this is Lou Levy and she built a system to make anyone Rich online even if they don't have a following no really over the past few years she's helped over 1,000 regular people hit their first ever five figure month online and has generated over $24 million using it and when I say anyone can use this I mean it the system even made a dog trainer $40,000 a month following it I was so impressed with her process I asked if she'd share the entire thing with you so today you're going to learn how anyone can come up with an idea create it sell it and make a ton of money online using it you'll also discover why you shouldn't sell on demand courses and the best way to make money with zero following okay so question one how on Earth do people figure out what they should make that people are actually going to want to buy that's actually a two-part question Ed right because the first part is okay what am I going to create like what's the format of this thing right we've got memberships we got courses we got high ticket coaching we got one-on-one coaching but I like to work around a fstep framework to really figure this out so the first thing is whatever this thing is that you create it needs to bring you Freedom right that's why we're doing business online we want to be able to work from anywhere and you know do whatever we want with our life so is it bringing you Freedom the second thing is it needs to help you reach your income goals some of those options that you know we talked about membership maybe a low ticket it's just not going to help you reach your income goals consistently so that's the second thing the the third thing is it needs to deliver insane results I am a big believer that if you focus on delivering results for your clients everything's in a work out fall into place so that's the third thing we need to look at it needs to position you as an authority right you want to be the go-to expert in your Niche and it needs to be scalable so you need to be able to get more out of this thing than you put in continuously so when we look at it like that for me that eliminates members ships right because then you have to create content all the time every month you're in there it's low ticket so you're potentially not hitting your income goals and it creates a lead generation nightmare you have to have a lot of volume it eliminates pre-recorded courses in the traditional sense of the word you know like pre-record some lessons slab them on a platform leave your clients to your own devices because that's not going to deliver insane results in fact we've got like something like a 5% course completion rate that's why right people go in they sign up once they never come back um for me it eliminates live workshops because you got to launch that have you ever launched before I know you have right but it's this like Madness of getting the leads getting everyone one place delivering the thing make all this money dries up you got to do it again and it eliminates one-on-one coaching for me at least I know that's where a lot of experts kind of get trapped because it is a really good way to deliver amazing service it's a really good way to deliver something High ticket reach those income goals but essentially you're still trading your time for money and you are going to reach an income cap so Freedom goes out the door so for me what it means to make something that can really deliver on those things is to create a program and I like to look at as a as this Trifecta it's a hybrid right so basically it's got pre-recorded lessons so it's got the scalability of a course right your entire curriculum is pre-recorded your students your clients can go through it at their own pace it's got that Community aspect so basically you bring everybody into a Discord a Facebook group whatever it is for you so you've got that engagement like a membership and you've got that high touch support through online coaching and this is where you're able to deliver those insane results like you would with a one-on-one client um because essentially your clients need that help when they're doing the thing right coaching is it it it answers questions it g support it Al like it's almost like therapy too like at least that's how I see a building a business is hard people need support they need you there they need to ask you questions and this program it's high ticket so you reach your income goals it's scalable because you can come in take care of your clients they're all in a group setting you can start training your team to help you know to help you with that too um if it's positions you as an authority and you can do it and this is I think the best part without the need to start by building an audience you can create something like this even if you have zero audience which is the case for a lot of my clients you know they're experts in their areas they they have their network but they're not you know having thousands of followers on Instagram or on YouTube yet so it's really important that you're able to start this business even if you don't have an audience the second thing is okay well what actually needs to the content of it and of course this depends on your Niche but this is actually one of my favorite parts of the process because it's where we're we're going to solve for all the issues that are going to come up in the process of building your online business like how to get people to buy your program how to grow it um both those things are going to be non-issues when we start with okay what's going to be the content of it so we start with the transformation right you've like this is really it's somewhere that gets people stuck so much because they're like I'm going to create a course about how to grow on Instagram okay cool but like what does that mean where is the person when they join and where do they end up when they're done right so the transformation really needs to be something that you've been through like an obstacle that you've overcome or that you've helped a client overcome so that's really important and I love this because I have the story of a client her name is Sandra and she wanted to do social media marketing she like cool I have this um Facebook I have this Instagram page you know I have these followers I get like deals with clients I want to help people do that but she wasn't getting anywhere and when we were like okay let's look at the transformation let's look at what's going on here and really personalize that to her and that's when I found out she has this like huge involvement in the