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How to create an online course THAT SELLS (from a 7 figure course creator) - YouTube
Channel: Sunny Lenarduzzi
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So you want to create an online course and
actually sell your online course.
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Well, I, this is crazy to say, but I have
actually generated over $6 million in revenue
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in core sales over the last couple of years
since I started my online course business.
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And I have created different kinds of courses,
I have tested different things, I have been
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through a lot in the last couple of years
in building my online course business.
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And this is the first time I'm really sharing
everything that I've learned so that it can
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fast track your progress in creating your
online course and show you that it's not as
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complicated as you might think.
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And that the key to really growing a successful
online course business is keeping things very
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simple.
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So I'm going to break down all the steps in
just a second here.
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And this video was inspired by the fact that
I work with a lot of people in developing
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their entire online marketing strategy organically
and also helping them build their courses.
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So one of my clients just recently sent me
a message and said, I'm starting my pop tomorrow,
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which you'll know what a pop is in just a
second.
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But basically starting her course tomorrow
with four students enrolled $2,000 in my bank
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and one more might come in later today.
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I'm freaking out that I did it.
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I'm in shock right now that this is possible
with no website, no logo, no branding colors,
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and I'm still putting finishing touches on
my first lesson.
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So the reason I wanted to share that with
you is because you don't have to build a course
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start to finish in order to sell it and to
make thousands of dollars in revenue, you
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actually are able to presale your course.
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And I'm going to show you what that looks
like today and why it's so beneficial to the
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sustainability and the success and the client
results you're going to get with your course.
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So let's dive in to this first because this
is something you really need to understand
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if you're going to have any kind of online
business, particularly if you're going to
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have an online course business this is what
I call the flywheel.
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And there's a lot of really successful businesses
in the world that use a flywheel to figure
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out what are the key pieces that are creating
the momentum that keep their business running.
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So you kind of think of this, this is like
the engine behind your business.
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And I got this idea from Jeff Bezos at Amazon.
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He has a flywheel behind their business and
this is where it came from.
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So I was like, okay, well if I look at my
business, what are the key pieces that keep
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it running that are the engine behind it?
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So it's the course is up at the top here and
then from there, obviously if you have an
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online course you need to get people in the
course to prove it actually works so then
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it's your enrollment.
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So you need to enroll clients this is where
you do the sales process.
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So your course, your enrollments, and then
you have your transformation.
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So whenever somebody enrolls in your course,
the ideal situation is you're taking them
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from zero to hero.
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And I'm going to talk about that a lot today.
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And if you're excited about this video and
you're really excited to build your own course,
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give this video like be sure to hit the subscribe
button and the bells to be notified for new
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videos every single week and lots and lots
of info, especially to blow up your online
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business.
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So course two enrollment and then customer
transformation.
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So ideally in your course you're providing
a formula to transform your clients because
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that's when your clients get results, that's
when they're happy, and then they become your
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ambassadors.
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So how this all works is, I'm running out
of room.
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How this all works is you have your course
at the top, you enroll your clients, you go
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through the sales process, enroll clients.
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Those clients then get a transformation.
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Those clients that are so happy with their
transformation in the course and the results
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that you provided, that they become your greatest
ambassadors.
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And then they refer everyone they know to
enroll in your course and that increases your
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sales.
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And then you have more enrollment, more transformation,
more ambassadors, and it starts to pick up
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momentum to build your business even faster.
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So this is the online business engine that
I like to use in our business and it applies
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to any business that has an online course.
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So your most profitable course, it is not
hidden out there in the world or in something
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somebody else is doing.
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And probably the biggest mistake that I see
people make when they're trying to build a
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course is they just copy someone else's.
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That just doesn't work.
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And if it does work, it's not going to last
for long because the amazing benefit that
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you have met each of us has is that you are
the expert in your experience.
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So your most profitable course lies in a problem
you've solved for yourself or for somebody
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else, an obstacle you've overcome, a skill
that you've mastered, a career that you've
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had and the expertise and experience that
came with that or your own zero to hero journey,
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i.e. one of my clients is a stylist and she
became a celebrity stylist and she was like,
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"You know what there's a lot of people who
want to learn this skillset so I'm going to
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help them learn how to become a celebrity
stylist."
