Why I Stopped Chasing 6-Figure Launches and What I Do Instead
Creating online courses is far from a passive business model. A better way exists for creators.
I’ve created, launched, and sold online courses since 2016.
I created courses about book writing, smart note-taking, productivity, and freelancing.
I’ve also promoted other creator’s courses as an affiliate.
Some course launches I worked on were profitable successes.
Others were painful flops.
The online course model sounds great… in theory.
Spend a week or two recording a course about a topic you can teach.
Then, sell your course over and over.
And build a 6-figure digital empire.
The reality of the online course model in 2024 is different to 2016.
Course launches are harder than a few years ago.
Students want something more than a series of videos they can scrub through on X2. That’s usually hands-on support from the course creator.
The barrier to entry is also higher.
Cinematic production quality and celebrity instructors on Masterclass and BBC Maestro have set a new standard unless you’re teaching something specific.
Turning on a cheap webcam and laptop mic isn’t good enough unless you have a rabid audience on your waitlist.
The market is also saturated with courses.
You’ll need a big following (or email list) to earn serious money from a course launch. Meanwhile, you can waste months or years building an audience big enough to generate a six — or seven-figure launch.
Now, I still consider courses a part of my business model. They can work well for some creators.
But I don’t chase 6-figure launches anymore. An easier path for creators exists. Here’s what the client model could look like for you:
The 6-figure Client Model
The client model is more rewarding and easier than the online course business model. You only need a few high-paying clients, and it doesn’t have to take over your week. It starts with building your personal brand.
What do you spend hours learning about because it’s fun? What do you know more about than anyone in your circle? What skills do you have that you can sell?
Write and publish content about THAT on social media under your name, but don’t explain the how. Instead, use stories and personal insights.
Then, if people see you turn up regularly in their feeds, they’ll get to know, like, and trust you.
How-to content, such as explainers, guides, and tutorials, is easy to copy, but no one can reverse-engineer authentic personal content.
No one can tell your story. Not even ChatGPT. But you’re not building a personal brand for likes, shares, and vanity metrics.
Create A Hybrid Offer
Many creators try to sell courses to different students and customers. They make the mistake of serving a wide market all in the hope that they’ll earn more. I did this for a few years, too.
Well, it’s painfully hard to launch multiple offers. I’ve sold a dozen different online courses to thousands of students. I wrote more course materials, sales pages, and promos than I can remember.
Some worked. Some tanked. I had to sunset older courses and update the ones that still sell.
You only need ONE hybrid offer to hit $100K. A hybrid offer combines all your existing offers and services under one roof.
Present your hybrid offer to a few ideal clients — charge for different access levels. People will pay for increasing levels of access to you. And it’s easier to sell.
It encapsulates every single offer within your business, much like the clean and well-written code those SaaS developers prized.
You can take things out or put things back in depending on your client’s needs, like a chef adding or removing ingredients to a dish.
A hybrid offer makes it easy to find and fix problems, such as errant pricing or a confusing big promise.
You can also tailor a hybrid offer depending on your client’s needs… and not what you want to sell.
These days, I write up my hybrid offer in a Google Doc. I can add or remove things to my $10k Google Doc without using complicated landing page software. I send this out rather than slamming in a link to a sales page.
Install Systems
I see myself as a writer first, but writing and publishing content daily isn’t enough. A system is key.
One for generating daily content ideas. No, I don’t mean lousy generic ChatGPT prompts.
One for publishing content on a few networks where your ideal client hangs out.
One for generating quality leads or building an engaged email list.
One for client acquisition. You only need 5–10 clients a month for this model to work.
And one for delivering value. Help your clients get what they want and you’ll get what you want.
A system keeps your business ticking even when the algos change, a client quits, or revenue fluctuates. A system keeps you and your clients on track, too. With a system in place, you can have fun running a creator business, or you can take time off.
It’s easy enough to install a system if you avoid shiny object syndrome. Here’s what it could look like:
Work for 2–4 hours a day, wherever you like
Create one piece of high-performing content a day
Use that content to build your list and audience
Make one offer a day without sales calls
Work with a few high-pay clients
The client model isn’t for everyone. I like it because you don’t need a large audience or going viral isn’t required. And you can quit the dopamine rush of trying to go viral. I don’t know about you but that’s much more rewarding than more likes, shares and views.