wine Community she knows all these familiar so it's like hey let's get specific right you can help Somali grow their social media followers and get clients using Instagram like you've done so this is something really important like where is that point a and where is that point B and let's really bridge that Gap with your program um and I love Sandra's story because she was making zero dollars she went to make she went on to make like 28,000 in 28 days and she sent me a video that was like Lou you have saved my marriage and I was like what what do you mean and you SA your marriage I I remember that and she's like no really my husband like wasn't looking at me because I was like not doing anything with my life and now he admires me again and you know he's taking me on a date and I'm like all right that's amazing so start with the transformation is the first thing like to really figure out what's going to be in it okay so I've got another question for you A lot of people might be thinking what if you've not been through a transformation what do they do two things there I don't I don't think that's true we've all been through Transformations we've all overcome um obstacles in our lives and sometimes that has to do with your professional Life Like You Ed you've overcome being like you know hitting your head against the wall trying to grow on YouTube and then you've done it that is a very clear transformation sometimes it's not so clear but we do the work to figure this out like I have a client she she was a photog she was a photographer she was a photographer for like 25 years she's like this is all I know how to do but I don't want to teach photography or work with photographers I'm done with that so I don't know what my transformation is right and then there are steps in this process and questions and and digging that we do and with this particular client I found out that she was a an alien with like insane self-esteem like I've never seen before in a woman and and that's something that happened at some point in her life right she wasn't always like that so we created a program to help women with their self-esteem so that they can get projects out out into the world which if you think about it has everything to do with photography because it's all about you know image and she she added like taking selfies into the thing and into her curriculum so we all have Transformations and there we just need to do some digging like really think about your journey and your experience and that's where your gold is really going to be because your clients are just a mirror of you a few months or a few years ago those are going to be the best clients you'll ever have because they'll trust you they'll know you've been in the trenches they will relate to you and you are in this very unique position to get get them where they want to go which is where you are so it sounds like you just need to make the solution to a problem that you yourself had like two years ago absolutely 10 years ago or last month you know it it really is about just that transformation and I think that's a really good place to start like what is the hardest thing that you've overcome this could be in your life or in your job or when trying to do one specific thing and then just really think about that and then go back and think about the steps that you took to make that transformation happen and and we dive really deep into that a little bit further on when we're building our curriculum with the steps all right so another question I think people are going to have is this why would anyone buy something from me not not me but they would be thinking that about themselves how do you get people over that fear to then build up their own confidence absolutely I think that is the biggest fear and I am about to give you such a treat because like I said we're going to solve for all that before we even try to sell something right because that's the thing like you try to get someone to come in and be like I don't know if I could sell this I've never done this before and then you try to get them to like promote their thing and ask people for money that is scary right so there are steps that we need to take that are going to benefit them in a very specific marketing perspective but also with their conf confidence and just being able to go out there and do the thing and we'll get to that in a second um but another thing that I want to talk about with the transformation that I think is really important that so many people Miss is that you need to think about your ideal client it's having three highlights that you really need to look at okay so the first is there they need to be one specific client right so in your case Okay YouTubers who are do education they need to be at a specific point in their journey and this is really important because there's a whole timeline of a transformation and if you're trying to help clients who are here and here and here and here and here your program is going to have like all these things it's going to be super overwhelming so one specific point in their journey and one specific transformation that they want to achieve and really focusing on these three highlights is what's going to bring you that scalability and that freedom because all your clients are going to be exactly the same that means you can put together an airtight curriculum that's going to guarantee to solve all your clients's problems right you're able to make guarantees and you end up with so many less questions which gives you less work you're able to train people better because they know everything about your client and how to help them so these three specific highlights is really really important when you're thinking about that transformation and again just think that to your story like when I was in this lowest point before I overcame this challenge like what was that like what did I feel like where in my journey was that specifically right and then think about those three things so you just need to think about your own pain and then produce something that fixes it absolutely that is the first step and what you're going to be left with when you do that is a really pretty beautiful shiny document of things that you think right because this is what like okay yes this we s this was my experience but we need to validate that right because we're going to sell something so we need to make sure that you're not the only person on Earth that has done that and that's feeling the way that and and that felt the way that you felt when you