Destinee Berman is a seven-figure launch strategist and marketing expert who specializes in working with offline business owners, entrepreneurs, experts, and educators.
The Profitable Launch Plan – The Simple 7-Step Plan for Your Profitable Online Course Launch!
Free Training with Destinee Berman – The 5 Shifts to Go From Maxed-Out Offline Business Owner to Profitable Online Course Creator!
3 Value Bombs
1) Each launch is a calculated experiment. Even with the most experienced launchers, it’s impossible to get it 100% perfect.
2) It’s important to know that when you are launching a course, you are birthing or rebirthing yourself. It requires you to have a new identity.
3) If you overthink and talk yourself out of the process, you’ll lose sight of your vision and your dreams.
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Creating A High-Profit Course
[1:23] – Destinee shares something that she believes about becoming successful that most people disagree with.
- She believes that we get discouraged if our first initiative or business doesn’t instantly become a successful. It is a series of shifts that we always make that leads to big success.
[2:43] – Everybody seems to be launching courses. Is it still realistic to get a 6 or 7-figure profit if you launch a course in 2021?
- The e-learning space is bigger than ever. We are getting more and more products supporting micro entrepreneurs.
- There’s still an opportunity to create a profitable course. You just have to be clear on your uniqueness and specialty.
[4:01] – Destinee shares the techniques that have helped her clients get a combined 17 million dollars from their launches.
- If we focus and go simple, we’ll have bigger results.
- One of the strategies is called the “course offer stack”. Your core offer is stacked out, and from that, you extract out the entry level.
- The longer nurture track, where you find someone new coming from an advertising campaign, and for 2-3 months they investigate, research, and connect with you before they decide to buy.
- When you look at a launch, the more touch points a potential student has with you – in addition to different formats of touch points – that’s where you win
[7:53] – The key mistakes that course creators make with their offer.
- People forget to keep advertising after their first launch. The reality is, without advertising, you can’t scale.
- If you go deeper and become known for what is it that you’re passionate about, it will help you connect with the best people, will get you known faster, and then you’ll get more results.
- You don’t have to finish your program before you have a marketing plan.
[14:25] – The importance of taking fast action when it comes to courses.
- Each launch is a calculated experiment. Even with the most experienced launchers, it’s impossible to get it 100% perfect.
- If we wait too long, overthink the process, and don’t get it out in the market, we’re never going to get any response.
- There’s a difference between trying to make things perfect; making progress and getting it out there; and getting sloppy.
[16:13] – Shifting our identity and belief system to help with our course results.
- It’s important to know that when you are launching a course, you are birthing or rebirthing yourself. It requires you to have a new identity.
- Face how you see and connect to yourself, and how you want other people to see you.
[18:13] – Destinee’s key takeaway for Fire Nation.
- If you overthink and talk yourself out of the process, it’s so much easier to lose sight of your vision and your dreams.
[19:34] – Destinee’s call to action for Fire Nation.
- The Profitable Launch Plan – The Simple 7-Step Plan for Your Profitable Online Course Launch!
- Free Training with Destinee Berman – The 5 Shifts to Go From Maxed-Out Offline Business Owner to Profitable Online Course Creator!
Boom, shake the room Fire Nation. JLD here and welcome to Entrepreneurs On Fire brought to you by the HubSpot Podcast Network with great shows like being boss today, we'll be focusing on creating a high profit course to drop these value bonds. I brought Destinee Berman on the mic. She is a seven figure launch strategist and marketing expert who specializes in working with offline business owners, entrepreneurs, experts, and educators. And today for our nation, we were talking about how realistic it is to be launching a six or seven figure course this year, Destinee's going to share some launch secrets techniques. She'll also talk about why it's so important to take fast action with your courses and so much more.
