Shownotes
In this episode, Tara uncovers the dark side of online programs and why most will NOT produce the results you want in your online business. She will give you a new model to use to determine the path to an engaging experience in your signature program.
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.
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Find us at https://www.taralbryan.com
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Mentioned in this episode:
https://taralbryan.com/step/15-learn-to-scale-call
Transcripts
Hey, everybody, welcome to the course building secrets podcast,
Speaker:I am so thrilled to be here today, hey took a little bit of
Speaker:a break, as we made a couple of shifts and changes within the
Speaker:business. And so I am so pleased to be back today recording this
Speaker:episode. So you're gonna see some changes to our messaging to
Speaker:how we're showing up and what we're providing as the year goes
Speaker:on. And so I'm super excited for you to learn about some of the
Speaker:things that are going on. Alright, so I was talking to a
Speaker:colleague yesterday, and so I wanted to record this episode
Speaker:two, just put this bug in your ear, that a lot of times, you
Speaker:know, when people are trying to package their expertise or
Speaker:create an online program, or an online course or whatever it is
Speaker:they're trying to do. There's a little bit of a challenge
Speaker:between having sort of the idea of what is it that I can put out
Speaker:there? And what is it that people want to buy? And so I
Speaker:want to talk a little bit about that today. Because like I said,
Speaker:I was talking to a colleague and I, and she said, Well, you know,
Speaker:when people put out their information products, or their
Speaker:online courses, it tends to just be a lot of videos. And so the
Speaker:the challenge that's going on right now is nobody wants any
Speaker:more information, right? Nobody needs to watch any more videos,
Speaker:we're inundated with so much information, so much sort of
Speaker:just extra, right that that's actually not serving, serving
Speaker:anyone right now. Right? So there's a little bit of a shift
Speaker:that's happening. And so it's interesting. So she was talking
Speaker:about that. And I said, Well, yeah, of course, like, you know,
Speaker:a video vault or a membership library is sort of where videos
Speaker:go to die, right? Like, a lot of times people are, oh, I'm going
Speaker:to add it to my offer, or it's going to be my offer. And you
Speaker:know, I'm going to produce 95 videos and put them out in a
Speaker:video vault, so people can consume them, and I'm going to
Speaker:make it look like Netflix. And so it looks like you know, all
Speaker:these videos are, you know, going to be available to them on
Speaker:demand. And it's going to be awesome. And the the problem
Speaker:with that is that nobody wants to watch any more videos, right?
Speaker:Like everyone is over it. Or maybe they weren't even into it
Speaker:at the at the beginning. And so there's a, that's not actually
Speaker:what you're creating, when you're creating an online
Speaker:program, or you're moving your business online, you're not just
Speaker:like, producing a bunch of videos and throwing them out
Speaker:there, it's not going to serve your people is certainly not
Speaker:going to serve you and it's not going to grow your business. So
Speaker:people are paying you for your ability to get them a
Speaker:transformation or a result. Right. And so all you have to do
Speaker:is to create something that drives towards that result. And
Speaker:so instead of 95 videos, maybe you only need four, or five. And
Speaker:so it's not about the volume of stuff that you can put out there
Speaker:for that random thing that somebody may need. But it's like
Speaker:what is the what is the path, right? Like, what is the fastest
Speaker:path from the problem that somebody has to the result that
Speaker:you want to give them? What are the things that they need in
Speaker:order to travel from point A to point B? That's all you need.
