SlideShare a Scribd company logo
1 of 47
Download to read offline
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
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!
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
THREE STAGES TO A SUCCESSFUL
INFO-PRODUCT BUSINESS
1. Audience-building
2. Course creation and launch
3. Growing and scaling
INFORMATION OVERLOAD?
Self - direct ed e - learning market :
• $35.6B in 2011
• Gr ow ing globally
.
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.
AUDIENCE-BUILDING
Finding your pot e nt ia l s t ude nt s
AUDIENCE-BUILDING
People buy courses f rom people
w ho t hey know, like , and t rust !
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
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.
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
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
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
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!
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!
COURSE CREATION & LAUNCH
Ge t t ing pa id f or your e x pe rt is e
COURSE CREATION & LAUNCH
Popular
content
Surveys
“What’s
your biggest
difficulty?”
email
What topic to teach?
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?
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
COURSE CREATION & LAUNCH
A quick mindset check:
Small number s U ns uc c ess ful
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
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
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)
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)
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!
COURSE CREATION & LAUNCH
D ouble sales w ith a deadline
Course 1 Course 2 Course 3 E-book Course 4
# students
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
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
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
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
COURSE CREATION & LAUNCH
B est pract ices:
Use video,
audio, text
Keep
lessons
short
Organize
& guide
Include
activities
Include
interaction
Get
feedback!
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?
GROWING & SCALING
10 advanced strategies for maximiz ing
impa c t a nd re ve nue
GROWING & SCALING
# 1 – C reat e more product s
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”
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”
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
GROWING & SCALING
# 4 – B undle product s
80% of c us tomers c hoos e this
GROWING & SCALING
# 4 – B undle product s
The “ ever ything” pac k
is r es ponsible for
near ly 30% of my
r evenue.
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
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
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)
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
GROWING & SCALING
# 9 – Paid advert ising
Ad E-mail list Purchase
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
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
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

More Related Content

Viewers also liked

Curso de inducción sind
Curso de inducción sindCurso de inducción sind
Curso de inducción sind0maulex0
 
Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013
Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013
Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013Comperio - Search Matters.
 
diseño de sonrisa
diseño de sonrisadiseño de sonrisa
diseño de sonrisamanug30
 
Interplay, 13th Edition chapter 01
Interplay, 13th Edition  chapter 01Interplay, 13th Edition  chapter 01
Interplay, 13th Edition chapter 01Norva Lewis
 
Defining Future 5G Networks - All Slides
Defining Future 5G Networks - All SlidesDefining Future 5G Networks - All Slides
Defining Future 5G Networks - All SlidesDigital Catapult
 
MRU Fisica
MRU FisicaMRU Fisica
MRU Fisicasamnacho
 
Proporcionalitat
ProporcionalitatProporcionalitat
ProporcionalitatEVAMASO
 
L’Accentuació Gràfica
L’Accentuació GràficaL’Accentuació Gràfica
L’Accentuació Gràficajkpmrv
 
Intervención interdisciplinaria abuso sexual infantil
Intervención interdisciplinaria abuso sexual infantilIntervención interdisciplinaria abuso sexual infantil
Intervención interdisciplinaria abuso sexual infantilernesto m
 
Powering your city. José Lorenzo de Atos Research & Innovation
Powering your city. José Lorenzo de Atos Research & InnovationPowering your city. José Lorenzo de Atos Research & Innovation
Powering your city. José Lorenzo de Atos Research & InnovationAmara, ingeniería de marketing
 

Viewers also liked (17)

Tesco.com
Tesco.comTesco.com
Tesco.com
 
EspañA Austrias
EspañA AustriasEspañA Austrias
EspañA Austrias
 
Taller 03 Formulación de Proyecto y SSAF
Taller 03  Formulación de Proyecto y SSAFTaller 03  Formulación de Proyecto y SSAF
Taller 03 Formulación de Proyecto y SSAF
 
Curso de inducción sind
Curso de inducción sindCurso de inducción sind
Curso de inducción sind
 
02 estatutos unsa
02 estatutos unsa02 estatutos unsa
02 estatutos unsa
 
Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013
Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013
Yammer and office 365 roadmap update - Comperio seminar oslo14 May2013
 
diseño de sonrisa
diseño de sonrisadiseño de sonrisa
diseño de sonrisa
 
Drawing
DrawingDrawing
Drawing
 
Juan pablo cardenas
Juan pablo cardenasJuan pablo cardenas
Juan pablo cardenas
 
Quadernos de criminologia 12
Quadernos de criminologia 12Quadernos de criminologia 12
Quadernos de criminologia 12
 
Interplay, 13th Edition chapter 01
Interplay, 13th Edition  chapter 01Interplay, 13th Edition  chapter 01
Interplay, 13th Edition chapter 01
 
Defining Future 5G Networks - All Slides
Defining Future 5G Networks - All SlidesDefining Future 5G Networks - All Slides
Defining Future 5G Networks - All Slides
 
MRU Fisica
MRU FisicaMRU Fisica
MRU Fisica
 
Proporcionalitat
ProporcionalitatProporcionalitat
Proporcionalitat
 
L’Accentuació Gràfica
L’Accentuació GràficaL’Accentuació Gràfica
L’Accentuació Gràfica
 
Intervención interdisciplinaria abuso sexual infantil
Intervención interdisciplinaria abuso sexual infantilIntervención interdisciplinaria abuso sexual infantil
Intervención interdisciplinaria abuso sexual infantil
 
Powering your city. José Lorenzo de Atos Research & Innovation
Powering your city. José Lorenzo de Atos Research & InnovationPowering your city. José Lorenzo de Atos Research & Innovation
Powering your city. José Lorenzo de Atos Research & Innovation
 

