Marketing a training program can be a challenge. If you’ve ever been in a situation where you created an information-based product and launched to crickets, then marketing was likely the issue.
It’s important to know your audience and communicate early and often. Start building your email list right away, focus on the problem that your training solves, and test as much of your marketing as possible with A/B testing.
6 Tips for Marketing a Training Program
Maximize your sales by following these six tips to market your training program:
1. Know Your Audience
First, when marketing a training program, one of the most important aspects is actually knowing your target audience well.
Ask yourself these questions:
- What are their biggest challenges related to the problem you solve?
- What are their demographics?
- Where do they hang out online?
You can answer these questions by creating a buyer persona or avatar.
Creating a buyer persona will help you put together a representation of your ideal buyer.
You’ll get to know their likes, wants, and needs better, and with this information, you can craft the perfect sales page, funnel, use the right language, etc.
You’ll know your buyer’s habits and have a better understanding of what kind of marketing message they’ll respond the best to.
How to Create a Buyer Persona?
You can create a buyer persona by doing these things:
- Figuring out their goals
- Identifying their interests and habits
- Demographics background
- Think about their struggles
- Consider possible objections
First, you’ll hone in on your prospective buyer’s goals. What do they want to accomplish? This is the result they want to achieve from using your training. Examples of goals could be wanting to earn more money, lose weight, or increase their company’s revenue.
Next, identify their interests and habits like the type of media they like to consume (books, internet, TV, etc.), websites they visit, browsing habits on the web, magazines and books they read, podcasts they listen to, etc.
Then, look at their demographic background:
- Where do they live?
- Where do they work?
- Married? Kids?
- Age?
- Gender?
Then, consider the struggles they are currently having in achieving their goal. For example, if they don’t know how to ask for a raise, they can’t resist dessert after dinner, or they aren’t properly pricing their products.
Lastly, consider what objections a prospect might have to purchasing your training program. Objections might be related to pricing, time commitments, product fit, etc.
Look at why your ideal customer would not choose to buy your training program. What will cause them to say no?
For example, the person who wants to earn more money might be struggling financially and may object to a high price.
Nailing this down will help you improve your sales script and better respond to objections that may arise from buyers. Such as pointing out that the course will pay for itself once the user secures that raise.
The goal is to learn as much as possible from prospects so you can create your marketing to be best geared to them.
2. Start Marketing Before Your Launch
This can be a missed opportunity and often something many business owners forget about.
Your marketing should start well before your training program launches. This can be as simple as growing your email list and dropping nuggets here and there about your amazing training program nearing launch.
When talking to your subscribers you want to provide as much value as possible. Let your expertise shine, use catchy email headlines, and get your subscribers excited about your upcoming product launch.
Here are some other tips to use in your email marketing campaign:
Create urgency and scarcity: Make it urgent that your audience take action or risk missing out. This could be disappearing bonuses, product discounts for early bird buyers, etc.
Use amazing product photos: Bright, clear, beautiful photos should be used to captivate your audience and illustrate the point you’re sharing.
Illustrate the story: Paint the picture here and remind your audience why you created your program and how it will help them.
Tell readers what problem you’re solving with your training program: Identify their problem and share why your product is the solution and how it will improve the lives of your audience (save time, save money, make money, help them reach a goal, help them learn a skill, etc.).
Use call-to-action buttons: Ask for the business and use a clear call-to-action in your emails.
3. Share the Value You’re Providing
Don’t be shy, share some value. Tell customers what they’re going to gain by purchasing your training program.
How will it help them solve their problem?
Communicate every aspect of your training program including all the fine details like what their time commitment will be, when they might expect to see results, what other requirements might be needed alongside your program, costs, etc.
Share why your training program is relevant, who the ideal customer is, talk about what makes you the expert, talk about your personal results or client results and testimonials, etc.
In the end, if you want to convince your audience to buy your program, they have to know what they’ll get in the end and that it’s valuable enough for them to pay your price.
4. Give Sneak Peeks of the Content
A preview of your program is like a teaser. You’re giving customers a behind-the-scenes look at what they’ll be getting in your program.
This can include screenshots of the curriculum, access to one lesson for free, excerpts from modules, etc.
You want to give a taste of what your training program is and it should be appetizing enough to prompt your prospects to want to take action, whether that is signing up for your email list or buying on the spot!
The key here is to create interest without giving away the bank and if you can balance this and do it well then you’ll create the perfect teaser for your training program.
5. Share Testimonials and Reviews
People want to see what they’re getting without having to fork out their money first. Testimonials can show them this.
According to this study, testimonials can help you get nearly 62% more revenue.
You’ll provide real accounts of success from students that have gone through the training program, including their results.
Examples of testimonials you can use:
- Video testimonials
- Written reviews
- Screenshots of results
- Screenshots of feedback in groups, forums, etc.
Check out the sales page for our Facebook Side Hustle course. At the bottom it has several video testimonials from students who have had success with the course.
How Do You Get Testimonials?
Ask. If you have past students or clients you’ve worked with, reach out to them to collect testimonials.
If you don’t have anyone to reach out to, consider recruiting beta students for your training program.
Beta students will test out your program before it goes live. You’ll get a chance to learn how to improve your program and an opportunity to collect feedback and testimonials from those students.
This is one of the fastest ways to get the feedback you want for your brand new program launch.
6. A/B test everything
Testing will help you try out different strategies so you can figure out which one is best, then use that one for selling your program.
You can test out:
- Marketing images
- Sales page copy
- Sales page layout
- Video testimonials versus written reviews, or both
Then, there’s testing your email list.
You can also A/B test email headlines, calls-to-action, images, videos, and more.
By testing, you’ll find the best version of your marketing message and strategy to use while learning more about your audience.
For example, you might learn that your audience resonates with video more than images, or they prefer shorter emails compared to longer ones.
There’s so much to learn from A/B testing. You’ve got to be using it in your marketing.
Final Thoughts about Marketing a Training Program
Promoting your training program requires patience, planning, commitment, and strong communication.
You have a product that solves a problem. The trick is to find people who are looking for your solution and clearly communicate that you have the answer they’ve been looking for.
For more on marketing your product, check out:
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