hello everyone marco montemagno here
digital domination summit 2013 and with
me today even if i have no voice anymore
David Siteman garland amazing phenomenal
David I’m so happy to have you here I
Marco I appreciate your efforts still
doing it with know very little voice I
love it i’m excited to be here yeah it’s
amazing because you know when you
interview that my voice just gone anyway
i just go straight to the point and i
have a lot of things to ask you and I
really want to get get all your
expertise and knowledge to share your
tips with the audience but first I want
to give the the people watching this
video a little bit of context about why
David Siteman garland easier and you
know at this digital nation summit you
have people ranging from david weinberg
urban burger Gary Vaynerchuk David and
so on so very difficult skill set but
very interesting and I want to give you
my personal story me and Debbie we just
met you now so it’s not you know a spot
or anything but I just want to give you
my personal real story just that people
can understand how it really went so i
was just surfing around i think one year
ago and i was trying to have a look
about you know web television show
interviews about media preneur sheep
entrepreneurship and so on then I i just
discovered a bit and in beginning I just
had to look too few interviews and I saw
cool interviews and then I found the
course how to create Oh some interviews
and to be honest I’m always so skeptical
you know about you know info products
and so on and also I’ve been hosting a
television show on Sky News in Italy for
seven years so I thought well I know a
little bit about you know interviews in
television which is obviously totally
for business from doing in just one
camera like that but I said okay I want
to try and I gonna buy the course from
this guy I’d to know him but I gotta buy
the course and LLC and I’ll be very
severe so i just bought the course i
don’t know even if you know that and uh
uh uh oh gosh this is great stuff you
know and
then I started to follow you from there
and when I’ve been organizing the Santa
I said I want David Siteman garland
because this mark guy and so that’s the
real story that’s the real story III
appreciate that yeah I know it’s funny
that you mentioned of course I knew that
you were a customer so it that I
appreciate you sharing that that’s
always funny it’s just kind of a
testament of how the internet works you
never know where you gonna run into
interesting things and interesting
people for sure so David um let’s talk
about online courses I really like the
mantra that today marketing is education
and is one part of this award elearning
stuff on the other side is so
interesting that everyone in the world
today can really create something out of
their passion all the knowledge they can
produce it promoting and and monetize it
so you you are really a master of it i
would say now and you also coming out
with a new course maybe we will talk
about it later and i would like you to
help us to understand so step by step
would what are your best tips so let’s
start from from the first basic point a
lot of people yeah can I give I want to
give a little bit of contact she’s yummy
two minutes of content go go ahead okay
so for people that don’t know I started
a platform and web TV show in 2008 okay
so I’ve an atlas for a little while
called the rise to the top and you know
I’ve done interviews with all kinds of
people that I call media preneur so
people that are dominating online
creating cool online businesses often
around their personality their personal
brand their expertise their passions
right yeah so I’ve been doing this for a
long time and what happened was it and
this is just kind of an accidental story
how I got into this um and then it
became an obsession was that in you know
my model originally was to try to get
sponsors and advertisers from our show
that was my original model right but I
realized that the longevity of my
business was going to be focused on us
getting our own customers not just
trying to leverage stuff so that their
sponsors and advertisers because
sponsors and advertisers are a very very
tricky game uh we’ve had some success
with it but
bottom line is a sponsor could wake up
tomorrow on the wrong side of the bed
and they’re a little unhappy and they
cancel your sponsorship and now your
business could be gone overnight I mean
or a big chunk of it so for years people
were telling me David David darn it you
have to do like an information product
of some kind and I was I gotta want to
do it I don’t know what to do I don’t
understand it I don’t want to I don’t
want to mess with it I don’t know but
finally this this little thing in my
brain kept coming out saying you know
you can do this in an ethical non sleazy
awesome way and create something really
cool bra so my challenge was and this is
where this all kind of wraps around was
but I didn’t know what to do people said
oh do a membership site do an e-book do
with this do with that because there’s
all these different types of information
products to do but I decided after
obsessing on this obsessing like crazy
person that I was going to get immersed
into the world of online courses ok I
want to create my own online course
which you’re a customer of right but
create awesome interviews was my online
course that came out um you know about a
year and a half ago right and what
happened was when I want to learn
something I go crazy so I interviewed
everyone on the subject I researched
everything I read everything and I put
it together into my own little system
and created a course all about doing
online interviews so it was as you know
it was taking all my expertise and
knowledge packaging it up into a course
and getting it out to the world and all
these trials and tribulations you know
we did over six figures plus and profit
on this course continue to sell it every
single day so bringing this full circle
is that what end up happening is I
really developed this sort of passion to
help teach people how to do this because
other people are always very confused
like should I do a course should I not
do a course should i do something else
