Podcast Summary: Help Wanted – "How to Make a Course That People Actually Buy"

Release Date: December 19, 2024

In this insightful episode of Help Wanted, hosted by Jason Pfeiffer and Nicole Lapin, listeners are guided through the intricate process of creating and marketing online courses that genuinely resonate with audiences and drive sales. Drawing from personal experiences and expert advice from guest Abby Prendergast, the episode delves deep into the common pitfalls of course creation and offers actionable strategies to overcome them.

1. Introduction to Course Creation Challenges

The episode kicks off with Nicole Lapin candidly discussing her journey in launching online courses. She shares her initial enthusiasm and subsequent frustrations after investing significant resources into her first course, the Money School.

Nicole Lapin [00:56]: “I launched a couple of classes before it became more of a thing pre-Pandemic. Spent a lot of time, a lot of money on them. The first one I launched was the Money School. And I have very high hopes and I thought people want to learn about money and I'm going to teach them about money.”

Despite her expertise, Nicole admits that her courses didn't perform as expected, leading her to seek guidance through the helpline.

2. The Reality Behind Selling Courses

Jason Pfeiffer highlights a common misconception in the online course industry—the belief that creating a course is an instant pathway to substantial income. He emphasizes that success isn't as straightforward as it appears.

Jason Pfeiffer [03:16]: “I just didn't make all the money I thought I would or had been sold to me that people allegedly make.”

Nicole Lapin echoes this skepticism, expressing her doubts about the hype surrounding course creation and the promises of high earnings perpetuated by influencers in the space.

Nicole Lapin [07:31]: “It really bothers me when you see these people that really tout how many figures they're making... It feels like if you really are rich, you don't need to say you're rich.”

3. Insights from Abby Prendergast

Enter Abby Prendergast, a course building expert, who provides a refreshing perspective on creating courses that sell. Abby emphasizes the importance of understanding the audience deeply and tailoring the course to meet their specific needs and pain points.

Abby Prendergast [05:46]: “They create this self-paced course and...want to see that you can walk the talk and they want you to inspire them.”

She discusses the psychology behind why people purchase courses, likening it to buying a better version of themselves. This insight is crucial for creators aiming to design courses that offer genuine value and transformation.

Abby Prendergast [09:27]: “People buy better versions of themselves. When people buy courses, they want to feel like a better version of themselves.”

4. Steps to Creating a Successful Course

Abby outlines a comprehensive roadmap for course creation, emphasizing the need for iterative testing, audience research, and authentic connection with potential learners.

• Understand Your Audience: Conduct thorough research to define and understand the target audience’s needs, challenges, and aspirations.

• Create with Purpose: Design the course around solving specific problems, ensuring each module aligns with the learners' journey from problem to solution.

• Iterative Testing: Launch smaller iterations of the course to gather feedback and refine the content and marketing strategies continuously.

Abby Prendergast [16:14]: “If you can build your content around that, it's going to be easier for people to follow. They're going to get better results.”

She also stresses the importance of using customer feedback to tailor marketing messages, making them resonate more effectively with the intended audience.

5. Technical Tools for Course Creation

Addressing the practical aspects of course creation, Abby recommends starting with basic, cost-effective tools rather than investing heavily in high-end software from the outset. This approach allows creators to experiment and iterate without significant financial risk.

Abby Prendergast [34:33]: “You don't need the bells and whistles. Add the bells and whistles when you've already made money and you can afford them and you can be lavish.”

She suggests essential tools like ConvertKit for email marketing, Zoom for webinars, and Canva for video hosting, emphasizing functionality over flashy features in the early stages.

6. Overcoming Jadedness and Moving Forward

Despite the challenges and initial setbacks, Abby encourages Nicole to persevere, urging her to lower her expectations for launches and view each attempt as a learning opportunity. This mindset shift is vital for maintaining motivation and gradually building successful courses.

Abby Prendergast [38:19]: “If you're launching it for the first time, reduce your expectations to zero. Do not invest $100,000. Don't get all the bells and whistles.”

Nicole Lapin [37:06]: “I feel like such an asshole... I came out really bruised and beaten up.”

Abby reassures that persistence, coupled with strategic adjustments based on feedback, can lead to eventual success without the overwhelming pressure of achieving immediate high returns.

7. Conclusion: Emphasizing Authenticity and Continuous Improvement

The episode wraps up with Abby reiterating the importance of authenticity in course creation and marketing. She underscores that genuine connections and solving real problems are the cornerstones of successful online courses.

Abby Prendergast [38:06]: “You're keeping it real. Exactly.”

Jason Pfeiffer and Nicole Lapin conclude by highlighting the key takeaways: prioritize understanding your audience, start with manageable projects, and continuously refine your approach based on feedback.

Notable Quotes with Timestamps

1. Nicole Lapin [00:56]: “I launched a couple of classes before it became more of a thing pre-Pandemic...I thought everyone would sign up.”

2. Jason Pfeiffer [03:16]: “I just didn't make all the money I thought I would...”

3. Abby Prendergast [05:46]: “They create this self-paced course and want to see that you can walk the talk.”

4. Abby Prendergast [09:27]: “People buy better versions of themselves…”

5. Abby Prendergast [16:14]: “If you can build your content around that, it's going to be easier for people to follow.”

6. Abby Prendergast [34:33]: “You don't need the bells and whistles...”

7. Abby Prendergast [38:19]: “If you're launching it for the first time, reduce your expectations to zero.”

8. Nicole Lapin [37:06]: “I came out really bruised and beaten up.”

9. Abby Prendergast [38:06]: “You're keeping it real. Exactly.”

Final Thoughts

This episode of Help Wanted serves as a valuable resource for aspiring course creators, demystifying the process of building courses that not only attract learners but also deliver meaningful transformations. By blending personal anecdotes with expert advice, Jason, Nicole, and Abby provide a roadmap for overcoming common challenges in the online education landscape, emphasizing the importance of authenticity, audience understanding, and iterative improvement.

For those looking to delve deeper into course creation, Abby Prendergast offers her expertise through her platform Apt Content, where she provides further resources and courses to aid creators in their journey.

Connect with the Hosts:

• Help Wanted is a production of Money News Network.
• Hosts: Jason Pfeiffer and Nicole Lapin
• Executive Producer: Morgan Lavoy
• Contact: Email helplwanted@moneynewsnetwork.com for a chance to have your work-related questions answered on the show.
• Follow Us: Instagram @MoneyNewsNetwork and TikTok @oneyNewsNetwork for exclusive content.