For Genuine Experts Who Want to Package Their Expertise Into a Course

Published for the First Time – The Playbook That Grew 8 Different Courses From 0 to Over $1 Million in Revenue

I know you value your time, so let’s get straight to the point:

Anyone can teach you how to create a course. It’s not hard. Just throw together a few videos and call it a day.

But if you want your course to scale to millions of dollars in revenue…

If you want to earn six figures a year of passive income from it…

If you want to have a huge impact on your industry or even the world at large…

Very few people can teach you what it takes.

I’m one of them.

I’ve created eight different courses that went over $1 million in revenue.

Here they are:

(click an image to learn more)

Do it once, and maybe you are lucky. Do it eight times, and you are damned good.

I’m telling you this because…

I Want You to Take What I’m About to Say Very, Very Seriously

99.9% of courses have zero chance of making $1 million.

It’s like the difference between a lemonade stand and a software company.

Both are “businesses.” Yet the lemonade stand is never going to make $1 million, and software companies do it all the time.

Well, most online courses are the equivalent of lemonade stands. The creator records the whole thing in a few hours and throws it up on the web to see what happens.

It’s cute and fun, but it has zero chance of making serious money.

On the other hand, the courses I create are like software companies. I invest real time and energy into making them extraordinary and then profiting for years into the future.

My point is this:

If you want a cute and easy course – the equivalent of a lemonade stand – I’m not your guy.

But I don’t think that’s what you want. 

If you’re an expert in your field, and you value your time, you want to create a course that packages up your expertise and turns it into a source of passive income, let’s say $200,000 a year for the next 10 years.

If that’s what you want, I AM your guy.

I’ve done that eight times.

And now I’m going to teach you exactly how I do it.

The First and Most Important Rule of Course Creation is…

You must have accomplished something.

Typically, it’s an accomplishment from your career.

And it’s shocking how many people are blind to these.

For instance, I was recently advising a client who works for IKEA and helps choose which products they carry in the store. She talks to furniture manufacturers all day. She evaluates products. And many of the products she chooses go on to make $10 million or more in sales from the massive distribution of the IKEA stores.

She could easily start a course about how to start a furniture brand and scale it to $10 million by working with major retailers.

When I told her that, her first response was, “But I’m not a furniture manufacturer. I’m a product selector. I’m not the one who scales it up.”

“How many manufacturers have made millions of dollars because you chose them?” I asked.

“Dozens,” she said.

“Then you’ve literally played a part in scaling dozens of manufacturing companies. You are an expert in getting a massive store like IKEA to carry a furniture line, and that expertise is worth millions.”

She was stunned. She had never thought about it that way.

Here’s the point:

If you’re an expert in your field, you have probably been involved in some impressive projects. Your team or your company had major wins.

But you are not taking credit for them.

This has to stop. The foundation of any course that makes millions of dollars is the teacher has accomplished things students admire and want to emulate.

If you never take credit for your accomplishments, you will never have a $1 million course. Period, end of story.

I’m not saying you should lie. I’m not saying you should exaggerate.

You can say, “I was on a team that achieved X.” There is nothing untrue about that.

And by the way, your accomplishments don’t always come from your career.

Maybe you’re an amateur climber and you climbed Mount Everest. Or you’re an amateur investor and you doubled your portfolio.

Those are accomplishments from your personal life. You can use those to create courses too.

But for most people, their career is the source of their biggest accomplishments.

Later, I’ll give you a complete system for unearthing these accomplishments and choosing which one is best for your course. It takes some thought and soul-searching.

But for right now, let’s assume you have chosen an accomplishment and now you want to create a course, but there’s a big, big problem…

You don’t have an audience to sell to.

Should you focus on that first? 

Let’s talk about that next…

What to Do if You Don’t Have an Audience to Sell to

On the surface, this one makes sense, because who are you going to sell your course to if you don’t have an audience? Buyers aren’t going to appear out of nowhere, right? 

But what nobody tells you is how long this takes. 

I’ve gotten millions of visitors from my blog, Smart Blogger, but it actually took more than two years for it to become my primary traffic source.

