Teachable Share What You Know Summit 2020 Logo

Unfortunately I forgot to go back and watch the rest of the Teachable Share What You Know Summit (2020) videos before they were removed, so these are the notes I was able to gather.

These are my rough notes, but feel free to copy and paste and organize in your own documents.

If you share the notes please link back to this page 🙂

7 Steps to Creating and Selling a Profitable Online Course / How to Create a Profitable Online Course in 30 Days – Ankur Nagpal & Jess Catorc

  1. Find your most profitable course idea
  2. Set your income [[Goals]] for your course using our formula
  3. Grow your course audience and email list with our playbook
  4. Price your course the right way
  5. Creat your schoola nd a high-converting course sales page
  6. Create and record a course people love
  7. Launch your course using our course marketing plan

1 – Find profitable course idea

Think about your secondarys kills or hobbies related to your current business or passion
The riches are in the niches
Your voice and POV are unique; only you can give your topic a signature flair
Courses serve as a stepping stone from non-customer to customer to service client.
Show them how to do it, they make money, then they can hire you
Less is more
Providing a transformation for students is the mosti mportant part of any successful online course.

Brainstorm topics
Determine the transformation/outcome
Choos the most impactful transformation

2 – Set your income [[Goals]] for your course using our formula

Revenue goal = (total email subscribers X conversation rate) X price for course
Figure out how many email subscribers you need first.
(250 subs * .02 conversion rate) * $200 course = 5 sales for $1000

3 – Grow your course audience and email list with our playbook

Give away free value in exchange for email address
Giveaways
Free mini course
Host a webinar or workshop or summit

4- Price your course the right way

Average price of top Teachable is $272, with many up above $1000
Charge premium
Easier to hit income goal
Attract more engaged students
Students are more enthusiastic and likely to put it to use

5 – Create your school and a high-converting course sales page

Successful sales page has:

  1. Title and Description – clear of what the course provides. Clear is better than clever
  2. Video – improves conversion rate, shows people there’s a real person, you’re passionate
  3. Course description – emphasize outcome over features. “Achieve this by learning that”
  4. Testimonials – Try to get video, hop on zoom calls, ask what were pain points, what were hesitations before investing in it, waht was the outcome they achieved
  5. Payment plan – offer flexible plans, you only collect about 75% of payment plans

6 – Create and record a course people love

Create an outline – what someone will need to go through to get to your courses desired outcome, work backwards
Each step becomes a section – 6-12 sections, put videos in the sections
Make sure outcome is not too big or too vague
Video framework – What you will learn, why it’s important, and how to do it
Simple is always best. Just record it. You can always improve it later.

7 – Launch your course using our course marketing plan

Open for a fixed number of days, temporarily close to focus on students
Two phases in 30 days

  1. Educate, 1 to 2 weeks, give nothing but pure value
    1. students know you can help them, generates demand, they trust you
  2. Launch, 1 to 2 weeks. 8 days is often a great length
    1. Keep it small
    2. Prelaunch phase
      1. Email day 1 – give a taste of course teaser
      2. Email day 2 – reveal cards with a “what is” your course
      3. Day 3 – open enrollment
      4. day 4 – answer FAQs
      5. Day 5 sprinkle surprise bonus
      6. Day 6 Thank yous and social proof
      7. day 7 – present logical argument for why the course makes sense “This is for you if”
      8. Day – alert enrollment is closing – geniune scarcity

Keynote w/ [[Lisa Nichols]]

You can teach something other people are already teaching
No one has your style or the way you deliver
We are reptition learners
It’s about expanding your comfort zone
Being methodical with systems is very important
Work the system consistently
Are you doing the highest revenue generating activity that only you can do?
Write down the things you have done, a “Ta-Done” list, so that you can see what you’ve done as reinforcement.
To launch, stabalize, and scale, you have to reach out of your comfort zone and you have to learn new things.
People are more commited to a familiar discomfort than an unfamiliar new possibility.
It’s not your opportunity to give the world You. It’s your obligation.
Share your gifts.

Effective Messaging Strategies: How to Turn Your Idea Into Structured Content – Matthew Encina, Regina Anaejionu, Mike Greenfield, Molly Keyser

Pre-sell to prove viability of course
Get an accountability partner and put something at stake…punishment if you fail
Practice in public
Everything you publish you’ll get feedback on and you can iterate
Have a solid outline
Teach a framework
What is everything you want a person learning from scratch to know about this?
Break it down even further; do it again for each thing
Compare to other courses and books
Read the comments to know what to include or not include
Create smaller stuff, post on [[YouTube]], use the comments and questions as ideas to build a full course
There’s a difference between people who say they will buy and actually do buy
Make sure people vote w/ their dollars
1 on 1 coaching calls give you a lot of insight into the questions people have

Limitless: Supercharge your Brain to Learn and Achieve Anything Faster – [[Jim Kwik]]

Knowledge isn’t power. It’s potential power.

