267: Courses As We Know Them Are Over (Here's What Replaces Them) - Michelle Falzon

Most communicators think they need to be better speakers. They don't. They need to practice three skills that almost nobody ever talks about or works on.   In this solo episode, Stu breaks down the real difference between communicators who land their message and those who leave audiences quietly tuning out. The key isn't confidence or charisma. It's three distinct skills: Expand (the long form), Condense (the short form), and Connect (clarity at any length). Most people have only ever practiced one.   Stu shares the story of a one-day mastermind with Amy Porterfield, Russell Brunson, and Eileen where Russell asked for three hours, got offered 90 minutes, and delivered on the fly without missing a beat. That ability to fit the message to the time is the mark of a professional. Stu also shares the Ken Davis singular-focus framework he learned on Michael Hyatt's recommendation, and the Blaise Pascal quote from the 1600s that explains exactly why condensing is harder than expanding.   In this episode, you'll learn:   The three skills great communicators master that most people have never practiced (and why mastering all three changes everything) Why fitting your message to the time you've been given, not the other way around, is the mark of a true professional Why short is harder than long, and what Blaise Pascal wrote in the 1600s that explains it perfectly The Ken Davis singular-focus question you should ask before every presentation or piece of content you create Stu's 4-part teaching framework (Hook, Story, Lessons, Summary) that he uses for every episode of this podcast The practical workout Stu assigns for this week: one idea, three lengths, plain words   CONNECT WITH STU:   Website: https://membership.io Book "Predictable Profits": https://www.audible.com/pd/Predictable-Profits-Audiobook/B0DJTJJHKG Instagram: https://www.instagram.com/stumclaren/ Podcast: https://itunes.apple.com/us/podcast/marketing-your-business-teaching-entrepreneurs-how/id1299443864?mt=2   Subscribe and leave a review if this episode gave you something to use.

Michelle Falzon has been building courses and online programs since 1999, and she says the old model is finished: it's not changing, it's changed. In this episode she breaks down the shift from delivering information to delivering outcomes, the method she calls a guided journey, and why a client once cried when they finally got their result.   Michelle has worked behind the scenes on courses, memberships, and coaching programs for more than two decades. Her thesis: the job of a creator has moved from being an expert who shares information to being an architect of outcomes, and the way you deliver a personalized outcome at scale is a fusion of your expertise and AI.   In this conversation, Michelle reveals:   - Why the old "17 modules, 36 hours of content, 26 worksheets" model is gone   - The guided-journey method and how it delivers a result in minutes, not months   - "Running with scissors": the mistake almost everyone makes with AI right now   - The signature-story process that made clients cry (in a good way)   - The friction we actually need to keep (and the cognitive-debt research behind it)   - "Feed them with a spoon": pacing information to the moment of need   - How memberships become the perfect home for guided journeys   - Why your expertise is more valuable than ever, not less   FREE RESOURCE: Get the one-page guided-journey summary: https://podcast.stu.me   CONNECT WITH MICHELLE: - Website: https://michellefalzon.com - Instagram: https://instagram.com/michfalzon - LinkedIn: https://www.linkedin.com/in/michellefalzon - Facebook: https://facebook.com/michellefalzonthegrowthfield   CONNECT WITH STU: - Website: https://stu.me - Book "Predictable Profits": https://a.co/d/4GIi1uz - Instagram: https://instagram.com/stumclaren - Podcast: https://podcast.stu.me - Membership.io: https://membership.io   Subscribe for new episodes every week.

