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The Lie About Selling Content…
You have been told a lie. We all have. I don’t think anyone meant to lie, and maybe it wasn’t always a lie.
But today it is, and it surrounds this idea of having to sell content. I’ve done. I’ve built successful businesses doing exactly this: courses, programs, books, guides, widgets… We sell content and we buy content.
But if this is your business model moving forward, you’re in trouble. Because there’s too much content. We all have access to more content than we could ever consume. So if you want to stand out and build a sustainable and scalable business (that isn’t just riding whatever wave is currently on trend), you need to do more than sell content.
A course isn’t enough. A book isn’t enough. A blog or a Youtube channel or a podcast isn’t enough. People need more; your audience NEEDS more.
So if you want to know the secret behind how to sell content, it’s simple… don’t! Create it, by all means, but give it away. Or if you do sell high ticket items, make sure it comes with other more important features (like coaching, communities, inside access, and such).
But I get it, this is scary. Well, watch today’s video because I talk about why you shouldn’t be afraid. I go into why this lie came to be, and why we need to put a stop to it. If you’re a content creator, you need to watch this. But even if you don’t create content, chances are you sell it in some form. And if you do, guess what… you NEED to watch this.
The question you ask yourself this year shouldn’t be how to sell content, rather how can I offer my audience ridiculous value. Ask this question — and then come up with an answer — and you will blow up. So watch now, take it all in, and let me know what you think.
And please be sure to Subscribe + Like + Comment on Youtube, because the more relevant folk like you do, the more relevant folk Youtube’s algorithm will introduce it to. It’s over to you. Don’t worry about how to sell content. Instead, focus on giving away massive value 🙂
How to Sell Content Full Video Transcript
A lot of the time we just kind of do what we’ve always done, and so when we do what we’ve always done, we continue to do it until things change.
If you’re in a business and you think that you can sell content, and if you think the content is the main thing that you’re going to be able to sell, I guarantee you (unless the situation is a little bit unique) it’s going to be difficult.
I see all the $997 programs and $497 programs. I’ve been there, I’ve done that I’ve generated millions of dollars selling those, but I see and saw the writing on the wall and I just killed that business. I killed that business recently because I know that information doesn’t create transformation! It takes a lot more
If your business is based upon just selling content like $997 programs, it’s going to be hard to leverage that. And you know why? Because quite literally, it’s hard to get people to buy a $997 program. It’s just as easy, if not easier, to get someone on the phone and sell them something that’s 10x more expensive but 100x more impactful because I want to create transformation. I just don’t want to create information. And I don’t know about you, but in my world transformation means a heck of a lot more than just sharing some piece of content, program, or some process.
Here’s the other thing…Everything from pirating to people just discounting information, wouldn’t it be better that in life if just all information was just all decentralized so that we could just share the information because we have the ability to, wouldn’t that be a much easier world? I think that’s the one that’s going to end up being created, and I’m doing my part to be able to do that.
But let’s forget about that for a minute, and let’s think about the business side of this.
If you have a $1,000 program, on typical it might (on the low side) take about $10 to generate just one lead. That means you need at least three people to be able to purchase in order for that to actually make sense for you.
That means you need to do the nurturing, the marketing, and everything else to be able to get just get a 3 in 1 return. You add the cost of business, the cost of providing support, the cost of doing everything else and people falsify in their minds how much work, or how little work, it takes to actually run a $1,000 program.
The thing is, when people buy something from you they’re an actual human being and not just that $997 deposited into your Stripe account. You actually have to provide support for that person and further from that there are many parts of the business, and you have to sell a lot of something to be able to actually have it compound.
think about it this way. You can sell 10 people something for $10,000, or you can sell a hundred… and now the difference is you’re going to have a hundred customers versus 10. That means 10x more time when it comes to actual support. And there’s great ways to be able to create leverage with these higher ways of being able to serve people.
It’s not about being high-ticket. It’s not about trying to charge people more money. It’s quite literally and quite honestly about you being able to create a transformation in someone’s life.
The question is what are you going to do about it? Are you going to create something that allows for transformation? Or are you going to try to just continue to put out information slapping your price ticket on it because that’s what everyone has already done?
I don’t know about you, but for me, it’s important to create true change in the world. True evolution inside of society… and that happens through transformation, not just information.
So with that said wherever you’re at with that and with selling content, just think for a minute, reflect for a minute. I’m going to challenge you…
How are YOU transforming people’s lives today? Because if you want a real business. it’s about transforming people not just providing information and selling content.
Full Video Transcription