I initially began “I Will Train You To Be Wealthy” as a 1-hour free course that I taught at Stanford. It was by no means designed to generate profits. It was simply one thing cool that I wished to do. After I’d hear pals complaining about cash on the eating corridor, I’d say, “Hey, it is best to come attend this class I put collectively. It’s free, and it takes about an hour, and I’ll present you all of the fundamentals of cash, banking, budgeting, saving, and investing.” The response was VERY constructive. Individuals mentioned, “Wow, that sounds superior!”
After which they might by no means present up.
Over 1.5 years, I repeatedly struggled to have anybody present up. I’d surprise to myself, “Why am I making an attempt so exhausting to present individuals GOOD, FREE details about stuff they really want to know?” I felt like a profession counselor, some of the underappreciated (and hopeless) jobs.
After making an attempt every kind of methods to get individuals to attend, together with emailing THEM and making an attempt to coordinate instances, I switched approaches. As an alternative of in-person occasions, I launched iwillteachyoutoberich.com so individuals may learn it out of the consolation of their very own dorm rooms. Later, I discovered why this was so profitable: Individuals don’t like attending occasions about cash as a result of (1) it makes them really feel dangerous about themselves, (2) the occasions are often boring and/or scammy, and (3) individuals must publicly admit they don’t learn about cash.
It was a basic mistake of not understanding my customers (substitute “prospects” in your online business).
Lesson discovered: You MUST get into your purchasers’ heads.
- What are their fears?
- What are their hopes?
- What do they care about most (Trace: How a lot it prices is sort of by no means the primary precedence).
Equally, when you get of their heads, you be taught that the medium wherein you serve your purchasers issues. (Is it an in-person occasion or a weblog or a weekly cellphone name?) The best way you method your shopper issues. And the way you promote to prospects issues.