so if you’re sitting there today and
this is the tips i’m going to give you
and you’re thinking you know what a
course would be perfect i’d love to
package up my knowledge and sell it to
people and make a lot of money and help
people um you know that’s really kind of
a context of how
I learned about all this yes Scotty
gives the contacts yeah that’s that
that’s great thanks David duh where
would you suggest to star from I mean I
give an example I personally like to
test an expert entrepreneur for the last
15 years so I I like to test a lot of
stuff not only with my companies but
only by myself you know because what I
like all of you for instance is that you
try you test on yourself when your skin
you know and then you decide and you say
guys this it works it doesn’t work for
me you know and this is really an
invaluable experience in my opinion and
so I for instance I have been testing a
couple of courses on udemy and which is
an online platform for the readers who
never tried yeah but you know that you
have so many options and the first
question is where do you start from I
mean what niche do you choose where do
you start from when you want to launch
your online course right so there’s a
great question here are some tips that
people could get started with us as well
right away so first and foremost the way
that I teach this is that I teach it for
people that have a platform of some kind
so that means that I’m gonna make the
assumption here on when I’m teaching
this to you guys that you either have a
blog a web show a podcast some kind of
platform where you have a little bit of
an audience built up already because
what I’m going to teach is for those
specific people that I call media
preneur switch means that you’ve been
out there bill it doesn’t have to be a
huge audience but you’ve got some kind
of audience some kind of platform so the
first thing that you have to think about
is what are the most common questions
that you get on your blog or on your
show by email when people stop you in
the street um you know when people
comment on facebook and you know tweet
on Twitter whatever whatever the
platforms are when people are asking you
a question what are they asking because
often the most obvious thing is right
under your nose so for example for me I
got about 10 zillion emails asking me
how do I get a guest for a show how do i
record the interview and I was like it
was in front of me for years I just
didn’t realize it you know what I mean
and so the first thing to do is really
what i would say
is pay attention to you know who you
know what what what are people asking
for you or what are they getting what
are you starting to get known as now if
you’re not getting a ton of questions
also look what are your most traffic
post on your site what has got the most
leverage for you on yourself did you you
know right about this you know
kettlebell swinging in your fitness and
that got a huge response there might be
something there and what I like to do
then because I like to test things for
zero dollars you know and I think here’s
a great tip you don’t have that you
don’t to spend a lot of money test this
so what I did then was made a series of
posts on my site related to this topic
to see how it would do so for example I
did one on how to shoot interviews or
something like that I did another one on
how to get guess it was just a blog post
in a video and the response was huge I
mean you know lots of comments lots of
interaction lots of sharing and from
that point on you could start to get an
idea aborted war to know doesn’t this
could be something that we could package
up and sell so I think that’s a great
way to start is by really paying
attention to your own people okay is
there a minimum amount of followers
subscribers or something that you
suggest okay when you get I don’t know
the thousand true funds of Kevin Kelly
theory you start or you can start with
adding a few followers or subscribers
and then grow from it yeah that’s a
great question I don’t know if I have a
number in my I could share this though
with you and this is what’s crazy is
that when I first did my course you know
my first course came out on the people
that were interested in the course we
may enter their email specifically
saying they were interested in doing
their own interview show we had less
than 500 people do set enter and I mouse
I don’t believe it come on 33 little had
six and still did six figures um so it’s
not necessary about size so it’s more
about time so meaning you know got it’s
hard it’s hard to even quantify this
because it’s a thought process of that
you really have to be an you can’t just
throw this up there after blogging for a
month right you know what I mean I mean
in my ideal situation if you’re like
give me the ideal person that’s gonna be
successful with this they’ve been
creating online content for at least one
year okay maybe creating it on for at
least one year and you know I’m hoping
that their subscribers are you know well
over a thousand if not far more than
that that’s where I’m hoping that we can
get a starting off point right imagine
that alright someone out there already
figure out you know the kind of content
that you want to teach and then say okay
i created the content maybe it’s a video
course or maybe you know slide
screencast whatever the former hitches
and then he’s ok now let’s go I gonna
promote it you know and then you start
to face the internet and how tough is to
be you know to get outside there do you
have any point or you know actionable
tips on it yeah so so a big mistake that
I see people do here is they do what I
would call the launch and prey which is
they don’t they just stick to the course
doesn’t exist on your site one day and
the next day it does exist on your site
and you say everyone go by right like
it’s like it’s not there and then it’s
there and everyone needs to come by and
it just doesn’t work that way I don’t
care how much credibility you built up
um you have to go through what we call a
launch of doing your course it’s not
just release and pray that everyone
comes in and buys it and so the method
that I teach and you know which I could
share some tips on is that you want to
