December 27, 2024 • 12 mins
Want access to the book? go to PlatformGrowthBooks.com
Chapter nine, structuring your four week bootcamp coaches. Ramit Sethi has an idea for a course that teaches people how to earn an extra 1, 000 a month. Exciting stuff, right? But here's the thing it's 2009, and he doesn't want to spend countless hours creating the course only to hear crickets when he launches.
Talk about a waste of time and energy. So what does Ramit do? He decides to sell the course to a small test group before he even creates the full program. Genius move. By doing this, he's able to validate that people actually want what he's offering. And not just that, he can gather valuable feedback from the test group to make the course even better.
Fast forward a bit, and Ramit's Earn 1K course is a smashing success. People are raving about it, and the full launch goes off without a hitch. All because he took the time to validate his idea and get feedback from real people before diving in headfirst. And that, my friend, is the power of selling before you create.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 21 (01:12):
Chapter nine, structuring your four week
bootcamp coaches.
Ramit Sethi has an idea for acourse that teaches people how
to earn an extra 1, 000 a month.
Exciting stuff, right?
But here's the thing it's 2009,and he doesn't want to spend
countless hours creating thecourse only to hear crickets
when he launches.
(01:32):
Talk about a waste of time andenergy.
So what does Ramit do?
He decides to sell the course toa small test group before he
even creates the full program.
Genius move.
By doing this, he's able tovalidate that people actually
want what he's offering.
And not just that, he can gathervaluable feedback from the test
group to make the course evenbetter.
(01:53):
Fast forward a bit, and Ramit'sEarn 1K course is a smashing
success.
People are raving about it, andthe full launch goes off without
a hitch.
All because he took the time tovalidate his idea and get
feedback from real people beforediving in headfirst.
And that, my friend, is thepower of selling before you
(02:13):
create.
It's a simple concept, but itcan make all the difference in
the world when it comes tolaunching a successful product
or service.
Just like Ramit sold his courseto a test group before creating
the full program, you can do thesame with your coaching offer.
By pre selling your bootcamp toa small group of beta customers,
you get to check your idea.
(02:34):
You can make sure there's reallydemand for what you're offering.
Also, you can use the feedbackand insights from your beta
group.
Use them to refine and improveyour bootcamp before launching
it to a wider audience.
It's a win win situation.
You get to test the waters andmake sure you're on the right
track.
Your beta customers get to bepart of something exclusive.
(02:55):
They provide valuable input thatshapes the final product.
When you launch to a broaderaudience, you'll have the
confidence and social proof toback up your offer.
Speaker 22 (03:04):
The Beta Bootcamp Blueprint.
Get paid to create your coachingprogram.
Let me ask you something.
When you're creating an onlinecourse or coaching program,
what's your usual approach?
Most people do this.
They spend months holed up,pouring their heart into
creating the perfect program.
You're excited about your ideasand can't wait to share them
(03:25):
with the world.
But here's the problem.
You're doing it all in isolationwithout any feedback from the
people who actually matter, yourcustomers.
You're investing a ton of timeand resources into something
that you think people want, butyou don't actually know for
sure.
And then when you finally launchyour program, you're met with a
(03:46):
harsh reality.
Crickets, tumbleweeds, maybe afew pity purchases from your mom
and best friend.
Ouch.
The truth is that creating yourwhole program ahead of time is a
risky move.
You're essentially gambling withyour time and energy, hoping
that people will be willing topay for what you've created.
But what if they don't?
(04:07):
What if you've completely missedthe mark and created something
that doesn't resonate with youraudience at all?
But by making your program in avacuum, you're missing a big
chance.
You're missing the chance totailor your content to the needs
and questions of your idealcustomers.
You're just guessing at whatthey want rather than actually
listening to them and creatingsomething that truly serves
(04:29):
them.
So what's the solution?
It's simple.
Pre sell a four week groupcoaching bootcamp to a small
beta cohort first.
This is a game changer, myfriend, by pre selling your
program, you're able to validatethat there's actually demand for
what you're offering.
You're not just creating andhoping people will buy it.
(04:50):
You're getting real payingcustomers to sign up before
you've even created the fullprogram.
And the best part, these betacustomers become your own
personal focus group.
You get to hear their feedback.
Questions and concerns.
You will gather insights thatyou can use to refine your
program before launching it to awider audience.
