Online Training Courses – Bob Bly

Thriving Launch by Kamala Chambers and Luis Congdon Online Training Courses - Bob Bly
00:00:00 00:00:00

Thriving Launch by Kamala Chambers and Luis Congdon Online Training Courses - Bob Bly
00:00:00 00:00:00

Summary-icon

SUMMARY


Online training courses are essential for entrepreneurs. All entrepreneurs want to provide the best products so that they can sell them effortlessly, but the problem is they don’t know how to start creating one or, they have started creating, and they’re having a hard time finishing it because they want it to be perfect. In this talk with Bob Bly, one of the best in the field of copywriting and Internet marketers, Bob shares steps on how to create your product and the different modes of delivering them to your target audience. One of the ways is audio which provides a more natural and less polished product, this is what the audience likes better.

MUST HAVE RESOURCES


Free Gift From Bob Bly – Make Money Online Report 

Write & Grow Rich – Earn Money Writing 

Become An Instant Guru – Build Your Fame 

Launch School – Create and Sell Your Own Online Training Courses 

key-takeaways-icon

KEY TAKEAWAYS


arrow-iconIf all your messages are sales messages, people will be turned off.

arrow-iconIf you make a percentage of the messages pure content that provides useful information people will appreciate it more. They’ll become more loyal, bigger fans and they’ll buy more.

arrow-iconSlightly over half of your emails should be pure content and the other half should be pure sales messages.

arrow-iconThere are four learning modes of online training courses; audio-listening, video-watching, reading, and experience.

arrow-iconFirst, you decide if online training courses or other products should be audio or video.

arrow-iconDifferent subjects demand different media.

arrow-iconDifferent learning modes can be mixed throughout your online training courses, depending on what your customers prefer.

arrow-iconYou can’t please everybody all the time, which is why you mix it up and make things in different media.

arrow-iconIt pays to have your content in multiple formats, for example, online training courses can be audio, video or an ebook

arrow-iconYou can put together any information product without writing a word.

arrow-iconThe finished audio product has a higher perceived value than a book, particularly when they’re online training courses.

arrow-iconA preferred method of selling is to generate hot traffic and to send emails from my lists and my affiliates’ lists to my landing pages.

arrow-iconThe Process of creating online training courses

  • Define the topic or problem. It could be a problem that needs to be solved or a skill set you possess.
  • Make an outline listing all the key points with either bullet points or a list of questions about how to create online training courses.
  • Use several options for recording and producing the audio for your online training courses
  • Another  method is using Facebook as a way to outline key information and figure out what should go into the product. This should be based on what people want to know.
  • Put up your own little survey page where you ask for input and list topics.
  • Publishing newsletters will make people talk to you and ask questions. Those questions tell you what they want to learn.

arrow-iconCreating mp3 and the recording

  • Be invited to some venue, such as an internet marketing conference or a trainee association meeting, to speak on your topic where it’s a big event and they’re recording it.
  • Deliver live in front of groups, it has the energy of the live audience feedback.
  • Work with a partner who can be either be  the interviewer or a fellow subject matter expert. and essentially to have the interview or conversation which is much more dynamic

arrow-iconPackaging an audio

  • Sell as a stand-alone product.
  • Bundle it with your other products, it can be sold for a higher price since it has a higher perceived value.

arrow-iconNot editing your audio/video may keep its spontaneity and help you finish the product in a much faster time.

arrow-iconThe audience likes things that are more natural and less polished.

arrow-iconBooks are the only medium where a higher professional level of production is demanded.

arrow-iconPut a really good 2-minute excerpt of your online training courses, as an autoplay video on the landing page.

Summary-icon

TRANSCRIPTION: ONLINE TRAINING COURSES – BOB BLY


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Luis Congdon

Today, you’re going to be meeting copywriter extraordinaire Bob Bly. He has published over 89 books all under well established publishing companies. He has written for over hundred different clients. He has given seminars all over for the US army. He’s been on national TV multiple times. This guy is truly a legend. His brain is just packed full of so much knowledge and we’re so excited to have him here to give us some lessons about how to create a product.

