Are You Focused on the Transformation or the Information?

Hey, everybody, it's Tara Bryan, and you are

listening to the course building secrets® podcast. Whether you're

a coach or a CEO, the success of your team and clients is based

on your ability to deliver a consistent experience and guide

them on the fastest path to results. This podcast will give

you practical real life tips that you can use today to build

your online experiences that get results and create raving fans.

Why? So you can monetize your expertise and serve more people

without adding more time or team to your business? If you're

looking to uncover your million dollar framework, package it and

use it to scale you're in the right place. Let's dive in. Hey,

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

secrets podcast. Alright, so one of the things that I want to

talk about today is the difference between information

and transformation. So so often, when people are starting to

create an online program,

they really are focused on their focus on two things. One is how

can you make money, which I'm not going to talk about today,

but is,

is the result of how you're serving and how much

transformation you get for people, right? But, but I want

to talk about specifically about

the second thing, which is how do I create something out of my

expertise that helps people and the number one way you can do

that is to focus on a problem that's in the market that you

can solve. So you look at your expertise as a whole. And you're

like, Okay, so this is what I'm passionate about. This is what I

know the most about, this is what I have experience in. And

then you need to go one level deeper, right? You can't just

say, Okay, I'm going to just teach, you know, somebody my

topic, and and hope that they get something out of it. Because

in this day and age, that doesn't work, right, we all have

the Google we have all of the things to go and find answers to

basic informational questions, that's not actually going to

transform anyone that's not going to grow your business in

the way that you want it to grow. And ultimately, at the end

of the day, you may be able to sell somebody into an

information based course. But they're not going to stay,

they're not going to continue to buy your programs, and they're

certainly not going to tell their friends and other people

about your program. And I'm not going to go down a deep dive out

of that. But here's the thing is that it costs a lot of money to

acquire a customer, you want to keep them as long as possible.

And, and you want them to be your ambassadors out in the

world telling people that your program is awesome, and that

they need to come into it. So if you don't have that dialed in

yet, or you're first starting out in this game, that is

actually what's going to create exponential growth, way more

than cold traffic. So again, not the focus of today's

conversation. But it is interesting, as you kind of

look at the bigger picture, that the only way that your program

is going to succeed is if you're focused on a specific problem.

And and it has to be a problem that people want to solve right

can't be just a random problem. So a problem that people want to

solve and focus on the result or transformation that you can get

them when they solve that problem. So those are the two

sort of pillars to start with is what problem are you solving.

And again, it's not the problem you want to solve. It's the

problem that people have out there in the market that they

cannot seem to solve on their own right? Like, it's a big,

juicy problem that that that you can that would draw people to

you. Because you have the solution to that problem, then

you need to define that solution and has to be measurable. And

you have to be able to quantify it. And so

what is that tangible result that you're giving someone? So

if you're focused on a problem, that the result is the solution

to the problem, right? Like you're getting them out of that

problem, that pain that the questioning whatever it is that

there's that is their problem. If you do not have that, do not

move forward.

It's just plain as simple, right? Like so. I was in a

conversation with somebody who is writing about their topic and

they want to help people gain confidence.

So the problem is, is that the person or people that that he

wants to work with have a confidence problem. Okay?

