Hey, Miles here, milesbecker.com.
This video, you're going to learn how to sell your online courses.
We're going to break this idea down in a few different ways.
We're going to talk about some of the technical stuff, but most importantly, I want to make
sure you have the right strategy in place because if you don't have the right strategy,
the tactics, the tools, the techniques won't matter for you.
So we're going to sum it up simply and then we're going to break it down and make it a
little more complex.
Now, before we jump in, I want to know, do you already have your own course available
for sale?
If so, say "yes".
If not, say "no".
In the comments down below... Give me a thumbs up on the way down or on the way back and
let's jump right into it.
So in one sentence we're going to start here, and again, I'm going to break this down, the
online courses: "Send your audience who know you, like you, and trust you
an email with a specific offer that has some sort of urgency behind it."
That right there, that one sentence has resulted in millions of dollars for my online business.
And the theory is quite complex.
Really the idea of sending an email to the audience of people who know you like you and
trust you with some sense of urgency.
There's a lot of bits and pieces within that, so that's the ultimate goal you want to get
to.
But how do you grow this list of people who know you like you and trust you?
Well, I've got the ATM process that I've been kind of working on and refining it.
It starts with audience growth.
That's what the a stands for.
T is the trust mechanism.
That's the email list growth.
And then M stands for monetization, which is ultimately selling your course, right?
We want that end result.
But it's the other things, it's think of it as a row of dominoes and selling your course
as the last domino.
What are all of those other dominoes that you need to knock over in order for that last
domino, the course to sell to happen?
And that's what we're going to discuss.
That's what you're gonna learn here.
So the first big key is audience growth.
You need to have some sort of an audience growth engine in place.
Now I've chosen to leverage YouTube as my core content strategy and I'm leveraging the
YouTube search engine to help me connect with people who've never heard of me before, but
are searching for answers and solutions that I, I know, right?
They're searching for answers that I know.
So I create great videos that answer their questions and I optimize them for the search
engine and that helps me connect with and grow my audience.
Now multiply that out by about three years.
In 575 videos, I've got 115,000 or so subscribers and I'm connecting with tens of thousands
of people every day.
Okay, so that's been my audience growth engine.
But if you don't want to do YouTube, if you're not interested in doing videos, you can blog.
My wife started with blogging and in 2009 she started with zero blog posts and she wrote
El numero UNO and since then she's written about a thousand blog posts and her website
today gets something to the tune of 850,000 visits per month because of all of the effort
she's put into blogging.
So Google is now delivering her new audience members each and every day.
Another great mechanism of method is a podcast.
Some people love talking and love that form of communication.
A listenership for podcasts here in 2019 2020 and beyond are going up, up, up, and it's
a great way for you to grow an audience and build an audience.
You can also leverage those podcasts into YouTube videos and you could turn them into
blog posts.
Now those are content marketing strategies that I just talked about and a lot of people
are probably thinking, well, what about social?
Can't I just do Instagram or can't I grow on Facebook?
And you absolutely can, but I caution you to.
I caution you and want to slow you down if you think that's going to be the one and only
thing you can do.
Social media is a great way to support the content that you publish on your blog, on
your podcast or on your video.
But in and of itself, there's a challenge with with social media marketing not challenges.
The moment you stop feeding the machine, your traffic dies.
And the lifespan of an Instagram post, the lifespan of a Facebook post is maybe three
days.
Odds are it's closer to about 12 hours max, but it might live on for about three days.
Whereas I have videos that I published over three years ago that answer very specific
questions like my videos on how to do Facebook advertising, right?
They are still getting connected to people searching how to do Facebook advertising each
and every day.
And this is the benefit of partnering with a platform with a search based platform instead
of a social media based platform.
So I think the best way to do it is to choose one core content method where you're comfortable.
If you're a writer and you're an editor and you love crafting in the written word, great
blog, go create great content.
Learn the skill of keyword research because that allows you to understand what are your
people looking for.
Those people who ultimately want to buy your course, they're looking for little solutions
and little answers here and there.
What are those things?
You can get data on this through keyword research, and I've taught how to do keyword research
for free in a number of different videos.
