Sunny Lenarduzzi: Imagine if you had cashflow in
your business, sales rolling in, dream clients banging down your door to work with you, and
a validated online course before you even built it. It's totally doable and a really key factor
in creating an online program that can stand the test of time and scale to the moon. In this video,
I'm going to share my strategy of how you can pre-sell your online course and how my client
actually used this strategy to generate $60,000 in six weeks with their program from scratch.
This isn't something that just works in one niche or another. We've used this strategy
with our clients in every niche imaginable, from bakers to dancers to boat builders to lawyers to
fertility experts to spiritual healers to everything in between. Without further ado,
let's dig into what these steps are. Number one, make your program sellable. Number
two, become magnetic to your ideal clients. Number three, create a curriculum outline. Number four,
offer them what they want. And number five, deliver it. This is the place to be to create
a peaceful, purposeful, and profitable online education business. It's what I do. It's what
I've been doing for years, and I'm so passionate about it because it's one of the best vehicles out
there to be able to create the impact that you want to make on the people who need you most.
So if you're excited about this video, give it a like so we can reach more people in the algorithm.
Be sure to subscribe for new videos every single week. And if you really want to take this to the
next level, there's actually a link in the description below where you can fill in an
application to speak to a real human being on my team, and we can best support you in your goals to
making your online program a reality so you can make that impact that you truly want to make.
The strategy I'm going to share with you today is based on three key factors that
I've identified in working with nearly 3,000 people to bring their unique genius to life
through an online course. And they're so vital to setting you up for success,
because if you don't have these three factors, it makes it very stressful and very difficult to
grow. So what are they? I call them the three Cs. Number one is cash flow in your business. You need
to generate cash flow revenue in your business to really have proof of concept and to have some
security and runway in your business so that you can grow from a place of ease and abundance. The
next piece is having client results. So getting people in the door to test your program as quickly
as possible is vitally important to getting social proof. Social proof is the biggest
key to scaling a business and to lasting and standing the test of time. If your program
works and it creates results, people will forever want to invest in it. So that's the next piece.
The final piece is so important and often overlooked. It's confidence in what you have
to offer. Oftentimes, we know what we want to put out there. We know the impact we want to make,
but we're not entirely sure of our abilities and we lack confidence to really make it happen. The
only way to build that confidence is to truly get your idea into the world and into the hands of
real people to understand what works, what doesn't work, to test, to make changes based on feedback
and to get stronger and better with time. Building your confidence comes from taking action.
So those are the three keys we're going to focus on throughout this strategy. So number one is make
your program sellable. You may have heard me say this before. If you're new here, this might be the
first time, but I put a huge emphasis on the fact that there is so much free information out there.
You might be able to relate to that. Maybe that's something you're worried about. There's a massive
difference between information and transformation. People pay for transformation and they, most
importantly, they pay for expertise and efficiency in achieving the result that they're after. So
your job is to create a program that delivers the results as efficiently as possible and focuses
on transformation and not just information, because nobody has time to consume a bunch of
information without actually getting results. So how do you make programs sellable? Well,
we call it a unique selling proposition or a transformation statement. So you simply just
want to fill in these blanks. I help blank go from blank so that they can blank, or, I have gone from
blank to blank so that I was able to blank. So it's either going to be based on how you
help other people or it's going to be based on a transformation you've already created for yourself
and you now want to create for other people. I want to share an example of a duo, two of my
clients, who worked together and they had no idea how to create an online course before we started
working together, and they were able to, as I mentioned earlier, create their program,
launch it, and generate $60,000 in six weeks from scratch. One of them is a certified life
coach and the other is a certified nutritionist. So they wanted to find a way to take their unique
expertise and really create a program that was unique to them and created the
deep impact that they desired to make. So their unique selling proposition and
transformation statement is this. "We help highly motivated, driven people who are successful in
every other area of their life go from suffering with their health, being distracted, disorganized,
fatigued, stressed, demotivated and off track to organized, ultra-focused, energetic, motivated,
and plugged into a strategic daily health and self-care system that provides high level, healthy
and motivating accountability and clear action steps so that they can experience improved health,
increased confidence and joy and a high sense of accomplishment and decreased stress so that they
can flourish in all areas of their lives." So knowing exactly who they help, how they
help them, and what the desired outcome is, allows them to create a program that is super
efficient in only focusing on creating that end goal for their clients. That is how you make a
program sellable. We have to narrow it down, as I like to say, "Niche down to blow up," to make it
as impactful as possible. Because why? Because we need to get our clients results in order for your
business and your program to stand the test of time and to enroll more clients into the course.