That's that's fine, right? Like there's something in their lives

that is causing them to not feel confident. Okay,

But you cannot create an entire program, you cannot create an

entire course you cannot create an entire coaching experience

around

giving somebody confidence,

you just can't. Because you have to define what that competence

is gonna give them. Right. And so it could be unique for

everyone, which is fine, harder to sell. Because that means that

somebody has to pull out their, their credit card and say, Yes,

I want you to give me confidence doesn't really work, right? Like

it's a harder sale. But if it's confidence to get a promotion,

confidence to start dating, again, confidence to lose weight

confidence to like,

there's something specific they need confidence to be able to

do. And so you need to get to that level of specificity. To be

able to say that this is the transformation you're gonna get

at the end, it's very hard to quantify confidence, right? If

you're like, you don't have confidence at the end of this

program, and it gives you confidence. What does that mean

confidence to do what confidence to, to like, just be more

confident, it's not an outcome. And so this is the juicy work

that needs to happen at the beginning? Because so often

people will stop there and say, Well, I'm gonna give people

confidence. And here's my five step, you know, five steps to

how to become more confident? No, I don't know what they would

be. But like, you know, Do this, do this, do this other thing, do

this other thing. Great. Now you're confident? Well, somebody

can Google that somebody can YouTube that and like, how do I

become more confident? Great. Now I have to do this, do this

another thing, right? So it's not enough to give somebody the

result of confidence, because it's not measurable. So that's

where you have to go one level deeper, and get more specific.

And this is usually where people are, well, I don't want to get

more specific, right, I can help everybody become more confident.

Of course, you can write, of course you can. It's your

expertise, you're awesome at it. But if you would like to create

a business on it, you have to get more specific, because it

has to be a measurable outcome. So what I would, what I would

look at is start brainstorming the specific area of focus, you

want to give them more confidence in and then start

there, then what you can do is, is so say it's you want to give

people more confidence to get a job promotion, right? So maybe

that that's your area of expertise is helping people ask

for more money or get that promotion they've always wanted

or get a new job, right? So it's, it's in the confidence

that the outcome has confidence. But the result is that they,

they actually can get something else, right, something tangible.

So they're gonna get a new job, they're gonna get a promotion,

right? That's the outcome that they're looking for. That is a

direct path that somebody would be like, yes, I would pay for

that.

Maybe it's in relation in the relationship space, like you

like to help people gain more confidence in the relationship

space, great, own that, that lane and do that. If in the

future, you want to expand and say, excuse me, I have one

program for relationships and one program for

for jobs Great, then then you can build up multiple programs

for each specific outcome. But it can't be all in all

encompassing. And usually what I tell my clients, when they say,

Well, yes, yes, I can help everyone.

Other than the fact it's hard to sell, it's hard to deliver the

result. Because you can do that when you have a group, say

you're doing a group coaching program, if you have five

people, sure, you can customize what you're helping each of

those five people focus on because you're helping them

define what they want to have confidence in, you're giving

them a framework or methodology. And then each of them can get

the outcome that they have defined at the beginning.

Sure.

But when five goes to 10, goes to 50. To go goes to 100 goes to

200 goes to 1000. You cannot do that and get an end guarantee

those results, right? Because you can't customize or do one on

one or get as specific with someone to say, well, this is

how it would work in your situation, or this is how you

would you know actually apply this to what you're doing. So

simplify it all down by getting more specific. So hopefully this

serves you. It is literally one of the linchpin beginning

moments that will define your success moving forward. I have a

lot of clients who try and fight me on this and say, Well, you

Mine isn't quantifiable. So I am just going to list some topics

and teach the topics. And that's going to be my programming, it's

going to be great. And you may get sales, but you will not get

referrals, you will not get customers who stay with you

because you're not giving them that specific transformation.

And so when you look at the bigger picture,

when you're trying to build your education or coaching empire,

you have to look at the big picture and see how each step.

Lead leads to that ultimate transformation. The other

component of that, just as I'm explaining this is, sometimes

it's like, well, the result is way off in the future. So bring

it closer, bring the target closer, come up with a tangible

result that they can have in a shorter period of time. And then

they stay with you to keep going right? So you're solving that

first problem, and then you're going to the next problem and

going to the next problem, but each one has to have a

measurable,

measurable outcome. So really noodle on that figure out what

that measurable outcome is to the problem that you're solving.

That is the recipe for a solid foundation that helps you build

the right solution to help people not only buy it for the

first time, but stay with you and become your biggest fans and

ambassadors. Okay, there you go. Have a great day.