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Dan Gois a high performance coach for entrepreneurs. Founder of High PerformanceAfter his mother died at a young age, Goh left a cushy corporate job to become a personal trainer and eventually spread his message to entrepreneurs to take their health seriously: His theory is that taking care of your health is the way to transform your life – and your business.
Dan enjoys live coaching, but like many entrepreneurs, he needed a solution to help him scale his time, revenue and impact.
In response, he launched an online course. Lean Body 90While he had some success at first, over time his sales began to decline. Unfortunately, this is common for many course creators, and this is why Dan chose to partner with my agency. Hello Creatorsbuilt a sustainable process for monetizing his courses.
Below we share our playbook and offer tips for doing the same.
Nurture: A High Performance Journal
Dan publishes a weekly newsletter that teaches subscribers how to get fitter and perform better, and it only takes four minutes to read.
He builds his list through social media posts, hosting live events, and joining ConverKit’s creator network, a platform that allows you to partner with other creators to grow your email list.
But building an email list is just the beginning: it’s also important to continually nurture your audience with valuable content that helps them progress toward specific goals.
Many course creators fail to launch because they focus too much on selling to their audience rather than providing compelling content in exchange for their attention.
Dan spends a few hours a week writing the newsletter and has received support from other creators and entrepreneurs. Mark Manson, Dan Coe, Zia McCooland Ali Abdal.
How to apply this to your course:
Be strategic and patient. Hold off on releasing your course until you’ve built and nurtured an email list. Sure, you might have a large social media following, but email has consistently proven to be one of the most effective ways to sell your course to your audience. If you want to mitigate the risk, consider offering a pre-sale and only build your course once you’ve generated enough revenue from your early backers. If it doesn’t meet your standards, you can refund your money and try again from a different angle.
Related: 7 Reasons Why Entrepreneurs Should Train
Education: Lean Body 90 Course
Dan’s courses are designed to help high performance individuals build muscle, increase energy and burn fat without the commitment of long periods of time.
Rather than overwhelming his audience with a plethora of information that could easily be construed as trashy content, Dan focuses on impact and shares a streamlined approach to getting healthy.
Key features include:
- 3×30 Workout System: A quick and effective 30-minute workout, three times a week.
- Easy Meal Nutrition Plan: Makes healthy eating and fat loss easy.
- Advanced Sleep System: Improves sleep quality and increases energy and focus.
- Comprehensive video library: Over 20 action-packed videos.
- Bonus Materials: Includes supplement recommendations, travel workouts, meal recipes, and more.
Another best practice is that the course can be completed in just a few hours, making it much easier to apply what you learn.
How to apply this to your course:
Take a “less but more” approach. Too often, course creators think they have to cram as much information as possible into their online courses to make it a “good deal” for their audience. However, online course completion rates are around 10-15%. And people course A low completion rate makes it harder to grow through referrals and recommendations, because students are taking courses where they have great results, not courses that are a bargain. Instead, keep your courses simple and focus on impact. In most cases, designing your courses so that they can be completed in a weekend works well.
Related: 3 ways founders can connect with customers and grow sales
Monetization: Course Launch Strategies
Dan is affiliated with my agency. Hello Creatorsproduce and optimize promotional webinars that highlight the benefits of the program and encourage attendee participation.
To avoid coming across as too salesy, these promotions are usually only available to new subscribers who signed up within the last three months (usually 10-15,000 people).
And here’s the exact playbook you should utilize.
in front:
You can’t have a successful webinar without enough attendees. Unfortunately, many entrepreneurs make the mistake of thinking that sending one email announcing the event is enough. To drive registrations, we typically send three or four invitations to our audience. And in these invitations, we not only ask registrants to join, but also highlight what they can expect and the results Dan has already made for thousands of students. We then create conversion-optimized landing pages to turn visitors into registered attendees.
meanwhile:
The live webinar is primarily focused on educating the audience, with the last 10 minutes dedicated to promoting the course. The focus on education increases audience retention and allows Dan to highlight the transformation his audience can achieve by following his guidance.
My agency handles all aspects of the webinar production so Dan can focus on delivering a great experience, while also saving him plenty of time answering questions, improving clarity and credibility.
rear:
After the webinar, participants will receive a series of emails over the next five days to further highlight the benefits of Dan’s program and encourage participation. The sales page features a short video of Dan explaining the program and testimonials from previous participants who share the transformation they experienced.
To boost conversion rates, Dan is also offering a 24-hour quick action bonus: participants who purchase within that time frame will also be eligible to participate in a free group coaching call.
How to apply this to your course:
Understand that hope is not a strategy. Of course, you’ve worked hard on your course and nurtured your audience. It’s tempting to think that your audience will just “get it” and buy. But they won’t buy without more effort on your part. The key, however, is to highlight the results your audience can experience and share a story they can relate to. It’s also natural that asking your email subscribers to buy can feel awkward, especially if you’ve already asked them multiple times. You might worry that your audience will lose interest or unsubscribe. Luckily, you can set up automations to allow your audience to opt out of future promotions without unsubscribing from your entire list.
The result: big revenue from selling digital courses
Dan isn’t one to brag, but his promotions work extremely well and he runs them four times a year. He also upsells customers on other products after they’ve made a purchase, further increasing his revenue.
A portion of this profit is reinvested into his business to pay for the assets and resources needed to run the course business on autopilot.
Are these results typical? No. Dan is an exceptional success story and has worked hard to achieve these results.
But the good news is, success leaves clues and you too can follow his blueprint to generate revenue from your own courses.