How I Launch & Sell My Online Course Program: A Step-By-Step Guide

Ever wonder how I launch and sell an online course successfully? In this episode, I'm going to give you a step by step breakdown of my 10 day launch schedule, including how I used a three day live training event called Own your job to build trust, generate leads and create content that keeps selling the program long after the event was over. I've been launching and selling online courses for over a decade, but this time we took things to a whole new level with the 100 RMBA program's recent launch. This wasn't just a standard email sequence or a couple of webinars. It's a well thought out system that combines live high value content that builds trust, evergreen content that keeps selling the course post launch after the initial buzz, and then of course a structured timeline that maximize the momentum and the urgency of the launch. And today I'm going to walk you through it step by step. Let's go through the 10 day plan we used to successfully launch the $100 MBA program. Let's start with day one to day three and that's our live three day event that we called Own your job. We kicked off our launch with training, a training event to help our audience jumpstart their new business. This event was designed to earn trust by giving massive value upfront, by creating authority, by demonstrating our expertise, and then of course showcasing the problem that we solve with our program. Each day was focused on one key aspect of building a successful business. Ideation, product development and marketing and sales. That's how we broke it up in the three days. So day one really was all about mindset and ideation and nailing your idea based on your skills and knowledge and experience. And then day two was about creating a product that is scalable. And then day three was how to create a great marketing vehicles and sales systems to present a no brainer offer. So why does this work? When people learn directly from you, they're more likely to trust and buy from you. Especially because your product is you teaching them. So they're getting a test run, they're getting a test drive, so to speak, of what your program is going to be like. But here's the best part. We recorded these lessons, we recorded these sessions of the event and we repurposed them as on demand content. We offer the replays to everybody, regardless if they were there live or not. It kept working for us during this launch period. So after day three and beyond, these recordings served as great content to build trust. Now we move on to day four, which is officially the day that we open the cart to the whole email list to the public really. So we're creating buzz and creating trust and building rapport with our audience during the three day event. And we are offering the program but just to the people that are there live. But then on day four, it opens up to everybody on our email list as well as everybody to the public on our social channels. This is when we officially open enrollment to the program. We send out emails to everyone who's attended and signed up, as well as those who did not sign up. We also offer special bonuses for those who sign up. During this launch period. You always want to give people a compelling reason to act right away. You just got to give them a reason to buy. Bonuses, discounts or an exclusive offer work really well. This is why one day sales always are advertised on the radio, is to get people into the store buying. Now we move on to day five to seven on the launch and it's kind of like the lull of the launch, but it's important because this is where we nurture and address objections. This is where most people miss the mark really and they kind of get lazy. We don't just send, hey, enrollment's open. Instead we nurture our leads and start sending the replay videos from our three day event. We answer common objections or questions with follow up emails. We share testimonials or case studies to show social proof. For example, when people ask is the program right for me? We send an email breaking down who the program is for and who it's not for. Now we're getting close to the end of the launch, day eight and nine. On day eight, we remind them of the urgency, that hey, you only have a few days or 48 hours left to enroll. We use a countdown timer on our sales page as well as in the emails. And this really visualizes the scarcity. Now remember, scarcity only works if it's authentic. It has to be real. The doors really do need to close in the time that you say it does. If you fake it, you will break trust. And that is a sin in my book when it comes to business. Business is all about building trust, building rapport, and making sure that you always have your customers best interests in mind. But we have to remember that scarcity does work. So we do have to create scarcity to get them to make a decision. And this works because people hate missing out. This takes us to day 10, the last day cart closes. This is where we send out the final day reminders. It's all about urgency and reminding them that action is what they need. To do right. Regret is not a good feeling. You don't want to miss out on this offer. So you may want to send multiple emails, not just one email on the last day. You want to address any last minute concerns and of course show that final countdown that the cart is closing now. Statistically, 50% or more of your sales often come on the last day. So don't hold back and don't lose hope. A lot of people worry, did my launch fail? I only got a few sales. A lot of the sales are going to come towards the end of the launch last few days, especially that last day. So what happens after the launch? Just because a car closes doesn't mean the work stops after it's over. You want to follow up with those who didn't buy. You want to just send out an email and say hey, totally cool, you didn't buy, but could you reply to me and let me know what, what were the reasons why? So I can be able to improve my product or service or offer. This could be a survey. This could be just simply like an email and they reply to you and just send you a few sentences. This is a good chance for you to collect testimonials from the new customers you just got. They're fresh, they're happy, they are excited and you have the chance now to repurpose the event, that live event content into evergreen lead magnets to keep growing the list. This could be like some sort of automation where they can watch these videos and then you can make them an offer the next time you open enrollment. So why does this system work? Why does this 10 day system work so well? Well, number one, live training builds trust and authority. Number two, on demand content sells after the training is over throughout the launch. Number three, urgency and scarcity drives conversion and most important, it puts the focus on providing real value before asking for the sale. A big shout out to Michael Nadens, who is our launch coach, helped us with our launch at the $100 MBA that we just wrapped up. He is a launch wizard. He's helped some of the big names like Jeff Walker from Product Launch Formula and he sat down with us all day one day in his home to plan out our launch. You can check him out over@michaelmadens.com if you take one thing away from today's episode, let it be this. The best launches aren't about pushing a product. They're about serving your audience first so that buying from you becomes the obvious next step. You don't have to be pushy, you just have to be helpful and consistent. Give value, build trust, help them make a decision and the sales will come. If you want to learn more about creating, launching and selling your online course, as well as building an Incredible Business, join my Three Things newsletter. Every single week, I send you three things 1. Something to think about number two something to do number three something to learn. It's my way to coach you from afar and help you build a business that grows. Go to 100- MBA-NET and sign up for any of our free guides and you'll be added automatically. I'm Omar Zenum. Serve first, sell later, and I'll check you in the next episode.