Launching a 6 Figure Course Pt. 3

Thank you, computer, lady.OK this is building a sixfigure learning course.Call number one, ninethree, this is part three.We have one more call scheduled.Maybe there's abonus call in casethere's a lot of questionsor comments, or concerns.We can do that.But right now this isscheduled for four calls.Next week, we're going tohave Ben burns run this call,and there's a bunch of thingsI'll tip my hat to in termsof what he's planning on doing.Ok?if you haven'tdone so, if you'rewatching this as arecording, please go backand watch part 1 and part 2.They'll make sense.There are sequence together,and I think that way,then we will coverthe most ground today.So previously we touchedon the wise, the overview,the blueprint, closingthe knowledge gap,understanding howto do marketing.We're going to dig a littledeeper dive on marketingand then showed youa product breakdown.Basically, the structure of howI've sold my first six figurecourse, which is on its wayto hitting 700,000 in revenue.Today, I'm going to talkto you about a rubric.And until I startedteaching and having peopletake a look at whatit is I was teaching,I didn't know what rubric was.I'm going to sharethat with you.I'm going to help you positionyour product, your course,your workshop in a way thatfits within the marketplace.So that you can stand out.And I'm going to teach youhow to do email list building,using chat automation and thenyour MVP launch checklist.So let's dive into it.So the first partis the rubric, ok?And from last week wetalked about coming upwith a course title.This is very important.I don't want you to all to getsuper creative with your coursetitle because if it doesn't makesense to people to search for,it puts an extra burden on you.For example, if you authora course on lettering,use the word lettering in there.How to draw, how to draw aletter forms calligraphy.You want something likethat in your title?Not extreme creative advancedproduction one because nobodyknows what thatmeans, except for you.And so we've been tryingto learn from this.And if there's a benefittied into the product title,that's even better.Like, like Ben burns,the perfect proposal.That makes a lot of sense.The word proposalsin it, so anybodyis looking at howto write a proposal.It's going to show up on Search.We talked about trying to takethe minimum viable to createa minimum viable productand just bringing iton to three learning outcomes.So today I'm going tospend a little bit moretime talking about that.So this is thing in academia,it's called the rubric.I think that's afancy word for matrix,and it lookssomething like this,and I made a print friendly onefor you for 8 and 1/2 by 11.Of course, you can printout on whatever formatthat you want or notprinted out at all.So if we break it downsomething like this,it makes you really focusin on being a betterteacher, a better instructor.So CLO is, of course,learning outcomeand you see one, two and three.So you want to sitdown and think,what are the threethings I want peopleto be able to do to know,to experience, to beable to handle on their own?And then you want to thinkabout the kinds of thingsthat you designed to achievethose learning outcomes,whether it's like creatinga game, a demo, a roleplay, lectures, smallgroup exercises, et cetera,those are all taken fromthe workshop survival guide.And then you have to alsothink about these assignmentsand possibly somekind of critique.So it's a basic worksheet.We're going to do thistogether, and you'regoing to do this in abreakout session really soon.It's across the top row,cee-lo, one through three,sit down and startthinking about whatit is that I wantsomeone to be able to doto feel to know what is that?So I'm going to show youthe example I have here now.This is actuallytaken from a classI taught at Art Centercalled concept design.And sequential design, andjust by doing this alone,it can explain a lot about howyou have to structure and thinkabout your course.It's nice to be ableto sell a course,but if your course doesn'tcreate transformationsfor people, you're notgoing to sell a lotand you're not going tohave what you really need,which is positive word of mouthwhere people become advocatesfor you.So at the top here,so for a classcalled conceptual andsequential design,which sounds kind of crazythat you can actuallydesign concepts, but you can.And the five things that Iwrote down instead of three,because it's a 14week long class,I want my students tobe able to understandhow to use metaphor andsymbolism and semiotics,the meaning of thingswhen they're connected.How to link multipleideas togetherto create a larger narrative.And the secret part iscreating this aha momentwhere they're able todisrupt expectations.We want them to be able totell the story across time.So that's narrative sequencingand to be able to use designand framing todrive their story.OK you can writeanything that you want.It doesn't really matter aslong as you know what it isand you're clear abouteach one of those things.I suggest only doing 3 for nowbecause we're doing an MVP.When you go to launchyour full blown workshop,we're going tocharge a lot of moneyfor you might want toexpand it to four or fivenow in sequence ofwhen the assignmentsor talks or demos are given.You can see that they startto layer in complexity.And so you can see thefirst assignment is calledsimple soup, and thesimple soup is justdesigned to teach them thehidden meaning between objects.So certain objects and images.Signal to the reader, tothe audience, somethingbeyond what they see.I'll give you an example.So when you see aperson, let's justsay a man reachinginto