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Launching a 6 figure course Pt.1

One teaches two learn, meaning the best teachers are the best students or the best students are the best teachers. Part 1 of 4

Important: We’re sorry about this, but this transcript is hard to read. We’ve added the wall of text below to help our search function better. If you’d like to help us format this, please reach out to andres@thefutur.com. In the meantime, simply turn closed captions on (CC) the video above to read along.
OK there we go. I love that everybody started turning on the camera. This is so awesome. My goodness. One day we'll get 100% camera turn on rate. That would be a glorious day for us here at the future. OK, so first of all, welcome everybody. So good to see you. Good morning. Good afternoon. Good evening. I'm going to be sharing my keynote deck template and it's not deck template. Attempt my keynote in a second. And then we're going to talk through all the parts and pieces. This is a working call. This is a working call, so feel free to join and join in on the festivities. We'll just call it like that. I would love your participation and all this stuff. So let me get my stuff ready here. It is shared the screen. Here we go. Share keynote, where are you and play and then Anna Lee on undress, please help me if there's a comment, something that you think is hot we need to talk about while I'm doing this. Please bring that up. Now, if you have a question during any of this, this is interactive. There's no such thing as interrupting. You could say whatever you want. OK And just make sure that you ask me so that I can make. I can communicate better, more clearly or explain it a different way for you. OK, before we get into today's call, a couple of announcements. First of all, welcome to all these wonderful, beautiful people. This is literally who joined yesterday, plus 4 more people that I could not add because they joined, like at 1:00 in the morning and I was already in bed at that point. All right, so welcome new members. If you're on here, warm, welcome to you. We're going to be doing a special air meet on Monday. Air meet. This is for any existing current new member or to do air meets on Monday. And Andress has probably set that up by now or shortly thereafter. OK, so what you want to do is join the many conversations that were having inside clubhouse. So if you go down to announcements, you see that little icon there. I think it's like an explosion or something, but it's read its announcements when you click on that tab. The first thing you're going to see on the top is your clubhouse profile picture. We would love for you to do this. There's a couple of reasons why. And all we're saying is add a little future pro badge on the bottom, I guess screen left right shoulder somewhere in that area. And don't worry about anything else. Just get that thing on there. The reason why is with the recent clubhouse app update, they're no longer members in there. Everyone is a member. They've merged the list together. There used to be followers and members. And so the only way I can tell who you are from everyone else is if you have your badge on, if you don't want to put it on. No worries. Don't worry about it. Just sometimes it takes me a while to figure out that you're part of the group since the group is so big right now. OK and why would you want to put your badge on so we can bring you up on stage when you raise your hand ahead of other people? We give obviously priority access to people that are program members. And also, if you're engaging with me on LinkedIn, I see your badge. Of course, I'm going to accept your friend invite. I'll send you the friend and invite. It doesn't matter to me that way. You can tap into my network. I have over 300,000 followers and and part of the thing that I like to do is use some of the social influence that I have to shine a light on the content that you're creating and to spotlight you and your ideas. And that's it, so one last thing. Because Dr. Eric Kareem has developed this app. He's giving it out to future pro members for free. I don't know how long that's going to last. But I would strongly suggest that you sign up for it. So again, under announcements, there's this wellness app. I was told the whole bunch of people from the program signed up, but I'm pretty sure not everyone signed up. And since there are already 61 new members today, take advantage of this. I love it when friends of the future offer us special things that this is one of those special things. IT costs you nothing. If you want to tap into your performance, he's developed this app. So go ahead and download it for free. All right. Building a six figure learning course, and I wanted to call this a learning ecosystem, but then the title got really long. This is called and this is just the first part. I broke down today's call into a couple of different bullet points. I don't believe we'll get through all of this, but I just want to let you know that there is a plan here. I want to talk about why it's important for you to teach my concept of like how you're able to build a six figure course. It's not as complicated. It's not as daunting as it sounds. And then to share with you the blueprint and even to address issues like what today and what you need to know to be able to successfully teach a class. Of course, the all important things are marketing. I'm going to share with you a product breakdown, one of our products, one of our best selling products and then to create a pre-launch checklist with you. Today's conversation is a little bit different than normal in that this is just a work in progress. You guys are seeing the beta of potentially a $300 or $400 or $500 class, and so we're going to work on this together. And based on the things that you share with me, I'll of course, make adjustments and then we'll make these adjustments as we go. So we two might be a little different shaped by your direct feedback. OK, so I teach this one's pretty straightforward, but there's some of you that don't define yourself as a teacher, and that's totally OK. But I do self-identify as a teacher or something I've done for 15 years and then now on social media, I've been doing it for 6 plus years. OK there's this expression one teaches to learn. And if you read that one teaches to learn, meaning the best teachers are the best students or the best students are the best teachers. The other way to think about this is that when you teach someone. The student learns, but the teacher learns, hence that expression. My students have taught me more than I ever taught them, and it's true. It sounds like a cliche, but it's totally true. I was able to gain a lot of confidence and clarity on my process and my thinking when I started teaching in the early 2000s. And it changed how I felt about myself. It changed my identity. And it was the first time I felt like, gosh, I have something to contribute and I have more ideas in my head, and it made me feel like really, really confident. Like, I started to believe in myself. At that point. So even if you don't care to, like, make a lot of money teaching, I highly encourage it for all of you even to get better at content marketing, to get better at relationship building, to get better at communication. There's a lot of benefits to teaching besides making money. And the other biggest reason that you'd probably want to do this is it's a very generous thing to help others to pay it forward. And we are exactly where we are today because of the contributions of many generations of humans that came before us. I don't know how to make the internet and even know how it works, but that's how our society moves forward. Our civilization, our culture is we impart what it is that we've learned in the short life with someone else so that on their journey, it's not as painful, it's not as long and just have to be. Another great reason to start teaching is because as a teacher, you automatically are seen as one of authority. And this is important in establishing your credentials and appearing