How to turn 1:1 consultations into products
A few years back I made my first online product completely by accident.
I’d been dithering about, thinking of creating something for months, but I couldn’t get past the idea that a client needed ME in the room to get the complete result they were paying for.
Then a client called Rory got in touch about me creating a webinar for him.
Now Rory travels a lot and we were finding it impossible to pin down a time that suited us both.
This was pretty frustrating for both of us.
The Webinar was to pitch a live event that was looming in the distance, and Rory had a lot of time to kill in airports, just at horrible hours of the day and night.
I needed to somehow “shift” my timetable to match his, or vice versa, but it was impossible.
So, I made a suggestion:
I was worried that Rory woudl think he was being “fobbed off” with a video, but his reaction was quite the opposite.
When we got on the call Rory was gushing.
“This was so much easier than trying to do it all in a call. I got to skip back over a couple of harder bits and actually think about the best content to use.”
What he said next was really illuminating.
“1:1 meetings create this pressure to come up with an answers while I’m still trying to absorb the new techniques. This was so much less stressful.”
From that day on I was a convert.
I dug into how to make my online teaching better and better, and discovered a concept called the “upside-down classroom.
With this model, you teaching with books or video, and then you get to ask questions 1:1 or in a group.
The student uses the 1:1 time to fit the learning to their own situation.
This is completely opposite to most teaching where the expert talks at you for hours and then you have to put it all in place on your own.
If your business is about selling your expertise, you might want to take a look at the flow of information in your process.
If the flow is from you to your client at any stage, doing it by video can  help them get a better result.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.

PS, I kind of skipped over the webinar thing to get to the course creation story, but webinars, coupled with email, are something of a super-power of mine. I don’t do a lot of them because they’re such intensive work, but the results they get are pretty life-changing.

I’m thinking of revamping the product I made for Rory, so If this is something you’d pay for, let me know by replying to this email.

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