More from DNX

Hannah Dixon
Hannah DixonHannah Dixon
Hannah DixonDNX
 
Tom Levene
Tom LeveneTom Levene
Tom LeveneDNX
 
Heike Bielek
Heike BielekHeike Bielek
Heike BielekDNX
 
Philip Pentaliotis
Philip PentaliotisPhilip Pentaliotis
Philip PentaliotisDNX
 
Hannah Dixon
Hannah DixonHannah Dixon
Hannah DixonDNX
 
Chris Reynolds
Chris ReynoldsChris Reynolds
Chris ReynoldsDNX
 
Orest Zub
Orest ZubOrest Zub
Orest ZubDNX
 
Oliver Nold
Oliver NoldOliver Nold
Oliver NoldDNX
 
Azul Terronez
Azul TerronezAzul Terronez
Azul TerronezDNX
 
Rosanna Lopes
Rosanna LopesRosanna Lopes
Rosanna LopesDNX
 
Dave Williams
Dave WilliamsDave Williams
Dave WilliamsDNX
 
Idahosa Ness
Idahosa NessIdahosa Ness
Idahosa NessDNX
 
Estela Kun & John Abbott
Estela Kun & John AbbottEstela Kun & John Abbott
Estela Kun & John AbbottDNX
 
Gustav Kotkas
Gustav KotkasGustav Kotkas
Gustav KotkasDNX
 
Jeremy Hendon
Jeremy HendonJeremy Hendon
Jeremy HendonDNX
 
Tal Gur
Tal GurTal Gur
Tal GurDNX
 
Adrian Librestado
Adrian LibrestadoAdrian Librestado
Adrian LibrestadoDNX
 
Laura Petersen
Laura PetersenLaura Petersen
Laura PetersenDNX
 
Nadav Wilf
Nadav WilfNadav Wilf
Nadav WilfDNX
 
Felicia Hargarten & Marcus Meurer
Felicia Hargarten & Marcus MeurerFelicia Hargarten & Marcus Meurer
Felicia Hargarten & Marcus MeurerDNX
 

More from DNX (20)

Hannah Dixon
Hannah DixonHannah Dixon
Hannah Dixon
 
Tom Levene
Tom LeveneTom Levene
Tom Levene
 
Heike Bielek
Heike BielekHeike Bielek
Heike Bielek
 
Philip Pentaliotis
Philip PentaliotisPhilip Pentaliotis
Philip Pentaliotis
 
Hannah Dixon
Hannah DixonHannah Dixon
Hannah Dixon
 
Chris Reynolds
Chris ReynoldsChris Reynolds
Chris Reynolds
 
Orest Zub
Orest ZubOrest Zub
Orest Zub
 
Oliver Nold
Oliver NoldOliver Nold
Oliver Nold
 
Azul Terronez
Azul TerronezAzul Terronez
Azul Terronez
 
Rosanna Lopes
Rosanna LopesRosanna Lopes
Rosanna Lopes
 
Dave Williams
Dave WilliamsDave Williams
Dave Williams
 
Idahosa Ness
Idahosa NessIdahosa Ness
Idahosa Ness
 
Estela Kun & John Abbott
Estela Kun & John AbbottEstela Kun & John Abbott
Estela Kun & John Abbott
 
Gustav Kotkas
Gustav KotkasGustav Kotkas
Gustav Kotkas
 
Jeremy Hendon
Jeremy HendonJeremy Hendon
Jeremy Hendon
 
Tal Gur
Tal GurTal Gur
Tal Gur
 
Adrian Librestado
Adrian LibrestadoAdrian Librestado
Adrian Librestado
 
Laura Petersen
Laura PetersenLaura Petersen
Laura Petersen
 
Nadav Wilf
Nadav WilfNadav Wilf
Nadav Wilf
 
Felicia Hargarten & Marcus Meurer
Felicia Hargarten & Marcus MeurerFelicia Hargarten & Marcus Meurer
Felicia Hargarten & Marcus Meurer
 

Recently uploaded

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 

Recently uploaded (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 

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

  • 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. 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. 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. THREE STAGES TO A SUCCESSFUL INFO-PRODUCT BUSINESS 1. Audience-building 2. Course creation and launch 3. Growing and scaling
  • 5. INFORMATION OVERLOAD? Self - direct ed e - learning market : • $35.6B in 2011 • Gr ow ing globally .
  • 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. AUDIENCE-BUILDING Finding your pot e nt ia l s t ude nt s
  • 8. AUDIENCE-BUILDING People buy courses f rom people w ho t hey know, like , and t rust !
  • 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. 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. 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. 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. 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. 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. 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. COURSE CREATION & LAUNCH Ge t t ing pa id f or your e x pe rt is e
  • 17. COURSE CREATION & LAUNCH Popular content Surveys “What’s your biggest difficulty?” email What topic to teach?
  • 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. 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. COURSE CREATION & LAUNCH A quick mindset check: Small number s U ns uc c ess ful
  • 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. 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. 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. 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. 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. COURSE CREATION & LAUNCH D ouble sales w ith a deadline Course 1 Course 2 Course 3 E-book Course 4 # students
  • 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. 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. 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. 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. COURSE CREATION & LAUNCH B est pract ices: Use video, audio, text Keep lessons short Organize & guide Include activities Include interaction Get feedback!
  • 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. GROWING & SCALING 10 advanced strategies for maximiz ing impa c t a nd re ve nue
  • 34. GROWING & SCALING # 1 – C reat e more product s
  • 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. 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. 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. GROWING & SCALING # 4 – B undle product s 80% of c us tomers c hoos e this
  • 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. 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. 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. 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. 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. GROWING & SCALING # 9 – Paid advert ising Ad E-mail list Purchase
  • 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. 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. 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