How To Sell More Courses Without Ever Launching Again

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OK, if we're being honest, the topic for today’s episode is just as much for us as it is for you. We have been behind the scenes creating some awesome products for solopreneurs, and as the marketing gal (Carly) for LifeStarr, it’s been up to me to develop a launch plan.

It’s been a little stressful, because we want to get it just right. Now, we are offering more than courses, but those are definitely included, so when we looked at our inbox to see that there was a gal interested in being on our show who helps course creators make a lucrative living without launching, we just knew we had to respond immediately and get her on here.

Caitlin Bacher is the CEO of Scale with Success®, a company dedicated to teaching coaches and course creators how to turn their online courses into a 7-figure business without launching. Her company has rapidly grown to over $11m in revenue over the last few years with no signs of slowing down.

We discuss things like:

• The surefire way to sell more courses without launching
• How to double your course sales In 30 days
• The biggest mistake that course creators face as they make the transition from launching to selling their course on auto-pilot.

• The biggest difference between a course that flops and one that makes millions

Plus so much more. So be sure to tune in!

Like the show? We'd love it if you'd leave a 5-star review!

Connect with Caitlin Bacher

• Visit caitlinbacher.com
• Listen to Scale With Success The Podcast

Favorite Quote About Success:

"Simple scales, complex fails."

Being a solopreneur is awesome but it’s not easy. It's hard to get noticed. Most business advice is for bigger companies, and you're all alone...until now. LifeStarr's SoloSuite Intro gives you free education, community, and tools to build a thriving one-person business. 

So, if you are lacking direction, having a hard time generating leads, or are having trouble keeping up with everything you have to do, or even just lonely running a company of one, click here to check out SoloSuite Intro!

About Caitlin Bacher

As the CEO of Scale with Success®, Caitlin Bacher is dedicated to teaching coaches and course creators how to transform their online course into a 7-figure business - without launching. Caitlin believes there’s more than one right way to build a business, and that if launching isn’t your cup of tea, you don’t have to do it. She learned this lesson the hard way; for her, launches meant inconsistent revenue, sleepless nights, and stress. After Caitlin pivoted from launching to selling, she unlocked consistent revenue, scaled, and made her first million in only nine months. She now teaches this method to course creators all over the world.

Like this show? Click on over and give us a review on Apple Podcasts Thanks!

Episode Transcript

Carly Ries: 00:00

Okay. If I'm being honest, the topic for today's episode is just as much for us as it is for you. We've been behind the scenes creating some awesome products for solopreneurs. And as the marketing goal LifeStarr, it's been up to me to develop a launch plan. I'm not gonna lie.

Carly Ries: 00:14

It's been a little stressful because I wanna get it just right. Now we're offering more than courses, but those are definitely included. So when I looked at my inbox to see that there was a gal interested in being on our show who helps course creators make a lucrative living without launching, I just knew I had to respond immediately and get her on here. Caitlin Bacher is the CEO of Scale with Success, a company dedicated to teaching coaches and course creators how to turn their online course into a 7 figure business, like I said, without launching. Her company has rapidly grown to over $11,000,000 in revenue over the last few years with no signs of slowing down.

Carly Ries: 00:53

We invited her on the show to discuss things like the surefire way to sell more courses without launching, how to double your course sales in 30 days, the biggest mistake the course creators face as they make the transition from launching to selling their course on autopilot, as well as the biggest difference between a course that flops and one that makes millions. We discussed this plus so much more, so be sure to tune in. You're listening to The Aspiring Solopreneur, the podcast for those taking the bold step or even just thinking about taking that step into the world of solo entrepreneurship. My name is Carly Ries, and my co host Joe Rando and I are your guides to navigating this crazy, but awesome journey as a company

Carly Ries: 01:36

of 1. We take pride in

Carly Ries: 01:38

being part of LifeStarr, a digital hub. We help people work to live, not live to work.

