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Creating Sales Funnels to Sell Your Online Courses | Interview with Stephanie Nickolich

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Creating Sales Funnels to Sell Your Online Courses | Interview with Stephanie Nickolich


[Greg] Hey everyone, welcome to TeachOnlineTV,
my guest today is a sales funnel success strategist, which you know is something that many of you
are very interested in, so we’re going to be talking about sales funnels success, and
success with sales funnels. She also has a Facebook group for female entrepreneurs,
female entrepreneurs collaborate with over 11,000 members and are collaborating on their
businesses, and is an expert in everything from coaching and training, to passive revenue,
and of course, sales funnels. I’m really excited to welcome you to the show
Stephanie Nickolich, and I’m looking forward to hearing from you about some of your successes
so far, withyour online business and it sounds like it’s going amazingly well. [Stephanie] Yeah, it’s really good, and this
is my second attempt, so I’ll just say that. First time not so much, better but I learned
a lot of stuff on the way, so it’s been a really exciting journey, and every day just
it’s like the world opened up, so I’m really excited to talk about it. A lot of really cool things going on and I
can’t wait to share here today. [Greg] Excellent, and the best way people
are looking to get ahold of you is Stephanienickolich.com and then the female entrepreneurs collaborate
Facebook group? [Stephanie] That is perfect, yes. [Greg] And we’ll put the links in there as
well for people. Great, so we’ll just see the sales funnel
side, that’s a really interesting one to me. I’ve always loved to hear how people are doing
with their sales funnels. I need a light on that area that you want
to share or special strategies that you can dive into. [Stephanie] Yeah,so sales funnels are 100%
lucrative in your business. I didn’t start off like, fully immersed, building
sales funnels, mapping out sales funnels for people because I didn’t have one in my own
business, but it was kind of like when the freedom actually started to exist, because
of sales funnels being set up and like well let’s just start just in case somebody doesn’t
necessarily know like what is a sales funnel I don’t really know what the Webster’s Dictionary
says about a sales funnel, but what I feel like a sales funnel is, is it’s, like a system
that’s running seamlessly behind the scenes, but that basically allows you to leverage
and greatest and get your greatest skills or your greatest strengths in a way that you
don’t have to be present. So it’s operating as a bunch of pieces that
are happening behind the scenes that get people from that point of interest in who you are,
what you do, what you offer, to becoming a paid client, and then moving them down into
higher price point products, services, programs, whatever it is, and so it’s like offering
them, nurturing throughout this, building relationships with people but it’s all happening
on rinse-and-repeat, so you can be on a plane making sales, sleeping making sales, out with
your family making sales all these things can be happening, and you can still be making
money, because if you wanted to build something that’s scalable and sustainable end of story,
you need a sales funnel in place. So I became a new mommy recently, so once
I was like “oh my God, here I am, I’m pregnant” holy crap, right yeah, it’s amazing now and– [Greg] You’re right and she’s 5 months now? [Stephanie] Yes, she will be 5 months in a
week, so it’s been like I don’t even know how that happened. I was like “what, I’m a mom” so what I
found was like, wow, okay, so I’m like the majority of the responsible parent here, and
I really need to figure out a way to you know, let me just go take a step back so, last year
I was working 12 to 16 hours a day. I did not have myself fully mapped out in
my business I was still be making a great deal of money, and I’m serving clients I was
fully booked, I was doing a lot of private mentoring, but I had no time, and I need that
I’m going to be a mom within the next month, and I need to figure out how this is all going
to work because what was more important to me than anything else was that I was present. It’s great to be the provider and your family
or whatever but if you only have one opportunity to see your daughter or your child any certain
milestones in their life, and I was way more important to me to be present for her than
to be just the one making the money. So I had to restructure things in a really
big way so I started studying like, psychological buying patterns like what makes people click
the buy button, what makes people, what are they responsible for, not responding to you,
and really looking, and dissecting every single thing that we were doing our business, and
making sure that the moves we were making were entirely strategic to fill the bigger
picture, and that’s kind of how I really just took on this, like, so much passion for creating
sales funnels, and passive revenue, because I saw this is my freedom plan when you get
the first taste of $500,000 of purely passive revenue you’re like, “oh snap I want some
more of this”, and so that’s kind of how it just happened, really. [Greg] Excellent, yeah, and I have to agree. I came from the back end of practicing law. We’re going at an amazing rate working for
a huge law firm, but I do remember it wasn’t the first, maybe a bit of passive revenue
that I learned, but I do remember a day when I went out kite boarding on the water for
about six hours, and I came in and there was $4,000 in sales fully passive and I said need
to get on the water more often, and then I went home and did a whole bunch more work
on my sales funnels. So I do get that and yeah, definitely amazing
