Dec. 15, 2020

Episode 2: 10 Things Every Course Creator Needs to Know

Episode 2: 10 Things Every Course Creator Needs to Know

Building a multiple 6 figure course-based business means that I have created and launched a few courses in my day. I wish when I was first starting out, someone shared a list like this with me! I am imparting my years of knowledge and experience launching courses (and helping my clients do the same) onto you in today’s episode of the podcast!

Building a multiple 6 figure course-based business means that I have created and launched a few courses in my day.

I wish when I was first starting out, someone shared a list like this with me! I am imparting my years of knowledge and experience launching courses (and helping my clients do the same) onto you in today’s episode of the podcast!


  • The 10 things I wish I had known when struggling to grow my online course business
  • The true secret to success (in anything in life)
  • One small shift you can make to save lots of money (and headaches)

Also, don’t forget to check out the shownotes so you can get access to bonus materials and related blogs and videos!! Find them here: Episode 2 Shownotes

When you finish listening, I'd love to hear your course idea! Take a screenshot of you listening on your device, share it to your Instagram stories and tag me, @jess.oconnell_ ! 

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

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Want to scale your online coaching or course creation business? Stay tuned to learn the 10 things every course creator needs to know. I'm just 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. On today's episode, I am sharing the 10 things that I wish that I knew when I was starting my business over two years ago. So over the last two years, I have created a lot of courses. And I have also helped dozens of students create their own courses. In my first year of business I created course, after course, after course, after course, after course, trying to find the thing that was going to be my thing. And you may be in this place in your business right now to or maybe you have a signature course, but it's just not doing what you want it to do. And so on today's episode, I'm going to share what I have learned over the steps in the process of creating 10s of courses over the last couple of years. And so along the way of creating all of these courses, I have learned a couple of things. And when I started my business, my first course was a mess. Like I mentioned on the last episode, I launched it in just three days. So I threw a post out there saying, Hey, I'm creating a program that solves this problem. Come join this free training, I gave the free training during like what is now known as a challenge launch. And then I sold people into my first program, the offer was a disaster, it was just the program. There were no bonuses, there was no intention, there was no real container. And the way that I delivered this program was through a Facebook group with five live videos. I don't know why I put it together this way, I had never been a part of a program that was put together this way. But the container of the program was 30 days in a Facebook group. And for the first week, I went live every day, so five live videos, and they only had access to it for 30 days. And then that was it. I it was such a mess. It was so weird. But I learned a ton in that process. And I was able to tweak that, and keep reconfiguring it. And now over 500 students have gone through that program, obviously remastered redesigned and re intentioned and seen tremendous success with it. But it didn't start there. So I have taken all of the lessons I've learned over the years, and compiled them into a list of the 10 things that every course creator needs to know. So let's dig in. The number one thing every course creator needs to know is what feels ordinary to you is extraordinary to others. This is a really hard concept for people to grasp, because your genius is commonplace to you. But the thing is, is that your genius is special. But because it's in your head 24. Seven, it starts to feel like common knowledge. But it's not. Not everybody thinks about things the same way that you do. Not everybody has an easy time doing the things that you have an easy time doing. And so if there's something in your life that is just so easy and obvious that it's commonplace, that's probably your genius. And so when you can stop judging that for Oh, that's too easy, or nobody cares about that, or nobody wants to know that. And you start to lean into the gifts that come naturally to you, your secret genius, you will find what you are meant to do. And you'll have confidence in yourself and your gifts. And you will trust that it is enough. So thinking about the things that you do around the problems that you'd like to solve for people.

