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Email marketing Funnels The Art Of Selling Online Courses

How Dr. Weeks Hit 6 Figures In His Online Course Business Using The Product Splintering Strategy

Dr. Shannon Weeks is the founder behind qahomestudy.com which sells Quintessential Applications, a clinical protocol taught by Dr. Schmitt and Dr. McCord, an online course that supports physicians from every discipline to help their patients heal faster.

Dr. Weeks is a board-certified, primary care physician who earned his medical degree from the National College of Natural Medicine in Portland, Oregon. He is also board certified in Applied Kinesiology. Dr Weeks believes in treating the whole patient and focusing on the cause of the illness, whether it is structural, nutritional, or emotional. His goal is to help free patients from the burden of present or previous health conditions and to prevent future illness.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, Dr. Shannon shares about how Quintessential Applications came into existence, and we get a walkthrough of how he transformed conventional medical training by giving doctors the chance to improve their craft at their own pace, in their own time, simply by offering valuable, and proven, information in the form of an online course.

We also talk about running launches, his tripwire funnel, how he gets traffic, how he converts and positions the Quintessential Applications course as a premium offer. Watch the video below for a short preview. And if you want the full interview, which is filled with value bombs, join us in the Advanced Online Course Creators Facebook Group, right here.

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For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Video:

  • How to market and position your course to a niche audience
  • How tripwire funnels work and how you can implement them yourself
  • How to answer to your customers’ objections in your funnel and copy
  • How to connect your offers in a way that makes sense to your customer
  • What is product splintering and why it matters to online course creators
  • Where a webinar fits in a sales funnel for an online course
  • How to experiment with different pricing strategies
  • What makes promotions a sustainable business strategy for online courses

Ideas Worth Sharing:

It’s not so much about the money. It’s about the time. And so you have to convince them that it’s worth the time …“ – Dr. Shannon Weeks

The flow of the products is vital. If you sell something, that’s a great deal for $7 and something else, that’s a great deal for $127, but they don’t connect, well, then, from the user’s point of view, it’s like, well, I’ve just got this, I’m not interested in that. They’re not connected together. They’re on different topics.” – John Ainsworth 

I didn’t try to reinvent the wheel. This seems like it’ll work… I literally copied exactly what he said to do it using my own language… there’s a lot of great information out there, no need to reinvent the wheel.“ – Dr. Shannon Weeks

“Webinars are one of the most powerful techniques for selling online courses because they give you the chance to craft your message. What is it that people would love to know? What is it that they currently believe about the world? That isn’t true. That if they understood what is true, then they would think, Oh my God, I need to buy a course to help me with this. And then you go, by the way we have the course, that’s going to help you. It’s like you can craft the entire thing. It’s like a seamless experience that delivers value and changes their worldview and gets them excited and builds trust all at the same time.” – John Ainsworth 

“You can’t just casually do Facebook ads… Hire that out for sure. I had no business running my own Facebook ads… hire a copywriter. You’re not a copywriter. I’m not a copywriter. I mean, you know, if you think you’re a copywriter, not because that’s a full-time job, someone spends a lot of time studying just that. And they’re better at it than me. So hire that guy or hire them to write out some things and then you would change the language so it suits”. – Dr. Shannon Weeks

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business

Categories
Email marketing The Art Of Selling Online Courses

How to Win Your Customers’ Trust So You Can Sell More Online Courses with Andy Fossett

Andy Fossett is a lifelong martial artist and a former school teacher. And he’s deeply concerned with autonomy and fitness education. He’s CEO of GMB fitness, and he’s dedicated to providing an open and accessible culture for clients and for staff to enjoy more of what they’re truly capable of. At GMB, they’re selling courses about physical movement and absolutely crushing it.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, we have a fascinating talk about understanding your target audience’s pain points and objections so that you can provide massive value with your online course. It’s not about just making the sale, it’s about making sure that your course can actually help someone achieve their goals and see results.

