#37 Caitlin Bacher (edited)
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Caitlin: [00:00:00] I was trying to sell them what they needed as opposed to what they wanted.
They weren't aware that they had that problem.
Caitlin: And I think that's some, a takeaway for your listeners is to really think about what problems are they aware of? Because you have to meet your prospects where they are.
Caitlin: And if they don't even know they have the problem, it wastes so much time, energy, money, trying to convince them that they have that problem. Speak to the problems they already know that they have
Claire: This It's such a fun episode because Caitlin Batchelor is with us on the show. I have been following her since 2016 and have taken her [00:01:00] Instagram courses way back in the day She is an expert in transforming the online course creators into thriving and successful and wealthy entrepreneurs.
Claire: Caitlin shares her journey from social media management all the way to groundbreaking course on maximizing Facebook groups for business growth. Discover the pivot that led her to unlock the secret to selling courses on autopilot, allowing a lifestyle of freedom without the constant hustle of launches, not to mention that she has a revenue of 10 million selling her course.
Claire: of the autopilot launching called Scale with Success. Today we're going to look at, howCaitlin brings a new perspective, She's going to share with us how she came up with this way to achieve success through the group through the blueprint she's going to share with us.
Claire: So let's dive [00:02:00] into some of the strategies and how she went from, starting out creating courses and launching them. So this is a must listen episode. If anyone is trying to make an impact and an income through online courses. All right. Welcome to the show, Caitlin. It is so awesome to have you here. And I didn't want to tell you this, but I have something kind of funny to tell you. Oh.
Caitlin: Yeah. I can't wait to hear.
Claire: I'm really excited about this episode because it really resonates with the work I'm specifically doing on the trajectory I'm on.
Claire: But I also know a lot of the solopreneurs that are tuning in. This is something that's going to be really, really powerful for them. but it's funny because your name popped up, but I was like, I kept racking my brain. I was like, okay, This is a topic that I'm super interested in, but I was like, wait a second, I took your Instagram seminar, in 2016.
Caitlin: That's right. It was [00:03:00] called,wham, bam, Instagram.
Claire: Isn't that so crazy? And then I was like, Oh my goodness. I ended up doing a small Instagram tutorial with a group of,creatives and I used your Instagram feed as an inspiration because remember all the bright colors and it popped and here we are. Your background literally speaks to that.
Claire: So come full circle. now you're specializing in scaling online courses. What were the key turning points for you to actually lock into this
Caitlin: niche?
Caitlin: Yeah. So I'm so glad you asked that because everyone always says, what do you sell? Just another course about making courses or whatever, right? that's the running joke. But I started creating courses about social media because I was freelancing as a social media manager.
Caitlin: so I was doing the tweeting and scheduling for other businesses. I quickly felt like it got to be a [00:04:00] bit tedious. And I thought it would be really fun to actually teach people how to do it themselves.
Caitlin: I didn't really know about online courses at the time. so. I was like, well, I'm just going to start doing some one on one consultation. and I found myself telling people the exact same thing over and over, which so many of your listeners probably find themselves the same place.
Caitlin: and so. After doing that, I was like, okay, I really need to package this into something that I can sell to leverage my time because I was fully booked out doing these one on one consults and I couldn't do any more. so I to package this into a course. So the first course I created ever was called bossy biz ladies.
Claire: everything boss, babe, bossy,
Caitlin: boss, girl, boss, mom, boss, whatever. So I was in it. Okay. so I had this course bossy biz ladies. Everything was bright pink inside of it. I loved it. It was great. I love it. I love it. and so after a [00:05:00] while of selling that in the course, I covered a number of different things, Pinterest, Facebook, Instagram, but Instagram seemed to be the one that people were most interested in.
Caitlin: okay, I'm learning just like so many of your listeners are learning now. And so I think I need to be more specific. So I'm going to. Create an Instagram course. So then it was wham bam Instagram, which you took, right? . Hey yo. Yeah. And so I did that for a while one of the things that I was noticing is yes, I was selling, I was using Instagram to sell my course, but I was also
Caitlin: growing. A free Facebook group. And I was getting a lot of traction there. And so my, uh, my Facebook
Claire: group, you are ahead of your time, by the way. Yes. Which we'll come into later in the episode, But yes, genius move listeners.
