Welcome to the audiobook experience of my book High-Value Offers: How to Create Desire and Turn Your Course Idea into The Dream Offer for Your Ideal Student.
In this and the next parts, we’ll explore the second stage of the Dream Offer Method – Desire. You’ll learn how to create and increase desire and the role it plays in sales and marketing.
You want to create something people truly want and for that, you first need to identify who they are and what their desires and challenges are. So lean back and hear my 5-step process for defining your ideal course student so you can create the best course for them and turn it into an offer that will show them why it’s perfect for them.
Tune into the episode below:
- How I narrowed down my ideal course student
- Why define who your course is not for
- How to turn that into a powerful section on your sales page
- An example of addressing customers’ pain points in your copy
- How to get into the head of your ideal student
- The consequences for your ideal student of not solving their problem now
- How to make that part of your marketing
- How I challenge people’s current beliefs about what’s possible in 1 of my offers
- How to create a before and after picture
Who your course is for
Here’s what I wrote when planning the offer for Bold Business School:
‘If you’re a burned out blogger/freelancer/service provider struggling to make real money in your business, then Bold Business School teaches you how to master email marketing, create, launch and keep selling your signature offer, and have an automated sales funnel so you can earn passive income, run your dream business and have all the freedom you crave.
If you’re an aspiring business owner struggling to create your first digital product and not knowing how to sell it and build systems that work for you, then Bold Business School teaches you how to do exactly that so you can create your signature offer and sell it with confidence, and build a sustainable business that allows you to have all the freedom you crave.’
Now these two are similar and yet different because they speak to two different groups of potential students. The first paragraph is for those who are already blogging, freelancing, coaching or else, but who want more freedom and the ability to scale and who don’t necessarily know what the right business model for that is. So to them, I get to talk about the course creation business, the benefits of having a program, how anyone can package their knowledge into a course and how easy and profitable everything gets to be as a course creator if you follow the right strategy and have the right mindset and energy.
The second paragraph is for the people in business who have shown interest in online courses and know they want to create a program and sell it, but need help with all the steps, tools and strategies.
BBS is ideal for both of these groups of people.
When I narrowed down my ideal student avatar, I came up with this: overworked service providers; bloggers who aren’t earning enough, have lost an income stream, or want something more out of business; coaches who want to stop depending on a number of clients and exchanging time for money; and freelancers ready to create something on their own and earn passive income.
Now, most of these fall into the service providers category so there are different ways I can describe that ideal student and their current situation. And while who they are is one part of the description, the other one is what they aren’t happy with and what they actually want more of. There is a reality they are not enjoying right now and a desired outcome they would like to have. But in-between is a gap and your course, framework and offer are going to fill it.
Who your course is not for
Next, tell me, who is your course not for? This can turn into another powerful section on your sales page that ensures the people who aren’t ready for this or want something different aren’t going to ask you more questions or enroll only to ask for a refund afterwards.
Also, this makes it more exclusive. You aren’t creating a program for everyone, although of course anyone is free to enroll and learn. Instead, it’s for your ideal students, the ones who can benefit from it the most.
The ‘who your course is not for’ exercise is easy.
Just think of the many people you don’t actually want to work with, those that are the opposite of your ideal student, who aren’t ready to do the work, who want a quick solution and to be told what to do all the time.
Or those who make excuses and aren’t willing to dedicate the time necessary for the transformation to happen.
The best example I can give you is from my course $1K Blogger. I included this on the homepage:
‘Who is this course not for:
People who want easy money and aren’t ready to put in the work (this is not a get rich quick scheme, it’s a proven system for creating something valuable online, monetizing it strategically and earning from it for the rest of your life. But you need to follow all the steps in the course to get there.)
Personal blogs that don’t need to make money or build an audience. If you just want a free website and to blog for fun (that is, to simply publish content online), then this course isn’t for you. It teaches you strategies to build your website but also your brand, to be a real blogger and make money in multiple ways.
Advanced bloggers or anyone who’s already been blogging for a year or so (this course is for beginner bloggers only).
Bloggers who want to earn from sponsored blog posts. In that case, you should check out my premium blogging course Blog to Biz System that goes into detail about this.
Those who want to make $5,000 or more from their blog every month (that requires strategies on a different scale and these are outlined in Blog to Biz System).’
Now do the same for your course once you’ve identified who exactly its for. Who is it not for?
Even if that doesn’t make it to your actual course sales page, it helps you gain even more clarity on who you’re serving.