Teachable’s Share What You Know Summit Notes [2020]

by Garrett Mickley | Last Updated: 2020-10-13

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
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.
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”
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


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.


If you want more likes, create relatable content.

Content is relevant and evergreen.

Invoke emotion.

Use storytelling.

Humans connect through emotion.


“#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?


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 formula: bit.ly/dotsdragons

You need to know who you are talking to.

Start at the smallest viable audience.


  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.

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: 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
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:

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:

Short Video Format:


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




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

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

Use the [[PARA]] system
PARA – Projects. Areas. Resources. Archives.

Highlight the best parts so they stand out
[[Progressive Summarization]]
Highlight the parts that stand out to you the most

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]]


  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.


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.

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