"Why would anyone pay for a hobby course if they can get them same info for free on Youtube?"
Ah. Great question. Thank you for asking.
I know this will be the first question I have to answer on day one of anyone trying to understand my biz model.
Allow me to make a list of reasons:
Youtube videos that explain stuff skip most of the process. They're there to make AdSense revenue - not to teach you. Users know this. Youtube videos are made by creators. Not advertisers. Very difficult for consumers to buy into the idea in the way they're presenting it. People need need to use Youtube as a search platform to find what they're looking for. Not easy when you're looking for a specific VISUAL thing. (For example go find a drawing of a dog tutorial in the style that you like. Go. Try). People know that they pay attention when they pay money. Psychologically people believe that they need to pay to get the best info. Psychologically people believe that they need to pay to be serious about executing. Youtube traffic is PULL. We use PUSH ads. Meaning that a big bunch of our buyers have never thought of doing the hobby before. Impulse buying is a disgustingly pleasant dopamine hit. People want organized information. They don't want want to wander around looking for it. Buying is easy. Buying is fun. Buying is a fun and easy way of "doing" the thing. Psychologically a person feels like they've done the hobby the moment the buy. Less effort. (That's why most people never finish and some never even open the course).
And this took me 5 minutes to write. I can probably come up with 100 other reasons. But here's the most important reason why people buy what's "out there for free":
Our unique method of positioning our products. You can not find on Youtube how to do the thing that our courses teach. This leaves the potential buyer with a simple choice:
> Buy from us > Never get access to similar info.
That's why it's easy for them to give us their credit card. The positioning does all the heavy lifting.
I'll show you exactly how we do mental Jiu-Jitsu by using all of those reasons to our own favor when positioning our hobby products. |