their pocketsand pulling out theirpockets and they'reempty and kind ofshrugging their shoulders.What does that mean?It's not just a man pullingsomething out of his pants.What it means isthe person's poor.And if you've everplayed monopoly,I believe there's a cardthat looks like they'rean image where Mr. moneybagsreaches inside his pocketsand there's nothing there.And I want themto understand whenwe want to communicate anidea some images have meaningand some have none.So they start to learn thevocabulary of symbolismand metaphor and then howto combine things togetherto make a new meaninga hybrid third meeting.OK And then we takethat and we makethe problem more complicatedby designing a poster together.So now it's not justan abstract symbol,but it's symbolsworking in unisonto create a much morecomplicated messagefor purpose.And so then we're goingto incorporate thingslike design and framing.So now you have to understandmetaphor and symbolism,and you also have to look atit through the lens of designand how design canshape the meaningand perception of the message.As we get into thethird assignment,you can see now wherewe're hitting other ideas,so we're slowly buildingup the skill setand making it more complicated.If we were to jump tothe last one number fivewhere they have todesign a main title,which is the title sequencefor a movie or a TV show.We're going to have to coverall these big ideas, metaphorand symbolism, linkingideas, a narrative sequence,disrupting expectations andusing design and framing.And if we startedthere, there's goingto be a high chance of failure.So when you designed somethinglike a rubric like this,it's going to reallyhelp you understand.How to structure and sequenceyour things together.So that people havethe highest chanceof learning what it isthat you're teaching them.I hope that makes sense.I'm going to pause righthere before I spin you offinto the breakout room becauseyou're going to sit hereand design it.Now this is me looking back.I created this last night,looking back in timein terms of whatI did, and I thinkhad I started out my teachingcareer using a grid like this.It would have madeeverything much better.It would have thefirst five yearsI wouldn't have toapologize so much for.As a teacher afterthe fact, that is.And then you can getinto the nuance parts,and we will so forexample, what we'regoing to do is we're goingto take one of these ideas,say the cymbal soup and start tothink about how we can explain.This concept ofmetaphor and symbolismthrough symbols soup, ok?I mean, hit stop here.I heard some shufflingin the background there.OK, now does anybodyhave any questionsabout how to structure yourcourse from that rubric?OK, so Angela, you're up.Go ahead.Yeah, I just gotquestions in the chat.That's why I ask, and if you canmake it maybe an example thatis not so design focused.So we understand.I think there were a lot ofwords that we, a lot of peopledidn't understand in that.Is it possible tohave another example?It is.So here's the thing I gaveyou an example that is basedon the thing that I teach.Yeah, you're going to createone right now togetherin small breakoutgroups, so you'regoing to get a chance to try it.And then I'll giveyou some feedbackand then I'll go over someother stuff with you, ok?So we're going to dois I'm going to createa breakout room right now.Ok? does anybody have any otherquestions about what the heckwe just looked at.So that I don't want to spinyou off into breakout roomwhere you're like, I don'tknow what the heck I'm evendoing right now.Yes, I'm sorry.Yeah, it's mainly sherpafrom New Delhi, India.I'm sorry to be saying this.I just didn't getthe hang of it.I'm really sorry.No, no.I'm usually I'm not usually atough guy, but I don't get it.You don't need to apologize.Yeah, I would agree that thewords on the left hand side, Ididn't know how to relateany of those to the tableor how the theycorrelate to whatwe're supposed to be doing.Yes, because we'renow just designingthe blueprint, theframework, and I'mtrying my best notto overwhelm youwith what each oneof those things mean,but I wanted you to understand.Don't go into thebreakout room just yet.OK, I just wanted youunderstand how to structure it,so you have a courselearning outcome.Let's just say I'm going tocall you OK, so Kia is the chefand we can say killwhen you're tryingto teach people how to cook.What are the threekey skills that theyneed to learn after theytake this introductory coursewith you?Not everythingthey need to learn,but just three key thingsthey need to learn.The basis of a suit.How to make variations andhow to improvise and makesubstitutions.So three things.OK, that's beautiful.So wonderful.And so then what kind ofassignments, exercises,demos can you do to teach them?One or all threeof these skills,and we want to stack them, wewant to layer them over time.So the very first thingthat you can have them dois what make a stocka simple, clear stock?What do we callthat on that stock?They can make variationsand get to the next step.Is it called themirepoix amirpour two?I'm going to have you audita class for me, Chris,since you know somuch about food.I like to eat it sometimes.OK, so she's going to teachyou just the basic like, thisis one of the foundational waysof making all kinds of soups,right?So this is really important.So in her example here,how to make a clear stock?Well, obviously that's goingto hit the base soup part,and I don't think we'reyet learning variationor improvising just yet.Right, right.OK, now what would be like demonumber two or assignment numbertwo or exercise number two?What do you think that would be?Making a puree