And that’s fast. Building an audience on YouTube, for example, can often take three to five years.

During that time, you’re not getting paid for all the work you’re doing. You have to consistently release content for at least two years with no pay, and most people simply can’t do that.

And good content takes time. This isn’t something you can do in an hour every day. It’s more like three hours a day.

It’s like going to the gym every day for three years and staying for several hours every day. All with zero certainty it’s ever going to pay off.

If you have that kind of time, confidence, and self-discipline, and you’re willing to sacrifice other parts of your life to make room, then yes, building your audience first can be a good idea. It’s an asset that pays enormous dividends.

But let’s be honest right now:

Most of us aren’t that type of person, and it’s not because there’s something wrong with us.

If you have a job and a family, you don’t have the time or energy to go to the gym three hours a day. It’s just not possible and attempting it is just a recipe for making yourself feel bad.

But the good news is you don’t have to. 

How to Get Access to Your Audience Within 24 Hours, Even if You Have Zero Following on Social Media

I call this The Traffic Engine.

It has three stages, and I’m going to break down each one for you, but let’s talk about the fuel that makes this bad boy run: 

Advertising. 

Instead of waiting for your audience to build organically, you can purchase time in front of your ideal audience on platforms like Facebook, Instagram, and YouTube. You can get in front of exactly the right people, pretty much immediately.

Now, you might be thinking, “But won’t I just lose money on ads? Isn’t it super expensive?” 

Well, the magic of this Traffic Engine is that, if you set it up correctly, the ads cost you nothing out of pocket. Zero. 

How to Advertise Without Paying for It Out of Your Own Pocket

Suppose you create a course priced at $1000. You decide to run ads, and let’s say each click on your ad costs you $1. 

If just one out of every 1000 people who click buys your course, you’ve just spent $1000 to make $1000. You are breaking even.

But here’s where it gets interesting. 

Those 1000 clicks? They’re not just numbers. They’re potential students, people who’ve shown interest in what you have to offer. And even those who didn’t buy right away are now part of your audience. 

You’ve essentially paid to bring them to your doorstep, but the course sale has covered that cost. Your audience is growing, and it’s not costing you extra.

But hold on, it gets better.

If you know what you’re doing, you might convert two people out of 1000. The first sale pays for your ads, and the second sale gives you $1000 of profit. You also add 1000 total people to your audience, 998 of whom haven’t bought from you yet. 

Over the next 30 days, let’s say three more of those people buy, one per week. Now you’ve made the initial $1000 plus $3000 more, giving you a total of $4000. You spent $1000 on ads, so you literally created a machine that transforms one dollar into five. 

But wait, it STILL gets better.

The revenue compounds over time. Let’s say you spend $1000 a week on ads and get those two initial sales, well, you’ve doubled your money, but that’s only the first week. 

The second week, you again spend $1000, but it’s not coming out of your pocket anymore, you are just using your profits to grow, you again get $2000 back, but now you also get one sale of $1000 from last week’s people.

Do you see where this is going?

At the end of 10 weeks, here’s how the math adds up:

As you add a thousand new people each week, the sales gradually stack up until you’re making $6000 a week. At the end of 10 weeks, you’ll have turned your initial investment into $50,000. 

We subtract the $1000 you initially invested, plus the $9000 of revenue you rolled over into ads, giving us a total profit of $40,000 – a 40X return on your investment.

It’s a perpetual traffic engine that fuels itself. You use ads to get course sales, and then you reinvest the revenue from those sales into more ads. Once you’ve built the machine, it creates your audience with barely any additional work.

The key takeaway:

You create your course FIRST, and then sales of the course pay for the traffic.

But there’s one big problem.

How do you get people who are complete strangers to trust you enough to purchase your course?

Isn’t that a little unrealistic?

Yes, absolutely.

But again, there is a solution.

How to Build Trust with Complete Strangers and Get Them Eager to Buy Your Course

When people arrive at your course sales page, they’re skeptical. 

They know most courses are terrible, they have been burned in the past, and so they look for proof that your students are getting results. 

