C O M M U N I T Y  

C H A L L E N G E
create profitable online courses
how to create a course that sells
Understanding your audience.
Getting clear on your outcome.
Creating smart content structures.
Getting your students clear, actionable results.

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are you ready to launch a course?
Can you create a system that helps others achieve
results?

Do you have an audience or can you work quickly to

get one?

Benchmarks:
> Have at least 500 email list subscribers.
> Have at least 2,000 combined social followers. the
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what sells?
A system.
A step-by-step guide.
A comprehensive framework.

what doesn't sell?

Ultra-broad / general content.
Topics you are not an expert in.
No structure, system or framework.
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nailing your idea
What is my expertise?
How have I helped others get results?
What kind of questions do I get asked most often?
What are other experts selling in my niche?
Create a vision board.

*If no one is selling similar programs in your niche,

watch out!

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C O M M U N I T Y   C H A L L E N G :
validating your idea
validating your idea
Once you narrow down your idea, it's time to test it
out.
If you have an existing audience, create a blog, a
video or a live broadcast about your topic & gauge
the response.
Poll your social media audience.

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validating your idea
Run a survey!
Ask a simple question, ''what is your biggest
challenge when it comes to ______.''

''What would you like to learn about _______?''

''If you could sit down for coffee with me and ask me
a question about _____, what would it be?''

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promote your survey
Send it to your email list.
Promote it on your social media platforms.
Include it in your blog posts.
Set it up as a pop up box.
Add a link to it on your blog's sidebar.
Reach out to prospects individually.
Reach out to influencers.
Run an ad to it.

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Suggested Read: Ask By Ryan Levesque

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create a waitlist page
This will help you gauge your audience's interest.

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promote your waitlist
Send an email to your audience.
Link to it on all of your blog content.
Talk about it on your podcast or pitch other
podcasts to be interviewed.
Share it on social media consistently.
Take it to Facebook/Twitter/ Instagram live.
Add it to your email signature.
Ask JV partners to promote the waitlist for you.
Run an ad to your warm audience.
Add it to your social media bios and create cover
art for your social pages.
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opening up a pre-sell phase
This will help you gauge your
audience's interest.
There's nothing better in terms of
validation than having customers stand
up, cash in hand and purchase your
program.
Rember, this part is not necessary.

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 C O M M U N I T Y   C H A L L E N G E
naming & structuring your course
naming your course
Make it clear and concise.
Clarity beats quirkiness.
Don't get stuck here!
Brainstorm a bunch of nouns & adjectives and pair
them up to create the perfect course name.
Ask your audience, a biz buddy, your mentor or our
community for feedback.

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naming your course
Purchase the domain name.
Add some branding ideas to your vision board.
Create a logo (or hire it out).
I recommend trying 99Designgs or using one of our
fabulous designers here at The BLounge.

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selecting a structure
Video course.
Email course.
Membership site.
Downloads.
Audio course.
Live training.
Blend.

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key decisions
Will your course use an open-close model or will
it be evergreen?
Will the content be pre-recorded or live?
Will there be a community aspect or will it be a
self-study course?
Will you provide lifetime access or access for a
limited time?

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C O M M U N I T Y   C H A L L E N G E
pricing your course
pricing
How much will you need to invest in your course?
How many units will you realistically need to sell in
order for this venture to make sense?
What are your recurring expenses?

Do the math, honey!

positioning
What kind of experience are you going to offer your
members?
How will you position your product in the
marketplace?
Remember, regardless of what you charge, you
should always provide at least 10X more value than
what you charge.
pricing examples
Courses that offer a specific ROI either in terms of
physical currency (money), time or convenience can be
priced at a higher rate than those that don't.
Niche courses can also command higher prices.

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pricing examples
Zero To Branding - Create designer-quality images that
get more clicks, more comments, and more shares even if
you have zero design skills and without using complicated
tools. $199
Zilch To Social - Get more engagement, more leads and
close more sales via social media. $499-$999

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pricing examples
''Potty Train Your Dog Like A Pro In 30 Days''
vs.
''Potty Train Your Poodle Like A Pro In 30 Days''

''Pinterest Marketing Made Easy''

vs.
''Pinterest Marketing Made Easy For Realtors''