at least above everyone else, it's a great way to stand out one eighth of an inch as Eric Garrison talks about it. Naturally, when you're facing the audience, the audience is looking back at you. You see many people, they just see one person. Just that dynamic alone puts you in a position of authority. And so we'll talk about how to actually earn that authority, but it's a great position to be in. And then the last reason that I put up there is it's a great way to make some passive income. You can look at it as your Fiji vacation fund, you can look at it as Johnny and Mary's College tuition fund. Or just like, you know what, I'm going to splurge on myself. Yeah, I've been eyeballing those pair of shoes or that jacket or that cool technical backpack or that luxury item I've been craving and it's guilt free. It's an awesome thing. And there's some controversy around the word passive income. Does it exist? Is it not exists? Of course it exists. And we'll talk about the difference between earning regular income and earning passive income. OK and at any point in time, if anybody has any questions, feel free or my two mods here, Annalee and Andreas, if you see someone commenting something that you think the group will benefit from, just interrupt me and read it. OK all right. And the main reason why you want to teach is because we want to create meaningful transformation. This is important like everything that we sell from creative services to fixing a hole in someone's roof. It's to create some kind of transformation to go from a state of where we are to where we want to be, to go from here to there. And so you need to identify really where there is. So the first thing we want to do and I want to really make sure you guys focus on this word transformation, this is what we're selling. This is what people are buying. They don't buy stuff they want to buy the person that when they use your stuff. It's the person that they become. So whenever we see this white square with a pencil, it's time for us to think. And we're going to throw this out there, so we're going to take a minute here and I can play some low fi beats here. What's the one topic that you're most comfortable teaching and would like to be known for? I'm not saying that you're already an expert at it, but all the things that you can teach and share with the world. What's one thing that you're comfortable or most comfortable teaching? It would like to be known for? There's a condition there. There's an and it has to meet both criteria. So let's just say you're really comfortable talking about how to do card tricks. But it's not something you want to be known for. So then that gets eliminated. And the foundation of everything we're going to do today is built around this one thing, this one topic, what is it that you want to teach? So think about that for a little bit. Do you have fun doing this thing to people often compliment you that you're so good at doing this? Is there something that you do that feels effortless and you lose the sense of time? That would be a good place to start. Do you do something where people often ask you, how do you do that? Those are great places to start. I'm going to take a quick pause here, so I'm going to stop the share and then I'm going to make sure I can address any questions because. This is the foundation, if we can't figure this part out, we're in trouble because nothing else is going to make sense, so I'm going stop the share here. OK I'm going to read the comments here just to make sure. In case you're just joining us, I just want to say Hello to all 104 people that are participating in today's call. So good to see you. And if you're listening to this later on, welcome hope one day you'll be able to join us as John Lennon said, OK, let's look at the comments here. Comment saying. Of course, Ashley, presentation design, of course, that one's so obvious, the real question for you, Ashley. Is how come it's taking so long? I have questions geared around that, someone's saying illustration, so that's Ashwin. Ashwin, what I like to do is to narrow down your illustration, to segment it like illustration for kids, fun illustrations, illustration for adults, illustration as therapy. The more you can narrow it down, the easier it is for you to position it. Now I want you to imagine yourself like this. OK, you're in a grocery store or like a supermarket, not a grocery store or a supermarket aisles and aisles of products that people can buy. The first thing is you're going to create a product. Let's imagine like a cereal box and you're going to give it to the stock person and the person is going to put it somewhere on the shelf. You're not going to say put in the food category. It's not going to help them. Right put it in the grains category. Is this a breakfast thing? Is this a staple? Where does this exist in the supermarket? And if I recall correctly from my packaging class? Where it exists on the line also matters a lot to. They put the sugary sweet cereals at the bottom, because that's where the kids are. They put all the shredded oats and natural stuff at the top, because that's where parents are. So they understand. I don't want to get into marketing, but that is positioning, where do you exist in the marketplace relative to your competitors? OK, so I'm a leadership expert, right, Monica. You and I are going to be doing a call on Clubhouse very, very soon. Julia is asking, must it be related to your work? Absolutely not. Does not need to be related at all. In fact, the very first product I released is tangentially related to what it is that people knew me for, which was a problem in itself. Right, I was working as a director running a motion design company, as an entrepreneur, but my very first class was a class on typography, which no one knew me for. And so it takes a little while to get there. Let's see what else is here. Motion design and editing. OK I would suggest, unless you know how to combine those two things together a feed, you pick one or the other. Or you can say motion design for editors. Now you've narrowed the market instead of expanding the market, I want you to narrow the market. There's so many say human centered design that's very clear, I think. Is it for a specific market, so keep working on this here. Interior photography. OK, Bruce, interior photography. Anything particular about interior photography like interiors of space? Or is it just would be interiors of commercial spaces, interiors of commercial spaces, beautiful, OK. You're going to teach people how to do that. Is it for hobbyists, enthusiasts, for people who are listing on airbnb? Is it for professionals? Is it for clients? Who's it for? OK, I would question for professionals, OK, so and do you have an age range of what the professionals might be? Are they just out of school or the veterans or are they switching? What do you think, bruce? And I'd say just starting off, just starting off so relatively young, because I think that makes a lot of sense. Yeah so what happens is the challenge is going to come when you go to market your course. Everybody already knows this, I know you're dreading that moment like, OK, I created the Field of Dreams and no one comes. If you build it, they will come and no one comes. It's because we don't know who we're talking to. So with that, with the little information Bruce has just shared with us, I know he's going to be targeting people in their late teens, early to mid 20s. He's probably going to be targeting a lot of people who are considering college or have graduated college with some degree, but have suppressed their desire to do photography or create do creative things. He's not going to be talking to the people that are 60 and up. He can hit those people, but that's not who he's going to be targeting. So one quick test for you is to ask yourself, who am I going to be speaking to? And do I know where they hang out, what their pain points are? Because I don't know how to get go from here to there if I don't know where here is. We know they're there. Where's the here? Because then we're