AL 023: Can I Get Big Course Sales from Low-Ticket Buyers?

AL 023: Can I Get Big Course Sales from Low-Ticket Buyers?

Liz Wilcox: What’s up? What’s up? Liz Wilcox here, and I am so excited you are listening. Thank you so, so much, and thank you for submitting your questions. If you haven’t submitted a question yet for Ask Liz, now is the time. Pause this recording, go down to the link in the show notes, click that, record your question.

I wanna know. It can be about anything entrepreneurship related, lifestyle design, email, content, super fans. Whatever’s on your mind, I wanna help you with. So let’s get into Hugh’s question today. I am really excited about this one ’cause I feel like it’s something we all grapple with.

Hugh Comerford: Hi, Liz. My name is Hugh Comerford.

I wrote a book called The Hümmo Method, which chronicles a very– a decades-long modeling process on an energy healer, and I don’t feel energy. And so I took on this NLP-based modeling project because the guy blew me away. I was just gobsmacked by the experience I had. And it took me– I met him in ninety– nineteen ninety-eight, and it took me until twenty twenty-one to figure out how to do his methodology, but without feeling energy.

So the subtitle of the book is Energy Healing for the Rest of Us. Okay. That’s the setup. I’m an NLP trainer, have been for decades, and the technique is steeped in NLP to a degree, so I train. That’s what I do. The book is kind of like introduces the topic. It does describe the process, but I don’t know if people are going to really grasped it.

So I have an online training that I’m building that is, uh, two ninety-seven, and the question that I have is, should I have a smaller training in between? The, the bigger training, by the way, is, is, you know, online. It’s Kajabi based. It’s probably going to be about fifty or sixty short videos with a kind of, um, recommended, like a core path of videos and then recommended, so it doesn’t overwhelm with all of the content.

But, you know, little options, and people can choose their own adventure. So all this to say, I have a book which is twenty-four ninety-five US. I have a course which is two ninety-seven US. What do you think? Should I have something in between so that it doesn’t feel like such a, a jump? I, I worry that the, the perception is that the book is just a, what a conduit to the training, and I don’t want to leave that perception.

Thank you very much for taking my question.

Liz Wilcox: All right, Mr. Hugh. You might know my answer, maybe not. I was gonna say you know my answer, but then I thought maybe that’s not true. Anyway, no. No, no, no, I don’t think you need something in the middle. I think you might need something in the middle, but we won’t know yet.

I’m getting ahead of myself. So he mentioned the book is about twenty-five bucks, then I’ve got almost a three hundred dollar training that’s a bunch of sort of mini videos. Listen, there are books out there that lead to ten thousand, 10K, talking four zeros, one, zero, zero, zero, zero packages, right? Or more.

I don’t think you necessarily need something in the middle as long as the book does a great job establishing you as the expert and gets people ready and eager to learn more, and then obviously gets them on an email list, ’cause I think that’s where you’re gonna sell that two ninety-seven training. Or if you have a social media following and something like ManyChat to get them from social to the email list I think will really, really good.

So I suggest getting all of that set up on the back end, but not being afraid to adjust. Side note, like for the last few years, a lot of people have been saying it’s too expensive, like courses, information is dead. Nobody’s paying two hundred, three hundred, five hundred dollars for a training or a course.

But I’m here to say that is wrong. Like, I am seeing so many people Make thousands, tens of thousands, hundreds, millions of dollars right now with robust courses like you, you’re mentioning creating this pretty robust training that your book will lead into. And I’m seeing them make them for, like, your price or more.

I’m talking about a guy named Jun Yuh. I’ve been sharing about him a lot. Like J-U-N, first name Jun, last name Yuh, Y-U-H. He made, like, $3 million in a matter of weeks. Jessie, I forget her name, Jessie Jean? Am I making that up? Made like $7,000 in a ma- or $7 million in a matter of, like, a week, and they were going from zero.