When we get back from thanking our sponsors, what if you can run an e-commerce business with no tech experience or employees and generate 10K or more each month today's sponsor. LaunchMyBiz is doing just that LaunchMyBiz.com guarantees your success and revenue with complete end to end training and support apply today at LaunchMyBiz.com that's LaunchMyBiz.com. Destinee say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. So,
1 (1m 19s):
First off, hello everyone. I am, I'm thrilled to be here having this conversation. I was just sharing how I've been listening to this podcast for a while now. And you know, something I believe in, in terms of becoming successful is that, you know, we get discouraged if our first company, if our first business, our first initiative, if it doesn't instantly become a successful result. And it's interesting because it's really up to us to decide if we're on path or not, and to really stick with it. And so I believe that it's ultimately a series of shifts that we're always making, that leads the big success. And there are so many countless examples of this from, you know, someone like Reed Hoffman with like LinkedIn, right?
1 (1m 60s):
I mean, he first found a social net before LinkedIn became what LinkedIn is today. And yet for so many of us, we just get so discouraged or that first launch, that first company doesn't go where, where we want it to go. And then we think
0 (2m 12s):
That we're all passing Fire Nation. We do not want you to get off path. That's why we're gonna be talking today about creating a high profit course with Destinee. We're going to get you on path. They're going to keep you on path because it's a competitive path because let's be honest, Destinee. Everybody, everybody seems to be launching courses with all this competition. Is it still realistic to expect a six or, you know, maybe even seven figures of profit if you launch a course in 2021.
1 (2m 44s):
So yes, it's absolutely true that everyone wants to launch a course. It's true that the, that the e-learning space has, has really exploded and has been bigger than ever. You know, at the same time though, we look at stats like there's what 50 million people in the last 10 years have become creators and the maturation of the industry as a whole, where you have more and more products that are supporting micro entrepreneurs. So the answer is yes, in that, in that the market has, has really increased. And there's the opportunity. And I also believe that you have to get clear on your uniqueness and your specialty, and really being willing to go deep, to create that profitable course and business
0 (3m 26s):
Fire Nation. There's a reason why riches are in the niches is such a popular phrase because if you can become the best solution to a real problem in this world and that solution in the form of a course, people will beat a path to your doorstep because people want the number one solution to a real problem that they have. So your client's Destinee, they've been able to make more than $17 million off of their launches using your techniques, tell us every one of your secrets, every single one, everyone don't leave. Don't leave a single stone unturned.
1 (4m 2s):
So first off I do believe in simplicity. You know, I think that when you get into this whole digital marketing space, it's easy to get lost in all the different funnels and all the different emails and all the different sequences. But especially when you're just getting going, even if you already have expertise, even if you have that offline business, I do believe that if we focus and we, and we go simple, it would actually yield bigger results. So one of the strategies that I help my clients with is what I call a course offer stack. So we extract out your core offer and whether that's a thousand dollars, $2,000 program, and from that core offer, we now also extract out this entry level. So instead of going out to create all these multiple different ideas and having 17 different parts of your value ladder, I suggest one core offer with an entry-level offer that allows you to hit two segments of the market, but simplifying your process in between.
0 (4m 59s):
So we need some more seekers, Destinee. That was a great share right there. What else do you have that you are $17 million worth of revenue generated is the result of second piece
1 (5m 14s):
Is I believe in a longer nurture track. So you find someone new coming from an advertising campaign. And typically on average, by the time they researched you, by the time they investigate, they get to know you through your content, whether it's blogs or videos. I mean, on average, we're looking at two to three months of them researching, connecting with you before they decide to buy. So I teach my clients to nurture for a minimum of six to eight weeks heading into your course launch. And that is providing high value content and creating a theme around your nurture. So if we think about them going through your transformational course, what series and what kinds of content can you take them through, even in your prelaunch process that they don't necessarily need to know, but the fact is they're experiencing these ahas and these micro solutions even before they get to your paid program.
0 (6m 9s):
No, what's the third. And the third,
1 (6m 13s):
Third is what I call a power eight triple stack. So you have got a passive lead magnet. That's your freebie, and that's the kind of content you see out there. Checklists, PDFs, plans, and guides stacked with what I call a content webinar, especially for those of you who don't already have a podcast where you're teaching people on this webinar without making a direct offer. And then you stack that with a sales webinar, once you head into cart. And so we've got that passive lead building process where people get to find you, you're building your email list, that's happening 24 seven. Then you layer that in with what I call the active lead builder. So that's a content webinar where you're teaching, you're engaging with them live.