All right! We’re here with Bob Bly. It’s so great to have you on the show. Are you ready to launch Bob?

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Bob Bly

I’m very happy to be here and I am ready.

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Luis Congdon

It’s really awesome to have you here. I’ve read some of your copywriting books. There was one that’s like a handbook of online training courses for copywriters. I have been following your stuff on Facebook and what’s really interesting is that we’ve had Ben Settle on the show who is one of my friends. I love his stuff.

As I’ve been following you, I noticed that you both have two different methods for using email.  I found that this was really cool because this kind of spurred this whole conversation that went from Facebook to the Warrior Forum.

Tell me how you and your work with online training courses differs.

Sell your reputation, not your online training courses

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Bob Bly

I worked with a lot of the more mainstream internet marketers, such as Health Sciences Institute’s, Newsmax, Agora Publishing, and Dr. Sears. What these guys found, is that if all your messages are sales messages people will be turned off. They will unsubscribe and your sales rate will actually go down.

If you make a percentage of the messages pure content with useful information, they  will appreciate it more. They will become more loyal, bigger fans and they will buy more.

I think slightly over half of your emails should be pure content and the other half should be pure sales messages. It has been a difficult choice, but based on  the economy and  a lot of personal experience and observation, by me and my clients that this is what works the best.

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Luis Congdon

Booyah Ben! I hope you’re listening because you just got beaten in the email game.

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Bob Bly

Nobody beats Ben in the email game. What I would say is maybe he misrepresents himself because he says, “Every message should sell”. And yes, he does sell at the end of a lot of messages, but when reading them it’s obvious that there’s a lesson, some great content, and a story. They’re really not pure sales messages.

So I think, whether he admits it or not, he sort of follows this rule.

Selling your product or online training courses

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Bob Bly

First, you decide whether the product should be audio or video.

Then think about the method you’ll use to teach your online training courses. There’s four different learning modes which are, audio-listening, video-watching, reading, and experiencing it. Different subjects demand different media.

For example, if you’re playing golf, you pretty much have to do a video. People have to see the swing. Like there is a guy out there named Bill Dewees who teaches people how to do voice overs. It’s got to be done through audio. You need to hear him do it.

For other topics to put in your online training courses, it’s really your choice. The reason I mix it up is two-fold. first, you do have some customers for whom the audio method of learning is their preferred mode. They don’t want to read a book or watch a video.

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Luis Congdon

What?! People don’t want to read books?

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Bob Bly

Yeah! Can you imagine that? It’s actually upsetting to me as a book addict.

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Luis Congdon

You know what we should try doing Bob, is we should try splintering a book and posting it on Facebook. Just do short versions of the book, like parts of it. Maybe people would read it that way.

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Kamala Chambers

It’s like one paragraph of your book at a time. And I think you have 85 books or something, Bob. That would take a long time.

So when you’re putting out content, are you talking about selling them on amazon? Are you selling audio products or online training courses on any membership sites? Where’s your preferred place to sell your information?

Using audio for your online training courses

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Bob Bly Well I have published 89  paper bound books with major publishers in the industry. One reason I do audio is because some of my customers want that. It never fails. I’ll send out an email advertising a new e-book and I’ll get people asking, “Don’t you have this on audio?” Or I’ll send out an email advertising a product through audio and the person will say, “I don’t want to listen to it. Do you have it in book?”

Bob Bly Online Training Courses Thriving Launch Podcast

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Bob Bly

I know you guys are too young to remember Howard Shenson, who was very big in information and consulting in the 70s and 80s, but he made the statement, “People will pay over and over again for essentially the same content in different formats.” So that’s why it pays to have your content in multiple formats. That’s why I like audio.

The other reason I recommend audios to other people, is that a lot of people approach me say they want to get into information marketing, but they either can’t or don’t want to write. They find it an exhausting mental chore to needs be avoided at all cost.

And I say to them that they could put together any informational product without writing a word and of course ironically, an audio is much easier and quicker to do as well.

