A TACTICAL GUIDE TO BUILDING, SELLING, AND SCALING E-BOOKS AND

ONLINE COURSES

S h a y n a O l i v e i r aw w w. e s p r e s s o e n g l i s h . n e t

ABOUT ME

F r o m t h e U . S . a n d n o w l i v e i n B r a z i l

U s e d t o t e a c h E S L o f f l i n e

L i k e t o b eu p s i d e d o w n !

ABOUT ESPRESSOENGLISH.NET

A i m : Te a c h E S L t o b u s y p e o p l e t h r o u g h e - b o o k s & o n l i n e c o u r s e s

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1-May

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Monthly Revenue

THREE STAGES TO A SUCCESSFUL INFO-PRODUCT BUSINESS

1. Audience-bui ld ing

2. Course creat ion and launch

3. Growing and sca l ing

INFORMATION OVERLOAD?

S e l f - d i r e c t e d e - l e a r n i n g m a r k e t :

• $ 3 5 . 6 B i n 2 0 11

• G r o w i n g g l o b a l l y

.

INFORMATION OVERLOAD?

S e l f - d i r e c t e d e - l e a r n i n g m a r k e t :

• $ 3 5 . 6 B i n 2 0 11

• G r o w i n g g l o b a l l y

T h e l a r g e r t h e o c e a n

o f i n f o r m a t i o n , t h e

g r e a t e r t h e n e e d

f o r a g u i d e .

AUDIENCE-BUILDING

F i n d i n g y o u r p o t e n t i a l s t u d e n t s

AUDIENCE-BUILDING

P e o p l e b u y c o u r s e s f r o m p e o p l e

w h o t h e y k n o w , l i k e , a n d t r u s t !

AUDIENCE-BUILDING

P e o p l e b u y c o u r s e s f r o m p e o p l e

w h o t h e y k n o w , l i k e , a n d t r u s t !

Publish & hope Go out and get ‘em

BloggingYouTube

PodcastingSocial media

Guest bloggingOthers’ podcasts

Joint venturesAdvertising

ForumsCold contacting

Previous customers

AUDIENCE-BUILDING

I j u s t k e p t p u b l i s h i n g & h o p i n g . N o w a d a y s

t h e r e a r e 3 0 0 , 0 0 0 v i s i t o r s / m o n t h , b u t i t t o o k

9 + m o n t h s t o s t a r t t o s e e a n y t r a c t i o n .

AUDIENCE-BUILDING

E - m a i l l i s t = E s s e n t i a l !

• F r o m d a y 1 – n o e x c u s e s

S i g n u p a t Aw e b e r o r M a i l C h i m p

• M y f i r s t e v e r e - m a i l w e n t t o 1 2 p e o p l e

• N o w E s p r e s s o E n g l i s h h a s 5 0 , 0 0 0 s u b s c r i b e r s

AUDIENCE-BUILDING

E - m a i l l i s t = E s s e n t i a l !

• M e n t i o n y o u r s i t e & l i s t i n

e v e r y p i e c e o f c o n t e n t y o u

p r o d u c e

• M u l t i p l e o p t - i n o p p o r t u n i t i e s :

P o p - u p / i n , e n d - o f - p o s t o p t -

i n , s t i c k y s i d e b a r, e t c .

SITE & LIST

AUDIENCE-BUILDING

W h a t t o s e n d ?

• P e r s o n a l t h o u g h t s

• Yo u r l a t e s t c o n t e n t

• C u r a t e d r o u n d - u p o f l i n k s

AUDIENCE-BUILDING

W h a t t o s e n d ?

• P e r s o n a l t h o u g h t s

• Yo u r l a t e s t c o n t e n t

• C u r a t e d r o u n d - u p o f l i n k s

H o w o f t e n ?

• 1 - 2 x a w e e k

• B e c o n s i s t e n t !

AUDIENCE-BUILDING

W h a t t o s e n d ?

• P e r s o n a l t h o u g h t s

• Yo u r l a t e s t c o n t e n t

• C u r a t e d r o u n d - u p o f l i n k s

H o w o f t e n ?

• 1 - 2 x a w e e k

• B e c o n s i s t e n t !

E N G A G E w i t h y o u r l i s t w h i l e i t ’ s s m a l l !

COURSE CREATION & LAUNCH

G e t t i n g p a i d f o r y o u r e x p e r t i s e

COURSE CREATION & LAUNCH

Popular content Surveys

“What’s your biggest difficulty?”

email

W h a t t o p i c t o t e a c h ?

COURSE CREATION & LAUNCH

Popular content Surveys

“What’s your biggest difficulty?”

email

… b u t d o n ’ t g e t t o o h u n g u p o n t h e p e r f e c t

t o p i c o r a n g l e ; y o u c a n a l w a y s t w e a k i t l a t e r.