Take a look at this sales page and all of the results:

When you see that, it becomes undeniable that the course is good, there’s no way that many people could be lying. So as your testimonials grow, the number of visitors that convert into buyers double, triple, or even more, while the course itself hasn’t changed at all.

Makes sense, right?

But what should you do when you’re a beginner with no testimonials?

This is why your accomplishments are so essential.

In the beginning, the only proof you have is that YOU achieved something incredible.

I’m a great example.

I’ve created eight different courses that crossed $1 million in sales, but this is the first time I’m attempting to teach anyone else how to do it. So I don’t have ANY testimonials.

Yet I bet I’ll easily cross $100,000 in sales for my teaching.

Why?

Because my personal proof is so strong. Some people might be scared away because I don’t have testimonials, but a small percentage will feel like I have enough credibility and take a chance on me.

That’s all I need. I’ll take the first 50 students, get them extraordinary results, and then start piling up testimonials until I have pages and pages of them.

Which brings me to…

The Simple Process That Creates Extraordinary Trust

I call this The Credibility Engine.

Here’s how it works: 

Students get results, and they are happy to give you testimonials about how great your course is, then you add those testimonials into the marketing, and even more students sign up and get results.

Let’s walk through another example:

One of my students, Jessica, enrolled in the course and did every homework assignment, participated in the group coaching calls, and implemented everything I taught her in the course. 

She was a star, and she was rewarded. Jessica landed her dream job as a content marketer at a leading tech company, doubling her salary in the process. 

She was so excited, she sent me an email to give me the good news.

I asked her if she would record a testimonial, and she agreed.

Next, I added Jessica’s video testimonial to my Content Marketing Certification sales page. 

In my email marketing campaigns, I included snippets of Jessica’s testimonial to demonstrate the real-life results my course can help students achieve. 

As a result, more aspiring content marketers were drawn to my course, and my conversion rates skyrocketed.

One of these new students, Mark, shared an even more impressive success story.

Not only did he land a high-paying content marketing job, but he also started his own successful content marketing agency on the side. 

I featured Mark’s story prominently on my sales page and in my marketing materials, attracting even more students to my course.

Hopefully, you can see the never-ending circle of proof this creates. What you may not realize is just how powerful that proof is.

It makes it WAY easier for you to get students, we already talked about that, but what I didn’t mention is…

This is a Permanent “Moat” That Protects You From Competition

When people saw me making millions from this course, lots of other people started similar courses, teaching similar concepts, but they were missing the most important part: 

The credibility. The proof. 

They didn’t have 100 students talking about the incredible results they received. 

So they couldn’t compete with me, even if they sold at lower prices. It just didn’t work. 

As a result, I’ve continued selling at premium prices for over a decade, making millions of dollars in the process.

The same will be true for you.

If you create a course that gets more testimonials than any of your competitors, you will DOMINATE your market. Nobody will be able to compete with you, no matter how hard they try.

It will also get easier and easier to acquire customers, and your profit will go up and up and up.

But it requires you to create a GOOD course.

Not something thrown together over the weekend.

You need to take all of your expertise and make it EASY for people to IMPLEMENT it and get results BEFORE the course is over.

Read that sentence a couple of times. It’s important.

The job of your course isn’t to give people information. It’s to help them take action and get results before the course is even over.

And it takes time to create a course like that.

But it’s worth it.

It’s how you go on to make millions of dollars.

So now let’s look at how these two engines work together: because they fit like a pair of gears. And for this to work, you have to build both engines before you turn it on.

The Blueprint for Growing a Course From 0 to $1 Million in Sales

You might think you would build your traffic engine first, but if you do that, and you just quickly throw together your course, you’re not going to be getting testimonials, you might even hurt your reputation. 

Here is the order you have to do this:

First, create a really good course — “good” defined by people completing the course and get results. It’s not your opinion. It’s not even how much they like the course. 

It ultimately comes down to how many testimonials you receive. If you get a bunch of testimonials, you created a great course. If you don’t, then you messed up somewhere.

I recommend creating your entire credibility engine before you even think about traffic.

Onboarding sequences, feedback mechanisms, communication channels with instructors – this all needs to be figured out BEFORE you launch. Otherwise, again, you might hurt your reputation.

