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There we go.
I can play this.
OK, so officially,
this is a building,
a six figure learning course.
It's more of a
learning ecosystem,
but that's just too many words.
This is part two and
it's called number two.
Last week we went
over why teach?
And we talked
about the overview,
and it was kind of broken before
we got into the blueprint.
So I'm going to
do a quick recap.
I want to acknowledge
some people who
had done some homework.
If you want to call it that,
some self-study work and we
want to keep diving in.
I'm going to make a
request of all of you.
Please keep your mic muted.
I can hear this little
breathing and the rustling
of the hair against
the microphone,
and it just messes me up.
If you do want to say
something, feel free to Mike
and unmute at any time.
And then just jump in.
I'm totally good with that.
OK, so we last time we went
with why teach and this?
This self-study guide developed
by Dr. Samuel Holtzman from Art
Center and some of you actually
went in and filled it out.
And if you're like
me, this is actually
kind of difficult to do.
It was real tricky because
it's like you really
have to think about
the outcome and to be
aware of the experience for your
student and in the one question
up at the top right
there, it says,
how do we know that they
know and are able to do
and to what degree is actually
a really critical question?
It's something you really
need to think about.
So what are they going
to be able to do?
How will we measure
it and to what degree
will they have success?
And so first up, here's Connor.
Connor submitted something, and
I just wanted to let you guys
know it's under
today's call the event.
If you want to look
at what he's written
and if you want
to respond to it.
And I hope is on the call.
I didn't do a quick scan.
I'm pretty sure he's here.
But anyways, he wants people to
learn art skills and 3D tools
to be able to plan, create
and deliver a 3D art project.
That sounds really awesome.
3D super sexy, especially
if you're an image maker.
It adds a whole new set
of tools to use and ways
for you to realize what it
is that's inside your head.
I think that's really cool.
And so I'm going to really focus
on the workshop component of it
for today.
So you can see here that Connor
is assigned 45% of his 10,000
month revenue to the workshop.
And so it's not quite half.
But it is a lot, and with some
tweaking, we can work on this
and you can see how much easier
it is to get to your goal
when you break it
down like this.
So he's thinking, OK,
this class is worth $150.
Perhaps he's done
some market analysis
to see what other workshops
or classes there are,
and he's like, OK, I'm at
the top, I'm at the bottom,
I'm in the middle.
But it's important to kind of
just look around the block,
if you will, to make sure
you're fitting within the space
and how you want
to be positioned.
He thinks he can run a
workshop for 15 people.
That tells me a lot.
It's probably a really
hands on workshop
where he can only
give so much feedback.
So he's limited by the
number of students, perhaps,
and we want to talk
about that later.
So he's thinking he'll
do this twice a month.
And if he's successful
at filling in 15 seats,
twice a month, that's
30 students total.
He's going to generate
$4,500 of income.
That's going to be chipping
away at its $100,000 goal.
I think that's fantastic
and eventually that's going
to lead into his course.
OK, so just keep that in mind.
So so Connor's goal is to
hit $4,500 in his workshop.
Just burn that
into your mind, OK,
or just write down
a piece of paper.
It's actually better.
OK And then Ali,
let's see here he's
how to structure the sales
page for their online education
business.
So this one's kind of meta
without being sales or pushy.
OK, so he's going
to teach people
how to structure a
sales page four course.
So everybody here who's
interested in launching
a course may be interested
in Ali's course on how
to start your sales page.
And so he wants people to
be able to create and launch
the sales page for their
online education business
with confidence.
I know that the prompts
can be redundant,
but it's important for you
to really sit down and think
about that.
So let's add some
details, some specificity,
if we can for this one, OK, Ali,
maybe create and launch a sales
page in two days or week.
Um, with no experience
or using these tools just
to if you can be more
specific than it gives you
a roadmap as to what you
actually need to build.
And I say that for all of you,
I didn't mention it with Connor,
but every time you answer
it in one of these prompts,
try to answer it a little
bit differently with more
information, and
it's just really
to get you unstuck to
really be thinking about.
Ultimately, this is what you
want to be able to deliver.
And when you write it in a much
more specific way, probably
the marketing that
you do for it,
the copywriting you
do for the sales page
will probably be a little
easier because you're
doing a little bit
of the pre work here.
OK, moving on to
the bottom here.
He's attributed 90%
to the workshop,
which I love because that's what
we're going to focus on today.
So he's not thinking
about a course yet,
but he does think
that there's going
to need to be some
one on one coaching
because despite people
doing the workshop,
they're going to need
more information.
And so everything seems
very reasonable here.
He's choosing to do
this four times a month.
The frequency is good.
It's once a week.
It's pretty typical for
someone who's actually
teaching a course to
meet with their students
every single week.
So if he can get this going
and build the funnel for it,
it's going to get into a
really nice cadence and flow.
And you can see here he's going
to be able to do $9,000 alone
just from that.
And if he's successful
with the workshop,
the coaching will just
become very natural extension
as part of the workshop.
Supernatural, right?
Like if you took Marty
Neumeier branding workshop
and his class, there's
probably a good chance
you're sitting
there thinking, hey,
does Marty offer a one
on one coaching thing?
Because I need some more help?
So it's supernatural, right?
If you're successful
with the workshop,
everything else falls
in line, so that's
why we're going
to focus on that.
OK so the overview,
remember everybody
we're trying to get to
100 k, which works out
to be $10,000 a month.
If your ambition is
to do more than 100K
because we have some people here
who've successfully launched
100,000 course and they
want to get to 7 figures,
so whatever number that
they want to put in there,
you just do that
and you do the math
and then you work towards that.
I want to caution some of you
to not start too high because it
can be debilitating
to see such a big goal
and to see that you're
so far from that goal,
you want to make it something
you have to stretch to get to,
but not like you have to
build a building and a ladder
and then get a piggyback
just to reach it,
because sometimes that's
a little bit too much.
OK we broke it down into
their four main components.
You remember that and
it looks like that.
And for today's purpose,
I'm going to really
just focus on the workshop.
So I hope everybody's
figured out
how they envision getting
to that $10,000 a month
if you haven't done so.
I want you to go back
to the previous call,
call one, I believe, and
then just listen to that
and do that work
in case you're just
jumping into this later on.
OK so the blueprint looks
something like this.
Now we all want to
do the workshop.
The workshop is the foundation.
But even doing the
workshop is a little scary.
So what we're going
to do is we're
going to do a prototype of the
workshop, a bare bones version
that we don't overcommit
to, that we're going to use
for a lot of learnings, ok?
And so the natural
thing is we're
going to make an announcement
so that people understand
that we're going to
be doing a workshop
and there's a couple of
different ways of doing that.
And then we're going
to actually run
the workshop, the prototype.
And it's like, I
said, it's going
to be a minimum viable
course or workshop.
And we want to reduce the
threshold of resistance
like we want to make it very
easy for people to say Yes to.
And I think anywhere
between the 25 to $50 range
is going to be a no brainer.
If you're truly delivering
something of value to people.
Asking someone to come into the
workshop for this price point
should be relatively
straightforward.
And the goal is to
get to 10 students.
So at the bottom end,
it's 25 times 10.
That'll give you $250.
But that's not why
you're doing this.
You're doing this to get the
experience, to get the feeling
and to get the feedback.
Those are all very
important parts.
OK, so everybody, your
goal is to launch something
to get 10 people enrolled,
each and every single one of us
should have 10 people.
We within our immediate
circle of people,
we know acquaintances,
peers who we
should be able to reach out
to and make a value prop.
And if they are
like, yes, I have
this problem should be able
to get 10 people to enroll.
Now, if you don't fit
into that category,
let's talk about
it a little bit.
So just make a note.
I need to talk to Chris about
this, and we'll get into it.
OK, so how do we
announce well, this
is going to start to reveal some
of the weaknesses of your reach
right now, your influence?
The first thing that we're going
to look at is our email blast.
Do we have an email list?
If we don't, we're
going to need to start
capturing emails really soon.
And there's the old way
and then there's a new way.
I don't want to talk
about that a little bit.
And if you're posting frequently
on LinkedIn, on Twitter,
on Facebook or Instagram
and sharing things
that you're doing on clubhouse,
it will not feel unnatural.
And I'm going to
talk to you about how
to do this in the
most organic way
that you eschew the
quiet, shy introvert who
hates to sell people.
Things can do it in a way that
is congruent with who you are.
OK, now any concerns.
I want to pause right here
and we'll talk about this part
because obviously you can't
launch your prototype if you
can't get anyone to show up.
So I'm going to pause.
Let's switch over
the screen here.
OK Uh, either Italy
or undress, can you?
Scan through any of
the charts to see
if we need to talk
about anything here,
is anybody concerned?
Go ahead and raise your hand.
It's right up to reactions, ok?
Alejandro, I see you.
Yeah, go ahead.
Yeah have a quick question
regarding maybe sometimes you
don't.
You don't feel the
authority to teach a course
and sometimes you do.
So like, for instance,
one of these days,
I realize that I've been talking
to different entrepreneurs that
have been having
issues with Hiring.
And I work at Amazon,
you know, and I
done hundreds of
interviews, but I never
hired somebody that is
from the creative industry.
So that's something
that I should explore.
Or should I get more authority?
But when you know that
you have enough authority
to give one of these things.
Yeah, I have a section
in my presentation
today to talk to you
about the knowledge gap.
And because I anticipated
somebody is going to say,
well, I don't yet
feel I'm qualified
to teach a thing that
I want to teach, right?
And I've taught for many years
feeling this exact same thing,
so I'm going to address that.
So is that what we're talking
about, andr��s and alejandro?
Yeah thank you.
OK, the knowledge gap.
OK, so I want you to
hold me accountable.
So if I don't address
that, you're going to say,
you remember that
question I had.
Can we go back to that?
OK all right.
Yeah OK, sorry.
