How a Free YouTube Course Generated 36,000+ Leads & Why It Almost Failed

Caleb Ralston

Summary:

Here's a summary of how releasing a free 6-hour course on YouTube led to over 36,000 leads for the creator's business, but also created management issues.

• The strategy involved doing the opposite of the industry norm by offering a comprehensive, free course.
• The course aimed to be a one-stop-shop for personal branding, setting it apart from narrow, single-topic videos.
• The results far exceeded expectations, with over 700,000 views, 30,000 subscribers attributed to the video, and 750 businesses applying to work with the creator.
• The course also generated over 39,000 email sign-ups through a robust accompanying workbook.
• Key steps to replicate this strategy include determining expertise (student vs. expert), identifying industry norms, defining the course subject, understanding the target audience, and creating a detailed outline.

Introduction [00:00:00]

• The video discusses the surprising outcome of releasing a free, 6 1/2 hour course on YouTube, which generated over 36,000 leads but also presented unexpected challenges.
• The creator outlines the strategy behind the course and provides guidance on how others can implement a similar approach.

Strategy Behind the Free Course

• Industry Norms: [00:01:11] The video creator observed that the industry standard consisted of short, 10-15 minute "master classes" that teased information without providing substantial value, often leading viewers to paid courses.
• Doing the Opposite: [00:02:08] The creator hypothesized that offering a comprehensive, free course that exceeded the quality of paid courses would differentiate them in the market.
• Focus on Brand: [00:02:36] The creator decided to create content with a focus on brand, because most courses focus only on content strategy.
• Creating a "One-Stop Shop": [00:03:06] The creator created a complete guide to building a personal brand, ensuring viewers would continually return to the video.
• Leveraging Expertise: [00:04:17] The creator noticed that other courses are made by people who grew their own personal brand but hadn't worked for multiple people.

Results of the Free Course

• Exceeding Expectations: [00:05:45] Initial expectations were modest, aiming for 1,000 to 10,000 views in the first year. The course surpassed 700,000 views within eight months.
• Subscriber Growth: [00:06:43] The channel gained over 30,000 subscribers directly from the course, with a total channel subscriber count exceeding 67,000.
• Business Inquiries: [00:07:11] Over 750 businesses applied to work with the creator after watching the course.
• Email List Growth: [00:07:26] The email list grew to over 39,000 subscribers through a robust workbook offered alongside the course.

How to Replicate the Strategy

• Determine Your Expertise: Student vs. Expert: [00:09:23] You must decide whether you're a student or an expert and develop a course based on that.
• Assess Industry Norms: [00:11:13] Look at what's already out there and then see if your idea will stand out.
• Define Course Subject Matter: [00:11:57] Stay in your lane and make a course about the domain you specialize in.
• Identify Your Audience: [00:18:19] Determine who the course is for and where they are on their journey.
• Create a Detailed Outline: [00:21:31] Put lots of effort into creating a detailed outline.
• The four C's of introductions. - Call out - Who is this for? - Credibility - Why listen to you? - Compass - The journey. - Core learning - What is the learning?
• Film, Edit, and Distribute: [00:29:46] After creating a useful course, record, edit, and then publish the course.
• Create a Workbook: [00:30:26] The video creator encourages others to create a workbook that goes along with their video.