(05:11):
Plus, by charging for your betaprogram, you're essentially
getting paid to create yourcourse content.
How cool is that?
Your beta customers are fundingyour course development rather
than you having to invest a tonof time and money up front.
Alright, let's dive into thenitty gritty of how to structure
and sell your four week groupcoaching bootcamp.
Here are the key steps tofollow.
Speaker 23 (05:32):
Step one, define your bootcamp topic and
promises.
First things first, you need toget crystal clear on what your
bootcamp is all about.
What specific problem are yousolving for your customers?
What transformation will theyachieve by the end of the four
weeks?
And what's the format?
Are we talking four live Zoomsessions or something else?
(05:54):
Think of it like planning atrip.
Before you start booking flightsand hotels, you need to decide
on your destination.
Where do you want to go?
And what do you want toexperience when you get there?
The same goes for your bootcamp.
Nail down that topic andpromise, and everything else
will fall into place.
Remember, a clear bootcamp topicand promise are the foundation
(06:14):
for all your messaging.
They also guide curriculumdevelopment.
Get this right, and the restwill be a whole lot easier.
Step 2.
Outline your 4 week curriculumat a high level.
Now that you know where you'reheaded, it's time to map out the
route.
What key topics, lessons, andactivities will you cover each
week?
(06:34):
They will help your customersachieve the promised
transformation.
Here's a pro tip.
Start with the end in mind.
What do you want your customersto walk away with by the end of
the bootcamp?
Work backwards from there tocreate an outline of what you'll
cover each week and make itenticing.
This is what you'll be sharingon your sales page to get people
(06:55):
excited about signing up.
Remember what Stephen Coveysaid, begin with the end in
mind.
Reverse engineer your bootcampcurriculum.
Then you'll be well on your wayto creating something truly
valuable for your customers.
Step 3.
Set your price and limit spotsto create urgency.
Okay, let's talk money.
(07:16):
How much should you charge foryour beta bootcamp?
The key is to find that sweetspot.
A price that feels like an easyyes for your customers, but
still requires them to have someskin in the game.
And here's a little psychologytrick for you.
Limit the number of spotsavailable.
Scarcity and urgency arepowerful motivators.
When something is in limitedsupply, People perceive it as
(07:38):
more valuable.
In fact, a 2020 study byresearchers at Carnegie Mellon
University found that consumerssaw products as more valuable.
This was when the products wereframed as scarce or limited.
So don't be afraid to cap yourbootcamp at a certain number of
spots.
It could be the very thing thatpushes people to take action and
sign up.
(07:58):
Step four, deliver your livefour week bootcamp.
Adapting as you go.
All right.
You've sold your bootcamp andit's time to deliver host your
weekly group coaching sessionsvia zoom.
Guide your customers through theactivities and discussions
you've planned, but here's thething.
You have to be ready to adapt onthe fly.
Pay attention to the questionsyour customers are asking, the
(08:20):
challenges they're facing andthe aha moments they're having.
These insights are pure gold andthey'll help you refine your
bootcamp for future iterations.
Think of it like leading aguided tour.
You have a planned itinerary,but sometimes the best
experiences happen when you takea little detour based on what
the group is interested in.
(08:41):
The same goes for your bootcamp.
Be willing to adjust based onwhat your customers need.
Then, you'll create a richerexperience for everyone.
Step 5.
Seek feedback and testimonialsfrom your beta customers.
Last but not least, don't forgetto gather feedback from your
beta customers.
This is your chance to find outwhat worked, what didn't, and
(09:03):
what you can improve for nexttime.
Collect qualitative feedback,open ended comments, and
suggestions.
And if you can get some videotestimonials, even better,
There's nothing quite likehearing someone rave about your
bootcamp in their own words.
So there you have it.
The key steps to structuring andselling your four week group
coaching bootcamp.
(09:24):
It's not always easy, but trustme, the payoff is worth it.
When you see your customersachieving those changes and
praising you, you'll know you'vemade something truly valuable.
And that's what it's all about,right?
Speaker 25 (09:37):
Today's exercise, design your four week bootcamp.
All right.
It's time to get those creativejuices flowing.
Let's dive into a littlebrainstorming exercise that will
help you come up with somekiller ideas for your own four
week group coaching bootcamp.
First things first, set aside 10to 15 minutes for this.