and I’ve seen so many people achieve those kind of results, and it’s just it can be life-changing. Definitely, especially for us parents, you
know, get more time with the little ones. [Stephanie] Exactly, everybody when it’s a
win-win for everybody. [Greg] Yes, definitely. So you study the psychology of it that’s interesting
because, I do see a lot of people, they kind of go and look at what other people are doing,
they implement it, you know if they drop in some landing pages, they drop buy buttons,
throw on some autoresponder emails, but maybe to understand why are they setting up that
way? So are there any specific things that came
across that one you to set up sort of specific strategies? [Stephanie] Yeah, so first of all, the most
important page, and anything in the sales funnel is the page. It totally gets forgotten. If you know you’re not really skilled in the
sales funnel arena, and I still thank you page, that’s the perfect place to upsell somebody
we give something of value you’re driving them to a page, now you want to see how they
are converting at that page. My other biggest piece of advice is we test
everything. So we come up with variations of headlines,
we come up with variations of pages, it might be the same exact copy, and you might end
up with two different images to give you a perfect real life example. We have a webinar training that’s actually
a part of our nurture sequences, once they get in the sales funnel, and one of the page
two identical pages, it’s just two different images. One covered at 29% the other one at 49% is
almost doubled just for changing up an image so it’s like— [Greg] What’s the difference in the image? [Stephanie] One was like me in the water on
a beach, and the other one was just like a white me on like a white background, so the
one that was in the beach performed significantly better than the other. [Greg] Oh really, I guess we’re visualizing
ourselves on the beach, eh? [Stephanie] Maybe, I guess I don’t exactly
know why I’m imagining, probably because of the lifestyle of the photo you know like
people go like “I want that”. [Greg] Yeah, we found some little things that
can make the difference. I’ve seen this scenario where, I could be
lots of these tests where if you’re if the person that image is looking at the call to
action. If the button is over here, and then I looked
over here, and then it performs better than if I’m just looking at it, right at you. [Stephanie] Well, really really random stuff,
that we are finding out lately, and we’re actually at the point of testing all this
currently in our own business model; is that like random images like, not me just like,
something like, palm trees or mountains are performing really well with ads. Like they’re getting really, I have no idea
why this is but, so it’s really important to test everything and that’s like one of
my biggest pieces of advice. [Greg] Do you have a particular tool you use
for the testing side? [Stephanie] So I have a reporting system called
Wicked Reports. I use Infusionsoft and then Wicked Reports
integrated with Infusionsoft. basically what Wicked Reports does, is it
takes it like from the first click on your Facebook ad, and it will tell you over the
lifetime which ads led to the most positive ROI. [Greg] Yeah. [Stephanie] So it will be like, you think
because people get so caught up like, a what’s my– [Greg] Just making notes here. [Stephanie] People get so caught up with like,
what is my cost per conversion, and in reality that really doesn’t matter because even if
you’re paying $12 cost per conversion, that over time is leading to 2000, 3000, or closer
to 10000 dollar clients. I pay $12 every day for conversion. Get focused on what really matters, and the
only way to know that is like, if you have these pieces of software in place that you
can just simply pull a report, and and be like, okay what am I turning up the volume
on, what audiences are performing really well, because even though the cost for conversion
may be really low on a particular audience selection, doesn’t mean that audience performs
best over time, right? So this is really important stuff to know. Also like, little pop up thank you pages right
typical industry average performance on a thank you page upsell is 2 – 3% what if you
can just optimize that page by making a small isolated changes? What if you change the headline one day, and
then you run it for a week, and see if the headline performs better, and then you go
back, and change the subject line, or you change the background of the page, and you
make small changes so that you know what perform better than the other. Then you split test it. Like then you can go from a conversion of
29% or 49%. That’s double basically. That’s basically double, and I didn’t spend
$1 more on marketing, which is the best news about it, right? [Greg] Yep, definitely on the testing side
that can make a huge difference. I want to back it up just a step for some
of the people who made the aren’t as familiar with, I mean you’ve got a pretty elaborate
system in place. So at a high level, what’s your sales funnel
look like, you know, sort of step by step, from the top, is it, are you starting with
the Facebook ads primarily, and then going down your page, and I’m signing up for email,
or what is that look like you know, the steps that people go through? [Stephanie] Well, okay so, it actually really
depends on what the end goal is. So we actually like to reverse-engineer everything
that we do so, you’re like okay, I will because if you want somebody to end up in a $10,000
program. [Greg] Let’s say we’re trying to get them
into an online course. What’s your, what would you recommend as a
funnel for people? [Stephanie] Okay, so free opt-in. Most downloaded free opt-ins, in creating
an opt-in first of all, so I won’t get ahead of myself, it should be something that’s consumed. Can be consumed in under five minutes. So it should not be like a 42 Page ebook necessarily,
