I just finished running my very first e-course, Blogstorm, which helped the students generate six-months worth of blog post ideas and put them into an editorial calendar, and it went so well! Better than I could have ever hoped, really.
Oh, sure: there were a few hiccoughs here and there, mostly to do with technology (major takeaway: click EVERY LINK before launch!), but I think people really enjoyed it and got a lot out of it.
The content was great. I really believe I delivered a good value for the course, and people got a lot out of it. I’ve known since I was a little kid, bossing my sister and friends around as we played school, that I enjoy teaching—and this totally confirmed it.
But we never sat around playing “Internet marketer” when we were kids (y’all, the Internet didn’t even really EXIST when I was a kid!), so I discovered that I still have a lot to learn when it comes marketing and selling.
Let’s talk about the good stuff first. 😉 I blew myself out of the water when it came to my sales goals for this course. I developed this course as a way to sort of test the waters of online teaching, so I specifically made it short, specific, and inexpensive. My thought was that it was basically going to serve as a proof of concept—proof that people would be willing to sign up and pay for an online course from me, before I spent months creating something bigger.
That was an excellent way to go. In their course on interactive learning environments, “Teaching Sells,” the Copyblogger people call this a Minimum Viable Product, and it’s an excellent way to get started. Don’t sit around waiting for the perfect time to launch your masterpiece; create something small, tight, and extremely useful that you can sell right now.
And I did! And you know what? It worked. My original goals were to sell 10 slots, and give away an additional 10 (so that the Facebook group and Q&A sessions wouldn’t feel empty). I went way beyond that. I sold 30 slots and had 62 signups overall! (More on that little discrepancy below.)
As a proof of concept, Blogstorm was a huge success.
So, the content side of the course was a huge success. Part of the marketing part was a success (the part where I tripled my goal for paid signups, for one!)
But there were some major mistakes I made in selling this course too.
Why am I telling you this? I could have just talked about how I made an extra grand last month and tripled my sales goal, and that would have been a pretty compelling story. But I’ve never made any bones about the fact that I’m still learning a lot of this stuff here. I’ve invested thousands of dollars and hundreds of hours of my time into learning this stuff so that you don’t have to—so it seems ingenuous somehow not to share my mistakes, too.
Learn from my oopses, Grasshopper, and they will not have been made in vain.
What’s funny is that I absolutely believed that the program was worth $99—I didn’t believe that people would pay that much. But some did. And more would have if I had believed in myself and my product more strongly. I truly believe that my sales page, my offer, even my marketing efforts had less to do with how much I sold than my own confidence in asking for what I knew the product was worth.
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