strategy, giving away free stuff

Summary

I just shipped four courses for free to my newsletter. the Killing Comfort planner, a goal setting course, digital business mastery, remote coaching. all of it free. people think the play is goodwill. it isn’t.

the play is data. which course actually gets opened. which one gets completed. which one ends up in the most replies. that tells me exactly where to invest the next product, the next content series, the next paid offer.

content marketing only works if you give more value than anyone else in the space, and I can do that because I’ve built and operated multiple companies in this lane. that’s the competitive advantage in a saturated market, not the marketing trick.

next up is an email marketing course, also free, also for newsletter subscribers only. growing that list is the whole game and the free courses are the engine.

Transcript

introduction to the new free coursework available on the website

The most impactful business is the business that genuinely improves another human, a better human business. And to grow a business like this, you have to continually improve yourself. This podcast is a documentation of that thesis, scaling businesses and also personal growth. My goal is for you to shortcut this journey. So if you’re ready to try hard, subscribe. If you like what you’re hearing, please share and enjoy. All right, this is going to be a quick announcement podcast.

So I launched a bunch of free coursework on my site. I’m going to tell you how to access it, what’s included, but I’m also going to be talking about the business strategy behind this decision. This is the Better Human Business Podcast. I’m Jerred Moon. And first, let’s dive into what I’ve released and why you might want to go check it out. So if you go to my website, jared.com, J-E-R-R-E-D.com, you can sign up for the newsletter.

When you sign up for the newsletter, the first email you now get will give you access to this free coursework. So if you just want an organized place where it hits your inbox, you can save it, save the link, all of those kinds of things. Sign up for the newsletter. That’s what I recommend. The other thing that you can do is for a limited time, you can go to jared.com and just in the menu, it’ll say courses.

explanation of the strategic business reasons behind offering free courses

You can click on courses and you’ll be able to access it just as if you’re an email subscriber, but that’s going to be for a limited time because this ultimately is going to be closed down to email subscribers only. And if you are an email subscriber, newsletter subscriber, you already got access to all these courses. I emailed them out actually on Thanksgiving day, so you already have access in your email inbox. If you didn’t check it out, the title of that email was free gift for you.

So you can go check that out. So what’s in here, why you might want to check it out. And then I’ll dive into the strategy. Well there’s several things. Ultimately I want to build you into a better human and I want to build your business. I want to help you build your business. And so we have two goal setting courses in there. The first one is the Killing Comfort Planner. So when I wrote Killing Comfort in 2020, I also launched it with a planner to my community and you can access the Killing Comfort Planner there.

insights into the specific courses offered and their potential impact on personal and business growth

It’s a really awesome planner. It helps you really crush the day. You’ll become a better human if you utilize it. Comes with coursework so you know the why behind everything, how to use it in detail. The other goal setting course is a big picture, how to set five-year, 10-year, someday goals, how to reverse engineer things, and to be honest, this has been a very impactful course that I created. I get some of the best heartfelt messages and emotional messages from people who’ve gone through this coursework on the back end of our paid services with a lot of amazing feedback in all honesty.

The other ones are all geared towards helping you grow your business. So we have the five-day challenge if you’re looking to get started with remote coaching or add an online branch to your business. I have simple Facebook and Instagram ad strategies, how to utilize AI, how to keep it simple, things to think about, strategies to implement. And then the next two are mastery courses, so digital business mastery, really thinking big picture about digital business, how to master it, how to set up a publishing calendar, marketing, delivery, all of these things is what you think about with digital business mastery.

discussion on how tracking engagement from these courses influences future content and product development

But also in there, this is the most valuable thing in my opinion, is there is a promotion checklist. It’s got to be like 20 videos. They’re not all long videos, but ultimately I had created this checklist for internal team use only to be able to run promotions when I wasn’t the one clicking all the buttons and running it. So I have the checklist, I have the framework, I have the videos. So if you want to run a perfect promotion, and we’re talking about through email, through ads, all those kind of things, you just have to check it out.

I mean, I refined this process over years and years and years, ran hundreds of promotions, made millions of dollars, like there’s so much value in that. And I wish I had something like that when I started, just like here’s how to run a good promotion, step-by-step. It’s there for you right now, 100% for free, you can go check it out. And then remote coach mastery, we ran a cohort of this, me and a business partner, where we really just teach you how to master remote coaching and programming.

the role of trust and authority in scaling a business through free value offerings

And so we talk about selling on the phone, we talk about marketing, creating your offer, price points, I mean, everything in remote coach mastery. And you can go check that out, again, 100% for free. A lot of value in these courses, in all honesty, a lot of experience I’ve put into these. A lot of these were sold. I’ve made a lot of money off of these courses, and now I’m giving them away 100% for free. And I run the risk of giving away something for free, I don’t run the risk of losing out on revenue.