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pricing
Will there be a one-time fee or will you charge on a
monthly, quarterly or annual basis?
How are you going to structure pricing?
Will there be multiple pricing tiers?
Are you going to offer payment plans?
 To Do:
Watch the pricing sweet spot live
training video.
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C O M M U N I T Y   C H A L L E N G E
outlining your program
your outline
Decide on a modules + lessons or just lessons
structure.
Think of the overall journey you are taking your
students on.
Use a Trello card or a notebook to outline each
phase of this journey.
Narrow down each phase by adding lessons to each
phase.
C O M M U N I T Y   C H A L L E N G E
recording & editing
your outline
Decide on a modules + lessons or just lessons
structure.
Think of the overall journey you are taking your
students on.
Use a Trello card or a notebook to outline each
phase of this journey.
Narrow down each phase by adding lessons to each
phase.
C O M M U N I T Y   C H A L L E N G E
recording & editing
recording & editing
Creating your slides/ in-depth outline is usually the
first step.
Take note of your resources and any materials you
want to provide your students as you create your
slides or outline.
I use Canva :) but you can use any other tool you
prefer.
Keep a link to your slide deck (or a copy) in your
Trello card so you are staying super organized.
recording & editing
If you are using Canva, make sure you can create a
template you can easily duplicate as you work your
way through your slide deck.
Run through your slides and/or hand them over to a
VA or a friend for proof-reading.
Make any last-minute changes before you record.
recording & editing
Select your recording tool.

I recommend Screen-cast-o-matic.com but Camtasia

& ScreenFlow are also fantastic.

Hosting your video/audio files...