Ricardo Teixeira ran 5 to 6 launches a year in Portugal (about 45 days each), then tore the whole model down and went evergreen. The surprise: his show-up rate went UP. In this episode he breaks down the evergreen pivot, the AI that calls every registrant the morning of day one, the sales team that turns a no into a 12K yes, and the mindset shift behind all of it. Ricardo built a business in Portugal around education and software and says he has helped thousands of entrepreneurs there. He ran a launch machine of 5 to 6 launches a year, then rebuilt everything into evergreen after seeing another marketer run an evergreen launch every single week pulling 10,000 to 15,000 leads. In this conversation, Ricardo reveals: - The clean three-tier offer ladder (and how a conversation in Kenya simplified it) - The out-of-the-box ads that made 30 percent of his audience dislike him at first - Why he tore down a launch model that was working - The evergreen pivot that made his show-up rate go UP - The AI voice tool that calls every registrant the morning of day one - What he does with the 98 out of 100 people who do not buy - His three-role sales team: setter, closer, farmer - The blended delivery model that took retention to 70 percent - The give-90-live-on-10 mindset shift behind it all FREE RESOURCE: Get the full Ricardo evergreen + sales-team playbook -> https://podcast.stu.me CONNECT WITH RICARDO: - Instagram: https://instagram.com/samurairt  - Website: https://kiai.me CONNECT WITH STU: - Website: https://stu.me  - Book "Predictable Profits": https://a.co/d/4GIi1uz  - Instagram: https://instagram.com/stumclaren  - Podcast: https://podcast.stu.me  - Membership.io: https://membership.io  Subscribe for new episodes every week.

Most people don't love selling. You avoid talking about your offer because you don't want to come across as that pushy, cheesy salesperson. So you stay quiet. And your best offers stay invisible. Here's the good news: the most powerful way to sell barely involves you at all. In this solo episode, Stu shares the moment that proved it. At a recent mastermind he co-hosted, a long-time client named Emily had one honest conversation about her experience. People leaned in, a little circle formed, and several of them decided to invest in Stu's highest-priced offer. He had nothing to do with it. He wasn't even part of the conversation. From there, Stu breaks down the three lessons that make this work in any business, plus the simple reframe from his friend and mentor that finally got him comfortable talking about the work he cares about most. In this episode, you'll learn: Why a happy client's honest word carries more weight than your best pitch How to be intentional and ask, without ever feeling pushy Real, specific ways to invite your happiest clients to show up for you (reviews, launch calls, and sharing their story)   RESOURCE: Grab the resources from this episode at https://podcast.stu.me CONNECT WITH STU: Website: https://stu.me Book "Predictable Profits": https://a.co/d/4GIi1uz Instagram: https://instagram.com/stumclaren Podcast: https://podcast.stu.me Membership.io: https://membership.io If this episode helped you, would you mind leaving a quick review? It really helps more people find the show.

Do you ever feel like you're getting punched in the gut when you look at how much you're spending on ads? Same here. And those costs just keep climbing. So our team sat down and asked a different question: how could we actually get paid to generate leads? In this solo episode, Stu walks through the four small experiments his team ran on an AI workshop funnel, the kind of tweaks that feel almost too simple to matter. Together, they took the funnel from covering 70 to 80% of ad spend to becoming genuinely profitable on the front end. You'll hear why raising prices didn't hurt conversions, how a tiny checkbox lifted average cart value, why the third workshop is the most overlooked spot in any funnel, and the famous jam study that explains why simpler offers sell more. None of these were huge swings. But stacked together, they made the difference between a funnel that breaks even and one that lets you keep pouring fuel on the fire. In this episode, you'll learn: Why raising your prices may not drop conversions the way you fear (and why it's the easiest place to start) How order bumps and a real back-end offer quietly multiply your cart value Why simplifying your offer beats stacking bonuses every single time   RESOURCE: Grab the resources from this episode at https://podcast.stu.me  CONNECT WITH STU: Website: https://stu.me  Book "Predictable Profits": https://a.co/d/4GIi1uz  Instagram: https://instagram.com/stumclaren  Podcast: https://podcast.stu.me  Membership.io: https://membership.io  Subscribe and leave a review if this episode helped you.