Carly Ries: 01:53

And if you're looking for a get rich quick scheme, this is not the show for you. So if you're eager to gain valuable insights from industry experts on running a business the right way the first time around, or want to learn from the missteps of solopreneurs who've paved the way before you, then stick around. We've got your back because flying solo in business doesn't mean you're alone.

Carly Ries: 02:12

Okay. So before we jump into this episode, I just have to share this new free offer we have called the SoloSuite Intro . Being a solopreneur is awesome, but it's not easy. It's hard to get noticed, and most business advice is for bigger companies, and you're all alone until now. LifeStarr's SoloSuite gives you free education, community, and tools to build a thriving one person business.

Carly Ries: 02:35

So if you're lacking direction, having a hard time generating leads, having trouble keeping up with everything you have to do, or even if you're just lonely running a company of 1. Be sure to check out SoloSuite Intro at lifestarr.com and click on products and pricing at the top menu. It's the first one in the drop down. Again, it's totally free, so check it out at lifestarr.com Click on products and pricing, and it's the first one in the menu.

Carly Ries: 03:01

Hope to see you there. Okay, Caitlin. So I told you offline that, having you on the show, 1, I think it'll benefit our audience greatly, but it was kind of selfishly driven because we are starting or we are launching well, dare I say launch. We are releasing a product, and courses come starting in the new year. And in the background, we've been like, okay.

Carly Ries: 03:26

What's our launch plan? What are we doing for this? doing everything behind the scenes right now. But you say you can make even 1,000,000 from a course based business and even double your sales this month without launching. And I was just like, that doesn't make any sense.

Carly Ries: 03:42

All I've been doing recently is trying to figure out a launch plan. So let's break this down. What is the difference between launching and selling your course on autopilot?

Caitlin Bacher: 03:52

Yeah. I'm so glad you that you asked that because in the online space, there's a lot of confusion between what those terms actually mean. And I'm actually gonna go a level higher and talk about the difference between launching and evergreen. the truth is that a lot of times people think that launching refers exclusively to live events and evergreen is exclusively automated. But in reality, you can do both in either one.

Caitlin Bacher: 04:23

So launching can have these things that are set up that are automated and they can be live. Evergreen can be live or automated. Now I do specialize, in our program helping people, sell on autopilot. So we don't specialize in teaching people live events or anything like that. But the main difference between launching an evergreen is the business model itself.

Caitlin Bacher: 04:46

So when you're launching, it typically requires, maybe 2 or even 3 months of intense list building and content distribution that's all leading up to what's called an open cart. And the open cart is the period of time when you are allowing people to enroll in your course. And that open cart period can last anywhere between, you know, 5 days, 7 days. Right? Then nobody can buy until your next launch, which is maybe 4 months later or even a year later.

Caitlin Bacher: 05:23

And what many course creators find is that when their launch ends, so does all of the momentum that they really worked so hard to generate. Right? And it's radio silence for the business until you begin the launch cycle all over again. And it's no surprise that when you think of it that way, it is a very high risk way of selling your course, especially for course creators who are making less than $1,000,000 a year. They have a tiny team or no team at all.

Caitlin Bacher: 05:55

They're basically just getting started and pretty much a non existent ads budget. I always tell people that if your course is generating less than $1,000,000 per year, the number one thing that you need to focus on is how to generate consistent revenue, so that you can get some real traction in your business. Now, the difference between launching in an evergreen model is that with an evergreen model, you are able to enroll students into your programs on an ongoing basis, not just a couple times a year, which is great because it really puts you in a position where you can grow your business over time. You can collect data to see what mark you know, what marketing messages are really resonating with my audience right now. Determine what needs to be refined.

Caitlin Bacher: 06:46

You basically have more opportunity, more practice to get better.

Carly Ries: 06:51

And are you

Carly Ries: 06:52

referencing courses that are like you sign up and then it's self paced, or are you talking about courses that require small group meetings every week and and things like that?

