Want to Build An Online Business? Get Visible First

In this episode, Tara gives actionable tips for HOW to get people to buy your program. The secret is what happens BEFORE you create it.

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Transcript
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Okay, in this episode, I want to talk about what you need even

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before you start packaging your expertise. And, and this is an

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interesting topic, I was talking to one of my team members the

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other day, and we were discussing this. And this is a

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bit of an aha, for me, as we've been helping our customers, one

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of the biggest challenges that new course creators are, are

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people who are new to packaging, their expertise and putting it

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online, is this assumption that if you build it, they will come?

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Right, like, if you just build a course, you can put it online,

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and, you know, you just tell some people about it, or put

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some ads on it. And all of a sudden, you're gonna have a, you

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know, a million dollar business. And, and the, the, the

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opportunity is there, right? Like, there's no reason why you

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can't create an online business and an online course business

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that will actually, you know, get to that level and serve,

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serve your people. But it's not quite that black and white. And

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so I want to talk about that today in this episode, because I

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think it's a miss, sort of a misperception that's out there

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is that you can just build something, throw it in a tool,

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like Kajabi, or Thinkific, or, or whatever else, and then all

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of a sudden, you know, it's great, people just come to you,

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and they buy your thing, and it's gonna be awesome. And if

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that's you, like, that's, that's great, like, here's what I will

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say is, get started, right, get started, get your expertise out

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of your head, start to figure out what it is that you are an

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expert at what you're passionate about, and who you want to help,

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and what problem you're solving. Because at the end of the day,

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like in order to create a business, you actually have to

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solve a problem. It's not really just about packaging your

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information or your knowledge. If you want to do that, I would

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say, you know, become a professor perhaps, right? Like

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you just like if knowledge and information is your thing.

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Something something what you're teaching in a traditional

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environment is probably going to serve you because it gives you

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the ability to be the expert, and, and put together sort of a

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methodical approach to teaching somebody the information and how

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to potentially apply that. And I don't say that flippantly, I say

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that, in all reality, it's just a much better model, if that is

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the direction that you are passionate about. In go. So go

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to more of a traditional path. But if you're serious about

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starting an online business and online course, or online program

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business, even an online expertise business, I guess

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that's maybe more of what I would call, it doesn't really

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matter what the method is that you're using to, to help people

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is that it has to be grounded in a core problem that people want

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to, to have solved. Right? So immediately, it goes from you as

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the expert to you as the sort of problem solver or guide in in,

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which is a common term that we use. And so as you as you think

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about that, you need, you need to like find the core problem

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within your expertise that you can help people solve. And if

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you do nothing else, in this episode, just write that down.

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Because it unless you have a core problem that you can help

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people solve, you're not, you're not going to sell your program,

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that is just sort of the bottom line is because you won't be

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able to talk about it, you won't be able to get people to move to

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purchase. And and you won't be able to actually, you know, get

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the traction that you want. And so what's that core problem that

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that's the very first thing I'll say that that. The other thing

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is, is that you have to find people who want to have that

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problem solved. And so before you start selling your thing, so

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we spend a lot of time we do VIP sessions and then we do 90 Day

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implementation Sprint's where we help people literally get it out

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of their head, get it packaged, get it sold, and put it into the

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right platform that helps them you know, set the foundation so

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they can, you know, grow and scale what they're doing. And so

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that's what we do. But the challenge that we've been

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having, I'll be perfectly honest is we have some newbies who are

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coming in who want to create their course.

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And so when we do a lunch we have very few people who show up

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for their promotional activities. And so therefore

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very few people are purchasing and So while while that, in

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theory is what you would expect to have happen, because of, you

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know, sort of the false gurus out there, the people who have

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maybe gotten lucky, I say in air quotes is that everybody has

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this perception that they're going to launch. And it's going

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to be a million dollar launch, which is not going to happen on

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your first run out of the gate. Right? We are, we specialize in

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helping people create betas, which just means that you're,

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you're literally creating the program for real people, you're

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running them through the program to make sure that, that you're

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getting all the questions answered, the content that

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you're creating is valuable. And it's answering their questions

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and, and all the things and so that is awesome. But, but when

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you're doing that, you're probably going to have a small

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group. Unless you spend the time upfront, building, building a

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list of people who want to purchase what you have to offer.

