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Creating & Promoting Your Courses For Knowledge Commerce: Guide
The demand for good courses is only climbing. Get your share of this golden pie
According to GM Insights, the e-learning market size was at around $190 billion in 2018. It's expected to grow at a CAGR (compounded annual growth rate) of 7% from 2019 to 2025. Every serious Knowledge Commerce provider needs to get into this space.
Evolving new techniques of technology-enabled teaching could drive e-learning growth. Further, there's a growing need for upskilling. Many working professionals are now feeling underprepared to keep pace with new digital skills. Online learning is the method of choice.
To learn how to make a success of course creation and promotion ... read on.
Selecting what to teach through your course - it's your first stumbling block
As we noted earlier, the way to pick a great topic is to look at your target audiences’ problem areas. Don't be general. Be as specific as you can get.
One of the best ways to check the potential demand for your course topic is social media research. You can also check online forums, or Q & A sites like Quora. See if there's a lot of chatter around a topic where a lot of people seem vexed. You can thus find nuances within your chosen topic area that have more demand than others.
Very few good writers write in an unsystematic way. You need a clear pattern and consistency in your writing.
Always state the benefits of your course using "verbs" and measurable results. People then understand exactly how they will gain from the course. People want practical, measurable outcomes. That helps them judge the value they get for the price they pay for the course. For example, if you state the benefit of your course as "better knowledge about home safety", it sounds blah, doesn't it?
But what if you stated the benefits of your course like this? One benefit could be: "You can increase the safety of your home for your kids in at least 15 ways". Another benefit could be: "You can reduce home insurance premiums by 15% by adopting these safety measures". See how the verbs and measurability help in quantifying the benefits.
Putting together your course content - it's your next hurdle
Plan the course by a problem-solution method. There are stages to solving a problem that you must follow for your course. Here's an example.
When solving a problem, first describe why the problem occurs. Try to list the reasons. People may find a point of identification with one or more of these reasons. Then explain your range of solutions. For each solution say why, and then how. After that, state what can go wrong with the solution – and if it does, how to solve it. Finally, give something extra for those who are willing to take more risks. Show them a 5X or 10X solution.
Don’t aim for a mammoth curriculum for your first course. You will exhaust yourself if you plan a structure for, say, 16 topics with 8 modules under each topic. Instead, keep it simple to create, and simple to follow. Have a course introduction, followed by 4 main topics. Each topic can have 4 modules under it. End with a conclusion.
Experts believe people react best to video-based instruction. They also like to see the instructor’s face and see him or her speaking. Credibility is the highest for this mode of delivery. The likeability of the presenter also has a huge impact on people. But if you are really camera-shy, you can opt to record your voice, reading out a script to match what’s on the screen.
Adding more value to your course - don’t start with four-figure courses
There are courses online that range from $97 all the way up to $2997 or even more. Those who charge so high have probably run many smaller courses before. Wait till you have become a “noted expert” before you set sights too high. At the same time, don’t price a course just above an ebook at $10. What will that say about you?
It doesn't make sense to load your course with every kind of support material a competitor offers. Some courses have all kinds of add-ons, making the course a bit too much to handle. It’s a good idea to restrict yourself to giving transcripts of your video lessons, plus some worksheets to practice the lessons.
People can copy every word of your video or its transcripts. They can copy your downloadable worksheets. But they can never replicate your monthly “after office” group Q & A discussions.
This is where students have access to you directly. Add these free to your course, but don’t call them consultancy sessions. Make these interactive sessions about “getting doubts cleared”.
Pricing your course - it affects your revenue, type of students, and the attention you provide
See if you can calculate the value a customer may get from learning your course. How much money can they make over what they do now, by knowing what you teach them? Or how much of wasteful costs can they cut down after your course? Survey audiences if need be.
Then based on their gains, see if you can price your cost 5X or 10X less than the value they gain. You’ll then make an effective case when justifying your course price. Let people see the measurable value.
Don’t ever discount the value of your course packaging. A slick-looking course does wonders for your brand. It helps you premium-price the product. Many marketers think it’s the contents of the course that matters and not how smart it looks.
It’s the opposite, I fear. Polish up your landing page, and your course curriculum page, and watch the difference. People like enrolling in something that makes them feel they’ve chosen from the best-of-breed. It’s human to crave the best products for yourself. This is particularly so when making a self-investment through training.
To learn even more of this topic, read on ...