I do have products on Amazon. I do have a membership site as well, but  really, my preferred method of selling online training courses is to generate hot traffic and send emails from my lists and my affiliates’ lists to my landing pages.

Some people prefer the Agora Publishing model. The model works the same way, by building a responsive house list, making deals with affiliates who have also done responsive house lists reaching to the same audience, and market your products by sending emails. This will drive the traffic to your product’s landing pages.

kamala-head

Kamala Chambers

Fantastic.

So, how do you go about creating these products and online training courses? This is something that I teach also, so I’d love to hear your perspective. The big thing about it is really deciding what you’re trying to sell to your audience.

Through whatever it is that you’re creating, what’s the problem you’re trying to solve or are you really aiming to support people through that process?

So, I’d love to hear a little about your process when creating an audio products and online training courses.

Creating audio products and online training courses

bob-bly-head

Bob Bly

I know you guys are too young to remember Howard Shenson, who was very big in information and consulting in the 70s and 80s, but he made the statement, “People will pay over and over again for essentially the same content in different formats.” So that’s why it pays to have your content in multiple formats. That’s why I like audio.

The other reason I recommend audios to other people, is that a lot of people approach me say they want to get into information marketing, but they either can’t or don’t want to write. They find it an exhausting mental chore to needs be avoided at all cost.

And I say to them that they could put together any informational product without writing a word and of course ironically, an audio is much easier and quicker to do as well.

I do have products on Amazon. I do have a membership site as well, but  really, my preferred method of selling online training courses is to generate hot traffic and send emails from my lists and my affiliates’ lists to my landing pages.

Some people prefer the Agora Publishing model. The model works the same way, by building a responsive house list, making deals with affiliates who have also done responsive house lists reaching to the same audience, and market your products by sending emails. This will drive the traffic to your product’s landing pages.

luis-head

Luis Congdon

You know, a method that I’ve really loved is using Facebook as a way to create the outline and to figure out what should go inside of the copywriting.

The first digital product I ever made was about podcasting. I created a Facebook group, that was completely free, for podcasters teaching them all about podcasting. Everything related to podcasting was posted inside this group. The podcasting aficionados, the fans, and the people that do it every day, joined this group. They started asking questions and I started taking note of the questions that came up repeatedly. Sometimes, I would create polls or I would go in there and ask a question to see what kind of feedback I would get. Or if I didn’t know an answer but I saw this question being asked a lot, I’d go and ask it. I would find out what the answer was from other experts and then later, once I had all the content and knew what everybody wanted because I’d been checking out this market for a while inside of Facebook, I had a program put together and my outline was pretty much pre-made for me by the people who needed the product itself. So this makes it very easy to sell it back to them and you can feel confident when you say, “This is what you guys have been asking for. So here it is.” You can do the same for online training courses as well.

Getting feedback is essential to improve the quality of your online training courses

bob-bly-head

Bob Bly

That’s a smart method that people will love. There’s another method where you put up your own little survey page, but not using SurveyMonkey. It’s just a little landing page where you ask questions and list topics about how you can increase the quality of online training courses.

Let’s say, the topic was climbing Mt. Kilimanjaro. The questions are:

  1. Do you want to know what gear you need?
  2. What’s the best way to get to the mountain?
  3. What kind of guides would you hire?

You ask them to say, “This is important, can you drive? There is a lot of traffic there.” Then you can reward them by saying, “If you fill in the form and click submit, we’ll give you a book  that will tell you more.” That’s another way to do it, but I like what you suggested even better.

I have a medium to a medium small list of 65,000 subscribers. So when I publish my newsletters, I get a lot of white mail. I get a lot of people replying to these emails. I find out from what they say, what they want to know. People ask me questions by phone also, but mainly by email. Those questions tell me what they want to know about and what will go into your online training courses.

Surveys to understand the market to sell your online training courses

kamala-head

Kamala Chambers

Well, surveys are so powerful and I just want to reiterate that we should never underestimate the power of a survey and understanding your market. You could put out audio products all day long, but if people don’t want it if they’re uninterested in it and they’re not hot to buy it, then what’s the point?

