Sure, there will be plenty of opportunities for you to craft amazing copy that you’ll use on your landing page, sales pages, email blasts, Facebook pages, etc. etc..
But what happens when you’re in your next networking meeting and someone asks you what you’re working on now? What do you say about your e-course launch at the end of your webinar? How do you talk about your e-course in a way that engages your listeners and entices them to learn more?
That? That’s the focus of today’s blog post.
What is an eCourse Pitch?
An e-course pitch is your golden opportunity to introduce your e-course and raise their desire to take it to a feverish pitch. In other words, by the time you’ve finished your listeners will be CLAMORING to buy your ecourse. (Whoop!)
In some cases, you’ll have a 30-60 second window – at a networking event talking to the people at your table. At the beginning of a local meet-up group during the round-robin.
And in some cases, you might have as much as 5 minutes – at the end of your webinar or in-person workshop. Or at the end of a presentation at a conference.
In either case, your pitch will be a concise, carefully planned, and well-practiced description of why they need to get their hands on your e-course. Stat!
So, needless to say, this pitch has got to be good! Spectacular even!
Please, please don’t launch into a list of logistical details. Save the “there are 8 modules and worksheets and how-to videos, blah de blah.” Nobody cares at this point.
What you do need are these 2 things:
It’s simple, really. Just make sure you have both a hook and a request.
These are pretty standard, but it’s sometimes hard for people to slow down and back-up to think these 2 things through.
First, the Hook
Sam Horn takes this whole concept to a new level. She has a process that she calls intrigue. If you want to be more intriguing (and who doesn’t) I recommend you take the time and watch her here:
But… in case you’d rather read about it, let me lay this out for you:
Sam calls the hook a “did you know” intro. This works like a charm. Here’s her 3 steps:
Step 1: Open with 3 startlingly relevant “Did you know?” questions.
These are things your listener doesn’t know, but would like to know about the scope of problem you’re addressing in your e-course or the need you’re addressing. This isn’t about your course, it’s about your topic. Look for:
- Rock-the-boat stats about your topic
- Recent research or events about your topic
- Changing trends about your topic
Step 2: Use the word imagine linked with 3 “Who wouldn’t want that?” attributes of your proposed solution in your e-course.
So let’s say your course helps people write and publish an e-book. Who wouldn’t want a simple and clear process for writing an e-book in just 1 month? Who wouldn’t want to know exactly what to outsource and what to do themselves? Who wouldn’t want templates for sharing on social media? Etc. etc…
Find your own “Who wouldn’t want that?” attributes.
Step 3: Transition with “You don’t have to imagine it; we’ve created it. In fact….”
Yes, you’ve packaged all that up in an easy-to-use, self-paced online course that will ultimately save them gobs of time and money.
Depending on the time you have, you might next tell a story. Build some rapport. Ask some questions.
Next, the Ask
This isn’t the pushy ask. This isn’t “Now you do THIS.” Yuck.
This is about giving people options – clear and simple actions. And making them super easy for them to do so.
- “If you’d like to see how the course is laid out or chat about [the e-course], I’ll be at the back table after this presentation and would love to talk with you then.”
- “I also have 5 slots for complimentary sessions to help you get started with [your e-course topic]. To book in for one of those slots just sign up at the back table.”
- “If you’re interested in learning how to [this would be introductory type information to your course], I’ve got a 3-part video series that you can get right in your inbox if you sign up in the back or at my website here on my business card.”
And lastly, here’s a do’s and don’ts list.
Do’s and Don’ts for Your Pitch
- Use a compelling hook that intrigues and engage the listener, prompting them to ask questions, and keep the conversation going.
- Make your pitch sound effortless, conversational, and natural. Take it slowly – don’t talk too fast!
- Write and rewrite your pitch, sharpening its focus and eliminating unnecessary words and awkward constructions.
- Practice your speech in front of mirrors and role-play with others.
- Let your passion and enthusiasm shine through!
- Use words and terms that your listeners will easily understand. Stay away from jargon.
- Develop slightly different versions of your pitch for different situations and audiences. This may mean adjusting your hook and your ask.
- Focus on how you can benefit the listener and help them solve their problems. Remember as you pitch that the listener will likely be mentally asking, “What’s in it for me?”
- Finish with a tangible “ask.” Make it specific – “Sign up at http://mywebsite to get 3 videos that will teach you to x, y, z.” or “Enroll in my introductory course for free by signing up on the yellow form that is being passed around now.”
- Make sure you don’t create a pitch that leaves your listeners mentally asking “So what?”
- Don’t let your speech sound canned or stilted.
- Don’t ramble. Familiarizing yourself as much as possible with your speech will help keep you from getting off track.
- Don’t rush through your pitch. Pause as you would in a regular conversation. Breathe.
- Don’t forget to update your pitch as your situation changes.
It’s Your Turn!
Give it a go. Try it out on your family and friends, tweak, and then keep testing. You want to find people in your target listener group who get excited, get motivated, and come alive by your pitch. Once you get that far, golden!
If you’d like feedback from others, record yourself, let me know, and I’ll post on the eCourse Coach Facebook page. Or just add a link to your video in the comments and I’ll be sure to give you feedback directly.