Know what frustrates me the most as a mentor to people who are creating and launching their own e-Course ? Seeing them do things that they think are right but that totally aren’t, or seeing them get stuck on stuff that absolutely doesn’t matter (usually while ignoring the stuff that does!)..
Today I want to share with you 5 things that you absolutely should NOT do when you’re creating an e-Course in other words the key e-Course mistakes!
If any of these have been sabotaging your progress or keeping you stuck, hopefully you’ll see this as permission to let ‘em go, make a different choice, then move on with creating the business (and income stream) of your dreams.
When creating your e-Course, you shouldn’t…
1. You shouldn’t… Invest in a fancy membership site (or for that matter, anything at all) without doing your homework FIRST
I’ve seen way too many people drop thousands of dollars on membership sites, that have then failed spectacularly because they didn’t actually serve their customers’ needs.
Those same people have then enrolled in e-Course Launch Formula, gone through the modules on identifying your students’ needs and designing your site accordingly… and then had the uncomfortable epiphany that they could have saved themselves a LOT of moolah if they’d only done the right groundwork and research first.
The same is true of logos, branding, systems, pretty much any investment you can think of regarding your e-Course… ALWAYS start with a clear strategy, then Your customers (and your bank balance) will thank you for it!
2.You shouldn’t… Stress out over which platform to use.
‘WishList Member? AccessAlly? Rainmaker? Ohmygod!’
These sorts of decisions can keep people paralysed for months.
In the e-Course Launch Formula, we go over the pros and cons of the most popular platforms (and I detail which ones I use and for what reasons).
But do you know what my ultimate piece of advice is?
Pick one that seems to cover the majority of your needs… then keep on moving.
The truth is, for every single major platform out there, there are pros and cons. Yes, some will be more suitable for your business, but in all likelihood, you can make it work with whichever one you choose.the platform itself doesn’t make you money; the quality of your course does. Click To Tweet
And remember, the platform itself doesn’t make you money; the quality of your course – your idea, your content, your positioning – does.
So if you’re stuck between two choices, know that it means you’ve got two valid, excellent options in front of you… simply choose one (flip a coin if you have to!) and get back to the business of making your course awesome.
3.You shouldn’t… Psych yourself out before you’ve even gotten started.
‘But someone else has already had this idea!’
‘But everyone else has so much more experience than me!’
‘But no one would ever want to learn from me!’‘But my list is too small!’
‘But I don’t know every single step along the way!’
If I had a dollar for every time I’ve heard a variation of one of the above phrases…!
The truth is, if you go looking for them, you can find a million reasons why you shouldn’t create an e-Course. All of which boil down to the same thing: fear… Fear that ‘this mightn’t work.’
In some respects, this is true. I love how Seth Godin puts it: ‘At some level, “this might not work” is at the heart of all important projects, of everything new and worth doing. And it can paralyze us into inaction, into watering down our art and into failing to ship.’
Your fear is a sign that this is important work. That it thrills you, precisely because you care so much, and because the potential pay-off could be everything you’ve been dreaming of… So your brain is telling you there’s a lot to lose.
But you’re smarter than that.
So do the intelligent thing: Don’t let the fear eat you up. Arm yourself with as much information as you can, hire good people to help you, and keep moving forward, one step at a time… You’ll get there in the end.
4.You shouldn’t… Agonise over the name, tagline, colour palette, fonts, logo, URL, etc.
None of these things will make or break your e-Course.
I’ll say it again: When you’re starting out, they do not matter.
I’ve received so many panicky emails from clients, completely thrown when the name they were dreaming of has been taken or the URL they want isn’t available.
Let it be said: these hand-wringing experiences are a rite of passage for entrepreneurs. EVERYONE has had to (or will have to) deal with this at some stage, and while it can suck when your so-perfect-it-hurts preference isn’t available, choose to see it as a sign from the Universe that another, better choice is waiting just for you.
Full disclosure: this exact situation happened to me just a few months ago.
There was a product name that I’d had written in my journal for years – that I’d even taken the trouble to enquire about trademarking and get the domain for, but had never gone public with. Then, right before I was about to get my branding done, I started seeing that exact name popping up everywhere.
At first, I was discouraged… ‘But this name is *perfect*! Why, Universe, why?!!’
But then I got some perspective.
I loosened my grip, stayed open to possibility, and wouldn’t you know it – BAM: an even better name hit me while I was on our Christmas break at beautiful Palm Cove; a name that’s on-brand, that sounds awesome, and that feels really freaking goooooood.
I’ve also seen people agonise for MONTHS over trivial things, perfecting all those little details like taglines and colour palettes etc.
