Teach Online | Copywriting – Tips & Tricks to Writing Good Copy with Scott Beebe

If you're new to writing copy even getting started can be a daunting prospect. What do you say? How are you going to convince a person to click on a link or purchase your online course simply through the use of the written word?

In this episode, I follow up with Scott and review the initial draft of his sales letter. I believe Scott got off to a great start considering he only had a 45 minute crash course in copywriting the week before.

I've been studying copywriting and marketing for some time now and have been on a number of coaching calls where sales copy is being critiqued. It wasn't a surprise that Scott made the same mistakes in his first attempt as I have, and probably everyone starting out writing copy has.

So I thought this was a great example, to take Scott's draft and show him a few tricks to take his content and format to the next level.

When we are preparing our copy it is more than acceptable to look to successful copy as a starting point. In fact professional copywriters maintain something called a 'swipe file' in which they catalogue successful pieces of copy.

We're not talking about stealing or plagiarising. We are talking about looking a something that works and using it as a model for your own sales copy. This at least, gives you are starting point, a structure, and you're not left labouring over a blank piece of paper, not knowing where to start.

Watch the video as we do quite a lot of screen sharing. In a future episode I'll share Scott's second draft, it was quite a transformation and looked nothing like the first.

Have a listen and let me know what you think.

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Teach Online | How To Sell More Online Courses With John Thompson

Avoid one of the biggest mistakes people make when they first start out creating their online course. Approaching course creation from a totally different angle will get your courses to market faster and increase sales. The market is changing, it's hard to sell a long winded, definitive course. Here's what to do instead…

John Thompson created his SpringFramework.guru site in January 2015 and started out sharing free content and courses as he continued to work on his 'definitive' spring framework course.

However, after listening to the Online Course Coaching podcast along with other podcasts on the topic, John restructured his approach and published a number of smaller courses and made over $3,000 in January 2016.

When it comes to creating his online courses, John, as an expert in his field really has to step back and concentrate on teaching the basics. What seems glaringly obvious to him is still unknown to the student, so care must be taken to ensure all required learning is included in the course.

John says becoming an online course creator is a lot of work. There are a number of skill sets you need to acquire (or outsource), setting up a website, creating content, SEO, email lists, marketing lists, the tasks seem endless and time consuming.

Creating free, quality content has been the primary driver of traffic to John's website along with careful attention to search engine optimization.

The next step was setting up an opt-in to a newsletter. John was building his audience before he built his course. He had a list of people to market to once his courses were released.

John has a free course which he offers as a lead magnet and finds a good number of students who sign up for his free online course happily enrol into his paid courses.

By breaking his course up into smaller units, John found that firstly he could complete a course and get it to market and secondly students are more willing to purchase smaller courses.

It all comes down to “One problem, one solution”.

Ideally, each course should be short and concentrate on proving a solution to a very specific problem.

To summarize,

You should seriously consider setting up a WordPress website if you haven't done so already.

Create quality, free content, rich in keywords to attract generic traffic to your site.

Include an opt-in list and offer something of value that relates to your topic. It could be a newsletter, cheat sheet, resource list, etc.

Engage your audience. Find out what their challenges are.

If you find your course content growing into an epic production and you're still not close to completing it, you should consider breaking it down into separate courses. Each course should provide a solution to a specific problem.

Load your content onto multiple platforms such as Teachable, Udemy etc.

Have a listen and let me know what you think.

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Teach Online | Creating Your Online Course Sales Page with Scott Beebe

In this episode, I help Scott Beebe break down the conceptual, logical view of his online course into emotionally based benefits for his students and share Ray Edwards' template for a sales letter known as the P.A.S.T.O.R framework.

We start the call with an overview of the importance of setting up associated websites within YouTube. With associated website you can link out directly to pages on your website.

I like to use the Cards feature within YouTube. They appear at predetermined times within the video but are accessible at any time during video playback by simply clicking the I symbol in the top right of the video. These links also work when the video is embedded in other sites like your blog and Facebook.

This ramps up the marketing benefits of your YouTube videos.

