原理课 5 · 参考资料

[EBB] #15 - 如何逐步创建你的挑战课程

产品卖出去之后做什么？做课思路

备注：EBB=Email Based Business（基于邮件的商业），是课程名字的简称

嘿 你好!

是时候离开 EBB 的"基础"内容,开始进入产品创建、销售和赚钱的阶段了。

我将逐步引导你完成的第一个产品是挑战课程。

我的观点(以及真实的生活经验)是,启动一个真正的业务最简单、最容易、最快的方法就是识别一个问题(我们已经做到了),创建一个解决方案,然后开始销售它。

这比任何其他方法都能更快地让买家进入你的列表。

当然还有其他方式来建立列表...

但它们更慢、更复杂,而且它们并不完全是我 13 年前推出 CopyHour 的方式(这也是我们今天坐在这里的全部原因)。

挑战将作为基于电子邮件业务的绝佳切入点:

  • 同样,它会立即让买家进入电子邮件列表
  • 如果你是需要启动或增加收入的专家,这将为你提供一个新产品来销售,并且能更好地了解受众的问题,以便创建更多产品(你每年至少需要 2 个新产品!)

在我们完成这个挑战后,我们将讨论让买家进入电子邮件列表的其他方式。

接下来几个任务的流程:

首先,我们将讨论如何构建挑战课程本身。

这将是关于如何准确构建挑战课程并通过电子邮件交付的高层次讨论。

我有一个特定的方法,用于在创建课程之前"预售"课程,称为电子邮件交付课程(基于邮件/文本的课程)。

电子邮件交付课程（基于邮件/文本的课程）向你展示如何先接受订单,然后与第一批客户一起实时构建课程(就像我发布和构建这门 EBB 课程的方式一样)。

我在该产品中教授两种类型的电子邮件交付课程:

  1. 技能构建挑战
  2. 分步方法(这是一种更传统的课程,但通过电子邮件交付 - 就像 EBB)

如果你想深入了解如何创建课程和产品并通过电子邮件交付,请参阅本课末尾的附注。

其次,我们将讨论如何为你的挑战课程制作销售页面。

稍后我们将为其他 5 种类型的课程制作其他类型的销售页面。

我将向你展示 2 个挑战产品销售页面示例 - 一个是我在没有列表的最初阶段的 CopyHour,另一个是我在有列表后运行的挑战课程,叫做"每日电子邮件挑战"。

最后,我们将讨论如何为你的挑战课程销售页面引流。

如果你已经建立起来,你将使用你的电子邮件列表。

如果你刚刚起步,我们将讨论如何从零开始获取流量。

今天的重点完全放在你将如何创建挑战课程本身。

让我们开始吧!

步骤 1:定义你的挑战概念(将其与你的大创意联系起来)

这是我们所涵盖的一切汇聚的地方。你的挑战课程应该是你的大创意的精简版本,人们可以在 3-8 周内完成。

从你的大创意格式开始:

"如果你是[独特受众],我会向你展示如何[梦想结果]"

然后创建一个挑战版本:

"如果你是[相同的独特受众],我将帮助你在[3-8 周]内[实现该结果的更小、可实现版本]"

示例:

  • 大创意:"如果你是一个不堪重负的个体创业者,我会向你展示如何在保持极简的同时建立一个中六位数的业务"
  • 挑战:"如果你是一个不堪重负的个体创业者,我将帮助你在 3 周内在线赚到第一个 1 美元"
  • 大创意:"如果你是一个陷入平台期的经验丰富的举重者,我会向你展示如何在 90 天内打造超级英雄体格"
  • 挑战:"如果你是一个陷入平台期的经验丰富的举重者,我将通过 6 周的力量训练方案帮助你突破"
  • 大创意:"如果你是一个难以预订客户的摄影师,我会向你展示如何建立一个 10 万美元的肖像业务"
  • 挑战:"如果你是一个难以预订客户的摄影师,我将帮助你在 30 天内预订 5 个新客户"

