As a business owner, one of your (many) responsibilities is to drive sales.
It’s how you are actually able to stay in business so that you can serve those who need the transformation you provide.
And when you have a scalable asset, like a course, your ability drive sales reaches a new level.
A level without limits.
Because this offer doesn’t trade time for money like your 1:1 work does.
Finally! Something in your business that can work with OR without you there.
*cue the confetti*
Except, there’s one thing I haven’t mentioned yet…
For every course creator that blows the “industry standards” for conversion out of the water, there’s another ten that are scratching their heads wondering why they’re not seeing that same kind of success.
*cue world’s smallest violin*
Depending on what season of business you are in, it leads to one of the following:
- You toss the course into the GoogleDrive abyss and work on another one. Maybe it wasn’t the right one for your audience but you’re willing to try again so… let’s go!
- You put course creation on the back-burner “for now” because you don’t have the time or mental bandwidth to go through all that again right now. Maybe someone will purchase on your website.
- You unknowingly (or, knowingly) swear off courses for your business, deciding that your audience only wants to work with you 1:1.
After years of helping women get their courses out into the world, I’ve seen it all.
And I can tell you that all three of those situations can be avoided by taking the time to ask the right questions.
I like to think of it like going to the doctor.
You: My knee has really been bothering me lately. I’ve tried stretching, resting and even icing but this nagging pain won’t go away.
Doctor: Ok, since you’ve tried those things, we’re going to go ahead and amputate it for you. You can just use the other one. I’ll go get the anesthesiologist. BRB!
You know where this is going, right?
From here on out, I want you to promise me you will not amputate your course.
Just like you want your doctor to take the time to ask questions so you can get a real solution, your course wants the same from you.
To start, I want you to think of one course in your business that you’d love to see out there in a much bigger way.
Ok, let’s put it to the test by going through the first questions I ask to begin troubleshooting what’s REALLY happening here.
1. Do you have enough people (leads) exposed to this course in order to hit the goal you’ve set?
If I had a dollar for everytime this was the root issue of a lack of course sales, let’s just say I’d be inviting you on my private jet right now.
In all seriousness though, it also means that it’s not being talked about enough.
Let’s dive into this deeper.
If we go solely by industry averages and say that 1-5% of cold traffic buys your course and you want to sell 20 this month, how many people do we need to expose this offer to?
If we keep it conservative at 2%, than that brings us to 1,000.
Again, that is based on a cold traffic average so yours could be different but the question is still the same…
Do you have enough leads or are you dismissing your course as a “failure” without the full picture in mind? Do you really just need to get in front of more people who need what you offer?
If so, there’s great news here because we have the power of the internet behind us now, which means there are endless ways to get in front of our ideal audience.
(This is an example of one of the ways I get in front of YOU! Hey girl hey!)
This is your opportunity to change it by increasing your visibility (either organically, paid or both).
2. Are they the right people (leads) for your course?
Maybe the first one wasn’t your issue. You have the people and you’ve put this course in front of them.
They simply aren’t buying it.
This is where we need to do a quick check in WHO your people (leads) are.
If you have recently pivoted your business, have made a huge messaging and/or offer change, the people (leads) you have may no longer be the right ones for you.
They originally came to you for something else, that you no longer focus on.
When this happens, you need to go through an audience rebuilding phase before selling your course.
I know, I know, not what anyone wants to hear because it’s not sexy.
However, you’ll thank yourself for taking a step back now to do this, later.
I say this from personal experience. I used to help people book out their business with dream clients and built a sizeable list of those looking to do just that.
All of my opt-ins and offers were around attracting and booking clients so guess what my list was looking for? Attracting and booking clients.
This meant that when I remastered/rebranded one of my top selling courses to be for those who wanted to passively sell scalable offers their business, a majority of my audience wasn’t interested.
They simply wanted their first clients.
They weren’t ready for what I was selling.
If I included them, all of my numbers would have been skewed and I would have through the course was a failure.
It wasn’t. Not even close.
Instead, I had to start all of my numbers at ZERO again so that they would be accurate to who I was now serving.
The good news?
Once you have learned how to build an audience already, it’s much faster to build it back up after a pivot. It’s no longer your first rodeo.
Is this offer in front of the right audience?
Or, have you pivoted recently and that needs to be taken into account as you build your leads back up for this course?
If so, you’ll want to account for this.
3. Do the numbers show that there needs to be changes to the marketing of the course itself?
Now, I’m not saying that you need to be so in the thick of the numbers of your business that you can’t do anything else.
I understand, that’s not everyone’s jam.
However, you do need to be aware of your numbers or else you’ll never be able to scale your course effectively.
If everything from the first two steps passed the test, this is the time we look at the offer itself and how it’s selling.
Not before those first two steps though.
When I get behind the scenes of someone’s launch and/or funnel, in The Collective, I’m looking to amplify what’s working and change what isn’t.
The numbers will tell you both.
- Your Emails:
1. Which emails have the highest open rates and can we change the subject lines for the others? We can’t get more sales if people aren’t seeing the actual message so that’s the first thing I look for.
2. How are your click rates? Is there room for improvement? Start there. If they’re high but you’re not hitting your sales goals, this tells me we need to look at the sales page.
3. What emails are a majority of your sales coming from? These are the winning emails and the ones I’d want to check what was written because it’s connecting with the audience the most. We’ll want more of that.
- Your Sales Driver:
1. What type of sales driver are you using (webinar, challenge, etc.) for this course? Is it the best fit for your audience?
2. Is your audience making it through to the pitch? If not, I would want to know where they are dropping off so we can remove that part and/or shorten the time span.
- Your Messaging:
1. Is the transformation clear and specific? One thing I’m known to do with the women I work with is to keep asking “so they can do what” with the promise of their course.
Annoying? Probably in the moment. However, it cuts the fluff and gets down to what people are ACTUALLY buying – fast.Remember, a confused mind always says no and confusing messaging will have them running.
2. Why did your current members buy? If you can find out why people are buying (even if it’s just a few), you can but more of an emphasis on those points in our future marketing.
If you find that you fall in this area, use these questions as your starting point for troubleshooting what’s happening for you.
Now you’re ready for the final piece of the puzzle.
With any course, taking the time to evaluate and ask questions like this, and tweak as needed, is vital.
Double bonus – it’s also a heck of a lot easier to make small changes than keep trying to create something new from scratch over and over again!
No more having to shift your energy to ten different things but instead, take the time to create one insanely solid course at a time. A course that can continue to provide a reliable income steam for you over and over again.
Before you know it, that upfront time you took is now working for you and you are able to see it pay off.
This process takes trust.
Trust in your course.
Trust in the fact that there are more than enough people waiting for your course.
Trust in the imperfect of it all.
Trust in your ability to figure it out.
Trust in the refinement process.
Those who do, win BIG online.
They do it without burning themselves out in the process.