Despite the misconception that online courses became obsolete years ago, the reality is that the industry is thriving, and many smart and talented people are launching courses. However, many are losing substantial revenue because of mistakes in their landing page and course content.
Today, Dr. Terri Levine sheds light on the common mistakes frequently made by coaches and consultants when crafting online courses, offering invaluable insights to help you avoid them.
She points out the mistake of using phrases like ‘Learn how to’ on your landing pages, revealing that anyone who buys an online course isn’t there to learn; they are there for the outcome of the course.
Additionally, Dr. Terri Levine emphasizes the importance of templates within your course content. She highlights that the value of any course lies in its actionable steps, which equate to templates.
Finally, she elaborates on the steps to embark on your journey toward financial prosperity. Contrary to common belief, she asserts that pursuing wealth is not merely about accumulating dollars; it’s about becoming proficient in a skill worthy of such a reward.
Tune in for more insights!
Key Highlights From The Episode:
[00:34] Introduction to the show
[00:55] Get free counsel from Dr. Terri Levine. Email: terri@heartrepreneur.com
[01:27] Mistakes we make when creating an email course
[01:39] #1 Using “Learn how to” on landing pages
[02:16] #2 Don’t say, “Here’s what you get..”
[02:38] #3 No Templates
[03:03] #4 No bonuses
[03:26] #5 Few Testimonials
[03:48] #6 Listing solutions without stating problems
[04:10] #7 Not giving away enough free material
[05:07] Steps to embark on your journey toward financial prosperity
[05:32] Step #1 Choose a skill you love
[05:59] Step #2 Work for free
[06:24] Step #3 Say yes to everything
[07:01] Step #4 Choose one thing and ignore everything else
[07:44] Step #5 Become the category king or queen
[08:08] Step #6 Test yourself
[08:33] Step #7 Repeat
[09:23] Get free counsel from Dr. Terri Levine. Email: terri@heartrepreneur.com
Golden Nuggets:
- Anyone who buys an online course isn’t there to learn; they are there for the outcome of the course. [01:46]
- Customers don’t care how much work you put into your course. They only care about what your course can do for them. [02:18]
- The value of your course is equivalent to the specificity and effectiveness of the action steps you provide to people. [02:48]
- To increase the perceived value of your course, don’t just sell a course; sell your course along with bonus modules, templates, and Q&A. [03:07]
- The more bonuses you add, the easier the purchasing decision. [03:20]
- The more you give away for free, the more likely people will sign up and pay. [04:16]
- When you choose one thing and pursue it relentlessly, achieving success becomes much easier. [07:31]
- “Continual improvement is the cornerstone of financial success.” ~Dr. Terri Levine [08:11]
- “The pursuit of wealth is not merely about accumulating dollars; it’s about becoming proficient in a skill worthy of such reward.” ~Dr. Terri Levine [09:06]
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Full Transcript:
Hey there, it’s Dr. Terri Levine. Welcome to Digital Marketing for Coaches & Consultants. This is going to be one of my best-kept secrets and I’m really glad to help you. If you dig it, put it into play, let me know how it works. And I’m going to give away a free consult around this. So, if you get value from this, send me an email. Terri, T-E-R-R-I@heartrepreneur.com. Terri@heartrepreneur.com. And in the subject line, just say, “Five-day email course” because I may select you to do a complete makeover with for free. I’m going to select one subscriber. So, subscribe. Listen to the podcast. Share it around.
All right. Let me give you a disclaimer first. We have spent hundreds of hours rewriting our own five-day email course. And the mistakes that we made were kind of hard lessons to learn along the way. And once we fix them, boop, boop, boop, boop, boop, things really took off. So, let me go over the lessons. Number one, the ‘learn how to’ that many of you use on landing pages. The brutal truth is nobody wants to learn. Anyone who buys an online course isn’t there to learn, they’re there for the outcome of the course.
So, on your landing page, which we create in Digital Marketing for Coaches & Consultants here at Heartrepreneur Agency is don’t promise something like “Here’s what you’re going to learn.” Instead, promise the things that they are going to do. Do, experience, unlock — the writer downers. Do, experience, unlock. Second, don’t say, “Here’s what you get, Because customers really don’t care how much work you put into your course, those are considered features. They only care what your course can do for them. That’s called benefits.