going to build bridges. OK Amen is talking about podcasting again, amen, if you can do sports podcasting, if you can do interview podcasting or whatever, because there's a lot of different types of podcasting. I think there are several genres, and the hottest one right now is non-fiction narrative. Yeah, some of the most popular podcast is non-fiction narrative, it's like old school radio, so we make so much progress, we go right back to the beginning. Product design, ok? Chris undie is saying product design, so is that. Physical product, or is that the new use of the word ok? Correct physical. So industrial design. Wonderful OK, housewares. Garage tools. You know, again, try to narrow it down because product design is such a giant umbrella, right? In the old days, it used to be called industrial design. It was clear to me the web people have probably screwed this up and called web apps like products and like. This is very confusing now. OK you can have the take back the term. All right. So I'm hoping everybody is getting a sense of this. So 3D art from Connor Christian self-sustainability de. What is the product? That almost sounds like an adjective, Christian self-sustainability. Was that mean? The woman. Yes, yeah, it's about becoming more self-sustainable in a sense that you can become financial free, but also can sustain yourself through organic gardening and just being able to live off grid in a situation where it is needed. Ok? is this like homesteading living off grid? Yes, kind of. But you know, you run off the grid kind of person. Yes, that's the way we are, I'm going. OK well, wonderful. OK, so here's the thing when you launch your course, you want to make sure people know what it is right away. So we'll get into naming, not today, but we'll get into naming later. But the name is the most powerful part of your brand because it's the first thing that people understand what it is that you do. So I'm not going to get into branding and brand strategy. Not today, not during this course, but if you think about it. Um, a company like Public Storage. You don't need to know anything. It's for the public and it's storage, right? It's the great name because when I can't think of anything, I'm like, oh, I need to find some Public Storage. Oh my gosh. And they come up. But if you call it some fancy name like purple unicorns, then they have to dig deeper. And I'd love for you to think about the one thing that you're going to teach people. It's clear we're not always good at this, and sometimes we screw it up. Sometimes we fight internally like, you should have called it this, and I want to call it this. And you make it harder for people because you're using terms that you and a small group of people know, but the rest of society knows it is a different thing. OK, so the very next step is to think about the name of the course that you're going to teach. So I'm going to go back to aspirin if he calls it illustration. There's 1,000 courses on illustration right now. It's called the business of illustration illustration one. I like that the business of illustration. So you're going to teach people how to make money being an Illustrator. What astron just did there was the name of the course, becomes a benefit of the course. OK, so now when you think of it like that, all of a sudden the marketing gets a little easier. The 10x income course, I'm like. We'll get the benefits right there. I get it. There's no confusion there. Right OK. So again, we want to keep thinking about this and feel free to continue to type in brand storytelling from is. John William William. So brand storytelling, it's a super interesting, where are you young? It was a January. And maybe they're in a place where they can't speak. OK, Tom Harris is saying cinematic, but there we go. All right, Chris. No worries. How do you say your name again? John avlon, John William. OK, brand storytelling. Is that what you wrote down? Yes, true. Sounds very exciting. What does that mean? It means that usually when people think about brand branding in general, it's like, OK, I can put my logo on a t-shirt and put my logo on the website or brand colors in different settings. But there's much more to telling a brand story than just putting your logo and colors everywhere. And there's a lot more ways to reach your audience and to connect with them than just to say, OK, here's my product. This is what it looks like. And there we go. So I have a question for you, young, which is. Are you a storytelling devotee and expert at storytelling, because that word, we have to be careful about how we use that word. Are you literally going to teach people how to storytelling? It's mostly sorting through visual content. OK, so this is one of those challenges here, I'm going to warn you right now because there are storytellers out there and I hope to bring her on. I keep pestering her, but she won't answer my phone call. It's just the story of my life. Kendra hall, who wrote the book Stories That Stick. She's a storytelling expert. She goes and speaks at conferences for master storytellers. And then she teaches you how to tell your brand story. Through the words through events, right, and so I think what you're talking about is your brain is more than your logo. All right, something like that, so again, let's get smart with naming our products here, the Dollar Shave Club. How much does it cost for a shave? $1 and they sold themselves for, I don't know, a billion. What a dumb idea. But it's so brilliant, right? Dollar Shave Club. I totally get it. They took a dumb, forgotten commodity and they turned it into something exciting that got their biggest competitor to buy them. What an incredible success story because they're so clear and what it is that they're trying to do. All right, so I'm going to keep moving on there. Thank you very much. There's so many interesting ideas here and what is really, I think, a benefit because I know some of you are probably annoyed that there's so many people is you can quickly scroll up and down. It's like, oh, that sounds exactly like what I was going to do. And there's no difference differentiation, and there's only 100 people on the call. And now we're already in trouble because the world is much bigger than 113 people. OK, so let's OK, astrology. OK Sana, huh? You and maybe IV will get along just fine human design, Ivy. Can I get a smile from you? Yeah, there we go. All right, I'm just Messing around. All right. So everybody's locking into this. OK, so let me do this. I'm going to present my thing a little bit differently. So I read this. Um, you know what? I think it's time for our picture. Oh, you're right. Yes yes, I thank you for reminding me. Yes so you know what I'm to do? I'm going to pause real quick scheduled program. Now I figured a new trick here. View gosh, where is it? Play play in window is what I'm going to do. There we go. I want to bring the sucker over here. Or less and then get this thing as big as possible. OK, I think that's it. So now if I share the screen. There we go. OK, you guys can see that, and I could still see you. And chat. Well, this is super complicated. OK, so where we left off? So what's that one thing? And then turn that one thing to be more specific? If you can. And then try to come up with a name for that one thing. So it's really identifiable. So that the benefit is baked in because ultimately if you figure out the name, the marketing is going to be so, so much easier. I'll give you an example. A while back, Matthew insein to launch this thing, I think he called it the pitch kit and I told him, you should just call it the perfect pitch because the pitch kit is objective. The perfect pitch is the benefit. He didn't do it. So his course went out the door and then Ben burns came around and created something called the perfect proposal. Nothing sells like hotcakes. All right. So this is an exercise that Dr. Holtzman shared with me, he's the faculty development person at Art Center. So I want to make sure attribution proper attribution there. So you're going to see up in the upper right corner