W h a t t o p i c t o t e a c h ?

COURSE CREATION & LAUNCH

H o w b i g a n e - m a i l l i s t ?

• A t l e a s t 1 0 0

• P r e f e r a b l y 1 , 0 0 0

• … w h o y o u ’ v e b e e n e - m a i l i n g

r e g u l a r l y a n d e n g a g i n g w i t h

COURSE CREATION & LAUNCH

A q u i c k m i n d s e t c h e c k :

S m a l l n u m b e r s U n s u c c e s s f u l

COURSE CREATION & LAUNCH

A f r a m e w o r k f o r f r e e v s . p a i d

Give away… Charge for…

Less frequent More frequent

More general Specific/detailed

“Basic” format More developed format

Limited interaction with you More interaction with you

COURSE CREATION & LAUNCH

P r e - s e l l i n g :

S t u d e n t s s i g n u p a n d p a y f i r s t ; y o u d e l i v e r

t h e c o u r s e i n i n c r e m e n t s o v e r t i m e

COURSE CREATION & LAUNCH

P r e - s e l l i n g :

S t u d e n t s s i g n u p a n d p a y f i r s t ; y o u d e l i v e r

t h e c o u r s e i n i n c r e m e n t s o v e r t i m e

C o m m u n i c a t e C L E A R LY

B e C E R TA I N y o u c a n d e l i v e r

( c r e a t e s a m p l e l e s s o n s ;

g e t a h e a d )

COURSE CREATION & LAUNCH

P r i c i n g :

• T h e o n l y w a y t o f i g u r e o u t w h a t p e o p l e w i l l

p a y i s t o p u t t h e c o u r s e i n f r o n t o f t h e m a n d

a s k t h e m t o b u y i t .

• P i c k a p r i c e t h a t ’ s r e a s o n a b l e a n d

c o m p a r a b l e t o o t h e r p r o d u c t s , a n d w h i c h

r e f l e c t s t h e v a l u e t h e s t u d e n t w i l l g e t .

• T h e U l t i m a t e G u i d e t o P r i c e S t r a t e g y

( M e d i u m . c o m )

COURSE CREATION & LAUNCH

D o u b l e s a l e s w i t h a d e a d l i n e

H a v e a s p e c i f i c d a t e w h e n …

• P r i c e g o e s u p

• D o o r s c l o s e

• B o n u s e s g o a w a y

B e h o n e s t – d o n ’ t u s e f a l s e s c a r c i t y

A LWAY S s e n d a “ l a s t c h a n c e ” e - m a i l !

COURSE CREATION & LAUNCH

D o u b l e s a l e s w i t h a d e a d l i n e

Course 1 Course 2 Course 3 E-book Course 4

# students

COURSE CREATION & LAUNCH

M y l a u n c h s e q u e n c e : 2 - 3 w e e k s

Type of email Purpose

Coming soon… Build anticipation

Course launch Get initial sign-ups

Free sample (or lesson list) Whet the appetite

Content + invitation Provide value

Common Qs about course Overcome objections

Last chance Get last-minute sign-ups

COURSE CREATION & LAUNCH

How to sell/deliver it?

Your own WP siteMemberMouse

LifterLMSLearnDash

Digital Access Pass

3rd-party platformsFedora

PathwrightRuzukuUdemy

COURSE CREATION & LAUNCH

• T h e l e s s o n s a r e y o u r M o s t I m p o r t a n t Ta s k .

M a k e t h e m d u r i n g y o u r b e s t c r e a t i v e h o u r s .

• U s e a S t a n d a r d O p e r a t i n g P r o c e d u r e

COURSE CREATION & LAUNCH

S O P f o r l e s s o n c r e a t i o n :

• R e s e a r c h & w r i t e ( 9 0 m i n )

• V i d e o s l i d e s ( 3 0 m i n )

• R e c o r d / e d i t a u d i o ( 3 0 m i n )

• C o m b i n e a u d i o / v i d e o ( 1 0 m i n )

• Wr i t e e x e r c i s e s ( 3 0 m i n )

• S e t u p o n W P ( 3 0 m i n )

• S c h e d u l e e - m a i l ( 3 0 m i n )

TO TA L : 4 - 5

h o u r s

COURSE CREATION & LAUNCH

B e s t p r a c t i c e s :

Use video, audio, text

Keep lessons short

Organize & guide

Include activities

Include interaction

Get feedback!

COURSE CREATION & LAUNCH

M y p o s t - c o u r s e s u r v e y :

• W h a t s p e c i f i c a l l y d i d y o u l i k e a b o u t t h e

c o u r s e ? H o w e x a c t l y d i d i t h e l p y o u ?

