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Launching a 6 Figure Course Pt. 4

Ben Burns guides us from the ideation phase and pushes us forward to the planning and execution phases of launching a 6 fig course. Part 4 of 4

Important: We’re sorry about this, but this transcript is hard to read. We’ve added the wall of text below to help our search function better. If you’d like to help us format this, please reach out to andres@thefutur.com. In the meantime, simply turn closed captions on (CC) the video above to read along.
All right, there we go. All right, thank you. I'll see the recording starting now. Good OK. All right, so one flag for you guys when we say beta, this is as beta as it gets, we've been walking you through as we create the content. Now I have all the intentions in the world of making this thing awesome, but it just might not work, right? So please let me know what you think afterwards. This is where we get into these iterating these iterations of creation for this course material. So it's a little meta. You can actually learn from what we're doing here. All right. Second, technology has not been on my side today. I typically have a little bit better camera and audio setup, but we're just going to keep pushing through. I have also pre complained re complained with my internet company. And so if we drop out, if we go down, I'll just jump right back in as soon as I can and we'll keep on trucking. Right, so also. I have two crazy kids, and they live right there because they're my daughters. And so if they bust in, we're just going to pretend like nothing happened and keep moving through the material. All right. So my wife will kind of dive in and rescue us. As we go. All right. One last thing. The first time that I teach something typically feels something a little bit like this, right? Especially when I have a breadth of knowledge about the thing. It's a little bit like trying to take a drink through a fire hose. So if it feels like too much information, it probably is. So feel free to stop me at any point with questions that you have, especially if there's information that we're missing. Ok? speaking of my history, for those of you guys who don't know my name is Ben burns, I'm the chief operating officer here at the future. I joined the future in January 2017, right as we rebranded and since then, this is crazy. Since then, I've somehow managed to oversee the infrastructure to pull in over $11 million in knowledge product revenue. Now, I'm a humble guy, right, and Chris and the team here at the future is owed all of the credit. Seriously, these people are amazing. But through this journey, I've actually learned a lot about building pipelines to market and sell and distribute these knowledge based products at a very, very high level. And not only have I learned how to successfully build this stuff, I've also produced a few of my own. So perfect proposal, this was a $59 product that launched in 2017 and I think in those days, you know, with an audience of around 200,000 on YouTube. We did 1,000 launch on this product at $39. Since then, it's brought in $619,000 worth of revenue. Was my latest launch, and that was in 2020, and this was our first six figure launch in the first month. This product brought in $107,000 so I was thrilled about that. And since then, it's done pretty close to 300 grand in revenue. So I do have some knowledge here. I am here to help you, I want to share what I to help you guys hit this level of success and beyond, like I would absolutely love for you guys to hit a million before I did. The challenge, though, is to just take the jumbled mess of stuff that I have in my head and things that we've done in the past and hard lessons learned and streamline it into something that makes sense. So our focus today, let's kind of dig into what we're going to be talking about in the exercises that we're going to go through. First, let's kind of recap this. This is what Chris has covered so far. We've got a lot of ground to cover today, so I'm not going to review most of it, but I'm going to make a few assumptions here. By now, you should have a good idea of who your product is for. What promise you're making to your customers, what form or shape your product is going to take, you know, it's going to be a workshop or is it going to be a template kit? Or maybe it's a digital book. And then finally, how you're going to structure your curriculum or your content. This is kind of where you should be at this moment. Now, if you're not here, don't worry. Just follow along because some of the homework assignments that you're going to get to do and some of the exercises that we're going to go through will help you clarify these items. I'm also assuming that you're not a web wizard or a developer or an engineer, because a lot of this stuff is going to be pretty basic for you. But the point of today, the point of this part of the course. Is to start moving out of the ideation phase and into the planning and execution phase. This is super important because I see so many of you guys get stuck in the ideation cycle, right? We're thinking about the course, we're thinking about the curriculum, we're thinking about how we're going to teach. And you know, you come up with an idea and maybe you can come up with a course outline and then the perfection is a monster kind of creeps in. And stops you from executing that thing. And what that does is it actually prevents you from learning from your mistakes or your successes or your failures. And so the whole goal in my part of this class is to move you out of the ideation phase and into that planning and execution phase. So I think Chris has been talking about this iterative sequencing sequence of launches, right, go from prototype to workshop to pre-launch to a full launch, and I think he called this the blueprint, right? My thumbs up, if that's correct. OK, cool. Well, as far as we're concerned for the purpose of today and the next session, I'm going to be referencing building a pipeline for your final course, the pre-launch and the launch periods. But here's something that I've learned that actually kind of surprised me when I put everything together for each and every single one of these launches, from prototype to workshop to pre-launch the full launch. They all have the same basic requirements. It's all the same, launching a workshop needs the same elements as launching a full course. And this is, number one, an effective marketing engine. Compelling offer. A simple and secure way to process payments, efficient product delivery, and then finally, community and customer support. Now you can call this a funnel, you can call it a ladder. You can call it a user journey, whatever you want, I call this entire system of pipeline. So we're going to spend our time together talking about planning. Here we go. Planning and building your course pipeline. All right, so we're not going to be able to build the pipeline together live, that's going to take at least a week, right? So the mission for this, you know, our time together is to have an actionable plan of attack. We're going to build that blueprint, so if you stick around to the end, I'm also going to give you a link to our course launch marketing template in notion. And we have a sanitized version of this. It is literally what we use in the team to schedule, allow all the launch activities that we use or that we do during our pre-launch and launch phases. So you're going to get that template at the end of the course or at the end of our time today. And then. We're probably going to need to do one more call on this pipeline building, but we're going to take this as far as we can in the time allotted today. So in the near future, I also want to share some ideas of. How to feed your pipeline without having a big audience like we do, because I know that's something that you guys are probably fighting against is how do I launch this thing if nobody's listening to me, if I don't have a big audience? So I have some ideas there that I don't want to share as well. So that sounds good. Everybody excited. Right on, if you haven't realized already, I need constant constant validation from you guys the entire time, very I'm a very needy teacher. I hope that's OK. What's the best way we can do that? Reaction, thumbs up. Reactions Chad loved it. Yeah all right. We love you. You're the most amazing teacher ever. I need to keep it coming. I love the Jets hands. Also, you want to see us like this. Yeah, jazz fans love it. OK, well, cool. So what does the pipeline look like? All right, I think that you guys were promised a checklist. I think that's what happens now, the beauty about working with Chris and I is that we kind of approach problems differently. And you'll notice this like we go in on a really pengelly mess of a problem and we end up pulling it to different parts. And that tug of war, that tension that different ways of approaching actually kind of makes things into a straight line. And so you'll get kind of different perspectives. And one of the things that I absolutely believe in is a map is greater than a checklist and checklist would be the easy way to distribute this kind of information to you guys. We just sling that over to you, Pat on the back. Wish you good luck. The thing is, when you're planning a knowledge based product and you're planning this pipeline the right way, that checklist, it would be a little overwhelming. So I prefer to make maps. So here's what a map looks like. I don't want you guys to freak out. This is one of a very, very simple. Pipeline map for a business boot camp approach that we did in. This is the way that I can think through things visually. It's way better than a checklist. Here's here's another one. This is actually the current plan for business boot camp that is launching today. Now we're not going to Zoom in, we're not going to analyze what we're doing here. Hopefully, you guys will pay attention to what we're putting out and kind of analyze our actions versus just what I'm preaching here in the class. But the reason why we're not going to do a super amount of analysis in this is because we've been doing this for a while, right? We've got a ton of different channels to manage. We've got products with every single delivery method known to man. So there's like physical goods, there's digital products, there's memberships, there's live events and. Everything is, you know, it's a little bit different for us, but I just wanted to show you guys the thought that goes into putting a pipeline like this together now as complex as this is. Your customers have to feel like they moved through the entire pipeline smoothly. They must feel like there was no bumps in the road because a single bump in the road may make them not trust you. And that is huge, this is why we plan how many people just by a show of hands, how many people join the group and then didn't know how to get into circle. It's a one to so, Gerald. How did that make you feel? Just kind of confused. And that I was feeling like it was just rushed out there because I couldn't really figure stuff out. It wasn't really a smooth process for me to go in circle and I was kind of. And you're right, I was kind of a bit frustrated, but I kind of second guessed myself, maybe it was just me, but it was actually the process. Kind of confused me. Absolutely so that sentiment in the wrong hands with the wrong brand, especially if your brand does not have the level of authority that we do, can be absolutely disastrous. So maybe. We still good guys, and so have you. OK, great. All right. So that can be absolutely disastrous, so that's why we really need to plan out the steps that our customers take in order to get the product delivered and make sure that this is all a smooth process. So that's where we're going to work on today. We're going to work on the plan. Are you guys game to plan your course? Pipeline comes up. I don't know. Well, let's start by simplifying things down. At its basic level, super basic level, this is what a pipeline should look like, right? Your public audience should feed your private audience. And then both audiences should be presented with your offer. Now the offer is basically two parts. It's a pitch which is 9 times out of 10 your sales page and a transaction, which is your payment processor. Once you get through the offer, you need to be able to deliver your product and then support your customers after the purchase. Now, this is a technology endeavor, so we're going to talk about tech, and as a matter of fact, here's a great screenshot easy screenshot of all the platforms that we either use or recommend for each one of the steps above. There are others out there. There are probably better ones out there, but this is what I have experienced in and this is what I can recommend for people just entering in the space. So just to kind of quickly cover this public audience. It's pretty self-explanatory. That's your social media, your private audience. These are people who have opted into something and 9 times out of 10, this is going to be your email list. And for our email service provider, we use drip and it's been pretty fantastic. So far. I would also consider your chat bot and your CRM parts of your private audience, because that is something that the user has to enter into. You're just starting out and you don't need like logic based stuff, you can go with Mailchimp and ConvertKit. Those are absolutely great platforms. All right, so then four sales pages, web, flow, woocommerce, eventbrite, good job, you think effec all these are fine. These are all great transactions. Transaction has an asterisk here. And I think this is kind of an interesting point of discussion. We've got stripe and PayPal in here, we've got WooCommerce in here, we've got Eventbrite and then our learning management platforms. But the one thing that you'll notice is that I don't have teachable listed in here. There's a good reason for that, even though we use teachable to process nearly 90% of our transactions. And that's because. Teachable does not allow you to own the transaction data and the transaction portal. And so when we go to Analyze our marketing campaigns and things like that, we see our customers going along the pipeline and then they get to the checkout page and they disappear. And if you notice when you go to buy one of our products and you click that buy now button the URL changes from the future over to teachable. And so this is one of those things that, you know, we bought into the platform. We did a lot of research. We compared a ton of different things back in 2018 and this was the best one. But this has been a