You can go first this.
I can go after.
I see a question in the chat.
OK, beautiful.
We'll go to Phyllis and
then we'll go to Annalee
to read a question in the chat.
Phyllis, go ahead.
I'm sorry.
My question is I. I made
up a workshop on the fly
for a client and I actually
charged $600 for the workshop.
If I want to make sure that it's
something that's consistent,
should I drop it back down
to see if I get more feedback
or should I keep it
at the current price?
OK, because it
was something that
wasn't really planned, right?
What you do as a client
service is highly bespoke.
It's one on one.
They're you're dedicating
your time specifically
for them and only them.
And I think that should
come at a high price.
That's a bespoke service, but
when you're teaching a class
and you're doing
one to many, it's
a totally different experience.
I don't think you have to worry
too much if the client's going
to see this and say, oh, why
didn't we sign up for that?
However, if it does concern you.
It was only my suggestion
to price between 25 to 50
because I'm assuming
everybody that's
on this call is still
thinking about launching
their first ever class.
And I don't want you to set
the price too high where
you get three people and then
you start to doubt yourself.
OK everybody needs to adjust
that to their own taste.
OK, you know.
Thank you, sweetie.
OK, great.
Thank you very much.
Now we're going to
bounce over to Emily
and then we'll go to pula.
So, Natalie, go ahead.
OK, Jeff asked something here,
and I know I can see why,
because it's a little
bit confusing sometimes,
and it's about it's workshops,
live and courses pre-recorded.
can we just clarify a
little bit different?
Excellent question.
Excellent question.
Thank you so much for
asking that question.
OK workshops are live.
There's life as
you can make them,
even virtual workshops
are live, and when
you feel like the workshop
is going really well,
that the feedback
that you're getting
and people are so
excited and then
you're going to start to take
that, you're going to start
to map out your course.
You've already now done
80% to 85% of the work.
The real trick will be to how
to translate the workshop loops,
the workshop experience
into a pre-recorded class
that self-study.
That one is tricky, and
we will get to that.
OK very big difference there.
Everyone, you need
to understand that.
OK, now those of you, including
Alejandro, who might not be
like ready to make their course.
You know, I want you to
think of the workshop is,
you know, what can you deliver
to someone more value than what
they paid?
And I think everybody
here for $25
can deliver more value
than what someone pays,
and if you can't, we have
a problem because people
have authored PDFS,
guides, templates and they
sell them for $25.
Right?
color presets on
Photoshop are worth $25
because the amount of time I
have to do it at my hourly rate
is much, much higher than $25.
So I'd rather just
give someone $25
so that I don't have to do it.
So you need to solve a
problem that's more than $25
and you'll be fine.
You don't have to be perfect.
You don't have to be the best.
You just need to give more
value than what you take in.
It's that simple.
So keep working on
the value proposition
there, so that it is in
favor of your student client.
OK, excellent.
All right.
So Pooja, go ahead.
So what I was wondering
is if in the long term,
your goal is to sell your
workshop, say, at a much higher
price points like $200 or $300.
My first question is, would the
toe selling it initially at $25
hurt that price point at all?
And then the second
question is what are you?
What is your view on
making this first prototype
round more of a pay,
whatever you like model.
So that you're reaching
out to friends or family?
Just pay whatever you like.
You don't have to.
OK, OK.
Those are all.
Those are very good questions.
Yeah, I'm just tripping
out because you
sound like somebody I
know, and I was like,
Oh my god, I'm just like,
the face doesn't match.
But the voice.
So matches right now.
Like ding, OK, so I'm going to
try and get over myself here.
All right.
Your first question
is, is it going
to hurt you to sell it for.
So low?
And I'm going to tell
you, no, because I'm
going to tell you
exactly the plan to do
this minimum viable product.
This is not the workshop.
This is just the first
draft of the workshop,
and I want you to
reduce to pressure
on yourself to do too much
and find out it doesn't work.
I now know several people from
the group who went off and made
their course, and it
didn't do the numbers
that they wanted and they
put so much work into it.
They worked on it for months.
It kind of was a bomb.
I'm trying to prevent
you from going there.
So later on, when
I get into like,
how are you going to make this
MVP minimum, viable product
or workshop?
I'm going to tell
you, I want you
to write a one page outline.
You don't get to do slides.
There's no downloadable as
you're just going to teach.
You're going to get into the
habit and practice of teaching
and see what works, ok?
Because I know that
big first step,
it's going to be too big for
anyone in this group to take,
and then we're going to have
a really high rate of failure.
I want a high rate
of action and then
we'll course correct as we go.
So did that answer
the first question?
Yeah makes a lot of sense.
OK just think of it as a
rehearsal that you get paid for
and we're just trying
it got it right.
It's like the little it's a
much more, much more contained.
Yeah and when I say
to you, could you
teach something that's
worth more than $50 or $25.
Everybody here should say
pretty emphatically, yes, I can.
But if I say, could you teach
something that's more than $500
of value or 2000.
Now it becomes a real
problem because in our mind,
it's like we have to
give an excess of $2,000.
So we'll spend six
months reading.
And other people are
spending all that time
making that's a
difference there.
OK, now pay what you
want, has pros and cons.
I would prefer for
right now, and I
need to think about this a
little bit more for you just
to set a price
because it's going
to get you into the
flow and way of thinking
like, I have a goal.
And you can't take the class
unless you pay that price,
because otherwise you may get
flooded with hundreds of people
who are going to donate to you.
Several different things.
But then now you have no idea.
Like, is it worth it?
It's not worth it.
Like, why did they sign up?
I want you to work on
your marketing game, too.
So we're going to learn how
to market a product, right?
The product is partly you
and the things that you make
and your knowledge.
And then we're going to start
to see like, oh, this is
what I have to do to get $25.
So now I know how
much work is involved
to get to the next level.
OK yeah, thank you.
Yes, you're very welcome now.
If you're curious about a
pay what you want model,
I want you to try something
jump on clubhouse, ok?
Teach a class there
with audio only.
And just ask people to
give whatever they want.
You'll see that
not a lot of people
are going to give you anything.
That's the problem with free.
Right OK.
And I'm not here to teach you
to make free content, that's
a different call.
But this one is really
to seriously help
each and every
single person who's
on this call to get
to 100,000 in revenue,
teaching or building an
ecosystem around education.
I would love it.
If 100 people hit 100,000.
So I think we can get there if
you're willing to do the work.
OK, so up next is mohabbat and
then going to go to dirigo.
Thank you very much.
Yeah Chris, my question is a
follow up on what I mentioned.
The first question is
where if you are charging,
let's say, 25 or $50
in the beginning,
should we mention that
this is a discounted price?
Yes Yes.
You're going to say
this is a prototype.
I have room for 10 people.
And it's a massive discount
on the actual workshop,
which you can show.
You can show that price.
So let's say it's
going to be 290 nine,
whatever the price
point you all have set,
you can cross at the 2.90
nine, you can say $25.
Now, sometimes you may
not want to do this
because it'll seem like
this is a ridiculous offer
and you're going to
have to explain why.
And we'll get into that too.
Why is this course.
So low?
I'm looking for feedback.
I'm looking for testimonials.
You are part of my beta group.
OK all right, beautiful.
Next up is Mariam.
Hi, Chris.
Hello OK.
Wondering what
suggestion you have
on designing your course to help
end burnout for a demographic
that is way too busy
and overwhelmed to take
in more info?
Mentally exhausting.
I have some ideas, but
I'm just wondering that.
What you're suggesting?
OK, we understand
the conundrum here,
people are too busy
to do more things.
So you want to
sell them something
that's going to
require them more
time to do something right?
Right?
this is like one of those
mental detox things, right?
Right OK, I have to think
about how to do that.
Yeah, but I'm pretty sure.
There are many people
who have done this right.
Richard spa's, you know.
Have you looked into how they
mark it and talk to people?
I will look into that
right now, this demographic
is overwhelmed, overworked.
They can't really step
outside of where they're
working to go on retreats.
And so it has to
be something that
is accessible to them where
they are working, you know,
or in home.
So I will have to
think about that
and to break it down
into bite size pieces
like I just started 1 minute
running, running for 1 minute.
So it's like, really,
break it down, you know?
So I was just, yeah, maybe
it's OK if you don't, there's
no answer right
now, but maybe just
from the group, anyone who has
any suggestions and yourselves,
you can let me know
and I will look
into because the other, the
burnout or stress reduction
workshops or retreats that
are out there is for yeah,
it's luxury.
It's like very privileged.
You have the privilege
of time to go there.
But when you're ready.
But can't step out,
so what do you do?
Right?
Yeah.
Maybe the structure of
your workshop and we're
going to use the workshop in
the loosest possible terms
because it can mean
anything is like two
minute daily reminders.
Spread out over
a period of time.
It could be an app.
It could be a series of
things cards, postcards
that you send them every
single day for three weeks.
I don't know what it is,
but we can open up our mind
and we can test ideas.
OK, awesome.
I don't know what
that is just yet,
but I don't want you
to think of a workshop
as well huddled together
for three hours.
And we're going to
do this, especially
because for your client type,
the transformation that you
want to create for
them isn't going
to line up to that at all.
Now, did you by any chance,
fill out that worksheet?
Like, what do you want
them to feel with?
What do you want them to think?
What do you want
them to know, etc.?
Did you do that yet?
I was, and I haven't
done it because there
were two demographics
I was thinking about.
But now that I'm in a
conference and actually
more in touch with
the demographic
and learning more about them.
Yeah so the conference
is three days.
So I'm in it right now,
so I'm learning more
about this demographic
and how to approach them.
So I'll fill it out.
We'll do it.
The answer's no.
It's still a relatively new
idea that you're mulling over
right with this demographic.
Yeah OK, so once you have an
idea, fill out the worksheet,
it will point out holes
and it might point you
in the direction of solutions.