Caitlin: Yes. so I was growing private free Facebook group and that was going well.
Caitlin: And I started getting a bunch of questions, like people saying like, Oh, how do you grow a Facebook group? How do you do this? So then I was like, okay, well, let's create a course [00:06:00] on that. So then I created a course about how to, you know, start and grow a profitable Facebook group. And it's funny because that was the, that was the first course that I was able to sell that, that made a million dollars in one year, but it's so funny because the very first time that I opened up enrollment, it was like a big flop.
Caitlin: Like my messaging was wrong. It was just like, I was, I had such, I was like. When I launched this course, it's gonna make six figures and you know, all this stuff. And then it was like, wah, wah. Like I didn't even have enough money. Been there,
Claire: been there, been
Caitlin: there. So it was basically like, I just kind of had to, when that happened, I basically had to.
Caitlin: Kind of like make a decision. Well, am I just going to feel sorry for myself or am I going to do something about it? And I did let myself feel sorry for myself for one day. And then that's
Claire: And this is like perfect segue because this is exactly what I want to know what happened.
Caitlin: Yeah. And so, so [00:07:00] after I did, so after I, um, so after I, so I felt sorry for myself for one day, and then what I did as I just started getting on the phone with everyone who didn't buy, not to sell them on the course, but to ask them questions. Why they didn't buy like, what did I say something specifically?
Caitlin: Like, what was it about? Like, I mean, I probably did 20, 50 phone calls with people and yeah. And, and by doing that, I was able to like really quickly start to see patterns of, Oh, well, people think people think my course doesn't cover this, but it does. So that means I need to like. Better describe that or my, or a lot of people think, uh, you know, this won't work for them because of X, Y, or Z, but a ton of my clients are X, Y, Z.
Caitlin: So it was just helping me figure out what I needed to clarify. And so that, so then the following year that was, uh, 2017, I was like, okay, I'm gonna, you know, I was on the launch rollercoaster. I [00:08:00] didn't like, I just didn't know that it was even, I was so new. Like I didn't know it was possible. To sell on autopilot, like I, all, all the stuff that I was learning was about launching.
Caitlin: And so I was like, okay, I'm going to launch it. So I launched it and it did well, but my quality of life was just like the pits. And my husband was like, If you launch again, you need to stay, you need to stay in a hotel during that launch because this is a lot and it's true.
Claire: And your story resonates, you know, you mentioned publicly, that's why I'm not saying I'm sharing, you know, you in one of the launches, you talk about missing to pick up your daughter and all these things.
Claire: During this, then what were you noticing? Like you talk about evergreen, which I want to bring up because a lot of people are, I mean, what does that actually mean? But what was the biggest issue though, when you talk to the customers,
Claire: A lot of people don't go to that last part and ask why, why did this not work? [00:09:00] So if you're comfortable, can you share like what, where was the gap?
Caitlin: What happened? I had been focusing on talking about how the group was going to grow and how you were going to be able to generate money from it.
Caitlin: However, people really wanted was engagement and in their mind, engagement equaled money. I was trying to sell them what they needed as opposed to what they wanted.
Caitlin: So it's like, so instead of trying to convince them, Hey, you don't need to worry about engagement. You need to worry about generating money from your group. Like here's how to do it. Instead of that messaging, I
Caitlin: just weren't ready for that.
Caitlin: They weren't aware that they had that problem.
Caitlin: a takeaway for your listeners is to really think about what problems are they aware of? Because especially that. Kind of top of funnel content, whether it's social media or through the funnel on a webinar or whatever, you have to meet your prospects where they are.
Caitlin: And if they don't even know they have the problem, it wastes so much time, [00:10:00] energy, money, trying to convince them that they have that problem. Speak to the problems they already know they have.
Claire: That's interesting. it is true because you were selling them the next step to make the money.
Claire: Cause that's where you wanted to see them profit. But really, I see that a lot with my own clients they just want to get into the space to start to get comfortable and build that confidence. So that's almost like we get ahead of ourselves as creators.
