Original subtitles

How to create a course that gets results.

We've talked a lot today about what

actually makes your course sell.

And I'm pretty sure by now you guys are

fully aware that a integral part of that is getting results and not just to get

results. I mean, yes, absolutely we need to get

results for our students, but we've covered some very specific strategies of

what to do.

With those results and we're going to

cover more strategies of what to do with those results with our retargeting

modules and things of that nature.

So with that said, we still have to cover

the best ways to get results, get them fast, all right, and get people moving

through our course, get our testimonials, get our case studies.

So that we can not only make sure people get their money's worth, but be able to

use those results to promote our course and ascend up that letter fast ladder,

fast. So with that said, let's talk about how

to set attainable milestones so that your students find value and success.

Now, I talked about this a little bit earlier.

You would not, you would absolutely not create a course on how to land on the

moon okay, because the chances of that being attainable are slim to none.

But as I said before, passing the entry exam, the NASA entry exam, passing that

is a much more attainable milestone, so.

Why do people buy online courses?

In order to really delve into how to get results, we need to know why someone

would buy an online course.

So first they buy them to accomplish

something, to learn how to accomplish something.

End of story.

That's it yeah now, some people buy them

just to feel like they've done something that month.

But those are the type of people who are never going to open your course anyway,

and there's really nothing we can do about those people.

Ok so for the everybody else, they buy to learn.

How to accomplish something, End of story.

Don't make it any more complicated than that, all right?

They want to improve something or increase performance.

So perhaps they already know how to accomplish something.

But they want to get better at it.

They want to improve it.

They want to increase it.

They want to do more of it.

They want to move to the next level.

That's another reason why they buy an

online course. This is another important one.

They want a transformation, Okay.

They want to.

Go from point A to point B in their life.

They want to transform as a person into

something else. That could be mental, that could be

health, it could be a variety of things.

But these are reasons why people buy

courses. They want to reduce pain, eliminate a

problem, etcetera. Again, once you realize why.

People are buying a course.

It becomes a lot more clear how you can

give them something that they'll be happy with at the end of it, all, right?

Regardless of what they desire, they always want a defined outcome.

In other words, whatever they want to accomplish at the end of the course.

Must be something that can be measured.

It must be measured or measurable.

They have to.

It can't be something obscure that you

can't put your finger on now.

It can if you don't want to sell a lot of

courses. But if you want to sell a lot of courses,

you have to be able to take your finger and put it on it and measure it.

All right, I got five clients.

I got 8 clients.

I lost fifty pounds i passed this exam.

I lifted my first home.

These are all measurable and defined outcomes.

End of story.

So other things to consider.

Potential customers are always worried about buying a new product, especially

online courses. People have been taken advantage of for

so long. Online really it is like a wasteland of

mistrust people have been scammed.

They've had their money taken.

They've been given crap products.

And I'm here to tell you guys, I am.

I'm not going to teach you how to make a crap product.

And I think you guys realize that by now.

All right?

There are a lot of programs out there.

They teach you all, Let's throw together

this digital product overnight and let's, you know, if you do this, you can, you

can spam Craigslist and you can make sales and you can do this.

That's all good and well.

You make a few bucks, but you're not

going to build a legacy.

You're not going to build a huge tribe.

I don't think you're going to hit 7 figures.

I don't even think you're going to hit 6 figures doing that.

If you do, it's going to be short lived and it's because of the people that came

before us that took advantage.

Especially when the Internet boom

happened and all this stuff was new and it was a blue ocean, people got screwed.

How many? Has anybody ever bought a course that

they buy it and they log in and they're like, what the hell is this?

Ok, all right.

Did you ask for a refund?

No did you ask for a refund? Did you get it?

You think so? That doesn't sound good.

It doesn't sound promising more than once.

And that's the landscape we live in, OK? That presents opportunity.

Do you know what happened when I realized that I decided to launch my courses.

I said to myself, wait a minute, I live in a world where everybody completely is

over this. They don't want courses.