stockplus one main ingredient.Oh, see.So obviously, Kievknows what she'sdoing because she's like anyfool, can make the miracle.And now we're going to addsomething else a puree,and we're going to addthat with the simple stockyou just made it.So now you can see like, youknow, how to do the base soup.And you know, how to do createto create some variation,right?You can pureedifferent vegetablesor whatever else you'regoing to add to this soup.And now you're going to seethat wow, one base skill.The critical part can leadto many different things.OK what would be the thirdstep or the third assignment?Now, from the fury, you canadd different spice mixesto also change that dynamic,so now we have a simple squashpuree, we can make a Curry.We could also make it.Like Mexican style.So now we have our base.And then we start toplay with flavors, ok?Like, yeah, beautiful.So there you go.So that's how you would do it.Does everybodyunderstand that part?And that I thinkeverybody can relate to.And I will show you stuff it'sgoing to get a little deeper.OK hey, Anthony banks, Ihaven't seen you in a while.How are you doing?Good to see you, buddy.You look like you lost weight.You're doing much betterin this pandemic than me.I think it's just a flatteringcamera angle or something.I need that lens DMElater with the lensis the I look skinny in l.a.,you know, Zoom call lens.Ok?all right.So with that, you cansee that Kia can thendesign differentlearning outcomesor different assignmentsand stack themin different sequence.So that they make the mostsense to building on things.Now, let's say you wantto teach illustration.I noticed becauseI love drawing.I'm not good at it, persay, but I love drawingand I watch a lotof drawing classes,and when people reallyknow how to draw,they teach you to draw.I think three simple shapes.A cube, a sphere and acone, maybe a cylinder.And from that, if youknow how to draw a cube,drawing a perfect cube isactually harder than it.It sounds.It really is difficult becauseI took a class on this,believe it or not.And then it was sohard I dropped out.I just couldn't doit, couldn't do.It can draw a perfectcube, but from a cube,you can draw a car, youcan draw a building,you can draw people.You can draw a lot of things.So far for trying to mapit back to Kenya's examplehere about cooking.If you want tolearn how to draw,you're going to have to learnhow to draw simple shapes.You're probably going to haveto learn about perspective.You're going to have to learnabout how to combine the shapesand create more complex images,and then maybe one of themis to be able to draw anythingfrom your imagination.Let's say those are for I'm nota teacher of illustration, so.And then you would start tosay, OK for several weeks.We're just going to tryto draw a perfect cube.And then we're going to makethe perfect cube into a wagon.Or into a house, asimple, traditional home,where to just build on that.And then we're going to startintegrating other shapes,and before you know it, youcan draw an electric shaver,you can design a car, you cando lots of different things.OK, we might integrateother than perspective.We might do something like.A casting shadows,oh, so tricky.Just thinking about it givesme a cold sweat right now.All right.So all you guys havelearned how to draw.You probably like, yeah,everything you know,broken down tosome simple shapes.OK was that helpful to anybody?Are there any questionsthat you might come upwith before I spin you off?People are just talkingabout vegetables right nowwith the jobs.Everybody's hungry.Yeah then they'rea super hungry.I am too.Actually, I didn't havebreakfast this morning.OK, so now thatwe're clear on that?OK, Alex.Alex, hey.Hey, what's up?How are you?Good to see you, man.You're in here.Just a quick question.So on this list of the thingsthat we've got to do on thisside, is it all likeassignment, like the q&a?The thing is, or you putlike the lecture parts?Do so like the meat itself,the content or only.OK, Alex, your internetconnection is a little choppy.You're breakingup, but I think Igot the gist of your question.I know.OK this rubric isnot being reviewedby an educationalboard or anything.We're not grading people.We will get intothat maybe next time.How you can use this alsoto grade, which is really,I think, why therubric was created.So students have aclear expectationas to how they're goingto perform in the class.But obviously, we don'tneed to do grading.But what I want youto start thinkingabout the sequencing,the layering of whatit is that you want to do.So for example, you can create alist that's not just five long.She can create a listthat is 13 long, 12.It doesn't matter.It's up to you.I tried to keep it 5 to makeyou focus on the biggestassignments or talks,demos or lecturesthat it is that you think isgoing to be able to teach themthese things.Some things, a few things arebest suited just for lecturing.But let's say, for example,let's go back to illustration,since I don't wantto talk out of thingsI don't know anything about.The instructor might show demosabout one point, two pointand perspective and demohow to draw the perfect cubeand what to look outfor, how to ghost lines.You know, anybodywho's ever drafted,it's like you ghost theline three or four timesand then you draw it.They might talkabout hand, how, howyou control the stroke, thetools that you might need.So that might be amix of talk and demo.Right, so if it'slike, say, for example,you're like beforeyou can draw, you'regoing to need a pad of paperor a certain kind of paper,you can need markers, you'regoing to need a ruler,you're going to needcertain kinds of pencilsand different