We talk about segmentation, nurturing and helping a lead move through the buying process by offering answers to their questions, understanding what makes them tick and in general, providing valuable information. We touch base on how as an online course creator you can support your prospects, so that they can get to making the purchase decision on their own terms, feeling utterly satisfied and confident that the program they’re going to invest in, is the one that best suits their needs.

Watch the video below for a short preview. And if you want the full interview, which is filled with value bombs, join us in the Advanced Online Course Creators Facebook Group, right here.

Subscribe

For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Video:

  • How to hire and train your team for customer empathy and how that translates to sales
  • Why your customer support team should know your products in and out and deeply care about the results your customers could get
  • How to segment and update your CRM based on customer’s buyer journey and readiness to buy
  • How to differentiate your course by focusing on transformation rather than benefits or features
  • Why listening to your customers is going to pay off in the long term
  • How to identify the customers that are a great fit for your online course and how to nurture those that aren’t ready to buy just yet
  • What is Andy’s funnel and email marketing follow up strategy
  • How to run launches that sell without risking high unsubscribe rates
  • Why you should focus on building engagement and trust with your prospects and clients instead of obsessing over email open rates
  • A unique strategy for helping prospects overcome objections about buying your course

Ideas Worth Sharing:

“It became an important thing early on for us to understand that client support isn’t just about answering the question, but that it is an important sales channel. And I think in B2B situations, people realize this quite readily, but in B2C we seem to think that the purpose of customer support is to say things like, thank you, sir, sir, for your message, It’s very valuable to us to hear your opinions. We care deeply about the customer experience, blah, blah, blah, blah, blah, blah. That doesn’t help anybody.” – Andy Fossett

But what I really learned from him is that people’s objections are very, very granular and very specific. And you can show them that a thing has efficacy and that your claims have veracity. And that what you’re trying to do is based on evidence and solid procedure, but they will ask you, okay, I can see that it works for some people, but will it work for a 30 year old school teacher from Minneapolis?“ – Andy Fossett

Some of this is permission seeking behavior. Some people do just want to be told:. Yes, it is okay for you to believe. Yes, it is okay for you to buy this. And that sounds really cynical to say that it’s permission seeking behavior, but we’re all humans.We need approval.“ – Andy Fossett

“What’s actually, the biggest cause of loss, sales of lost, truly lost sales is people that never make a decision…” – Andy Fossett

A lot of people talk about benefits, not the features. Well, that’s great, but that only works if they believe you.“ – John Ainsworth 

“So how do you get people to actually get results? Well, one of the things is you need them to trust. That the thing is going to work.” – Andy Fossett

“The experiences that they’ve had that have prevented their success leading up to that point are all things that are holding them back from fully embracing your solutions and becoming your star student and best case study.” – Andy Fossett

“You’ve almost got an ethical requirement to support them through that process of using it and stopping them from getting stuck.”– John Ainsworth 

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business.

Categories
Email marketing Funnels The Art Of Selling Online Courses

Learn The Tactics Behind Authority Hacker’s Funnel Success

Mark Webster is one of the co-founders of Authority Hacker, where they share actionable education for website owners.

Mark got his start in online marketing tinkering with AdSense campaigns and creating ClickBank products back in 2008. And after growing and selling a successful agency, him and his business partner, Gael started their own portfolio of authority sites. And then they started Authority Hacker, where they teach other people how to start and grow content websites.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, Mark is going to take you behind the scenes of his Authority Hacker course business. He is sharing the ins and outs of his strategies for generating traffic, converting leads, and positioning his products to appeal to the right audience.

We also talk about secret hacks for increasing online course sales such as pricing strategies, scarcity and urgency tactics, using retargeting with webinar funnels, and email marketing. Watch the video below for a short preview. And if you want the full interview, which is filled with value bombs, join us in the Advanced Online Course Creators Facebook Group, right here.

Mark Webster has a simple and straightforward plan for success. He uses high quality content to get people excited about his courses, and then he utilizes launches and an evergreen webinar to get them engaged. It’s been so successful that his online course business is thriving!