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And so I would say, and this is the conversation we're having

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the other day is like, well, so what number do we want people to

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have on their email list? Meaning like, what number of

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people need to be in their world asking for what they're offering

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before they put something out? For people to buy? Right? So

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what's what's that magic number? And and how do we feel like we

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can help people in the best way possible. And it's, it's not

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going from a list of zero, meaning nobody in the world

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knows about you and knows that you can help solve their

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problem. And it doesn't have to be, you know, an extensive list

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of people who who know about you and know that you can solve the

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problem. But there's a sort of a fine line in there in terms of

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how many people do you need, in order to run your beta? I always

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say that, you can run a beta with five really strong people

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who are going to be active, who you can help, and who, you know,

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you can you can work with, right? So all you need is five

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people. When you look at that, from a statistic standpoint of

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how many people do you need to have on your list or be in your,

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in your world, in order to get five people to purchase? It's

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about 500 people. So that's it that's you know, about a list

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of, of 500 people with meaning people who know like and trust

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you, people who have raised their hand to say, Yes, I

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believe that you are the person who can solve my problem, and I

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am excited to be in your world. So anytime you opt in for

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anything, from an expert from somebody else, like you're

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basically that's what you're seeing, right? You're saying,

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oh, what you have to offer is interesting, I would like to

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trade my email address for it. And so please send me

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information about how you may help me moving forward. Right,

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so So having a list of about 500 people is is solid, having a

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That means that you know, you need to, you need to keep doing

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some work, having a list of zero is going to be a really hard

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place to start from unless you have you know, a lot of people

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who are in your world who you know, want to buy what you have

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to offer, which most of us do not. Okay, so that's why I'm

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saying that before you get started building your online

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program, one of the key things you need to do is to build a

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list. So then people say, well, great, how do I do that? Well,

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you need to establish yourself as an authority and you need to

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become visible out in the world. So people know, like and trust

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you and know that you're the person that can help them. So

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for you know, for years, I was doing this, it when I would go

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speak at conferences, or I would go to networking events, or I

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would go to

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you know, in person training sessions or conferences or get

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togethers or whatever, right all in person. And, and that would

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be the time where you you know, I would meet people and I would

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say, This is what I do. And here's my business card, and you

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can you know, go check out my website and, and daddy data dot

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right, that is a way to get in front of people to establish

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yourself as an authority. Then then essentially, those are the

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people who are in your world. And, and so, you know, you're

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you're trading business cards, which technically means you can

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put them in to your email automation platform or your CRM,

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right, your relationship management system. You can put

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those names and email I was in, and then you can contact them?

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Well, the other option to that, again, you know, for sure when

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you're first starting out, do that as much as possible. But

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the other option is how do you reach people online? From from

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your computer? Right? You know, how do you reach people from

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less of a G or geographical constraint perspective to

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reaching people out in the world? Who need your your

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product? Right? It used to be that we were really just working

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locally. Now we can work globally. You obviously, it's

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not, you know, time efficient or cost efficient to say, well, I

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want to target people globally, and then go to all of those

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countries, and and meet people. In some cases, you may still do

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that. But as a growth strategy, it's not the most efficient way

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to do it. And so and I mentioned this, because so many of my

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clients are people who already have businesses, maybe offline

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businesses, brick and mortar businesses, and this whole

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online game is, is new, right? It's a little bit confusing.