hardness.You might just do thatas a PDF download.The basics, so you'renot going to eat upvaluable time in theclass, so that's pre work.Make sure you havethese supplies.In fact, I would.What I would do is Iwould include Amazonlinks, affiliate linksto all the supplies.So they just clickon the whole thingand just to get everythingthey need, they're ready to go.And that would be sentout via an email two weeksbefore saying everybodywho's enrolled,you're going toneed these supplies,and if you don't have themready, here's a handy link.So, Alex, it's each it's up toeach one of you because as manyas people are on the call.The answer is going to be verydifferent for each person.OK, so it could be three talks,one demo, two assignmentsand one exercise.I don't know what it is,but you will because you'rethe teacher, you're the expert.It's basicallylike three boards.It's a storyboard ofthe session, right?Mm-hmm a little bit.It's kind of like an outline,outline or storyboard.And then once we dothis, I will show youwhat it's going to look like.I'm tempted toshow you right now,but then I think yourhead's might explode.So we'll just keep itto this basic rubric,and then we'll go from there.All right.So I'm going to nowopen all the rooms.And I'm going tocinch you in there.What I want you todo in the next 10minutes is I want you to doyour best to fill it out,and I want you to save a fewof those minutes of those 10minutes and then anddiscuss some like,what do you thinkabout this sequence?Does it make sense andyou can get feedbackwith the person in the room?All right, so feel freeto share your screen.Do what you need to do chat.Ask each other questions.It's going to becompletely random.I'm going to sendyou off right now.If you don't want to go there,you can hang out here with me,but I strongly encourageyou to do that.So go do some work.Everybody's got the rubricat this point, either.In the chat, I think I gaveyou the correct link now,Dropbox link ordownload the PDF.From the circle event.All right.I'm opening up all the rooms.Wait a minute.Hold on.Let me close allthe rooms again.Why didn't that do it?Let me try this one more time.Recreate a signautomatically, there we go.There you all go.So go ahead, you'regoing to have 10 minutes,so the time can slipby really quick,so I would say spend aboutfive minutes drafting this.It doesn't have tobe the final draft.Seeing a little bit.And then we can share and talkabout how you guys came upwith your rubric, ok?The other day, I was talkingto Mo, and I was talking to Mo.He was launching this reallymassive course and he was like,Oh Chris, I don'tknow if I can do this.Am I the right person?He started to feel all thefeelings that you wouldif you're a first timeteacher and author.He's feeling that.And he said, well, that's cool.You're learningfrom Greg Hickman,he's teaching how tolaunch a $6,000 course.Awesome but I'm going to takeit from the other point of view.I just want you guys to getused to teaching and sharingand to take it step by stepa little bit at a time.So it's all manageable for you.And then you build upto a much bigger course.And that's why I'mdoing it this way.Many of you arefirst time teachers.You don't even consideryourself a teacher.Many of you are having some kindof existential crisis saying,well, what do I know anyways?Like, I know Idon't know anythingand who wants to listen to me.So we're going to build youup slowly so that you're notgoing to fly off thecliff without a parachuteor a hang glider or anything.That's the idea here.100 people in the groupto launch 100,000 course.I believe you can do it.And the way we broke it downfrom the previous two weeks,I believe the wayit's structured,it's a lot less intimidating.Run two workshops a month.That's it.Just try that.See where that goes.And when that goesreally well, turnthat into a course or aformal something else.You can write a PDF,book, whatever it is.So here's what I like to do.I want to use someof our time today.I'm trying to manage my time.I'm going to review likeone or two rubrics with you.Does somebody wantto share somethingwhere they thought, hey,I'm ready to launch?This looks pretty solid.And then you got feedbackfrom your fellow pro members.And anybody want to share?Go ahead and raiseyour hand, and if youdon't want to do that.Go to the reactionsSmiley face at the bottom.Click on that and then you'llsee the Raise Hand option.OK so nailab, you want to share.Go ahead.Share your screen.And let's take a look atthis and Zoom in for mebecause my othermonitor is quite small.OK would you like me to unmuteand just share with you?Yeah, so do me a favor for.Sure Zoom into the partswhere we can see it.OK OK, that'spretty good, right?Only this part is left.I guess it is.OK what's the nameof your class?Yes so the name of the classis it's called sexist origins.That's the name of theclass success origins.Yes OK.So let me give you somefeedback right away.That sounds big andorganic and abstract.What is success origins?Yeah so it's how yoursuccess is going to play outand how you'regoing to build it.So it is it's actually aset of three workshops.So the first oneis it's going to beabout building yoursuccess canvas,so you must have seen theBusiness Model Canvas.Well, actually, it'sgoing to be a long talkif I'm going to hog thewhole session like that.So would you likeme to go on or.No, no.Let me just askyou some questions.And that way we can keepit super sharp and Thanksfor being so thoughtfulfor everyone else.So and I'm just goingto give you a feedback,like if I'm lookingfor help, I'mnot going to type intoGoogle success origins.Yes so you already have onestumbling block for you,I'm