build an email list of specific people
interested in your course this can run a
subset of your audience it’s probably
not gonna be everyone in your audience
it’s going to be a certain percentage of
your audience is interested in this
topic so the tip that I have on this is
that you want to create what is called a
squeeze page so a page where you know
people go and they enter their email in
return for some type of free content
related to the topic so for example um
when I was doing create awesome
interviews I would give out a free video
about the better benefits of doing
interviews I would give out a free video
about rookie mistakes um when when doing
interview
and I gave out a free video about some
simple tools to get started yeah okay
that that’s where you got me by the way
on the tools of it what the tools okay
good enough that’s good to know people
love tools um and so the idea here is
that there’s anticipation built up for
the course so what happened was people
enter their email they got a free video
a few days later we emailed them another
free video a few days later we email
them another free video and then
afterwards it was basically simply
saying hey take this knowledge and go
and run with it or if you want me to
hold your hand and show you step by step
here’s the course bra so I’ve tested a
lot different way is on this and the
mentality if you were to take away one
actual tip here on this it’s you got to
be thinking about look like the course
as if you’re launching anything a
product a book etc it’s not just throw
it up there you want to build
anticipation a movie just doesn’t come
out there’s previews there’s other
things like that to come out beforehand
um and also it gives you a chance to
kind of prove your teaching style and
you know attract the people that are
going to be the right customers for you
it’s not about everyone it’s about
getting the right customers right David
obviously I would stay here Toby you for
ages you know but we have short time and
you super busy so I have to cut it short
and try just to pick little bits and
then people interested just will go and
and check your your course but the the
last part i mean is creation okay then
you promote it then you have to try to
sell it which is it sounds easy but it
is not you know selling something online
is always tricky and i would like also
here few tips from you and also the
pricing you know what’s the price that
you should charge because you see stuff
from nine dollar till two thousand
dollar and over so it’s very difficult
to position yourself for what are your
take on it yeah and i have a futures
kind of general tips to do as well but
you know the thing here first of all I’m
pricing on let’s go second question
first is that pricing um you want to be
at the premium end of your market okay
feed me amend of your niche so if you’re
in let’s say the fitness niche that’s
very different than the business niche
that’s very different than this
so you have to do a little research to
see what’s out there in your niche but
you want to be at the premium end you
want to be the Saks Fifth Avenue you
don’t want to be the walmart on of your
industry because here’s the thing the
more premium you can go right the more
high-quality customers you’re going to
get in and the less you have to sell for
it to be very successful you know what
I’m saying and so free I always
encourage the in the top 10% of the
other courses that are in your market
okay so for me one course is 497 I have
stuff at 997 it just depends on where
you’re at but you want to be in the
premium it’s very very important now in
terms of selling this is the fun part is
that the selling is actually the easiest
part of the course the hard part is
coming up with the things like your hook
your positioning your credibility uh you
know going through the recording going
to the launch the selling is the logical
step that comes at the very end which is
basically saying hey let’s go on and
take the next step you know what I mean
there’s no pushy selling like hey this
is gonna cure world hunger there’s no
knocking them over the heads with this
kind of stuff it really the selling
comes down to saying listen if you want
to take the next step you’ve like what
I’ve given you so far here’s what we got
to do and and so a few kind of little
quick tips kind of off of that just
involving courses in general is number
one where people get hung up is they sit
there for days or weeks obsessing off
the name of their course okay the name
of the course doesn’t matter it does not
I swear to God into the full of course I
the course does not matter the name what
matters is that you can get that URL you
know the Nate whatever Navy decide that
you can get the dot-com okay and what
matters though is the hook in the
positioning the quality and the
marketing that’s that’s those are the
things that matter not the name and
people get hung up on that name all day
it’s unbelievable yeah the other thing
is the number one credibility builder
that you can have social proof
credibility whatever we call it when you
come out with this is your personal
story okay bar none
period your personal story so you know I
had someone come to me today said I want
to I want to do a course about how to
become a six-figure blogger I said okay
that’s interesting i said how much does
your blog make oh it doesn’t make any
money okay okay well you know what
that’s not the topic for you because you
don’t have you don’t have the chops a
lot ability to do that you know I mean
like I you know I could teach you about
certain things as many things I cannot
teach you about so be thinking in terms
of topic wise what have I experienced
you know have I lost 50 pounds doing
this have i increased my strength have i
right you know redecorated my house
whatever the thing is that brings you
the credibility your personal story is
going to be what helps sell this and
also differentiate you from the pack
grime and then the final final two
things young matt is another one is
involving your audience and your fans in
the process of doing this you know
making it interactive asking them
questions sending out surveys you know