especially if you’re targeting like new moms, or Mommypreneurs like, I don’t have time to
read a 42 page ebook, so chances are I’m not going to get to the end of that, and see the
next action step. So be cognisant of who your audience is, that
you’re appealing to when your cropping your opt-in. It’s something that can be easily digested
and implemented quickly, okay think like, people want results. [Greg] Okay, and so just for those who don’t
know, the opt-in side that’s something that you’re giving away for free. Essentially in exchange for an email. So you opt-in by getting your email. We can be just one page, 10 point checklist,
or download, perfect. [Stephanie] And solve one problem. Don’t solve all the world’s problems in one
opt-in. Because your conversion rates are going to
suck. So just try to solve one problem within your
opt-in. The best way that I can describe it, actually
is that you look at businesses as if I’m going over the business like I’m taking an aerial
view, so let’s just think that the entire business is a pie. Your favorite kind of pie, or whatever kind
of pie, maybe a banana cream pie, I really like those, that the often is the first sliver
of this pie, and it’s just going to give them a taste, but it also is going to actually
get the results if they take action. It’s not just like useless information, it
should be extremely valuable, because because you think that’s the point of entry. That’s the moment they get to decide whether
you are the one for them, or if they kind of want to know more, or if they absolutely
think you suck, and hopefully the other, you know so you give them a — [Greg] I do see some people doing the wrong
thing with the opt-ins and exactly that, and they’re not giving great value, and they think
well I’m giving this away for free, I just want to get that email doesn’t really matter
once they get it. I’ve got the email, but when you do that,
it kind of burned that email address for that connection because they’ve given you something,
and you’ve given them something not really of value, so I totally agree when you’re giving
away, especially stuff for free, so that value is something you would hope people would pay
for. [Stephanie] Oh my God, so I had a real life
example about what happened to me, and I just, this person supposedly was the big deal in
the industry, and I’m just like I can’t work with them, because I felt like it was like
a word document, and it has red all over it when I got it, and I’m like, what? You’re training like multi dollar sales
coaches like, what? This just doesn’t align for me, and maybe
she’s wonderful at it, but it matters. First Impressions matter, because you can’t
go back and do that moment all over again, and you’re right, you lose credibility so
opt-ins are really important. It’s like your new business card, you know? So make sure it rocks. Make sure they’re going to get rid of the
holes, so that’s the first thing. [Greg] Is it, how do you, how do you get them
to the opt-in? What’s in coming along, and I don’t have a
list, I don’t have anyone to send this to. I’ve got my opt-ins, I got my safe download
where I’m going to exchange that for the email, but how do I get people to come at the end? Where do they come from? [Stephanie] So two, I mean for us two is like
organic visibility. So I, you know make sure you are where your
tribe is hanging out. If you don’t have enough marketing budget,
and place yet, it will work for that. When I first started off in this industry,
I didn’t have a marketing budget. And well you know I was just committed to
showing up like, I was like a lunatic. I should have said I made like a domination
calendar, and I still give this to my clients, we still use it in my business today. I don’t do it but I don’t have it with me,
but what I did when I started, was I went through and created like a space where all
of my peeps were hanging out, or I felt like this is, okay and it’s not on every platform. Also like people can get so caught up, and
it has to be here, and I have to be here, and we really don’t– I’ve only really focused
on like two or three, and really like zone in on one. We completely dominate and for me– [Greg] See, so yeah I was going to say. So you would pick one so everybody’s on Facebook
we’re just going to do Facebook groups, rather than trying to be on Facebook and Snapchat
and Twitter and— [Stephanie] And Periscope and Instagram and
Pinterest, it’s like I have a couple pins on Pinterest, but it’s just not my thing. It’s not my life people hang out so why the
heck would I even try to be there, you know? So— [Greg] Even if this being, even if they were
on all of these platforms, for you to try to manage 5 10— [Stephanie] That’s just crazy. That’s just craziness. So at first, it was me, and I was like committing
2 hours a day for the first 30 days. I was in the business to be super present
in Facebook groups, and I was very clear about who I could serve, and those were service-based
online entrepreneurs, and so that’s my drive, and I know who they are, and they’re hanging
out on Facebook group,s and typically the people the women who are attracted mid thirties
to early fifties, so they are on Facebook. They’re certainly not on Snapchat, you know? So I just committed to being extra visible. I would give them, I would just add value,
actually wasn’t selling anything. I’m just kind of priming this late you know? Sowing the seeds. [Greg] So giving advice, answering questions,
that kind of stuff? [Stephanie] Absolutely, like “hey, I’ve
introduced myself, and then hey, I’m here for 15 minutes a day”, or an hour or whatever
and you know, can I answer some questions for you in relation to whatever— [Greg] And you do this in other people’s Facebook
groups? [Stephanie] Yes, I did that. So you have to see if that’s allowed obviously,