What is the thing that comes the most easily to you? What is that secret genius that you're like, Oh my gosh, I like I don't know. I'm just so good at this and everybody comes to you for it. And they want to learn from you about it. But it feels so obvious and commonplace that like nobody would ever pay for a course for this, everybody knows how to do this. That's probably where your genius lies. And if you're not currently creating programs around that thing, it might be worth taking a look at that and seeing if there's an opportunity there to shift your business in that direction. So the first thing is what feels ordinary to you is extraordinary to others. The second thing every course creator needs to know is that not everyone learns the same way. This one might feel obvious, but we often forget. And we think that along the lines of the first one, too, we tend to think that everybody thinks the way that we think, but that couldn't be further from the truth. And maybe that's evidence in the world right now that there are people who have such different versions of the truth when it comes to like life right now. But everybody thinks differently, everybody learns things differently. And as a course creator, it's really important for you to not just create courses that teach the way that you learn, because you're gonna miss out on a huge percentage of the world who learns in a different way. And so you're probably familiar with these three terms, but I'm going to throw them back at you really quick. There are visual learners, there are auditory learners. And there are also kinesthetic learners. Visual learners are people who have to see it, right. There are people who need the slides, they need the workbooks, they need the diagrams, they need to see the information written out, so that they can take it in. And then the people who are auditory learners need to hear it right. Those of the people who really benefit from video modules or audio tracks, they needed to go through their ears in order to really solidify in their brain. And with those kinesthetic learners, those are the people who need hands on experience with it, they need opportunities to apply what they're learning into their life. And so giving them homework, giving them exercises to take what they're learning and then apply it, that's when it's really going to stick with them. And so in your programs in your courses, try to incorporate all of those learning styles into it, so that you are really hitting people with how they learn best. Not only will this give you a more robust program, but it'll also produce more consistent results. Because right now, if you're just relying on video, but you don't have slides, and you don't have workbooks, and you don't have like opportunities for people to play it out in their own life in business, you're not giving people all of the opportunities to learn and implement what you're trying to teach them. So this is a super simple one. But not everyone learns the same exact way. And as a course creator, it's your responsibility to apply to that and to really try to give everybody an opportunity to learn. The third thing every course creator needs to know. And this one might trigger you a little bit. Your clients success is not your responsibility.

This one might be a little controversial, but you are not responsible for your clients success, you are responsible to teach them how to be successful with whatever your program teaches them. But their success with it is not on you. Here's an example of this, a PE teacher can teach someone how to do push ups, but you can't do their push ups for them. Right? Same thing with your students. If your students are not taking responsibility for their own success, they will not be successful, they have to do the work, you can only show them how to do it. So if you're afraid to put a course out there, or if you have a course that isn't getting people results, it's not your responsibility. It's because they are not taking on personal responsibility for their own results. And one of the biggest mistakes I see course creators making is putting it on themselves and feeling like oh my gosh, I'm not good at what I do because people are not getting results. First, go back to number two, make sure that you're applying it in speaking to the way that people learn. But if you are doing that, their results are their responsibility. You cannot do it for them. You can only teach them how to do it themselves. So release your responsibility for your clients results. And when you do this, not only will you be free from the things that you cannot control, but you will also start to attract the people who are willing to take personal responsibility and get those results.

And that's what's really key in your business is to teach people how to take personal responsibility, expect personal responsibility, and make it clear to them that they are responsible for their own success. It is not on you to get them the results that they want, unless you're like a service provider. But if you're a course creator, you are not responsible for your clients results. Number four. The fourth thing every course creator needs to know is to treat your business like a science experiment. Again, one of the biggest mistakes I see course creators making is treating every offer every launch every post, as a make or break moment. This is not that high stress, right? If one offer doesn't work, make another offer. If one post goes to crickets, make another post. treating your business as an experiment is how you are going to grow and learn. Make more hypotheses, learn more lessons and find more success. It truly is that simple. And don't make one failed experiment mean that you are a failure, change your hypothesis and start again. And so when I'm going into a launch or making a post are doing really anything, I say, this is my hypothesis, this is what I think will happen. I think that if I offer this thing to this audience, this offer to this audience through this launch mechanism will yield this revenue. And if I run through the launch, and I didn't make the revenue that I projected, or something else goes awry, I take a look at it. And I do a launch debrief, which is something I'll be sharing on this podcast. And I say, okay, where's the missing link here? Like what? What happened in my experiment where this got off track. And by doing that, you can start to learn the lessons that you need to learn in order to hit the goals that you have. And oftentimes, if you didn't hit the goal, it's because you still have a lesson to learn before you'll hit that goal. But if you make not hitting your goal mean that you're a failure, and that you're never going to run another experiment again. Are you ever going to learn that lesson? So that you can ultimately hit that goal? No, because you're going to be making it mean that you suck at business and that you shouldn't do this and blah, blah, blah, run it like an experiment, do not hold attachment to the outcome and say, okay, that's interesting, that did not come out like I thought it would. So what can I take a look at? What do I need to learn? And how can I run this experiment again, to see what happens next.

