How To Create and Sell an Online Course Successfully

How To Create and Sell an Online Course Successfully

Are you thinking about creating and selling online courses as your freedom business?

This is one of my favourite online businesses and in today’s Virtual Coffee (book yours for free) I talk to my good friend Jay Nagjee from Dubai.

We talk about the steps to taking an idea for an online course and turning it into an (optional) “regular” business offering services which 10X’s the profit potential.

Here’s the full video and if you prefer to read, there’s a complete transcript below the video:

Full Transcript

Skye Khilji 0:00
Yeah, so tell me about the course.

Jay Nagjee 0:05
Yes, I’m just making a video course where I’m basically helping business executives with creating the only four videos they would need to market their product. And those four videos are basically a corporate video that gives an idea to refer like a possible prospect of what their business is and what they’re doing.

Then a product video that goes specifically into their product and or their service, and what what that product is, and all the things that can do for the prospect.

And then the third video is a process video that takes people through their entire process as a company. So if it’s a if it’s a landscape company, what is the entire process that their prospects or clients can go through? So we take into the show Villa, we show you all these different things on our catalogue, you pick stuff, then we plan everything together. Once that’s done, we align with you. And then we start production things. And so that’s the entire process.

And then the final thing is a testimonial video. So as a prospect, I now know what your company is, I know what your process is, I know what your product is, but what about your credibility?

So that those are the four different videos that that I’m kind of building into a template kind of structure. So then I can teach that as a video course. And give that out as a as like a probably $100 product.

Skye Khilji 1:38
So some questions, Jay, is the video course is showing the business owner how to do that themselves?

Jay Nagjee 1:44
Yes, so as a business, the whole kind of idea of this is because of it whenever anything is going on. There’s obviously going to be financial issues for several businesses. This this video course helps companies get rid of the costs.

Have the video marketing companies and stuff like that and be able to create the entire videos course, I mean all four videos themselves. So not only am I going to teach them the templates of how to do it, I’m also going to show them easy ways and how they can produce that video for free within their own room in less than 30 days.

Skye Khilji 2:24
Okay. So then there’s, there’s one aspect is cost, right? We want to save cost, which is true. The other aspect is time. So the jobs to be done, we want to minimize the time and minimize the likelihood of something going wrong. It sounds like the likelihood of something going wrong you’re guiding them through.

But the time aspect I’m interested in because, you know, we’ve had to let people go for example, I’ve let my podcast edits ago. I now have to do that myself, which means I’ve got more stuff to do. So I have less time. So how are you managing that part of the issue?

Jay Nagjee 2:59
So that’s the thing, the next kind of one of the parts of this entire series is, it’s going to be almost like a 30 day challenge. So the way I’m designing this, I’m also making a schedule for the people that are working with this course, where they can because there’s four chord, the four different kinds of videos. So all those four videos will be done in 30 days.

So one video a week, pretty much, which is more than enough time for them to do a lot of other stuff that they’re working at. Because I know people that are doing this course will be busy, right? So if you’re just chipping away an hour or two, Max every day, for those 30 days, then you can have all those four videos done.

Skye Khilji 3:46
Yeah, so I think what I’m hearing is an hour a day is still a lot for a business owner. Like if you ask me to give an hour a day I’d struggle. Yeah. But if I then switch my mind to what I’m building these assets

Gonna be used again and again, then I’m willing to put that hour in. I think the only one that’s probably repeatable is the testimonial video, you’ll do that again and again with different people. The other ones will Yeah, relatively fixed if the product stays the same and the business stays the same.

Jay Nagjee 4:14
Yeah, exactly. And the thing, the thing about this is, yes, okay, you can put an hour hour a day and that is a long time. But it’s Yeah, if you’re, if you’re thinking about in a sense of, like, people go to the gym, right for an hour a day, or two hours a day, and that’s to transform your body or whatever.

So think of this as like a 30 day transformation of your business. So I, you can do it in 30 days. If you want to get it done quickly, or you can take five years to do it. That’s not my concern. If you want to put the time in, I can show you how to do this whole thing in 30 days. Okay,

Skye Khilji 4:52
I like that. I like that. So I think then what would be interesting as a business owner is If the course can give me that, but if I do have the time, in 30 days, I’m going to learn the skills as well as get the four videos, the output. But what would also be interesting is if you give me options where you say, Okay, here’s how you can outsource the video editing, affordably, here’s how you can minimize your workload because they probably don’t mind doing the camera part where they’re directing the visuals because they know how they want it to look. But they probably don’t have the skills, the software or the desire to, to sit in front of Premiere Pro.

Jay Nagjee 5:32
And so that’s the thing. So my course is going to have, so there are a couple, there are three parts pretty much to my courses. One is I’m showing them the entire template of this is how you do these videos. This is the kind of wording that you need. These are what you’re giving it along with the PDf copy of each product.

