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11: Getting clear on your course promise · Online Business Uncovered: Simple Strategies for Female Entrepreneurs

• 0:00
  SPEAKER_00: Hello and welcome to the Digitally She Does It Show.
• 0:03
  SPEAKER_00: This is episode 11, and in today's episode, I'm going to be talking about how to get clear on your course promise so that you can create an online course that delivers meaningful results for your students.
• 0:17
  SPEAKER_00: So let's jump right in and get started.
• 0:56
  SPEAKER_00: Join me each week for a dose of motivation and marketing know-how, along with actionable step-by-step strategies to help you accelerate your business's growth.
• 1:04
  SPEAKER_00: So let's dive in and don't forget to subscribe to all my upcoming episodes, which drop every Wednesday.
• 1:31
  SPEAKER_00: Now, one thing to understand when you're creating an online course is that your students are not looking to buy a course.
• 1:38
  SPEAKER_00: They're not going onto Google and typing in, I need to find a course on whatever topic.
• 1:46
  SPEAKER_00: That's not what they're doing.
• 1:47
  SPEAKER_00: They're not actually, most likely, interested in buying a course.
• 1:52
  SPEAKER_00: It may not even have entered their mind that the solution that they're looking for will be in an online course.
• 2:02
  SPEAKER_00: So that's something that's really key to remember when you are creating your online course.
• 2:09
  SPEAKER_00: Because in fact, your students may not be looking for an online course, but what they are looking for is a solution to a problem.
• 2:18
  SPEAKER_00: And the way you're delivering that solution is through an online course.
• 2:23
  SPEAKER_00: And the reason why I say this first and foremost is that it's really easy to get caught up in this idea of I'm creating an online course, so I'm going to lead with the fact that what I'm creating is what people need.
• 2:37
  SPEAKER_00: We need to reframe our thoughts around this and actually think about why we're creating an online course.
• 2:44
  SPEAKER_00: And the reason being is because you're delivering a result for a student.
• 2:49
  SPEAKER_00: And so instead of leading with the idea of an online course, what you actually need to do is lead with the results that you're going to deliver for your students.
• 3:01
  SPEAKER_00: Now, it's our job as course creators to make sure that not only are we creating online courses that deliver effective results, we also need to make sure that we are coming from a place of change and that the course that we are creating is simply the mechanism that enables your students to get the results in the most easiest and simplest way possible.
• 3:26
  SPEAKER_00: And your mechanism or your vehicle for delivering those results is the course, which is why most likely your students are not necessarily looking for a course, they're looking for the end goal, which are the results to resolve the challenges or the problems that they're currently facing.
• 3:47
  SPEAKER_00: Now, before you start creating your course, I think it's really important to understand this because it means that your course is going to be far more effective in the long run.
• 3:58
  SPEAKER_00: It means that you're going to be creating a course that is very results focused, which is very different to having a mindset all around the fact of I need to create a course, but not really considering the impact your course is going to have.
• 4:15
  SPEAKER_00: So when we focus on the results, it means that everything that we include in our course material is one step further to your student achieving those desired results.
• 4:29
  SPEAKER_00: Now, the one thing you can guarantee is that people are always going to have problems.
• 4:33
  SPEAKER_00: We're always going to have challenges.
• 4:35
  SPEAKER_00: There's always things that we are going to need resolving.
• 4:41
  SPEAKER_00: So whilst there are problems to fix, the need for providing effective solutions is there.
• 4:48
  SPEAKER_00: And of course, creating an online course is a really great way to support that.
• 4:55
  SPEAKER_00: By leading with the results that you're providing, it will force you to get really laser clear on your course material and the outcome of the course so that your students know exactly why they are buying it and why it's going to benefit them.
• 5:17
  SPEAKER_00: If you can get really clear on your students and what they desire, then you can create a really meaningful course that delivers the results that they want.
• 5:30
  SPEAKER_00: Now, for example, if your ideal students want to be found online, so for example, they want to get started on social media and they want to grow their business because maybe they feel social media is a really great way for them to gain visibility and generate leads and deliver the results that they're looking for.
• 5:53
  SPEAKER_00: So by tapping into their greatest desire, if you were to create a course related to social media, by understanding what their greatest desire is and why they want to do this, it means that you'll be able to create a far more effective course for them.
• 6:12
  SPEAKER_00: So think about it as an onion, you're unwrapping the layers.
• 6:17
  SPEAKER_00: So on the surface, it might be that they want to be found on social media, okay?