Caitlin Bacher: 07:02

Well, I'm so glad you said that because another common misconception about Evergreen is that or even selling on autopilot is that it's totally hands off. And our clients are creating a variety of online programs. So some of the courses that they're selling are strictly content. Right? So they're just selling access to the content.

Caitlin Bacher: 07:23

It could be lifetime access. It could be, access to the content for a limited time, and then they have a membership back end. And then the other people in our programs are selling courses that come with either a, community component and or some kind of coaching component. Whether that looks like, a weekly live call or a monthly live call, kinda depending on what the needs are of, of your students. And so people get access to the content.

Caitlin Bacher: 07:57

They are able to go at it on their at their own pace. Some programs drip out content on a weekly basis, so you'll have, you know, a new lesson each week. Some give immediate access, you know, to the full content right away. But you're able to attend either on a, you know, twice per week, once per week, once per month, whatever it is, call where you can if you are wanting feedback on something or if you're struggling with implementation or need need clarity on something, you're able to submit your question and get your your your question answered.

Carly Ries: 08:34

Okay. So what are my goals? So for people that like you could attend like live things and all of that and you say you just want a consistent flow, The nice thing about the typical launch strategy is kind of that building up that scarcity and, like, only have 5 spots left and this and that. How how do you do that without the quote unquote launch, but also how do you manage a huge flow of people and maintain that personalization that people might want to be getting from those courses?

Caitlin Bacher: 09:02

Yeah. So one of the most important things when you're selling something on autopilot, when your product is evergreen, is that you are still giving people a window of opportunity to purchase. Right? so you have people entering your sales cycle for the first time at all kinds of different times. Right?

Caitlin Bacher: 09:24

Day after day. But each of those people is on a customized path, and so each of those people has, based on when they entered your sales cycle, a unique window of opportunity to make a purchase. And the reality is that no one wants to be hemming and hawing about whether or not they wanna buy for, like, weeks, months, or years. Right? And so the prospect appreciates that because then it's like, okay.

Caitlin Bacher: 09:52

Here's my window of opportunity to purchase. I'm either in or out. If I'm out for now, then we have additional automation nurture sequences that continue to give more valuable free content and then invite them back into the fold later on.

Carly Ries: 10:09

Joe, I feel like my brain's gonna explode with everything that I've been thinking with, like, our launch and now I'm like, I need to go back to the drawing board. So, Caitlin how do people know if they're ready to quit launching and start selling their course on autopilot instead?

Caitlin Bacher: 10:28

Yeah. So one of the one of my beliefs, you know, the way that I kinda walk around the world is that being ready is a choice. And you can choose to be ready for just about anything whenever it is that you decide. And I know that, especially when you're starting a new business, that can feel a little bit scary. Right?

Caitlin Bacher: 10:50

Because the future is uncertain and we don't know. And wouldn't it be nice if we had a handy dandy checklist that we could check off and tell ourselves, oh, you know what? I meet all of these requirements and and that's gonna guarantee my success. But that's not the way growing a business works.

Caitlin Bacher: 11:07

And so what I will say is if you are someone who, number 1, you desire more time, freedom. Right? Maybe you're someone who maybe you've launched before, maybe you haven't launched before, and you're just kinda, like, dreading the whole process. But you're thinking to yourself, you know what? This is gonna be a lot of work.

Caitlin Bacher: 11:26

This is gonna require a big ads budget. This is gonna require me to increase the size of my team to put more money into creating all of these new launch resources. The reality is that launching is expensive. Launching has a high cost, and whether you are launching, a service or a course or coaching or whatever it is, it's really important that as small business owners we're able to mitigate those costs and to use things like automation so that we don't need to have a big team. I remember one of the courses that I first launched in my first couple years of business was, cost me $20,000 to prepare for that launch.