Number two, become magnetic to your ideal client. So we've started the process by understanding
your unique selling proposition. The next step beyond that is to identify three key factors.
I've now worked with a lot of people and the most vital aspect of creating a program that
can really sustain itself and sell without having to market it too hard is knowing what
your three factors are of your ideal clients. So who they are specifically, and what is the tipping
point where they are most ready and willing to do the work, invest in themselves and get results,
because that's important. If they're not at that place, they're not going to
do the work and that doesn't serve you or them. And the final piece is what is the desired outcome
that they're after? So we look at that statement I shared earlier, we can clearly see those three
factors. If you take a look at the statement and pull those three factors up, this is what
it looks like. One specific ideal client: highly motivated, driven people who are successful in
every other area of their life. One specific place on their journey where they must make a change:
experiencing health issues and setbacks, particularly when it comes to gut health,
that are affecting their overall wellbeing and happiness. One specific desired outcome:
organized, ultra-focused individuals who are confident, healthy, happy, and have
low stress due to the consistency in their daily overall health routine and system. Now,
if stressors come in, instead of being thrown off course for weeks and even months at a time,
they recover quickly and get back on track. So now you know in detail exactly who you're
looking to serve. This takes a huge weight off the shoulders of most entrepreneurs,
because the problem that most entrepreneurs run into when they're starting a business is they're
trying to reach everyone. They think they need to grow a huge audience in order to be successful.
Newsflash: a lot of businesses never had an audience to begin with, and they're doing just
fine. You do not need a massive audience. I've made multiple videos on how to start an online
course from zero, and you check those out in the description below. But just to give you some
details on exactly how this can work, you can't find your ideal clients if you don't know who
you're looking for, but once you identify those three factors, you know exactly who you're looking
for, so it makes it very easy to find them. And you want to think through what I call
necessary numbers. Let's say you want to get two clients in the door each month,
and that's going to allow you to create a sustainable business that delivers enough revenue
for you to be able to live from. If you look at it based on just statistics, if you connect with
one individual every single day for the next 365 days, you will have 365 potential leads for your
business. If you take that a step further and you say, "I'm going to connect with five people
a day who are my ideal clients." That takes that up to 1,825 potential leads for your business.
So it's not about growing this massive audience. If you only need two clients a month,
that's 24 clients a year. That is not that many people. And when you know who you're looking for,
you can find them. So it becomes your job to build a pipeline of, what I call, prospects. And this
allows you to become magnetic to the right people. You can't just wait for people to come to you.
You also have to put yourself out there and build relationships one by one, because what that does
is it creates a snowball effect. It starts with one person, then two, then four, then six, then
eight, and you can see how this is going to go. The first place you want to look is your internal
or offline network. Do you have anyone in your friends, family, relationships network that would
fit the description of what you're describing? Or, even better, do you know somebody who has
a network of those people at their fingertips in their business that would be willing to advocate
for what you do? That's a great way to get the ball rolling and to get some people in the door.
Next place is there are so many opportunities online. Now, with social media, you can find
people very easily. There are dedicated Facebook Groups. In this case, going to gut health specific
or digestive issue groups is a huge opportunity for my clients because there are people in there
who fit the exact description of who they're serving and are waiting for somebody to show
up and say, "Hey, I have exactly what you need and I know exactly how to solve your
problem." And by providing their program to those people, it's an act of generosity.
