The Course Lab
Create and launch your signature course in 8 weeks
How it works:
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You've sacrificed a lot to get here…
Fact: You’ve burnt your time, money, energy soul to get this far.
No investors. Just you and your stubborn ass self, fighting to create the thing you knew the world needed because it’s the right god damn thing to do.
You solve problems — from the spreadsheet to the whiteboard, you bend them to your will and believe in being fairly compensated for it. A win-win for everyone because you ONLY work on problems that change people’s lives…
…and if we’re being honest, doing anything else would bore you into the bloody grave — I get it — that’s who you are and that’s how you roll and I know, because that’s how I roll too.
Hey, Marc Aarons here...
Environmental Science Researcher turned...
I got 700,000+ visitors to come to my first site without paid ads, influencers or any kind of degree in business.
I've worked with the United States' National Institute of Health, neurosurgeons, and New York Times bestselling authors
1,600+ coaching sessions with e-commerce, agencies and course businesses ranging from $0M - $10M+ in annual revenue
While I’ve gotten a lot of things right like helping my clients develop $3,000 – $5,000 courses and selling $100,000 in 4 weeks to cold Facebook traffic…
I’ve also gotten a lot of things WRONG.
There’s enough hype on the internet and so I’d like to share with you the truths I’ve discovered about building online courses.
It’s the sort of thing I wish someone told me because then I’d have never made…
My $1M Mistake...
Flashback to my college days with me for a sec. #GradSchool.
Pajamas were my uniform in a tiny room.
Like most immigrants, I came to the United States with
whatever my 2 hands could carry.
I was finishing up my Master’s in Environmental Sciences while dreaming of ways to get into the business world I kept hearing so much about. As an immigrant on a full scholarship, changing my major would’ve meant giving up the funding that kept me fed so if I hoped to do this, I’d need to do it on my own.
That’s where online courses came in. After searching the depths of the internet, I found one that taught me the basics and…it worked!
“Over 3 years, 700,000+ people came to my website”
Flash forward a few years and here I was – turning my 50,000+ visitors per month into a modest living thanks to Google AdSense (selling advertising space) and affiliate marketing (selling other people’s products).
My business model was simple but flawed.
At first, it was cool to have one of those “location independent” lifestyles but then…
My mom broke both of her ankles.
Terror cut my gut when my brother called to tell me. Within hours, we sent money to Jamaica. That got her into the hospital but when she found out how much I’d sent, she sighed…
“Son, I’m sorry…I knew you were looking forward to coming home for Christmas but now this happened and you won’t be able to…I’m so, so, sorry son…”
I wanted to be like “Mom WTF, you have TWO BROKEN ANKLES, do. not. WORRY ABOUT ME RIGHT NOW!!111!!”
But what she didn’t know was I’d done well enough to book a flight home for a #ChristmasSurprise
My brother on the right snuck me in from the airport,
much to the tearful delight of this young lady we get to call Mom :-)
It was great…till it wasn’t. Not long after, I lost my traffic to a Google algorithm change that threw my pages to the 2nd page of Google…which no one checks…
That killed my traffic.
Which killed my Google AdSense and affiliate sales.
Which killed my confidence.
Which then helped to kill my marriage.
…and I never saw any of it coming.
I had a Mariana Trench of a hole in my business model (and life) but didn’t know it.
I WISH someone would’ve told me to package my expertise into a scalable offer instead. Had I done that, life would’ve looked more like this:
“If just 2% of my subscribers bought a $1,000 course each month,
that’d have been a $1M per year business”
If I’d just built a course and sold it for $1,000, I could’ve been making $1M+ per year.
That’s my $1,000,000 mistake.
Sure, there’s more to a $1M+ course business than that but ultimately, making whatever kind of money you want to make in business isn’t magic, it’s math – and if it’s anything working with over 800 course creators has taught me is this:
The “math” you want will never happen without…
The 3 Course Keys
To put it another way…
There’s a lot to unpack here so let’s break it down…
Focus on the right...
The right I.D.E.A.S. are the 5 growth stages of your course business.
Without them, beginners, and advanced folks alike f%@$ up break, slow or plateau their course growth because:
(1) They do the WRONG thing at the wrong time or…
(2) They have no idea what to do.
If that’s you, it’s not your fault – especially if you’re about that solo founder “build the plane while flying it” life (with support from courses, coaches and consultants).
If that’s true, then you’ve probably also heard at some point that…
(a) “all you need is a good idea!” (this is so fucking misleading…)
(b) “you need Facebook ads and a webinar!!1!!!” (maybe…but do it too soon and you’ll burn a bank of money)
Either way, as the former lead coach of a $6M+ per year course business, I got tired of seeing some folks be successful in this space while other well-intentioned folks (like yourself), plateau, get stuck or sometimes give up due trying the right thing at the wrong time in their business.
Anywho, that’s what led me to study lean startup, digital marketing, and a plethora of online business trainings to simplify what the different levels of a course business look like.
I did it for my own sanity so you could focus on what matters the most right now…and more importantly, park those billion and one shiny ideas like…
“I need to build more courses to help more people!”
Nope. Nah. Stop it…until you’re at the scale stage.
If you haven’t hit $1M in your course business and you have (or are thinking about) multiple courses, you’re probably doing too much like…
working too many hours, hiring too big of a team, going too crazy trying to figure out an editorial calendar to market all of it, spending too much on that automation/segmentation software…
Pause…and repeat after me:
One course. One funnel. One Million.
I’ve helped clients hit a $1M per year run rate in 6-12 months. It’s not easy but it is doable. You can FOCUS on just this…and you can STAY FOCUSED in 5 big steps.
Right now though, just the first three steps here matter:
“So you mean to tell me all those people getting stuck in customer research for 6-12 months doesn’t have to happen?”
Yes, Amanda. If you’re reading this, that’s exactly what I’m saying. Instead of getting stuck for 12 months in research or trying to skip to scaling things but end up testing for 36+ months (assuming you have that kind of cash), you could use the I.D.E.A.S. framework instead.
“But what about all my course ideas and offers?” -said every intermediate/advanced course creator ever.
I’ll show you how to combine and/or sequence them.
For now, focus on whichever one (1) your people need first (2) that also makes the most money (3) that creates the biggest impact for them.
With those 2 questions, we should all be back on the same page for us to refocus on our next goal.
Get to the 3rd level of your I.D.E.A.S. in 8 weeks
I’ll show you how to combine and/or sequence them.
For now, focus on whichever one (1) your people need first (2) that also makes the most money (3) that creates the biggest impact for them.
With those 2 questions, we should all be back on the same page for me to tell you this:
The I.D.E.A.S. framework takes your giant $1M+ course growth journey and breaks it down into smaller doable parts.
If fear or a lack of process doesn’t handicap you along the way, then you can get to the 3rd level in as little as 8 weeks.
All you need is:
(a) A worthy course idea
(b) A few potential buyers to who say it’s worth it
(c) To get paid to deliver that value
That’s exactly what Chihyu, one of my beta clients did:
(1) She had an idea for a flagship course to replace her existing course.
(2) In 2 weeks, she used our method to find out what 322 people thought about it.
(3) She then got paid to deliver “a flagship course I’m proud of again”.
The map Chihyu used to level up in 8 weeks
This map turns the I.D.E.A.S. framework into a method you can execute.
Sure, this map looks overwhelming but Chihyu got through the “blue part” in 1 week while running her full-time business…then she got through the entire thing in 8 weeks (while selling her house!).
If you’re on this page, know and own the fact that you have the expertise to get this done – maybe you just need a bit of clear guidance like I did, or maybe you don’t.
Either way, you CAN do this and it can be done without giving up your life…especially when you know that the 2 assets that handle like 80% of the work are:
1. A survey
2. A 3-page Google document
To help you see it, here’s an even simpler version of that giant process map:
So yeah, if know just the first 3 levels of I.D.E.A.S., you don’t need to burn months or years of your life on the wrong thing…especially if you’ve been at your craft now for more than 2 years.
As you can see in the simpler process map though, you’ll still need the 2 more keys (and the tools that make them work).
That said, let’s dive into the Course Key #2 – Creating Predictable S.A.L.E.S.
