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Have you ever heard of the laws of course creation?
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No…?
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Let me share a funny story.
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I was this big shot personal trainer in Ibiza.
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Well with big shots I mean I was training celebrities and models.
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What’s not to like about that?
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But one day I was asked to train at the Ibiza Rugby Club.
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It was led by a Scotsman called Hamish.
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So there I entered the weight room, as they called it.
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I explained about the benefits of kettlebells.
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Those iron balls with handles were part of my signature training program.
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As a Dutchie I never got the concept of rugby.
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Big guys bashing themselves to death trying to catch a ball that’s not even round.
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Weird, but fascinating.
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After the session, I grabbed a Guinness with Hamish.
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That’s what rugby guys apparently do.
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In rugby we have laws instead of rules, he said.
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We live by it.
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Well in this post I’m not going to bother you with the laws of rugby.
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But those conversations led me to create my own laws around courses.
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Here are they in no particular order:
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1. Always ask your audience what they want.
2. Always follow the signal.
3. Be grateful for what you have.
4. Always be selling.
5. Chillin is mandatory.
6. The audience is always right.
7. Branding is overrated.
8. Direct response marketing is THE way to sell.
9. Keep things simple.
10. Never offer discounts.
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I like to zoom in on law number 10.
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Never offer discounts.
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“But how else do you get sales”...
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Well, let me tell you a better way.
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When you constantly offer sales…
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You train people to only buy when there’s a discount.
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Instead you should do a reverse sale.
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Add something to your course, even small.
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Then tell people the price is going up in a week.
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But if they buy now, they get the updated course for the same price.
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Works better than any discount.
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And you earn more money at the same time.
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Win-win.

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