Let's talk about the course launch formula. The course launch formula.

So these are the seven steps

to getting paid before you create. Put in the chat, I get paid before I create. I want you to get paid
before you create. Even if you are just starting out. In fact, it is the only way that you should do it. If
you follow what I teach. The course launch formula. It should never be, oh, let me create it.
Hopefully someone would buy it. No, I will not allow you to do that, please. I made that mistake too
many times. Spending months creating a course that goes nowhere. I don't do that anymore.
Everything I'll be teaching you, in fact, I'll demonstrate it by the end of today. How do you sell
something before you create it? Who likes that idea? To get paid before you create, right? Get paid
before you create. Get paid before you create. So let's take your idea, right? Let's say you have your
million dollar course idea, right? Remember, it's a billion dollar day industry. Let's say you sell a
hundred dollar course. If you sell 10 to 10,000 people, that gives you a million dollars. You just have
a thousand dollar course. You sell to a thousand people, right? You get your million bucks. You have
a 10,000 dollar course. It should be a hundred. You sell a hundred people. Then you get your million
bucks. That math makes sense, right? Yeah. By the way, even when you're creating courses, you see
these typos and stuff, don't worry about it. Same with you. I don't worry about it. Don't worry about
it. No one cares. I'm telling you. Don't get too hung up. Oh my God, it's a typo. Oh my God. No, no
one cares. Don't worry about it. It's okay. Do you know why it's okay? Tell me why it's okay. Why is it
okay? It's about them. People don't care. But doesn't it look unprofessional? It makes you more
human. It makes you more human. Especially the bigger you get, like what I do, the problem, I can
tell you the biggest problem I do with what I do is now people see what I do. Oh yeah, of course, you
are C4 Dan Lok. You've got 9 million followers. You can do that. Like you could do all these things
and you've got the skills and about me, I'm just getting started. I don't have that. I can't do it. Versus
look, I make mistakes. I have typos. I skip things. It's okay. It's okay. Is that okay? It's okay. It's okay
for me. It's okay for you. So don't worry about, oh, there's some typos and stuff. No. The problem is I
didn't do that on purpose. It's just a mistake. It's not a lesson, it's just a mistake. But don't let that
hold you back. Don't feel like, oh my God, it's not perfect or the color or the font and all this. No one
cares. No one cares. As long as you, if you have the heart and desire to serve. That's what matters.
And that's what matters to people. So step number one, seven steps. Step number one, you
research your market. You research your market. How do you research your market? Do you just
guess? Oh, I think there's a market for that course. No, you don't do that. Number one, you look at
Amazon for book reviews around your topic. So you go to Amazon, whatever topic that you're
thinking about doing. Actually, put in the chat, what kind of course ideas that you're thinking about?
What kind of course ideas? Put in the chat. You're thinking about it. fitness, weight loss, vlogging,
Peter, right? Creating goals for John, Google ads, social media, copywriting, great. Goal setting,
Airbnb, beautiful, life coaching, love that. So you go to Amazon, you look at reviews around books,
book reviews around your topic. If you cannot find a book on your topic, you don't do a course.
Research done. That means there isn't a market. If you find a lot of books on that topic, chances are
there's a course. Because you want to sell to existing demand. Write this down. You want to sell to
existing demand. There are two types of demand. How many types? Two types. You have existing
demand and you have created demand. Created demand meaning you got to create it. No one
knows what it is. You don't want to do that. When it comes to selling a course, you want to tap into
existing demand. Things people are already searching for, right? And here's the trick. When you look
at those reviews, I'm going to give you like a great technique. What you want to do is this. You want
to look at those reviews? You want to look at hundreds of those, right? Let's say you've got a book
that's got hundreds of reviews. You don't look at the top ones. Don't look at the four or five, the star
four or five. Don't look at the star one because the star one basically usually are trolls and haters,
okay? Waste of time. What you want to look for is that star two or three because the star two or
three would tell you It's an awesome book, but I wish I would have seen more of this in the book.
Like, I wish there's a little bit more about this in the book. Bingo. You take that, that's your course.
Because the marketplace is telling you, I love the book, love the content, just missing a few things
here. Let me give you exactly that in my course. You do that, your course will sell. Because they tell
you that's what they want. And you look at all these books out there within the topic. You take a
look at 10, 20 of them. You take a look at the star, two star, three star reviews. You collect all those.
You put an Excel spreadsheet right there. Guess what? You've got your outline for your course.
Bingo. That people will love to buy. Has zero to do with creativity. It's a goldmine that's right there
sitting on Amazon and most people are too blind to see it. They don't see it. Is that pretty smart? Yes
or no? Put up your hand. So ignore the star five, four, five, two or three. Look at the two or three.
Number two, you look at podcasts in your topic. Look at the podcast. Let's say goal setting, fitness,
right? Just look at that. And you look at, see which episodes, right? Which episodes are good. Look at
the titles. Look at the titles. That gives you all kinds of ideas. And guess where else do you look? The
reviews. The reviews of the podcast. However, you notice most podcast reviews are usually positive.