Create Predictable S.A.L.E.S.
There are 2 kinds of people in the course sales world:
1. Creators who figure out how to sell after building the course (for unpredictable sales)
2. Creators who know how to sell before they build the course (for predictable sales)
The following is true though for both kinds of people:
Building a course consumes our entire minds
For this reason, creators who think about sales after they build a course are usually shit out of luck due to one or more of the following reasons:
– NO LEADS: They’re so busy building that they forgot to tell keep their contacts or email list interested in whatever it is they’ve been doing…
– NO SALES: They have a list or contacts but never thought about how to position the value so people are excited to buy it.
– WRONG COURSE: They may have spent 6-12 months of their life building something nobody wants.
It’s enough to burn your soul…
If you want predictable sales though, then you need to know 5 things:
1. How many people will buy
2. How much they’ll pay you
3. Why they’ll pay you
4. What they’ll pay you for
5. When they’ll pay you
It’s quite a bit, which is why I created way for you to remember and execute on it.
S.A.L.E.S. tell you everything
Do you know (1) who the right people are so you can (2) get more of them to buy?
Amount They Pay
Do you know the price that will convert the maximum sales volume?
Do you know (1) the right “Point A to Point B” value that they’ll buy and (2) how to message on it?
Do you know what kind of offer format and features your audience wants?
Do you know how to send the (1) right message to the (2) right person at the (3) right time?
If you’re thinking of selling a signature course or already selling courses, then having these S.A.L.E.S. answers tells you everything needed to make sales predictable.
I don’t need to wax poetically on this – a simple thought exercise will do. Just glance at the questions and ask yourself, if you had the answers to ALL of it, could you create predictable sales whether you sell 1-to-1 with sales calls or 1-to-many with funnels?
Yes – of course you would.
On the other hand, the less certain you are about any of these is the less predictable your sales will be.
No warm fuzzy magic here, just cold reliable logic.
To take this from framework to executable method though, you need a tool – of which there are 2 kinds:
1. Conversations (to ask S.A.L.E.S. questions)
2. A Survey (that asks S.A.L.E.S. questions)
Both work and surveys are faster if enough people take ‘em so I tell my clients to start there and if they need to, they can have a few conversations.
You’re here for the fastest easiest path that doesn’t sacrifice quality though so let’s talk about…
How Marco got 83 S.A.L.E.S. answers in 3 days
Yes, this is a survey mockup because Marco, Chihyu, Zack and everyone else that paid for it might kill me if I gave it away (…and death makes it harder to help you.)
“I’ve run surveys before!”
Yes, but not like this.
For my advanced folks out there, the thing makes this special is the fact that it simultaneously (1) engages anyone who takes it (2) does a needs analysis and (3) often reveals that you’re undercharging by 2X-10X…that’s the average result for my clients.
It does that by asking questions that reveal not just the price point that makes you look cheap to buyers, but also the price point that makes you too expensive.
It also makes them tell you the types of topics your course ought to cover as well as the types of courses they want – and if you don’t know about the types of courses you could be offering. As a wild example of this, Adrian, another client, found out his folks wanted to pay up to $700 for an audio-only course that could be done on a morning commute.
It’s not just the media format though, we’re talking the length of the course and many other aspects that affect the formatting.
Either way, the average time set up time for one of these is 45 minutes (not a bad time investment to find out you could be charging 2X-10X more, per offer, for life.)
Then, you run it for a week.
If something messes up or you want more data, you might run it for 2 weeks.
At the end though, you’ll have all the S.A.L.E.S. answers you need for not just making sales predictable, but for…
Architect a Scalable C.R.A.F.T.
Your C.R.A.F.T. is a summary of how you create, deliver and communicate your value. More on the acronym in a bit but for now, just know that it takes your years or decades of expertise and distills it to just the parts your audience needs.
That said, we’ve got 2 kinds of people again, but this time, it’s in the course building world:
1. Folks with a focused C.R.A.F.T.
2. Folks without focus.
Yes, there’s a spectrum in between the two but if you’re a creator towards the lacking focus side, then you might be:
1. OVERCREATING: You might be offering too many courses with too many features to too many different people (also true for service providers)
2. UNDERVALUING: You could be stuffing everything under the sun into one course (or worse, an endlessly growing membership) that overwhelms or bores your buyers/students…without realizing that the more you add is the more you’re undervaluing yourselves and your brand.
3. BURNING OUT: You may be hot switching from high anxiety to boiling anger while saying “why do I keep doing SO MUCH”…which leaves you becoming numb to the business you used to love with all your heart.
Throw one or more of these together and you’ve got a recipe for UNDERCONFIDENCE. Then, that blocks your mind altogether to the “one course – one funnel – one million” strategy.
[Insert gasp here]
But…if you know what goes into your C.R.A.F.T., then suddenly, you’re free to methodically level it up through the 5 stages of your I.D.E.A.S.
Not only that, but it’ll be easier too because you’ll only upgrade specific parts of it as opposed to the whole darn thing. What are those specific parts you ask? Why I thought you’d never ask – here you go:
This is the step-by-step way you create value and the higher level thinking that makes it work.
This is the scope of problem(s) you solve and as well as the subtopics that they break down into.
This is the group (and subgroups within the larger group) who you choose to help.
Features They Need
These are the parts of your offer format that are needed to create value.
This is how long it takes your method and features to deliver value to your audience.
When your C.R.A.F.T. is clear,
it’s WAY easier to sell with intention and integrity.
Intention means you sell to people who need and want your craft.
Integrity means your sales promise matches your delivery.
What this creates is heightened trust for a better relationship with everyone – particularly yourself, which has the added benefit of erasing Imposter Syndrome, should that be a thing in your life.
If you want to hit the “make it even easier” button on this though…
"…looks like profit from the cold traffic"
Fit Your C.R.A.F.T. on a 3-Page Google Document
Ciara used this to get her C.R.A.F.T. out of her head and onto paper in under a day.
This is way faster than spending weeks or months learning how to write a sales page.
Now, when you get to the Accelerate and Scale stages of I.D.E.A.S., you may need a page like the one you’re reading now (and the webinar that came before it).
But again, if you’re trying to get to the 3rd level of a $1M+ business in 8 weeks, then I this is as part of a “Minimum Viable Experiment Kit” – we equip our clients with this to knock it out faster.
For my advanced folks:
The thing none of the course gurus tell you is that if your core method or framework is STRONG, then even if you choose to create multiple courses after hitting $1M+, then it’s your framework that keeps your product suite from becoming a confusing mess for you, your team and your buyers.
That said, even though Ciara is focusing on new course as her core offer, it still fits into a larger and longer term offer suite strategy: free offers (FO), entry offers (EO), core offers (CO) and a subscription offer (SO) – so no, you don’t have to give up on all your 2am world domination ideas – you can have it all, just not all at once. This allows you to sequence your offer development which allows you to stay focused on…
A core offer that you’ve architected to hit $1M+. Now, if you’re not already doing that, you’re aiming too low.
Yes, there’s sophistication to it but at the end of the day, Ciara’s using 3 pages to sell a premium course priced between $1,000 to $8,000 and it only took her a day to write this.
“But how do I use this though?”
Here’s the shortcut: Before you put your C.R.A.F.T. in a Google Doc, on a sales page or a webinar, focus on just the “C” – your (C)ore framework or method.
"Ok, but what's my core framework?"
Your core framework or method shows the steps (or pillars) of how you help someone get from “Point A to Point where they want to B” – it could be a document, diagram, process map or all of the above.
Here’s the part that most course creators miss though…
It can and should be separate from whatever course, product, or service(s) you have right now.
If you’ve never taken the time to do that, then this might feel like a huge sticking point for you and it’s cool, I get it – I was there too, and so I developed a way to deal with it so I can confidently say…
You can get through it…and fit it into a 3-page Google doc…even if it’s not perfect because at the end of the day, all your buyer needs to be confident in is this:
“Can they help me get from Point A to Point where I want to B”?
If you’ve done this at least once, then you have enough to get your rawest (C)ore framework or method onto a page along with the rest of your R.A.F.T.