OK, awesome.
Yeah right.
I found the worksheet to be
super helpful myself, so I
would I'm sharing it with you.
I learned it over
six weeks, so I'm
hoping that you'll
go through that
and you'll see the
benefit of doing it.
OK all right.
Thank you very much.
So let's move on to IKEA Kia.
Talk to me.
Hey, Chris, and everyone,
here's my question.
I want to record
a lot of content
for a course of cooking
technique and fundamentals
course.
So it's going to
be like extensive,
but I'm wondering if I should.
I don't know how to package it
if I'm packaging and packaging
it as a course or if I'm
shopping it to my members
because I really want to
create a membership community.
So I'm not sure what
to do with this video.
Oh, OK, so you're probably
in your worksheet.
You would probably be leaning
heavily into the community
component of it, right?
Yes OK.
I think I know how to
do this, potentially,
but I'm going to ask everyone
to hold off on the marketing
questions because I'm going
to spend all the time solving
individual marketing
problems and how will
what to do with the
rest of my time here?
OK, here's what I'm thinking.
If you have a
membership community,
what are you promising to them?
And I want you to
think about that.
What are you promising?
Archive calls, live
interaction, sharing of ideas,
recipes, access to you.
What is it that
you're providing them
that's going to be a value
to them in the community?
And I'm thinking, could
you live teach content
as a stream that's
on the channel
to build interest in people
joining your community?
Would that work for you or no?
Of course, that's a
possibility, an idea.
But, you know, I guess
the real question
is I'm going to create
this library, this archive
of resources.
And I kind of wanted
to be a long term
game because people can't wait
for them to have access to it.
And maybe it's an
annual commitment,
it's not like a
monthly thing where
you can come in and out
because the investment just
to create it is.
Is it is a bit robust, so.
OK OK.
You're right, so we're getting
into the mechanical parts
like the very detailed bits.
And you're probably
right that they
do need to enroll
in something that's
going to be a longer
commitment for them financially
and time wise.
But you know, I
was just thinking,
there's a woman her
name is, I think.
Linda, I'm not I don't
remember her name right now,
but she's a grandmother.
She's an Asian older
grandmother and she
cooks all kinds of crazy stuff.
And I feel like her.
Her grandkids made her
make TikTok like videos,
and she her channel
has blown up.
She's I think she's over
a million subscribers,
and she started like a year ago.
And so they're super short.
They're hilarious.
You can't learn everything,
obviously in a minute,
but they're so entertaining
to watch, right?
And I wonder if
that's like super easy
because I'm thinking, like, what
is the easiest thing that you
can do that lowers the barrier
or resistance to you making
that thing and it's
shot on an iphone?
It's hilarious.
Do you know what I'm
talking about here?
I have to look her up.
You keep talking
about this Granny.
Yeah, she's good.
She's good.
That's why I talk about her.
Ok?
my grandma.
No, I think she really
literally goes by linga
like her name is Linda.
But a ninja said
they put it together.
OK it's hilarious, right?
I'm going to create it.
It's no.
It's no barrier for
me to create it.
I'm it's going to be work.
The thing is how to
shop it and package it.
How to market it.
Yes so let me
think about the how
to market it for a community
based annual subscription
thing.
Let me put my brain
on that for a bit.
OK, let me cook.
I'll get back to you.
OK, thank you.
Yeah, thank you.
OK annaly, you get the last
comment or question here.
Yeah, I do have
something that I would
love to hear your opinion
about because, you know,
when I did my prototype
for the course,
I did a five hour workshop.
And it's a lot to plan a
five hour workshop if that
is going to be the prototype.
So I'm wondering like both for
myself, but for other people
as well.
Like how do you start out
with the first prototype?
Is it better to maybe
do an hour workshop
or what do you recommend?
Well, I'll get into that too.
Yes, very good
question, Natalie.
Ok?
OK, yeah, we'll get into that.
So I, as we have
90 for people here,
there's going to be 90 for
individual customized things
that we're going to have to do.
So I'll tell you what
I think you should do.
And then we need to
tailor it because key
is going to have a
different execution of that
and you might have
a different one.
Everybody's going to have
it slightly different.
So so let's get back into that.
Ok?
all right.
Let me.
Share the screen, thank
you, Thanks to everybody
for answering your questions.
Let's get back into it.
OK all right, so I want you to
identify perhaps the top two
or three ways that you're going
to be able to announce this
and whatever it
is that you write,
it might not even
be on this list.
It could be YouTube.
It could be.
I don't know what else, twitch.
It could be Discord.
I don't know where you
have your community,
but I obviously start
where you're strong
or identify one where
you definitely need
to get a lot stronger at OK.
And in a little bit,
I'm going to talk
about a different way to market
that I'm experimenting with.
I'm having a lot
of success and I'm
going to be speaking
to an expert at this.
But basically, when you
announce this prototype
that you're doing,
I don't even need,
I don't think you even need
to get too crazy into sales
pages and all that stuff.
I think you could just
do this via Eventbrite.
Again, I'm trying to make
it super, super easy.
If you're more sophisticated
in building funnels and sales
pages, do it the way
that how to do it.
But for everyone else, let's
just launch an Eventbrite page
and on the Eventbrite
page, it's going
to give you a couple of
prompts in terms of the things
that you need to be able to
write about to describe what
people are getting, any
specific concerns you're
going to have to do.
In fact, those kinds of things.
And essentially,
you're a member.
We're trying to get 10 students.
I wouldn't be super sad
and to feel despondent
if you only get five but 5 to
10 students is enough for you
to get feedback.
So we're doing this thing
mostly to get feedback
and to get practice.
So I feel like for some
people, a one hour workshop
is going to create a lot
of stress and anxiety,
and they're going to be
forced to speak really fast.
And it's going to turn into
a lecture in which we don't
necessarily want to do so.
Anywhere between 1
to 5 hours is fine.
So I just wrote three
hours, three hours
to give you time to
take breaks, to do Q&A,
to give people some prompts
that they can work on.
And give you plenty of
time to get feedback.
If you think about if you
give each student five minutes
of feedback and there are
10 students at your best,
it's going to take 50 minutes
just out of your three hours.
So don't think that three hours
is a lot of time to work with.
And what I want you to do
is as soon as possible,
I want you to write
your one page outline.
Pen and paper, what
I want to teach,
and I'm going to break down
exactly how I've done this
and make it visual so
that you can see it OK.
So 5 to 10 students,
three hours long.
You're going to write
a no brainer offer,
learn how to make three
art using the free version
of cinema 4D that's already
included in your Creative Cloud
license.
I'm going to teach you how to
compose, build light, texture,
blah blah blah.
In those three hours
and then you're
going to walk away with a
cool piece of art like this.
That's the no brainer offer,
and you're going to do it at,
and I'm looking
for 10 beta testers
to go through a three
hour live workshop with me
when within the workshop
launches, it'll be x dollars.
OK, so the whole point
remembers to get feedback,
and we're going to
create this little loop.
So you going to
launch it, you're
going to feel pretty good and
you can feel pretty terrible.
I'm just telling
you that right now
because I'm going to
keep it real with you.
You're going to say, Oh
god, I fumbled through that.
I was super nervous here or
that exercise or that talk
was just a total dud.
And so what you want to do
is, prior to actually hosting
this event, you're going to need
to write some questions, maybe
a type form or
Survey Monkey thing
and you're going to have
people in the workshop that's
part of the bargain.
I'm giving this to you
at a substantial discount
because I need your feedback,
your honest, unfiltered
feedback.
I want you to devise
a list of questions.
Keep it under 10
questions and keep
it directed, but open ended
so that you can get feedback
that you weren't anticipating.
If you ask simple
Yes or no questions,
you're not going to get a
lot of valuable feedback.
So you need to
design the feedback.
Because you're investing in the
10 students you've selected.
So that you can make
your workshop better.
So I ran my Carrizal clinic
now three times for Instagram.
I feel I'm ready to record the
course each time I would sit
together with my team,
read the feedback,
we would make adjustments
and each time I
think the course got
a little bit better.
I manage my time better.
I cut out parts
that I think were
less relevant and
overwhelming for people,
and I gave them more of
what it is that they wanted.
So for each and every
single one of you,
I'm going to take a break here.
We're going to do small
breakout rooms, theoretically,
now you have an idea as
to what you want to do.
It's OK if you're not
committed to it, totally fine.
We're going to break
out into small groups
and you're going to
sit there and think
about what are the three
learning outcomes you want
to create for your students.
OK and before we do that, before
you all panic and jump off
this call, it'll be OK.
Everybody just relax.
It'll be all right.
I want you to work
on it, and then I
want you to reflect
with your group.
And we'll figure
that in a second.
So it's going to look some.
When we get deeper into it, so
here's what I want to teach,
here are the three
things that I want
to share with people, all the
things I want them to learn.
Learn the learning
outcomes and then how
are you going to teach
them those things?
And so what we do is we
just take a big thing
and we keep chunking
them down into smaller
and smaller bite size pieces
until it becomes really, really
clear.
So I'm going to stop here.
They want to get back into it.
OK, so far, is everybody clear?
I'm going to teach lettering.
I'm going to teach pricing.
I want to teach
client negotiations.
Well, what are the three
skills that students
need to have to be
successful at this?
I want to teach
digital illustration.
OK, I want you to break it
down into the three core
skills they must possess
to be successful at this.
Whether it's an intermediate
level or an advanced level,
what are the three things, ok?
Having said that, I'm
going to create some rooms.
How many rooms I
want to create, I'm
going to sign this
automatically.
I think we're going to put
you guys into groups of four.
So I'm going to
say like 25 rooms.
24 rooms.
I'll do fewer rooms
with three rooms.
OK and OK, you have a question.
Yeah, just before we
jump into the room,
I my question was if the
workshop were designing
and this might be true for many
people is a much longer thing.