So you don't get as many of those two, three star, mostly it's four or five stars, but you would go to
the podcast, you look at those reviews, you look at, in this case, from a different context, what
people like about that podcast. You're looking for that golden nugget. You're looking for what do
people say about their host? What do people say about the content? What do people say about
certain episodes? If you see someone saying, oh man, episode 25, I love it. Let's listen to episode 25.
What do they love about it so much? Now you can put that in your course outline. Make sense? So
podcast, podcast reviews. Number three, you could use a website called BuzzZoom. BuzzZoom,
something I teach at the Smart Challenge. What it does is it tells you what types of content on the
internet that goes viral, that is popular. If it goes viral and it is popular, there's your table of content.
That's the outline. So everything we do, again, like I said, it's not about us, it's about them. When
you can give them everything they want within a course, they would buy your course. How do we
know? We do that through research. Research. Are you liking this, by the way? Put up your hand.
Right? So Amazon podcast, Buzzsumo, right? Number three, look at a top 20, 10, 20 influencers on
YouTube in your space. So let's say, fitness. You want to do a fitness course? Great. Look at the top
fitness channels within YouTube. You go to those channels, right? And what you will see is when you
go to the channel, right? When you go to the channel, you will see that when you click on videos,
there's a way that you could, at the top right corner, do this afterwards. You can sort those videos by
popularity within YouTube, right? So usually what you see, the default is the newest videos. But
when you go to that person's channel, when you sort by popularity, what it shows is the most
popular videos in that order. These are the videos that got the most views for that particular
channel, for that particular topic. Guess what? Those are the videos you're gonna make your courses
on. Because those are the topics that people are interested in. So everything we do is based on data.
So when you're creating a course, your clients, your students are looking at what you do like, wow,
your course is so amazing. Like you answered the exact questions I have, I've been thinking about for
a long time. I know, because I've done my fucking research, man. Like, of course, you've done all
that. Of course, you know, like, how do you read my mind? It's not you read their minds, you've
done your research, right? Make sense? So sort by popularity. It tells you the top videos that's got
the most traction on their channels. That means that that's what people are interested in. Number
five, this is a great one. You go to Facebook groups. How many belong to some... Step two, now you
interview your potential course buyers one-on-one. You do not create a course based on what's in
here. Again, we're creating for them, not for yourselves, not for our own ego, for them. Interview
your potential course buyers one-on-one. You could, if you have an email list, you could post, you
can email your email list. You could post them on your Facebook profile. You could post them on
your LinkedIn profile. You could go to different Facebook groups. Now, if you're going to go to
Facebook groups and interview people, you need to ask the organizer for permission. For what? For
permission first, before, right, you ask anyone to be interviewed. Before you ask anyone to be
interviewed. What if I give you the exact post that you could use? to email your list or to post in
Facebook group or your Facebook profile to get people to put up their hand and to be interviewed
by you. Who wants that? Not enough hand goes up. Who wants that? Okay, here we go. Okay,
here's what you use. I am planning to create an online course about goal setting, about fitness,
about blank for this market that helps people with this problem. I'm looking for people who are
willing to do a quick 20-minute market research phone call with me. This course will be sold for 297,
397, 997. I'm happy to give you the course for free when it's completed. If you're interested, please
PM me or comment below if you know anyone who can potentially help. This template is simple. It is
a work of art. He has so much psychology in there. First of all, do you see the gift that we're giving
them? We're giving them a free course, yes? Right? We're giving them a free course. You're creating
your little group. PM me or comment below. Comment below is powerful because when other
people see other people comment below, hey, I could do it. I'm happy to do the phone call. Other
people can say, oh, I want to do the phone call too, right? And now you can DM them. You can set
up a time. and you're telling them very clearly, hey, I'm thinking of doing online course about this
market, about this problem. And it's a 20 and not two hour call, 20 minute call. How many of you
believe that like a 20 minute call feels like it's much more doable versus a two hour call, right? Yeah,
I can do 20 minute. I can do 20 minute and people will help you. Here's the question, but Sifu, what
if I post this and no one comments and no one PM me? That means you ain't doing that fucking
course. That means there's no interest. Good. Isn't better to find out before versus after? If you do
that in a group, like if you're doing a fitness course, and you put it in a fitness group, and you say, I'm
going to help you solve this problem, and no one would even give you 20 minutes of the time to get
a free course, you can't sell that at all. No one would buy it. Good. Next topic. Is that clear? Put in
the chat, right? Move on. Is that template useful? This is gold. It's very, very simple. You would be
shocked by how effective this is. In your LinkedIn group, in your email, chances are you'll get way too
many replies. Too many replies. You pick and choose. So you've done that. And how many people
would you interview? I would say at least 10 to 15 to 20. At least do 10, ideally 20. How many? 10,
20. The more you do, the better. Step three, now you name your course. You've collected data,
you've collected questions, or you've done all that. Now, how do you name your course? Naming
your course is 80% of the game. Not so much the content, the course title. makes a huge difference
if your course is gonna sell or not. Just like a book, right? Just like a book. Is your book gonna sell? It's
all title. It's all title. So how do you name it? Why is naming so important? A good name
communicates to your buyer what your course is about. A good name differentiates yourself from
every course that's out there. A good name can also do most of the heavy lifting for you. If you've
got a course and the name is confusing, people will be like, I don't understand this. I don't know why
I need this. versus, hey, I want that. How does that work? The biggest tip that I could give you is this.
