Maximize Your Earnings: Integrating Courses into Business

I mean, I integrate my courses in that if a great Fortune 500 company contacts me about possibly hiring me for weeks of training, I might sweeten the proposal or the first conversation, say, hey, here's access to my courses. Normally a thousand dollars for my high end one, you can have it for free. Gives them a taste of me, it lets them experience me without it costing any of my time. And if that increases the odds of them hiring me at know, a high daily rate or a speaker fee, then that benefits me. So that's one part of it. There is the part of if someone hires me for traditional in person training or live training on Zoom, I can say your homework is you get access to all these courses, so that sweetens the pot. I can also say, all right, you know, my fee is X and you may say that's 25% more than competitors, but I'm going to give you access to BO World's, the largest media training online course that all of your people will have for the next year. No extra cost for that. So it helps them justify higher fees. So there's a lot of ways I'm integrating it, but I'm sure you have clients who are doing things better than I am. How are you helping them integrate their online, their online content, their online course content with their rest of the business? Because ultimately, you know, if you're a creator, a small business person, what you're looking for is at the, at the end of the year, did I get to keep 1 or 2 or 3 billion for myself? You're not, you don't really care about being able to say, I have 10 million course sales, right? X margin. Do you want, you want the most for your, that you keep for your business for profit? How do you help them do that?

Well, I think you just summarized a lot of the things that actually are the success criteria for the customers that we have where they're either using what we call the hybrid model, where they're integrating, you know, I wouldn't even say necessarily they're giving it away for free. I would say that they're integrating it within their business structure and selling it as an overall solution. And you, it could be perceived as, hey, I'm just going to give you my library here for the consulting that I'm going to do. Okay. Or what it is, is it becomes a star player in the role, which is you're going to have on demand training and you're going to have live training for me. So instead of me doing 100% of the training, let me Give you an example. I have a customer in the area of leadership. I call them the leadership ladies. They are amazing, right? So what they do is they have a five course program along with a five session live session program. What they do is they teach middle managers. So they go into the executives and they teach executives leadership skills. And then the executives say, well, what about all my middle managers as an example? So they use this program which costs a couple thousand dollars a person, which has both the online component, it has the live component to be able to teach then middle managers what they're teaching the executives. But they can't do one on one or in small group session with, with the executives because that's like $10,000, right? So they've lowered the price and then widen the target market. That's their use case. I've got a bunch of customers that are doing compliance oriented things. So they're working with the states and federal governments and other things. Those are actually, I have to say I'm just going to put in a plug for it. Amazing. Because anything that you can do with regards to certification, so you master a particular topic area and then you go, and because it's mandated by the state or it's required by an association or what have you, these are all of a sudden programs that people have to learn, have to get a certificate for. I have to say I have a little niche in that area where people have just discovered these areas that are required. So that's just one little aside as well. There is a lot of ways in which to do this, but you have to also look at it as a business. See what I think what, what the challenge is is that, that people say, hey, I want to build courses and I just want to put them out there and they're just going to sell. That doesn't work. If you actually look at it as a business and say I'm integrating this into my business, this is a component of my overall business and possibly I'm using the education to actually sell my products or services more effectively. Depending on what you're trying to sell, which could be your consulting services, your coaching services or what have you, then all of a sudden this becomes a real thing that you have to do as part of it. We call it content marketing to a certain degree. So using this content and pushing it out there, it could be that you're giving away for free, but it's still wildly important to your overall success. And that's a whole different topic area.