Parchelle Tashi: How authors can add income by building a course quickly and easily.

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Steve Werner

Steve Werner

Keynote Speaker, Author, 170+ Monetization, Conversion, and One to Many Sales Presentations Worldwide.

If you want to learn about the 5 Webinar Conversion Keys, you can grab my ebook and mini-course “Death To Bad Webinars” for free here: www.deathtobadwebinars.com

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If you want to build a RockStar Webinar from scratch that will covert like wildfire, click here to book your free strategy call: https://StevenPhillipWerner.as.me/WebinarBreakthrough

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Steve Werner: Welcome back to grow your impact income and influence the number one show.

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Steve Werner: That helps you reach millions of people make millions of dollars and grow your business, my name is Steve Warner I am glad that you are here today, we are going to be talking about how to build courses.

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Steve Werner: we’re going to talk about how to take a book that you have and turn that into a course and grow your bank balance, I am here with the CEO of the authors leverage calm.

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Steve Werner: partially purcell it has say your name correct and i’m so sorry we went through this beforehand i’m horrible it’s my fault not her, she is beautiful name.

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Steve Werner: i’m gonna let you do it.

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Parchelle Tashi: See i’m Marcel Tashi.

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Parchelle Tashi: arts okay.

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Steve Werner: awesome um so you didn’t start off being good at video you didn’t start off being good at doing courses you started off as a math teacher, which I think is awesome how did you go from doing that.

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Steve Werner: to becoming a master of video and helping people build courses.

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Parchelle Tashi: Yes, excellent question I get asked this quite often yeah I started out as a math teacher That was what I was exposed to in terms of a career for myself, because my mother she just retired as a math teacher, for you know over like 40 years so.

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Parchelle Tashi: But when I was younger as about 12 or 13 I you know it’s involved in the church and different Community programs and so.

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Parchelle Tashi: They gave us these flyers to hand out to people like your friends people in the neighborhood and I don’t know if you remember old school back in the day when flyers used to be made on Microsoft word when you had that 3D text and the freakin clip art.

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Parchelle Tashi: imaging and all that kind of stuff and they’re like yes and give this to your friends and invite them to come on like i’m not handing this to anybody looks horrible.

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Parchelle Tashi: You know and that’s what got me on the computer just being creative and trying to make something look better because you know you get the Sunday circulating like oh this like.

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Parchelle Tashi: This looks exciting, how come ours doesn’t look like this, so that’s what got me on the computer and I just did it for fun did it for family, friends community groups for free.

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Parchelle Tashi: All the time and I had no idea of a concept of making money from stuff that I could create on the computer and I was not exposed to that way of life, and so, even though I had this creative side to me.

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Parchelle Tashi: My path was go to school, get a job and I ended up as a math teacher.

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Parchelle Tashi: And so here, I am a math teacher.

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Parchelle Tashi: I love math math is for some reason it came a lot easier to me and I probably have a little bit in an advantage, because my mom was a math teacher so she was like.

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Parchelle Tashi: Constantly quizzing us what’s 20% of this what’s 40% of that like just randomly you had to make it up and have a response.

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Parchelle Tashi: And so yeah and math was always really, really fun for me and so here, I am as a math math teacher and somebody had seen some work I did for Community group.

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Parchelle Tashi: And they said oh man, we need that for us how much, would you charge i’m like charge what like for what why, like you, guys want to pay me to do this.

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Parchelle Tashi: Get out of here like I couldn’t even believe it and so that’s really when the entrepreneurial bug bit me and I realized wow I can make some side money just doing this for people, for you know for a little change here and there, as a teacher.

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Parchelle Tashi: But the book The bug bit me like I said and that desire kept growing and growing and I became more annoyed with the fact that there was a.

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Parchelle Tashi: bell that went off at the school that determine where I needed to be at what time and just things started to get to me and I.

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Parchelle Tashi: eventually got hooked up with a coach at the time, he said man, you know you can do this full time quit teaching, if you want.

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Parchelle Tashi: I had thought about that, so it just opened up an opportunity for me and I got some coaching and over a two year period.

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Parchelle Tashi: was growing this video business as a solo freelancer and teaching, at the same time it’s where I was eventually able to break free from it and be full time as a videographer my mom thought I was nuts, but here I am.

