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A Short Rant on Online Education

Learning Outside the ClassroomThe first thing I ask anyone when creating an online education program is “why do people seek online education?”

I know the answer, it is because they are looking for something different.  It does not matter if you are teaching Algebra or Knitting the reason they are looking online is to either find a quick answer to a pressing problem, they have gone the traditional route and it has not worked for them, or they don’t have the time to go to a class in person.

There are still plenty of free and pay classes out there through any community college in every town.  So why try to duplicate it online?

Online Education does not have to be so darn traditional.  Why do teachers have rows of desks with students facing the front listening to a lecture?  Because it is easy, it does not break the rules, and it works to a certain extent.

But the old system is not successful.  How do I know this?  Because students fail all the time.  If it were successful then everyone would pass.  The only students who pass are the ones who take learning into their own hands.

Online Marketers I have a question for you.  How many students sign up for your next program?  I know you create tons of great useable content that gets your viewers to come back to you over and over again.  So why do only a very few students of your programs actually take action and implement your programs?  This is not the 80/20 rule.  The 80/20 rule says that 20% of your customers are going to be successful no matter what you do.  They happen to like your or your program and the 20% leverage it to do something they were already going to do no matter what the product is.

Sorry to deflate your bubble but it is true.  Your marketing expertise comes from being genuine, honest, and likeable.  The effectiveness of your product makes no difference.  How do I know that?  Because 80% of your customers will not take action on your product.  If your product is good, you are likeable, and their pockets are deep they may buy your next product but it is not likely that they will take action just because they purchased another program.

I hear this at conference after conference and webinar after webinar.  The message is “my program works but only a few of you will take action.  Don’t be the one who does not take action.”  Great sales pitch to take action in spending money but it does nothing to get your students to complete the program.

Are you giving them information or are you giving them action steps?

The same is said for Online Education.  Is it the same information that they can get in any lecture hall or any text book?  Or, are you delivering a lesson in a way that is actionable?  Lessons need to include not only information but how to use it.  If you don’t tell them how to use it most of your students will not see the worth in it and forget it almost immediately.

End of rant, I could go on for ever.

Next post: I will give you 6 tips on how to break the “rules” and get more students to take action making your program more successful and your conversion rate higher.

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