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hello there welcome to the course of learning to in 2021 i'm very happy to have you here my name is nick and i'm part of the largos team and i really love to be able to share my knowledge here with you so this is a presentation on how you can create a sales funnel or how you can improve your existing sales funnel in order to have more sales and through it so who am i as i said my name is nick nick malekos i'm the senior marketer here at leader words and i have been working with legos for the last four years i have talked with many successful course creators over there over the years and they have shared me their tips and their base points of success how each one found success because there are also different paths to doing that there is no one way so today i'm going to use all the knowledge you have collected over the years and be sharing it with you on and so i hope for you to find a way to improve your sales process and be able to manage to get more sales one thing i want to say is that course creators are not just people who want to sell so we might have a lot of people who want to get more registrations to their courses just because they have either a social social goal they want to achieve or they want to share their knowledge so this is not just for sales it's also for getting more registrations but first of all i want to share my uh interpretation of the funnel what is a funnel because you will see a lot of interpretations of what you see on us on the right as the illustration there a funnel for me is a journey it's a journey for your users to take them from point a to point b and through that's a series of steps and they need to pass through different steps for example awareness someone getting to know you interest that they express an interest over what you are sharing decision trying to decide between you and other alternatives or your competition and action taking action and actually buying your course or registering to your course uh it's and it's not just going from point a to point b uh making a sales funnel means that you are making your own treasure map you're making uh and visualizing your path towards a treasure the more registrations the more sales so for me a sales funnel is something between the journey and the treasure map so let's go and see how you can create your own sales funnel or how you can improve your current sales funnel to get more out of it there are five steps i'm going to illustrate here and they all come with a checklist a cheat sheet if you may so if you myself think and you'll be able to download the after the presentation i will tell you hi so the first step is building and growing your audience you then taking this audience through your landing page and the landing page is where you're going to present your course or your training or your coaching program then it's surprising how you can decide or improve your pricing then it's the email funnels how you can automate this process and have a 7 day 15 days 30 days funnel that you can sell automatically your course someone comes from your audience registers through a landing page but does not buy a course and you want them to convince them take them through the steps of the funnel in order at the end to buy the course lastly is the launch what you need before you are launching your course it's the last steps that lead to that desire course launch so going on first with the audience what's the requirement and how to build an audience uh we're thinking about the audience because this is a very essential part to selling an online course it makes sense if you think about it that if you don't have an audience there is no way to sell your course because if you have zero people knowing about you you have zero people to sell to so this is a numbers game the more you grow your audience the more potential sales you can have the rest of the funnel is a way to get a percentage of those people to buy and for example having a hundred people you might convince one two or three out of a hundred to buy so if you can convince two out of a hundred to buy and you can make that 100 people on the us to become 200 instead of two sales with the same process you have four my suggestion and the most important thing as a marketer that i want to know about building the audience is the persona the person is a larger visualization of who is your customer your desired customer could be one person but it could be multiple personas this is like building a person like let's say mary i want to give a solution to mary she wants to improve her garden i need to be able to visualize it who she is how old she is what's her budget what's her main challenge and how to talk with her so if i'm have a gardening in course i need to be the persona based on mary and maybe i have two three personas it's mary's george that is john and i have different age groups or different challenges for each group there is a very helpful tool i suggest for everyone to use it's hubspot persona tool you can google it in the freezer you get critical personal will help you understand and i will be throwing this reference along through the presentation because it matters in many steps but what's considered an audience an audience is anyone who visits and reads your website or your blog it's anyone on your social media maybe it's on the tik tok on twitter on instagram on facebook maybe it's your email list which is your hour call in this presentation it's also not the answer they read your newsletters it could be sales codecs it could be the people that gave you their business cards in that event it's people who did business already partners and someone use that you saw them another any other product if you are a yoga trainer yoga teacher you might have done yoga sessions in the park those people might be interested in your online course too so this is the base of your audience so i don't want to focus on this this is one of the checklists i will be offering later on so this is time to talk to you about the checklist in every section i will be giving a checklist this is a kind of cheat sheet that can help you start each of the sections and improve your funnel using it cobalting into a pdf and you can download it by revisiting the same page that you are right now watching the stock after it's over so on the bottom you'll be fine two downloadables one this is a checklist the other one is the email templates i will be sharing a bit later think about this not something that you have to do 100 of the things in the checklist but like the ideas that can help you get something more out of your funnel for example i suggest adding a pop-up to your website a pop-up that means register to my newsletter or download this book in this way you can grow your email list doesn't it doesn't mean that you need to do it might not work on your website you might want to run a ppc campaign that means a paid ads campaign