And the second part is, look, I know I know this is designed for business owners that are not studying film and stuff. So how do you think film this or create the actual video in a cheap way. So you can record on your phone like this, you can record a webcam like this, make sure there’s this background, if you don’t even want to see your face, that’s fine. There are free applications available where you can animate your video for super easy.

You can have text backgrounds for super easy, or you can just do a zoom recording with one of your clients, ex clients and do the testimonial really easily. So that’s that’s the second part. And the third part is how do you edit it for free. So that can be a video like editing software, or that’s available for free like the one that I showed you, or the certain programs that I’m showing online that are web based, like animating programs.

They’re super simple to use. It’s almost like a drag and drop builder for a website. Very similar platform. So that has an editor inside it. Now the other option is look if you don’t want to do the video and you don’t want to edit it, then you can outsource this, outsource it in cheaper areas like Or fiber and stuff like that. And these are the kind of these this is what I what I would, what how I would structure the message so that you can get the communication across the high.

Skye Khilji 7:10
Yeah, I like that. I think what’s quite interesting here is there’s different levels of solving the problem. So one is, hey, you can do it yourself, it takes 30 days, that’s level one, level two, is you can outsource it to Fiverr or Upwork.

And here’s how you do that. So I would even want the templated text of what to send exactly all of that stuff, right? Make it easy copy and paste. I would even have a third option in the course when you say if you want our editors to do it for you fill out this form, and it could be a Google form. And you can oversee an editor that you find on Upwork. And you can just do the 20% of polishing.

That is a way to take it from $100 you’ve got up to maybe you know, 200 per customer, you’ve just doubled your revenue. Yeah, I like that idea because you’re solving a problem for me. Like if I think If I’ve already spent 100 now it’s a decision of can I save 15 days of editing by spending another hundred I’m going to spend that money and probably double that every time yeah

Jay Nagjee 8:17
you can also have a think you can have like another level where look not only will be edited for you but we will have an interview with you we will do your company like talk to you about your company and we will create the scripts of for you.

Skye Khilji 8:32
Yeah $500, there’s a range of services there. So one is we’ll do the editing. One is we’ll jump on the phone with your customers and interview them about you because you know the right questions to ask to get the shots. And there’s a range of things from the basic up to will literally do it for you a concierge type offer.

You know, and the person who’s likely buying $100 course for himself is probably never going to spend 1000 bucks on on it. VP do its thing. But you can probably get 500 bucks, they’ll buy a little bit and then another piece and add ons, you know? Yep.

Jay Nagjee 9:12
Yeah, I mean, it’s the whole thing is like if there’s, let’s say 20 people getting the hundred dollar course, there might be two or three people that are like, Look, if this guy’s giving $100 course, I’ve already seen this course and the course is good. What if I just pay $900? More or whatever? X dollars more? Yeah, this person will do it for me.

Skye Khilji 9:33
Exactly. So that’s the kind of higher end of their starting here and you’re offering services that are up here, right? So this is your gap to get the revenue per customer from here, just a little bit up, like even 10% up makes a difference, right? So you can have things like there’s the silver version of your course, which is just the course.

The gold version is to get access to a Facebook group that you’re in and they can ask you questions directly and advice like that. They can be a platinum version where they get email, you guaranteed 24 hour response. Right? So you can think about those levels and just create something. And the focus is never on making more money. It’s solving their problem at a higher level. And you’ll get more money in return for that. Right?

Jay Nagjee 10:18
Yeah, yeah. Yeah. I really like that. That’s awesome.

Skye Khilji 10:25
So in terms of where you’re going to put the course on what platform and how you’re going to distribute it to find customers talk to me about that.

Jay Nagjee 10:33
Yeah, so that’s going to be on it’s not going to be on a platform, which is going to be on a website, and we’re going to market it.

Skye Khilji 10:42

Jay Nagjee 10:44
So through like, Facebook ads and YouTube and stuff. So basically, how would this all Sorry, no, no, gone gone. So basically, how this all started was we got kind of discovered Russell Brunson. From Clickfunnels so that that’s kind of how I just filed so his whole thing is he doesn’t use any platforms for his video course and stuff we have his we have his drag and drop builder called Clickfunnels and reusing that to make our website and and things will sit there and we will mark it outside and and do it there rather than putting on Udemy or something. Got it.

Skye Khilji 11:28
Okay, that makes sense. Okay, so what I’ve understood then and make sure if I miss something, fill the gap in his you’re going to use Click Funnels which out of the box does your landing pages it does some of your emails to give them access to the course and actually hosts the lessons, the video lessons and the PDF downloads and all of that right.

