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Are You Focused on the Transformation or the Information?
Episode 30311th May 2023 • Course Building Secrets® Podcast • Tara Bryan
00:00:00 00:12:28

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In this episode, Tara describes the type of online program that is selling in today's marketplace. Did you know that 80% of the content in your program can/should be cut out of your program? This episode breaks down what the path is to create a transformation for your learners.

About Me:

Hey, it’s your host, Tara Bryan. And I am on a mission to help more business owners learn to infinitely scale their businesses by leveraging the power of online without sacrificing the customer experience or results. 

I like to geek out on all things business strategy, marketing, interactive digital and user experience. This podcast is all about what is working, lessons learned and actionable tips to create and grow a thriving online business. 

Join us each week as we dive into different strategies, tactics and tips you can apply immediately to your business.

To learn more:

Find us at https://www.taralbryan.com

Here are two ways we can help you create, grow and scale your business:

1. Want to package or pivot your business? Download our free Step-by-Step guide to get the exact steps you need to create and grow an online business.

Step-By-Step Guide

2. ALREADY HAVE AN ONLINE BUSINESS & READY TO INFINITELY SCALE?

Download our free 50 Ways to Engage Your Customers guide or Schedule a 30 minute call with Tara to talk about our offers that will help you master the game.

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Mentioned in this episode:

Strategy Call

Transcripts

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Hey, everybody, it's Tara Bryan, and you are

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listening to the course building secrets® podcast. Whether you're

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a coach or a CEO, the success of your team and clients is based

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on your ability to deliver a consistent experience and guide

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them on the fastest path to results. This podcast will give

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you practical real life tips that you can use today to build

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your online experiences that get results and create raving fans.

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Why? So you can monetize your expertise and serve more people

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without adding more time or team to your business? If you're

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looking to uncover your million dollar framework, package it and

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use it to scale you're in the right place. Let's dive in. Hey,

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everybody, welcome to today's episode of the course building

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secrets podcast. Alright, so one of the things that I want to

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talk about today is the difference between information

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and transformation. So so often, when people are starting to

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create an online program,

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they really are focused on their focus on two things. One is how

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can you make money, which I'm not going to talk about today,

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but is,

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is the result of how you're serving and how much

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transformation you get for people, right? But, but I want

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to talk about specifically about

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the second thing, which is how do I create something out of my

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expertise that helps people and the number one way you can do

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that is to focus on a problem that's in the market that you

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can solve. So you look at your expertise as a whole. And you're

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like, Okay, so this is what I'm passionate about. This is what I

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know the most about, this is what I have experience in. And

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then you need to go one level deeper, right? You can't just

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say, Okay, I'm going to just teach, you know, somebody my

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topic, and and hope that they get something out of it. Because

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in this day and age, that doesn't work, right, we all have

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the Google we have all of the things to go and find answers to

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basic informational questions, that's not actually going to

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transform anyone that's not going to grow your business in

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the way that you want it to grow. And ultimately, at the end

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of the day, you may be able to sell somebody into an

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information based course. But they're not going to stay,

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they're not going to continue to buy your programs, and they're

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certainly not going to tell their friends and other people

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about your program. And I'm not going to go down a deep dive out

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of that. But here's the thing is that it costs a lot of money to

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acquire a customer, you want to keep them as long as possible.

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And, and you want them to be your ambassadors out in the

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world telling people that your program is awesome, and that

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they need to come into it. So if you don't have that dialed in

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yet, or you're first starting out in this game, that is

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actually what's going to create exponential growth, way more

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than cold traffic. So again, not the focus of today's

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conversation. But it is interesting, as you kind of

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look at the bigger picture, that the only way that your program

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is going to succeed is if you're focused on a specific problem.

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And and it has to be a problem that people want to solve right

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can't be just a random problem. So a problem that people want to

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solve and focus on the result or transformation that you can get

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them when they solve that problem. So those are the two

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sort of pillars to start with is what problem are you solving.

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And again, it's not the problem you want to solve. It's the

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problem that people have out there in the market that they

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cannot seem to solve on their own right? Like, it's a big,

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juicy problem that that that you can that would draw people to

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you. Because you have the solution to that problem, then

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you need to define that solution and has to be measurable. And

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you have to be able to quantify it. And so

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what is that tangible result that you're giving someone? So

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if you're focused on a problem, that the result is the solution

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to the problem, right? Like you're getting them out of that

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problem, that pain that the questioning whatever it is that

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there's that is their problem. If you do not have that, do not

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move forward.

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It's just plain as simple, right? Like so. I was in a

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conversation with somebody who is writing about their topic and

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they want to help people gain confidence.

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So the problem is, is that the person or people that that he

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wants to work with have a confidence problem. Okay?