Turn off those peskynotifications, put your phone on
(09:59):
silent and find a quiet spacewhere you can really focus.
Now, grab a pen and paper, oryour favorite note taking app,
and start jotting down someideas.
Here are a few questions to getyou started.
What topics do people frequentlycome to you for advice on?
Maybe you're the go to person inyour group for social media
(10:20):
tips.
Or perhaps you're alwaysfielding questions about how to
change careers.
What transformation could youhelp a small group achieve in
just four weeks with astructured program and some live
support?
Could you guide them throughcreating their first online
course from start to finish?
Or maybe you could help themdevelop a foolproof system for
meal planning and prep so theycan finally stick to their
(10:43):
healthy eating goals.
Don't censor yourself, just letthe ideas flow.
Aim for three to five solidtopic ideas that you could
potentially turn into abootcamp.
Got your list?
Awesome.
Now, take a look at those topicsand choose the one that lights
you up the most.
The one that makes you feelexcited and energized just
(11:03):
thinking about it.
Once you've got your top pick,it's time to craft a compelling
title and subheading.
This is where you really want tospeak to your ideal customer's
pain points and thetransformation they're craving.
For example, let's say your bootcamp topic is how
to create your first onlinecourse in just four weeks.
Your title and subheading mightlook something like this.
(11:24):
From idea to income, launch youronline course in four weeks
flat.
Subtitle, stop procrastinating.
Start profiting from yourexpertise.
Take this step by step bootcampfor first time course creators.
The title and subheading clearlyshow the customer's problem.
They are procrastination andwanting to profit from their
expertise.
(11:45):
They also show the promisedresult.
Launching an online course injust four weeks.
That's the goal here.
So take a crack at drafting atitle and subheading for your
chosen bootcamp topic.
Experiment with different wordsand angles.
Do this until you find somethingthat feels very compelling.
It should speak directly to yourideal customer.
And remember, this is just abrainstorming exercise.
(12:08):
Don't put too much pressure onyourself to come up with the
perfect idea right out of thegate.
The goal here is simply to getyour creative wheels turning and
start exploring somepossibilities.
Who knows?
You might just stumble upon thebootcamp idea that changes
everything for you and yourbusiness.
So, have fun with it! And happybrainstorming.
(12:28):
Key takeaways.
Selling your bootcamp firstshows demand.
It also gives insights and fundsdevelopment.
It all happens before making thefull program.
Limit spots and pricestrategically to create urgency.
Deliver live to adapt on the go.
Refine your offering based onbeta feedback and testimonials.
(12:49):
Iterate based on real customerexperience.
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 21 (01:12):
Chapter nine, structuring your four week
bootcamp coaches.
Ramit Sethi has an idea for acourse that teaches people how
to earn an extra 1, 000 a month.
Exciting stuff, right?
But here's the thing it's 2009,and he doesn't want to spend
countless hours creating thecourse only to hear crickets
when he launches.
(01:32):
Talk about a waste of time andenergy.
So what does Ramit do?
He decides to sell the course toa small test group before he
even creates the full program.
Genius move.
By doing this, he's able tovalidate that people actually
want what he's offering.
And not just that, he can gathervaluable feedback from the test
group to make the course evenbetter.
(01:53):
Fast forward a bit, and Ramit'sEarn 1K course is a smashing
success.
People are raving about it, andthe full launch goes off without
a hitch.
All because he took the time tovalidate his idea and get
feedback from real people beforediving in headfirst.
And that, my friend, is thepower of selling before you
(02:13):
create.
It's a simple concept, but itcan make all the difference in
the world when it comes tolaunching a successful product
or service.
Just like Ramit sold his courseto a test group before creating
the full program, you can do thesame with your coaching offer.
By pre selling your bootcamp toa small group of beta customers,
you get to check your idea.
(02:34):
You can make sure there's reallydemand for what you're offering.
Also, you can use the feedbackand insights from your beta
group.
Use them to refine and improveyour bootcamp before launching
it to a wider audience.
It's a win win situation.
You get to test the waters andmake sure you're on the right
track.
Your beta customers get to bepart of something exclusive.
(02:55):
They provide valuable input thatshapes the final product.
When you launch to a broaderaudience, you'll have the
confidence and social proof toback up your offer.
Speaker 22 (03:04):
The Beta Bootcamp Blueprint.
