Before You Launch Your Signature Course – Do This
In this week’s episode, I talk about the main things you need before you hit “publish” on your signature course, group coaching program, or high ticket coaching offer. P.S. Some of these links below include affiliate links – read the disclaimer for more info on that.
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Table of Contents
Why Low Ticket Can Equal Big Revenue
Lots of people swear by selling high ticket programs, signature courses, and 1:1 coaching programs. And while I’m totally not against people selling higher level support programs with the bigger ticket price tag – for newer course creators with small audiences – it can be challenging to get people to enroll. Why? Big time course creators often have huge email lists, a larger social media following, and most likely about $5k-$10k in cash to splurge on good old Facebook ads. And where does that leave the amazing course creator with a small list – but an amazing offer? Most likely struggling to see profit from their blood, sweat, and midnight tears. That’s why in this blog, I’m going to share with you how low ticket offers can mean big boosts for your online course business. This is something I’ve personally seen work for me, and I’ve made over $17k in course revenue from lower priced products and programs.
Real Numbers from a Launch in December 2020
In December 2020, I had the highest digital product sales of 2020 all with really low priced digital products, courses, and templates. You’d think that with price tags as low as $7-$47, I wouldn’t actually make that much – but the truth is that low priced products sell really well, especially if you provide a clear win for your customers. My only refund that month was for a product that was inaccurately priced, so I refunded the difference to this customer and I haven’t had a refund request since then and it’s been nearly a year. These numbers weren’t just amazing because I had a big email list – in fact, I only had about 400 people on my list at the time. I’m going to share my lessons learned and how I did it with you in an upcoming blog post. Anyways, let’s get on with the how, shall we?
Strategic List Building Opt-In
Freebies can get a bad rap – but the right freebie can actually qualify your subscribers and actually make sales. If you’ve been around the blogging space for awhile, you’ll know that everyone says that you need one. When I first launched an entirely different blog back in 2018 – I had a small list of about 200 built from friends, curious colleagues, and of course my Mom. (When you’re mom is the only one that emails back, “I’m proud of you” – I didn’t really exactly feel like a booming success). But thanks, Mom!
Create an opt-in that ties to your product
One problem I see constantly with freebies is that they give “too much” away for free. Or their freebie isn’t even directly tied back to their course topic – which instead gives you an email subscriber that may not be the right fit for your product. So give your audience the chance to opt-in to your list with the strategic goal to build trust and nurture your audience and eventually provide a solution as a paid product or service. Let me give you a real example.
If your course is about livestreaming, you may want to provide a checklist about your livestreamining equipment.
If you’re selling a Podcast Course, you might want to give away a cheatsheet for distributing your podcast and which platforms you’ll want to use.
If you’re selling English language courses, perhaps your freebie is a list of vocabulary words or a free course in basic vocab.
I could go on about this, but hopefully you’ll have some ideas on how to refine your free resource to tie back into your course or digital product. Right now, my favorite way to build my subscriber list is Convertbox. I’m also using Convertkit to help create my automated email sequences for my products and welcome series.
Get Clear on Your Content Marketing
I focus on long-form content first, mainly my blog and Youtube and then I repurpose little smaller type of content from that piece of content. It’s taken me about 2 years to fine-tune what content forms I like making and that works to grow my business. Get clear on what kinds of content you’ll use to generate your converting content. For instance, not all my content types are SEO driven, although I have lots of blog posts that I use for that purpose. Some types of content are for storytelling, some for case studies, and others for humor (just because I like to laugh and my audience does too). Your content marketing should clearly tie back to your core solution that you offer – mainly your products and services. Right now, I’m really loving Reels, you can check out my example below!
- 5 Ways to [Ideal Customer Result] without [Frustating / Obstacle]
- Real Case Studies of how I [Your Story of Transformation]
- The Best Books I’ve Read This Year
- Your Personal Story
Create a Low Cost Digital Product
Contrary to popular opinion, not everyone wants your $997 course or program. That’s especially new for course creators with small audience sizes. So before you create your larger signature course, try your hand at making a mini product like a template, workshop, or mini-training. It’s much easier to sell a product to your small audiene this way, build trust with them, and also start seeing growth with paying customers than waiting until you have the perfect course. I wrote another article on my thoughts of “Anti-Launching” something to your audience.
Low priced products are perfect for three reasons.
Easy and simple to setup and promote!
Great to start setting up your funnel to qualify your new subscribers as potential buyers
Amazing to start generating sales and off-set your Facebook ads with your mini product!
Below are a few examples of my low-cost products, but most of my sales came from: The Digital Product Toolkit, Profitable Presentation Canva Pack, and The Podcast Planner.
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Use a Sales Vehicle
Call it a funnel, customer journey, or whatever…You honesty need some way to sell and promote something to your email list, even if it’s somebody else’s products. As a business – you need to generate revenue somehow, even if it’s from services at first or affiliate income.
Here’s some ways I’ve used sales vehicles in my online course business.
Tripwires / “Easy Yes Offers” – These are low-priced products that are offered immediately after someone subscribes to my email list.
Email Marketing – I send a few promo emails whenever I’m running a promotion.
Free Bundles – Back in December I put my course in two free bundles. This generated a lot of revenue for me roughly about $800-$900.
Affiliate Marketing – By creating strategic partnerships with a few different course creators, I was able to generate about $1,000 quickly through my connections with other creators. I also made some sales for referring people to products that I already use and love.
There is something fantastical to be said about creating and preselling a product from scratch. I’ve run many different paid online trainings – and found that my audience really enjoys them! Not only is preselling my go-to strategy these days for selling courses – but it’s also a good way to support your current clients too. So – if you’re on the fence of whether or not a low priced digital product could make an impact on your bottom line – I’d like to share some thoughts with you. I think creating courses and products are a great additional revenue stream to your business. And while I haven’t completely given up my 1:1 services yet – I do think they really help boost your business revenue – create true passive income, and connect you up with amazing people. Anyways, that’s just my two cents.