Claire: What is interesting and it's funny because everyone's like the trend of 2024, jump on this new, this is what you got to do. Online courses are not new. But the customer journey is always changing how we, create accessibility in the course or motivate them. The whole community aspect is a huge component to building, the course
Claire: I have taken way too many courses and I actually have to dive in and just launch my course,which is this year and in the next couple of weeks. So it's very exciting. And [00:11:00] here I am mapping out the perfect launch. And then I come across Caitlin and she's like, don't launch. And you're like, and now you're like, okay, do I just.
Claire: Ignore this message out there. And I learned from great people that you've been on podcasts with Amy Porterfield, you know, Pat Flynn. Yeah. All these Jenna Kuchar, they're, they're delivering, but something that's unique. Cause I was like, okay, Caitlin's different because she is just saying autopilot.
Claire: You're launching. Well, that feels. Weird, right? Because all we know is the hustle culture is like, you can't be successful unless you're hustling and grinding. And it's funny. I went to bed last night listening to Marie Folio's productivity masterclass. So. Can you tell the audience how you're saying don't launch or you're saying always be launching. Can you go a little more into what that [00:12:00] looks like, how you've managed to bring in 10 million of sales of courses
Caitlin: Yeah. So, and I want to say firstly to your listeners, like there is no one right way to do something.
Caitlin: some people love launching and they're great at it and it works for them The people that I'm trying to reach are those that. Don't like it for whatever reason. It's just not for them. maybe they're generating money from it, but it's just really depleting their energy.
Caitlin: Maybe they are not generating money from it. And so I'm there to just give people a different option. And I want to go back just a little bit. Where into that first year where I made my first million dollars from selling,the Facebook group course. And I was in a mastermind and everyone in the mastermind was launching except for this one guy.
Caitlin: And I talk about him inside of my free masterclass. this guy had an online course about decluttering your home, keeping things organized. He was [00:13:00] generating over 300, 000 per month from that decluttering course. And I use that example because so many people think that the only courses that are profitable are those that teach others how to make money.
Caitlin: And it's not true. The reason why it feels that way is because. the only people that are talking about how much money they make are people who are teaching others how to make money. So of course you have to talk about it. Like if my course was about gardening, I'd be talking all day long about what an awesome gardener I was.
Caitlin: And the reality is there are so many courses on like Pilates, guitar playing, art, And I've met these people, they're making millions of dollars. And so it wasn't until I met that guy in that mastermind. And when I figured out what he was doing without launching, I was like, what in the world?
Caitlin: Like I didn't even occur to him, like, I didn't even know that I am right now I'm sharing this journey. Cause you just made me know what, and it's funny because he had a really big family. And so he was [00:14:00] like, yeah, I just can't do the launches. And I was like, well, I hate doing that. I'm like, what are you doing?
Caitlin: I was like, show me your numbers, sir. See the spreadsheet. So he walked me through the data and everything. And I was finally able to see like, Oh, okay. So this, that, whatever. I want to try selling my own course on autopilot.
Caitlin: And there was a lot of trial and error because I was figuring things out. but once I finally was able to get it. It was just like this big weight had been left off and it's not to say that it's super easy to do. like anything, it's hard work. It's like, pick your heart.
Caitlin: Do you want it to be hard to launch or do you want it to be hard to get this thing going on autopilot? For me personally, I just, like to be with my family. I don't want the big. getting all the affiliates and I just don't like any of that, but that's not to say it doesn't work.
Caitlin: And it's not to say that other people don't find it valuable.
Claire: And for some people, they've never launched anything. They've never put something out [00:15:00] there. So they actually don't know until they do it. And that's where it's interesting because that's. Where you've been able to do this now, this is a, this is gonna, this is interesting because I want to know, and I'm curious, the listeners might be thinking, okay, did Caitlin make her first million selling that course by the autopilot, not launching, which I want to If you can give a teaser because I know you offer a big extensive course that people can go through and walk through the frameworks with you.
Claire: But also something that more and more people are talking about with the rise of AI and everything is going to look standardized What is differentiating everything today is the community and the trust you've built with the community.
Claire: was it one or the other, or was it a combination of your course was successful because the trust you had built in your community, your Facebook community, and were they the only ones buying, or were they sharing it with friends? Was it the one or, you know, one or the [00:16:00] other, or was it a combination?
Caitlin: So, I think that when people talk about, building a community, building trust with your, with your community, and all of that. One, the first thing that comes to mind for me is feeling comfortable showing up as my true authentic self online. And for some people that takes time to do right.
