Jan. 26, 2021

Episode 12: Why your course isn't converting (and how to fix it)

Episode 12: Why your course isn't converting (and how to fix it)

You created your dream course, offered it up to your audience and crickets. Whether it's your high touch group coaching program or a $27 tiny offer, your ideal clients just aren’t clicking “buy!” On today’s episode, I am sharing how your course itself might be the reason no one is buying, and how to fix it.


You created your dream course, offered it up to your audience and crickets.

Whether it's your high touch group coaching program or a $27 tiny offer, your ideal clients just aren’t clicking “buy!”

On today’s episode, I am sharing how your course itself might be the reason no one is buying, and how to fix it.

BY THE TIME YOU FINISH LISTENING, YOU’LL DISCOVER:

  • Why people don’t buy courses
  • How to know if your course is the culprit to low conversions
  • The secret to giving less to actually giving more

The doors to my program, The Offer Fix, are opening soon! Make sure to get on the waitlist to be the first to join! Go to http://www.jessoconnell.com/waitlist to register!

Check out the shownotes so you can get access to bonus materials and related blogs and videos!! www.thelaunchfixpodcast.com/course-not-converting/

When you finish listening, I'd love to hear what you think! Take a screenshot of you listening on your device, share it to your Instagram stories and tag me, @jess.oconnell_ ! Or join us in the Facebook group to share your takeaways! 

Or  slide into my DMs, I’d love to hear what your biggest takeaways are! 


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Transcript

Your course actually the reason why your program is not converting, this is totally possible. And today on the podcast, I'm going to talk about why your program is such a big piece of your offer and how to make sure that it's in alignment with the commitment that it takes to get the results that your ideal client wants. Stay tuned. I'm Jess. After launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula.

On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast. Hello, hello, and welcome back to the launch fix podcast. My name is Jess and I am your host, and it is day two of this awesome offer workshop that I am sharing with you all. Today I'm really digging into the program a piece of your offer, which a lot of people think that your whole offer is just your program. But really, it's just a piece of it. And on today's training, I'm going to really talk about how to make sure that your program gets consistent results. And that it is in alignment with the time and commitment that people are looking to get the results that they want, so that you are connecting people to the solution that they need without overwhelming them with your program. So stay tuned, it's a good one. And I hope that you enjoy it. So hello, hello, and hello to our front row seat people. Welcome to day two of our offer audit workshop.

I am so excited that you guys are back. And thank you so much for tuning in yesterday, in sharing that positioning stuff with us yesterday, I promise I will go back through and comment on everybody's stuff. It's been a little bit crazy around here. But I promise that I will get some feedback for everybody who commented yesterday about their positioning. So in case this is your first one catching live Hello, my name is Jess, I am the creator of the aligned Launch Formula and the host of the launch fix podcast. And I am so excited to really help you wrap your hands around your offer and help you create an offer that will actually convert and will increase your conversions with your clients. So in case you missed it yesterday, I shared all of the details on how to position yourself and your offer as the obvious solution for your audience. And this is how you sell before you sell. So if you missed that one, go back and watch it. There's a few places you can check it out. You can go to Jeff O'Connell comm slash replay to watch the replay there. Or if you just like listening to things, it is also on the launch fix podcast today.

So you can listen to it on the podcast if you like that, too. So today's video will be on the podcast tomorrow, and so on and so forth. So I wanted to make sure that these trainings were accessible to everybody at every place. So you can go ahead and watch it there. So today I'm going to be talking all about the second key ingredient of a high converting offer. And that is your program. So this is what most people think of when they think about their offer. They think okay, my offer is the course that I created, or my membership or whatever, right? They think that it's their program. But really your program is just one piece of your offer. And so today, I'm going to be really digging into how to leverage your program in the best way possible and how to position it inside your offer, so that it actually helps sell your offer and doesn't hinder selling your offer. So one of the biggest mistakes that I see people making with their program is thinking that more content equals more value. And oftentimes, the opposite tends to be true.

And maybe you're sitting here like what more is more valuable, right more is more value. But at the end of the day, the size and scale of your program should be in alignment with the time and financial commitment that it takes to get the outcome that your customers want. And I'm going to repeat that again because I think it's really valuable. The size and scale of your program should be in alignment with the time and financial commitment that it takes to get the outcome your ideal clients want. And so if you are over stuffing your offer or even under stuffing it, it is not in alignment with the time and commitment that it To get the results that your ideal clients want, this is like Goldilocks, right? You don't want it to be too big. But you also don't want it to be too small. And oftentimes, if there's a misalignment in people getting the results or people seeing the value in your programs, it's because it's either too big or too small. A great example of this is one of my mentors and somebody I care for deeply. And that's James Wedmore. His program business by design is amazing. But it's huge. If you're not in business by design.

