This Course Marketing Strategy Made us an Extra $193,856 in 2 Years

So I did something that made me an extra 190 000 in my business in the last two years It wasn’t developing and launching a new product, it wasn’t doing some sort of joint venture or affiliate deal and it wasn’t setting up A complex marketing campaign with a bunch of different ads and funnels. It is my much much simpler than any of these, And in this video I’m gon na show you exactly how I did this and how you can too. If you sell online courses or you sell digital products Now, if your new here my name’s, Sam and I’m, currently documenting my journey of building a portfolio of online businesses alongside my personal brand, hence YouTube, as you can see. If you wan na, follow along with this and you wan na, learn how you can build your own online businesses as well, make sure to hit the subscribe button below, as well as that, be icon to be notified. Whenever I post a new video every week. So basically, we bundled together all of our courses, which sounds like a simple strategy and it is – and there’s nothing revolutionary or unique about it, But there’s a few things that we did to really maximize results from taking this bundling approach. The first thing we did is we created what we call a VIP bundle So over the years at EDMProd, which is my online course business for music producers, we have had people, we’ve, had customers, ask us, email us and ask Hey. If I buy more than one course can I get a discount, do you have any sort of bundles So on and so forth, And we always offer a discount for people who wan na buy more than one course, But we kind of just left this up to The customer and if people emailed that’s great, but we never advertise bundles, we never really had a bundle or like a sales page for a bundle, And it just never clicked for us that maybe we should do this until I was talking to my brother. His name’s, John O. He does a lot of marketing work for another course company, And he was telling me that they have this thing. They call a VIP package And basically, what it is is all their courses plus future courses and one bundle for an insane discount. And I was like this sounds kind of cool, And then he told me how much money they made from it. And I was like all right: we’re gon na do this too. So what we did is we put together a sales page which didn’t take long at all, because we were pulling information from our other course. Sales pages We didn’t have to write new copy really. So we put this together, we set the price at 997 and then we got to work promoting it, which leads me to the second step. So we started by promoting it to non customers on our list, because the logic was that this is a bundle if we promote it to existing customers. They already own, like one two three courses, They’re not gon na, buy this. Let’s promoted to people who have not purchased from us and just give them everything upfront for an insane deal And that worked okay, We would send out a few emails here and there We never launched it. We never did like a big promotion, but we’d send out a few emails and we’d get a few purchases here and there, but it wasn’t until we thought well why don’t we promote this to existing customers, but giving them A further discount based on what they’ve spent with us, So we’re selling it for 1 000 and we go to a customer that spent 200 with us and we say: Hey, you can have it for 800 because you’ve already spent this Money with us Like why don’t – we just do that, And so we started doing that. So I sent out one email to our list to the customers on our list And I basically said: Hey. We’ve put together. This VIP bundle. It’s. All our courses Plus future courses, if you are interested, I can set up a custom discount for you, because you’ve, already purchased something from us. Just reply to this email with the word interested And I got 80 responses back in like 24 hours And then the next day. I responded to all these people with custom. Discount codes took me a couple of hours And I think we did 16 000 in like a week from that little tiny, email, single promotion to existing customers. So we started to think great. What we should be doing is upgrading existing customers, and you know giving them that access to everything and doing this on, like a quarterly basis, just sending up this sort of email And then the third thing we did is we created a separate bundle. So the VIP was working well, But what we noticed is two things. The first was that we started cannibalizing our product launches a little bit. We did a couple of launches after introducing this VIP bundle, and we noticed that the sales were quite a lot than usual. Our assumption is that that happened, because a lot of people who would’ve purchased. That course don’t need to because they purchased the VIP bundle, which includes access to future courses. And so there was that, And then we also noticed that a lot of people, didn’t want all the extra small courses that were included in the VIP bundle. They wanted access to our four or five main courses, but they didn’t want all these other. You know 