Packaging your courses

Now, I've popped this lesson in here as an exercise for you to package your course together and almost understand what the offer is that you're going to be selling. And it's kind of tying a nice neat bow around it so you can get to work and start creating all the assets and all the things that you need for it. So I'm just going to share with you a couple of quick slides to run you through how to package your course and the important things that you need to think about when you are creating your offer. I call it Course, but it could be a masterclass or a one to one as well. And this is the process that I follow when I create any new program, any new masterclass or anything that I am creating under my academy. So these are things you want to think about. And you can almost do this in this order. I'm also going to give you an example of how I've done this for our educator diploma, so you can see how this transpires in real life as well. So first of all, you want to think of a name for your course. Now, I have made the mistake in the past of making my course names really fluffy. And, and what I mean by that is like not really saying what it does on the tin. And therefore when people see the heading of the course, they don't 100% understand what the course is or who it's for or what it does. And you don't want to make the mistake that I did. Okay. Because then you got people asking like, what actually is that course? And if they're asking the question, and that shows that so many people wouldn't even bother asking the question. So you lose some people along the way. So the name of your course should be really snappy, really tight. Recently we just changed the name of our beginners course, literally too, for the Gel Polish beginners program. Okay. So don't go really fluffy with your name. We used to call it the Exclusive Gel Journey. People didn't know what that was, especially people outside of the industry. So think of a name for your course that does what it says on the tin and that if somebody was scrolling past, your ideal client was scrolling past, they would know exactly what that course did and what it was for. Then once you've hooked that person in with the name of the course, then you want to create a one liner to describe the transformation that you are giving someone. So I see the name of the course, it hooks me in because I think, wow, that sounds like something that I want or need. And Then I read the line underneath that basically tells me everything I need to know about what it's going to give me. And I'll give you an example in a minute. Once you've got the name of the course and almost the strap line or the one liner to describe that, then you want to think of the nitty gritty part the customer would also need to be aware of at this stage. So first of all is the price. Now obviously I've gone through the price in a previous lesson, but what you really want to think about is not only the cost of everything that goes into your course, it would be things like the cost of printing, the manuals, the cost of being away from your nail desk for a day, the cost of any leaflets, any refreshments, all of those things. The cost of running the salon or the space for the day in terms of like bills and outgoings and all of that. But then you also want to consider the return on the investment for the person doing the program and the transformation that you're offering. Once you've pinned down the price, then you want to think about the length of the program. So is this going to be a one day program? Is this going to be a 12 month week program? Is this something that you're given online and they get lifetime access to it, like how does that work? Or are they expected to complete it in a certain time period? Then you want to think about any exclusive moments or additions or merch that they get as a part of this program. So are you going to send them anything in the post? Are they going to get anything exclusive to you, your brand or the course as a part of that? And again, I'll give you some examples in a minute. Any key features of the course that they should know about? So if you've created something inside this course specifically for your ideal student that you're really proud of, list that as one of the features in the course. Are there calls? Is it in person? Is it through zoom? Is it live? Is it all done remotely? Is it hybrids? Is it a mixture of both? Like you want to share, is it in person or is it online? And how does that work? You also want to think about, is there ongoing educator support? If, if there isn't, you don't need to write this down. But if there is, that would be a key feature of the course. So maybe it's a WhatsApp group, maybe it's one month of your support afterwards, maybe it's 12 months. You really want to think about what is realistic for you. And you don't want to over deliver. So you don't want to say you get access to me for a lifetime when actually that might not be achievable for you. Or maybe you're on holiday and maybe you don't want to give that time, but maybe you can realistically give your time for a month after the and they get access to you on email or something like that. Any post course support. So that also feeds into the ongoing educator support. So how are they going to keep in touch with you afterwards and long after and also the qualification included. So do they get a qualification or a certificate and what is that qualification that they are getting? Lastly, you want to think of some bonuses that you can offer when you launch this course. For the first few people that buy or for the first few 48 hours that this course launches, you'll learn this in the next few lessons. But the one thing that is important about launching a course is creating urgency. People need a reason to buy and they need a reason to buy right now. Otherwise they'll sit on it and wait and consider. If they don't think there's any rush, then they won't rush. But what we want to make them do is feel that urgency and feel like now is the time in bonuses. Okay, so bonuses are things that you can offer the ideal students that solves more of their problems that that makes it a no brainer for them. Okay, so I'm going to give you some examples of all of these things right now. And this is in a case study of the Nail Tech org Educator Diploma course. So first of all you've got the name the Nail, sorry, the Educator Elevation which is the Nail Educator Diploma. Over time we will probably get rid of this name, the Educator Elevation. Because again with the fluffiness. I did this with all of our courses when we first launched and it's a huge progress. So people know this course as the Educator Elevation, which is why I've kept that in there. But I've also added in the the Nail Educator