In 48 hours you lose 80% of the information you’ve consumed.
Prevent that by taking notes.

Notes are better when you include your own thoughts with them. Don’t just write down the note, add how it applies to you, any ideas you have of how to implement in your life or business, etc. Jim calls this Capturing Notes and Creating Notes. I need to start doing this in my iBook/Kindle highlights.

“Knowledge is power…Knowledge is profit…The faster you can learn, the faster you can earn.” – [[Jim Kwik]] #quote

“Everything in your life gets easier if you learn how to learn.” #quote

“The #1 skill to learn in the 21st century is your ability to learn rapidly.” #quote

Enemy #1 – Digital Deluge
Too much information, too little time. “Taking a sip out of a firehose”
“Information Anxiety” causes higher blood pressure, compression of leisure time, sleeplessness.

Enemy #2 – Digital Distraction
Too many pings, notifications, messages, emails, etc etc
We can’t concentrate or focus enough to really get things done

Enemy #3 – Digital Dementia
We offload too much of our memory to our devices. I’m guilty of this big time…I’ve always believed that having a digital “external brain/second brain” was the way to go…maybe I’ve been wrong.
“Life is the C between B and D.” B=Birth, D=Death, C=Choice #quote
Memory is important because you can only make decisions based on information you can remember.

Enemy #4 – Digital Deduction
Algorithms only show us what we want, which doesn’t give our brain opportunities to flex.
Analytical ability is decreased, ability to discern and reason are decreased. Critical thinking is decreased.

F.A.S.T. – How to learn quickly
Forget –
Temporarily forget what you already know. As buddhists say, “keep a beginner’s mind”.
Forget about distractions. DON”T MULTITASK. There’s no such thing as multi-tasking.
When you think you’re multi tasking, you’re not. You’re actually task switching.
You can not do two cognitive abilities at one time.
Task switching is costing you time. Focus and Flow are interrupted.
You make more mistakes.
You burn more brain glucose (mental energy).
Forget about multitasking, forget about distractions.
If you think of something, write it down. Come back to it later.
Forget about your limitations.
Active –
Education in our society hasn’t kept up with the changing times.
Traditional education trained us to be passive.
“The human brain doesn’t learn through consumption, it learns through creation and creativity.” #quote
Take notes.
Ask questions.
“Learning, like life, is not a spectator sport.” #quote
Don’t stop playing!
Be willing to make mistakes.
State-
The mood of your mind and body.
“All learning is state dependent.” #quote
“Information combined with emotion becomes long term memory.” #quote
The mood you are in when you learn something is attached to the information.
If you “learn” something in a bored state, you won’t remember it. This is why most people don’t remember things from school.
People don’t buy logically, they buy emotionally.
“We are not logical; we are biological.” #quote
Never learn something in a bored state.
When teaching, get to their emotions. Don’t make them be bored.
Your physiology affects your psychology. And vice versa.
Teach –
If you want to learn something faster, learn with the intention of teaching someone else.
Intention matters.
“When I teach something, I get to learn it twice.” #quote

Forget what you know so you can learn it brand new.
The best of the best get really good at the fundamentals. They never get tired of the basics.

Genius leaves clues. #quote

As your body moves, your brain grooves. #quote
Brain Derived Neurotropic Factors – created when moving, your brain craves them/movement. Like fertilizer for your brain.
People learn from podcasts/audiobooks faster when walking, elliptical, bike, etc.
Get up and move on a regular basis!

Success Formula: head + heart + hands. Head is the knowledge, Hands is the action, but heart is also super important. You have to care. You have to feel a sense of purpose.
What’s your reward if you follow through? What do you lose if you don’t follow through?

“Leaders are readers.” #quote This guy LOVES rhymes.
Read a book a week. – On average takes 45 minutes of reading per day.

Limitless Model:
3 forces keep you limited

  1. Mindset – What you believe is possible. What you believe is capable. What you believe you deserve. Your mind is always listening to your self talk. Turn your self talk positive.
  2. Motivation – Procrastination is a motivation issue. Formula for sustained motivation: PxExS3 : Purpose x Energy x Small Simple Steps. Write down and follow processes!! A confused mind doesn’t do anything.
  3. Methods/Process – Most people know what to do, but don’t do it. Write down the process and follow it every time. Improve as you can.