• H o w c o u l d t h e c o u r s e b e i m p r o v e d ?

• I f y o u c o u l d r e q u e s t O N E l e s s o n t o b e a d d e d

t o t h i s c o u r s e , w h a t w o u l d t h e t o p i c b e ?

GROWING & SCALING

1 0 a d v a n c e d s t r a t e g i e s f o r m a x i m i z i n g

i m p a c t a n d r e v e n u e

GROWING & SCALING

# 1 – C r e a t e m o r e p r o d u c t s

GROWING & SCALING

# 2 – A u t o r e s p o n d e r

• S h o w c a s e y o u r b e s t f r e e c o n t e n t e a r l y

• I n v i t e p e o p l e t o g o d e e p e r b y t a k i n g a c o u r s e

• P a i d p r o d u c t s : “ A l w a y s p r e s e n t , n e v e r p u s h y ”

GROWING & SCALING

# 2 – A u t o r e s p o n d e r

• S h o w c a s e y o u r b e s t f r e e c o n t e n t e a r l y

• I n v i t e p e o p l e t o g o d e e p e r b y t a k i n g a c o u r s e

• P a i d p r o d u c t s : “ A l w a y s p r e s e n t , n e v e r p u s h y ”

GROWING & SCALING

# 3 – A d d a n “ a p p e t i z e r ”

• S m a l l p r o d u c t ( < $ 1 0 )

t h a t ’ s a n o - b r a i n e r t o

b u y

• I n s i d e t h e “ a p p e t i z e r, ”

e n c o u r a g e p e o p l e t o

g e t t h e m a i n c o u r s e

GROWING & SCALING

# 4 – B u n d l e p r o d u c t s

8 0 % o f c u s t o m e r s c h o o s e t h i s

GROWING & SCALING

# 4 – B u n d l e p r o d u c t s

T h e “ e v e r y t h i n g ” p a c k

i s r e s p o n s i b l e f o r

n e a r l y 3 0 % o f m y

r e v e n u e .

GROWING & SCALING

# 5 – R a i s e p r i c e s

Improve the course & raise the price

(include a “last chance”)

Offer a “regular” and “premium” version of the

course side-by-side

GROWING & SCALING

# 6 – M o n t h l y m e m b e r s h i p

• C o m m u n i t y a n d / o r c o n t e n t s u b s c r i p t i o n

• I n i t i a l s i g n - u p n u m b e r s m a y b e l o w e r, b u t

y o u ’ l l s e e g r e a t e r c u s t o m e r LT V

• M i n e h a d h a l f a s m a n y s i g n - u p s , b u t 4

m o n t h s l a t e r, 9 3 % a r e s t i l l i n t h e p r o g r a m

GROWING & SCALING

# 7 – L i s t s e g m e n t a t i o n

• S e n d m o r e s p e c i a l i z e d , t a r g e t e d e - m a i l s

t a i l o r e d t o s u b s c r i b e r s ’ n e e d s a n d i n t e r e s t s

• “ Tr i g g e r e d ” e - m a i l s b a s e d o n s u b s c r i b e r

a c t i v i t y ( e x . c l i c k e d c o u r s e , d i d n ’ t b u y )

GROWING & SCALING

# 8 – C o n v e r s i o n r a t e o p t i m i z a t i o n

• Te s t y o u r M E S S A G I N G , n o t j u s t p a g e f o r m a t

a n d b u t t o n p l a c e m e n t

• C o n s i d e r w o r k i n g w i t h a c o n s u l t a n t

GROWING & SCALING

# 9 – P a i d a d v e r t i s i n g

Ad E-mail list Purchase

GROWING & SCALING

# 9 – P a i d a d v e r t i s i n g

Tr a c k y o u r n u m b e r s t o m a k e s u r e y o u r

r e t u r n o n i n v e s t m e n t i s p o s i t i v e !

Ad E-mail list Purchase

GROWING & SCALING

# 1 0 – L i c e n s i n g

• Wo u l d s c h o o l s , u n i v e r s i t i e s , a n d

c o m p a n i e s b e n e f i t f r o m y o u r c o u r s e ?

• R e a c h o u t t o t h e m , s e n d s a m p l e m a t e r i a l

• B e f o r e s t a r t i n g , g e t a w r i t t e n a g r e e m e n t

r e v i e w e d b y a l a w y e r

NOW GO CREATE AN AWESOME INFO-PRODUCT

BUSINESS!

G E T I N TO U C H :

S h a y n a O l i v e i r a

w w w. e s p r e s s o e n g l i s h . n e t

w w w. a d v e n t u r o u s - s o u l . c o m

@ A d v e n t u r o u s _ S