Kiley Doll, Goodman Lantern
Video Fruit have nailed their sales funnel. It's a simple, effective way to drive sales that has delivered awesome results. Their email list had 13,528 subscribers when the course went live, and used no ads or affiliates in the launch. The course took 90 days to create.
Video Fruit used 4 Steps to make their project a success:
Phase 1: Find a Topic
Video Fruit used four steps to figure out what their course should be about:
1: Think about what has gotten the best engagement. Which of your blog posts, videos, or podcasts have gotten the best responses?
2: Which content upgrades have gotten the most attention? If your subscribers gravitate towards certain topics, focus on those.
3: What themes have grabbed the most attention? Check out your most popular posts and figure out why they work so well. Find the common thread.
4: When you know what people want the most, you can begin to craft an awesome product hypothesis.
Phase 2: Collect Payment First
Now you know what people are eager for, write a description of the course based on your hypothesis. The next phase is to see if they bite! You need to be productive with your time. Make sure people will pay you for the course before you build it.
It's easier than you think:
Step 1: Select a small group of your email subscribers based on the most interest in your topic.
Step 2: Offer them a sneak peak into your course outline and ask them for their opinion.
Step 3: When they get back to you with interest in the course, send them the pre-registration link right away.
Step 4: When 10% of this test group pre-register for the course, begin building the course. If fewer responses come back, adjust the hypothesis based on your subscriber's feedback.
Remember that you can use every response to perfect your product hypothesis. This way, each of your hypotheses will be more polished and attractive to your customers. Your hypothesis will be the base for your sales letter, so this process is very important.
Phase 3: Create the Course
When you've reached your target 10% pre-registrations, you can start building your course:
Step 1: Choosing between the two types of courses:
- Reference Courses - Students can move through the course, using only the info they need. This is the most popular model.
- Specific Path Courses - The opposite of reference courses. You follow the course from beginning to end with no free navigation. These courses promise to deliver a specific result and show you the steps to succeeding. This type of course helps students stay focused, use their new insights, and be successful.
Step 2: Choosing a Name
Choosing a name can be tricky! Here are some steps Video Fruit use to choose names for their courses:
- What type of course have you chosen? Specific Path courses need to have a very specific name.
- What courses have you bought or almost bought? What were the names of the courses?
- There are four questions you have to ask yourself about each name:
- Do you like the name?
- Is it brief and to the point?
- Can you adapt the name to fit your course?
- Will people immediately know what it's about?
Step 3: Naming Your Course
Now you can name your course, using all the insights gained through this process.
Step 4: Create a Storyboard.
Now is the time to develop your content. You must decide on which strategies to teach. You'll also need the course structure, and how many modules you'll include. You want to give each student a minor moment of success to help them get motivated for the course. Ask yourself:
- What will the course achieve?
- Which milestones will each student go though?
- What is the best way for your students to reach these milestones?
Step 5: Create the Content.
It's now time to start creating the content for the course.
- Your Milestones become your Modules. Renaming milestones is the quickest way to name your modules.
- Your Action Items become your Lessons. This is the best way to ensure you're covering everything you set out to. Be sure to keep your lessons to a manageable size.
Step 6: Set Up Systems
Once you have completed the first four steps, it's time to set the course up. You want it to look great and work well.
Step 7: PAS Boosts Sales.
Don't jump in and start talking about your product. Instead, you want to make sure that your clients understand three key points:
- Problem: You have to explain the problem you wish to solve.
- Agitate: Expand on the problem and show how deep the issue goes.
- Solve: Offer a solution to the problem you've identified.
Step 8: Keep Hyping
You want to keep your subscribers interested. Staying top-of-mind is essential. A great way to do this throughout the registration period is to keep offering more. You can offer discounts, added freebies, or useful links and tools. Include a deadline to motivate your subscribers to grab them while they're available.