David Siteman Garland, How to Create Courses That Will Make You 6, 7 or Even 8 Figure Businesses

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00:00
welcome to funnel hacker radio podcast
00:02
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward hey everybody welcome
00:18
to funnel a karela I’m your host Dave
00:20
Woodward and today of super excited a I
00:23
have the opportunity of having David
00:24
Siteman garland or dsg as many people
00:26
know by welcome hello Dave we’ve got you
00:30
a Dave and a David making it right here
00:32
so it’s gonna be good I can’t wait this
00:34
is I am so excited it for those of you
00:36
guys who don’t know David or dsg this is
00:39
the man who basically is responsible for
00:41
most people getting online selling
00:43
courses no one has done more courses or
00:45
taught more people about how to actually
00:46
create courses online and sell them more
00:48
than David so I’m so excited to have you
00:50
buddy
00:51
awesome well I’m pumped to be here for
00:53
sure if you don’t like dad tell people
00:55
just a little of your background so they
00:57
understand kind of where you came from
00:58
everything from your podcasts rise to
00:59
the top all the way to where you’re at
01:01
right now yeah sure it’s always funny
01:03
like when people ask me that about my
01:04
background like I was actually at
01:05
working I do CrossFit I was at the gym
01:07
today and someone’s like you know we
01:09
were like working out like lifting
01:10
weights he’s like tell me about your
01:11
business I’m like how much time do we
01:13
have Jeremy with weights it’s you know
01:15
as you know when you have an internet
01:16
business like a lot of people it takes a
01:19
little bit of explanation you know so
01:21
let me give the extreme Cliff’s Notes
01:23
version here for sure so in a nutshell I
01:26
started in 2008 online I was actually in
01:30
the hockey industry before that I worked
01:31
in professional inline hockey of all
01:33
completely random things there and I
01:36
started with really a web show and a
01:40
podcast called the rise to the top and
01:42
that’s how I started and what I did was
01:44
I interviewed entrepreneurs I
01:46
interviewed you know everything from you
01:49
know mom-and-pop shops to the Tony
01:51
Shea’s at Zappos to the Seth Godin 's to
01:53
you know a whole mix of people I’m just
01:55
trying to think how many can a job here
01:56
in 10 seconds right so you know so I
01:59
started with a podcast and I was really
02:01
trying to figure out you know how do I
02:04
turn this into a business you know I
02:06
mean like I didn’t know I was kind of
02:08
just making it up as I went and just
02:10
having you know flying off the seat of
02:11
my butt trying to figure this out you
02:13
know I came
02:13
with no connections no audience anything
02:16
like that so I built up the podcast over
02:18
a few years and you know what our way
02:20
big way of making money back then Dave
02:22
do you know what it was take a guess my
02:25
gosh everything back then I guess some
02:27
people are doing everything from Adsense
02:28
and gosh 2008 all sorts of crazy I know
02:32
right it’s like it’s like 1943 and so
02:36
really what the way that I was able to
02:38
make money with my podcast was
02:41
sponsorships that was really the primary
02:43
thing that I had right and and so I was
02:46
out there selling him our big one at the
02:48
time was Citrix you know I go to goto
02:50
meeting go to webinar that kind of stuff
02:51
and also I was kind of you know by
02:54
accident sort of building my personal
02:56
brand up a little bit as well so I ended
02:58
up with a book deal I did some speaking
03:00
did some coaching kind of related to
03:02
building an audience as I became kind of
03:05
decent at that right back in the day but
03:07
the problem was this is that when you
03:09
have a sponsorship based model it’s a
03:11
little bit terrifying because at the end
03:13
of the day you are basically reliant on
03:16
that company right because if they woke
03:18
up on the wrong side of the bed or if
03:20
someone gets fired or they just wake up
03:21
and say you know what David DSU we don’t
03:23
like you anymore you know that’s it
03:26
happen but that’s a very very scary
03:28
thing when you’re going through a
03:29
business because you don’t really
03:30
control your own destiny you know what I
03:32
mean so really by accident
03:34
I discovered the world of online courses
03:36
really by interviews on my show right
03:38
when I was doing my show I started to
03:41
kind of run into this world of online
03:43
course creators that I call media
03:44
preneur and you know people like Marie
03:47
Forleo and Rian Lee’s those types of
03:50
people in the world and immediately I
03:52
was hooked you know I was hooked
03:54
line and sinker on this because I love
03:56
that you could help people at scale you
03:58