Caitlin Bacher: 12:13

And guess how much money I made during that launch? It was $20,000. So that was a flat breakeven. Right? And the reality was that because I had told my audience, like, I'm launching this, once this year, for the next few months, what was I supposed to do? I had to scramble around, create other offers because I wasn't able to sustain income for the additional months. And that was kind of a turning point for me where I was like, okay. This is too risky. Like, I don't have outside investors pouring money into a safety net account or anything. like this is just not gonna work.

Caitlin Bacher: 12:54

And so if you're someone who really wants that flexibility, if you want to be able to, really open up your schedule and really focus on things like being visible, like create, delivering a great experience for, for your clients. All those kinds of things that it really makes sense to automate your sales process. The other thing that a lot of the other reason why a lot of people decide that they're ready to just, you know, quit the launch roller coaster is because they're really looking to increase their revenue. So I remember, like I said, when I was launching my course, I just felt like I kept coming up against the same revenue ceiling, and I saw other people that were having these big, you know, $1,000,000 years, you know, this and that. And I just wasn't able to break through.

Caitlin Bacher: 13:44

And I know that some people love launching. They're successful with launching, and that's awesome. That's great for them. Right? I'm a firm believer.

Caitlin Bacher: 13:53

There's no one right way to do something. But for me, it just wasn't allowing me to hit those big revenue goals. And it wasn't until I quit launching that course and I switched to selling it on autopilot, that I was finally able to hit that $1,000,000 year, and it happened within less than 12 month period. And for me, I think part of the part of the reason why I was able to generate that momentum is because I was focused on getting really good at selling that one thing with that one funnel, honing the marketing message over time. And and I think that as new as, you know, as small business owners, as course creators who are new to this, it's really important that we have the opportunity to do that.

Joe Rando: 14:44

Question. So I understand the difference between the launch model where you're saying, hey. Yeah. We're getting ready to launch this thing. You sign up.

Joe Rando: 14:52

There's a limited space or whatever. And then you sell it, and then you wait, and you do it again later so that there's a use it or lose it. You snooze, you lose kind of model.

Caitlin Bacher: 15:02

Right.

Joe Rando: 15:03

And you switched to evergreen, which means anytime I want to buy your product, I can. besides that, what else changes about your approach in terms of, say, the marketing and the selling process? Is there anything else that changes or is it just, you know, it's just available anytime?

Caitlin Bacher: 15:18

So one of the biggest mistakes that course creators make is that they think that they can simply repurpose their live launch content into an automated funnel and just let it run. And so that's where a lot of times you'll hear people say like, oh, well, you know, I don't wanna evergreen my course yet. I don't wanna start selling it on autopilot because I haven't live launched it yet. And so I know I need to live launch it . But the sales experience for a prospect coming into your world is very different in an automated funnel versus something live.

Caitlin Bacher: 15:59

And because of that, you have to make changes in your sales and marketing content itself. So it's not what works well on a live webinar is not gonna work well on an automated webinar. Inside of an evergreen automated funnel, everything has to be crystal clear. You have to be very clear about what it is that you are offering. Now this is in contrast to perhaps perhaps a, you know, a big live event where, you can almost intentionally or intentionally be a little bit vague or do things that really spark curiosity because you know that will trigger your audience to ask a question and that's part of the show. They're asking, and then you answer it, and then go into more detail, and you're not able to do that when you're selling with an automated webinar, when it's selling evergreen. And so the messaging has to be very tight and that has to be really clear. And that's one of the reasons why it's so important that, when you are selling something automated and evergreen, that you are really looking at the data and you are taking the time to see, okay, like, these numbers look good. These numbers need to improve.

Caitlin Bacher: 17:18

Let's try this to tweak this, and it's just kind of a series of small tweaks over time to get the whole thing running.

Joe Rando: 17:27

Okay. So I just wanna clarify because I'm not a 100% clear, I'm getting there. so this webinar you spoke of where you can be a little bit, you know, mysterious and get people to ask questions, that's the marketing free webinar to get people to buy the course?