Caitlin: It takes literally just putting in the reps, like posting, posting, posting until you finally get into the groove. Cause when we first start. Putting content out there, is how we build community online, It's all based on, content is the tool that gets you from stranger to knowing, liking, trusting, and then buying from them,
Caitlin: Content is that vehicle. the more you can put of yourself into that content, The more it's going to resonate. a lot of times what happens, this happens with chat GPT and we [00:17:00] use chat GPT in our business too, for various things.
Claire: So I do it to make my meals for tonight.
Caitlin: Yeah.
Caitlin: But you've got to, you have to. Insert your own personality into it. in my program, we give you templates, we give you frameworks, some of this stuff has swipe copy, but I always tell people the more you can, because like, sometimes the first version people are literally just like copying the thing, which like, I understand because they're, they're learning, but.
Caitlin: The more you can not do that and put your personality into those words, it's going to resonate with your audience so much more. And you're going to, you're going to stand out and people are spending so much time online. They can tell if someone's being authentic or not. Like you can just have that gut feeling, whether it's in person or
Claire: online.
Claire: For sure. It's, it's, yeah, people are, are, we're smarter than ever with content. Yeah. [00:18:00] Yeah. And so, for like your launch, did you leverage the community? And how long did you know that that was the right time? Because we're, we're launching, but you're not launching. So the listeners are like, what are you talking about?
Claire: What's a non launch? What's an autopilot launch? What is an autopilot
Caitlin: launch? So the way that, we teach people how to do with our accelerator program is how to build a profitable sales engine in 30 days. And when I say that, I don't mean that because it's so fancy. I mean that it's so simple and effective. And so what people are doing is they're building out their profitable sales engine. They're putting their offer out there. And when they do. They're able to collect data along the way and see, you know, okay, like, I'm not meeting this benchmark.
Caitlin: And so then I look at the decision tree over here and it says, if this is high, do this, if this is low, do that. And so it's very kind [00:19:00] of like, once you have all that data, it's very paint by the numbers. Right, right. Automating and having that run on autopilot is that number one, you're going to see much higher engagement rates because people can choose whatever time that they want in order to sign up for the webinar, or watch it on demand.
Caitlin: So the attendance there can, you're increasing the chance that people will actually consume that content. Right. A live webinar, you're going to see. Like 10%, 15 percent attendance rate. Whereas if you're doing an automated webinar, it's like 50%, 60%, even higher because people can choose,
Claire: so are you saying that you offer the live webinar, which. I was one of the people on, and I was like,
Caitlin: yeah, so one of the things that's really hard,for people to understand is that what I'm doing [00:20:00] in my business now would break a business that's making less than a million. So automated webinars were the tool for me to get my first million.
Caitlin: And it's the tool that my clients use to get their first million. After you have that money coming in and after you can afford a big team like I have, and you can afford to spend loads of money on ads and you can afford to do all the things, then you can start to layer other stuff on top if you want to.
Caitlin: So like for me, I have a podcast. I do live webinars. I do. Sometimes I do in person events. Sometimes I, you know, like. All the whole thing, but for people that are just getting started, if you're making less than a million dollars per year, the number one thing you need to focus on is how to generate consistent revenue, right?
Caitlin: If you really want to, just like a plant needs water to grow a business needs money to thrive. And if you don't have revenue coming in, you're going to run out and I have been [00:21:00] there.
Caitlin: and so sometimes it's like, I always talk about this with my students. I'm very open with them. And I explain it on the masterclass as well.
Caitlin: You know, it can be very dangerous when you're looking at what other people are doing, because a lot of times you only see what's happening on the surface and you're not seeing the full thing happening underneath or having context for everything. So, all of these customized, various things that I have happening.
Caitlin: Are not the things that someone needs in order to get to their first million, and it would break your business to attempt to attend.
Claire: And I think it's really important that you make note of that because I think that's the thing. And that's the problem is like you and I say you one needs to recognize where am I on, you know, the scale of my business and what is the highest priority, what should I be doing and what is not helpful.
Claire: And I think. I think it's so interesting because yeah, that on demand, that's what a majority of people are wanting. they [00:22:00] want that information right away. And then there's a whole other audience that wants Caitlin to say hi Claire. And I think it's interesting because that's what makes you really unique Caitlin.