involving them not just creating this
course in a vacuum and then again just
launching it and praying on in the final
thought is that the launch is the
beginning not the end so the launch is
what gets in out there and gets it ready
for the world but to have a real
business selling courses or doing things
like that you want to continue to sell
it over time you don’t want to just
launch it once a year and then say
alright guys see you next year you know
um you know there’s ways that you can
make a course evergreen so that you’re
always selling without having to be a
hard selling jerk so those are some of
the some of the kind of in-depth tips
there for super interesting definitely
we went so long but I didn’t want you to
still because we’re so interesting and
also be before too close I am asking to
all the speakers at digital nation
summit what are their best three tools
you say tools are always interesting and
is true you know because people
immediately try to use tools but
obviously they need all the strategy
before but what are your best three
technical tools on your phone or on your
laptop that you really recommend to
people doing business online if they’re
there are your three top favorite
office autopilot is is one of my new
favorites because we just switch
everything over to them and they’re
basically for people that you know it’s
a combination email marketing on
customer management you know selling
your products using their order forms
all I self it’s really a great process
for bringing things that I used to do on
all different kinds of software cool I
brought into one so office autopilot
rate for four people doing online
business on screen flow is a great tool
for editing videos and creating videos
not only to people people when they
think of ScreenFlow think about
recording screen they think of recording
your screen and doing screencasts yeah
and and of course it’s amazing for that
that’s what it’s designed for but what
people don’t know is that it’s an
amazingly easy editor and an amazingly
easy way to also do webcam videos like
with you sitting here in front of a
camera or two so I use it to make 99% of
my videos and it’s a you know it’s just
an unbelievable easy tool to use for
sure so ScreenFlow will be my second one
well let’s see my third one ooh ah my
third one would be leadpages also need
pages um is super sexy it has a software
that basically allows you to create very
easy opt-in pages squeeze pages webinar
registration pay any kind of page that’s
a pain in the butt to make right they
have templates set up for you to do so
that actually look good and the company
was founded by a marketer so they
understand that it’s not just about
looking good it’s also about getting
people to actually were taking action
and so leadpages is a great tool i
experiment with all the time so those
would be my three tools office autopilot
ScreenFlow leadpages cool they’re
interested by the way leadpages they
also produce Lee player that can easily
collect email through the video and it’s
also very good David thank you so much
what’s the name you say the name of the
course is not important but what’s the
name of the new course that you
launching course of the course yeah
give it a lick it’s called create
awesome online courses all right and
what I’ve done real quick here just as
we wrap is I’ve set up a link just for
folks that are attending so it’s create
awesome online courses calm / domination
so create awesome online courses calm /
domination and if anyone is interested
in they decide hey I want I want to try
this out um what I’m going to do is for
anyone that that purchases through this
event and again no pressure but you look
you look at their and you say hey to fit
for me I’m gonna do a group Q&A session
just with you guys so it’s going to be
you’re going to access to me to answer
any of your questions just for people
that have attended this because I know
you put together something awesome and
the speakers are great and Mark I’m just
I’m glad to be part of it my man
excellent thank you so much I didn’t
know that so I’m happy to discover it
now live thank you so much David so
David Siteman garland guys just go have
a look at his amazing website rise to
the top is your main website last
question because gosh the way I really
would love to ask you so many things you
recently started to do videos you did so
many interviews with so many people but
also recently you started to do
interview some video where it’s
something more personal you know it’s
like you just talk about your mistakes
or what what’s happening behind the
scenes what did you do this choice and
what’s the feedback that you having is
something good is a good way to go oh my
god I I you know I was just I just was
recently talking to some other kind of
people in internet business about this
for two days in San Diego we’re sitting
there talking about these different
things and I was talking about how
basically what he’s referring to is that
I started telling some very
behind-the-scenes kind of stories of
success failure things like that over
time yeah and what I’ve realized is that
people really resonate with stories I
mean they really resonate not with just
you know tips are awesome this is what
we’re doing is tips that’s how you learn
things right that’s how you implement
things but to really make a connection
with people they love to hear your
personal successes and failures so I was
there and I said well you know I look
back and I said man anytime I share
something personal I get a big response
you know it’s my first I get a big
response so I said you know what I’m
gonna start sharing more of my story i’m
gonna start sharing more of ups and
downs and things that I’ve done
personally and people just resonating
with it it’s like something about where
you know if there’s no fluff there’s no
theory it’s just like this is what I did
this is what I tried and this is what
happened and I think that’s why people
are connecting to it for sure I mean the
response has been ridiculously huge on
it very interesting Debbie thank you so
much David Siteman garland David good
luck for everything and keep in touch all right thank you