so actually in my domination plan that gives all the rules for every group that I’m in. [Greg] Right. [Stephanie] So that I’m sure that this is
okay to do, and this is not okay, but there are many groups that will allow you to do
that actually. [Greg] Yeah, it’s not like you’re there posting
promotional links, where that would go over the line. [Stephanie] No, you’re just providing value. [Greg] Yeah, people answering questions, and
adding value, that’s usually a great thing. [Stephanie] Yes, so you can do that, and then
work your way up to having a small marketing budget. And then obviously driving traffic, it works
great when you figure out what works for your business, like we use Facebook ads a lot,
you know? We spend a good amount of money on Facebook
ads, but today that was not the case. I started with a small budget. I started with $5 per day, per ad, to do the
testing, and I still do that, and you’ll just you know, 20 or 30 variations of the ads. We will spend a couple hundred dollars 3 to
5 days, we will turn off the ads that are not performing, and turn on the ads that are
performing, and that’s how you know we really increased our presence, and then you know
now, where we build our list like it’s kind of probably, but it really was just becoming
extremely visible, and then okay, after that point so I would be having these conversations
with people in Facebook groups, and this was before I even had my own Facebook group, too. So I would then go back, and just send them
like, I would make up like a little template of the message, and I would be like, “hey,
so nice talking today. Thanks for taking the time becoming vulnerable,
and telling me what’s up, I actually have this free gift that I would love to offer
you, here, you can click this link and download”, it so you’re not all promoting in the group
but you are building relationships with people. They already know who you are, so you’re not
like spamming people. Yeah, cause that’s not cool, and they can
take it or leave it, right? [Greg] And that’s the link to your opt-in
page. Do you have a page now, we can download an
e-book, or PDF, or something like that? Yeah, excellent. [Stephanie] Yeah, and then also you can just
you can also offer other like, tiers of value. You might want to do a webinar training, or
you might want to line up a couple of webinar trainings that are specific to your area of
expertise, and then you’ve already started building relationships with people, so now
you can absolutely go back, and ask them to join, right? And then it’s not like, “who’s this chick,
she’s trying to get me to sign up for something?”. It doesn’t, you’ve already built like a rapport
with these people, so they’re looking forward to hearing from you, and to be completely
honest, this is how I build my Facebook. So I was having conversations with other people
on the Facebook group. I was extremely present for a good 30 days. Every single day, some days I would hear crickets,
it didn’t matter. I still went back, because regardless if people
aren’t always responding, but they are watching, they are always watching. So all those people that I had you know, given
a free gift to, I then went back I just went through all my messages on my Facebook inbox,
and I had spoken to hundreds of people, and I just went and said, “hey and created this
community and it’s for women, and this is what we do, it’s like you know, main purpose
of building each other up, and whatever I would love for you to join, here’s the link”. And within one week, I built it organically
by 1,000 members. There is no secret sauce behind this, I just
reached out and talked to people. [Greg] Excellent. [Stephanie] Yeah, so that’s cool too, and
then obviously that’s a basis for you know, building long-term relationships with people,
as well. So those are all free techniques, except for
the Facebook ads obviously that’s— [Greg] Right, right, and I like that first
step of going out with no marketing budget. I mean $5 a day Facebook ads is great, but
even that first step of finding those groups, participating in them, adding value, it’s
not scalable to millions of people, but you don’t need that. You just need to start to build those relationships
and get that initial seed. Get that coming in and then like I said you
can go to a 1000 people Facebook quite easily. [Stephanie] And now actually so things have
changed drastically since I started. So now we have this live streaming option,
and I love Facebook live. I do a lot of Facebook lives, I actually do
a lot of Facebook lives in my group too, and they’ve been hugely significant for me, so
I think it’s because there’s other than words, like people are seeing your emotions, people
are seeing are you comfortable talking about this topic, you know, and you’re definitely
learning another layer of credibility when you’re doing a video, so I would suggest start
putting yourself out there on video get uncomfortable you know you gotta start somewhere. [Greg] And when you do your Facebook videos,
are you doing Q&A type sessions or just the lesson? [Stephanie] I would like to have a couple
points that I want to talk about, and then I will always leave it open to come and be
like, “hey what do you think about this, or any questions you have in regards to this
topic”, you know, I always will give them one call to action. I try to stick to one, sometimes it’s two. It’s better to just have one, and yeah, so
make it like it could be like, something so simple, it could be like “3 tips to boosting
your sales using a sales funnel”. I just made that up obviously, and then you
know, you gave them their 3 tips, and then interact with them. It’s really important that you you are exchanging
some kind of dialogue, because then they think this, is “she cares about me”. Like every time that someone pops up, I’ll
say hello to them, I’ll ask everybody that’s in the room or whatever you want to call it