1 (6m 54s):
You're adding another touch point because when we look at launches, the more touch points they have with you in addition to different formats or touch points, that's really where you can win, especially with higher ticket offers. And then finally, how you head into your launch and you add in a sales webinar, and by having those three areas of touch points, you improve
0 (7m 14s):
Your results, passive lead building, Fire Nation, active lead building. And then of course having that home run of a sales webinar, having that trifecta that is so key. And even with all this information, Destinee, let's be honest. People are still making mistakes. I mean, even seasoned course creators make mistakes when they're trying to come up with their specific offer and you see a time and time again. So what are some of these key mistakes that course creators are making with their offers? One, once
1 (7m 44s):
They've had results say from their first launch, whether it's, you know, the first cohort of five, 10 or 30 people, they forget that they need to keep advertising. And the reality is that without advertising, you can't scale. And so too often, we get so excited. You know, we've had that first launch and they forget that if they want to launch two new people in the next launch, you have to keep building your list and you have to keep nurturing. And so they drop that and they wonder why what, when they head into that next launch, they don't either have the same results or people are already getting tired. So one is you have to advertise, even if we have interesting relationships to advertising and you can't scale without that number two is really believing that if you go deeper, you're going to lose out on sales.
1 (8m 31s):
And we, we, we hear this all the time in the space, right? If you're trying to speak to everyone, you know, you're not going to connect with anyone. But the reality is that if we look at how Amazon started with books or Uber started with, with, with black cars or how Airbnb started with renting air mattresses, if you're willing to go deeper and to really become known for four, what does say, you're really passionate about it. We'll actually have you connect with your best fit people. And we'll actually have you become known faster and therefore get you more results. And often what I see is that you have one or two launches you're getting as your first launch, you're trying to go too broad.
1 (9m 12s):
And it just becomes more confusing for people to say, yes, you know, this is what I need. And then finally, I would say the third thing is, especially for first-time launchers is feeling like believing that you need to finish your program before you have a marketing plan. And so you spend all this time working on the product, working on the program, thinking that if you build this, this will come. And also that as long as your program is good enough, you don't have to think about anything else. And I think that's probably one of the biggest mistakes that I see, you know, course creators. And at an educator,
0 (9m 48s):
Fire Nation become known, become known for something, something preferably that you're passionate about. You're excited about that. You're enthusiastic about it. So you can get up every day and be curious and want to learn more about that thing. Something that you want to literally become the best solution to that real problem. And because again, what I shared earlier is so true. This is what Destinee is talking about. When you Fire Nation become the best solution to a real problem in this world, people will beat a path to your doorstep because they want the best solution to a real problem that they're having. If you're the second best solution or the 10th best solution, they might ignore you because people don't want the second best or the 10th best or the infinity best.
0 (10m 30s):
They want the best solution to a real problem that they are experiencing. And if you're able to show them through your passively building, you're actively building in your sales webinar, that you have the best solution to a real problem. They are going to go with you so Fridays, we'll be talking about why it's so important to take fast action with courses. And we're talking about how to shift your identity and belief system to help with your course results and so much more. When we get back from thanking our sponsors, are you ready to take control of your is branding, but don't have a design backgrounds. Great news Fire Nation BrandCrowd can help.
0 (11m 9s):
BrandCrowd is a logo maker tool that helps you create an amazing logo design online. How do they do it using high quality, handcrafted designs, BrandCrowd, take your business name and industry and generates thousands of custom logos just for you and seconds. And once BrandCrowd generates a logo. You like, you can edit the font, change the colors and tweak the layout until it's exactly what you want. Once your logo is complete, simply by that logo and download all the files you need. And because brain crowd is much more than just a logo maker, they also offer a whole suite of design tools to help you create social media posts and other print materials using hundreds of design templates and their massive photo library. It's time to create market and manage your businesses. Branding and BrandCrowd can help check out BrandCrowd.com/fire.