significant disadvantage for us. So I want you guys to avoid it. Jobby and think effec are both great platforms that offer very similar features that also allow you to kind of own your checkout. So I wanted to put that out there. All right, so delivery delivery is actually getting the product into your customers' hands. Zoom, we're on zoom, right? Teachable circle, Wistia notion scientific, hijabi. This is just platforms for distributing content, and these are the ones that we recommend. And as far as support, I think nine times out of 10, a simple, dedicated email address will cover all of your bases. But I would also recommend trying to loop in some community and obviously you guys are on circle. We're familiar with this platform, but in the past we've used Slack. I have a Discord community, which I absolutely love Discord. If you can handle the privacy concerns, Facebook groups all that kind of stuff. But choosing the right platforms. Is only a fraction of what makes a great pipeline. It is it is important. That's only a fraction of what makes this thing good, so the stack that you choose is going to depend on a ton of different factors. The price of all the platforms, your goals, what your students need to succeed. So before we make any decisions here, let's break into the planning exercise and analyze each step and build our platform, our pipelines together. All right. He guys are asking for Discord. I think it's in my Instagram profile, so feel free. Yeah, I started it to just kind of test out Discord when we were thinking about moving from Facebook onto a different platform, and Discord was a very real contender. OK, so let's get started before we actually work together. I would recommend that you follow along using a visual note, taking software. Now I know that this is probably too much for me to ask you to do right now. I get that. But this has exponentially improved the planning process for me. So if you don't have one of these things miro, m.a., keynote, even Illustrator xd, I would recommend going to Miro and signing up for a free account right now so that we can work on this stuff together. So what you guys are doing that I will show you what the Miro interface looks like and why I think it's a great. This have you been able to see my screen? Yeah, so this is miro, and the beautiful thing about Miro is that you can actually create these blocks. You can type stuff in them. You can create another block. And then you can connect them. And so no matter what you're doing, you can actually move these things around and the connection line stays there, and it just makes this entire process. So much easier. So I'm sure there's other platforms that do the same thing. But Miro is my. Weapon of choice here. It back to. That anybody need me to pause here while they're opening their software of choice? Done, nice. Awesome ready. Beautiful OK. So here's how this is going to work. We're going to take this section by section and we're going to map out your pipelines together using the tool that you just opened. I'm going to start each section with a few prompts and then I'll either work through some examples or I'll actually help one of you guys build your pipeline. Then we'll break for 5 to six minutes, allow you to plan this kind of stuff. And along the way, there will be one or two points where I really want to go deep. And so I've got some lecture planned, but this is really mostly a workshop, I guess. So let's get started whenever you see this. It's time for you to take action. This is Chris prompt screen here, so just keep an eye out for this. I will prompt you several times during our hour and a half, two hours together. Pro tip. We are we looking for a pencil or is it going to be that specific screen where there's a pencil with a line that's that specific screen? OK, cool. All right. Pro tip, keep things simple. This should go without saying, but it doesn't. I'll say it. It got to keep things simple. We have this concept here at the future of a one week MVP. Now, if you're an over thinker like I am, these plans can get crazy, super quick. So try and think of that one week MVP. What can you stand up in a week, that will meet those customers' needs or meet the needs for your pipeline and plan for that? Because if you can stand something up in a week, in another week, you can make it doubly as good. So approach this from an iterative perspective and keep things simple. Don't let that perfectionism monster creep in and hold up the show. All right. Next, pro tip. Start at the finish line. This is so huge, and for those of you guys who are in marketing, I'm sure this resonates with you. It's really, really good to get into this habit. Making the connections to all of the different parts and pieces of your pipeline is absolutely vital. And if you start with the end, you're less likely to forget to connect things. So that's why we're going to start at the finish line now. When you're actually building this stuff right, when you're actually putting this stuff together online, you always need the endpoint before the prior step. So this actually has a tactical advantage here. Let's think here's a perfect example. Let's say you have a download, right? You want to distribute a PDF to someone and you're putting together a really quick funnel to take someone through the process of signing up for your email list and then delivering a PDF. Well, in order to get them in order to put a thank you page together that has a button to download the PDF, you actually have to upload the PDF first. That way you'll have that URL and it's there for you with the Download button. And then in order to build your form, you actually have to have your thank you page set up. And so it is a fantastic process to get into the habit of starting at the end and working your way back. That makes sense. Right all right, so here's how this is going to work, or you can take it section by section, starting with support, support and community. Now this first or. Last section should go pretty quickly, it's pretty self-explanatory. I I'm going to walk you guys through our support system. And we're going to talk a little bit about building a community support system after someone purchases. But we'll keep it super simple, so our primary hub of support, primary hub of support is Zendesk. Now we use Zendesk because we have multiple people responsible for handling inquiries, and so. This is probably overkill for many of you, unless you have a customer support person or someone who's responsible for Fielding customer communication. So this is great because when a Facebook message comes in or an email comes in to support our customer service manager who happens to be my lovely wife and receive it, she can have a conversation with someone and then pass that conversation on to the next person. And if she ever goes out of town or we ever decide to take days off, which it's not going to happen. We someone else in the organization, like Monica, who's responsible for billing, can actually pick up these conversations from Elise and fill in without having to forward a bunch of emails back and forth between each other. OK, so you guys are also familiar with circle. And I want to say that community for us has been absolutely vital. And I'm lumping community into this kind of support zone of the pipeline because you actually do get support from a community that you're a member of if you're active in it. So obviously with the pro group community, is everything right? This is the entire thing. And so we've invested in it. We've stood up circle. I cannot wait to share some of the new stuff that we're building for you guys. We have a Member Dashboard that is going to knock your socks off, that you'll be able to look up each other by trade. You'll be able to find each other, you know, by BPP status, so it'll make that easier. We're also going to be moving our library of content into this ecosystem anyway. We are investing in community because it is vital for it. But what you may not know is we actually have another community. And so on the left hand side of your screen, if you've ever bought anything else from us, you probably have access to the Academy community. And that's another kind of support community for the future that doesn't get, you know, it doesn't get as much attention from our team as the group, obviously. But it is very, very active and I see a lot of good things happening in this community. So this is also evolved, and I see Matthew's question in here is circle worth the squeeze for us smaller communities and businesses. I'm going to say I'm going to say maybe it depends. It really depends. If your entire product ecosystem is the community, you're going to want something like this. So if you have a membership and you're trying to sell people on a paid community, I would recommend something like circle. I'm very close with the circle founders. I just talked to Rudy last week. The amount of features that they're announcing in the next two weeks. It's going to completely scrap the interface that you're used to and bring in some crazy, crazy stuff. So I would recommend it if it's an actual. If it's an actual product that you're selling to customers. Otherwise, I would honestly recommend discord, Discord. It's insane. Communities have been built on Discord and it is one of those things where many, many people are already used to using. And it's very, very powerful. You can even have live events in Discord and pull people up on stage like they do on clubhouse, and it's crazy and it's free. So there's that. Michael says why is circles so slow to load from every click? They're working on that. Yeah, they're transitioning everything over to react. So the new version is crazy fast. All right, so this community, this public community, I guess it's not public, it's for alumni of our courses has evolved over time as well. It was first a Facebook group. And then a Slack community, and now it lives here so you can evolve as you progress. Right, so if I were mapping out a super simple support pipeline for us, it probably looks something like this, right? I started with the end result, which is Zendesk ticket for at least to kind of handle the tickets received by customer support, and it's handled in person or with like auto responders. And then I work backwards. And so in order to get a ticket created in zendesk, we need to have an auto responder and we need to link our Gmail address and Zendesk and then moving backwards. The user needs to be able to find that email address. So where does that live? Well, we'll put a get support link in the menu, in the Footer, in related course modules, so we're moving backwards through the pipeline. Also, I want you to note the way that I've formatted these cards, and this is again personal preference, but the way that I like to do this is titling the step that the customer goes through putting a short description and anything that we need to make in here and then also listing the platform that this thing will live on. This would be a very, very simple support pipeline for us. It's a little more complex. Our goal here, this is our pipeline for the alumni community. In this scenario, I wanted the user defined their way into the community, but then also introduce themselves. Again, I started with the endpoint and then worked my way back, and I considered multiple methods of promoting user action. So in order to get a community sign up, we need to put a prompt in an email, right? So we need to create something in our email service provider, link things with Zapier and get that email delivered to the new customer. And then there's the. Work module, which is in the actual course that prompts people to go sign up. So you just kind of start with the endpoint and work your way back thinking about the user every step of the way. Get your support sequence can be something as simple as this. It can literally be a dedicated email address with an auto responder set up that when someone emails you, you hit them back immediately and says, hey, we'll be back with you in two hours or 24 hours or whatever. And then you need to make sure that where you're going to surface those links, whether that's in the menu Footer related course modules. This can be as much as little support as you need for your customers. OK, so here's your first prompt, I want you to crack open Miro and start mapping out how you're going to support your customers. Will community play a role in your support ecosystem? Are you going to try and create a community for your alumni and then work backwards? How are you going to connect the dots? OK, so let's take just five minutes. Think through this. And if you need help, or if you have any questions about this, feel free to ask them now. So Congress will do five minutes. Got it been. You bet. Can I ask you a question? Go for it. OK, so I have been part of another of other communities, so the courses and I notice that they, for instance, go use circle. But you know, the people that interact, there is very few and it makes it kind of weird, you know, like you're like in a big room alone. And so how would we recommend going about choosing a community with circle or if you're just starting, you know, going with other options, maybe a Facebook group? What would you advise in that case? Honestly, I think the platform has a very small impact on the engagement of the community in the group, we have one of the most active communities on circle, and that's Thanks to you guys, right? Thanks to andris, who gives great prompts and annually who is constantly putting great content out there. And Chris is active and so encouraging user activity in a community is. I think it transcends platforms, and I would encourage you to. I don't know that I would let that influence your decision on choosing the community platform that you use. Because unless your product is the actual community, no one's asking questions. That means you kind of did your job in the course usually. So a lot of times these communities there, if there are a free community with an ulterior motive, maybe you're going to monetize that community. That's that's a different approach, right? This is really focused on helping your customers succeed with the material that you've distributed. And so I wouldn't necessarily think of a quiet community as something that's like bad in this support case. But also, you can do things like we do where it's daily prompts and trying to spark conversation between people, et cetera. I was just going to ask, could you put up the screen where you had your kind of support to have an example to look at? Sure the one before that one? Yeah Yes. Hi, quick question. It