Why isn't anyone else talking about messaging?
The honest answer is "because it's complex". Online business gurus and marketing teams at tech companies can knock out a blog post called '8 Copywriting Tips For Course Creators' in 15 minutes or less and start getting SEO traffic from it in a few weeks. And when all that matters is getting new users or email subscribers, putting out that kind of content works just fine.
But it doesn't work fine for course creators themselves. The thing is: most great marketing advice has been regurgitated so many times by now that few people understand the foundational principles. Especially not people without experience building messaging strategies for a variety of niche products.
The bottom line is that there are very few people who genuinely understand (and could teach!) how to build a successful sales message from scratch—let alone fit useful content into a listicle-style blog post. So we're stuck with quick copy tips and design hacks instead.
I need to make sales ASAP. Can I come back to this later?
It can be very tempting to throw up some guesswork-copy 'for now' so that you can launch quickly and start getting sales in.
The thing is... is it a good shortcut to choose, when it's very likely a quicker route to a marketing message that doesn't convert?
There are very few tasks that come before messaging strategy when it comes to launch priorities. And while nothing is stopping you from coming back to this later... just know that, in our experience, you'll come back a lot sooner than you think, and it won't be because it's working. It'll be because it didn't.
I have no marketing experience. Is that OK?
Yes. This program was made for course creators who are world-class experts in their field, but who don't necessarily know how to sell a product online.
Even if you've never had an email list or written a single line of sales copy, you'll be able to follow along step by step as we build your message.
And you'll also have unlimited expert support and feedback for 30 days, so you're not flying solo.
Is this just for beginners? I already have some experience.
Even experienced marketers and copywriters will get value from this program. As copywriters ourselves, we spent years frustrated that there is such a huge gap in the market in terms of learning the fundamentals of persuasion psychology.
It seems like every marketer has their own way of doing things, figured out through trial and error, but nobody is diving into the genuine psychological theory behind these best practices and making it accessible and systematised so that we can all put it into practice.
As a litmus test, if you're already familiar with...
Ego-involvement, the cognitive dissonance model of persuasion, social judgement theory, peripheral vs central persuasion routes, basic desires theory, goal valence and orientation, contesting strategies, biased processing, defence mechanisms, trait reactance, self-concordant goal motivation...
Then you might not need this course.
But if those concepts are alien to you (which is wild, right—given that they're 'persuasion 101' and we're in the business of persuasion? And yet nobody is teaching this stuff?)... you're going to get something out of this program. Or your money back.
I'm super busy. How much time will this take?
As much or as little time as you have to spare. We recommend setting aside at least a few hours a week to work on your message and get through the process at a decent pace while making the most of the unlimited feedback for your first 30 days.
You'll have lifetime access to the curriculum, but those handful of hours each week will mean you make much more progress while an expert is still on hand to help.