Teachable: Sales Page Challenge Notes

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Who is your target audience

1. Know your audience

• What are their pain paints and goals?
• Where can you find them?
• What will attract them?

The easiest way to know your audience is to be your audience.
Teach what you know.

What do you know that will serve others?
Is ther a wound you identify with that others experience?

Identify your audience

• Location
• Language
• Education level
• Age
• Other identifying characteristics or similarities

Sub-segments

Example:

• Students:
  • Undergrad students
  • Grad students
  • Intern
  • Post-grad experience

Psychographics

• Goals
• Interests
• Fears
• Challenges
• Beliefs
• Culture

Example

Young adults who are moving to the United States, particularly New York City, from another conutry because of a new job. They’re excited, but also stressed about changing their entire lives by moving to a new city.

2. Your Course Transformation

Transformation is the key.
How will your customer be transformed?

Template

By the end of this course, students will be able to…

Don’t use the word UNDERSTAND.
Keep it action oriented.

Identify your major milestones

How to plan your online course

1. Identify your milestones
2. Break things down into lessons
3. Choose your content types

Milestones

• “What are the major steps students will need to take?”
• These are skills to be developed
• There’s no magic number
• These milestones will become questions
• Your audience EXPECTS you to break information into manageable chunks

Outline your course

• Each lesson should cover one major takeaway
• Less that 10 minutes
• If you have to ask “could this be two videos?” the answer is “yes”
• This is about referencability of your content
  • Finding content in a video sucks

Naming your course

Prerequisite

1. Identify your audience
2. Craft a transformation

Combine them to name your course.

Title

1. Fewer than 40 characters

Subtitle

1. Fewer than 80 characters

3 rules for writing a great course name

1. Benefit-driven
2. Specific
3. Convey emotion

Examples

How to Move to New York City A guide to becoming a local in The Big City

Quantifying questions

• Can you you quantify the outcome of your transformation?
• How many times better is the outcome from the initial state?
• How long will it take a studend to achieve the transformation?
• How much time or money will students save by taking the course?
• How many steps will it take for a student to achieve the transformation?

Avoid statistics: number of lessons, hours, pages, etc.

The value of the course is that it’s a shortcut to the outcome

How to Move to New York City A guide to becoming a local in The Big City in one week.

Power words for…curiosity

• Secret
• Surprising
• Inspring
• Unexpected
• Shocking

Power words for…speed

• Hacks
• Tricks
• Tips
• Kickstart

Power words for…comprehensiveness

• Complete
• Ultimate
• Comprehensive
• Detailed
• Entire
• Definitive

How to Move to New York City A ultimate guide to becoming a local in The Big City in one week.

Description Example

Get all the information you need to make smart decisions about New York City, from navigationg the subway like a true new yorker, to negotiating with landlords, and a detailed plan to get it all done?

Price your course

$100 is the minimum you should charge for a course.

Why should you use premium pricing?

1. Easier to hit revenue goals
2. Higher prices lead to higher percieved value

• Higher engagement after larger investment

1. Attracts the right customers

• Weeds out budget hunters
• Your success lies in your students success

A Standard course should cost at least $100

Mini-course

• Free
• Max $20-50
• Shorter than 1 hour
• Could complete in under a day

Course

• $100
• Charge based on outcome
  • Income transformation
• Quality?
  • Downloadables, production
• Could complete in under a week

Medium Course

• $200+
• Could complete in about a month

Flagship course

• $500+
• Only recommended for experienced creators
• Customer and client case studies
• Would take over a month

The more experience you provide the more it should cost.

Hobbies = ~$100 Career change = $500-2000

Features table

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