Get paid to create your coachingprogram.
Let me ask you something.
When you're creating an onlinecourse or coaching program,
what's your usual approach?
Most people do this.
They spend months holed up,pouring their heart into
creating the perfect program.
You're excited about your ideasand can't wait to share them
(03:25):
with the world.
But here's the problem.
You're doing it all in isolationwithout any feedback from the
people who actually matter, yourcustomers.
You're investing a ton of timeand resources into something
that you think people want, butyou don't actually know for
sure.
And then when you finally launchyour program, you're met with a
(03:46):
harsh reality.
Crickets, tumbleweeds, maybe afew pity purchases from your mom
and best friend.
Ouch.
The truth is that creating yourwhole program ahead of time is a
risky move.
You're essentially gambling withyour time and energy, hoping
that people will be willing topay for what you've created.
But what if they don't?
(04:07):
What if you've completely missedthe mark and created something
that doesn't resonate with youraudience at all?
But by making your program in avacuum, you're missing a big
chance.
You're missing the chance totailor your content to the needs
and questions of your idealcustomers.
You're just guessing at whatthey want rather than actually
listening to them and creatingsomething that truly serves
(04:29):
them.
So what's the solution?
It's simple.
Pre sell a four week groupcoaching bootcamp to a small
beta cohort first.
This is a game changer, myfriend, by pre selling your
program, you're able to validatethat there's actually demand for
what you're offering.
You're not just creating andhoping people will buy it.
(04:50):
You're getting real payingcustomers to sign up before
you've even created the fullprogram.
And the best part, these betacustomers become your own
personal focus group.
You get to hear their feedback.
Questions and concerns.
You will gather insights thatyou can use to refine your
program before launching it to awider audience.
(05:11):
Plus, by charging for your betaprogram, you're essentially
getting paid to create yourcourse content.
How cool is that?
Your beta customers are fundingyour course development rather
than you having to invest a tonof time and money up front.
Alright, let's dive into thenitty gritty of how to structure
and sell your four week groupcoaching bootcamp.
Here are the key steps tofollow.
Speaker 23 (05:32):
Step one, define your bootcamp topic and
promises.
First things first, you need toget crystal clear on what your
bootcamp is all about.
What specific problem are yousolving for your customers?
What transformation will theyachieve by the end of the four
weeks?
And what's the format?
Are we talking four live Zoomsessions or something else?
(05:54):
Think of it like planning atrip.
Before you start booking flightsand hotels, you need to decide
on your destination.
Where do you want to go?
And what do you want toexperience when you get there?
The same goes for your bootcamp.
Nail down that topic andpromise, and everything else
will fall into place.
Remember, a clear bootcamp topicand promise are the foundation
(06:14):
for all your messaging.
They also guide curriculumdevelopment.
Get this right, and the restwill be a whole lot easier.
Step 2.
Outline your 4 week curriculumat a high level.
Now that you know where you'reheaded, it's time to map out the
route.
What key topics, lessons, andactivities will you cover each
week?
(06:34):
They will help your customersachieve the promised
transformation.
Here's a pro tip.
Start with the end in mind.
What do you want your customersto walk away with by the end of
the bootcamp?
Work backwards from there tocreate an outline of what you'll
cover each week and make itenticing.
This is what you'll be sharingon your sales page to get people
(06:55):
excited about signing up.
Remember what Stephen Coveysaid, begin with the end in
mind.
Reverse engineer your bootcampcurriculum.
Then you'll be well on your wayto creating something truly
valuable for your customers.
Step 3.
Set your price and limit spotsto create urgency.
Okay, let's talk money.
(07:16):
How much should you charge foryour beta bootcamp?
The key is to find that sweetspot.
A price that feels like an easyyes for your customers, but
still requires them to have someskin in the game.
And here's a little psychologytrick for you.
Limit the number of spotsavailable.
Scarcity and urgency arepowerful motivators.
When something is in limitedsupply, People perceive it as
(07:38):
more valuable.
In fact, a 2020 study byresearchers at Carnegie Mellon
University found that consumerssaw products as more valuable.
This was when the products wereframed as scarce or limited.
So don't be afraid to cap yourbootcamp at a certain number of
spots.
It could be the very thing thatpushes people to take action and
sign up.
(07:58):
Step four, deliver your livefour week bootcamp.
