It’s not enough to just build a great course—you have to sell it, too.
Many online educators create courses because they have a passion and want to share it. And, of course, that’s a fantastic and inspirational thing to see. But many educators, after creating their courses, run into a wall: their excitement carried them through the creation stage of their journey, and now they need to move into sales mode. The only problem is, they don’t know how.
This phenomenon shouldn’t be surprising. After all, we should all be able to recognize that creating a course and selling a course are different skills, and switching hats isn’t easy.
What is easy is tricking yourself into thinking that a great course will sell itself. We would all like to think that our greatness is instantly recognizable, but the truth is that competition is tough, and learners are looking for something that speaks directly to their needs.
Good sales copy can do that. And since copy is going to be the primary way you sell your course online, taking time to do it right is worth the effort. Here’s some tips to get you started.
1. Don’t write copy you don’t want to read.
All of us have seen bad sales copy. It’s the kind that includes overblown promises (“opportunity of a lifetime!”) or vacuous statements (“everything you want and more!”) and generally just feels pushy and irritating to read (“don’t miss this amazing opportunity buy now!!!!!!!”). And yet, for some reason, many excellent online business owners, when they go to write their sales copy, fall into these same writing traps. Why?
I suspect it’s because these business owners believe on some level that they have to use this kind of writing to attract learners. They want to sell courses, and they believe that “sales-heavy” copy is the way to do it.
The problem is that most professional sales people don’t write that way, because irritating a customer isn’t a good sales strategy—especially when all they need to do to get away from you is to close a browser tab. If you’re writing copy you hate because you think that’s what you need to do to sell a course, it’s time to step back and re-evaluate.
A few sales copywriting mistakes to avoid: Too many vague or fluffy words. You’ll hear many people say you shouldn’t use too many adjectives or adverbs—or just too many words in general—but I don’t find this helpful. The problem isn’t the quantity of words, but the quality. Avoid puffy words (“amazing,” “incredible,” “super”), and instead chose more specific words related to your content.Too many exclamation points. Start by using none. Then, if you come back
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