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Steve Werner: that’s all right, I I can relate a lot to that to the listeners who don’t know I grew up with a mom who’s a teacher, we were talking about this beforehand to my mom taught English spelling I can’t spell.

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Steve Werner: Like I read everything phonetically drove my mom nuts, but she was doing the same thing, like growing up.

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Steve Werner: I she would quiz me all the time, like she’d be like what like she would she would have she reads all the time, so she’d be like what’s in that book tell me this like we’d be walking through the grocery store and she’d be asking questions.

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Steve Werner: She she doesn’t understand what I do either she she thinks it’s great, but she has no clue she’s like What do you do like we just spend Christmas with her we’re recording this right after Christmas um.

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Steve Werner: And she like i’ve been doing this for eight years she’s just like it like i’ll talk about business stuff and she’s just like I don’t know exactly what it is, but i’m glad i’m glad you’re doing well.

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i’m glad you like.

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Steve Werner: it’s hard being a teacher is one it’s a it is something that every every community every everybody needs and, like my heart goes out to you guys because it’s hard as crap.

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Steve Werner: teach a bunch of kids who don’t want to learn anything something and then I think you’ve got the school also to your point, like the bells going off they’re telling you what to teach or telling you curriculum as a side note, I have to ask what do you think of common core.

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Steve Werner: thumbs up.

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Parchelle Tashi: You know it’s i’m always like thumbs in the middle, like you know any some standard, but then there’s also you know you have to have flexibility and really meet the needs of what our students need in the real world, and so you know.

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Parchelle Tashi: i’m in the middle and a lot of things we needed but.

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Parchelle Tashi: yeah.

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Steve Werner: Okay, did you teach before common core.

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Steve Werner: Yes, okay like It just seems hard like I watched some videos on, and I was like I I can follow it, but it seems to take for ever.

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When I can just as.

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Steve Werner: Like here it is like I don’t know.

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Parchelle Tashi: Anyway, yeah back to the way that we, the way that we learn math and how to.

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Parchelle Tashi: compute things is very different from from the way it’s talking that’s actually somewhere, a little bit more confusing but they’re trying to yeah formulate how to critically think and all that kind of stuff so I get it, but.

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Steve Werner: crazy anyway back to videos because video, I think I mean I teach people public speaking i’ve been doing live events and public speaking since 2013 help people with webinars we’ve done a lot with Facebook lives, all this stuff during Kobe and people are scared to death of video.

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Steve Werner: But you help them do it, I mean I know you believe in it, I believe in it, I think it is they say that.

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Steve Werner: Communication is 90% nonverbal which means video is a huge thing that grows that when you started doing this one, how did you get good at it.

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Steve Werner: Because you started you kind of walked us through that 3D text Oh, my goodness, it brought back nightmares from high school.

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Steve Werner: um but like how did you get good at video because that’s a that’s a lot like going from designing some flyers and brochures to video how did you learn what are some of the things that you went through learning that.

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Parchelle Tashi: yeah and you know, for one, I did have some support, I had a coach at the time, who kind of taught me the business side of video, but in the actual act of doing the video and creating it, it was.

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Parchelle Tashi: It was really me just kind of knowing ahead of time what I wanted to create and so, for me, it was a source of inspiration of seeing what you know.

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Parchelle Tashi: What type of content that was being being created that I like that I enjoyed everything from like TV shows to you know YouTube videos.

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Parchelle Tashi: And so I kind of started to kind of develop a theme of things that I liked and that I wanted to be able to create and that’s where I would start.

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Parchelle Tashi: And I had a shit ton of like guinea pigs and people that actually hey let’s come do something like I want to take pictures of you guys, I want to make a video for you like.

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Parchelle Tashi: It was really.

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Parchelle Tashi: Taking advantage of the people around me to kind of get that practice in and to develop something.

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Parchelle Tashi: And then eventually they started to of course pour into the business to where I actually took one challenging work things that i’d never done before I say yes, before I knew how to do it.

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Parchelle Tashi: So that was a part of it to you learn as you go and so that’s how I really started to get better edit and and understanding video as a whole, so I went from being solo.

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Parchelle Tashi: videographer my own equipment, you know, showing up with everything on site to eventually being like you know what I.

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Parchelle Tashi: would like for someone else to come to set that set up the equipment, so that I can focus on the client I can talk and make them feel more comfortable.

