Last month, I made a video about how online business has radically shifted over the past year, especially with the new AI tools that flooded the market and enabled people to create free content. If you’re an infopreneur, educator, coach, or consultant, you might be worried about increased competition and whether people will still buy your educational products.
In my previous video, I shared five tactics that course creators and coaches can use to adjust their product and marketing strategies to stay relevant, growing, and profitable. Today, I’ll share exactly how I am shifting my business strategy for the coming year, including changes to the products I’m selling and how I’m selling them.
Shift #1: New Fresh Offers
When I started my online business about seven years ago, I spent the first few years creating and launching new offers every couple of months. After a while, I paired down my product list, influenced by peers and mentors who focus on selling just one to three signature offers.
However, I discovered something interesting. In years with more frequent launches and promotions, we made more money. When I reduced to just four products, I had to launch each multiple times per year to maintain monthly promotions. This became stale and felt less engaging.
Inspired by Alex Hormozi’s book “$100 Million Offers”, I’m returning to a strategy of releasing new fresh offers regularly. The key is not necessarily creating entirely new products, but repackaging existing offerings in ways that appeal to different target markets. For example, a “6-Week Muscle Building” program might be rebranded as an “8-Week Summer Shred” to attract different audiences.
I want to clarify that we’re not abandoning our signature programs. These have hundreds of students and proven track records. The goal is to approach each cohort with fresh energy and innovation.
Shift #2: Live Interactive Programs
Despite being a proponent of automated funnels and pre-recorded online courses, I’m shifting focus to prioritize live interactive programs. With the abundance of free information available today, people are less interested in paying for information but more willing to pay for help, support, and interaction.
In the past, I considered the curriculum the main value of my programs, with group coaching sessions being the least important. However, I’ve noticed that potential customers are very interested in the schedule of live sessions. People want to know if the class times fit their schedule, similar to how students choose college classes.
Going forward, we’ll not only focus on live interactive programs but lead with the specific day and time of sessions. This provides potential customers with a concrete detail that helps them justify the purchase.
Shift #3: Done-For-You Products
My third major change is a shift away from purely educational products towards done-for-you resources. With the rise of AI tools and overwhelming content, people are seeking resources that can help them execute quickly.
I’m creating a digital product shop where people can directly purchase templates, resources, and tools they need to run and market an online business. This includes email templates, sales page templates, slide decks, privacy policies, and more.
From a business strategy perspective, this approach offers several advantages:
- Less competition in the digital products space
- Lower price points that can encourage multiple purchases
- Easier customer acquisition, as tangible assets require less trust than theoretical educational products
The ultimate goal is to provide shortcuts that save people time and energy while helping them start and grow their businesses.
I’m not completely abandoning pre-recorded courses, as they still generate passive income and are convenient for students. If you want to learn more about how I continue to sell online courses through automated funnels, I recommend checking out the free training on my website.
