I was ordering a chicken dürüm wrap last night, in this hole-in-the-wall restaurant in Istanbul.
A jolly-looking Uber Eats driver walks in. He looks at me. “Sen büyüküz!” he says.
Why am I in Istanbul? Because I decided to teach myself Turkish.
I don’t speak it very well yet. Most of the time I have no idea what the people around me are saying.
But I know I’m making progress. When I got here a month ago, I couldn’t understand anything. Now, every now and then I understand a word or 2 of what somebody says, and I feel on top of the world!
(That happened with the Uber Eats driver. He said “you are very tall”.)
Learning is only fun when you feel like you’re making progress. When I first got here and realized I understood basically nothing, I lost my motivation pretty quickly. Then I started recognizing a few words and got it back.
If you sell information online, then your clients go through the same thing.
When they’re making progress, they’re having the time of their lives, and they love you. When they’re not making progress, they’re frustrated, and they wonder if you scammed them.
So give people a sense of progress early on. Give them a “quick win”, so they can clearly see you’re teaching them something valuable.
(This goes double if you offer a money back guarantee. The faster you give people a “win”, the lower your refund rate!)
I’ll give you an example. A year ago I hired a copy coach. He told me to email all my former clients, tell them about a recent successful project I did, and then offer to help them somehow.
How can you give your students a quick win?
Best,
Theo
P.S. If you want help writing content emails, check this out: theoseeds.com/brandvoice