know how people get results you could do
04:00
it from your pajamas you know if you
04:02
will at home you could make an
04:04
incredible living and what I really
04:05
loved about it and this you know besides
04:07
helping people was that the lifestyle
04:10
associated with it meaning that I talked
04:12
to way too many entrepreneurs and Dave
04:13
I’m sure you have to just you know
04:15
throughout your life right where they’re
04:17
making quote unquote good money or they
04:19
have great businesses but they don’t
04:20
even have time to go to the bathroom
04:22
they don’t see their family the less
04:23
trip they took they were on the computer
04:25
24/7 right we all
04:27
I didn’t want to be that and I saw that
04:30
online courses there was an opportunity
04:31
for that as well so I dove in I like was
04:35
a crazy mad scientist of online courses
04:37
I read everything I could I research
04:39
anything I could I interviewed
04:41
everything I could for years to try to
04:42
figure this out and then I launched my
04:44
first course called create awesome
04:46
interviews so you can see where that
04:48
came from
04:49
after doing five hundred plus interviews
04:51
those are the questions that I got back
04:53
in a day were well how do I do online
04:54
interviews and things like that and so I
04:57
remember the first launch did $19,800
05:00
okay and nothing that we’re gonna retire
05:02
on but I got to tell you I was more
05:04
excited about that than anything I’d
05:06
probably ever done in business I was
05:08
like oh my god like you know the feeling
05:10
like I was like I took something that I
05:12
know got it down and people are actually
05:14
paying for me and paying to learn it and
05:16
look they’re making their own show like
05:18
there was no better feeling and I you
05:20
know when I’m I’m one of those people
05:21
like when I get the bug I go all-in
05:24
right so I started creating more courses
05:26
more launches more funnels kept kept
05:29
improving improving I mean it wasn’t all
05:30
rainbow sprinkles and unicorns mistakes
05:34
and this and that and shenanigans and
05:36
all that kind of stuff but over time
05:38
started building this into a very
05:40
successful business where in less than
05:43
24 months from launching that very first
05:45
course we hit over seven figures in
05:47
sales that’s crazy that’s awesome that
05:49
was
05:50
and so now I’m thinking well now what do
05:51
I do do I mean like we we got this
05:53
we were really rocking it with courses
05:56
and so 24 months later people now were
05:58
asking me do I mean they were saying
06:00
well David I want to do a course and I’m
06:01
senior having these success with courses
06:03
like what do I do
06:05
how do I take my expertise and turn into
06:06
an online course like you’re doing and
06:08
you know etc etc so that’s when really
06:11
the big shift in my business happen and
06:13
we launched create awesome online
06:14
courses and ever since then that’s been
06:17
kind of my number one program and kind
06:20
of where my entire business is centered
06:21
around and once that took off and once
06:24
that got going and once I saw the
06:26
results people were getting and that’s
06:28
what it’s all about do I mean your
06:30
customers getting results I said you
06:32
know what this is what I want to do this
06:34
is exactly what I want to do so in 2013
06:36
we shut down podcast I’ve been doing it
06:39
for five plus years I was
06:41
kind of you know a little burnout and
06:42
ready to move on and that is where we
06:45
focused ever since then has been
06:48
teaching people and helping them with
06:50
software in education etc with online
06:52
courses and now I’m super proud to say
06:54
that we’ve you know we’ve got three
06:56
thousand plus students in a hundred
06:58
countries that have courses on every
06:59
topic from kindergarten teaching to
07:02
snowboarding and everything in between
07:03
and that’s where I get the most excited
07:06
is we have several now millionaire
07:08
students a lot with multiple six figures
07:10
a lot in six figures and a lot in five
07:13
figures so that’s kind of the the five
07:15
six minute version of the story I
07:17
absolutely love it and you know David
07:19
what are the parts I am most excited
07:20
about the whole thing is kinda like what
07:22
you referred to there’s nothing better
07:24
than having your students have success
07:26
and we’ve obviously seen that a lot with
07:27
clickfunnels but I think the part I and
07:30
why was so excited to interview you is
07:32
there are so many people who feel like
07:34
they have some knowledge they want to
07:36
get out there but they just don’t have
07:37
any idea how to do it and they’re always
07:39
afraid thinking oh maybe maybe I just
07:41
don’t know it that well or maybe no
07:43
one’s gonna pay for it I mean what what
07:45
type of advice to give people when they
07:46
