Creating A High-Profit Course with Destinee Berman: An EOFire Classic from 2021

0:01Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire. Brought to you by the HubSpot. podcast network, the audio destination for business professionals with great shows like Talking Too Loud. Today, we're pulling a classic episode from the archives, and we'll be breaking down how to create a high-profit course. To drop these value bombs, I brought Destiny Berman into EO Fire Studios. Destiny is a seven-figure launch strategist and marketing expert who specializes in working with offline business owners, entrepreneurs, experts, and educators. And today, Fire Nation, we'll talk about how each launch is a calculated experiment, how it's important to know that when you're launching a course, you're birthing or rebirthing yourself and don't overthink or talk yourself out of the process.

0:41We'll tell you how and why and so much more. And a big thank you for sponsoring today's episode goes to Destiny and our sponsors. Marketing Made Simple, hosted by my friend, Dr. JJ Peterson, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Marketing Made Simple brings you practical tips to make your marketing easy and more importantly, make it work. A recent episode all about how Liquid IV is using marketing to shake up the beverage world dives deep into the strategies that have propelled Liquid IV to remarkable success. A must listen. Listen to Marketing Makes Simple wherever you get your podcasts.

1:14Destiny, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. So first off, hello everyone. I'm thrilled to be here having this conversation. I was just sharing how I've been listening to this podcast for a while now. And, you know, something I believe in in terms of becoming successful is that, you know, we get discouraged if our first company, if our first business or first initiative, if it doesn't instantly become a successful result. And it's interesting because it's really up to us to decide if we're on path or not and to really stick with it.

1:54And so I believe that it's ultimately a series of shifts that we're always making that leads to a big success. And there are so many countless examples of this from, you know, someone like Reid Hoffman with like LinkedIn, right? I mean, he first found a social net before LinkedIn became what LinkedIn is today. And yet for so many of us, we just get so discouraged of that first launch, that first company doesn't go where we want it to go. And then we think that we're off path. Fire Nation, we do not want you to get off path. That's why we're going to be talking today about creating a high profit course with Destiny.

2:29We're going to get you on path. We're going to keep you on path because it's a competitive path. Because let's be honest, Destiny, everybody, everybody seems to be launching courses. With all this competition, is it still realistic to expect a six or maybe even seven figures of profit if you launch a course in 2021? So yes, it's absolutely true that everyone wants to launch a course. It's true that the that the e-learning space has really exploded and has been bigger than ever. You know, at the same time, though, we look at stats like there's, what, 50 million people in the last 10 years who have become creators and the maturation of the industry as a whole, where you have more and more products that are supporting micro entrepreneurs.

3:14So the answer is yes, in that the market has really increased and there's the opportunity. and I also believe that you have to get clear on your uniqueness and your specialty and really being willing to go deep to create that profitable course and business. Fire Nation, there's a reason why riches are in the niches is such a popular phrase because if you can become the best solution to a real problem in this world and that solution in the form of a course, people will beat a path to your doorstep because people want the number one solution to a real problem that they have. So your clients, Destiny, they've been able to make more than$17 million off of their launches using your techniques.

4:00Tell us every one of your secrets. Every single one? Every one. Don't leave a single stone unturned. So first off, I do believe in simplicity. I think that when you get into this whole digital marketing space, it's easy to get lost in all the different funnels and all the different emails and all the different sequences. But especially when you're just getting going, even if you already have expertise, even if you have that offline business, I do believe that if we focus and we go simple, it would actually yield bigger results. So one of the strategies that I help my clients with is what I call a course offer stack.

4:36So we extract out your core offer and whether that's a$1 ,000,$2 ,000 program. And from that core offer, we now also extract out this entry level. So instead of going out to create all these multiple different ideas and having 17 different parts of your value ladder, I suggest one core offer with an entry level offer that allows you to hit two segments of the market, but simplifying your process in between. So we need some more Seekers Destiny. That was a great share right there. What else do you have that you are$17 million worth of revenue generated is the result of. Second piece is I believe in a longer nurture track.