there. Let's go on screen capture this. And I hired him as a consultant. He taught me for like six weeks, and this is one of the things he shared with me. So how do we know that they know and are able to do. So when we talk about the transformation, how will we know that they've been able to achieve the transformation that we're talking about? And how will we know that they're able to do this? And to what degree will we know? And so this is a primary that he gives all new teachers. So that every teacher starts off with this really strong foundation? I imagine many of you, this is going to be your first time teaching. And so I'm going to do my best to share some of my experiences and things to look out for so that you can jump start your teaching career. So how do we know that they know and are able to do and to what degree? It's a strangely phrased question, but I think it's super clear once you understand the context. So if you are teaching topography as I have, how will I know that they're to be able to use type so they need to design a poster? They need to design a couple of things, and through that, I can see that where they started and where they are now, there's a big gap. They've gotten much, much better. And from the students who actually do the work and try the things in earnest, I can see the transformation because they share what it is that they do with me online. I'm like, wow, you are so good now. OK, so what do we want to be able to see or have them be able to do once you take your course? So for the homesteading one living off grid, it could just be to create a water well or to plant the first garden and be able to have the harvest. So when they show you their first harvest, you're like, wow, this is super cool. If they're able to generate some of their own power. That's how we would know. And for oshun for illustration, it might be that they have to do. Three double page spreads based on some kind of narrative you gave them. Using only two colors so that we can test them. So if you start with this, what you want them to do at the end, then constructing the course, becomes much, much easier. So this is kind of a worksheet to help you here. So with Ashley, who is going to teach presentation design? What are they going to be able to do? Are they going to be able to write like a really PowerShell script for someone giving a talk? Are they going to be able to design some slides that work to a certain standard? What is it they're going to be able to do? And the product design, yeah, the product design, what are they going to make? What are they going to be able to do? Like, are they going to sketch tools in perspective? Are they going to be able to render in context? Are they going to use some sculpting tools to make their first mockup? The commercial interiors, what are going to be able to do? Right maybe only using two lights to shoot a cool architectural space, maybe a library. Or something where they have access to. To be able to do it in three different moods. We want to be able to test them. So tight parameters, focus outcomes. They're called learning outcomes, by the way. That's what you want to be able to do. So now we can drill into the individual parts, and this is more of a way for you to frame the course than anything else. So the prompt is what do we want our students to learn? What do you want them to learn? And you can write this part out? What do you want them to know? What do you want them to understand? What do you want them to experience? Hands on. I want them to be able to use gosh, or I want them to be able to use procreate and create something that looks like natural media. Al, what do you want them to be aware of? Certain constraints. So this is where a lot of the rules come into play. The parameters, the parameters to a project, I think are the most important and sometimes most overlooked part of teaching. Type parameters actually help learning really tight parameters. For example, if I told you right now, I want you to come up with a 100 course ideas in the next five minutes. And I don't care about the quality, but I want you to write down 100 core ideas or names, and that's all. So I've removed all the other parameters from you. I'm not talking about positioning. I just want you to come up with 100 different names and you've got 5 minutes. Those are very tight parameters, and I think those tend to be really good exercises not to get too meta about this. But if you're teaching your course and running your workshop and you're able to give those type parameters. You can see its impact, so as I say that you can literally use that as one of your exercises. And the last, but not least is what do you want your students to be able to do? Whatever OK. We do have a lot of questions right now. Yes, there are a lot. Do you want to take them right away or. Sure any significant ones I'll take right now? Yeah, there's actually a bunch of them. Kezia, I'm a little bit unsure of what you mean, but is this ok? Overview or why teach? Can you explain that? Yeah keziah, bring yourself online. How would I move on? So I was trying to figure out what section. Up the table of contents this was under is it under the White teach? I teach to learn how others we're still under. We teach. We haven't made it out of the first chapter yet. OK, perfect. That was it. Thank you. Thank you. Thanks for asking that. Victories, do you see or do you want me to read them? No, because it would take me too long to scan which one you thought were significant. OK, I think this one is kind of interesting. Like, how does this work when you're conducting a workshop or building a course that is more about mindset, shift or the learnings are more belief system based? How do you measure what they have learned? OK, one step at a time. So mindset is really difficult, right? Um, so when you look at this worksheet, it should scare you a little bit because before we put any more work into this, we need to know where we're going to get to. Like at the end of this course, you're going to be able to bake your own rhubarb pie from scratch using store-bought ingredients, and we're going to make every single thing, including the crust. We're in a process, so we know what it is that we're going to do. So if you're unclear about what it is that you're going to be able to achieve at the end of this, we're going to have a huge problem marketing this. We're going to have a huge problem jumping on podcasts, talking about what it is that we do. So somewhere somehow we have to make this tangible. We have to give people practical takeaways, the learning outcomes, I don't have that answer because I don't really teach mindset like that. But I do have worksheets sometimes when I'm doing confidence stuff. Or you could say like, OK, all right, never mind. Take it all back. The finding your purpose. Being able to do what you love and make a living at doing that was an abstract idea until it was broken down into the icky guy exercise. And then there you have several prompts, and you're trying to find the intersection of these quadrants. And then we have examples. So at the end of finding your purpose, which is super abstract. You're to be able to brainstorm and come up with some ideas on what makes you, and you connect it to a business idea. And then we involved rolling dice and that was fun. Right so that's a way to make the learning outcome tangible and practical, and so that they can see these things and they can see the transformation take place. So people who do NLP like Cody g neurolinguistic programming, he says by the end of this, you'll be able to train people, you'll be able to become a certified coach. There's something at the end of this. And if you can't figure that out, sharpen that pencil, get really creative and find different models that are close to what it is that you want and then change the parameters to fit what it is that you want to speak about. OK, that was a really good question. A difficult one. So thank you very much. And is there another? It was difficult and already have one. I see it questions that I might think