Don't get fancy. Write this down. Don't get fancy. Don't get cute. Just be very direct. Here's what it
is. Those course titles sell the best. Don't go like some stuff like, I don't understand what it means or
fancy or long or no. Keep it simple. Keep it very, very simple. Look at this course. How to create an
online course that sells. Can you see, what do you think the course is about? How to create an online
course that sells. It's not cute, it's not fancy, it's not none of that stuff. Keep it simple. How many
want to see some examples? I'll give some examples, okay? Don't get fancy, don't get creative. Keep
it simple. Incorporate the benefits of taking your course. Incorporate that into your course. And
avoid traditional school language. Don't name your course whatever, Fitness 101 or Goal Setting
101. Don't do that shit. This is not school. This is self-education, not traditional education. People
don't like that, okay? Yeah, so Rogers, if something 101, it's a bad example. It's a bad example, right?
Can I create this with a video in social media? I think the question is, can you use your social media
content and put that in your course? Is that your question? You could, partially. If they can search
your whole course online for free, when they pay for it, they're like, what the heck? But if you can
take some of the content that may be relevant, hey, you can use that, repurpose some of that in
your course, that's okay. Make sense? So that's okay. Now also Google it to see if someone else has
a course with the same name. It's just good practice. Yes, right? Just if you thought of this name,
well, let me search and see if anyone else has this name. So there's no confusion in the marketplace.
Ideally, only you have it and other people don't have it. So example, here's one of my courses,
follow-up secrets. Let me ask you, what do you think the course is about? Put it in the chat. Just take
a guess. Take a wild guess. You got it right. It's about follow-up. Like I'm talking about that direct.
Don't get cute, don't get fancy. One of my best selling courses, follow up secrets. How did you follow
up? Great, simple, right? Another way that you could name something is you could take something
like a metaphor or saying that's very popular and you just change a word. Now in this case, This is a
course that walks through anyone who wants to build up their YouTube channel. It outlines my
process, how I went from zero subscribers to a million subscribers and now and beyond, of course.
The same process, right? Seven modules, advanced. And I thought, hey, you know, in order to build
your presence on social media, on YouTube, it's like, you know, growing up, we were taught, you
don't want to toot your own horn, right? You want to be like low key, you don't want to toot your
own horn. So I thought, okay, what if I do a play with that word instead of, because on YouTube, you
want to toot your own horn, right? You want to create content. So what if instead of toot your own
horn, let me change the word toot to toot your own horn, like YouTube, right? On using YouTube to
toot your own horn. So I combined those words, right? Change your word. And now I've got a kick-
ass name called toot your own horn. Is that a good name, yes or no, right? Something like that that's
very, very catchy, very memorable, very memorable, right? Something that I own. I own the
trademark of that, in fact, right? Tubule Horn. So now I've got a course that I could sell again and
again and again and again and again and again, Tubule Horn. So that's one way to do it. Think of
what are some of the phrases that's popular, change a word, and now you've got a course. This is
another course. Six steps to six figures. Does it have benefit? Yes or no? Yeah. Incorporates the
benefits within the course. It's very, very direct. Six steps to six figures. There's a course. You know
what it's about. That's how you want to think about how to name things. Now, you could pre-sell
your course. Notice what I said. You want to get paid before you create it. we're not gonna create
anything until we sell it. So we've done our research, we've named our course, you can even do the
graphics, and now you start selling it. So you spend a majority of your time creating the sales
messages, the offers first, before you create a course. So you don't create to sell, you sell to create.
You do not create a course to sell. I'll say that again. You do not do it. You sell first to create. You
don't create anything until you've sold it. Because until you've sold it, how do you know there's a
market? The best way to know there's a market, you've sold it. People are paying you. Does that
make sense? That's how you do it. That's the only way you do it. That's the only way that you do it.
And if no one's buying it, you don't create it. You don't create it. So the best way to create a course
that sells is to sell it before you create it. That's the best validation you will get. That is the best
validation you could get. Not from your mom, not from your dad, not from your relatives, from the
marketplace. Is there a market? Let's sell something. Let's find out, right? Let's find out. And you
want to record, don't create. Record, don't create. This is not creating, this is recording. Do you see
the difference? What's the difference? Tell me. What's the difference? Yeah. You're doing
something, you're recording it versus you just sit there and try to create it. That's hard. Isn't it
better? I have your engagement. I have your questions. Wouldn't that the end product be better?
Yes or no. Versus me just talking to the camera, right? I don't have the energy from you, right? Like
this is so much easier for me. And most of my courses are done this way. You notice that. That's why
they're engaging. Because I record, I don't create it. It's so much easier. It's so much easier. So you
could turn your one-on-one coaching into a course. Every single one-on-one coaching that you do, if
you ask for permission, you could turn that into a course. You can turn your live event into a course.
