In this article, the objective will be to share with you the gate process we follow to scale your course business systematically grow our client’s course business to 6-7 figure businesses within a year from starting to work with them.
Passing from each gate requires a specific set of mindsets, actions, and technical knowledge. By the end of this article, you will hopefully have a better understanding of how to go through each one individually.
If you need any assistance and want to work with us to take your business to the next level, apply for our EduScale program here.
Here are the 5 stages/gates every course business needs to go through in order.
- Creating An Irresistible Offer
- Lead generation
- Long-term value
- Get others to sell your products (affiliates)
Creating An Irresistible Offer
This is the foremost important element of any marketing and business as every successful online entrepreneur (such as yourself) starts with an irresistible offer. Why?
By producing an offer that your customer cannot say no to, your future marketing campaigns are going to be much more profitable than your competitors. In a way, your offer can be thought of as a USP for your course.
Your offer might just be the deciding factor between a lost sale and a secured customer.
Your course by itself might not be enough, especially with competitors offering the same solution. An offer gives you that extra edge, allowing you to hoover up all the customers who are sitting on the fence about purchasing your goods.
To generate consistent revenue, we need to start offering something that motivates visitors to exchange money for the goods. Successful entrepreneurs always offer more, in exchange for what they are asking for, turning their offers ‘irresistible’ by adding value through extra bonuses, discounts, and money-back guarantees.
But remember, when doing this, we must also create more value for ourselves than we consume.
Crafting an offer is a skill that can take quite some time to be learned. However, once you master it, it will give you a great advantage over the majority of your competition.
How to Give an Offer Value
Value – it’s an abstract term. With a few examples, it becomes more concrete:
- Offering a free affiliate marketing e-book with an online course.
- Offering a 50% discount if they purchase the product within the next hour (this is especially good as it creates a sense of urgency).
- Offering a money-back guarantee if they are not satisfied with the product.
- Offering select discounts on bonus content in your range.
- Offering a free product of their choice if they buy three different products.
- Offering a free trial if they buy one section of the course. E.g. Buying part one gives the consumer a free trial of parts two and three.
To come up with your bespoke offer, you’ll need to find inspiration from within. The best way to do this is by asking your customers to buy.
For example, I am selling an online course that teaches people the ins and outs of day-to-day productivity. To come up with an irresistible offer, I ask customers if they would buy. If they are not interested, here’s a few examples of ways to add extra value:
- A free e-book with the purchase.
- Offering a mini-trial before the purchase.
- A heavy discount on a similar course I have made on money saving methods if they purchase the productivity course.
- Include a free consultation
- Include a guarantee
Now I have an idea of the things I can incorporate into my offer. I don’t have to use all of them, but it’s best to use a lot rather than a little. After all, the more incentives we incorporate into our offer, the higher the chance we are going to appeal to a browsing consumer. For example, one customer might not be interested in a free e-book but might like the idea of a mini-trial.
Think of your offer as a net. The more you include in your offer, the bigger the net becomes and the more customers you are going to ‘catch’. It’s very much a case of balancing quantity and quality.
Once your offer is powerful enough, and you have validated it with your target market, it’s time to start getting more prospects through the door using lead generation.
Lead-generation to scale your course business
Once your offer is validated and you’ve figured that the market is viable, the next step consists of reaching people, bringing them to your website, and making these people join your list.
When it comes to lead generation and acquiring email contacts, expanding the scope of your returns/actions you want your clients to take becomes important. We look at the results for the following timeframes:
- 7 days
- 30 days
- 90 days
- 180 days
- 365 days
The action you want your customers to take on your email list should bring them one step closer to the sale. It could be to apply, book a call, or directly purchase on your website.
This leads us to the next part of the process… Sales.
Focusing In On Sales & Average Order Value (AOV)
Most course creators find themselves in either of these positions; they either sell a high ticket course for $999 + or sell a large volume of lower ticket items for $1 – $199.
The process of selling in these cases is very different.
For high ticket courses and programs, what we recommend is using an application form that redirects to Calendly and becoming good at selling on sales calls. Once you’ve managed to secure sales using this system, productivize your offer and implement our favorite process;
The 5 step sales funnel
The idea behind the five-step funnel is that it allows us to stack offers for digital products/courses one on top of the other. By adding an order bump, an upsell and a down-sell to our funnel, allows us to increase the value of a client by increasing the amount they can spend between clicking the CTA and landing on the thank you page.
It’s important to note that every offer you make between the sales page and the thank you page must in some way render the initial purchase more complete.
Here are the five steps:
- Sales page
- Order form (with order bump)
- Offer wall / Thank you page
This has been what has functioned for us the best to sell courses and programs and increase the average order value.
Increasing the LTV & Making Bank From Your Email List
It is not enough to hope your online traffic displays enough interest in your course to buy it there and then. In most cases, you need to exercise a little persuasion for them to part way with their cash. This also applies to consumers who have already bought one of your courses. How do you make sure they buy from you again?
This is where the email list comes in.
Your lists are yours, and you do not need to pay a dime to send emails to them and promote your product. On top of that, you have the info-product benefit of not having to hold inventory or pay shipping or manufacturing.
Once your info-product is of sufficient quality, you can just replicate it infinitely at zero cost. This means that you can offer this content at ridiculously low prices, just enough to pay for the time it takes to set up a promotional broadcast.
Put in place a promotional calendar and start sending emails to your list 2-3x a week continuously to increase the Long-Term-Value of your prospects.
Getting Others To Market & Sell Your Products
The use of affiliates as traffic sources for your product has massive advantages over paid traffic like Facebook or Google ads. Mainly, the advantage is that you don’t need to pay those affiliates until they produce conversions for you as opposed to paid ads which require you to pay to simply post an ad. An affiliate on the other hand will act as a commission-based salesperson and actively promote your product to their contact lists.
Affiliates are often content creators with large followings. Whether it’s someone’s YouTube channel, Instagram page, or website, their goal is to affiliate their content with products and services that they can sell to their contact lists for a cut of the profit thereby allowing them to monetize their content.
In addition to driving traffic directly to your sales pages, having a link to your page on an affiliate´s platform will increase the number of backlinks to your website thereby organically increasing its search engine ranking. This means that affiliates help drive traffic to your sites both directly and indirectly.
A strong enough team of affiliates will likely perform as well if not better than a Facebook ads account, which can often be difficult to optimize and requires attention to grow and maintain either by you or someone you’ll have to pay. Affiliates however are happy to be allowed to sell your high-quality product to their contact lists for commission.