digital domination summit 2013 and with
me today even if i have no voice anymore
David Siteman garland amazing phenomenal
David I’m so happy to have you here I
Marco I appreciate your efforts still
doing it with know very little voice I
love it i’m excited to be here yeah it’s
amazing because you know when you
interview that my voice just gone anyway
i just go straight to the point and i
have a lot of things to ask you and I
really want to get get all your
expertise and knowledge to share your
tips with the audience but first I want
to give the the people watching this
video a little bit of context about why
David Siteman garland easier and you
know at this digital nation summit you
have people ranging from david weinberg
urban burger Gary Vaynerchuk David and
so on so very difficult skill set but
very interesting and I want to give you
my personal story me and Debbie we just
met you now so it’s not you know a spot
or anything but I just want to give you
my personal real story just that people
can understand how it really went so i
was just surfing around i think one year
ago and i was trying to have a look
about you know web television show
interviews about media preneur sheep
entrepreneurship and so on then I i just
discovered a bit and in beginning I just
had to look too few interviews and I saw
cool interviews and then I found the
course how to create Oh some interviews
and to be honest I’m always so skeptical
you know about you know info products
and so on and also I’ve been hosting a
television show on Sky News in Italy for
seven years so I thought well I know a
little bit about you know interviews in
television which is obviously totally
for business from doing in just one
camera like that but I said okay I want
to try and I gonna buy the course from
this guy I’d to know him but I gotta buy
the course and LLC and I’ll be very
severe so i just bought the course i
don’t know even if you know that and uh
uh uh oh gosh this is great stuff you
know and
then I started to follow you from there
and when I’ve been organizing the Santa
I said I want David Siteman garland
because this mark guy and so that’s the
real story that’s the real story III
appreciate that yeah I know it’s funny
that you mentioned of course I knew that
you were a customer so it that I
appreciate you sharing that that’s
always funny it’s just kind of a
testament of how the internet works you
never know where you gonna run into
interesting things and interesting
people for sure so David um let’s talk
about online courses I really like the
mantra that today marketing is education
and is one part of this award elearning
stuff on the other side is so
interesting that everyone in the world
today can really create something out of
their passion all the knowledge they can
produce it promoting and and monetize it
so you you are really a master of it i
would say now and you also coming out
with a new course maybe we will talk
about it later and i would like you to
help us to understand so step by step
would what are your best tips so let’s
start from from the first basic point a
lot of people yeah can I give I want to
give a little bit of contact she’s yummy
two minutes of content go go ahead okay
so for people that don’t know I started
a platform and web TV show in 2008 okay
so I’ve an atlas for a little while
called the rise to the top and you know
I’ve done interviews with all kinds of
people that I call media preneur so
people that are dominating online
creating cool online businesses often
around their personality their personal
brand their expertise their passions
right yeah so I’ve been doing this for a
long time and what happened was it and
this is just kind of an accidental story
how I got into this um and then it
became an obsession was that in you know
my model originally was to try to get
sponsors and advertisers from our show
that was my original model right but I
realized that the longevity of my
business was going to be focused on us
getting our own customers not just
trying to leverage stuff so that their
sponsors and advertisers because
sponsors and advertisers are a very very
tricky game uh we’ve had some success
with it but
bottom line is a sponsor could wake up
tomorrow on the wrong side of the bed
and they’re a little unhappy and they
cancel your sponsorship and now your
business could be gone overnight I mean
or a big chunk of it so for years people
were telling me David David darn it you
have to do like an information product
of some kind and I was I gotta want to
do it I don’t know what to do I don’t
understand it I don’t want to I don’t
want to mess with it I don’t know but
finally this this little thing in my
brain kept coming out saying you know
you can do this in an ethical non sleazy
awesome way and create something really
cool bra so my challenge was and this is
where this all kind of wraps around was
but I didn’t know what to do people said
oh do a membership site do an e-book do
with this do with that because there’s
all these different types of information
products to do but I decided after
obsessing on this obsessing like crazy
person that I was going to get immersed
into the world of online courses ok I
want to create my own online course
which you’re a customer of right but
create awesome interviews was my online
course that came out um you know about a
year and a half ago right and what
happened was when I want to learn
something I go crazy so I interviewed
everyone on the subject I researched
everything I read everything and I put
it together into my own little system
and created a course all about doing
online interviews so it was as you know
it was taking all my expertise and
knowledge packaging it up into a course
and getting it out to the world and all
these trials and tribulations you know
we did over six figures plus and profit
on this course continue to sell it every
single day so bringing this full circle
is that what end up happening is I
really developed this sort of passion to
help teach people how to do this because
other people are always very confused
like should I do a course should I not
do a course should i do something else
so if you’re sitting there today and
