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DNX GLOBAL Talk ★ Shayna Oliveira - Tactical guide to building, selling and scaling e-books and online courses

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DNX GLOBAL Talk ★ Shayna Oliveira - Tactical guide to building, selling and scaling e-books and online courses

  1. 1. A TACTICAL GUIDE TO BUILDING, SELLING, AND SCALING E-BOOKS AND ONLINE COURSES S h a y n a O l i v e i r a w w w. e s p r e s s o e n g l i s h . n e t
  2. 2. ABOUT ME Fr om the U .S. and now live in Br az il U s ed to teac h ESL o fflin e Lik e to be ups ide dow n!
  3. 3. ABOUT ESPRESSOENGLISH.NET Aim: Teac h ESL to bus y people through e - book s & online c our s es Jul-12 Aug-12 Sept/12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 1-Oct Nov-13 1-Dec Jan-14 Feb-14 Mar-14 1-Apr 1-May Jun-14 Jul-14 aug/14 sept/14 Oct/14 14-Nov 14-Dec Jan-15 Feb-15 Mar-15 Apr-15 May-15 Monthly Revenue
  4. 4. THREE STAGES TO A SUCCESSFUL INFO-PRODUCT BUSINESS 1. Audience-building 2. Course creation and launch 3. Growing and scaling
  5. 5. INFORMATION OVERLOAD? Self - direct ed e - learning market : • $35.6B in 2011 • Gr ow ing globally .
  6. 6. INFORMATION OVERLOAD? Self - direct ed e - learning market : • $35.6B in 2011 • Gr ow ing globally The lar ger the oc ean of infor mation, the gr eater the need for a guide.
  7. 7. AUDIENCE-BUILDING Finding your pot e nt ia l s t ude nt s
  8. 8. AUDIENCE-BUILDING People buy courses f rom people w ho t hey know, like , and t rust !
  9. 9. AUDIENCE-BUILDING People buy courses f rom people w ho t hey know, like , and t rust ! Publish & hope Go out and get ‘em Blogging YouTube Podcasting Social media Guest blogging Others’ podcasts Joint ventures Advertising Forums Cold contacting Previous customers
  10. 10. AUDIENCE-BUILDING I just kept publishing & hoping. N ow adays t here are 300,000 visit ors/mont h, but it t ook 9+ mont hs t o st art t o see any t ract ion.
  11. 11. AUDIENCE-BUILDING E- mail list = Essent ial! • Fr om day 1 – no exc us es Sign up at Aw eber or MailC himp • My fir s t ever e - mail w ent to 1 2 people • N ow Es pr es s o Englis h has 5 0 ,0 0 0 s ubs c r ibers
  12. 12. AUDIENCE-BUILDING E- mail list = Essent ial! • Mention your s ite & lis t in ev er y piec e of c ontent you pr oduc e • Multiple opt - in oppor tunities : Pop - u p /in , end - o f- post opt - in, s tic k y s idebar, etc . SITE & LIST
  13. 13. AUDIENCE-BUILDING W hat t o send? • Per s onal thoughts • Your lates t c ontent • C ur ated r ound - u p o f lin k s
  14. 14. AUDIENCE-BUILDING W hat t o send? • Per s onal thoughts • Your lates t c ontent • C ur ated r ound - u p o f link s H ow of t en? • 1 - 2x a w eek • Be c ons is tent!
  15. 15. AUDIENCE-BUILDING W hat t o send? • Per s onal thoughts • Your lates t c ontent • C ur ated r ound - u p o f link s H ow of t en? • 1 - 2x a w eek • Be c ons is tent ! EN GA GE wit h your list while it ’s small!
  16. 16. COURSE CREATION & LAUNCH Ge t t ing pa id f or your e x pe rt is e
  17. 17. COURSE CREATION & LAUNCH Popular content Surveys “What’s your biggest difficulty?” email What topic to teach?
  18. 18. COURSE CREATION & LAUNCH Popular content Surveys “What’s your biggest difficulty?” email …but don’t get too hung up on the perfect t opic or angle; you can alw ays tw eak it lat er. What topic to teach?
  19. 19. COURSE CREATION & LAUNCH H ow big an e - mail list ? • At leas t 100 • Pr efer ably 1,000 • …w ho you’ve been e - mailing r egular ly and engaging w ith
  20. 20. COURSE CREATION & LAUNCH A quick mindset check: Small number s U ns uc c ess ful
  21. 21. COURSE CREATION & LAUNCH A f ramew ork f or f ree vs. paid Give away… Charge for… Less frequent More frequent More general Specific/detailed “Basic” format More developed format Limited interaction with you More interaction with you
  22. 22. COURSE CREATION & LAUNCH Pre - selling: Students s ign up and pay fir s t; you deliver the c our s e in inc r ements over time
  23. 23. COURSE CREATION & LAUNCH Pre - selling: Students s ign up and pay fir s t; you deliver the c our s e in inc r ements over time C ommunicat e C LEA R LY Be CERTAIN you can deliver ( creat e sample lessons; get ahead)
  24. 24. COURSE CREATION & LAUNCH Pricing: • The only w ay to figur e out w hat people w ill pay is to put the c our s e in fr ont of them and as k them to buy it. • Pic k a pr ic e that’s r eas onable and c omparable to other produc ts , and whic h r eflec ts the value the s tudent w ill get. • The Ultimate Guide to Pric e Strategy ( Medium.c om)