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Parchelle Tashi: And then, bit by bit, I started to actually grow and understand more from a producer standpoint how this works So while I was teaching and that two year transition period.

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Parchelle Tashi: Like summers off and sick days like I was up doing internships so learn how to produce, so I put myself in positions to really understand, not just how to operate the camera, but how to lead the people involved and how to make a really quality outcome.

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Steve Werner: So I like I think what you’re sharing right now is so incredibly valuable, not just because people can understand that you learned, you went through a growth curve, but also anyone listening to this is just getting started.

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Steve Werner: This is like one of the things that I I like shout from the mountaintops we will go to school for five years we’ll spend $100,000 and we’ll be happy to take a job that’s makes 40 or 50 K and we understand that.

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Steve Werner: People want to come online they want to start being a influencer whatever and they’re like Why am I not a millionaire by week five.

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Steve Werner: lying it there’s a growth curve, I recommend everybody do exactly what you did start off hustling do some stuff for free figure out what sticks, because then you learn.

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Steve Werner: And you don’t have the negative emotion inside when you try to sell something, but you don’t believe you can deliver it, you will not be able to you’re going to have all kinds of mental blocks and all kinds of head trash.

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Steve Werner: But if you want to get over that go do some work for free well, you have your day job that’s why it’s called a side hustle that’s why it’s called like a sidekick like go figure it out and then, as your income over here builds and as your confidence builds.

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Steve Werner: Your business will build and you’ll be able to leave that.

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Steve Werner: But it’s so hard when you see these people i’m all in and then you know they crash and burn five weeks later they’re upset because they’re making minimum wage.

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Steve Werner: it’s like you got to start somewhere you’re not and you can’t just come out and you can tell the bull shutters from a mile away that are like I know how to do black like.

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Parchelle Tashi: hey you know what you’re talking about.

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Steve Werner: And that’s why you’re having a hard time and then it like creates this like very corrosive environment anyway, I may get off my soapbox let’s go back to videos I want to know.

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Steve Werner: If somebody is thinking about doing videos and they are scared to death because that’s the number one thing that i’ve heard from people.

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Steve Werner: Even with webinars they don’t want to turn the camera on they’re scared what people are going to.

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Steve Werner: Think of them, how do you get people over that hump.

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Parchelle Tashi: I advise them and encourage them and challenge them to start with an audience of one, so one of the strategies that I encourage is one to one videos create one video for one person.

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Parchelle Tashi: And, and that can be.

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Parchelle Tashi: You know, through linkedin which has a video functionality within the messenger there’s also you know your phone create a video of yourself send it to one person.

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Parchelle Tashi: It is a personalized video to that direct person and what I found is that, for one, it helps them to get over the fear of what are people going to think like.

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Parchelle Tashi: Because usually the things that we’re worried about oh my hair was was messed up or you know my voice was crackly and all that kind of stuff like the person that receives the video doesn’t see that at all.

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Parchelle Tashi: And so what I found is that, and you focus just on speaking to that one person you’re not only able to get over those you know stupid fears that come up in our head.

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Parchelle Tashi: But you’re also able to develop your voice around talking to one person because that’s the effect that works, the best when you’re creating content, whether it’s on YouTube.

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Parchelle Tashi: or anything that you actually enjoy you feel like that person is talking directly to you, so you can develop that skill just by some one to one practice right.

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Parchelle Tashi: Another another thing that I recommend is using that using I would say, low risk opportunities to practice being on camera and thankfully with the pandemic, you know, like we’re all zoom and now zoom zoom zoom every day, but when you when you’re in.

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Parchelle Tashi: let’s say a group call when there’s other people on the call to that’s a low risk opportunity for you to practice being on camera practice talking.

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Parchelle Tashi: To this group, even if it’s to introduce yourself for 30 seconds, or whatever, that is time on camera that you can use a slow risk, you can get feedback on what you said and really start to just get.

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Parchelle Tashi: more comfortable in that way, so I have people start off in that in that respect, usually because, again, it helps you just to develop this this manner of talking and speaking on camera.

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Parchelle Tashi: To where you are really focused on one person, and when you get good at that all your stuff is just that much more better because you’re authentic and you’re talking directly to whoever’s watching.