just giving you feedback,it's just one person's opinion.Like, if I want helpand I don't evenknow what this is just yet,don't fight your own title.Call it something whereit's a benefit to the personor something that they'relooking for right now.OK OK.And a great place to start, it'sa look at how books are titled,so here's a little hack here.Go on Amazon.Maybe open up another tab.Maybe not right this second,but open up another tab.Go on Amazon and lookfor the title of the bookthat you might write.It'll show you whatbecause authorsspend a lot of time thinkingabout the title of their bookbecause lame book title.Not going to do well.So there has to be someintrigue, some benefit,and it has to be not obvious.But it has to feellike, Oh man, I reallywant to know what thisis, success origins for meright now needs alittle bit of that.Maybe it's a littletoo abstract.OK OK, so now yourfirst MVP workshop,what are the threelearning outcomesyou want someone to have?Yeah so it's not a workshop.It's going to be thewebinar first, whichwill lead to the workshops.So the webinar is goingto have three outcomesthat's understandingthat what success isn't.So that would be the webinar.So by chance combined theworkshop and the webinar.But the webinar iswhat success isn't.And see, there arethree qualitiesof what success can be.One, it has to be fulfilling.If it's not fulfilling,it's not success.Number two so numberone, it's fulfilling.Number two, it hasto be sustainable.So that lasts long.So it's lasting.And number three, it has tobe available and repeatable.You're going to have to repeatsuccess over and over againin the differentaspects of your life,because it's notjust one career.It's also your family,life, spouse, your children.That's the kind of direction.And it is actuallyprecisely for launchingthis, that I joined thegroup, so I'm reallyliking any, any influencethat people sharewith me and other grateful.And even if you're going to bethe toughest critic that I get,I would be acceptingit before that happens.OK, wonderful.All right.So what I want todo is I believeyou all can do this,any which way you want.But when you try tojump and do it your way,I don't know howto give you inputbecause you have clearvision as to whatit is that you want to do.But if you want to learnhow I've been doing it,I would not suggestdoing it this way.I, you know, launchinginto webinars,it's complicated stuff.What we want todo is get you allto be able to sell 10students a course that's $25.That's it.Let's get to the first marker.OK and when you do,the webinar webinarsare usually used to sell verycomplex, expensive products,and I don't think youneed to for a $25 course.I just want you to thinkabout like, what are you goingto be able to walk away with?Clarity on your life goals,how to find work lifebalance, how to become happier.So is this a happiness formula?What is this?And I want to knowas a benefit for me,why the heck am Ilooking for this?Because I can almost guaranteeyou nobody's typing and like,oh, I'm stuck in my life.Success origins.Obviously not yet.So let's work on that,and let's kind of figureout some basicskills that they'regoing to learn afterattending your workshop.If you stick with theprogram, I can more.I can give you better feedbackthan if you're like, wow,I'm going to do webinar.It's going have14 parts and thenI'm going to jump to a workshop.OK, so try try my way first.If if you want to, if youdon't have to, obviously.OK, I would love to.Thank you.OK, thank you very much.All right.So let's move on to Ibelieve nila has ni.Now we already did you?I'm sorry.Connor Connor, you're up next.I'm just looking for a littlebit of feedback on the name.OK, so first nila, canyou stop the share?OK go ahead, Connor.I didn't fill out therubric, so but but Ihave all my modules laid outbecause I've taught this classat the college for a few years.But my name is how to seethe world as an artist,a digital painting workshop.OK just by the numberof words I wantto chop, the numberof words in half.It was just how to seethe world as an artistand the digitalpainting thing justhappens to be the waythat we demonstratethe skills of observation.OK, so just how to seethe world as an artist?Is that too abstract?Think like an artist, ok?I don't know.I like see like an artistbecause it's about your eyes.It's aboutobservation observing.Yeah, but think likean artist works, too.I have a book that I boughtthinking that one day I'mgoing to steal the book.And then just turn itinto a workshop myself.It was, it was calledHow to be an observerof the world from the lens ofan artist, something like that.That's exactlywhat I'm teaching.They had a bunch ofbeautiful exercises in it.And if you remind me later,Connor, send me a messageand I'll find the book for you.So one of thethings it would saylike go to yourrefrigerator, pull outwhatever it is inyour refrigerator,make a painting from that.So you're going tomake your own paint,so if you have blueberries,you would mash them upand then you would startto make your own paint.It's amazing.And they had a bunch ofdifferent sides like thator go into yourtrash can pull outall the packaging andwrappers and make a designcomposition out of that.And so it's a series, I think,like 100 different exercises,and I thought, this is so cool.If any one of my kidswanted to be an artist.I would just throw the bookat them and said, read this.Totally but they're muchmore sophisticated than that,so I'm going to read it.OK all right.So some feedback for you, ok?Try to use as fewwords as possible.It should capturesomeone's imaginationand put them into apositive future state.OK all right, thank