.
00:05:43 00:05:48 We call this an opt in and this is how you grow your email list and then they go through
00:05:48 00:05:51 your autoresponder and then they get on your broadcast list.
00:05:51 00:05:56 This is your opportunity to really demonstrate that you have the ability to help them accomplish
00:05:56 00:06:02 what they, this is your opportunity to overcome their objections and help them believe that
00:06:02 00:06:07 this time it's different that you actually can help them achieve that goal.
00:06:07 00:06:10 Maybe you're a weight loss coach and you've got a great weight loss program, a 30 day
00:06:10 00:06:11 program.
00:06:11 00:06:12 That's your course that you want to sell.
00:06:12 00:06:14 Well, these people, they've probably tried a lot of different weight loss things.
00:06:14 00:06:19 They probably tried a lot of diets over time and their their thought processes [inaudible]
00:06:19 00:06:21 this stuff doesn't work for me.
00:06:21 00:06:25 And it's in that email relationship that you build with them that you can demonstrate that
00:06:25 00:06:30 your content is different, that you are unique, that you have a unique solution that they've
00:06:30 00:06:34 never heard of before that gets them to suspend that disbelief that this isn't gonna work
00:06:34 00:06:40 for me long enough that when the right time to offer comes, they are 10 times 20 times
00:06:40 00:06:43 more likely to pull the trigger and purchase your course.
00:06:43 00:06:47 Okay, so now we've got the audience machine and we've got an opt in offer.
00:06:47 00:06:50 That's the trust machine and then you have the monetization.
00:06:50 00:06:56 Now you can display your core course available as a onetime offer.
00:06:56 00:07:01 After the individual goes through and opts into your email list, you take them to some
00:07:01 00:07:04 sort of a thank you page, write the page after your opt in page.
00:07:04 00:07:06 A lot of people just put this up as a thanks for subscribing.
00:07:06 00:07:11 Check your inbox to confirm your email address and that's a missed opportunity.
00:07:11 00:07:13 We run what we call one time offers.
00:07:13 00:07:19 In this position and we give people one opportunity to purchase our core course, or maybe it's
00:07:19 00:07:21 a little slice, it's a beginners course.
00:07:21 00:07:26 We give them an opportunity to purchase something from us at a significant discount.
00:07:26 00:07:29 Often it's 60% off or more.
00:07:29 00:07:31 Now, not many people are going to take you up on this.
00:07:31 00:07:33 Generally speaking, it's 1% give or take.
00:07:33 00:07:38 Um, but what it does is it can build you up a marketing budget because you probably notiked,
00:07:38 00:07:42 I haven't mentioned Facebook ads at this time because for most people to run a Facebook
00:07:42 00:07:47 ad that goes directly to selling their course is going to be a very significant challenge.
00:07:47 00:07:49 The theory is sound.
00:07:49 00:07:53 Yes, you absolutely can run a Facebook ad that drives people to a sales page and tiknically
00:07:53 00:07:56 speaking, it's possible for them to purchase.
00:07:56 00:07:57 But here's the challenge.
00:07:57 00:07:58 Copywriting.
00:07:58 00:08:01 Copywriting is one heck of a skill and it is so difficult to learn.
00:08:01 00:08:06 I've been practiking copywriting for 10, 15 years plus, and I'm still learning each and
00:08:06 00:08:12 every day to get really great copy done by someone else can be extremely expensive and
00:08:12 00:08:13 it's unproven.
00:08:13 00:08:16 I've spent over $12,000 for a sales letter that flat out didn't work and then I had to
00:08:16 00:08:17 completely rewrite.
00:08:17 00:08:19 It was a very challenging situation.
00:08:19 00:08:23 Um, and I've, I've hired many copywriters and I've never really found a great way for
00:08:23 00:08:24 that to work.
00:08:24 00:08:30 I found that my wife and I writing authentik, honest copy that helps people realize we can
00:08:30 00:08:33 help them achieve their goals and we can help them get what they want.
00:08:33 00:08:35 That's really been the best copy for us.
00:08:35 00:08:40 So in the world of Facebook advertising, can a Facebook ad grow your audience for you?
00:08:40 00:08:41 Absolutely.