We then move on and look at Scott's course page on Teachable and the landing page at CreateAFamilyVision.com

What stands out is the lack of sale copy. To encourage students to purchase your course, you have to spell out the benefits.

In this call, I talk Scott through the process. We start at a very conceptual, logical level and break it down into emotionally driven benefits. As we identify a benefit we look for the 'benefit of the benefit'. We continue this process until we identify some benefits that will trigger an emotional response in the reader.

We talk about the importance of qualifying the reader early on. Make it clear very early in the piece what the course is about and who the course is for.

I then talk Scott through Ray Edward's P.A.S.T.O.R framework.

(Note: I did get the R wrong during the call. It stands for Response, not Risk Reversal)

Have you written a detailed, emotionally charged sales letter for your online course?

A well-written sales letter that contains a few keywords will not only clarify what your course is about and generate more sales for you; it will also help Google and other search engines work out what your page is about and rank it in the search engines.

Have a listen and let me know what you think.

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Teach Online | Creating an Online Course Marketing Plan with Scott Beebe

Scott Beebe shares his journey as we break down the veil of overwhelm, set a clear vision and logical action steps to effectively market his new online course.

I don't know about you, but one of the problems I had to address early on was focus. I had so many course ideas running around in my mind I really found it hard to find a clear direction. Which course was I going to create next? Where was I going to publish it? How was I going to market it?

One of my paid coaching clients, Scott Beebe has this exact problem. In this coaching call that Scott agreed to share on this Podcast we go through the process of drilling down until the logical action steps are identified.

Scott has contracted me to work with him for two months. So the first step was to identify where Scott wanted to be in two months' time. What where his expectations and what would he rate as a successful venture together.

In this call, Scott describes his personality type. The environment he needs to be productive and to get things done.

We discuss list building and content marketing strategies. We touch on how we will set up his affiliate marketing program.

First and foremost, we talk about the importance of producing marketing materials straight away, even before the course is ready to go.

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Teach Online | The Power of the Pre-launch Page Plus a Review of Mike Koenigs 2016 Marketing Predictions

In this episode we're going to look at the importance of keywords in all stages of your online course development, we look at how pre-launch pages can play a valuable role in market research and we look at some of Mike Koenigs 2016 marketing predictions as they pertain to online course creators.

The Importance of Keywords

This is something that is often overlooked by many course creators. They are so keen to get their course created and published they don't take a lot of time to consider the role keywords play in the visibility of their courses.

Intelligent use of keywords can almost result in your courses marketing themselves. If you want to tap into the vast amount of organic traffic then you have to put your courses in front of your students via the search engines.

You need to put yourself in your prospective students shoes and use words and phrases that they use when searching for a solution to their problem.

I include keyword research right at the beginning of a project, sometimes even before I've settled on a topic to teach. In fact, I often use keyword tools to help me come up with ideas for topics to teach.

Including keywords in your course title, subtitle and description will give the search engines an idea of what your course is about and how it should be indexed.

The Power of the Pre-Launch Page

Putting up a page with information about a course you have in development (even if you haven't started on it yet) is a great way to tap into some market research.

You can get a gauge of the popularity for a specific topic based on the number of people opting in to receive updates.

Taking this concept a step further, you can offer a greatly discounted 'pre-launch' price and have the student purchase the course based solely on the concept.

This is a great way to fund the development of the course while testing the market. You can say that if less than a certain number of people sign up the course won't go ahead and everyone will get a discount.

Once you have a few interested parties signed up you can them survey them. Find out what their biggest challenges are and address that in the course content.

Whether you wish to charge a pre-launch fee or survey your list, the point is this is still a great market intelligence tool.

Mike Koenigs 2016 Marketing Predictions - A Short Review

I watched this webcast yesterday and it really blew me away. It went for about two and a half hours but there were some real gems in their pertaining to online course development.

To summarise, mobile usage is continuing to climb with 80% of time being spent communicating, being on social and personalisation. Community is king. Every online course creator should also establish a community for their students to join, interact and socialise.