Once you complete the credibility engine, you turn on the traffic engine, invest in ads, get sales, and then reinvest your profits back into ads. At first, you only get a trickle of students but it will build over time, until you start getting a new student or two every day. 

Some of those people will start getting results, and your perfect engine will automatically get in touch with them and help you record a testimonial. This is typically where the course takes off like a rocket. 

If you’ve created a course before and it kind of fizzled out, this is the reason why: you didn’t have both engines running at the same time. 

Once you have both of these going, it’s almost on autopilot, you might have to show up for some coaching calls with students, but the whole thing runs and grows without you doing a whole lot of extra work.

And what that means is passive income. By building this machine with these two engines, you can actually take your foot off the gas and it continues to earn money and accelerate without you doing anything.

Assuming you set up everything correctly, the sales just get faster and faster and faster and faster and you make more and more and more money. This isn’t a theory. It’s exactly what I’ve done to take eight different courses to over $1 million in sales.

Now, Here’s the Bad News…

None of this stuff is easy. 

The Traffic Engine and Credibility Engine work like magic, but only if you set them up correctly.

And when I was getting started, nobody could teach me all of it. I had to buy a bunch of different courses and figure everything out by trial and error.

Can you follow the same path?

Absolutely, but I wouldn’t recommend it.

First you need to master creating course content, so that your students actually get results, and the top course on this topic costs about $3000. 

Next, you need to learn how to run ads, and there are several good courses on this for about $1000. 

Next, you have to learn how to build your funnel from scratch, including copywriting, and that’s going to cost you around $2000. 

That brings you to a total of $6000 just to learn all the components of this. 

I actually spent more than that, probably double, because I bought a couple of courses on each topic. And let’s be honest, it was a terrible experience, spending between $6000 and $12,000, and then I had to figure out how all of the pieces fit together.

The problem is, for years now, there has not been a single course, not a single one, that teaches you all of this in a single package.

And so I created it. 

Introducing the First and Only All-in-One System Designed to Take a Course from Zero to Over $1 Million in Sales

It’s called Courses That Scale, and here’s the key difference between this and every other program out there: 

It’s everything you need to get to $1 million in sales. You don’t need to buy any other courses. It’s the complete system, all in a single package.

It’s divided into four separate but interlinked courses: 

Your Million-Dollar Course Idea

In The Million-Dollar Course Idea course, I’ll give you a master class in how to brand yourself personally and package your expertise up in a way that makes it irresistible. You’ll receive:

  • A proven method for pinpointing the unique knowledge and insights you have that people will be chomping at the bit to learn from you.
  • A market research package of all the courses I’m aware of that make over $1 million, so you can see what’s working in the real world to inspire how you package up your expertise
  • A worksheet that practically writes your course marketing for you. Just fill in the blanks and you’ll have copy that makes your ideal students eager to buy, even if you’re not a natural salesperson
  • My comprehensive, “nothing held back” guide to pricing your course for maximum profit and student success. You’ll know down to the penny what to charge and why.

And I’m even throwing in an insane bonus for early buyers:

A private course critique from me or a member of my team.

We’ll go through your course idea with a fine-toothed comb and give you candid feedback and suggestions for making it as profitable as possible. It’s like having your own personal course creation mentor.

Why?

Because I want to make sure you’re on the right track before you even start building your growth engines. It’s a checkpoint to make sure you’re not wasting time and money on an idea that can’t work.

Once you’re approved, we’ll dive into…

The $10 Million Course Creation Blueprint

This is where I teach you everything I know about:

  • How to be a good teacher, breaking down your expertise into manageable chunks that are easy for students to grasp
  • How to get students to take action DURING the course and get their first wins, making them enthusiastic about moving forward
  • The different course platform options and how to choose the one that’s going to work for you long term – this will save you so many headaches!
  • The tech set up I recommend for tracking student progress and automatically notifying you when your students are succeeding

When you’re done, you’ll have a completed course that gets RESULTS. Students will go through the lessons, complete the assignments, and get results.

The value here? Comparable programs sell every day for $3000. It’s easily worth that.