Sure, you may not have 100% certainty (that’s called perfectionism by the way) and your buyers don’t need perfection right now – what they do need and want is something that’s better than what they’re doing right now.
If you know that to be true, then you can do this. It’s also just way easier when you remember…
"If you want to go from
I.D.E.A.S. to impact at scale,
C.R.A.F.T. your course and S.A.L.E.S."
The 3 Keys TO POWER
YOUR SCALABLE COURSE
Knowing just this much allows you to sidestep many of the usual suspects that hold most creators back from delivering their signature course to the world.
For some folks, this might be all you needed to confirm that you’re on the right track and you just need to keep doing what you’ve been doing.
However, if you found yourself having a couple aha moments of clarity while reading this, then there’s a way for you to have more of that…
Want to get this done even faster?
Back when I was getting started, I’d have killed to have someone break things down for me. It’d have been hella reassuring to say:
“Yes, it’s not too late, you can still build your signature course”
“You won’t become one of those scammy marketers with a terrible course, in fact, you can change people’s lives”
“It doesn’t have to take forever; it can take 4 weeks if you’re fast, 8 weeks if you’re average and 12 weeks if you or life “screws things up” because #2020yo”
“You can build a $1M+ business, even if you don’t see every step right now”
“I’ll show you a way to get it done faster and easier than what you’re up to right now”
“Here are the big steps”
“And when you’re ready for ALL the steps, here’s what that looks like”
Back then, that’d have taken the pressure off…but then I’d remember all my wonderful inner demons that got in the way of me consistently doing all I wanted to be capable of.
An all-star cast of inner demons like…
- Imposter’s Syndrome
- The Dunning-Krueger Effect
- Fear of burning out again
- Fear of undervaluing myself again
- Fear of rejection from folks I’d spent years building up my reputation with
- Not living up to my full potential…again!
Knowing myself back then, I knew it’d have been helpful to know that not only immigrants like me could do this, but that immigrants, children of immigrants and friends of immigrants like me had already done this.
And finally, I’d have wanted to know that there was a proven system, a clear process for getting from Point A to Point where I wanted to B.
One that had been in development for over 10 years, handcrafted for science-friendly visual folks like me. It wouldn’t need to be perfect, but, clear enough for me to figure it out and finally get all of this done because…
The time for dreams deferred are fucking over.
That’s what I would’ve wanted to hear…
and if that’s any of what you wanted to hear too,
then I’ve got my best ready for you.
A scientific weapon that I created after working with over 800+ course creators like you.
The Course Lab
An 8-week Accelerator to launch your signature course
HOW IT WORKS...
The Course Lab is an 8-week program that designed to take you from clients to courses — without needing to be a professional copywriter, salesperson, tech wizard, product designer or developer.
And yes, it could be your first or next flagship course. To get you there with precise quickness, it’s got 4 parts:
(1) The Course: step-by-step videos that show you how to create and launch in 4-8 weeks while avoiding mistakes that burn your soul.
(2) The Course Lab Toolkits: Telling you how to chop a tree then telling you to buy an axe is extra work for you so f*** it, I’m giving you a chainsaw plus a whole shed instead — sure, you’ll work but boy oh boy this’ll be way easier, faster, safer (and fun…if you’re into that :-).
(3) LIVE Coaching: join me on group coaching calls to workshop your course and how to sell it. Celebrate the previous week’s wins, set new goals, stay accountable and fix anything that breaks to keep leveling up your results – you name it, we got your back.
(4) The 24/7 Coaching Platform: 24/7 private coaching support from an intimate group of professionals like you – having a “what the tech?” moment? Ask for help. Want someone to take a second look at your copy? Ask for help. Wanna share cool wins as they’re happening? Do that here too because the community is here to help you to enjoy and complete the journey in a way that’s feels right for you.
That’s the gist of it but you like details so let’s get into…
YOU'LL LEARN HOW TO...
Calculate If It’s Worth Your Time:
- Go from “is it worth it?” to seeing the math of $10K, $100K and $1M course businesses.
- Then, answer the “is this for real?” question with a funnel map that shows the key assets you’ll need.
- Finally, use the Course Launch Calculator to create 3 doable launch scenarios.
Craft Your Course Topic(s):
- Go from “no course idea” or “too many course ideas” to selecting 3-6 working titles.
- Then, learn how to go from 3-6 working titles to picking the best one (to test right now).
- Use the 1-day outline technique to turn your title into 4-8 module course (works even better if you already deliver any kind of product/service offer…also works if you want to do a course on something that’s kinda different from what you’re offering right now)
Create S.A.L.E.S. Certainty:
- Swap “I don’t know what my course topic, features or price should be” for the kind of course buyer certainty that only the S.A.L.E.S. surveys and conversations will bring.
Build a Friendly Funnel:
- Instead of burning 3-6 months of your time and money to build a #failfunnel that damages your reputation, you’ll learn how to architect a Friendly Beta Funnel that enrolls buyers in as little as 2 steps. To take the guesswork out of it, you’ll have copywriting templates and swipe files without being salesy.
M1: Set Your Course Launch Goal
Average Timeline: 1-2 weeks
By the end of Module 1, you’ll calculate a doable and worthy course launch goal to knock out in 4-8 weeks. That can’t happen without a course topic though, so you’ll also come up with 3-6 valuable topics (you’ll use data to select the best one in Module 2).
To get there, you’ll learn and use our F.O.C.U.S.E.D. course growth approach — it’s designed to keep you focused creating a course business that delivers on the 5 freedoms every entrepreneur human wants (money’s one of them but this framework was built for folks that want all the freedoms).
Questions you’ll know how to answer:
- “What’s the math and funnel map look like for a $100,000 per month course business?”
- “What’s the math and funnel map look like for a $4,000 — $40,000 first-time launch?”
- “What’s realistic for my 1st or next launch?”
- “How do I pick the right course topic if I’ve got a bunch of ideas?”
- “How do I come up with the right ideas if I’ve got no clue on where to start?”
- “How do I come up with a course idea if I want to focus on a topic that’s different from my current business or expertise?”
- “How do I not build a course business that leaves me feeling trapped?”
- “Why do coaches, consultants and digital agency owners build course businesses?”
- “What are the 5 levels of course growth?”
- “How long does each level of growth take?”
- “What should I do next?”
- “How do I avoid shiny rock syndrome?”
- “How do I avoid prematurely killing or abandoning my course launch?”
- “How do I not self-sabotage my course launch?”
- “What are my 5 freedoms and how will they guide the business I build?”
M2: Send the S.A.L.E.S. Survey
Average Timeline: 1-2 weeks
By the end of Module 2, you’ll know how to skip 3-6 months of building a sales funnel and course that nobody wants. Instead, you’ll discover how to reduce the sales cycles from 4 weeks to as little as 1 hour (or less).
To make that happen, first you’ll need The Elements of S.A.L.E.S. — they inform how you’ll (1) sell more stuff (2) to more people (3) more often (4) for more money (5) more efficiently.
- “More stuff” means adding offers or adding more to your offer (i.e. features).
- “More people” means you convert more buyers and repeat buyers.
- “More often” means less refunds and cancellations.
- “More money” means they buy at higher prices and/or buy upgrades to your offer(s).
- “More efficiently” means it takes you (and your team) less money, time, and energy to make sales happen.
That’s a lot, and you’ll use The Elements of S.A.L.E.S. to make it better (for life).
Secondly, you’ll get your buyers to tell you the S.A.L.E.S. Elements they want. Rather than send them a cringy #failfunnel, you’ll make your and their life way easier by finding out what they want.
This gets you out of your head and into the hearts of people who want to give you money. To do it, you’ll use:
- The S.A.L.E.S. Survey (which works in an interview format if you that’s fun, easier, or more helpful for you).
- Stress-free funnel templates: Use these to go from “zero to done” with templates for your outreach copy, follow-up copy and video scripts if you need ’em.
Questions you’ll know how to answer:
- How do I pick the right course topic?
- How do I figure out how much to charge for my course?
- How do I know what features to include?
- Who’ll buy my course?
- How do I figure out how many people want to buy?
- I already have course(s), how do I make the next one better?