So number five, the number five thing that every course grader needs to know is that some people won't complete your program. This was kind of a wake up call for me, especially early on when I had less volume of clients. It was like awesome. Why did Jenny not finish the program? Like I would track everybody's like movement through the program? and be like, okay, she watched modules for you. But she never made it to module four. And then she completely ghosted me What the crap. And I realized through this process, that this is not about you. It's not about me. Some people will not complete your programs. And it's not about you. And here's how I know that. Has there ever been a time where you bought a program with the best intentions, but just never finished it? Was it because of the coach teaching it? Probably not. Right? Sometimes life gets in the way, sometimes they get a different program that serves their needs more immediately. And they go with that one, right? There are hundreds of reasons, literally infinite number of reasons why somebody didn't complete your program. And I bet you most of the time, it's not about you. So don't let it weigh on. You. Don't make it mean anything. Because sometimes people buy things so that they can reference it later. I'm one of those people. I have lots of programs I've never taken because I bought them in order to take them leader or to give them to my team, or to add to my like repertoire of trainings that I can touch base on anytime I need it. For example, like a Pinterest training. I'm not Pinterest is not a number one right now for me right now. But like maybe in a couple months, I have a team member who I want them to learn about Pinterest. Good thing, I have that Pinterest course. Right? So don't make it mean anything about you, because people don't complete your programs doesn't have anything to do with you.

All right, number six, is budget for refunds. This is something that nobody told me about when I was starting my business. And the first time that I had somebody refund. I took it extremely personally. And I made it mean that that I wasn't good enough and that all of my clients were going to refund and I was suddenly afraid that this was going to happen more and more and more. And guess what, when I focused on that it did because that's how the law of attraction works. And so if you budget for refunds, it kind of takes the fear and the charge out of them. People will request refunds. And it's not about you. People will default on their payment plans. And it's not about you make a plan, budget for refunds, and they won't catch you off guard. If you have never had a refund, it's because you are not playing big enough. When I say that, again, because it's kind of a big one. If you have never had a refund in your business, it's because you are playing small, you are staying safe, you are not making enough offers to enough people, you are not growing your audience enough during your launches. When you start to get refunds. It's because you are playing a bigger game because you are putting yourself out there to more people. And naturally the more people that you get into your programs, the more opportunities for refunds, you will have planned for them, budget for them, and move forward assuming that they might happen and you are ready for it. The absolute worst case scenario would be that you didn't budget for refunds, and you spent all of your lunch money because you needed it. And then somebody asks for their money back and you have to take it out of your personal bank account. That is a worst case scenario. As a business owner, you should be budgeting for refunds, I set aside 5% of all launch revenue for potential refunds. I don't always reach that. But I never want to be unprepared. I never want to have to take money back out of my business that was not allocated to that. And so by setting it aside, once you get past the program, or the refund timeline, or whatever you set is your parameters. Though I will say if you say no refunds, like people will still ask for refunds. So really kind of get clear on what your refund policy is and how you handle those. But be prepared for refunds. And then when that time is over, you have this little chunk of money that you can put back into your business and build a little nest egg for future things. So that is number six budget for refunds internally, energetically, and financially. Alright, number seven, it is not your dad's job to understand what you do.
You guys like these are kind of kind of tangy today. But I really hope that this resonates with you. It is not your dad's job to understand what you do. Not setting big goals are not playing big or not being authentically you because your parents don't get it or approve or think it's wise is a mistake. Your parents validation is not going to pay your bills. When you stop seeking the validation from your family members and start taking action on what you know is possible. That's when the magic happens. Your parents want nothing more than to for you to be safe. If they could wrap your ass in bubble wrap and lock you in the basement they would. And so when you start dreaming bigger and putting things out there and being on the internet, they don't like it and they don't get it right. It is outside of that bubble wrap basement bubble they want to put you in. And so if you are afraid to go big with your business because of a family member or a best friend, or whatever doesn't understand what you do, you are only hurting yourself. Your business is not for them. And that's okay. When I come across judgment like this or when I feel like somebody doesn't understand what I do. I ask Are they my ideal client? And my dad is definitely not my ideal client. And so why does it matter why he thinks and this also counts for like Karen's on the internet, right? This also counts for that friend from high school who thinks that you're getting a little too big for your britches because she didn't grow it stop seeking the validation from people outside of yourself.

