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CASE STUDY: How David Newman went from 1-on-1 client work to creating a freedom-based business by launching a successful online course

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283235_2224179489772_7942629_nName: David Newman

Name of your course : The Speaker Marketing Workshop

1. What is your total revenue generated so far and how much is your course? 

$26,418 – 34 enrolled at $777

2. What was your list size when you launched your course? 

10,500 overall list size – segmented list of about 800 interested in speaking

3. Who is your course for? 

Speakers, authors, consultants, coaches

4. How did you come up with the idea for your course?

I had been teaching the live-led version of the course since 2008. Normally got 8-10 people per class. At that time, it was a higher price point ($1200) and I strictly used email marketing to fill those programs. Original idea came from a high-ticket 2-day LIVE in-person workshop I produced called the “Professional Speaking Bootcamp” that I did in 2006. That became the live-led “Speaker Marketing Toolkit” program which was originally 10 weeks. Distilled it down into 7 modules for a live-led course in March 2014 and that was so well-received that it became my second CAOC-style online course that launched in February 2015.

5. How did you build your email list? 

Overall email list has been building SLOWLY since I started my speaking, coaching and consulting business in 2002. In recent years, I’ve dramatically increased my business activity on FB, Twitter, and Linkedin. I’ve also built my list with free teleseminars, joint ventures, guest posting, article marketing, being a guest on podcasts and interviews, and presenting live seminars to targeted groups within my target market of speakers, authors, consultants, and coaches. And my traditionally published book that came out in 2013 has also been a tremendous opt-in generator.

6. When did you start your business? Did you make money in another way before a course or was this your first revenue generator? 

Started in 2002 – made every mistake in the book =) Took me 3 years of fumbling and bumbling and being broke to figure out my niche/business model. Started hitting early success (aka making a living!!) in 2005. From 2005-2014, I made 65% of my revenue from coaching and/or consulting and 25% from live-led virtual workshops and 10% from paid speaking. I am now thrilled to be completely turning OFF 1-on-1 access to me and putting 100% of my energy into creating, marketing, and selling online courses via joint ventures, affiliates, webinars, FB ads, and content marketing.

7. How long did it take you to create your course from start to finish? 

My first course (The Book Marketing Workshop) took F-O-R-E-V-E-R… meaning 6 months+. I thought I would launch it in September 2014 and it wasn’t ready until December 2014. This course, the Speaker Marketing Workshop, I was able to knock out MUCH faster. Mainly because I had a launch calendar and a clear and obvious deadline – just like it teaches us in CAOC. That hard date on the calendar makes you wonderfully efficient and effective. I scripted, shot, and edited my 4 funnel videos (3 teaching + 1 sales) and 7 course videos in about 8 weeks. That included organizing all the PDFs, worksheets, downloads, Course Guides, and collateral materials plus creating the sales page, funnel emails, and creating, promoting, and filling the big launch event teleseminar.

8. Did you face any big challenges (in creating, promoting, launching, anywhere along the journey)? Tell us about them and how did you overcome them?

Exhaustion, fear, uncertainty, doubt – the usual! It was a LOT of work – but made so much simpler by the step-by-step guidance in CAOC. Although this was my second course, I dipped back into CAOC for as-wanted, as-needed inspiration, reminders, and guidance. No dramatic hiccups or tragedies along the way – although immediately after my launch, I did accidentally delete my entire sales page and had to restore from backups (Whew!!!)

9. How did it feel to make that first sale?

This second course was just sooooo incredibly gratifying at every phase – it really is my SIGNATURE program that I”ll be able to market and sell for years to come. Seeing the sales come in during the launch teleseminar while my iPhone was blowing up with payment notifications was the closest I”ll ever come to being seriously addicted to the euphoria – like the crack cocaine of e-commerce =) It just felt incredibly good that people were stepping up and believing in this course and what it can do for them. And since this course contains my very best work and all the proven strategies, tactics, and tools that I’ve used in my own business AND in coaching 300+ other speakers, authors, and consultants – it just felt incredible on all fronts – professionally, financially, and personally.