I have a number of high ticket courses there from my live events. You could turn your virtual event
like this into a course. You could turn your presentation into a course. So I had multiple courses
online that one of those courses, it's called eight figure webinar blueprint. So I was speaking at Vince
DeMonte's High Level Mastermind Group, $18,000 a year. I was a guest speaker, special guest
speaker. And I reviewed my eight figure webinar template and blueprint, like a keynote that I did. I
recorded it and now I've got a product that people pay $18,000 to get access to, and I did a special
talk. Now, is that a valuable course? Yes or no, right? But I didn't sit down and create it. I would just,
hey, I'm doing a talk. Let me record it. And boom, I've got a course. Everything I do, I record. I might
turn it into a course. I might turn it into a bonus. I might turn it into a training. I might turn it into a
front-end lead generation of vehicles. I don't know what I'm going to do, but I'm going to record
everything. Because I might use it. So everything I touch turns into an asset. Do you understand?
Versus most people, everything they touch turns into fucking liability. Everything I touch, I want to
turn it into an asset. I don't know where I'm going to use it. I don't know. Somewhere, but damn
sure, we're going to get, I'm going to turn it into an asset. I'm going to use it some way, somehow,
right? This is an example, right? Let me see the question. Is there going to be a recording? Who
wants a recording of this, right? I'm gonna show you how you could get it. I did a consultation, one-
on-one consultation with Dave Gavi, one of my superstars from India, right? And Dave started with
me when he was making 5,000 a month, this 5,000 a month, right? This year is gonna do $6.5 million
in India. If you know anything about the Indian currency, if you're a millionaire in India, you live like a
billionaire. You've got servants, you've got freaking people running around the house. He's got a
massive house that he bought. So Dave pay me six figure a year for one-on-one. So when he did that,
and he's still paying me, and I said, hey, Dave, And at the time, he was doing about half a million
dollars a year. And I was doing one-on-one with him every month, once a month-ish. And I recorded,
again, don't create, I recorded those sessions, how I took him from half a million dollars to two and a
half million dollars in a very short period of time, like a year-ish. And I recorded all the sessions. And
afterwards, I said, hey, Dave, is it okay if I bundle that into one of my high-level programs? He said,
of course, you can do it. Because he paid six figures for it, I want to ask for permission. So I created
that, million dollar consultations, how I took him from half a million to two and a half million, right?
And it's done through just like this. It's not even, it's like Zoom. Webcam, no fancy equipment, right?
Very basic. In fact, it's not even in studio. Most of the consultations, I was in just my T-shirts and I'm
wearing my hat, super casual. Not in studio, it's just like at home, very laid back. I did a one-on-one.
Now think about, is that a valuable course? Yes or no? Because of what's in the course. So that
becomes a very valuable bonus because he pays six figure for those sessions. That took him from
half a million to two and a half million. Went through everything from his team, from his branding,
social media, traffic, everything he's got, right? And now I've got a course that's very, very valuable.
Very valuable. So I turned that one-on-one into a course. So everything that you do think about now,
start thinking about how you could use it. You're gonna interview someone. They're gonna interview
you. You're gonna be doing a keynote. You're gonna be doing one-on-one. You're gonna be doing a
virtual event. Everything that you do, turn it into a course, man. Turn it into a course. It may not be a
course, but could it be a part of a course? Yes or no, right? It could be a component. It could be a
bonus. It could be a front end. Think about everything that you do. And you'll love it because every
single time you do it, you're thinking, I'm creating assets. I'm not making videos. I'm creating assets.