you.Thanks, Connor.All right, next up is Alex.I don't think I'm goingto be able to talkto more people than this.But Alex, what doyou have for us?Yeah, go ahead, Cheryl.Well, so I've got this isyour startup health check.This is a screenshotof the end resultas you build a health card thatyou would continually updateand review with your team.And I'll stop talking.Start up health check.I get the startapart, I see you'recombining this medicalthing with start up, right?It's intriguing.It might throw meoff a little bit.Because I feel likeit's it, you know,my prostate is a timefor, yeah, like, you know,the idea is you get your pulsechecked or your blood pressurea couple of times a year.And so it's like you justhave really high levelmetrics so you can quicklygo, do I need to go to the laband get more tests or am I good?That's kind of theidea, but I hear you.It doesn't just shopping.Sometimes you can be too cleverfor yourself or one visual.One metaphor is so strongthat overpowers the other.So every time Ithink health check.And so tell me whatthe benefit is.What is the benefitof your course?What do you think it is?The benefit is peopleare wanting to use data,but they get overwhelmed by it.So they're using way toomany tricks or none at all.And so the idea is we'refinding the key numbersacross the key bandsof the organizationthat every month we canquickly go, oh, I'm healthy,oh, I'm not healthy here.I need to check in, ok?I'm also not a Tiger.This is not a title, butthink about somethinglike the metrics that matter.That's really whatyou're talking about.It's not too much,it's not too little.The metrics that matter.OK And then maybe somethingabout your business and.And startup is like, are youtalking to tech companies?Yeah, I'm usually workingwith founders first time,often first timefounders of tech startupsor tech adjacent companies.Yeah so maybe then you have to.OK, so you're talkingto entrepreneurs.This is not like fordesign firms, right?That's correct.So maybe there's otherlanguage languagethat you can use fromthe tech community,from the entrepreneurialworld, wherea mash up of acouple of key wordsmight be the perfect thingwhere it's like, thatsounds like it's for me.So a title for yourcourse should alsobe self-selecting forthe audience to say,like, this is for me, andit should be pretty clear.It should be really,really clear.OK all right.Let's see here.I think I'm going totake one more person, ok?No, you know what, I'mgoing to run out of time.I'm sorry, guys.I apologize.Everybody has your hand up.Just leave it up.We'll we'll see.If we have time, we'llcircle back to you.All right.So now I'm going toshare my screen againbecause I have sometalky bits to do.OK like so you all should nowhave seen something like this.Is my screen cutoff by any chance?No, it's fine.No, you're good.All right, cool.So you guys rememberthis very iconic image.It's Daniel LaRusso in theKarate kid, the crane kick.And what we wantpeople to do is to beable to do this finishingmove to win the tournament,to beat Johnny.And just do thecrane kick right.And the crane kickis a major scale.It's a combination of alot of different things.Balance the hand-eyecoordination, striking form,distance control, allthat kind of stuff.And what we want to do iswe want to take major skillsand we want to break themdown, chunking them downinto little bite size piecesand make them minor skills.And when you wantto teach somebodylike how to thinklike an artist or howto see the world like an artistor be an observer of the world?Well, that's a really big idea.That's a major scale.And so you wantto break them downto smaller and smallerpieces until itbecomes very easy to do.And the reason why Ireference the Karatekid, a kid of the 80s,I love karate kid,but Mr Miyagi teaches Danielkarate through very basic, veryrepetitive tasks.And by linkingtogether combinationsof very basic skills, he's ableto do something that he neverthought he would beable to do, whichis to stick up for himself.All right, somebody isdrawing all over the screen.Do you mind just clearingthat out, please?OK, so here's anexample for you.OK, I'm going to haveto do this myself.They're all drunks.All right, so theexample is this last weekI talked about topographyand one of the key big ideas,the major skills to understandrepetition and contrast, whichis in musical terms,consonance and dissonance.When you have a beat, a rhythm.You know, we can saythat it feels musical,but if it's too repetitive, thenit's going to drive us insane.So music, like in topographyis about balancing these twocomponents repetition.And in contrast, maybeperhaps if your keyyou're talking about flavorprofiles between saltinessand an acid or heat or somethinglike that salt, acid and heat.It's a balance ofthose three things.And so when I want to teachsomeone about topography,I want them to learnrepetition and contrast.And the way that you cancreate contrast and repetitionis through size through shape,weight, distance, color,texture, and it goeson and on and on.So we're going to take oneof the learning outcomes,like if you want to be goodat design or topography,you have to learnrepetition and contrast,then that's going to be brokeninto much smaller bite sizepieces.This isn't necessarilyfor your workshop,but it's definitelygoing to haveto be for your full blownworkshop and your course,because that'sgoing to want to bea complete, satisfyingexperience where someone'sgoing to learn a newskill, a major new skill.But if we take a lookat that and we say,like, let's pull oneof those things out.Well, what would one assignmentor one component of the lecturetalk be?Well, I'm going tojust pull out