to introduce themselves, because Facebook doesn’t always tell me who’s there. So like who’s joining with me, who’s hanging
out with me today, who are you, what are you doing for work, and where are you from right
now, like where are you right now, and I’ll explain where I am, explain who I am, and
so they’re kind of like building that trust, and that know, like and trust factor right
there. Just by doing that. It’s a real nice thing to do. [Greg] Excellent, okay so they click on the
ad, or they can let you in the Facebook page, come over to the opt-in page for them downloaded
an opt-in, or something of value given to them, now you’ve got your email, what do you
do with that to take that through the sale? [Stephanie] So, well I immediately upsell
them into something. [Greg] Oh, okay interesting. Because a lot of people go through a bit more
of a nurturin, friendly process. You go straight down the road and immediately
you want to buy something. [Stephanie] Yep, so thank you page, upsells. So they’re on all of my thank-you pages, some
of them converted over 8%. Which is huge, because I just covered my marketing
budget, plus some, by just offering a thank you page up, so it’s not a pushy way, it’s
like, “hey while you’re here we’ll first of all really important to tell you”, on
your thank you page please let them know that whatever they’ve opted in for is on its way
to them. [Greg] Right so they don’t just feel. Thanks for the email, buy something. [Stephanie] “What the heck, you just want
to my email address, now this chick wants me to just buy something right off the bat?”,
but yeah that’s been a really crucial part of setting my business up, so yeah, be like
“hey, thanks for downloading my Money Mojo guide, it’s currently on its way to your inbox,
but wait while you’re here”, and we’ll split test it too, so we have like a video one,
a sort video it’s like 2 plus minutes, and then we have like a written out sales page,
I would just show them, and it is a special offer. It’s not a marketing ploy, so we’re giving
them a discount, but it’s only available once on this page, and that’s it you can only buy
it here. Yeah, look again at the special price, we
offered it to you, so you know, and 98% of people may say no, but it’s that 2% that might
say, yeah that can be really beneficial for your business, but they’re still going to
get the guides in their inbox or the course guide, or the PDF, or the checklist, or whatever
it is. So that’s still coming to them, and that will
be there, and then in that guide or whatever it is, just make sure you always introduce
yourself. So the first page of whatever, I’m giving
away is clearly the name of whatever I’m giving away, so they know that I’m in the right place,
you know everything I do is fully branded. The next page is like, “hey, this is who
I am, and this is why you’re here, just a little bit of background about myself”,
because why not? You want to build who you are so they know
that you didn’t pop up out of nowhere like yesterday, you know? You want to position yourself like you know
your stuff, and then you go into the points of whatever it is with a checklist, or whatever
you’re giving away. You always do that, and then the last page
is what you want them to do, now because if you don’t tell them what to do, they are simply
going to do nothing, but this is a great. This is a prime real estate for them to, for
you to tell them what to get again, if only for 2 -3% of people that take action, that
still 2 to 3% of people, then it becomes a numbers game. So we’ll give them a call to action, and that
is directly dependent on where we actually wanted to go after that where what’s the bigger
picture here. [Greg] Yep, now the thank you page upsell,
I’m curious about that one. I do see that we have that stuff built right
into Thinkific, actually, so actually a lot of the stuff for talking about you can to
right within our platform, and I see people doing it. The one thing, I’m curious about your thank
you page upsell, is what kind of price points you’re putting in there, because for a lot
of these people, they’ve had little exposure to you. This is their first time, they’re just giving
you the email that getting a free download, you’re saying here’s something to buy, what
price point are you often offering there? [Stephanie] Yeah, under $100 for sure. I’m glad that you asked that, that’s a good
point to me. Yes for sure under $100 and usually the ones
that we have, our one thank you page upsells are 77 actually, so it’s actually a $97 program
and it’s actually valued at $797. We sell it for $97 regularly, but we have
it discounted for $77 on our thank you page upsell, so that’s the only time you’ll ever
get exposure to that product for that price point, and we do include also like on the
cart check-out pages, we include testimonials from people that had used the product. It’s you know, building some trust and hearing,
yeah. [Greg] Yeah, I love the testimonial side to
that, that definitely helps, but that’s that’s not your big offering then you go on for more
email relationship and work? [Stephanie] Yeah, you know, what happens which
is like super crazy, but it happens all the time, actually just happened last week. So I have a $27 offer sold over a thousand
of them, and with that offer so you know a thousand times 27 that’s only $27,000 worth
of revenue, and you’re like that’s not enough to live off of. Right well no, it’s not, but that product
has led to now I would say over $80,000 of additional revenue, because people that bought
that product have got so much value at that low price point level, but they’re like “oh
my God, how can I get this woman on my team to help me with all the other stuff, because
if I took away this much in a $27 product what is she going to give me at $10,000 t”,
but I had somebody last week that had bought the $27 product. She’s like “oh my God, this is better than
the course I paid $4,000 for, like oh my God you made it so simple, so easy to digest,