They've been scammed.

They've been taken advantage of.

And instead, instead of saying to myself, I'm not going to be able to do this.

How am I going to convince these people that have been screwed over time and time

and time again to buy my stuff? How in the hell am I going to convince

these people to invest in me after they've already invested 3-4-5-6-7 times

in people that have screwed them? I could have said that to myself and I

almost did, but then I realized, wait a minute, all I have to do is actually

care. And actually deliver and write out that

initial rough patch of people getting over their trust issues with me.

And once I do, it's smooth sailing because everybody else out there is doing

a shitty job and I'm not going to.

I'm going to do a good job.

It's kind of like the example I mentioned earlier where.

98 % of bars in Florida fail their first year.

So when I opened my bar, my attitude was not I'm going to fail.

My attitude was 98 % of my competition sucks.

So if I do a good job, even a remotely good job, I'm going to be just fine

because my competition is nothing to worry about because 98 % of them if I'm

in a room with 100 competitors.

And I'm competing and I know 98 % of them

are you know, they fail.

They're going to fail.

I know 98 % of them are going to do a bad job.

I know 98 % of them are statistically doomed to fail.

That presents opportunity to me.

That shows me that I'm actually going to

have it easy because I don't have that stiff a competition.

So when you're selling a course, I promise you.

And if you say to yourself, I'm going to do a good job, I'm going to actually not

be lazy, I'm going to actually take the time to go through all this and make sure

my student gets results.

Guess what's going to happen?

You're automatically going to look better than 98 % of everybody else out there,

which makes them simply not competition.

It really does.

Okay, how many of you here bought my Facebook ads course and logged in?

And went through the community and everything and compared it to maybe some

other courses you bought and thought it was different.

Did you guys think it was different? okay. It was different, right?

Did it have a different feel? Perhaps just a different look?

I've bought a lot of courses because I wanted to see what was out there, and

that's why mine's different, because I knew what not to do.

Okay if every if everybody's sick of these courses, I need to see what they're

doing and I need to level up.

I need a level up.

And really, as long as you care, it's easy to level up.

So do not take the fact that people have been taken advantage of for so long as a

negative. It's actually a positive because that

means that 98 % of your competitors don't care as much as you do.

And instantly, right off the bat, you're going to have an easier time than them

because when people log into your course, they're going to realize that you care.

Just like when you logged into mine, you realized I care and they're going to feel

that and you're going to succeed, end of story.

Another thing to consider is that most people do have a doesn't work or is it a

scam mentality. So everything I've been sharing this

weekend about the social proof, about the surveys, about all that this is all

crucial to getting over this hump okay and I'm going to show you some other

stuff to help you get over this hump because people are always going to ask

does it work or is it a scam? Now in the beginning when I launched my

Facebook ads course, I got a lot of does it works?

Is it a scam? I don't get those much anymore.

You know why? Because if you post anything about Dan

Henry in any of these groups, is he legit?

You get like 50 responses of people singing my praises and I organically

engineered that by getting people results okay so that's why it's so important to

get people results overcoming this and these challenges.

The most important, most important factor to making your course sell.

Don't just think that it's a good Facebook ad, or a good landing page or a

good sales page or a good webinar.

All that means nothing if you don't care

enough to get your students results, because eventually the scam stuff and the

being taken advantage of will catch up to you.

You'll have a brief moment of success, a flash in the pan, and then you'll

disappear because word will get around, so you must care.

Bottom line, your students want a result, so you need to create a definable,

measurable outcome that you can reasonably get them.

Do not over promise and under deliver so.

Why get students results?

Well, first of all, it makes you feel good.

But we still need to pay the bills, right?

Of course it makes you feel good to get students results.

It makes me feel good, but we still need to pay the bills.

So we need to care about the sales aspect, but we also need to care about

getting our students results more so to get our students results.

And that works in tandem because if you care about your students, you'll get more

sales. It is a popular myth.

That a great sales and marketing process is enough to sell a lot of your product

and grow your business.