- I’ve never launched a course before, how do I make sure it’s focused on what they want?
- How do I find out if I’m charging too much before I sell?
- How do I find out if I’m charging too little before I sell?
- How do I find out when to sell?
- How do I make sure I’m not sending the wrong sales message to the wrong person at the wrong time?
- How do I not annoy people who don’t want to buy from me?
- I don’t have a huge list! How do I make this work for me?
- I’ve been building my email list for a while…how do I select the right subscribers to reach out to?
- I’ve sold services but not products before, how does that fit into selling my course?
- I’ve sold courses but I’m thinking of adding services, how do I even get started with that?
- What do I do if it doesn’t work this first time?
- How long does it take to do this?
- Does this really work?
- Who does this work for?
- Will they really fill out a survey?
- How do you make this happen with interviews?
- Should I do interviews?
- How many people should I send the survey to?
- What’s a good response rate?
- How many responses do I need?
- How do we make sense of the responses?
- How much time will it take?
- Is it worth it for digital agency owners, coaches, consultants, and course creators?
M3: Find the Best Buyers
Average Timeline: 1 week
By the end of Module 3, you’ll have a predictable method for going from course idea to groups of real people who’ve told you “I want that a course on that topic, yes I want to buy it, here’s how much I’ll pay for it, and here’s exactly when I want to buy it from you”…
And you’ll get there with data, not guesswork.
Yes, it can take as little 2 days, but you’ll also learn that not to panic unless it’s taking up to 2 weeks. You’ll be equipped with these details and more to avoid the following alternatives that burn my soul…
(1) Seeing you get stuck in customer research for 3-12 months
(2) Cringing while other folks tell you to skip customer research to build a funnel that costs $5K — $20K plus 3 months of your life…only to see it burn your revenue and reputation.
Instead, you’ll use our S.A.L.E.S. certainty approach — the one that beta-tested so well that our founding members keep using it to research, to sell, launch new courses, to launch service offers, test entry offers, core offers and subscription offers.
In this section, you’ll take the data you collected and we’ll show you how to make sense dollars out of it by (1) understanding and (2) finding the best buyers.
You’ll end up knowing who they are and what their buying criteria is — which is exactly what you need whether you plan to enroll buyers by phone, video calls, emails, text messages, Facebook ads or whatever channel you’re thinking of.
Regardless of whether you’re new to sales or a veteran, you’ll be equipped with data you need for Module 4 — that’s where you enroll with a Friendly Funnel.
Questions you’ll know how to answer:
- “Am I undercharging for the courses or services I already sell?”
- “Should I price my new course in the $XXX, $X,XXX or $XX,XXX range?”
- “How many people want to buy my course?”
- “Should I include a Slack or Facebook group in my course offer?”
- “Should I include coaching calls in my course offer?”
- “Do I have enough beta students to test a first-time course?”
- “Should I build a sales funnel for scalability or for conversion?”
- “How do I turn survey and interview responses into S.A.L.E.S. certainty data?”
- “Should I get more responses before moving on?”
- “How do I move forward even if I get a low response rate?”
- “How much can I expect to make on my launch now that I’ve got responses?”
- “How long does it take to do this?”
My clients are the best"
M4: Send the Friendly Funnel
Average Timeline: 1-3 weeks
Other methods tell you “trust the system” … but what if “the system” spits out the stuff that’s so cookie-cutter that your unique expertise and authenticity is buried…or worse, warped into some salesy weirdness that no one recognizes as you?
That’s a nightmare for anyone that’s building a business they ought to be proud of.
But at the same time, if you try to do things from scratch…without any guidance, then you’ll never finish OR whatever you do finish might sound like you, but for some unknown reason…just doesn’t seem to convert…which really sucks because then you have no idea how to diagnose what went wrong.
We avoid that hot mess in Module 4 with the Friendly Funnel approach. Yes, you’ll have funnel templates, swipe files, examples and all of that to learn from and in some cases, just use as is, but beyond that, you’ll learn how to make it your own AND make it convert.
Here, we cover both the Psychology of Sales, why manipulation hurts sales and how to be persuasively authentic instead. We also cover the 3 kinds of Friendly Funnels you can build. You’ll also receive guidance, instructions, and tools to craft the right funnel for your audience.
If you’re new to the funnel world OR new to one of the funnel types, then no, you don’t need to be an expert copywriter or salesperson to make this happen. You’ll skip to examples and instructions of how to write 1-3 pages that tell your buyers what they’re getting (and I show you how others got it in 1-5 days) and, if you choose to have enrollment conversations, then you’ll use the 30-page guide that walks you through every step of how to do it.
If you’ve already got a bunch of sales experience, then you might skim the enrollment call guide for ideas on how to do it better.
So yeah, by the end of Module 4, you’ll have both the method and toolkit to enroll buyers with a Friendly Funnel that works for YOU — based on (1) your level of expertise, (2) the time it takes to build it (3) how effective it’ll be for your course launch goal and (4) your voice (to ensure your authenticity builds your reputation even if they don’t buy).
Use and re-use it to enroll your best buyers for your first or next launch — all while doing it in a way that’s in alignment with your values.
Questions you’ll know how to answer:
- “What’s the difference between manipulation and persuasion?”
- “Should I enroll with a call, webinar or sales page funnel?”
- “What do each of the funnels look like?”
- “How long does it take to build one of these funnels?”
- “Do I need to be an expert copywriter to write a beta page?” (no)
- “Do I need to be a copywriter to write advanced sales pages?” (no)
- “Do I get funnel templates to build the funnel?” (yes)
- “Do you include scripts of what to say?” (yes)
- “Can this work if I don’t have sales experience?” (yes)
- “Does this work if I have a lot of sales experience?” (yes)
- “Can I customize how it sounds?” (yes)
- “Do have examples for us to follow?” (yes)
- “Do you have conversion benchmarks that tell us what good, bad and ugly performance looks like?” (yes)
- “Can I sell the funnel templates and examples provided as an agency or consultant?” (nope :-) )
- “What are the 5 core capabilities I need in my team and systems to build funnels at scale?”
The LaB KITS
While I teach you how to build a S.A.L.E.S survey in the course, you don’t have to because I’ve already done it for you – then, with a bit of light customization for your offer(s) you’ll start collecting data that might show how you’re undercharging by $1,000+ per sale (which is what our beta testers found out).
So…rather watching you send out a non-buyer survey that never tells you if you’re undercharging, you’ll send the most attractive survey you’re people have ever laid eyes upon instead.
A survey where I designed each of the 22 questions to build on each other…guiding their curious eyes through a qualification conversation – all without you having to open your mouth.
So yes, for my experienced sellers out there, this funtastic tool is both a research and sales qualifier tool that turns curious contacts into sales-ready buyers. It does that by guiding them through 3 core sections:
Section 1: Here they tell you why you’re irreplaceable awesome sauce — this is where we get the data points that answer the “L” — “what long-term value they want?” question.
Section 2: Here, they’ll reveal the E – the exact offer they want to give you money for – course topic, course format, features, modules, you name it, they’ll tell you everything – no more guessing games.
Section 3: It gets juicier – here, they reveal A – amount they’ll pay, S — sales demand and S – sales timeline they’ll buy on. Sure, every question is delicately worded, but the 4 pricing questions have been written, tested and retested to yield the most accurate data possible because, hey, people lie. #human. Also, people sometimes just aren’t aware of how much they’ll really pay and so the questions are built to account for that too.
Finally, the entire survey is written to protect your reputation and relationships…so much so that our beta testers found that buyers thanking them for the chance to fill it out!
I can’t promise that your folks will thank you but if you meet the requirements, then you’ll get the data points needed to sell with certainty whether you’re doing 1:1 sales calls, sales webinars, sales pages and/or sales emails.
As someone that’s sold through every single one of those channels, I wanted to build something that’d work regardless of what I needed to do next because having those kinds of options means more control over predictable growth.
(Oh, and yes, it’s in Google Forms for you to deploy it faster but it works just as well in SurveyMonkey, Typeform or your survey weapon of choice).
This helps you to answer the following questions:
- “What should I call my course offer?”
- “What should I include in my course offer?”