first get started yeah I mean and
07:48
there’s a lot and a lot of people come
07:49
in and they’re just like they’re excited
07:51
about the site at the end like okay well
07:52
now what the heck do I do right right
07:53
and so I think the first thing you have
07:56
to think about is there’s two types of
07:58
people there’s people that either come
07:59
in with a great idea or they don’t have
08:00
an idea yet during I’m saying when it
08:02
comes to a course and a lot of people
08:04
get held back by a lot of you know kind
08:07
of I call the myths joy mean people
08:09
thinking well I can’t do this or there’s
08:11
already another course on my subject or
08:13
I’m not an expert or I’m not gonna I’m
08:15
not gonna figure out the technology
08:16
right that’s three of the big ones you
08:17
know um number one is as long as you are
08:22
ahead of the people that you’re teaching
08:25
you’re an expert oh man I
08:28
I only because I have lived at my own
08:30
life too many times yes it totally makes
08:32
sense
08:32
yeah and that’s where I start to think
08:34
about here because you got to change
08:35
your mindset about this cuz if you come
08:36
in thinking I’ve got nothing to offer
08:37
you’re gonna have nothing to offer and
08:41
so you know perfect example I’ve got a
08:43
student of mine who teaches French okay
08:46
she teaches French and but this is the
08:48
big difference
08:49
she teaches French to adults because she
08:52
learned how to speak French as in a
08:54
dolt right that’s a massive difference
08:57
in someone that’s like hey I’m rosetta
08:59
stone or you know learn French when
09:01
you’re two years old because it’s easier
09:02
whatever it might be this is very
09:04
different so imagine if you’re an adult
09:05
and you’re looking around and you see
09:07
this you know forty-five year old woman
09:09
who said I learned French two years ago
09:11
you know use the system boom it’s not
09:14
like she’s the world’s greatest French
09:15
expert in the world oh yeah she has a
09:19
great gift of something that she can
09:21
teach so start thinking about that in
09:22
terms of expertise the second thing is
09:26
that you’ve got to think about that the
09:29
technology’s never been easier for
09:31
online courses do I’m saying like it
09:33
takes me sometimes like five minutes to
09:35
remember my Wi-Fi password okay that’s
09:37
that’s what we’re dealing with there I
09:38
mean like you do not need to be back
09:40
when I was first starting to do online
09:42
courses you kind of had to be like a bit
09:45
of a techie during I mean like you kind
09:46
of had to like hack things together I
09:48
had to hire stuff out it was annoying
09:50
like there was a lot of stuff that you
09:51
had to do okay back then now between you
09:54
know tools like clickfunnels joy main
09:56
tools like one of my software called
09:58
course cats which it allows you to
10:00
create a course website super easily
10:01
it’s just become so much easier for
10:04
either you to do yourself or to simply
10:07
outsource it to a virtual assistant or
10:08
someone else so do not let the tech hold
10:10
you back do I mean that that’s one of
10:12
the that’s one of the biggest things
10:13
that I could possibly say to people and
10:16
the other thing is about competition
10:17
right and competition is a good thing
10:21
you know if you go out there and you’re
10:22
like well I can’t find any other courses
10:25
I can’t find any other experts I can’t
10:27
find any other books I can’t find any
10:29
conferences or anything related to your
10:31
topic
10:32
that’s probably telling you something
10:33
right there all right like that’s a red
10:36
flag you know like you know my example
10:38
here
10:39
imagine the second cookbook author if
10:42
they went into the bookstore and they
10:44
already saw a cookbook do you think they
10:45
were like oh crap you know there’s
10:48
already a cookbook I’m out of here now
10:49
overwrite there’s always a way to be the
10:52
vegan hot dog cookbook or whatever it
10:54
might be right so there’s always a way
10:56
that you can stick out from the pack but
10:58
number one is through your personality
11:00
your story and your relationship with
11:03
your people do it I mean like that
11:05
there’s no one’s gonna teach it the way
11:06
that you teach it and there’s plenty of
11:08
room out there okay so what I would
11:09
encourage people once they get past
11:11
those myths um a great thing that I like
11:14
to do if you’re not still sure about
11:16
like what your topic is or which way you
11:17
want to go if you have an audience great
11:20
opportunity to do a survey during in
11:22
right there and say hey you know I’m
11:24
thinking about either one survey
11:26
question that’s worked out very very
11:28
well for people and it’s simply sending
11:30
them out an email and saying what do you
11:32
want to know more about blank
11:35