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When you think about like, how do I go about becoming an

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authority online? And, and so my point is, is not any different,

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right? You, you need to connect with people, you need to meet

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people, and you need to trade information. And the way to do

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that online is through groups. It's through, you know, online

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experiences, it's through other people's audiences, right? Like,

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I attend a podcast conference, because I'm a podcaster. And so

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when I attend this online conference, people say, Oh,

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well, who are you? And what do you do? And how can you help me,

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right? Same thing as going to driving to an event, and doing

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that. So get yourself into different events, connect with

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people who are, you know, doing complementary services and offer

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to get in front of their, their people, then, you know, you can,

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you can build your own group online, or you can visit other

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groups where you're, where you know, your people are hanging

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out, you can do ads, you can do all those different things, to

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get your message out there in a different way, but, but I really

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want to stress, it's not any different than doing it in

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person. And so if you are somebody who has done all those

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things in person, you've done a billboard, you've done, you

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know, Yellow Page ads you've done, you know, just going to

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events in person, think of it exactly the same way online,

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you're just doing it in a in a different modality, right. And

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so your strategy should be the same. So often I see was, Oh, I

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just, I put a lead magnet out there. And I was talking about

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lead magnet magnet, but like, I put a lead magnet out there.

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And, you know, I only have like a, you know, random opt in or

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whatever else, or, you know, I did one, you know, Facebook Live

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and nobody watched it, or I did a podcast interview and it was

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fine, you know, wasn't really a big deal. You know, to me,

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that's like, you're going to a networking event and you've

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talked to one person, and then you're like, well, networking

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doesn't work, right? Like,

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you got to think about it as a strategy. And you've got to

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think about like, what, what is the what are the seeds that

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you're planting? And how do you just extend your reach? That

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should start from day one, where you're starting to find your

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voice, you're starting to identify like, okay, here are my

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people, here's what they need, here are the problems that they

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have that I'm able to solve, you're going out and you're kind

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of finding those people the gift that we have with Facebook or

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with Instagram, or LinkedIn or wherever you are, the gift is,

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is it allows you to go out and listen. It allows you to go out,

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see what your people are doing, see where they're hanging out,

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see what questions they're asking where they're going, what

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they're involved in what they're interested in. It allows you to

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do all of that research in such such a great way that we could

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never do in the past. Use it as a research tool to really dial

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that in and find out where people are and what they need

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and what questions they're asking. And then start answering

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their questions, right become the authority in your space,

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until you're the authority until you start making some noise.

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People aren't going to know that you have this awesome thing for

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them. And so use all of the strategies use as many as you

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can to get people to come into your world. And so once they're

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in or in your world, once you kind of figure out where they

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are, then the question becomes how do you get them on your

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list? And and that's when having a freebie for them is helpful. A

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free gift, a lead magnet like a book, a report, a case study all

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those kinds of things, free training, you know, a demo

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something that they can you know, that they can look at to

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say I'm curious to know what this is, or Oh, wow, this is

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really cool that I can jump into this thing that this person has,

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and learn a little bit about them learn whether or not this

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is gonna solve my problem and, and just really kind of get

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immersed in, in their environment. And that is the

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first step. Because at that point, then somebody's like,

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Yes, this is amazing, you're helping me. And you're, you're

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providing me with the first step. Now I'm ready for the next

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step. So what's your program? What do you have for me, and

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then they're ready to buy, it's much easier than having trying

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to attract people completely cold, to your, your offer,

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right? Because they don't even know I mean, they may not even

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know that they have the problem, they may not even know that

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there's a step that they need to take, in order to get in to what

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you have to offer, they may not even know you're the person that

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can help them. They may not even know your style, or, or you know

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how you show up versus somebody else shows up, they may, you

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know, like that or not like that, right. And so all of that

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just gives them the research gives them the information to

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make a good buying decision, which is what we all really want

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at the end of the day is to feel like we've made the right

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decision. So help them make that decision by providing them with

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a way to join your list, just say, I'm raising my hand, I'm

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interested in what you have to say, all of that happens before

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you have something to offer people. Now, people usually say

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well, how can I do that I don't have a business yet, right? Like

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I have to have a business, I have to be selling a product in

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order to start going out and doing that. Yes, that may be

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your approach. And you may need that.

