From: alexhormozi
A strategy for online course success involves giving away significant amounts of free content to establish legitimacy and attract qualified leads [00:03:32]. This approach contrasts with scam businesses that make unrealistic income promises [00:00:02].
The Strategy: Give Away Secrets, Sell Implementation
The smart move is to give away the secrets (the educational content itself) and sell the implementation [00:03:36]. This means taking all the content that would normally be sold as a course and making it available for free [00:03:46].
For example, if selling the ability to sell, one would give away the sales course as content across various platforms [00:03:51]. The implementation, which is the paid service, would involve personalized feedback, like listening to sales calls, providing real-time feedback, and monitoring performance over time to develop a salesperson [00:04:00].
Benefits of High-Quality Free Content
By generating more content that is superior to competitors’ paid offerings, businesses can:
- Maintain Thought Leadership Maintaining thought leadership solidifies an organization’s position as an authority [00:05:41].
- Influence Market Perception The marketplace naturally concludes that if free content is better than competitors’ paid content, then the paid offerings must also be superior [00:05:46]. This helps in creating compelling offers for paid services.
- Increase Demand By setting high standards and focusing on quality, demand for the service will increase [00:05:27]. Over time, even with a smaller graduating class, such as 25 “killer” salespeople after a year, their success will generate further demand from companies and their peers [00:06:06]. The success of graduates making significantly more than industry averages, supported by data, justifies higher pricing for the education [00:06:30].
This strategy, when combined with careful student selection (not accepting 90% of applicants) [00:03:36], data-based expectation setting [00:01:29], and a willingness to not graduate everyone [00:04:11], leads to a legitimate education business [00:06:53]. It allows businesses to charge premium prices by demonstrating clear value and results, similar to established institutions like Harvard [00:06:41].