How Modules Help You Sell

Module Steps

Module steps are easy to explain and easy for your listening audience to understand, which makes your paid program easier to sell.

Selling a program that’s broken down into modules is a tried-and-true approach to profitable teleseminars.

But what exactly is a “module”?  It’s funny how sometimes the things we’re most familiar with elude explanation.

I was thinking about this the other day as I was putting together the modules for a new program I’m authoring, and I couldn’t come up with a satisfying definition.

Here’s what the dictionary says:

“A module is a unit of education or instruction with a relatively low student to teacher ratio in which a single topic, or a small section of a broad topic, is studied for a given period of time.”

OK, nothing too mind-blowing there. But check out the second definition:

“A module is a standardized and often interchangeable component of a system or construction that is designed for easy assembly or flexible use.”

There it is! That seems to get much closer to what a great teaching module does.

Now, at first glance, you might think that this second definition is about the construction or assembly of a physical thing, which it is. But I think it applies perfectly to coaching programs, too. After all, your clients ARE building something new, using the tools and guidance of your coaching system.

Modules Are About The Tools

So modules are standardized learning units that include easy-to-use tools to build something new in your clients’ lives. And what are those tools?

When you look inside of a module, what you find are worksheets, blueprints, roadmaps, checklists, and workbooks that complement and amplify the coach’s presentations and lectures. So those are the tools.

This “modular content” brings higher perceived and real value to your program, which is why all high-end, multi-module coaching programs include workbooks and binders with printed materials.

It’s why content packaged in the form of a book might sell for $15…but take that same content, package it into a binder full of worksheets, and lead people through it on a teleseminar, and suddenly you can sell the same stuff for $500 or more.

Modules Help You Organize Your Preview Call

Some modular content is more sales-oriented and ultimately goes into a 60 or 90-minute preview call or signature talk.  For example, a five-module program can be presented on a preview call as “Five Simple Steps to Getting [whatever it is that you sell].” 

Of course, the selling process adds a few more variables, like entertainment, story-telling and production that speak to the emotional needs of the audience. Connecting to those emotional needs is fundamental to getting and holding attention. But no matter how entertaining and enlightening your preview call presentation is, the rational minds of the audience will trump their emotional wants if you don’t present a reasonable plan for success.

Modules Help The Audience Rationalize Their Buying Decisions

This is the psychological phenomenon known as “rationalizing” our buying decisions. And without it, your audience will talk themselves out of taking that next step with you to join your paid program.

You can think of the rational parts of our minds as the “adult” side of our thinking to balance out our more basic “child-like” emotional needs. It’s the side of our minds that asks, “Do we have the time for this? Do we have the budget? Where’s the priority for this thing we want to fix, compared to all other things we can be doing with our time and money?”

And that’s where modules come to the rescue. By grouping your program into modules and presenting those modules as logical steps, you calm the rational parts of the brain:  “Here’s how easy it is, here’s how much time it will take, here’s how much effort it will require. You can even try the first module risk-free, and if you’re not getting what you want, just let us know and we’ll give you your money back.”

Break Modules Apart and Repurpose the Content

The last thing I’ll say about modular content is how it benefits you, the author.  Done well, modular content can easily get broken down into its component parts. That makes it easy to repurpose content for other things that you’re building, like free giveaways or bonuses to encourage people to opt-in to your email list, or to use as a special demonstration of your expertise when other people interview you for their teleseminars as a guest expert.

Also, by giving you a gravitational center for your teachings, each program module you author has the potential to lead you in new directions. And that creative pull transforms our lives as creators as much as those we lead and mentor.

8 comments for “How Modules Help You Sell

  1. June 8, 2015 at 2:52 pm

    Great article.but, do people actual pay that amount for a teleseminars when most of them are free.I am willing to pay 97 dollars no more. And what I ususally get is a audio, power point and a transcript. for about 9 modules. . I have to find people who are wiling to pay .

    • June 9, 2015 at 12:06 am

      Hi Renee that’s a great question. My experience had been that what you’re able to charge and get is all around your positioning and brand as an expert. Otherwise it’s really just modules and not about the value people get from them. Hope that helps!

    • June 9, 2015 at 9:35 am

      Hi Renee: thanks for your question. Pricing is a whole other article (maybe even a multi-module teleseminar program!) but a few thoughts: 1) Total revenue should be your true consideration, not highest price point, and $97 may be what maximizes revenue for a given market. 2) $97 is often the “sweet spot” for consumer (and some business) markets 3) Business-to-business programs tend to be able to charge $500 – $2,000 (from what I see, rarely more than $2K) 4) Making an offer on the “back-end” of a multi-module program should be the next step (get them to a face-to-face event or into a recurring revenue Mastermind program)

      • June 9, 2015 at 11:48 am

        Here’s one of our customers (Deepak Chopra) selling a 5-module course for $397 that’s focused on the mass consumer market: http://www.chopra.com/synchrodestiny. So obviously consumer-focused teleseminars can also sell at higher price points when done right. Notice how the modules are outlined and provide a logical plan for success. It also includes two payment plans, a money-back guarantee, and the letter is sprinkled with both testimonials and endorsements from other thought leaders…but the glue that holds it all together is the module framework.

  2. June 9, 2015 at 12:04 am

    This describes the process so well that even though I’m an old hand at creating modules, you got me inspired just thinking about the systems I help people create and how valuable it is to break down the material so it’s teachable in this way. I’m a big instant teleseminar fan. 🙂

  3. June 25, 2015 at 11:40 am

    Hello from beautiful Montana, Thanks so much for caring and sharing this information. It is just what I was intending today. This information will save me many hours of work. Anxious to begin the tele-seminar series.

    Judy HelmWright
    Pet Grief Coach
    http://www.deathofmypet.com

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