- “What are the exact kinds of offers my audience wants?”
- “What should I offer as a lead magnet, free offer or entry offer?”
- “Could my core offer be a subscription offer?”
- “What kind of offers should I include in my S.A.L.E.S. survey?”
- “How can I position my offer when I’m trying to enroll clients or course buyers?”
- “How do I write about my offer on my sales page?”
- “How do I tell people what’s inside my offer on webinars and sales calls?”
While you’ll probably use it for the first time in the Course Discovery phase, you’ll likely return to it again in the Course Experiment and Acceleration phases as well — that’s what I see with most of my clients. Also, because offers are often ill-defined on the internet, you’ll find the descriptions of offers here clarifying to cut confusion and skip straight to the kind of clarity you need for execution.
Finally, if your buyers think your current offer format is cheaper than it should be just because of what you’re calling it, then that could easily cost you $500 or more per sale on high ticket product or service offers. That’s why the second you get access to this, you’ll want to review whatever you’re selling right now to see if there’s a better match for what you’re currently selling or if there’s a way to quickly upgrade it to maximize the value you provide to every buyer (and to increase your average order value)…especially if you’re selling digital products or services that get delivered online.
GREAT! You’ve got your S.A.L.E.S. survey designed and ready to go but…how do you actually send it out?
That’s where the Funnel Map comes in — it shows you what DONE looks like so you can (1) avoid funnel build overwhelm (2) relax into getting it done faster and (3) prevent the deafening sound of crickets when you send your survey out…because a zero response rate is not cool. This is helpful if you’re a solo operator but ESSENTIAL if you’re working with other humans to roll this bad boy out.
Then, once you’re clear on what to do, use the fill-in-the-blank funnel copy templates to execute with speed and precision. Here’s what’s prepped for you…
- Email outreach template (so they’ll fill out the survey).
- Follow-up email series (to get more people to fill it out).
- Video Script Template (to get even more people to fill out the survey).
These aren’t theoretical templates by the way. They’ve been tested and proven to work with client after client, so I know the outcome is replicable. Now, you get to just USE THEM after a few edits to make them authentically your own.
OK, so you’ve sent the survey or ran interviews and started collecting data…now what?
You Find the Best Buyers. That’s what. To make that happen without getting lost in a sea of data (some of our clients easily get 100-200 responses EACH TIME they send this out which, I know, is like complaining about too much champagne but still a problem nonetheless) you’ll have a “done for you” worksheet that shows you what your data should look like AFTER you’ve analyzed it. It’s also got some cool formatting that makes it easier for you to see what you’re looking at too, so you don’t go braindead in the spreadsheet.
That’s super cool because data analysis then becomes something you don’t need to go get certified for…only to find out they covered quantitative data analysis but the thing you really needed was to understand both a bit of quant and qualitative data. Oof…
I don’t wish such trials and tribulations on you my friend…. which is why I created this to take the guesswork out of it for you.
It also pairs perfectly with the Find the Best Buyers module where I walk you through exactly how to use this (and your own data).
And yes, it’s still helpful even if you’re doing interviews because regardless of whether people answer your questions in an interview or in a survey…it all needs to be collected in an easy to review place called a spreadsheet.
But yes, at the end of the day, this shows you how to make sense of your S.A.L.E.S. data so you can end “Course Discovery” and move on to “Course Experiment”…which is where the Course Experiment Kit comes in…
Ideal for 3-20 sales per week per person doing the enrollment calls.
Yes, the funnel map shows you how to sequence, connect and set the timing of all actions and assets. Without it, funnel builders send the wrong thing at the wrong time to the wrong person which burns your reputation, sales and sanity…that last part is key because if you don’t even know why the first 2 are happening (because, #NoMap #NoStrategy) then yes, that’s how the madness starts.
If you’re trying to validate a course, you need 3-5 buyers to do that — true for validating how you sell the course AND how you deliver outcomes through your course (#notthesamething but the online course gurus never mention that part…). With this method, you can get 10-20 buyers in a week if you put in the time but if your goal is to validate and not accelerate or scale right now, then maybe sell a little less so you have the time and energy to also deliver the outcomes to your students.
That might sound like a lot of money to some but according to AWAI (American Writer’s and Artist’s Inc.), the 2020 rates for hiring a copywriter to write a sales page ranges from $5,000 – $8,500. However, veteran copywriters charge $10,000 – $25,000 per page plus royalties (i.e. performance bonuses). Which means the conservative value of 5 sales pages is $25,000…
Inside, you get access to five pages that have already sold. That’s cool because honestly, you could enroll buyers with just the emails and playbook but if you’re wanting to give yourself and your students more certainty, then you’ll use these as a model to create a Course Offer Page that tells them what they’re getting. I say course offer and not sales page because you’ll focus on the offer section of the sales page (the most important part) to save time. Then, using the 5 examples that cover offers ranging $100 – $10,000…you’ll learn write one even if you’re selling it for the first time. You’ll also learn how to create that page in 1-5 days…even if you’re not a copywriter. The examples you’ll get access to range from digital agency courses to personal/professional development and a cooking course — all with varying structures and content to give you a better sense of how you can do it for your own offer.
Ideal for 10+ sales per week without the need for calls.
Like the Enrollment Funnel Map, this funnel map shows you how to sequence, connect and set the timing of all actions and assets. What’s different is this is all about automation and sales efficiency for scalability (read: conversions).
You’ll use an actual 5-day sequence as a model for how to write your own sequence so you don’t have to worry about blank page syndrome. Like the Enrollment Emails, you’ll also customize it with (1) the S.A.L.E.S. data you collected with the Course Discovery Kit to make it a perfect fit for your audience. You could enroll with just this but then you’ll (2) add your voice to make it authentically your own.
Yes this is the same as the 1-to-1 Funnel Kit but here’s something you don’t already know: you’ll learn how to write the kind of page they need to see AFTER they’ve taken your S.A.L.E.S. survey or done an interview with you. A page that’s customized for not just who they are and what they want, but that shows that your offer is RELEVANT RIGHT NOW to them. That’s important because if you send the right thing to the right person but at the wrong TIME, they’ll never buy! That last piece, for my advanced marketer’s out there, means we’re writing a page for a specific touchpoint in the buyer’s journey…which is something even advanced sales and marketing trainings and coaches miss. That’s not just sad but bad because then you could end up wasting months or years of your life testing new offers or building an entirely different audience…when all you needed was a page that was designed to reveal why NOW is the right time for your existing audience AND offer. Again, you’ll have 5 examples of sales pages for beta course offers that work for offers ranging from $100 – $10,000. These are not hypothetical pages either. These examples worked for our beta testers and I didn’t write it for them – I trained them on how to do it. Which isn’t something “course gurus” are able to do…cool if they can show you pages that worked for them, but can you do it? More specifically, can they show YOU how to do it?
I’ve shown others how to and I’ll show you too…that way, none of you have to pay a copywriter $5,000, $8,500 or as much as $25,000 to each time you need a sales page written (because it might not work the first time). Instead, you’ll have (1) something that works on day 1 or (2) an asset that you know how to tweak and upgrade to make it work at the 5 different stages of course growth. Finally, if you’re advanced, you know the best webinars start as sales pages anyway so if they want to go down that route, you can restructure the page into that format to make it work when you’re ready. Heck, that’s what I’m doing with this sales page so you might as well get in on it too my friend.
*The 5 Course Offer Pages are in both the 1-to-1 and 1-to-Many Funnel Kits – that’s cool because if you build just 1 of them, then you’ve already got part of both funnel done which gives you more ways to sell faster if you plan to do a hybrid approach or if you’re transitioning from one to the other.
“…first you helped me to see that my course ultimately helped parents be around for their kids’ bedtime stories. Then you helped me sell to folks outside my network and now it’s real. People value this and I have a fun way to reach them.”
I’ll level with you for a second…the Course Lab Training and Toolkits are a lot of value but can feel like a bag of overwhelming work!
Which is why The Course Lab comes with LIVE EXECUTION COACHING – which is technically a mix of 4 kinds of support
- Training = a set of instructions to get from point A to point B without variation.
- Consulting = guidance or instructions on how to get from “point A” to “point B” that’s customized to your situation.