So, Facebook Groups, Instagram comments, Instagram accounts that have the ideal client
that you're looking for, following them, going through the people who follow those accounts
and following them, liking their content, engaging in the comments of their content,
building relationships. Relationships lead to revenue. Trying to grow a huge audience,
wasting your time, spinning your wheels on social media is not what builds a business.
Another place to look, which is an awesome resource, is YouTube comments. There are so
many channels out there that are serving your ideal client already. So get involved in those
communities. Get your voice out there. Share your expertise. Share valuable tips and tricks in the
comments section. Answer questions that maybe haven't been answered with a unique take based
on your experience. Of course, don't be spammy. Be helpful. When you add value, you'll receive
it in return. This is the really, really simple way to build a super targeted potential client
list for your business from absolute zero. And to take this a step further and to add a
little plot twist, none of what you're doing in this phase is selling. What you're doing
is you're learning about your ideal client. What their needs are, what they want, what they desire,
how you can really show up and serve them in the best possible way at the highest level.
By doing that, it sets you up for success for when you actually do go to sell. To have this
community of humans that you've already added value to and really listen to you, that are
going to be so excited about what you have to offer, and this is where the magic comes in.
So when you find people who are a great fit, take the step to talk to them directly. Send them
direct message or even ask them and say, "Hey, I'm actually doing research on this topic and I would
love to just chat with you to better understand what it is that you're seeking in terms of solving
this problem." You'd be amazed at how helpful people will be, because if it's something that
they're struggling with, they want to talk about it and they want help. So, by listening and taking
that time, you are building such deep trust and value with these people. And not only that, you're
going to make a way better program because of it. A few key questions to ask when you build
relationships with people, whether it's online or offline, are these. Number one, what are
your biggest blank frustrations? In this case, for this example, what are your biggest health
frustrations? What are your biggest gut health frustrations? Number two, what is your biggest
fear about your health? Number three, where do you need the most support right now? Number four,
if you could wave a magic wand and fix this issue, what would life look like? Taking the time to
do this instead of spending hours and hours and hours building out random content on social media,
hoping somebody pays attention, is so much more fruitful to the success of your business and to
getting clients in the door that are going to be really, really excited to actually do the work
because they truly need what you have to offer. The whole theory behind this and why I built
up the strategy this way is you've kind of got to think about building relationships,
like anything, like dating. And you can't just walk up to somebody and say, "Hey,
you want to buy what I have to sell?" No, nobody wants to hear that. You need to listen to people.
You need to do your proper research. You need to understand how you can make the biggest impact
that you can on the right people who need you the most. And by doing this, it builds you out this,
like I said, community of humans who are going to be so excited to invest in what you have,
and not only that, do the work to get the result that you provide to them, which is going to
help you create a bigger impact, get a ton of social proof and credibility for your business,
whether you have an audience or not. And as you're building these connections,
just build out a simple spreadsheet. You can do it in Google Sheets with their name, their contact
information. That can be email address, social handle or phone number if they feel comfortable
sharing that, and whether or not they're a great fit for your program. If they are, then you can
make a note to schedule a follow-up conversation. Step number three, before you even create your
program, you just need to create a curriculum outline. Now you've done your research. You
know exactly who you're selling to, what you're selling, what the outcome is, and you know exactly
what they need. So you want to create the path to get them from that frustrated challenge state
that they're in. We call it the zero state, to the hero outcome of exactly what they desire. So your
job is to, based on your own experience and based on listening to people and what they really need,
build out a curriculum outline that's going to take them from zero to hero.
You don't need to build the curriculum right now because we just need to know,
"Okay, what is the outcome I'm providing?" Because ultimately that is what you are selling. You're
selling the outcome you're providing, first and foremost, and knowing the steps in the
path to get them there. But by building out this content first, you're going to waste a
ton of time creating slides, doing all of these things, recording videos, and then you're going
to test it and have to make changes anyways. So the strategy is just to build out the outline.