would be that you would talk about a little bit later. Maybe so maybe we don't have to take every question. Yeah, Yeah. You want to just read it then or Ari's question is like, Chris, do the things they learn need to be different than the things they know? I don't know those are just prompts to get you to get unstuck. So sometimes the prompts are overwhelming. I filled this out myself before. And it was difficult to answer each and every one of these, but it gave me a lot of clarity on where I'm unclear. OK, so if you want wind up writing, no thing can feel it's all the same, it's OK. Yeah, but if you're able to write in different answers, you might see later on when you do the marketing. It's going to be a lot easier for you to point out the benefits, the transformation. Yeah and when you say learning outcomes, because this is the learning outcomes, right, that was. Yeah, yeah, outcomes, yeah, when you say the learning outcomes, that's what the result you want to have when they're already done with the course, right? So how you're going to get there, it's not you're not thought about that yet. They're not. They're just the result of. When they're dumb, Yeah. So what we do is we shape the course and this is just shaping it, and then we fill it in with the details. Yeah versus how most people write courses is I'm going to do this exercise. I'm going to do this thing. And then they have no idea how the exercises are interconnected. They have no idea as to what the learning outcome is going to be. So some of the exercises are wasted. So this is the filter in which we're going to then be able to brainstorm, I guess it's really critical. OK, very good questions. going to continue on. Let me go back to sharing my. Desktop, which is this. Then we're back into it, OK, so everybody understand this. Just do your best to try to fill this out. What did they learn? What are they going to know? They're they're going to learn about different typefaces, how to use a grid. This is for me and my typography class. They're going to understand the importance of negative space and probably most importantly, contrasts. Contrast is everything when it comes to design layout. They're going to be able to understand how to pair different typefaces together. And again, it's based on contrasts. They'll be able to experience a sense of empowerment and they'll fear less things like they'll be less afraid of topography. They'll actually embrace it. They'll be looking forward to it and they'll be able to do all kinds of applications. So it would sound something like that. You just feel it out as best to your ability if you're drawing a lot of blanks. Don't stress about it right now. It just means that we have some work to do. And that's not a problem because I'm going to address that in the knowledge gap. OK here's another prompt, and some of these prompts some borrowing from different books that are read. There's a book or a PDF book that Seth Godin wrote called ship it. And in it he asks, what are your constraints and limitations? Is really important to understand this so you don't go crazy? What are your constraints and limitations and you can write in here as much as you want? Let me tell you what, what some of your constraints are your constraints, sir, I don't have a good camera, but I have a good microphone and we'll talk about resources later. So your delivery mechanism might be more audio based with pre-recorded visuals or screen shares or demos because you don't have capabilities with video. You might not have a lot of resources in terms of people to help you. So it's a solo operation. I'm left handed. I'm right handed. I've only got one eye. Chris, I'm like, OK, whatever your constraints are. And we want to be aware of that, because we're not going to use any of these things to hinder us. We're going to work around them. It is the art of war. Make your strengths, your weaknesses. Sun Tzu. So what are your constraints and limitations? I'm not sure if I hear a pregnant microphone, if you guys don't mind if you're not going to say something, just keep yourself muted because for the posterity of this recording, I just want to make sure it's as clean as possible. Ok? just make sure you have a question. Go ahead. Far away. Should you ask that same question of the audience you're trying to sell to as well? I think that's a very good question. Who's talking right now? Can you identify yourself? This is George. Hey, George. Yeah you know, when you go into the marketing, I think you're going to probably tell them about where they're at and then you're going to promise where you want to take them. You should know what the constraints of limitations are of your students. Roger, do you struggle with topography? Have you always been afraid to take on more than just a few blocks of text? Right, but right now we're focused on you. What are your constraints and limitations? Because we want to be able to work around them, we're going to work through them. OK good question, because I got both. OK, awesome. OK interesting microphone too, by the way. OK now this is the question. I asked Ashley earlier. What's holding you back from doing this and what would it mean for you to fail? Everybody here has a reason why they haven't already launched this course. Some of you might have already launched and it was not successful, so I'm hoping that if you're already launched a course that we're going to be able to help you to workshop it and retool it and release it back to the universe and get you some real results. I know some people. Launched a course and it's doing OK, but they're selling like lifetime 40, 40 seats. That's not a lot. That's not going to be able to allow you to go to Fiji. Right, so one of those instances was, I'm like, oh, gosh, I wish you talked to me before. I want to help to you. I really would have. So I'm going to just ask a quick question. OK, no, I'm going to ask a poll question. I'm going to create one right now. Wow, OK. It's going to go through her face. Have you launched a course before? Choice one. Yes choice to know. Multiple choice. OK save. OK do you guys see the poll? Let me launch it. OK a poll just popped up, it's called untitled, it's professional. Ooh, look at that. Hey an old dog can learn new tricks, the first poll I've ever created and Zoom. Look at that. I can walk, chew gum and do a presentation at the same time. Amazing OK, look at that. All right. So it seems like a handful of you have 18 of you have already launched a course. I'm going to take a break. I must have to share right now, and I'm going to talk to you about the people who raised their hand who said Yes. Did anybody here have a successful launch if you had a successful launch? Raise your digital hand right now, go down to reactions. Click on that thing and then at the bottom of reactions, you'll see a Raise Hand function. So there's Matthew right there. OK, let me just bring up participants. It's a question here. Can you define success? You define success. OK you get to define success if you consider successful. Raise your hand. That's it. All right. So we'll go through this really briefly because I want to derail everything that I have planned for today. But Matthew, really briefly, what did you launch and how was this successful for you? I launched a light room training photography kit for professional storytellers to learn to process images quicker, and my success was getting, I guess, max 15 people signed up so far. Aside from the private links that I sent out for private beta testing, so it's a small success. It's been a learning journey, but every bit of learning is like a fresh take to learned something new. So, OK, quick question how much did you charge for this? Read the listing charge was $50 50 US dollars. Perceived value was, I think, 100. So OK. All right. Very good. All right. Hey, I see somebody here, Christine. I wasn't sure you're going to make it Christine. Loser? how are you doing? Good to see you. Good how are you? Good so you finished your meeting? I did. I was teaching a course. Yes, of course. Of course you're