were there so this moves us on to step two and before you run you know it's market research and I know you're like yeah I've done market research everyone's like yes I've done market research right they're like I tent to out a poll on Instagram and I'm like girl come on so the thing about market research and the way that we do this is that this is where we're going to really figure out your messaging we're we're going to get in your client's Minds we're going to build trust with the people you want to serve we are going to start building an audience and building a client Pipeline and it's how we're going to get our first sales so I want to tell you a story about my client Louisa okay if you looked at Louisa from the outside you'd be like Louisa she is good to go she had a big YouTube channel like 40,000 um subscribers she's a dog trainer so she had all these videos about doggies and so fun right and she had a big Instagram Community she had an online course and she came to me because she was like L okay so my online course is not selling and I don't break $3,000 a month because I have to go to people's houses to help them with their dogs and I charge like $200 an hour and then I'm stuck commuting and it's was just like this whole disaster and she had like all these limiting beliefs about like having to be present because it's a dog and not be able to charge too much because it's a dog right and all these things are going on so we applied this Mar markate research strategy where I was like Lou Louisa also Lou I was like Louisa I need you to get your ideal clients and let's start asking them questions so I started handing her questions to ask her clients and these are really they're simple questions but they build so much trust when you start asking so when you go to a dog owner and you're like what is your biggest frustration with your dog if you send that out on a form maybe they're going to be like my dog choose the couch right but when you start talking to them like the dog chews the couch okay amazing like what not amazing but like okay what happens then well I start not going out because he chews the couch and then you're like okay so what are you missing when you don't go out and then the person's like well I can't go on dates so like I'm still single and then you're like okay so your dog the situation with your dog is you don't have freedom in your life amazing and then what started to happen here is that she started to really understand that the problem where clients were having was a lack of freedom in their lives and how much does freedom cost right like how much would you pay for Freedom more than two than $200 an hour to like go to their houses and give them 30 days of support for that right so we were able to really nail her messaging she started using that one word in her content and people started coming to her like I need you I need your help she asked people how much your freedom was worth and they were like uh thousands so we upped her program price to $2500 oh and so just by doing this process she went from making like tops three 4K a month to 40,000 made 40,000 her first month 38,000 her second month that's almost $80,000 by listening to people talk which is so so transformative so I I can't stress this enough you need to listen to the people that you want to serve really really closely because they will give you everything from the content you need to be creating to how much they're willing to spend to how much support they need to what actually needs to be in your program because like Louisa found out she she didn't need to train the dogs how to sit and live that didn't matter she needed to give her clients Freedom so this process is where it really starts bringing everything together and you go from having a document full of I thinks to a document full of I know this for a fact this is what people need and this is how much they'll pay for it and if you don't have an audience the great thing is you get to just talk to people without selling them anything right you're like hey I'd love to ask you some questions you start building this network and you position yourself as an expert and you start building this confidence talking about this thing right and so if you don't have an audience it's all about starting that process and what starts to happen here is something that I'll touch again later on but it's a credit card in your face effect because like you're talking to somebody you're asking them questions and I don't know if you know this but people love talking about themselves right they will spend hours talking about themselves and their problems then you're listening and you know what they're going through and at the end they're going to be like all right how do I work with you this happens all the time and then people start getting that confidence like hey there's something here but they're like oh I don't have anything to sell yet but they get them on their list they start building that audience little by little so this is a really important process and if you do have an audience the good news is this is this process is a breeze so fast you speed right through it so that's the second step is just market research right we're building confidence we're getting data that's really important and we're building a pipeline but what if you don't have a following already can you like how do you work out what people are going to want to buy that is a great question this is where we start with this process for anybody who doesn't have an audience um you every place online has their little community so obviously where you go is really going to depend on what your Niche is but we start hanging out in these places and I I teach this whole process of how to find these places and then how to just start interacting in them and then you literally just out like I think that with this craziness of like the online business space we forgot that people used to make sales and do business by talking to each other and that's exactly what we're going to do right so obviously I do have like a little script and everything you have to say but like it's so simple like just Reach Out have conversations ask people questions without wanting to sell them anything right without there's like we remove that SAS factor that is that ick Factor right away because we're just asking questions and collecting data but this is so much easier than it might seem if you're thinking they like okay how do I talk to people how do you know overthinking it's so simple to do so if people