- Vimeo
- Wistia
- Amazon S3
- YouTube
recording & editing
Make sure you have a backup of each file.
Choose your tool in a smart way.
Don't worry if you mess up, have some patience
because it gets easier.
Get someone to help you if you're having a tough
time.
recording & editing
I usually edit my videos as soon as I record them. It
helps me remember where I need to snip, trim &
cut.
My favorite editing tool is called Filmora but most
screen capture tools also have editing features.
Make sure you export each video/audio file in the
highest quality.
hosting your files
You are probably going to create materials and
resources for your students, I recommend using
Canva.
Hosting these files in a reliable and secure cloud
server is important.
I recommend using Amazon S3 but you can also use
Google Drive & Dropbox, they are just not very
professional or budget-friendly.
how to host files in Amazon S3
C O M M U N I T Y   C H A L L E N G E
choosing your tool stack
your course tool stack
Domain name/ web site. Add-Ons:
Course/membership plugin. > Gamification plugin.
Hosting server. > Quiz/certificate plugin.
Video/Audio hosting.
Page design.
Payment gateway.
Merchant account.
Email marketing tool.
your course tool stack
Domain name/ web site = GoDaddy
Course/membership plugin = AccessAlly,
MemberMouse, MemberPress.
Page Design = OptimizePress, Divi Themes.
Stand Alone Program Sites: Teachable, Thinkific &
Kajabi.
Hosting server = WPEngine, SiteGround.
Payment gateway = SamCart, 1ShoppingCart,
ClickFunnels.
Merchant account = Stripe, Paypal.
Email marketing tool = Drip, Convertkit, ActiveCampaign.
C O M M U N I T Y   C H A L L E N G E
creating your course pages
creating your pages
Research different course design layouts and
formats if you are going to be designing your own.
Keep it simple, get fancy later.
Decide on your brand colors and collect graphics,
photos or images you may want to include.
Outline each course page and what you will include
so it's easy to reference it later.
Use tools that make this part simple (Divi Theme/
AccessAlly Plugin).
creating your pages
Create the first page and use it as a template.
Breathe.
Create a menu in WordPress to tie all of your pages
together.
Add your course content.
C O M M U N I T Y   C H A L L E N G E
setting up your plugin
setting up your plugin
Pick a plugin that fits your needs and integrates
with the tools you already use.
Use their knowledge base or their tutorials!
Keep things simple.
Make sure to test everything out.
Create a dummy account and test your pages to
make sure your clients can get their login
credentials and navigate to each page.
C O M M U N I T Y   C H A L L E N G E
planning your launch
things to consider
What would it look like if it were easy?
You can create a launch strategy that is as complex
as you would like.
Just because other people launch using certain
strategies doesn't mean you need to go the cookie-
cutter route too.
Start small and start simple but start.
diferenty types of launches
Pre-launch.
3-Part video series.
Soft launch.
Internal launch.
JV launch.
Launch challenge.
Webinar launch.
5-Part Live video launch.
tips & lessons learned
Plan as much as you can in advance and give
yourself a realistic timeframe.
Remember that you are learning how to put together
a whole different business model. Have patience
with yourself give yourself a pat in the back!
It's okay to feel overwhelmed, so get help!
tips & lessons learned
Focus on the two things that are going to make you
money...
1. Building your list.
2. Deepening your relationship with your
subscribers.
Everything else is a bonus or a distraction.
channel your inner tortoise!
the money is in the relationship
there's a pre-launch & a launch
C O M M U N I T Y   C H A L L E N G E
pre-launching vs. launching
pre-launch phase
Share incredibly valuable content that
leads into the sale.
Grow your email list.
Make sure the content builds on itself.
Teach them the what not the how.
Get them excited about the possibilities.
Build a VIP list.
Master the art of the #tease.
1-2 week period is usually the sweet spot.
*Pre-order phase comes before the
launch phase.
launch phase
Still sharing content but it's more
conversion focused.
Incorporate scarcity elements.
Open the doors for VIP members &
include special bonus package.
Email more frequently.
Open/close day or price increase.
1 week period is usually the sweet spot.
C O M M U N I T Y   C H A L L E N G E
teasing like a pro
tease like a pro
Create & tease. Tease & create.
Let folks know what is coming.
Share behind-the-scenes shots of what you are working on.
Create a VIP sign-up page.
Your main goal is to build a list of prospects before your
course is released.
Keep it simple.
creating your vip list
This is a list of folks who want to learn more about your
course.
You want to create a VIP bundle/package exclusively for
them.
If you are trying to build your list from scratch, you will be
better off if you create a lead magnet to go along with the
VIP bundle to bribe people to join your list.
the pre-launch
Think about your VIP bonus bundle/package.
These are bonuses only available to your VIP list.
Ideas:
1. Generous discount.
2. One-on-one call with you.
3. Access to another product/program.
4. Done-for-you resources.
5. Templates, cheat sheets & swipe files.
6. Software.
7. VIP access to you (text, phone, email, chat etc.).
10. Mastermind or group coaching.
#tease ideas
Share your VIP list sign up page on your social media
networks.
Add the link to your social bio.
Plug it via your podcast, YouTube channel and blog.
Send an email to your existing list.
Go live on Facebook and Periscope.
C O M M U N I T Y   C H A L L E N G E
your pre-launch + launch plan
vip promotion plan
What are your assets?
How can you reach as many people as possible to serve,
bring awareness and build your list?
Who can you reach out to and get involved to get more
exposure?
How can you create an event out of your launch?
pre-launch strategies
Video is master.
Live video is king.
Blog post series.
Video series.
Live broadcast series.
Podcast series.
Email series.
Combination.
creating a content series
Regardless of the format, you want to create a content
series.
Whether that be via a podcast, email, blog, live video, pre-
recorded video or social media posts, focus on making your
content insanely valuable.
Remember that the money is in the relationship, not in the