And start taking action from what you know is possible. It is not your dad's job or your sister's job, or Kathy from high school's job to understand what you do. It is your job to follow the vision that you have to follow your heart, your heart and to create the program and the business that you feel pulled and destined to create. That is your job and to stop seeking the validation from other people. Your dad does not pay your bills. Alright, number eight. The number eight thing every course creator needs to know is you're gonna need to put something in to get something out, you've probably heard this concept before that, like you need to be invested, you have to invest in your business, blah, blah, blah. This industry is unique in that it has a relatively low barrier of entry. Anyone with an Instagram account and a PayPal can become a course creator. Case in point, my very first launch, I became a course creator without anything besides those two things, right, an Instagram account and a PayPal, boom, you're a course creator. But because of that, so many online coaches expect to make money without spending a dime for systems, for mentors for advertising, etc. Like I said, you're talking to the girl who launched her first course, in a Facebook group. With live videos, I did this to write, I tried to create a free business, I had multiple free MailChimp accounts, because I kept reaching the number of people you could have on your list. And so I would write an email, and then I would copy it, and I would go to the second MailChimp account and put it in there and send it to those people. And then I would copy it, and I would go to the next MailChimp account, if you are trying to build a business for free, it's not going to work. And not just because you are not spending money on things like that. It's because you're not invested energetically. It's because you are not an invested with your heart. When somebody starts a brick and mortar business, like let's say somebody is opening up a clothing boutique, they have to get a space, which costs money, they have to rent a retail space, they have to buy inventory, which costs money, and they have to hire employees, which cost money all before they sell a thing. Do you think they are more invested in their success than you are as a course creator who threw your offer out there, month after month? Probably right? Because they have skin in the game. And when you put skin in the game, you show up differently, you become invested. And not every investment you make will be monetary. And this is something that I teach with investment launches. This is a really specific strategy that I believe wholeheartedly in, that is also kind of controversial. But when you put skin in the game, and I promise, I'll teach you about investment launches on this podcast, so don't worry, you have to be willing to put some skin in the game to get something out of it.

Not everything you do in your business is going to generate revenue for no money, you are not going to be able to just set up your Instagram and PayPal and start treating it like a cash register. Sometimes you have to put some things in. And so really being emotionally and spiritually and energetically ready to invest in yourself is how you will start to grow your business, you are going to need to put something in in order to get something out. All right, and number nine of the 10 things every course grader needs to know is making 10 k months will not make you feel successful. Everyone and their mom talks about the magical number of 10 k months. But I hate to break it to you. There's nothing special about this number. When I hit 10 k months, I was hustling my face off. I was ruining my marriage. I was ignoring my children. And I had no balance. But hey, I had 10 k months. But I didn't feel successful. And when I hit that six figures, like I talked about in the last episode in that first 11 months, and I realized it rolled over nothing in my life changed nothing. And I remember sitting in the car after that happened and looking at my thing and be like holy crap, we did it. I looked like my paypal and my stripe and I added it together. And I was like, Huh, we did it. We hit 100 K. And it was in December of 2019. And I was sitting in the car. And I looked at my husband. And I was like I thought I would feel successful. I thought that this was what I was working so hard for was this number. And I'm sitting here and I feel tired. And I feel a little burnt out. But I don't feel successful. And I had this realization in that moment. Success is like Christmas. You have to choose to feel like Christmas every year and I live in Colorado so our weather is weird.