Caitlin Bacher: 17:44

Yes.

Joe Rando: 17:45

Okay. but then if you're not having a live webinar to get people to buy the course because they can buy anytime they want, now you've got some kind of content, videos, messaging of some kind that they are going through and they need, you don't want to lose them. So okay. Just want to clarify that.

Caitlin Bacher: 18:02

and it's basically an automated webinar, but it's completely different content than what you would share inside of a live webinar.

Caitlin Bacher: 18:11

They'll come in. They can choose their time. Your attendance rates with an automated webinar are going to be 2, 3, even 4 times higher than what you see in a live webinar. And that's because people are able to choose their own time, you know, all of that.

Joe Rando: 18:27

Got it. Thank you.

Carly Ries: 18:29

That makes so much sense. So, Caitlin, you were talking about some mistakes that people make. Are there any other big mistakes that you see people make when they go to automation or even, misconceptions that people have that you can debunk right now?

Caitlin Bacher: 18:42

Yeah. So I think one of the big misconceptions about Evergreen is that a lot of times people put so much pressure on themselves to get it right the first time. And I think that comes from kind of the launch mindset. Of feeling like, you know, when you're launching, you do have to make that work because you only have a short amount of time to make it work, and then, you know, you're not selling it for months later, so it really needs to work.

Caitlin Bacher: 19:15

Whereas with an evergreen model, you're able to make consistent improvements over time. And one of the big mistakes that I see people make is, that they kinda put it off because they're like, well, I wanna perfect my course first or I wanna keep testing it out live until this and that is ready. But when you're doing that, it's just kind of, taking away some of the benefits that come with evergreen where if you're selling a product evergreen, even if it's the first time that you're ever selling it, you're able to optimize and shift things over time. As students are moving through your course, you're able to make adjustments to the course material itself after you see kind of the way that your students are behaving inside of your course. Right?

Caitlin Bacher: 20:06

And so I think that one of the big mistakes people are making is they're really telling themselves that you know, everything has to be perfect before they embark upon this evergreen adventure.

Carly Ries: 20:24

So for solopreneurs or a lot

Carly Ries: 20:26

of our audience, like you say, if you're not hitting a $1,000,000 course business, you need to be doing this. But for some of these people, since they're running the show themselves, 200 grand would be totally Wonderful. Like, that's perfect for them. They don't need a $1,000,000 business. what are people doing differently if they're making 200 k versus a million? Where where do you see the biggest difference and why? why are some so much more successful than others when they might just be doing the same thing?

Caitlin Bacher: 20:55

They're focusing in. So time after time, I have clients come to me. They have you know, a 6 figure business, and they're like, how do I get to the million? how do I get past this to the $1,000,000 mark? And the reality is they're doing too much. They're selling a lot of different courses. What they're doing is they're looking at what people who already have multimillion dollar online course businesses, and they're trying to replicate that for themselves. But you're not there yet. And if you're not there yet, you don't need to be doing that stuff. And if you do that stuff, it's literally gonna break your business.

Caitlin Bacher: 21:32

Right? And so I tell people, stay as simple as possible. Have your offer. Focus on selling that one offer with one funnel. Like, get really great at that.

Caitlin Bacher: 21:43

And doing that alone, that is what you need to be focused on in order to get to 6 figures. That is the exact same thing that you need to be focused on and getting to 7 figures. And what happens is that sometimes people get a bit of success. they make it to that 6 figure mark And then they're like, okay.

Caitlin Bacher: 22:04

So now I need to start introducing other products and I need to do this and that. And if you kinda think about, you know, for a small business owner, you have a very limited budget, you have a limited amount of time, energy, resources. And so if you're spreading yourself very thin, if you're trying to create new products, create new ways to deliver on each of those products, create new marketing funnels for each of those products, create new sales funnels for each of those products. And if instead you were to hone your attention and really focus on getting on getting great at that one thing, that's that is really that's really the key to be able to reach 6 figures and your first seven figures. Now, after you get to your first seven figures, then it becomes more about like hiring a team and things like that because you need to start having help to do that.