Links will be in the description.
Then you create the great content and you've got to stick with it with search engines,
right?
You gotta publish hundreds of posts over time to prove to the platform that you're really
in it for the long run.
And you got to learn the basics of SEO, which I have a great video on that also link to
down below that kicks on your audience engine.
Okay, so now we're going to move to the T, the trust engine.
So you need to build trust with people before you ask them for money.
K and the trust mechanism is often an opt in.
The trust mechanism is often you making an offer for them to get something free in exchange
for their email address.
We call this an opt in and this is how you grow your email list and then they go through
your autoresponder and then they get on your broadcast list.
This is your opportunity to really demonstrate that you have the ability to help them accomplish
what they, this is your opportunity to overcome their objections and help them believe that
this time it's different that you actually can help them achieve that goal.
Maybe you're a weight loss coach and you've got a great weight loss program, a 30 day
program.
That's your course that you want to sell.
Well, these people, they've probably tried a lot of different weight loss things.
They probably tried a lot of diets over time and their their thought processes [inaudible]
this stuff doesn't work for me.
And it's in that email relationship that you build with them that you can demonstrate that
your content is different, that you are unique, that you have a unique solution that they've
never heard of before that gets them to suspend that disbelief that this isn't gonna work
for me long enough that when the right time to offer comes, they are 10 times 20 times
more likely to pull the trigger and purchase your course.
Okay, so now we've got the audience machine and we've got an opt in offer.
That's the trust machine and then you have the monetization.
Now you can display your core course available as a onetime offer.
After the individual goes through and opts into your email list, you take them to some
sort of a thank you page, write the page after your opt in page.
A lot of people just put this up as a thanks for subscribing.
Check your inbox to confirm your email address and that's a missed opportunity.
We run what we call one time offers.
In this position and we give people one opportunity to purchase our core course, or maybe it's
a little slice, it's a beginners course.
We give them an opportunity to purchase something from us at a significant discount.
Often it's 60% off or more.
Now, not many people are going to take you up on this.
Generally speaking, it's 1% give or take.
Um, but what it does is it can build you up a marketing budget because you probably noticed,
I haven't mentioned Facebook ads at this time because for most people to run a Facebook
ad that goes directly to selling their course is going to be a very significant challenge.
The theory is sound.
Yes, you absolutely can run a Facebook ad that drives people to a sales page and technically
speaking, it's possible for them to purchase.
But here's the challenge.
Copywriting.
Copywriting is one heck of a skill and it is so difficult to learn.
I've been practicing copywriting for 10, 15 years plus, and I'm still learning each and
every day to get really great copy done by someone else can be extremely expensive and
it's unproven.
I've spent over $12,000 for a sales letter that flat out didn't work and then I had to
completely rewrite.
It was a very challenging situation.
Um, and I've, I've hired many copywriters and I've never really found a great way for
that to work.
I found that my wife and I writing authentic, honest copy that helps people realize we can
help them achieve their goals and we can help them get what they want.
That's really been the best copy for us.
So in the world of Facebook advertising, can a Facebook ad grow your audience for you?
Absolutely.
You can throw money at it, it can grow your audience.
Can a Facebook ad build trust?
Well, a little bit.
The trust mechanism that you start to build is, are they willing to click on your ad to
even look at what your offer is?
And you can definitely run a Facebook ad that goes to an opt in page that then promotes
a onetime offer.
And if you sell enough one time offers, it can allow you to re insert that budget back
into more Facebook ads.
This is called a self liquidating offer.
And although you're offering your product at a 60% discount, you're going to generate
a few sales because that unique time sensitive opportunity to save money is enough for your
most advanced or maybe for your most ambitious customers that that most ambitious segment
who are, they're ready to commit right now they purchase and you could dump that right
back into Facebook ads.
Ultimately holistically you're going to have a lot of these different moving pieces running.
So my wife and I and her main business where we sell most of our information based products.
We have a big audience on YouTube, we have a big audience on her podcast and we have
a big audience on her blog, so we have those systems driving new people to us and on the
blog they see a pop up where they get offered the product where they get offered our optin,
excuse me.