this is the tips i’m going to give you
and you’re thinking you know what a
course would be perfect i’d love to
package up my knowledge and sell it to
people and make a lot of money and help
people um you know that’s really kind of
a context of how
I learned about all this yes Scotty
gives the contacts yeah that’s that
that’s great thanks David duh where
would you suggest to star from I mean I
give an example I personally like to
test an expert entrepreneur for the last
15 years so I I like to test a lot of
stuff not only with my companies but
only by myself you know because what I
like all of you for instance is that you
try you test on yourself when your skin
you know and then you decide and you say
guys this it works it doesn’t work for
me you know and this is really an
invaluable experience in my opinion and
so I for instance I have been testing a
couple of courses on udemy and which is
an online platform for the readers who
never tried yeah but you know that you
have so many options and the first
question is where do you start from I
mean what niche do you choose where do
you start from when you want to launch
your online course right so there’s a
great question here are some tips that
people could get started with us as well
right away so first and foremost the way
that I teach this is that I teach it for
people that have a platform of some kind
so that means that I’m gonna make the
assumption here on when I’m teaching
this to you guys that you either have a
blog a web show a podcast some kind of
platform where you have a little bit of
an audience built up already because
what I’m going to teach is for those
specific people that I call media
preneur switch means that you’ve been
out there bill it doesn’t have to be a
huge audience but you’ve got some kind
of audience some kind of platform so the
first thing that you have to think about
is what are the most common questions
that you get on your blog or on your
show by email when people stop you in
the street um you know when people
comment on facebook and you know tweet
on Twitter whatever whatever the
platforms are when people are asking you
a question what are they asking because
often the most obvious thing is right
under your nose so for example for me I
got about 10 zillion emails asking me
how do I get a guest for a show how do i
record the interview and I was like it
was in front of me for years I just
didn’t realize it you know what I mean
and so the first thing to do is really
what i would say
is pay attention to you know who you
know what what what are people asking
for you or what are they getting what
are you starting to get known as now if
you’re not getting a ton of questions
also look what are your most traffic
post on your site what has got the most
leverage for you on yourself did you you
know right about this you know
kettlebell swinging in your fitness and
that got a huge response there might be
something there and what I like to do
then because I like to test things for
zero dollars you know and I think here’s
a great tip you don’t have that you
don’t to spend a lot of money test this
so what I did then was made a series of
posts on my site related to this topic
to see how it would do so for example I
did one on how to shoot interviews or
something like that I did another one on
how to get guess it was just a blog post
in a video and the response was huge I
mean you know lots of comments lots of
interaction lots of sharing and from
that point on you could start to get an
idea aborted war to know doesn’t this
could be something that we could package
up and sell so I think that’s a great
way to start is by really paying
attention to your own people okay is
there a minimum amount of followers
subscribers or something that you
suggest okay when you get I don’t know
the thousand true funds of Kevin Kelly
theory you start or you can start with
adding a few followers or subscribers
and then grow from it yeah that’s a
great question I don’t know if I have a
number in my I could share this though
with you and this is what’s crazy is
that when I first did my course you know
my first course came out on the people
that were interested in the course we
may enter their email specifically
saying they were interested in doing
their own interview show we had less
than 500 people do set enter and I mouse
I don’t believe it come on 33 little had
six and still did six figures um so it’s
not necessary about size so it’s more
about time so meaning you know got it’s
hard it’s hard to even quantify this
because it’s a thought process of that
you really have to be an you can’t just
throw this up there after blogging for a
month right you know what I mean I mean
in my ideal situation if you’re like
give me the ideal person that’s gonna be
successful with this they’ve been
creating online content for at least one
year okay maybe creating it on for at
least one year and you know I’m hoping
that their subscribers are you know well
over a thousand if not far more than
that that’s where I’m hoping that we can
get a starting off point right imagine
that alright someone out there already
figure out you know the kind of content
that you want to teach and then say okay
i created the content maybe it’s a video
course or maybe you know slide
screencast whatever the former hitches
and then he’s ok now let’s go I gonna
promote it you know and then you start
to face the internet and how tough is to
be you know to get outside there do you
have any point or you know actionable
tips on it yeah so so a big mistake that
I see people do here is they do what I
would call the launch and prey which is
they don’t they just stick to the course
doesn’t exist on your site one day and
the next day it does exist on your site
and you say everyone go by right like
it’s like it’s not there and then it’s
there and everyone needs to come by and
it just doesn’t work that way I don’t
care how much credibility you built up
um you have to go through what we call a
launch of doing your course it’s not
just release and pray that everyone
comes in and buys it and so the method
that I teach and you know which I could
share some tips on is that you want to
build an email list of specific people