The truth is, all of these things are merely icing on the cake… Maybe even the sprinkles on the icing on the cake! Yes, a kickass name/ tagline/ whatever is a cool thing to have – but they’re not essential. Case in point: I had a DIY logo for the e-Course Launch Formula for YEARS, and still had six-figure launches.
You can always upgrade this kind of stuff later, so quit stressing out over the ‘accessories’, and focus more on the fabulous cake underneath!
5. You shouldn’t… Wait until your list is bigger before following your dreams.
This one probably frustrates me most of all.
I see so many incredibly talented, capable business owners postponing their dreams of leveraging their time and energy, and creating lucrative income streams, simply because they believe that their list isn’t big enough.
When you’re strategic, you can launch successfully to a small list.
My own business is proof of this: my first few launches all made a 4-figure profit, despite only having 140 people on my list.
Besides, with the right strategies, your launch can act as a list-building tool in and of itself, killing two canaries with one stone…
So if these are all the things that don’t matter when you’re creating your e-Course, what DOES matter? What are the high-impact areas where you should be focusing your time, energy and dollars?
When creating your e-Course, you SHOULD focus on…
1. Coming up with a strategic idea.
The right e-Course idea practically sells itself – it’s sustainable, scalable, memorable, and genuinely useful.And it speaks directly to the hearts of your ideal clients.Too many course creators jump on the first idea to enter their heads, and while this can work, it can also be a disaster. It’s worthwhile taking the time to evaluate your idea for its viability, longevity, and profitability, then refining as needed.
2. Designing and creating your course content.
Ever enrolled in an e-Course that seemed totally amazing on the sales page, yet failed to deliver once you were inside? That’s usually an issue of poor content design.
As any expert trainer or school teacher can tell you, there’s a way to present information that engages your students while equipping them with the skills and information they need.
Get it right, and they’ll be excited to soak up everything you’re offering (and will likely beg you for more!). They’ll also become lifelong customers – snapping up anything you offer in the future.
Miss the mark, and your dropout rate (the number of students who don’t make it through a significant portion of the training) will be sky-high. And it goes without saying, they’ll be unlikely to ever purchase from you again.
3. Developing a pricing strategy.
A good pricing strategy is a lot more than just picking a random number out of thin air, OR looking around at others in your industry and charging slightly less.
Did you know that you can use your pricing to create urgency? To position yourself as a leader in your field? To increase the perceived value of what you’re offering?
Done well, your pricing strategy is a major asset in your launch and can drastically increase your sales, so make the most of it.
4. Honing in on your ideal customer.
So many people want to dive straight into the creation process without taking the time to analyse their audience properly.Doing this work now – before you’ve started – will help you create a far better product that’s far easier to sell.
Skip it, or don’t go deep enough, and you run the risk of launching to crickets… not exactly good for the confidence levels – or the bank balance!
5. Investing in the right tools at the right time.
Knowing where to invest is huge – it can be a total ‘make or break’ factor for your e-Course.
When you’re on a budget, your money is best spent on:
- A training program (like the e-Course Launch Formula) that can show you how to get things right the first time and maximise your sales
- Basic development
- Basic design – like, a logo, brand identity and a sales page
- Perhaps a bundle of hours with a tech-savvy VA, to help you tick things off your to-do list and get your launch happening
The next level of investment includes things that substantially impact your sales, like getting a pro copywriter to do your sales page and launch sequence, or hiring a FB ads pro to promote your course and improving the customer experience with a kick-ass membership site.
These things are best done once you understand WHO you are attracting, WHAT they need help with, and HOW people are actually using your program… and these are things you can only understand once you’re in the trenches.
A personal example to hammer this point home: When we purchased our current house – which was on a much larger block than we were used to – my mother told us not to renovate straight away, because we needed to work out how we wanted to use the house first… She was 100% right (but don’t tell her that! If we’d taken that massive step of renovating before truly understanding what we actually wanted, we would have ended up with a house that didn’t truly meet our needs (and likely wasted a lot of money in the process).
So basically, the more you know your customers, the more you can delight them… and when it comes to e-Courses, that’s the most powerful (and profitable) thing you can do.
+ + + + +
So if you’ve been ummming and aaahing over how to create your own e-Course, I hope this article has helped you hone in on what’s important and what’s not.
Ultimately, from my own personal experience (and from watching nearly 600 people go through my training program) I believe that when it comes to e-Courses ANYONE can be successful – no matter what type of business you have, how big your list is, or how much experience you have.
The biggest factor is your willingness to show up and do the work.
With that one quality alone, you’ve got a massive head start over people whose businesses or audiences are ten times as big as yours… it’s the mindset that makes all the difference.
So if that’s you, and you want to learn how to create an e-Course that serves your tribe beautifully while leveraging your time and energy, the e-Course Launch Formula is currently open for enrolments for a limited time only.