• 6:22
  SPEAKER_00: But like anything, there's always a desire as to why they would want this.
• 6:27
  SPEAKER_00: So ask the question: why do my students want to have this result?
• 6:34
  SPEAKER_00: If it's to find more clients, then that's great.
• 6:37
  SPEAKER_00: But then ask why.
• 6:38
  SPEAKER_00: So why do they need to find more clients?
• 6:40
  SPEAKER_00: Well, it may be that they want to generate more revenue.
• 6:44
  SPEAKER_00: Okay, that's great, but why do they want to generate more revenue?
• 6:49
  SPEAKER_00: Maybe it's because they want to grow their business.
• 6:52
  SPEAKER_00: That's great, that makes absolute sense, and now we're getting somewhere.
• 6:57
  SPEAKER_00: So, why do they want to grow their business?
• 7:00
  SPEAKER_00: What is the desire that they have?
• 7:01
  SPEAKER_00: What is their motivation?
• 7:04
  SPEAKER_00: Well, it may be because they want to create a business that affords them the financial freedom that they desire.
• 7:10
  SPEAKER_00: Great, okay, why is this?
• 7:13
  SPEAKER_00: Well, it might be because they want to give their family the life that they actually want, and they don't want to have to worry about financial challenges that they may be feeling at the moment.
• 7:26
  SPEAKER_00: So when you get to their true desire and you get to the real heart and crux of the matter, you can then start creating a course that taps into this.
• 7:36
  SPEAKER_00: It's like peeling an onion.
• 7:38
  SPEAKER_00: Once you start peeling away the layers, you can get to the real heart of what their motivations are.
• 7:45
  SPEAKER_00: And once you understand this, then you can write a really effective and meaningful course promise, which will become easier to write because of the level of understanding that you have about your students.
• 8:01
  SPEAKER_00: Okay, so when you are creating your course or when you are thinking about your subject and what your students are looking to achieve, don't be afraid to ask why.
• 8:13
  SPEAKER_00: Why do they want to know this?
• 8:15
  SPEAKER_00: Why do they want this transformation?
• 8:17
  SPEAKER_00: What's it gonna do in their life?
• 8:19
  SPEAKER_00: How is it gonna change their life?
• 8:21
  SPEAKER_00: What's the ripple effect that it's gonna do for them?
• 8:25
  SPEAKER_00: You know, weight loss is another great one, isn't it?
• 8:27
  SPEAKER_00: So if you're creating a course that is all about losing weight, on the surface, it might be that they want to lose weight because maybe they want to have better health, they want to feel better, but when you start widening that circle and unpeeling those layers, actually, what they are going to get, they're gonna feel better, they're gonna have more confidence, it's gonna improve their relationships, it's gonna improve their self-worth, it's gonna improve how they see themselves and maybe what they tell themselves.
• 8:59
  SPEAKER_00: So whilst losing weight can be really effective on the outside, actually, it's what is going on in the inside that really does matter.
• 9:08
  SPEAKER_00: And if you can get a really deep understanding of this, then when you start creating your course and you're writing your course promise, it can really hook onto that emotional side that your students are feeling, and it's gonna attach them better to the course that you're creating, and also you want to make your students feel as though you completely understand them, you get them, you're going to where they're currently at with a solution to a problem that they're facing, and the better you can get in terms of understanding what those problems and challenges are, as I said, the more effective your course is going to be, and also the deeper the transformation.
• 9:57
  SPEAKER_00: So, when I talk about a course promise, this is something that, as a course creator, you need to have in place.
• 10:06
  SPEAKER_00: It's one of those assets for your course that is going to be really useful to have.
• 10:13
  SPEAKER_00: So, what is a course promise and why do you need one?
• 10:17
  SPEAKER_00: Well, your course promise is the promise that you're going to be making your students.
• 10:22
  SPEAKER_00: It's what's going to give them clarity about your course.
• 10:27
  SPEAKER_00: It's going to tell them what your course is, why they need your course, and the period of time that they will need to dedicate in order to complete it.
• 10:40
  SPEAKER_00: Now, I think it's quite important to have a really good idea of this very early on before you start getting into creating your course.
• 10:50
  SPEAKER_00: And the reason being is that your course promise is all about clarity, and clarity is the key when it comes to creating your course.
• 11:00
  SPEAKER_00: The more understanding you have of your course, the easier it will be to communicate it.
• 11:07
  SPEAKER_00: And also by writing your course promise, it will also help you to decide the title of your course as well.