Write this down. You are not making videos. You are creating assets. If creating assets that are
scalable, it doesn't get you excited, I don't know what does. It gets me excited. Especially, I'm not
talking about assets like real estate that comes with a mortgage. You understand? I'm talking about
free and clear, intellectual properties, digital assets that you can control. That is scalable. There's no
debt. Like what could be more valuable than that? It is so beautiful. Do you see how, like, it's silly not
to do it. Do you see it? Like, why would you not do it? Why would you have all this technology and
all these things and software at your disposal? And it's like, no, I don't want to drive. I just, I just
walk. Why would you not want to drive? Like, from here to New York, now I'm just gonna walk, I'm
just gonna swim. Take a plane, get in a car or something. Like, why would you walk? No, actually,
most people, let me crawl. I prefer crawling, man, I don't want a car. Like, this is crazy, crazy. Now,
with Kajabi, what you could do is, write this down, there's a feature within Kajabi, when you start
using it, you could create, this is why it's so beautiful. You could create landing page within Kajabi
without coding, without programming that could pre-sell your course. Who likes that? Point and
click and boom, you can have the payment processing, all that click, click, click, click, click with the
countdown and boom, you start selling. You start selling. You don't need to hook up with this click
funnel and this landing page and this and then this and then this and then this. You don't need any
of that stuff. Click, click, click, landing page, boom, done, done. It's so simple. And that's why so
many people use it. This is simple, right? Start with something simple, promise me. Start with
something simple, right? Don't get fancy. Once you get bigger, yeah, do all that integration and other
software. And we have over a hundred softwares that we use within our company, right? We're
crazy. But don't start that way. You get overwhelmed and didn't do anything. I don't want you, don't
do anything. I want you to do something. When you're building an online course, the first thing you
want to do is to make sure you sold the course first. Yes? You sold the course first. After you sold the
course, then what you do is you teach the course to a beta group. In software world, beta is your
tester group, right? Your first group of students. They would give you feedback on the course. They
will ask the questions that other people have. After you teach your first group, now you get more
competent. You get more confident, right? Now you add these other elements. But the first group is
what you do. You do the online course. You set a date. Hey, I'm looking for a beta tester. And I'm
going to give you a template for that as well. So you sell the course. You sell the beta group. All you
have is a title and the landing page and the copy. You do not have the course yet. You with me? You
do not have the course yet. You sell it. Now, if you have other things that you've done in the past,
let's say speaking gig or one-on-one or different things, you want to throw that in as a bonuses, by
all means do that. You do that as bonuses. So basically here's the pitch. I'm doing online course. It's
going to be a four-week course. It's going to be a five-week course. It's going to be like this, one
module each week, right? And it's going to start 30 days from now. Great. Here's the price. Lending
page on Kajabi. They get it. Now, since the course doesn't start in 30 days, I have these bonuses I'm
going to give you within Kajabi. You'll get instant access the minute you purchase this. Consider
them as pre-training for my main course. You follow what I'm saying? Right? So you're giving them
something to get started with, something to just kind of get them excited, looking forward to the
course, and then you start the course. Then you start the course. And why this is so powerful?
Because the way that you structure the course, the way you deliver it, I'll give you, this is a funny
story. Some knows this, some doesn't, okay? One of my signature programs, and many of you came
through that, is High Ticket Closer Certification Program. How many of you have gone through HTC,
right? It is by far, right, my most powerful work, my signature coaching program, HTC, High Ticket
Closer Certification. So let me tell you a story. At first, when I started the idea of the course, I
thought, okay, I'll come up with the idea of teaching what I know about high-ticket closing. And by
the way, the name of it, does it tell you what it is, yes or no? It's high-ticket closing. It's not a sales
program, it's about closing. So I came up with the idea. Now, I thought, I think I would sell 50 in my
beta group and that would be good. The intention was to have 50 people that I could train so that I
could pick up five or six people to join my sales team because I need to sell people to grow. That was
my intention. We launched the first season and I think we had a few hundred students, four or 500
students. I was like, okay, shit. It's like 10 times more than it's adding a zero, right? How many
students I thought I would have. So now, you know, this is popular, right? I didn't know how popular
it would be. I sold it, it's popular. So I need to deliver a seven week course now. I don't know what
I'm gonna teach. I have no clue. My first season of XTC. I know I have all the knowledge, but I'm like,
what should I teach? So week number one, so I did a little survey, asked questions. I went through,
okay, kind of the mindset of high-tech closing. I did the first course. And then the first week,
Afterwards, I go into Facebook group. I go into Facebook group. Okay, so what's the biggest
learning? Okay, great. We have that week number one. Week number two, before we do it. Okay, so
what would you like to learn from week number two? And then I gather all the examples. Oh, you
know, we would love to learn, like, how do you set up the call and what do you say? Exactly. That's
exactly what we're going to talk about in week number two. So get excited. So I do all that. So I get
busy and busy and busy, right? And then week number two, exactly what everybody says. I said,
great, okay. Week number three, isn't it amazing? Oh, seafood's amazing. It's the best thing we've
ever done. Like week number two, mind blown. Okay, week number three, what would you like to
learn? Oh, I would love when you go into more of this. You know what? That's exactly what's coming
up week number three, right? I did that, right? And now remember after week number four, I'm like,
okay, this is good. Okay, so what else do they learn? Oh, see, we would love to, like, great, week one,
two, it's amazing. It's the best thing we've ever done. We would love to learn how to handle
objections. Guess what? Week number five, objection handling. Here we go, right? Let's do it, right?
Tell me what are the objections you would like to learn how to handle. And they gave me a whole
list. And that whole class, the first season, all I did was, The list that they gave me, objection number
one, let me handle it. Objection number two, here's how I will handle it. Objection number, we go
through all that, that's the class. That was the whole class. And that's the best review class, the
module that we've had. Amazing, right? Again, then I've got two weeks left. Well, what else would
you want? We go through that, that's my first season. That's my first season, right? And because
HTC, I think at the time was $2,500. Yeah, it was $2,500. First season, 500 people, you do the math.