00:08:41 00:08:44 You can throw money at it, it can grow your audience.
00:08:44 00:08:46 Can a Facebook ad build trust?
00:08:46 00:08:48 Well, a little bit.
00:08:48 00:08:51 The trust mechanism that you start to build is, are they willing to click on your ad to
00:08:51 00:08:53 even look at what your offer is?
00:08:53 00:08:57 And you can definitely run a Facebook ad that goes to an opt in page that then promotes
00:08:57 00:08:58 a onetime offer.
00:08:58 00:09:02 And if you sell enough one time offers, it can allow you to re insert that budget back
00:09:02 00:09:04 into more Facebook ads.
00:09:04 00:09:06 This is called a self liquidating offer.
00:09:06 00:09:10 And although you're offering your product at a 60% discount, you're going to generate
00:09:10 00:09:16 a few sales because that unique time sensitive opportunity to save money is enough for your
00:09:16 00:09:21 most advanced or maybe for your most ambitious customers that that most ambitious segment
00:09:21 00:09:25 who are, they're ready to commit right now they purchase and you could dump that right
00:09:25 00:09:27 back into Facebook ads.
00:09:27 00:09:32 Ultimately holistikally you're going to have a lot of these different moving pieces running.
00:09:32 00:09:37 So my wife and I and her main business where we sell most of our information based products.
00:09:37 00:09:41 We have a big audience on YouTube, we have a big audience on her podcast and we have
00:09:41 00:09:46 a big audience on her blog, so we have those systems driving new people to us and on the
00:09:46 00:09:51 blog they see a pop up where they get offered the product where they get offered our optin,
00:09:51 00:09:52 excuse me.
00:09:52 00:09:53 Then they see our one time offer.
00:09:53 00:09:59 We're reinvesting our profits back in Facebook ads and we re target people who have visited
00:09:59 00:10:02 our website before and we show them the opt in offer.
00:10:02 00:10:03 We don't go straight to the sale.
00:10:03 00:10:05 We want to build trust first, right?
00:10:05 00:10:06 It's that trust mechanism.
00:10:06 00:10:10 Then once they're on the email list, they go through a series of about 10 different
00:10:10 00:10:14 emails before they're on her broadcast list and she emails her broadcast list approximately
00:10:14 00:10:19 three times per week to update them on what's new, to give them more value to continue to
00:10:19 00:10:22 move that relationship forward.
00:10:22 00:10:26 Because when most people don't buy, it's because of the timing's not right for them.
00:10:26 00:10:31 You know, Dean Jackson, a very smart marketer from the I love marketing podcast.
00:10:31 00:10:36 He did some research and he found out that the 80 20 rule applied within all of his customers
00:10:36 00:10:42 and 80% of his customers were not ready to purchase until after 90 days and only, I believe
00:10:42 00:10:49 it was actually only 15% I believe it was 85 15 only 15% of the people who entered his
00:10:49 00:10:50 funnel, right?
00:10:50 00:10:51 They took an action.
00:10:51 00:10:54 They raised their hands saying, yes, I want something from this guy.
00:10:54 00:10:55 I want to learn from this guy.
00:10:55 00:10:57 I think this guy's going to help me get that result.
00:10:57 00:11:02 They took an action in his direction and only 15% of those people were willing to buy within
00:11:02 00:11:06 the first 90 days and here in lies the truth.
00:11:06 00:11:12 And the reason behind that original statement that the number one way to sell your online
00:11:12 00:11:18 course is to send an email to the individuals who have taken a step in your direction on
00:11:18 00:11:19 your email list.
00:11:19 00:11:22 They know you, they like you, they trust you and make them an offer.
00:11:22 00:11:26 We're coming into the season of special offers of black Fridays and cyber Mondays and all
00:11:26 00:11:27 of these things.
00:11:27 00:11:30 You can add time-sensitive bonuses.
00:11:30 00:11:35 You don't have to just lower your price in order to create urgency for them to buy.
00:11:35 00:11:37 Now you can tack on time-sensitive bonuses.
00:11:37 00:11:39 You can tack on a series of webinars.
00:11:39 00:11:43 They'll get one at webinar per week for four weeks if they join by next Friday.