I’m getting results already” and she purchased my $10,000 program. [Greg] Excellent. [Stephanie] So we can’t we don’t rely on that
happening, there’s no way for us to gauge who is going to do that, but that actually
happens more often than you think. [Greg] Wow, excellent but I think you identify
their key to that and people going I think in any step in the process, the key to people
going to the next level is that they get more value than they expected at each level, so
they can give you $27, they got $4,000 worth of value, now the $10,000 decision becomes
a lot easier for them because they think they’re getting $100,000 of value, which is the way
they are obviously. [Stephanie] Well, so I would say obviously
the $10,000 level, is like “hi it’s me”, it’s a constant strategy I’ve actually included
and that’s like, so it’s a totally different you know, level of exposure, and totally different,
totally different so, but they see it well, this person put that much thought into a $27
product, you know she’s going to kill it when I get to work with her one-on-one, right? Not one on one but you know what I mean. [Greg] Right, right. [Stephanie] Like when I actually get to like
see her and meet her in person. [Greg] Excellent, okay. So just to take a different tactic at this
point, I know that you do some drip scheduling, or reschedule the release of content out within
your program. Can you tell us a little bit about why you
do that? [Stephanie] You mean the legendary entrepreneur
program that we just launched? [Greg] Yeah. So you got the legendary entrepreneur program
just coming out, you’re mentioning that even within your programs, you like to slowly
release them when someone signs up, they’re not just really hit with everything you’ve
got, you’ve got a lot of resources for them, and still you slowly release them out over
time we generally refer to that as drip scheduling, but scheduled content release why are you
doing that? [Stephanie] Well, we do that specifically
because now I facilitated quite a few courses I actually have a course that’s a year along,
and what I have seen is the way that people take the most action, I get the best results,
as when it’s served up to them in bite-sized increments. So if I give them all of the goods at once,
they actually don’t take action as much as they have something to look forward to, they
just do, they just watch this one module, and their micro modules there only 10 to 15
minutes, they are not like 60 Minute oh my gosh, so there’s absolutely reason to that. Because it’s very digestible. It’s so easy to do, there’s no reason why
you can’t watch this module right now, there’s no reason you can’t find an extra 10 or 15
minutes in your day, so they watch the module. We make it easier for them, it goes straight
off the module that goes straight over to the homework worksheet. That’s interactive, you don’t have to print
it off nothing. You just fill out the questions which are
completely related to the module or email the answers the answers are emailed to you
directly, and then you check mark off your custom user dashboard, and you get a star,
a star lights up, and you go talk about it in the group. So you can support accountability, all that
cool stuff, and they keep you on track, and it’s also so they’re anxious for the next
module. It’s like if I revealed all 52 modules at
once they would be like, “oh my God I don’t know what to do with this like, I’m just going
to do nothing cause I’m completely overwhelmed”, and that’s what we wanted to avoid, and I
know even in my own experience of taking a program like, I just log in, and I’m like
what, where do I start, I’m confused. Buyers buy nothing, they buy nothing, they
do nothing, confused people do nothing. So we wanted to remove the confusion out of
the equation, and we wanted to set them up for success so the only thing they could do
was take action. [Greg] Excellent, okay, and so by releasing
that, going and slowly over time, they come in and get the small amount, they are finished
it, maybe they’re hungry for more at that point, but you’re saying, no, wait the rest
will come in a week so act on that. [Stephanie] And the other thing is everybody
wants to just jump from their starting point straight into passive revenue, and sell like
you know super complex sales funnels, like you don’t need that right now. I promise you, you do not need to worry about
creating passive income if you haven’t had any income at the moment, because there’s
probably something else going on there, so it’s actually served up to them in a way that
they needed to get the served up to them, because we don’t start with your own personal
you know, your own personal development, and remove some of that baggage that we carry
around. As humans throughout their life, you can’t
charge the prices you want to charge. You can’t become as successful as you want
to become, because you have to work through some of that stuff first, you have to become
more confident, increase to believe in yourself you have to know who you are, what your greatest
gifts are, you have to like be able to communicate that. These pieces are so much more crucial in the
beginning stages then jumping into learning how to create passive revenue, because you’re
not going to do it successfully if you don’t have a foundation built first. [Greg] Right, yeah that definitely makes sense. So you’re essentially, the content is slowly
leveling up as they go through it, and that’s part of the reason why you’re holding off
on giving it to them now, as you know you’re not quite ready for this, let’s work up to
it. [Stephanie] Exactly, yeah. [Greg] Excellent, and the feedback is good
on that? [Stephanie] Oh my God they’re like going crazy,
and the thing is they are getting results like after week 1 and 2 already, they’re like
“wow I didn’t think I needed to go back to the starting point and go through all the