One of the most interesting statistics that Mike shared was a survey on what employees believed were the most valuable benefits they could receive from an employer. At the top of the list was 'Training and Development'.

We live in a time where people see the need for continued improvement. How can you as an online course developer tap into that?

I discuss a lot of what Mike shared but you'll have to listen to the podcast episode…

Need help getting started with the creation of your online course?

Here are some books by Mike Koenigs that I highly recommend - (these are Amazon affiliate links…)

Pick up “Creating Successful Online Courses: Expert Interview Series” for just $27

If you have a question about any aspect of online course delivery, from concept to market, please feel free to send me an email at AskTim@EcourseDomination.com. I'd love to hear from you and your question could very well feature in a future podcast.

I want to deliver relevant material so keep those emails rolling in.

Want More Help?

Are you looking at creating an online course but don't know where to start?

Have you started but got stuck along the way?

I'm here to help.

Contact me today to book your free 20 minute one-on-one Skype coaching session. The session will be laser focused, aimed at solving your problem and we won't try to sell you anything. Sounds good? Email me today at coaching@ecoursedomination.com

If you enjoyed this episode please like, share and comment below. Help get the news in the streets. If you could take a moment to pop over to iTunes and leave an honest rating and review I would truly appreciate it.

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Coaching You to Online Course Success

In the first episode for 2016 I'm going to cover some questions that I have received over the last couple of weeks relating to topic selection, online course navigation and course structure and organisation.

Topic Selection

Over the final few days of 2015, something really weird happened. The downloads for Episode 3 - Getting Started: Topic Selection went through the roof, taking the episode to 2nd spot for the year.

This sent a very clear message that this was indeed a topic of interest, and I can assure you, you got my attention.

There is more to topic selection than science. It isn't black and white. You have to consider a number of factors, use your intuition and gauge intangible factors.

In this episode, I'm going to share the audio from a video I posted on YouTube a little while back. It looks at topic selection from the student's emotional standpoint. How urgently they need to find a solution to the problem.

Course Navigation

Keeping navigation simple and straight forward is very important when it comes to setting out your lesson page structure. I use an OptimizePress Course template as a starting point and customise from there.

navigation2

The layout is very clean and navigation is clearly identified. Users have the option of moving back and forth through the lessons in order or they can jump to any part of the course using the buttons and navigation panels provided.

Organising Content

This is a massive topic and probably one better suited to a course all by itself. I use mind mapping software (MindMeister) to simply enter all the information I wish to share in the course. I start out just typing the points out as they come to me. I then look at the logical steps and move the points under the relevant steps. The steps become the course sections and the points become the lessons.

Need help getting started with the creation of your online course?

Pick up “Creating Successful Online Courses: Expert Interview Series” for just $27

If you have a question about any aspect of online course delivery, from concept to market, please feel free to send me an email at AskTim@EcourseDomination.com. I'd love to hear from you and your question could very well feature in a future podcast.

I want to deliver relevant material so keep those emails rolling in.

Want More Help?

Are you looking at creating an online course but don't know where to start?

Have you started but got stuck along the way?

I'm here to help.

Contact me today to book your free 20 minute one-on-one Skype coaching session. The session will be laser focused, aimed at solving your problem and we won't try to sell you anything. Sounds good? Email me today at coaching@ecoursedomination.com

If you enjoyed this episode please like, share and comment below. Help get the news in the streets. If you could take a moment to pop over to iTunes and leave an honest rating and review I would truly appreciate it.

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Let’s Make Next Year Our Biggest Year Ever

In this the final episode for the year we look at the five most popular episodes for 2015, where my massage marketing course is at and what's coming in early 2016.

I would firstly like to thank all my guests who gave so freely of their time and expertise. I'm sure the information and experiences they shared have proved helpful on your journey as an online course creator.

I would also like to thank you for being part of this journey with me.