caught wondering would a webinar after a couple of weeks of launching a program or a product consider as a community support or customer support? That could be cool. Yeah, we've done that a couple of different times. Honestly, I think that the. The webinar model really is more content delivery than actual community, unless the community is focused around these live events. If you have frequent live events like pro calls or something like that, I would probably recategorized that into product delivery. But yeah, I think it could fit here if it's a regular thing. OK, thank you. We're having feedback built into the course, be part of this, like I was thinking about having things where they have to answer questions and then they kind of get automatic feedback based on their answers, like if they get it wrong, like they'll get information on why they haven't understood the material. Kind of. Well, that's kind of cool, so it's like a quiz, like a quiz for each part of for each part of the course to make sure that they're really getting that they're really understanding the material. Yeah with that count us like customer like the thing we're doing now. I would also consider that part of the delivery unless it was more like a prompt that you open to the entire community to respond to. Like I said, you want to kind of spark discussion in these communities. And so if it's a quiz. Yeah, I don't I don't know that would spark too much debate, but maybe if it was a question that was more like an ethical conundrum or one of those points of discussion, you'd probably be better. Again, we're kind of like talking semantics here. Like Yeah. I mean, I think categorizing. These things. Well, I think I've gotten lost on this part because thinking about we were talking about customer support in the way of answering emails and having that kind of thing. But now you're talking about like community building, which one were we going to write down now? Yes, it's both. So I kind of lump a support community and a. Customer support, like traditional email, customer support, I kind of lump those together because you're nurturing the alumni after they've taken the course. And so this is after party content has already been distributed, after they've worked their way through the material. And after they would be considered done or maybe even working through the material. So if it's a quiz, I would categorize that in the actual content itself. Content delivery part. Right, so focus on that a bit later because it's starting from the end. Yep the Vincent asks we support the we choose the support platform based on where most of the users use. Vincent, can you clarify that? Yeah, sure. So I was wondering, like based on all the channel that you just mentioned, like Facebook groups occur all this, will you choose which platforms to support is where most of your users will be using, let's say they are mostly hanging in Facebook. So should I create Facebook group or I should choose the platform based on which word that I convenience to provide support? Yeah, so the worst thing in the world is to have a support team that doesn't respond or to send in an inquiry that takes forever to respond, and we've been guilty of that over time. Right so we're a small team. We get 100 to 200 emails every single day. And that's why, you know, obviously you would want to go where they are. But if you're not on Facebook, if you're not going to be interacting in a Facebook group, I would kind of maybe consider something else. So I would look at your responsiveness and the way that you can engage with your customers really a lot easier than where they already are. Right if five minutes is up, there's two questions, though I want to go to Connor first. Yeah mike, thank you so much. My question is that I see the usefulness of all of this stuff in the long term, but if I'm selling like 10 workshop tickets, you know, in an MVP a week, like I could see this as being like the eventual goal. But for now, I'm not really going to have a tremendous amount of support tickets, automated emails, any of that stuff. So would you agree with that or do you think this is stuff that I should set up now? So it's not a huge headache later when it's too much to handle? That's great feedback at a bare minimum. I would make sure that you have one thing set up. And that would be a dedicated email address for your customers to contact you on, even if that's a Gmail address that is specific for that brand. Ours is support@alarmgrid.com the future, so if you're still in that prototyping phase and you're working on just a quick launch, make sure that there is some way for your customers to reach out because out of 10 people, two of them are going to have billing issues or they're going to not be able to access the content, they're going to need to communicate with you in some way. If that helps or enough, Thanks so much. Nor well, I don't know why my am so sorry. Oh, OK. No worries. All right. So let's take a look at let's take a look at one person. I need a volunteer who can. Who's willing to share their screen and share what they have so far. I don't have much, but I'm happy to share. Right on. Let's take a look, Matthew. OK it says I can't share while other participants are sharing. He's stop that there and go for it. Again, I didn't get very far, but I've already got the ideas on paper, so it's translating them into mirror that I'm stuck at. Very cool. Awesome OK. Would you mind some just for Connor was that I'm already getting people like asking for the same types of things in the support system, whether or not it's related to the course. So it might just be related to the business. And I found that bot guiding them to those basic FAQ type of nodes, and I'm still always at the ready like it says Connect with Matthew all the time. So there's never a feeling of like, oh, you just shove me over here with the spot, which is why I've always been worried about using that kind of support system. So nice. So what are you using for your bot? I've tried a few. I know you guys are trying ManyChat. I'm using a couple of lifetime deals, but the one that I'm most excited about uses AI and almost like dialogflow, it listens for different ways to ask a question and you can teach it. You know, if you ask, how do I put a press kit together? It might be different if you're a gallery artist or a photojournalist. So I'm trying to think from a support standpoint before I even build the course of the workshop. And maybe this is maybe this is where I've been stuck the whole time as I do so much support that I never execute. So Interesting OK. Are you open to some feedback? Absolutely all right, so if the goal is to put a plan together? Connecting the dots and bridging these things is very, very important, and I would ask you to plan out things like how will your customers work their way into the bot? Where are they going to find this? Mm-hmm With things like how are they going to get into circle? Remember, those connections are what makes this pipeline smooth. And in the planning phase, we want to plan for each one of those steps because you'll create this bot, it'll be looking great and then you'll launch. And then the customers will log in and they won't be able to find it. I cannot tell you how many times that we have done that where we've put a lot of time and effort into something and then it's just not connected somewhere. It's just the users can't get there. And so that's why I'm really bullish on when we're putting these plans together, it's more like a user journey through product than anything. We want to kind of build out those step by steps. I also recommend people so sorry. Yeah, I just recommend people in general go to your website and check that all the links work just like regularly, like every other month, at least just go through the information, especially stuff that people see just when they join. Make sure all the links work because it's so common that people miss this. I see multimillion dollar brands have on their website of the front page have broken links. So yeah, really, really like that's going to be really important because you can miss out on so much from that kind of thing. Yeah, absolutely. Yeah, Ben, I just wanted to show you a glimpse. I had started on a landing. I started on a funnel. I got my true fans and my beta testers in there, and I've got them kind of wobbly kneed like, yeah, Matt, we know it's a living lab. These are rough edges. And I'm like, yeah, they're supposed to be rough edges. So the problem was I hadn't done that yet. So it feels good to be that far. And just keeping that refinement and focus is my goal versus having a million options for them. So thank you. Yeah, absolutely. Yeah so I would just if you're still in that planning phase, make sure that you're mapping out those connections. Because it's just vitally important. That's my one piece of feedback for you. Does anybody else want to share so far? I could sure I don't have mice. Hey, that's totally fine. Let's go for it. so I don't know if this is correct, but I was thinking there's probably a sign up page, probably a web flow as a marketing page, right, which leads to if people sign up. I guess I need to have a sign up stage here, but when they sign up, then they get a welcome email with a link to join a private Discord channel, which then leads them to a Discord channel. And then in the Discord channel, I will have live workshops there and there would be the community there also in Discord. Now, I don't know if I could have the Library of videos pre-recorded videos there. I don't know if this is possible. And then in case of a support, it would just be an email that would probably need to be linked to. I don't know if there's a lightweight version of a CRM like zendesk, so or it could just be emails that go to a specific inbox. So that would be the basic support system. Yeah so this looks, this looks fantastic. This is a great start. And now what we get to play what if game and this is my favorite part of this whole thing. And we try to poke holes in things, right? OK, so we have a sign up page that goes to the welcome email. That's fantastic. What if they don't get your email? What do you mean? What if the email never arrives? so it gets spammed or something. OK, Yeah. Right so there would need to be an email link on the support page or like a contact form on the support page. Could be. So now we're talking about a support page, so that probably needs to make it onto the map. Oh, sorry, I mean a contact form on the sign up page. OK yeah, I think that a great place to surface some of the stuff is on your thank you page, right? So there's on your thank you page. There can be a link that takes that person directly into the community, and that's something that we actually were struggling with in the early days of circle is how do we get people in right? Well, after they sign up, then they move into a thank you page and then from there they get an email. But then we also surfacing this important, vital link on the thank you page in order to get into your community. And so it's those connections playing what if game is super huge in this part. I see what you mean. OK? Yeah. And then how do you? But the thank you page is very transitory, right? If they close it, they can't get back to it. So it's a bit tricky. Yep so you're looking for those people who are into taking action immediately and then the email services that everybody else who might not want to jump in immediately or they just want to make this quick purchase and then they kind of come back. Got it. OK OK, and then one more, what if? How do they find your email address? Mm-hmm there wouldn't be an email address, but they would have to be a contact for, I guess. OK so this would be an actual another web page. So I'm just color holding them for myself. Right? so and this could always be visible, accessible from the same website. So I'm imagining all the greens are the website component. I have two questions. Sorry, if you think real quick, because we're like a third of the way through this and we have. I've actually I can extend for about a half an hour, but yeah, real quick. Yeah, just wanted to know if from your experience, a library is something that's available on this word or we will have to use teachable or think if a KGB. That's that's a great question and I'm going to cover that in the next section. It is possible to host to put videos on a platform like Wistia or Vimeo or YouTube private and then surface them on a Discord channel that's locked so that people can't interact with it and you can serve content on there. So it's totally possible, totally viable and a great way to kind of skirt around using a learning management system. Perfect, thank you. Awesome OK, so I think that's one of the bigger screen before I try and start talking here. And you. So what if game, that's something that I hadn't processed that we do every single time as we try and poke holes in that pipeline diagram, and it's really, really important to evaluate every single step on your journey. It's like, how is the How's the user going to get to this? How are they going to find our email? How what if they don't get our email? Emails are transactional emails after they purchase. These questions are vastly important to answer, because that's where those gaps kind of appear on the customer side. All right, so we need to move into delivery now, delivery again, this should be pretty brief. Right so we're moving right along backwards on the chain. And this is really all about how can you deliver the content that you create the actual product to your customers? Well, in order to figure out how you're going to best do this, we really need to first have a good grasp on what we're delivering. So we've got kind of a cheat sheet here on the left. You've got the types of content that you can create as a knowledge based product going from the basic stuff like text based content all the way up through downloadable stuff, video content, interactive or living content like these calls right here. Community oriented access and then finally, personal access to you, like if you were to sell coaching or something like that. And so in each version of the products, right from email courses all the way through coaching, they typically involve these different types of content. So if you're going to be doing a workshop, you're going to have some sort of interactive or living content. And if it's a good workshop, you're probably going to want to offer a recording to your students afterwards. How are you going to deliver the recording? That's a decision that you need to make, and you need to be