stuff again but when I did it I realized how much I needed it”, and they’re getting results. People have already gotten more clients, but
more consultations. One woman is like, “I’ve never not offered
someone a discount until I did this course or this module”, and she’s like, “I just
charged full price for the first time in my business”, so basically the course in a
week has already covered its costs, which is incredible. So it doesn’t work that way when it’s served
up in small pieces, so it makes it so easy for them to take action and action breeds
results. [Greg] Excellent, I’m alright just looking
if there is other stuff, I mean it sounds like things are going spectacular for you. This legendary entrepreneur that’s just launched
just recently or going through launch right now, so if they want to find more about that
it’s at Stephanienickolich.com is that— Yes, Stephanienikolich dot-com/TLE so it’s
like the legendary entrepreneurs just /TLE. Yes, it is amazing, it’s really— [Greg] So that’s for your women entrepreneurs? [Stephanie] Oh there’s men, there’s men
in our group too, but they are super quiet. We have a private Facebook group specifically
called the legendary entrepreneur, that’s for people in the program because one of the
things is, when, even if you buy a product, or program, or service, there has to be some
kind of additional support, you know? We wanted to build, and it’s actually, I have
live office hour access, I’m there Tuesdays and Thursdays for an hour while I’m answering
questions through the journey, because I want people to feel fully supported at any level,
you know? Any level of the game that they are at, and
the best way to also do that is just to be surrounded by people that are on the same
track. I know a lot of times like in our family life,
you know, our spouses or whatever, if they’re not entrepreneurs, they really don’t understand
like, what are you doing all day online? So it’s really important to be surrounded
by people that understand, and get us whether it’s we’re struggling or successful at least
we have we know we’re fully supported. [Greg] Right, yeah and I think that also adds
a lot of value when people are making that purchase decision, so we’ve looked a lot at
pricing online products, and how to change that perceived value, and the value that you
actually give them, and things like private Facebook groups, things like you’re doing
the private office hours. Excellent in terms of changing that overall
value of the product, so it’s you know, you can have your on-demand product, but then
adding things like that really, really increases that value and allows you to kind of sell
it at a much higher price point because people are getting a much higher value out of it,
and I think it also really increases the success rate of people that come out of those kinds
of programs by adding some of that, and I know at Thinkific, we’re really big on support
and get rave reviews around it because, we had a lot of extra value but just being here
to support people, and that it’s not as, I mean you can definitely scale but, it’s not
a scalable is just hitting people with on-demand fully passive information, but that has a
limit in terms of how helpful it can be so, it’s great to add all the extra stuff around
it. So you’ve got a private Facebook group, you’ve
got the private coaching hours, is there other things that you’ve done to change that value
or perceived value of your product? [Stephanie] Yeah and so it’s a custom user
dashboard, so depending on what your sign up date is, that’s how you know when the courses
are revealed to you, so you’re going to get one a week and I presented you get a new course
we’ve added in some bonuses at milestones within the program. So we want to encourage people to stick with
it, because most people they want to give up after a certain amount of time, they’re
like “oh I haven’t logged in” like, if you stick with this we are going to reward
you based on your positive behavior, and so after 3 months or 6 months the nine months
and the 12-month mark, the 12-month bonus is like, I’m not going to tell you what it
is, but it’s like everybody will want it. Well that one is more like, I can’t give it
away to everybody obviously but it’s like a 2 to $3,000 real thing that will help you. [Greg] So you’re getting into physical goods
actually sending— [Stephanie] Yeah, yeah, that will actually
like, help you build your business. So it’s really, really important that you
have this because, I do believe in the rewarding people for taking action. So yeah, 3 months, 6 months, 9 months, and
12 months, like milestones you get bonuses revealed in your custom user dashboard. They’re only available to you, and so it’s
anything but you know, between something that I originally charged $97 for all the way up
to $3,000 programs or even like tangible products. [Greg] So when do you let them know that that’s
coming, so like I said within Thinkific you can do a lot of this kind of stuff with scheduling,
and releasing things over time, and doing bonuses and that’s sort of tick marks as they
move through, and those pats on the back, but I’m curious like the psychology of it. There’s a lot of that going on here. When do you tell someone that at 12 months
you’ll get this thing, because you’re saying you’re not going to share it with us, now
you’re not going to share it in the sales funnel, do they see it when they’re at 1 months,
9 months, where you give that carrot? [Stephanie] Right now, it’s all question marks,
and we just told them that there’s values behind the things that they get as the program
continues on, and that when they get to that point it unlocks that, I don’t know what point
we are actually going to tell them what that is, because we have to be kind of careful
with that, because some people might be starting the program and you might be at the 12-month