00:11:43 00:11:48 There's different ways you can leverage the scarcity and the urgency to get people to
00:11:48 00:11:51 take action and you can repeat those that work.
00:11:51 00:11:55 You can do a lot of testing to see what works, but got to remember that on your email list,
00:11:55 00:12:01 that trust growth mechanism that you're continuing to send more value to over time, upwards of
00:12:01 00:12:06 85% of those people, even if they want what you have, even if they love you, upwards of
00:12:06 00:12:10 85% of them are not going to be ready to purchase within the first 90 days.
00:12:10 00:12:15 So your audience growth engine is always growing your audience and the byproduct of that is
00:12:15 00:12:17 your trust engine is always growing.
00:12:17 00:12:21 Your email list, your autoresponder follows up with them and you send helpful emails over
00:12:21 00:12:22 time.
00:12:22 00:12:26 And then every once in awhile you mentioned your course right in between those value emails,
00:12:26 00:12:30 we send on average four value emails for every offer that we make.
00:12:30 00:12:34 And then at some point in time, your list has grown to a point they've been on for 90
00:12:34 00:12:35 days.
00:12:35 00:12:36 They're ready to take action.
00:12:36 00:12:41 The email you send, the offer you make, that unique urgency that you put together is enough
00:12:41 00:12:45 to get them over to buy, to click that buy button.
00:12:45 00:12:48 Really the fact that my wife's list is over a hundred thousand subscribers of people who
00:12:48 00:12:53 are actively engaged with her emails and the fact that she reaches millions and millions
00:12:53 00:12:57 of people per month on social media and through the search engines and the YouTubes and the
00:12:57 00:12:58 blogs, et cetera.
00:12:58 00:13:05 That is why our business is able to generate multiple sales each and every day.
00:13:05 00:13:10 Some days, dozens, if not hundreds of sales all on autopilot because we have these three
00:13:10 00:13:15 systems in place and that's really what you need is all of these systems, right?
00:13:15 00:13:16 You need the audience growth system.
00:13:16 00:13:20 You need that trust mechanism, that email system in place.
00:13:20 00:13:22 Then your monetization system, which is selling your product.
00:13:22 00:13:25 If you don't know where to lay out your product and make it great, I love Thinkific.
00:13:25 00:13:28 I've got an affiliate link down there below.
00:13:28 00:13:32 If you go try it, you can get three courses for free through my affiliate link if you
00:13:32 00:13:33 ended up paying them in the future.
00:13:33 00:13:35 I do get a kickback, but that's not why I recommend it.
00:13:35 00:13:38 I recommend it because that's what we use for my wife's business.
00:13:38 00:13:39 You can make your sales letters in there.
00:13:39 00:13:43 It all runs, they handle the checkout, they connect with your Stripe account, your PayPal
00:13:43 00:13:45 account, so you'll earn the income.
00:13:45 00:13:48 And that's the learning management system that I personally prefer.
00:13:48 00:13:49 Links down below.
00:13:49 00:13:55 But ultimately, none of this works until you have an audience of people who know you, like
00:13:55 00:14:00 you and trust you, and you have the ability to send them a specific offer on a specific
00:14:00 00:14:01 date.
00:14:01 00:14:03 This happens through email.
00:14:03 00:14:05 That's how we've made most of our money online.
00:14:05 00:14:10 The 80 20 of it, boy, that's the 20% of effort that's generated the 80% of results for us.
00:14:10 00:14:12 And now you know the secret.
00:14:12 00:14:13 Thank you very much for your time.
00:14:13 00:14:14 I appreciate it.
00:14:14 00:14:15 If you like this video, give it a thumbs up, subscribe, hit the bell.
00:14:15 00:14:20 If you want notifications with my new videos do come out cause I'm still putting out great
00:14:20 00:14:22 videos for you to help you build the business of your dreams.
00:14:22 00:14:23 You can do it.
00:14:23 00:14:25 It takes a lot of work to get these systems working together.
00:14:25 00:14:29 Once you get them working and they create a level of lifestyle freedom, that is absolutely
00:14:29 00:14:31 magical and I wish that for you and I hope to help you on that path.
00:14:31 00:14:32 Thanks again for your time and I'll see you on the next video.

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