The price of your course will help you determine which funnel you use.
Before we get stuck into this, I just want to say this: these next recommendations come from a place of logic, experience, and past training from top experts, but you should still see them as guidance rather than set in stone. They’re a great place to start.
What are your competitors doing?
Before we delve into price, I’ve got a handy little tip for you.
If you have a competitor, selling a similar product at a similar price, and you know that they are doing really well, then it’s a good idea to take a look at what they’re doing.
Sign up to their free videos, download their free PDF cheat sheets, look at their ads, and their sequence of web pages/landing pages. If it’s working for them, then you should try doing something similar.
If you’d like to check what your competitors are up to right now, a great way to do it is with Facebook ‘Ad Library’.
Ad Library allows you to search for your competitors’ Facebook and Instagram ads and see what images, videos and text they’re using. You can also click through and see what type of funnel they’re using.
A cheaper course doesn’t need a big funnel. You can just go direct-to-offer (create an ad on social media that links straight to a sales page). The price is sufficiently low that it’s in ‘impulse purchase’ territory.
Of course, you still need really good messaging in your ads that peaks/resonates/connects with your perfect customer.
And you still need a well-constructed sales page which convinces people that your course is just what they need.
But, because of the low price, you don’t have to get people signing up for free video workshops and webinars etc.
As I said before, these are rough guidelines. But if your course is below £50, you should definitely try a ‘direct to offer’ strategy.
Between £50 and £100 and the lines become blurry, and some trial and error might be needed. Test a ‘direct-to-offer’, if it doesn’t work, try a ‘free video’.
£100-£300 (possibly up to £500 – if your course helps people make money)
This is where the free video workshop comes in.
For this price range, your potential customers are going to need to get to know you a bit better. You need to start developing that relationship. This isn’t ‘impulse territory’ – this is an investment worthy of consideration. You need to earn trust and demonstrate that you’re the one to take them further on this journey.
We’ll talk more about what to include in your video later. And we’ll show you how we build the web pages that house it.
For now, let’s just look at the steps of a video funnel we’ve used to successfully sell our ‘How to sell an online course’ course.
When we first released this course, it was available for £250 (early bird price). Over time we have updated the course and the price has risen to £700 (available at £397 through one of our funnels). For this price range of £250 to £395, we have successfully used the below steps:
What if my course is £100?
If your course is around the £100 mark you might want to lose the sales page step above. Instead, you just have the email sign-up and the free video page. And towards the end of the free video, you can launch into selling your course.
You can watch an example of where we do that in this video. But please note, we’re always trying out different things – this example video was actually used on a free video page that linked to a sales page.
The point is: you can test out selling a £100 course by using a video like this which does NOT link to a sales page.
The reason is: for £100, your potential customers don’t need as much persuasion. You might lose their attention if you have an unnecessary sales page. So, at the end of your free video workshop, tell them about your course and have a button below the video which links straight to checkout – “Tap the button below to grab this course now, and start (insert course benefit). Act quickly before this special discount expires”. Or something along those lines.
What if my course is £1000 or more?
A quick note on this price.
When we launched a new £1000 programme, we sold 10 spaces to our ‘warm audience’ within a few days. By ‘warm audience’, I mean the people who follow us, know what we do, and trust that we can help them. We mentioned the new course on social media, sent emails out to our list and we set up a ‘direct to offer’ advert that only targeted the people who follow us. This demonstrates the power of your ‘warm’ audience.
But we also need to sell to the enormous group of people who don’t know us. And when your course is around and beyond the £1000 mark, the strategy below is a good option.
This is a funnel that leads to a phone call, where you can answer any questions your potential customers might have, and help them decide to buy your course.
And remember not to neglect your followers – they might also need to speak to you before they can part with 1k. So you can target them with this funnel too.
We’ve looked at how a free video workshop funnel can link to a sales page where people can instantly purchase the course. But for this funnel, instead of having a button that leads through to a checkout page and an instant purchase, the sales page has a button that allows you to ‘book a call’.
The ‘book a call’ button can also activate a questionnaire/application which allows you to gather information about your potential customer before you speak to them. A questionnaire like this will help you determine whether this person is a good fit for your course/programme, and will help you prepare for that phone call.
Price is a good indicator of what marketing strategy you should use. But you should also see what’s working for your competitors.
And remember, these are guidelines. Sometimes rules can be broken. Over time, you might test out different options and figure out what works best for you.