And what they don’t give you is this next course…

The Credibility Engine Blueprint

Here I walk you through how to build your credibility starting from nothing, all the way to having so much proof no one can compete with you. You’ll learn:

  • How to get people to trust you before you have any reviews or case studies
  • A blueprint for an automated system that asks students for reviews when they reach key milestones, building your credibility on autopilot
  • My unique method for getting amazing video testimonials and case studies, including the three best questions to ask and the best tools for recording and editing the video
  • Exactly where to place testimonials in your marketing to build trust, eventually making it impossible for anyone to compete with you

How much is all that worth?

I actually don’t know of any course that teaches how to build your credibility from scratch. This one is unique. But the value is immense, the reviews and testimonials can double, triple your sales. Let’s give it a value of at least $2000.

And then the final course…

The Traffic Engine Blueprint

Now you’re ready to get traffic, and so that’s exactly what I’ll show you how to do.

You’ll receive: 

  • A comprehensive course on Facebook and Instagram advertising, walking you through how to target your ideal customer, grab their attention, and put them into your marketing funnel
  • A step-by-step blueprint for creating marketing funnels that run on autopilot, integrating seamlessly with your ads, building trust, and ultimately leading your buyer to purchase
  • A complete course on running “on demand” webinars, including how to get people to register, what to say on the webinar, and how to get the sale
  • Another complete course on selling high ticket coaching programs, based on the exact systems I use to collect anywhere from $5000-$25,000 per sale
  • Fill-in-the-blank frameworks and templates for all your marketing materials, saving you tons of time and making you look like a rockstar from day one

And if all that isn’t enough, here’s the craziest thing I’m giving you today: 

I’ll Personally Coach You Through Creating and Scaling Your Course

When you enroll in “Courses That Scale,” you’ll also get 6 months of personal coaching with me. 

Every week, I’ll hold a group coaching call where you can show me your work, get feedback, and ask questions directly. After 6 months, I may hand the coaching off to one of my team members, but for the first half-year, you’ll have direct access to my expertise and guidance.

Got several ideas for different courses and struggling to pick one? Ask me.

Wondering if the outline for your course is simple enough? Ask me.

Running ads for the first time and want somebody to review everything? Ask me.

You’ll have one of the greatest course creators alive giving you feedback and making sure you’re on the right track. This alone could save you so many missteps that it’s priceless.

But just for the heck of it, let’s step back and look at how much all of this is worth. I think you’ll find that…

The Total Value is Stupidly High

You’re getting:

  • The Million-Dollar Course Idea MasterClass, easily worth $1000
  • The $10 Million Course Creation Blueprint that’s easily better than other courses on the topic that charge $3,000
  • The Credibility Engine Blueprint that teaches how to get your first few customers all the way to having so much credibility no one can compete with you, $2000
  • The Traffic Engine Blueprint, teaching advertising, copywriting, funnels, webinars, high ticket sales, easily $5000
  • Plus, with 6 months of weekly coaching with me, where my hourly rate is $1,000, so you’re getting $48,000 worth of coaching.

That’s a total value of $59,000. I could get $10,000 for this. There’s no question.

But here’s the problem:

I’m launching this course for the first time and I’m just building my credibility engine. I have my own success to hold up as proof, but I don’t have students yet, you’re going to be one of the first, and so I’m going to make you a deal.

If you agree to work your butt off and show up for my coaching calls with you, and you promise, when your course starts making you money, you’ll do a case study with me. If you agree to all of that, then here’s the deal:

I’m going to give you a $7,000 discount.

You can enroll for just $499 today and five additional monthly payments of $499, or you can get an additional $500 discount if you pay in full.

This includes all four core training modules, templates, frameworks, and 6 months of coaching with me.

And I’m Even Going to Make This Risk-Free for You

I’m offering a 14-day “Test Drive” guarantee. 

You’ll have full access to the entire course for 14 days, everything unlocked, you can review everything. If for any reason you don’t feel it’s what you need, just let me know, and you’ll receive a complete refund. 

But I don’t think that’ll happen.

When you see how good the course material is, you’ll want to attend a Q&A call and get my feedback. Once you get my feedback, I think you’ll realize you made the best investment decision of your life.