挑战概念应该:

  • 具体且可衡量。"保持健康"太模糊了。"在 6 周内通过特定方案减掉 10 磅"是具体的。
  • 是你亲自做过的事情。不要围绕你从未做过或不会与客户一起做的事情创建挑战。不要谎报或夸大你的专业知识或资历。这并不意味着你不能承诺挑战将为人们做什么,但不要从会引起"冒名顶替综合症"的角度说话。
  • 本质上具有重复性。最好的挑战涉及每天或每隔几天做某事。这创造了人们付费获得的问责制。
  • 有时间限制。3-8 周是最佳时间。更短的话人们看不到有意义的结果。更长的话他们会失去动力。

持续时间详情:

  • 3-4 周:非常适合习惯养成挑战
  • 6 周:足够长以获得真正的结果,足够短以保持动力
  • 8 周:适合更复杂的技能培养(不建议用于你的第一个挑战课程)

步骤 2:"卖空气" - 创建你的销售页面并接受订单

这是最重要的部分。你将在构建任何内容之前销售你的挑战。

我知道这可能让你感到害怕,但这正是我构建 CopyHour 的方式,也是我现在与你一起构建这门 EBB 课程的方式。

这样做效果很好的原因是:

它为你提供真正的市场验证。如果人们不购买,你就知道要在浪费数月时间构建无人想要的东西之前进行调整。

它为你创造交付的紧迫性。一旦人们付款,你就需要在明确的截止日期前创建内容。这消除了扼杀大多数课程的完美主义和拖延症。

你在构建之前获得反馈。早期买家经常会发送电子邮件提出问题,帮助你在开始创建内容之前完善概念。

为你的第一个挑战定价:

如果你刚刚起步:7-27 美元。

如果你对整个过程感到非常害怕,就选择 7 美元。

你可以为某人提供价值 7 美元的东西。

我当地咖啡店的一杯杏仁奶拿铁咖啡就要 7 美元。

我建议从较低的价格开始,以消除所有压力。目标不是赚到辞职的钱 - 而是证明你可以销售某些东西并开始建立你的买家列表。

如果你是一个成熟的专家,选择:97-497+ 美元。

不要低估你的专业知识。人们会为他们信任的人提供的结果付费。

我第一次销售 CopyHour 时定价 20 美元。

然后它变成了"随意付费"持续了一年。

我以此建立了一个蓬勃发展的业务,因为我创建了一个热爱我并想更多地听到我声音的客户列表。

步骤 3:设置你的电子邮件交付系统

这就是"电子邮件交付课程"的魔力所在。你将通过每日电子邮件交付整个挑战。

挑战使用电子邮件交付的原因:

  • 更高的完成率。当内容每天到达他们的收件箱时,人们实际上会消费它。与 90% 以上的人从未完成的课程平台相比。
  • 内置问责制。每封电子邮件都是当天采取行动的温和提醒。
  • 创造期待。人们开始期待你的每日电子邮件。
  • 建立关系。到挑战结束时,他们感觉像是亲自认识你。

技术设置(我们将在编写销售页面后更详细地讨论所有这些):

  • 在你的电子邮件平台中创建自动回复序列(注册 Kit 如果你需要一个电子邮件平台)
  • 设置电子邮件在周一至周五发送(周末休息或可选)
  • 将电子邮件安排在清晨(上午 6-9 点)到达,此时意志力最强
  • 将你的结账连接到自动将买家添加到序列中

时间安排:

在周一开始挑战以建立结构。如果有人在周二购买,他们将等到下周一才开始。这创造了更好的群体凝聚力,并使你更容易实时编写。

步骤 4:实时构建挑战

大多数人试图先构建所有内容,然后再销售。我们正在做相反的事情。

只在获得付费客户后才开始创建内容。

这可能听起来是倒退的,但它令人难以置信地自由。不再需要在可能不会销售的东西上工作数月。

提前 1-2 天写每天的电子邮件。

你不需要一次写完所有 30 天。只需略微领先于交付时间表。

与你的客户一起做挑战。

这至关重要。当你经历相同的体验时,你的电子邮件会变得真实和有帮助。

这被称为"幽灵教练"。

当某人经历你的方法时,你能够在卡点出现时立即识别它们。

每日电子邮件的格式:

