In today’s market, cute headlines and bold claims aren’t enough to convince buyers to buy anymore. Gone are the days where a cute slogan will get people to pull out their wallet.
Today, people want to buy from companies and people that they trust – they want to feel as though you know what their problem is, and that you have the expertise to help them solve it. One of my favorite ways to do this is by teaching a class.
Whether you call it a training, a webinar, a series, or a masterclass; teaching a class to your audience is a great next step in your funnel.
You’ve already piqued your audience’s curiosity. They know who you are, and you’ve said all the right things so they feel that you at least understand their problem. But now you’re ready to take them to the next level, and show them how to solve their problem.
A class allows you to showcase your expertise, and really give them a behind-the-scenes view into how you operate, and what caliber of product you can provide.
Doing a class can be intimidating, especially if you haven’t run one before. Here is a quick guide on how to run a class that makes your ideal audience clamor to buy your products:
1. Pick a topic that solves your ideal avatar’s problem
In my work with coaches, I see a lot of people who are afraid to give up their “secret sauce” right away, and so instead of directly hitting on the problem their audience has, they shy to an adjacent topic.
The idea is that this will show they are an expert without giving away all their secrets in the free or “cheap” course, and save all the best bits for later. But instead of showing that you know your stuff, your audience may decide you don’t actually solve the problem that they have, and wander off.
So what should you do instead?
Ask your audience exactly what their issue is, and then provide a course that solves that exact problem.
For instance, the coaches in my private facebook group have been asking me what technology to use when building funnels, and what funnels they should be building.
So I came up with a 4-week course, where I show them how to build a funnel on a different platform every week.
It’s not a long course, or something that took me thousands of dollars and hours to make, it’s just a peek behind the curtain so that coaches can see what needs to be done.
Many businesses get caught up in just telling people what to do – a course allows people to come behind the scenes with you, and watch what’s happening. By capturing these visual learners, you are solidifying your expertise and literally showing them right then and there that you know what you’re doing.
But wait! Isn’t that too much for free?
No! When operating a coaching business you want to give value first.
Give as much value as possible to each client in each stage of your business. If someone is only able to take your free course, you still want them to walk away from it going “wow! That was a really great use of my time! I learned a lot!” So when they do finally have the money for what you do, they’ll remember you.
They’ll also recommend you to other people in their network who need what you do. By “over-delivering” on the value, you increase the perceived value in your higher priced offerings, encouraging people to actually buy more.
2. Create 3-4 subtopics to show how to solve the problem
When creating your class, you want to break down the problem into smaller pieces to make it easier to consume for your audience.
“How to build a grind-free empire” feels like a HUGE undertaking, but I can show you how to create a self-liquidating offer funnel in Keap in about 20 minutes.
By using small chunks of information, you solidify your expertise, give actual value, but still have enough information to offer a higher tier program.
Sub-topics also allow you to dive deeper on the components of your audience’s problems, so while they may have the same overarching issue, they are able to get a more customized solution to what they are struggling with in particular.
3. End with a Call To Action
I know a lot of us are wondering if now is an ethical time to be asking people to sign up for our courses and spend money in our businesses. Many people are giving away trainings for free and that can feel really overwhelming.
Take a step back and see if that makes sense for you, your audience, and your business.
You have invested a lot of time and money in yourself to build yourself up to this point. It is okay to ask for people to buy courses, just make sure that you are doing so in a mindful way.
Give value first so that the course feels like an educational moment, not an elongated sales pitch, and then ask your audience to get on a call with you, or buy your course.
You’ve spent the time showing them you understand their problem, and also showing them that you have the tools to fix it – don’t abandon them now, bring them full circle and provide the next steps to finally getting that annoying problem taken care of and out of the way.
If you need a proven formula to attracting your ideal clients online, then you may want to grab a copy of my Online Client Attraction Blueprint. This blueprint will show you:
- How to create an enticing offer your prospect actually wants
- How to send quality traffic to your offers
- How to create opt in pages that convert
- How to follow up with leads to make more money
Click on the button below to grab your copy!
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