Launch Live Sell Recorded - Carol J. Dunlop

00:00 Hello everyone, and welcome to this presentation about launching live and selling recorded. I like to say it's launch, learn, and repeat. All right, you're in the right place if you want to launch your course to a live audience, you want to double your profits by selling the recordings. You want to know how to make a bigger impact plus more sales by doing this and you want to know how to make the whole process smooth. Well, who am I? I'm Carol J Dunlop i'm known as the online wow strategist. 

00:39 I'm also a marketing coach. I am A10 time best selling author and influential podcaster and expert summit producer and also the founder of Unmarketing Academy. It's great for you to be here thank you so much for listening and learning with me. So why do I say that live is best? Because when you launch it live, you get access to a whole bunch of information that you would never get if you just created the thing and then launched it as a recording as we usually do. So that's why I like to launch live and in this I'm going to go through my story of how I came about this, how I learned to use the live method and all of this good stuff so stick with me as we kind of go through this thing. 

01:34 All right, I think I need to start from the very beginning and tell you about my story i'm going to go through the courses that I've done, how I, you know what I thought about them, how they work and all of that so you, so you can know how this whole thing works. Back in 2015 I, we got together with a couple of other wonderful women and we created this program called write books that sell now, one was a obviously the person who talked about writing, the person who talked about publishing, and I was the one who talked about marketing we created this course, this six week course and we sold it for 1497 and on our lunch we made fourteen thousand dollars now that's wonderful, isn't it? We thought so, but I'm going to tell you some things that kind of worked and didn't work with this whole thing. 

02:26 We really couldn't capitalize on our launch of fourteen thousand dollars and three years later we disbanded the the Pro well, I left the program and then they kind of disbanded it after a while. But what happened was I took the knowledge that I learned from launching this course and used it to launch the other courses that I will be telling you about now. We had added some stuff to this course to make it really awesome we had we had pre recorded everything and we had different lessons each side of we had 6 modules and inside of each module we had four or five different videos that were very short 7 to 10 minutes each because we know that attention span is very low like of a goldfish of most people. 

03:15 And so we wanted to make sure that they understood what we were trying to tell them they stayed from beginning to end and they really got the gist of every day and worked out really well plus we also added as a bonus, we interviewed some other successful authors and they told us about what they did when they launched their books and they went through the whole thing so that was a bonus that we added, which was really cool. 

03:39 And then we had some live coaching calls for the first, like we had started with six weeks during the time of when the program was going to run. And then we ran it probably about three months. But what we didn't take into account for was that no one went past the right part. They were all stuck on writing their books so they never got to publish the book and they never got to the marketing part. So 1/3 of the course was what they were going through and then the other two thirds they never even got to so even with that fourteen thousand dollar launch, by the end of one year, most of the people had not crossed that threshold to get to even publish and market so there's one thing I want to I want you to think about when you do your courses and why live is much better is can the people complete the course in the time that you tell them to or maybe you say, you know, this is just six weeks and you're going to go on with this but in our case, writing a book, you know, we wanted them to do the book and to do the other stuff, but it just kind of didn't work out so I learned that you have to really know your audience and know what the product is that you're putting out so that every pot, everybody can be on the same, same page with things. 

05:02

So after this course, I created the, I do have my notes, so I'm not going to miss anything. I created the social media secret sauce program and it was much like this one it had a, it was about six weeks and it was a DIY as you go. And I did OK with that one it was, it was pretty good, but I still was missing a really good live component now, what I did instead was I came on live and started a Facebook group, you know, when we can do the lives inside a Facebook book shall I remember what that's like, Right. 

05:44 So I did that in hopes that that would take up our makeup for not actually being live with them. But it really didn't it, it didn't satisfy what I needed. And still a lot of people did not, 

06:01 Did not finish the course and that was kind of heartbreaking. But I was not deterred. And what I did next, I created the social media success strategy, which was different than social media secret sauce number one you could finish this in like a week, right so it was really, really quick for them to use and to, to consume and to use. I price it very low so that people could get in there and get what they needed done and then get out there and start it using it so today they've got almost 100 students and I charge 97$ for it and this is one of the courses that I use when I do freebies and bundles and and add on bonuses and things like that because it's really cool because it teaches you the main gist of it it teaches you how to create a year's worth of content and only two hours. 