aware that there's going to be some kind of video content in the mix. So this is a great little cheat sheet, feel free to take a screenshot of this as you're planning your course and something I noticed that was kind of cool. It is the perceived value. Of of the product actually goes up as you move through this, and it's kind of interesting to note, it's just as I put this graph together, I was like, Oh yeah, at the cheapest end, an email course, this is probably the lowest perceived value and all the way at the most expensive is personal one on one coaching. So that was kind of a cool like side note that I realized. So I'll go back to our cheat sheet. But what I'd like you guys to do now is to put together a list of the types of content that you're going to need to deliver and you should have your curriculum in mind. You should have your course topic in mind, but think through and build a simple list of the kinds of content that you need to deliver to your customers. Right so we'll take five minutes and then we'll start moving through this. Let's go back to this little cheat sheet here. Hey, Ben, go. Yep question is, is this going to be available after the call? Yeah, it will. OK Thanks. Sorry that's already been axed, I don't know if he's already been asking that. I don't know. It was in the chat earlier. For those of us that have no idea what we're going to teach, what should we be doing in this five minutes? Do you? OK, so this is it's a great question. If you don't know what you're going to teach. You have a good idea of how you naturally teach. You have a good idea of. Your natural delivery method. OK, Yeah. Just be quiet. Geez, I think that leaning into your natural teaching methodology or the way that you naturally approach explaining something to someone is probably a good indication of what deliverables you need to create. And so, you know, for example, you'll notice that I only have one video, of course, and that's simply because I'm not as confident on camera as Chris is. And I need things like a slide show and a. Teleprompter and all this kind of stuff in order to really make sense on camera. And so my teaching method of choice is really to deliver something that's more of a shortcut and then build in almost a book with some of my content. All right, Irving, you got your hand up with up. Oh, that's I just forgot to put it down from when we were. You wanted to look at our stuff. Oh, right on. OK and Miriam, you got. I was just wondering if you could share some examples of living interactive content. I'm pretty sure it's obvious to some of you, but maybe some examples or maybe some things that I haven't thought of would be nice to you're in one right now. Yeah, this is it. A lot of this is interactive or living content. I think it's supposed to say live content, but this is things like. Workshops where you're on video live with people or group coaching calls like Chris does or things like quizzes like Jennifer wants to do. This is the kind of interactive content that requires a user on the other. On the other end of this actually input information or participate in some way in order for this content to be delivered. So it's important to map out those kinds of content because if you want to do a quiz or if you want to have a workshop, that's going to be very, very different than just having a video course that you deliver. Got it. Thank you. You're a great teacher, by the way. Thanks Yeah. What's up? I mean, I just have a question I wanted to get clarified on the difference between downloadable content and text based content. Awesome So text based content is literally like text that you write, books, articles, tutorials you're going to be requiring the user to read in order to receive the information that they need. Downloadable content can be text based, but I'm thinking more like templates or toolkits or, you know, things like PDFs or Illustrator files or Instagram or Instagram files, InDesign files. So these are more of like the tools that we sell in the shop than text based content. All right, so it's more interactive in a way I know. OK all right. Great point. Its questions are awesome, it's going to help me refine this for. Of course, thank you. Do you think referring to other good resources can be part of a course that you like here is like further like this video was great about this and you can read this article to kind of have supplementary. I don't I should probably do some kind. Of course, I don't really do. I don't know if that's the thing that people do. What do you know? That is such a great question, Jennifer. I wholeheartedly believe that you can use outside materials in your course. If you go to University. If you actually take a class at a university, your professor did not write the textbook. They did not create most of the resource that they teach off of. They are there to curate information and deliver it to you so that you don't have to waste your time trying to find the right things. And so a really good example of this is Seth Godin's Alt MBA. Matthew and Tina actually took the Alt MBA last year, no. Two years ago, and he shared the process with us. Seth literally created nothing for that. There's like for 2 minute videos of him throughout the entire course. Everything else is referencing public YouTube videos and public articles and Harvard Business reviews and things like that. And they delivered the content with giving credit to the original author. Right they linked to the YouTube video instead of downloading it and, you know, scraping it and putting up on their site. So it's fine. But the value of the course came in the curation of information. And then the exercises that they provided, the students that the students then went through and. I think that that's a great model, and it's a really great way to get a course off the ground very quickly. Yeah, because that's something I was thinking about doing. I wanted I want to do my course talking about the sustainability and the beauty industry because there's a lot of greenwashing and kind of misinformation out there. And I think there's a lot of videos that probably explain things better than I ever could and that, like go to on site to different places and talk to experts. And I think curating that and then having the quiz to make sure that they're understanding the information from those resources could be a really good way to do it. And that would also be a pretty easy MVP to put together. So, yeah, but yeah, great to hear that is a legit way to do it. Like you can embed a YouTube video and they're still getting the view is so right. Yeah, yeah, exactly. Exactly Wow. Tons of questions now. Our five minutes are up, but let's take. Miriam we'll go. Yeah, I was just wondering, the coaching is part of it, right? You're saying or. Is it going to be a separate coaching session? You, you price it separately. It depends on what product that you want to create, right? So if you have a course, right, that's one thing, but if then if you offer coaching, that's a totally different thing. And so the cheat sheet here is really to just say, all right, in order to make a list of the kinds of content that we need to make sure that we're planning to deliver. What does that include? And these are the different kinds of products that you can create in the knowledge space. Coaching is one of them, so you can always do bundle deals where you sell a course and then follow it up with a coaching session. And that's a great way to check if the material is resonating with the user, but I view these as different products. So these are different products. I'm just really curious and this can be answered another time. But really like coaches who charge, for example, like $100 an hour to $500 to 1,000 wondering what people get in that, like $500 like in an hour, they pay $500 to coach. What is it that they walk like the client walks away with? I'm just always curious. Like four 1,500. I know it comes like it depends on the credibility of the coach as well and their expertise and the price. But yeah, just curious about how to price it. Yeah, I really want to answer that question, but I think I'm going to do that offline if that's OK. Andras, can you jot down that question for me to respond to in the group? And I want to write up what's included there. All right, Ben. OK, so now that we have a list of what we need to distribute, now we're going to build a plan of distribution, and I'll just put this out there. Learning management systems can handle most of the delivery needs that you're going to encounter. So learning management systems are platforms like, think, ifrc, hijabi, teachable. They're all over the internet. There's tons of different options, and they're usually really great because they've been designed to solve most of the problems that you're about to encounter. Now, initially, Chris asked me to instruct you guys on how to set up an LMS. These companies have tutorials that will allow you to set your own LMS up, and I think that in order to conserve time and not walk you through a specific platform that you might not end up using, we'll probably skip that part. There's great tutorials out there. Learning management systems are amazing, but. Are they overkill? Is something that we'll have to figure out, you know, setting up a learning management system is a hefty endeavor. You have to have exactly like the plan of content in place before you create your course. There's a ton of different things that you have to think of. And so the question that we kind of have to answer together is, are they overkill, especially if you're in the prototyping phase? So let's take a look at a couple of different pros and cons. Before we really dig into this, for 90% of you guys, a learning management system is a great call, especially once you've run your workshop a few times and you're really close to nailing down your course content. But I just want to flag this stuff for you, just so because this is the kind of stuff that blindsided me really early on in the future's career, and some of this actually still raises issues today. OK, so I only. rose, illnesses are simple to set up. They take time to set up the individual course, but they're easy. There's instructions built into the platform, you upload videos, you upload content. They're very, very simple. It just takes a lot of time. Once you've created the content, they deliver most content types. A lot of them process transactions for you. They give you user account systems so that when the user purchases a product, it creates an account for them, and so any further purchases will add it to their account. It saves the user's course progress, so if they stop watching a video Half the way through. This is one of those really beneficial points of an LMS is that you'll save their progress through that course. A lot of them actually include marketing features, KGB is one that comes to mind, that has an email list, an email service provider built in. It's got a bunch of funnel building stuff built in, but at the expense of those features. It's usually pretty expensive, you know, and the feature set that you have with those is pretty inflexible. So for example, with an LMS, they do process payments, they process transactions. But you'll see a disadvantage where you can't add multiple things to a cart. So if you go to our website, you'll see that you have to buy one course at a time. Now for us, that's a massive disadvantage. We're probably leaving a significant amount of revenue on the table, but for you guys. Single transaction is not going to be that big of a deal because you're in the early stages and you're working on a single product. It's just these little pros and cons that are. That are worth noticing. One thing that you guys probably will all care about is the templated sales pages. Templated sales pages, and I want to take a look at a couple of them real quick. Let's hear. Which? all right, so. This is a sales page that's actually OK, good. Want to make sure I'm still sharing? This is a sales page that's hosted on think right? And it's pretty flat. They have this. This guy, I think his name is Jason Lee. Listed as one of their top performing courses on their platform. It's pretty basic, it's very difficult to see where the users need to take action. These buttons blend in and you're going to be fighting with their sales page creator pretty much every step of the way, and that's something that we found with teachable as well. And then here's another one of their top performing sales pages. That's it. So I think it's just worth recognizing that some of these features are great, but some of the claims that they give are not going to deliver a whole bunch of value. And so you really need to analyze what kind of features you're looking for and we'll be relying on in the future. Right so if I had to pick one, if I had to pick a single recommendation for a learning management system, I would probably pick scientific. I think if the price point is absolutely fantastic because you can create everything for free and it's a very, very low price point per month hijabi as great as well, but there's no free to start option and it's kind of crazy expensive. I think their packages start around 150 a month. So think if it is a great way to get stood up and the beautiful thing about this is that you can have your sales page on a different platform and direct the users to the card. And this is what we do. This is what we do at the future. All of our sales pages are built on web flow, and then we actually direct the user to the cart to make the transaction. OK, so we're going to start planning on how to deliver the content, and when we talk about delivering the content, we're going to go back to your list and build and build your pipeline based on the kinds of content that you're going to be distributing to your clients. So before we do that, instead of showing you an example from the future, I thought that maybe I would build one live with someone. So anybody have anybody want to volunteer for this? I will literally help you right now build your delivery. Pipeline I see hands up, but I don't know if that's from before or not. OK, let's see, Rachel, you're a new face. Do you want to do you want to volunteer for this? Yeah, I would love to. OK, awesome. Do you want me to do this? Actually, I should probably do this on my screen, so I'm one second. OK, can you guys see that? Well, before we get started, I already have Kajabi. Does that matter? Are you wanting to take somebody that doesn't have a subscription with the platform yet and guide them through that? Because I already use could be. Yeah so that's a great point. And