Is the idea then to for
the prototype session
to take one of those sessions.
And then make it a
self-contained thing?
So if I was initially
planning to have 10 sessions,
then I'm just focusing
on one of those sessions,
breaking it down and then
launching that and then ending
it and then correct redoing it.
OK yeah, you would.
Let's say you want to
do something really big.
Like, if you want to
teach architecture
or you want to teach, there's
no way you can do in a workshop
and get someone successful
at becoming from 0 to being
an architect, right?
So you're going to take
time to be an architect
and you're going to break those
things down into three or five
things and you keep
breaking those things
into three or five, then
you're going to figure out.
This feels like a
meaty workshop that I'm
going to build a course around.
So when we're all done, once you
have the formula for success,
you may repeat this many, many
times and have multiple courses
and be well on your way to
seven figure teaching ecosystem.
But right now, I'm going to
ask you all to just boil it
down so that you have success.
We fail more often because
our goal is too big versus it
being too small.
I want you to set a small goal.
So we can just get a victory.
You know, under our
belt, we want to win.
OK, so here are
the instructions.
I'm going to give you about 10
to 15 minutes, 15 minutes max.
OK I want you to spend five
minutes just reflecting
and writing, and if you all
are ready, then you would stop
and you would just
share with the group.
And I would like for you guys
to give each other feedback,
like the learning
outcomes feel clear
and it's worth whatever it is
that you're planning to do.
So if it's $25 workshop,
yes, I think that's worth it
or this learning outcome
is unclear to me.
OK, I want to make sure
that everyone you identify
like I can participate
or I can't, so you
know how much time
you have to manage.
So five minutes max for you to
sit there and write and reflect
and then I'm say just
the right, and then
I'll give you another five
seven minutes to share
with the group to
get some feedback.
So 1 minute sharing a
little bit of feedback,
1 minute sharing a
little bit of feedback.
OK, so you're going to have
a maximum of 15 minutes,
but I think somewhere
between 10 to 15 minutes,
you're going to see me ping you
and say, start to wrap it up.
OK, everybody.
So go to your rooms, here we
go, I'm opening up the rooms.
So you guys a little bit.
So well, doesn't
lie in the room.
Are you serious?
Yes when you come back?
Oh, OK.
That's so sad.
Oh, OK.
All right.
So I'm going to I want
to ask everybody here,
if you don't mind just
writing the comments,
and so I'll monitor them.
Is there anything that you saw
you want to reflect or share?
And then we'll try to pull
from whoever made a comment.
OK, so go ahead and
right in the chat.
Is there anything
that you discovered?
Did you feel like your
partners in the room?
Your friends were clear about
their course learning outcome?
The clear direction or do
they need more work on what
it is that they want
to the transformation
they want to create?
And Christine joined us.
So Christine, you hopped into
a room probably without context
and you'd even know what was
going on, right, christine?
Yeah, but I had really
great room buddies.
You filled me in, really?
Can you share what
you saw or heard?
So Ken and I'm going to Jacob.
Jacob have sounds at
the end of your name
gave me some really
good Jacoby's thank you
advice on really being specific
about your learning outcomes.
And the thing that
I think we nailed
was that to do that, you need
to know who your audience is.
So you have to have a
really, really clear idea
about who you're serving.
So then you can
be clear about why
they should want to
learn the things that you
want to teach them.
100% Great.
So I'm going to recommend to
everybody if you're unclear
about your course,
your course designed
to structure the
learning outcomes,
you probably have
to go back to like,
oh, snap, I don't really
know who I'm talking to.
I don't know what the
problem I'm trying to solve.
So great.
OK, so Andres and Emily,
if you're still here,
can you just
monitor the comments
and see if somebody had
something really important
to share?
Irving, I see your hand is up.
What's up?
Sorry you're already
pretty much answered
what I was going to say, so
my group, our biggest thing
was lack of clarity and multiple
arenas of the course, so.
Yeah all good.
OK, good bye, Ivy.
So the challenge for all
of you is to actually
to make it simpler.
Keep reducing it down.
It's kind of counterintuitive,
as a teacher,
you want to give more.
You want to teach more.
You want to share everything.
That is that, you know?
But actually, that
is overwhelming.
So let's reduce it down.
It is a question
here about was it 3
learning outcomes
to teach in 3 hours
or teach one outcome in
3 hours, three learning
outcomes in 3 hours.
So if you have a workshop
in one hour, it's one or.
You don't want to have
a workshop in one hour.
You could try anybody,
do whatever they want.
They get to have 10 learning
outcomes in 10 minutes.
That's the one option.
I can only recommend
best practices
that you have learning
outcomes, and it's
between 1 to 5 hours,
whatever it is that you pick.
OK, OK.
Yeah, because I've shared this
before with a group called
explain how they gave
us a jar of stuff to do,
and the whole workshop
lasted an hour
and I think it became very
clear as to whether they
were teaching us, and it
was really, really good.
The simplest of
exercises, they're
awesome at doing
these exercises,
and I don't have the
book in front of me,
but if I find it
during today's call,
I'm going to recommend it to
you because they also wrote
a book on how to design games.
And a friend of mine
gifted it to me,
and I have yet to read it.
But when I realized it's
from the same group,
I now know that I have
to read this book.
Yeah, and I can all.
I really want a second.
What you said about three hours.
It's not much because
I honestly panicked
when I thought about doing a
workshop in four or five hours.
But then you realize
that people want breaks
and you do breakout rooms and
you get questions and time just
flies.
So when you have a
workshop in two hours,
it's almost never enough time.
It's so stressful.
So I think, yeah,
that's my experience,
at least like to
have a 90 minutes.
It's almost more difficult
than to have three four hours.
Yes, there is some magical
formula for the things
that you need to teach and
what the ideal amount of time
is since you're in control
of what you want to teach
and the time you shouldn't
stress out over it,
like Anneliese.
Exactly right.
Because when
somebody says to me,
Chris, teach about
pricing strategies
and you have 18 minutes to give
a talk, I'm like to come on.
Right, or if they say teach
me something fundamental
about topography, it's going
to be 17 weeks, something
like that's too much time, and
I don't know what the heck we're
going to do.
So you get to
control the outcome
and expand and contract the
time as you think you need.
I'm going to just give
you a Warning here.
You'll need more
time than you think.
Christine, since
I have you here,
you shared something
with Ben burns
and then he shared
it with me, and then
I probably butchered it
via the telephone game.
I think you said
something to the effect,
and please correct me if
I could get this wrong.
Lecturing is the best way
to teach in the worst way
to learn.
Is that right?
Yeah, I Stole that
from Stephen kasen.
Lecturing is a great way
to teach in a terrible way
to learn.
Somebody also said lecturing is
the process of words coming out
of an instructor's mouth
into the ears of a student
without it going through
the minds of anyone.
OK she's the OK,
this is good stuff.
So Christine today, bringing
the levity to humor,
you could be my
sidekick and bring
in that intellectual humor.
I love it.
OK we have a whole
bunch of hands up
and we're not even through this.
May I just say quickly,
Phyllis, if you have something
undressed and then you
just really quickly?
Oh, I was just going to say
I didn't get this share mine,
so I just wanted to share
it right quick, please.
That's OK.
I called mine a branded heart
to cure imposter syndrome,
and it's helping people
understand their brand heart
as far as their purpose,
their mission, their vision
and their values, and then how
to use that in your messaging
because it is not your message.
So that's kind of
what I was going for.
That's it.
Wonderful you know, I saw that.
I think it was Shari who wrote,
this simplicity is not easy.
100% 1,000% to take complicated
things and make him easy
and an analogy or
metaphors to make it
something you can remember
that is an art in itself.
I'm going to suggest that every
person here go out and watch
a few videos from people who
you think are master teachers
and try to dissect and
reverse engineering
what it is that they did.
Make it super easy for
people to understand.
So, Phyllis, thank
you, and I know
you and I are doing
a call sometime
in the very near future.
So I look forward to
doing that undress.
What's up?
Connor's comments really
stood out to me, he says.
Abdullah had a great suggestion
to leave a cliffhanger
at the end of a
workshop if you have
a lot of workshops
courses planned.
Yes, wonderful.
I would also say very carefully
do that because it'll feel
like they were super happy.
And then now you're
promoting something else
and they're like, Oh my
god, this I'm in a funnel
and I paid to be
part of a funnel.
Just be super
careful because I've
been in courses like
that where it clearly
wasn't about teaching,
it was about getting
me to buy the next big thing.
I know a lot, of course,
creators and people
who sell e-learning
products do this
as part of the way to get
you to buy a $10,000 product.
So just be very careful.
Give them a satisfying
conclusion to their thing.
They'll naturally ask
you, so what's next?
And then you can just
lay out the road map
and just be very careful
how you handle that.
OK, pull the last comment,
and we got to move on.
Sure I was just wondering
if you could provide
a quick example of how
you would distill a larger
topic into this three
outcomes, the thing
that you're talking
about right now.
Maybe from the topography
course or something else
that was successful?
Yes OK, that's a good question.
I think it's a fair question.
I'll answer it
right now and we can
dive in deeper in
subsequent calls
on this, where
I'll have examples
and I'll prepare
it ahead of time.
So very good question.
So I remember the
very first time
I had to do this was
with Dr. Holtzman.
He was helping me to
become a better teacher.
I was still teaching
actively at Art Center.
I wasn't yet making a
ton of videos on YouTube.
So he says, Chris,
here's the problem
like, teaching is about the
transference of your knowledge
to someone else.
So that they can learn how to
make decisions and learn how
to see the way that you see.
And the old way
of teaching design
is for you to just critique
and tell them what to do,
but they're not having
any transparency
as to how decisions are made.
And at this point, I'm teaching
storyboarding and sequential
design.
It's the deliberate
design of images.
In in a sequence
to tell the story.
OK, and you can use any
tools that you want.