That's false because as I said before,

where it gets around, you need to have an actual community of people that are

getting results and singing your praises.

The truth is, in today's world, word of

mouth about a bad product spreads almost instantly, instantly through cell phones

and social media okay now why is this important about what I mentioned about

your? Beta group.

It's important because when you have a beta group, you can make sure you can

control the situations.

If somebody's unhappy, you can switch

gears immediately while you're talking to them.

If somebody doesn't get it, you can switch gears immediately while you're

talking about them.

And when that initial group of people

come out and sing your praises, people think twice about saying something

negative. I'll give you an example.

I used to post Facebook ads.

You guys want another little savage hack?

Oki used to post Facebook ads where I'd come out with the ad and immediately I'd

start getting trolls people yeah, people just going negative and nuts about

everything. Oh, this is a scam.

Fill up.

So I posted a new ad image ad and I went

into my existing Facebook Ads for Entrepreneurs community.

And I said, hey guys, I posted a new ad.

If you guys don't mind, would you mind

just leaving a comment on it If you enjoyed the course, if you enjoyed my

stuff. So what happens as soon as I post the ad

I get like forty fifty sixty comments from existing students singing my

praises. Now if you're in a room of people and

everybody is saying this guy sucks, it's really not that difficult for you to as

well jump in and say yeah he sucks, but if you think somebody sucks.

And you're in a room and everybody around you is like, this guy's awesome.

Is it kind of odd to be like, he sucks? Like, you may think twice about saying

that you might just shut up.

So when somebody sees your ad, they're

like, what a scam.

But then they see all this social proof

and all these people singing your praises.

They're kind of like, well, maybe I just shouldn't comment.

And it worked.

I had way like 10 times less negative

comments on my ads.

When I initially did that.

Now when you do that, you got to make sure that you run an ad to the same post

and you don't duplicate it.

You got to use the post ID.

I'll show you guys how to do that in the tech walkthroughs.

Basically you run an ad and you stick to 1 post ID so that all your ads are

running to the same ad and they're not split up into duplicates.

All that's in Facebook ads for entrepreneurs, but i'll include that in

this course. So that's one little hack for you

thankfully though. When students get results, positive word

of mouth also spreads, as I'm sure you guys have seen.

Do not underestimate word of mouth from Facebook.

As for entrepreneurs, my first course got me pot.

It got me invited on a lot of podcasts.

I just actually last week got interviewed

on Entrepreneur on Fire.

Ok yeah, and on top of it, I well, I'm

already going because I won the.

Expert secrets thing.

But John Lee Demos was like, hey, you're coming to the, you're coming to the

mastermind thing, right? You know, you're coming.

And I was like, yeah, I'll come.

I was thinking about it.

But I guess if John Lee Demos wants me to go, i'll go hang out with him.

So I got on there, I got on a lot of other big podcasts.

I got on the lead pages, Conversion Cast podcast, and it was all because of Word

of mouth. I got radio interviews.

I had a I did hire a publicist, but a lot of the media I got was from that word of

mouth. I got TV interviews, and the only reason

I got on TV and that they cared when my publicist pitched them was because I had

a course that got people results discussions in Facebook groups.

This is a huge one.

Discussions in Facebook groups Listen

guys, Facebook groups right now are literally like where every where the

party's at and when you get people results they're going to talk about you

in Facebook groups and it's a ton of free traffic.

So do not underestimate word of mouth.

Don't think that it's all about, you know

traffic and all that stuff.

Word of mouth helps.

I also got write ups on Entrepreneur, Forbes, Huffington Post, all kinds of

stuff and it all came back to the fact that I was helping people.

And that turned into more sales, 1000000$ in five months, just under six months and

now 2000000 So this all helps 70.

Now this is important, 70 % of people who

buy courses never even start them.

This is just a statistic that Tony

Robbins shared. Now I want you guys to think about this

for a second.

If you sell a course to 10 people.

This is just the sad truth.