you don't need to do it if you don't have the budget you might be able to guess in podcast or live events you might not be comfortable public speaker you don't need to do it these are ideas that will improve you choose one two or three of them that work for you and use them if you're already using some of them think of it as an opportunity to use more of it so again i will be giving this as a downloadable so no need to focus much on it and go and give more time into the landing pages which is a very important part of your sales funnel a landing page will attract the people in your audience and its work will be to convince the people to buy your product many people will ask me was many people asking me what's the difference between a home page and a landing page again this is an illustration i got from hotspot's website and they explain the difference between a home page and a landing page on the left is the home page it's full of distractions on the right it's landing page there is one there is one single point of a call to action the cta as we call the marketing so uh how they're used if someone is visiting your website they know you if someone is coming from a marketing campaign they usually land on a specific landing page that talks to their challenge their specific challenge that's why again we go back to persona you know your audience you know who you're talking to and you move them through a landing page to talk to their challenge and you want to focus on them taking one action so that's why we remove another distractions like blog post secondary cta so your other main new items like the about pressure they go to conductors you want them to complete a form maybe use their credit card and pay so a landing page has to be low on distractions and focus on the main message that you are offering so a few things you can do on how to improve the the landing page i always suggest to course creators to add the video introduction the video introduction has to be there because most courses include video so if you want to sell your course and you have videos there it's a good idea to get your audience familiar with you if they're familiar they feel better about you and they they will understand who what they're getting into if they see a course with 10 videos but i have access not not even to one of the videos it doesn't make sense they don't know what they're getting so getting a video introduction of you talking in front of the camera will help you understand that this course for me i like the instructor i get more in touch with them and just reading some text always talk to your persona always include one call to action and share proof about what you are going to do to change their life so testimonials are a great part of it but also what your what this course is going to do about them we're going to talk a little bit later about the transformational value on the pricing and this is something you have to have there for example if i'm getting a course about getting my next promotion this is the transformation value of the course it's good to include it on the landing page there's some other advice here like a money background team action verbs actual verbs are words like use by do get it now register these are actual websites on your landing page and always a good idea to test the page on mobile on there was we have the ability for you to change the web how you can do the landing page and how it will look on the on the desktop and how it will look on mobile always test both devices to be sure that it's working correctly uh i have here the school of calisthenics it's a great example of a course landing page and we have a case study on it so uh you can go to the library's website and look on the examples visit the cali section the calisthenics website and also see their case study so what we see here is that they include a very good video on what's going for what someone going to find there they include the call to actions they include two call to action in the case the primary the first one is the buy training program the secondary is the start seven day free trial so they want to push you to buy the course but if they don't manage that they want you to get the seven day trial which is the secondary scta sometimes it's good to have a second cta the suggestion is to have always one and maybe a second one if it was for your case then something that i find very important is below on the left you can see what you are getting out of this course how what's the level of this course uh what are what assessments videos or anything else that you can see even who is the coach so more information about the course what the person are getting and below that what they are getting out of visas transformation are they getting more feed are they put them getting healthy are getting are they getting promotion because of the course those are important things to add so the next part is after you build your landing page and even before that you need to decide what's uh what's the price of your course how much are you going to ask about it so what matters in pressing that course you need to do some research there is no one answer to the courses i'm going to share something a bit later on how what can directly integrate in your course but then the most important thing is that you have to do some research you have to understand what already exists what's the competition offering and what's uh what are alternatives for example if i have a gardening course alternative can be a free blog post explaining the same thing what are you offering more than a free blog post why would someone buy and not find the same information for free on youtube what's the difference it could be the instruction interactions it could be expressed advice you cannot find on youtube it could be better structure could be many things so you need to resubject a bit understand what people are used to buying and your persona again will help you in the pricing because on the persona you can visualize and think about how much they're willing to pay and how much is their budget how much they can pay and if they're used to buying memberships one of uh one of payments or how exactly they're used to paying for their courses and how they take their courses live or self-paced so it's very important to understand your persona in order to go down to the pricing again transformational value if this course the gardening course it's something that will change the lives of someone because they achieve a lifelong dream of having a beautiful garden or this is something that they will help them to make their own business in gardening it makes sense to understand what you are offering what's the level and what's the change in someone's life and go have that sorry so the other part is exclusivity again do i find this on a blog post or a youtube or this is something you can find only in your course this is something you're offering more than