How much was that? A $2,500 course at 500 people, first season, ended up for me. How much is
that? Yeah, with over a million dollars with the first season. without all I had was the name. That's all
I had was the name. True story. Those, if you were with me in season one, you know exactly what
Steve was talking about. Like it was the best, best, because I'm giving them exactly what they're
asking. And then season two, with now the experience I have for season one, from season one, then
I take all that and say, hey, here's what we're doing. Now I have an idea what they want. And that's
how I do it. Structure your course, number five. To structure your course, I don't strive to impress my
students with how much I know. I strive to create a course that they can use to produce a result. So
my mindset is not, let me impress my students with how much I know. If I want to impress someone
with how much I know, we would be here for five years, okay? Let's not do that. My goal is how do I
create a course that they could use to create a result? How they could use to create a result. So
here's my framework that I teach. With your course, write this down. My four-part framework. Why,
what, how, action steps. If you go through most of my courses within Dan Lok University, they follow
this formula. Why, what, how, and action steps. Why meaning, why is this important? Why do I need
to learn this? Why this would change my life or my business? And then I go into what are the things
that you need to do? What are the things that might be holding you back? What are the things that
would prevent you from implementing this? Then I go into here, here's how you do it. Here are the
steps, here's how you do it. And then almost without exception, I end with some sort of action steps,
kind of like a summary. If you want to look at this framework, why, what, how, and action steps,
these four steps are the exact steps that I follow with this course, what I'm teaching you. True or
true? I spend the first chunk teaching you why online courses. And I spend the second chunk, what's
holding you back? What exactly are online courses? They're not online courses, they're digital assets.
Then now I'm going into the seven steps, how to do it. How to do it. Is this a good framework? Yes or
no. Do you enjoy this kind of flow? Why, what, and how? Don't go into the how in the beginning.
You have to go through the why first, even if bought your course. Because the why sells them why
they should pay attention. The why sells them why they should implement. The why sells them why
they should keep going. You've got to give them the why first, what, how, action steps. You look at
majority of my courses, I follow this exact framework. Almost without exception. Why, what, how,
action steps. Is this helpful? Yes or no? From now on, any little module that you create, let's say you
have a seven-week course, a five-week course, a four-part course, part one, why, what, how, action
steps. Part two, same. Why, what, how, action steps. Part three, why, what, how, action steps. Do
you recommend creating a one-day virtual event, a multi-week program for the ultimate course for
beginners? Yes. Yes. If you can do a virtual event, you can do an actual event, you record it, great.
But, You don't do the event until you've done your one-on-one interview and until you've done your
research. You cannot skip that. Once you're clear with what their needs are, then you do the event.
Does that make sense? Yes? Lower your head so I can see. Okay. The three biggest challenges your
students face. No one talks about this. One. Procrastination. You cannot expect your students, just
because they bought your course, they will go through it. How many of you have bought online
courses you have not gone through? Put up your hand. Put up both your hands. Come on. Let me
see that, right? Yeah. Including mine. I know that. Right? So if that's the case, you have to
understand, you have to realize, people don't want to learn. Write this down. People don't want to
learn. People don't want to learn. They will learn if whatever you're teaching them is going to get
them the results they want faster, easier, with less friction. They are willing to learn, but people
don't want to learn. Does that make sense? So you have to start with a frame. People actually don't
want to learn. Okay, then how do I make them want to learn? Why? What? How? Action steps. And
the three enemies that you have when you're creating your course that your students face, number
one, procrastination, number two, feeling overwhelmed, and number three, lower self. They will
procrastinate. They bought your course. They don't go through it. Or they bought your course. Yeah,
I'm going to get to it, and they don't get to it. Yes, right? They procrastinate. Do people
procrastinate? Yes, they do. Number two, feeling overwhelmed. Too much content. I don't know
what to do. I don't know how to start. What's the first thing I got to do? This is why it's helpful when
you give them the action steps. Do this first. Do this and then do this. Oh, okay, I can do that. Instead
of teaching them 20 things, this and this and this and this and this. Think about from your, if you are
a student, how many of you appreciate that step-by-step, right? So you feel less overwhelmed.
You're more likely to implement. And number three, this is the biggest one. This is the one that no
one else addresses. I address it a lot, lower self. You have to understand when they come into your
course, they have a lot of pre-programming from the past, right? You have the lower self, right?
They have this survival brain that's like conditioned not to take action, procrastinate, lack of
confidence, imposter syndrome, all those things. True? That's the problem. Like the problem is not
me teaching people how to close sales. The problem with most people is they have negative
association with selling. They perceive, oh, selling is a dirty word and I don't want to sell and I don't
want to do this. And that's the problem. The problem is not getting you to create content. The
problem is you want to be liked and you don't want to be hate. That's why you don't create content.
You can't handle the heat. Not uploading it. Anybody can upload it. That's not the problem. It's the
fear of judgment, right? Fear of rejection. That's the problem, which mostly set low self-esteem. So
lower self is a true issue. The way that you will handle this is this. Your onboarding video, write this
down, your welcome video, it is the most important piece of content you will ever create within your
online course. You must address these things in your welcome video. If they buy your course and
you just kind of throw them into, hey, here's the course. Not so good. Now, I could get away with
this because I've got 100 courses. You understand? Most of my students, they have invested in
different things. Your first course, you better have a kick-ass welcome video. to address these things.
