Step 0: Build an Email List of Folks who know like and Trust you
·
Doesn’t have to be a HUGE email list by any
means. If you do have a huge email list that’s awesome—you are ahead of the
game. My first launch of my very course had just 400 people on my email list and
did $19,800 in sales during my first launch.
• The key is to have
the RIGHT people on your email list and build an amazing relationship with
them.
• An email list is
the ONLY communication asset you own online. For example, you don’t own
Facebook, do you? Unless you’re Mark Zuckerberg. (If so, hi Mark!) • The key
thing to remember: The right email list is the #1 driver to sales of online
courses.
• Recommendation:
Build an email list of at least 500-1,000 people and this can be done quickly
(much quicker than you think!)
• If you are starting from 100% scratch it can be built in
4-6 weeks with the right strategies. (More on that soon.)
Step 1: Paying Attention and Survey
If you are in Category #2, think: What are the most common
questions I’m asked? Do people ask my
advice on something in particular? Is there a how-to blog post or podcast I’ve
posted that has done particularly well?
• 1 Question survey. Send this out regardless if you are in
Category #1 or Category #2: What do you
want to know more about (______________)?
• Make sure to require email at the beginning of your VIP
marketing list for your course.
• Pick up the language used. Are there common questions?
• No need to mention your course. Often time’s people don’t
know what they want in a course but they do know what they need help with.
• Gain confidence from
the questions asked. You know FAR more than you think.
Step 2: Naming Your Course
• Name matters FAR LESS than hook. The hook is the promise
of what your course teaches.
• Pick a darn name
and go with it.
• Only key is the “.com” is available. (You want your course
on its own domain such as
www.myawesomecourse.com because it makes it easier for branding and much
easier from a technology standpoint.)
• Your course needs to have a VERY SPECIFIC outcome. A
result of your peeps taking your course and putting what you have to say into
action should be tangible and specific.
• Think of key words that sell: Step-by-Step, Blueprint,
System...
Step 3: Pricing Your Course
Key mistake here is pricing too low. Lower pricing gets FAR
less serious customers, and you want your customers to get results! You don’t
need permission to have a premium price for your course. Okay, fine if you want
permission here it is:
• Top 5-10% of your market
• Same effort required for low end vs. high end pricing
• Fewer higher quality customers > more low quality
customers
• Doing a disservice to your customers by pricing too
low--they need to value the investment to get results.
Step 4: Recording Your Course
• Recording in advance prevents overwhelm.
• Can do PowerPoint/Keynote with voice and slides or if you
have something more visual video is more than fine.
• Video/audio modules, interrogations, screen-casts, etc... Are
all great material.
• Schedule modules to record as if it was a speaking
engagement. (Must stick to schedule.)
Step 5: Generating Potential Buyers
• ALL traffic sent to an opt-in page for a free video series
(or other free giveaway if you have one, but video series is the best option
leading up to a launch.)
• Between opt-in and launch, send one piece of
content/question, etc... A week if you get your free video series up early.
• Free video series is sort of like a first date. You are
teaching, they are learning.
• Remember to TEASE and HINT!
Step 6: VIP Launch
• 3 Video series and then invitation to enroll in your
course (4th Video.)
• 5-10 Day launch. The amount of time the cart is open must
be finite. This is CRITICAL. You want
peeps to make a decision. In or out.
• VIP bonuses (Q&A sessions are great). These are
one-time bonuses just for your VIP launch.
• Remember the launch is JUST THE BEGINNING. It gets the
ball rolling off the hill, builds your list and brings in your first customers.
Step 7: Over Delivering and OngoingSales
• Personal touch is HUGE. (We send out a personal welcome to
each course customer.)
• Webinars, joint ventures, affiliates become focus areas
AFTER your VIP launch. You need your own data before going out to attract the
right partners.
• Sales don’t stop after launch. (WORTH REPEATING: LAUNCH IS
JUST THE BEGINNING!)
• Over delivering with surprises, amazing customer service,
etc...
• Once you have done multiple launches and perfected the
process you can EVERGREEN your launch so you are rolling in sales and new
customers 24/7.
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