So he asked me,
what are the five
things that you're
thinking about when
you look at this work?
And it became very clear, like
he asked and I wasn't prepared,
but I was able to tell them.
And that became the foundation
of like how my students look
at the work now.
So the first thing
that I tell my students
when you're looking at a
sequence is, is the frame clear
or is it confusing?
So clarity is paramount because
if I can't tell what it is,
you've drawn or put together
because it's too dark.
Then there's no point
of me looking at it.
So first of all, is it
clear, step number two,
is it interesting
or is it boring?
So yes, it's clear your image.
But yeah, so what?
So what it's interesting for me
to look at, because the camera
angle or the staging
or the lighting
or the subject in the
frame isn't interesting,
and there's things that we
can do to make it interesting.
And then we go on, and I think
the third one was like, do
does it?
Is there a non sequitur?
So it's clear it's interesting,
but when I get to frame three,
I can't figure out
how it's connected.
The fourth one is when
they're all clear.
They're all dramatic,
and I can tell
that there's a sequence here.
Did it add up to
something meaningful?
Did it surprise me at the end?
And the last thing I wrote
down was, were there ways
that you can develop
transitions to make
the moment from each
moment in the story
flow a little bit better or
to add many surprises to it?
And so of course, each
one of those things,
how do you make a frame clear?
And then we would then
list out what that is.
How do you make it interesting,
and we would list it out?
And now I would post
it up on the board,
and now we can look at
the sequences together
and all the students can
critique their own work.
So that's how you
would break down
how you do sequential
design into five components,
and now I could probably teach
a course or workshop on each one
of those five things.
And it turns out the
lecture on transitions
was by far still the most
popular thing that I taught.
When you can see students
like writing notes like mad
and asking for the video
examples, which I never
gave out, but that's
a different story.
Ok? are you lecturers
recorded anywhere?
No, they're not
recorded anywhere.
You go it is going to
be dynamite when it is.
I'm telling you, she goes on
to get in on the Advanced tip
there.
OK, puja, go ahead and then
want to get back into the call.
No, thank you.
Yeah OK, so but it
sounds like this
is an example like this, you
just kind of covering touching
on what the topics are.
It's kind of like an
introductory overview
rather than sort of, I
guess this works better
for a topical course.
But if it's a
hands on thing, you
wouldn't really have time
to go like, actually teach
any of those things right?
So it's no more like this
was in class hands on.
Absolutely yeah,
yeah, I'm just talking
in the context of this
MVPD three hour course,
I don't think we would
have any time to do that.
Oh yeah, yeah, OK.
So what you want to do is
actually you can surprisingly,
you can.
But I would caution everyone
not to get too overambitious
as to what you're trying
to teach in 3 hours
and just get some, ok?
Look, I think I
mentioned is I've
taught for over 15 years at
different private art schools.
And so the reason why I
think going to YouTube
wasn't that big of a
deal and offering courses
wasn't that difficult
because I've been
doing this for a long time.
For many of you, this will
be the very first time you
teach in any formal way at all.
OK, so let's just take one
small step at a time, and let's
not stress out too
much over like how
it's going to work out.
You need to just get
Miles on the car.
You know, you need
to get road time in,
and then you'll
start to figure out,
oh, this part works really well.
And then we'll all sit around on
a camp at a campfire and share
war stories about how we're
just terrible teachers
and how we can get better.
But we're not there yet
because we haven't done it.
Right so I almost feel
bad for the first five
years in which I talked because
it was like a terrible teacher.
I'm not sure I'm
a good one today,
but I'm not as bad
as I used to be.
OK, so I'm just
letting you know,
I'm also embarrassed as to how
my taught that first year it
was rough.
OK, let's get back into it.
I'm going to share the screen.
And feel free to reach out to me
at anyone afterwards on circle
and just DM me.
OK, so whatever it is you want
to teach between 1 to 5 hours,
three learning outcomes and
then each learning outcome
needs to have exercises built
into it so that you can then
share some of that
knowledge that you
want with your students.
OK and so when we
are ready and we
feel like we're past
the prototype stage now,
we can really get into the fun
stuff, actually making money.
So if you use your
worksheet now,
we're getting ready
to do the workshop.
So you can see here
a class that's $100.
And I'm just using
big, easy round numbers
here so that the math doesn't
get too hard for any one of us.
I don't I'm not recommending
that you do a workshop for $100
but there it is.
There's 25 students and you
can do this twice a month
and you can see you can hit
your numbers quite quickly.
Now from a different
call that I did.
Um, I read this book called
The workshop survival guide.
It's an excellent
book, I'm going
to recommend every single person
here, buy it and read it ahead
of your workshop.
It's going to give you a
lot of ideas at one point.
We're supposed to
interview the authors,
but then they canceled
and I haven't followed up,
but I hope to have
them on a call soon.
But they broke down the
several types of things
that you can do
during a workshop,
and they say lectures are
good for delivering facts.
So if there's a lot of
facts you want to share,
then you do it via lecture.
But as Christine and
I have already joked,
it's probably not the
best way to learn.
It's probably the least
effective way to learn.
So when you have small
group discussions,
they can have a lot
of personal discovery
because the students
learn from each other.
And it's engages them because
there's nowhere to hide.
They have this thing called
try it now, which is.
Here's a quick exercise.
I want you to go
and write something
so that's where you can.
You can get some, some
practice at applying
what it is that you've learned.
Uh, for Kia, it might
be like, OK, I'm
going to give you
three ingredients you
have 30 minutes, I just want
you to make a dish or something.
You know, and everybody
here can do something
like that where you reduce
down the number of variables
and you say, go for it.
It's a stripping away of things.
So when I'm teaching
topography, I'll
give everyone one typeface.
You can choose one point size
and you can choose one weight.
You must use all the copy go.
And it turns out that's
the best way to learn.
You can also do the
scenario challenge,
which is, I think when you give
someone a scenario via case
study and then you ask
them, how would you
run the marketing campaign?
How would you write the
tagline, what would you
do to make this a success?
And so the designing of the
case study or the curating
the curation of the case,
that is super important.
I think that's the
scenario challenge.
And then the last part is
Q&A, and to minimize Q&A
because Q&A is not the
Q&A is for clarification,
and too many people use
Q&A. As a way to teach,
but it's disorganized
is the problem,
and you are going to be subject
to the quality of the questions
that you're asked.
So if you have high
quality questions,
you're going to have
an awesome workshop
and you can have
terrible questions.
It's going to be miserable.
So I think you're
going to want to lean
into items to through for some
lecturing a lot of doing OK.
And now let me switch
over to next part, ok?
So naturally, some
of you are going
to feel that there's a
knowledge gap between what
it is you want to teach
and what you actually know.
And so I'm going to highlight
to you my own experience
in launching my first course.
So I have a bachelor's degree,
so I kind of know things
from art school.
I've been running a
business for 21 years,
but despite all of that, when
I went to launch my topography,
of course, I felt like I
didn't specialize in type.
And I don't know the history.
I don't know my
typefaces, my designers,
as well as I needed to.
So there was definitely
a knowledge gap.
And so with the knowledge
gap, what I did was
I quickly started
to fill that in
and I did this mostly
in the form of books.
So these were the books
that I bought and read
as quickly as possible
because I knew
I was going to launch the
course relatively soon.
And when you read
with the intention
that you're going to
apply it somewhere,
you read very differently
than just reading for fun.
And so that also meant, like
we're chapters meandered
and things that I didn't
think were relevant.
I just skipped those.
And that's how I was able
to read so many books
in a very short period of time.
So for those of
you that don't feel
like you're quite ready that
you have enough experience
or anything, just ask yourself.
What do you need to do to
fill the knowledge gaps?
And then make a
list for yourself.
I need to watch
these videos, I need
to enroll in someone
a competitor's course
or a complimentary or
an adjacent course.
Or I really like the way they
structure their teaching,
and you would just do that
as part of your homework.
And hopefully, as
you fill the gaps,
you're going to start to
feel a lot more confident.
So despite being a professional
practicing designer and someone
who taught for 10 to
15 years at that point
and having a degree from a
really good private art school,
I still felt like I
didn't know that's why
I had to read those books.
OK, so now we get into
the marketing part,
and so this is going to help
you shape a little bit about how
you're going to build
awareness around this
because when you decide
you want to launch,
it's going to be too late.
Because now nobody nobody
knows, nobody cares,
so I'm going to show you the
roadmap is to what I've done,
and then you can map it to the
way that you need to do it.
OK, so you all
know this already.
So the formula is you
have to build awareness
and then people
become interested
and then there's desire for more
and then the White triangles
when they convert.
So a IDC, OK, ADC, so
awareness, interest and desire.
So I'll show you
exactly how we did this
because I've done this the
wrong way before and now
I feel like I'm doing
it the right way
if the right way exists.
So when I wanted to sell
a course on typography,
I had to go back
and say, OK, how
can I build awareness
around that?
I'm good at design.
I know how to use type and
I want to teach you type
and you need to type 2.
So I wrote a 10 page guide.
It's just 10 pages, 10 tips.
And this is where I'm just
sitting there thinking
to myself, if I had to
take a novice designer
and teach him about topography,
what are the 10 rules I can
just share with him that are
quick wins that if they apply
these rules and know nothing
about nothing else, about type,
they're going to
feel more empowered
and their designs
are going to improve.
And so I wrote that and
I'll share that with you
in a little bit.
And then I converted that
into literally a slideshare,
which is a PDF that
you can upload now,
it's owned by LinkedIn.
It's less popular
than it used to be.
I would just upload it and
that became my highest engaged,
most viewed thing on SlideShare.
Naturally, because
people thought,
wow, these are
really great tips.
I took that same topography
manual, the 10 tips.
I sent it over to an animator,
and he and his company
animated the video
for me, and that
helped to build more interest.
So now we're seeing the
topography come to life.