now you don’t type blank blank would be
11:38
your topic right so what do you want to
11:40
know more about you know losing 20
11:43
pounds over the age of 50 what do you
11:45
want to know more about you know
11:47
generating leads off of Instagram for
11:49
attorneys or whatever it might be you
11:51
know what I mean for your business and
11:52
so that can help help to quantify as
11:55
well and the other thing if you’re you
11:57
still have no idea and you’re looking to
11:59
get started you’re like I just don’t
12:00
know what I’m an expert on think about
12:03
what do people come to you for what do
12:06
people ask you questions about online at
12:08
cocktail parties what’s something you’re
12:09
passionate about that people need help
12:12
with that you can do in a how-to
12:13
situation a lot of times the topic is
12:16
right under the nose and it’s something
12:17
that you’ve already done totally
12:21
understand that so Dave tell me real
12:24
quick on that how long how large are
12:26
some of these courses you find most
12:27
people are creating well that’s a good
12:30
question meaning an actual content yeah
12:32
always one of the things that I as I
12:34
talked to people they’re like oh my gosh
12:35
you know I just don’t know if I have
12:37
enough content to even create something
12:38
like that I get questions about this
12:40
with that but I don’t know if I could
12:41
really be an expert with this amount of
12:42
content yeah it’s a phenomenal question
12:45
for sure it’s a great question so here’s
12:47
the way to think about I got some secret
12:48
sauce for this as well is that one of
12:52
the easiest things that you can do is
12:54
when you outline your course right so
12:57
basically you got to think about your
12:58
course as being a step-by-step journey
13:00
or system that’s gonna take people from
13:03
point X to point Y right so a great
13:06
exercise for someone and I’m gonna make
13:08
you Dave give me a random topic here
13:10
that we know nothing about so give me a
13:11
give me a random topic throw it out
13:15
raising butterflies raising butterflies
13:18
awesome fantastic topic okay so let’s
13:21
just
13:22
that your course is going to be zero to
13:25
fifty butterflies in a month okay all
13:29
right
13:29
so what I would do is I get out a piece
13:31
of paper or a document or whatever on my
13:33
computer and I would write on the left
13:35
side or on the top where are my
13:38
customers at now what’s their situation
13:40
right now and the situation would be
13:41
zero butterflies okay
13:44
then at the bottom you’re gonna write
13:47
where are they gonna be after my course
13:50
because the key here for the most
13:51
successful courses is they have a result
13:54
right like a concrete result that you’re
13:57
gonna get - okay
13:57
so the goal would then be that they’ve
13:59
got 50 living butterflies and
14:01
everything’s happy and peachy and keen
14:03
okay so you have where they’re at now
14:06
zero butterflies 250 butterflies okay
14:09
then you simply write in the steps how
14:12
do you get from there to there so I
14:14
might write step one might be you know
14:16
how to build the perfect butterfly house
14:18
for left less than $50 two could be you
14:24
know how how to I don’t know plant the
14:27
larva I don’t know whatever this join me
14:29
and let’s say we get down there and
14:31
we’ve got you know a certain amount of
14:32
steps that becomes the framework for a
14:34
module for online courses okay now
14:37
here’s my big tip here for folks
14:38
you want to stay twelve or less when it
14:43
comes to modules twelve or less when it
14:45
comes to modules can you guess Dave why
14:47
you would want to stick in that magic
14:48
range I would think people just can’t
14:51
consume that much and they get bored
14:53
afterwards and feel overwhelmed
14:55
that’s exactly right it hurts on both
14:57
ends it hurts your sales and it also
14:59
hurts like people actually following
15:01
through right because even if your
15:02
modules are very short - I mean and
15:05
modules for those who don’t know it’s
15:06
just another term for chapters right um
15:08
even if they’re very short
15:09
I mean imagine you get a course and
15:11
there’s 27 modules you like I will never
15:13
get done ever
15:15
so people that increases refund rates
15:17
that increases people not getting
15:19
results that increases people not buying
15:20
that’s no good so we have found a sweet
15:22
spot we’ve seen this not only through
15:24
our own courses but through thousands of
15:26
students of being 12 or less
15:28
12 10 8 6 4 if you like odd numbers 5 7
15:32
right and the thing is with that it
15:34
makes it
15:35
aníbal what four folks okay and the
15:37
length doesn’t necessarily matter the
15:39
key is the result when you’re buying a
15:42
course when you’re putting a course
15:43
together for someone it’s the shortcut
15:45
