The 7-Step

Formula to
Selling Any
Course, in Any
Niche, in 30-Days
or Less…
…without an email list, social following,
testimonials, or large marketing budget.

Jason Caruso Salesin30Days.com

 Multimillion Dollar Course
Do you know what the difference between someone who creates a multimillion dollar
course and someone who cant sell their course to their own family?

It comes down to one thing - a multimillion course creator knows what to expect and
calmly executes accordingly.

They have the “map” or directions if you will, and they don’t give up because they
know where they are going.

Whereas someone who doesn’t know where they’re going or what to expect, tend to
give up prematurely because they get frustrated, confused and don’t know what their
next step should be and if it’s going to even work.

Nobody likes wasting their time on things that may not work and I’m no different.

For the first 13 years of my career, I failed at every single online business that I
created.

Some of which, looking back, could have been huge.

But I didn’t know any better, so I gave up.

I didn’t have the “map” or the directing to where I was going so fear and doubt took
over and I failed.

Now let’s fast forward to today.

In the past 12-months, using the The 7-Step Formula to Selling Any Course, in Any
Niche, in 30-Days or Less……without an email list, social following, testimonials,
or large marketing budget, which is “the map”, I’ve created, with my partners the
following courses:

1. Marriage product for men: $0 to $10,000/month in 90-days.

2. Wildlife photography course: $0 to $275,000 in 12 months.

3. Golf product: 0 to 35 students in 30-days and counting.

4. Wildlife photography subscription: $0 to $1,400,000 in 12-months.

Additionally, the principles in this book have been responsible for taking one of our
eCommerce brands from $1,500,000 to $10,000,000 in just 3 years.

Let’s get into the The 7-Step Formula to Selling Any Course, in Any Niche, in 30-
Days or Less……without an email list, social following, testimonials, or large
marketing budget.

Jason Caruso Salesin30Days.com

 Step #1: Feed A Starving Crowd
One of the biggest mistakes that I see course creators make is that they build courses
that their target audience isn’t desperately searching out a solution for.

If you are not trying to sell a course that solves a problem that your audience is NOT
desperately trying to solve, it will fail no matter how good, or great, you are at selling
or marketing your program.

For example, if you were lost in the dessert, dehydrated without water, would it be
easier for me to sell you a bottle of water or a cup of hot chocolate?

I’d argue that I wouldn’t have to do much selling at all and you’d practically beg me to
sell you the water.

On the other hand, I couldn't GIVE you the hot chocolate even for free. This is a
perfect illustration of why MOST courses will never make a single dollar.

If you want to make millions of dollars selling your course, that’s how badly your
audience needs to want to solve their problem.

Do this right, and you’ll never have an issue selling your course again.

Step #1: Feed A Starving Crowd

Case Study
Let me show you how harnessing the power of “feeding a starving crowd” can be
worth millions of dollars to you in a very short amount of time.

About 3 years ago we were hired by a company who invented a revolutionary haircare
product that almost instantly dries and straightens all hair types.

When they came to us, they were about 2 years in business and doing roughly $1.5
million dollars in top-line revenue. Although that doesn’t sound all that bad, the
product is very expensive to manufacturer so they were bleeding money and if they
didn't figure something out fast, they’d have to close the doors.

The product is amazing. It’s one of those products that is so revolutionary that you
expect it to sell itself.

If you’ve been in the game long enough, however, you know that “build it and they
will come” doesn’t apply to online businesses, and their product is so good that this
was exactly what they thought was going to happen.

When they came to us, they were having a very difficult time penetrating the
extremely competitive haircare market. Turns out, it was mainly because of WHO they
were pitching the product to. Although the messaging wasn't bad, the audience

Jason Caruso SalesIn30Days.com

that they were marketing to, was not starving to solve the problem that this product
solved.

Although it does solve a common problem for women and men with long hair, the
people that they were targeting saw it more as a cool tool and not the answer to their
prayers

So one day we decided to take a survey of their email list and we found that the
majority of their email subscribers belonged to a very specific hair type.

This was a very important detail that was overlooked.

Apparently there are 4 main categories of hair types, all with very distinct, but
different problems.

Type 1 hair is hair that lies flat, or straight.

Type 2 hair is wavy.

Type 3 hair is curly.

Type 4 hair is coily.

As you can imagine type 1 and type 4 hair are the polar opposite of each other, so
people with type 1 and type 2 hair don't have the same problems as people with type 3
and type 4 hair.

So even though their product does the same thing for all hair types, people with type 3
and type 4 hair are desperately searching for a solution like the one my clients product
solves - while type 1 and type 2 people - although this is a cool tool for their hair,
they aren't necessarily “starving” for a product that dries and straightens their hair fast.

Turns out that there are limited products designed for people in type 3 and type 4 hair.

This was a major breakthrough because up until this point we have been flying blind
and our messaging wasn’t really speaking to the “starving crowd”, which made it very
difficult to sell.