5:22So you find someone new coming from an advertising campaign and typically on average, by the time they research you, by the time they investigate, they get to know you through your content, whether it's blogs or videos. I mean, on average, you're looking at two to three months of them researching, connecting with you before they decide to buy. So I teach my clients to nurture for a minimum of six to eight weeks heading into your course launch. And that is providing high value content and creating a theme around your nurture. So if we think about them going through your transformational course, what series and what kinds of content can you take them through even in your pre-launch process that they don't necessarily need to know?

6:07But the fact is they're experiencing these ahas and these micro solutions even before they get to your paid program. Now, what's the third? And the third is what I call a power eight triple stack. So you have got a passive lead magnet. That's your freebie. And that's the kind of content you see out there. Checklists, PDFs, plans and guides stacked with what I call a content webinar, especially for those of you who don't already have a podcast. where you're teaching people on this webinar without making a direct offer. And then you stack that with a sales webinar once you head into CART. And so we've got that passive lead building process where people get to find you.

6:50You're building your email list. That's happening 24-7. Then you layer that in with what I call the active lead builder. So that's a content webinar where you're teaching, you're engaging with them live. You're adding another touch point. Because when we look at launches, the more touch points they have with you, in addition to different formats of touch points, that's really where you can win, especially with higher ticket offers. And then finally, you head into your launch and you add in that sales webinar. And by having those three areas of touch points, you improve your results. Passive lead building, Fire Nation, active lead building.

7:25And then of course, having that home run of a sales webinar, having that trifecta, that is so key. And even with all this information, Destiny, let's be honest, people are still making mistakes. I mean, even seasoned course creators make mistakes when they're trying to come up with their specific offer and you see it time and time again. So what are some of these key mistakes that course creators are making with their offer? One, once they've had results, say from their first launch, whether it's, you know, the first cohort of five, 10 or 30 people, they forget that they need to keep advertising.

7:59And the reality is that without advertising, you can't scale. And so too often, we get so excited, you know, we've had that first launch, and they forget that if they want to launch to new people in the next launch, you have to keep building your list, and you have to keep nurturing. And so they drop that, and they wonder why when they head into that next launch, they don't either have the same results, or people are already getting tired. So one is you have to advertise, even if we have, you know, interesting relationships to advertising, and you can't scale without that. Number two is really believing that if you go deeper, you're going to lose out on sales.

8:37And we hear this all the time in the space, right? If you're trying to speak to everyone, you're not going to connect with anyone. But the reality is that if you look at how Amazon started with books, or Uber started with black cars, or how Airbnb started with renting air mattresses, if you're willing to go deeper and to really become known for what is it you're really passionate about, it will actually have you connect with your best fit people and will actually have you become known faster and therefore get to more results. And often what I see is that you have one or two launches where you're getting to your first launch, you're trying to go too broad and it just becomes more confusing for people to say, yes, this is what I need.

9:24and then finally I would say the third thing is especially for first-time launchers is feeling like believing that you need to finish your program before you have a marketing plan and so you spend all this time working on the product working on the program thinking that if you build this this will come and also that as long as your program is good enough you don't have to think about anything else and I think that's probably one of the biggest mistakes that I see you know course creators and educators make. Fire Nation, become known. Become known for something. Something preferably that you're passionate about, that you're excited about, that you're enthusiastic about, so you can get up every day and be curious and want to learn more about that thing.

10:07Something that you want to literally become the best solution to that real problem. And because again, what I shared earlier is so true. This is what Destiny is talking about. When you, Fire Nation, become the best solution to a real problem in this world, people will beat a path to your doorstep because they want the best solution to a real problem that they're having. If you're the second best solution or the 10th best solution, they might ignore you because people don't want the second best or the 10th best or the infinity best. They want the best solution to a real problem that they are experiencing.

10:41And if you're able to show them through your passively building, your actively building in your sales webinar, that you have the best solution to a real problem, they are going to go with you. So finally, we're gonna be talking about why it's so important to take fast action with courses. We're gonna be talking about how to shift your identity and belief system to help with your course results and so much more when we get back from thanking our sponsors. There are plenty of things to worry about when trying to grow your business. Don't let tech be one of them. If you're looking for the right tools and a platform that connects your team seamlessly, then look no further than HubSpot's customer platform.