Emelie Bernborg closes 44% of her live webinars and her lowest show-up rate is 60-plus percent. Both numbers are unicorn territory. In this episode she breaks down the exact system: the 10-day promotion window, the ManyChat reminder sequence, the four-pillar messaging framework, the contest that drives the chat, the bonus that disappears at the end of the call, and the four-angle ad strategy that turned $3,000 in ad spend into more than $50,000 in revenue. Emelie is a Swedish course creator who serves membership owners and course creators stuck in the launch carousel. She made her name dominating the Swedish photography education market and has now branched out to help digital creators build the same kind of funnels she runs. In this conversation, Emelie reveals: - Why she never promotes her webinars earlier than 10 days out - The ManyChat reminder sequence that beats email every time - Why she never offers replays. Ever. - The four-pillar messaging framework (emotional, numbers, FOMO, identity) - The "is it possible for you" question that flips the close - The contest that gets the chat selling for her - The fast-action bonus that disappears 15 minutes after the price - How $3K in ads produced more than $50K in revenue - The mindset block that had her ghosting her business after a 200K launch FREE RESOURCE: Get the full Emelie webinar playbook: https://podcast.stu.me  CONNECT WITH EMELIE: - Instagram: https://instagram.com/herfearlessfocus  - Website: https://www.thewebinarexperience.com  CONNECT WITH STU: - Website: https://stu.me  - Book "Predictable Profits": https://a.co/d/4GIi1uz  - Instagram: https://instagram.com/stumclaren  - Podcast: https://podcast.stu.me  - Membership.io: https://membership.io  Subscribe for new episodes every week.

Ashley Alderson spent 14 years building The Boutique Hub into a 7,000-plus member empire by doing something almost no one else does in the membership space: she names her enemies and throws rocks at them. In this episode, she breaks down the multi-tier membership model, the 30-ads-a-week Meta Andromeda playbook, the 500-opt-ins-a-week opt-in machine, and the radical-honesty content rhythm that turned her members into her best advocates. Ashley is the founder and CEO of The Boutique Hub, a membership for independent retailers and boutique owners that has grown to over 7,000 members across the world. She also runs Retail Bootcamp (a $2,000 course) and Boutique Black (her highest tier with one-on-one coaching). What started as an "online shopping mall of boutiques" idea in middle-of-nowhere North Dakota became a 14-year compounding business through one core principle: community over competition. In this conversation, Ashley reveals: - The chicken-and-egg pivot from failed marketplace to thriving membership - The Six Layers of Lasagna framework that powers her $2,000 course - The Meta Andromeda shift and why she launches 30 new ads every week - The 500-opt-ins-a-week target and the content engine that feeds it - How "Pink Friday" became a worldwide shopping movement - The Donald Miller wise guide vs villain framework - The Ask Ashley AI clone built on Delphi - Why $5 a day is enough to start with paid ads FREE RESOURCE: Get the full Boutique Hub playbook: https://podcast.stu.me CONNECT WITH ASHLEY: - The Boutique Hub: https://theboutiquehub.com  - Instagram: https://instagram.com/ajalderson  CONNECT WITH STU: - Website: https://stu.me  - Book "Predictable Profits": https://a.co/d/4GIi1uz  - Instagram: https://instagram.com/stumclaren  - Podcast: https://podcast.stu.me  - Membership.io: https://membership.io  Subscribe for new episodes every week.