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So that is her course that she created and
she's enrolling students all the time and
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it's so cool to see, and it can be on anything.
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It doesn't have to be on building a business.
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I've also talked about another client of mine
who helps women heal their acne with food.
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And I've got clients in the dating space,
the real estate space.
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I've got people who teach everything across
the board how to become an accountant, like
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all the things because honestly if there's
a problem out there that can be solved, there
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is a course that can be made around it and
there's people that are looking to pay you
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for your experience, your expertise and that
solution.
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So don't get too hung up on needing to have
a certain like degree or certification or
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whatever in order to be a teacher and to be
a course creator.
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For me, all my course hit all of these things.
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I had a tiny little consultancy.
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I was working one on one with my clients.
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I was doing all social media for them.
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I got super burnt out and I also couldn't
take on any more clients and so I had to figure
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out a way to handle and manage my clients
without needing to go to more meetings and
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getting on more phone calls.
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So out of pure desperation, I decided to film
a YouTube video to answer their questions
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and send it to them instead of having to individually
go to meetings.
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That video took off.
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I was totally surprised by it and it was a
light bulb moment of, wow, YouTube is really
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powerful for lead generation and bringing
in clients and all of these things.
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And a couple of years later, we've now, like
I said, built a multimillion dollar course
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business and I've been able to scale to help
thousands of people around the world using
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my formula, using my experience, using my
expertise and the system, the sunny system
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that we've created.
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So you have your own experience, your own
expertise that you've created in your own
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life and your own zero to hero journey.
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And in that journey and in the problem you
have solved lies your most profitable course
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idea because entrepreneurs are problem solvers
and people want to pay to solve their problems.
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So that is where your most profitable course
idea actually lies.
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Now how do you actually create your course?
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So we break it down into really four steps.
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So the very first step is where your client
is at zero.
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So this is where your client is that the zero
state and you want to take them up to the
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hero state.
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So this is my really bad looking mountain.
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You want to think about it as I'm climbing
a mountain.
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So the clients at the zero state, and this
is when they're challenged, they're frustrated,
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they're in pain, they have a problem that
they really, really need solved.
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And so zero state and then the next piece
is your actual course and the solution.
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So they're investing in the solution, which
is your course.
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Inside of your course you have who are transformation.
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So you give your clients a formula that is
based on your own experience, your own expertise,
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your own research that takes your client.
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Oh my gosh, my handwriting is the worst zero
to hero.
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So once they understand the formula, they
apply the formula, they become the hero, they
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become the hero of their own story.
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They become successful in solving that problem
and they are so happy to talk about how amazing
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your course is.
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So when you're actually creating your course,
we do this in reverse.
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So you want to know both sides, you want to
know where is your client when they're in
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the zero state.
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And this comes from just talking to as many
people as possible about what you do and the
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problem you want to solve.
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Because once you do, you start to open up
the flood Gates for people to tell you what
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the [inaudible 00:08:11] pain points are.
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So you really get to understand what their
zero position is.
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So then when you have this laid out, you go
backwards.
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So you start with your outcome.
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You want to start with the hero outcome.
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This is how you build your course curriculum.
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What is the hero state that my client wants
to achieve, for my clients that say profitable,
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automated, evergreen online business.
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So that's our hero state.
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The zero state for our clients is they have
no visibility.
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They might be an expert, but they don't have
any following online.
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They don't know how to monetize their message
outside of one-to-one work.
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So that's their zero state and we want to
get them up here.
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So from the hero state, you take it to your
formula and you figure out, okay, if I want
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my clients to get to here and have that outcome,
what's the formula or the curriculum that
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I need to take them through and the steps
that I need to take them through to get them
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there.
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And that becomes your course and that takes
your client from zero to hero.
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So that's the basic overview of the process
of how you create your online course.
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Plus, if you are going to do this and you
want to create your online course, we help
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people do this all the time, every day in
our Authority Accelerator course.
[563]
So I put a link to apply for the Authority
Accelerator in the description below so that
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we can help you do this for yourself.
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Okay, so that is the zero to hero in creating
your course.
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And then pre-selling your course, which blows
me people's minds that they can actually sell
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their course before they create it.