This is a very important lesson in any new business. You must know who you are
talking to and who’s problems you are solving.

So we quickly shifted all of our messaging, our look and feel, how we interacted with
the prospects and focused more on how their product solves a real problem that people
in this hair type are desperately trying to solve and the company’s sales skyrocketed.

Same product, solving the same problem, different audience.

Today it is almost impossible for us to keep this product in stock and every month we
seem to be breaking sales records.

We even had a $350,000 DAY!

Jason Caruso Salesin30Days.com

 Step #2: The Course
Now that you’ve found a starving crowd, it's time to create your course. If you already
have a course, don’t skip this section.

This is where most course creators get stuck, when in reality it should be the fastest
and easiest part of this process.

Everyone wants a beautifully produced, professionally recorded course, however, now

is not the time for that.

Right now it’s your job to quickly produce something that you can sell. Once it starts
selling, you can come back and re-record it.

Something that you must understand is that your students are NOT buying your course
because they want some perfectly produced, Hollywood type movie to snuggle up to
with a box of popcorn.

And If you did “Step #1” correctly, all your audience cares about is solving their
problem.

Your number 1 goal should be getting your students their desired result. That’s it.

Get them their desired result as quickly as you can and thats all they care about.

NOTE: Don’t get too caught up in the platform that you will use for your course, it
doesn’t matter.

I have multimillion dollar courses on WordPress, but I could have easily used
platforms like Teachable and Thinkific. They all work fine, so don't let the “tech” get
you stuck.

The only caveat to this is when you are creating a subscription product. In this case
you will want to think a little more about the platform because its very difficult to re-
platform the you have recurring payments.

Jason Caruso Salesin30Days.com

Step #2: The Course Case Study

Derek Halpern from Social Triggers, one of the most popular and highest income
generating blogs of its era, created a course about blogging that was low budget but
solved a real problem for people.

His clients were so happy that the course practically sold itself.

He had thousands and thousands of happy customers.

Then one day after it was making lots of money, he decided to professionally
reproduce the course.

To his surprise, people started complaining.

They liked how simple and to the point the original product was because it’s human
nature to complicate things when we start creating professional-looking courses.

We tend to overthink things making them more complex when really it’s the result that
people are looking for, not the cinematography or esthetics of the course.

Sure there are companies like masterclass who have millions and millions of VC
dollars and professional videographers on staff who can make their courses perfect
day one but for the rest of us we should be focusing on one thing, and that's getting
our students their desired or needed result.

Think about it, your students aren't there to watch you on camera for 4 or 5 hours, they
want a result, they want to get better, and grow as quickly and easily as they can and
often times a lower budget course does that.

Jason Caruso Salesin30Days.com

 Step #3: Create an Irresistible Offer

If you asked me to point to one thing that has made me the most money online, my
answer would be my ability to craft irresistible offers.

An irresistible offer, in its simplest definition, is an offer that your audience would feel
stupid saying “no” to. Sort of like the water in the desert example.

They usually consist of a core offer (your main product) and then a series of free
added bonuses.

The key here is to make the bonuses more valuable than your core product. This will
allow you to charge more for your course because of the extra value that these bonuses
add to your offer.

For example, let’s suppose your are selling a course on “How to Make a Million
Dollars in 30-Days”.

Now thats a pretty irresistible offer on its own, but what if I said, as a free bonus, I
will do it for you and all you had to do is follow along?

Would you feel stupid saying “no” to that offer? I know I would.

Step #3: Create an Irresistible Offer Case

A couple of years ago, I started a wildlife photography subscription product with my
partners.

When we first launched the course it was doing pretty well. We were generating
roughly $500/day via Facebook ads.

The only problem was, it was costing us just as much in ads. So in reality, we really
weren’t making any money.

Our business partner, and professional wildlife photographer told us that in this niche,
giving away free field workshops is a pretty common way that photographers like to
grow their tour businesses.

Field workshops are very expensive and its where all serious wildlife photographers
go to hone their skills.

So one day we were sitting around chatting and we thought that maybe it would be a
good idea to try and give away something of high value to our subscribers in exchange
for signing up to our subscription.

Jason Caruso Salesin30Days.com

Step #3: Create an Irresistible
Offer Case Study
It just so happens that there is this camera lens that is $13,000 and generally is only
purchased by trained working professionals. Most hoppiest simply cant afford it.

So we decided to give it a shot and give one of these lens’ away for free.

We created a landing page that basically told people that we are giving away a $13,000
lens to one of our lucky subscribers and all they had to do to be automatically entered
was have a subscription to the magazine.

We wrote some Facebook Ads and drove traffic to the page, and “poof”, we went from
getting 3 or 4 sales per day to over 40 sales per day and the only thing that we did was
create an offer so good that our audience felt stupid saying “no” to.