06:49 Who doesn't want to do that? And then like I said, it's only a week for you for people to go through it. So that helped a lot i also did start, I actually moved this course, Social Media Success Strategy and Social Media Secret Sauce into the same Facebook group so I could talk about social media marketing to both sets of students and that worked out pretty good as well but as I said, none of this was live i didn't do any of this live and I wanted to. 

07:19 So I needed to do I needed to find some way to do that. And guess what happened i attended Kelly Rocha's five day boot camp on how to launch your program live now she was talking about launching a coaching program, but I took what she did and incorporated the live portion of it and then I started launching my courses that way. So that five day boot camp, I started my own five day boot camp that I launched live and it ended up going into a program I call the Unmarketing Inner Circle it was great. I charged 197 a month or nineteen hundred and ninety seven dollars for the year and I saw I rented 3 or 4 different times and it really was very good. 

08:09 I like the live piece and the good thing about this live piece is you did not have to have a, you did not have to have a website. You only needed really email marketing. And then you connected with people via social media and you got them to come to this live event that you were doing. And at the end of the five day thing, you presented your program or whatever you wanted them to purchase and they would usually go ahead and purchase it it was very cool i love doing that. 

08:42 So I took what I learned from the social media success quick thing that people were doing, how they were able to do what they needed to do with it, all the information that I had learned from the Right Books that Sell Now program, plus the social media secret sauce and this five day boot camp. And I came up with this idea, and my idea was to launch my next program live and I'll tell you about that in a minute it's my blogging program. I wanted to launch that live. 

09:20 And I wanted to be there for when people had these Aha's and issues and questions and I can answer all of that live right there on screen in the session or when we came back for the next session, I could answer their questions. And I just had to figure out how to work at all. And remember, I had to keep in mind that whatever I wanted to do, I wanted them to be able to complete it, finish it, get it done in the time frame that the course was running. So that at the end of this, I would walk away with some great testimonials, some awesome students, and all of that good stuff, right? And I did it and it actually did work so let me go through and tell you how that worked. 

10:09 So I wanted to use that live training to work out the kinks and if for instance, something didn't work right or something I was telling them may become out of date later or it was too hard, I wanted to know. I wanted to get better at presenting my ideas and my information to people so that they could know exactly what they needed to do, how they needed to do it, how it was supposed to work. And the 1st, I'd say a few lessons were pretty intensive so I made, I made sure that they I could make sure that they understand because we did it in Zoom and I was looking at them when I'm presenting this stuff, I could see their little faces and make sure that they were understanding. 

10:54 I also wanted to streamline this to get to the best version because I also attended or you can see how I've invested in a lot of courses and coaching and webinars and all, all the things, all the things. So I wanted to get the best version that I could before I put it out in the recorded version that I would sell to people. But I also wanted to launch it live and go through all this so it was like I was kind of testing using like a beta thing and testing things out and each time I would launch, I would get better and better and better and better till I got to the best, best version that I could. 

11:32 And I did not want to fire hose people. And if you don't know, fire hosing is when you just feel, give people all the information that you can give them and you throw it at them it's just like think of a fire hose and you turn it on and you're pointing it at somebody and you just spray them in the face with it. It's like they can't breathe. They can't think, it's too much and that's what happens when you fire hose people you give them too much stuff, you tell them too much or give them too many choices and they can't think so a confused mind does absolutely nothing so you don't want to do that and you want to make sure that your course is not doing that in what better way than to launch it live and watch the people's reaction to it? And then I also would get testimonials out of it because I would ask the people, how are you doing what do you think about this how's it going? Are you understanding right? 

12:28 So this is one thing that I want you to know you do not need expensive webinar software in order to launch your course live. And I'm going to tell you exactly how I did it so you can do it. And at the end, I'll have this, I'll have a CHEAT SHEET for you that goes through everything so don't. If you want to take notes, fine. But if you don't, that's fine as well because everything will be in the CHEAT SHEET. All right, so here we go this is how I did it this this is how I launched my programs live and then I sell the recordings. 

13:04 So number one, I use zoom. Why do I use Zoom because you can get them in an enclosed space that's private, it's encrypted, you know, password protected, so no one else can get in but the people who you actually want to get in, right. And then I use Otter dot AI. So what Otter does, it's a transcription service and you can integrate it with Zoom and it will, it won't join just like a person joins i've seen some of those out there now that kind of join it just joins in the background and it takes, it actually records everything and transcribes it as each person is talking. And it's awesome i've used it for a long time it's really good. 