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But this is what we teach because if you look
at any of the big companies in the world,
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they often start with a prototype.
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So that's why we call our course course model
and how we teach our clients to build their
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courses.
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A profitable offer prototype, which means
that you're creating the curriculum for your
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course, but you're not necessarily recording
the videos and packaging it perfectly because
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you don't really know what your client needs
until you work with them.
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So the first time that you launch your course,
what we teach our clients to do is to sell
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it based on the formula and the curriculum
and the transformation they're going to provide.
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Because you know that when you create your
outline like we just did on the previous page,
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you know what the formula looks like, curriculum.
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Wow.
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Looks like you know what the transformation
is going to be when your client goes from
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zero to hero.
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So you simply start enrolling your clients,
selling people into your program and telling
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them it starts on X date and I'm going to
be doing it live with you and teaching you
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live and that's how you presale your course.
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And we have clients pre-selling their courses
for thousands of dollars because the pain
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is so high and people are so in need of that
transformation.
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And if you want to know more about pricing,
definitely watch this video because it breaks
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down the whole pricing model and how to charge
a premium price for your services and your
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offer.
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So your pop is your profitable offer prototype
because until you get your offer, whether
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it's a product, a service, et cetera, into
the hands of the real world, you have no idea
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if people are going to like it, use it, want
it, if it works, if the curriculum works,
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if the curriculum is in the right order, and
I'm telling you there is so much experience,
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this is vital.
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You do not want to go through the time and
effort of building a course that you think
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is good, that you think you're teaching in
the right way.
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And then have clients come in and not get
results or get really frustrated because it's
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not teaching them exactly what they need to
know.
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So the whole point of doing it as a prototype
model is you have your curriculum, but you
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actually deliver that curriculum in a live
setting with your clients.
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So you know what to subtract, what to keep
in, what order to put your curriculum in and
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you can iterate and change and update it as
you deliver it live over six to eight weeks.
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And then you're able to package it and turn
it into an evergreen course, meaning that
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it becomes self study and people can study
the curriculum inside of a program portal
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which is a place where you can host your lessons
and prerecorded videos so you do it live first
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and then you do over it evergreen.
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So that is what it looks like to presale your
course.
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Now the easiest way to sell because I know
you're wondering that is like I said at the
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beginning with that client who messaged me,
you don't need a website, you don't need a
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logo, you don't need fancy brand, you don't
need anything other than the ability to talk
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to people.
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Your first clients will come from what I like
to call the no friction sales funnel because
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it's no tech, no mess, no hassle.
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Because what you need when you create your
course is you need cashflow.
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You need confidence to know that your course
actually works and that you feel good about
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selling it because selling it can be a thing
for people and you want to get client results
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as quickly as possible because the faster
you get client results, what happens?
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The faster you get ambassadors to sell more
of your course.
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So you just want to get people in the door
so wasting time on tech and all of the things
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waste so much of your time and money that
you may not have.
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So that's why we need to create that cashflow.
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So it's simply is you make profitable content,
which I'm going to show you in a second.
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And then from that profitable content, you
ask people to book a call with you, you get
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them on the phone and they enroll.
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That's as simple as it needs to be.
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You take them through this whole process and
that's what it takes to sell your course in
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the beginning you don't need anything else.
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All of our clients who are making thousands
of dollars without even building their course
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are doing this.
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They're not building websites, they're not
building fancy tech, they're not having an
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email sequence cause none of that stuff matters
if your course doesn't actually work.
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So we need to get clients in the door as quickly
as possible.
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So that's the easiest way to sell.
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Now your content to get people in the door
looks like this.
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So you have expert content that you're going
to share across all platforms.
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Inside of the Authority Accelerator Program,
we actually give you all the templates for
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this kind of content and swipe files to use
for this kind of content across Instagram,
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Instagram stories, YouTube, Facebook, all
these things.
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So what it means and what it stands for, the
expert acronym is you're going to educate
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your client.
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You're going to share your own experience,
your own zero to hero experience because nothing
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makes you an expert more than experience.
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Problem solving, you're going to share the
content that you're sharing is solving a problem
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that's relevant to them, relevant to their
pain points, and it gives them a signal to
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take action to book a call with you to get
the transformation that they're looking for.
