Are You Focused on the Transformation or the Information?

In this episode, Tara describes the type of online program that is selling in today’s marketplace. Did you know that 80% of the content in your program can/should be cut out of your program? This episode breaks down what the path is to create a transformation for your learners.

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Transcript
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Hey, everybody, it's Tara Bryan, and you are

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listening to the course building secrets® podcast. Whether you're

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a coach or a CEO, the success of your team and clients is based

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on your ability to deliver a consistent experience and guide

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them on the fastest path to results. This podcast will give

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you practical real life tips that you can use today to build

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your online experiences that get results and create raving fans.

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Why? So you can monetize your expertise and serve more people

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without adding more time or team to your business? If you're

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looking to uncover your million dollar framework, package it and

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use it to scale you're in the right place. Let's dive in. Hey,

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everybody, welcome to today's episode of the course building

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secrets podcast. Alright, so one of the things that I want to

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talk about today is the difference between information

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and transformation. So so often, when people are starting to

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create an online program,

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they really are focused on their focus on two things. One is how

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can you make money, which I'm not going to talk about today,

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but is,

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is the result of how you're serving and how much

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transformation you get for people, right? But, but I want

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to talk about specifically about

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the second thing, which is how do I create something out of my

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expertise that helps people and the number one way you can do

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that is to focus on a problem that's in the market that you

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can solve. So you look at your expertise as a whole. And you're

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like, Okay, so this is what I'm passionate about. This is what I

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know the most about, this is what I have experience in. And

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then you need to go one level deeper, right? You can't just

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say, Okay, I'm going to just teach, you know, somebody my

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topic, and and hope that they get something out of it. Because

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in this day and age, that doesn't work, right, we all have

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the Google we have all of the things to go and find answers to

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basic informational questions, that's not actually going to

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transform anyone that's not going to grow your business in

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the way that you want it to grow. And ultimately, at the end

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of the day, you may be able to sell somebody into an

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information based course. But they're not going to stay,

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they're not going to continue to buy your programs, and they're

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certainly not going to tell their friends and other people

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about your program. And I'm not going to go down a deep dive out

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of that. But here's the thing is that it costs a lot of money to

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acquire a customer, you want to keep them as long as possible.

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And, and you want them to be your ambassadors out in the

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world telling people that your program is awesome, and that

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they need to come into it. So if you don't have that dialed in

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yet, or you're first starting out in this game, that is

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actually what's going to create exponential growth, way more

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than cold traffic. So again, not the focus of today's

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conversation. But it is interesting, as you kind of

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look at the bigger picture, that the only way that your program

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is going to succeed is if you're focused on a specific problem.

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And and it has to be a problem that people want to solve right

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can't be just a random problem. So a problem that people want to

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solve and focus on the result or transformation that you can get

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them when they solve that problem. So those are the two

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sort of pillars to start with is what problem are you solving.

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And again, it's not the problem you want to solve. It's the

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problem that people have out there in the market that they

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cannot seem to solve on their own right? Like, it's a big,

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juicy problem that that that you can that would draw people to

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you. Because you have the solution to that problem, then

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you need to define that solution and has to be measurable. And

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you have to be able to quantify it. And so

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what is that tangible result that you're giving someone? So

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if you're focused on a problem, that the result is the solution

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to the problem, right? Like you're getting them out of that

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problem, that pain that the questioning whatever it is that

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there's that is their problem. If you do not have that, do not

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move forward.

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It's just plain as simple, right? Like so. I was in a

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conversation with somebody who is writing about their topic and

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they want to help people gain confidence.

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So the problem is, is that the person or people that that he

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wants to work with have a confidence problem. Okay?