• 11:16
  SPEAKER_00: Now, your course promise will set expectations, it is the promise of the transformation that you're making your students.
• 11:25
  SPEAKER_00: For example, buy this course and you'll go from this challenge to this solution in a particular time frame.
• 11:34
  SPEAKER_00: So it's something that is a very simple statement, but it just highlights the core components of what your students can expect.
• 11:43
  SPEAKER_00: Now it doesn't need to be complex, and actually, the simpler you can make this, the better.
• 11:50
  SPEAKER_00: It just needs to outline exactly what your students can expect from your online course.
• 11:57
  SPEAKER_00: Now, people buy courses because they're looking for results.
• 12:02
  SPEAKER_00: So their motivation for buying your course is the fact that you're going to deliver them results.
• 12:09
  SPEAKER_00: So the course promise plays an integral part in their decision making, and that's why it's an important asset to have included in the toolbox of your course.
• 12:21
  SPEAKER_00: Now, your course promise is a very simple statement about the specific and amazing results that your students are going to experience.
• 12:29
  SPEAKER_00: So the clearer you can get on what those results look like, the easier it's going to be for you to write your course promise.
• 12:39
  SPEAKER_00: So consider what problem your ideal student is currently facing and how your course is going to resolve that problem for them.
• 12:49
  SPEAKER_00: Once you pinpoint this, then you can start to craft a promise that assures a resolution to their challenge.
• 12:56
  SPEAKER_00: Now, when I talk about transformation, it doesn't have to be life-changing, it doesn't have to be buy this course and I'm gonna solve world hunger.
• 13:06
  SPEAKER_00: It doesn't have to be that at all.
• 13:07
  SPEAKER_00: It can be something really small.
• 13:10
  SPEAKER_00: But here's the thing for your students, that small solution can have a great impact on their life.
• 13:19
  SPEAKER_00: So don't think that what you have to offer isn't big enough, it's not effective enough, or it's not life-changing enough.
• 13:29
  SPEAKER_00: Because sometimes making small changes in your life can actually result in big changes, and it might be your course may be the thing that your student is missing out on.
• 13:43
  SPEAKER_00: Maybe it's a question that they need answers to that your course is going to give them the answers, and those answers are gonna help them move forward.
• 13:53
  SPEAKER_00: So don't think for a moment that you have to have life-changing results in your online course for your course to sell.
• 14:00
  SPEAKER_00: That's not the case at all.
• 14:02
  SPEAKER_00: The results that you're delivering are simply being delivered because you want to make your students' life easier in some way, and so your job as a course creator is to crystallize what those results are and how effective they're going to be for your students, and this is where understanding the layered approach and understanding what their desires are and their motivations and what they're actually looking for, so getting to the heart of your students' desires is going to really help you and support you when it comes to creating your online course.
• 14:44
  SPEAKER_00: And also, this is why validating your course idea is a vital step because it should also provide you with some key insights that also help you to write statement, and it all centers around knowing your ideal student.
• 15:01
  SPEAKER_00: So if you don't feel you've got a good handle on your student and you are struggling to get really clear on what their desires are and what their challenges are, then I encourage you to spend some time validating your course idea and getting clear on who your idle student is and what they need from you.
• 15:26
  SPEAKER_00: So before you start writing the course promise, there are four core ingredients that need to be included to make it effective.
• 15:36
  SPEAKER_00: So I'm going to share these four ingredients with you, and that will help you to kind of have an idea on how to write your promise.
• 15:46
  SPEAKER_00: Now, the first ingredient is about knowing who your ideal student is.
• 15:52
  SPEAKER_00: Okay, so this is the very first step in creating an effective promise that's going to land with your ideal student.
• 16:01
  SPEAKER_00: Once you understand your ideal student, what their desires are, what their motivations are, and why they would be looking for the solution that you're providing, then you can start writing your course promise.
• 16:18
  SPEAKER_00: Knowing who your ideal student is will determine the content of the promise, and it will influence the content that you're going to include in your online course.
• 16:32
  SPEAKER_00: So knowing who your ideal student is is so important.
• 16:36
  SPEAKER_00: I cannot encourage you to know this enough because it's going to give you what you need to understand what needs to be in your course, and also by knowing who your ideal student is, you can map out a really effective course journey that they can then go on to complete your course.
• 17:00
  SPEAKER_00: The more you know of your idle student, the more effective your course will be because you can tailor it to them.
• 17:08
  SPEAKER_00: Now, the second ingredient is about understanding the problem that your idol student is currently experiencing.
