|
|
Dear Coach...
If you're offering live TeleClasses, I'm going to do my best to
convince you to also start packaging RealAudio and web based
versions of your TeleClasses.
And, if you're not yet offering live TeleClasses, I'm going to
do my best to convince you to start leading
TeleClasses.
I've organized this lesson into 5 key points and steps....
But first, two resources. (And, please forgive the plug, but
these two resources WORK, especially if you've been putting off
offering your TeleClass idea.)
And please note that we don't get into the
whole TeleClass thing in this Passive Revenue for Coaches
ecourse, because TeleClasses are active revenue, not passive
revenue. And we've already got the two resources described
below operating as the best way to get started with TeleClasses.
Designing and Leading TeleClasses
If you've been 'meaning to' start leading TeleClasses but
haven't taken our TeleClass Leader Program, spend the $79
(December 2001) or $99 (January 2002) six week course with Dave
Buck. Not only will you learn how to package and lead a
TeleClass, the course will actually get you motivated to
start. TeleClass
leading details, dates, agenda here.
Filling Your TeleClass
And if you've taken the training and but haven't yet posted your
class at TeleClass.com, THIS is the time to do it. I've found
that when a coach picks and date and lists their class at
TeleClass.com, they finally get to work to complete the class's
design. Structure works. TeleClass.com
details here.
Key Primer Points
1. People WILL buy RealAudio/web based
courses.
I'm not the biggest fan of RealAudio but we play tens of
thousands of minutes a month via our RealAudio server, so the
fact is, people are listening to RealAudio. And they are
buying it. Case in point is our TeleClass Leader
training. Over the past six months, 250 folks have taken
the live TeleClass version with Dave Buck; 175 have taken the
RealAudio version instead. (And, another 500 folks have
taken the live TeleClass in the past 3 years, but we've only had
the RealAudio version available for the past six months or so.)
I believe that's a very significant statistic because it shows
that people are willing to pay for a RealAudio version. A
decent percentage of those folks are from outside of North
America, so they don't have to worry about the time differences
or long distance phone charges.
2.
More people will buy your live TeleClass if they know you also
have a RealAudio/web version also available to them.
We generally offer a live TeleClass and RealAudio version at any
given time. We now price the live version at $20 more than
the RealAudio version (given costs of the leader). And, we let
the folks who are signing up for the live version also access
the RealAudio segments. This adds value and a very, very
low cost to us (it costs less than 10c an hour to play RealAudio
clip). Plus people know they can always listen to the
RealAudio segment if they miss a live TeleClass session, so they
are more likely to sign up.
3.
Adding lots of web content will increase your registration rate
for live or RealAudio versions of your TeleClass.
The biggest fear that potential buyers of your course have is
"Will I get my money's worth?" This fear is
valid because there is a range of quality among TeleClass
leaders, because there are varying needs among participants and
because some classes are content rich and others are too
light. So, the consumer is pretty cautious. And, we
haven't even mentioned the person who is totally new to
TeleClasses! So, the more you can do to SHOW (vs Tell)
your potential buyers what they'll get, the better. I tend
to write a fairly extensive course outline in my promotional
copy so that people will see that we're not offering fluff or
just a 'good idea' but that we've taken our good ideas and
turned them into tools and information they can use
immediately. Thus, our credibility is increased and the
person is more likely to buy.
4.
You can package your TeleClass into a RealAudio version and/or
into a course by email format.
Some people prefer to go to a website and see all that's
available to them. For others, that's overwhelming and
they prefer to get their information in nuggetized/step by step
format (like the Passive Revenue for Coaches course).
Personally, I think you should offer your customers both
options, and at no additional cost. (We do with Passive
Revenue ecourse because you can view past issues; we plan to
convert our TeleClass Leader Program into a course by email that
one can also opt for if they sign up for the live or RealAudio
version. This puts a lesson in front of them each day for
100 days, deepening the learning process, given that most people
need to hear something two or three times because it sinks in
deeply enough. (I'll talk about the nuggetizing/course by
email approach/system in a future Passive Revenue lesson.)
5.
Once you create a course in RealAudio, you can also offer it on
a CD which leads to more passive revenue.
People love the convenience of audiotapes and CDs because they
can listen to them at their convenience at home or in the car
and because they like building a library of such tools.
So, by serving your market, you'll also be creating additional
sources of totally passive revenue for yourself. At right
is the virtual (meaning non existent) box ad that we'll be using
to sell our Coach the Coach online RealAudio collection.
And, we're having the box/ad tweaked to include the words 'on
CD' as well so folks know they can buy either format (online or
CD). And, fyi, there is now a way for you to burn an audio
file in RealAudio format for the person's computer and in an
audio format that they can play the same CD on their home or car
sound system. Cool, huh? (Details forthcoming in a
future Full Practice lesson; aren't you glad you signed up for
this ecourse? Thought you'd like it...)
Whew, that's a lot for today's lesson. See you tomorrow
with...
Lesson #7. Writing promotional copy that sells.
Best,
Thomas
|
|
|
|
with
thomas leonard
|
|