it’s not the long cut it’s the short cut
15:47
I love that yeah so that’s the key thing
15:50
to keep in mind here when you’re doing a
15:51
course so if you can get people a result
15:53
and get them there as fast and as safe
15:55
as possible I think you’ve got something
15:57
for an online course and so I think
15:59
that’s one of the key things is what I
16:00
actually see is less people saying I
16:02
don’t have enough content instead it’s
16:05
people like how can I jam in as much as
16:06
humanly possible and that’s not really
16:09
what the thing is you just want to get
16:10
them the result and that’s what a course
16:12
is all about oh that’s so cool well when
16:15
you you’re looking at courses how do you
16:16
how do you find out what the right price
16:17
is a good question - I’m you know
16:20
pricing and this drives people like up
16:22
the wall - when it comes to pricing so
16:24
I’ll share with you a little story about
16:26
my first course with pricing and some
16:28
great tips that I that I got and I am a
16:30
big believer in so I I didn’t know what
16:33
my first course so my first course
16:34
create awesome interviews was $495 I
16:37
wasn’t privy enough to do 497 but if
16:44
$495 was the price point of my first
16:46
course and I remember a rich I was gonna
16:50
do something very cheap oh like 97 - I
16:52
mean and what happened was I had a
16:55
couple conversations that really changed
16:57
my world when it came to pricing the
16:59
first one was with Ryan Lee who I
17:01
mentioned earlier and he said and this
17:03
is a very interesting perspective he
17:04
said that listen it’s gonna take the
17:07
same amount of effort the same amount of
17:09
you know blood sweat and tears to
17:12
promote and make a $97 product
17:16
successful versus a four hundred ninety
17:18
seven or nine hundred ninety seven or
17:20
two thousand so you should be in that
17:21
top range and you can make more money
17:24
from less customers so you’re getting
17:26
premium customers in and we have found
17:28
that to be very very true when it comes
17:30
to pricing is that when you get more
17:32
premium you get better people right and
17:36
so what do I mean by that so Marie
17:37
Forleo also had some great advice for me
17:39
and she said have you ever gotten
17:40
something for free in the mail or a free
17:42
course or a free book what do you do if
17:43
it I said nothing right
17:45
I do nothing with it and she goes
17:47
exactly because you’re not
17:49
invested and if you really care about
17:51
your customers results you have to be at
17:54
a premium price for them to take it
17:56
seriously okay and if you might think
17:58
your support everyone loves saving money
18:00
shouldn’t I go cheap poachy poachy
18:01
poachy
18:03
because we have found that when you
18:05
increase your pricing and when you’re in
18:07
the top and this is my big tip here top
18:09
five to ten percent of your market great
18:12
things happen with your online course if
18:14
you end up going bargain basement right
18:17
you’re gonna end up getting bargain
18:19
basement customers and as we all know
18:21
that’s gonna cause a nightmare okay so
18:23
there’s no pricing fairy and that comes
18:25
flying in and says you know what you
18:27
should be at the premium and to your
18:28
market you’ve done enough in your life
18:30
so the thing is my big big tip for
18:34
pricing is to be in the top 10% of your
18:37
market and the more niche you can get
18:40
the more you can charge okay let me give
18:43
you an example Dave so what are our most
18:45
successful students is a guy named Mark
18:48
Dawson okay Mark’s over in England and
18:50
he had one of our biggest first-time
18:53
launches of a course called Facebook ads
18:55
for authors okay I think his first
18:58
launched at over 300 K well since it was
19:01
crazy now it’s like in the multi
19:03
millions and he’s absolutely crushing it
19:04
and this was his very first course okay
19:06
why well one marks got a great story
19:10
anyway he was an author he writes like
19:11
mystery novels or I think it’s something
19:13
like that and but the thing is think
19:16
about how specific there are Dave how
19:18
many how many you know Facebook Ads
19:20
courses have you seen out there there’s
19:21
right you can’t even count them all no
19:23
yeah that’s crazy there’s probably
19:25
hundreds of them okay but think about
19:27
this let’s say you’re an author let’s
19:29
say you’re an author in the first course
19:31
you come across is called Facebook Ads
19:33
right go that sounds pretty nice the
19:36
second course you come about is Facebook
19:39
Ads for small businesses or something
19:41
like that right you might be like oh
19:43
that’s a little bit more like me maybe
19:45
I’ll go for that and then the third one
19:46
you come about across is Facebook Ads
19:48
for authors if you’re an author which
19:51
one are you gonna go with oh there’s