Jay Nagjee 11:51
Yeah, yeah, they’re kind of best way that I look at Click Funnels is it’s a very specialized drag and drop Website Builder because Clickfunnels is solely focused on the their specific style of marketing and how they like to take a prospect through the journey to turn into a client.

The engine that they have and the kind of options that they have is very tailored towards that. So it’s almost like it’s basically like using WordPress that is designed specifically for marketing. Yeah, whereas WordPress is designed for whoever and whatever they want to use for their visual tastes or aesthetic. aesthetic taste.

Skye Khilji 12:30
Yeah. Okay. So one thing then to talk about is you mentioned that Click Funnels kind of transition somebody from a stranger to a customer, there’s an escalation of their commitment, the money they spend with you, etc. And, and that that leads on to when you’re saying you’re going to do Facebook ads and YouTube ads.

What you never want to do is show an ad to somebody that’s never heard from you before saying, hey, buy my course. Because that’s going from I don’t know you to marry me. We have to go from eye contact waving. Hello, what’s your name? And escalate that slowly? Yeah. So what’s your plan for for connecting with people and building a relationship before you ask for the money?

Jay Nagjee 13:12
Yeah, so when starting off with like cold traffic, it’s basically an ad that kind of gets them to visit my site, or download something for free, basically. So what is something that they can get interested in to basically give them an email, get free to basically give me their email.

So that’s the first step. And once I have that email, I’m basically building on this right and then once that’s built, then I’m getting I’m drip feeding them content every week or every two times a week or however, however, the that structure is. So once that’s done, then slowly there’s this kind of friendship, this bond that’s being built and maybe I They like I showed them a video and then slowly that builds up to like what them watching a webinar and then then builds up to Okay, now I get it now I can buy this course. And once they buy this course they’re like, okay, I’ve seen this course I know this person, I’ve known this person for like two months now that I’m really interested.

Skye Khilji 14:19
Okay, now I can buy this like next level upsell, right?

Jay Nagjee 14:21
Yeah, it’s a gradual organic growth.

Skye Khilji 14:23
Exactly. So just want to fill in a couple of details on that you’re pretty much 90% of their some people will buy your product right out the gate. But that’s 3% in any market 97% are not ready to buy. So 3% already, and another 7% open, the other 90% are just not interested.

So you’re right, we need to build that relationship first. So you said that the first thing is you give something free to get their email address, then you build a relationship over time by giving them content, and then you ask them for the money. So a step just before that. I would recommend is the first thing that you give is just a video or some piece of content for free that you put onto Facebook or YouTube, where there’s no opt in. It’s called ungated content.

And what happens is on your Clickfunnels your website, you put the Facebook pixel and the google pixel. And it’s just a tiny piece of a tiny piece of code that you get from Facebook or Google, it’s called the pixel. So you can type Facebook pixel or google pixel, you’ll find videos on YouTube for how to install it. And it’s just a line of code that you put into your Clickfunnels or into your website. What that does is if 100 people come from anywhere to your website, Facebook and Google record to those hundred people are so you can retarget them with your ad on the next step.

And why that’s good is if you’re just your first post. So let’s say you’ve got 100 dollar budget a month right? Rather than spend the whole hundred dollars and splitting it by saying here’s 50 bucks to get people’s email address and then 50 bucks to get them to buy something, what you’re going to do is you’re going to spend say 20 bucks just boosting a post where there’s not nothing they have to give you, they just see a piece of content and they know who Jay is.

The next 20 bucks or 30 bucks is retargeting those people to take the free thing and give you their email address, because they already know you. So there’s already some relationship established. And why that makes sense is that money you use to get them to to give you their email address. Because your retargeting your audience size is way smaller. It’s only the people that saw your original piece of content, your original post. So that same 30 bucks, you can use that to hit them four or five times because they’re not going to convert first time they’re going to get busy. They’re going to forget

They’re going to open another tab. Once you’ve got the email address, then of course you can email them right as free. But you can also again keep retargeting them, so they start to see your other videos or other content. So when you make the offer, you’ve already touched them 678 910 times they know who j is they like your content you’ve built trust. At that point. $100 is nothing. So the conversion journey, people make the mistake of thinking it’s stranger to purchase in one go. It’s actually multiple steps and there’s an escalation. So it’s ungated content. People see it retarget them with an ad to give you the email address for the free thing. Then retarget those people to get them to buy something.

Right. You’ll find videos on YouTube for how to set up retargeting ads. It’s really simple. It’s as simple as uploading an email list of email addresses sometimes. Yeah. Awesome.

Skye Khilji 18:11
Yeah, that’s pretty cool.

Jay Nagjee 18:15
Yeah, that’s basically what I’ve been up to, in terms of work business site for the last couple of months.

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