70 % of people who buy courses just don't

open them.

They don't take them.

70 % of people that buy books never read them.

So if you think about this, if your goal is to sell a course, get results, share

those results so you can sell more courses.

If 10 people buy your course, you're thinking, all right, that's 10 people.

That means, let's see, that means if 10 people buy.

10 people are going to, OK, I'll at least get two or three results out of that.

I know some people might take longer.

Maybe some people will just fail because

that's life. But I at least three out of those ten

people got to take it seriously and they're going to get results yeah.

But the truth is seven of those people are never even going to open your course.

Three of them will.

So now we just cut that down to three.

So now maybe hopefully one gets a result.

So you have to try extra hard because.

70 % of the people that buy your stuff, they're never even going to get a chance

to see how awesome it is because they're not going to open it okay.

And so for the 30 % that do, you better work extra hard to get them results.

Now I will tell you that some people take advantage of this.

There is a model out there where people understand that 70 % of people don't buy,

don't open courses.

You know what they do?

They create a shit course.

They sell the crap out of it.

They think, well, let's see.

At most, 30 % will actually open it, see

it's crap, and maybe half or more of them will request a refund and I'll still have

at least 70 % they do that.

I'll at least make 70 % sales that I

don't have to refund.

They literally do that there was a guy,

I'm not going to name names because I'm not like that anymore.

There was a guy that sold the Facebook ads course that literally.

Would was.

And I didn't really pay attention to him

because I didn't think he was on my radar.

But he would say negative things about me.

He would comment on all my posts and he would try to sell his dad's course.

And I come to find out that he never even finished it.

Like you bought this course and there was nothing there.

Like all his sales stuff was there, but he never actually delivered the course.

Think I know you know who I'm talking about, but don't mention it but.

Then I meet the guy at Funnel Hacking Live, and he's like, he's like, hey, I'm

your favorite person, and I'm like not really like, you know, but I've he

doesn't. He didn't deliver the course.

And so I'm thinking like, wow, I bet you 10 out of 100 people that might have

bought from him, 70 % of them probably didn't even know that and he got their

money. How crazy is that?

All right, so yes, you could use this statistic for evil if you wanted, but

please don't. And if you do, please don't mention you

learn from me.

But this is a true statistic to really

think about that guys.

This is a very true statistic.

However, I will say that I think i beat 70 % because the way I do my course, I'm

very active with the group and I kind of like force you and I'm kind of a stickler

about it.

So I think I'm, I probably at least have

30 % open.

So and again this means that 30 % of your

people will buy your course will have the opportunity to get results and spread the

word of mouth and that was the point I was.

Just make it so it's vital to do your best to get results.

And now that you know that, let's talk about.

Here's how to get results.

All right.

So a result is simply a measurable outcome.

We can also call this a milestone.

There's a lot of words for it result

measurable outcome milestone let's go with milestone for right now.

So milestone should be attainable.

Most courses promise one big milestone at

the end that students never reach okay this is a problem.

We need to do better than that.

Lose 100 pounds takes a lot of willpower

and ever. That's a major life changing experience.

Lose more weight than you've ever lost is doable for anyone plus.

It's also a lot more friendly to pay traffic platforms like Facebook because

they don't like specific claims and they're getting more and more and more

stingy about that and they're cracking down on that more every day.

So if you think about it, if you, say, learn how to lose 100 pounds or learn how

to lose more weight than you've ever lost, it is a lot more believable and

applicable to everybody, all right? Make 1000000$ is ridiculously

unrealistic. Is it possible?

Yes, I did it, so it's obviously possible.

But it's a lot of is everybody is like, is like 80 % of the people you teach

going to hit that milestone? No, they're not.

It's just, it's just not life.

It's the people that really take it

seriously okay. How to double your sales?

Well, that's very possible okay if I taught all of you right now how to double

your sales and it worked, you'd be super happy.

You'd have nothing bad to say.