19:52
only one choice for sure so the more
19:55
that you can niche down it justifies
19:57
also those higher specific prices okay
20:00
and people a lot of times think that
20:02
price
20:03
based on length or all that kind of
20:05
stuff intercourse it’s not at all it’s a
20:06
hundred percent based on value so I
20:09
would encourage you to be at that
20:11
premium end of your market even if it’s
20:12
your very first course there’s
20:14
absolutely no reason not to oh I
20:17
absolutely love that kind of advice I
20:19
mean that’s just I think people make a
20:21
huge mistake in thinking that they’re
20:23
they can’t get to that and we we’ve seen
20:25
it for ourselves
20:26
with click phones and stuff everyone’s
20:28
like oh you know you’d have a you should
20:30
just have a nine a nine dollar amount
20:32
per month but I’m like it doesn’t right
20:34
that way you’ve got we only want the
20:36
clients who are really excited and
20:37
interested in really work because
20:39
otherwise you you can never get hey you
20:42
get terrible clients and they never get
20:44
the results they want and your support
20:46
just deals with a ton of problems all
20:47
the time so it’s like it’s like you want
20:51
to be Saks Fifth Avenue or do you want
20:52
to be Walmart yeah I mean like that’s up
20:54
to you are you gonna be Walmart which is
20:56
a lot of stuff for pretty much everybody
20:59

  • I mean at a very very low price at a
    21:03
    very very low price and your goal is
    21:05
    just volume right how many people can
    21:07
    you get in like as many people as
    21:09
    possible or what about sex Fifth Avenue
    21:11
    it’s more of a curated small amount for
    21:14
    a very specific type of buyer okay and
    21:18
    that’s kind of where I like to go when
    21:20
    it comes and that’s my advice for online
    21:21
    courses because you end up with the
    21:23
    people that actually want to be there
    21:25
    the people that are serious and you can
    21:27
    grow your business without needing
    21:29
    thousands and thousands of customers I
    21:31
    mean you could have you could have 50 or
    21:33
    a hundred really good customers and have
    21:36
    a very nice sustainable business from
    21:38
    that I think that’s just fantastic tell
    21:41
    me on your on your courses do you go
    21:43
    into do you see a lot of people creating
    21:46
    membership sites out of this for for a
    21:48
    long term continuity or it sounds like
    21:50
    most of the course are you kind of
    21:51
    talking about are primarily a finite
    21:53
    amount of time get a result and then do
    21:55
    upsell them to another course what
    21:56
    what’s the good question yes so actually
    21:59
    a lot of my students what we teach is
    22:01
    and we go through everything we go
    22:02
    through you know everything start to
    22:04
    finish so meaning like how are we gonna
    22:05
    put together a launch and all that kind
    22:07
    of stuff as well through it and in etc
    22:09
    etc um but I think I think a good way to
    22:12
    look at it that we like to do is kind of
    22:15
    like jeff wall
    22:17
    to a certain rate is that I actually am
    22:19
    a believer that people make a big
    22:21
    mistake by creating a course and then
    22:23
    immediately go on and create another
    22:24
    course you know and I see that happen
    22:27
    too often because you know Russell uses
    22:29
    a great analogy with it with you guys at
    22:30
    clickfunnels
    22:31
    I’m for this all time he said the
    22:33
    equivalent of sort of someone creating
    22:36
    this amazing play and doing it on
    22:37
    Broadway having an amazing opening night
    22:39
    and having a great two weeks and then
    22:42
    you shut down and create other play
    22:43
    right and the problem with that you
    22:45
    haven’t taken it on the road you have
    22:47
    gone to Chicago you haven’t gone to
    22:48
    Vegas you haven’t gone this there’s
    22:49
    there’s a lot more audience for people’s
    22:51
    courses and they think Jerry I’m saying
    22:53
    so what I always show people how to do
    22:55
    is how to launch how to take the results
    22:58
    of those launch and then make tweaks and
    23:00
    do things like that
    23:01
    how to create up evergreen funnels so
    23:03
    that therefore you’re bringing in sales
    23:05
    24/7 for your course you know with
    23:07
    personal things big promotions JV
    23:09
    webinars et cetera so it actually comes
    23:11
    down to promoting your course more is
    23:14
    one of the big things that people miss
    23:16
    out on evergreen opportunities JV
    23:18
    opportunities all that kind of stuff so