Then they see our one time offer.
We're reinvesting our profits back in Facebook ads and we re target people who have visited
our website before and we show them the opt in offer.
We don't go straight to the sale.
We want to build trust first, right?
It's that trust mechanism.
Then once they're on the email list, they go through a series of about 10 different
emails before they're on her broadcast list and she emails her broadcast list approximately
three times per week to update them on what's new, to give them more value to continue to
move that relationship forward.
Because when most people don't buy, it's because of the timing's not right for them.
You know, Dean Jackson, a very smart marketer from the I love marketing podcast.
He did some research and he found out that the 80 20 rule applied within all of his customers
and 80% of his customers were not ready to purchase until after 90 days and only, I believe
it was actually only 15% I believe it was 85 15 only 15% of the people who entered his
funnel, right?
They took an action.
They raised their hands saying, yes, I want something from this guy.
I want to learn from this guy.
I think this guy's going to help me get that result.
They took an action in his direction and only 15% of those people were willing to buy within
the first 90 days and here in lies the truth.
And the reason behind that original statement that the number one way to sell your online
course is to send an email to the individuals who have taken a step in your direction on
your email list.
They know you, they like you, they trust you and make them an offer.
We're coming into the season of special offers of black Fridays and cyber Mondays and all
of these things.
You can add time-sensitive bonuses.
You don't have to just lower your price in order to create urgency for them to buy.
Now you can tack on time-sensitive bonuses.
You can tack on a series of webinars.
They'll get one at webinar per week for four weeks if they join by next Friday.
There's different ways you can leverage the scarcity and the urgency to get people to
take action and you can repeat those that work.
You can do a lot of testing to see what works, but got to remember that on your email list,
that trust growth mechanism that you're continuing to send more value to over time, upwards of
85% of those people, even if they want what you have, even if they love you, upwards of
85% of them are not going to be ready to purchase within the first 90 days.
So your audience growth engine is always growing your audience and the byproduct of that is
your trust engine is always growing.
Your email list, your autoresponder follows up with them and you send helpful emails over
time.
And then every once in awhile you mentioned your course right in between those value emails,
we send on average four value emails for every offer that we make.
And then at some point in time, your list has grown to a point they've been on for 90
days.
They're ready to take action.
The email you send, the offer you make, that unique urgency that you put together is enough
to get them over to buy, to click that buy button.
Really the fact that my wife's list is over a hundred thousand subscribers of people who
are actively engaged with her emails and the fact that she reaches millions and millions
of people per month on social media and through the search engines and the YouTubes and the
blogs, et cetera.
That is why our business is able to generate multiple sales each and every day.
Some days, dozens, if not hundreds of sales all on autopilot because we have these three
systems in place and that's really what you need is all of these systems, right?
You need the audience growth system.
You need that trust mechanism, that email system in place.
Then your monetization system, which is selling your product.
If you don't know where to lay out your product and make it great, I love Thinkific.
I've got an affiliate link down there below.
If you go try it, you can get three courses for free through my affiliate link if you
ended up paying them in the future.
I do get a kickback, but that's not why I recommend it.
I recommend it because that's what we use for my wife's business.
You can make your sales letters in there.
It all runs, they handle the checkout, they connect with your Stripe account, your PayPal
account, so you'll earn the income.
And that's the learning management system that I personally prefer.
Links down below.
But ultimately, none of this works until you have an audience of people who know you, like
you and trust you, and you have the ability to send them a specific offer on a specific
date.
This happens through email.
That's how we've made most of our money online.
The 80 20 of it, boy, that's the 20% of effort that's generated the 80% of results for us.
And now you know the secret.
Thank you very much for your time.
I appreciate it.
If you like this video, give it a thumbs up, subscribe, hit the bell.
If you want notifications with my new videos do come out cause I'm still putting out great
videos for you to help you build the business of your dreams.
You can do it.
It takes a lot of work to get these systems working together.
Once you get them working and they create a level of lifestyle freedom, that is absolutely
magical and I wish that for you and I hope to help you on that path.
Thanks again for your time and I'll see you on the next video.
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