The Truth About Online Courses + Webinars
If you feel like youāve been spinning your wheels with your business - like everyone else knows something you donāt - this blog post is for you!
Like many other solopreneurs, I embarked upon my small business journey trying to consume every piece of content I could find to help me figure out how to do my job better and how to run a business successfully.
I have a folder on my desktop titled āResources + Educationā that is bursting at the seams with free downloads, templates, and swipe files. You too? Good, Iām not alone here.
I have spent countless - I mean countless - hours on free webinars that promised the key to [insert money-making-magic here], only to be left with maaaaybe one piece of good information and 30 minutes of upselling yuckiness.
I have invested thousands over the last several years in educational courses from experts - only one of which delivered. The last course I paid for was a $1,000 Facebook Ads course (marked down just for me for a limited time to $500).
After watching every single video I discovered that the entire course imparted one - ONE - piece of knowledge I didnāt already know and implement.
I donāt know about you, but if youāve had a similar online entrepreneur experience, you might be as fed up as I am.
Iāve gotten caught up in thinking maybe these āexpertsā know something I donāt - and if I just pay enough money or invest enough in Facebook ads, the magic secret will be revealed.
When I created Pin Power Method⢠as a course in 2018, I couldnāt shake the feeling that there was a better way than the formula everyone uses.
You know the one: Facebook Ads > Free Webinar > Upsell to Course > 9 Email Follow Up Sequence.
Ugh.
THE PROBLEM:
I have conducted free webinars and put together hefty courses (just like the āexpertsā), thinking that if Iām offering more - more information, more tools, just...MORE - Iāll make the kind of money they say theyāre making.
š¤ Maybe if I have a shiny white desk with flowers and gold paperclips and wear red lipstick every day I'll get some of that magic "I have my shit together" pixie dust.
š¤ Maybe if I download one more swipe file and use it whilst sipping a latte out of a cute coffee mug I'll finally "get it".
š¤ Maybe if I work 14 hours a day instead of 12 hours a day I'll finally have that six-figure launch and be able to pin more kidsā crafts on Pinterest. Sorry, my sweet kiddo, I can't come read you another bedtime story - mama's got to work.
That one stings.
After several failed attempts and a very candid discussion with one or two of my business BFFs, I (we) realized that the secret to their success seemed to be more about:
š Joint marketing + cross-community leveraging
š Affiliate partnerships + launch bonuses
š Big ads budgets
⦠than about the quality of their products.
You likely have seen this beforeā¦
Some bigger-name online entrepreneur sends you an email about their new launch. You get a series of emails over the course of a couple weeks with how great and amazing their program is with a bunch of testimonials.
Then you start noticing that several other people you follow/get emails from are also talking about this personās launch - how amazing their program is and how itās not to be missed.
You start seeing ads everywhere and the highly-produced videos are being released every few days touting the program and how youāll get super exclusive pricing. You are sucked in.
The launch day comes and you get hit with the super exclusive price. You suck your breath in and think, āOk, if these big names are all talking about it and so many people are making money, Iād be silly to not invest in this for my business.ā
You click BUY NOW!
As you start going through whatever course or program, you realize that:
š¤·āāļø While there are some gold nuggets in there, most of what theyāre teaching doesnāt really apply to your business.
š¤·āāļø Youāre confused - and when you try to reach out for help, Mr. or Ms. āAuthenticā wonāt respond.
š¤·āāļø Or worse yet, some of the material youāve paid for is an upsell to a program from one of their partners - you know, if youāre REALLY serious about making money.
š£ Your solopreneur insecurity starts creeping in amidst the disappointment.
š You go back to the drawing board with less time and less money.
ā¦and so the cycle continues.
If you read through that and thought, āOh damn, yep thatās exactly what Iāve done!ā - rest assured you are not alone.
I run a profitable, successful online business. Despite being extremely knowledgeable in my field and having a healthy client roster, a few years ago I felt like I couldnāt seem to break through to the next level.
I donāt have the big-name leverage or the thousands of dollars to spend on ads. I know I am not alone in the constant bombardment of the shiny bullshit course/program stuff right now that has left me feeling unempowered and frustrated.
What I do have is a whole bunch of know-how that works for my clients and a bullshit meter that is pegged.
I decided I needed to go about my business totally differently - both for my own products and my client-work.
Hereās what I did.
THE 3 DIFFERENCE-MAKERS:
I niched my business into Pinterest - read more about the how and why I did there here. By niching into Pinterest Iāve been able to really deep-dive into the platform and work on a wide variety of strategies. I have clients with all kind of businesses and we always come up with a way to leverage Pinterest in a way that works for them.
I made visibility a priority by pitching to be on podcasts and doing guest training. Check out some of the podcasts Iāve been on, on my Press page. Itās pretty rare that Iāll do a guest training for free anymore, but it occasionally happens for the right reasons. Since Iāve made visibility a priority Iāve spoken at The Coterie Retreat and Alt Summit and soon at Craft + Commerce!
I turned Pin Power Method⢠into a membership community. About a month after I initially launched the course, it needed to be updated. I hated the feeling of not giving my students the latest and greatest info, but I couldnāt afford to sink a bunch of time into re-doing training for a one-time payment from students. Now PPM is a place where members can go to know they have the most updated best practices and info on how to use Pinterest effectively.
All of these steps were a process that took over a year to fine-tune and work through - it definitely didnāt happen overnight.
But I can say, without a doubt, these 3 things made more of a difference in getting me to the next level in business than the previous 4 years of chasing shiny objects and creating more offerings combined.
If this sounds like the story of your business, take a step back and re-evaluate everything - I mean everything - about your business.