So, on your landing page, your headline, state the benefits. In your course descriptions, state the outcomes. Third tip: No template. The value of your course is not in how many hours are included. It’s not in how many modules are included. The value equals the specificity and the effectiveness of the action steps that you’re giving people. And action steps equal templates. I do X and I unlock Y. Fourth mistake: No bonuses. This is copywriting 101 stuff. To increase the level of perceived value of your course, don’t just sell a course, sell your course plus bonus modules, bonus templates, bonus Q&A, etc., etc.
And the more bonuses that you add, the easier the purchasing decision. The next mistake, number five, is few testimonials. So, many courses settle for two or three testimonials on their landing pages. Giant mistake. You don’t want two to three people talking about your course, you want hundreds of testimonials. You want them to test, you want to buy video, you want them in long-form blog posts success stories. Sixth mistake are listing solutions without stating problems. The customer doesn’t care about the solution until they care about the problem.
So, the first thing on your landing page is state the 10 biggest problems that your target customer is facing, and then emphasize the top three and show them that you understand them. Not giving away enough free material is mistake number seven. Now, it’s counterintuitive. The more you give away for free, the more likely people are to actually sign up and pay. Let me give you an example. I took my best business tips for client acquisition for course creators and put them into a free email course. People thought that online courses were dead 10 years ago. The truth is, this industry is just getting started.
So many smart, really talented people are launching courses. However, their landing page and content are costing them six figures in revenue. So, don’t make these mistakes. And here at Heartrepreneur Agency, we create the landing pages, the websites. We do the SEO, we do the social media, we do it all. And I personally write your own five-day email course. So, as we embark on the journey towards financial prosperity, let me just share with you the wisdom that I’ve gathered over these past four decades, during which I have established eight individual multimillion-dollar businesses because the path to earning $100,000 or more a year need not be elusive.
Follow these steps shaped by my own experiences. Step number one: Choose the skill you love. In my youth, I pursued degrees in speech-language pathology and clinical psychology. Fields that promised financial success. However, my heart yearned for the challenge of starting and managing businesses across diverse industries. The lesson here is subjective. The key is to follow your passion. Step number two: Work for free. Monetization should not be the primary focus initially. Instead, concentrate on mastering. Prove your proficiency. Demonstrate excellence. Showcase reliability. And validate the effectiveness of your chosen skill. The rewards, they will come.
Number three: Say yes. Say yes to everything. As your skills become recognized, embrace every opportunity that comes your way. Say yes to challenges, even if they feel like, “Oh, that’s a bit of a stretch.” This openness will accelerate the effectiveness of your chosen skill, and the rewards will definitely show up and come. This openness accelerates not only your personal growth, it accelerates your professional growth. And then, step number four is to choose one thing and ignore everything else. After saying yes to a myriad of experiences, then discern what truly resonates with you.
Identify what teaches you the most, what captivated your interest, showcases your reliability, and validates the effectiveness of your chosen skill. Those are really important things. When you choose one thing and you focus relentlessly on that singular pursuit, it’s so much easier to be successful. Step number five is to become the category king or queen of that one thing. So, for me, it was the art of ghostwriting. This endeavor enriched my understanding and allowed me to charge significantly for my services. Could you identify your niche and strive to be the unrivaled expert in that domain?
And step number six is test yourself. Continual improvement is the cornerstone of financial success. As you ascend the ladder, seek inspiration from those ahead of you. Learn from the experiences and strive to elevate your skills to match theirs. Not really in terms of recognition, also in mastery. And the final step is repeat. Embarking on a journey towards six-figure income, or venturing into a new career, it may seem a little bit daunting at first, however, the true challenge lies in the initial steps.
Focus is not solely on monetary gains. Also, focus on mastering your chosen skill. It’s the mastery that truly matters. So, in conclusion, remember my digital marketing peeps. That the pursuit of wealth is not merely about accumulating dollars, it’s about becoming proficient in a skill worthy of such reward. May you find fulfillment and success on your own unique journey. Send me that email Terri, T-E-R-R-I@ heartrepreneur.com. And, in the subject line, just say, “Five-day email course,” and I may choose you for free.
Do a complete makeover that is normally $25,000. I look forward to hearing from you. Subscribe, share the show. Let me know what works for you. Bye now.
