CF #30 - Free 5-Day Minicourse
Hey - it's Nathan. 👋
This is my 30th week sending this newsletter.
I skipped a couple weeks early on, and missed sending over the 4th of July weekend, but other than that, I've been creating and sending this weekly for seven months now.
My great hope is that it is providing value to you and helping you grow your business.
If so, I'd love to hear from you!
Hit reply to this email and let me know what you're working on, and I'll respond with a couple actionable ideas.
Now, on to the show.
Here is another client-getting strategy for you...
Client-Getting Strategy of the Week:
The Free 5-Day Minicourse
Build your email list and trust in your expertise by solving an urgent and painful problem for prospects in a free 5-day minicourse.
Who / What it Works For:
Coaches, consultants, and service providers selling a high-ticket coaching/consulting/service offer or course.
How it Works:
To implement this strategy:
1. Identify a topic that targets a problem "buyers" have and that they're willing to pay to solve.
You want to attract people are are willing and able to purchase from you, not those who are just seeking freebies.
Look at Udemy, Amazon and other marketplaces to see what people are spending money on, and choose a topic that solves an urgent and painful problem related to your high ticket offer.
2. Craft a title for your minicourse
Once you have identified your topic, you need to create a title that will hook prospects. It also guides you as you create the content.
Here are three templates you can use:
- How (prospect) (does desireable thing) without (undesirable thing). Ex: How coaches sell high ticket programs without spending all day in the DMs
- How to use (mechanism) to (achieve big benefit). Ex: How to use a free minicourse to build an email list full of buyers
- How to (do something valuable) in (x) easy steps. Ex: How to lose 10 pounds list in 5 easy steps
3. Create the content
Outline what you'll cover each day in your minicourse, and give each day a benefits-focused title.
Record the videos for each day's content.
A few tips:
- You may want to create a brief presentation for each day as well.
- Make sure your face is showing in the videos and you are not just recording your screen. The course is intended to build trust and seeing your face will help.
- Trim out all the fat. Each video should be no longer than about 10 minutes and be value-packed.
- Don't sell in the videos. Solve the problem you promised to solve in the minicourse title and focus on building trust.
- You want the videos to look and feel professional, but this is also a free minicourse and the most important thing is the content. If it is successful, you can always come back and record the videos to make them better.
4. Make the videos accessible
If you already have a platform where you can host the videos, load them there. There are a lot of tools out there you can use for this like Thinkific and Teachable that both offer free plans that should work for hosting your course.
If you want to send people right to each video without them needing to create an account and login each time, you could simply host the videos on pages in your website, load them as unlisted YouTube videos, or even put them on Google Drive as shareable files.
5. Write your emails
The focus of this strategy is building an email list of buyers, so you will need to draft an email sequence that goes out after someone signs up.
These emails should be loaded into an automated email sequence in an email marketing platform like ConvertKit (which I use to send this newsletter).
Here's the basic flow:
- Day 1: A welcome email that lets them know what they're going to get. If you have a bonus training, worksheet or resource you can give them in this email, it's a good way to start off. The email should tell them the topic for the trainings they'll receive over the next 5 days and let them know that at the end you have something great to sell them. This is essentially asking their permission to sell to them after giving them so much free value.
- Day 2 - 6: Each day's email should tell them why the video for that day is important to them and the cool things they'll learn in it. Weave in your backstory and share the cost you paid to learn these lessons and how you're helping them leap ahead in their journey. Make sure to include a link to that day's video and a teaser for the next day's email.
- Day 7-9 and beyond: Make your offer. These emails should position your offer as a new solution to a big problem they have and / or as a way to get bigger and faster results to the problem you helped them solve in the minicourse. Send at least three emails over three days. You can add as many more emails as you think necessary to get enough sales to make the cost of creating the minicourse worth it. At some point, you will want to transition the subscribers to your main broadcast list.
6. Create a squeeze page and thank you page
You need a simple squeeze page with three elements:
- A headline - use the minicourse title you crafted in step 2
- A subheadline - "Join us for this free 5-part training to discover exactly how to [benefit 1], [benefit 2], and [benefit 3], without [someting they hate]
- A call to action - "Yes! I want in" that opens an email collection pop-up where you ask for their first name and email
Your Thank You page should congratulate them on taking action to solve their problem, reiterate the big benefit, and give them instructions on what to expect next (e.g., check your email for instructions on how to access the course).
Adding a short video here would be even more effective. This can be a selfie-style video. The important thing is that people see your face and realize there is a human being behind all this, and that you start to build that relationship with these prospects.
You could also use this video as an opportunity to start a conversation using VideoAsk. (See Issue #26 for more on VideoAsk.)
7. Get Traffic
Since you are using this minicourse to build your email list, you need to get it in front of new people.
I learned this strategy from Caleb O'Dowd, who recommends using Facebook ads to drive traffic.
At some point in the future I'll cover FB ads, but my recommendation based on my experience with them is that if you don't know how to run them, unless you want to just hand over your hard-earned cash to Mark Zuckerburg, you want to pay someone who knows what they're doing.
You'll also need to be prepared to spend at least $500-600 over the course of a few days to test a variety of ads (to different audiences and with different headlines, descriptions, and creatives) to find ones that work in driving visitors to your squeeze page.
If paid ads aren't possible, then you can use other traffic sources we've talked about before:
- Post about it on your social media accounts.
- Work with paid affiliates (just know that to entice an affiliate, you'll need to either pay them per click/sign up, or know what your conversion rates will be on getting minicourse viewers to buy your high ticket offer)
- Get on podcasts, Twitter Spaces, etc. to talk about it.
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Demand Curve is a free newsletter to take your marketing to the next level. Get insights from their community of 50k about what's working, summarized in a weekly email.
Creating a free minicourse is an investment of time and effort, so if you decide put one together, please email me or DM me on Twitter to let me know and I'll give you some feedback as you get started.
And have a great weekend!