But if I say I'm going to make you all

1000000$ and six months a year, two years from now, people say, well, Dan said he

was going to make you 1000000$ Did you make 1000000$ Probably most of you won't

hit that. Well, probably more of you will because

you're here right now.

But if I sell this course to, you know,

500 people. Most of them won't.

The people that come to these live events like that probably a much higher chance.

But will every single one of you in this audience hit 1000000 in the next year?

Probably not.

That's just not realistic.

But would you be happy with six figures who would be if you guys made a an extra

hundred grand in the next six months with an online course?

Would you be happy? Raise your hand?

Yes right.

But if I promise you a million, you're

going to feel let down, you know what I'm saying?

So how to double your sales? It's a.

It applies to everybody because if you are selling 10 and I hope you sell 20,

that's double. If you're selling one and I hope you sell

2, that's double.

All right.

Bottom line, make sure your promise is attainable by most people.

So there are two types of milestones.

I mean there are more than two, but these

are the two major types.

So you have your coarse milestone.

This right here is the at the end of the day.

At the end of the course, when they're all said and done, this is the milestone

they should achieve.

Now, in each module you should have a

smaller milestone that they can achieve on the way that when they when you add

these all up, you get your big course milestone.

This is awesome because it gives people small wins as they work through your

program. All right, so.

The reasons why you need module milestones is they give meaning results

throughout the course.

They keep people motivated to stick with

the course and finish it.

They keep people happy.

They give people reasons to talk highly of your course and spread word of mouth

even. And this is key.

Even before they complete your course, why should you have to wait for them to

go through the whole course? You want them to talk good about it.

Before they ever finish it.

Listen, JR you just posted a survey.

You got 7 responses from what you learned earlier, right?

20 now 20 awesome give him a round of applause.

All right, so think about this for a second.

You right now we're not even finished with this.

You can go sing praises about this because you got a result, right?

Because I taught you how to do that in a previous module.

But if I make you wait until the end of the program to do anything.

Now I got to wait.

I ain't waiting for my testimonials.

Does that make sense, guys? I ain't waiting.

All right, here's an example of a course milestone.

Facebook ads for entrepreneurs generate low cost leads that turn into sales.

Using Facebook ads, guys, you can get a sale in a couple in a day or two with

Facebook ads. Not saying you're going to make a million

bucks. That's going to take a while.

And notice I did not promise they would make 1000000 bucks or become rich

overnight. I said they would generate low cost leads

that easily turn into sales you can get.

You can start getting that right away.

So in Facebook entrepreneurs the module Milestones Module 1 teach them how to

create a free bait offer, PDF discount voucher, whatever.

If you're doing local businesses, we do the crazy discount voucher.

Our crazy discount funnel, which is the crazy discount voucher that's Module 1.

So when you're all said and done and you have this tangible thing, you're like,

wow, I created my PDF.

Wow, I got my funnel done wow i got or I

got my offer figured out.

Module 2, you set up your funnel to

collect the leads and follow up.

So now you set up your funnel.

You test it, your phone's going off.

You're getting your text, you're getting

your leads to your email.

You went all right, that's set up.

I got it.

I didn't think I could do that before.

Now I got it.

Module 3, set up your ads and your split

testings. You set up your ads, your ads.

Ready go.

You feel good.

You feel like you got past that point of something that you didn't really know

before. Everything's good to go, it's tested,

it's running, your conversion, your pixels firing.

And module 4 teach you the agency aspect and I teach you how to teach you how to

close the sale over the phone with my two question close script.

So at this point.

At the end of the course, you've now

gotten a client, and with what you've learned in module one through three, you

can now. Follow up with that client and actually

deliver for them.

Yadda yadda yadda.

So each module, you have something at the end and I make sure to do homework.

If you guys are in that course, you know that I have you post homework, you post

your offer, you get feedback, you post your funnel, you get feedback, you post

your ads and your targeting, you get feedback.

And then finally you take all that.

You go get some clients, you make some

money. Boom right.

Another example, sold out courses.