teaching a course. OK, so Christine, what did you launch? So I'm cheating in some sense because I teach as part of a university, but I was hired to develop an entire business curriculum, and the one I'm most proud of is a strategic brand Grow with Me course. So it's been taught to maybe 300 undergrads over the last four years. I have a question for you, Christine, I know you're busy with the Minerva school. Are you going to launch your own course? I'm curious. Probably not. But maybe I get a sense I should have asked you that via DM. OK, I feel like this is interesting to me. I would be very picky and I have really, really high standards in the kind of tech I would want around it. So I find that to be a struggle when I think about doing something on my own without the support of an institution behind it. Is that perfectionism? Yes could the MVP be enough for the perfect Christine loser? Could you consider it? I don't know who I would want to teach her what I would want to teach them outside of the structure that I already have. But I do feel like I'm being pushed a bit here in a good way to open up the question. No, it's a good question. OK, I'm not saying stop attacking me. I like it. OK Christine, thank you very much. All right. Next up is Kia. Kia, what have you taught and what has success meant for you? Um, well, I talked to things because in my agency, I teach social impact marketing to different cities and different development agencies and its success to me because they were able to produce results. So some of those cities that I taught are not COVID free because of the way that they did their communication and crisis communication and all of these things. And then the second one is it's an intensive it's more for knowledge based entrepreneurs. And then I teach them how to be better creators on video, so I teach them how to translate their brand story on video. So, yeah, just live teaching. Or is this the course? This is it's kind of a mastermind style. So it's a 12 week intensive where I have a course framework that I go through with them. OK all right. Wonderful so we talked to three people, we have three wildly different answers. This is wonderful. This is the group and the hands are getting longer and longer, so I'm going to try to keep moving on. Thank you very much, Kia. So let me lower your hand. Next up is Christian from pixel estates. Yes, Hello. So I was a little different as well. A different answer. I actually helped my wife launch, of course. And so I've been trying to get her to, you know, pretty much product her expertise into something she can sell online and get that passive income. So as a videographer, the producer, I helped her pretty much. We transformed our living room into a studio space and we recorded music. Yeah, we recorded a video course about like stress, anxiety, depression, self-esteem. It was like an interactive course. And so the thing is, she's a school counselor, so things she was teaching with other students, she just needed a course and she did a program at work with her coworkers and they loved it. So we just make that workshop into a course and we launched it on. So it was successful in terms of that. She actually listened to me. We actually did the course. And she made some money from it. So yeah, I enjoyed it. And that's what I want to do with I want to help other people create courses like with video. So, yeah, awesome. Awesome So for Christian, maybe success is just getting some respect from the missus. So sometimes, you know, I'll take a win where I can get a win. Exactly right. It's all right. Very good. OK, let's move on here. I'm just seeing the sheer number of hands. I'm just going to ask everybody just to be as succinct as possible. Asha, I know you've launched a course. Talk to us. Yes monster knows how to create packaging design that sells and success to me is like my first product. I learnt a lot and how to create and market and lots of knowledge base. Plus, I got 52 students community now and I'm doing live workshops in different countries about the course. So that success to me and I made my passive income almost about K with the cops. Look at you, OK, launched. Excellent a sold 52 seats and got some experience under your belt, so now you're not going to be a first time course creator. And you made about K. So excellent. All right, wonderful. So you're 1/10 of the way there. This is awesome. Yeah I didn't mean it like that. I'm just saying 1/10 is better than zero tenths. I'm just telling you it's yeah, but I could use your help to do what. That's what I'm here for. Yeah, thank you. Well, it's my point. One, right, ashleigh? I mean, but still, there's 15 people that meant something to me. So even though it was a small win, it meant something. Yeah, Yeah. Made to go. I have 200 targets when I started, but I'm going slow, as Chris told me. What is the rush? Yes, it's in-universe. Wow it is in the universe. OK, so I believe. Kaleka yep, that's OK. So I usually teach University and I've taught for a software training company, and then I went rogue and started my own teaching outfit and started running live in-person classes. I'm bad at math and so I don't know how much money I've made, but I've covered my costs for each class that I've offered and I've offered. I think like five or six separate courses so far, and my target was a minimum of two paid students and I got that and sometimes as many as eight, OK. At about a $650 price point. So, oh, that's a high ticket price. OK 650. But it's nice. OK, Yeah. Yeah so yeah, it's been good. Well, congratulations. OK, so I'm going to just keep moving on. Thanks for sharing. And then next up is Nora Nora. Hi, everybody, this is Nora. I'm actually a newbie. I met Chris on Clubhouse. So really happy to be here. So I saw, launched and sold the course. Find your voice by speaking on Clubhouse and I serve immigrant women. And so I just noticed I have a regular room that I run on clubhouse, and I noticed that there were so many people that kept coming each Wednesday. So I just decided to tell them that I'm going to do this course, although I wasn't even created yet. And they bought it. So I created it and I sold it, so I did hybrids. So it was some of them were live, especially because they had to practice with me in my clubhouse club and then the principle of it. Some of it was recorded and it was a success because I've made whole bunch of money and it wasn't even part of what I usually do. I just noticed that there were people kept coming and I just thought, OK, they kept coming because they wanted to speak, but they weren't speaking. So that's how I have now, how I solved their problem and monetized to. Beautiful, thank you for thank you for sharing. Yeah, Thanks. Thank you and welcome. Nice to see you. OK, so next up is Connor Connor, what do you got for us? Hey, I'm also cheating a tiny bit because I've been teaching at the college 3D art and been teaching that for a few years and since the pandemic went virtual. And so I feel like there's no need to be being paid by the hour when I have so many students and I could get paid by the head. So I'm just trying to transition that over. But my success is that now I have a community on Discord with a lot of my alumni and many of them are getting jobs, and I have a large list of testimonials to back up how responsible I am for them starting their careers. So I'm like, very, very keen on that. Wonderful anybody that teaches someone where they can transfer their knowledge into a job, a career, a client or something like that. That's the best of all learning outcomes. So good for you, Connor. OK, thank you so much. We have three people left. Next up is Abdullah. Hi, everyone. My name is Abdullah. This is actually my first pro call, and I'm really happy to actually be live with you all. I'm another University professor. I've taught for four years at the University of Washington, human centered design on both the undergraduate and graduate level. And my biggest success is for my graduate students that were actually working with actual clients. So we sort of ran a