    23:20
    once it’s on autopilot and really really
    23:23
    rocking it and crushing it yeah of
    23:24
    course you can go different routes
    23:26
    depending on what you want to do there
    23:28
    it might be a mastermind it might be
    23:29
    software it might be another course etc
    23:32
    but we really like to teach is kind of
    23:34
    like this being your signature program
    23:36
    and another thing that you can do on
    23:38
    that too is what I call you know a
    23:41
    membership without having a membership
    23:44
    is that we I wouldn’t encourage us on
    23:48
    the first time you launch but something
    23:50
    that as you get more experience and you
    23:53
    actually have someone else to handle
    23:54
    this for you because trust me do not
    23:55
    want to handle this yourself okay is
    23:57
    adding in longer-term payment plans okay
    24:01
    and we have done this and we’re talking
    24:03
    about like 12 payment plans and
    24:05
    something like that Dave what are some
    24:06
    of our courses yeah twelve would you
    24:08
    make yourself bananas oh you guys out of
    24:11
    your minds anyway is there some back-end
    24:14
    work on that absolutely for sure that
    24:16
    has to be done and there’s things like
    24:18
    that but that ends up actually creating
    24:20
    a lot of predictable income as well as
    24:22
    you can imagine it’s almost like you get
    24:24
    those $97 rebuilds let’s just use an
    24:26
    example every month that adds up over
    24:29
    time
    24:30
    and that’s one of the things that that
    24:32
    is also something you do with their
    24:34
    course as well but we focus like what I
    24:37
    wear I think of our business has done
    24:39
    very well its laser focusing John I mean
    24:43
    we don’t focus on membership sites we
    24:45
    don’t focus on ebooks we don’t focus on
    24:47
    all these other things that you could be
    24:48
    doing online right we’re not focusing on
    24:50
    speaking we’re not sorting us on that we
    24:52
    stay in our lane of online courses joy
    24:54
    main have teach you how to create a
    24:56
    premium online course and how to promote
    24:59
    the heck out of it and that’s where I
    25:00
    have my education program so I create
    25:03
    awesome online courses and create
    25:04
    awesome webinars and that’s also where I
    25:06
    have my software which is called one’s
    25:09
    called course cats and the ones called
    25:10
    conversion cats and and so that by
    25:13
    staying in the lane I think it has been
    25:14
    the key to our business and it’s
    25:16
    something that I would definitely
    25:18
    encourage others as well is just later
    25:20
    focus down and there’s a lot of things
    25:21
    you can do from there dad I love that
    25:23
    advice
    25:24
    I obviously with clickfunnels and
    25:26
    everything else are our experience being
    25:27
    online here for the last you know 10 12
    25:29
    years we’ve gone through that cycle of
    25:31
    literally up the launch and promote
    25:34
    launched to promote launch Pro Annie and
    25:36
    you for one you get burned out for to
    25:38
    your customers don’t know who you really
    25:40
    are
    25:40
    and you’re always so I love that advice
    25:43
    as far as just totally be a
    25:44
    laser-focused and realize that it’s a
    25:47
    much deeper well than most people think
    25:48
    and you’ve got such an opportunity I get
    25:51
    I’ve never thought of the idea as far as
    25:53
    taking it and basically going to a
    25:55
    12-month pay plan that’s that’s pretty
    25:57
    good pretty genius that’s pretty cool
    25:58
    yeah I mean it’s fun and like and like
    26:00
    one of the things that I think people do
    26:02
    in this industry and and in yours too
    26:06
    and software and things like that do is
    26:07
    they over complicate you know we don’t
    26:10
    do all that many things I mean like
    26:13
    laser focus on what works and what we do
    26:16
    and that’s it like we promote our course
    26:18
    Joe I mean we take great care of the
    26:20
    students and by promote I mean evergreen
    26:23
    we have evergreen funnels and we have
    26:25
    webinars and that’s basically where we
    26:26
    focus Durham say and there’s not a lot
    26:29
    of other things that we necessarily do
    26:31
    is there other things we could do yes
    26:32
    but we focus on what works and we stay
    26:36
    very much in our lane and I think that’s
    26:38
    been kind of one of the keys to success
    26:39
    for sure that’s awesome let’s talk a