I would love to hear about your experience with Kajabi later, but let's see if anybody's like just starting out. Need some help? OK, I'll put my hands here, canopy. You put your hands down if you've already built some of this stuff. All right. Let's see, we'll go, Kia. All right. I tried before, but it didn't work. It wasn't working for me, so I'm looking for another one. OK does that count? Yeah all right, cool. So tell me about your product. It's actually an intensive. So it's weird because I started big. I didn't start with like a workshop or any of those things. So my workshop is about teaching personal brands how to communicate on video. So it's an eight part module. And then I have weekly calls with them and the entire thing. It's almost like a boot camp. It's the entire thing runs for 12 weeks, so it's 8 weeks of modules and just figuring out what they're All about. And then there's four weeks of implementation. And there's also a community part to it, which is hosted on circle. So basically, the only platform I have for that entire thing is just Zoom and circle. OK, cool. So for these workshops are is there content beforehand that they need to do or do they just show up, get ready to work? I do have content that I just because my website is hosted on squarespace, so I just kind of uploaded on Squarespace and I gave them access to it. OK and what form does that content take? Video? I have video I have downloadable and then I also have the slides, so I give them a PDF of the slides as well. And your downloads are things like templates and stuff like that. Yes, Yes. So I have templates, I have content management templates and all of these things. Great all right, so. If we're starting at the end point. Let's take it module by let's take a look at this in terms of the modules, right? So each individual modules is going to have a start and an end. So at the endpoint? What do you want the user to walk away with or what? And not content based, but what do you want to have delivered to the user at each individual module? Is it this stuff here? Video templates and pdfs? Something tangible or like the learning outcome. No, the actual tangible element that we need to deliver to this person. Oh, OK. So in the first module, it's actually all of them have template kits and downloadable. All right. Yeah and do you want to distribute the weekly call recordings to them as well? Yes, I do. So I also have a Google Drive. For now, I have a Google Drive where all of the call recordings go. And I also I forgot to mention that I also include 3 1 on one calls in this program. So they have personal access whenever they need some really direct coaching, but I only give them like 15 minutes. Of one and once, so I also give them access to the recording after that. Oh, crap. You went huge. So one on one coaching. Reporting OK. All right, so now that we have a general understanding of what the workshop is, we can start to build out our pipeline, so we need to end up with pre-recorded content. And honestly looking at this, I think a learning management system is probably best for you. I'm going to be really curious to see if anyone has something that we can actually work around in LMS. So I'll put that prompt out there. If anybody's thinking like super, super simple, but let's go and put this together, so. Let's talk about the course content or the module content as an endpoint. But will want to create a. Electrons within our course. Inside our LMS, do you have an idea of what LMS you want to use? I'm actually looking at teachable. OK, so we're going to create sections within our course, inside the LMS. Or each module and we'll create one section or module. With the prerecorded content. Now this is going to be the prerecorded video content, the templates, the PDFS, and then I'm actually going to remove our weekly call recording out of the pre-recorded content. Move it over here. Now, the way that we've done this in the past, the way that I actually like to. To operate is we have a weekly event. It's prompted, and then we also have another module for our recordings. And so what this does, and I'll show you guys, maybe I can't show. You can it's fine. Oh, OK. But what we've done in the past is we actually create a module that's specifically for the pre-recorded content. And then we prompt people to join the workshop or to join the live call. Which is typically hosted on zoom, and then we upload the recording into our LMS. In a separate section, so this is something where these two modules will be totally different, it'll be two different sections. And then the title of the lecture. Inside these modules will be the date of the call and the topic. So you can also upload them within the original modules. But I find that like a student, progression will be a little bit prohibited because they'll have completed that module. And then if you add something new, they won't be notified. So we kind of want to add them into new sections. All right. So how are they going to? Maybe so. Yes they're connecting these dots. How are they going to be notified of the live call? When they're inside of the circle community, I always say there is a pin, so they have a specific space, an exclusive space there where there's a they already know when the calls are every week. So they have a Google Calendar that they just add to their calendar. So they're reminded of the calls every week for the 12 weeks. There's an event host. Yeah and the link for the Zoom call is pinned on top of that crawl space. That's great. Now, you can do this if you guys are planning on using Discord and incorporating live calls, that's fantastic. You can also have an events channel inside Discord that will do the same thing. So once they see the event post, then they'll get into the live call. What if they're just not logging into circle into the community? Are you going to address that? A just email. OK Yeah. Email and sometimes because some of them are we, we follow each other on Instagram, so if they don't get the email I sent, I personally send them a message on Instagram. Right, and what platform are you going to use for that? Just Gmail for now. That's OK. Just a heads up, teachable also has the capability of sending email emails to your students, so you can also go that route. I do have an email provider right now, I use flow desk, and I haven't I didn't really think about incorporating like an automated email to send out a reminder for the calls. OK yeah, that's an option to. Yep, for sure. All right, so how are they going to be notified that the call recording is available? I also do it via email, and I also post the Google Drive link on zirkle. So post notifications. He said on circle and then what was the other one? Um, also via. And so we'll do. It's true. All right, we'll work on connecting those here in a second. All right, so from the module content they're going to get that, is that dripped out every single week or do they have full access available to you have full access available? I don't really I'm not really sure what's more effective because I haven't really tried the drip. Session so. If, yeah, yeah, if I could make a recommendation there, I think that the dripped content, if you're starting with a cohort that starts and ends at the same time, dripping your content out is really effective because it forces people to focus on the thing that you're. Actively working on that makes sense. OK and could you clarify with gripping me or. Yeah, so dripping is releasing content on a cadence. Now this works really, really well. If you have a group of people in a cohort that start at the same time and end at the same time. You can also automatically drip content out on a schedule based on when the student enrolls. But I find that to be a lot less effective than having a group of people start and end at the same time. There's a level of camaraderie there. There's really great and it's actually how we operate business bootcamp. Mm-hmm So, for example, with this case, if you're having everybody started at the same time, you wouldn't need to automate anything, you would literally just publish the module. You keep everything is draft and then publish each module at a time as the students work through their 12 weeks. So we'll probably need a notification or you said that. Do you want to keep everything available to your students? Um, I do want to try the drip content. It's just right now the way that some of it works is that I go through them, especially on the first two modules and then the other. The other modules are kind of referential because some of them, for example, already have some sort of production knowledge so they don't go through the production piece anymore. And then some of them have scriptwriting knowledge, though they don't really go a lot through the script writing piece. So usually some of them are referential. But I do want to try the drip drip method just to see how that could work as well. Yeah so I think it's a good option. I just would probably if you have people that are experienced in a specific thing, really good way to kill your engagement is to start teaching things that people already know. So I think that the way that you're going about it might be appropriate. But if you did want to drip out content, let's take a look at how that would look. So how will people know that the content has been released? Work backwards. Probably on community as well on circle as well and email, because I think those are the two things that right off the bat I can think of in terms of notification. Ben, I have a question, another question in terms of emails, because unteachable, does it go to the Inbox because sometimes it goes to the promotions tab and they don't check promotions tab all the time or it goes to spam? So I'm not sure how to work around that. Yeah, that's been a problem for us as well, and I don't think it's a teachable problem. I think it's kind of any email service provider that you use. That's a third party outside of your actual email. It's just something that you're going to have to fight, which is why I recommend kind of these notifications going out on multi channels. That makes sense. OK OK. All right. So I don't want to spend too much time on this real quick, but this would be a basic flow for your pipeline for delivering weekly content. You'll need to have a notification go out, but the content is available that then gets published. Unteachable user visits the module content inside teachable. They then consume that content and get notified of an event which is the live call for the week through email and circle. And then they attend the live call on zoom, which is then recorded, and that recording is brought back into eatable or your learning management system of choice. And then. Well, yeah, so this is actually here we go, so they received that notification and then they land on that call recording module. That makes sense. Yeah, Yeah. And all of this can be automated, I do all of these men will leave right now. I would recommend doing as much as you can manually before automating it, but if we look at the steps here and this is some of this is one of those things where when I see people preaching about passive income and knowledge based products. And there's coaching involved and there's live events, andras, how passive is the pro group? I was scared to answer this question. I need a lifeline here. It's not passive at all. It's so not passive that we actually hired andr��s to take some of the weight of community management off of Chris and myself because there's a lot of manual work now. True passive income would be after you've published the course, and it's just a video course that then, you know, it's self-paced and these user kind of goes through, but you have a very, very heavy. System here, and you know, there's correct me if I'm wrong, guys, if you guys know better than I do, but there's very, very little automation that you can do to take a call recording, edit it and then upload it into a learning management system and then notify people that something's been uploaded. Some of this stuff could probably be automated, like if there's a new module, you might be able to set up a zap on Zapier that notifies people on circle that something new has been added or sends them an email. But again, that's going to be super, super tricky. So this is pretty heavy. Yes hey, Ben. So it's a quick question to run the passive part. I guess you're saying that maybe more interactive kind of coarser stuff like this that you're putting together? Yeah, it would. It would not that passive, of course, but maybe if you start doing all this, this workshops so that at the end you. Of course, like one of those courses that you guys sell, then it will turn a little bit more passive. Absolutely Yeah. If that's if the end goal is exactly what Chris was talking about in those iterative launches, right? If you're working on a prototype and then moving into a workshop and then moving the workshop into a pre-launch and then a full launch of a video course at that point, at the end of that process, you should have something that generates passive income. Now, I would also challenge that just a little bit, because building your pipeline is something that always will take effort and work, so it's not entirely passive, but it's a lot more passive than a coaching program or an intensive boot camp and things like that. And that level of attention is in the value that the user gets out of it. But that level of attention is really why some of the more hands on things cost more. It's why boot camp is 5,000. It's why the pro group is $150 a month. It's because it involves a lot of effort from the instructors part to kind of nurture the community and teach. So does anybody have something a little bit simpler or is anybody starting out with a prototype workshop that they're looking to stand up very quickly and they're debating whether or not an LMS is the right call? We are. Am I saying your name, right? I put your names, I'm so sorry. No, that's OK. That's pure, Yes. OK Yeah. Right right, let's work together, I think that. They got 20 minutes. Holy crap. Oh, by the way, thank you, Ben. Yeah, absolutely. I hope that helped you, I will send you a screenshot of this. Thank you so much. Think that in order to maximize our time together and to get to the homework, we've got to skip. I'm so sorry. Let's let's regroup on an office hours, ok? All right. Let's let's get back to our deck here. OK, so. I just found myself completely lost. It's every presenters worst nightmare. OK, we're back. All right. So we talked about delivery methods, we started planning out the pipeline for our