A few years ago I got a brilliant idea for a summit program, the kind where you invite well-known people in your field to join you. The idea was so good, I had no trouble enlisting people to join. I ended up with a star-studded lineup (well, stars of the world of digital marketing).
A couple of days after I’d signed up the last speaker, I decided to write the sales letter. That meant I had to figure out what people wanted to learn about.
That’s when I realized that writing the sales letter for a program was the first step, not the last.
A few hours (or days, in some cases) spent on listing features and benefits, recognizing the big benefit for the headline, and figuring out the word pictures that turn into compelling bullet points.
And the way to get this done, you don’t stare at a blank page. You look outside for backstories, not inside for inspiration.
So let’s say you want to create a program to help business owners develop courses. You might look around the Internet to see what people are looking for.
Here are examples of backstories you might get.
Story 1 — The Overwhelm
From a Facebook group:
“How do I keep track of everything I need to do online? It looks like I’ll need — product(s) to sell — landing pages — software to hold the products safely — software to take money for products when people buy — thank you pages — follow up pages.
“How do I keep them all straight? And where do I start?”
Story 2 —“Getting It Out There”
On another Group, someone posted:
“I want to create products. But some classes teach how to create the product and some teach how to market the product. How can I learn both?”
Story 3 — “How to hit the jackpot”
Finally, many people get stuck before they start with the question: “How do I choose a topic for a product? I feel I don’t know anything.
“And if I choose the wrong topic, I’ll end up doing a lot of work for nothing.”
Now, if you’re going to create a course, you’ll answer one question for a short course. You’ll answer two or three in a more comprehensive course.
That’s what I did in my course, 5 Step Profitable Course Creation.
And if you’d like to know more about reading your client’s mind, download my FREE guide when you click here.