tiny agency where they delivered things to Microsoft and T-Mobile in the city of Seattle and things like that. Thank you. Awesome awesome. Welcome, Abdullah. OK next up is Carol. Carol, what do you got for us? Hi, everyone. I have one key signature course that I launch, or not all the time, but over a period of time it's called self-mastery. Conversations that convert the most people I've got onto it at any one time is 23, and it's aimed at female, introverted coaches. But I do also have men who come on it as well. Very nice men. Wonderful OK. She's clear about her market. Congrats on that. OK last but not least, is Ryan, and I'm going to ask a new question. I should have put some parameters on the question. OK beautiful. Ryan McPherson. Good to see you. Bye, by the way, and always see you. Go ahead, Ryan. What you got for us? I'm in a similar boat. I have taught 18 courses, 10,000 students, but it's been across four universities, so I'm really excited about this call. OK, very good. So you have not been able to productized your teaching yet? I've never, I've never I've never taken that journey. No, but I'm really excited to do that. Can we make a commitment? Can I get a commitment from you today? You know where it is going. Your friend, your friend Jill is going to thank me for this later. Let's make the commitment today that whenever this part is done, you're going to launch your first ever product. Are you putting a date on it before the end of the year? I thought that's generous, I was going to say two months, but OK. Yes, before the end of the year, teach, I teach communication, communication. So everything from public speaking to mass come to a large array of mass communication and face to face communication topics. Yeah, Ryan, it's actually pretty wonderful because I've heard his voice like one word on Clubhouse. The voice is even more booming and deep. And so, Christine, you and Ryan probably should connect because you guys are both teachers. Actually, there are many teachers here from universities and colleges. I think it's wonderful that there are so many teachers. I was a little surprised, to be honest. OK, I'm going ask a new question right now, and I just want to see now. OK so OK, right? This is one last hand here. OK, Ryan, go ahead. Go and share with us. Hey, there, yeah, so I did content marketing for outdoor adventure athletes and creative professionals, and that went really well. got six participants and went from $500 per person to $1,000 per person. and now I'm pivoting towards content marketing for nonprofits and social entrepreneurs to use storytelling and engagement to increase their awareness of their cause. Wonderful OK. More teachers. OK, now I'm going to do this thing. Has anybody here launch a six figure course? I would love for you to raise your hand now, if Ari was here, he would be able to raise his hand, but he's the only other person I know. OK Lee Hanson has recently crossed that threshold. Congratulations, and that is very, very true. That's right, everybody. Right? in two weeks, I think it's over $120,000 right now. It's growing every day. I get notifications. Look at that. Look at all those happy hands. Yay ok? Anybody else? Anybody else? Ok? so that's the goal here. Nora raised her hand. Who? now, says Nora, I'm raising my hand. You have done six figures, yes, so shooting for seven now. Well, look at you, ok? You and I will have to connect after this, for sure. Woo when she said earlier, she made a whole bunch of money, I'm like, how much is a whole bunch of money? Now we know it's got a couple of zeros behind it. Excellent congratulations. OK, thank you. Yeah, of course. All right. So let's get back into this and let me share this. So that's the whole point. Today, I want to be able to help you guys make some money while you sleep. That's that, at least, is the concept. OK so if you're a teacher and you've taught in university, you already have a head start. This is wonderful. So maybe some of your constraints is fear knowledge like you don't know what the steps are and just maybe belief that it's going to work out ok? And now we're going to take the other side to this question, which is what would it mean for you to succeed? Like, what would that mean for you personally? And I'm not talking about finances here, because what we're talking about six figures, so what I want to have you think about is the emotions. How are you going to feel about yourself, what does it mean? I mean, sometimes I hate to say that some of us are motivated to prove other people wrong, myself included. So what it would mean to me is to prove all the naysayers that they're wrong. That when they said it couldn't be done. I said, watch me. That's one reason. Maybe it's just like, you know what, you struggled in a lot of other things, this is the one thing that you have control over. That you can write what that means to you there, and I want you to spend time really thinking and writing about this because this is going to keep you through the dark days. And they're going to be dark days ahead. I'm not a weatherman, but I'm just letting you know they're going to be dark days ahead, for sure. I'm not a meteorologist. So what would it mean to you personally to succeed? Confidence, accomplishment. just creating some breathing room, maybe. Because the Bills are tight. Maybe it's about having a backup plan in case plan A doesn't work. And some of you work for people and maybe this is dipping your toe into the world of entrepreneurship. Maybe it's to finally realize one day that all this stuff that you've been doing to help other people like Nora actually has value in the world. Take a moment to write that. Think about it, feel it. If it doesn't make you feel warm and fuzzy inside, keep thinking about it. OK I'm going to go into the next section now, this is actually part two. This is a chapter 2 now kesey, who is tracking along, you'll see this kind of grid paper thing. This is how you'll know we're in a different chapter now. OK this is the overview I was going to call out doing math, but nobody wants to do math. Oh, Yes. Sorry about that. Live transcriptions are available now. OK, so we're going to do the math, right? So in order for us to launch a course and earn 100,000 a year, you're going to need to generate $10,000 a month to be able to do that. So I want you to become obsessed with this number 10,000 1,000. And I've explained this before by to do it again. In case you've not heard me say this. The reason why it's not. We're not taking 100,000 dividing by 12 because a the math is a lot harder, but b, we want to also be able to give ourselves some breathing room in case we don't hit it. We have some extra space to make up for it, so we have another two months to hit our number. But if you can focus on making $10,000 a month, if you succeed every single month, you'll make 120 k awesome celebrate. But we're just going to keep the math simple by doing it in 10. So for Nora, who wants to make seven figures? Her number is going to be a lot different. So her math is going to be a little bit different. But the math still applies. Just divide whatever number by 10. Now there's no stopping you from taking this formula, developing a course and repeating this across multiple products. And then being able to generate many, like mid six figures now mid to high six figures, you could do this over and over again. And so I've broken it down to this when I talked earlier about the ecosystem. There are a few ways to make money teaching. And I'm going to break them down here. There are probably more than I'm not thinking about, but I just don't want to overwhelm you with all the different ways. And I listed him in this very specific sequence because this is how I want you to start thinking about it. There are live workshops. And many of you are doing workshops right now, but the problem with live workshops is there's the limit to how many students that you can take on. And it's not as scalable and you're still selling your time for money. But there's great things about workshops, you get feedback and