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Steve Werner: That, I think that is great advice, do you have one or two youtubers that you would recommend people check out to understand, because I think that’s the thing right like there’s a difference between doing a presentation.

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Steve Werner: And having a conversation emails work better when they come across as they’re written to one person video definitely does do you have one or two people they could look at to see the like what you’re talking about.

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Parchelle Tashi: Yes, one in particular that comes to mind is christo he’s a mentor of mine, and he has a YouTube channel called the future no E on the end just the future and.

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Parchelle Tashi: and his his content and the way that he speaks on camera really definitely has that feel I mean it definitely feels like he just just talking to you and his advice has been incredible and his means of delivering on cameras, really, really great.

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Parchelle Tashi: gosh i’m trying to think of one other person.

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Steve Werner: I mean, I can find.

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Parchelle Tashi: The one that neither submitted me.

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Steve Werner: Yes, Casey Nice that like well I started watching Casey and like 2015 and, at the time the stuff that he was doing no one else was doing, I mean he was like.

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Steve Werner: He would break the fourth playing all the time you tell a story and talk directly to the camera he do crazy zoom and he didn’t care what his background look like he didn’t care what anything looked like he just cared about connection.

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Steve Werner: And that, when you said that like that’s The thing that that hit me the hardest I can’t make videos nearly as rough cut as him because i’m too perfectionist sick even now right, but I feel like watching one of his videos or you’re like crap this guy’s got it.

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Steve Werner: I don’t know if that’s.

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Parchelle Tashi: No, no, definitely another person that comes to mind is like pat Flynn.

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Steve Werner: that’s great.

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Parchelle Tashi: he’s he’s really great as well just turn it telling us personal story and just kind of tying in it and you just feel so comfortable it feels like.

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Parchelle Tashi: You know, even though he’s talking to a ton of people it just feels like he’s just talking to you and that’s That to me is the power of video so he would be the second person that.

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Parchelle Tashi: immediately comes to mind is like a youtuber or you know someone online that kind of delivers in that way.

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Steve Werner: cool the okay so let’s talk a little bit because the other thing that I hear all the time is I don’t have the equipment.

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Steve Werner: What do people need to do good video break it down for us in like a like.

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Steve Werner: Entry level tier and approach here, you tell me what what you need.

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Parchelle Tashi: Absolutely, the objective when it comes to video is you need to be clearly seen they need to be clearly heard.

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Parchelle Tashi: point blank and whatever tools will help you get there you’re going to you’re going to knock it out the park so.

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Parchelle Tashi: And then also to that the value of the content is really important, you want to make sure what you’re saying is a value, but in terms of the equipment, you know to be clearly seen and heard you need a camera.

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Parchelle Tashi: You need lights and you need some kind of microphone and I would say the order of importance of that would be audio then video then lighting.

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Parchelle Tashi: If I were to order in that way, and of course there’s so many like you said different tiers you can go with that, starting with your phone right that’s.

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Parchelle Tashi: Honestly, the perfect place to start because the phones are better than camcorders back in the day when I first started filming so you have a complete studio in your pocket right now that you can utilize to create video content.

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Parchelle Tashi: And sometimes the audio is something you might want to monitor as well because, again, you can be looking at a quality picture, but if the audio sex the whole experience is like totally messed up.

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Parchelle Tashi: So if you are using your phone make sure that you’re close enough or in a quiet enough areas where you can clearly be heard, otherwise you can start to add in other tools, like a microphone you can actually plug in.

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Parchelle Tashi: to your phone clip it to yourself, or whatever now you know the audio piece is taken care of and then go outside where there’s sunlight like been now clearly seen and heard you got a light source.

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Parchelle Tashi: You got a source for your your visual right for the camera and you got some clear audio going on from there, you can go steps up right, you can update your camera have another type of microphone and have really good lighting so.

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Parchelle Tashi: There are tears to it but that’s what I would say if we’re speaking to those who are just getting started you already got a studio in your pocket no excuses.

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Parchelle Tashi: You can you don’t have to spend thousands of dollars to do it, I mean even the camera i’m using right now, which I help people during the pandemic get set up with a more quality look from their home office.

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Parchelle Tashi: like this is a $500 the slr camera I could take this off of my stand here and go use it anywhere else, I want, I have two lights here that are set up.

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Parchelle Tashi: That are attached to my desk and I have this microphone so.