Claire: And I love it because a lot of people aren't talking about that. The hustle culture. Sometimes it's too loud and we know it's just like grind it out, work harder, But I like your approach is that I'm catching people at the right time.
Claire: A lot of times that I was listening to a podcast and you were saying, you know, getting people into the funnel when it works for them, because a lot of people I know for when I run. My business and when I work with people, I'm like, Hey, I asked them,I'm big on asking questions and they're like, Oh, I'm just not ready yet.
Claire: Or, you know, if you hit me up like in a month or so, I'll totally be ready. A lot of things are timing. Would you say that's the approach that you're connecting with people staying in their, so to speak, there's, you know, their [00:23:00] online space, their community. So when they are ready.
Claire: they can pull the trigger and buy
Caitlin: in. think the other thing is giving people a sense of control. the name of the game for funnels in 20 to 24 is consent and permission. you are in charge of your own journey. You get to decide when to buy, you get to decide when you want to think about buying.
Caitlin: By creating content at every level of the funnel, whether it's social media, like that top level or the webinar or the follow up emails or whatever it is creating that content and having, a journey for someone to follow so that they can choose to move forward when they're ready.
Caitlin: And if they want to stay in that level for a while, that's totally fine. They can do that.
Claire: You said that to me, and I'm getting more and more excited. I'm like, I am signing up for the masterclass, the full gambit after this conversation, because it's really interesting when we talk about it and we go through it and we hear from you.
Claire: And I know a lot of listeners [00:24:00] are maybe trying to package their first course now I work so much with brick and mortar businesses and trying to getting my passion is really trying to package what they have, share their education and sell that whether it's a course, whether it's a workshop, whatever.
Claire: Now for a listener, let's say they've never built a course. They've never packaged something. The imposter syndrome is real. I have a confidence of teaching for 10 plus years in the classroom. I can get in front of a million people. And that's just what I have built that strength. A lot of people I work with are just absolutely terrified being like, what if my course isn't good enough?
Claire: Like, will I help someone? Is my speaking voice okay? But what do you usually teach people in your course about the actual product itself? Elizabeth Gilbert said, done is better than perfect. I try and tell myself all that as a perfectionist, [00:25:00] done is better than perfect sometimes.
Claire: And obviously that doesn't work for everyone, but for someone like me, it does. Could you speak to, the product itself? Where does it need to be? How do we know that it's? Good enough. Yeah. To launch or to auto launch.
Caitlin: Yeah. So the thing that people need to understand is that even, even people who are like, my course is incredible.
Caitlin: I am so excited to get this out. It is perfect. Once they put their course out there, I guarantee that within, you know, two or three months, they're going to have so many ideas for how they can make it even better. some people have all those ideas before they open it up for enrollment. but then quickly realize all the other things.
Caitlin: And so what I always tell people is like, You know, we grew up in a culture where a lot of us are taught from a very young age that making that the number one [00:26:00] thing you need to do is like, is be perfect, right? Like, you have to be perfect at all times. and I think that What we need to realize isshift our thinking from getting everything ready to then present to the world, to making things, to being a work in progress and making things better over time. And so
Caitlin: When you're selling it in an automated way, getting new students every day, you're constantly learning. You're thinking, you're learning like, hey, everyone seems to have a question at the same question about lesson two. So I'm going to go at a frequently asked question.
Caitlin: Am I going to go record lesson two altogether? No. But I will. That's
Claire: how I feel. I love these. I'm like, that's, I don't sleep at night because I'm like, Oh, I didn't add this part. And it's like, Oh my gosh. And I
Caitlin: get it. And so figuring out, what's the stop gap? Oh, I can ask a frequently asked question,
Caitlin: And then like I can put in my, yearly [00:27:00] calendar, maybe you want to make an update twice per year. And that's when you would. Make little edits to a PDF or a, you know, a video or whatever, but because there's, there's always a way to make it better. And that's, what's so exciting. And that's where it deepens the connection.
Caitlin: It's like putting it out there and then figuring out, Oh, and then there's this and there's that.
