How Not To Launch a Premium Course That Sells Like Crazy

Just like you, I started off with big plans and a small wallet - trying all the courses, coaches and content that only added to my confusion and overwhelm....

I remember it like it was yesterday...

In the spring of 2012 I (foolishly) quit my high paying job as a Vice President of a Silicon Valley startup. I had two or three consulting clients paying us just enough to make ends meet. So I decided to launch a course thinking...

"This is going to be great - all I need to do is create a few videos, upload them to Udemy.com and let the passive income start rolling in!"...

So after around 8 months of planning, brainstorming, mind mapping and slide creating, the moment of truth had arrived - I was ready to publish what I was certain would be a behemoth of a digital cash cow!

I hit "publish", and fell sound asleep with visions of PayPal notifications dancing in my head...

The next morning I sprung out of bed to the ultimate bittersweet feeling...

2 people bought my course!

On one hand this was an amazing moment -this was the first time someone actually paid me for anything online! I had just made $58!

But on the other hand, I had just made only $58. 

This was a far cry from the early retirement, passive income and firey red lambos all the gurus were selling...

And I had much more pressing needs - like to feed my wife and daughter!

As proud as I was of my new product, I would never sell enough courses to provide for my family...

(I'll explain the right way to create and launch a course below)...

8 Ways to Be 100% Sure Almost No One Will Buy Your Course Ever

Write these down if you want to launch a course people will actually buy...

 My course didn't have a "Unique mechanism" or offer that stood out from others...

 It didn't solve one of the 13 essential problems every successful course solves...

 I wasn't using the right course titles and messaging to make my course irresistible..

 I wasn't pricing my course using the "perfect course pricing test"...

 My course didn't include a Student Guide to help customers get great results...

 I was falling into the "course commodity trap" by selling on a third party website...

 I had no idea how to turn my course modules into simple ads and lead magnets...

 I didn't have a seamless way to convert course customers into coaching clients...

And a few more mistakes I'm sure...

At this rate I would have go back and get a day job!

"Why was creating a course that sells so dang hard?!"

There was no complete "Point A to Point B" system for launching and scaling a great digital course or coaching program from choosing a topic, pricing and messaging to outlining, building and recording and everything in between...

I was in bad financial shape. I started browsing LinkedIn for jobs. 

I even had to ask my wife's father for $7,200 to pay the rent (basically crushing my pride when I needed it most)...

(If I could figure out how to make this happen at will I would be rich(er)...

The Secret to Launching a Wildly Popular Course Was Right in Front of Me, Staring Me in the Face All Along!

A powerful memory from my past suddenly rushed to the surface...

"I got it! I've finally got it - it's the cheat sheets!" I yelled, triggering my sleeping wife to spring up and sock me in the temple fearing I'd completely lost it...

But I hadn't lost my marbles after all (at least not at this point)...

I remembered my time in the NAVY. Specifically while serving as an E.O.D (Explosive Ordnance Disposal) diver...

As you can imagine this was a fairly dangerous job. Actually we had several dangerous jobs we were called upon to perform at a moment's notice...

(Like checking the bottom of a ship for explosives, supporting local law enforcement to disarm Improvised Explosive Devices or searching a river for missing persons...)

And there was one tool we used to keep folks safe and perform quickly under immense pressure...

Cheat sheets. 

For every task, mission and process - we had simple one page templates, checklists and cheat sheets that we followed 100% of the time...

(Now imagine if you could use these same tools to launch a course...)

So I Went Into Full Geek Mode, Creating One Page Cheat Sheets and Systems But This Time For Digital Marketing

I created, tested and optimized simple one page systems, cheat sheets and templates that virtually anyone could use to greatly speed up and clarify exactly how to achieve results with common and important marketing functions:

 The 27 step word for word email nurture sequence that sells more courses...

 The one page "Perfect Customer Profile" to find customers before you launch!

 The "Currency Calculator" to define the one problem your course solves...

 The one page "Perfect Sales Script" we've tested over 12,300 client enrollment calls!

 The "Million Dollar Message" method for naming any course or coaching program...

 The "Digital Brain Dump" to quickly extract 100% of your course from your head...

 The "Product Roadmap" that transforms courses into completely unique offers...

 The "Perfect Course Outline" that lays out your entire course in one page!

 The "DFY Slide Template" we use to build entire courses in minutes vs weeks!

And many more...

Imagine sitting down to create your next email sequence, webinar or ad campaign and knowing exactly what to do and getting it launched without staring at blank screens or "winging it" ever egain...

(But even I wasn't prepared for what happened next...)

Folks From Across the Globe Started Coming to Us to Launch Their Courses and Coaching Programs. Lots of Folks.

Now as I write this I can't believe what's occured over the last decade...

We've helped over 40,000 awesome clients launch course and coaching programs...

And we've even sold over $10M of our own products, launching eleven 6 and 7 figure courses!

(This feels like light years away from the days of waking up hoping for another $29 course sale!)

I am not saying this to brag - It took a great deal of trial and error and perseverance to achieve these milestones and I am continually humbled and grateful for the opportunity life has given me...

But you should also be sure that any course, coach or service you invest in should have a track record of helping folks like you achieve the exact result you're looking to achieve!

Which brings me to an extremely important point...

Now fast forward to modern day...

I recently created something NEW that is so unique and powerful I have to share it with you right now:

At first I was skeptical...

"How could something so simple work so well? - Maybe I'm such a marketing nerd that this will only work for me!"...

So I decided to perform a little "marketing experiment" using a few hundred of our clients as willing participants...