I think it’s just absolutely important and necessary to first survey your audience. Find out what they want in your online training courses or track your audience, just like you were saying Luis.

Another thing to note, is that when I’ve created my first info product I was a coach and I’d find  myself repeating the questions to clients and getting the same answers over and over again. So I said, “Well, I’m just going to record this.” Then, it was so much easier that I could just get passive income from online training courses, rather than having to be a one-on-one coach.

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Bob Bly

Well first, if you don’t mind, I don’t think we should talk about how to create online training courses, because the outline and the questions are the raw materials for it. But how do you actually create the mp3 file and the recording? Well, there are a couple of options for doing it.

The two best methods to sell your online training courses

bob-bly-head

Bob Bly

One of the best ways is to be invited to some venue, to an internet marketing conference or a trainee association meeting, to speak on your topic where it’s a big event that they’re recording, you make a deal with them. Normally, they have you sign something that says they make all the money from the event and they keep the recording. I say to them, “You can do all that, but I also get a copy of the mp3 and I co-own the rights.”

A lot of my informational products are audio and video files that I’ve delivered in front of live groups. The advantage of that, is that it has the same energy and feedback of a live audience. So that’s one method.

My favorite method is to work with a partner who can be either just the interviewer or a fellow subject matter expert and essentially to have the interview or conversation. This is much more dynamic than just you sitting in a studio by yourself, reading the bullet points and questions and then answering then them. This is very monotone and won’t keep the listener interested.

Those are 2 of my favorite ways to sell them.

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Luis Congdon

Sounds like podcasting to me; in its early days.

You know, one of the things that I see a lot of people do that is really powerful, is link to do a podcast. This is a subject that I’m passionate about. I’m very passionate about using podcasting to sell online training courses. I’m known as the podcast guy. I’m known for being Facebook organic and building a business on Facebook that is all organic. However, whenever I tackle these subjects, I’m kind of like a technician and I spend a lot of time with it and it’s not what most people will do. And so the product that needed to be created  is  answering the question, “How to do these things?” And they’re very specific. And people wouldn’t really want to pay a lot of money for it or only a few people would end up buying it. And by so surveying the audience, I was able to find out more of the global stuff. I mean, that’s really what you’re getting out there. Right Bob?

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Bob Bly

Yeah. I’m not used to podcasting, although my younger son is a podcasting addict. So those are couple of the ways that we create online training courses.

Market your online training courses – Define your demographic

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Bob Bly

In terms of selling them, different people will use different mechanisms, but I will either take an audio and sell it as a stand-alone product or I’ll bundle it with other stuff I have. When you do something that’s bundled in multimedia, you can charge a higher price as it has a higher perceived value.

So those are the two ways I packaged an audio product. I still offer them both as a downloadable mp3 and in a CD format, which a lot of people do not do anymore.

kamala-head

Kamala Chambers

The new thing is flash drive. You can just drop ship them a flash drive. Do you ever do that for your online training courses?

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Bob Bly

No. We either let them download the mp3s for the online training courses or we send them a CD album. My demographic is older and lot of them like to put a CD in the radio of the car and listen that way. The younger people will tend to want a digital form of the online training courses for one of their devices like a laptop or an iPad or they’ll download it to their iPod.

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Kamala Chambers

Yes. It’s really important to know your demographic and how you deliver your products including online training courses. That’s another reason to do a survey. That’s one thing that I ask when I put out a new product. I always ask, “How do you want your information delivered to you?” I’m really surprised sometimes. Some audience, they just want videos, some want the flash drives, some want the audio, and then its blend for others. So I think it’s important to appeal to your audience and mix it up too. Really great stuff!

So I want to throw this in there. This could be really easy. The first time I put out a product I had a headset and I had whatever recording software came with my computer. I have a Mac so it was garage band style.  Just open it up and started recording. It can be as easy as you want it to be or you can make it complex. You just and your friend like Bob was talking about. Have your friend in the room with you and then have someone who’s also an expert. You guys can banter about it and get stuff out that way.