have zero zero audience we just start by borrowing other people's audiences you know like getting into the places that your ideal audience is already hanging out in so where would you say that the best place to find these people that give you all these Clues are for me Facebook groups are gold mine right like I have all these Facebook groups and lit literally 10 times a day I see a question somebody asking a question that I could answer it's like Bingo for me to answer that question to getting that someone on a call is just like that because like that's what that's what we're training you to do and listen what happens during this research phase is that we do a boot camp of a set of skills that are going to be useful in your life as an entrepreneur forever right as an entrepreneur you need to know how to talk to your ideal client you need to know how to find your ideal client you need to know how to get your client on a call you need to know how to sell them to them and these are all skills that we're building from the very beginning so that when it does come time to sell you know exactly what to do you know exactly where to find people you know exactly what to say so those people that you spoke to in the Facebook group do you then just invite them onto a call and sell them something well no I I usually what I do Depends right if I'm in the market research phase I'll give them the answer and I'll be like and by the way I am doing some research I I have nothing to sell to you and by by the way this time this is true right at this point we do have nothing to sell and I would just love to ask you some questions about this would that be okay and like I said people love talking about themselves and usually people are like yeah absolutely I'd love to help so then you get them on a call and you ask them you have a list of questions everything that you need to know to build your program you just ask them and they will tell you exactly what you need like there's this question and so I'm getting it all the way in like if you ask someone like if you had a program like a magic program that you could wave a magic wand and create and it would solve all your problems what would be in it and they will literally tell you what they need so sounds like your audience is pretty much just designing the entire course for you I come from a marketing background right nobody in a big company would launch a product without doing focus groups and talking to people that would be craziness and a waste of money and a waste of time and and that's how I approached this like why would you create an entire program record it spend money editing video all the things platforms and then you don't even know if that's what people want all right so now you know what to make how do you actually get people to then want to buy it we build a time machine every successful entrepreneur has built a time machine right if you think about like Amazon they have brought the storefront to your doorstep they save you a ton of Time Netflix they're saving you Time by you not watching the ads that you would otherwise be wasting your time watching have you ever done research without Google no me neither right so what we're doing here now with the information that we've gathered is we're going to build a time machine curriculum and here's where a lot of people get this wrong right because you're an expert you know everything there is to know about your particular subject so you're probably going to be really tempted to do what I call the pump and dump it sounds a little dirty but it's not you just pump up all the information you have in your brain and then you dump it out into a course and the problem here is that your clients are going to be overwhelmed you're going to be giving them information that's not at the right point point in their Journey so it's either too basic it's either to aead they don't know where to start and then your course completion rates go down your client transformation your client results and Transformations go down and then you have nothing to Market on top of right so instead of doing that we are going to create this lean super efficient time machine that will get your clients from point A to point B as fast as possible because they're in pain they don't want to be there anymore they just want to get that result right so build a time machine but here's the thing when I say build a time machine machine we're going to just design it we're going to build the course curriculum and nothing else and then we're going to prell it right because again you don't want to build the whole thing and then not sure that it's not validated or anything so I'm getting a little bit ahead of myself do you have any questions about the time machine because next we're going to sell it no time machine related questions let's move on to how you sell the thing yes amazing so what's happened here is you've got this pipeline of really hot leads that you've already spoken to that already trust you that probably have already told you they want to buy your thing and and this is a real thing that happens usually the clients from the research call have already scheduled a second call of that person for when the thing that they're going to make is ready right so we're going to do a pre-sale and the great thing about the pre- sale is that it use is inherently has marketing principles just like baked into it right so the first is scarcity because you're going to tell your clients look I'm going to deliver this program live and this is the only time that you get to do this live with me so if you decide to be my founding member you get so much access to me right you get to build this thing in real time with me and people love that um you get urgency right because you're going to start on a specific date and that's it if you want in top top we need to get you inside so so this is really effective to just like get people in the door and you also get a discount because you're like hey you're my founding members like when I launch this out into the world it's going to be like 10K but you get to work with me for three so it's got all these marketing principles that just makes that sale that much easier too right the scarcity the urgency the discount and then on top of you know reaching back out to all the people that you've spoken to hey we have this gold mine of information now that we know how to create magnetic content on how to really talk to your clients how to reach out to them so we're going to do this quick Sprint that I call the