Looking back over the year I though it would be interesting to look at the top five most popular episodes of 2015 -

  1. Getting Started on a Budget | Huw Collingbourne - Episode 8
  2. How to Build an Online Information Empire | Rob Cubbon - Episode 27
  3. Creating Successful Online Courses | Bob Marx - Episode 25
  4. The Art of Effective Communication | Alexa Fischer - Episode 7
  5. Creating an Online Course Creation Business | Scott Paton - Episode 22

You see, hosting a Podcast can also be a great market research tool as you can quickly identify the information people are listening to the most.

Where is my Massage Marketing course at?

I'm continuing to build my list via traffic generated primarily through my Make Money With Massage podcast.

I hosted a Webinar which was mildly successful. I used Facebook Ads to drive prospects to my Webinar registration page but feel I should have spent more time focusing my Facebook audience. This is something I'm still learning and have trouble getting my head around. I used a trial copy of GotoWebinar and didn't have a great experience. I was booted off repeatedly and the recording went missing. I did get some opt-ins for my Super VIP list so that was a positive.

Big News for 2016

Now I have some very exciting news! Once I have successfully launched my massage marketing course I will be starting work on the Online Course Mastery Blueprint. This will be an extensive course.

I will be pulling information from all the podcast interviews plus sharing the gems I have learnt from taking high end training courses by experts including Eben Pagan, Ray Edwards, Alex Jeffreys and Ryan Levesque.

This will be a blended course with a limited intake and enrolment period. The course will run for a set number of weeks and will include pre-recorded core units and weekly live training sessions via webinars.

All materials will be available for download, this includes video, audio, workbooks, checklists, slides… everything.

If you would like to be part of the initial intake simply sign up as a VIP (you can find the VIP entry boxes at the end of every post and also in the sidebar) VIP's will be extended a special invitation at a greatly reduced price once the course is ready to roll. VIP's are under no obligation to take up any offer we may present.

Seats will be limited due to the live coaching and accountability the course offers. Students get a lot of my time and attention.

If you want to make a suggestion about what you believe should be in the course simply shoot me an email at AskTim@EcourseDomination.com or take a couple of minutes to complete this short survey.

I wish you a very merry Christmas and a happy and safe New Year. The Online Course Coaching Podcast will resume in the second week of January 2016

You can learn more about Wishlist Member here

Need help getting started with the creation of your online course?

Pick up “Creating Successful Online Courses: Expert Interview Series” for just $27

If you have a question about any aspect of online course delivery, from concept to market, please feel free to send me an email at AskTim@EcourseDomination.com. I'd love to hear from you and your question could very well feature in a future podcast.

I want to deliver relevant material so keep those emails rolling in.

Want More Help?

Are you looking at creating an online course but don't know where to start?

Have you started but got stuck along the way?

I'm here to help.

Contact me today to book your free 20 minute one-on-one Skype coaching session. The session will be laser focused, aimed at solving your problem and we won't try to sell you anything. Sounds good? Email me today at coaching@ecoursedomination.com

If you enjoyed this episode please like, share and comment below. Help get the news in the streets. If you could take a moment to pop over to iTunes and leave an honest rating and review I would truly appreciate it.

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teach online, online course creation, udemy, ecourse, elearning

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Online Course Promotion Strategies | With Phil Ebiner

In this episode, Phil Ebiner joins me to talk about how he successfully promotes his online courses on Udemy, Teachable and similar platforms. Phil currently earns between $15,000 and $20,000 a month in course sales so it's fair to say his methods are proven.

While Phil still spends around 40 hours per week maintaining and growing his business, he's doing what he loves. And when you're doing what you love it doesn't feel like 'work'. The other thing is Phil's income will continue to grow even if he decides to take an extended holiday.

When it comes to passive income, you work your business on your terms.

How to Promote Your Udemy Courses

When you promote your Udemy courses using your own coupon codes you retain 97% of the sale price whereas your share in organic sales is only 50%. So it's highly advisable to use your own coupon code when sending prospective students to your Udemy course sales page.

As you are no doubt aware, Udemy does a lot of discounting and while Phil does advise that you take part in Udemy's promotions, using your own coupon code links definitely gives you more control over the pricing of your course.

You should also be promoting your online courses at a little higher price point.