How to find small simple steps (S3): ask “what is the tiniest step I can take that makes progress toward this goal, where I can not fail”
Examples:
Goal: read a book. S3: Open the book. Seriously. That’s it.
Goal: get fit. S3: put on running shoes.
Goal: floss. S3: floss 1 tooth.

Mindset + Motivation = Inspiration
Mindset + Methods = Ideation
Motivation + Mindset = Implementation
Middle of the diagram = Integration. Limitless. That’s the goal.

Do not downgrade your dreams to meet a rough situation.
Instead, upgrade your mindset, motivation, and methods.

“Your life is like an egg. If an egg is broken by an outside force, life ends. But if it’s broken by an inside force, life begins. Great things begin on the inside and you have greatness inside of you. You have genius inside of you. Now is the time to let it out.” #quote

Learn, earn, return. Give back when you become successful.

If you knew you were only going to have one car for the rest of your life and you had to make it last, how good would you take care of it? You only have one brain. You only have one body.

[[Instagram]] Story Sales – [[Dot Lung]]

Dialog – Relatablitliy – Authenticity – Give Value – Opinion – Niche

Dialog

The more conversations and comments you get, the more your posts show up in the feed.

Craft dialog and conversation.

Good personal brands are problem solves.

Most people make money by solving a problem. What problem are you solving?

Create dialog to position yourself as the expert

Generate a list of 30 pain points/ problems. Segment them into 3-4 categories. These are your content pillars. Create the solutions. Turn it into social media content.

Relatability.

If you want more likes, create relatable content.

Content is relevant and evergreen.

Invoke emotion.

Use storytelling.

Humans connect through emotion.

Authenticity

“#YourVibeAttractsYourTribe” #hashtag

Be the true you.

“When you show up as yourself, you eliminate the competition.” – [[Sunny Lenarduzzi]] #quote

Giving Value

Outteach your competition.

The value you give, the more attention you will get.

Give value, gain influence, get attention.

“Your personal brand is not about you. Your personal brand should be about the problem you solve in service to other people.” – [[Rory Vaden]] #quote

Live in service to others. Hw can you make people’s lives better?

Opinion

Share the good, bad, or ugly of how you feel.

It’s okay to polarize your audience. You’ll attract superfans and repel any who don’t belong.

Niche

Niche formula: bit.ly/dotsdragons

You need to know who you are talking to.

Start at the smallest viable audience.

Sales

  1. Set goals
  2. Never sell on the first date
  3. Plan and execute the Dragon
  4. Scale your Sales

Cold Lead -> Warm Lead -> Hot Lead
Feed Post -> Instagram Story -> Direct Messages

Grow – offer high value, meaningful, relabale content
Nurture – Branded content, Storytelling, Lifestyle, Educational content
Sell – Content to Convert

Instagram Sales Funnel

Instagram (Conent) -> Website -> Purchase (Email List)

Stories are the best to sell.

  • Raw and Real
  • Intimacy – Like, Know, Trust factor
  • Automatically opens reactions to DM
  • Swipe up feature to direct traffic to website (requires 10,000 followers)
  • Polling sticker to qualify leads…DM any qualified leads directly

NOTE: IGTV can swipe up WITHOUT 10,000 followers

Instagram Story Highlights Optimization

What? (Solution) -> Who? (Target) -> Why? (The Need) -> How? (The Results, Social proof) -> Your Unique SP -> Your Story

15 Seconds each story

Instagram Sales Story Sequence 1

Problem, Agitation, Discredit, Solution (PADS)

4 Stories, one for each.

Problem – Identify pain points.

Putting your face on video is IMPORTANT…grows your business faster.

Agitation – Worst case scenario.

Always have a small “caption” for people who don’t have sound.

Discredit – Possible Solutions that don’t work.

Bring up solutions they may have tried that didn’t work for them.

Solution – Deliver the solution/give value

Instagram Sales Story Sequence 2

Picture, Promise, Prove, Push

Pitcure – Paint a vision, “Imagine this…”, the dream, what its like having the problem solved

Promise – What is your solution for desired outcome?

Prove – Insert testimonials, results, data, case studies, social proof…pin testimonials to your highlights

Push – Call to action.

Chris Do Sales Formula

Serve (with love)
Ask
Listen
Empathize
Summarize

Ask: where are they? what are their goals? What are they struggling with?

Tools and Tips for story creation

Create backgrounds for written content.

