Teaching products

If you want to learn how to change the oil in your new car, there is probably an app for that — and a video, website, how-to site and blog. Notably, none of those will require you to re-learn how to drive in order to get to the module on changing your oil. So why do info-product and coaching businesses structure their teaching that way? Why are there so many comprehensive courses and packages, and so few pick-and-choose models?

There are two primary reasons I came across as I researched how to build my own courses:

  1. Businesses making these products want to ensure every client knows everything they need to be successful (which conveniently ignores the fact most customers will skip what they don’t think they need and focus on what they want to learn).
  2. This model maximizes profits by requiring clients/customers to pay for an entire course or package they may not need or want.

Segmenting and targeting different client prototypes (and creating modular content to serve them) is an investment of time and money. But the payoff is incredible: You will have higher conversions, longer relationships and better results from your client base. Instead of pushing advanced users into the beginner course (or vice versa), you can create a sales funnel that first identifies the need before strong-arming your lead into a “solution” they don’t want.

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