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For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Video:

  • How to differentiate offers based on customer skill
  • What Mark’s specific business model looks like
  • Why a launch based business model is better than a permanent open cart
  • How scarcity and urgency help you sell more courses
  • How to run promotions without having to reinvent the wheel
  • How to use email marketing to follow up with webinar registrants depending on their engagement level
  • Using Facebook retargeting vs Facebook cold ads to get leads
  • What are some benchmarks for website sign up rates for online courses
  • Why Black Friday sales aren’t always a good promo idea

Ideas Worth Sharing:

I think it’s quite well-documented that a launch based model, where you’re kind of putting all your eggs in one basket, tends to generate more revenue, recurring revenue, kind of membership style of selling a product. It’s more about stability so that if one launch goes wrong or, something happens, it doesn’t completely mess things up.” – Mark Webster

The broader your site, the more kind of general info, content you have, it’s just natural that your conversion rate, your opt-in rates are going to get lower as you get people, you know, not reading long stuff, just browsing and kind of getting the, you know, the feel good content from you.” – Mark Webster

We assume that everyone on our email list is reading and opening and checking out all the emails. When in fact, most people are not really, then they might have a quick scan through it, but, you have to be careful that  you don’t make your business too complex. You can literally run, as you said, the same email sequence with the same subject lines to the same people who have received that sometimes two or three times. And it’s, it’s going to work better than trying to come up with something brand new, just because, you know, the conversion rate of the email or the, the open rate of the email from last time.“ – Mark Webster

I come across a lot of other course creators who are trying to, you know, make more money. And usually they’re focused on getting more traffic into the top of the funnel. But actually, if you just, you know, increase your prices tomorrow, you double your money and it doesn’t really affect demand much.”  – Mark Webster

If the webinar is not good, then the whole thing doesn’t work.” – John Ainsworth 

If you’re selling courses, scarcity, urgency really matters. And there’s a few ways I’ve seen that work for having that. And one is you just normally have it at a much higher price. And the second one is you only have it available at certain times of the year. You can only buy it during this launch. And then that gets people really excited.

And then the third one is where you can always buy it and it’s reduced price, but we’re going to ride in a load of bonuses if you get it at this particular time. And I definitely see with launches, the one that works the best is it’s actually, you can’t get it next week. It’s not available, but that kind of freaks some people out.” – John Ainsworth 

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business.

Categories
Email marketing Funnels The Art Of Selling Online Courses

Build the trust of your audience using the tripwire funnel – with Allen Mathews

Allen Mathews is the founder and content creator at Classical Guitar Shed where he teaches people how to play classical guitar. He started his online course business in 2013 and for two years, his only focus was delivering massive value through his website and blog. Two years later he launched his first online course which is now one of the most popular among classical guitar enthusiasts.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, Allen is going to share with us how he did it, reveal his entire tripwire funnel and shows us behind the scenes of what happens after a visitor becomes a lead and later on converts to a customer.

We also get a peek inside his email nurturing and segmentation strategy as he walks us through tactics that include segmenting his audience just as they become subscribers, nurturing content and the use of a bridge sequence that introduces his offer.

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For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Interview:

  • How a tripwire builds trust with your audience
  • How to segment your audience as they enter your email list and why
  • How to segment your audience by engagement KPIs 
  • How to use email marketing to nurture your audience from cold, warm to hot
  • What is a bridge and how to use it to prepare your leads for a pitch
  • What a pitch email sequence looks like
  • How to introduce a downsell via an automated email sequence to warm leads

Ideas Worth Sharing:

“It’s about weeding people who are out for immediate results, it’s more about just targeting the people who are interested about the craft of playing, and that’s what classical guitar is, ongoing study, and it is also about what my membership is, so my content speaks directly to those qualities and those persons” – Allen Matthews

“Your suggestion was just go right to a tripwire. And so I did that and that’s been a great improvement. But those come in constantly, it’s somewhere around 130 to 150 of those a month little $7 things and oftentimes people will also get upsells with those” – Allen Matthews