Caitlin Bacher: 23:00

But if you're selling on autopilot, you don't need a big staff. You don't need a big team.

Carly Ries: 23:08

So I think that is what you just said like, as solopreneur's dream, so many people now are trying to create a business that supports their life rather than become gazillionaires. And so the idea of productizing, like, what their offer is instead of trading their time for money sounds so dreamy. So let's say somebody, they're like, I'm so good at selling I'm looking at them.

Carly Ries: 23:33

I'm like addicted to Spindrift right now. Not sponsored, but I'm like, they're trying to sell sparkling water, and they're so good at that, and they can teach people how to sell sparkling water really well, and they're really niched down to that. so they they have their focus. What would be the first thing you recommend they do to double their sales this month?

Carly Ries: 23:54

They're like, I got this. I wanna productize this. Tell me what to do right now.

Caitlin Bacher: 23:58

Yeah. So the first thing that you wanna do, number 1, is make sure that your marketing is speaking to the problems that the ideal people for your course are actively having. And what happens a lot of times is that course creators get excited about their course. Right? And they're like, oh, and the best thing about my course is this.

Caitlin Bacher: 24:20

And so they're constantly talking about that, but their audience isn't interested in that thing. They're interested in buying your course because it solves this problem over here. But you don't even talk about that because you don't even you're not aware that that is an important problem for that person. Right? And so one of the most tangible things that you need to do if you want to double your course sales, you know, in the next 30 days, is to get on the phone with everyone who has gone through the funnel and who has not bought.

Caitlin Bacher: 24:51

And it's not a sales call. You're not doing it to turn that no into a yes. You're doing it because you need to understand why people are going through your funnel, why they're understanding, hey. You know what? Like, this course sounds awesome.

Caitlin Bacher: 25:07

I think this core works, but I don't think it's gonna work for me because x, y, or z. You need to understand what that x, y, or z is. Because if you do and if that is something that your course addresses and can help people with, then you're able to overcome their objections in your sales and marketing content. Right? You're able to speak more to those specific pain points to those unique problems.

Caitlin Bacher: 25:33

Now, you might get on the phone with someone and determine, oh, you know what? we don't address the specific problems that they had in that course. That's okay. Right? Because your course is not meant to serve everyone.

Caitlin Bacher: 25:45

But a lot of times as course creators we hear the common objection, you know. Oh, I would love to enroll, but I don't have time. Oh, I'd love to enroll, but I don't have money. And the reality is that could be absolutely true. Right?

Caitlin Bacher: 25:57

Like, it might just be out of their budget, and that's okay. They might just not have time to do it, and that's okay. But for a lot of people, they're telling you that because they're just kinda trying to let you down easy. Like, they don't wanna get into all the specifics of it. And if you really have a conversation with them, they're gonna tell you this program sounds awesome.

Caitlin Bacher: 26:18

And I can totally see how it worked for all these people, but but I don't think it's gonna work for me because of, like, one specific reason. And if you interview enough people, you're gonna start to see some commonalities in what those specific reasons are. You're gonna start to hear the same ones over and over again. And that alone is one of the most powerful things that you can do for your sales. And I think, like, I know I'm an introvert.

Caitlin Bacher: 26:45

I think a lot of course creators are introverts. we like to sit in our cave and create content all day. And so, I think doing that is a big ask for course creators, because it might feel kinda weird to get on the phone with a stranger. But one of the things that you can actually do, in order to make that process easier is, after, whether it's inside of a funnel or inside of a live launch, whatever it is, send out a survey after the sales cycle is closed.