mark so, yeah. [Greg] Eventually, eventually what’s going
to happen is you’re going to give it away, and maybe the cats out of the bag. I guess part of it couldn’t be you got to
keep this a secret. [Stephanie] Yeah, I think that there is something
behind the anticipation, like this is like a highly sought-after 2 -$3,000 thing to help
you build your business, and I was like well you’ll find out when you get there so just
hang in there. [Greg] I love it, it’s very gamified. [Stephanie] It’s absolutely gamified. So my project manager came to me, and she’s
like, I kind of have this vision for this program, so that it is actually based on me,
and everything that I do, and she’s like, I kind of want to make it like a gamification
somehow. Looks like we can totally do that, and she’s
like are you sure, and I’m like we can totally do that and she was like basically just write
something up like, what do you think it should look like, and then come to me you’re, kind
of work on this together, and then I’ll submit it to the developer and the design team, and
just bring it to life and it totally can happen. And so it happened and, she’s like “oh my
God how does this, how is this even possible”, and I’m like anything’s possible over, here
yeah, okay, I think we really, really put so much into it because, the user experience
is really important to us. I wanted to stand out from any other program
that’s ever been released to the market. [Greg] Right. [Stephanie] That’s whole thing, it’s like
everything that we do in business is extremely well-thought-out, and there’s a lot of passion
behind it, and if you’re skimping on the way that it’s delivered, people are going to notice
that, and you know? It’s a lot of times, people don’t really
see everything that happens behind the scenes, but when you do, it’s a custom user dashboard
that’s like, specific to you and you get to put your dream goal at the top, and put your
avatar for your picture, and you just like, and there’s something special about it, and
they really can see how much time we’ve actually taken behind the scenes to make this happen
for them. [Greg] Excellent, yeah, it sounds like a wonderful
program, and so end result for most people is it a different for each person? Is it always building that online businesses? Is it any business? [Stephanie] Building an online business from
A to Z. It’s anybody that’s really looking to increase
their exposure, their income, and online space, so maybe there they really could be just starting
out they, could be really good at what they do, but they don’t exactly know like systematically,
and strategically how, and monetize this. How to actually make something out of this. So it’s a really good program, it definitely
starts with a lot of the mindset work, a lot of the inner work, because if you don’t have
that happening first, then you can’t actually get to the next level. So it’s nuts and bolts it’s everything that’s
covered in the program, but it’s released at specific times, like I said we don’t get
into sales funnels, and then moving into passive revenue until like month 4 or 5 because it
shouldn’t be a priority right now if you’re making $0. [Greg] Okay excellent. Well I’ll tell so people are looking for more
to learn more about Stephanie. Sounds like the best starting place is StephanieNickolich.com
and StephanieNickolich.com/TLE. And for those of you who are interested in
learning more about the sales funnels, so it sounds like you have some great sales funnels,
so I always just just say go and even you know sign up to get into one, and then see
what kind of stuff you feed them. So that we can learn from how you are running
those psychological sales funnels on us, so I guess StephanieNickolich.com/TLE is a great
place to get started to sort of learn about that kind of sales funnel, and see what you’re
doing, if they want to learn a little bit more about that, also if the course if they’re
interested in the program. Excellent, thanks so much anything else you
want to add? [Stephanie] No, thanks for having me here
today, I really appreciate it. I love hanging out with other entrepreneurs
that are really on a mission to do incredible things and you know, everybody has these really
great gifts that the world needs you, the world needs every single person here with
us today, and you know what, I fully immersed myself in my purpose and got rid of whatever
that negative stuff that was going on it was like, I’m just a small town girl can I really
do this? And I got out of my own way, I was able to
make a huge significant impact on a lot of other people’s businesses, thousands at this
point, and I love what I do and as a result I can be I can leave a legacy for my family. So you know, wherever you are make sure that
you are supported. There’s a lot of people out there that care
about you and have your back. [Greg] Great, thanks so much, Stephanie. I really appreciate your time. [Stephanie] Thank you, bye. [Greg] Thanks.

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5 thoughts on “Creating Sales Funnels to Sell Your Online Courses | Interview with Stephanie Nickolich”

  1. ATPEnglish Felix Rodriguez says:

    I am closely looking to Thinkific

  2. Bloggin Brandi says:

    I want to be a sales funnel success strategist! Getting ready to sell my first online course so this is great.

    We all need to get away. Then come back and Analyze, Analyze, Analyze 🤓 I need to get better at A/B testing!

  3. Ryan Huncho says:

    Thanks for this

  4. Living Music says:

    OMG!! As I was almost at the end I got my 2nd sale from my thinkific course! How freakin cool 😎 livingmusic.net

  5. Rossana P says:

    How do we become active in groups and offer our product/services when most of them state that Self-promotion, links to buy products and selling is forbidden??? How do we overpass this?

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