James: So there are three main elements that I think you’ve become specialized in, right? One is developing the course, you know, figuring out what brand and what people are going to take to market. Then there’s the content process of pulling little bits out of it, getting it everywhere and boosting that course, like driving the machine. And then, of course, the thing that goes with all that is you’ve had to become a little bit immersed in all the tech and the challenges that are involved in actually doing both of those things.
I’m constantly having these conversations. We do a lot of work with one of our partners who creates software, 10XPRO, that basically makes it very easy for people to have their own sort of private version of what some of those sites like Udemy or Teachable have. So that’s helped a lot on the tech. We do get a lot of influence from people like Gary Vee, and hints that we should be creating a lot of content. People see a lot of my content. You’ve got it down to a fine art with teams and systems and structures.
When it comes to the course itself, and designing that course and the brand, I really want to go solid on there, because I think that’s where people get that “Aha” moment. It’s like, Okay, so I’ve got a bit of an audience; I might be reasonably specialized at something. They start asking questions like, after we get past the tech and so forth, it’s like, what do I actually create? Let’s say we want to do a done-with-you. How much are we going to charge for this course? And how long will the course run for?
Doc: Yeah, yeah. You know, I’m just really big on testing. And you just go higher than lower and saying, like, Hey, first I’m like, Well, what is your time worth? What’s going on with this? Usually, we run around in the spot of close to $700 to $750 per month, at least, but, you know, up to $2000, $2500 per month, depending on their specialty and how they’re known.
But the other thing is just like, how much is that pain worth that you’re solving, that you put out into your audience to test that number? And what I find is a lot of people, they shy away from it, but it’s like, throw out a big number. See what people say. If they say no, just ask why, and then go from there.
Doc Williams says if you’ve got your audience, they love you, they’ve bought into you, let’s run with that and see what happens first. Before, I used to do like, Hey, we’re going to do market research and see what other people… But it’s just like, it’s a hot mess going down that route. And then it’s too much. If you’ve got your audience, they love you, they’ve bought into you, let’s run with that and see what happens first.
James: And how long will that run for?
Doc: Usually, it runs for two to three months. The reason we’re doing two to three months, usually by the end of month two, if you do it right, people in your audience are always like, saying like, what am I going to do next? And now in that last turn, you’re telling them, hey, here’s the next program up. Either it’s going to be more exclusive, where it’s going to be a higher price point, or they’re just going to go into another phase, like one or two version of the class.
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