 "Could This Actually Be The World's Fastest and Most Effective Way To Launch a Premium Course?"

I recently tested this with a small group of clients and what happened next was so incredibly shocking I thought my eyes were playing tricks on me...

Several months ago I spent 90 days locked in my laboratory (Ok, it's just a normal office but I did spend 3 full months creating this product)...

I knew a major milestone was approaching - 10 years in business! 

And I wanted to challenge myself in a new way. I wanted to create a completely new (extremely effective and simple to use) system to solve a major problem that plagues most would-be coaches and course creators...

How to transform your skills, knowledge and expertise into a LIVE premium course or coaching program in just 14 days! While reducing or eliminating content confusion, tech overwhelm and imposter syndrome for good!

I knew this would be no easy task...

But I accepted the challenge (with myself - weird I know) and went to work.

I Interviewed some of our 40,000 customers. I purchased every book and course I could find on course creation, teaching, learning models (and other super nerdy stuff)...

I spent a full week analyzing all of our past courses and campaigns - dissecting every ad, email, slide and funnel...

A Tale of Two Courses: Why Do Some Courses Sell Like Hotcakes While Others Sit on The Shelf Like Stale Wheat Bread?

I also looked at more than 70 popular courses across the web, on all topics ranging from fitness, martial arts, gardening, crypto, advertising, parenting, selling, guitar, investing, relationships, addiction, trauma and many more...

What I found was absolutely fascinating!

In many cases there would be two almost identical courses covering the same topic, both from virtually unknown course creators...

Yet one course would sell thousands upon thousands of copies, while the other barely sold at all...

I had to figure out why this was - "What makes some course sell so much better than others?"...

After what seemed like an eternity I finally discovered the winning formula I'd been searching for..

C+(MDM*PR)*CLM = ECS

Currency+(Million Dollar Message*Product Roadmap)*Course Lead Magnet = Exponential Course Sales

This may look and sound super nerdy (cause it is)...

But I am 100% certain that this formula represents the 4 key elements of virtually every wildly popular course on the planet!

 CURRENCY: This is the one clear problem your course must solve. The measurable unit of value your students and customers want and need enough that they're willing to pay for it. A currency is and must be one word. And it must be essential not optional. Painkillers not vitamins. Businesses need customers not followers, revenue not authority. Consumers need to buy a house not learn about real estate. They need to lose weight not work out.

 MILLION DOLLAR MESSAGE: The title of your course must describe the specific outcome your customers should expect to achieve. The message must clarify the "who", "what", "when" and "without". Who exactly this course if for "personal trainers", "busy parents", "course creators" (ahem). What exactly they will achieve "generate your first high ticket client from YouTube", "Pass the BAR exam", "train your parakeet to speak Portuguese."  The when is the exact timeline. "in 30 days or less", "spending less than 8 minutes per day", "before summer begins." No one wants to just "lose 10 pounds in 14 years" - you must use a clear timeline! The without is problems your course will help them avoid. The obstacles preventing them from getting results! "without spending another dollar on ads", "without hard to use exercise equipment or expensive supplements", "without risking your retirement on the stock market."

 PRODUCT ROADMAP: You must create a visual model that shows your customers your "unique mechanism" - a clear step by step path to results. They can only get this from you! You have to show them not tell them. This is the real secret to launching a successful course in an ultra-competitive market! I have done this multiple times and helped thousands of others do the same. All creating the same 9 step Product Roadmap.

 COURSE LEAD MAGNET: There's one specific way to generate course customers that works better than anything we've seen or tried over 10 years. It works with social media and organic traffic and paid advertising as well. It's better than e-books, webinars, or 99% of what struggling course creators are doing. You must take the "hottest" module or topic of your course and create a one page cheat sheet (formatted in a very specific way). More on this below...

Once I found and tested this formula, I built an all new system from the ground up...

I wanted this new system to include everything. Not just training, but every tool, checklist, cheat sheet, slide and swipe file required to build and launch a world class course!

Keep in mind, I have published several high performing courses over the years but I wanted to find and eliminate each and every tiny point of friction folks face when creating courses...

And most importantly this system had to work in even the most crowded and competitive markets!

So After Months of Creating, Refining and Tweaking, I Was Ready to Test This New System With Actual Customers...

A few months ago, I sent an email asking my subscribers if they wanted to test my new "High Ticket Course Launch Formula"...

The offer was simple: I would give them a discount (they paid $297 vs. the normal $997 price) if they agreed to "Do the work, test this new system and provide honest feedback"...

445 awesome folks took me up on this offer (Very cool to have such great customers who paid for a new system they knew nothing about)...

And after around 21 days, I posted a simple poll asking for feedback. I asked them:

(I find this question is more important than asking for simple reviews or testimonials alone - the dollar value speaks for itself)

And the responses absolutely blew me away!

I was nervous to even ask the question. No matter how confident or experienced you are, it always feels uncomfortable putting yourself out there and risking rejection...

But here's how they responded...

In a Survey of 445 Clients, The Majority Said Just One of These Programs is Worth "$5,000.00+"...

"This Looks Amazing, But Is It Really Possible For Me To Launch A Premium Course or Coaching Program In Just Two Weeks?"

From Idea To Mapping Out Your Product and Pricing, Creating All Content and Slides, Producing and Publishing - All With 100% Confidence?"

If you're anything like the 40,000+ customers we've helped over the last decade, you might be about to discover the game changing step-by-step system you've been searching for!

So let's find out of this is for you:

if you checked any or all of these boxes, it's time to say goodbye to all the frustration, writer's block and "Guru BS" and start launching an amazing product you and your clients will love!