Ep. 63 What Chicken Teaches Us About Course Creation

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I would love to talk to you about understanding what your unique selling proposition is. What’s my thing? And I want to make sure that people understand that I’m not talking about how to come up with a course idea, because that is the episode prior to this.

What I’m talking about is what is the unique thing in your course that helps your course stand out from the competition, so it’s sort of that stickiness factor, the idea that it sticks out among the sea of competition.

So I use the example of chicken to explain this concept to my Digital Insiders and people I’m teaching. Because let’s say you come up with an idea and you’re like, “I have a course on Facebook ads.” “I have a course on whatever, gardening, writing, style, photography, etc, etc.” So you have that idea, but now you need the thing, the USP, the unique selling prop that helps it stand out.

So it’s like chicken. Chicken is chicken, lots of people sell chicken. Every market is crowded. I can’t stand it when people say, “The market is saturated.” I’m like, “What market isn’t saturated? We’re like 7 billion strong, everything is crowded.” So just like selling chicken, we just need to figure out a way to spin what you’re doing differently than others are doing.

One of the biggest ways to spin something is to simply name it something new. Okay so, Russell Brunson did this when he called out Funnel Hacking. What is funnel hacking? It’s market research. So when Kathy and I launched Funnel Gorgeous, we had this concept of story blocking, which is really just copy design, and layout design. But we created a new name.

So one of the fastest ways to create a unique selling proposition is to just name your thing something new. So don’t overcomplicate your unique spin, just name it something and then here’s what you can do. There are 8 things that you can change about your information that makes you stand out a little bit.

So number one, you can change the order, which is the sequence of the information, so the order of things.

Number two, you can the container, which is sort of like the delivery mechanism. So how you actually deliver it, based on you know, what your information is looking like, what order it’s coming in. So let’s say if everyone is used to getting shoes at the store, and then all the sudden you are delivery shoes in a subscription service, you’ve changed the container, the delivery mechanism.

Number three is the combination. This is the mash up. So if people teach on design and teach on marketing, and then we mash up marketing design, you have Funnel Gorgeous. Okay, so there’s the combination, the mash up of info.

Number four is the speed. So that’s the time it takes to consume. So you know, if the average diet is a 30 day diet, and yours is a 10 day diet, now your unique selling proposition has to go on speed.

Number five, the curation, which is like how curated the information together. The expansive of it. Are you adding things that other people don’t typically cover? Is there a way in which your covering that other people don’t cover?

Number six, the experience, how much high touch is involved? So that’s another thing that can be a part of your unique selling prop.

The price, which is the most common unique selling prop that people use, it’s the laziest.

And then the last is the quality. So how do you become the best?

So a lot of you are like, “What does this have to do with chicken, Julie?” Great question, so think about it this way. Think of how many ways there are to stand out in the land of chicken. So we changed the order, the sequence of it. Imagine if you were hosting a progressive dinner and chicken was the main meal. So now sort of the order of how things are laid out is difference. Like a progressive dinner is completely random, as compared to just like going to the store and buying a chicken. So that would be an example of changing it up a little bit.

Changing the container of chicken would be like Hello Fresh. Again, you’re used to going to the store, but now Hello Fresh delivers Chicken Cordon Bleu meal in a subscription service to you. That would be changing the container, the delivery mechanism.

Number three, the combination, right, the combination of information. So in chicken maybe you’ve got new homemade chicken pot pie, or maybe you’re like, “You know what, I’m going to put chicken in ice cream.” Oh, that’s disgusting, but you create a new combination of a new mash up that hasn’t been done before.

Number four, the speed, the time that it takes to consume the information. Well, if you were doing this with chicken, Uber Eats delivers chicken to your door in minutes, or Door Dash, or any of those places.

Number five, the curation, so it’s sort of like how you lay it out, the expansiveness of it. And Kentucky Fried Chicken, is really a curation of all the best possible fried chicken. Fried chicken wings, fried chicken drumsticks, fried chicken thighs, fried chicken breasts. Whereas if you go to McDonalds you can get a chicken cutlet, but you’re not going to get that whole buffet. So curation is a way to stand out.

Number six, experience right, we talked about the high touch. Well, what if you went to a five star restaurant with the most delicious chicken you’ve ever tasted by candle light? Now it’s not coming in a box, it’s not being delivered to your door, it’s not fried up in a buffet, but now you’re sitting in a very nice restaurant, everything is beautiful, and you’ve got candles, and maybe you’re paying $700 for this chicken, but it’s a different way to experience it.

Number seven is the price, this is the lazy one, the cheapest way. So McDonalds chicken on the dollar menu, or stop and shop, which is our local grocery store discounting on their rotisserie chickens to a ridiculous price just to get you in the door.

And number eight is the quality, you want something that’s the best. In this case, you’d go buy the chicken alive at the farmers market, and then chop it’s head off when you got home and throw it in a stew.

My point is, most things that sound new are not. They are simply curated new, named new. OR there’s a new way of looking at it. So I want to give you one last example. I was, I click on all ads all the time because I love looking at them and looking at how they are positioned, and I found an ad today for, it’s in the diet industry. And very interestingly, most ads in the dieting industry are very not, I just, I usually don’t pay any attention to them because they’re pretty lame, and it’s all the same old, same old, same old.

But this particular fitness, nutrition person had a different USP, and in his it was, so we know what the problem is right, everyone wants to lose weight, and the solution is basically, what’s your mechanism? So the Keto people are like, “I have Keto.” And the Atkins people are like, “I have Atkins.” And Weight Watchers is, “I have Weight Watchers.” What he did was different, he went after the science of your weights set point, which is this idea that your body wants to be at a certain weight.

And he said, “Listen, the reason you can’t lose weight and keep it off, is because of your set point. Your set point is set to your weight, so even if you diet, you’re going to always go back to your set point because your hunger queues and everything is going to kick in.” and I was like, “Yeah, that does actually make sense.” because I read a lot of anti dieting material, and there’s a lot of discussion about weight set point and how most diets don’t work because it fights against this natural process.

And so his whole thing is like, the issue is the weight set point. And if you can change your weight set point, there’s a specific way to change it. So he wasn’t try to stand out in a new way to count calories, or a new type of food, or carbs are evil, or anything like that. He was trying to stand out with this idea that you need to change your weight set point, and that will make losing weight permanent. So in his way, he literally just did the chicken arrangement but he changed the curation and he created his unique selling prop, which was way, way, way more convincing than any of the other ads I had seen.

So when you, once you have your course idea, and if you don’t have a course idea, go to the previous podcast where I talk about ten ways to spark your next course idea, and then this is the second step, which is you really need to come up with a unique selling prop, a mechanism that you use that’s different than other people, for your actual program.
And that my friends, are two of the biggest secrets of course creation in the online space today. So I hope you have a great week, appreci
ate you all, talk soon.