Claire: I like the stop gap that you said because I think everybody has their own stop gap you know where and someone that takes part as a photographer and a content creator you're like oh my goodness like and then you start tweaking and then you have to ask yourself is that important can I stop here and move on like is is the gap no I think it's it's really interesting because really we're speaking to We're speaking to people like, you know, that are just starting out.
Claire: So. When you're starting, and I love that you talk about there's different levels of, resources that you tap into, What if you're just one? when you were starting out, what were [00:28:00] the key, the solo, like, what are the important resources that, you have a limited resources.
Claire: What are those resources that are really important?
Caitlin: Okay, so I am super scrappy. sometimes I need to stop being so scrappy, but when I first started selling my course, I didn't know how to like, now there's so many course platforms there's like.
Caitlin: Teachable, Thinkific, da da da da, Kajabi, whatever, all these different things, and they're all good, and they all kind of do the same thing. Like, yeah, they have like different bells and whistles, but it's like a place to put your course. I didn't know about any of that, and I didn't want to wait to figure it out.
Caitlin: So, but I did have a Squarespace website. site. And so I figured out how to do like a password, you know, how you can put like a password page. Yes. So my, my first course was, it was essentially like a long blog and like each post was,
Claire: send me cash in the mail and I'll give you a
Caitlin: password. Yeah. And, and so every, so it [00:29:00] was like, I would type out the instructions I would put in, um, I like embedded the video that I used screencast to record the free version.
Caitlin: And there was a big screencast watermark on my video, but that's amazing, right? I put that on there, but people didn't care because the information that I was sharing worked. People were applying what they learned and they were getting results. I made a worksheet from Google doc. Which was basically just, you know, creating the text box, including the directions, downloading it as a PDF, then uploading it to the Squarespace.
Caitlin: So, I mean, the downside is, does that scale over time? Not really. Cause everyone has the same password. It's like, that's actually,
Claire: that'sI was going to ask you that. how were you having all these multiple logins? Okay.
Caitlin: The password was bossy. It was bossy biz ladies. I mean, this is like.
Caitlin: But you know what, I put it out there, but people liked it. And I didn't even [00:30:00] know, like I had, my sales page was also a blog post and I had it, I embedded the PayPal button. So people could like purchase. Now the problem was once they made the purchase, I would get a PayPal notification, but I didn't have anything automated set up.
Caitlin: So then I would email them. I'm like. Hey, you. Hey, boss lady. Like, here's your password. And then I would have, and then I had the, like a student Facebook group. Yeah. And so that's where then they would ask questions and all that. But everyone was happy and they were getting great results. Like, and I think that, uh, for some people, they, they put so much pressure on themselves for it to be a certain way.
Caitlin: And then over time, yeah. I hired a web developer that like built out a site, made it really nice, hired someone to make the work. Like they can make it pretty later, but people just need help. They just want results.
Claire: Did that affect the pricing model when you went in? Would you like, what, if you don't mind, what was the first price stamp that you put on
Caitlin: a course?
Caitlin: [00:31:00] Okay. So when I first started selling my course, again, no idea what I was doing. I actually charged my course. No, my one on ones were less expensive than my course. So my one on ones, I was like, I charged like 67 for like a 40 minute one on one. It was 67, which my mom, by the way, was like, Caitlin, I just think that is too high.
Caitlin: I think 20 is a good that like, I really think I was like, I don't know, mom, I see other people do it late. And she's like, I just think, and I was like, okay, well, we're just going to try this. So I, so I said, and then my course was 97, but then after a while I was like, okay, wait a minute, we need to reverse this.
Caitlin: And then I eventually. Eventually, you know, stopped doing the one on ones cause I didn't have time. And then I was just selling that course for one 97. Then when I went to wham, bam Instagram, I think I sold that one for four 97. I'm not sure. It might be seven. It was basically just based on my own limiting [00:32:00] beliefs.
Caitlin: That's how I would choose the
Claire: front. You had the audience they were buying it. No, it's just, it's interesting because that's something you can go down a rabbit hole, which I. do in many capacities. And it's funny because you have hit it. there is that secret number, the seven. I was like, okay, I absolutely love it now.
Claire: Speaking about online courses, the launch, I really wanted to before we wrap today, talking about the importance of like,evergreen content. Can you speak to, we hear the word evergreen and we wonder how do we know something's evergreen? what if the topic Of our course. is let's say AI for small businesses, which is something I actually work in.
