What’s the first thing you do when you want to create something new. – a course or special program?
I used to begin with curriculum design. When I taught university courses, this made sense. The students would choose my course based on the blurb in the university catalog. Sometimes my courses were required. I focused 100% on fulfilling learning objectives.
What I didn’t realize was that the blurb functioned like a miniature sales letter. Students would be excited to learn everything we promised.
When you’re a business owner, the first thing you need to do is write a draft of the sales letter. Live with the page for a few days. Get some feedback.
When you begin with the sales letter, you dramatically increase your chances of creating a profitable offer. You focus on your client from the very beginning.
You’re also more productive because the sales letter guides your course design. You realize you need to promise certain benefits to make the course attractive…so you make sure to add them to the curriculum. For instance, you may realize students want a template or checklist, so you add one to the curriculum.
You realize some things will feel tedious and unnecessary. If they’re essential, you make them interesting; otherwise, you remove them or decide to add an “Optional Materials” section.
As you work on the course (or program) idea, you may get ideas for new modules. Test them with the sales letter. When I do this, I find some new ideas will make the offer much stronger; others become a distraction and I put them in my “save for later” file.
Here are some resources to help:
I believe in learning from different copywriters, not just one or two. Karon Thackston, another copywriter, is offering a short workshop on copywriting secrets. It’s this Tuesday, May 23, at 2 PM, and it’s just $19. There will be a replay for those who can’t attend live.
Click here to purchase through my affiliate link
My course on Copywriting With Stories shows you how storytelling can make your copywriting stronger (not to mention more fun). You can use code Lucky40 to save $40 off the list price.
Enjoy any one of my courses free when you sign up for a Strategic Intensive consultation. We can discuss your course or program idea and get a good start on drafting the sales letter.
You can also work with me one-to-one to create your course. This program is designed for experienced business owners who know they’ve got the knowledge and the audience for a course and want to move quickly. Click here to learn more.
