Three Magic Words...
Heloise Laight
Helping female consultants, coaches and trainers create online courses to profitably reach a wider audience. +AI Consultant & Trainer +Investor
I’m about to give you three magic words.
They’re not going to make any sense.
Not at first anyway.
You might even think, “Eh?”
But please read all the way through to the end of this article and I promise you’ll end up thinking, “Ah!”
And if you use these words when you’re marketing your first course, they’re going to help you sell a lot more!
In fact, you can use this magic formula to sell more of pretty much anything you can think of.
Okay, the three words I want to give you are…
[Drum roll, please…]
“SO – YOU – CAN”.
See?
Told you it might be baffling.
But allow me to explain myself…
The Perils of a Boring Offer
If you’ve ever shopped online (and I’m sure you have) then at some point you’ll have clicked on to a product’s order page.
It’s the bit that tells you what you are going to get if you buy it.
Quite often, it’s just a list of features.
For example, let’s say you want to buy a multi-socket phone charger on Amazon. The order page might say:
This might be totally fine, as it tells you the specification of the charger, and you already know what a phone charger does and why you need one.
But some people use this approach to sell their courses or coaching services too.
So, for example, you might come to the order page and see this:
Hmm….
Pretty uninspiring, right?
If you were a bit unsure that you wanted this course, you’d hardly be encouraged to make the plunge after reading this boring list.
That’s because it’s focussed on the features alone.
领英推荐
It doesn’t tell you what those features mean in terms of life benefits for you.
It doesn’t spell out the special advantages you’re going to get from this product.
It doesn’t paint a picture in your head of how much better things will be for you if you buy it.
And so it’s unlikely to close the sale.
Most likely, you’ll go off and look for something else more exciting.
So let this be a lesson…
If you are coming up with product features for your course, you need to avoid making a boring offer…
And to do that, you should use these words after each feature in the list: “SO YOU CAN”.
Taking that same example, but adding the magic words, here’s what the list might look like:
Can you see how it works?
The words “so you can” can help turn a boring list of features into an exciting list of BENEFITS.
Because it’s?benefits?that sell products, not?features.
Yes, you have to list the features so that people know precisely what they’re getting, but they need to have the benefits explained alongside them to bring those features to life in their minds.
They need to have a clear idea of what they’re going to gain, whether that’s saving time, making more money, avoiding stress, overcoming tech worries and other obstacles.
Of course, you don’t need to use the exact phrase “so you can” in the final copy.
You can phrase it however you like, so long as you emphasise what those features can really do for your customers.
Really the “so you can” trick is about getting you in the mind frame to draw out the benefits when you’re creating your course marketing.
How to Transform Your Features…
To put this trick into action, my advice is that you first list EVERY single ‘feature’ of your course.
Then use the words “so you can” to help you come up with every conceivable benefit of that feature….
For example…
Go crazy and come up with as many possibilities as you can for each one, even down to the most obvious things. You can always trim and edit it later.
You can use this sparkly, exciting new list packed with benefits to replace that boring old list of features.
When your customer gets to your order page, it could be just the thing that encourages them to take the plunge and buy.
And if you'd like details of my signature Course Creation Academy SO YOU CAN create a passive online income selling what you know :-) then message me and I'll show you how.