delivery method. Now we need to talk about the offer. Now I have in my notes here to tell people that we've been cruising right along, but this has been a lot more interactive than I thought. So thank you for that. This is really where we want to spend a lot of time and effort and thought, so we're probably going to end the call inside the offer section here before we get to the things like the audience management and the marketing engine. So remember, there's two components to the offer. There's the pitch, which is usually just the sales page, and there's the transaction. And this is the payment processing. Since we're moving backwards, we'll start with the transaction, which is pretty simple, right? So your LMS or MS and I'm using MS for event management system. So for those of you guys who are starting your prototype on eventbrite, this can typically handle all the transactions that you need right there, all in one solutions that are designed to solve most of the problems that you're encountering, and they are mostly fantastic for what you need to do. Just to give you another flag on this stuff, most of these are great options for pretty much anything that you're going to try to do. But I think it's worth spending just a little bit of time to figure out which is the best payment processor to use based on the features that they provide out of the box. So pretty much everything from Thinkific and KGB eventbrite, any event management systems, web flow, e-commerce, woocommerce, shopify, thrive cart, all this kind of stuff. Single transactions are a no brainer for them, right? Well, it's when you start getting into the trickier things like subscriptions or transactions where you want to limit the quality, the quantity where you start seeing the feature set fail. So one of the great things about learning management systems is that it comes with a content distribution pipeline, which is great. What happens when you want to create a boot camp like key is where you want to limit the number of seats. But teachable igabi think if they don't have an inventory system in place. And so if you're wanting to limit the number of seats and you expect people to sign up for this thing like crazy, that's going to be a limitation. It's something that we've run into another thing multiple products in the cart. It's dastardly for us, might not be for you, but it's something to consider, so this is kind of one of those really good screen shots where you just as you consider your payment processor. This is this is good information. OK, so if we're mapping out a pipeline for the transaction system, it's pretty simple to map out, you know, sometimes there's a cart paid but age, but more often than not, you know, you guys are going to stick to your arms or arms for payment processing, and this is typically the sequence. Now, these last three touch points are not always that flexible, so keep that in mind when you're picking your payment processor. So the checkout page, the thank you page or the receipt page or the confirmation page and then the thank you email should all be handled by your payment processor. Now, when you're evaluating that stuff, you're also going to want to plan for your integrations into your email service provider or some of the other marketing softwares that you use. So these are all things to consider, but this is pretty much it. So as you guys are mapping out your pipeline, go and grab a screenshot of this page. I don't think that anybody's going to have anything more complex than this. So what we want to spend time on is the thank you page or excuse me sales page. It missed that transition up. The sales page, the sales page is one of the most important pieces in your pipeline. It's literally the point where your audience will decide to purchase or not. It's where they evaluate your product's value. It's probably the most vital communication point that you have with your audience before they become customers. So sales page is massive, and the way that we measure the success or failure of our sales pages is through our conversion rate. Just in case, just in case anybody's super far behind on e-commerce terminology or lingo, your conversion rate is the number of transactions that you have divided by the number of visitors to the page. And this is a percentage. And whenever I'm measuring success of a sales page, what matters most to me is the quantity of humans. So if you're looking at your analytics, you'll see things like page views or page sessions, and there's tons of different data points. What I care about is the quantity of users that hit that page and then the quantity of those users that convert into customers. That's all I care about. So once again, what's an average conversion rate for a knowledge product sales page? Anybody want to wager a guess? And then again. Three percent, three percent, I'm seeing 8% to three, 1.3% 5% You guys are aggressive. Here's the red answer. It's round about one percent, a little over 1% Yeah, somewhere around that number. Now we do have some sales pages that operate around this mark. Most of them are a little North of this. And as you find, you'll find that as the price goes up of your product, the conversion rate of your sales pages go down. As a matter of fact, at the 500 mark. I highly suggest incorporating some salespersons or some sales calls in your process because a sales page might not be enough to convert someone in that scenario, but 1% is around about the average conversion rate for the industry. So on the higher end, what we've seen is a 6.2% average conversion rate for the perfect proposal sales page. Now, this is huge. When I talked to marketing agencies, when I talked to people in the space that are working with clients like Udemy and things like that, they look at this conversion rate and their minds are blown, right? 6.2% Now, this year on average. So far, but that's not it at the highest end, the legal kit converts 8.1% Of all traffic into customers. That is astonishing. So somebody threw out a 10% number if you're getting 10% Let's talk. That's crazy, crazy. So why is that? Why, why? Why are our sales pages performing well? I think it's a kind of a combination. Now I promised, I promised myself that I wouldn't do a Venn diagram on this deck, so we'll go ahead and change things up here. I think it's a combination, right? There's content which is all about the information that we choose to put on the page, and we're going to get into this in detail in a second. The visuals, which are especially important for our audience, who are designers and they value visuals more than almost anything else. Aesthetics ease is the page easy to use? Is the information easy to understand? Is it welcome? Is it well communicated authority? The future has a lot of authority in this space. It's something that we can take advantage of. It's a brand that we've built. We, you know, and it hasn't been easy, but we've got a lot of authority that we can weigh on. And what we've seen is as our authority kind of grows, so does the conversion rate of on our pages, which is really kind of nice pain. How much pain is your user in? Does the product actually address the pain point that the user is in right now? And then finally, price, is there an alignment between the perceived value of the course and the price of which you're charging, right? So these are all factors that we optimize over time. And I can tell you, we've updated our sales pages. I can't even count, I mean, it has to be over 50 times, you know, 50, 60 different iterations over the four years that I've been a part of this. OK, so I have thoughts on nearly all of these, but I want to get out of theory and get back into tactics. So let's talk about the anatomy of an effective sales page. All right. So we're going to start with the skeleton of this thing. This is a successful sales page in a nutshell, right? You've got the quick buy hook. Now this is super important, especially if your course, is less than $200. We see a lot of impulse purchases that happen right at the top of the screen. And for this, you really want to deliver what the product is, what it does, what it comes with and the price and then allow them to buy immediately. Second, the promise. What is this course going to do for someone? Third, how is this going to fulfill the promise? Fourth, what this product is, you would be surprised even we forget to tell people what kind of product this is, is it, of course? Is it a template? How are they going to use it? What's included? How it works? All of this stuff reduces that. That basic information actually reduces the perceived risk in the consumer's mind because they get a preview of what's inside. Finally, finally, number five, social proof testimonials, this is absolutely massive, and I view social proof a little bit differently than Chris does because I also want to make sure that we're communicating our author qualifications right and author qualifications can be as huge as Chris's where he's an Emmy award winning designer, billions of in business, own closed, all that kind of good stuff. But it can be as small as a story. We'll get into that in our homework. The story is a powerful way to communicate how qualified you are as an author. And then finally, a little bit of self-selection in the mix who this is for. So I kind of want to take a look at a sales page here in a second, but before we get there. Pro tip? Now, sugar. The liver medicine. Sell what people want. Give them that thing, but then also give them what they need. Rick, quick show of hands, how many people have purchased the perfect proposal? OK quite a few. All right. Cool yeah, so in the perfect proposal, you probably bought it because of the template, right? Where was the value in this thing? I'm hoping you're going to say the guide, because I spent a lot of time writing that guide and the way that I look at it is you're in this rush, you're hurting because your proposals are not closing. It's an urgent situation. You're going to buy the template and then bam, you open this thing, you use the template, but then you have a question. And so you go to the guidebook. And then you discover this treasure trove of medicine and that's what people need. So you kind of want to sell the sugar and then deliver the medicine. And I see a lot of people get hung up here, right? Because when you're in this sales mentality and you've just created a course, it's really easy to say you're going to learn how to do x, y and z. But that's not the sugar. That's the medicine. Someone needs to take. All right. So in order to implement this, we have to understand what people want when they buy knowledge products. So what do people want? Why did you guys join the group and put it in the chat? Why did you guys join the group, what were you looking for? Immunity OK. My sister, Chris, mentors get clients, Yeah. Finding my way to of debt room processes. Being an entrepreneur sucks. Yeah career advancement, mentorship, community and accountability. We assess to learn how to make an outline course. Nice Christo and more material to get to the next level. OK, so I want you to notice. But a lot of your responses have to do with one thing, and that's transformation. Right, people by transformation, I forget who said this first. It's probably your friendly neighborhood marketing guru, but it's absolutely true. People want to improve some aspect of their life or their business, and they want they want to make something like a tough task, shorter or simpler. They want to do something better. They want to alleviate some sort of pain. They don't want to learn the hard way, right? So we need to embrace this. This is part of the sugar that we're selling. So let's take a look at an example of where we've done this on the future, where we're selling the transformation, delivering the medicines. We'll take a look at our perfect proposal. OK, I'm kind of blasting through this, I hope that's OK, guys, because I'm very conscious of time. All right, so perfect proposal. Right? the promise of transformation is in this first section, so we've got our quick buy here, quick buy a section at the top. Everything you need to craft winning proposals backed by decades of experience and millions of in close business. Here's what you get by now done. Then we go right into the transformation, and if you read this like a lot of people do, I would say upwards of 80% of the people who purchase things from our store read every single word. We have that much time on page. So the right proposal can change everything, right? Projects can go straight to your competitors. Clients could ghost you, or you have to haggle over price. So we're talking about their initial state. We're leaning into the pain. So knowing what to include and what to leave out allows you to justify charging more, closing more leads and giving clients full clarity into your process. Kind of hinting at that desired future state. And then we're suggesting the solution is the perfect proposal. Finally, we talk about the desire that desired future state finally feel confident. It's huge. Feel confident that your proposals will work. Negotiate less, stop guessing and save time. This is what the user gets out of it, it's the transformation that the user will receive once they use this product. This is this is what we've done, in my opinion, pretty well. But let's take a look at another example. OK, before we do that, any questions want to hit pause here. I see some hands up, Jennifer. Let's go Jennifer first. So I'm thinking about if I want to make a new website to have my course on and to kind of brand it separately from my design and brand strategy services. Yep I already like just created a second website and paid for to have my awards that I created. Yeah, but I kind of want to do the course around sustainability, and I'm thinking about also having a seal of approval thing that I would also maybe post on the same page that friends that are doing really good on sustainability can use that logo if they've been gotten the seal of approval and kind of connected to that. So I don't know what you think about, like having a separate page to host the course from your other services, if it's like a little bit separate. Yeah, absolutely. I think the way that I'm approaching this is that this sales page should be its own thing, and if it's a separate brand, that's fine too. But I'm looking at this as a totally separate business model than your client services. So separating is totally fine. Yeah so you think it would be a good idea to like, just create a new website for it, like its own domain and then it can have its own email domain also and