• 17:17
  SPEAKER_00: So this is really understanding where they currently are and why they would again buy your course.
• 17:24
  SPEAKER_00: Because remember, your course is the solution, so you need to understand what you're creating in terms of a solution, and you can only do that if you know what challenges that they're currently facing.
• 17:38
  SPEAKER_00: So once you understand who your ideal student is, you can then really look at the specific challenges that they are currently going through, and then you can create your course that is centered around this that will resolve the challenges for them.
• 17:54
  SPEAKER_00: So, really by understanding their struggles and understanding what is preventing them moving forward in their life, you can then support them in a deeper way, and you'll do this by the content that you deliver through your course.
• 18:11
  SPEAKER_00: So, really getting to grips on their problem, really understanding the challenges that they are currently facing, even if, as I said regarding my social media example, even if your student does want to show up on social media, but they just feel overwhelmed by it, they struggle with understanding it, and they have a fear of tech.
• 18:36
  SPEAKER_00: Understanding those three challenges alone will arm you with enough knowledge and understanding to be able to create a really well-scripted course promise, but also it means the content of your course is going to be delivered in a way that resolves all of those three challenges.
• 18:57
  SPEAKER_00: So I encourage you to really understand the problems that your ideal student is currently facing so that you can, of course, write an effective course promise.
• 19:09
  SPEAKER_00: Now, the third key ingredient is about getting clear on the solution that you're providing.
• 19:17
  SPEAKER_00: So once you know your ideal student, and then you know what struggles they're currently facing, you can then start to create a solution to those challenges.
• 19:27
  SPEAKER_00: The more specific that you can get, the better your course will be, the more effective it will be, and the bigger the results will be as well.
• 19:39
  SPEAKER_00: Your course is going to be the vehicle that's going to move them to a specific outcome.
• 19:47
  SPEAKER_00: And this outcome is going to be what's going to solve their problems.
• 19:52
  SPEAKER_00: So getting really specific and having that understanding of their challenges and how you can really support them again is going to help you when it comes to not only creating your course content but also writing your course promise.
• 20:08
  SPEAKER_00: Because actually, what you're looking to achieve is your students buying your course because of the solution you're promising.
• 20:17
  SPEAKER_00: So getting really clear on what that solution is is going to really help you when it comes to selling your course.
• 20:25
  SPEAKER_00: And this is what I say: clarity is so important, especially at the beginning before you've even started writing your content.
• 20:33
  SPEAKER_00: The clearer you can get, the better your course will be.
• 20:39
  SPEAKER_00: Now, the fourth and final core ingredient that needs to be included is the roadmap.
• 20:46
  SPEAKER_00: And this roadmap is going to be what your students are going to take to achieve the desired results.
• 20:55
  SPEAKER_00: So this part is all about the doing.
• 20:58
  SPEAKER_00: This is where the pedal is going to the metal, and the students are going to get in and get the work done.
• 21:05
  SPEAKER_00: But you need to have a roadmap that they can then go on in order to get those results.
• 21:12
  SPEAKER_00: So once you have a roadmap created that leads them towards the solution, you can then start to get clear on how long it's going to take your students to complete the course and gain the results that they're looking for.
• 21:29
  SPEAKER_00: So you can then start to give them a time frame by which they're going to achieve the transformation that you're promising.
• 21:37
  SPEAKER_00: So the roadmap is going to be really vital because that's the journey that your students are going to be taking.
• 21:45
  SPEAKER_00: So I'm just going to recap over the four ingredients.
• 21:49
  SPEAKER_00: So the first ingredient is about knowing who your ideal student is.
• 21:53
  SPEAKER_00: The second ingredient is about understanding their problems and what they're currently going through.
• 21:59
  SPEAKER_00: The third The third ingredient is about getting clear on a solution that's going to support your students.
• 22:06
  SPEAKER_00: And the fourth ingredient is about creating that roadmap so that you can move your students towards the desired results.
• 22:15
  SPEAKER_00: So they are the four key ingredients.
• 22:18
  SPEAKER_00: Now I just want to use my social media example again.
• 22:23
  SPEAKER_00: So the first ingredient, if you're creating a course all about social media, then you need to know who your idle student is.
• 22:31
  SPEAKER_00: So it might be a startup, an entrepreneur, a business owner that is maybe in the early stages of creating their business that is looking to grow their business.
• 22:42
  SPEAKER_00: The second ingredient is about understanding their problem.