Be consistent with branding and colors and font

InShot, Canva, Unfold

Keep everything in one easy to access folder

Fill screen with color by holding for 2 seconds

iPhone Live Photos can be Boomerangs (press on photo w/ one finger to convert)

Check out @30daysrealchallenge

Exclusive Live-Only Q&A w/ [[Gary Vee]]

If you can’t figure out what thing to focus on, flip a coin. If you find yourself down the road 2 years not happy with it, try something else.

5 Powerful Email Strategies to Level-Up Your Business in 2020 – [[Pat Flynn]]

Growing Your List

Nobody wants more emails.
But they do want the results.

Offer a lead magnet. (I don’t know if I agree with this anymore. it does work)

Make lead magnets that are quicker and get the reader results faster.
Short and easy.

Ideas for short and easy lead magnets:

  1. Resource or Tool list
  2. Quick start guide
  3. Cheat sheet
  4. Checklist
  5. Mini Email Course
  6. Sample Chapter
  7. Templates / Worksheets
  8. Hidden Bonus Content

Advanced Strategy:

Run a challenge
“Go from 0 to 100 email subscribers in 3 days”
The shorter the challenge, the better

Using your list

Ask “What’s you #1 challenge related to (problem)?” in an email
Check out book Ask by Ryan Levesque

5 Day Product Launch Email Sequence
Launch email – talk about what it is. Be specific! Who’s it for? What’s in it for them? Specific call to action.
Day 2 – How do I know this is real? Proof, Light on stats, heavy on emotion (the story)
“Online, people default to doubt.” #quote
Day 3 – Call out the objections. What fears/worries do they have? Tackle them head on. This is one of the highest converting emails.
Day 4 – Why they need to act now? Amplify the problem. Reiterate scarcity.
Day 5 –
Morning – Last Chance, FAQ
Noon – Subject: I recorded this video just for you
6 hours left – Final call

Day 5 Noon vid:
Make personable.
Say “You” not “You Guys”
Make it short, less than 2 minutes
Unlisted, hosted on YT

Framework for How to get better everything:

It’s important to build a relationship
IFTTT
Segment your list and send specific emails
Improves open rates and conversion rates
Don’t treat all of your leads the same.

Ask what’s the biggest challenge?
Seperate into segments based on similar answers.
Deliver unique content based on segments.

How To Confidently Create Videos for [[Social Media]] That Sell – [[Elise Darma]]

Video #stats:

  • 54% of consumers want to see more video content from a brand or business they support ([[HubSpot]], 2018)
  • 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media ([[Animoto]], 2018)
  • Video marketers get 66% more qualified leads per year ([[Optinmonster]], 2019)
  • 87% of marketing professionals use video as a marketing tool ([[Wyzowl]], 2019)
  • Videos are a consumers’ favorite type of content to see from a brand on social media ([[Animoto]], 2018)
  • Video posts have 38% higher engagment rates than image posts. ([[Elise Darma]], 2020)
  • Video posts receive 2X the comments than an image post. ([[Elise Darma]], 2020)

The secrets to being on camera:

  1. You are your own worst critic
  2. Feeling self conscious? What’s the worst thing that could happen? You could die. Is it likely? Not at all.
  3. Imperfect action beats perfect inaction every time. #quote Don’t give yourself more than 3 takes. That’s all you get and then move on.

The secret to being on camera: it all starts in your mind.

Formula for videos that sell

S.P.A. – Sleuth, Plan, Action

Sleuth –

Take note of every single question and comment you get. What are the questions that people are asking?

Plan –

Plan your equipment. Plan your talking points. NOT a script.

Outline Format:

  • Hook
  • Outcome / Result of following the video
  • Testimonial
  • The Basics
  • Tips
  • Call to Action

Short Video Format:

  • Hooks
  • Tips
  • Call to action

Action

Hit the record button.
Also don’t forget to give your viewer a call to action.

No [[AIDA]], [[ACIA]] – Awareness, Connect, Interest, Action
Consider the source.
Example: a [[YouTube]] video is search based, so it’s most likely to be at the Awareness stage. They are just discovering you. This CTA should lead to a valuable resource (lead magnet).
Example: Your Instagram feed is mostly people who have already connected with you.