It's called kinetic typography.
And even if you're not
that interested in it,
at least it's visually
interesting to look at.
And then prior to
launching a course,
I started to do a
series of live streams
where I would critique
people's design,
we would critique their poster,
design, their layouts, anything
that I thought, yep, there's
a lot of type on this
and we got a lot of
submissions and people
started to become aware
like, hey, this guy
can talk about design and type,
and this is helpful to me.
So this is building up
to desire to the point
in which we're going
to convert, and that's
when I talk about
guys, I'm going to be
launching a topography course.
This is the pre-launch I
haven't recorded this class,
but if you want to
enroll in it, you're
going to get the best
possible price ever.
And I think we sold
it for $79 today.
It sells for $250.
I think.
And so to the question of
somebody saying, if you
start low, is there a problem?
I would rather start
low and have success
and raise the price over
time, then start high
and have no, no success.
Or little success and then
feel totally dejected.
One other thing that I did,
I'm not sure I would do again,
but because it was my
first course, I live
recorded each of the modules
and gave everyone on YouTube
free access to it for 24 hours
before we lock the videos.
When we did it the
first time, I think
we had 400 or 500
people tuned in live
for the whole
time, which I don't
know how long we recorded, but
they were there the whole time.
And then we told them they
could watch it for 24 hours
and it's going to disappear.
I think they thought
it was a stunt.
So when it disappeared,
a lot of people
were upset that I told you
it was going to disappear.
24 hours later, it disappeared.
We did this three more
times by the time we did it
for the fourth live session
and they knew it was live
and it was free.
Who is going to disappear?
I think we had
1,600 people on it.
It's the most we've ever
had in the live stream.
And so they knew I think
it was always Friday,
Friday at a specific time,
once a week, for four weeks,
I'm going to do this and it
built up a lot of momentum
and it drove sales.
And when we went
to finally launch,
that's when we did our
six figures in sales.
OK so awareness for me is I'm
going to give you a high value
resource.
For me, it was a 10 page e-book.
I did it in one sitting.
I had some friends help me
out with the proofreading
and grammar and all
that kind of stuff.
But it's a very,
very straightforward.
This is what it looks like.
I did this in Adobe Illustrator.
I just wrote the rules
and I gave them examples,
and that was it.
What I didn't know
at that time this
was going to be one of
the highest viewed pages
on our website,
and the PDF is now
required reading for some
design classes at Art Center.
So that was all
working in my favor.
I knew something, I
had to document it,
I had to share it with the
world because the world
can't read my mind.
So the interest, as I was
telling you at that point,
at that point in
the conversation,
we convert it into video
and animated video.
So to date?
But the video has
1.3 million views.
India actually has made
it some money, too,
so you can see that graph there
over time, the lifetime upload,
you can see their periods
in which it spikes,
and it's kind of neat that
it has a long tail to it.
So it's still spiking, even
most recently in August.
There's a reason
why because we're
bringing a lot of new people
to the channel via shorts.
I built further
interest by taking
the words of famous designers.
This one is Massimo McNeely
and making very simple posters
and then sharing that on
pinterest, on Instagram
and everywhere else I could.
So Massimo McNeely is
the legendary designer.
He has a really incredible
way of phrasing things.
But when I went to search
for his thoughts, his ideas.
I saw that people
were designing them,
but they were not designing
in Massimo spirit.
The design was bad,
so I was like, I could
I can make this better.
So I made a series of posters
and shared on social media.
So all of this stuff,
it's going to be hitting
a lot of different people
in different places
to build awareness around what
it is that you want to do.
OK, so remember, I was telling
you about the design critique,
so you can see here a
lot of these videos have
substantial amount of
views 31,150 1,066 1,000.
So all of that is potential
customers for you.
So it does take
work, and the reason
why I'm sharing
this with you today
is because I don't want you
to start launching tomorrow
and then there's crickets.
OK, so the conversion there's
a sales page, like I said,
I think we sold it for $79
originally at a steep discount
to the $150 that
was being sold for.
I think we've raised the
price since then by $100.
It's still selling really well.
There's one last letter that
I didn't share with you.
A is for awareness,
eyes for interest.
These four desires
sees for conversion.
And there's one last in there.
So it's ADC.
And the last one is advocacy.
So when your students
go through and they
are able to create
transformation,
that becomes your
best selling referral
lead that you can ever get.
So when students take
your work and then they
do work like this, this
is from one person.
Now I'm not saying this
is the typical result
of a person who's gone
through the topography course,
but this person has gone on
to make some killer designs.
They use the principles in which
they've learned in the class,
watching other students' work
and hearing the critiques,
and this person happens
to know three software
and they just know
the tools really well.
So that things are able to
create are just amazing to me.
And then you get
testimonials like this one.
And this person says,
you know, everything
has an underlying layout,
which blah blah blah.
So there are only 19
years old, and they
said this was transformed them.
Sears says it completely changed
my life, not just the way I
design, but the understanding
that everything.
Blah blah blah.
OK, so that's your
best way to recruit
more students is to
deliver on the promise
that transformation.
Now there's one
other thing that I
want you to become aware
of is that people buy.
Because you have social
proof and social proof
comes in different forms.
It could be that you have a
degree you've been teaching.
You have experience.
You have an amazing portfolio.
Their associations
are wards, et cetera.
So you kind of
just have to think
like which three can you claim?
And if you can't today, you
need to start to develop it.
So three forms of social
proof that you can claim.
So that people will believe
that you're a credible source.
And I just want to let you
know, familiarity sometimes
is associated with being
an expert or an authority.
So just by being more
prolific at content creation,
being more visible
and transparent,
people then start to assume that
you're very good at something.
And I share the
story and I'm just
going to leave it here in case
you've not heard this before.
Oftentimes, people will ask this
question out into the universe.
Who's the best designer that
you know, every once in a while,
people write in my name.
I do not consider myself
the best designer.
I do not have proof of
this, and I can only
say they wrote my name
because of familiarity.
Well, people say,
I love your design
is like it's been a really
long time since I've
designed something.
And it that is the power and
in the age in which we live
in right now, so some of you
are probably the world's best
kept secret that you're
very good at something,
you're an authority
and expert, but nobody
knows that nobody writes
your name down as a response
to a question like that.
And so that is just me.
Giving you a very
gentle kick in the ass
to get out there and put your
work out there in any form that
makes sense for you,
it could be a podcast,
it could be still image, it
could be an illustration,
it could be a live demo.
It could be a clubhouse call.
Just start doing it.
OK, real quickly.
The product breakdown.
So you can see.
Sorry, Yes.
Go ahead.
Back to the slide before
there were a lot of people
asking about that one.
So if they can take
notes or screen,
yes, these this is just my
list because I sit there
and I comb through people's
profiles on Clubhouse
and on Instagram and
elsewhere and LinkedIn,
and they are going to claim
one of these things, sometimes
multiple parts, right?
And so there's lots of ways
to measure if you're credible
and a degree is an old
way, and the new way
is just your work, the
clients you've worked with.
I'd even put that up here.
So your client list?
Awards are pretty
easy way to just let
people know you're credible, and
so when you apply for awards,
I'm going to just tell you.
Apply for the best known
kind of name brand awards
because winning an award that
nobody's heard of probably
won't do much for you.
There's things like press
getting press releases,
appearing on the
podcasts of other people.
Just say like I was on
the xyz podcast that
helps you to build credibility.
If you if you work
with certain people,
if you've been a student
of someone famous,
you can write that too.
I was my mentor is
x Albert Einstein.
Wow I was Leonardo da
Vinci's understudy.
Wow so you can borrow authority
from a lot of different places,
and if you're curious about
this, we did, I think,
two calls on authority,
but I'm not an expert.
So go back and watch that
video and that'll help you,
because that's a deep dive
just on this one slide.
Uh, can anybody else
think of anything
that's I haven't
mentioned or written
here is in terms
of social proof?
Feel free to shout it
out before I move on.
Amount of followers
on social media.
Yes oh, yeah, you're right.
Yes, that is a
measurement of influence
and authority now is
how many followers
you have on social media.
Excellent.
Thank you.
Anybody else writing a book?
Absolutely authoring a book.
Writing a white
paper having been
published by someone credible.
A best seller, I don't
talk about it being on TV,
being on TV, does
that feel this?
Yeah, and that
was makes me hard.
Yeah one of the few people in
this group, I've been on TV.
Absolutely Yes.
Go ahead.
I was going to say media
coverage, any media
coverage, any media, any blogs.
Absolutely And you
know what, if you
learn how to write
a press release
and you get the list of
editors from different quote
unquote entertainment
news sources online?
There's a high probability
that they will publish it
because they just need stories.
You can also tap into LinkedIn.
We talked about this before.
They're always looking
for top for people
to write on topics that
they think are trending.
And so if you're featured there,
so being included on lists
recently annually was
on a list of, I think,
10 10 reliable, credible
resources for brand strategy.
You can be on the helper
reporter as the source.
Yes yes, that's absolutely
kind of coverage,
I'm actually just doing
that, I just joined that
and I'm just now
answering to serve
what's a thing that's like,
yeah, that's something I do
know about.
So, yeah, absolutely.
So you see, just in a
short amount of time,
we can really expand
this list and it's almost
like we've doubled the
list without even trying.
So don't become.
Don't be intimidated
that you don't
have some of the traditional
things you can go down.
Traditional, we live
in a very fluid world
now, so lean into
that it'll be OK.
Wonderful Thank you
very much, everyone.
Now we'll do the
product breakdown.
So this is the anatomy
of my topography course,
which I think I have mentioned
to you continues to sell.
It's one of the best selling
courses we have right now.
It's at 6:39 thousand, even
though the sales are actually
much higher than that
when it's bundled.
I don't have the
individual breakdown there.
So the launch was, I think, $79.
The launch was 150 and I think
it's down to 99 post-launch,
so it just increases in price.