  • 简短介绍(100-200 字):他们应该有什么感觉?昨天完成了什么?为什么今天的练习很重要?
  • 今天的具体练习:具体要做什么、花多长时间、重点关注什么
  • 鼓励/故障排除:解决常见问题或提供动力

电子邮件结构示例:"如果你昨天的手写练习做得正确,你应该开始注意到优秀文案如何构建论点的模式。今天我们将看一个不同的风格 - 一封基于故事的销售信,在提出理由之前先在情感上吸引你。专注于故事如何与所售产品联系起来。这是今天的信件..."

步骤 5:发送每日问责电子邮件

这是你成为他们教练的地方。你不仅仅是发送练习 - 你正在引导他们完成这个过程。

包括时间限制以防止倦怠。

始终明确指定他们应该花多长时间。"在这个练习上花费正好 30 分钟。不要花费超过 30 分钟。更多时间并不等于更好的结果,并会导致倦怠。"

在出现常见问题时解决它们。

几天后,你会开始注意到人们遇到困难的模式。在你的每日电子邮件中解决这些问题。

不断收集问题。

要求回复。发送 30 秒调查。

这些反馈成为你的支柱产品和旗舰课程的基础。

周末处理:

我建议周末休息但仍然发送电子邮件。周六可能是可选的工作。周日可能是完全休息,只需进行激励性检查。人们需要每周 7 天听到你的声音 - 你是他们的"教练"。

经过验证的挑战概念示例(基于大创意)

CopyHour(Derek 的原创):

  • 大创意:比任何其他方法更快地学习文案写作
  • 挑战:连续 30 天每天手工抄写一封优秀的销售信
  • 为什么有效:具体的每日行动、专家证明、我与客户一起做

75 Hard 改编:

  • 大创意:彻底改变你的身体和心态
  • 挑战:75 天的严格饮食、锻炼、饮水和阅读
  • 为什么有效:清晰的每日要求、可衡量的结果、心理韧性成分

摄影业务挑战:

  • 大创意:建立一个盈利的摄影业务
  • 挑战:连续 30 天每天预订一次潜在客户对话
  • 每日行动:接触一个潜在客户,练习一项技术技能

整理挑战:

  • 大创意:创建一个宁静、有序的家
  • 挑战:连续 30 天每天整理一个小区域
  • 每日行动:在一个特定房间/区域花 30 分钟

还记得上节课的大创意吗?

如果你的大创意是:"如果你是一个精疲力竭的职场母亲,我会向你展示如何在不失去理智的情况下养育自信的孩子"

你的挑战可能是:"如果你是一个精疲力竭的职场母亲,我将帮助你在接下来的 30 天里每天创造 10 分钟的平静"

挑战在较小规模上证明你的方法有效,建立信任,并应该为更大的转变(你的旗舰课程)创造一些需求。

行动项目

👊

💥

  1. 将你的挑战与你的大创意联系起来 - 什么是通往更大结果的 3-8 周的踏脚石?
  2. 定义你的挑战细节:
    • 人们将采取的确切每日行动
    • 持续时间(3、4 或 6 周)
    • 每天的时间承诺(保持简短)
    • 他们将在挑战结束时实现的可衡量结果
  3. 选择你的起始价格 - 7-27-97-197+ 美元。如果你是新手,选择低价以消除压力,如果你是成熟的,选择更高的价格
  4. 用一句话写出你的挑战概念:"我将通过[每日行动]在[时间范围]内帮助[你的独特受众][实现具体结果]"
  5. 确定你将与他们一起做什么 - 记住,你应该自己做这个挑战,以提供真实的指导