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That's that's fine, right? Like there's something in their lives

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that is causing them to not feel confident. Okay,

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But you cannot create an entire program, you cannot create an

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entire course you cannot create an entire coaching experience

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around

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giving somebody confidence,

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you just can't. Because you have to define what that competence

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is gonna give them. Right. And so it could be unique for

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everyone, which is fine, harder to sell. Because that means that

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somebody has to pull out their, their credit card and say, Yes,

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I want you to give me confidence doesn't really work, right? Like

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it's a harder sale. But if it's confidence to get a promotion,

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confidence to start dating, again, confidence to lose weight

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confidence to like,

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there's something specific they need confidence to be able to

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do. And so you need to get to that level of specificity. To be

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able to say that this is the transformation you're gonna get

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at the end, it's very hard to quantify confidence, right? If

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you're like, you don't have confidence at the end of this

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program, and it gives you confidence. What does that mean

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confidence to do what confidence to, to like, just be more

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confident, it's not an outcome. And so this is the juicy work

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that needs to happen at the beginning? Because so often

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people will stop there and say, Well, I'm gonna give people

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confidence. And here's my five step, you know, five steps to

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how to become more confident? No, I don't know what they would

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be. But like, you know, Do this, do this, do this other thing, do

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this other thing. Great. Now you're confident? Well, somebody

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can Google that somebody can YouTube that and like, how do I

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become more confident? Great. Now I have to do this, do this

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another thing, right? So it's not enough to give somebody the

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result of confidence, because it's not measurable. So that's

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where you have to go one level deeper, and get more specific.

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And this is usually where people are, well, I don't want to get

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more specific, right, I can help everybody become more confident.

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Of course, you can write, of course you can. It's your

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expertise, you're awesome at it. But if you would like to create

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a business on it, you have to get more specific, because it

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has to be a measurable outcome. So what I would, what I would

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look at is start brainstorming the specific area of focus, you

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want to give them more confidence in and then start

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there, then what you can do is, is so say it's you want to give

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people more confidence to get a job promotion, right? So maybe

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that that's your area of expertise is helping people ask

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for more money or get that promotion they've always wanted

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or get a new job, right? So it's, it's in the confidence

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that the outcome has confidence. But the result is that they,

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they actually can get something else, right, something tangible.

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So they're gonna get a new job, they're gonna get a promotion,

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right? That's the outcome that they're looking for. That is a

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direct path that somebody would be like, yes, I would pay for

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that.

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Maybe it's in relation in the relationship space, like you

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like to help people gain more confidence in the relationship

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space, great, own that, that lane and do that. If in the

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future, you want to expand and say, excuse me, I have one

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program for relationships and one program for

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for jobs Great, then then you can build up multiple programs

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for each specific outcome. But it can't be all in all

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encompassing. And usually what I tell my clients, when they say,

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Well, yes, yes, I can help everyone.

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Other than the fact it's hard to sell, it's hard to deliver the

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result. Because you can do that when you have a group, say

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you're doing a group coaching program, if you have five

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people, sure, you can customize what you're helping each of

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those five people focus on because you're helping them

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define what they want to have confidence in, you're giving

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them a framework or methodology. And then each of them can get

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the outcome that they have defined at the beginning.

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Sure.

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But when five goes to 10, goes to 50. To go goes to 100 goes to

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200 goes to 1000. You cannot do that and get an end guarantee

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those results, right? Because you can't customize or do one on

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one or get as specific with someone to say, well, this is

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how it would work in your situation, or this is how you

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would you know actually apply this to what you're doing. So

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simplify it all down by getting more specific. So hopefully this

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serves you. It is literally one of the linchpin beginning

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moments that will define your success moving forward. I have a

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lot of clients who try and fight me on this and say, Well, you

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Mine isn't quantifiable. So I am just going to list some topics

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and teach the topics. And that's going to be my programming, it's

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going to be great. And you may get sales, but you will not get

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referrals, you will not get customers who stay with you

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because you're not giving them that specific transformation.

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And so when you look at the bigger picture,

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when you're trying to build your education or coaching empire,

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you have to look at the big picture and see how each step.

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Lead leads to that ultimate transformation. The other

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component of that, just as I'm explaining this is, sometimes

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it's like, well, the result is way off in the future. So bring

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it closer, bring the target closer, come up with a tangible

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result that they can have in a shorter period of time. And then

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they stay with you to keep going right? So you're solving that

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first problem, and then you're going to the next problem and

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going to the next problem, but each one has to have a

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measurable,

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measurable outcome. So really noodle on that figure out what

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that measurable outcome is to the problem that you're solving.

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That is the recipe for a solid foundation that helps you build

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the right solution to help people not only buy it for the

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first time, but stay with you and become your biggest fans and

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ambassadors. Okay, there you go. Have a great day.