everything. Yeah, exactly. By the way, one tool that you haven't mentioned even once here, that as I always say, people are sleeping on wicks, honestly, they have a lot of the features that you kind of had in your little spreadsheet. You can have the single transactions, you can have, subscriptions you can have. If you have courses, you can limit how many participants there are. It has like a ton of them and you can process payments through it. And the thing that's having a quiz after a module that is also a feature quick test, which is why I thought of it because I was playing around with that. So, you know, it's also a lot more affordable than a lot of the other platforms to do process payments you have to have. Like the business plan, you can usually get half off for your first or your first two years. But even without that, it's a 26 euros a month. So like a little bit more than that in dollars, right for a month, then so a year is like, yeah, it's not a lot. It's like the one you were showing on the screen before. Like, it is pretty cheap comparably. And if I think it has solid functions like the hosting is fast. And yeah, so I think that's an option that people can consider. That's like what I'm going to use because I feel comfortable using that tool use, use, whatever you feel comfortable with. I've not had great experience with wix, but I've also not used it for a few years. So it has whatever. It is changeable with a lot, I will say. Like it has changed a lot since I started using it like two years ago. So definitely worth looking back at. Awesome All right. I want to take a look at one more sales page and kind of get back to the anatomy of a great sales page. We made a change, right, and we were using this formula for probably two years to great success, and we're making small tweaks over time. But then we actually incorporated a big change in our typography course. Now you notice, if we put these side by side. There are some similarities, but then there's also a couple of differences. Go ahead and do this here. So what I would love for you to do is kind of take a look at these. And notice the differences and notice the updates that we've made, so we still have that quick, quick buy box up here. But then when we scroll down, we're no longer really leaning into the user's pain and we're more giving information about the course and we do indicate some transformation with our features student work. But you'll notice that it's a little bit different. And we're talking about a lot of social proof on the page, this the section's kind of the same for typography. Got the who this is for? The ear structures section. Then we've got the syllabus. This is a bug that I actually caught today when I was prepping for this call. These accordions should be closed. Then we've got our enroll now band. So they're very similar, but when we updated the typography page to this formula, to this format, we saw a decrease in our conversion rates by half of a percentage. Now, it doesn't look like a lot, but if you're going from 2% to 1.5% conversion rate, that is massive. Why do you think that is because I got to I got to be honest. The typography sales page to me, is better design wise, aesthetic wise, content delivery wise, in nearly every single way. I want you guys to take a moment. And put in the chat, why do you think? This The sales page had a decrease. So to clarify before the change, it was following the exact same sequences, the perfect proposal. Yep OK, so it's mostly all about you and not them. It looks more complicated and intimidating. I don't feel heard or seen much. It's more focused on features versus pain, refaat, I think you had the first right answer, the first answer that I think is correct is we're not addressing the pain. We're literally not talking about the user's initial state. And then even when we're talking about the end state of the user, it's really weak. Like, look at the read this it's push your design skills to the next level. What is that in our most popular course? Then we're back about us. And then here we've got learn the fundamentals of typography to create visually stunning, impactful work. I like that start to see typekit differently when you practice and apply typographic principles and finally understand why and how layouts look good. Isn't that insulting? Finally, you can understand what looks good. Jesus this I think that this is the real reason why this sales page has declined in performance is because we are not addressing the users pain and we're not selling a transformation through the words that we're using on the page. Now granted, layout wise, I love it. I think it's cool. I think we need to just do some tweaks here and then eventually we'll take over the rest of the catalog with this. But it was fascinating to see, and it was fascinating to be creating this course and to think about that because this was really the only disadvantage of this sales page now. I will say that maybe putting three free videos here and then a whole bunch of free resources below the call to action might also be a contributing factor. It's like, hey, buy this for $300 or get this stuff for free. That might not be a good idea, but. I do think that not addressing the pain and not addressing the transformation is probably pretty key reason why this is failing now. Are you guys OK to extend for another 10 minutes? You mean thumbs up if you're OK because we got one last exercise and then I can go into the homework. OK all right, cool. Sorry, this is taking so long. Remember the fire hose gif? OK all right. That's right. Your course? What is your transformation promise? What is your course, help people change or improve or alter about their lives? What are you changing for them, what pain are you, are you solving? Take five minutes and see if we can come up with some cool answers. I think this leads well into the worksheet that Chris had with. What do you want our students to learn, know and understand and experience, be aware of and be able of that? We talked a few weeks earlier. So I think to bridge this, it really well. Love that. But I also disagree. Because learning how to write a proposal is not the transformation the transformation is to save time is to win more proposals. You're looking for the sugar in this case, you're not looking for the medicine. Learning transformation. Yeah, that's a really good clarification. You're what the other one is, what they're actually the medicine they're getting. Yeah and this is like, what is the sugar that we're selling? OK, thank you. That helps a lot. Any kind of question in the meantime? Very nice. Sure Yeah. And so when you read the part of Celeste, you're giving. I was thinking, OK, for me, the sugar is like help designers to charge $5,000 and more for logos or for brand designs. That's what they want. They want to charge more for the work. But in order for them to do that, they need to learn a lot of things, and there's a lot of processing. So I was thinking, would you recommend to kind of diversify courses onto how they can actually get to do that or to create a big because that would include every aspect of what would it take for them to charge more? I would suggest that charging more. Is a diagnosis of someone's real pain? And so I think instead of looking for your sugar in the users diagnosis, I think it's more effective to focus on the pain that they're going through. And so. These are things like. If they need to charge more, if they want to charge more, maybe they're working too many hours. And so your solution, your sugar is spend less time on work. By using this template, that kind of thing. I hope that helps. Yeah, but you because in order for them to do that, because I don't want to sell smoke either. So in order for them to do that, it required, you know, to learn, defend a lot of skills. And so I was thinking, do I kind of justify the like? Do I create different courses that would accomplish that big goal? Or do I create just one course like the all in one thing that would help them get that over to they're looking for? You know, a good way to answer this. Great question. What kind of car would you buy if you wanted to help save the environment and prevent global warming? Slow, slow. Yeah, it's a great answer, right? Electric wheel buying a Tesla. Save the environment. No in and of itself. So but it's a benefit, it's you're helping, you're contributing. And so I don't think I don't think that the sugar the transformation process has to be all in one I think you can focus in, but you're talking about the benefits that someone's going to pull out of the course. You're talking about that transformation and the course, being a part, the product being a part of that transformation and not taking credit for the whole thing. That makes sense. I pulled that out on the fly. I hope that was not confusing. That was helpful. Yes, I like it. I talk about sustainability in mind to learn about actually sustainability stuff, so it really applies to my specific one. So that was really helpful. Like that actually, like working against climate change can be part of the sugar. OK let's take a look, I don't if we're at our five minutes, but does anybody have a transformation promise that they want to share? Yeah Ben Rifat. But first of all, fantastic. Absolutely brilliant. You're a hero. And what can I say anyway? My my pain point for the recipient is get your time back. Right and the course delivers life and professional discovery. So rediscover your profession. Rediscover your life. Right? so and the biggest problem we have, we don't have enough time, right? So how do you make more time? And we go through the process through, you know, four or five different sessions and some of them are slides and worksheets that they have to work through. And then there's principles that they have to apply themselves, and through each stage, they will actually start to bring the minutes to the hours and to actually have harmony within their own life, whether it's in their own personal life space or the professional space. I love that the promise is big and bold. What are what are some of the pain points, the specific things that your individual users might be going through? That you can help solve this, what are the pain points? Are you asking me now? Mm-hmm Yeah dealing with family life and then they have work deadlines. What do I do? I got to pick up the kids, but I also got to read the deadline and we're going to bring in this contract right? And it's going to take 17 hours or whatever it might be. So how do we manage that? So it's identifying those real problems that the vast majority of people are facing. Some something has to let go, and usually it's the family suffers. And then the partner is getting disgruntled because they have to pick up the burden to make sure that the kids are picked up from school for arguments or Fed when they've come back from school, depending on feeding them is actually pretty important. Is done from time to time. But yeah, so it's kind of right there. It's like you not have time to feed your kids. That's really extreme, but you can see where these it's you're leaning into that pain point. And then if you flip that on its head, what would be the desired future state? Healthy kids and hit your targets that right? So that's a really great way to achieve that. A really quality transformation promise is like if you look at the pain and then really, really dig down to that specific user profile, right? So this is a parent. They're professional, they have they're having trouble balancing work and family life, and the pain that they're in is they're constantly having to juggle the priority of work and family. And what that and that pain is pulling their family apart. That's significant. So the flip side of that is that their family is pulled back together again. Kids are healthier, they're meeting their deadlines. And so you're looking for that a to be transformation promise that you can make on the sales page. Yeah, look a job. 100% This is the first time I'm actually doing the course online. I've always had personal recommendations. I'm a co-founder of a law firm, had nothing to do with this, but I've been doing it for the last 20 years and somebody said, why don't you do this properly? You know, like, you know, like a coach and I never had any opinion about any coach. It's just kind of fallen into this. To be honest, when I was on kristo, you know, I came across Christian on clubhouse, and that was it. It was. This is the first time I'm actually going through this journey. So and I actually joined on my show and done a few schematics, and I would love your eyes on it. And this is a masterclass. Mean, absolutely brilliant. Seriously, Ben, I'm humbled, so it's appreciate that it's really, really good. Yeah hey, cocreator, you want to share your transformation promise with us or you got a question. What's up? I had a question a long time ago, but never mind. Oh, I'm so sorry. Oh no, no, no. That's OK, sweetie. That's OK. Keep pushing. But my promise is to help people brand so that they sell the sizzle and not the state, so to speak, because a lot of people have brands that are not authentic to them. So they're constantly putting the steak on the table and then working with food people. If you ever look at restaurant feeds, all they show you is food boo boo boo showing you plate after plate after plate, but they never show you the sizzle. Anything that makes you really want to come to their plates and get the food, and it stops the confusion. And my clients tend to get teary eyed when they have their transformations because they find out what they actually offer is not that you're offering. Coaching is like what you said. You're offering a solution to a problem. They find out who they really are. One of my clients, she thought I posted it on the circle. She thought she was the bar and actually found out she's an ethical strategist. And so those are the type of transformations. But I'm not sure how to put that into the context because it's so intangible. what pain are they going through? What are they struggling with? They're struggling with confusion. I'm not getting enough clients or customers or just clients for people that are in my group now. Of knowing who they are within their brand or how they can show up authentically in their brand. So, so not finding enough emotional into the heart. Not finding enough customers is a big significant problem that we're all facing, and so, you know, I'm naturally gravitating towards that. And so the pain point is what happens if you don't find enough customers while you go out of business, you disappoint your friends