I do recommend it, though, that's a caveat. But I, it is just a massive program. And there are hundreds of videos in it. And one of the biggest pieces of feedback I hear about it is that people don't even start because they get so overwhelmed by how much content there is. And this happens a lot, right, a lot of people are excited to get the results. And then they open up the course platform. And there's like there's 300 videos to get these results. And that turns people off. And that's exactly what happens with business by design is people don't have a realistic expectation of the amount of work it's going to take to complete that program. So they don't even start. And the same thing might be true for your offer on a totally different scale. Another example of this is, I have been known to purchase 29 $37, tiny offers, right? Tiny offers are really hot right now. Everybody has one. But the thing that I hate the most.

And the biggest piece of feedback that I see with tiny offers is that they tend to be overstuffed with value in order to make it seem more valuable. And in fact, I think that this is a strategy that somebody is teaching, and I don't want to dog on anybody in the way that they're teaching people. But at the end of the day, if I'm purchasing something for $29, I want to get results in a $29 amount of time, right, I'm looking for a $29 problem that I can solve and a $29 amount of time. And for me, that's not five hours, of course content, right? If it's gonna take me five hours, to learn how to solve this problem that is not in alignment with the $29 commitment that I made to it. So I'm probably not going to do it. And in fact, there's been multiple programs that I've purchased, thinking like, Oh, sweet, this is gonna give me the one piece of information that I'm missing here. And it's locked somewhere inside hours of content.

And I'm like, then I guess I don't need it, right, because I don't have that kind of time to get the results that I want if it's a micro result, which is what a tiny offer, or a micro offer should be offering to people. So if you have a tiny offer that's not converting, it's probably because it is overstuffed with content, that's creating a lack of alignment in the value to commitment area. And so this is one of the biggest issues that I see and mistakes I see people making with their programs. So your program is either a membership, it's group coaching, it's a micro course like a tiny offer. It's a DIY course. And that program should have a specific outcome, your program should be there to get people from point A to point B. And that's really simple.

And this one, I'm not going to teach you how to create a course because that's kind of outside of what we're doing this week. But you should have a program that gets people results. And if your program doesn't have a clear A to B, or it doesn't have a clear intention or purpose or outcome that somebody wants, then it's probably not creating a tangible enough result for people to wrap their hands around and create desire and demand to purchase. And so thinking about your program, start thinking about the desired outcome or the specific outcome that your ideal client wants that that provides. And when you can figure that out, that's when you can really wrap your hands around the scope of it. And it should only be long enough to get that specific outcome in the most efficient way possible. One of my favorite quotes that James Wedmore says is that if you want to impress people make it long and complicated. And if you want to get people results, keep it simple, which is funny and a little bit ironic. But but it's so true, right?

People want to get results in the fastest and most efficient way possible. And so if you can get people from point A to point B in 10 videos, why give them 50? Right? value is not determined by the amount of time I have to spend watching you tell me how to do something, the value of your program is getting that result and oftentimes getting that result faster is in fact more valuable than all of the 50 videos that it would have taken to get that result. If you stretched it out that long. Does that make sense? So it should be long enough to cover the subject but short enough to keep people interested and engaged in in more content unequivocally does not mean more value. And when you can wrap your head around that it's kind of a release, right? I see so many people who want to offer higher end programs and offers, but they make it mean that they have to have this monster program. And at the end of the day, it's not necessarily about the size of the offer, or the size of the program. It's about the level of commitment that's needed to get the results of the program, and the value of those results.

So really keeping those things in mind. This is important because you created your program to get people results, clear, concise, programs get better results faster. And don't you want to be known as the coach who gets people consistent results, rather than the person who has the most number of videos in a program, because I'd be willing to bet you that James Wedmore already has that metal, you guys, I promise, I love him. I'm not dogging on him because I don't. But really, like there's a 1.8 million videos in that program. It's insane and amazing, but insane. So it's not they like the value of your program is not how many videos are in it. And your job in your offer is to explain why your program is going to get them those results, and why all of the things that you've included in it are pertinent to getting those results. When people are looking at your sales page. They're not looking at Oh, cool. She has five videos here, six videos here, a total of 50 videos is going to get me this result, they are looking to see okay, is this going to be worth my time? Are these the topics that I need to learn about in order to get the result that I want? That's what they care about is is this going to get me what I want not is this going to be enough videos to make me feel like my purchases worthwhile.