13:44 And then you use PowerPoint or Canva so right now I'm actually, I've created all my slides in Canva and then I put them into PowerPoint so that I can play them here and I can have the animations on them now you don't have to do all of that you can use one or the other PowerPoint or Canva. You can present live, but you have to record it. And for that I use Stringer i don't think I put it on the slide, but I use Stringer to record to do my recordings or you can actually record, you were recorded on Canva, you could record it on PowerPoint. 

14:18 But I'll how you see how the things are coming in one at a time i like to do that, like have control and sometimes you can't get all those things to work together like you want. Even doing this is sometimes kind of a little crazy, but I love what I use i love the programs that i use. So then you're going to need Vimeo. And I'll explain why you need Vimeo in the end but remember, this is video oriented and this is what you're doing your course with. 

14:44 So you're going to have to have somewhere to store your videos and Vimeo is great because you can password protect it you can even tell Vimeo that this is the paid version. You can tell Vimeo what domains this video can play on and only use those domains so if someone tries to hack into your system or whatever or try to download your the recording and they can't download it, it won't let them. The encryption is very hard to break believe me, I've tried it's very hard to break and it won't play on any other domains but what you tell it to so that's really good. 

15:21 And then you're going to want to use Adobe Acrobat to create APDF for your slides don't give them a PowerPoint slides. Make it into APDF because you know you work through long and hard on those things and you want it. You want to share the information with them, but you don't want to share too much information with them let them create their own stuff. And then I use wishlist member to lock everything behind a membership wall so that I can give the people a username and password when we go to the recording stage or after when I finish all the live stuff. I'm putting all this into a membership program that they can watch, they can download themselves these people can download because they paid for the stuff, right? 

16:08 So one thing you want to make sure you do when you're launching this thing live is to actually make sure that you have questions built in to your to your presentation. Because if you have the questions built in, then the platform that you're doing what you're doing is going to kind of you're going to answer the questions yourself you're going to figure out where the goodness is, where you're missing stuff, where you're like Aha's and all of that. 

16:40 And then when they ask the question, you can answer the question and it helps them right then to comprehend, to know, OK, this is what we're doing, this is how this works i love, that's why I love doing it live because you can get the questions answered right then when they're on screen with you, you're on screen with them you can bring them up you can have them live in their video looking. And then when you go to the recording part, the same thing because most, most of the time that people are going to have those same questions who are attend attending this thing so they can get their question answered live as well. 

17:18 So now I did this exact same thing in my authority blogging program. So what I actually did is when I sold this to people, I sold them for 297$ i told them it was a 12 week program because of all that I had to do and teach them and that they had to learn what we were doing. Blogging because I've been doing blogging since 2000 now 9. I know how good it is, how it works. 

17:47 I know the little secrets i've been studying, Like I said, I bought coaching programs I've attended webinars, I've studied under people, all of that good stuff, mentors and coaches and actually doing it myself and I know how good blogging is for your business so I wanted to create a program that taught others to do the same. So I knew that I wanted it more than like six weeks because I couldn't get all the information that I needed them to understand in six weeks so I made it a 12 week program and I in the first six weeks I taught them all about what they needed to do to get their blog up and going, how they need to use SEO and everything, all the things. 

18:30 And then I added some other stuff that would have that would help them to enhance the blog, like turn the blog into a YouTube video, turn in the blog into a podcast all this stuff was there. And I told them in the pilot group, OK, I'm going to do this 12 week thing. You're getting it at a very good discount i'm only charging you 297$ you know, because that's three months, right? And then at the end of this, I'm going to sell this for 997$ but you will always have access to this program no matter what I sell it for. That was good enough for them so they signed on and it was great. 

19:10 So now let me tell you how I enhance the program so that in the live version they would know how good it was going to be and then on the sales page as well. So this is what how I enhanced the experience. Every episode or every lesson there was a recording of our session. They also got the PowerPoint in the PDF member i said you need Adobe Acrobat so they could look at the PDFI also gave them an audio of the recording that we made in the session. And then I did the transcript remember I told you about Otter dot AI that did the transcript. 

19:50 That's what I used and I gave them this transcript. So now they could view the video, they could look at the slides, they can listen to the audio and they can read the transcript. Now I'm I'm hitting everything here exactly how people want to learn in the way that they want to learn it. And they can go back to it because it's going to be recorded. And then I also gave them homework. So to enhance their understanding, I gave them homework that they needed to do before we came back the next week. So they would have the stuff done so that we could talk about it. 