and family. Your business is a failure. You know, you can make a list of very specific pain points to the food and beverage industry that you can start embracing as your point a. And the point B is you flip that on its head. Waiting lists out the door reservations for months in advance. You know, all these kind of things that would be the pain points solved on an emotional level. How does this make you feel if you can't provide for your family? Are you feeling confused? These are all pain points that you can really dig into, but I would encourage you to get really specific with that. And then on the flip side, going from feeling confused to feeling confident. That's a really great transformation promise that you can put on a sales page. That makes sense. Yeah yeah, Thanks. Yeah OK, so I got Miriam, and then we'll get into the homework. Hi, thank you. I just had a question because I'm not really sure or clear about the pain points, I think I have like five different pain points, but they're all different and I don't know if that would confuse a client. One of the pain points of the eye would be fixing or would be helping with would be the content creation, because I have several clients that are like entrepreneurs and they don't know where to put what to post. They don't know what to say. I think it's because they don't know who they really are or what their brand is. Is OK, right there one positive right there? OK she just went into diagnostic mode. OK OK. So by saying it's because they don't know who they are, you've already diagnosed their pain and now you're starting to prescribe the medicine. And so sell the sugar, right? And so we're talking about the pain and then the so. What would be the sugar in this case? Always know what to post clarity. Library of posts, that kind of thing. OK, got it. So kind of watch that because the way that we're approaching this is a little bit different than the way that I would as far as creating content first and then finding users. Typically, I like to find the user that has a problem and then unearth all these things from that user. And it's kind of more of a one to one approach, but you kind of have to put the product that you've made on one side of your head. And then create the sales page on the other. And we focus in on that user and solving those pain points. And so continue to get really, really specific. You know, what is this? What impacts what emotional impacts? Is this going to have on them? What financial impacts is going to have on them and really dig into the pain? Then you can flip those on its head. Yeah, I think it's because probably because I think I know them so well. But that's right, that's why I probably went directly to diagnose. I think I know them, but yeah, separate. I think I really have to separate my mind from what I think I want to put out there and what they are really feeling they need. Got it. Thank you. Yep remember to sell that sugar, Connor, I didn't see your hand up, dude, it blends into your background. Sorry about that. Oh, good. Do you want to keep going. Or do you want to go with me? Yeah, we'll go with you. OK, so my transformation, my workshop is how to see the world as an artist. It's about observation, observing and interpreting the world. It's a digital painting workshop, so I'm a bit confused because there are so many I know I need to niche down, but there's two different groups of people that this could help. There's one people that feel like they're not artists at all, but they want to be. And then there's people that are trying to start their career as a 3D artist, and they know the software, but they don't know any of the art fundamentals, which is primarily who I serve, who's more willing to spend money whose pain is bigger. I have, I don't know. Let's say that the guy or the girl that's trying to break into the industry, right? Sure, they have an urgent need to learn the skill so their pain is going to be bigger. So I would really dig in to the. That user persona, now someone who's like wondering if they could do this, I can guarantee you there's a bunch of free content that they'll probably gravitate towards. But someone who's got the most pain is going to spend the most amount of money to solve that pain. So knowing that what kind of pain are they in, they feel like there's magic to art that or talent. You know that they don't have the natural talent to do it and that they never will, because it's something that so they feel inadequate. They feel insecure. Ouch Yeah. So it's yeah, it's real stuff. Yeah so those pain points, those emotional pain points are massive. You feel inadequate with your work. Well, well, flip that on its head for me, what would be the transformation process? How would you feel after they'd feel very competent? Mm-hmm Oh, yeah, they'd feel secure. Yeah, and at least, yeah, they feel at least that they could if they don't know everything, they at least know how to learn it, that's kind of the point of the workshop, right? Well, what about free content? How are they feeling about free content out there in the world, because I can tell you from experience and you know, our courses are very much in line, right? We've got designers that need to learn typography and the way that they look at free content nine times out of 10, someone who's going to buy our typography course is really going to be hell bent on getting curated information. And so if they feel lost, they feel lost on YouTube. They feel like there's no one true thing and they're not sure who's got the most valid information. And so I think that. Got it. That is a really good pain point because you're competing with a lot of people that are giving a lot of stuff away for free. And so you want to differentiate yourself from there by making a significant promise that it's a very real pain. Like I wouldn't learn animation. I logged on to YouTube and I was just like. And right, yeah, for sure. Greg, you know, so I think that that's probably another good paying point to kind of lean into. OK, so the being overwhelmed by the free information and contradicting information online? Mm-hmm OK, thank you. Thank you so much. Yeah all right. OK, I'm going to review the chat at a later date, but we're literally like an hour and a half over, so let's dig into the homework. I have a sales page questionnaire for all of you to complete that's going to help guide you through the rest of this thing. So let me put this link in the chat. It's in the public area on the Notion page. You're able to duplicate this as a template. This is what we use for our authors. Every single external author that or internal author that starts working on a course with us, we have them complete this questionnaire on their sales pages. It'll take you through brainstorming through a product type. Matter of fact, we don't just share this screen and. You know. And where is it going to be? I just put it in the chat. Did I not? Oh, you did. Here we go. Yeah, link is in the chat and this. Yes right, so we're going to talk about benefits now, this is really your transformation promise. You know, what transformation will the user go through? It's right there. Kind of want to break down these three? Pain points that become benefits, right? What's inside, what's included from the author? Now how many of you guys show of hands are worried about not having enough authority to teach what you're trying to teach? It's a common problem, it's something that I literally struggled with today on this topic, so I want to assure you that you don't need awards, you don't need all the things that we have on our author pages really just need a story and your story. There's an example here of the story that I use on the perfect proposal page, and it walks someone through the pain that I went through when I was in their shoes and how this thing changed my life. So it gives you authority because you've been through it. The developing story for the sales page is massively important. There's an example there. And then who? This product is for. So your homework today is to go ahead and complete the sales page questionnaire and start working on a draft of the sales page. All right, and then. Next time, we'll try and review sales pages. We'll get into a launch plan. We'll start talking about email nurturing sequences. We'll get into email segmentation and then finally building a marketing engine without a big audience like the future and my ideas for that. So that's kind of coming up next. Bonus points if you're ready to go and you want to launch plan and you're like, let's do this. I'm going to put some links in the chat. And I can't do this while I'm screen sharing, but I've actually publicly walked people through our launch sequence, it's on our YouTube channel, it's there for you. And there is the notion template in the description of that video. I'll go ahead and put both links in the chat. Second copy this. So this is kind of extra credit for those of you who are a little bit farther ahead. And this is Phyllis. When you did your story and your social proof, how did you tie that in with what you were actually offering? It's like, I mean, go from there to where you are now, but how did that that? I don't know, I guess I'm trying to see because I know my story like I can. I know renting from how I branded our previous restaurants, but then I read your story numerous times and I love it, and I know I even read the one about the Billboard and all that kind of stuff. But how does how does that? How do you think that hooks them if you don't have any social proof of any clients? if that makes sense. So this just gives context to the context and authority to the product. Right and so for example, guys can still see that screen, right? So this is actually on our sales page. This is the story that I choose to put on this sales page for perfect proposal. And it walks people through how a proposal literally saved my business. And this is all true, right? So we're talking about a client who heckled me for 20 dollars, right? The difference was literally between 20, 40 and $60. And it works your way through the pain that I was going through. And then the transformation that I went through and references proposals as a part of that transformation process. So I would encourage you when you're crafting your story for the sales page. Don't put together your entire life story, right? This is not a place for a career arc, it's really a place for a specific narrative as a part of your overall story that will help the user realize that you do have some authority to talk about the thing that you're talking about and that can supplement any clients that you may not have any awards that you may not have won any work that you may not have in your portfolio. It's a great way to say. I have authority here because I've been through it. Does that help? It helps fund get someone to make faster. Yeah yes, that helps is I know my story, but my story is not. It's not where I am now as a strategist is not. I guess I don't see how to tie the two together, because short version of my story went from BBQ at a farmer's market to turning it into a multimillion dollar brand. But brand strategy was not part of it because I didn't know Jack about brand strategy then, but I now see everything that I could have done better to actually turn that into more millionaires. so that's why I was asking, yeah, yeah, I think you just have to curate your story or the narrative that you choose to put on the sales page. Down to this specific instance, the Billboard story is a great one, right? And that was from the style guide kit. And for those of you guys who don't know about it, a client butchered a logo of mine, literally butchered it, and I told the story in great, painful detail because we've all been there, we've all been there, and mine was wildly public. It was on a billboard in Virginia and it was hurt. And so I told the story of embracing that pain and how that kind of triggered the search for a solution there. So when you're looking for that story, look for that moment of pain that you were in and try and find the realization in that narrative and use my story as a blueprint, right? Feel free to rip everything. You can just be truthful. All right, guys. I think that's it. I say, I think that's it. Like two hours in, we'll reconvene on this and get more into the other stuff. I hope you thought this was valuable if you liked it, if you have feedback for me, if you want to give me some critique, please feel free to shoot me a DM or just put it in a comment on the call recording in the group. And let me know because I again, I'm trying to make this great, trying to make this a really quality course for you guys. So, so let me know. But I just want to quickly ask one last question. You know, the Myra and some of the stuff that we did, if I wanted to show you what I did, what's the best way to communicate that with you? Let's put it in the general discussion. Let's do a post and post a screenshot of what you've got so far. And what I can do is probably tomorrow or Friday, I can go into everybody's posts and just try and poke holes and everything. OK fantastic. Thank you. Brilliant session. The next call, I got to talk with Chris, Chris, I got I got to figure this out. I'm thinking it'll be in either next week or two weeks, but I'm not. I'm not entirely sure what he has planned. So helpful, I tend to multitask today, I'm so sorry, you couldn't multitask. Awesome All right, guys. I think that's it. Andras, do we have anything before we go any traditions that I'm missing out on? None that I can think of, but I could quickly mention we have two office hours coming up tomorrow and Friday. With Eric Garrison's back tomorrow and then the following day, Brett, Brett Brown is back. So look out for those ones, everyone. OK, well, thanks, everybody. You did great fun, awesome job, Ben. Seriously, thank you. Appreciate it. Thank you so much. Thank you. Thanks, guys. Appreciate it. I need it. I need all that validation. That was great. I'm going to put some graphics out there for you. Thank you, guys. Thanks, guys. All right. Well, I will see you in the group post and be sure to tag me because that's I get tons of notifications in there, so that'll be the way to cut through the noise. It's just a tag me and I'll see you guys online. All right. Thanks, everybody. Thank you. I think you. My everyone. Gupta, America's OK. Ben, will you share the slide deck with? With the recording of this session. Sure yeah, I do not see why not? The export of PDF for Andres. Yeah and then maybe the links that you mentioned will be great.
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