Adapting as you go.
All right.
You've sold your bootcamp andit's time to deliver host your
weekly group coaching sessionsvia zoom.
Guide your customers through theactivities and discussions
you've planned, but here's thething.
You have to be ready to adapt onthe fly.
Pay attention to the questionsyour customers are asking, the
(08:20):
challenges they're facing andthe aha moments they're having.
These insights are pure gold andthey'll help you refine your
bootcamp for future iterations.
Think of it like leading aguided tour.
You have a planned itinerary,but sometimes the best
experiences happen when you takea little detour based on what
the group is interested in.
(08:41):
The same goes for your bootcamp.
Be willing to adjust based onwhat your customers need.
Then, you'll create a richerexperience for everyone.
Step 5.
Seek feedback and testimonialsfrom your beta customers.
Last but not least, don't forgetto gather feedback from your
beta customers.
This is your chance to find outwhat worked, what didn't, and
(09:03):
what you can improve for nexttime.
Collect qualitative feedback,open ended comments, and
suggestions.
And if you can get some videotestimonials, even better,
There's nothing quite likehearing someone rave about your
bootcamp in their own words.
So there you have it.
The key steps to structuring andselling your four week group
coaching bootcamp.
(09:24):
It's not always easy, but trustme, the payoff is worth it.
When you see your customersachieving those changes and
praising you, you'll know you'vemade something truly valuable.
And that's what it's all about,right?
Speaker 25 (09:37):
Today's exercise, design your four week bootcamp.
All right.
It's time to get those creativejuices flowing.
Let's dive into a littlebrainstorming exercise that will
help you come up with somekiller ideas for your own four
week group coaching bootcamp.
First things first, set aside 10to 15 minutes for this.
Turn off those peskynotifications, put your phone on
(09:59):
silent and find a quiet spacewhere you can really focus.
Now, grab a pen and paper, oryour favorite note taking app,
and start jotting down someideas.
Here are a few questions to getyou started.
What topics do people frequentlycome to you for advice on?
Maybe you're the go to person inyour group for social media
(10:20):
tips.
Or perhaps you're alwaysfielding questions about how to
change careers.
What transformation could youhelp a small group achieve in
just four weeks with astructured program and some live
support?
Could you guide them throughcreating their first online
course from start to finish?
Or maybe you could help themdevelop a foolproof system for
meal planning and prep so theycan finally stick to their
(10:43):
healthy eating goals.
Don't censor yourself, just letthe ideas flow.
Aim for three to five solidtopic ideas that you could
potentially turn into abootcamp.
Got your list?
Awesome.
Now, take a look at those topicsand choose the one that lights
you up the most.
The one that makes you feelexcited and energized just
(11:03):
thinking about it.
Once you've got your top pick,it's time to craft a compelling
title and subheading.
This is where you really want tospeak to your ideal customer's
pain points and thetransformation they're craving.
For example, let's say your bootcamp topic is how
to create your first onlinecourse in just four weeks.
Your title and subheading mightlook something like this.
(11:24):
From idea to income, launch youronline course in four weeks
flat.
Subtitle, stop procrastinating.
Start profiting from yourexpertise.
Take this step by step bootcampfor first time course creators.
The title and subheading clearlyshow the customer's problem.
They are procrastination andwanting to profit from their
expertise.
(11:45):
They also show the promisedresult.
Launching an online course injust four weeks.
That's the goal here.
So take a crack at drafting atitle and subheading for your
chosen bootcamp topic.
Experiment with different wordsand angles.
Do this until you find somethingthat feels very compelling.
It should speak directly to yourideal customer.
And remember, this is just abrainstorming exercise.
(12:08):
Don't put too much pressure onyourself to come up with the
perfect idea right out of thegate.
The goal here is simply to getyour creative wheels turning and
start exploring somepossibilities.
Who knows?
You might just stumble upon thebootcamp idea that changes
everything for you and yourbusiness.
So, have fun with it! And happybrainstorming.
(12:28):
Key takeaways.
Selling your bootcamp firstshows demand.
It also gives insights and fundsdevelopment.
It all happens before making thefull program.
Limit spots and pricestrategically to create urgency.
Deliver live to adapt on the go.
Refine your offering based onbeta feedback and testimonials.
(12:49):
Iterate based on real customerexperience.
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