Which Delivery Method Actually Sells Better?

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

secrets podcast. I am thrilled that you're here today. In this

episode, I want to talk about a conversation I had with a client

today because I think it's totally relevant for everyone

who is getting in the game, to start to package your services

or your expertise. And it's a really common sort of challenge

that people have. And that is, how do you determine what is

going to sell best, and how to sort of package your program,

your course your offer in a way that is going to make the most

impact. So here's the situation. We were on a coaching call

today. And she happened to mention that one of the people

that she follows or groups that she's in, they had a guest

speaker and this guest speaker said that he actually sold more

when he packaged his expertise into an online course, an

evergreen online course, then when he tried to sell it as a

coaching program. And so because of that, she determined that her

program would be better, and would sell better as an an

online course. And that may be the case, but it's not always

the case. And so today's episode, I want to break down,

kind of the key things to think about when you are in this

position. Because the reality is, is that your offer is

whatever your offer is that you make it and you're you're

attracting people to that offer. So you can attract people to an

online course. And they'll buy that online course, if it's a

compelling offer, you can also build a coaching program, and

attract people to that coaching program. And they will buy, if

it's a compelling offer, you can also do sort of a hybrid, right,

like you can do a hybrid program or hybrid experience, which is,

you know, a lot of the things a lot of times what we're helping

people build, and that will sell if it's a compelling offer, and

you have the audience that you've attracted to it. So the

key point is that

it's not so much how you deliver your methodology or your

framework, it is the fact that you have a packaged framework,

you are tackling a real problem that you then an audience wants

to solve. And then the way that you're delivering it, is to

determine the best way for people to get results. So let me

give you a couple of examples. So the first example is, say

you're selling a weight loss program.

And so you could determine that you want to do an on demand,

you know, 12 week

fitness course, as an example, right? So somebody goes in, they

buy it, they do it themselves, they interact with the content

and your material. Maybe you have some take actions, daily

accountability, those kinds of things. But it's all packed

prepackaged.

So therefore, you're going to go out, and you're going to attract

people who have the problem of wanting to complete a weight

loss program completely on demand, and on their own time,

right. So there's a market for that. And they will buy that,

that program as long as you are able to find and attract people

who have that problem, who want solved in that delivery method.

You're gonna have other people who want to solve that same

problem, but they need accountability, they need you to

show up and guide them or hold them accountable. Give them you

know, some recognition, some

just some more feedback, right? So there are going to be people

who are attracted to that model. And they want to go through the

experience in that way. Right. So it's two different people

that you're trying to attract. One who is totally internally

motivated, wants to do it themselves and doesn't

necessarily need someone to hold them accountable. And someone

who wants that accountability wants to have that personal kind

of interaction with a real human right. Same same content, same

roadmap, right? So what you're teaching is exactly the same,

but the way that it's being delivered has two different

audiences or two different approaches that you can sell it

in, right so it's not so much one is going to sell better than

the other. It's that when you're selling it, you're targeting,

you know, one audience versus the other. Right. So when you're

selling a program lightweight, like weight loss, most people

have spent their entire lives developing poor habits and poor

behaviors that they need.

Need some, some real help unraveling? Right? They need

somebody to hold them accountable. They need someone

to remind them to not eat that brownie because they have a

greater goal. And so is it a better program? In that case to

have accountability or coaching along with the education?

Potentially, right? You get to choose that as the creator. And

as the person who's creating that experience, what is easier

for your people? What, what guarantees them a better chance

of succeeding? Well, in this case, probably more of that

coaching, because you know, that that's necessary for somebody to

be able to change their, their behavior or their habits. Okay.

So in that case, then, if that person who was who was speaking,

when he said, My, my automated course sells better than my

coaching program, maybe he was selling some other type of

program, right, maybe he wasn't selling one that you knew, would

get better results with? Coaching, right? So it all it's

not apples to apples in terms of comparing what somebody else has

done and how they've sold their program. So another example

would be, say you want to teach somebody the skill of building a

website?

