How to Sell Video Trading Courses
It takes maybe three days to pull a promo together that can result in significant extra revenue for a trading service.
The great thing about traders – people who make a living trading stocks, options or even futures – is that they genuinely have something that people want.
And that is a specific way to make money investing outside of simply buying and selling stocks.
That’s half the battle right there.
The worst type of client for a professional copywriter is a company that can’t deliver on what it promises.
Many copywriters have had assignments marketing a product or service that has a horrible track record.
Given the new era of FTC- and SEC-compliance regulations, this means the intrepid copywriter can only talk about the “big idea,” that is, about a cool way to make money or solve a problem “in theory.”
Every statement must be qualified, proof is nonexistent, and social proof (testimonials) is usually meagre.
Of course, sometimes Big Idea promos do gangbusters... until, that is, the cancellations come in.
And for a business that wants to build a solid customer base, companies with poor track records delivering on what they promise face an uphill struggle.
That’s why I like traders.
Professional traders are not like this.
For one thing, they typically have lots of winners.
Whether their winners and losers add up to net gains overall is another question, but at least they can point to lots of examples of how their trading techniques result in success. This is huge.
Traders also have specific techniques that can be taught – and that many people want to learn.
This can be anything from getting started trading options to full-blown futures trading, such as the old Ken Roberts course (a former client back in the day).
And that brings me to the topic of this email: selling video courses about trading techniques.
In the past year alone, I think I’ve helped to sell almost a dozen trading videos.
These are usually one-off (OTO) promotions either for live webinars or for recorded videos – or both.
The price is typically around $199 for an hour and a half “training.” My clients usually have decent sized prospect lists and are looking for maybe 200 to 300 paying customers or $40,000 in gross revenues minimum.
If they do one webinar per month, that’s a nice “bonus” revenue stream. In addition, they can resell the recorded videos on their websites either as stand-alone products or as premiums (ethical bribes) for other services. They also work well in upsell funnels.
Plus, the marketing is not that complicated.
I typically write a simple Order Page that divides the content of the webinar into four basic sections, each with a list of teasing bullets (fascinations) about what the prospect will learn about in each section.
This breaks the copy up into manageable sections and also increases the perceive value of the product, the webinar.
The rest is easy: usually a series of four emails that simply announce the upcoming webinar and repeat most of the bullets found in the Order Page.
I always include testimonials, if any are available, and track record if we have any that can be used in a complaint way (that is, not cherry-picking).
That’s it.
It’s a pretty easy promotion that almost anyone can do on their own.
The hardest part is writing the fascinations.
This does require a basic knowledge of trading techniques (“bull call spreads,” strangles and straddles and so on), but you can get what you need by interviewing the trader for an hour, having the call transcribed, and then using an A.I. system to summarize the main points.
In my experience, A.I. systems write pretty crappy fascinations but they give the DIY trader or marketer a start.
The emails virtually write themselves.
All in all, it takes maybe three to five days to pull a promo like this together.
And as I said, it’s not a bad way to generate an extra $40 or $50K every month or so.
Of course, a lot depends on a trader’s list and the rapport they have with their customers. One of my trading clients has fanatical followers who buy virtually anything he puts out.
The reason: he genuinely makes his customers money.
But I’ve had clients over the years who fall into a rut. They have solid services with good track records but they rarely if ever do webinars or create training videos.
Maybe they think it will be too much work. It’s really not.
Anyway, that is the marketing wisdom for today. Sell webinars, young marketing Jeddi!
See you soon.