CTA’s that Sell

[[Instagram]]

  • Tap the link…
  • Send me a DM…
  • Comment below…
  • Reply to this Story…
  • Comment with code XYZ for…
  • Swipe up… (if you have it)

[[YouTube]]

  • Head to the link…
  • Watch the next video on…
  • Subscribe for future trainings…

[[TikTok]]/Reels

  • Head to…
  • Message me for…
  • Find my [[YouTube]] for more…
  • Find my Instagram for more…

How to repurpose 1 video

  1. Post video on [[YouTube]]
  2. Share in Stories to drive people to the YT vid
  3. Do the same on TikTok
  4. 7-30 days later…share the ENTIRE video on IGTV

Overnight Rockstar – [[Susie Moore]]

Storytelling in the media. Why sahring your story and experiences will make you famous.
Media wins can happen quickly when we share our stories

“Stories are a communal currency of humanity.” – [[Tahir Shah]], in [[Arabian Nights]] #quote
“When we find ourselves in someone else’s story, we feel a little less lonely in the world.” – [[Taffy Brodesser-Akner]], [[New York Times]] #quote
“Marketing is no longer about the stuff that you make, but about the stories you tell.” – [[Seth Godin]] #quote

No one else has your story. That’s why it’s special.

you don’t have to be an “expert”

Sharing what you’ve learned with others is a form of generosity.


The following notes are from the Teachable Share What You Know Summit (2020) Night School:

Digital Note-Taking for Course Creators – [[Tiago Forte]]

Create one central knowlege managmeng system, “Second Brain”
Put all the best info you know
Use the info from your second brain any time you need to create content

Capture – Organize – Distill – Express

Capture
Download a digital notes app to store ideas
Centralized and synced across devices
Quick and dirty
Personal and private
Designed for quick capture

Organize
Use the [[PARA]] system
PARA – Projects. Areas. Resources. Archives.
fortelabs.co/blog/para

Distill
Highlight the best parts so they stand out
[[Progressive Summarization]]
fortelabs.co/blog/ps
Highlight the parts that stand out to you the most

Express
Put the pieces together and share your knowledge
1. Seeing
2. Writing
3. Drawing
4. Performing
5. Producing
6. Selling
Don’t hoard knowledge

“I look at books as investments in a future of learning rather than a fleeting moment of insight, soon to be forgotten” – [[Kevan Lee]] #quote

How to Get Clients to Come to You First – [[Rebecca Tracey]]

Copywriting

  1. Strong Message
  2. Clear Niche
  3. Great Packages
  4. Telling the World

Your message is the backbone of your busienss.

Why do you care? What do you believe about the work you’re doing in the world?

Niche down – if you try to help everyone with everything, you’ll burn out and sell nothing.

Niche = clear and simple problem people have
Makes selling easy

What specific problem do you help peole with?

Packages = service offers w/ a specific focus, set price, built around a solution to a problem

People don’t like uncertainty with their money and their time

Spell it out, tell them exactly what to buy (idea: quiz form)

No more than 3 options (start w/ one)

Havign market research is like cheating in your business

Ask: What do you struggle with most as it relates to (industry/niche/problem)?

How many packages do you have?
Does your package solve a clear problem?
Does it have a set (not hourly) price?

Marketing = telling the people that you need you that you can help them

Can you clearly talk about what you do?

Don’t overcomplicate your pitch

Don’t use industry jargon

Template: I work with (who), who (problem). I help them (result) so they can (why).

Clarity makes a big difference.

theuncagedlife.com/resources

7 Tactics for More Profitable [[Facebook Ads]] Campaigns – [[Khalid Hamadeh]]

Total Value = Advertiser Bid X Estimated Action rates + User Value

Past conversion rates influence future conversion rates

Bid your true value! If a purchase is worth $10 to you, set your manual bid to $10
Improve conversion rates and minimize significant edits
Target the right people with good creative

Always monitor your ad relevance diagnostics metrics

Aim for 50+ conversions per week per ad set so FB can optimize

Reduce learning resets / significant edits

Fewer ad sets and campaigns well enable you to be better optimized

Have a robust lookalike targeting strategy

It’s not just about signal volume, it’s also about signal health
Send back as much information as you can (conversions, clicks, etc) via fb pixel
Use standard events
Universal placement
Representative fires
Parameter Pass-back

Creative is king; build for mobile

  1. Capture attention quickly. Be thumb stopping.
  2. Design for Sound off.
  3. Frame your visual story.
  4. Showcase your product or service.
  5. Play with formats.
  6. Leverage moving images (cinemagraphs).
  7. Test variation on the same concept.

Use Pixaloop to make images move. Cinemegraphs convert better than still images.

If using video, make sure audio is not required.

Woman covering her face. Text says No More Icky Marketing. More text says This Chick Does Not Like Your Brand.

I’ve been thinking a lot about how I don’t feel good about marketing anymore.

I’m starting to find out that I’m not the only one.

