This isn’t really about Course of Action, it’s about the things that are getting in your way.

If you’ve got something pushing back on your success, it’s easier to take that thing away than to create more force to fight through it.

This email isn’t just a list of things that Course of Action isn’t, it’s a list of things you should avoid at any time if your real priority is student success, and creating a flywheel of success that you couldn’t stop if you wanted to.

Here’s what it’s not:

1) It’s not an overwhelming bunch of software.

I wrote this on Google Docs, I’m selling it on Gumroad. The only thing I’m paying for is an email account to send this email to you.

2) It’s not a beauty parade.

You don’t have to dick about with looking good on video, or cleaning up a hissing microphone.

It’s text, and a Zoom call.

Text is fast. Text is easy to understand and take with you.

When your bank account balance goes up, what changes?

Text.

The Zoom call is unprepared. You bring your problems, I answer them. My dog might show up. It’s over an hour log so a train will probably go past.

For me, being professional isn’t about a smart tie. It’s about me showing up and getting a result.

3) It’s not preceded by a mountain of research you have to do.

You should know what your market’s goal is and have some skill in helping them there, but this is about getting your audience MOVING, creating MOMENTUM.

It’s not about creating a magic carpet that will float them to their dreams. It’s about getting them to take one step.

4) It’s not a way of selling you on some technology.

The only paid tool I’m using to sell this is ActiveCampaign. You could use any email marketing platform you like.

The rest of it – Gumroad and Google Docs – I have no way of making any money out of these.

The bonus Q& A call is on Zoom. Again, you probably have this. It’s free.

Oh, I use one other tool. I write the first draft of these emails at https://writer.bighugelabs.com/. It’s also free.

The reason I use it? It makes a nice typewriter-style clicking noise as I write. It makes me feel good. That’s it. That’s the reason.

5) It’s not packed with theory.

I’ve sold $2,000 courses. I’ve sold courses on Udemy that have made $3 each. I’ve helped universities sell $50,000 MBA programs.

My tally of what I’ve helped clients sell since 2013 is somewhere above $11 million. I don’t know the exact numbers because some of them are still running campaigns I set up years ago.

(Any further back than that, I have no idea. My old corporate clients were awful at sharing data. I hated that, it’s why I only work on performance with private clients now).

I’ve seen the customer data.

Hardly anyone buys a $2,000 course without buying something else first from the same instructor.

(The only exception I can think of are Universities. but you don’t have 850 years to build a brand like Oxford Uni did. Sorry if that was your plan.)

Your first product has to be good. It needs clear steps to get them a result, and it has to engage them.

That’s what this is all about.

My aim isn’t to make sales, it’s to make customers who will reach their goals.

Success leaves clues. Those clues will lead others to your door.

I know that the best way to do that is one step at a time.

Learn a little, do a little, learn a little, do a little.

Tick tock. Tortoise and the Hare.

Consistency beats flashes of brilliance every time.

But you have to take the first step.

Take a tiny step over here.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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