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Thanks to the boom of the creator economy, thousands of experts are looking to reach new customers and increase revenues by leveraging digital products. How do you create a course, program, mastermind (and more) that customers want?
Since then, it has been a long time, and I have learned so much about launching, developing and delivering courses among other products – trust me, we run a few courses ourselves.
Over the past eight years, I’ve been really blessed to learn from the best to deliver professional workshops to big crowds online and offline. I’ve been training with speaking coaches as well as education and learning experts. This had allowed me to test, validate, and launch various digital products way before the creator economy caught up with it.
If I can teach you something today, it’s how to create courses that will sell themselves. How? By creating content that your students will love, complete, apply and then rave about online. These are things that I wish somebody had told me then that would have saved me money and time.
Less content is more (results)
These days, what drives me mad is seeing loads of articles and videos suggesting how you can record, create, market and sell a course over the weekend. That is possible – if you think about how much time you need to create content. A memorable, unforgettable experience? That may be a different matter.
These days, we focus too much on the content being the currency. People still believe the content is the main reason students would find value in your product.
This is the number one reason that sets so many creators up for disappointment. Yes, you need to know what you’re saying. And yes, you equally need to be able to produce content that actually provides results. However, you also need to think about the way your content is going to be consumed.
Over the past four years, I’ve reduced time commitment for a long self-paced course from 12 hours per week to just over 1/2 hours worth of content for them to digest. Why? Simply put, students’ habits have changed. We have grown busier.
We are constantly learning and retaining information from a variety of places. Instead of worrying about how much content you’re going to give your students to invite them to join the product, you want to think about how well can you structure your content so that less is more. Because the real key goal for you as a teacher is to make sure the people go through the journey, complete it and see the results.
Be confident in your presentation.
This leads me to my second mistake: learning how to present and deliver a course in the first place. Whether you’re using slides or talking in front of a camera, your confidence and energy are what allows students to connect with you.
Far too often in the past two years, I joined courses and programs where the teacher was not engaging enough. It was not their priority to keep me alert with their content. Even if the content was good enough, I still couldn’t connect with what they were saying enough to be willing to follow through.
These days, skimping on the quality of delivery is no longer an option. Being confident about sharing your content, explaining your framework, or just running through the content will be what really makes a difference, especially for video and audio formats.
Create activities to integrate learnings
The last biggest mistake that I see in creating content for a digital product is not considering any sort of integration or activity that can help your students practice what they have learned straight away.
We all think that as teachers, we will attract the model students who will go through the content without any prompts, reminders, or any activities to consolidate the learnings. Sadly, that is not the case. This golden student is so rare, is almost impossible to find. I often do a happy dance when I get a really engaged student because it’s the Holy Grail of digital products.
Most students tend to be a bit more passive. They need more nudges, and they need to be gently reminded to practice what they learned and see how that applies to them.
There are a variety of ways that you can do this. However, my first recommendation would be to implement some interactive activity that repeats and consolidates some of the critical lessons you have learned. The easiest way to do this is through any quiz or fun gamification to add to your product. Most platforms allow you now to do that and to integrate that within the content as well.
I believe that far too often, we focus only on structuring the digital product, how to sell it, and how to market it. All of these parts of the process are valuable. However, creating the most engaging, inspiring content will deliver so much to the students that they will become the true advocates of what you have to offer.
Yes, you can build sell a course in a day. However, if you want to create the best content relevant and engaging, you will need to take more time to strategise and break down what your product will deliver.
Take it from somebody who has made many mistakes over the past eight years and has helped dozens of clients create their very own courses and digital information products.
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My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.