Nat Eliason wrote about killing all of his lead magnets.

There is not a single newsletter I was coerced into joining that I enjoy or have stayed subscribed to.

I’m starting to feel the same.

I also discovered a book I had bought in a Humble Bundle, “Rehumanize Your Business,” which is about sending personal emails as a part of your marketing.

It focuses more on building relationships with clients and potential clients, rather than throwing everything out to see what sticks.

Which is where marketing currently is.

Right now, most internet marketing teaching goes like this:

  1. Make content
  2. Add a lead magnet/content upgrade to collect emails
  3. Send weekly emails to newsletter
  4. Sell to those people.

It’s mostly automated and entirely a numbers game.

It’s inhuman.

I am guilty of teaching this stuff, too.

It does work…but it’s entirely a numbers game.

It’s built on a concept of throwing everything you’ve got out into the internet and seeing what sticks.

And then there’s paid advertising.

We all use Adblockers now, right?

…anywhere from 18% to 79% of your monthly data bucket can go toward delivering advertising…

With social media, we know that it’s killing us emotionally.

How many people are you finding and hiring on social media?

How many are finding and hiring you?

One study reported in the American Journal of Epidemiology found that liking more posts was tied to worse mental and physical health and “decreased life satisfaction,” while another study by the University of Copenhagen found that many people suffer from “Facebook envy,” the concept of being jealous of friends’ activities on social media.

So here’s what my new plan is:

It starts with Search Engine Optimization (SEO).

You do keyword and competitor analysis, and then build content out based on that.

Then you direct people to the email newsletter. But without a lead magnet.

This requires decent copywriting skills to work well.

It’s also going to significantly decrease the amount of signups you get.

This is intentional.

We want less sign ups who only want the free stuff. We want quality sign ups.

We want people who sign up because they care about you and what you’re working on.

It’s going to be significantly less. Be prepared for this.

Now we’re going to reach out to each one.

Not an automated welcome sequence. We’re going to look and see every day who signed up.

Since we’re saving time in the content treadmill, we’re going to spend the newly freed time doing this.

And we’re going to send them a video.

It’s a personal video. Eye contact. Say their name. Wave in the beginning. Smile.

Don’t try to sell. Just introduce yourself. Thank them for joining the list.

Ask them what they’re struggling with (in regards to your industry).

After that, you add them to your follow up sequence and newsletter.

That sequence needs to provide value.

No sales. Just straight value.

Don’t make it last longer than a week.

If your welcome sequence is 3 emails, have one go out every couple days.

If it’s 5, space them in a way that makes sense.

For example, maybe emails 1, 2, and 4 have small actions to take. Stuff they can do immediately.

Email 3 has a medium sized action, something that takes 2 days.

Email 5 is going to take them a few days.

So we space out the emails like this: Email1, 1 day later Email2, 1 day later Email3, 2 days later Email4, 1 day later Email5. Then a week before they receive any more emails.

Any time they reach out to you, a reply to your video or any other email with substance, respond with another video.

Keep building this personal relationship.

This will lead high quality sales to you without you having to do anything “icky” or impersonal.

How does this scale? We’ll talk about that next.

How to scale it on up

Just starting out, this shouldn’t take you more than 10 minutes per video.

If you’re spending more than 10 minutes on the process of recording, uploading, and sending a video…you’re overthinking the whole thing.

Your video itself shouldn’t be more than 2 minutes.

Personally, I don’t get so many sign ups every week that I can’t block out enough time to send them all.

That’s by design.

But if you do, that’s great too!

Eventually, you’ll get it down under 10 minutes just from repeating the process.

But probably not less than 5 minutes. I just don’t think the technology will move that fast for you.

Just for the sake of argument, let’s say you never get faster than 10 minutes. Worst case scenario.

If you get 1 signup per day, you can pretty much just knock this out as they come in.

I recommend you block out a point at the end of your day to do this.

Just look in your software (I use ConvertKit) and see who signed up.

  1. Record video,
  2. upload video,
  3. send video.

10 minutes per day…maybe 30 minutes on Monday if you take weekends off but still get subscribers.

Let’s jump up to 10 per day.

This is pushing it to almost 2 hours per day.

If you’re doing the sales part right, you should be getting a pretty good conversion rate from sign ups to clients (or product sales).

At that point you need to figure out, is it worth it to keep doing this yourself?

Only you can answer this question based on how much income each signup is worth to your business (I’ll show the equation later on).

Personally, if I were at that point, I would be hiring help.

Here’s what I would hire them to do:

  • Send me info of the signups for the day.
  • I would record the videos and them to the assistant.
  • Assistant uploads.
  • Assistant sends.

