LMScast with Chris Badgett
Michael Greenberg talks about monetization, production, growth, and advertising for course creators, coaches, and consultants with Chris Badgett on the LMScast.
Chris Badgett 0:00
You’ve come to the right place if you’re a course creator looking to build more impact, income, and freedom. LMScast is the number one podcast for course creators, just like you. I’m your guide, Chris Badgett. I’m the co-founder of the most powerful tool for building, selling and protecting, engaging online courses called LifterLMS. Enjoy the show. Hello, and welcome back to another episode of LMScast. My name is Chris Padgett, and we’re joined by a special guest, Michael Greenberg. He’s from Call For Content. Michael reached out to me, and I had a wonderful conversation with him. I can’t wait to introduce you to the course building community because there’s a lot of people in this audience here building courses, building membership sites. Who is looking to monetize, looking to grow, looking to scale, and just in talking about what you’ve been up to with podcasting, ebooks, authority marketing, all these things, is very helpful for a course creator or membership site owner to kind of grow, and package things up? But the thing that really fascinated me about you was, you’re not just kind of talking about these ideas: you need a podcast, you should have an ebook. You have playbooks and specific strategies and services and people can talk to you on the phone. Go to callforcontent.com, you can schedule office hours and have a conversation to see if you might be a good fit for Michael, and how he can help you. But first, Michael, welcome to the show.
Michael Greenberg 1:42
Thanks, Chris. It’s great to be here.
Chris Badgett 1:45
Awesome! Well, let’s just get into it. One of the biggest course creator problems that we talked about is you have to be a lot of people at once. You have to be an expert, a teacher, a community builder, a technologist, and entrepreneur. And on that what we put on the entrepreneur hat. Somebody who’s an expert at something, maybe they’re a good coach or teacher, but they don’t necessarily have training in marketing, prospecting, building an email list, a strategy for getting people familiar with them before they offer, usually if it includes coaching an expensive training program. But that’s where you come in. Let’s talk about your playbooks. If we start with authority marketing, there’s a lot of talks these days about authority marketing and influencer marketing. What does all this mean? And what’s your angle? What would you advise course creators to do?
Michael Greenberg 2:46
Yeah, so I guess my angle is: don’t worry about doing a lot of the marketing stuff until you actually get your positioning right. The authority marketing playbook is mostly about customer research and positioning, it’s the first thing we do when we bring on a client.
Chris Badgett 3:07
So it’s who we are serving? And how are we perceived in that to them?
Michael Greenberg 3:14
Exactly. Because authority really is only about the relationship between you and that small market of customers that fit perfectly who you’re trying to sell to.
Chris Badgett 3:27
I love it. So let’s say if we look at the three mega niches in course creation that’s health, wealth, and relationships. Most programs fall under one of these sub-niches. Can you pick one niche and I’ll give you an example. What do you want to talk about wealth, health, or relationships?
Michael Greenberg 3:56
I think wealth is probably the one that I have the best understanding of.
Chris Badgett 4:03
Okay, I’ve seen people using our software LifterLMS delivering real estate investing programs.They develop a unique style of selling or in a particular segment of real estate, and they help other people become real estate investors. How would you help that person if somebody comes at you, and they want to focus on real estate investing? How would you help them clarify their target market or do market research?
Michael Greenberg 4:34