SALES PA G E

C H A L L EN G E

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TABLE OF
CONTENTS
Teachable resources 3 How to use
Find your audience 4 this workbook
Broad demographics
Download and save the workbook
Sub-segments before filling in your answers.
Psychographics
This is an editable workbook.
Define your customer Click inside the boxes or above the
Craft a transformation 7 solid lines to type in your answers.

Identify your milestones 8

Name your course 10
Here’s how it works. In this course, we’ll
Your sales page 11
teach you everything we know about
Headline building an online course business. But
Course description knowledge alone isn’t enough—you need
to take action! That’s why we created this
Instructor bio
editable workbook for you to download
FAQ or print and fill in the blanks, so you know
exactly what steps to take to create your
Social proof
best possible online course business.

We designed this workbook to follow

along with the lessons in our course. If you
find yourself getting stuck, go back to
the course and see if one of our videos
can help you out.

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TEACHABLE
RESOURCES
Not sure what to do next, or need help
getting unstuck? Never fear, Teachable
is here!

Here’s how to get help:

1
Consult Teachable’s Knowledge
Base for detailed, step-by-step Teachable exists to help people
articles on using Teachable, and like you turn their knowledge into
answers to common questions. a successful online business.
We’re here to help, and we can’t
wait to see what you create!

2
Peruse Teachable’s Blog for case
studies, tips, and in-depth articles
on how to start your online course
business, create your content, and
market your course.

3
Submit a Support Ticket to get an
answer straight from Teachable’s
dedicated customer care team.

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Find your audience
There are several reasons why it’s important to know your audience as early as possible in your course
creation journey.

1. You need to know exactly what their pain points and goals are.
2. You need to know where to find your audience.
3. You need to know what will attract them.

Broad demographics
Start by describing your audience as broadly as
possible. Some helpful (optional) prompts:

• Is your audience mostly located in a specific

country?
• What language does your audience speak?
• What’s the level of education?
• What age range are most of them?
• Are there any other identifying characteristic
or similarities in the group?

Sub-segments
Once you have a very general idea of who you
could target, you’ll want to get more specific.
What groups of people might be interested in your
course? List at least 3-4 groups and pick the group
you think would be most likely to pay and benefit
from your course.

Final audience choice

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Psychographics
In our last section about finding your audience, let’s get into the specifics of how this group of people
behaves and why. (That’s what psychographics are.)

What are their goals? What are they interested in?

What do they fear? What are their challenges?

What do they believe in? From which culture are they?

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Define your customer
Now that you’ve deeply
analyzed a target audience
for your course, it’s time to
summarize your work.

You don’t need to write every

descriptor you came up with,
just try to describe your target
audience in one sentence.

PRO TIP Remember, if you’re

ever stumped, model your
audience off of yourself, or
real people you know.

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Craft a transformation
At Teachable, we believe transformations are a great way to communicate the value of an online course.
Remember why people take courses in the first place—they want to change something about their lives.
By the end of your course, your students will know something they didn’t before.

To outline the transformation, we were inspired by Digital Marketer’s Before-and-After Matrix. We

tweaked this formula a little bit to work for course creators. To fill in the matrix, you need to answer these
questions:

1. W
 hat does a prospective student have before taking your course? What will they have after
they finish it?
2. How does a prospective student feel before taking your course? How will they feel after they
finish it?
3. Who are they before taking your course? Who will they be after finishing it?

BEFORE AFTER

HAVE

FEEL

IS
(IDENTITY)

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Identify your
milestones
The simple way to get started
on your curriculum is to revisit
your course transformation.

You need to break the

transformation down into all
the major milestones your
students need to pass to be
fully transformed.

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Next, think about what steps students would need to take to get through
every milestone and achieve their transformation. Don’t worry too much
about the order; brainstorm and include anything that comes to mind.

PRO TIP If you’re going more than 2 levels deep on your bullet points -- i.e. you
have steps under your steps under your steps -- you probably need to rethink
(or split up) that milestone into smaller sections.