diploma so that they know it is a diploma in nail education. Then we've got the one liner that embodies everything includes in the course and the transformation. So this is the only course you need to go from Nail Tech to Educator and launch your own academy in the beauty industry. Okay, so everything they need to know in one line straight away I know whether this is for me or whether it isn't. And then we've got all the important information. So this course is, is £2,000. The reason this course is £2,000 is because of the return on investment for the students and for the level of information that we are giving away. I have spent over a decade learning the stuff that is inside this course. And I have also spent thousands and thousands and thousands of pounds myself learning how to be an educator that is top of their game. I haven't just done one course or two courses. I have done tens of courses. I have worked with numerous mentors. I have paid tens of thousands of pounds in order to learn this stuff. I cannot give that away for any less than this amount because it wouldn't make sense. And I want you to think about your level of experience, the amount you've spent learn and what you know right now. That all comes with a value. Also, I know that I teach my students to offer courses that they can sell for a thousand pound plus. So I know that my students can earn this back in two students. The course is well worth this amount. I understand that it's one of the most expensive courses out there for an educator diploma. But I also understand there is no course out there like it. And if you've created a course that is authentic to you and that you know your student cannot go anywhere else to get, then you need to price for that. Okay, so pricing comes first. Then you want to think about how long are we doing the server. So for me, my ideal student is a nail tech who is fully booked, ready to take the next step. So I know that they're running a full time client base alongside being a student on this course. Therefore I know that they need a decent length of time to do it. I could have got my students to complete this course in a month's time if it was going to be a full time course. But it isn't and I want, I don't want them to rush. Remember, I'm focusing on how I make them feel during the process. Therefore, I'm going to give them 12 weeks and it's going to be split up into three months. Okay. So every month I'm going to release a new module. So it doesn't feel overwhelming for my ideal student. They'll get deadlines within that and it'd be nice and easy to follow. But they can move freely through the learning in their own time each month. So it's that level of understanding your ideal student and giving them what they think they want at this stage in their awareness. They're also going to get access to the educator Bible which is a course exclusive. So something that is important to me along with my values of experience is the bibles that I create with each of my courses. So we have the nail Bible, the Builder Bible, and the educator Bible. Okay. These are exclusive paperback books that I include in my training courses instead of manuals. Now what you don't want to do is just copy off me and create books. But can you see why I created those? Because experience is one of my values. So I was creating online courses. I wanted the customer to still feel an experience within that even though the course was online. So that's what I created. So you want to think about what your values are and how you can bring those to life. Not only do I give them the educated Bible, so then they get that to look back on through time. It's something they can keep forever. But I also give them a nail educator welcome box. So they get an apron, a planner, all of these exciting things, loads of stationery and things like that. So that they also feel like an elevator version of themselves as they complete this course. So when they're showing up at the nail desk, I want them to feel like an educator. How can I do that? I can give them an exclusive apron that you can only get as a part of this program. So now they feel like an educator. I can also give them a planner that says the educator planner on the front. So now they feel like an educator. They also get three live group coaching sessions as part of this program. So I'm telling them how the program works. They get ongoing educator support and post course support as well. They get to move freely through the course within their own time. And they also get a globally recognized accreditation which is an equivalent to a level 3 80. So I'm telling them exactly what qualification they get inside this course. They can go away and research that or be happy with what they're getting. And then as bonuses for anybody who enters my space and wants to purchase this in the first 48 hours or exclusively for my members who are part of members club, they get £400 off, which I would never, I would never ever tell you to discount your courses other than when you're doing a launch. And your price should reflect the inflation of that. Okay? So you should be happy to sell your course at this amount and not be losing out on the impact that you get to create through this course. Okay, so I'm happy to give £400 off. And I still know that the business is making profit. That price still feels good. That still feels like a profitable program for us. Okay, so £400 off, which is where you get to reward your engaged community and then so you don't have to do that, but you can consider given some level of discount for the first few people who book or in the first 48 hours that they come across here. Then I'm also given two additional master classes which solve the ideal client's problem. So my ideal customer or students I know at this stage, not only are they thinking about launching courses, but they're also, sorry, creating courses. They're also thinking about how they're going to launch them. They're also worrying about how they're going to manage their training academy. So I've given them two master classes that solve those problems, sales systems and students and how to manage those and also how to launch. So straight away I'm telling the customer, not only do you get all of these things, you also get £400 off and two free master classes if you purchase right now. So that makes this a no brainer offer for your customer when you come to launch it. So now I want you to package your learning experience, I want you to map it out and come up with this for your own business. It's nice and straightforward, it's easy to follow, you can literally follow this process as you do it. But I can't wait to see what you create and this is going to be the next step in you putting this out there and launching it to your ideal students.