10. How has creating and selling your course changed your business/perspective? And/or your life?

TOTAL game changer. I can now clearly see my future as a mediapreneur, and this is my escape plan from the grind of working with people 1-on-1 (from which I’ve made a TON of money but that time has now come to a close.) I will hit 500k this year and 750k next year from a total of SIX online courses, covering my entire repertoire of content that I used to coach and consult on. If and when I offer 1-on-1 time (which might be never), I’ll be able to offer it on a super-exclusive and premium-fee basis only. I’ve already upped my personal consulting fee to $1,000 per hour and this would never have been possible without having the backbone of my income move away from 1-on-1 and move toward a much more scalable model, such as online courses. I’m getting RE-excited just writing these words right now!! DANG!!!!

11. Have there been any other ‘surprises’ that have resulted from launching your course?

YES!! Right after the launch, I received the most amazing email from a gent who downloaded my cheat sheet and other launch content, watched the 3 teaching videos, and participated in my launch teleseminar – did NOT buy – and then sent me a check for $100 for the value he received. I am completely blown away!! His handwritten note that came with the check reads:
Dearest David,
You always deliver value. As the $777 was not what I would budget for, your resources online were definitely worth some value.

I have never EVER heard of someone spontaneously writing a check and PAYING for what is, essentially, marketing content. But that’s what CAOC teaches – that it’s great to make a ton of money but at the end of the day, it’s about helping people – whether they buy OR not!!

12. What’s next for you? 

Rather than chase “shiny objects” and create more courses right away (two are done, four to go in my overall master plan), I’m going to buckle down and map out how to sell a LOT more of the two courses I already have online, especially the Speaker Marketing Workshop. With 34 people in the course now, there’s no reason I can’t add 70 more and pump it up to 100 over the next 45-60 days. The next thing for me is to double down on lead-generating webinars, finding awesome joint venture/affiliate partners whose lists are a great fit for the Speaker Marketing Workshop, do more guest posting, article marketing, and interviews with other experts whose target market is speakers, authors, coaches, consultants, and thought-leading entrepreneurs.

13. What’s your advice to someone who is about to begin on their journey to create, promote & profit from online courses? And…finally, what would you say to someone who is interested in David’s Create Awesome Online Courses program? 

Kudos to YOU who are creating your courses – Please believe that YOU are helping people, YOU are making a difference, and regardless of your sales numbers at the moment, people ARE watching, listening, and benefitting from your genius. If you put in the work, you totally WILL get the result and your business (and your life) will never be the same!

If you’re considering investing in David’s Create Awesome Online Courses program, all I can say is DO IT. After running 13 sessions of my flagship course in a live-led setting, I thought I knew about creating courses. David’s program was invaluable. After spending 13 years as a professional marketer and making multiple 6 figures EACH year for the last 6 years, I thought I knew about promoting, marketing, and launching. David’s program was even MORE invaluable.
Stop being a monkeynutz and invest in this course. You’ll make the money back with your first 1-2 signups for YOUR course and then you’ll make hundreds of thousands more after that. That’s not crazed internet marketing hype – that’s a mathematical fact.

CAOC totally rocks because it’s super-specific, super-focused, and nothing is assumed and nothing is left out. So listen – if you don’t buy it, that’s 100% fine. All your future customers can just buy from me <Smile>. But you’re making a serious mistake if you don’t jump on David’s course right now and make the investment. Because the payback will be thunderous and faster than you think. Dollar for dollar, CAOC is the best investment I’ve ever made in my entrepreneurial career. Just sayin’.

Ready to get started with creating your own online course? Get started here with my free video series: How to create, promote & profit from your own online course

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8 Steps to Turning What You Already Know into a Successful Online Course

The 8 step process to the successful with online courses + free gifts for attending!

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