0 (11m 53s):
To learn more play with the tool for free and get 55% off your logo. That's BrandCrowd, B R A N D C R O W D.com/fire. Have you ever considered running an e-commerce business, but feel you don't have the skillset or resources to make it happen? What if I told you that in less than 90 days, you can only successful e-commerce drop ship website loaded with top selling niche products that generates 10K minimum month over month, consistently all this with no product inventory, technical knowledge or employees, to worry about how the LaunchMyBiz.com partner program. The LaunchMyBiz partner program allows you to benefit from their years of experience and success with no guesswork and your success and revenue is guaranteed. That's because with LaunchMyBiz, your success equals their success.
0 (12m 35s):
So they work tirelessly to meet and exceed your expectations. How LMB provides comprehensive training and support a dedicated full-time partner, success manager, proven profitable and guaranteed results. And so much more. If you're ready to acquire a real business, that guarantee success and 10K in monthly revenue apply to become a LaunchMyBiz partner today, the LaunchMyBiz partner program is not for everyone to see if you qualify, visit LaunchMyBiz.com and click the apply button. If you qualify at LaunchMyBiz, we'll reach out with next steps. That's LaunchMyBiz.com. So Destinee we're back and you have helped so many entrepreneurs get their courses up in less than 90 days, which is such a thing of beauty, because that's such a huge problem for people. They go into, you know, their little closets for like six months at a time, 12 months, they come out to like my courses ready.
0 (13m 21s):
And people are like, well, we don't want that thing because they just weren't getting the right Intel and they weren't taking fast action. So why is it so important to take fast action when it comes to courses?
1 (13m 34s):
I really do believe that each launch is a calculated experiment. I mean, you said it yourself, even the most experienced course launchers or the most, you know, experienced digital marketers, things just happen. And one it's not possible, I believe for a launch to be a hundred percent perfect. And if we get it about 70% there, you're going to have a great launch. So one, it's all a calculated experiment. And to your point, if they're, you know, they're hiding in the closet or we wait too long, we overthink the process and we don't get it out into the market. What's going to happen is that we're never going to get that response. And so there's a difference between trying to get something perfect versus making progress and getting it out there versus being sloppy.
1 (14m 17s):
So I'm not talking about being sloppy or even having this half-baked product out there, but it is important to get it live. So if you look at even having a minimal viable product, here are the absolute core essential features that I need to get this out there so that you can get feedback. And so you can learn in the process. And that's why we have so many folks who, if there are still validating an idea, if you get yourself out there with a paid workshop and have your first group of people, you're going to be surprised what you learn in terms of who you want to serve. And what is it you even want to serve them
0 (14m 52s):
With? Each launch is a calculated experience. Like I love that phrase, Fire Nation. I really hope you're absorbing that since Destinee has bought a breed Hoffman before, and I love his quote about how, if you wait to launch until you're ready, you waited way too long, not just too long, way too long. So you're 70% of the way there. Like, let's get this out into the real world. Now, Destinee, let's talk about how shifting our identity and our belief system can help with our course results. So
1 (15m 25s):
First off in a we give, we give so much credit to strategy and end them information and planning. And while that is super important, the other side of building a business, being an entrepreneur is all the emotions and all the, and all the mental thoughts and the processes are that are internal. And so one, I believe that it's, it's important to know that when you are launching a course, launching a business, you are essentially birthing or rebirthing yourself, and it's going to require you to have a new identity. So if you look at, if we look at any time, we've made this shift from offline to online or ever shifting from working one-on-one to one to many, or you're shifting from a corporate traditional path to a more unconventional one, you've had to face how you see yourself, how you connect to yourself and how you want other people to see you.