That removes me from the aspects that don’t require me.

Because my brand is ME, I need to be the one in the videos.

At 100 or more per day, we’re in the big league.

This is where it might become unscalable for a lot of people.

There are two reasons here why it might be unscalable:

  1. Whatever you’re selling has too low of a margin to make this worth it.
  2. Your sales sucks and you’re not getting enough.

Here’s how you figure out if it’s still scalable:

You take how many subscribers you get and see how many turn into sales.

If you get 100 subs per day and 60 result in sales, you’re at 60% conversion rate (that’s good).

Multiply that by the lifetime value of a customer.

Lifetime value is how much value you expect to get out of one customer.

If you sell one ebook at $9.99 then that’s the lifetime value…9.99.
If you sell a $1000 service w/ an optional $100/month package, and you have 60 customers but only 30 of them pick up the optional package, with 15 doing 6 months and 15 doing only 3 months, you gotta do some math.

I’m gonna be a little harsh…this is pretty basic algebra. If you can’t do the math, get an accountant or maybe you shouldn’t be in business.
I almost didn’t graduate high school because I failed Algebra 2 and then I almost failed out of college for failing the same dang class. If I can do this math, you either can or know someone who can help you.

I mean heck email me the info and I’ll do the math for you. I don’t mind.

Anyway the answer to the above equation is that we have 15 customers worth $1600, 15 customers worth $1300, and 30 customers worth $1000. Average them out and we get ((1600 * 15) + (1300 * 15) + (1000 * 30) / 60 )= ((24,000 + 19,500 + 30,000) / 60) = 73,500 / 60 = $1225.

$1225 is the lifetime value of a customer.

Once you figure out the lifetime value of a customer, you can then compare with how long it takes you to make the video, how long it takes your assistant to get it out there and how much you’re paying them.

You figured out it is still scalable. Now what?

If you’re getting over 100 subscribers per day with a decent conversion to sales, you should consider removing yourself as the face that sends videos.

Instead, hire community managers (for products) or account managers (for services) to handle it.

At that point you should have people who’s entire job is to work with your customers/clients directly.

Now, you’re not a solo-preneur with an assistant…you’re an agency.

Put some experienced people in charge of the accounts and train them to send the videos.

Next Level 7 logo.
Next Level 7 logo.

These are my notes from all 6 lessons of the Next Level 7 Audio Course by Brian Clark.

Next Level 7 Lesson 1 – The Rise of 7-Figure Small

We no longer need a staff to achieve 7 figures.

Automation, data, outsourcing, the internet, and shifts in the general workforce have led to amazing increases in capacity, productivity, and innovation.

Direct response marketing:

  • Audience (who you choose to serve)
  • Offer (what they want to buy)
  • Copy (how to best communicate)

it’s not about the money — it’s about designing your business for maximum leverage and freedom.

Step 1: understand that things are no longer the same in the world of blogging, podcasting, and content marketing in general.

Next Level 7 Lesson 2 – Moving Beyond Content Marketing

Content marketing = giving away valuable engaging information. Introduce offer, use copy to lead to sale.

You develop an audience by providing unique value to the “who” you’ve decided to serve.

We have lots of content on the internet, but less attention.

People are looking for curation — lists of what’s good to read, what’s good to buy — curated by humans rather than algorithms.

Thought: we know word-of-mouth is the strongest marketing.

Curators become trusted experts as much (or more) than those who create original content.

People are curating content and sharing through email newsletters and achieving success as well as becoming “trusted experts”.

Next Level 7 Lesson 3 – Make the best online sales channel your main thing

Email marketing remains the undisputed champion for digital marketing and sales and is the channel that’s absolutely indispensable.

For every $1 spent on email marketing, you get $38 in return. That’s because people spend 5.6 hours per day checking email — up almost a half hour since 2017. Plus, email remains 40 times better at converting people than social media.

We could:

  • Instead of blogging, podcasting, creating content, we could make email “the thing”.
  • Use other people’s content instead of creating it all yourself.
  • “curate products and services to create a revenue AND allow you to better understand what products and services you should create for your specific audience”

Create a value proposition so compelling that people enjoy getting email from you.

Case studies:

  • The Hustle, 
  • theSkimm, 
  • Morning Brew, and 
  • Dave Pell’s Next Draft
  • Nat Eliason

Put audience value over short-term profit in order to build a highly lucrative business in the long term.

We need an approach and process that allows us to hit the fundamentals, without losing humanity or creativity, and remove the guesswork of what our audience wants.