anyone else what's the exclusive part and how much exclusive is this this will inform you on how much your price has to be do you offer certifications for example continuous professional education credits cpe if you have heard of it offers someone the ability to continue having a license this is especially true for accountants or lawyers that they need to complete some education additional hours every year in order to get their their license to continue their work this is incredibly important and a course with cp credits is much more much more expensive than the course without cpa accreditation in order to see about cp you need to talk with your local government or your local organizations that have to do with these licenses in order to understand how to get this license if you can't get it it's something that it's important for market for your marketing and also important for your pricing also have in mind that having a low or cheap price can make an impact on how they look into your brand if you're a premium brand or a cheap discount brand or a dollar store kind of brand so you have to have in mind that it's difficult to change perceptions and branding after a long time so it's this you have to make early are you do you want to attract many people in a cheap price or do you want to have the premium price less people and focus on them to achieve better results but you're going for a premium price a very interesting important graph here this is based on around 200 people that answered my survey on the on a big workshop we did in learn words and this is course creators getting ready to launch a course and some people have already launched their courses and you can see 25 percent of those people have a course under 50 dollars but most of the people have the course price between 50 and 200. so what does this mean if you go qualitatively qualitatively as i went through the survey to understand what that means is that the average course price is between 50 and 200 but many people have a course below 50 dollars if you go specifically to those people you'll see that usually that's a membership membership subscription so it's not really a course and secondly is that most people who have a cheap course usually use it as a lead capture that's uh you can have a free course or a cheap course in order to get some people into your mailing list into getting more familiar to you and then you can upsell them with a more expensive course of 200 500 so maybe a lot of people buy the 200 course and because they like it they will get the advanced cost of 200 and then they will get the expert level or the master class with you for 500 a thousand dollars so it makes sense to have these pressing variations if you're just starting out with a single course i would suggest you go on the average 50 to 200 of course it matters what's your audience where your base where your audience is based internationally locally and what is the course about and based on the previous slide the exclusivity or the level you're teaching and how difficult it is to achieve that here i have another checklist you'll be finding later to download and that's some points achieved on how you can think about having uh how to improve your pricing one of my favorites here is have an income goal you you need to think about how much money you want to make out of this course is it sustainable at a thousand dollars per month do you want to do a launch and you get to three thousand dollars it's good to have a goal because a goal will push you to try more because you might fail on the launch and then you say okay i fail i make two hundred dollars my goal is a thousand how can i make this launch and get it to a one thousand do i need to have five time also more audiences or did i made a mistake do i need to make a discount so i need to do something different in order to go towards my goal so have in mind to go through the checklist it might give you some insight on how to improve your pricing the next part is the email funnels here is also the next downloadable we are going to offer uh check out after the webinar and you will see that we are offering and downloadable of three email sequences suggested email sequences you can use to sell your course like the one on the right and we are also giving tablets of emails you can use in each category for example we have three welcome emails and we have two or three car closing emails there that you can download and you can edit and make them your own and use them without work this is because many people are worried about their writing but you have written a whole course don't be afraid to write an email so we're giving you a template of the email you can take it you can reuse it and you can have your own email sequence in a matter of uh maybe an hour then all you need to do is just set it up on an email to like mailchimp or or active campaign or aweber so what you have to think about your sequence again go back to the persona it's so important that you have to visualize a person i'm going back to mary and gardening so if i know that i want a person that is like mary maybe she's 45 years old and she wants to get get a gardening course because her aspiration is to build a beautiful culture so i will be thinking of writing my sequence based on here i will be thinking of mary every time i write an email it's like writing a personal email to your friend you can visualize your friend what they want what's their challenge and how to talk with them but you cannot visualize a thousand people you don't know so making a persona will help you focus be original don't be afraid to be yourself that means that everyone is different if they see a generic email that you're sending and they see the same email by everyone and you're trying to be someone else it will not work you're selling your own course you have your own videos with yourself there you have your own writing there try to write as if you are yourself you might be more strict because it's a professional course in accounting or you might be more calm because you're teaching mindfulness and i have seen some people there try to shout out in the vulgar language because that's our branding so be yourself show yourself in your emails um always into the story either review testimonials a transformation of someone going from a to b someone he already taught it doesn't need to be someone you taught this course because you might be just launching the course let's say you're a yoga teacher again and you're teaching on the park one of those people that is following you every week in the park taking yoga classes they have seen an improvement their health their fitness their mood ask them to share their story ask them to send you a video of a testimonial doesn't need to be the exact course you're offering this will help you get the first clients and then you can ask them for feedback and they are on testimonials and you can update later always get the results