numbers. Attracting the right type of people and building a
relationship with them through your pre-launch is the goal.
C O M M U N I T Y   C H A L L E N G E
your launch promotion plan
launch promotion plan
Pre-launch is all about creating epic content that leads to
the sale.
5-Part live video pre-launch.
Format: Introduce your topic, teach a valuable lesson, pitch
your VIP list.
Broadcast #1: Introduce The Topic & Tease
Broadcast #2: Teach A Strategy & Tease
Broadcast #3: Teach A Strategy & Tease
Broadcast #4: It's Coming Tomorrow + Q&A
Broadcast #5: Enrollment Is Open!
Broadcast #6: Closing Tomorrow
Broadcast #7: Closing Tonight
launch promotion plan (advanced)
Broadcast #1: Introduce The Topic & Tease
Broadcast #2: Teach A Strategy & Tease
Broadcast #3: Teach A Strategy & Tease
Broadcast #4: It's Coming Tomorrow + Q&A
Broadcast #5: Sign Up For My Webinar
Broadcast #6: Enrollment Is Open!
Broadcast #7: Closing Tomorrow
Broadcast #8: Closing Tonight
modification ideas
If you are not willing to try live video, use your existing social
platforms to create amazing, consistent content. (ie. Use
Instagram to share short video).
Use pre-recorded videos and package your video series as a
free course.
Create blog posts instead of videos to tease your content
and launch directly via a webinar.
Add even more bells and whistles and get JV partners to
promote your content series.
Take 30 days to focus on building your social media
following through epic content and move those fans into
email subsribers.
launch promotion plan
No format is ''perfect'' for your course launch.
Tweak and modify it and don't be afraid to experiment.
Adapt these strategies to your own needs.
You don't need all the bells and whistles to get started and
have a phenomenal launch.
Schedule enough time during your promotion so you have
time to build a list and launch to them.
Have realistic expectations.
C O M M U N I T Y   C H A L L E N G E
launching without a list
common myths
You have to have a huge audience.
You have to spend money on ads to launch to
your list.
You can't list-build quickly.
You need a kahuna launch to list build.
list building tips
Spend time finding your audience and meet them
where they are at.
Get in front of people as often as possible.
Don't over-complicate things.
Be grateful for every single person who joins your
list.
Be uber-strategic with your time, money and
resources.
Kick some butt!
list building ideas
Create a 14-day free challenge and promote it like
crazy.
Leverage Facebook groups to run your challenge and
create a sense of community.
Pitch podcast interviews or guest blogs & use that
opportunity to promote your free challenge.
Use Facebook Ads to super-charge your list building.
C O M M U N I T Y   C H A L L E N G E
creating your launch content
outlining your launch content
Divide your outline into three phases: pre-launch, launch
& post-launch.
Think through the buyer journey.
Have some fun!!
 pre-launch content outline
C ON TENT SERI ES EM AI L B ROADC ASTS SO C IAL POS TS
 launch content outline
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 post-launch content outline
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C O M M U N I T Y   C H A L L E N G E
creating your sales page
creating your sales page
You can write your own copy, my friend!
Never start writing without completing your ideal client
avatar.
How long should your sales letter/page be?
Focus on the copy vs. design elements.
Give it at least one day from the time you write it to the
time you revise it.
12 step sales letter template
C O M M U N I T Y   C H A L L E N G E
getting ready to open the doors
prepping for the big day
Have a friend or family member proofread your sales
page one last time and go through the enrollment
process to make sure all of the buttons work, the order
form works and your members' get access automatically.
Try to have your emails and content created and
scheduled before you open the doors (not totally
necessary).
Have a tech person on-call in case things don't go as
expected.
Have a plan B if your merchant account is held for review
or your website goes down.
prepping for the big day
Get help from family and friends.
Delegate to your team if you have one.
Get plenty of sleep and eat healthy foods.
Breath and don't allow yourself to get so overwhelmed
you lose focus.
Have a blast. You're doing amazing. :)
C O M M U N I T Y   C H A L L E N G E
sales strategies
sales strategies
Incorporate client testimonials if you have them.
Infuse your personal story and focus on becoming
relatable.
Encourage your prospects so they realize they can
achieve the same results.
Focus on showing them the what, not the how.
Don't overwhelm them with too much information
before and during the launch.
Under promise and over deliver.
Put your own twist on the strategies you implement
incorporate a guarantee
The standard is a 30-day guarantee.
It helps boost your conversions.
But it is not a must-have.
Go with your gut and test / experiment with different
guarantees.
C O M M U N I T Y   C H A L L E N G E
what to expect
what to expect
An influx of emails and questions from prospects.
The first day and the last day will usually be your highest
sale days.
Trolls and pirates are alive and well.
Industry average refund rate is 10%.
A full blow rollercoaster of emotions.
Epic happiness when you get your first sale.
what to do if your launch
doesn't convert as expected
Stay cool, calm & collected.
It's okay!
My first launch was an epic failure.
Step away from the refresh button and take a deep
breath.
Get feedback from people you trust and our community.
Course-correct and march on!
Learn, adjust and launch again.
C O M M U N I T Y   C H A L L E N G E
post-launch action items
you've launched, now what?
Create a spreadsheet with your conversion metrics.
Include email subscribers added to your list, new social
media followers, website visitors, buyers, and refunders.
Do a post-mortum analysis. What worked and what did
not?
Focus on serving your new students and getting them the
best results ever.
Collect any positive feedback, testimonials, social media
comments and emails you received during your launch
as marketing material for the future.
you've launched, now what?
Send a post-launch survey to ask prospects why they
choose not to enroll.
Create a down sell opportunity for those who did not
enroll (if you have one available).
Celebrate! You're no longer a launch newbie!