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But having a framework for your product, knowing you know what

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it is you're creating, how it's going to help people and sort of

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a general direction of what what's going to happen is the

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value like that's the piece that's going to be helpful for

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you to have clarity on what it is you offer and the problem

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that you're solving more than the product itself. And so

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that's really all you need in order to start having those

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conversations and getting out there. And then then in the

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background, you're you're you're becoming visible and then in the

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background, you're working on your product, you're working on

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your program, you're working on your service, whatever it is

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that you're doing. But but there's sort of parallel tracks

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that are happening is one of the biggest challenges that I see

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people in this space who are trying to get into the game make

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is they wait until everything is done before they start telling

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people about it. And what happens is, then there's a big

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gap. Because it takes time, all of that takes time. Like you

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think about going to a networking event. You don't just

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like meet all these people and then start dating them, right

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you don't start like oh, here, come to my live event come to

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this come to that come hang out with me. Right, like you don't

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meet somebody and then just immediately go into a

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relationship, you meet them, you, you know, get to know them

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a little bit better. And then maybe you start hanging out a

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little bit more. It's the same concept, right? Like, you can't

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just go out there in the world and be like, buy my thing, buy

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my thing, buy anything. People don't want that. Right? Even if

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they need your thing. They don't want to buy your thing, when you

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just bang them over the head with it. But so often, that's

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what we do. And you know, when we're out on social media, as we

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forget, like, there's like a person on the other side of

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that, right? And think about like your buying behavior, you

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don't want somebody just be banging you on the head telling

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you to buy or buy their thing, right? You want to start

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building a relationship with someone first, you want to have

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those little touch points first, where you feel like they're

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speaking to you there's there's a reason why they're, they're

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there, and how they're gonna help you right? Like, I am

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working with a high level mastermind right now. And I'm

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actually in their mastermind. And because of what they're

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teaching, it has literally taken me two years to just get to the

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place where I'm ready to take action on the skill part because

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I had such a big transition from a belief standpoint of how

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things how I thought things were before, to kind of a whole new

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opportunity, a whole new way of thinking of it. And it's taken

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me about two years to get to that place of being ready to

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take action. Does that mean it wasn't successful for me? No,

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absolutely not. I've gotten my needs met every step along the

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way. But if you were to look at their program, they would say

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well Why Why is taking so long? Why have you not taken action

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and like I've been taking action every day, that's been valuable

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for me in my experience. But that nurturing happened way

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before I decided to become part of that group. And I wouldn't

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have been part of that group if my if the trust level wasn't

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there. And the trust level came because of the relationship that

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was developed before I went into the program. And so don't

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discount that. And don't shortcut that process. Because

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it's not about you getting on Facebook, and you know, being a

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dancing monkey. That's not what it's about. It's about building

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relationship, getting people to know you, and like you and trust

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you or say, No, thank you. You're not for me, right?

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There's just as many people online who I like to follow as

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people that I'm like, No, thank you, I have no interest in

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following this person. Right? That's good. You want to have

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some people like you, and some people not like you, if you're

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too vanilla, then people won't move, right. Like they won't

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build a relationship with you. And so really think about that

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as as you're going. But But I did want to put this out there

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because I do think it's an important piece. We also help

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people figure out what that front end looks like, right? How

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do you publish? How do you start becoming visible? And what does

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that look like? And and the the learning for us in this process

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has really been about how much emphasis needs to happen on that

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before they even get in the game. And helping people really

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see that and learn kind of how that process will serve them

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when they do get into a course launch. And making sure that the

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timing is correct, because at the end of the day, we are all

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about helping people succeed and get the results that they're

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looking for. And it would be a disservice for us to go through

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the motions and do an implementation before somebody

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actually could be successful. So there you go. That is my course

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