Caitlin Bacher: 27:16

So if you have a funnel, you can automate this so it goes out to people at the right time. If it's live, then you just give it to everyone at the same time. A survey that asks, a couple questions. The first question is if I could wave a magic wand and change anything about this offer to make it a no brainer for you to purchase today, what would it be? Now, there's 22 things in there.

Caitlin Bacher: 27:41

The first is no brainer. Right? You don't wanna know what would make it sound a little bit better? What would make this offer better? They're just gonna get into their opinions and this and that.

Caitlin Bacher: 27:52

This is like, what would make it a no brainer like an automatic yes for you? And the other is you're asking them what would make it a no brainer for you to buy today. Right? Because if you're if you're saying today, that's going to elicit some of the the real objections that they have. Right? it's kind of putting a timeline on it because you wanna know what is actually preventing them from doing it today. The second question that you wanna ask is a qualifying question. So you wanna ask because you don't wanna get on the phone with people, who are like, let's say you teach a course about how to grow tomatoes in your garden or whatever. If your course is about that, you don't wanna get on the phone with someone who's like, yeah, I just don't like tomatoes. I was just curious about what this was or whatever.

Caitlin Bacher: 28:44

That's a waste of time for you to be on the phone with them. So you need a qualifying question, it could be a multiple choice, like, I am interested in starting a tomato garden in the next week, in the next month, in the next year, and then they pick. Right? So you can kinda see, like, what the level of urgency, and you wanna then the the next question is, would it be okay if I got in a call with you to just ask you a few more, you know, market research questions? If so, put your email address here.

Caitlin Bacher: 29:12

And so then you're only reaching out to people who have said, hey, I'm willing to talk to you. And, you know, you're not gonna get 90% of people to say, yes, please. I would love to talk to you. You know, it'll be a handful of people initially, but that alone, just getting on the phone with 3 or 5 people plus being able to see all the other responses that you get is gonna make such a big difference. I see people after people come through our program who have a great course, whether it's teaching people how to sell sparkling water.

Caitlin Bacher: 29:49

And it was funny when, I don't remember if you said if well, we had one person come through and teach a course about how to have start a vending machine business. So when you said sparkling water, I was like, yeah. They do literally do that. But when you're doing that, you have to make sure that again, your message is clear and you are speaking to the problems that people are actively trying to solve. So they're already searching the Internet all over being like, how do I solve this problem? It's not something that they just stumble upon.

Joe Rando: 30:23

Can I ask a question?

Joe Rando: 30:25

This isn't a trick question. It's just something I'm really curious about because I love what you're saying, this idea of talking to people that didn't buy. Because it's so true that so many times we look at what we're offering and we go, Oh, it's this.

Joe Rando: 30:38

And we might be right at the end of the day, but it might not be what people are resonating with at that point because We're talking about this, and they're thinking about this one little thing. But one of the things that I know is true is that people typically buy based on emotional reasons and they justify it using logic. Yeah. And I'm just curious with this process of talking to people, do you have any thoughts on kind of teasing out, you know, the emotional components, which may be the bigger driver to actually, you know, purchase now versus the logical ones that they may say to you, but then still wouldn't drive them without the emotional component? is there anything there?

Caitlin Bacher: 31:17

So I think that the emotional component comes from a strong desire to solve that problem. So they have to be, it's not your job to take someone who is not even aware they have a problem and make and bring them into an emotional state where they're like, oh my gosh. I need this right now. And so part of the job of marketing is to create is to create content that is meeting people where they are. And so it's attracting people that are closer to that by position. these are people who they've probably already done other things to try to solve that problem on on their own. Maybe they've listened to podcasts. Maybe they've, you know, bought books. Maybe they bought courses before. Maybe they hired someone to try to do it for them.

Caitlin Bacher: 32:08

All these different things. Those are the people that you're talking to. And so I think what happens for a lot of course creators is they because they want to help so many people, their marketing content starts to take a turn and they they almost begin focusing on trying to convince people that they have that they have a specific problem. But doing that is it's a complete waste of time and resources because it's not your job to convince someone that they have that problem. Like, these are people that are already aware they have the problem.