to join the value they are going to get and it's always a good idea as with the video to share a sneak peek a preview it could be the first section of your course a video view or some other part of it again be sure to check out our downloadable afterwards it's a pdf and you can start your email sequence in less than an hour and you don't need to write everything from zero and even if you're stuck this will help you to have some good email examples to go on again another checklist also as downloadable you'll find them all the checklist at the same place so these are a few things you can go through and improve your your your email sales funnel one of my favorites here too is the key value first and sell afterwards the rule of thumb we use in marketing is nine times give value one time sell this is not exactly about numbers it's more about use the email to give value to your customers have a free course a free webinar uh send them to your your advice blog post euro they guest post another page a youtube video you have shared give them something to make them engaged and keep following you then start to sell if you start to sell immediately without giving something to someone they will probably not really engage with you and one other thing i love here is the live events as a launch people love to have a live interaction if you're not offering live interaction in your course it might be a good idea to go the extra step and offer a webinar as a launch of your course for example in gardening you might want to have an introduction about how to use the seats what seats to use how to choose the right the seats for the light climate for you or for your area or for your soil might be the basic the first it could be a repetition of the first learning unit you have but it will give you the people an idea of your course introduce it to them and you can use that to sell your course last part is launching here the most important thing is testing test test and again test what does it mean it means that go and make a user with a second email you have or a email and try to see everything from how people register to how people are buying ask a friend to go to the same ask someone you know to do a purchase in other words we have this sad box mode where you can use a credit card and see how the check the checkout process works if it's how you like you can also ask a friend or a colleague to go check your course and give you feedback testing is the most important thing testing the pricing again it's an important thing you might want to change the price after a while maybe you update it with extra material maybe you had a text only and you added videos maybe you added two three very important sections or a live interaction for the next students and you want to ask for more maybe it's outdated and you want to throw the price a little bit to get more people so testing and changing things and see what works in all the life cycle of your sales funnel everything can be improved because the game of numbers if you can go from two to sales out of a hundred to three cents out of 100 it will make a difference if you have a thousand people in your audience so small changes can have a huge impact you can see what you can have on the impact sometimes you'll not see an impact but testing is the most important way to find it don't test too much and don't test to not do don't test too little and too little is known so again a very quick checklist this is more related to a little school so you can go through different settings and i really suggest to all our users to go through the settings first because you can customize the whole experience in the world and by customizing the whole experience it's something you can offer you can have a community a full open community people interacting or you might have corporate customers that you don't want them interacting because they're working competing companies so be sure to check the check everything about your course about your school about your account about your website and how it works you can customize experience and you you're sure that you didn't miss something for example enabling notification emails on the welcome email having a nice signature have your logo there there are small things that people usually forget for example one of the most usual things that people forget is the favicon the fabicon is the small logo on the top of the browser tab and i mean personally i'm usually annoyed when i see someone who did not change their wordpress sites logo and they didn't include theirs because it looks like they didn't care enough about their brand there are many small things that you can improve and makes it look more professional go through the integration connect your domain be sure to do all of that before you click launch and always test before the final step and be sure that you will find problems in the launch the thing is that there is no perfect launch you need to be able to respond to things be sure when you're sending emails to to check your your emails the next one or two hours usually the most questions will come the first two hours and people might open the emails even two days or one week later so there will be issues coming up and questions and you have to be flexible especially your first launch and improve things as you go on because you have a second and third and the fourth launch maybe the same course of different courses so thank you very much for being here again you will find all these checklists also downloadable pdf below this video and you can also find the email templates and email sequences you can use don't use the same don't just copy the templates go there make your own impact make your own changes give our your soul in an email and you'll see that it will work also you have to just launch it.lyrics.com it's our new school it's a different account than most language accounts if you already have a trial in lead words and you'll need to do a new account there we are announcing new workshops and new live webinars we're doing they have mostly educational character and the last webinar was about improv improving your sales and this is based on the same webinar so that was sorry the same bootcamp workshops so i did the same lesson in five days and this is a summary of what we did there we are going to announce more workshops in the in a few days so be sure to check the website maybe register and keep an eye to it because we are announcing many great things that will teach you how to improve your course and your core sales process through there so thank you very much i hope you enjoy the words of learning there are so many amazing speakers i have so many favorites that i don't have enough fingers to count them so i'm very happy to see you all here and be sure to enjoy take notes and come back for the recordings even if you are tired to look for 30 talks in two days you'll still have the recordings so have a great time everyone bye