Imagine launching your new course and turning on your first ad or sending your first promotional email.
Now, most of you are already hanging your head because you’ve been here before. And no one bought it! You spent hard-earned money on some paid ads and just threw money away on clicks.
Trust me; I’ve been there.
But instead of embracing the idea of failure, let’s get our imagination growing for a moment. Imagine launching those Facebook ads and watching your phone notifications light up with purchase after purchase.
Now, that’s fun!
I have Stripe set up to notify me every time someone buys. It plays this cash register sound. And, every time it goes off… well, it’s just nice. And, when it keeps chiming over and over, it’s all you can do not to go back to work building more products.
Trust me! It’s pretty great.
So, how do you get that result instead of the chirping crickets?
The answer is easy… you have to create an online course other people actually want to buy. And, it’s not as hard as it sounds.
How to Get People to Buy Your Online Course
I’m going to give away the secret right here: a successful online course does not have to convince people they need it.
If you have to work hard to get people to consider buying, it’s not worth selling.
You need to create courses they want to buy. Whether they do or not, or can afford it or not, is not as important as whether or not they want to buy.
How Do I Find the Desired Product?
Don’t think of your course as a product, a service, or even a course. Think of it as a solution.
People don’t buy based on logic, and much of the time they don’t buy based on need. They buy for one of three reasons: to get pleasure, to escape pain, or to increase their status-which is very close to gaining pleasure.
- Some courses relieve pain.
- These courses solve problems people are willing to pay to solve.
- Other courses provide wants.
These courses solve problems people have in getting something they want.
Our courses can relieve the pain of financial purgatory. When our students come to us, they may want to learn how to build and sell online courses because bills are smothering them. When we teach them how, and they find success, we’ve successfully moved them away from pain.
Our courses can solve problems people have in getting what they want. In some cases, students come to us becuase they want to work from home, they want to buy a new car, etc. etc. There is something they want that is driving them to try making online courses. If we help them, that revenue stream is going to help them achieve their desire, or they will achieve an increase in status within a circle of people that admire the fact you’re making money online.
It’s really that simple.
Identify Why People Would Want Your Course
The first step is to figure out which one of these three is the primary driver for your target customer.
They are all three powerful, but none of them are always powerful enough that people want to pay for it.
In some cases, solving their particular problem is driven by a desire for an increase in status. But, the increase your course would create isn’t big enough to warrant paying.
Even though status is the primary driver, it’s not powerful enough.
However, in other cases, status can be an extremely powerful driver.
Consider the magnitude of the problem your course will solve: How valuable is solving that problem?
Then, consider what motivation is driving people to want to solve that problem. Is it powerful enough to make them pull out their own wallet and enter their own credit card?
If not, you need to go back to the drawing board or choose a new course to create.
Four Considerations For Your Course
Before you invest all your time in creating a course, let’s put it through a qualification round to see if it’s worth the effort. To figure this out, you’ll run the idea through a 4-step qualification process:
Step 1: Rate Your Passion for the Subject
If you’re going to be successful as an online course creator, you will have to make it through the grind where everyone else quits. When you’re halfway between idea and selling like hotcakes, you’ll be tempted to give up.
However, if your passion is high enough, it’ll keep you going when you want to give up.
Not only that, but it makes “selling” much easier when you get ready to launch.
Rate your idea on a scale of 1–10… how passionate are you about this subject?
Step 2: Rate The Probability People Will Pay to Solve the Problem
Use your brain, or talk to some potential customers. If your course solves the problem you set out to solve, what is the probability that people will buy it?
What’s driving them? And, is that driver powerful enough to overcome the potential objections?
Rate the probability of people buying on a scale of 1–10.
Step 3: Rate the Profitability of Solving the Problem
If your course teaches someone how to be a great barista, the price point will have to be lower. However, people who want to own a coffee shop will pay a lot more if your course teaches someone how to open and operate a coffee house.
That’s price point – not necessarily profitability.
To successfully teach the latter, it’s going to take a LOT more content, research, and work. So, it will cost you a lot more time, money, and effort in building that course.
However, if you want to teach someone to be a barista, you may be able to create that course relatively inexpensively and quickly. So, even though this course has a lower price point, the profitability could possibly be greater.
Rate the probability you could create the course and sell it for less than your audience will be willing to pay, on a scale of 1–10.
Step 4: Rate the Persuadeability of the Idea
Quick story: I worked as a car salesman for a horrible time in my life. I hate buying cars because I strongly dislike dealing with used car salespeople. And, here I was doing what I hated.
I couldn’t sell a car to save my life.
But I absolutely love Scuba Diving. And, I have been a very high-pressure salesman with my friends and family, telling anyone who’ll listen that they need to get the gear and get certified.
Their objections bounce off me like nerf darts.
I don’t feel like I’m selling because I believe in the product so much!
When you think of your idea subject matter, how natural will it be for you to persuade people to buy it?
If you score high on this one, your marketing will be a breeze! If you score low, it’s always going to be a chore to sell and promote the product.
Translated: If you don’t truly believe, down in your gut, that your course is worth twice as much as you’re going to ask people to pay – or, if you don’t believe the problem is truly worth solving for your price point – then, you will struggle.
So, rate the level of persuadability this idea has from 1–10.
Is the Idea Worth It?
Now, average out the score. If it’s not in the top 70% of the total available points, you probably shouldn’t create the course. Instead, go back to the drawing board until you find an idea that does get more than a 70% score.
The Primary Reason Online Courses Don’t Sell
This is going to blow your mind.
But, the main reason your course won’t sell is because it doesn’t solve a problem worth paying to solve.
If it’s a problem worth paying to solve, you can create the ugliest course known to man, and it will sell.
So, how do you choose which course to create?
I’m glad you asked.
Download the 30 Days to Launch Roadmap. (You can get it for free right now.)
The first 4–5 days of this plan walk you through a proven process to evaluate and gauge whether or not you should invest in building your course idea or not.
That’s the first major battle you will fight in building a course people want to buy.