明天我们将使用我的两个真实示例为你的挑战创建简单的销售页面:

我没有受众时的 CopyHour,以及我有成熟列表时的每日电子邮件挑战。

然后我们将设置好一切,为其引流,然后继续进行其他潜在客户生成方法。

— Derek

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附注

如果你需要关于"如何创建课程和产品"的完整方法和课程,并想使用我通过电子邮件交付它们的流程,请查看我的电子邮件交付课程产品。它详细介绍了技能构建挑战和分步方法,包括我如何与你一起实时构建这门 EBB 课程。

如果你感兴趣,这是电子邮件交付课程结账的直接链接。

[EBB] #15 - How to create your challenge course, step by step

Hey Jacky!

It’s time to move out of the "foundational" content of EBB, and start moving into product creation, sales and making money.

The first product I'll walk you through step by step is a challenge course.

It's my opinion (and real-life lived experience) that the absolute easiest, simplest and fastest way to launch a real business is to identify a problem (which we've done), create a solution, and to start selling it.

That puts Buyers on your list faster than any other method.

There are other ways to start a list of course...

But they're slower and more complicated and they're not EXACTLY how I launched CopyHour 13 years ago (which is the entire reason we're sitting here today).

A challenge will serve as a great entry point to an Email Based Business:

  • Again, it'll get Buyers onto an email list immediately
  • If you’re an expert needing a kick-start or a revenue bump, this will give you a new product to sell and a way to better understand your audience’s problems so you can create more products (You need at least 2 new products per year!)

We will discuss other ways of getting Buyers onto your email list after we put this together this challenge.

How the next few assignments will flow:

First, we’ll talk about building the challenge course, itself.

This will be a high-level discussion of how exactly to build your challenge course and deliver it through email.

I have a specific method for “pre-selling” a course before you’ve created it called 基于邮件/文本的课程.

基于邮件/文本的课程 shows you how to take orders first, and then build the course in real time alongside your first customers (exactly like how I released and am building this course, EBB).

There are two types of 基于邮件/文本的课程 I teach in that product:

  1. A Skill-Building Challenge
  2. A Step-by-Step Method (which is a more traditional course but delivered via email - like EBB)

If you’d like to go deep into creating courses and products and delivering them via email, then see the P.S. of this lesson.

Second, we’ll discuss how to make the sales page for your challenge course.

We’ll do other types of sales pages for other 5 types of courses later.

I have 2 challenge product sales page examples I’ll show you - one of CopyHour from the very beginning when I had no list, and another challenge course I ran after I had a list called the “Email-a-Day Challenge”.

And finally we’ll talk about how to get traffic to your challenge course sales page.

You'll use your email list if you're already established.

We'll talk about getting traffic from zero if you're just starting out.

Today’s focus is entirely on how you’ll create the challenge course itself.

Let's jump in!

Step 1: Define Your Challenge Concept (Connect It to Your Big Idea)

This is where everything we’ve covered comes together. Your challenge course should be a bite-sized version of your Big Idea that people can complete in 3-8 weeks.

Start with your Big Idea format:

“If you’re [unique audience], I’ll show you how to [dream outcome]”

Then create a challenge version:

“If you’re [same unique audience], I’ll help you [smaller, achievable version of that outcome] in [3-8 weeks]”

Examples:

  • Big Idea: “If you’re an overwhelmed solopreneur, I’ll show you how to build a mid-six figure business while keeping it insanely simple”
  • Challenge: “If you’re an overwhelmed solopreneur, I’ll help you make your first $1 online in 3 weeks”
  • Big Idea: “If you’re an experienced lifter stuck at a plateau, I’ll show you how to build a superhero physique in 90 days”
  • Challenge: “If you’re an experienced lifter stuck at a plateau, I’ll help you break through with a 6-week strength protocol”
  • Big Idea: “If you’re a photographer struggling to book clients, I’ll show you how to build a $100k portrait business”
  • Challenge: “If you’re a photographer struggling to book clients, I’ll help you book 5 new clients in 30 days”