onebecause it's rightthere on that screen.Wait so when we saythe weight, we'retalking about thetypeface weightand what is it thatI want you to know?That bold love'slight and light lovesbold to try mixingtwo weights to drivecontrasts, and then Igive you some examplesand I can show youmany examples of this.And so you startto see like, oh, Ididn't know why it wasvisually drawn to that design.And it's because of the mixingof two very different weightsof the same typeface.And when you payattention to this,you can actually see logos thatare designed this way wherethere's a bold weight.And it's lined up right nextto a lightweight as in maximumimpact.So when we makeeverything smaller,it's a lot easierfor us to teachand for someone to comprehend.All right.So if you want to screencapture this and say, OK,what is it the major scale?What are the minor scalesand what are examples,how do I best teach that?OK, now we're going tomove on to the next parthere because it's mindfulof time and everything.I want you all to doa competitive matrix.This is actuallyvery informative,even if you don't think you'rereally competing with anyone,at least, then you nowknow where you stack upin the marketplace.So Uh, not today,but later, I'llsend out the PDF ofthis call, and then youcan start to fill this stuffout to think about whatis your course, what are thelearning outcomes you promiseversus a competitor a, B andC what are your price points?So we'll leave yours blankfor now and then relativeto a, B and c, are you providingmore value, less value?It's a bigger or less, youknow, a smaller course,whatever it is.And then you look at the hours.I know this shouldn't matter,but it matters to peoplewhen they look at, oh, thisis a 14 hour class and that'sa 10 minute class.People generally assignvalue to longer courses,even though it shouldbe the opposite.Are there any uniqueselling propositions?Is everybody doing a cookiecutter of the same class?And if they are, that's alot of opportunity for you.But at least nowyou're informed and youcan design your course,at least, excuse me.You could design themarketing of your course,to communicate and leaninto your unique sellingproposition.Do you have differentforms of social proof?The other person's beena professor at the Schoolof Visual Arts for 10 years.The other person who's writtenthree books, the other personhas won multiple nationallyrecognized awards.So what form ofsocial proof are yougoing to use relativeto your competitors.And any kind of extrathings that you can include?Well, mine includes a trip toMaui as part of the experience.Well, the others arenot saying that a mineis going to include digitalcertification verified by x, yand z, whatever the extras are.So now you know howyou stack and it shouldbe a Warning sign for you.If you can't differentiatebetween these other people,you have to find someunique selling propositionand believe it or not,just your personality.Maybe your life story canbe your unique sellingproposition.Last week we had a clubhousecall with rich Webster,who's a self-taught designer,and he his first yearin business.He made $10,000.Now, why would I share that?Because that soundslike that's not reallygreat social proof, Chris.It's not.But he can claim somethingthat I cannot, which is,I understand you.I've been through the strugglesthat you're going through now.And if I can do it,you can do it too.And if you're like Christineloser, highly educated person,she can lean into, well,man, I have xy degreesfrom these schools and I'vestudied 35 years of my life.I'm an expert, soevery one of uscan lean into our experience,our inexperience or anythingin between.Just look for whatmakes you differentrelative to your competitors.This next part, I'm going totell you about, which I thinkis pretty exciting.And if you're not intothe world of automation,I think this part, you reallyneed to pay attention to.Now we all know this, the goldis in the email list, right?But email collectingthem, sending them outcan be verycomplicated, and you'regoing to see howcomplicated it isbecause Ben is goingto show you whatwe have to do to sell a course.But I think there'snew ways to do this,and I'm super excited tobe using chat automation.So I've been workingwith many chat, whichI'll talk about later.OK and here's thegeneral anatomyand why I want you all togo sign up for an account,but don't do so just yet.Ok?you're going to useInstagram stories to helppromote and buildinterest in your courseand also simultaneously do alot of the manual work for youand collect emails, notemails, but contact,because the whole pointof having email listsis to be able to reach outto people where they're at.And so it's what you want to do.You want to create apiece of content thathas a clear keywordcall to action,and then the chat bot willrecognize that keywordand it'll run whatever itis that you want it to run.And what you can do is senda link to a resource, whichI think is a pretty compellingreason why people should say,hey, I'm interested,and it doesn't eventake much when I tellpeople I'm going to authora personal brandingcourse, which I am doing.Just comment this, and Idon't give them anythingjust so I can know whoto contact afterwards.They'll be the firstpeople I reach outto for the betaversion of my workshop.And so you don't evenneed to give anything,but I highly recommend thatyou do give a resource thatis some of your best stuffbecause that establishesyour credibility and itcreates in the audience's mind.If the free stuffis this good, Iwonder how good thiscourse is going to be.And it's OK for that to be thebest thing you have to offer,because now at least they'veenrolled