That is the power of creating an irresistible offer.

In the below screenshot, you can see that we started in September of 2019 and in
January of 2020 is were we started the lens giveaway.

The course was the same, all that we did was put an offer in front of a starving
audience that couldn’t say “no” to our offer. Thats it.

Jason Caruso Salesin30Days.com

 Step #4: Sales Page
You don’t have to be an expert, but understanding the fundamentals of writing sales
copy and constructing a high converting sales pages, is paramount in selling your
course.

Most course creators don’t want to get into learning copy, however, if you don’t know
how to persuade your website visitors with words, then you’ll never sell your course
to strangers.

It’s a skill that will help you not only give your audience what they want, it will also
help you create better products in the future because understanding what your students
want and need is the hallmark of all good sales copy.

I’d suggest reading “How to Write Copy That Sells” by Ray Edwards and
“Copywriting Secrets” by Jim Edwards.

These books will teach you how to build a sales page that converts but more
importantly they will teach you “what” your prospects really want to hear and “how”
to present it to them with words that make them buy.

Jason Caruso Salesin30Days.com

Step #5: Testing The Offer
Ok now you have pretty much everything in place, it’s time to test the offer. If you’ve
followed the first 4 steps properly, you’ll be in a really good place to start testing your
offer.

If you have an email list already, this is a good time to use it. If not, then you’ll have to
rely on some sort of paid traffic.

I like to use Facebook Ads because I can get results fast, whether good or bad.

Don’t overestimate the importance of seeing results fast, this is how you’ll make all of
your decisions moving forward.

Don’t listen to what anyone says about Facebook Ads not working, they work just
fine. They’ve just gotten a bit more expensive so you have to be smart about it.

At this point though, you are not trying to be profitable. You are just tying to get
feedback and see if people will buy your course.

Note: Test different price points, don’t just go in thinking that the price you choose
will be the price that people want to pay. Higher ticket courses will cost more money
to acquire customers, but during this step, you are just trying to get people to buy your
course so that you can figure out your cost of acquisition. This is a very important
number for you to know.

Pro tip: Plan on it costing somewhere in the ball park of $100 to acquire one student.
This is the part that most people ignore.

If you use $100 as the baseline to acquire new customers, you must understand that if
you spend only $100/day on ads, you can expect roughly one sale. So if you want 2
sales per day, you have to spend $200/day. Knowing this has changed the Facebook
Ads game for me and it will for you too because you can basically spend your way to
as many sales as you like when you know the COA.

Jason Caruso Salesin30Days.com

 Step #6: Build List
Most course creators and coaches have been mislead to believe that you must first
build an email list, and then sell your course. This is actually not true. In fact, I never
start building my list until I have people already buying my course via Facebook Ads.

However, once I have buyers, now it’s time to turn up the heat.

There are several ways to build your list. Again, I like Facebook Ads. They are fast, I
can test lots of things, and they work when you do them right.

You can offer a free downloadable gift, like this ebook. You can sell a book, or give a
book away. Either way, you don’t start building your list until AFTER your course is
selling.

The way that you can grow your list fast and for free is by giving something away for
free and then on the “Thank You” page offer a deep discounted product. What we like
to do is give our new subscribers a 50% off coupon toward our subscription product.
This helps us pay for our ads and allows us to get new subscribers daily.

Step #7: Scale

Now that your ads are running, you're building your email list, and people are buying,
it’s time to start scaling.

There are a few ways that I like to scale.

1. Spend more money on Facebook.

2. Try to market to new audiences.
3. Reach out to influencers or other people in your niche and do calibrations.
4. Try YouTube, TikTok, IG, or any other platform.

Also, by the time that you get to this point, you’ll need to start thinking about creating
some other products.

If your course is your core offer, then you need to create something free or
inexpensive as well as a higher cost mastermind type product as well.

When running paid ads, you’ll never be profitable with just one product. You’ll need
at least 3.

Low ticket.
Mid ticket.
High ticket.

Most people don’t realize that this is how to get rich with Facebook Ads. It’s never
with just one product, however, no one likes to tell you that so I will.
Jason Caruso Salesin30Days.com
 Summary
If you are selling a course or thinking about selling a digital course, it is imperative
that you follow the 7-step formula that I’ve map out above.

Always first “Find a Starving Crowd”. When you start here, you’ll know exactly what
they want and how to sell it to them.

Next, quickly record your course. Remember that they are paying for you to solve
their problem, not make a Hollywood firm.

Then you’ll want to craft your irritable offer. Figure out what your core offer is and
then add free bonuses to spice it up.

Then you’ll want to write your sales page, validate your offer with Facebook Ads,
build your list with a low cost or free lead magnet and scale from there.

If you follow the process that I’ve laid out in the eBook, you’ll never be confused, or
stuck again. You will know exactly what you should be working on when.

Jason Caruso Salesin30Days.com