Thread by @monicarysavy

@russellbrunson shares in "Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers" that "when people purchase any product from anyone, they’re hoping to get a certain result in one of these three areas of their lives." 1/

The 3 areas @russellbrunson describes are (1) health, (2) wealth, & (3) relationships. I'm curious - in 2021 - are #highered institutions paying attention to this? Are entrepreneur-run cohort-based courses (CBCs) thinking about this? 2/

I've witnessed, contributed, & led many strategic initiatives over the last 20 years, but I can't think of one that began with this question by @russellbrunson: "Which of these three desires is my future dream customer trying to receive when they buy my product or service?" 3/

If we apply this idea to education, what are students thinking about when they take an optional online course? As an educator, I wanted to initially push back against this 3 desires idea (@russellbrunson), because I'd tell you that I took my optional courses to learn. 4/

But as I challenged that thought, I realized that the vast majority of the online courses I've taken had a relationship to wealth. Here are 3 examples: (1) to improve my salary when I was a K12 instructor and more courses meant higher steps on the pay scale, 5/

(2) to gain knowledge to support one of my (many) side ventures over the years with the idea that this would lead to more income (I've taken courses on everything from producing products more efficiently to digital marketing to design & photography), 6/

& (3) to improve skills I struggled with while in traditional degree programs. Anyone else take optional online courses to help you fulfill a degree? I did this during BOTH doctorates. I was lacking research skills for the 1st & statistical analysis skills for the 2nd. 7/

As an aside, I believe there's something wrong with our education system when this is necessary for students - for them to reach beyond the borders of academic institutions to learn skills needed to complete a degree they enrolled in. 8/

However, to be fair, it's quite likely that I just didn't know where to go to get the help I needed. But that's still a marketing problem & one I think about quite a lot when I receive student, staff, or administrative feedback that they don't know where/how to get X service. 9/

I always perceive that as a problem for me / my department to solve if it's related to areas I oversee & not as a problem for those individuals to solve. I've come to find that this opinion, unfortunately, is not always shared by peers. 10/

This makes collective improvement in academic institutions challenging - when some departments look inward and others point outwardly or simply ignore repeated requests by stakeholders for help, which really boils down to they are asking for change(s). 11/

Bringing this back to @russellbrunson's 3 areas customers are hoping for, how many online #coursecreators & academic institutions are considering the areas of health, wealth, & relationships when it comes to the final product they are delivering? Any examples to share? /end