Next Level 7 Lesson 4 – What the World Needs Now is Smart Editorial Guidance

HBO introduced a new tagline in 2019 — Recommended By Humans.

Recommended By Humans is a tool that provides a colorful canvas you can drag around on your desktop or mobile phone, and features 36 unique video suggestions and over 150 curated recommendations from real HBO fans. They also deliver those recommendations by (surprise!) an email newsletter.

People want more human, less algorithm.

The social media aspects of the internet are actually reducing knowledge and wisdom thanks to spurious information and self-reinforcing echo chambers. 

Ad-driven digital media is turning our greatest repository of knowledge into crap.

Thought: this is especially true with modern journalism. Now-a-days, it’s all about getting clicks.

Smart people are looking for other trustworthy smart people to tell them what’s worth their time and attention.

That trust eventually translates into who to hire (you) and what to buy (what you recommend and create).

The role of trusted editor gives you more prestige, authority, and even celebrity than the usual content marketing route.

The world doesn’t need more content, it needs more clarity.

Curation is the ticket to success if we correctly separate the signal from the noise.

Looking at Facebook and other social media, we have learned that AI-curated content creates echo-chambers and promotes crap content.

AI’s can be manipulated by humans.

Thought: every time Microsoft (or someone) puts out a new Twitter bot, it’s only a matter of time before it learns to spit racism.

Curation requires very human qualities like communication, empathy, creativity, strategic thinking, questioning, and even dreaming.

AI doesn’t have judgement and taste.

People need other people to act as human filters for the technology that editors and curators use to sift through a mountain of information in search of truth and value.

Proof: how many people use RSS feeds to curate info for themselves? Not enough! But I do. I’m already ahead of the game.

There’s a very good possibility that the curation-based business you build today will run itself via AI and automation in the not-so-distant future … with your audience never knowing, and while the business continues paying you exceptionally well. 

Thought: This quote above seems kind of antithetical to the course so far but I think I get what he’s saying.

UPDATE: Brian’s response:

Here’s what I meant here:

Just like people like you use RSS feeds and “normal” people don’t (and it’s been around 20 years!), people like us will be early adopters of advanced tech for curation, and “normal” people won’t. Plus, people still want to identify with a human — you.

So, there’s likely a long runway for our businesses to become more automated before our audiences turn to the machines directly. That’s all I was trying to say.

There are currently an unlimited amount of niches to bust into with this.

Using all this for client services:

  • Your potential clients want relevant and timely information
  • Online courses tend to be outdated
  • They subscribe and eventually hire you, or
  • At the very least you have the potential to sell digital products to them.

Next Level 7 Lesson 5 – A Process for Building Your Perfect Business

The success of Next Draft, The Hustle, The Skimm, Morning Brew, Podnews and many others doesn’t mean we’re too late. It proves that this is a business model that works.

People know that no matter how useful information is, content marketing comes with an agenda.

Trust is declining for those who only share their own content.

How many people are struggling to get any interest in their content, much less their email list, because the idea of subscribing to another single-source newsletter is just not attractive to people?

Would you rather subscribe to 10 different email newsletters to stay informed about what matters to you? Or instead, one or two authored by people who do the work for you.

Curating content over time will reveal gaps that we can then create specific content to fill.

Curated email newsletters provide the ideal vehicle for freelancers, solopreneurs, and small startup teams. First of all, you’re not limited by how much great content you can create.

Curation + email marketing = a data that provides insight to guide our business decisions.

It’s the opposite of the guess-and-fail approach of “product first” entrepreneurs.

Data points we will easily collect:

  • what they open, 
  • what they click on, 
  • how they think of themselves, and ultimately, 
  • the things that they buy (not what they just say they’ll buy)

“We don’t make money when we sell things. We make money when we help customers make purchase decisions.” – Jeff Bezos

The above quote isn’t actually true about Amazon, but it could be for us.

Curated shopping sites like The Wirecutter and Canopy cut through the crap and quickly tell us what we need to know before sending us over to Amazon (and taking an affiliate commission).

NOTE: the New York Times bought Wirecutter for $30 million!

Product and service curation can lead to large amounts of revenue without ever developing products and services of your own. But here’s the flip side of it — you might find yourself compelled to do it anyway, because this form of curation is incredibly enlightening market research that you get paid to do.

Next Level 7 Lesson 6 – The Blueprint for Building Your Perfect Business

This lesson is just a sales page for the “7-Figure Small Intensive” course.

https://unemployable.com/next-level-7/
Sign up for the course (free) here. ⬆️