The initial course
included four modules
because I just sat
down like people
need to know what the
rules of topography are.
In a very practical
application, they
need to understand
how to use grids.
And there's some
really fine details
that they need to understand and
then they need to do the work.
So it's broken down like that.
And then after we launched many
months, maybe a year and a half
later, I started adding
additional modules
because as I was
critiquing more people,
I started to see some patterns
in which I needed to correct.
So we included additional
bonus modules now,
and that's the most
beautiful thing
about launching a course
is you can continue
to add to it over time.
You can upload new modules,
you could delete things,
you get all kinds of stuff.
And I love that.
It's like clay and the
promise and the value
prop that I make to
all of our students
is the best price will
be the first price
and you are now included
on Lifetime updates.
And I don't want to sell
you additional modules
unless I offer a
more advanced course.
You get all those things.
So I just keep adding to it.
And I think that's
really cool to reward
the people who bought in early.
And that's what you want to do.
You want to assure people
that if they buy in early,
if they get on the ground
floor, they have the best price
and they're going to continue
to receive value long
after their purchase.
So really quickly, the timeline
looks something like this.
I was live recording the
courses as I was going,
so I would just prep
enough during the week
to be ready for
Friday's live stream
and then to catch my breath.
And then the rest of
the week I was prepping
for the second live stream.
Week after week.
So look something like that.
And as we were going, as we
finished recording each week,
my team was going in and
cutting up the live sessions,
adding additional
materials and preparing
so that when we were
ready to launch,
it wasn't just a ton
of work all at once
because we were doing
on a weekly basis.
And so here's my weekly calendar
as to how I was doing it.
You're probably going
to want to do something
like this where you map
out what you need to do.
So you won't have a
plan and a strategy.
Otherwise, you're going to
be spinning your wheels,
so the way I did it
was I knew on Friday
I was going to record
the first module, which
is about all the
rules of topography
and how am I going to
explain all this stuff?
And I wanted to make sure.
So that's when I had a
gigantic pile of books.
I would scan each book
just like, OK, they're
saying something
here that's going
to add to what it
is I'm teaching,
or, hey, this is a
conflicting idea.
I need to figure out
where I stand on it.
And so I would spend
about two days reading.
Like full on 8 to
10 hours of reading,
highlighting, taking
notes, et cetera.
And then so the
Wednesday mid midweek,
I would start to
prepare the assets
and I would start
to design the deck.
Back then, it took me a lot
longer to design a deck today
I could do it in a day,
but I would give you
depending on your level of
experience with deck design.
How are you going to
present what the exercise is
going to look like?
The worksheets, et cetera
I would give yourself
more or less time, depending
on your own experience.
And then Friday, we would
rehearse with the team.
We would get ready to shoot and
shoot everything that we needed
and then we would shoot b-roll.
For some of you who are
not familiar with b-roll,
it's additional
camera angles to make
the content more interesting.
It can include a
wider or tighter shot.
It could include
an overhead or just
things that are just
nice to look at,
like people working, sketching
or moving through art
supplies, et cetera.
I would then export
the screen recording
and any additional slides
at the team would need.
OK And then when you get into
the actual course itself,
I'm getting ahead
of all of what we're
doing because I want to give you
a preview as to how this is all
going to come together, ok?
So for me, we have a few modules
or chapters, if you will,
and this is what it
looks like once you
enroll in the course, at
least on the admin side,
and this is what it
really looks like.
So it follows a very it mirrors
that the thing that I've
been talking to you about
three learning outcomes you
need to know.
The rules about how to develop
good topography and good
topography is about
repetition and contrast.
You have to have elements
that are familiar
and you have to break that.
Otherwise, it's boring.
Budget, too, is about grids.
Module 3 is about the
details, and so you just
write an outline like
this is what I need to do.
And if you can't
write it like this,
you probably are
not confident enough
or you haven't done
this often enough
that what the big points are.
OK, so once you get to this
point, I want you to write it,
your 28 day plan.
28 days because
there's four weeks,
seven days in each
week what you need
to do and to get ready for
your thing when you're ready.
This is when you move
beyond the prototype, when
you get into the workshop
and into the course.
OK, I'm going to stop here.
I'm sure there's a
bunch of questions,
so let me just
stop this part, ok?
Next week, we'll go into the
pre-launch what you need,
and I'll make a really
long list next week
is going to be super
information too heavy,
and we're going to have
Ben burns to help us.
OK, so I see Ari,
you have questions
from this point forward.
I'm just answering questions.
If you can ask the
question that we all
can learn from that,
that would be fantastic
versus an individual
like, hey man,
I need to solve my problem.
OK, Ari, go ahead.
Question, I'm curious how often
you go back and refine or add
more modules to
your current course.
I'm going to give you
the simple answer.
I'm a lazy bastard.
I don't do much.
If something really
bothers me, I will,
and I'm going to prevent myself
from the perfectionist syndrome
by like reviewing things because
I know I'm going to flub things
and otherwise, why did I use
that word that was stupid?
And then I'm going
to obsess over this,
and what we're going
to realize very quickly
is the return, the diminishing
return of investment of time.
More time you put
into it does not
make the course much better,
does not make anything better,
but now you're not thinking
about the next thing.
I would spend that
time and energy
building more content
to build awareness,
to the product itself.
But would you?
Well, my question
would be also on,
would you recommend all
of us to at least review
the current course to
see if there is anything
that we should add on?
I'm just like, just once you
create it, just leave it be.
OK good question, good
question, if you're
doing it the way I
suggest that you do it,
you have not a lot
of issues with this.
If you did it the
way I did it, you're
probably going to have to do
exactly what you're suggesting,
Ari.
This is why I say
prototype prototype.
Iterate this as many
times as necessary.
Learn from those
things and then like,
oh, this is a gold exercise.
This was a really great talk.
They love this part.
This case study was excellent,
and now you have so much
confidence that when you go
to record this as a course
or run this as a real workshop.
It's solid.
Because you've been
testing it the whole time.
Now if you do it the
way that I did it,
it's like I'm not getting
a lot of feedback.
I'm just writing down what it
is that I think I need to teach.
And then now you have
to sit there like,
what is the student
work look like
and how are we going
to fix these things?
Awesome, thank you.
Yeah, you're very welcome.
OK And then Jacobus
and then Connor.
Oh my god, there's
a line of people.
OK, let's go.
So I had a question
when you were talking
about the schedule and the three
week schedule of like doing
these things.
And what are you still
talking about the MVP stage
or at that point
you were talking
about the actual course?
Of course, at that
point, I was talking
about the course, the MVP.
It literally is that you
get on a piece of paper.
And you write down your ideas.
Right this would be as much as
I'm going to do for this MVP.
Let's see if I can get this.
Here it is.
That's it.
That's all I need, I could
teach a whole class right now,
just on this.
I could run my
workshop, and that's
the kind of commitment
I want to make,
because when you
overdesigned and you spend
too much time doing something,
you will not course correct
live during the workshop where
people do not understand what's
going on their loss
because you're so committed
to the amount of energy you
put into teaching something
that it's actually
not hitting anybody.
OK, so if I understand
this correctly
for the typography workshop that
you are using as an example,
did you go through this
alive workshop phase or no?
I did not.
I'm a smarter copy creator and
educator than I was back then.
So I've now authored, I think,
six or seven courses or done
lectures or whatever.
And the most recent one that
I did follows this strategy.
I did, which means that
I did something called
the carousel clinic,
which is to teach people
how to write and create better
content for Instagram carousels
specifically.
And I ran it as an Eventbrite
three workshops, live teaching,
and it was, I think, for it
wound up being 4 and 1/2 hours.
It started out as
three, 3 and 1/2
and then became 4 and 1/2
hours because there's just
not enough time.
I have yet to run
each session, right?
OK I was wondering about the
course, but then each session
that you ran, was it the same
thing but with different people
or was it different content?
It was the same thing.
So you ran it 3 times?
Yes, team thing.
Different people.
Each time I would edit
and change things,
I would add things.
I would pre-record parts of it.
So I'll give you a lesson here.
Ok?
when I did it, the first
time I went into a lecture
was teaching them a lot of
things about content strategy
and and then I also
gave them live demos
on how to like, excuse me,
to design their layouts.
And then afterwards, my team
said, Chris, why don't we
just record this and
send it to anyone
that registers for the class?
Because then we can
maximize the time in which
they can learn from you.
So that was an adjustment.
We made from workshop one
to workshop to all the parts
that could be done
better pre-recorded.
We pre-recorded it.
Does that make sense?
Uh, no, I didn't.
OK like, for example, I was
doing live demos, right?
I was doing live demos, teaching
people how to do a layout.
And so people are watching
me literally work.
And then the teams that Chris,
why don't you just record that
ate the heck out of it and
it'll be like a 10 minute demo.
And it's a much more efficient
way of delivering information
like that.
So then I will use some
prerecorded I disagree
recording the live shot.
Correct so in the live
workshop, what I did
was I either sent them
once they registered
for the class, the
videos that they're
going to need to watch anyways.
So I can free up that time
from the live workshop
or I played the videos
live during the workshop,
but it was delivering
the information
in a much more succinct way.
And were you also planning
to do the vice versa
to include some
material from your life
workshop in the finalized
prerecorded class?
Yes OK, now you're getting into
the recording of the course,
right?
Here's what I would
do after you run
the prototype a couple of
times, you're really confident.
Now you move into the workshop,
you're charging real money,
you're working
with real students
and things are going great.
Everything's good now.
You're ready to take
this thing and you're
going to make a course.
You're going to Evergreen this
whole thing, right so that you
can teach at scale.
I would then suggest
that you pull back
3 of the five best
students from your course
and ask them to participate,
even pay them if necessary,
so that you get the interaction
and people can see their work.
I think master class
does something like this.
I don't have any
kind of authority
to say this is what's happening.