Claire: Or let's say it's, you know, social media. And a lot of people that I talk to when they do courses, they're like, I don't put out social media courses because of that reason. I have to change it every two weeks. So [00:33:00] could you before, you know, could you talk to us about, you know, what does that mean to create evergreen content?
Claire: Okay.
Caitlin: And you mean like for social media specifically like that? Yes. Or like
Claire: part of like, you want to put out your content and you want to share what you're doing, but you want to be able to keep it, you know, timeless in a certain way. How do you do that? If you're in a space, let's say I know a lot of my clients I work with, it is very focused on the changing trends and the movements in technology,
Caitlin: for example.
Caitlin: Yeah. So I think what you need to become aware of is what are the problems that I'm actually solving for people here? And then They can learn more about your method inside the masterclass and they can learn how to implement the method once they buy your course.
Caitlin: But. The other thing that I will say, though, that a lot of people don't think about, because sometimes I get emails from people that are like, Hey, [00:34:00] Caitlin, I'm thinking of buying your course, because I've been running, you know, an evergreen webinar for the last year, and it started out really great. But now, like, it's just not performing as well, like, is, are people just not watching evergreen webinars anymore?
Caitlin: Like, what's the, you know, what's happening? And I always say that Everything works, launching works, evergreen webinars work, like whatever, it all works, but the market is always shifting. And so you do need to keep your ear to the ground in terms ofwhat problems are they now aware of, the more products that enter the marketplace, the higher level of sophistication your buyer has.
Caitlin: your buyer becomes aware of a different kind of problem than perhaps they were aware that they were having a year ago. Right. Right. Whereas like when they first, like when, you know, the first AI courses or whatever that are coming out, it could be all about like saving time. Right. Like, Oh yeah, that's great.
Caitlin: Yeah. Yeah, but [00:35:00] then over time, and that may work for a year, it might be work for right, but then over, but then over time, it's like, people are going to be have that so integrated in their lives. It's like, well, that's not the problem. Now, the problem is that it up. And the issue is that your, your course.
Caitlin: Probably solves both problems. So it's not about changing the course. It's about shifting the messaging around. And
Claire: you have to initially had talked about that.
Caitlin: You have to be connected with your market to understand that. And so what happens is people kind of like, they think, uh, you know, Oh, evergreen doesn't work for me.
Caitlin: Or I guess people, even if they're launching, they're like, well, I guess nobody wants this course anymore. And it's like. Well, maybe you just need to adjust your messaging. Maybe that course that you've been selling for three years, it's still a great course, but your market has changed. That
Claire: and the buying behaviors have changed and how people know.
Claire: And I think that, and, oh. Caitlin, I could go so much deeper, but I think [00:36:00] we need to wrap in the next few minutes here. The biggest thing though, I do want our listeners, what after they listen, they're going to be super amped like I am and excited. Where can we take the listener? Where's the next step into Caitlin's world that they can be a part of and learn from you?
Claire: And maybe. You know, in the next year, they're going to put out a piece of content, and I say content, a course, where can they start getting some information and, you know, I know the master class is maybe where you're directing them, but could you share where they can continue to learn from you after this episode?
Caitlin: Yeah. So the best place to go is just my website. It's caitlinbatcher. com. There's a link to sign up for my free masterclass where you can learn more about our method. Um, but I also have a podcast skill with success, the podcast, and that's available on my website as well. So for those of you that are like, well, I don't really want to sign up for the free masterclass.
Caitlin: I just want to tinker around in here. Then you can definitely listen to the podcast [00:37:00]
Claire: there. And I love it. And then who knows they might be part of the sharing of Caitlin. And it's interesting because she is live. That is exciting, and it was cool to be a part of.
Claire: Caitlin, I think this is so cool that we've been able to connect. I have obviously been a fan since 2016, and here we are how many years later, and it's really cool to see your success and how you're helping. thousands and millions of people on this planet to, you know, I always say to spread their awesome to get their message out there and not to have to say it every day over and over and create this beautiful work life balance that you've built for yourself.
Claire: So thank you for inspiring so many people and being part of the Small Entrepreneur Podcast for solopreneurs to go out there and. Do what they love and make money doing it. Thank you. Thank you so much. [00:38:00]