- Coaching = guidance to get better at something you already have some experience with, advice on when to stop (when it’s not working) and motivation to push through when it makes sense for you.
- Advisory = all the above, but on a 3+ month timespan.
It’s a bit pedantic I know but if you’ve made it this far, then it should surprise you that after 1,600 coaching calls with over 200 course creators that I’d go to this level of detail to make sure every single one of you had the highest chance of success.
That said, the other question you’ve probably got is…
How often do we meet?
1x per week…
I tested more frequent cadences, but students found it overwhelming…they felt like they weren’t moving fast enough to have stuff to talk about on our calls. So we meet 1x/week to have the right mix of hitting milestones, co-creating custom fixes to the unique problems of life that come up, and continuing on this merry journey of becoming our best selves through launching and growing our course businesses.
To get the most out of this, I recommend you watch the videos, execute on action steps, and then hop on the coaching call to:
- Tell me how you’re crushing it
- Ask how you can level up even more
- Fix something that’s broken or underperforming
- Work through a mental block that’s in the way of executing
- To figure out what your question is because sometimes, when things are so stressful, it can be hard to gather our thoughts…also hard if you’re not even sure what your question should be about (very common and human).
No matter where you’re at, I’ll help get you to where you want to go.
Oh, and as for the vibe of the calls, we’re dog, cat, and kid-in-the-background friendly :-). We only ask that you mute if there’s a bunch of noise or something.
Fact: You’ll have questions that come up AFTER a live call…which is why I’ve included a 24/7 Coaching Platform for you to get help from not just myself, but our small and intimate community.
If you run a search and find your question hasn’t already been answered, then boom, you can ask me or your fellow Course Lab Testers.
Also, if you’re into personal growth, good food, great conversation and friendship while growing your course business…then you might fit right in!
Finally, if you’re feeling like teaming up with cool people to take over the world, then you won’t be the first person to reach out to a community member for help with copywriting, tech, marketing, sales, strategy or creative work. Being the classy folks that like to join our crew, chances are they can help or already know someone that could if you ask nicely.
As for the logistics, right now, our community is on Slack — which means you’ll have more control over your ability to connect in a focused, undistracted way if you like to geek out on productivity and such that way.
THE SCALABLE SALES PAGE KIT
Inside the Kit...
You already know the sales page is the tip of the course marketing and sales spear — whether you’re building a sales call, webinar or sales page funnel, this is what gets done first. You also know that there are 5 levels of a course business: Ideate, Discovery, Experiment, Acceleration, and Scale.
You also (intuitively) know that the way you sell at the Discovery and Experiment stages is not how you’ll sell at the Acceleration and Scale stages.
That’s where the Scalable Sales Page Kit comes in.
Inside, you’ll find the ingredients needed to cook up your spicy sales delight that swells the tummy of your digital piggy bank quite nicely.
Take a closer peek here:
KNOW WHAT TO BUILD.
Already got a sales page? Great — open it and the 17 Sales Page Elements Checklist spreadsheet that’s in this kit so you can follow along. Then, check the boxes off to diagnose what’s missing in your page. Then, start putting time on your calendar to upgrade it to a “Scalable Sales Page”. Personally, I get the sections done in 50m pomodoro writing sprints but if you’ve written a sales page before, then you already know the amount of writing time you’ll need. Either way, this is how I’d recommend you excavate every molecule of value from this training the first time you watch it.
Don’t have a sales page yet? Cool — open up a blank page to take notes because your creative mind will naturally come up with ideas for the different elements of the sales page as we cover them in this “straight-to-the-point” 20 minute video. A failure to note the valuable ideas that come to mind is how your mind literally discounts your own value…if this resonates with you, then interrupt the pattern — write a new story. Collect your ideas of value on the page because the rest of the kit will show you how to polish those diamonds for the world to see.
What you get:
- EXAMPLE: The $100,000 Per Month Sales Page That Sold To Cold Facebook Traffic (value: $10,000+)
- EXAMPLE: The $5,000 Coaching Offer Sales Page (value: $10,000+)
- EXAMPLE: The $5,000 Course Offer Sales Page (value: $10,000+)
- EXAMPLE: The $3,000 Course Offer Sales Page (value: $6,000+)
Why you need it:
Now that you know the parts of a scalable sales page, the next step is to see what “done” looks like.
If you don’t sell to sophisticated buyers at premium rates (relative to your market), then this isn’t for you because it’s the opposite of what you’ll find on the internet…
(i.e. selling inauthentically while insulting the intelligence of the reader…and often charging basement prices.)
That’s…not how we roll around here.
Included in your membership is access to 4 higher ticket sales pages that exclusively target sophisticated buyers…and I’ve personally written all of them.
No, you can’t copy these — that’s called plagiarism which is, illegal. That aside, I show you how to write things authentically in your tone for your audience which, if you’ve been following along, means you’ll be looking at these with your trusty notepad open to take notes on how you’ll do it for the sections of the sales asset you’re creating to eventually sell your offer on autopilot.
KNOW HOW TO DO IT
This 7,500+ word playbook answers the following questions for each of the sales page’s 17-parts:
- What is this? (Definitions)
- How do I write it? (Guidelines + Writing Samples)
- What’s the best way to do this? (Pro Tips)
While the training video introduces each of the concepts and shows how they all work together, you’ll use this playbook before, during and after writing to plan, create and review your own work for each of the sections you write.
KNOW WHAT TO DO NEXT
If you’ve read The Checklist Manifesto, then you know surgeons use checklists before surgeries. That frees their minds to focus on what needs to happen next and for our work, it will be no different.
Use the checklist to avoid getting lost in the training video, examples, and playbook so you can focus on creating your best work.
TAKE THE FIRST STEP
In this workshop, you’ll watch me coach a client through writing the most important part of the page first — line by line.
Watch it once to see how it’s done.
Watch it twice to start doing it yourself. Watch it a third time to review the work you did.
Then, to keep the momentum going, get on coaching calls with me to show the work you’ve done and bring that page to completion.
“Sales from cold traffic, even with the incomplete funnel. “You made me believe…” Never heard anybody sound that excited from a sales page before. They read it word for word. Can’t wait to have the whole thing done!”
14-Day Moneyback Guarantee
If you join The Course Lab, follow our (Craft Your Course) method for 14 days, participate in the live coaching calls, ask for support in the coaching platform, implement and complete action steps but don’t see results, we will provide additional coaching support to help you launch or issue you a 100% refund if we decide we cannot help you launch successfully.
Questions Our Best Clients Ask...
If you create and sell courses or services online, this is for you. It’s especially for you’ve sold workshops, trainings, courses, or done for you services online before as a coach, consultant, or digital agency.
Because our method shows you how to collect and analyze customer or client research data before rapidly prototyping and packaging an information-based offer to them, you’re uniquely positioned to do that faster and more effectively than anyone else…once you know the methods.
The Course Lab isn’t a course, it’s not coaching, nor is it a community. It’s a hybrid product/service offer that takes the best of 5 worlds (courses, consulting, coaching, advisory and community) to show you how to create and sell an online course or a productized digital service offer — one with the potential to go from idea to scale.
Online courses are great, but if you get stuck on applying it to your situation, then you’re stuck since most courses don’t give you “if this, then that” scenarios that show how to deal with common situations that students will run into…and even then, it’s impossible to account for everything, which is where consulting comes in.
Consulting is great for getting step by step instructions that are custom to your specific situation. Since consulting is delivered in the same way that coaching is (i.e. talking to a human), they’re often confused. With consulting, you get to talk to a technical expert that can typically configure or help you figure out how to customize the configuration of a system or process to your situation. However, consulting typically doesn’t cover the 400+ cognitive biases and oh so human psychology that can get in the way of implementing those specific solutions. It also doesn’t cover guiding someone through a Socratic conversation to come to their own solutions…which is sometimes best for them (especially if they’re the CEO of a business that needs to level up their leadership skills in a particular area). That’s where coaching comes in.