When Phil first releases a course he starts the promotion at the $29 mark. Many instructors send out promotional announcements offering courses between $2 and $7, and while this strategy may work for instructors with a large student base it does not make a great strategy for someone just starting out.

Also offering your courses at huge discount trains your students to expect super low prices.

So when you are doing your own promotions keep it at a price that you're comfortable selling at.

Another strategy that lends itself to promotion is to create more courses. This way you can cross-promote related courses and get more sales.

Phil strongly recommends that you take advantage of your two promotional announcements each month.

Another great strategy when releasing a new course and even promoting your existing courses is offering a tiered pricing structure. The price is limited in the number of coupons and expiry date. This creates urgency.

For example, you can say there are 50 coupons at $27, 50 coupons at $37, 50 coupons at $47 etc. and they expire in a week or so.

Another thing to consider when pricing your courses is to end in a 7. Studies have shown that product pricing ending in a 7 sells better than those ending in a 9.

How to Promote Self Hosted Courses i.e. Teachable

Phil has now loaded all his Udemy courses into Teachable which is linked to his self-hosted website at videoschoolonline.com. There is a 'Courses' button on his site and links in his blog posts point to the courses hosted on Teachable.

Phil gets a lot of organic traffic to his Teachable courses through his YouTube channel and blog posts. The best part is he is getting full price sales as unlike Udemy, people landing on is site from organic sources are willing to pay what his courses are really worth.

Phil's promotion strategy when it comes to his own site and Teachable courses is to use content marketing, blog posts on specific topics that he teaches and YouTube videos.

When it comes to YouTube, Phil has over 200 videos on his channel. He doesn't only post videos to promote his courses, he posts a lot of free, valuable information as well. This has helped him build a following and trust with his viewers.

One really cool thing about Teachable is that you can bundle courses, so Phil has grouped all his related courses into various bundles and offered them at discounted prices.

Teachable also allows for monthly subscriptions and Phil has set up one of his bundles on a $9 monthly subscription. You will find a link in the resources section below.

How to Double Your Promotion Through Co-Creating Courses.

When you create courses with other instructors you are exposed to their audience which can greatly extend your reach and increase your sales.

You must be selective when looking for instructors to co-create courses with to ensure there is a fit and they are not simply trying to tap into your student base.

However, when both instructors are on the same page and both of you are promoting to your individual student bases then substantial growth can be achieved.

Closing Thoughts

One of Phil's biggest strategies is to create and promote free courses on his self-hosted Teachable site. This allows him to gather email addresses and a funnel into his paid courses.

Resources and Links

To find out more about Phil and his courses please visit

http://videoschoolonline.com

http://philebiner.com

Click here for Phil's free mini course on How to Win at Teaching Online Courses in 2016

Check out Phil's Passive Income course bundle at only $9 per month.

Here is the link to Rob Cubbon's Facebook Retargeting video that Phil mentioned during the interview.

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Teach Online | Udemy, Piracy and Protection Strategies

In this episode, I talk about a major problem that all online course creators face, piracy. Unfortunately, there is little you can do to protect your hard work against this threat but there are a couple of things you can do to either deter theft or reduce loss.

In recent times Udemy came under fire as it came to light that they are hosting a number of pirated courses.

Usually pirated material is made available for free, and while this practice is still illegal, no-one profits from it.

What is happening on Udemy changes the face of piracy and takes it to a whole new level. Not only is the person who stole the course profiting from sales, but Udemy, as the hosting platform is also making money from the stolen material.

You can read the blog post here (warning - contains bad language)

https://medium.com/@robconery/how-udemy-is-profiting-from-piracy-5638b929ffca#.ylsnxtvfm

It will be interesting to see what Udemy does. Will it refund the course fee to the student who no longer has 'lifetime access' to the course, or will it pass all ill-gotten gains back to the rightful owner of the material?

There are a couple of things you can do to reduce and deter piracy of your course. You can either drip feed or provide some units via live Webinar over the course of a few weeks. As the entire course won't be available for download it may just be enough to put off a would-be pirate.