Okay, well, let's look at that. So if you are trying to teach

somebody a skill of building a website, could they do that on

their own without accountability and guidance? Sure, right. You

could teach them the steps, they could implement the steps, and

they could successfully build a website, that could be done as

an online program, right and automated online program. Could

you also do that as a coaching program? Absolutely. Right. So

the coaching element to that would be, you're there to answer

questions, you're there to give feedback on what they've

created, you're there to give additional tips or help them

overcome some obstacles or hurdles they may have, maybe

they're trying to do some coding, and they get stuck, and

they don't know what to do, you being there in a coaching

capacity helps them guarantee their success, that they can

keep moving forward. So again, another scenario where both will

sell. But

you know, somebody has to be self motivated to go through it

in an automated fashion, versus having a coach to the to be

there to guide them. So no, you know, both scenarios are

correct. Both scenarios are helpful, you will sell both

options. But your preference for how you're teaching it and

delivering it is, is the first criteria to look at like do you

want to be actively involved through people or not? Right,

you can create a virtual version of yourself, and really simulate

a lot of the coaching that you would do in an automated program

when you when you design the experience correctly. So you

could provide them with that opportunity to get that

feedback, to get the answers to the questions when they need

them. Because you're able to anticipate those is that expert?

Or do you want to be there? Do you want to walk them through

it? Do you want to develop a relationship with them? Do you

want to help them, maybe get a job in web design or something

else that you're doing in a coaching capacity? First and

foremost, you get to decide that sales and attracting people

isn't it's it happens once you determine what you're teaching,

the roadmap, and the delivery method. It's not a delivery

method is going to work better than the other in terms of

attracting new clients to you. So hopefully, this helps you

because it was a great conversation. And again, it's

something that is common. I heard somebody say, Well, we

have to do a course not necessarily, or I heard somebody

say we have to do a coaching program, I heard somebody say we

have to do high ticket, we have to do low ticket, we have to do

this, we have to do that. Right? So if you're following the

market, or what the gurus are saying, and not sticking to your

business strategy based on what your goals are, and how do you

want to deliver your proprietary framework, then you're going to

fall in this trap of well, so and so said this, and so and so

so that I don't have enough sales. So I'm gonna flip this

and do this and change this, when the activity that you're

working on, around selling is how are you finding the right

people that are are challenged with the problem that you are

uniquely qualified to solve in your program, your course your

coaching, whatever it is you've got going on, right, who want to

have that solution. That is the focus is finding those people go

to where they are and establish your authority and, and bring

them towards you to tell them that you can solve their

problem. The way that you solve their problem. Depends on how

you think the best approaches

To solve that problem, or you know how you're building your

business model, right?

It's not about just flipping from one to the other, because

you haven't been able to successfully sell your program.

If you're not selling your program, nobody's buying,

regardless of the way that you are delivering, then it's time

to look at the offer, right? Because you're either not

solving a compelling problem that people want solved. Or you

are not finding the right customers to come in. Right. So

so like, there's, there's a offer problem, not a delivery

problem. So whether it's an online course, whether it's an

online coaching, whether it's a high ticket workshop, whether

it's an in person mastermind, like it doesn't matter how

you're delivering it, that is, is secondary to are you bringing

the right people in who have a problem that you can provide

them a solution to. And so don't confuse the two, because they're

not necessarily equal. So when when we were talking about that

this morning, what was important about the conversation is when

you're listening to somebody talk about, you know, what's

working for them, put it through the filter of your business

goals, right? If you can't, you can't take what somebody else

has said, as fact, if it doesn't match the your approach and the

way that you want to run business, you run your business.

So that's the very first thing is always kind of look through

that lens of what your goal is. And then also think about, like,

how do you want to deliver it. And if, again, if you're not

selling, nobody's buying it, it's not usually a delivery

problem, you can deliver it as a book, you can deliver it as a

program, you can deliver it as a workshop, like you can deliver

it however you want to, but there's a million different ways

to deliver your program. Typically, that's not the

problem, people don't say, Well, I'm not gonna buy because I want

to in this modality, or in this delivery method, that's not

usually going to be the hiccup that's going to get them to buy

or not buy.

And so what's going to get them to buy is that they have a pain,

and you have the solution, right? You have the painkiller

that's gonna get them out of pain, or they want the solution

that you are able to get to them. That is the critical sort

of factor that that starts first. And then you put them

into the best delivery method that works for them. And

typically, it's do it yourself, done with you or done for you,

right, those are kind of the three big buckets and

and you'll have different people who will prefer one, one versus

the other, but it's not driving their decision making. So

hopefully this serves you

and provides you just a little bit of clarity. I know that it

was a conversation that was helpful this morning, in terms

of just identifying where in the process you should be focused

and how do you create an experience that incorporates the

the right things at the right time, so that you can guarantee

results for your customers. Alright, there you go. Have a