interested in your course this can run a
subset of your audience it’s probably
not gonna be everyone in your audience
it’s going to be a certain percentage of
your audience is interested in this
topic so the tip that I have on this is
that you want to create what is called a
squeeze page so a page where you know
people go and they enter their email in
return for some type of free content
related to the topic so for example um
when I was doing create awesome
interviews I would give out a free video
about the better benefits of doing
interviews I would give out a free video
about rookie mistakes um when when doing
interview
and I gave out a free video about some
simple tools to get started yeah okay
that that’s where you got me by the way
on the tools of it what the tools okay
good enough that’s good to know people
love tools um and so the idea here is
that there’s anticipation built up for
the course so what happened was people
enter their email they got a free video
a few days later we emailed them another
free video a few days later we email
them another free video and then
afterwards it was basically simply
saying hey take this knowledge and go
and run with it or if you want me to
hold your hand and show you step by step
here’s the course bra so I’ve tested a
lot different way is on this and the
mentality if you were to take away one
actual tip here on this it’s you got to
be thinking about look like the course
as if you’re launching anything a
product a book etc it’s not just throw
it up there you want to build
anticipation a movie just doesn’t come
out there’s previews there’s other
things like that to come out beforehand
um and also it gives you a chance to
kind of prove your teaching style and
you know attract the people that are
going to be the right customers for you
it’s not about everyone it’s about
getting the right customers right David
obviously I would stay here Toby you for
ages you know but we have short time and
you super busy so I have to cut it short
and try just to pick little bits and
then people interested just will go and
and check your your course but the the
last part i mean is creation okay then
you promote it then you have to try to
sell it which is it sounds easy but it
is not you know selling something online
is always tricky and i would like also
here few tips from you and also the
pricing you know what’s the price that
you should charge because you see stuff
from nine dollar till two thousand
dollar and over so it’s very difficult
to position yourself for what are your
take on it yeah and i have a futures
kind of general tips to do as well but
you know the thing here first of all I’m
pricing on let’s go second question
first is that pricing um you want to be
at the premium end of your market okay
feed me amend of your niche so if you’re
in let’s say the fitness niche that’s
very different than the business niche
that’s very different than this
so you have to do a little research to
see what’s out there in your niche but
you want to be at the premium end you
want to be the Saks Fifth Avenue you
don’t want to be the walmart on of your
industry because here’s the thing the
more premium you can go right the more
high-quality customers you’re going to
get in and the less you have to sell for
it to be very successful you know what
I’m saying and so free I always
encourage the in the top 10% of the
other courses that are in your market
okay so for me one course is 497 I have
stuff at 997 it just depends on where
you’re at but you want to be in the
premium it’s very very important now in
terms of selling this is the fun part is
that the selling is actually the easiest
part of the course the hard part is
coming up with the things like your hook
your positioning your credibility uh you
know going through the recording going
to the launch the selling is the logical
step that comes at the very end which is
basically saying hey let’s go on and
take the next step you know what I mean
there’s no pushy selling like hey this
is gonna cure world hunger there’s no
knocking them over the heads with this
kind of stuff it really the selling
comes down to saying listen if you want
to take the next step you’ve like what
I’ve given you so far here’s what we got
to do and and so a few kind of little
quick tips kind of off of that just
involving courses in general is number
one where people get hung up is they sit
there for days or weeks obsessing off
the name of their course okay the name
of the course doesn’t matter it does not
I swear to God into the full of course I
the course does not matter the name what
matters is that you can get that URL you
know the Nate whatever Navy decide that
you can get the dot-com okay and what
matters though is the hook in the
positioning the quality and the
marketing that’s that’s those are the
things that matter not the name and
people get hung up on that name all day
it’s unbelievable yeah the other thing
is the number one credibility builder
that you can have social proof
credibility whatever we call it when you
come out with this is your personal
story okay bar none
period your personal story so you know I
had someone come to me today said I want
to I want to do a course about how to
become a six-figure blogger I said okay
that’s interesting i said how much does
your blog make oh it doesn’t make any
money okay okay well you know what
that’s not the topic for you because you
don’t have you don’t have the chops a
lot ability to do that you know I mean
like I you know I could teach you about
certain things as many things I cannot
teach you about so be thinking in terms
of topic wise what have I experienced
you know have I lost 50 pounds doing
this have i increased my strength have i
right you know redecorated my house
whatever the thing is that brings you
the credibility your personal story is
going to be what helps sell this and
also differentiate you from the pack
grime and then the final final two
things young matt is another one is
involving your audience and your fans in
the process of doing this you know
making it interactive asking them
questions sending out surveys you know
involving them not just creating this
