James: James Schramko here with John Lint from 10XPRO.io. Hey, John.
John: Hey, James. How are you?
James: Good, thank you. John, I had a question recently, just a few hours ago actually about how you can help people who buy your course or program get better results. We hear in the industry horror rates actually, like single-digit percentage completion rate for courses. So I’m really curious to know, I mean, you have a platform that helps people make courses and memberships. I have memberships. It’s important to me that my students get results.
So I thought it’d be a great conversation to share a couple of tips, a few things that we can do to help our customers get results. So I’ll let you fire-off and then we’ll go back and forth a bit.
John: Sure, I think you know, the whole thing is about engagement and making sure that your customers are engaged. A lot of people, they go out there, they create their course, they sell it and then it’s almost like they are afraid of engaging with their customers. They are afraid of even sending an email because they think, if I send an email, maybe they are going to cancel. So it’s better that I don’t do anything. Well, that’s a big mistake, right? Because maybe some people might cancel or refund or whatever, because maybe they were not ready or whatever reason. But our job is to forget about that.
Now we got customers, let’s focus on helping those guys. Let’s try to help as many of them as possible to go through the course, to simplify the process, like you said, to help them get results. I think engagements, sending those reminders via email or via web notifications if you’re using 10XPRO.io or all the tools that we have available to bring people back into the course reminding that this is how the program works, they can take it step-by-step and that you’re there for them, basically, you know? So that would be a good strategy.
James: That’s a good one. With the desktop notifications, can you have different behavioral-based ones? Like, how can you take advantage of the way that different people approach a course?
John: Yeah, so desktop notifications right now, as it is, is basically like a broadcast type of message. So it’s kind of like a manual thing where you are going to send a message saying, I just posted a new video, or hey, I’m about to go live. So this is what I use every week. And that’s another tip by the way, whenever you’re selling a course, if you are including a weekly Q&A call, for example, that’s going to boost your engagement, boost the value of your course because it’s kind of like you’re offering, well you are offering group coaching every single week, pretty much so you’re helping again your members get results, you’re solving their problems or any questions that they might have as they go through your course.
So what I do, coming back to that topic about desktop notifications, is that every week I send some messages saying hey, I’m about to go live in one hour. Hey, I’m live. And these are very discreet. So they just pop on your computer, and when you click you go straight to the page, and now people come back. Again, engagement bring them back.
James: It’s really good. It’s like the fly landing on the spider web, reminding the spider that it’s there to come and consume it and enjoy the meal, because you’re serving it up. And you know, there’s nothing worse than serving a great meal and no one comes to the dinner table.
I just ran a live Q&A webinar for my members. It’s something I do every month and I encourage others to do it because even though it’s a little more effort, it gives people a chance to ask their questions. You do create content that could be leveraged for the future. We definitely email broadcast about it. We put it in our weekly news. Weekly newsletters is another great way if you have a membership, to keep people engaged with the hot topics. We actually look for the topics that really interesting or useful, and we bring people back in. We call this longline fishing actually, but we put the top five or six topics and if one of those is useful for a member and they come back in, they’re re-engaging. We typically get a 65% open rate for that email. It goes out to all members.
And yes, it might encourage someone to cancel but it could also encourage someone to stick around because they’re actually using what they’ve paid for.
John: Yeah, and that topic is something I love. People are scared, but we can’t be running our business being scared if people are going to refund or cancel. If people want to do that, that’s their choice. If they’re not ready to change, that’s their choice. If they don’t want to get the results, that’s their choice. We can’t force them. But our job is to make sure that we are here.
Once someone buys, we are here to help. Whatever you need, I will guide you to that result. If you’re ready to be the student, I’ll be your teacher, and I can’t make you be ready to be a student. But I’m definitely the teacher. If you need my help, ask me. I’m here. You have my weekly coaching. I offer, for example, private strategy sessions for every single 10XPRO.io member. I make myself available. Is it leveraged? No, it’s not leveraged, but I’m here, I’m doing my part. That way, if someone cancels, I did the best I could, you know? I did everything I could to serve them. And no regrets and I feel good about myself.
And that’s something that I think everybody should do. Try to do our best to deliver what we promise, after that it’s really up to the client and up to them to take the steps. We can’t force people to take action as well, neither, right?
James: I kind of avoid attracting clients where they really need to be pushed and prodded all the time, because that can be frustrating. If I want the result for them more than they want the results, why? But if they want the result, I’ll help them get it.
And I think this really comes back to another important point. It’s how you frame what you’re delivering. It’s how you say your promise and your offer. And getting a perfect match with the context and relevancy of who’s coming to your offer, at what time they’re at in their business and what your solution can do.
And then it’s about minimizing the friction, what are the simplest steps they could take? What are the small little baby steps? How can you help them see progress? I know you do a little tick box, people can tick boxes for completion right, on some modules? So that they can get a sense of where they’re at with the course. I think that’s a great feature.
John: Yeah, that’s a good functionality that you can enable in your course. It’s all about gamification. So that term comes from video games, right? When you think when you play a game, you’re using, playing level one, right? And you only focus on level one and let’s complete level one, and then you get a reward. Oh, I beat level one. Okay, well, okay, let’s start level two, right?
So that’s gamification, let’s focus on one step and then we can do the next step. And that’s very important. Whenever you’re creating a course, again, we’re not creating an encyclopedia. We’re not here to show people how good we are. We’re here to give them the shortest path to success. The least amount of steps. So that’s our job. So coming up with a good outline will help your members get results. So that’s number one. And number two is to help them along the way and reward them along the way. So if they have completed 25% of the course, maybe you can send them a special email. And all of that with 10XPRO.io can be automated, right?
We apply the tag, your email can be sent, all of that. But basically rewarding them at several steps, maybe 25%, 50%, 75.% And of course at 100%. So as they tick the lessons complete, then you can engage back with them, reward then, make them feel good. And make them feel that, okay, there’s only four more lessons and I complete the course. And I’ll be able to get the result I want. So all of that is a good strategy. And a lot of members are using that with great result.
James: Yeah, and I know some people there in like academic-teaching fields, like they’re working for huge corporations that require a certain competency level to be achieved for certification reasons, and they can actually use the software for that. Very feature-rich.
John: Quizzes as well. You know, assessments like mini-tests, if you want to add some mini-tests to the course, if they understand this correctly or not, and a little mini-quiz. And those quizzes can be automated or manual, it’s really up to you. That is another way of validating their learning, you know?
James: And that’s what you have to do, if you want to learn how to drive a car in Australia. You have to go and pass a quiz to be able to say yes, I understand the road rules. I mean, it’s 101.
Thanks so much for your insights into course design and helping students get results from the courses and the memberships that we put out there.
John Lint, 10XPRO. Always a pleasure.
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