You got to sell them and we close them on why did they take action? They bought it. Let's go
through the first module, right? Let's get them going. Let's get them consuming the content. Let's
handle the objection. Hey, I know you maybe feel overwhelmed. I know you can see that there's a
lot of training in here. Don't be alarmed. The first thing you got to do is this and this and this and this
and this and this. And I know when you're going through the course and different modules, you will
feel this, this, and this, and this, and this way. Here's how we could help you. We have example. We
have a community, right, within Facebook or within Telegram or within whatever platform that you
use that would help you and answer any questions that you have so that you're plugged in. Oh,
great. It handles one thing. We also have this. We also have this. We also have this to help you. Do
you see how your students likelihood of success has just gone up significantly, right? Because you
have framed it properly. So your welcome video is absolutely key. A well done welcome video will
help your students succeed. It will lower your refund and improve your retention. And again, almost
no one else has it. Does that make sense? No one else has it. How long should your course be? Ask
me that, put in the chat. How long should my course be? How long should your course be? Is it 90
days? Is it 20 days? Is it, now I've done all kinds of different lengths, right? Some shorter, some
longer, some much, much longer. After a hundred courses, here's what I've learned. It's not about
the length of the course. It has nothing to do with the length of the course. You could have a group
of short videos, like five minute each, micro consumption, micro content. You could have a 30
minute video. You could have a video that's long, but you can chop it into 30 minute pieces. I think
now what I have learned is the length of the course is given by the purpose of the content. How long
would it take you to teach what you need to teach and to help them get the result? So in this case,
this course is like what? Let's say in total five hours, I think we'll be done, right? Is to give you
enough of the why, what, how, action steps so that you could go out there and sell your first course.
Does that make sense? If I could do that, I believe then this is successful. If I haven't done that, that
means, hey, maybe I'm missing something. It's not good enough yet. You're with me, right? So that's
how I see it. And think about my high-ticket closing program. It's a 90-day program because now I've
taught tens of thousands of students I know to be a good closer to close high-ticket sales. It takes a
good 90 days of coaching with one-on-one coaching with my coaches, with my curriculum, with my
community, right? In order to transform someone from not knowing how to sell to knowing how to
close, 90 days. I've done it for seven weeks. I've done it for eight weeks. I've done it, you name it, but
90 days, It's what I've discovered. This is the best. Does that make sense? But it's a more advanced
skill, more advanced skill. Number six, oh, this is a good one. How do you price your course? It's a
good one. Who wants to know that? How much should I charge, right? This is a big one, right?
Should I charge this much, this much, this much, this much? Now, if you use some, let's say you just
want to sell your course on Udemy, which you could, the problem with that is when you go to
Udemy, you will see all these other courses and usually they are like 10, 20, 30 bucks. How many
have seen that before, right? It's very difficult for you to list your course for $500 in Udemy because
like all the other courses are 20 bucks, yours is 500, no one's gonna buy yours. So nothing wrong
with Udemy is if you wanna sell something that's like a little bit more significant, it's a tough
environment. Right? It's just, it's not designed for that. I've never had a course on Udemy and you'll
never see me with a course on Udemy, right? This is why I want to have control. Write this down.
You want to have control over your intellectual property, right? You want to have control over, it's
like, you want to build a property on land that you own. I don't want it on rented land. I want it to be
on my own, right? I want it to be a creative content, right? This is why I use Kajabi. Three types of
courses. How many types? Three types. First is what I call mini courses. Mini courses are $47 to
$497, mini courses. And I have a lot of those, right? And usually they're like two to four hours, two to
four hours. A mini course is a tightly focused, highly relevant online course that helps your students
solve one problem. How many? One, one problem and achieve one result. So follow-up secrets,
that's a mini course. Prospecting secrets, that's a mini course. Content secrets, that's a mini course.
You follow what I'm saying, right? It's a mini course. It's 47 bucks to 497 bucks. Something kind of
low ticket, a mini course. Do you try to dump everything you know in a mini course? Tell me, put it in
the chat. No, it's, One problem, one course, you solve one thing, right? One thing. Then you have
what I call signature online courses. Signature online courses. So these are more fully developed in-
depth trainings that gives your students a complete systems for achieving now, not just solving one
problem, but a major, achieving a major milestone or solving a major problem. So in my case, six
steps to six figures, that's a signature online course. To be on horn, that's a signature online course.
Does that make sense, right? It's not just solving one of the problem, it's a full spectrum of how do
you grow YouTube from zero to one million subscribers, right? One million subscribers. Kenneth is
asking, can I jump into signature online courses if I have a pool of clients who are interested? Yes.
Yes, you can do any one of these three, right? But I want to give you the examples of all three. And
then you have high ticket courses. So high ticket courses is courses that are 10K and above, right?
10K above. Courses that can deliver an even more premium experience to your students and
customers by adding more. Usually when you're selling high ticket courses, you give them more than
just content. You could add one-on-one coaching. You could add group coaching, right? You could
add events. You could add community to increase the value of your course. But usually at 10K and
up, you give them more than just the online tutorials. Clear? Right? So that's high-ticket courses.