20:28 And that way if they had any questions, we would answer it then on that next session. And that's giving you great content for your sessions because now you gave them homework, they did the homework, or even if they didn't homework, didn't do the homework. And this is also how you're going to find out if people are serious because most people don't even finish a course. So I think that doing it live and going through these, going through these sessions with them, you not only get the answer, the questions, you clear up that cloud that's in their head that now I can't do this i don't know what you're talking about see, you cleared it up. 

21:03 And then the extras I would give them in addition to the recording, the power, the PDF, the audio transcript and the homework, the extras would be extra links that they could go to research and find out more stuff now, I had curated these things and I didn't give them a link on every single session because I didn't want, I did not want the homework to be too much, but I wanted it to be enough so that serious people would actually do it right. 

21:30 And those are the extra things that I included. Now what I also did was we would go, like I said, we will go over the homework in the next session coming up and then about halfway through so at week number seven so we had gone through six weeks of learning all the insurance and the outs about blogging. I've told them a lot of SEO stuff, a lot of everything that they may have had questions about. Now we need to catch up so this episode recording session number seven was all about them asking questions, me giving them the answers, and then catching up to see, you know, because a lot of people would say, well, I didn't do this because I didn't understand this piece, even though we went through it one week at a time so I could make sure that they were up to par and ready to go. 

22:19 And then at the very end, the twelfth week was a graduation and what's next session. And this is where I was able to get a lot of the testimonials right, this and the survey so I surveyed the participants after we finished at the graduation and what's next, which was the last, the twelfth week. And it was good that that was the 12 week because they, you know, they were tired. Like I want this to be over, how can I do this? And then we could talk about this is what's going to happen going forward this is how you can make this work for you. 

22:51 And I would give them different examples and that they would say, oh, wow, this is awesome because I can do this and I can do that. And then after we finish that whole thing, I would survey them to see what they thought about the program and how I could make it better for the next time. Now I know you can do this. You can launch this thing live and you can sell this recorded. 

23:17 I know you can because I did it myself and it's worked for me several different times and I do all of my courses like that. Remember I was telling you about the blogging course that I did? Well, I had to run that probably 3 or 4 different times live until I got to the very, the, the most, the ultimate thing that I wanted to use out there to sell to them. And now I've decided that I want to take all my courses i've got three other big courses. 

23:53 1 is about writing a best selling book, the other one is about producing a podcast and the next one is about creating a summit. Add that to the blogging 1 so I've got 4 all together i'm putting that into mail into my authority creators University and I'm re recording the all those all four of those programs. And I'm going and I'm selling each one of the programs for nine ninety seven if they go through the if they go through the actual I'm calling it the authority creators university so if I actually, if they actually go through that and they can pick which course they want, if they want to do all four courses, then I'll give them a discount it's only 3497 So you can do this too. 

24:39 You can launch whatever program that you want to live, get the kicks out of them, get the testimonials for them because that's the that's the best thing, right nobody wants to do stuff first. They want to understand how did so and so get through this? What did they do? What can I do? Can I do this all myself? Yes, you can and then you can show them people have gone through this course, they're live right there. And make sure that you tell the people this is going to be recorded and I'm going to sell the recording so they can say, well, don't show my face or, you know, blur me out. 

25:13 People usually don't do that. But, you know, you just want to cover the cover your bases if you can, or you can do all of what I did and then you can re record the whole thing as just a recording with all this goodness that you've piled up, that you've learned that you know the questions that people are going to ask and you can build it into your course. So I know you're thinking, yeah, well, how can I do this whole thing? You told me that I could. 

25:40 Well, yes, you certainly can. And I've got something for you. And you can download the Launch Live Cell recorded CHEAT SHEET by going to CSI corporation dot com forward slash launch live. I give you, we're going to go through this whole thing that I was talking about how you're going to do it. Plus I'll give you even more details on the systems and the programs that I use to make this work. 

26:06 Now, like I said, you don't have to, you know, invest in those expensive webinar things you can use what I use like for instance, you could do a free stream yard account to actually when you're actually recording and I tell you about the different things you can do paid and free so go get that. And thank you so much for attending thank you so much for learning and thank you most of all for having that open mind and that I think I can do that attitude i really appreciate it and I will see you next time bye for now.