Hi friends,
Last week I wrote to you about my transformational mindset shifts of 2020.
In 2021, I want the transformation to continue. How do I make sure of that?
Basically, I’m starting the year the same way I ended the last one: with an online course.
In the 8-week Keystone Accelerator, I’ll be working on nailing the marketing and messaging for the next launch of Minimum Viable Video.
This week, I’ve also started to work with a copywriting mentor. She’s an A-lister in the industry and I can’t wait to have my copy critiqued by her (although this is probably not going to be a pleasant experience).
Everything is set for learning and growing at top speed in the first quarter. Who knows what will happen next.
Now, here’s what I want to share with you this week.
đ Reflecting on the first cohort of Minimum Viable Video: results, takeaways, and ideas for the sequel
The first cohort ended on 17 December, but our journey of building MVV into THE ultimate course for professionals to accelerate their career with video has just begun. In true âbuilding in publicâ fashion, I’ve published our âpost-mortem,â covering what went well, what could have been better, and what we’re changing for the next cohort.
đĄ The 4-P Copywriting Framework
I firmly believe copywriting is 80% structure. Even the right messages miss their target if your argument is upside down and your reader gets lost. Frameworks help to structure your argument and I’ve come across another useful one this week. It’s called the 4 Ps: Picture, Promise, Prove, Push. Here’s how it works with an example:
Picture – Paint a picture with your words that gets your reader’s attention and makes them want to read on.
Planning on launching a cohort-based course? Nailing your curriculum and preparing your lessons is only a small part of what’s needed to make your course a success. There’s marketing, operations, and hundreds of little tasks that need to be completed to ensure your students have a transformational experience.
Promise – Describe what and how your idea, product, or service will deliver
I’ve developed an extensive course launch checklist that will keep you on track and make sure that nothing falls through the cracks. You just have to follow along and tick off the boxes.
Prove – Support your promise with evidence
This checklist kept me sane when I helped launch two cohort-based courses simultaneously last year.
Push – Ask your reader to take action
Click here to download your checklist.
đŁÂ More on structure: How to assemble live sessions
Would also work for an instructional YouTube video. I can highly recommend following Andrew on Twitter if you want to learn more about creating transformational online courses.
đŹ Quote of the Week
“Your business will always be a reflection of you. If you want to grow your business, grow yourself first.“
Peleg Top (one of my fellow students in the Keystone Accelerator)
Virtual hugs,
Julia
