Last month, I worked on a marketing campaign for a very amazing and energetic woman in her late thirties. She works as a personality coach and claims a pretty established reputation in her domain. Her energy is so charming; my work calls would stretch endlessly. I was tempted to learn all about her, right from her daily skin regime to meditation routines.
I read the testimonials her mentees wrote for her. They were beautiful. She was making an impact. I was impressed by her knowledge, experience, discipline, solemn sense of purpose, and dedication towards it.
Nonetheless, she had hired me because she could not sell her courses — With all that virtue and vivaciousness she had.
What was wrong?
She was a coach — not a marketer. Huh!
Duh, guys — Why would she need me otherwise!
Hmm — So I did my part of research to understand the buyer psyche. Re-did the landing page with a powerful story that will resonate with my potential audience. With that, I produced an email sequence and a couple of tweets and social media stories to nurture my sales page — the recipe worked!
We saw a three-figure percentage increase in the sale from the campaign she had run two months back.
By all means, I had expected a jump — but such good numbers certainly excited me, too.
I would like to give credit to two critical aspects of storytelling — Research and Structure.
The structure part will require a separate detailed article. In this article, I would like to delve into some of the critical things I noticed while researching on how to sell a course better?
Let me share some key insights that will help you get a perspective on what makes selling a course difficult, if not dealt with well.
It is a non-tangible product.
When you go to buy yourself those sunglasses — It’s so easy. Yet another watch — why not? You ought to pamper yourself. That jaw-dropping pair of shoes need to be in your cupboard.
Buying things that you can touch and feel come easy. The product will romance with the potential buyer in its unique panache and style. Most importantly, it is easy for the buyer to judge the value they would receive from the product for the bucks they need to shell out.
With tangible products — the comparison is more effortless.
However, when you are selling a course, it is a product that is difficult to figure out for the buyer in terms of the value that it will generate for them — The takeaways would be subjective.
Hence, one of the best things to do would be to elaborate on the course content, aka modules. Make a little video, if you can, to give your audience a little deeper peek into the programs. A visual pitch would certainly be much more tangible than explicit texts.
Guys, a course is a work after all — huh! huh! huh!
We are suckers for fun, enjoyment, happiness, and all things hunky-dory. We like it easy, simple, fast. Things that put our mind to work, we chose to shy away from them to the point of shunning them for the longest time…
Until — they become critical for survival.
This is what I suggest — do ensure that your pitch in the landing page, emails, and social media posts to your audience is fun and inviting. Not some extremely sincere saga that details on unnecessary stuff and makes it look like heavy-lifting.
This is still agreeable that people pick a course when they are in dire need to propel their lives forward. However, here is another critical aspect, which is unfortunate — most of the programs are left uncompleted.
They are work. Remember? And who likes extra work. Therefore, students usually stick to the module of their interest and leave the rest.
Now, from the sale point of view — this does not matter. A sale done is a sale sealed — even if the product is partly used. However, if you are thinking of upselling, then you need to keep your audience in the grip until their minds are ripe enough for a new proposal.
However, as a course-creator, this may pinch for apparent reasons, too. It takes years of hard work and experience to distill out something worthy that you can give to others for their good. If this is not duly respected, it isn’t going to feel pleasant.
With that, try and include elements of humor, excitement, interaction, and engagement throughout the course delivery — User experience matters, people!
Did you explain the benefits yet?
When you are trying to sell a course, you ought to explain what it contains and what it will give to the takers.
What it contains — A description of various course modules.
What it will give to the takers — The benefits one will arrive after completing those modules.
The technical aspects are essential to explain, but an insight into how the course will benefit the taker is critical.
Here is the trap — People are not looking to buy knowledge. Instead, what they want is to learn how the course will benefit them.
A quick example would be this:
“Learn storytelling” — Umm, maybe later — thanks!
“Tell stories that will keep your audience thinking about your product” — Hmm, please tell me how do I do this!
See the difference, people???
Is this for me? THINKING!!!
When this question is not answered enough in your landing page/pitch — it may deter even an encouraged potential buyer. Think about these scenarios…!
“The course modules seem beginner-level — hmm not sure if this will have any value for me. Not worth my buck. “
“Umm — I have not even gotten started with copywriting. This program seems like it is for intermediate-level folks. I don’t wanna get overwhelmed.”
“I am a newbie, and I am willing to do the hard work. However, I am not sure if this is the most suitable program for me. After all, I have limited time and budget.”
Guys — You made enough effort to build a worthy course — now take some time and energy to define the audience. Once you figure this out, make sure that you candidly specify this on your sales page.
Marketing basics 101 — When you are selling to everyone, you are selling to no one.
Hope this helps!!!
A wise storyteller hiking on the slope of enlightenment towards becoming a great storyteller!