course in a vacuum and then again just
launching it and praying on in the final
thought is that the launch is the
beginning not the end so the launch is
what gets in out there and gets it ready
for the world but to have a real
business selling courses or doing things
like that you want to continue to sell
it over time you don’t want to just
launch it once a year and then say
alright guys see you next year you know
um you know there’s ways that you can
make a course evergreen so that you’re
always selling without having to be a
hard selling jerk so those are some of
the some of the kind of in-depth tips
there for super interesting definitely
we went so long but I didn’t want you to
still because we’re so interesting and
also be before too close I am asking to
all the speakers at digital nation
summit what are their best three tools
you say tools are always interesting and
is true you know because people
immediately try to use tools but
obviously they need all the strategy
before but what are your best three
technical tools on your phone or on your
laptop that you really recommend to
people doing business online if they’re
there are your three top favorite
office autopilot is is one of my new
favorites because we just switch
everything over to them and they’re
basically for people that you know it’s
a combination email marketing on
customer management you know selling
your products using their order forms
all I self it’s really a great process
for bringing things that I used to do on
all different kinds of software cool I
brought into one so office autopilot
rate for four people doing online
business on screen flow is a great tool
for editing videos and creating videos
not only to people people when they
think of ScreenFlow think about
recording screen they think of recording
your screen and doing screencasts yeah
and and of course it’s amazing for that
that’s what it’s designed for but what
people don’t know is that it’s an
amazingly easy editor and an amazingly
easy way to also do webcam videos like
with you sitting here in front of a
camera or two so I use it to make 99% of
my videos and it’s a you know it’s just
an unbelievable easy tool to use for
sure so ScreenFlow will be my second one
well let’s see my third one ooh ah my
third one would be leadpages also need
pages um is super sexy it has a software
that basically allows you to create very
easy opt-in pages squeeze pages webinar
registration pay any kind of page that’s
a pain in the butt to make right they
have templates set up for you to do so
that actually look good and the company
was founded by a marketer so they
understand that it’s not just about
looking good it’s also about getting
people to actually were taking action
and so leadpages is a great tool i
experiment with all the time so those
would be my three tools office autopilot
ScreenFlow leadpages cool they’re
interested by the way leadpages they
also produce Lee player that can easily
collect email through the video and it’s
also very good David thank you so much
what’s the name you say the name of the
course is not important but what’s the
name of the new course that you
launching course of the course yeah
give it a lick it’s called create
awesome online courses all right and
what I’ve done real quick here just as
we wrap is I’ve set up a link just for
folks that are attending so it’s create
awesome online courses calm / domination
so create awesome online courses calm /
domination and if anyone is interested
in they decide hey I want I want to try
this out um what I’m going to do is for
anyone that that purchases through this
event and again no pressure but you look
you look at their and you say hey to fit
for me I’m gonna do a group Q&A session
just with you guys so it’s going to be
you’re going to access to me to answer
any of your questions just for people
that have attended this because I know
you put together something awesome and
the speakers are great and Mark I’m just
I’m glad to be part of it my man
excellent thank you so much I didn’t
know that so I’m happy to discover it
now live thank you so much David so
David Siteman garland guys just go have
a look at his amazing website rise to
the top is your main website last
question because gosh the way I really
would love to ask you so many things you
recently started to do videos you did so
many interviews with so many people but
also recently you started to do
interview some video where it’s
something more personal you know it’s
like you just talk about your mistakes
or what what’s happening behind the
scenes what did you do this choice and
what’s the feedback that you having is
something good is a good way to go oh my
god I I you know I was just I just was
recently talking to some other kind of
people in internet business about this
for two days in San Diego we’re sitting
there talking about these different
things and I was talking about how
basically what he’s referring to is that
I started telling some very
behind-the-scenes kind of stories of
success failure things like that over
time yeah and what I’ve realized is that
people really resonate with stories I
mean they really resonate not with just
you know tips are awesome this is what
we’re doing is tips that’s how you learn
things right that’s how you implement
things but to really make a connection
with people they love to hear your
personal successes and failures so I was
there and I said well you know I look
back and I said man anytime I share
something personal I get a big response
you know it’s my first I get a big
response so I said you know what I’m
gonna start sharing more of my story i’m
gonna start sharing more of ups and
downs and things that I’ve done
personally and people just resonating
with it it’s like something about where
you know if there’s no fluff there’s no
theory it’s just like this is what I did
this is what I tried and this is what
happened and I think that’s why people
are connecting to it for sure I mean the
response has been ridiculously huge on
it very interesting Debbie thank you so
much David Siteman garland David good
luck for everything and keep in touch all right thank you
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