  25. 25. COURSE CREATION & LAUNCH D ouble sales w ith a deadline H ave a s pec ific date w hen… • Pr ic e goes up • D oor s c los e • Bonus es go aw ay Be hones t – don’t us e fals e s c ar c ity ALWAYS s end a “las t c hanc e” e - mail!
  26. 26. COURSE CREATION & LAUNCH D ouble sales w ith a deadline Course 1 Course 2 Course 3 E-book Course 4 # students
  27. 27. COURSE CREATION & LAUNCH My launch sequence: 2 - 3 w eeks Type of email Purpose Coming soon… Build anticipation Course launch Get initial sign-ups Free sample (or lesson list) Whet the appetite Content + invitation Provide value Common Qs about course Overcome objections Last chance Get last-minute sign-ups
  28. 28. COURSE CREATION & LAUNCH How to sell/deliver it? Your own WP site MemberMouse LifterLMS LearnDash Digital Access Pass 3rd-party platforms Fedora Pathwright Ruzuku Udemy
  29. 29. COURSE CREATION & LAUNCH • The les s ons ar e your Mos t Impor tant Tas k . Mak e them dur ing your best creat ive hours . • U s e a Sta n d a r d Op e r a tin g Pr o c e d u r e
  30. 30. COURSE CREATION & LAUNCH SOP f or lesson creat ion: • R es ear c h & w r ite ( 90 min) • Video s lides ( 30 min) • R ec or d/edit audio ( 30 min) • C ombine audio/video ( 10 min) • Wr ite exer c is es ( 30 min) • Set up on W P (30 min) • Sc hedule e - mail ( 30 min ) TOTAL: 4- 5 hours
  31. 31. COURSE CREATION & LAUNCH B est pract ices: Use video, audio, text Keep lessons short Organize & guide Include activities Include interaction Get feedback!
  32. 32. COURSE CREATION & LAUNCH My post - course survey: • W hat s pec ific ally did you lik e about the c our s e? H ow exac tly did it help you? • H ow c o u ld th e c o u r s e b e imp r o ve d ? • If you c ould r eques t ON E les s on to be added to this c our s e, w hat w ould the topic be?
  33. 33. GROWING & SCALING 10 advanced strategies for maximiz ing impa c t a nd re ve nue
  34. 34. GROWING & SCALING # 1 – C reat e more product s
  35. 35. GROWING & SCALING # 2 – A ut oresponder • Show c as e your be s t fr ee c ontent ear ly • Invite people to go deeper by tak ing a c our s e • Paid pr oduc ts : “ Alw ays pr es ent, never pus hy”
  36. 36. GROWING & SCALING # 2 – A ut oresponder • Show c as e your bes t fr ee c ontent ear ly • Invite people to go deeper by tak ing a c our s e • Paid pr oduc ts : “ Alw ays pr es ent, never pus hy”
  37. 37. GROWING & SCALING # 3 – A dd an “ appet iz er” • Small pr oduc t ( < $ 1 0 ) that’s a n o - br ainer to b u y • Ins ide the “appetiz er,” enc our age people to get th e ma in c o u r s e
  38. 38. GROWING & SCALING # 4 – B undle product s 80% of c us tomers c hoos e this
  39. 39. GROWING & SCALING # 4 – B undle product s The “ ever ything” pac k is r es ponsible for near ly 30% of my r evenue.
  40. 40. GROWING & SCALING # 5 – R aise prices Improve the course & raise the price (include a “last chance”) Offer a “regular” and “premium” version of the course side-by-side
  41. 41. GROWING & SCALING # 6 – Mont hly membership • C ommunity and/or c ontent s ubs c r iption • Initial s ign - up number s may be low er, but you’ll s ee gr eater c us tomer LTV • Mine had half as many s ign - ups , but 4 months later, 93% ar e s till in the pr ogr am
  42. 42. GROWING & SCALING # 7 – List segment at ion • Send mor e s pec ializ ed, tar geted e - mails tailor ed to s ubs c r ibers’ needs and inter es ts • “ Tr igger ed” e - mails bas ed on s ubs c r iber ac tivity (ex. c lic k ed c ours e, didn’t buy)
  43. 43. GROWING & SCALING # 8 – C onversion rat e opt imiz at ion • Tes t your MESSAGIN G, not jus t page for mat and button plac ement • C ons ider w or k ing w ith a c ons ultant
  44. 44. GROWING & SCALING # 9 – Paid advert ising Ad E-mail list Purchase
  45. 45. GROWING & SCALING # 9 – Paid advert ising Track your numbers t o make sure your ret urn on invest ment is posit ive! Ad E-mail list Purchase
  46. 46. GROWING & SCALING # 1 0 – Lic e ns ing • Would s c hools , univer s ities , and c ompanies benefit fr om your c our s e ? • R eac h out to them, s end s ample mater ial • Befor e s tar ting, get a w r itten agr eement r eview ed by a law yer
  47. 47. NOW GO CREATE AN AWESOME INFO-PRODUCT BUSINESS! GET IN TOU C H : Sha yna Olive ira w w w.es pr essoenglis h.net w w w.adventur ous -soul.com @ A dvent urous_S

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