How to Differentiate your Content so People are Willing to Pay for it with Joey Korenman on Mixergy
Joey is the founder of School of Motion, which is a premium motion design training site, which does $500,000+ a year.
We learn how he differentiated his content so people were willing to pay for it, two websites you should utilize if you’re in the design industry, and how to organize a course successfully.
Resources/Tools mentioned in full interview:
Webmerge: Online platform that allows you to easily collect data, populate document, and send it to any contact automatically
TopTal: Exclusive network of top freelance software developers and designers in the world
Invisible Selling Machine: Book by Ryan Deiss on automating entire sales process
Ambitionally: Wordpress plugin solutions
PremiumBeat: Royalty free music and sound effects
Two websites you should be utilizing if you’re in the motion design industry
“I use Vimeo instead of Youtube really because it’s just where motion designers hang out, real professional motion designers have always hosted their work on Vimeo.”
Joey picked Vimeo to upload his motion design videos instead of Youtube because he noticed that it was the place where all the professional motion designers posted their work. By focusing on the site that already had his audience, it brought over exactly the traffic he was looking for.
Another site which brought a lot of traffic was Reddit. All it took was targeting the right subreddit, which for him was /r/motiondesign. There are other subreddits as well which are closely related such as subreddits for After Effects, Cinema 4d, etc. Simply posting his video and asking for the users to check it out brought a lot of traffic- mainly because of how targeted the subreddits are, and because of how small they are, all it takes is a few upvotes to bring the post to the top.
How do you determine what people would be willing to pay for when there is so much free content online
“Two lessons I learned: One is if people like you and you have a unique delivery people are willing to learn from you as opposed to someone else. Second, the big thing I did was I tried to figure out what I could do that people on YouTube weren’t doing.”
He realized that although very rudimentary and simple, just by teaching through a different style it differentiated himself enough that people were willing to buy. Whether that was his personality- having a goofy quality to the videos, or having a more polished course with a better mic, and editing the videos with ScreenFlow.
The other thing he asked himself was what value he could provide that people on YouTube weren’t. This turned out to be how he actually presented the content, and the layout of the course. Instead of being just a bunch of downloadable videos, he created sort of an online summer camp in which the students would do exercises, share them and then get constructive criticism on how to improve.
Ordering the course to setup students for success
“The order you teach things in is really, really important. You want to give people a quick win that then gives them enough confidence to continue and almost shows that you have what it takes to teach them.”
Joey talks about how usually when learning animation, one of the first things you typically learn is how to make a ball bounce, and it’s actually a very difficult exercise with many things in play, however, one thing he learned was if you have something difficult near the start of the course it makes the customer feel discouraged and like they’ve made the wrong choice buying the course.
So the solution is to organize the course in a way where you give them a easy to grasp concept which gives them a quick win and then that gives them the confidence to continue and excited to tackle the next steps. Accomplishing things early on makes them say things like, “Wow, I thought this was going to be so much harder. I’m so excited now.”
The power of daily content
“At the time, I had 10-15 videos. I was like, I need a lot more so I’m going to take 6 weeks and do 30 videos. I underestimated how well it would work, but it worked very well.”
At the end of the 30 videos, he had tripled his email list, been featured on the biggest motion design blog, and made several contacts with companies who wanted to sponsor. Other than the basic marketing of the content such as tweeting it, posting it on FB, and writing an email on it, he didn’t do anything else. He says it was similar to what happened with John Lee Dumas’ podcast- “the reason it took off so fast was because it was every day, this cool thing of..omg I can’t believe he’s doing it.”