Course Sales Series: Part 2 of 3
When you’re launching your course (especially if you’re launching for the first time), you’ll need a strong sales driver to help you successfully sell your course.
This week, we’re talking about an alternative to the tried-and-true webinar: launching your course with an email series.
(And next week we’re talking about launching with a social media challenge, so stay tuned!)
Don’t have time to wait for next week? Need the support ASAP? These 3 sales drivers are exactly what we guide our students through in Clients to Courses®. Come join us!
Is an email video campaign the right sales driver for your course?
A video series is not for you if you thrive in a live environment and prefer immediate engagement.
(If that’s the case, then webinars and social media challenges are better suited for you!)
However, if you…
- can’t really commit to delivering content in a live event/webinar
- hate the idea of having to be live, period
- have delivered this content before (live) and would like to repurpose it
- are not motivated by live engagement
- are able to and have access to tools for recording and hosting your videos
…then an email video campaign may be the right choice for you.
(To be honest, there are other factors that may affect this decision. Are video series the best fit for your ideal audience? Are they something that has seen success in your industry? Want to explore this? Come check out Clients to Courses® here!)
So now that you know that this is the one for you (even if you’re still on the fence but this is the one you may be most comfortable with for now), let’s start working on creating the video series! 🎉
Before starting, make sure you’ve already chosen an email service provider
What’s an email service provider?
It’s the platform where you’ll be hosting your email list.
So instead of sending out emails to your list from Gmail, for example, you’d use your email service provider to send out your weekly newsletters, automate any sequences, and send out this video series that we’re about to plan out.
What I always recommend for my students is ConvertKit.
ConvertKit is able to not only work for your current business but it will also support you during your continued business growth.
Other email service providers (like MailChimp or Keap) are way too limited for online business owners, especially ones like you that are considering using email in a variety of ways to sell their online course!
(Plus, ConvertKit is free up to 1000 subscribers!)
How to Create an Email Video Series to Successfully Launch Your Course
Step 1: How to pick a video series topic
Similar to a webinar, you’re going to pick just ONE topic for your video series.
Even though the video series will have a number of videos, what you’re doing is picking the ONE thing that your audience needs help with, and create video content around that.
What one thing?
So what I love to tell my students when they’re choosing the topic for their sales driver is:
Work backwards from your course.
List out the problems that your course solves for your audience. What are the pain points your course addresses?
From that list, you’ll pick ONE problem to focus on in your email video series.
Doing this not only helps you to naturally lead your audience into the course from your sales driver, but it will also:
- be of actual value to your audience
- help you name your video series (more on this later)
- help you create the marketing materials for your video series (more on this later as well!)
Now remember, your course is in charge of addressing the full solution to this one problem.
Your video series provides value, but in a specific and succinct manner.
Abridged, but still valuable!
Step 2: Choose how you’ll record your videos
I need to say this because I know what this section might bring up: recording your videos does not have to be perfect.
It’s OK to make mistakes. It’s OK that you don’t have “the best” equipment… what matters is that the video is clear, the audio is clear, and that you’re solving the one problem you’ve promised to solve.
Bottom line: Done is better than perfect.
To record your videos, you can use the native camera and audio on your desktop/laptop/phone.
For video clarity, you can record your videos in front of a window during the daytime to get good lighting.
Hands-down the best lighting you’ll get will come from the natural light from your window.
You can also purchase equipment (that doesn’t need to break the bank!) to help facilitate the experience.
To help, I’ve created a list of the equipment I recommend to my students in Clients to Courses®:
- A webcam: If you’re looking for an easy upgrade from your photo, desktop, or laptop camera, the Logitech webcam is a great next step to easily plug into your computer. My personal favorite is the Logitech HD Pro Webcam C920.
- Investment: $80-$90
- Tech Savvy Level: Easy
- A mic: For smooth, clear, crisp sound, I recommend the Samsung G-Track. If you’re looking for something more portable (like if you prefer to stand or want something that doesn’t need to stand on your desk), then the Rode Lavalier is perfect!
- Investment: $75-$150
- Tech Savvy Level: Easy
- A ring light: Second to natural light from your window is this ring light! But if you don’t have the space for a large, stand-up light, or if you want a more portable option, then a small clip-on ring light is a good option!
- Investment: $15-$80
- Tech Savvy Level: Easy
Step 3: Create the email video series outline
Now it’s time to develop the email video series outline from the topic you chose in Step 1.