you get to see faces, and it's wonderful. And you can work with people. Things can be interactive and dynamic. The next level down is recorded courses, so I want you to get into this idea in this mindset, we're going to prototype every single thing. We're going to prototype the prototype, if you can believe it. And then once we feel like we got something hot, we feel confident we know what the problems are. We've had many opportunities to iterate and test our ideas. We're going to go and record a course at which point in time you can probably do on your own. Or you can enlist many of the videographers and the people who make courses video courses in this group, probably in an area near you. We have people from all over the world. I'm sure there's going to be a person within a reasonable distance who can then travel to you and help you record and produce your course. Mm-hmm OK. When you do your course and you teach the many people, it's totally scalable. This is the passive income part because while you're doing one thing, you could be earning money against another thing you're going to get people who are going to ask, well, is there support for this course? Are there other students who are traveling along with me on this journey? I'd love to learn from them. I'd like to get additional insight and answer questions or get my questions answered. So then the private coaching community comes up. I'm sorry. I bet private coaching is one on one and then the community. So private coaching is probably your most expensive thing, it's the thing that scales the lease, right? So it's one on one. Sorry, I have to just check my calendar here. My phone is ringing. I'm oh, my goodness. I have to end this call, somebody is telling me I have to be somewhere else. OK, so I'll end this thought. So private coaching is one on one. It should have your highest rate because you can only do it for one person. And then there's the community aspect, which is the pro group here. So to get not to get too meta, but there are people who are going to want support and community, and the last part is templates. The templates. OK maybe also group coaching or do you get in private coaching? Yeah, I guess that's a hybrid. The bigger the group, then it becomes the community. So at some point it no longer feels like group coaching, and it feels like community based coaching and which is what I believe. This community to be. So that's what I'm calling it. Let me just tell Tom, two minutes. OK And then you can create templates so as your community grows and your teaching experience is like, oh, they need this and they want that, and you can create very low cost templates and files and actions and things like that they can use in support of everything else that you're doing that extend beyond the original course. And all of that is going to make up your 10,000. OK, I'm going to just share with you, my mouse just disappeared. Are you ok? I'm sure. Does the book come, come into this, the book as I'm watching my book this month? Yeah, I didn't cover every single thing because there are other things like sponsorships and corporate partnerships and affiliations and all that kind of stuff. So I would consider the templates part of maybe the book part like miscellaneous. I'm going to just use that as a catchall for lots of things. And I would also sometimes think about the book as a lead generation source to not necessarily a revenue generating one, but that's a matter of strategy. A lot of instructors these days are giving their book away. You pay for shipping because they know once you buy the book, you're used to whipping out your credit card and now you have a sense of what the instructor does and you fall more in love with the teacher. So maybe we can put it under templates, and it's a good point. I think that was aura that was speaking, so I want to think about that. So your goal is to get to $10,000 a month, and there's lots of ways to do this. OK so I only listed the top four here in terms of what I'm thinking about. And so one thing that you want to do is say, OK, what percentage is each one of these is going to contribute to your $10,000 a month goal? And I'm really thinking about this is not as a course, but an ecosystem, right? So if I go and type this in, there's a spreadsheet here. If I type in 50 percent, well, we now know that the workshop needs to generate $5,000 of revenue. And it's like that and you can wait. Wait, this in which way you want. If you really like, I want to do it automated. I want to do course. I don't want to do coaching. I don't want to do community. I want it to really be about the course and the course, is going to have to carry the weight. OK, so the simple math is something like this, and I'll just run through it really quickly. And when we pick this call up next week, I'll start here. OK, there's the workshop price, the number of students and the frequency in which you do it per month. And that's going to determine how much revenue is going to be generated by the workshop and in the course is going to be the course price times, the number of students that you hope to sell in a month. Unlike the workshop, which is live and so there's a finite number of them, so if you want to make more money, you just increase the frequency, or the number of students or the price. Any one of those variables that go up will increase how much you sell. So we jump down to coaching, it's just your hourly rate times, the number of clients that you want to take on in a month. And so you can figure that part out. And the last one is community, which is your monthly recurring revenue, write your monthly rate eight times the members. So if it's $50 $75 a month, the good thing about the community part is it just keeps building, as you know. It's predictable income. OK, so let's look at some examples here. So here I have a spreadsheet, so if I teach a class or workshop for $100 and I sell 50 seats and I'd do it twice a month, that alone will get you to $10,000 a month. And this part is interactive, I could change it, so if I wanted to change the units down, I can only teach 10 people at a time. So if I charge $500 and do it twice, then I'll get to my number again. So you just keep playing around with these numbers until you get to a place where you feel like that sounds pretty good to me. So here's another example. Of course, you reduce it. I can only teach 25 students, but I can teach once a week. That'll get you to your number. So as I go through this, you can see on the spreadsheet, if I just do the math, it can look like that. And so you can easily do more than six figures or $100,000 a year if you just play around with this until you get to where you want to land. So these are just numbers I just lugged in here so that you can get a sense of how the MathWorks. And I'd love for you to be able to play with this, so I'm going to share this spreadsheet with you. After this call, it's in keynote, and all you have to do is change the numbers and your total will change, and I'll add it up for you automatically, ok? And I'm going to take a quick pause here, because I have to actually run because I'm actually late for a podcast, right? So that's what you want to be able to do. And next week we'll get into the blueprint, I'm going to teach you about how we're going to do this, how we're going to launch, it looks something like this. It's actually a kind of complicated in a diagram, but a promise. It won't be complicated when I explain it to you. OK, so we're going to prototype the prototype, which is we're going to run a prototype MVP workshop before we actually launch the workshop, which will then allow us to create the course. And I want to do it this way together with you so that you don't feel like, Oh my god, I'm such an impostor, or you work on something for months and you sell four copies. And that would be dreadful, in my opinion. OK, I'm going to stop the share. I have to run everybody. I'm so sorry. I'm going to stop the recording here. And Lee, if you want to hang out with.
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