What I run the risk of is people not paying, so they’re not gonna pay attention. But that’s also part of the strategy. So let me dive into that part now. What’s the strategy behind releasing all this stuff for free? Do I not value my experience and my time, or why would I do something like this? Here’s what I’m doing. The reason it’s completely open and free right now for newsletter subscribers, or if you just go to the website, so if you’re a podcast listener and you haven’t subscribed to the newsletter and you’re like, okay, I’m just gonna go check it out on the website, is because I wanna know what you want.

closing thoughts on the importance of providing real value in content marketing for business scaling

And I’m not gonna ask you. I’m not gonna ask you what you want. I’m not gonna send out a survey and say, hey, what course can I create for you? I want you to vote with your time. And so if you’re listening to this, or you’re part of the newsletter, any of these things, you are, some of you, not all of you, but some of you will go check this out, or you’ve already checked it out.

And the metrics I’m looking for and paying attention to are, what are you clicking on? What are you watching? What did you download? How long did you watch? And again, it’s all anonymous. I don’t know who you are specifically, and I don’t need to know. I just need to know that people from the newsletter are watching this. People who came in through just the website are doing this. And then it helps me realize where I need to focus my time and attention on the creation of new things.

And so that’s it. That’s the main strategy right there, is I’m having people vote with their time. Because if I just had an actual survey, and I was like, if I gave you an option to pick, it’s like, hey, do you want me to build thing one, thing two, or thing three? You’d be like, I don’t know, maybe thing four, but I guess I’ll vote thing one. You know, it’s like thing four not being on there, right?

So you would suggest something else. And so ultimately, that’s what I’m doing. I want to see where people vote with their time, and so far, it’s been pretty interesting. What I thought would be most popular is not actually most popular from what the newsletter subscribers have been focusing their time, effort, and attention on, and I find that very interesting. And now I’m releasing it via the podcast, and even more people are going to go check it out, and I’ll get to see further, what are people interested in?

Then eventually, I’ll release this on Instagram, same thing, what are they interested in? And it’ll start to paint a really clear picture. So that’s strategy one for me. Strategy two is just content marketing in general. So content marketing is just giving value. That is what content marketing is. It’s what branding is. And content marketing is giving as much possible value, so people might want to do business with you in a paid sense over time. And what I’m doing from a content marketing perspective is, yeah, I’m running Instagram, I’ll do more YouTube next year, I got the podcast, I got the newsletter, I’m putting out a ton of content, I’m trying to provide as much value as I can in all of these places, but anyone and everyone can do that now.

And they got AI to help them. AI is going to help some guy on Instagram who’s been doing this a year more than anyone else. So it’s not even a matter of will their content be good, it’s like, will it trigger the algorithm? But what I have, my biggest competitive advantage over anyone else who’s starting a podcast or who’s been podcasting for the last year or two is I’ve been podcasting for 10. I’ve been running business for closer to 15 years.

I’ve generated a lot of revenue, I’ve built some massive audiences, like I’ve done a lot of things, so my real only competitive advantage at this point versus me and someone who wants to start tomorrow, the only difference I have and the only competitive advantage I have is experience. Because you can ask AI any question you want and hopefully you get a good response, but I’ve been there. I’ve done that and I’m currently doing it. And so that’s the only competitive advantage that I have.

So it’s content marketing. I’m trying to provide value just as you should in all of your content, but I’m trying to go one step above and beyond by giving away paid courses, I’m giving them away for free. And you can see that there’s a ton of value in them. When you find out there’s six courses, over 80 videos, hours worth of content, downloadable PDFs, you’re like, holy crap, this is a lot of stuff. This guy knows what he’s talking about.

I just want to provide more value than anyone else. That’s ultimately the goal. I want to provide more value than anyone else, period. That’s the goal. That’s what I want to do. And I’m going to end with this. There is one more course I’m working on. One more. This one is current. It’s not one I’ve ever sold before. I’m currently creating it. I have the outline, I’ve been refining the content over and over again, but it is a course on email marketing, which you either think is going to be awesome or not awesome.

But when I reflected on my experience and what I’ve done over the last decade plus of running businesses, like how did you really grow? And a lot of people might think it was through digital advertising because I’ve never had big social followings. That wasn’t something I started to focus on until this year. I never really paid much time or attention there. I did do a lot of advertising, but that’s basically because I wasn’t willing to do the organic content.

I got decent ads and I’ve hired agencies and stuff, but that wasn’t the real secret sauce. The way I’ve built every business from back in the day to this day has been through email marketing. I’ve learned a lot. I’ve learned a lot in a lot of different markets. I’ve learned a lot of different strategies. I know how to best utilize AI and maybe when you shouldn’t, and a lot of times you shouldn’t utilize AI just because so many people are going to start doing that.

So anyway, that’s what I’m working on now, an email marketing course. It’s going to be free. Who knows? Maybe I’ll charge a dollar. You’ve got to pay to pay attention, right? But I’m putting this all together, and this one is going to be only for newsletter subscribers. Only when I’m done. I’m not putting this on any free page. I’m not letting it out into the wild in any other capacity other than those who are on the email newsletter.

So if you want to be a part of that, if you’re not already, go to jared.com, J-E-R-R-E-D.com, sign up for the newsletter, and I would love to have you there. So this one, again, for me, I’m telling myself to try harder, provide more value. Thank you. Bye.