The Copywriter Club Podcast #421: The Course Corrector with Maya Stojkovich
Release Date: November 12, 2024
Hosts: Kira Hug and Rob Marsh
Guest: Maya Stojkovich, Co-founder of Course Corrector
Podcast Description: Exploring ideas and habits worth stealing from top copywriters.
Introduction
In episode #421 of The Copywriter Club Podcast, hosts Kira Hug and Rob Marsh engage in an insightful conversation with Maya Stojkovich, a seasoned copywriter, teacher, and co-founder of Course Corrector. Maya brings a wealth of experience in helping course creators enhance their offerings to ensure higher engagement and completion rates among learners.
Maya Stojkovich’s Journey to Course Corrector
Timestamp: [02:43]
Maya shares her unconventional path to becoming a course strategist. Holding an English degree, she initially ventured into politics but soon realized it wasn't her true calling. Her turning point came after taking her first course in an accelerator program, which ignited her passion for learning but also highlighted gaps in engagement and fulfillment. This experience led her to pursue multiple courses, eventually earning a certification as a mindset coach. Her diverse career—from marketing to teaching environmental sciences—equipped her with unique insights into crafting compelling narratives, a skill she now leverages in her role at Course Corrector.
Maya Stojkovich [04:21]: “My entire path was just setting me up to become this course strategist, to actually dive into the courses that I had taken in prior and apply it to courses everywhere.”
Understanding Course Corrector
Timestamp: [06:05]
Rob Marsh introduces Course Corrector, highlighting its mission to assist established course creators in identifying and rectifying issues that hinder course completion and effectiveness. Co-founded with her mother, Linda Perry, Maya explains that Course Corrector employs a six-point framework to evaluate and enhance courses, ensuring they deliver promised results and maintain student engagement.
Rob Marsh [00:34]: “Why are so many course creators failing when it comes to selling their courses?”
The Six-Point Framework
Timestamp: [07:59]
Maya delves into the Course Corrector Framework, an acronym C.O.R.S.E., designed to holistically assess and improve course structures:
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C - Clear, Identifiable Goals [07:59]
- Focus: Establishing a singular, impactful transformation goal for learners.
- Quote:
Maya Stojkovich [08:33]: “Put yourself in your course... have some goals for yourself, for your course.”
-
O - Outcomes and Pathways [09:17]
- Focus: Designing intentional pathways that guide learners seamlessly from one module to the next.
- Quote:
Maya Stojkovich [09:59]: “Think of pathways as leading your course taker through a dark, scary forest with full guidance.”
-
R - Realistic Milestones and Action Steps [13:07]
- Focus: Setting achievable milestones to maintain engagement and track progress.
- Quote:
Maya Stojkovich [14:35]: “Homework assignments, polls, or community interactions can serve as effective milestones.”
-
S - Solid Content [15:24]
- Focus: Ensuring content is bite-sized, engaging, and free from information overload.
- Quote:
Maya Stojkovich [16:22]: “Engage with your content differently and take a holistic look to deliver effectively.”
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E - Engagement [29:45]
- Focus: Building a community around the course to foster interaction and sustained interest.
- Quote:
Maya Stojkovich [31:09]: “You have to take the first leap. Everyone else is thinking, why don’t I know this?”
-
Ongoing Investment [18:23]
- Focus: Encouraging continued investment through follow-up offers and maintaining interest post-course.
- Quote:
Maya Stojkovich [18:23]: “Leave them with that little cliffhanger and say, hey, you can learn more.”
Navigating the Course Industry
Timestamp: [20:40]
Maya addresses the current state of the online course industry, noting its substantial growth projected to reach $687 billion by 2030. However, she highlights a concerning statistic: 95% of courses fail. She attributes this high failure rate not to the concept of online learning itself but to issues with course quality, engagement, and differentiation in a saturated market.
Maya Stojkovich [20:40]: “There are a lot of courses that get thrown together with all these hopes and dreams, and then they fall apart.”
Strategies for Successful Course Launches
Timestamp: [28:03]
Maya offers actionable advice for aspiring course creators aiming for a successful launch:
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Compile Your Knowledge Base:
- Gather and organize all relevant information before structuring your course.
- Quote:
Maya Stojkovich [28:03]: “Compiling everything you want to say sets you up for success.”