First, brainstorm how to break the ONE pain point/problem you chose into separate videos.
I recommend not exceeding 3 videos in your email video series. This way, you can keep engagement high (open rates, watching your videos, etc).
We’ve seen time and again that the more videos you have, the less engaged your audience becomes.
They start dropping off towards the end, and it’s important to have them engaged at the end since it’s when you’ll be pitching your course!
Once you’ve broken down your topic into 3 separate videos, plan out how each video will bridge the gap between your audience’s Point A (their problem) and their Point B (your solution).
Each video will be a stepping stone to your audience’s Point B (the solution to their pain point).
Don’t be afraid to sprinkle in how the topic of each video relates to the course you will be sending later!
I prefer to do this instead of “surprising” them with a pitch at the end of the video series. I want them to know there’s another way to work with me beyond this.
And at the end of each video, plan out your call-to-action. Give your audience one thing they can take action on the moment they’re done watching your video.
Other good tips to keep in mind:
- The videos should stay succinct, no longer than 15 minutes each!
- Keep your videos fluff-free. Actually provide value that will help your audience reach their desired Point B.
- I personally like to (and recommend) including a worksheet with each video to help with implementation.
Need extra support in creating your webinar or video series? Clients to Courses® is designed to provide you with all the support you need to create, launch, and continue to sell your course. Come learn more here 🙂
Step 4: Create the videos + email content
It’s time to create the actual content!
Using your outline and equipment, record your videos, keeping in mind that done is better than perfect.
Make sure you’re walking them through a journey (Point A to Point B) and mentioning the course you’ll be selling them later.
Now, remember that each video is being delivered in an individual email. So if you have 3 videos, you’ll also be writing 3 emails to go along with your videos.
For your emails, include:
- A “Thank you for signing up + what to expect” email
- Content for each email that corresponds to each video
- Follow up emails once the video series is over (that leads directly to your offer/course
What I tell my students when they’re creating an email video series is to link to an external landing page that is hosting the video itself (vs having your audience watch directly from the email).
The landing page would have the video plus a button to the course you’re selling.
You can create a landing page using your Email Service Provider, but we prefer to use Leadpages.
With Leadpages, we’re able to track who’s watching using an easy-to-use landing page creator.
Step 5: Write the promo materials: email sequences, etc.
Here’s the step most people forget: when you’re done creating your sales driver, you need to create content to promote it!
Yes, you need content to promote your actual course once you launch, but you also need additional content to promote the video series itself!
This can look like:
- An opt-in/landing page for people to sign up for the video series
- Promotional emails teasing the video series for the people already on your list
- Social media content to promote your email series on your social media channels
In Clients to Courses®, we focus on organic sales: building an audience, doing the right market research, and creating a launch strategy that will bring in sales organically, without spending extra $$ on ads!
Step 6: Set your automations!
To create more ease and simplicity in your business, and because your email service provider is equipped for this… automate your email video series!
Once you’ve created your videos and emails, go into your email service provider and schedule them as email campaigns for your entire list, starting with the date you selected to start your email video series on.
And yes, if you want to later turn this video series into an evergreen funnel, you can do that by setting up your emails to go out based on when someone subscribes versus a set date like we do with a live launch. Evergreen funnels are what we focus on in The Collective.
Step 7: Promote!
And just like with a webinar, now that your videos are recorded and your emails have been automated & scheduled, it’s time to PROMOTE YOUR VIDEO SERIES!
What you’ll need to promote your video series:
- A name- yes, even though it’s not just ONE video/webinar, naming your series will give clarity to your audience about what they’re signing up for and WHY (solution to their Point A!)
- The dates your video series will be available for
- All of your promotional materials for your video series (landing page, emails, social media content, etc)
- All of your promotional materials for your course (sales page, email sequences, social media content, etc)
How to get additional support for your sales driver and your course launch
If you’re not quite sure if a webinar or an email video series is right for you, come back next week to learn more about the third type of sales driver: a social media challenge.
But if all the options are overwhelming, and if it feels like your to-do list can’t seem to get any smaller as you launch your course, then I want to invite you to check out Clients to Courses®.
This program provides exactly that kind of support- from helping you choose the best sales driver for you & your audience, to creating all the materials you need to successfully launch your course.
So come join me over in Clients to Courses®, and I’ll see you soon in Part 3 of our COURSE SALES SERIES!