The challenge concept should be:

  • Specific and measurable. “Get in shape” is too vague. “Lose 10 pounds in 6 weeks following a specific protocol” is specific.
  • Something YOU’VE personally done. Don’t create a challenge around something you’ve never done yourself or are not going to do yourself alongside customers. Don't lie or exaggerate your expertise or credentials. That doesn't mean you can't make promises about what you think the challenge will do for people, but don't speak from a place that will induce "imposter syndrome".
  • Repetitive by nature. The best challenges involve doing something every day or every few days. This creates the accountability people are paying for.
  • Time-bound. 3-8 weeks is the sweet spot. Shorter and people don’t see meaningful results. Longer and they lose momentum.

Duration specifics:

  • 3-4 weeks: Perfect for habit formation challenges
  • 6 weeks: Long enough for real results, short enough to maintain momentum
  • 8 weeks: Good for more complex skill-building (not recommended your first ever challenge course)

Step 2: “Sell Hot Air” - Create Your Sales Page and Take Orders

This is the most important part. You’re going to sell your challenge before you build any of the content.

I know this might feel scary, but this is exactly how I built CopyHour, and it’s how I’m building this EBB course right now with you.

Here’s why this works so well:

It gives you real market validation. If people don’t buy, you know to pivot before you’ve wasted months building something nobody wants.

It creates urgency for you to deliver. Once people have paid, you need to create the content on a clear deadline. This eliminates the perfectionism and procrastination that kills most courses.

You get feedback before you build. Early buyers often email with questions that help you refine the concept before you start creating content.

Pricing your first challenge:

If you’re just starting out: $7-$27.

If you are scared as hell of this entire process, just go for $7.

You can deliver $7 of value to someone.

ONE almond milk latte from my local coffee shop costs $7.

I recommend starting lower to take ALL the pressure off. The goal isn’t to make quit-your-job money - it’s to prove you can sell something and start building your Buyer list.

If you’re an established expert go for: $97-$497+.

Don’t undervalue your expertise. People will pay for results from someone they trust.

CopyHour was $20 the first time I sold it.

Then it was “pay what you want” for a year.

I built a thriving business off that because I’d created a list of customers who loved me and wanted to hear from me more.

Step 3: Set Up Your Email Delivery System

This is where the “Email Delivered Course” magic happens. You’re going to deliver your entire challenge via daily emails.

Why email delivery for the challenge:

  • Higher completion rates. When content arrives in their inbox daily, people actually consume it. Compare this to course platforms where 90%+ of people never finish.
  • Built-in accountability. Each email is a gentle nudge to take action that day.
  • Creates anticipation. People start looking forward to your daily emails.
  • Builds relationship. By the end of the challenge, they feel like they know you personally.

Technical setup (we will go over all of this in more detail after we write our sales page):

  • Create an autoresponder sequence in your email platform (Signup for Kit if you need an email platform)
  • Set emails to send Monday-Friday (weekends off or optional)
  • Time emails to arrive early morning (6-9am) when willpower is highest
  • Connect your checkout to automatically add buyers to the sequence

Timing:

Start the challenge on a Monday for structure. If someone buys on a Tuesday, they’ll wait until the following Monday to start. This creates better group cohesion and makes it easier for you to write in real-time.

Step 4: Build the Challenge in Real-Time

Most people try to build everything first, then sell it. We’re doing the opposite.

Only start creating content after you get paying customers.

This might sound backwards, but it’s incredibly freeing. No more months of work on something that might not sell.

Write each day’s email 1-2 days ahead.

You don’t need to write all 30 days at once. Just stay slightly ahead of your delivery schedule.

Do the challenge alongside your customers.

This is crucial. When you’re going through the same experience, your emails become authentic and helpful.

This is known as "Ghost Coaching".

You're able to identify sticking points right when they emerge for someone going through your methods.

