127 - How to Sell Your Course with Nicki Krawczyk

In this episode of the SEOLeverage Podcast, Gert interviews Nicki Krawczyk, the creator of the Circuit Sales System. They discuss the challenges businesses face in achieving growth and how effective messaging and automation can help overcome these obstacles. 

Nicki shares her own experience of increasing revenue 40 times over in under two years and explains how the Circuit Sales System can be applied to various types of businesses. The episode also covers the importance of continuous improvement, the value of professional copywriting, and the significance of building long-term relationships with potential clients.

Podcast Highlights:

00:00 Prologue

01:07 Podcast INTRO

01:17 Introduction to the podcast episode topic and the guest

02:05 Nicki's journey into becoming a professional copywriter

06:23 How Nicki 40x her revenue

10:17 The importance of effective messaging to resonate with your target audience

17:33 Why clients hire experts but often resist their expertise and the humorous side of it

18:30 Why selling doesn't end after landing the client 

24:31 Nicki emphasizes the importance of understanding the audience's needs

27:14 Nicki talks about The Circuit Sales System

33:11 Gert discusses the importance of having a trusted advisor for clients

34:34 Where to connect with Nicki

35:25 End

Resources: 

The Circuit Sales System - https://circuitsalessystem.com/

Connect with Nicki Krawczyk:

Website - https://nickicopy.com/

LinkedIn - https://www.linkedin.com/in/nkrawczyk/

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

How to Sell Your Course with Nicki Krawczyk

Are you sitting on a valuable course full of insights, waiting for students to discover it? Or you've dabbled in marketing efforts but haven't seen much success yet.

With some creative approaches, you can attract eager learners ready to invest in themselves. Join Gert and Nicki Krawczyk, the creator of the Circuit Sales System, to discuss how to sell your course.

Nicki's Copywriting Career Path

Nicki Krawczyk is a professional copywriter and online business owner with 11-12 years of experience. She helps businesses get "unstuck" through her messaging and customer psychology expertise.

After struggling to sell a course for aspiring copywriters using traditional methods such as live launches and challenges, she decided to develop her own sales system based on her knowledge and preferences. This new approach led to significant increases in her revenue, from $40,000 in 2018 to $1.6 million in 2020.

In general, there’s a great impact on individual decision-making processes rather than expecting customers to behave impulsively.

How Nicki Increased Her Revenue by 40x

It's not just a bold claim; it's true. However, not everyone will see the same growth.

The key is to lean into what works, even if it means trying new things despite past failures. Business owners often hesitate to try new strategies because of previous unsuccessful attempts. But this mindset won't sustain a business.

Hence, experimenting and investing in new approaches is essential for growth. Business owners must be willing to push boundaries and try new things while doing due diligence.

In Nicki’s case, her market was aspiring professional copywriters. So, she stepped out of her comfort zone by investing in ads and other strategies.

Moreover, timing also plays a crucial role. Sometimes, a program or strategy might not work simply because it's the wrong time. Success often requires the right timing and dedication, similar to sticking with a fitness routine.

The Key to Captivating Your Target Audience

Nicki emphasizes that effective messaging is essential for business success. You need to communicate what you do in a way that resonates with your target audience.

Nicki’s team approach includes videos, emails, and unique messaging techniques. Business owners often get stuck in a broad "it's not working" mindset. Specific questions are necessary to identify issues. For instance, a 25% conversion rate may seem low due to insufficient traffic. Clear, factual analysis of emotional responses helps pinpoint real problems.

In SEO, people often attract the wrong type of traffic. For example, targeting general questions instead of specific high-level services. It's best to align your language and strategy with what your audience is actually searching for.

As the market changes, be willing to adapt your messaging and approach. Be open to re-evaluating your strategies.

Understanding Client Distrust Of Expert Advice

Business owners often struggle to trust expert advice because they are deeply immersed in their own methods. For instance, convincing them to change their SEO strategies after years of doing it their way is challenging. To overcome this, Gert suggests small tests on a few articles and let the results speak for themselves over time.

It's common for clients to resist expert advice despite hiring you for your expertise. People aren't always rational. When this happens, gently remind them of their current struggles and why they sought your help. 

Selling your expertise doesn't stop after landing a client

Effective client relationships require continuous selling of your value. You must consistently reinforce the benefits of your work and how it alleviates their pain points.

Indeed, money earned later is still valuable. Clients may return years after an initial contact, often with larger budgets. Maintaining relationships, even if the client isn't ready to buy immediately, is crucial.

Furthermore, follow-up is often overlooked but essential. Business priorities and roles change, so consistent outreach can turn previous rejections into future opportunities.

Why Understanding Your Audience's Needs is Important

Writing for oneself is challenging because of personal biases and emotional attachments. This is why hiring a professional copywriter is valuable. They can identify and communicate what the audience needs to hear to make a purchase.

So, how do Nicki and her team help clients with their messaging across different channels? Do they also guide them on running Facebook ads?

Nicki focuses on teaching effective messaging and selling systems but doesn't cover topics like Facebook ads. However, they provide resources for clients who want to learn or hire someone for such tasks. Their program simplifies the selling process so clients can focus on getting people into their systems.

The goal is to build a system that sells effectively. This reduces the struggle of constantly acquiring and reselling to customers.

What is Circuit Sales System?

The Circuit Sales System is named for its concept of energizing sales like electricity and its closed-loop nature. Once customers opt-in, they can purchase within the system unless they unsubscribe.

Manual elements like special live events can be added, but automation is preferred. The system allows for customized experiences and timelines for each person who opts in.

This system is well-suited for course creators, group program creators, and agencies with high-volume sales. It might not be ideal for one-on-one service providers with limited capacity or businesses selling low-cost products.

Sales time can be minimal once the system is built, especially with automation. Business owners should invest a significant amount of time in sales initially, but this can be reduced with an effective automated system. This allows more focus on customer service and delivering value to paying customers.

The Value of a Trusted Advisor

In SEO, it’s best to have trusted advisors for technical tasks. Connecting clients with trusted professionals ensures better outcomes and peace of mind.

Clients are encouraged to work directly with trusted advisors for hands-on support. This creates a "done for you" experience without experts being directly involved in the technical implementation.

Final Thoughts

Selling a course is more than just presenting content. It's also about creating a connection with your audience.

Nicki’s approach focuses on building trust and understanding your audience's needs. By continually refining your offering, you can establish a successful course-selling strategy that not only drives sales but also fosters long-term customer loyalty.