The Exchanges

Q Okay, amazing. What kind of digital courses? Do you have your own course about courses?

A I do, which is so meta, I know. So basically, here's the thing. Uh, 13 years ago, I worked in corporate. I worked for Tony Robbins, and I was the director of content development. Got to travel the world and work on content that Tony did on stage at, like, Unleash the Power Within, and Date with Destiny, and all those cool events. And I was in a meeting, and I was called, so humbling, I was called into this meeting to take notes. And I walk into this meeting in this big San Diego corporate office, And I walk in and it's a bunch of internet marketers. Now in my world, these are like the grandfather of internet marketers, although that sounds very rude to, to call them grandfathers, but they're like the Mac daddies. So it's like Frank Kern, Brendon Bouchard, Evan Pagan, Jeff Walker, like big name internet marketers that are still doing really big things, but they were the leaders in the industry. I had no idea who these guys were. And here I am at a side table Taking notes, and Tony's going around asking them about their businesses, and what do they do, and how are they making money online, and all I heard was freedom. Like, these guys were running their own businesses, creating digital courses about tons of different topics, and I wanted a piece of that. So, that was like my first entry into this world I knew nothing about, and about six months later or so, I had left my corporat…

AI assessment note: “I do, which is so meta, I know.”

Q you could correct me, I think he would, he would send these really long emails. Like, it felt like 10,000 word text-based emails about how to meet women. And then at the end, you could buy like a 14 dollar book. And I think Craig told us that he was selling like thirty million dollars a year of this book on called Double Your Dating. Have you heard about this?

A Yo, absolutely have heard about it. And I know he's a legend in, in that area. And when he came to the table, I think he had moved on from, um, that part of his business, but that's how he was put on the map. And the one thing that I learned from Evan really early on is he teaches this strategy that you've got to coin your own content. Like you've got to name it. You've got to put a, a title to it. You've got to own it. So one of the things that I've always done when I've created content in my own business is, like, I've got the Porterfield process for outlining your digital course, and the sweet spot for finding what topic to create for your, your course. I name everything and own it, and it sets you up as an expert, and that absolutely came from Evan.

AI assessment note: “Yo, absolutely have heard about it. And I know he's a legend”

Q great business to, to own that. Um, what are some other people who, who you've worked with or that you know of That are like shockingly, that you would tell people and you're like, I can, you would not believe what this person does. You would not believe how much revenue they make or that they sell a course, uh, in this space. Are there any shocking ones like that?

A So one of the ones that always has shocked me, I have this student, her name is Danira, and she lives in LA, single mom, three kids, really small house, not enough rooms for everybody, like she is definitely doing it herself. She was working two jobs, and she was baking, and people would come to her house, they'd pick up a birthday cake, or a celebration cake, or whatever, and that's how one way she was making money. Long story short, cut to creating a digital course, And she became really good at caramel candy apples. So how to create caramel candy apples. And the thing is, the caramel was store bought. It wasn't like her special recipe. Just people didn't know what store to go to or what to buy. And so she started to create these and, um, sell a digital course. Now, a lot of my students, many of them have made seven figures and beyond. But I want to talk about her because she's a woman who made, um, never made over a 100,000 dollars a year. And now in one digital course launch, she made 260,000 dollars selling how to create a caramel candy apples. And she literally was just doing live videos in a private Facebook group. And I always tell that story because a lot of people listening have never created anything in their life online. And they would never even, they're like, my idea can't be good enough or it's not original enough or whatever. And then I think of Denira, a single…

AI assessment note: “one digital course launch, she made 260,000 dollars selling how to create a caramel candy apples”

Q How did she get her customers? So who bought this course? How did she go sell? How much is the course?

A Uh, I can't remember a couple hundred dollars. And the way she got her customers, this is what's cool. She made a lot of videos. She did a lot of social media where she'd show in her tiny little kitchen with not a fancy camera or lighting, like what she was doing. And the thing is, so if you own a bakery, a caramel candy apple is like 10 bucks or more, uh, to sell, which is really good profit for a bakery. And these bakers wanted to find more ways to make more money. So she, uh, she appealed to the, uh, small business owners who had bakeries or sweets to sell, but she also appealed to a lot of hobbyists. A lot of people are like, I just want to do that. That's cool. So she had a mesh of two different audiences, but her, she basically just made free content and then tons of content, lots of videos. Yep. Wow. And then the way I teach people how to sell courses is with webinars. So she, she started to do webinars, and webinars were a way, a new vehicle to sell more, so she's gone on to do even more launches.

AI assessment note: “I can't remember a couple hundred dollars. And the way she got her customers”