The creation of an e-course or group program is an important part of the evolution of your business. Hopefully, you see your practice expanding beyond 1:1 work and offering products and programs to generate passive income.
Before you invest hundreds of hours and thousands of dollars into an e-course, here are 3 things you MUST know for a successful e-course launch.
DO YOUR RESEARCH
The biggest mistake I see coaches make again and again is launching an e-course that no one wants to buy. It’s easy to assume that if their paying clients enjoy the 1:1 program, they’ll be more than happy to pay for a group program or e-course. This isn’t always the case.
Begin your research by directly asking your clients what they want learn as well as how they want to learn it. You’ll want to gather up enough feedback to help yourself answer these questions:
- Would they prefer PDF or video format? Or both?
- Would they feel comfortable discussing in a group what you discuss together in private?
- What would an e-course need to include to make it BETTER than your 1:1 program?
- What would their hesitations be? Why WOULDN’T they buy an e-course (other than money)?
My favorite way to do this research is to have face-to-face conversations with existing and potential clients. Tip: I record our conversations so I can replay them later and identify the keywords they use when discussing their problems and desires.
GROW YOUR LIST & CONNECT
While you may have a full practice of 1:1 sessions, you’ll need a much larger list to sell an e-course or a group program. Not only that, your list needs to be engaged and trust you.
There are millions of ways to grow your list. Facebook ads, webinars and speaking engagements are just a few. Choose what works with your natural strengths and ALWAYS be growing your list for your next launch.
If you notice your open rates are declining, consider “scrubbing” your list. This means removing duplicates and individuals who haven’t opened your email in a long time. While this will lower your list numbers, it will give you a far more accurate count of who is a possible buyer. It’s better to start with a smaller list of customers who will buy from you than a massive list of subscribers who won’t.
THERE ARE NO GUARANTEES
Know that no matter how big your list is or how great your research, there is no way to predict the success of your first group program or e-course.
With that in mind, keep an eye on your budget and sales goals. Go lean on your expenses in your first run and treat it as an opportunity to test. If you don’t see success right away, tweak and try again. Oftentimes, a failed program that sold zero spots only needs a few more tweaks, after which it sells out in no time flat.
TAKE ACTION NOW
If you’re itching to create a future e-course or group program, can you set up three face-to-face discussions to learn more about the needs of your clients?
If you need to grow your list, what is one list building activity you can pursue this month with ease?
Farideh Ceaser is a musician turned launch strategist. After 15 years on the road touring as a musician, Farideh switched gears and now helps entrepreneurs launch their big ideas and online courses. She regularly delivers her wisdom in the form of a ukelele and a song here. Grab your copy of Farideh’s free 30-Day Launch Checklist & Calendar at www.launchyourcourse.com