High-ticket courses. And of course, we have High-Ticket Coach. We have Dragon 100, right? We have
Smart Dragon System. We have a number of programs that are high-ticket. High-ticket. So in this
case, high-tech coach, 90 day, becoming a certified high-tech coach, that is a 90 day program, it's a
10K program, that's high ticket. So I have mini courses, I have signature programs, and I have high
ticket courses. People want different things. Yes, people want different things. And people want to
start with you at different level. Some may not be ready, I'm not ready to invest 10K. Okay, how
about my signature programs? Okay, so let's start with that. Or for some, hey, you know, I don't
know you yet. I'm just getting to know your brand. I don't know about signature programs. Hey, how
about my mini courses? Okay, I can start with that. Does that make sense, right? This is how people
think. And for some, when they see the high ticket programs, for some buyers, I'm that type of
buyers myself, right? I don't, like, don't give me the entry level, give me the VIP, right? Like, I'm that
kind of buyers because I like to buy speed. I don't need to start small. Give me the biggest thing
you've got, let's go. That's how I buy, usually. And they are a percentage in the marketplace that
they're that type of buyers. Don't give me beginner, basic. Don't give me intermediate. Don't even
give me better, give me the best. Give me the highest level you've got. Because that will save me the
most amount of time. Make sense? So from now on, you're not a price. Are you doing a mini course?
Are you doing online signature programs or are you doing a high ticket course? Which one you want
to sell, right? Or as you grow, you might have all three, just like what I have. You have some high
ticket, you have some basic and you have some meeting courses and you have some signature
programs. Number seven, now you got to set up your course. You've done the research, you've done
the one-on-one interviews, right? You've done all that. You see, question, Victor. Sifu, what if I don't
have signature course? If possible, I can refer other signature course that I can learn from. Yeah, if
you don't have one, if you have your mini courses, within your mini courses, you could refer other
people's signature courses that you could earn affiliate commission on, something that you could do,
right? Question, I can see. Sifu, I'm doing a first round for the signature programs. They are my
existing clients. How should I structure the pricing for the first batch? I love this. This is a great
question, okay? Remember your beta group? Remember your beta group? Right. So for Kenneth, for
you, what you can do is let's say you have existing clients. You want to do your first beta group and
you will send them a message basically saying, hey, I'm thinking of doing this online course on this
topic to solve this problem. It's going to be a six week course. Right. And this course, when it's
finished, is going to sell for. Four nine nine seven. or 3997. But because this is a beta group, you have
existing clients for this group, because you're helping me to create a course kind of being my beta
group, I'm going to give you 50% off. Write this down. I'm going to give you 50% off to join my first
beta group. If you promise me by the end of the course, if you like my course, you are going to give
me a testimonial. So you're pre-selling the course at a discount that creates urgency. And now at the
same time, you're building the testimonials. By the time you're finished, you've got the testimonials.
Now you can launch cold to the marketplace at full price. Did you get that? Yeah, that's how you
launch it. That's how you launch it. Let's see. Sifu, will you upload this course on Dragon University?
I'll do better than that. You'll see that. Let's see. One more question. How should I price based on
affordability of Indian customers? Okay. Let me tell you about the market in India because Dave
Gabi, my student, probably now the number one guy in India, right? First of all, everybody's trying to
sell cheap. And yet they've built this, again, like this year, 6.5 million. Next year, he's gonna get 10
million. I know for a fact. He's been with me now five years now, right? So he met me when he was
making 5,000 a month, right? First year with me, tripled his income. I think it was like almost 100,
200,000 from 200,000. Second year, and then 600,000, 600,000, 1.7 million, 1.7 million, and then 2.5
million, and then doubled it again. But this year, again, 6.5 million. So with that market, you think
everybody's cheap. It's not true. It's just that people don't know how to sell to that market. So you
could have your mini courses, but it's tough to scale. You could have that, but if you want to scale,
you should have multiple ones. Some, you could start with you, with your mini courses, but you've
got to have something that's signature. So in this case, Dave Gavi, his program is 5K. He just did an
event. How much was it? He did a three-day event in India, virtual, that I'm a speaker of, virtually,
right? I think he did $1.5 or $1.6 million. Selling to India a three-day virtual. And people say it's
impossible. Right? So he did one point. And the last one he did also 1.7 million. So basically every
single event that he does, it's over a million dollars. It's over a million dollars. So set up your course.
So if you want to turn your expertise, your passion, your experience into an online income stream,
the easiest way, what I use is Kajabi, as I said. Now, before Kajabi, you had to deal with different
providers, email system, manage your content, WordPress, build your website, your membership,
your security login, all that, email list, all that goes on. Kajabi offers everything you need to showcase
your expertise to the world. Right? And your online courses, coaching programs, membership,
everything I do, MyDragon100, high-level group, High Ticket Coach, HTC, everything I do is within
Kajabi. It's under one roof. It's under one roof. Right? So, write this down, www.danlok.com forward
slash Kajabi. Right? You can test drive it for 30 days. 30 days. When you do, I've got some bonuses
for you. Who wants some bonuses? Who wants some bonuses? I can't hear you. Who wants some
bonuses? All right. How many bonuses do you want? Do you want one? Just one? How about two?
All of them. That's a good answer. That's a good answer. That's a good answer.