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That's that's fine, right? Like there's something in their lives

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that is causing them to not feel confident. Okay,

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But you cannot create an entire program, you cannot create an

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entire course you cannot create an entire coaching experience

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around

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giving somebody confidence,

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you just can't. Because you have to define what that competence

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is gonna give them. Right. And so it could be unique for

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everyone, which is fine, harder to sell. Because that means that

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somebody has to pull out their, their credit card and say, Yes,

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I want you to give me confidence doesn't really work, right? Like

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it's a harder sale. But if it's confidence to get a promotion,

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confidence to start dating, again, confidence to lose weight

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confidence to like,

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there's something specific they need confidence to be able to

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do. And so you need to get to that level of specificity. To be

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able to say that this is the transformation you're gonna get

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at the end, it's very hard to quantify confidence, right? If

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you're like, you don't have confidence at the end of this

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program, and it gives you confidence. What does that mean

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confidence to do what confidence to, to like, just be more

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confident, it's not an outcome. And so this is the juicy work

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that needs to happen at the beginning? Because so often

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people will stop there and say, Well, I'm gonna give people

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confidence. And here's my five step, you know, five steps to

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how to become more confident? No, I don't know what they would

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be. But like, you know, Do this, do this, do this other thing, do

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this other thing. Great. Now you're confident? Well, somebody

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can Google that somebody can YouTube that and like, how do I

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become more confident? Great. Now I have to do this, do this

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another thing, right? So it's not enough to give somebody the

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result of confidence, because it's not measurable. So that's

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where you have to go one level deeper, and get more specific.

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And this is usually where people are, well, I don't want to get

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more specific, right, I can help everybody become more confident.

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Of course, you can write, of course you can. It's your

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expertise, you're awesome at it. But if you would like to create

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a business on it, you have to get more specific, because it

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has to be a measurable outcome. So what I would, what I would

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look at is start brainstorming the specific area of focus, you

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want to give them more confidence in and then start

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there, then what you can do is, is so say it's you want to give

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people more confidence to get a job promotion, right? So maybe

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that that's your area of expertise is helping people ask

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for more money or get that promotion they've always wanted

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or get a new job, right? So it's, it's in the confidence

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that the outcome has confidence. But the result is that they,

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they actually can get something else, right, something tangible.

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So they're gonna get a new job, they're gonna get a promotion,

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right? That's the outcome that they're looking for. That is a

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direct path that somebody would be like, yes, I would pay for

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that.

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Maybe it's in relation in the relationship space, like you

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like to help people gain more confidence in the relationship

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space, great, own that, that lane and do that. If in the

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future, you want to expand and say, excuse me, I have one

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program for relationships and one program for

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for jobs Great, then then you can build up multiple programs

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for each specific outcome. But it can't be all in all

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encompassing. And usually what I tell my clients, when they say,

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Well, yes, yes, I can help everyone.

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Other than the fact it's hard to sell, it's hard to deliver the

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result. Because you can do that when you have a group, say

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you're doing a group coaching program, if you have five

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people, sure, you can customize what you're helping each of

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those five people focus on because you're helping them

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define what they want to have confidence in, you're giving

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them a framework or methodology. And then each of them can get

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the outcome that they have defined at the beginning.

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Sure.

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But when five goes to 10, goes to 50. To go goes to 100 goes to

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200 goes to 1000. You cannot do that and get an end guarantee

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those results, right? Because you can't customize or do one on

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one or get as specific with someone to say, well, this is

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how it would work in your situation, or this is how you

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would you know actually apply this to what you're doing. So

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simplify it all down by getting more specific. So hopefully this

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serves you. It is literally one of the linchpin beginning

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moments that will define your success moving forward. I have a

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lot of clients who try and fight me on this and say, Well, you

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Mine isn't quantifiable. So I am just going to list some topics

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and teach the topics. And that's going to be my programming, it's

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going to be great. And you may get sales, but you will not get

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referrals, you will not get customers who stay with you

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because you're not giving them that specific transformation.

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And so when you look at the bigger picture,

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when you're trying to build your education or coaching empire,

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you have to look at the big picture and see how each step.

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Lead leads to that ultimate transformation. The other

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component of that, just as I'm explaining this is, sometimes

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it's like, well, the result is way off in the future. So bring

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it closer, bring the target closer, come up with a tangible

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result that they can have in a shorter period of time. And then

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they stay with you to keep going right? So you're solving that

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first problem, and then you're going to the next problem and

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going to the next problem, but each one has to have a

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measurable,

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measurable outcome. So really noodle on that figure out what

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that measurable outcome is to the problem that you're solving.

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That is the recipe for a solid foundation that helps you build

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the right solution to help people not only buy it for the

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first time, but stay with you and become your biggest fans and

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ambassadors. Okay, there you go. Have a great day.

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