The other way you can offset the cost of pirated courses is to strategically place links to high quality, relevant affiliate products or associated materials throughout your course. You'd be surprised how many people will steal a digital product only to opt-in to an email list or purchase a juicy affiliate offer.

Need help getting started with the creation of your online course?

Pick up “Creating Successful Online Courses: Expert Interview Series” for just $27

If you have a question about any aspect of online course delivery, from concept to market, please feel free to send me an email at AskTim@EcourseDomination.com. I'd love to hear from you and your question could very well feature in a future podcast.

I want to deliver relevant material so keep those emails rolling in.

Want More Help?

Are you looking at creating an online course but don't know where to start?

Have you started but got stuck along the way?

I'm here to help.

Contact me today to book your free 20 minute one-on-one Skype coaching session. The session will be laser focused, aimed at solving your problem and we won't try to sell you anything. Sounds good? Email me today at coaching@ecoursedomination.com

If you enjoyed this episode please like, share and comment below. Help get the news in the streets. If you could take a moment to pop over to iTunes and leave an honest rating and review I would truly appreciate it.

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Teach Online | 3 Common Online Course Creation Challenges Addressed

In this episode, I talk about three of the most common challenges that people come across as they work towards creating and marketing their online course.

This will be the first of a number of Podcasts on this topic. This episode touches on equipment and technical concerns, having too many ideas and some of the problems that can be encountered when trying to put all the information together.

I'd also like to hear from you. What challenges are you facing in your online course creation journey?

Please take a couple of minutes and let me know what your #1 challenge is when it comes to creating or marketing your online course.

Online Course Production - Equipment & Technical Concerns

This is probably the most common question I come across when coaching people and doing my research. The issue of equipment has been covered a number of times in the Online Course Coaching Podcast and I encourage you to go back through some of the episodes for more information.

To summarise, you will need -

  • a camera - either a video camera, DSLR or modern smartphone
  • tripod
  • lights (or you can use natural light)
  • microphone - probably one of your most important investments
  • video editing and screen capture software
  • presentation software - PowerPoint, Keynote etc

If you don't want to appear on camera that's fine. You can simply record your screen as you go through a presentation. If you're not intending to publish to Udemy you can even offer an audio course.

Too Many Ideas

Sounds like a strange problem to have, however, it is a problem because if you have too many ideas you will lack focus and the danger is always there that you will jump from project to project without completing anything.

When it comes to your ideas, go through the steps that I have laid out previously in this Podcast, create your list, do your market and niche research and select the most viable option.

You will continue to come up with new ideas while you're working on your project. That's good, take note of them and then forget them. Finish the project you are working on and only go back to your growing ideas list once your course is completed and published and you're ready for your next project.

Structuring Your Online Course - Putting All the Information Together

If you are getting overwhelmed at the thought of putting all your information together, chances are you are trying to include too much. Look at ways you can break the information down into smaller, self-contained mini-courses that you can promote as a series of related courses. This will greatly reduce the amount of time it takes to get your course to market and also reduce the overwhelm.

Breaking your information down into smaller, self-contained courses also provides you with the opportunity to make more money. It's easier to get someone to spend $50 ten times than $500 once.

Break your information into logical steps. Actually go through it as if the student was standing in front of you. How would you go about illustrating and demonstrating the steps required to reach their goal? Design activities and projects that the student must complete at the end of each step. Your content will then guide and instruct the student towards their objective.

Got more questions? Please enter them in the comments area below.

Need help getting started with the creation of your online course?

If you have a question about any aspect of online course delivery, from concept to market, please feel free to send me an email at AskTim@EcourseDomination.com. I'd love to hear from you and your question could very well feature in a future podcast.

I want to deliver relevant material so keep those emails rolling in.

Want More Help?

Are you looking at creating an online course but don't know where to start?

Have you started but got stuck along the way?

I'm here to help.

Contact me today to book your free 20 minute one-on-one Skype coaching session. The session will be laser focused, aimed at solving your problem and we won't try to sell you anything. Sounds good? Email me today at coaching@ecoursedomination.com

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teach online, online course creation, udemy, ecourse, elearning

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