Prepare your Course

1. Define your target market and the problems that you can solve for them.
2. Unpack how you solve their problem into a signature system framework.
3. Give your signature system and name, and also name all nine modules. 
4. Decide whether to launch with the entire framework or make a mini course of one to three modules. 

Attract your Audience

1. Create a free lead magnet that solves the first step of the problem or outlines your signature solution steps in a roadmap format. Create a visual map of your framework. 
2.  Create an opt-in page to deliver the freebie and start sending weekly emails.
3. Start promoting your freebie on social media to build an email list of people interested in your course (or mini-course) when it launches. 

Build your Course

1. Outline each of the steps of your course or mini-course in a genie. You want a promise for each module and four lessons.
2.  Once you’ve completed the genie framework, you can start to work on your course, slides and worksheets. This will take the most time. 
3. Write out the scripts for each lesson. This will guide you when you deliver the courses and turn them into transcripts, which can eventually be used as closed captions for your videos. Don’t be tempted to wing it. Spend the time now. 
4. Create your course slides using Canva, Keynote or InDesign based on the content in your scripts. 
5. Create your worksheets using Canva or InDesign based on the goal you want your students to achieve in each lesson and module. 
6. Once your slides, scripts, and worksheets are done, you can record the welcome module and module zero so that your beta students have something to watch in preparation for the course starting. It also gives you an opportunity to practice recording and editing. 

Setup Course Site

1. Set up your course product in kajabi. Lessons live under modules. Hide everything except the welcome and module 0.
2.  Compress your welcome videos using Handbrake and upload them. 
3. Copy and paste all the video captions from your genie into the course site in Kajabi. 
4. Upload PDFs of your slides and worksheets into the downloads tab of each lesson. 
5. Set up multiple offers for the course product. One priced for the beta launch and one for your actual launch. 
6. Set up your long-form sales page using the sales page genie and link it to the beta offer. 
7. Create a welcome email sequence that triggers when someone purchases your beta offer. 

Beta Launch

1. Plan your dates. Aim for a launch runway (a few weeks), cart open and close dates (10 days) and then the three or nine weeks of your live beta launch.
2.  Publish content leading up to the cart open date. Get people excited, primed and ready to buy. 
3. Open the cart, promote hard, then close the cart (disconnect the offer and say offer closed on the buttons)

Live Course Delivery

1. Show up on Zoom Live every week and deliver the content. One module per week.
    
2. Remember to record the Zoom calls, compress them using handbrake and upload them to the Kajabi course site. 
    
   It’s up to you whether you do a share screen on your Zoom call and talk through the slides lesson by lesson or talk and not show the slides. Assume your audience hasn’t looked at the slides, so if you can, share your screen and then go back to video mode for the worksheet activity and question time. 
    
   In between lessons, give your audience time to ask questions or take some action steps. Eventually, your lessons will be between 3 to 7 minutes. This means on a 60-90 minute Zoom call, allow 15 to 20 minutes per lesson. 
    
   Resist the temptation to talk for the whole time and then leave the questions to the end. Try to break up the Zoom call into four sections to mirror the four lessons and four worksheets.
    
3.  Remember to ask your students for feedback and testimonials once the 3-9 week delivery is complete. If they have any results to showcase, capture those as well. Your first beta launch was probably to a warm audience. When you promote your offer to a cold audience, you need testimonials and results to add to the sales page.

Post Beta Launch

1. Whilst it’s still fresh in your mind, take all the audience feedback and your thoughts and reflections, and make edits to the slides, scripts, and worksheets.
2.  Get your hair and makeup done, and record all your snapshot videos in one batch.
3. Record all the lesson videos where you talk over the slides.
4. Re-record the welcome and module 0 slides if there are any significant changes in the content. Otherwise, try and match them for consistency.
5. Edit everything together, compress and upload to the Kajabi site.
6. You can delete the live Zoom recordings or move them to a live section on the course site, as new students will find the Q&A sessions helpful.
7. Transcribe all your videos and upload .srt files for closed captions.
8. Before launching again, ensure you have all the slides, transcripts, closed captions, videos, and worksheets uploaded and ready.
9. Update your existing sales page with the testimonials and any changes you’ve made to the content, then connect the sales page to the new offer.
10. Create a new onboarding welcome email sequence that is triggered by the new offer. 

New Live Launch

1. You should repeat the launch process now that your course is complete and you’ve updated your sales page. Whether you show up in a Facebook group weekly to answer questions is up to you. Still, I highly recommend doing one more cohort-based launch so that you can refine the messaging and check that your videos are doing the job before turning it evergreen.
2.  Repeat the beta launch process, have a launch runway, maybe refresh your lead magnet, or offer a new one, mainly so you and the previous audience don’t get bored of the same stuff again.
3. Have a 10-day cart open and close again, and then take the cohort through with a Facebook group or live Q&A session. 
4. It’s less work for you this time around because you don’t need to show up and deliver content. Still, it is an excellent way to get another round of testimonials And make sure that the videos are doing as good of a job as you did live to explain the concepts and get the students moving through. 
5. Once again, at the end of the cohort, collect testimonials and feedback, make any final changes or refinements to your content, and you’re ready to take your launch evergreen. 

Your Evergreen Webinar

1. The key part of turning your launch evergren is a webinar. Think of your webinar as a summit-style video or masterclass where you show up and deliver valuable content or take people through the course roadmap step-by-step.
2.  By now you should have testimonials and student examples to showcase in your video.
3. Once you’ve delivered 15 minutes of value in your video, you can add a 3 to 5-minute sales pitch at the end, just like a standard summit video.
4. You might also include a discount code at the end of the masterclass to reward people for watching your video. 

Your Evergreen Funnel

Your evergreen funnel should work like this:

1. People Google a topic and then find a blog post you’ve written, a pin on Pinterest, or a helpful Instagram post. They consume the free content, and you offer a free worksheet or lead magnet that continues to help them with the problem they searched for.
2. On the thank you page of the freebie, you show them the webinar and have a link to buy the course.
3. You also have a “watch free masterclass on the topic” call to action on your website and social media pages.
4. This link takes people to an opt-in page where they opt-in to watch your webinar, and you also give them a chance to buy the course.
5. Whether they download the freebie and watch the webinar or opt-in to watch it directly, you then subscribe them to an email sequence, continue to help them with the problem and make continued offers to buy the course.
6. Ensure that once they buy the course, you unsubscribe them from your sales sequences.

Evergreen Content Machine

1. Once your course is live and your evergreen funnels are converting well, your only job becomes finding new and exciting ways to attract people, looking for help with the problem that you solve, and then creating free tools, lead magnets, blog, posts, content that you spread throughout the Internet, which drives people, either directly to your sales page or to your sales page via your webinar/masterclass.
2. The whole point is to sell without selling; you’re just out there, providing exceptional, free content and building your authority as an expert in this area by appearing on podcasts, summits, writing blog posts, etc.
3. Once they’ve had a little taste of your free content, they’re more likely to watch the 15-minute video where you go deep on your offer for them, and then the webinar should do all of the selling in conjunction with the sales page on autopilot.
4. Continue to tweak and refine your messaging as you receive questions and get to know your target audience better. A funnel is never finished; it's always in the process of being optimised and refined, but once your course is finished, you have a fantastic asset to continue promoting.