• 22:46
  SPEAKER_00: Well, their problem may be that they know they need to be on social media, but they feel overwhelmed, they don't understand it, they don't know where to start, they don't know what channel to be on, and so they have overwhelm straight away and they don't know how to get started.
• 23:02
  SPEAKER_00: So ingredient two is about understanding that problem that they're experiencing.
• 23:08
  SPEAKER_00: Ingredient three, get clearer on a solution.
• 23:11
  SPEAKER_00: Well, your course is going to be the vehicle that drives them towards that solution.
• 23:15
  SPEAKER_00: So it may be that your course is about getting started on social media, it might be the fact that your course is about creating a strategy in order for them to gain the results that they desire on social media.
• 23:28
  SPEAKER_00: So that might be your starting block, or it might be the fact that you want to create a course centered all around Instagram, in which case it might be getting started on Instagram.
• 23:37
  SPEAKER_00: But essentially, the course is going to be helping them to take the first steps into social media marketing.
• 23:47
  SPEAKER_00: The fourth ingredient about creating the roadmap.
• 23:50
  SPEAKER_00: Well, this is going to be the student journey that you're going to include throughout your course.
• 23:56
  SPEAKER_00: So, in this ingredient, you're looking at the roadmap, the journey, and the time frame it's going to take them to achieve those results.
• 24:07
  SPEAKER_00: So that's where these four ingredients really do come into play because they help you to structure your course, get really clear on what your course is about, who you can help, the problems that you're resolving, the solution that you're providing, and the journey map towards that solution along with the time frame.
• 24:28
  SPEAKER_00: Once you know all of these core ingredients, you can then confidently craft your course promise in a meaningful way that's going to land with your ideal students.
• 24:42
  SPEAKER_00: Now, I just want to share another example with you.
• 24:45
  SPEAKER_00: I recently did the Jenna Kutchers, the podcast lab course, and I have to say, for anybody that is looking to start a podcast, I highly recommend this course.
• 24:59
  SPEAKER_00: But I wanted to share with you her course promise because her course promise is very simple, it's very to the point, but it tells you exactly what is to be expected from the course.
• 25:12
  SPEAKER_00: So in her course promise, she states get my proven five-step stress busting system and process to plan, create, launch, promote, scale, and monetize your podcast in just 30 days.
• 25:29
  SPEAKER_00: Okay, so that's her course promise.
• 25:32
  SPEAKER_00: Get my proven five-step stress busting system and process plan.
• 25:38
  SPEAKER_00: Create, launch, promote, scale, and monetize your podcast in just 30 days.
• 25:44
  SPEAKER_00: Now, as you can see, this promise is clear, it's concise, and it's straight to the point.
• 25:52
  SPEAKER_00: It clearly communicates what the course is about, what's involved, and how long it will take you to get your podcast up and running.
• 26:02
  SPEAKER_00: AKA the result that you're looking for.
• 26:05
  SPEAKER_00: So when you're creating your online course, I encourage you not to skip over this step.
• 26:12
  SPEAKER_00: Put some time into doing this.
• 26:14
  SPEAKER_00: And it may be that you need to work through various versions, but stick with it because this is one of the most important pieces of copy because it's what you're going to be using to convert sales.
• 26:29
  SPEAKER_00: The clearer your message, the more effective it will be, and the easier it will be for potential students to buy your course.
• 26:38
  SPEAKER_00: And at the end of the day, that's the ultimate goal.
• 26:43
  SPEAKER_00: Thank you so much for taking the time to listen to today's episode.
• 26:47
  SPEAKER_00: I hope you found this episode of value, and of course, please feel free to share it with others who you may think will also benefit from listening to today's episode.
• 26:57
  SPEAKER_00: If you are feeling inspired and would like to know more about getting started with creating an online digital course, then why not download my free ebook, 10 Steps to Digital Course Success, by visiting my website www.carinhyphendavies.com.
• 27:13
  SPEAKER_00: I will be back next week with another episode, but until then, have a great week.
• 27:23
  SPEAKER_00: I hope you enjoyed this episode of the Digitally She Does It Show.
• 27:26
  SPEAKER_00: Don't forget to check out the show notes for all the links and resources mentioned in today's episode.
• 27:32
  SPEAKER_00: New episodes drop every week on a Wednesday.
• 27:34
  SPEAKER_00: So why not rate and subscribe so you never miss an episode?
• 27:38
  SPEAKER_00: Thank you for tuning in today, and I will see you next time!