“(the bridge sequence) starts talking about the course just a little bit at a time, and then the day before the pitch is supposed to hit their inbox, they get a reminder that they should be on the lookout for that offer. They get three emails that are saying the pitch is coming” – Allen Matthews

“There’s a few clever things there: You are finding who is your hottest people because you don’t want to make a pitch to somebody until they are hot, you are giving them a build up so they are excited about what’s coming, three times you’re doing that so that they can get really excited about it in advance, and then you move into the pitch itself” – John Ainsworth

“I have a different pitch to people who are beginners versus intermediate”  – Allen Matthews

“How many people stick around for month 2 – we’ve seen 30% is reasonably common, and 50% is working very well. We’ve used a consumption sequence to get from 30% to 50%” – John Ainsworth

“One of the things we’ve seen work very well in terms of launches is layering all the different tactics together, like warm up content, going live on Facebook, plus a challenge, plus webinars, plus the sales copy and downsell, it all comes together… If you have the time to do it, it just works amazingly” – John Ainsworth

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business

Categories
Email marketing Funnels

Email marketing funnels – why, what, what kinds and how to ask someone to write them

I talk to a lot of online business owners who aren’t using email marketing funnels. And they know it’s costing them a lot of money. They feel bad about it. But they still don’t do it. Does that sound like you? I totally understand. I’m going to try and give you a hand with that here.

You know using email marketing effectively gets amazing results.

You might have heard that the average return on investment for email marketing is 44x.

Let’s do some maths (math for my American friends).

If you have an email list and you’re currently not emailing them about any other offers, then let’s see how much money you could make.

15,000 x 1% buying x $50 average sale = $7,500

30,000 x 2% buying x $50 average sale = $30,000

50,000 x 4% buying x $200 average sale = $400,000 (probably you’re not going to get 4% – but it can happen)

So what’s stopping you from setting up your email marketing properly? Comments I hear include:

  • “I don’t know where to start” ❓
  • “That’s not my speciality” ?
  • “I don’t have time to do this” ⏱️

So instead you stick with what you know, whether that’s SEO, JVs, content creation or whatever. You don’t send enough emails to your existing list, and you lose all that lovely money.

I get that. It makes sense. There’s a real benefit to sticking to what you know. You don’t have time to learn email marketing. Your time is better spent elsewhere.

But . . . what if you knew just enough about email marketing to figure out the possible results, and to ask someone to do the work for you. Then you wouldn’t have to do it yourself, you wouldn’t have to learn it yourself, and you could still make all that money!

I’m going to try and help.

Email marketing strategy

This is a high-level email marketing strategy post. This will explain the top things you need to know in order to:

  • Figure out how much money email marketing could make you
  • Figure out what kind of email sequence(s) you need
  • Ask someone to write the right email marketing sequence for you.

I’m going to break down for you:

  • the four most important email sequences
  • the benefit of each email sequence
  • how to tell whether you need it or not
  • when to send it
  • what kind of content is in it
  • how many emails are in it

My goal is that all of this will mean that you know what to do to get email marketing working for you.

If you can give you an email marketing person a brief telling them:

  • this is the kind of email sequence I need
  • this is what it’s trying to achieve
  • here’s links to some of my existing content that should be in it

Then they’ll be able to put something great together for you.

This is going to save you a lot of pain and back and forth trying to figure out what it is that you need.

The four email marketing sequences most online business owners don’t use but should do

  • Segmentation
  • Engagement
  • Promotions
  • Upsell

There are other types of email sequences you can use.

But we’re not going to focus on those here – I want to make this as simple as we can – so we’re going to start with these.

Benefits

This allows you to figure out who is interested in a particular topic – before you send your emails to everyone.

The point of one of these is to figure out who’s interested in a specific topic, so we can communicate with just them about that topic, and not bother everyone else.

You need it if …

What you’re going to be promoting is only relevant to a specific segment of your list. For example – let’s say that you sell courses for teaching people about learning English grammar. You have teachers and students buying from you. You’ve now got a new high priced course specifically for teachers.

