Before you start building out your course you need to figure out these 3 things.
- WHO your courses is specifically for,
- What RESULTS you’re going to provide them and,
- HOW you’re going to attract them to your NEW opportunity.
In this article I explain a framework I learned from the book Expert Secrets on how to position and package your new opportunity(your course), using a proven framework that’s simple and straightforward to follow.
1) WHO your courses is specifically for?
The 1st thing to note is you’ve got to change your thinking from, “How can I sell my product?” to “How can I serve my audience?”.
It’s a subtle difference but very important.
Your course is not about you, It’s about your customers, their desires and the results you want to provide for them.
2) What RESULTS you’re going to provide them?
The 2nd thing to note is that people want NEW opportunities, not improvement opportunities.
People don’t necessarily want to “improve”… they want to change, they want NEW, they want transformation and this comes when you present a NEW fresh way of solving their problem.
So, you have to position your opportunity as a NEW one. A new way to get the results they desire.
3) HOW you’re going to attract them to your NEW opportunity?
The 3rd thing to note is that the only thing that causes people to move towards your new opportunity is STATUS.
What I mean by STATUS is; “What’s in it for me?” thinking…
Whenever someone’s looking at a new opportunity the thing they are considering and asking themselves in their head is…
“Is this thing I’m thinking of buying going to increase or decrease my status?”
“Is this going to give me more intelligence, power, wealth, style, happiness or a better physical appearance?”
If they look at your new opportunity and they say “yes” to one the above questions, they will likely move towards it to learn more.
Let’s get started with the framework
Now that we understand that you need a new opportunity that will increase your customer’s status by the results it provides, there are 3 things you need to create for your new opportunity.
These statements will be part of the core building blocks for your marketing materials for your course to spend some time thinking about this and decide where your focus is going to be.
1 What is your WHO / WHAT statement?
“I’m going to teach [ SUB MARKET ] how to [ YOUR NICHE ].”
Remember there are three markets that your course will fall into. Health, Wealth or Relationships.
Within each of these there are thousands of submarkets. You need to figure out which one you’re in. The more specific and niche you go, the better.
Eg. “I’m going to teach engineering college students how to earn extra money online with affiliate marketing.”
2 What is your Opportunity Switch headline?
“How to [RESULTS THEY DESIRE MOST ] Without [ THING THEY FEAR MOST ]”
For you to write a good opportunity switch headline you need to know the results you’re going to provide your dream customer and you also need to know the thing they fear the most.
Eg. “How to earn a 6 figure income while still in engineering school Without having to start from zero and figure it out all by yourself”
3 Which curiosity hook will you use to draw your audience in?
The hook is the headline that needs to make your potential student stop scrolling and think… “WAIT, what?…”
The 5 curiosity hooks are different ways of presenting your new opportunity.
Here are the 5 curiosity hooks to help you start telling better stories.
1 Little Known / Big Differences
This hook shows people something they aren’t aware of and how knowing it could make all the difference between success and failure.
“There’s this little secret that not a lot of people know about that makes a huge difference in achieving __________.”
2 Well Known / Little understood
This hook is where you take something that everyone thinks they know about and show how they’re actually sabotaging the success because they’re missing little nuances are details.
eg. “Everyone knows that the sky is blue but not many people know the blue color is actually a reflection…”
3 Revisiting the Fundamentals
This hook takes the approach that things are getting way too complicated, advanced and sophisticated for the average person. Your new opportunity on the other hand takes things back to basics.
eg: All the Gurus make it complicated, Let’s get back to basics…”
4 Crystal ball theory
This hook shows how something that’s been done successfully in the past is about to be made obsolete your persuading them that soon this will be common knowledge but they can get in now and have early success.
5 This changes everything
This hook is when something new is just happened in your sub market it’s really after the problem your audience wants to solve and let him know that if they aren’t aware of it they’re at risk of missing out big time.
Those are the 5 curiosity hooks.
All I need to do is pick the one that makes sense and will work for your new opportunity(course).
Now that you figured out the WHO, WHAT and HOW for your online course, you’re ready and positioned to start figuring out what you’re going to put in your course.
The best way to do this is to find a hot market and ask them what they want using a survey and then create your course based off that material.
The reason you do this is because you want to give your dream customer exactly what they need to reach their desired result and the best way to figure that out is to ask them.
Stay tuned for Part 2 – Where to Find Your Dream Customers