How to Get People to Buy Your Coaching Course or Program

Rachel Klaver is a marketing coach at Identify Marketing, podcast host and author. She is a regular opinion contributor.

OPINION: For those of us who work as coaches, strategists and consultants, adding a course to our offering seems to make a lot of sense.

After all, there are so many ads popping up in front of us all the time on social media telling us how easy it is to “grow your business” and earn money while you sleep.

It’s too good to be true, but it’s also too tempting to avoid. Create a framework, record videos, insert it into an e-learning platform and you have something you can sell on autopilot. So easy!

Except it’s not that easy, and often that course sits there, not earning you the income you thought it would.

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I’ve lost count of how many business owners I’ve worked with since the start of 2020 who have used the lockdowns to create a course, membership program or coaching program, hoping it would be the passive income golden ticket they were hoping for. He has rarely been

I’m not against creating courses as part of our business model. We have them ourselves. We have several short and inexpensive options, and we fully relaunched our blended learning marketing strategy course last year, mostly online training with some one-on-one time with me.

This year I also launched my first-ever group coaching, working with small business owners on their content marketing.

I feel like I’ve cracked the code more than I did the first few times I tried online courses and other scalable offerings. Initial launches have been successful, as have continued sales. But it doesn’t happen by magic. It works because I work hard to promote it.

This promotion comes and goes based on what else is going on in our business. The more we are busy with other projects, the less we talk about our courses.

Linda Reed-Enever, a marketing coach specializing in course creation, says it’s an all-too-common problem. “When someone tells me they’re not selling any of their courses, the first thing I ask is if they’ve talked about the course on social media and to their list in the last seven days.”

I felt a little uneasy about this statement. I knew it sounded a bit like me right now. It got worse.

“And then,” she continued, “I ask if they’ve mentioned it in the last 14 days, or even in the last 30 days. Social media moves fast. People are easily distracted. Our job is to present our offer to them again and again. Yes. Definitely uncomfortable. I have several courses that I created and then never talked about. She’s right.

Business owners are hesitant to talk much about what they sell, but many don't understand how social media algorithms work.

Jenny Ueberberg/unsplash

Business owners are hesitant to talk much about what they sell, but many don’t understand how social media algorithms work.

Reed-Enever’s The Course Creator Circle coaching program specifically helps small business owners plan, create and then promote their courses and programs. It focuses on sustainable sales growth from your scalable offerings, which integrate seamlessly with the rest of your business. “Everything you do in business has to match the rest of what you offer. Anything else will lead to burnout.

As a guest on the MAP IT Marketing podcast, Reed-Enever shared some of the common mistakes people make when creating courses to sell. The most important thing was to put all your energy into creating the course itself.

“The course building process itself should only be 20% of the work. But most people put 80% of their effort into it. Even with an engaged online community and a large email list, you need to focus more on marketing than creating courses. “

New Zealand business owners often feel uncomfortable talking about what they sell more than once. It seems like we talk about it all the time, and people are going to get sick of it. Reed-Enever says, “When you’re tired of getting your product or course to market, that’s the time you need to accelerate it. Because if you don’t, you’re going to sit there and not move forward.

One of the biggest contributors to our reluctance is not understanding how social media algorithms work. Our post on our course on a Tuesday can only be seen by 5% to 10% of our audience. If we post about it again next Thursday, some of the same people might see it and a new segment of our audience.

If we’re talking about our course all the time and still not getting sales, maybe it’s because we’ve been caught in the feature vs. benefit trap.

It is very easy to list what the course or program includes. But what really makes someone want to buy from you is understanding what transformation they will get from buying from you. Reed-Enever suggests using this framework; “At the end of this course, you will get x, or know how to do x, x and x”

To add to that, she also suggests adding a video to your sales page. “The number one thing that irks me is when there’s no video of you as an instructor connecting, sharing ideas, and showing people who you are and what you’re going to teach.” This helps people get an idea of ​​how information might be delivered and what they will expect once in the course.

While Reed-Enever agrees that speaking through slides on a video than speaking on camera can feel less confrontational, she says it devalues ​​your content. “As much as your knowledge is credible, people want to see your face. It’s about that constant bond between you and the student.

One of the most important parts of your marketing is your sales page. Make sure there’s more than one call to buy and, if possible, include testimonials from past customers to help people feel comfortable.

While some of us use regular launches and intakes of our coaching courses and programs, Reed-Enever recommends instead adopting a rolling enrollment option when possible. Part of that is due to the immense levels of energy you have to put into each launch. “And remember we keep this sustainable!” This is partly due to the simplification of the sales process.

“I used to do the limited admission option myself. People would come and the sales would be dead in the water because the wait was so long for the next take.

Although my online course has continuous enrollment, I found this concept very difficult to understand for my group coaching program. How could I have a continuous 12 month program without people feeling overwhelmed if they arrive at the wrong time? After several long walks on the beach, I found a way to adapt my current offer to an offer that will give us the possibility of creating monthly contributions in 2023. It reminds us that we can change courses or coaching. model as we deploy it, to best adapt it to the needs of our students.

Many people, myself included, used a waitlist building approach before the course launched to hopefully get better sales on launch day. Reed-Enever says this can create a false sense of achievement because the waitlist doesn’t always convert into sales as much as we’d hoped. “I like to compare him to a kid in a lollipop store. When they saw the page about your course, they totally agreed. But when the course finally comes out, they might now be out on the streets, and the urge to go buy those lollipops has passed.

Instead, Reed-Enever recommends finding a way to get people engaged earlier in the journey. “You could offer them an early bird discount. They pay now, then get full access on launch day.

Reed-Enever has set up a course and coaching system that allows people to pay more depending on the level of care, group or individual coaching they wish to have. It is now an essential part of her business and has replaced much of the one-on-one consulting she used to do. “I can’t see myself ever stopping. I have the right formula for how I want to serve my audience, and I love it.

This is the motivation for the rest of us to take a look at how we will also market our own programs and courses.

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