You could promote it to your whole email list – but the downside is that you’ll be promoting it to students who aren’t teachers themselves. Those people will become less engaged because you’re promoting a paid course to them that they’re not interested in. That will reduce your trust with those people who weren’t interested. The conversation in their head is “why the fuck are you telling me about this shit I’m not interested in” (though they might swear less than me, so it could be nicer than that.)

When to send it

When you need to learn who is interested in this topic (e.g. teaching English) you send this out manually.

What is in it

A segmentation email can take a few forms – but a very simple one is useful free content about the topic (in this case teaching English).

You promote an article (or a few articles) about teaching English to your email list – and then you tag those people who click on the links as being interested in teaching English.

Another option is a survey.

Number of emails

1-3 emails

Benefits

Main point is engagement and nurturing to get people thinking about the specific problem your course solves, and therefore more ready to buy. This creates good will and trust. Which will lead to more sales. According to studies companies using email to nurture leads generate 50% more sales-ready leads at 33% lower cost.

You need it if …

You’re going to be promoting something and you need to get them thinking about the problem this solves and the fact that they need a solution. Or if you need to engage them more with you in terms of trust around this topic. This is the build up to your promotion. It will increase the conversion rate of your promotional emails when they go out.

When to send it

This should go out automatically to everyone who clicked on the segmentation email. It will go out over 2-3 days (depending if you have 2 or 3 emails).

What is in it

Useful content that talks about the problem that your offer solves. Everything in this should set up the sale.

Things you can talk about here include

  • talking about the problem itself
  • a few key secrets showing them that it’s possible to solve this problem
  • case studies
  • the journey you went through to solve it and how you didn’t know it would be possible – until you discovered this course or whatever you’re promoting
  • the benefits of solving this problem.
Number of emails

2-3

Benefits

This is where you make money! Everything else was the build up to this point.

You need it if …

You have something to sell!

When to send it

This should go out automatically after the engagement sequence.

What is in it

Details of your offer and a link to your sales page.

You’ve already found who’s interested in this topic. You’ve provided value to them about this topic. But the information you’ve provided is only solving one little bit of the overall problem. You’ve got them thinking about the problem that your bigger course solves.

Number of emails

1-3

Benefits

Get them to buy a more expensive version.

You need it if …

You have something more expensive than what they just bought (which you 100% should have).

When to send it

This should go out automatically to everyone who buys the initial product.

What is in it

Promotion of the more expensive version, with details of the benefits (this could be personal coaching sessions, templates to go with the training, etc.)

Number of emails

1-2

What does this look like?

Here’s a couple of versions of how this might look.

Or a simpler version might be like this.

How do you plan all this in?

The Promotional Calendar.

The Promotional Calendar is to help us plan out what promotions are going out when throughout the year.

This doesn’t have to look complicated. Most people I know who are really good at this use a spreadsheet or just do it in their calendar.

An example of last year’s promotional calendar from a company I run

How to write all of this

Don’t.

Seriously dude. Don’t write anything from scratch. Don’t do that.

And anything that needs writing – don’t write it yourself.

Two things:

  1. Reuse existing content
  2. Get someone else to do it

Get someone to start with your own copy that’s working, and copy some from competitors too.

Most campaigns should be based on previous campaigns that worked. And once you run a successful promotion you can then repeat that promotion year after year with minimal tweaking. The first time you do this will be the hardest, and then each subsequent year will be easier and easier.

For example – if you already ran a Black Friday promotion, then you can use some of that content to plan your Easter and Christmas promotions.

Ok.

I hope that helps. Hopefully that gives you an overview of the minimum you need to know about email marketing in order to make a bunch more money from it.

If you need any more help with planning or writing your emails just get in touch. Or if you need help with automating the sequences so the right emails go to the right people at the right time – then get in touch too.

Please ask any questions you have about email marketing below, or mention what’s stopping you right now and I’ll do my best to help here.

I don’t know it all, but I do have a good grasp on most. If I don’t know the answer I’ll say so.