Building In Public Helps You Refine Your Digital Products – Here’s How

5 months ago   •   2 min read

By Ernesto Gutierrez, MD
Photo by Campaign Creators / Unsplash
Table of contents

In 2015 I launched my first online course and I made a whopping $5 per hour.

Since I knew what other doctors in private practice needed to be successful, I created a course that taught it. And after weeks locked in a spare bedroom, I finally launched!

After all was said and done, only 2 people signed up.

Looking back, it's easy to see where things went south. Here's what I should've done instead:

Let's assume I'm back in practice and I'm planning to create a course teaching a course on wellness and anti-aging.

Step 1: Shot across the bow

This is when you reach out to your audience and ask them if they'd be interested in whatever it is you're planning to teach them.

"Hey John, I hope you're doing great. Some of my Age Management patients have asked me to put together a mini-course to support their anti-aging efforts.

I'm still just thinking about it but if I did, what are the top 2 or 3 things you'd want me to cover?

Just reply to this email and let me know. One or two lines is more than enough."

Then send this out to as many of my ideal prospects as I could and collect their responses.

Step 2: Do a Beta Launch

Armed with their answers, put together a course outline and get signups.

Create a checkout form directly on Stripe and grab the link. Then record a <10 min video using Loom explaining what the beta launch is, the dates, and walking people through the outline you created. Put the video and the link to the checkout in an email and send it to your list.

Step 3: Deliver the training live and record it

By now, your audience is paying you to create a digital product.

And by delivering it live, you'll learn where their sticking points are. You'll learn which sections of your course need refining, and you'll learn which don't. You'll get their words, their challenges, and more importantly, their testimonials. Just make sure they get results!

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