Behind-The-Scenes of my first course (numbers included)

Friends, family & countrymen,

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I wanna share some learnings from teaching my first "online course" last month. I made just a smidge over $100k for the month (not bad!).

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I put the $$$ numbers at the bottom of this email - but first - here's the backstory.

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I don't know about you - but I've always been torn on "online courses".
I love to learn - but I always cringe at the "guru" or "expert" courses that you see sold online.

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EARN MONEY ONLINE!! BECOME IRRESISTIBLE TO WOMEN!!
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Sold by guys who look like this:

They pressure people into buying courses.. and then the course has like a < 10 % completion rate (6-8% on average). So students don't even get anything out of it.

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BUT...at the same time. I'm a huge believer in learning skills.

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Skills drive results.

Learning builds skills.

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And I hate learning from school teachers. I love learning from people who've actually done it in the real world.

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So that was the conflict. How do I teach online, without being lumped in with these course guru fake expert types.

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I asked a mentor of mine, and he slapped me with some wisdom:

"dude, stop over thinking it. You're great at this. And you love teaching. Just do it... but keep it real. People won't ever learn by just watching videos of you. They'll learn by doing it. Make them do it."

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bang. that was the trick. I was going to teach a course based on learning by DOING.

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So that's how I setup the course. I called my process: Do-Learn-Redo

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At the start of every class:

1. I would have you do the thing.

2. Then you learn the 80/20 of getting good at it

3. Then you'd re-do the same thing again using those techniques

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So every hour, you'd walk away with a "Before and After".
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For example - the first session is about cold emailing CEOs, Investors, Potential customers etc...

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1.) You'd write a cold email (10 mins)

2.) I'd teach you my framework on how to write killer cold emails (30 mins)

3.) You'd redo it (10 mins)

4.) I give live coaching/feedback on a bunch of examples and answer questions (10-20mins)

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Now I'm not saying that I've revolutionized education with this do-learn-redo method, or that I'm a genius.... But I did and I am.

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This shit worked!

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Our class NPS score was 9.1 (which is crazy good) and the completion rates on the course are over 70%+ (~10x higher than the average online course).

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OK - now let's talk financials.

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Here's how the course business works.

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Either you have an audience that already trusts you (aka you've given them a ton of free content that they liked..so they are willing to pay)
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OR

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You pay a ton for ads to recruit students. (I have a friend doing $10m a year on his course, spending ~$3m on youtube ads)

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I was group a). I did zero paid marketing for the course.

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Here's the basic P&L :

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Not bad!

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That's what I used to make in a year. Now I can make it in a month! As a side hustle!

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​OK that's good. what was the bad stuff?

• TIME - it took me WAY more hours than I expected. I probably spent ~50-70 hours on JUST making the content for the course. Plus teaching + giving students feedback afterwards.
• Peer Groups - People knew there were some pretty cool people in the course (eg. CEO of a public company, some large twitter accounts etc..) so they wanted to network with each other, but I didn't really figure out how to do that.

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What's next?
​I'm going to teach it one more time in August. I like teaching, but I get bored of teaching the same thing over and over again.

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So after this batch, I'm going to stop and deep dive into some other topics (eg. gonna do a DeFi for Dummies crash course).

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If you're interested in doing it - let's make it fun. First 50 people that reply for this email - I'll send you a code for $100 off.

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I teach this baby with my own bare hands, and teach you these 6 skills:

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• How to cold email CEOs, investors, & influencers & get replies
• How to go Viral with your content (how i grew my twitter to 150k+)
• Pitching your company without stumbling & fumbling on your words
• How to write amazing Headlines & Subject Lines
• How to stand out with your writing inside a big company
• Landing pages that convert traffic into sales

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alright. that's all for me. Time to go hang with Ben who's visiting me from brooklyn.

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until next time,

Shaan

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