That's it. And then you'll build out the actual curriculum as you deliver it, which I'm going to
talk about in a second. Number four, offer them what they want. So you now have built
a community. You've built a list from scratch of people that you know are ideal clients for
your program, and now you've actually built what they helped you create. So when you go
back to them and you say, "Hey, I really took to heart what you shared with me, and I've actually
created a program to solve this exact problem. If you want to chat about it, let me know," people
get so excited because they're out there with no solution right now, and you've now said,
"I've listened to you. I value your opinion, and I've actually built something to support you and
help you." And that's what makes people want to invest and take that step to invest because you've
created the very thing that they are seeking. Number five, deliver it. So you've now enrolled
people into your program. You have that cash flow in the door. You have that confidence in
your offer that people actually want it, and now it's about getting those client results.
So you're going to deliver your curriculum, as I mentioned earlier, in a live setting for the
first time. We call this a POP or a profitable offer prototype. So it's really the bare-bones
first version of your program. You can create it in Google Docs, Google Sheets, and make it super,
super minimal, deliver it over Zoom, and that's the best possible testing ground for you to know,
"Okay, what works? What doesn't? What do I need to change in terms of the order? What kind of
feedback am I getting week to week? What kind of adjustments can I make to make this even better?"
And then from there, you have a fully validated program before you've even
built it out, and the next step is you simply prepackage it, once you've delivered it live,
and that becomes your evergreen course that you can sell on demand and on autopilot to the
people who need you most. The most important key here is we have to test fast and iterate
and evolve and make it even better with time. So let me bring this full circle and show you
exactly how well this works. This is just one of our clients who's implemented this strategy. These
are the clients I was talking about earlier. Molly and Lindsay posted and said, "We are closing out
the day in nearly $10,000 in enrollment. That's just for today." They originally wanted to take
20 people for their POP course, but they're most likely going to extend that to 30 based on demand
and even oversell it. "We anticipate bringing nearly 60K from our POP course, and that's without
even having social proof or that transformational statement that our system works."
So this is them starting from scratch. "The awesome and amazing thing is that we almost
launched a course back in early summer, but had the nagging feeling it would fail. That's when
I began researching and I knew I was missing something." She ended up finding our program,
she enrolled, and she said, "This is a huge lesson in listening to your gut instinct
when it comes to business and life. If we had launched our course minus this system,
we would've failed, but with this system, well, the sky's the limit." And she was right.
Not too long after that, she said, "Just wanted to share. We opened up our private Facebook
Group yesterday for our clients. Check it out. Our goal number was 20 for the course. It's oversold.
We're capping it at 30." And they generated $56,250 for their POP program. And, finally,
the client results just started flowing in. She said, "Well, if the idea is to get social proof
with the POP, I'd say we're getting it. Only 10 days in and here's just a little snapshot
of what we're seeing in the Facebook Group. All of these testimonials and all of the
social proof that the program is working." And their clients are so excited about it.
Talk about generating cashflow, building their confidence in their offer, and getting those
client results in the door. Nailing all three Cs because of this process. I hope this gives
you confidence in knowing that you are capable of pre-selling your program, and it's actually
a super important step to creating a business that's going to stand the test of time and
that you're going to feel so aligned with and so excited about the impact that you are making.
If this resonated for you, let me know what your takeaways were in the comments below,
and be sure to hit that like button and subscribe for new videos every single week. And this is just
the tip of the iceberg. Inside of our Authority Accelerator program, we've helped clients go from
scratch to multiple six figures a month in revenue without any ad spend at all, using our system
to sell their program on autopilot completely organically. So if you're serious about this,
you want to take that step, be sure to click the link below, fill out an application with
as much detail as possible so we know how to best support you, and you can speak to a
real human on my team so we can support you in creating your online program and creating the
impact that you want to make in the world. Thank you so much for watching. I've created
a whole playlist on how to create a successful online course, so check that out next, and it'll
be in the description below. Thanks so much for watching. See you in the next one. Bye.