And so your program is the mechanism for getting people the result or outcome that they desire. And I want to be clear that this is absolutely true for things that are not problem driven programs, right, you can have a program that gets somebody an outcome that they desire. And that outcome, like I talked about yesterday doesn't have to be a problem. For example, I'm a part of a membership. And I talked about this yesterday that sends out boxes with craft supplies. And the reason why I joined this was I wanted to have a reason and the resources to do crafts with my daughter. And so this membership gives me that opportunity, it just comes to my door and I have all this stuff and I can do the crafts. The outcome of that is that I spend more time with my daughter. And so when I'm reading the sales page, I'm thinking about that outcome. How is this going to further me in getting the outcome of spending more meaningful time with my child, right. And so that's the outcome that your ideal client wants, what you're selling is a box of craft supplies, but the outcome is what your ideal client really wants. And we're actually going to go super deep into that on Thursday.

So stay tuned for that we're going to talk about the promise of your offer, and why that's what people really want. They don't want the videos, they want the promise that I'll get into that on Thursday. So once you have clarity on your program, and how to portray the value, it really becomes the strongest asset in your offer, which makes sense because it really is like the meat of your offer. It's the present inside the box. And tomorrow we're gonna talk about the box. But it really is the thing inside the box that's going to get people the results that they're looking for the outcome that they desire, and people will see the value in it. Because the way that you portray it answers the questions that they have. And they can see that it creates consistent, concise results, which is what people want. So how are you structuring your program? This is something that can be a question that a lot of people have is like, what is the right container for my offer? What is the outcome that I'm trying to help people create?

And what is the right container to put that in? So I thought that I would go over a few different types of offers and how are different types of programs and how structuring that will improve your offer. So the first one is a freebie. And if you're like, Wait a second, a freebie is not an offer. It is a freebie is a program and it is an offer. And if you're not thinking of it that way. That's probably why they may not be converting that well. Right. I think sometimes we tend to throw information in a PDF and call it a freebie and not actually treat it like an offer, not launch it not create value around it not position it not create desire and demand for it. But when you treat your freebies like an offer, you're going to not only attract more ideal clients for them which when they have an intention purpose in your funnel is exactly what it should do. But it's also going to convert better. And so you absolutely can use this framework with your freebies, to create better freebies that are higher converting.

So your freebie solves a very micro problem, or paints the roadmap in solving a bigger issue. And so most people are not looking for freebies to learn how to do something major, right, that's not the point of a freebie. But what the point is, is to offer that one little trick that one little piece of information that's missing that one little piece of the puzzle, or to paint the roadmap of the bigger problem, like how to launch a podcast, you could talk about the five major steps of how to launch a podcast, and that would help somebody who wants to launch a podcast, say, Oh my gosh, okay, now I feel confident in taking those steps. I don't know how to do it, but at least I see the roadmap of how to get it done. And that gives me the confidence to take the next step in doing that thing. Also, there's zero FaceTime and a freebie. One of the biggest mistakes I see people making is giving away like free calls or free audits or free FaceTime. And that's not scalable, right. And so just keeping that in mind, like, there's no time for there's no face time with a freebie. So a micro course often called a tiny offer, which I think she's trademarking.

So we probably won't be able to say tiny offer soon. But a small course solves a small problem in a small amount of time. And this is what I was talking about earlier, it should not be hours and hours and hours of content for $29. If you have a small program, you should have a small solution in a small amount of time. And that can be immensely valuable, right? We forget sometimes that like sometimes people just need that one thing. And so don't discredit the value of a micro offer. Just keep in mind that your micro course should offer a micro solution and a micro amount of time. The next kind is a course and you're probably familiar with this. But this is a mid price range, typically DIY, and it gets those consistent results. It also comes with some face time sometimes, but that's totally a personal choice. The next is a group coaching offer, which goes deeper into solving the problem and includes some small group support. So people get individualized attention in a group atmosphere, and it goes deeper into solving that problem. And then there's one on one, which is a hands on individualized attention approach, all FaceTime, basically. And then the last one is a membership, and memberships are a different kind of animal in the programming world. But done correctly, they are incredibly valuable.

And I could probably do an entire five day mini course on memberships. But I promise I will not divulge into that today. But there are typically three different kinds of memberships that they fall into either inexperienced membership, like the delivery box that I get, or a mastery membership, which is learning something or doing something over time to master it. An example would be like a yoga membership, or a community membership, which is the like the value of it is the group of people who are in it. And so really understanding what kind of membership you have will help you understand how to market it, and how to get the most value out of that. So again, with a membership, less is more and I know that that can feel scary, right? Because when you are putting something out there into the world for people to give you actual real money for we tend to internalize that and say this is not worth money.

