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How to Sell Online Courses (3 Must-Know Principles)

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How to Sell Online Courses (3 Must-Know Principles)


– Hey, you want to learn
how to sell online courses? Maybe they’re your own courses or you’re an affiliate for
somebody else’s courses. Either way, make sure you watch this video all the way through, because if you don’t get
these three things right, well, you’re not gonna
be selling anything. Hey, my name is Pat Flynn, here
to help you make more money, save more time, and help more people too. And I’m really excited for you, because there’s a lot of
opportunities with online courses. I’ve sold millions of dollars worth of online courses of my own and as an affiliate for
other people’s courses too. And over the years, I’ve learned
a ton by experimenting with different types of ways
to promote online courses and I’m stoked, because today
I’m going to share with you the three things you need to know in order to really make
this all work for you. Now there’s lots of tactics
for you to choose from when it comes to how to
promote an online course, from emails to funnels to Facebook ads to podcast, blogging,
videos, all kinds of things, but the tactics don’t matter unless you get these
three principles right. You could have the best
Tic Tacs in the world. (laughing) The tactics, oh my gosh. You could have the best
tactics in the world, if you don’t get these
three principles right, then, well, you’re just
amplifying a big mistake. Alright, let’s dive in with number one. People don’t want to buy online courses. Wait, what? It’s true though. Think about it, nobody wakes up like this. (yawning) Yeah. You know, I think I’m gonna
buy an online course today. Nobody. What people really want are
the outcomes and the results that an online course could
potentially give them. That’s the secret to selling anything. People want the results, the outcome, the how life is gonna be different
after using that product. And it just so happens, the product we’re talking about right
now are online courses. If the results, if the outcome that that course promises is not clear, well, then it’s not going to be a clear buying decision for potential customers and your work promoting that course, your own or as an affiliate,
is gonna be much harder. This is why sales pages that focus primarily on the features of a product, for example, five modules with
30 videos and office hours, far underperform versus products
that promote the outcome, for example, with my
course Power-Up Podcasting, you’ll have a podcast up
and running with listeners on the day that you publish your podcast. As you promote online
courses, keep in mind the desired outcome that
your target audience has and if that desired
outcome is not desirable, well, then you probably
shouldn’t be promoting or selling that course anyway. Number two, when it comes
to selling online courses, trust and proof are gonna
be your best friends. Selling an online course is not easy. Let’s take in contrast, for example, something like a software
that does a specific job for somebody in a very,
very convenient way. A potential customer can easily
imagine using that software if they have that problem
that that software solves and they can imagine getting that result immediately out of the box. With online courses, which
is usually information, you can’t really demonstrate that and the results aren’t clear and people aren’t going to get
results the moment they buy. They have to actually take action to get through that process
and then see the results. Now if you’re selling your online course, the trust should have been built before selling that course in some way. You can do it over a long period of time through content marketing and such or you could perhaps do it, hopefully in a short period of time, through perhaps starting with an ad, going into some value that’s added in some way, shape, or form, even a webinar can work very well, to build that trust up so that a person can trust that
you are the instructor to lead them into that solution. And, of course, all
throughout this process, the proof is really important,
proof coming in the form of actually showing how this
thing can actually work or better yet, testimonials
of other people, previous students sharing their success with your online course. Now the hardest part about selling an online course as an affiliate, and for those of you with
your own online courses, keep this in mind when you have affiliates promoting your online course, the hardest part is building that trust, because you’re not
promoting your own course. When you build trust with an audience and then send them over to somebody else, it’s almost like saying, “Hey, so now that “we’ve gotten to know
each other pretty well, “you know, which is really cool, “I’d love to introduce you
to my friend over here. “You’ve never met him before, “but he’s gonna actually
ask you to buy something.” In real life, that’s not
going to come across very well and the same thing happens online too. Beyond the desired outcome,
the most important thing to do is to have your audience be convinced that the person creating the course is the right person to
teach them that material. So how do you do that? Well some ways that I’ve done
it is actually interviewing the founders or creators
of those online courses and bringing them on my podcast, which is a great
relationship building tool. Most of the time, I promote
courses that I’ve used myself and I just talk about my own experience and what I loved about
it and why I appreciate the care that the course grader gave to me to help me achieve certain success. And again, proof, testimonials, right? Not just from you, but
from other people too, specifically those in your
audience, if possible. Trust and proof, don’t
forget those things. Number three, and this might
sound kind of ridiculous when you hear it and don’t
be scared, I’ll explain. Realize that, in most cases, for most online courses
that exists out there, the information that
exists in those courses can be already found for
free on the internet. The information inside them
could potentially be found for free on places like Google or YouTube or even on social media posts. and when you really think
about it, it’s kind of obvious. There’s not really any brand-new, never ever said in the history of time information in any of these courses. So why do we even, or why would even people
buy these courses? How do they even sell? I learned this important
lesson back in 2008 when I sold my first online product, which was an e-book study guide to help people pass the LEED exam, a very specific exam in
the architecture space. That e-book was comprised
of 95% of the same material that could be found for free on my blog. In fact, right before I sold that product, I remember being scared to death thinking that every person who
bought would ask for a refund and complain about that very fact. Not one. Not one person out of tens
of thousands of copies sold had ever, ever complained about that. So do we sell anyway knowing people are too lazy to complain
and ask for a refund? No, no, that’s not what
we’re talking about here. And trust me, if people who
aren’t happy with their purchase they’re gonna be quick
to ask you for a refund. We’re not running a gym membership here. (men shouting) The reason people buy online courses, beyond the desired outcome, beyond the person who is the
one who created that course, people are buying it because
it’s simply convenient. You’re saving people time by having all that information they need, and only the information they need, compressed into that one spot for them to take action on and get results. You’re helping people save time. Uber, think about it. What does it do? It helps you get rides wherever you want. No, it helps you save time. Upgrading the EarlyBird seating on Southwest so you can sit up front. Is it because you like the front seats? No, it’s because you like to save time. Online course, because
people love to sit down in front of a computer
and take an online course? No, it’s because people
hate having to look for all the information they need to
have that desired outcome. It saves people time. And beyond that, there’s no
additional help that comes when people find all this
information for free online. People want their hand held, they want that accountability
through that process, whether it’s through something like what I offer in my courses, which are like office hours every week, or perhaps just structurally through the framework of that course. When a purchase is made
and dollars are spent, it’s a decision that that person makes that yes, I want to do this, I’ve put skin in the game,
and I’m gonna make it happen. And it’s your responsibility,
as a course creator or as the person who’s promoting
another person’s course, to make sure that they get that result. Cool? Cool. Now I really want to
make sure you get this and to prove it to me, I want you to do a couple things for me. One, hook me up with a thumbs up and number two, comment
below with an I get it. I just really want to make sure you understand these principles, because they are the underlying foundation behind all the sales that you make. So comment below with I get it. Use the hashtag #TeamFlynn if
you’re a part of Team Flynn and subscribe to the channel here. What’s up Team Flynn? So go out there and make
some sales, be confident, and realize that you can sell
and serve at the same time. So yeah, make sure you catch some of the other videos that are over here. We got some good stuff coming your way, so make sure you subscribe
below, but also right here. Make sure that you click
on some of these videos to see what else I got for you. So thanks again, click
over here to keep going.