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So there's lots of examples on my own Instagram
page of what profitable content looks like.
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And even this YouTube video is an idea of
profitable content.
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Because I'm educating you, I'm sharing my
own experience.
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I'm just telling you how to solve the problem
of creating a course that actually sells,
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how to execute on it.
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It's relevant to your pain point because if
you weren't in pain about this, you wouldn't
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still be watching this video.
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And I'm telling you to take action to apply,
to actually work with me to help you build
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this.
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So it's kind of meta.
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So the final piece of this is when you turn
it evergreen, this is what everyone waits
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for.
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So when sales just start rolling in on autopilot.
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And so what this looks like, really simply
put, we have the whole evergreen sales machine,
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but this is like the very basic version of
it is you have traffic, so you need to get
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traffic coming in, which is basically just
people.
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People need to know what you do.
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You need to get that brand awareness out there.
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That traffic then turns into a member of your
email list, get them onto your list, see if
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you can capture them.
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So even if they don't buy right away, they
eventually will because you will continue
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to nurture them.
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You then send them to a webinar, a masterclass,
some sort of training that introduces them
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to what your program is all about and educates
them and then you make them a customer.
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So this is when you turn the whole thing evergreen,
and this is when you take that live version
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of your course, you prepackage it and you
put it into a prerecorded version of the course
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that people can study at anytime, anywhere
in the world.
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And it allows you to build a very scalable
business because you're no longer trading
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time for dollars and you're no longer doing
one-on-one work.
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And I can tell you firsthand that I would
never be where I am today if I continue to
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do the one-to-one work or worked with clients,
companies, et cetera individually because
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I just didn't have enough time in the day
and I'm actually able to make a bigger impact
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by packaging my Intel and my expertise.
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And you have something really important to
share with the world and you have a really
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important experience this year with the world.
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So why do you keep repeating the same things
over and over again to individual clients
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as opposed to making a bigger impact by packaging
your expertise into an online course that
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anyone in the world can study at any time
to get those results and transformations faster.
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So a little bit of a mindset shift, but it's
an amazing thing when you get there.
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So that's how you create a highly, highly
scalable offer, highly scalable course.
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And I wanted to just bring it back because
this all takes us back to the beginning of
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this, which is the flywheel.
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So if you go back to the business flywheel,
there was a lot of notes in here, I might
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have to cut some of this out.
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You can see that we've covered all these steps
to build real momentum in your online business,
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your online course business, online education
business.
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You have your course that you know delivers
a real transformation.
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You enroll your clients in a really easy,
simple way as long as it's not evergreen.
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Because when it's evergreen, you can do it
in like a more techie way to automate it,
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but you enroll your clients, you create their
transformation, they become your rock star
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ambassadors who then continue to sell your
course for you and it creates this crazy momentum
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of growth for your online business.
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So that's how I do it.
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That's how I've learned to do it over years
of trial error, figuring it out, making mistakes,
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and finally coming up with an actual formula
that works to create a highly scalable, highly
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profitable online course.
[1064]
Leveraging online marketing aspects from across
the board.
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So if you want to have a full strategy of
this, if you actually want to implement this
[1071]
and do this for yourself, like I said, book
a call with us below or apply to see if you
[1076]
qualify to book a call.
[1077]
Where we're very particular about who we have
in the program.
[1079]
If you want to know why you should watch this
video, but we want to work with online coaches,
[1085]
experts, course creators and consultants.
[1088]
And so if you're not a fit for this program,
we will definitely let you know and we will
[1091]
let you know where you should go instead.
[1093]
But this is for anyone who is an expert who
wants to monetize their message and their
[1098]
Intel and grow their business organically.
[1101]
So apply below.
[1102]
You can grab that link in the description
below and I hope that I get to work with you
[1106]
soon and I hope this was really helpful for
you.
[1108]
If this was give us video, like subscribing
put the bell to be notified every single time
[1112]
I make a new video and I can't wait to see
you in the next one.
[1115]
In the meantime, make sure you check out these
videos next to help propel your business even
[1120]
faster.
[1121]
Talk to you soon.
[1122]
Bye.
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