How to Create a Feeder Product That Fuels Your Big Course Launch

Nicole: I am taking one of my actual like marketing student lectures called Swipe, Click, Buy all about how we use social commerce on TikTok. And I'm turning it into a system or masterclass for small businesses, content creators and marketers. And it's just going to go over the psychology of it.
It's a brief overview, one hour masterclass and it's just going to cover a few triggers. But what I'd like to do for that next step, and this is my question, the next step of it's going to be called Swipe, Click Convert and it's going to be the hands on strategy system that really guides them from how they implement the scroll to sell framework, which is a four step framework from converting from lookers to buyers.
And I'm exploring the delivery methods and I can't decide if a self paced mini course would be best for that or to do a workbook with a recorded video walkthrough because I can price it at two different price points I believe, but I'm not sure which would have better traction.
Paul: So tell me the two options again.
Nicole: Okay, first option one, just a basic self paced mini course, a couple lectures or classes and that's it. All pre recorded. Or I could do a full on workbook and then have the course to go along as well. But it would be like one live or one pre recorded and then you work through the workbook on your own versus a guided walkthrough.
Paul: Do you want this to be a higher price point or a lower price point?
Nicole: I'm debating that still. Okay, that's my problem is I don't know which way I want to go with it.
So because the first is going to be, you know, brief overview, the second part will be the more in depth and the more meatier subject
Paul: we take everybody through exercises typically we typically always start when with an offer start with the price point. Once you make the decision on the price point then your deliverables will will make it realize it's an irresistible offer or not.
Because we all create a product and then we try to force people on the price and sometimes there's an incongruency on like how you deliver the thing. There's a perceived value. So like something that's. That's just a workbook that feels a little bit more self paced has a lower perceived value than recorded videos that have complementary like you know worksheets that go with it because it has but you showing up on a live has a higher perceived value.
So like even this call today a little bit over an hour so has a higher perceived value than if we said all the same things inside of a PDF.
Nicole: And that's been my how do I want to take this and do I want to make it evergreen and just kind of put it out there and let people join as they want to. That's where I've been going with this because I like to have it crafted or kind of in the works when I roll out the masterclass.
Paul: Is this more of a feeder? Like do you want people to come into this and stop or people coming in this to get the like no one trust you more and then go to another space with you. It's
Nicole: going to be a feeder. It'll feed in from one into a bigger longer class that I'd like to put out this fall.
Paul: Evergreen is great and also if there's elements that you can put in where you can still do some type of live element the live help and just think about for you know we half the people on this call are in our adaptive marketing program and our online marketing mastermind and the other half are here within the memberships mastermind and just me even referencing that a couple times during this call creates tension for everybody.
That's just in the marketing mastermind that gets this one call a month month versus like Nicole like us being able to talk on a daily basis on signal back and forth privately, you know in the mastermind like like those things create tension. So it's like a natural feeder and you just don't get that as much when you do pre recorded.
Jeff (3): Okay. Because
Paul: you don't have the ability to seed or create awareness of other opportunities as easily as fluidly.
So there's just that given that give and take.
Nicole: Okay. That actually Helps a lot because I think what I can do is do the course and then do a live like join in for a live and any questions they can ask we can walk through.
Paul: Because then that opportunity they're getting to connect with you see at a higher level and you're able to influence them directly versus them just seeing like a pre recorded video and you could, you could almost have a natural conversation to guide people into the,next step.
If you're using as a feeder, if it's like a deliverable and it like I would just pre record it and not put any, any real world support, you know to it.
Nicole: So it's just a feeder that'll go into the fall, the big course in the fall.
Paul: you might be able to get people ahead of time. Depending on how you call, you can get them to pre purchase or put a deposit down on the course like give them a better deal in advance.
in the beginning of the year sometimes we'll take people through our ads Quick Start program which is like getting, helping people their Facebook ads up and run their account up and running. But depending on the price point of what it's at we might give them a. That is a coupon code to purchase the full blown course that's coming on the back end.
So it's kind of like hey, you already made a partial purchase and we're going to apply what you just invested. We'll apply that towards the future purchase of the bigger thing. And it's like well that, that discount doesn't exist out anywhere in the world So in a way they got the existing thing for free is what it feels like.
Nicole: But really they're just paying for the whole thing.
Yeah, exactly.
Paul: Yeah, yeah.
Nicole: It's all about how we perceive payment. Exactly, exactly.
Paul: And Robert, if you want to jump in.
Michael: was actually just thinking about the price point but even Nicole, if you're thinking about two different tracks, you might even be able to split it.
And I mentioned in the comments just being able to, you could pre record some of it as sort of a 1 lower ticket price and then have a VIP upgrade for a series of live calls to the company that you know, something along those lines
Nicole: and then upsell it. I like that too.
Michael: Yeah. Yeah.
Nicole: Because some people like calls and some people don't. Exactly be amazed how
Paul: many people lurking watch the recordings of the calls though.
Nicole: Yes, I'll say I have real world academic issues like my live lectures for my online students. I can have a class of 20 and two will show up.
Jeff (3): Oh, really?
Nicole: I'll go and watch the recording. I'm like, really? There are times I have lectured to myself out there and I'm just like, y' all, this is not fun.
Paul: So it's not just marketer issues. It's real students. It is real students
Nicole: that don't want to show up, up.
And they watch the recorded lectures.