11:20With HubSpot's customer platform, you can spend less time switching between systems and more time on growing your business. Sounds pretty great, right? HubSpot's customer platform is a single source of truth for organizing and tracking all of your marketing, sales, and service activities. That means no more misaligned teams, no more switching between tools, and no more wasting time. It's that simple. Have customer service top of mind. Get ready to lighten your service team's load and scale support to get your customers the info they're looking for fast. Plus, with its AI-powered tools, you'll always have the most important and up-to-date prospect and customer info to close more deals, elevate your brand, and serve customers better.

11:59Get ready to grow with HubSpot's customer platform. Visit HubSpot.com to learn how HubSpot's customer platform can help you grow your business. Do you feel tired often, have low energy, or struggle with focus throughout the day? These are all common feelings when you're missing out on key ingredients that can naturally help you boost all of the above. RUT Testosterone Booster from Bucked Up is engineered with precision, utilizing clinically dosed ingredients to address vitamin deficiencies, manage stress hormones, and naturally boost free testosterone levels. Say goodbye to limitations and hello to a new level of strength, stamina, drive, and cognitive excellence.

12:34These qualities are within reach, and RUT is here to help you achieve them. build muscle strength, boost your mood, feel more energized, tap into stronger focus, all from RUT Testosterone Booster, which is made from proven ingredients. And Fire Nation, thanks to Bucked Up, you have a special offer waiting for you. They are doing a buy one, get one free offer on their RUT Testosterone Booster. This offer is not available on the website. Claim it today by texting FIRENATION, all one word, to 312345 or go to getrut.com slash fire. That's G-E-T-R-U-T dot com slash fire. So Destiny, we're back and you have helped so many entrepreneurs get their courses up in less than 90 days, which is such a thing of beauty because that's such a huge problem for people.

13:20They go into their little closets for like six months at a time, 12 months, and they come out, they're like, my course is ready. And people are like, well, we don't want that thing because they just weren't getting the right intel. They weren't taking fast action. So why is it so important to take fast action when it comes to courses? Well, one, I really do believe that each launch is a calculated experiment. I mean, you said it yourself, even the most experienced course launchers or the most experienced digital marketers, things just happen. And one, it's not possible, I believe, for a launch to be 100 % perfect.

13:56And if you get it about 70 % there, you're going to have a great launch. So one, it's all a calculated experiment. And to your point, if they're, you know, they're hiding in the closet, or we wait too long, we overthink the process, and we don't get it out into the market, what's going to happen is that we're never going to get that response. And so there's a difference between trying to get something perfect, versus making progress and getting it out there versus being sloppy. So I'm not talking about being sloppy, or even having this half big product out there, but it is important to get it live.

14:30So if you look at even having a minimal viable product, here are the absolute core essential features that I need to get this out there so that you can get feedback and so you can learn in the process. And that's why we have so many folks who, if they're still validating an idea, if you get yourself out there with a paid workshop and have your first group of people, you're going to be surprised at what you learn in terms of who you want to serve and what is it you even want to serve them with each launch is a calculated experience like i love that phrase fire nation i really hope you're absorbing that and destiny has brought a breed hoffman before and i love his quote about how if you wait to launch until you're ready you waited way too long not just too long way too long so you're 70 on the way there like Let's get this out into the real world.

15:22Now, Destiny, let's talk about how shifting our identity and our belief system can help with our course results. So first off, you know, we give so much credit to strategy and information and planning. And while that is super important, the other side of building a business, being an entrepreneur is all the emotions and all the mental thoughts and the processes that are internal. And so one, I believe that it's important to know that when you are launching a course, launching a business, you are essentially birthing or rebirthing yourself. And it's going to require you to have a new identity. So if we look at any time we've made the shift from offline to online, or if we're shifting from working one-on-one to one-to-many, or you're shifting from a corporate traditional path to a more unconventional one, you've had to face how you see yourself, how you connect to yourself and how you want other people to see you.

