What does it mean to turn your book into a course?
We’ve talked about leveraging your existing content in a previous business builder. And this is just another way to leverage that. If you remember Leveraging is really the fastest way you can create offerings for different markets and different price points. And what I mean by that is, that if your book describes the process you use with your clients or describes the way in which you address and resolve issues with people then you can quickly turn that into a course. In our company turnover for profit, in fact, turning a client’s book into a chorus is one of our most popular offerings.
Why do you need a course?
Well you know you don’t actually really need a course per se, but you do need something to offer to people and that’s really the key when you go out to speak at events or you go to networking events to meet people. It helps if you have something to offer them, something to invite them in to do business with you. And a course it can be a great way to do that. You can certainly do it with your book but it’s really hard to make money out of a book. I mean the book basically sells for depending on your book 10 to 15 dollars it may even be an e-book which is$5 or less. And so you can go ahead and sell that but you’re really not going to make any money on that. But you can make money on a course and your book could be an entree into that course. It’s a nice easy step up for people that want to learn more about you and have you help them with their issues. Unless you’re one of the top eight or ten authors in the world you’re probably not going to make any income ever on your book. It’s just not a revenue-generating tool and in fact, that’s why a lot of people will tell you that a book is really just a business card on steroids if you will. It’s really just a way to engage with people, something to give them, a tangible thing that they can remember about you and they can learn about you and they can understand what it is you do. Now the next thing they’re going to want to do as soon as they understand what you do if that addresses an issue for them or they know someone who could be helped by that is they’re going to want to engage with you further.
Creating a course.
So if you have a course that’s relatively low price and when I say low price I’m thinking like $200 to $300 to $400 range. That really parallels your book. That’s an easy step up for people. They can then say oh well I like the book. I like what they’re telling me I want to do it for my business or I want to do it for me. How do I do that? I can take a course from you and I can really work on my own business while I’m in that course when we’ve had the conversation a lot of times after reading a book because there are certain activities and exercise and things that we’d like to take deeper. While the authors always do a good job of walking you through it, it’s not quite the same as having the worksheets the templates the additional tools to do it. When you go through a course that’s oftentimes what they have in the course so it takes you a little bit deeper, it takes you deeper than the surface level and it’s not the same as working with one on one because you’re not often ready for that. You need that interim step and it’s a great interim step.
How does the process actually work?
It’s really a pretty simple process. It’s much easier than creating a course from scratch. If I were to work with someone to create a course from scratch we would need to sit down and walk through their process, walk through the material that they wanted to include in the course, organized that in some way that lends itself to teaching others and then create the course. If you already have a book that talks about your process the process you use with your clients then that’s where the book really becomes valuable because basically, you’ve done all that front end work. You’ve gone through the process that you have, you’ve organized it into chapters, you’ve organized into a nice flow of material, you may even have some exercises or some graphics or some other things that we can pull out into of course. It really streamlines the whole process and it makes it possible to create that course with a minimum amount of your time.
While it’s easy to take the process, that’s documented in the book, and turn it into a course it’s it’s not a simple thing to do. You have to know where to put stories in where to put exercises in how to break the material up so you don’t overload students how to really organize it so that it flows from module to module to module, it may not be intuitively obvious when you look at the book. When you take a book and make it into a course you really have to pull out the key themes and the really important messages and leave the rest behind because you just can’t take a hundred and fifty or a hundred and eighty pages of the book and just read the book, that would take you weeks and weeks and no one would be at all engaged to do that. It really is a skill to be able to extract out those key points from the book and create a course out of it. What is easy is that all that upfront work that you’ve done to create the book is the same work you would have done to create a course. All of that organization, all of the exercises, the figures, the everything you put into that book, is all things that you would also want to do before you actually create the course. There is a science to figuring out what part of the book to pull out. You want to give them enough that they can work, they can get the results, and they can see activity and action because that’s going to make them want more.
Looking at the bigger picture.
You also have to look at the bigger picture. You don’t want to tell them everything that you know. And of course, first you don’t want to overwhelm them and second you want to make sure you have up-sale opportunities because really though the course is great, you want to still be able to upsell to people that want to go deeper with you learn more about what you do and really get into the nitty gritty really get a lot of information about what it is you do. You want to make sure that you get that balance of enough information that they really get value from your course but not so and so much information that they’re either overwhelmed or you know if no opportunity to upset. If they’re not going to get results they’re not going to be coming back to learn more and want to work more with you.