Coaching is great for simultaneously improving one’s technical and executive capabilities (i.e. leadership) in an area that they’re either new to or have experience with. Unlike courses and consulting that give step-by-step instructions, coaching typically helps you to create your own solutions as opposed to being prescribed one. That’s significantly helpful for someone who’s crafting a custom business that’s 100% their own, in both the metaphorical and literal sense. While consulting can intentionally or unintentionally develop a dependence on the consultant or tools used, coaching does the opposite — it creates INDEPENDENCE by getting you ready, both intellectually and emotionally to handle a diverse set of new and unforeseen scenarios, which there will be NO shortage of in one’s course business journey.
However, there is still a final area that neither coaching, consulting, courses or training covers which is…
Advisory: While coaching, consulting and courses typically cover a 3-month strategy to tactical implementation, advisory is usually encompassing all of the above, but over a 3+ month timeframe. This is the stuff that quarterly, annual, and even 5-year planning sessions are made of. While every business owner needs it and often asks for it on a quarterly cadence intuitively, they don’t realize that they need it ON-DEMAND and in response to any event that will affect the business over a 3+ longer timeframe (#likeapandemic).
Oh, wait though, there’s one final area of help that business owners need too that folks typically think of as community.
Communities could be broken down based on size (small groups, medium groups and large groups) and they all have their advantages but basically, communities exist to have friends to celebrate with, friends who’ll support you emotionally when you experience setbacks (which you will) and also friends who can offer helpful advice to actually resolve problems or help you level up based on their own experience.
This is uniquely helpful because if we hear advice from a friend, our cognitive defenses are usually down and we’re able to hear it better…sometimes even better than we do from an expert figure, be they a coach, consultant or course creator. It can also reinforce that we’re on the right path which prevents us from throwing in the towel right before we cross the finish line or get to the next major milestone. So, it’s important.
All this is to say that when it comes to your business journey, be it with The Course Lab or elsewhere, that if you have all of these components, you’re odds of success are MUCH higher because as you can see, the raw utility of it is obvious. Outside of utility though, the experience will just be that much more fun and fulfilling for you as well.
So, all this is to say in this mini-essay of an answer is that yes, The Course Lab has ALL OF THIS because I designed it that way for you — it’s designed to give you the highest chance of winning.
This, simply put, isn’t something that other courses, coaches, consultants, communities, trainers and advisors have thought about in a holistic way…let alone put it all together for you in a package that’s designed to be upgraded with every piece of feedback that you’ll provide to us.
Oh wait, almost forgot! HA! We’ve also got…
Toolkits: These usually enable, accelerate, or multiply the outcomes you’re trying to create at every step of the way.
Course: 4 modules of videos that reveal (1) frameworks that show you how to think about getting work done and hitting your goals and (2) workshops that give you step-by-step instructions on how to create outcomes or specific deliverables.
Toolkits: The Discovery and Experiment Toolkits that include funnel maps, copywriting examples, copywriting templates, and execution playbooks to enable, accelerate or multiply the outcomes you’re trying to create.
LIVE Coaching Support: helps you improve the work you’re doing while staying the course.
LIVE Consulting Support: helps you to create custom customer research, course development and sales approaches.
24/7 Slack Community Support: helps you to stay the course, make friends and get help along the way from your respected peers.
Advisory: helps you to plan, execute and review over the long-term (3+ months) to make sure you’re getting more of what you want and less of what you don’t want.
Yes, assuming you meet the prerequisites shared earlier on this page — copied below to save you the scrolling because, hey, this page is a long one!
The Course Lab was designed for agency owners, consultants, coaches, and experts that:
(1) sell and deliver online
(2) have been in the game for 2+ years
(3) have either 10+ past clients, 100+ course buyers, 200+ warm contacts or 2,000+ email subscribers
(4) like the idea of using data without being a data scientist
(5) won’t sell their soul for profit but don’t want to discount their expertise either
You bet it is! You’re a responsible driven individual and so I made the decision to not drip this content out. This is a compression course that you’ll likely watch 50% of to understand what you’re doing, then will watch again as you’re executing to make sure you didn’t miss anything because the first half focuses on understanding your perfect buyer.
Then, you’ll probably watch the second 50% which focuses on selling to that perfect buyer in a way that’s authentic. Since that part covers both funnel strategy, which is its own topic and then actual funnel creation (sales copy among many other relevant skills), I suspect that you’ll re-watch that part quite a bit as you’re creating your own assets the first, second or third time that you do this. If you’re like beta testers who got this to work excellently on the first go around, then you may revisit the material to make it even better as you get more data to play with. Then, you’ll probably watch again for the frameworks of how to think about it and have that “oh, I didn’t see that or understand that as well as I thought I did but now I do!” aha moments.
Either way, the content is available at once whether you use it once or 100 times because let’s be honest, leveling up your business is ongoing work.
The calls will be 1x per week per cohort. Since I’ll be hand selecting cohorts for the first 50 members or so, I’ll be creating the call schedules in response to the best availability of you, your fellow cohort members and myself. Typically, calls are on a Tuesday or Thursday between 9a and 4p ET though.
Through our Content Management Platform that you get immediate access to once you hit the buy button and submit your payment and account creation info.
You’ll also see how to submit for live calls and how to join the community once you get inside.
8 weeks is a reasonable timeframe, but we’ve had beta testers get results in as little as 2 days to 4 weeks. If things go poorly though, don’t beat yourself up if it doesn’t happen for you within 12 weeks. Could it take longer? Sure, but that could be due to things beyond our control like the quality of your audience, traffic, conversion funnels and your will and ability to do the work.
Like anything in life, you get in what you put in.
There’s a coaching platform on Slack. Does it have community features? You betcha! However, people that join tend to be focused on creating outcomes so there’s less of a constant conversation going on right now. That said, I’ve seen folks exchanging cooking recipes before and giving each other virtual high fives so there’s that :-)
No. This is an online program. You’ll need the internet to watch videos, get on calls and such. If you don’t have reliable internet, it could severely affect your ability to get help. But then again, if you’re planning to build an online course business and you’re reading this page, then sounds to me like you’ve probably got you some good internet on your hands : )…unless you’re planning one of those digital nomad excursions and such. Then I’d say you better research the internet quality at wherever your next nomadic destination is with the quickness because…your business depends on it!
Yes. One of our beta testers used his (considerable amount) of Facebook media buying experience and the results went swimmingly well – he launched his course within 4-6 weeks.
Yes. We have another beta tester who sells SEO services. They launched their course within 5-7 weeks.
Yup, we have another beta tester who did this. They launched in 5-7 weeks.
Yes. In fact, you might even have a warmer relationship with your list than most – which is perfect for the discovery and experiment stages of your business.
Yes — though if you’re selling a course, I show folks how to sell it at a premium price point so that they don’t need a lot of buyers to make it financially viable. That also allows ’em to spend less time on servicing a larger number of customers when they’re in the experimentation stage. That said, we have beta testers who’ve sold courses at $100 – $8,000 price points and in the Scalable Sales Page Kit, you’ll see an example of a sales page that sold a $20,000 offer.
Both — it also works whether you’re trying to build a business with a single offer or if you’re interested in creating and delivering a suite of offers. However, if you’re thinking of building out an e-commerce catalog of say more than 10 products, I wouldn’t recommend our approach. Though it could be modified to focus on product categories as opposed to individual products, you increase the complexity of the data analysis with each offer you try to add to an offer suite. For Discovery and Experimentation purposes, it’s easier for you to focus on 1 or a few offers unless you’ve got a team of people to help you with the process.
2,000 is a good start but we’ve worked with folks who’ve got 30,000+ emails and folks who had as few as 200 email subscribers. The key to making it work is in the strength of relationships – the key question you need to ask yourself is “will they reply to you in either a survey or interview format?” If you’re too doubtful of that, then you probably shouldn’t be considering asking them for money either because that’s a much bigger ask than seeing if they’d just give you information.
Yes. It works whether you’ve got existing courses or if you’re launching your first flagship course. It also works if you’re trying to revive an old course.
Yes. It works especially well if you offer what I call digital services — that is, services that are sold and delivered online. Typically, that includes coaching, consulting, and digital agency services.
YES. THEY. DO. It’s incredible and everyone that builds one is always surprised at the quality of responses they’ll receive. As it turns out, good questions get good answers if you’re talking to the right people.
