“That sounds like hard work…”
I've spent the last few of these posts on marketing online courses talking about how you can get your potential customers ready to buy your course by thinking through what they need to “know and feel” to be ready, and then seeding those factors into your marketing as ways of illustrating the useful tips and ideas you're sharing.
At this point, you might be thinking “blimey, that sounds like hard work”. I know I did when I re-read it :)
And it is to a certain degree.
You have to put some thought into what it is that someone needs to believe (or feel) to be ready to buy your course. And you need to think about interesting ways of weaving those factors into your valuable content that gets the point across in a way that adds to, rather than distracts from the value.
That's definitely much harder than just rattling off a quick email.
But the good news is you don't have to do it for every email you write or piece of content you produce.
Valuable content on its own is good. It certainly does you no harm.
Valuable content that sells is better. But harder work.
So what you can do is find ways of leveraging that hard work.
For example, if you put a lot of thought into the initial email sequence that all your new subscribers get when they first join, it means that everyone from now on will get those emails, not just your current subscribers. And there's nothing stopping you from sending a version of your newly minted startup emails to current subscribers too.
Or if you have a new course you're launching or re-launching, it's time to put your thinking cap on and get the content you send out in advance of the launch to build up demand and readiness to buy for it.
The rest of the time, you can just create valuable content knowing it will build credibility and trust more generally.
And honestly, the more you practice “product placement” type content, the easier it becomes.
Eventually, it becomes second nature. You know by heart the key factors that will get people ready to buy. You have a bank of examples and stories you can reuse. And you'll be able to spot new ones without a lot of thought.
Then you find yourself writing “product placement” type content automatically. It almost becomes harder to write plain old content.
Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using Value-Based Marketing - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.