So Bob, anything else about creating online training courses before we get into selling it?

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Bob Bly

What I do when I’m doing it, with a friend who’s really a pure colleague and also knowledgeable in the topic, we tend to sit at a table with a nice high quality digital recorder. Each of us has a nice high quality digital microphone. And we have a conversation about it. And one thing that shocks people, we don’t edit it. It is pure raw, right off the first draft and it has the spontaneity that a lot of editing will take away from it. And also we can do it in much faster time.

And just to give you an idea of the numbers, one of the early programs I did with my partner Fred Gleek, I think we were recorded it for maybe 5 hours. That was our complete labor in it, no editing. That time, there were no mp3s. We gave it to our fulfillment house to do CD’s and we sold well over $120,000 in sales worth of those online training courses. So in an hourly rate, that’s pretty good.

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Luis Congdon

You know, that’s awesome and I can’t believe you just told us that you don’t edit your stuff. I mean, Bob, shouldn’t everything be edited these days? We want to look perfect in front of everybody.

Market your online training courses – Consider audience preferences

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Bob Bly

It’s funny and I worked in the corporate world in the late 70s. We were taught if you’re going to do a marketing video, it has to be as close to broadcast quality as possible, but today that’s not true. People do videos on their smartphones with their webcams.

Bob Bly Online Training Courses Thriving Launch Podcast

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Bob Bly

It’s very strange to me but that’s the way it is.

 

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Luis Congdon

Yeah. I want to agree with you on that because it totally reminds me of when we launched a program and there was this big global thing that was happening with podcasting, and I was wearing a blazer a button up shirt. The way it was received was not as great as I wanted it to be. And the team that was producing this and helping us put this thing on came back and said, “Luis, I think you should wear either just a button up shirt or a Henley so it’s just a shirt with 3 buttons and long sleeves And I did that and the reception was phenomenal. They really stressed, just bring them in your living room not in your office.

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Bob Bly

That is the problem. In writing the standard is higher. I had someone called me up and complain about one of my books.

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Luis Congdon

They called you?

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Bob Bly

Yeah. They said on page 3 and 33, you misspelled whatever. I said, “Not for nothing but that book is a hundred thousand words long. You know what error rate that is to have one misspelled word out of a hundred thousand?” And I did the math for him but yet, when people see a typo, they have a very negative reaction.

If you noticed, none of us wants a regular job on this calI. If you’re looking for a job and you have one typo on your LinkedIn profile or your resume, that’s it.

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Luis Congdon

Done. So now, if I go back to this book Bob, how you corrected or —

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Bob Bly

No because it was not an eBook. It was a paperback book published by my regular publisher and there were 5,000 copies in the warehouse.

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Kamala Chambers

Of course.

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Bob Bly

So I wrote them a letter and said, “On the next printing, could you fix this?” Whether they actually will remember to do that is another story.

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Kamala Chambers

Well, before we wind up, any pro level tips you want to give to sell your audio products?

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Luis Congdon

Any last tips that people should know about the How to be a copywriter.

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Bob Bly

I have found that with video and audio, if you can find one or if you have one, putting a really good 2-minute excerpt as an autoplay video on the landing page really helps. Give them a little sample. And we do that with a lot of our audio and video files.

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Kamala Chambers

Awesome.

Well, it’s been so great to have you on the show.

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Luis Congdon

It’s our pleasure to have you on the show. Thank you so much for your time Bob.

bob-bly-head

Bob Bly

I really enjoyed it.

 

Thriving Launch by Kamala Chambers and Luis Congdon Online Training Courses - Bob Bly
00:00:00 00:00:00

Thriving Launch by Kamala Chambers and Luis Congdon Online Training Courses - Bob Bly
00:00:00 00:00:00

MUST HAVE RESOURCES


Free Gift From Bob Bly – Make Money Online Report 

Write & Grow Rich – Earn Money Writing 

Become An Instant Guru – Build Your Fame 

Launch School – Create and Sell Your Own Online Training Courses 

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