Like, they didn’t even have a book. They’re just going from social media to, like, their Stan Store or whatever. So I don’t think the course industry is dead. I think they’re changing, they’re morphing. Just like in-person education had to adapt from telling kids to, like, “Sit down, shut up, just read,” we’re now having to adjust.

We can’t just tell them, “Sit down, shut up, and watch the video,” right? We’re now required to offer more than just that suite of videos. This wasn’t exactly your question, but I think as you create that 297 training, make sure it’s truly a training. Like, what can you add on top of those videos? I would recommend cutting those videos in half, even if they’re short.

Like, somebody’s gonna have to log in again and again and again and again to get that content. And I’m, I mentioned that Jun Yuh guy. I bought his… He had, like, a 21-day te- challenge. I bought it after it had already started, so I knew I wouldn’t, like, be able to watch it live or whatever. And I mean, I paid $547 for this thing, and it behooves me and my business to kind of see and look at what he’s teaching, and I’m still not done with the thing.

So I want you to create something actionable inside of that training, and give them a tangible result. I think you can charge whatever you want as long as, especially right now and beyond, if you can deliver that tangible result, like, you, you buy this, and upon completion, XYZ will result.

For example, with my email marketing membership, it’s like you buy this, and every single week you’re gonna write your weekly newsletter with the template I give you.

You buy SPI Community, every single week I’m gonna give you a task, and you’re gonna be able to use the super fan system to build an audience of people that actually purchase from you. Really tangible, and I would even go more granular probably, like in the next eight weeks. You know, something like that.

And that’s something you can create, and again, this is… Or I didn’t say it already, but, like, I want to iterate here that this is called the Smart Passive Income Podcast, but it’s all about working hard now so you can reap the benefits later. You know, we, when we’re first launching, like you said, the book is coming out, the training is coming out.

When we’re first launching, making sure we’re not afraid of the work that requires, like, okay, I can do this training, I could do it live. I- or I could pull, you know, if I’ve got 50 clips, I shorten that down to 30. I pull three here, three there, three in the other place, so I’m doing nine of them live. And then at the end of those nine days, you’re gonna have XYZ result.

So just making sure that really is the case I think will sell your thing well, even if you don’t have that thing in the middle. People need something that gets them to take action right now. Again, info is everywhere. It is a- plenty. But someone who cares enough to create Something actionable, mm, that’s chef’s kiss.

Okay? So if and when you decide to create something in the middle, I would want you to let that idea come from getting sales and getting feedback, not you and me overthinking it in a seven to 10-minute podcast episode, right? So as you… I would worry, I would worry less about, like, should I have something in the middle, and worry more about how am I gonna get eyeballs on this thing?

Who is gonna buy my book, and how do I go out there and find them? I think that’s really where your energy, speaking of energy, right, that’s where your energy should lie. Who is gonna buy this, and where can I go find them? And it might be a few different people. You know, we talk about ideal customer avatar, one person, but Hugh’s got…

This is a pretty, I don’t want to say broad topic, but it could apply to a lot of different people, would want to learn the energy healing, his system, NLP, all of that. And so it might be these kinds of people and these kinds and these kinds. So I really want you to focus your energy on that, finding those people, and then they will let you know either by sales, lack of sales, direct feedback, whether or not you actually need that middle offer.

So that’s my story and I’m sticking to it. I hope that is helpful, Hugh, and my other friend listening today. Thank you for listening so, so much. I cannot wait to come back for another Ask Liz episode. But don’t forget, we also do two other episodes a week. On Mondays, we have a Member Monday where I interview an SPI Community member at large about what they’re doing, how they’re doing it, their little mini successes along the way, and I hope that content is, like, relatable and aspirational, but also, like, motivates you to get going.

And then on Wednesdays, we have the regular SPI. It’s usually a solo episode where I go more in-depth on actual marketing strategies and tactics to grow your online business. And then of course, every Friday, we’ve got the Ask Liz episode, which is so, so fun. Anyway, I’m out of here. I’m Liz Wilcox. You are awesome.

I will see you on the next episode.

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