You've built something great. World-class quality, loyal customers, and yet you're roughly the same size you were last year. If that's you, this episode is for you. This week I'm taking you behind the scenes of my son's Canadian National Jump Rope Championships, where I watched world-class athletes do things that take hundreds of hours of practice, in front of an audience that's far too small for how good they are. As I watched, I kept thinking like a business owner, and I saw three clear ways the sport could grow almost immediately. The same three things holding skipping back are quietly holding a lot of businesses back right now. I walk you through all three: making your customers the heroes of your stories (the way Drive to Survive and Welcome to Wrexham grew their audiences), opening the door to sponsorships and strategic partnerships (including how our mastermind client Tara Phillips landed Sesame Street, Melissa and Doug, and Beaches Resorts), and building recurring revenue that funds full-time focus instead of capping you at "evenings and weekends." If you've got a great thing that just isn't reaching enough people yet, these three lessons are your roadmap. In this episode, you'll learn: Why people fall in love with the people in a sport, not the sport itself, and how to apply that to your business How the very first sponsor or partner unlocks the next ten (and why momentum creates momentum) Why a passion project run on evenings and weekends can never become a category-defining business, and what recurring revenue unlocks Three questions to sit down with this week to reshape how you think about growth CONNECT WITH STU: Website: https://stu.me Book "Predictable Profits": https://a.co/d/4GIi1uz Instagram: https://instagram.com/stumclaren Podcast: https://podcast.stu.me Membership.io: https://membership.io Subscribe and leave a review if this episode helped you. It means the world and helps more business owners find the show.

You wake up tomorrow, grab your phone, and your Instagram account is locked. Or the app is down. Or the algorithm just decided to stop showing your stuff. What happens to your business? Stu got reminded of this exact question this week after a conversation with Jeff Walker, the creator of Product Launch Formula. Jeff mentioned a few customers who had been on his email list for ten years before they ever bought anything. That one comment is the heart of this episode: most creators are obsessing over the wrong number. In this episode, Stu breaks down the three buckets of audience (rented, borrowed, and owned), the "landlord problem" that makes platform-built businesses fragile, and the simple test you can run on your last ten posts to see if you have a "bridge problem." It is a short, direct reset on where your real asset has been all along: the people you can reach without asking anyone for permission. In this episode, you'll learn: The landlord problem: why the algorithm is the landlord and you are the tenant The three audience buckets (rented, borrowed, owned) and why only one is truly yours The one-question test to run after every piece of content you publish Your next step: audit your last 10 posts for the "bridge problem"   RESOURCE: Grab the resources from this episode at https://podcast.stu.me CONNECT WITH STU: Website: https://stu.me Book "Predictable Profits": https://a.co/d/4GIi1uz Instagram: https://instagram.com/stumclaren Podcast: https://podcast.stu.me Membership.io: https://membership.io Subscribe and leave a review if this episode helped you.

Sarah Williams went from running a brick-and-mortar gift shop to 80% recurring revenue, then invented a 5-day launch model that converted at 43% and pulled in 1,400 paid members in a single week. In this episode, she breaks down Coaching Week, the day-one sell strategy, and the paid ad shift that's now driving 3 to 8 new subscribers per day on autopilot. Sarah is the founder of Framed (a women's monogrammed subscription box business doing thousands of subscribers a month) and Launcher Box (a membership that teaches product-based business owners how to launch their own subscription box). She started with a small gift shop in Wichita Falls, Texas. Today subscriptions account for 80% of her e-commerce revenue and her education business surpassed her e-commerce income in its first 18 months. In this conversation, Sarah reveals: - How she built her first subscription box in 2016 by curating her top 3 best-selling categories - The 50-DM launch that got her first 19 paying members in August 2019 - The invention of Coaching Week (5 days, 4 deliverables, 43% conversion rate) - Why she sells on DAY ONE of her launch, not the end - The shift from organic to paid (and why she's keeping ads running year-round) - The $10/day awareness ad that took her blow-dry bar from 1 stylist to 5 - Her three-tier framework: visibility first, conversions second, retention third FREE RESOURCE: Get the full Coaching Week playbook: https://podcast.stu.me  CONNECT WITH SARAH: - Launcher Box: https://launchyourboxwithsarah.com  - Framed by Sarah: https://framedbysarah.com  CONNECT WITH STU: - Website: https://stu.me  - Book "Predictable Profits": https://a.co/d/4GIi1uz  - Instagram: https://instagram.com/stumclaren  - Podcast: https://podcast.stu.me  - Membership.io: https://membership.io  Subscribe for new episodes every week.