Speaker:And so the way that you deliver that is as succinctly as
Speaker:possible, right? And so when I said, Well, yeah, video vault is
Speaker:where all the videos go to die. She chuckled. But she's like,
Speaker:Oh, my gosh, you're right. That's why there is such a
Speaker:problem in this industry is that people think that they can just
Speaker:like, you know, go on their yacht, and record a bunch of
Speaker:videos and put them into a membership site. And it's going
Speaker:to be this valuable thing for people. And it's not because it
Speaker:just overwhelms them. They bounce they don't stay. And they
Speaker:certainly aren't going and buying your other offers,
Speaker:because you haven't solved the problem. help them solve the
Speaker:problem that they currently have. They're not going to buy
Speaker:your next offer because you haven't gotten them there yet,
Speaker:right? Like you haven't taken them on a journey that allows
Speaker:them to get that result. So my challenge for you is what do you
Speaker:have in your online program today? Is it a video vault with
Speaker:lots and lots of random videos that people can go and watch
Speaker:just in case they happen to have a need to watch something? Or is
Speaker:it an orchestrated journey, where you're taking somebody on
Speaker:the fastest path to results from point A to point B? Like what
Speaker:what does it look like? And that component of your online program
Speaker:or your online business should literally be as little sort of
Speaker:content as as possible. And and so I challenge you to look at
Speaker:what you have and identify like, what's extra, what's the, if you
Speaker:put it into two columns, you have the need to have column,
Speaker:right? Like it's on the path. And then you could have things
Speaker:that are on the nice to have, right? Like, here are some
Speaker:extras, that would be really nice and enhance your
Speaker:experience. But they're not on the actual, like core path,
Speaker:that's totally fine. Right, you could have some value added
Speaker:things that you're giving to people. For example, for me, one
Speaker:of the things I know my people need to do is I need to create
Speaker:interactive PDFs. So people can fill out the PDFs in a workbook
Speaker:or worksheet or whatever it is. That's, that's a nice to have,
Speaker:where I'm giving them kind of the steps of how to do that,
Speaker:right? Here's the tool. And here's how you do that. It's a
Speaker:nice to have, it's not necessarily, you know, on the
Speaker:core path, could you launch a program without it? Yes, right.
Speaker:So it's not on the core path, but it is something that's nice
Speaker:for them to have. The way that I'm, I'm organizing how
Speaker:everything fits in there is in that sort of that cadence,
Speaker:right? Like is it in the in the core path great than it needs to
Speaker:be one of the core videos, usually this is about maybe
Speaker:1210, to 12 videos, Max, is on the core path. And then you can
Speaker:have some nice to have here, some enhancements here, some
Speaker:guest speakers here some sort of extra things to elevate your
Speaker:thinking to elevate your experience, to add additional
Speaker:value to help them along the journey, either make it faster,
Speaker:make it you know, elevate it, challenge their thinking those
Speaker:kinds of things. But it's not just like, I'm just gonna dump
Speaker:95 videos in and hopefully, you'll go out and watch them,
Speaker:right because the waste of time, there's no reason because nine
Speaker:out of 10 times nobody will actually watch any of them. The
Speaker:other big mistake I see around this whole concept of like their
Speaker:video vault is where your courses go, or your course
Speaker:videos go to die, is putting all your marketing content into your
Speaker:membership area, that what you've used to attract your
Speaker:people is not what's actually going to teach them or help them
Speaker:get to a result. And, and so don't just dump all of your
Speaker:stuff in. Because you've given it as a signature presentation,
Speaker:or you've gone live on Facebook or YouTube, you know, produce
Speaker:some random piece of content that you've used to, you know,
Speaker:try and attract your person in they've either already seen it,
Speaker:or it's not the right place in their journey, right? Like they
Speaker:they've already moved on. So. So when you're putting things
Speaker:together, really think about how you're organizing it and cut out
Speaker:as much of it as possible. It will really serve you as you're
Speaker:moving forward. So if you're thinking about doing a video
Speaker:vault, or a video library, just make sure before you get started
Speaker:that you're providing your people the fastest path from
Speaker:point A to point B, and that you have that core path, then if you
Speaker:want to create some extra things that would enhance the
Speaker:experience. Awesome. But but don't kid yourself because
Speaker:nobody it doesn't matter if they're five minutes or 10
Speaker:minutes or four hours in length. No one's gonna watch them if
Speaker:they don't know what, how it fits within their core path.
Speaker:Alright, there you go. That is your course building tip for the
Speaker:day.