revenue race so we're going to do this little mini launch this is the only time we're going to launch your program because again we don't do launching I I literally almost died from launching that's a story for another day right but we're going to get your clients in the door and then you're going to deliver it live and you're going to collect feedback and the amazing thing about this this process is that now you have three things that you did not have at the start when we began right you have confidence speaking to your ideal client and speaking about your offer and selling your offer you have cash flow right so you've gone from zero to probably at least $10,000 um from this pre sale of your course and you get client results which are so so so important to Market your program going forward so you need to go like can you imagine just like trying to do this far like all right I'm gonna create a course I'm gon put it up on the internet it's no wonder people create courses and they hear Cricket so this whole process sounds like the sort of thing that would gives someone a lot of confidence like I'd probably believe that I could sell this after doing all that research yeah and and I think that the reason that I'm so so set with with the research part is just that it really like I see it before my eyes with my clients every day you see them transforming from like oh I don't know if I could do this I don't know if I could charge this much I don't know if I could sell it to being like you guys like this is happening you know and I bet what happens is when people launch their first product they look back and think I probably should have charged more right yeah no 100% like once they deliver their their 01 is what I call their offer one they they're like whoa I could have charged so much more for that you know they're like what was I doing my whole life like Louisa the the dog TR I spoke about she did it at 2500 was her 01 she's now selling it for six because like you go through this process and you're like wow you know and they're like that crazy lady I hired she was right you're pretty much guaranteed to make it work because here's what's going to happen if you start doing your market research and you see that people don't have an interest for that we pivot let's try something different like you can't fail so once you've got them on board how do you then look after these people that you've signed out so we deliver it live so this is going to be like four six eight weeks where you literally every week you're going to create your slides for that week and then you're going to get your clients on Zoom once a week so no Tech we're not like worrying about course platforms we not worrying about all that things we're worrying about getting your clients results as fast as possible that is our number one concern right now so every week you're going to create the train for the upcoming week you're going to deliver it live you're going to get feedback from your clients and you're going to support them so you're going to have one session where you're delivering the training another session when you're answering questions giving them support you're going to have them all in a community and you're going to go through that process once you're done you're again going to collect feedback going to collect client results and then we go on to step five which is like where things get really fun and easy because you're going to optimize everything now we're going to pre-record your trainings make everything really pretty now we're going to write your sales page because we know what gets people to buy we know what results we can we can deliver now we're going to create your funnels this is like this is all the things that we do after that people are just doing before for some reason so it sounds like when most people do this whole process of coming up with a course they're doing it the wrong way around they're going backwards absolutely most people do it absolutely the wrong way around they feel super overwhelmed they don't know how to deal with all Tech they're not sure why people aren't buying right they launched that thing and they're like crickets what did I do wrong and then they've already spent all this time and this money writing copy hiring people recording videos paying a course platform where they're just goingon to have to redo the work like Ed I have been doing this for 10 years and I cannot tell you how many courses I've launched and gotten my people in and they start going through the curriculum and then they the same answer the same questions again and again that's a curriculum problem that means I need to go back into my curriculum and fix that so that I can cut back on the time that I'm answering questions all right so I have another objection for you what about those people who say well I don't want to do this I want to sell something that's more passive I think my only truly truly passive income stream is like my stocks right like they're there I don't have to do anything you're going to need to do like even if you want to create something truly passive you're still going to have to do the work of recording it of putting it up on a platform of launching it of getting people selling it right so you're going to have work up front like what I'm proposing is really let's just do that work once instead of twice or three times because I guarantee that you will have to go back and rework that has been like a constant across my own experience and all my clients experiences who had courses already made coming in like usually it's a curricul it's usually curriculum problem if your clients aren't getting results that's a curriculum problem if your clients have the same questions again and again and again that's a curriculum problem if you can't sell that's a messaging problem we've already solved for all this all these problems just by going through this process and you're going to have them like everybody has them so why not take an approach where you are solving the problems as they come up instead of like doing the work seeing if it works and then having to do it again okay so another objection people might have is well I don't want to work with people what would you say to those guys well what happens after that is we again collect that feedback optimize all right now okay every in this training every single one of my clients ask the same question let's go back and fix that curriculum problem we're going to optimize your curriculum we're going to build the back end we're going to