    26:41
    little bit about the funnels and things
    26:42
    that you react to use
    26:43
    you made mention of two different
    26:45
    funnels one is your kind of an evergreen
    26:46
    phone on the other is your webinar
    26:47
    funnels yep
    26:49
    tell me a little bit as far as how does
    26:51
    the funnel actually work what’s the
    26:52
    difference between the JEM and how da
    26:54
    guys making money that way yeah so um we
    26:57
    do social use create awesome online
    26:59
    courses as our example here so we’ve got
    27:01
    our funnels combined right now probably
    27:04
    do on average about and these are just
    27:06
    evergreen I’m not talking about light we
    27:07
    do live promotions too but I’m saying
    27:09
    these are just pure evergreen funnels
    27:11
    just for that program probably averaged
    27:14
    about 25k per week somewhere on there
    27:16
    right now and the way that we do those
    27:20
    is there’s there’s two different funnels
    27:21
    so one funnel that we actually added in
    27:24
    second which I’ll briefly talk about is
    27:27
    just it’s an auto webinar funnel I mean
    27:29
    it’s very basic - I mean we have a
    27:30
    killer webinar called seven steps to
    27:33
    creating promoting and profiting from
    27:34
    online courses right and we just fill
    27:38
    that up I mean we do Facebook ads we do
    27:40
    different things I also do it live you
    27:41
    know time to time as well of course and
    27:43
    with JV partners but that webinar is you
    27:46
    know running for us 24/7 so that’s
    27:48
    that’s one it’s it’s a webinar plus an
    27:52
    automate automated replay and then also
    27:54
    you’re getting a deadline as well and I
    27:57
    think that’s very important David to
    27:58
    note it on this um this was the biggest
    28:01
    shift that we saw in our business in the
    28:02
    last three years I would say two and a
    28:05
    half was we used to kind of come up with
    28:06
    these evergreen funnels right and not
    28:09
    have a deadline so it was kind of like
    28:10
    hey it’s ending but it didn’t literally
    28:12
    end Jer I mean like really you know it’s
    28:15
    like hey this is the last I’m gonna tell
    28:16
    you about this you know but that was it
    28:18
    and so we use a essentially piece of
    28:21
    software called deadlines funnel which
    28:23
    is really killer and what they allow you
    28:26
    to do and there’s other ones like it but
    28:28
    that’s that’s the one we use is allows
    28:31
    you to create basically a personal
    28:32
    launch for everyone that’s going through
    28:33
    it right so meaning that when you opt in
    28:36
    to when you end it actually closes like
    28:39
    the cart closes the countdown timers are
    28:41
    real and the emails
    28:42
    there’s no shenanigans or anything weird
    28:45
    about that like once it’s gone it’s gone
    28:47
    like if you go to the sales page you
    28:49
    will not get it you’ll get like a missed
    28:51
    it page Joe I’m saying so that’s one of
    28:54
    the very important things when doing
    28:55
    evergreen funnels and this is true of
    28:56
    course
    28:57
    you have to have a deadline for people
    28:59
    you have to have a deadline um the other
    29:02
    funnel that we have that’s how great
    29:03
    success is with a video series so we
    29:08
    have a video series and it’s it’s about
    29:09
    a ten day funnel with a video series and
    29:12
    then an open cart period there’s a lot
    29:14
    of emails in there three-part series you
    29:17
    know boom boom boom and then they get a
    29:20
    private launch as well and so those are
    29:23
    kind of our two main evergreen funnels
    29:26
    and here’s something David I want to
    29:28
    share that I should I don’t think I’ve
    29:29
    ever shared this before other than with
    29:30
    my my mastermind group is that where
    29:34
    people sometimes miss the ball you know
    29:37
    let’s say someone has never been funnel
    29:39
    that’s great and you perfect it you
    29:41
    perfect it you perfect it you perfect it
    29:42
    and then eventually you add in let’s say
    29:45
    another evergreen funnel okay so for
    29:46
    sake of argument just like this you’ve
    29:48
    got you’ve got a video series and you’ve
    29:50
    got a auto webinar okay what people
    29:53
    forget to do and this is so funny is for
    29:57
    you sometimes people will buy on the
    29:59
    second or third or fourth or fifth time
    30:01
    around so meaning that if someone goes

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