Yes. In fact, you NEED to do that in order for it to work — especially when it comes to the kinds of offers you’re thinking of providing. That’s part of how we make it specific to your business and your audience. That way, the things you create for them are uniquely fitted to them — which makes selling easier.
Oof, that they do! What’s interesting though is that they usually don’t if they have a personal stake in the outcome. After all, you’re offering to help them with a problem and with our approach of authenticity, you’ll often find that incentives aren’t even necessary. Basically, there’s something in this for them and so they don’t have a reason to lie to you since doing so would cause them to lower their chances of getting what they want. This method relies on people being self-interested which, is something we can usually count on because #humannature.
It can…if you have enough contacts that fit the target audience of who you’re interested in helping. For these situations, you’ll probably need to do a little bit of extra work which involves talking to your target audience on a few calls. Typically, 5-20 calls are what you’ll need if your targeting is good. So, if you believe you can do 5-20 conversational calls (no sales) with people who are in your target audience then you’ll probably have success with this.
Yes, it’ll probably work really well for you if you have either 10+ past clients, 200+ warm contacts or 2,000+ email subscribers that joined your list to learn about or get help with a specific topic that’s tangentially or directly related to whatever your product ideas might be on.
Watch Module 2 – there’s a plan for that.
Absolutely! Our beta testers actually love this approach because it worked so well the first time that they’d do it not just for research, but for highly targeted sales too. The results are surprisingly effective.
Our beta testers launched their flagship courses in 5-7 weeks and have their customer research done in 2 days to 2 weeks. Your mileage may vary.
If you join The Course Lab, follow our (Craft Your Course) method for 14 days, participate in the live coaching calls, ask for support in the coaching platform, implement and complete action steps but don’t see results, we will provide additional coaching support to help you launch or issue you a 100% refund if we decide we cannot help you launch successfully.
View full moneyback guarantee here.
LIVE coaching for 8 weeks with your membership and in-between calls, there’s our 24/7 coaching platform.
“…these evergreen conversions are unheard of…now testing a 50% higher price on our subscription offer without worrying about losing buyers. I used to overcomplicate everything…now growth is simple and doable.”
Here’s everything you’re about to get inside:
The Course Lab
Course Lab CORE
The Course Lab Core includes The Course, 2 Course Lab Kits, LIVE Course Lab Coaching and the 24/7 Coaching Platform for you to create and launch your course (as seen below):
COURSE: Craft Your CourseValue: $4,000M1: Set your Course Launch Goal
M2: Send the S.A.L.E.S. Survey
M3: Find the Best Buyers
M4: Enroll with a Friendly Funnel
KITS: 2 Course Lab KitsValue: $37,000
The Course Discovery Kit
Course Launch Calculator (value: $200)
S.A.L.E.S. Discovery Survey Template (Google Form) (value: $1,000)
38 Online Offer Ideas (Spreadsheet) (value: $500)
1 Course Discovery Funnel Map (value: $100)
3 Course Discovery Emails (Outreach and Follow-Up) (value: $1,500)
1 Course Discovery Video Script (value: $500)
The Course Experiment Kit
Find the Best Buyer Workbook (Spreadsheet) (value: $1,000)
1 Enrollment Funnel Map (value: $100)
3 Enrollment Emails (value: $1,500)
1 Enrollment Call Playbook (6,500+ words including word-for-word scripts) (value: $3,000)
5 Course Offer Pages (32 pages, 6,833 words) (value: $25,000)
1 Course Sales Funnel Map (value: $100)
7 Course Sales Emails (value: $2,500)
LIVE: Course Lab Coaching:Value: $4,0008 weeks of live weekly group coaching (1x per week)
24/7: Coaching PlatformValue: $1,0008 Weeks of Premium Coaching Support
Lifetime Alumni Community Access
CORE Value = ($46,000)
Sales PAge Kit
The Scalable Sales Page Kit includes 4 sales page examples, training that explains how they works and the playbook that guides you through writing every section of your own.
TRAINING: The 17 Parts of a Scalable Sales PageValue: $1,000This is a 20 minute training on the 17 parts of a scalable sales page. Without it, the sales page examples won't make sense. You'll also use this to outline and review your own sales pages.
EXAMPLE: The $100,000 Per Month Sales PageValue: $10,000This page generated $100K/month within 4 weeks of being tested with cold Facebook traffic
EXAMPLE: The $5,000 Coaching Offer Sales PageValue: $10,000(36 pages, 9,743 words)
EXAMPLE: The $5,000 Course Offer Sales PageValue: $10,000(79 pages, 15,601 words)
EXAMPLE: The $3,000 Course Offer Sales PageValue: $6,000(45 pages, 11,231 words)
EXAMPLE: The Multi-Million Dollar Silicon Valley Real Estate PageValue: $5,000
PLAYBOOK: How to Write The Scalable Sales PageValue: $3,000(7,500+ words including instructions + writing samples)
CHECKLIST: Check The 17 Boxes of Scalable Sales PageValue: $50The training tells you what the parts are and the checlist is a spreadsheet that is designed to help you plan, execute and review any of your pages.
WORKSHOP: Write the Most Important Part FirstValue: $500Sit in on a workshop that shows you to write the most important part of the page in 30-45 minutes.
BONUS Value = ($45,550)
"That's a lot of "value" 🙄"
That’s what I said to myself when I listed and priced everything out above. I saw how if someone had no idea about the American Writers and Artist’s Inc. 2020 Pricing Guide that they’d look at some of these numbers with disbelief…
“Is this another one of those scammy online products that inflate the f*** out of the value to make it look like I’m getting a steal so I’ll buy now?”
But then I thought about the experienced marketers and salespeople out there who know how much this stuff really costs. The ones who’d be like “umm…I dunno if I trust this cause the price seems too low for all of this”.
Tough to justify everything to everyone so at the end of the day, I figured I’d do what I do best:
Be the kid my Dad raised me to be and…
…just tell the truth.
That said, here’s…
Why I'm Not Charging More for This
$91,550 is a lot. That’s the value of everything you’re about to get access to in the Course Lab if you’re the right fit. Honestly, I feel conflicted about charging this little when I remember the 2+ years I’ve spent developing it. It’s a lot…and I can’t begin to tell you the hours my team and I’ve invested to create all the iterations of prototypes that came before what you’re seeing here today.
Like I said, it’s a lot and I want you to have it.
I want you to have every advantage possible to win because I’m sick of seeing programs, courses, coaching and toolkits out there that promise a lot but…just fall short of what they’re supposed to do.
I’m tired of seeing course creators like us get let down by lackluster promises that make it harder to realize our dreams of freedom.
So yes, no one knows more than I do how much it’s cost me to bring this to you today and it’s a risk I’ve chosen to accept. I accept it because…
I believe in you.
And I want you to win.
Sure, the first 10-100 people who invest in this won’t cover the costs of what it’s taken to bring this to you but I’m in this for the long haul. I’m designing this to make it affordable for the right kind of person.
Because at the end of the day, I believe that the kind of entrepreneur that I’ve designed this for…. are the ones who’ll make this world a better place. Yes, I plan to make money eventually with this but if you recall the 5 freedoms, then the 2 that matter to me the most are people and impact.
I want to work with the right people.
And working with the right people will create the impact I want to see in the world.
To self-actualize myself and others.
In doing so, I’ll help to raise other entrepreneurs who’ll do the same.
Those who’ll leave this world better than how they found it.
Not sure if you’ve looked outside lately but the world needs your leadership…and to change it for the better, having the right kind of money in the bank can help.
So, if you’re ready to ride with me to create all you’re capable of, then I invite you to become a founding member of The Course Lab.
Yes, I know you want to Accelerate and Scale your course but to do that, first we need to Ideate, Discover and Experiment to validate it.
That’s how we’ll start this journey together of scaling your revenue, reputation, and impact around the world.
I hope to see you on the other side,
“…this is beautiful work. I run a multi-million annual recurring revenue business that changes lives and we’re able to provide a generous quality of life to dozens of team members. A big thank you to Marc Aarons for helping me achieve my potential…”