But when they invite people
to do the class with them,
I think there's some
screening process.
So they know who's going
to be really good, right?
Chris Voss, for example, he
does the negotiations class.
He's the author of never
split the difference,
and he brought in a woman
didn't bring in a student.
They brought in an
actress because he
knew he needed someone
to play against somebody
who was really good
with their imagination
and being in character.
The I think that
was pretty genius.
Because that's what he needed.
So it sounds like,
essentially, we're
talking about a
three stage process,
the first stage is the MVP.
We might run it a few times.
Then you move on to a live
workshop, which is actually
a paid product, and
then you use material
from that live workshop to then
record a pre-recorded class
that lives on forever.
And then you might
upgrade it as you go.
You now have the plan on
how to build a six figure
eco learning ecosystem.
And then what
happens is people who
take the course are going to
say, well, we want to support.
So we need a community.
Then you develop a community,
you need a community,
and when they're inside
the community like,
well, we want one on one.
OK, so you see people have
different thresholds of time
and money, and then you deliver
it at different levels, right?
So now the cheapest product
that you're going to have
is probably the course.
And then it's coupled
with the community,
some people do different things.
They want to sell
you the community.
So they give you
the course for free.
Sign up for the community.
Get the course for free.
Some people want
to sell the course,
so they're like, sign
up for the course.
It comes with a year's
support with the community.
A lot of different
ways to do this.
Everyone Some people
might do all of this
to sell some high ticket,
one on one coaching
for like $5,000 whatever it is.
And so it's up to each
and every one of you.
But right now we're getting
too far ahead of ourselves.
But I love the questions
that you're asking puja,
because now you guys can see
how this is going to work.
I just had a real
quick question based
on what you said about
those three steps,
it should be quick.
When you say what's the
difference between the MVP
and the live workshop,
then because I thought
the MVP was the live workshop.
It is so the MVP, you're
just testing ideas
and now you're like,
OK, you know what?
Me freestyling
some of this stuff
and the diagrams, the
whiteboarding, it all worked.
Now I'm going to go back and
actually do all the work.
I got to make the
slides beautiful.
I've got to.
I've got to figure out
all this parts and pieces.
I'm going to do the worksheets,
the self-study stuff,
downloadable, whatever
it is you need to make
and do not underestimate.
This is a freaking lot of work.
Anybody here who's
authored a course before
at the level in which you want
to deliver it is a ton of work.
So the workshop is just
let's keep it loose,
I'm going to teach you if you
guys all wanted me to teach you
a personal branding, I could do
it right now just on that one
page of notes I have.
I don't think you'll
have a good time.
But for me to sell you a course
or workshop man and I really
got to get into it,
and that's the part
I hate doing the most going,
to be honest with you.
I hate doing that part.
All right, George, got it.
Thanks you're very welcome.
OK, Paula, I'm going to
just move along the line.
I'm sure you and I
could sit here and talk
about this until tonight,
but just to make sure
that was incredible.
Thank you.
You're very welcome.
Sounds like a very good plan.
Yes now, now I know
exactly who you sound like.
You sound like my good
friend from Art Center.
His name is Luis.
He's a creative director
at an ad agency.
So, all right, let's move on.
So now we're going
to move to Jacobus.
Hey, Chris.
Hello my question is
around your knowledge gap.
So obviously you're
inside yourself,
so you don't know
what your gap is.
And how do you kind
of address that?
I mean, you mentioned
a bunch of books
that you listed that you
kind of use to fill that gap.
But how did you
compile that list
or where do you kind of
start filling this gap?
Wonderful question.
OK, so this has to come into
some levels of self-awareness
here.
I'm pretty sure if
we sat in a room
and asked each and every
one of you, whatever
topic it is that
you want to teach,
what is it that you feel
like you're an impostor at?
Because I know I don't know
my type history as well as I
need to.
I don't know the origins
of topography and design.
I don't I know how to do it.
I know how to help
you get it better.
But I don't want to be
the guy who's like here.
On the surface, I
don't know where
all this stuff comes from.
Like, where did all
this stuff start?
Why? why are there?
Why is there an
uppercase on a lowercase?
And so I knew I had to
dive into the history,
and I knew I didn't know a lot
about book layout and design
and grid systems.
I use grid systems
all the time, but only
from what I learned in
school and not much else.
So I read a whole book on
grid systems on how to draw,
how to design, and I was
just marveling at it.
And in the process of
filling those knowledge gaps,
I feel like I became a more
confident, capable, competent
instructor.
Like, I learned tricks
by reading, it's weird,
you read books and
you learn stuff.
Who knew?
So Jacobus, you'll
have to know, like
you are like, you know what?
I know about how to do
this kind of pricing,
and I can teach that.
But I want to understand
larger like economic theory.
That's why I'm
personally now reading.
This book called
implementing value pricing,
it is a beast of a book to read.
It's sometimes very
dry, but my god, it's
written by a guy who's a CPA
who's quoting like economists.
I'm a graphic designer.
This stuff is weird.
It's interesting, and I
know every 10 pages I read,
I have to take a
break because it's
like it's so much in there.
Right, and one day
I'm going to sit here
and I'm going to do
like 17 calls with you
and teach you the whole book.
It is that dense.
So that's how I fill
in the knowledge gaps.
I mean, just of
the just roofing,
obviously doing the
MVP, you're going
to get a bunch of
questions as well.
So that would also see where
your knowledge gap maybe
is and you're like,
get a question
that you don't actually
know the answer to.
That's right.
I guess it's a process
you're building,
the gap is as you first
discovering the gap
and then one discovering
it, you're like, cool,
I need to fill it.
And then obviously that gap
gets smaller and smaller.
That's right.
So I'm going to do this personal
branding workshop, right?
And I'm going to do it
with you guys for free.
And I want to tie comic book
mythology, Joseph Campbell's
hero's journey and the things
I've learned about branding
and storytelling.
I'm going to smash
it all together,
but I don't know my
comic book mythology
as well as I thought I did.
So I bought two encyclopedias
on DC Comics and Marvel,
and now I'm reading about
them like, Oh my god, I
didn't know that.
I did not know Peter Parker's
parents died in a plane crash.
I don't know when
that was revealed.
Right, and so that's where I
think it's so fun as a teacher,
as a student, as a
lifelong learner.
I just look forward
to the opportunities
to read more books.
So I have all these
books around me.
I read the books as needed.
I'm a just in time
reader, you know,
like I have to lecture
about something.
Guess what?
I'm going to be
reading that book.
Gives me a lot of motivation.
OK, so maybe you are the
same one who knows, right?
But it's so wonderful to
learn and I'm such a nerd,
so I'm just going to
put that out there.
Not that I had to tell you.
I think you already knew.
OK, so next up is Connor Connor.
Go ahead.
Hey, Chris, I think you
actually answered my questions,
but I just wanted to
run it through again
because I was also confused
about what the actual live
like because you were streaming
the workshops to YouTube Live.
And so the MVP, you were
working on the typography.
$79 MVP for a few weeks
before you decided to start
streaming them live to youtube?
No, no, no.
Let me clear clarify, when
we're streaming on YouTube,
we were talking about
a pre-launch I had
at that point, OK, I'm sorry.
Let me take a step back.
Let me just try and
clear all this stuff up.
OK, thank you.
All right.
I'll tell it in one sequence.
So everybody understands.
So the reason why I authored
it topography, of course.
Now not making a liar of
myself is because I actually
was teaching my interns and
designers that was paying money
to how to get better with type.
So we would do this
on company time.
I already knew how to
teach it because I just
borrowed my professor's
structure, his assignment
and his framework, which he
borrowed from his professors
from Basel, Switzerland.
And so I already knew
this is going to work.
I knew it was going
to work because I've
been teaching many people
over the last 15 years
how to design with type.
And so I started to
live stream critiques
to build interest and authority
in people seeing me as a design
teacher, not as
a guy on YouTube,
talking about
pricing all the time.
OK, and then we said,
let's launch a class.
Now that we have interest
demand and have established
some authority and
the pre-launch price
is going to be $79 at that
point when we announced it.
I didn't have any
product at all.
I didn't write anything.
And then somewhere in there,
Ben burns and I were talking.
I said, I will live,
teach this whole thing.
They'll give it
away for free just
to drum up interest
in this product.
People had already
purchased the $79 thing
without the live stream,
but during the live stream
I was constantly telling
people during the live stream.
At some point this price
is going to go to $150.
That's what we did.
And so we are live
recording the course
as we're selling
the course, I know
that's super confusing
to everybody.
Right?
and that's how we did it.
And you just edit it out
that promo when you actually
edited the clock
out of this thing
and we would rerecord components
of it because it was not good.
Mm-hmm Yeah OK.
And my only other
question, because I started
doing critiques, three critiques
for three art like once a week
and my Discord and
I establish I'm
establishing authority
with my discord,
but my Discord
community already knows
that I'm an authority figure.
So should I. Should I be
doing these on YouTube instead
because I have zero
followers on youtube?
Like none starting
from the ground?
That's a super specific
question, and I just guys,
I have to pull the
parachute, I'm so sorry,
I have another call.
I can't believe
I'm at duty again.
I promise no
cliffhanger endings.
And here we are.
We have five amazing people who
still have questions to ask.
I'm so, so sorry, guys.
I just checked my schedule here.
I had to jump.
I'm super sorry.
I'm already now going to
be late for my next call.
And so, Alejandro, I agree.
Jessica and Katie,
I will get to you.
I promise.
So can we pick
this up on circle?
I will do my best to answer
those questions there.
OK, so let's start
a thread on circle
under general discussions
and just title it.
Today's call, which is
called number to undress.
You're still here.
Can you just start that thread
for me under general discussion
and then prioritize alejandro?
Agree Jessica Thomas and Katie.
OK, let's do that with that.
Guys, I'm going
to stop recording.