Caitlin Bacher: 32:43

They're looking for it. They're looking for, solutions. And as long as your content is created with that specific person in mind, then you're gonna be able to they're gonna feel seen and heard and they're not gonna go through your content and be like, yeah. I already know I have this problem. Like, what's next?

Joe Rando: 33:02

So focusing on the pain point, the people with the pain point that you're solving

Caitlin Bacher: 33:06

Yeah.

Joe Rando: 33:06

And talking to them. Okay.

Caitlin Bacher: 33:08

That makes sense. And not just who have the pain point, but who are actively looking for solutions. Because there are a lot of people who are experiencing the pain of something, but it's not enough to make them take action. Right? It's kinda like a low grade pain, or they're like, meh.

Caitlin Bacher: 33:24

Like, I have this annoying problem, but I'm not actively looking for solutions right now. Then that's not your person. Right?

Carly Ries: 33:32

Caitlin, there's so much good information I'm trying to wrap my brain around right now. So if I'm getting into our audience's mindset, and for me, like, so much of what you're saying, I feel like we'd have the Rocky music playing behind you. And it's like, alright.

Carly Ries: 33:49

I had this idea for a course. Now, like, Caitlin said I should do it like this, so I wanna do it like this. And they have that momentum. But, obviously, we are just scratching the surface here today, and there's so much more we can dive into. You were talking funnels. I mean, everything. Which I'm sure you discuss in your own courses. So I want to give you a chance to plug your own stuff wherever people will find you if they're taking the carrot

Caitlin Bacher: 34:15

Yeah. So the best place to learn more is by website. So you can go to caitlinbatcher.com. And on that website, you'll find a link to a free master class that I have. It's called how to generate launch size revenue without launching.

Caitlin Bacher: 34:29

You can sign up for that. I also have a solo podcast that I host. Usually, it's sometimes once a week. Sometimes it's once every other week. I don't have any guests or anything.

Caitlin Bacher: 34:39

It's just me kinda chatting about whatever's on my mind related to, Evergreen and automation.

Carly Ries: 34:48

Awesome. Well, you help people and so many solopreneurs build the courses of their dreams and find success with it. So we

Carly Ries: 34:56

have to ask, because we ask all of our guests this question. What is your favorite quote about success?

Caitlin Bacher: 35:01

My favorite quote about success is "Simple scales complex fails". That's my favorite one.

Caitlin Bacher: 35:13

Because guess who over complicates everything? Me and every other entrepreneur. Right? When you're trying to be yourself.

Carly Ries: 35:20

Yep. Analysis paralysis All the time.

Carly Ries: 35:24

Well, thank you so much for coming on the show today. I told you I wanted to speak with you selfishly, but I just think so many people will benefit from this conversation, because I do appreciate your take on it. It's so unique, and I think you have such great points. I'm excited to see what our audience does with it.

Joe Rando: 35:41

Good stuff.

Caitlin Bacher: 35:42

Thank you so much.

Joe Rando: 35:43

Thank you.

Carly Ries: 35:44

And speaking of our audience, thank you so much again for tuning in today. We love bringing on guests like Caitlin, and we love providing these types of shows for you. And to continue doing that, we would love those 5 star reviews. We'd love to subscribe on your favorite platform, subscribe on YouTube. It just really means the world to us.

Carly Ries: 36:02

So please do that. Do it right now, actually. And then we will see you next week on another episode of The Aspiring Solopreneur. Take care.

Carly Ries: 36:14

You may be going solo in business, but that doesn't mean you're alone. In fact, millions of people are in your shoes, running a one person business and figuring it out as they go. So why not connect with them and learn from each other's successes and failures? At Lifestarr, we're creating a one person business community where you can go to meet and get advice from other solopreneurs. Be sure to join in on the conversations at community.lifestarr.com