1 (16m 20s):
And so I know that in my process, I had to go through a cocoon, right? Because I was afraid that FA family and friends were going to judge me. And so I almost had to just go within myself so that I can relate to myself so that I could put myself out there in a way that people could relate to me as
0 (16m 37s):
A new Destinee Fire Nation. Sometimes we do have to go and set little cocoon because we're fragile. Like when we're starting off, we're just like, you know what? I really believe this is it. This is going to be the thing we're fragile. And if we get some wrong feedback and some negative feedback by the wrong people, the wrong time, I mean, it can literally pop that fragility. And who knows what the next step is. That's why it's so key that you surround yourself with the right people. It's why it's so key that you are really focused on knowing the, you are the average of those five people. And if they're supporting and guiding you, your chances of success are so much higher. So Destinee with everything that we've talked about here today, what is the one thing you really want to make sure Fire Nation gets?
0 (17m 22s):
1 (17m 22s):
Say that if you overthink or you talk herself out of the process, it's so much easier to lose sight of your vision and your dreams. And if you know that, okay, I want to go online. Or this is my next step in my business to, you know, to really make that commitment to yourself. And whether it's taking action with surrounding yourself, by supporting him by a supportive community or choosing that, or just taking one micro action, that's going to move you forward. Because if you get lost within that process and you start to hide within yourself, you know, we don't, you don't want to look back in five or 10 years and not be on that path and be taking action towards what is it that you really, really
0 (18m 7s):
Want Fire Nation? All we have is time. Like all we have is time and how are you spending your days? Cause how you spend your days is how you spend your lives and like Destinee to share. Do you want to be looking back 10 years now and saying, look how much I could have accomplished over the past decade if I had just taken small action every single day. And there's a great Tony Robins quote, that is that we do overestimate what we can accomplish in a year, but we so underestimate what we can accomplish in 10 years, 10 years, it's an attorney we can do so much. So Destinee, how can Fire Nation connect with you a call to action? Do you have for our listeners here today, before we say goodbye
1 (18m 44s):
Guide, and this guide is what it will guide you towards launching your profitable course. And so you'll, you'll be walked through a planned. And once you opt into this guide, you'll also have an opportunity to jump on a free call with my team where they'll do an assessment of your business and identify the next steps when it comes to your launch. So this guide is at Destinee.com, backslash fire. And then I also have a free training. If you immediately want to just go deeper and dive into more content about 50 minutes, and you'll be able to go into the five myths that's holding you back so that you can work through both the internal beliefs and then also the external strategies when it comes to establishing your course business,
0 (19m 25s):
Wow, Fire Nation, the ability to jump on a call with Destinee's team and have them identify and break down and give you some feedback on your business. This is the kind of stuff you have to be able to take action on. Now, I want to make sure you realize this Fire Nation. You're the average of the five people you spend the most time with in today. Even hanging out with DB and JLD. So let's keep up that heat. Like I said, shrine us up with the right people, people that are gonna support you that are going to guide you. I want you to head over to eofire.com and type Destinee in the search bar, or just head directly over to Destinee.com/fire that's D E S T I N E E.com/fire.
0 (20m 5s):
Destinee.com/fire gets those free goodies. Destinee has jumped on a call with Destinee's team to actually be able to work through some of the things you're dealing with in your business right now, Destinee, I want to say thank you for sharing your truth, your knowledge, your value with Fire Nation today, for that we salute you and we'll catch you on the flip side.
1 (20m 27s):
Thank you so much for having me. This has been great.
0 (20m 30s):
Hey, Fire Nation today's value bomb content was brought to you by Destinee and Fire Nation. Over the past decade, I've interviewed over 3000 of the world's most successful entrepreneurs, and I've created a revolutionary 17 step roadmap to your financial freedom and fulfillment. I put it all into my first traditionally book, The Common Path to Uncommon Success personally endorsed by Seth Gordon and Gary Vaynerchuk. The Common Path to Uncommon Success is the step-by-step guide is that you need Fire Nation to achieve the lifestyle of your dreams. Visit UncommonSuccessBook.com, learn more, and then you can order your copy today and I'll catch you there, or I'll catch you on the flip side.
0 (21m 11s):
What if you can run an e-commerce business with no tech experience or employees and generate 10K or more each month. Today's sponsor LaunchMyBiz is doing just that LaunchMyBiz.com guarantees your success revenue with complete end to end training and support apply today at LaunchMyBiz.com that's LaunchMyBiz.com.
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!