create your pretty shiny slides and recordings and put them up on a plat form and we're going to make it Evergreen all right so remember I said we're going to launch it once now you've got these clients in if you are working with your clients for say six months you're going to deliver your course live in in five or six weeks they're going to continue to be in your group and now that youve made your course ever green you're going to bring in clients every day and again the great thing about this is you can bring clients every day you don't have to do the launches you don't have to go through the open cart close close cart thing it's a nightmare trust me so we' made at Evergreen we're getting people in every day and now what we're doing is we we get to the part where we hand it over to Ed and get people to grow on YouTube and get clients in I am a firm believer on in YouTube and my business gets leads from YouTube every single day it's amazing but obviously business is a flywheel right so we need to start getting more clients and these clients are going to get results they're going to be super happy with their results they're going to recommend you and then that's going to lead to more clients so your flywheel is going to start turning faster um we have a Content strategy to help you attract your clients instead of chase them and then when we are at this stage then yes we start thinking okay what is my scaling strategy my favorite is YouTube for sure like it is my favorite until then we're going to do Outreach we're going to do content we can do ads and it really goes on a case-by Case basis a lot of my clients get so good at the part where they're creating content that is so magnetic so mind reading to their clients that they end up never getting to the ads part they usually start with on demand content so Instagram Facebook LinkedIn while they're building their their presence on YouTube and once you're on YouTube and that thing is running you are so good it is the promis land like you say okay so you've worked out what people want you've managed to get people in buying it you've run them through it all and done your first dry on now how' you get even more people to buy it and go through it three things that's that sell courses that the first is trust and Trust comes down to messaging right messaging what needs to be in your content for people to be like that's exactly what I need this is who I want to work with um the second is proof right so client results we've got that now and the third is value which is the transformation literally like that is the value of your program we're pricing it according to the transformation that you provide so you've got the three things that sell courses now it's really just a matter of attracting clients and continuing to to build that email list right I think this is like the first thing that I know you're big on and a lot of people forget and you're like I'm just G to post on Instagram no posting on Instagram it's building on rented land people build your email list and it really is so simple when you know who to say what to say and who to say it who to say it to and what about the people people who say that they don't want to sell what would you say to them first I to ask why why don't you want to do that like is there is there something that's stopping you from actually wanting to work with clients because if so I don't think that you should be in the online education space and the second what is it time okay this is freeing up so much time in your life that you would be spend that you would spend launching that you would spend doing Outreach that you would spend doing all the other things that you would have to do for other products that you can create right and I think from personal experience I know that my favorite time of the week is Tuesday afternoons when I go into calls with my clients because I get such an energy Rush from them from hearing their wins so for me that is so gratifying um and it's the more your business grows I think there's that point too like I really believe in building a business that's going to outlast all of us so the point is when you've got everything in place and you've gone through the process this is where you can start thinking about hiring an assistant coach to be in the group you know answering those questions all day this is where you can really train someone to be on the calls with you at first and then you know just be there in your place when you want to take a sabatical or spend more time with your kids but in order to build to that you do need to do The Upfront work and that's true of any product that you build and what do you say to people who say I don't want to sell something High ticket maybe it's a bit too daunting to them maybe they want to start something cheaper I would say do you have an audience because if so you want to build a $10 course be my guest sir if you have like a 100,000 people to buy that that's good if you don't I'm telling I would say that you're going to expand the time that it takes to have a profitable business by years why would you sell like if your goal is $10,000 a month why would you create something that creates a nightmare of lead generation for you where where instead you can create something where you literally just need two clients a month or one kind of made it sound so simple listen business is simple like it's truly repeatable it's all about understanding what works in your Niche for your clients and then repeating that and what I love about this process is that we get that out of the way first thing right so that we know what works and then we can just keep doing that and the great thing about like the reaching out to people and really nailing how to do that is that you know what okay YouTube takes a little while to grow you can literally get clients anytime you need by just repeating what you've already done that's already worked all right so what's next or is that mission accomplished mission accomplished you want to make money while you sleep like this is what what will make that happen especially when you have Evergreen content that's being served longterm to your ideal clients like I call YouTube My 24-hour Army of sales rats because that's what it is if you're sitting there thinking I need to watch that back again to take it all in don't bother doing that watch this video here because Luciana has just launched a brand new Channel on YouTube and one of our first videos is explaining this whole process in a nice short neat little video