And when we come from it with that place in that fear of worthiness issues, we tend to overstuff our offers, that's when you end up with a $29 offer with five hours of videos because they obviously don't think that whatever they're teaching you in that $29 timeframe is worth money. And so really like wrapping your head around this idea that less is more is going to change your life. But with that, especially with a membership less is more because the number one reason why people leave memberships is because they're overwhelmed or because they don't feel like they are using all of the content. And so I have launched multiple memberships, I have shut down multiple memberships because I have not found the right container for me. But in that I have learned so many lessons about the right and wrong way mostly wrong because I've shut them down, wait in front of membership. And really the most effective way to do it is to have like monthly deliverables, core content, and then some kind of community and keeping it simple keeping it scaled back Because typically, the investment is lower.

And so the timing and monthly commitment investment is lower. And so you want to make sure that that's in alignment with what you're helping people achieve. So those are the main structures of programs. And your program, like I have said like six times should be proportional, proportional to the commitment that it takes to get the results. So like I was saying, with the tiny offer with five hours of video, this also comes into play when it goes to pricing. Right? You obviously, I mean, one of the biggest pieces that are out of alignment with that tiny offer, is that the price point, right, if it was a normal mini course, that's priced higher than $29, five hours worth of content to get a five hour value transformation would be reasonable. But the commitment that was put in with a $29 investment, puts that out of alignment, and that makes people say, this isn't worth it to me to go through all of this trouble to get this answer, I just want the answer. I'm going to talk way more about price on Friday, and how to price your offers so that it both is in alignment with the commitment needed to get the results but also attracts the kind of person that you're looking for, and also is in alignment with what they're willing to pay. But I'm going to talk about that on Friday.

But that's a big piece of it is making sure that the size and structure of your program is in alignment with the commitment to get the results that your program gets. And the other piece here is that people care less about the mechanics of your program than they do what your program will get them. And I feel like this whole video has been a little bit of a sneak peek of what's later this week. But it really all works together. And that's why so on Thursday, I'm really gonna go deep into the promise. And like I talked about getting your ideal client what they really want, or marketing what they really want. And showing how your program is going to be the thing that gets them what they really want. nobody really cares that there's five modules and six workbooks with 50 videos, right? That's not why they're buying it, they're buying it because they feel confident that it's going to get them what they want. So if your program is out of alignment with your offer, like it's too big or too small, or it doesn't give people the confidence that you'll get them results. It's likely sabotaging your offer.

So your program could really be the reason why it's not converting, because there's something missing, or it's out of alignment with what you're trying to offer. We're going to dig more into this in the Facebook group. So I have a couple questions for you to really ruminate on and take a look at your existing program. Or if you don't have a program, and you're thinking about creating one, keeping these things in mind. So the first question is, what are the results or outcome of your program? Why are people taking it? What do they want to get at the end of it? What are the results or the outcome that your program offers? And then number two is what is the structure of your program to get those results? Is it one on one? Is it a membership? Is it a course? What is the structure? And based on what I've told you here today? Is anything currently out of alignment or feeling too big or too small? Or just right?

With your program? Do you feel like yeah, you know, adjust is right? I totally stuffed stuff in there just to make me feel better. I've been there, right? I've everything I teach, I've learned the hard way. And because that's the way my brain works? Or are you like, you know what, like, I really could be set up a little bit. And it's actually missing some things that I wish that it had that would get people even better results. So what are your what's your kind of personal assessment, looking at it objectively, Goldilocks style? Is it too big? Is it too small? Or is it just right? And when you know those things, and if you can confidently say that this gets the results or outcome that I'm promising, or at least teaches people how to get the results that you're promising.

You can't do push ups for people. So your promise is not a promise of the results. It's a promise to teach them how to get the results. But we'll get into that. So I want you to take a look at that and comment in the group. Feel free to tag me or don't I promise I will be looking at them tonight and share them in the group so we can get your feedback. Awesome. So the next thing is tomorrow, I am going to be talking about the next biggest piece of your offer. So I've said that your program like we talked about today is not your offer. It's just a piece of it. And tomorrow I'm going to share the other big piece of your offer which is your package, which is seven and a half years old. Clearly. Your package is everything around your offer or your program.

So you're pretty What's in the box, your packages, the box, and it's the wrapping. It's the Bose. It's all of that. So it encompasses Your bonuses, your upsells, your guarantee your FAQ all of the things around your program that are going to influence whether somebody purchases or not. So, if you have ever wondered like how many bonuses is too many bonuses or should I have a guarantee? What if people refund or like how should I answer FAQs or any of these things? I'm going to dig into that tomorrow. Answer the questions in the Facebook group. Feel free to tag me if you'd like to. And I will see you tomorrow in our next video. Thank you so much for listening to today's episode of the launch fix podcast. I hope that you found it valuable. If you want to share what your biggest takeaways are. Definitely check us out in the Facebook group. It the links in the show notes and I cannot wait to share more with you tomorrow.