Start writing in the first box and then move to the second once it’s full.

PRO TIP
You don’t need to worry about content types yet, like where you’d use demo videos, PDFs, slide decks, etc.
We’ll cover content types later when you’re ready to create your course. For now, you just need to know
what content you’ll cover to help you start getting organized.

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Name your course
Before naming your course, you need to do 2 things:

1. Identify your target audience.

2 Craft a transformation.

If you’re following along with this workbook, you should be done and
done! So let’s get naming.

When you name your course, you want to be a lot more specific
than you were when you named your school. (Your school is like the
college where all your individual classes, or courses live. It’s the brand PRO TIP Teachable course
umbrella that holds all your courses). names are structured in
two parts, with a title and
There are 3 rules to writing a good course name: a subtitle. It’s a good idea
to keep the title shorter,
1. It should be benefit-driven.
probably fewer than 40
2. It should be specific. characters. The subtitle can
3. It should convey emotion. be longer, up to around 80
characters.
Brainstorm ideas for your title and subtitle before starring the winner!

TITLE

SUBTITLE

TITLE

SUBTITLE

TITLE

SUBTITLE

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Your sales page
Use this space to draft your sales page copy before uploading your
content into Teachable.

Headline
At the top of your sales page, you’ll have a large headline and smaller
subheader to grab your subscribers’ attention. This is where you’ll
see your course title (headline) and smaller subtitle (subheader).

PRO TIP This is the first thing students will see, so you want to make
sure you clearly communicate the transformation in your course.
(Better to be clear than catchy.)

TITLE

SUBTITLE

Download and save the workbook before

adding in your answers.

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Course description
The course description is the heart of your sales page, and there are
a few key sections. You want to first align with your subscribers, and
assure them that you understand their pain. From there, you want
to position your course as the solution to their problems. Finally, you
want to include a section about who this course is for.

THE
PROBLEM
(pain points)

In 1-2 paragraphs,
describe how
students feel right
now. What are they
frustrated about?
What don’t they
have?

THE
SOLUTION
(course
description)

In 1-2 paragraphs,
describe the
transformation
students will feel
by the end of your
course. (This is the
after photo.)

This is a great place

to think about the
know/feel/do
framework.

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 WHO IS THIS
COURSE FOR?

Finish this sentence

with 3-6 bullet
points. “This course
is for you if....”

Instructor bio

INSTRUCTOR
NAME

INSTRUCTOR
HEADLINE
Can be your title, but
not required. Any
short description.

INSTRUCTOR
BIO

Keep this to 1-2

paragraphs.

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FAQ
We have a few suggested FAQs for you already, but feel free
to add your own! Think about the common objections you think
students would have to purchasing your course, then address them
directly. You’re also welcome to modify our template text to make it
feel more like you.

When does the The course starts now and never ends! It is a completely self-paced online
course start course - you decide when you start and when you finish.
and finish?

How long do I
How does lifetime access sound? After enrolling, you have unlimited
have access to access to this course for as long as you like - across any and all devices
the course? you own.

What if I am
We would never want you to be unhappy! If you are unsatisfied with your
unhappy with purchase, contact us in the first 30 days and we will give you a full refund.
the course?

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Social proof
Testimonials
Testimonials can come from peers, customers, or subscribers.
For a new course, these testimonials can be about your expertise
since they can’t necessarily be about your content, or you can ask
a few people to test your course (for free) in exchange for a kind
testimonial. (You’ll get more of these once you have students!)

TESTIMONIAL 1
- Quote
- Full name
- Photo (if possible)
- Link to site (if
relevant)

TESTIMONIAL 2
- Quote
- Full name
- Photo (if possible)
- Link to site (if
relevant)

TESTIMONIAL 3
- Quote
- Full name
- Photo (if possible)
- Link to site (if
relevant)

Credentials (optional)
Do you have any credentials or certifications? Have you been published
anywhere? This is optional, but a great way to show your expertise.

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