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.