20 50 courses, So we decided to put together the pro producer bundle And the pro producer bundle just contained at the time. Our four courses now contains five and think we sold this initially for 697. We actually launched this on black Friday in 2020 for 497, like a 30 discount, And it did 26 000 in revenue, which was more than half of our total revenue for that black Friday promotion which blew us away And then over the course of 2021. It bought in 50, 60K sort of passively. We would promote it here and there And then again we promoted it on black Friday. We did an insane discount it bought in another 24K And I think, combined over the two years. The VIP package did about 80 000 And the bundle the pro producer bundle did about 110 to 115 between there They both worked really well. That is how we did an extra 190 000 in two years with minimal effort. Now, before I end this video, let me share five key lessons that I learned from following this strategy. Number one is that sometimes the best opportunities in your business are not the things that require the most effort or the most amount of time. It’s easy to think about making a new course or making a new product or setting up a you know. Big marketing campaign, But sometimes the best things to do, are hidden inside your business. They just need to be uncovered restructured bought out. In our case, we just needed to put together a sales page set up some stuff on the back end and then send out some emails. It didn’t take much work at all. Second lesson I learned is that manually, emailing and responding to customers can be a very high leverage thing to do in your business. A lot of people, especially online business, guys avoid doing this because they think it’s not scalable. I can’t be responding to emails all the time But, like I said, we did 16 000 in a week. It took me two to three hours to respond to these emails and set up custom discount codes. I think most people watching this. If I said to you, Hey, you can make 10 15 000 in a week by sending some emails. You’re gon na, say yes to that. So don’t shy away from that manual, outreach and response and kind of guiding people towards a sale. Even if it’s low ticket – In our case, you know a 1000 product, it’s, not super high ticket. We don’t have a sales team or anything, but just having that more personal touch can really help. Third lesson is that it’s better to have guaranteed money now than potential money in the future. So one argument against this bundling strategy, especially the VIP where you’re giving future access is well if you’re selling it for such a discount. You know what, if this customer wants to buy all your courses from you in the future. They’d spend hundreds more dollars with you, And the answer to that is that you can’t guarantee that customer is gon na buy from you in the future. So if you can get all that money up front, even if it’s at a discounted price, it makes a ton of sense. There is an argument that if you kept doing this and you promoted it too hard – you might lower lifetime, You might lower average lifetime value of your customers. But I find that hard to believe, And personally I’d rather have the money up front than hope for it later on. The fourth lesson I learned is that the higher price your product is usually the lower. Your refund rate is So our average refund rate. For our courses is somewhere between 4 8 to 5 And our refund rate for the bundles is like 1 8. So I was scared that when we would do this, like we get a lot of refunds, cause it’s a higher price product and we didn’t – I guess much lower. So that’s something to consider if you are worried that you do this bundle strategy and you’re gon na get a ton of refund request, cause people don’t wan na spend that kind of money with you. It’s unlikely. I think this is because when people are spending more money on things, they tend to think about their purchase decision more plus you get a higher caliber of customer, And the fifth and final lesson is that crazy discounts work On both black Fridays. We discounted this bundle by 30 in 2020 and then 50 in 2021, So we bought the price down from 1000 to 500, which made me cringe because I’m thinking. This is just it’s insane Like it,’s. You know it’s too much of a discount, but it worked like I said we did 26 and 24K respectively, And so I think you should at least experiment with a heavy discount on say a black Friday or an Easter sale. We only do that kind of discount on black Friday Other times we’ll do maybe 20 to 30, but that worked really well for us Got a lot of customers in the door and made some money over that weekend. So that is it for this video. That is how we did an extra 190 000 over two years with a very simple strategy that involved bundling our courses together, doing some promotion, doing some manual outreach, some manual upgrading with custom discounts and, of course, the black Friday promotion. If you enjoyed this video make sure to like and subscribe comment below, if you have any thoughts, and I’ll see you next time – Cheers

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