I recently interviewed Dr. Rachna Jain from Profitable Popularity (she has amazing insights about all aspects of online marketing — she helped design our full 4-week group coaching program, and the complete interview with her is included in the program too).
I asked her a question that was on the mind of many people who responded to our survey:
“Well, I know for sure you have to CONSTANTLY remind people about it….so when I have not done that…NO ONE SIGNS UP.”
How in the world do you market your online program effectively… without being constantly annoying, intrusive, and sales-y?
Rachna responded:
The distinction is…
What are you sending out 17 times?
Because if the message is…
Buy my course.
Buy my course.
Buy my course.
Then by the 3rd or 5th time that’ll feel pretty icky…
… and people probably won’t be paying attention to you.
There needs to be creativity and a focus on showing greater value, again and again.
Suppose we’re talking about a nutritionist, Debbie.
She could say, “Hey, get better nutrition, buy my online course!”
And then again, “Hey, don’t you wan to be healthier, buy my online course!”
Is that going to work?
Raise your hand if you think that is going to work?
Yeah.
But how about if Debbie creates a content strategy that shares inspiring ideas and stories, that gets people genuinely excited?
Maybe she particuarly enjoys working with triathletes.
And she shares a story about one of her clients, who completed his first triathlon using her nutrition plan.
She’s creating spokes — entry points — by which people can discover her course.
And it’s focused.
Not everyone will be interested, but people who care about nutition and triathlons will be REALLY interested.
You can’t be focused on yourself…
Buy my course.
Buy my course.
Buy my course.
You must genuinely add more value in the realm — the ecosystem — of the course you’re trying to sell.
Does marketing for you mean boring, cookie-cutter, uninspiring?
Then it’s going to bore others, too.
The question is NOT…
“Do I have to market your course?” (Isn’t the answer to that obvious?)
Instead, think about how reframe what we mean by “marketing.”
There’s no reason to be doing marketing that’s boring.
I’m not talking about spending a lot of money on fancy production values.
I’m saying, ask the right questions:
What are your strengths? How do you enjoy sharing your ideas (writing, speaking, video…)?
How can you market through your teaching?
How can you keep every time you reach out about your online course?
If you ask these questions, your perspective on marketing your online programs — and everything else you offer! — will shift permanently.
We’d love to help you make that shift.