-
Envision Your Goals:
- Clarify both personal and course-specific goals to maintain direction and purpose.
- Quote:
Maya Stojkovich [28:03]: “Take the time to envision what you want out of this course.”
-
Implement Engagement Strategies:
- Incorporate interactive elements like discussion forums, live Q&A sessions, and community groups.
- Quote:
Maya Stojkovich [29:56]: “Community is so vital and so important in a course.”
Enhancing Student Engagement
Timestamp: [29:45]
Maya emphasizes the importance of creating a vibrant community to sustain student engagement. She suggests various methods depending on the course size and format:
- Interactive Platforms: Utilize Slack channels, Facebook groups, or comment sections to facilitate discussions.
- Active Participation: Course creators should lead by example, initiating conversations and responding to student queries.
Maya Stojkovich [31:28]: “You have to take the first leap because everyone else is thinking... why don’t I know this?”
For smaller workshops or lower-priced courses, simpler engagement methods like comment sections or periodic Q&A sessions are recommended.
Mindset for Course Owners
Timestamp: [39:05]
As a mindset coach, Maya highlights the psychological challenges faced by course creators, such as self-doubt and burnout. She underscores the necessity of maintaining a positive mindset to navigate setbacks like decreased engagement or course drop-offs.
Maya Stojkovich [40:02]: “When people see people drop out, course creators look at themselves in a critical lens and spiral.”
She advises course creators to view these challenges objectively, using data to identify and address issues rather than internalizing failures.
Managing Pricing and Money Mindset
Timestamp: [42:21]
Maya addresses common pricing dilemmas, cautioning against lowering prices to attract more students. Instead, she advocates for valuing one's course appropriately based on the effort and transformation it offers.
Maya Stojkovich [42:44]: “Please don't lower it. Value your course at what you think it’s worth.”
She also warns against overpricing, which can lead to dissatisfaction and negative word-of-mouth, urging creators to find a balanced pricing strategy that reflects the course's value.
Advice for Learners in Imperfect Courses
Timestamp: [45:09]
For learners struggling with courses that aren't meeting their expectations, Maya recommends:
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Vocalize Issues:
- Reach out to course creators to express concerns and seek assistance.
- Quote:
Maya Stojkovich [46:57]: “Reach out, ask for help. It’s the best thing you can do.”
-
Engage Actively:
- Participate in available communities and interactive elements to enhance the learning experience.
-
Seek Support:
- Utilize available resources and support systems to overcome challenges and stay committed to course goals.
Future Endeavors: Course Corrector Bootcamp
Timestamp: [48:16]
Maya shares exciting news about the upcoming Course Corrector Bootcamp, an eight-week, hands-on program designed to help course creators dissect and rebuild their courses using the Course Corrector Framework. This bootcamp aims to provide comprehensive support, ensuring courses are not only launched successfully but also sustain long-term engagement and effectiveness.
Maya Stojkovich [48:16]: “It’s a course about correcting courses, but really dive in and actually see what’s going wrong.”
Conclusion
Rob Marsh wraps up the episode by reiterating the value of Maya and Linda's expertise in transforming courses and enhancing copywriting strategies. He highlights how Maya's framework parallels effective sales messaging, offering valuable insights for copywriters working with course creators.
Rob Marsh [50:03]: “If you write for coaches, membership owners or course creators, what Maya shared should help you as you work with these clients to improve the way you talk about the results that they deliver.”
He also promotes The Copywriter Club’s own FastTrack program, a copywriting accelerator that has successfully propelled many copywriters to six-figure businesses.
Notable Quotes
- Rob Marsh [07:36]: “You never want to forget that you’re always selling something.”
- Maya Stojkovich [16:49]: “Providing a ladder that starts at the bottom and helps people step up to where you are.”
Additional Resources
- Course Corrector Website: thecoursecorrector.com
- Follow Maya on Instagram and LinkedIn
- Join the Course Corrector Bootcamp: An eight-week intensive program for course creators.
- The Copywriter Club FastTrack: Information available at copywriterclub.com/fasttrack
Listen to the full episode on Apple Podcasts, Spotify, or your favorite podcast platform to delve deeper into optimizing your courses and enhancing your copywriting skills.