You’ve labored to get your online class business ready to launch and now you’re trying to figure out how to get people to enroll. Besides the usual suspects of knowing and finding your audience, understanding which promotion strategies work the best, and putting together a launch plan and budget, there are four essential elements to put in place to guarantee your classes will overflow with students.
- Create a sales funnel that leads to your flagship class. Every main class needs a sales funnel. It doesn’t matter if you have one big paid class or many, each one needs a sales funnel. I’ll show you how I developed my sales funnel for a flagship course I am launching later this year. Yours may be smaller with maybe one or two free classes leading to your main class. But this will give you an idea of the structure.
My first flagship course was launched in January of 2016 so it is time to remodel and re-launch that course. So much has changed in book marketing in the last two years that it’s time for a massive overhaul. Stay tuned!
Notice how each level of classes is a lead magnet for the next level. Classes at the orange and blue level have a call to action to enroll in a course either at the same level or move on to the next level.
The first orange level is discovery. This is where authors find out if my classes are valuable for them. The second purple level gives students a chance to experience my bigger online classes at a very affordable price point. This is the awareness stage. The purple classes are multiple module (three to four) courses with probably five to ten videos and multiple tools in each module.
The flagship course (coming this fall) is a detailed multiple module class (8-10 modules) with probably 20-30 videos, multiple tools and worksheets, learning labs, private coaching via Facebook Live, and other learning bonuses. The blue level is the ultimate conversion destination in the sales funnel.
- The Costco Principle. The sales funnel begins with a free sample (orange level). That free class should be directly related to the material in the paid classes at all stages of the funnel. It needs to be a slice of what makes your paid class valuable. They must show how your paid class solves a problem for your prospective students. It also includes a call to action at the end of the class that leads directly to a sign-up for another free class or a paid class at the next level. You may have as many as two or three for each paid class. Each of these free classes are just a snippet of what the paid classes include. Some people use live webinars at this level but I’ve found that my audience would rather have a class they can take on their own time. This was the lead magnets are not time sensitive.
- Create the Path of Least Resistance. Make sure your entry level classes directly relate to classes at the next level. Your calls to action in each of the free classes should recommend the correlated class at the next level. The call to action should clearly explain the value of going deeper and mastering the subject previewed in the free class.
- The Quality Code. Your free lead magnet classes need to be your best stuff. Just because they are free shouldn’t mean you skimp on quality or value of the info. Treat each free class and lower priced paid class like they are your flagship course. You are establishing the quality and branding that students will experience as they move through your funnel.
Developing a successful online class business involves using the power of the sales funnel to move students from the lead magnet to the mothership class.