in your course now,later on, what you can do is youcan notify the list of peoplewho have been tagged and sendthem a DM through Instagramor even to send them aDM via their cell phone.And at that point, youwant them to take actionto sign up for yourEventbrite course,which is going tobe $25 and that'sgoing to lead allto the workshop.The reason why the resourceleads the workshop to isdon't forget to createa link to the webpage that goes to the workshop.So that when they downloadyour PDF, the link is thereand the link shouldbe evergreen,so that in case thisgoes out later on,it doesn't go to a dead end.OK now it would look somethinglike this, this is me saying,hey, I'm going to be doing aworkshop with dribble and DME.The word biz and abunch of people did.And then I was able to sendthem a link to the registrationpage.And the reason why DM chatautomation is really powerfulis because you're removinga lot of the resistanceand the friction aroundtaking multiple steps.It does this for you.OK, I have to wrapup here pretty soon.OK, so what's really coolis everybody that interactswith one of your DM chats,it keeps track of that,as you can see there.See, so 891 peoplehave expressedinterest in the group.So if we need to sellmore group memberships,I'm just going to startto DM those peopleand I can do a wholebunch of different thingsvia the bulk actionsup at the top there.So since activatingmy DM chat bot,I've now collected 5,548 peoplewho are interested in somethingthat I'm doing.And so you all get scared.It's a very simpleflowchart Ethan thing.There's no programming andit's very intuitive and reallystraightforward to do.OK and you can see here,here's a simple one.This one is kind of complicatedwith multiple steps,but the simple one is keywordand then action, a message,a link, something like that.But as soon as they takeaction on this meaningthey sent a keyword.Your chat buttonnow knows who it is,and then you can tag them lateras a contact for whatever itis.So you have multiple courses oneon success mindset overcominglimiting beliefs setting.Goal setting.You can create a chat foreach one of those things,and the reason whyI'm telling you thisis you need to do this now.Because when you're readyto launch your thingand you have no one to talk to.It can suck.OK, so later on, don'tdo this right now,they're setting upa custom page for methat you can sign up Everybodywho wants to sign up right now,you can get a full,full featured control,fully fully functioningthing for three months.It's a free trial.And even when you'reoff your free trial,it's so cheap per month.I highly recommend it.And there's a woman.I'm going to tell you hername right now because we'regoing to be talking to her.Her name is Natasha Takahashi,and she's on Instagram.Look up her contentbecause she'sbeen doing chat automationfor four or five years now.She's got really goodcontent on Instagram,and I'm excited to see howI can use chat automation,do a lot of sales, andI think this is reallyaligned to my anti selling,introverted nature.OK we're rounding thefinish here because Ihave to wrap up theMVP workshop launchchecklist lookssomething like this,and I'm not going totalk about too much.We can get into this a littlebit later, so just go ahead.Screen capture this right now.It's on everything that youneed, but it's some things.And ultimately, this isall going to lead youto an Eventbrite page.And as you look atdifferent Eventbrite pages,there's certain thingsthat are similar.You're going to needa really great title.You're going to do agenda.You're going to need akiller slide graphic.You know, you need tohave something like that.I'm out of sequence here.It's over here.Eventbrite sales pageerror, header image,source description, whothis is for, et cetera.OK, and on the dayof the workshop,you're going to needit very simple thing,you've got your onepage outline at mosthave a 20 slide keynote deck.And this is the roughcomponents that youneed an agenda promptsresources and worksheets,and then don't forgetto have your surveyquestions at the end.Because you're lookingfor feedback, remember?So it's almost more importantthat they fill out that surveybecause that's how you'regoing to shape the next courseand get better at this.And once you dothat, you're goingto make your 28 a 28 day plan.And here's an example calendar.This is totally bogus.I don't even know what this is,but I put something togetherbecause you need to have a plan.So usually the lastday of registrationcloses, you're going to send outnotification everybody saying,hey, today it's the last dayto register for my class.Then you have a 48hour notification.You might want todo some InstagramLive or some kindof live component,and that would be likethe webinar version,you know, but you'regoing to give value,you're going to talk to people.So that people can seethat your real person,it doesn't have to be too slick.OK next week, Benburns is going to talkto us about how to do allthese kinds of things.Email capture campaign andsegmenting the audience emaillaunch sequences and scripts,configuring your sales page,setting up thee-learning platform,your merchantaccounts, et ceteraand how to deal withcustomer service.Because inevitably,when you startto do whenever you createa course, sell a product,you're going tohave to now enterthe world of customer service.OK, that's it for this.Let me stop the share.Break out of this.OK, guys, I hate to hit andrun, but I have to do it again.Sorry I have another call.Let me just doublecheck, because last timewas a fake emergencyby someone else.Yeah OK.Sorry.OK.Yeah, I do, I do.So no one feels like theywant to hang out a little bit.