I will teach you how to launch your

entire course and make a bunch of money with it, right?

That's course milestone and it's more than that, automation and all that.

But I'm for the sake of the slide, I'm keeping it short, but I also teach you

how to launch your break even offer.

Now the break even offer takes a lot less

time and effort to launch than your entire course, so you can make money

right away. You guys might still be working on your

course, but you're making sales with your break even offer and this motivates you

to keep going.

Even if you only make guys, how many of

you here never made a dime online? And then you made your first 7$ sale Has

anybody ever experienced that? How did it feel?

7$ that's what a Starbucks coffee or with extra milk?

I don't okay or two coffees at Dunkin if you want to go that route, but how good

did it feel? You can see that Stripe notification or

that PayPal. It's not like the amount, it's the fact

that you did it came, you did it.

Somebody paid you money for something and

they didn't see your face.

Okay online in seven states away makes

you feel good.

This gives you a small result you can

share with others, which promotes my course.

So if in the next week you guys throw up a break even off when you make some

money, even if it's 30 bucks, you're like, Oh my God, I finally did it.

I think it's good for me and it's good for you.

It helps motivate you to keep going and I get my results sooner than later or my

testimonial sooner than later.

And finally, this motivates you to keep

going. End of story.

Another example, let's say your course is called Wedding day Weight loss.

All right? Awesome title, right?

So think about it.

A lot of women need to lose a few pounds

before. That big day because maybe they bought a

wedding dress they want to fit right what have you So and remember I talked about

the name of the course wedding day weight loss like it's a it's a it's a good name

that signifies the end result.

So a course milestone could be lose

weight so you can fit in your wedding dress.

First of all that course milestone is very attainable.

We're not saying become supermodel.

We're just saying fit in your wedding

dress course milestone.

A module milestone could be creating your

personalized meal plan and grocery list.

So let's say in one module you're like,

all right, we need it based on your body type.

To set.

The other thing, we need to create a

personalized meal plan.

But more importantly, we need to take our

grocery list template.

We need to fill it out at your local

Walmart or whatever, and we need to make that list.

So now you can print that out and you can go to your local store and it's in your

hand and you can just grab and go, grab and go.

That's done.

They're standing there with that list and

they're like, I have a plan.

I feel good.

I can go to the store now, I can buy my stuff.

I can start doing this.

So perhaps that module milestone could be

to figure out their meal plan for their body type and get their grocery list,

CHEAT SHEET or whatever it is done so they can go shopping.

It's fine, Gives them a result.

The Curvy Goddess Black book.

This is a another example.

This is Diane Williams break even offer

and see. When we started doing this was this was

actually kind of cool because what she did was she threw this out there to her

existing list because we wanted to get some money up for her to spend on ads

okay and this was called, let's see was it was this the correct title?

50 Eat This, Not That Food.

So you can always have a better choice

which I love that title.

So this was you were in the beta version

of this because you're in my mentorship program so you get access to everything

but you 14$ right fourteen dollars made.

I know you made more sales than this now,

but when you at that week when we were doing this, you made 39 sales.

And that brought in a total of 546$ And that was before you ever began working on

what your main offer was going to be.

This was far before that.

Now the result is small.

It's only 546$ but it's.

Did that not motivate you, right? I mean, did that not feel good?

And if you didn't feel good, would you have worked as hard to keep going?

No, exactly.

So it's not about the money, It's about.

The action that inspires belief.

So this inspires belief.

So she actually shared this in some groups and it actually generated a lot of

interest. And so that courses was months ago and

looking at now you're all here Okay.

I'm sure that you got a whiff of this

before I ever mentioned it.

Some of you heard about it and the

anticipation built up and then when I offered it, boom, you bought Okay.

But I wasn't, I wasn't even done with sold out courses when she got this result

from it to share.

Ok So you have to give people small wins

early on. Is everybody clear on that?

Like that's so important.

I know it's a simple concept, but it

really has to, I really have to get that out and make sure you guys understand.