The secret to making $40k with our lazy course launch? Simply, this:
A content plan focused on avoiding the “sea of same” 🐟🐟🐟 by continuing to create “commodity content” ❌, and instead sharing our unique perspective.
The definition of “commoditised” is: “to render (a good or service) widely available and interchangeable with one provided by another company”. Information is a commodity. Tips can be Googled. And if you’re ONLY sharing content and tips, you’re just another brand online. You’re the DEFINITION of a commodity – and THAT means you are replaceable.
To stand out as an authority – it’s true, you need to author content (literally, the “author” in authority). EVERYONE tells you this. But! The nuance is THIS: to stand out, you need to colour the content that you share with your unique perspective. True thought leadership means, quite literally, LEADING the thought in your industry.
And when you lead the thought rather than sharing the same “how to” content, you give people a reason to follow YOU specifically.
You’re not interchangeable or replaceable because you’re the only one sharing that perspective.
In today’s podcast episode, we will share with you how we practically did this in the lead up to our podcast course launch to stand out and SELL out.
The process we followed:
Step #1: Choose 3-5 content pillars
Pillars are “topics” that you speak to and should be aligned with the offers in your business.
Step #2: Share consistent content aligned with those content pillars
Step #3: Colour the content with your unique perspective
Here’s how we did it in our launch
✔️ Our Offer: Launch Your Wildly Successful Podcast
✔️ Aligned Content Pillar for this Offer: Content Creation
✔️ Unique Perspective on Content Creation
Avoid “content commoditisation” through thought leadership content to establish yourself as a micro celebrity in your niche.
We consistently shared this content as one of our content pillars, and as a result, had a $40k “lazy launch” of our podcast course because it had made our audience aware that consistent “thought leadership” content creation via a podcast is the secret to standing out and selling out.
By becoming known for our unique perspective on content creation, we became more than “just another podcast course” and people wanted to learn from us specifically. Which means – they bought from US, not just ANY podcast course out there!
To sum it up…
If you aren’t standing out with your content, it’s likely that you aren’t sharing your unique perspective.
Stop creating commodity content and instead “lead the thought” (aka thought leadership) to become a micro-celebrity in your niche, stand out and NEVER compete on price.
Listen On: Apple Podcasts | Spotify
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