The format for daily emails:

  • Short intro (100-200 words): How should they be feeling? What did yesterday accomplish? Why is today’s exercise important?
  • Today’s specific exercise: Exactly what to do, how long to spend, what to focus on
  • Encouragement/troubleshooting: Address common issues or provide motivation

Example email structure: “If you did yesterday’s handwriting exercise correctly, you should be starting to notice patterns in how great copywriters structure their arguments. Today we’re looking at a different style - a story-based sales letter that pulls you in emotionally before making its case. Focus on how the story connects to the product being sold. Here’s today’s letter…”

Step 5: Deliver Daily Accountability Emails

This is where you become their coach. You’re not just sending exercises - you’re guiding them through the process.

Include time limits to prevent burnout.

Always specify exactly how long they should spend. “Spend exactly 30 minutes on this exercise. DO NOT spend longer than 30 minutes. More time doesn’t equal better results and will lead to burnout.”

Address common issues as they come up.

After a few days, you’ll start noticing patterns in what people struggle with. Address these in your daily emails.

Gather problems constantly.

Ask for replies. Send a 30 Second Survey.

This feedback becomes the foundation for your pillar products and flagship course.

Weekend handling:

I recommend giving weekends off but still sending emails. Saturday might be optional work. Sunday might be complete rest with just a motivational check-in. People need to hear from you 7 days a week - you’re their "coach".

Examples of Proven Challenge Concepts (Based on Big Ideas)

CopyHour (Derek’s original):

  • Big Idea: Learn copywriting faster than any other method
  • Challenge: Copy one great sales letter by hand every day for 30 days
  • Why it worked: Specific daily action, proven by experts, I did it alongside customers

75 Hard Adaptation:

  • Big Idea: Transform your body and mindset completely
  • Challenge: 75 days of strict diet, exercise, water, and reading
  • Why it works: Clear daily requirements, measurable results, mental toughness component

Photography Business Challenge:

  • Big Idea: Build a profitable photography business
  • Challenge: Book one potential client conversation every day for 30 days
  • Daily action: Reach out to one potential client, practice one technical skill

Declutter Challenge:

  • Big Idea: Create a peaceful, organized home
  • Challenge: Declutter one small area every day for 30 days
  • Daily action: 30 minutes in one specific room/area

Remember your Big Idea from the last lesson?

If your Big Idea was: “If you’re a burned-out working mother, I’ll show you how to raise confident kids without losing your sanity”

Your challenge might be: “If you’re a burned-out working mother, I’ll help you create 10 minutes of peace in your day for the next 30 days”

The challenge proves your method works on a smaller scale, builds trust, and should create some demand for the bigger transformation (your flagship course).

ACTION ITEMS

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  1. Connect your challenge to your Big Idea - what’s a 3-8 week stepping stone toward your bigger outcome?
  2. Define your challenge specifics:
    • Exact daily action people will take
    • Duration (3, 4, or 6 weeks)
    • Time commitment per day (keep it short)
    • Measurable outcome they’ll achieve at the end of the challenge
  3. Choose your starting price - $7-$27-$97-$197+. Go low if you’re new to remove pressure, higher if you’re established
  4. Write your challenge concept in one sentence: “I’ll help [your unique audience] [achieve specific outcome] in [timeframe] by [daily action]”
  5. Identify what you’ll do alongside them - remember, you should be doing this challenge yourself to provide authentic guidance

Tomorrow we’ll create the simple sales page for your challenge using my two real examples:

CopyHour from when I had no audience, and the Email-a-Day Challenge from when I had an established list.

Then we'll set it all up, get traffic to it and move on to other lead generation methods.

— Derek

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P.S.

If you need a full method and course on "how to create courses and products" and want to use my process of delivering them via email, check out my 基于邮件/文本的课程产品. It covers both Skill-Building Challenges and Step-by-Step Methods in detail, including exactly how I’m building this EBB course in real-time with you.

Here's a direct link to 基于邮件/文本的课程结账页 if you're interested.