But every year, it's like December 22, and it hasn't snowed in the weather's in the 50s. And you're busy, busy, busy, and it doesn't feel like Christmas. And every single year we see, man, it doesn't feel like Christmas. And I realized that I was doing the exact same thing in my business, I feel different, I don't feel successful. And I realized that you have to feel like you have to choose to feel like Christmas, you have to choose to feel the holiday spirit, you have to choose to be in the Christmas spirit. And it's the exact same thing with success, you have to choose to feel successful. And the good thing about that is, you don't have to hit any specific number to feel that way. Right? You could feel like Christmas in April, and nobody would know. Right? It's the same thing with success. six figures or 10 k months, or whatever goal that you're trying to hit right now is not going to make you feel successful, you have to choose to feel successful. Now. One magic number or milestone will never do it for you, you have to choose. And that's really beautiful, right? Because you don't have to wait until you have 10 k months, you don't have to wait until you hit six figures. You don't have to wait until you buy your dream home. You don't have to wait until you hire a team. You don't have to wait until you have a six figure launch. You don't have to wait until you are somewhere else in order to feel successful. And in fact, waiting is keeping you from attracting the things that will meet that will get you there, right. If you are choosing not to feel successful now, you probably don't feel terribly grateful for what you have. And have you ever tried to attract anything without feeling grateful for what you already have. just doesn't work that way. So feeling successful now for where you are now will only attract more of that feeling and more success into your life. And making sure that you are running a business that supports your life, not running your life to support your business that will make you feel successful. All right. And number 10. I really love this one. The 10th saying that every course grader needs to know is that the secret to success is failure.
The secret to success is failure. And this is a big one. So sit with it. We live in a society that is so afraid of failure of what we make failure mean about ourselves. And we're so afraid of it that we don't even try. That's where I was when I started my business or shortly before is I was so afraid to put myself out there that I would fail that I was living in real failure honestly, like I was living feeling unfulfilled going through the motions doing things I didn't want to do, and putting myself into a situation where I was no longer in control of my life until the universe smacked us upside the head. It was like get it together when you have so much more potential than this, because we're afraid of what it means about us if we fail. But spoiler alert, the secret to success is failure. Because if you are too afraid to fail, you are too afraid to try. And the only way to be successful is to learn. And the only way to learn is to try so when you release your fear of failure, and your fear of what failure means about you, and all of these feelings about what people are gonna think if you fail, and instead you embrace the failure. And in fact, you run toward it with open arms like yes, I am so excited to fail at this. Because you know that failure is the only way to learn. It takes that charge out of it. And it really makes you make the choices that are ultimately going to lead to your success. So if you are sitting back and you're listening to this and there's a goal on your heart or a dream in your soul, to do something bigger, do it. Stop letting your fear of failure keep you from taking the actions that are ultimately going to lead to your success. You will never be wildly successful. If you are too afraid to do anything.

So release your fear of failure, and know that failure is the way. And when you embrace the failure and in fact, chase after it, that is how you will reach success. All right, that's number 10. I hope that resonated, that the secret to success is failure. If any of this resonated with you, I would love if you would share this episode with a friend, or a business buddy who needs to hear it, or Hey, just do it all with one thing and share it on Instagram. and tag me at just auto Connell underscore, I would love to hear your biggest takeaway, and which number you needed to hear the most. I think that these are really big things. And maybe if you need to hear it again, go back and listen, they'll also be a blog that outlines all of these. So you can share that with a friend too. But make sure to not let this turn into another thing that you hear and then override, pick one, put it in your soul, and really take action on it and shift the way that you show up today. Based on this thing. By the way, keep listening, because I'm going to dive deep into my next launch doing a debrief like I had talked about. And this launch was really amazing. It's where I took that first program I was talking about earlier, and I six x my launch over last year's launch. So I launched the program in September of 2019. And I made a certain amount of money. And then I launched it again in September 2020. And I made six times as much. I am sharing this simple strategy that converted in that launch at over 60% that you can take action on right away in your next launch. So make sure to stay tuned. Thank you so much for listening to today's episode of the launch next podcast and I will see you in my next episode.