16:26And so I know that in my process, I had to go through a cocoon, right? Because I was afraid that family and friends were going to judge me. And so I almost had to just go within myself so that I can re-relate to myself so that I could put myself out there in a way that people could relate to me as a new destiny. Fire Nation, sometimes we do have to go into that little cocoon because we're fragile. Like when we're starting off and we're just like, you know what, I really believe this is it. This is gonna be the thing. We're fragile. And if we get some wrong feedback and some negative feedback by the wrong people at the wrong time, I mean, it can literally pop that fragility.

17:04And who knows what the next step is. That's why it's so key that you surround yourself with the right people. That's why it's so key that you are really focused on knowing that you are the average of those five people. And if they're supporting and guiding you, your chances of success are so much higher. So Destiny, with everything that we've talked about here today, what is the one thing you really want to make sure Fire Nation gets? I would say that if you overthink or you talk yourself out of the process, it's so much easier to lose sight of your vision and your dreams. And if you know that, okay, I want to go online or this is my next step in my business to, you know, to really make that commitment to yourself and whether it's taking action with surrounding yourself by supporting by a supportive community or choosing that mentor or just taking one micro action that's going to move you forward.

18:00because if you get lost within that process and you start to hide within yourself, you don't wanna look back in five or 10 years and not be on that path and be taking action towards what is it that you really, really want. Fire Nation, all we have is time. Like all we have is time. And how are you spending your days? Because how you spend your days is how you spend your lives. And like Destiny just shared, you wanna be looking back 10 years now and saying, look how much I could have accomplished over the past decade. If I had just taken small action every single day, and there's a great Tony Robbins quote is that we do overestimate what we can accomplish in a year, but we so underestimate what we can accomplish in 10 years, 10 years.

18:40It's an eternity. We can do so much. So Destiny, how can Fire Nation connect with you? What call to action do you have for our listeners here today before we say goodbye? One, I have a guide and this guide is what, it will guide you towards launching your profitable course. and so you'll be walked through a plan and once you opt into this guide you'll also have an opportunity to jump on a free call with my team where they'll do an assessment of your business and identify the next steps when it comes to your launch so this guide is at destiny.com backslash fire and then I also have a free training if you immediately want to just go deeper and dive into more content it's about 50 minutes and you'll be able to go into the five myths that's holding you back so that you can work through both the internal beliefs and then also the external strategies when it comes to establishing your course business.

19:32Wow, Fire Nation, the ability to jump on a call with Destiny's team and have them identify and break down and give you some feedback on your business. This is the kind of stuff you have to be able to take action on. Now, I want to make sure you realize this, Fire Nation. You're the average of the five people you spend the most time with. And today you've been hanging out with DB and JLD. So let's keep up that heat. Like I said, surround yourself with the right people, people that are going to support you, that are going to guide you. I want you to head over to eofire.com and type destiny in the search bar, or just head directly over to destiny.com slash fire.

20:05That's D-E-S-T-I-N-E-E.com slash fire. Destiny.com slash fire. Get those free goodies that Destiny has. Jump on a call with Destiny's team to actually be able to work through some of the things you're dealing with in your business right now. Destiny, I want to say thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that, we salute you and we'll catch you on the flip side. Thank you so much for having me. This has been great. Hey, Fire Nation. Today's value bomb content was brought to you by Destiny. And Fire Nation, over the past decade, I've interviewed over 3 ,000 of the world's most successful entrepreneurs and I've created a revolutionary 17-step roadmap to your financial freedom and fulfillment.

20:51I put it all into my first traditionally published book, The Common Path to Uncommon Success, personally endorsed by Seth Godin and Gary Vaynerchuk. The Common Path to Uncommon Success is the step-by-step guidance that you need, Fire Nation, to achieve the lifestyle of your dreams. Visit UncommonSuccessBook.com. Learn more, and then you can order your copy today, and I'll catch you there, or I'll catch you on the flip side. marketing made simple hosted by my friend dr jj peterson is brought to you by the hubspot podcast network the audio destination for business professionals marketing made simple brings you practical tips to make your marketing easy and more importantly make it work a recent episode all about how liquid iv is using marketing to shake up the beverage world dives deep into the strategies that propelled liquid iv to remarkable success a must listen listen to marketing made simple wherever you get your podcasts.