On the other hand, I also understand there are tons of terrible courses out there, and so you need to see for yourself how good it is before committing. That’s why I’m offering the 14-day test drive. 

The only way to make a truly informed decision is to see the material for yourself. Otherwise, you’re just guessing if it’s good or bad based on what I say.

And you shouldn’t do that. You should get a copy and evaluate for yourself and decide for yourself.

Like I said, I’m confident you will love it, and so that’s why I have zero problems offering the test drive. 

So now you have a decision to make.

You don’t know me personally, not yet, it’s a lot of money, you know it’s a good deal, but is this going to pay off? You would expect me to say yes, but I’m not going to. 

Instead, imagine yourself a year from now. 

Did you do the homework? 

Did you take advantage of coaching from one of the top course creators in the world? 

Did you get the $7,000 discount?

Or did you wait until I have a whole bunch of testimonials just to prove how awesome this is, and you pay over three times more? 

You tell me. Picture yourself. And then here’s the question:

What would future you say? Don’t go for it? Wait, play it safe? Do it later when you have more time? 

Or is future you sitting there making more money than you ever thought possible, telling you you just got the deal of your life, and to stop being such a scaredy-cat, because you have a freaking money-back guarantee to work with one of the top course creators in the world? 

If I were in your shoes, future me would be calling me an idiot if I said no.

Right now it feels uncomfortable. That’s because all change, all commitment, all growth is uncomfortable. 

You can run away from that if you want to, probably never finishing your course, maybe coming back only to find out it’s $10,000 now, and then you go out and you try to do the piecemeal way and buy five different courses to get the same thing I’m offering you right now. That could happen. 

Or you could lean into the discomfort, you can commit yourself to making this happen, and I will be there with you for the next six months, supporting you while you change your life.

The decision is yours.

Best regards,

Jon Morrow

Frequently Asked Questions (FAQs)

Absolutely! “Courses That Scale” is designed to help you identify your unique expertise and turn it into a profitable course, even if you don’t think you have enough knowledge. The Million-Dollar Course Idea section will help you match your skills to a proven, high-earning course category.

Yes! “Courses That Scale” is perfect for those starting from scratch with no audience. I’ll show you how to build trust, create a marketing funnel, and leverage Facebook and Instagram advertising to attract your ideal students, even if nobody knows who you are.

While the time commitment may vary depending on your schedule and goals, I recommend setting aside at least 5-7 hours per week to work through the course content, implement the strategies, and attend the weekly coaching calls.

That’s why I offer the 14-day “Test Drive” guarantee. You have full access to the entire course for 14 days, and if you don’t feel it’s what you need, simply let me know, and you’ll receive a complete refund.

You’ll have lifetime access to all the course content, including at least one year of future updates and additions, perhaps longer, we haven’t decided that yet, but you’ll have access to what you purchase forever.

“Courses That Scale” stands out because it provides a comprehensive, step-by-step approach to creating and launching a profitable online course. From identifying your Million-Dollar Course Idea to building your Credibility Engine and Traffic Engine, this program covers all the essential aspects of a successful online course business. Plus, you get 6 months of personal coaching with me.

Yes! During the 6 months of weekly group coaching calls, you’ll have the opportunity to share your work, ask questions, and get direct feedback from me. This personalized guidance will help you refine your course idea and create compelling marketing materials.

Absolutely! “Courses That Scale” includes fill-in-the-blank templates and frameworks for your course content, marketing materials, and sales funnel. These resources will save you time and ensure that you create high-quality, engaging content that resonates with your target audience.

The timeline for results varies depending on factors such as your niche, target audience, and dedication to implementing the strategies taught in the program. My goal is for you to finish during the six months you are with me, but ultimately it’s your work ethic that’s going to determine if that happens.

You’ll have the weekly coaching calls with me. Just come to those, and I’ll take care of you. If you need anything in the meantime, you can email our support desk at support@profitable.me.

Got Questions? Connect with Our Customer Support Team

Email support@profitable.me or call (877) 870-6957.

© Profitable — Morrow Media LLC

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