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23 thoughts on “How to Sell Online Courses (3 Must-Know Principles)”

  1. zuri Caffarella says:

    I get it. Gracias. Where is a good place to sell online courses? Vimeo? Youtube? I'm lost.

  2. Dwain Starks says:

    I definitely get it, Pat!

  3. Lukas Simkanin says:

    Just came across your videos and I love your honesty!

  4. Irina Kouchnir says:

    I get it, Pat!

  5. rifat tutorial says:

    #TeamFlynn I GOT IT

  6. Tom Whitesel says:

    I get it!!!! Thx.

  7. JuanFernando Gracia says:

    Thank you for sharing the third principle, it was my biggest fear but now I'm confident about launching my course

  8. Pluvia Aeterna says:

    very good tut mate,thanks!

  9. TheMagnel777 says:

    Thanks for that! I get it.

  10. Viet Hoang says:

    thank you a lot

  11. nilesh kamble says:

    Loved the video, spot on with everything you said.

  12. WORD OF FAITH PRAISE CENTRE says:

    awesome

  13. Cosplay Me By Stephanie Nery says:

    I GET IT, but boy is it haaard

  14. nicholas bouwer says:

    Great video. Should have more views

  15. Tru Keesey says:

    I needed this.

  16. Jay Hurt says:

    Good stuff. I get it!

  17. Adam Tatusko says:

    I get it! #TeamFlynn

  18. Macerly says:

    This was really great, thanks!

  19. Shekaran Jag says:

    Aye Gots dis! 😎

  20. Dr. Juanita Benedict says:

    Great video! Thanks

  21. Omnivista Productions says:

    Thanks for your videos, Pat. I didn't realize you were the same Pat I heard about in Gary V's book "Crushing It" until you told about your lead exam e-book. Pretty awesome to see you at work down the road now. I've got an online course burning in my mind right now with the hope to serve a specific audience. I'm looking forward to learning from you as I continue to prepare.

  22. Nooks PH says:

    I get it

  23. Diana Cortes says:

    I get it!

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