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Parchelle Tashi: Those are usually the main components, you need to worry about when it comes to the equipment and you can find yourself spending anywhere from 10 bucks to get another MIC for your phone or in this case it’s probably like a seven $800 setup.

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Steve Werner: that’s I mean that is great advice, the I will tell people when I got started.

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Steve Werner: I was super nervous, I went through all of this right, like, I was speaking on stage, and I would I would put a camera at first, I was like I gotta do camera I gotta I gotta do videos I wanted to start doing YouTube so I went out and I bought an $800 DSL or.

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Steve Werner: A like straight from Casey Nice that I was like I need to.

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Steve Werner: canon like boom got that got the lens got the lights got the MIC the first video that I shot took me eight hours to do like a five minute video because I couldn’t get the script right, I wrote it all out that i’m trying to.

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Steve Werner: Do it.

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Steve Werner: Like I think like I think I went through that for like two months, and then I literally just had a day, where I was like screw it right, like, I was like.

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Steve Werner: No i’m not doing any of that crap this was this was 2015 so phones were not as good as they are now, but I just shot it on my phone I got a $10 exactly what you’re saying I still have it.

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Steve Werner: Here in here in my office somewhere, it was a like 10 or $15 level here Mike they plugged into my phone and clicked on.

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Steve Werner: I shot.

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Steve Werner: I probably shot 100 hundred 50 videos on that phone.

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Steve Werner: got massive traction and built my business through that and it like from and I stopped this is one thing I would love your thoughts on this I stopped using the script.

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Steve Werner: The way that I did it I started using a post it note I would flip the post it note over so the sticky part was at the top, and then I would give myself three bullet points I put it on the back of my phone.

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Steve Werner: And then I would go and granted I spoke on stage I mean I spoke on more than 300 stages, so I can speak, but just doing that and then repetition over and over and over, and I still to this day if i’m speaking somewhere i’ll just do three or four bullets.

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Steve Werner: I may put them in my pocket maybe put them on the table on stage or maybe put them around the office from online, but what’s your thoughts on that do you use a script do you recommend using script.

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Parchelle Tashi: It depends, you know funny i’m actually heading to the studio after this call to record some videos of myself for the next quarter and and I am using i’m using a script and.

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Parchelle Tashi: that’s because it’s just so much to memorize and I don’t have that much time to go through you know it really depends on you know the comfort level of the person I found that if you are good at writing scripts in a way that you can read what you wrote.

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Parchelle Tashi: And not sound like you wrote it like that becomes more of an art of performance and getting on there to do it so.

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Parchelle Tashi: yeah I think I think it just depends on the delivery and how you’re going for it so majority of the videos that I do today are going to be scripted.

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Parchelle Tashi: But the other half is going to definitely be more for freestyle so i’m just going to be seated and and my director is just going to shoot me some questions off the Dome that I can just answer and I kind of like that style as well, so that way I get a mix of both so.

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Parchelle Tashi: You know I do recommend a script and oftentimes because it does ease it, but you have to also know that that’s going to require a little bit of a performance.

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Parchelle Tashi: so to speak, because when you read it, you don’t want it to look like you’re reading you don’t want to feel like you’re reading so you have to write it in your voice.

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Parchelle Tashi: And you have the advantage to to give yourself some notes in your script.

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Parchelle Tashi: So, for example, right now, I have a sentence, where I say yep and and that’s it and then at the NSA smile and wave or something like that.

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Parchelle Tashi: i’m the only one who sees that so I can actually give myself direction and notes or pause here.

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Parchelle Tashi: Or you know, whatever you can give yourself those notes within your script that will help you to deliver it.

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Parchelle Tashi: So I think it just really just depends on where someone’s most comfortable, I have a client who’s coming in and a few weeks to film with us here in San Diego.

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Parchelle Tashi: And he’s a speaker and he doesn’t do really well with the word for word, so literally on the teleprompter will just be his bullets.

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Parchelle Tashi: So you have a lot of options when it comes to how to best leverage, but where do you show up best unless that stuff for you, you only really get that once you actually try it and see how you know see how each fair for you.

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Steve Werner: yeah I think that’s fair, I mean do your to your point, the worst thing I think you can do is to look like you’re looking sound like you’re reading something, because people they’re not going to put up with more than five seconds of that, I do think.

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Steve Werner: between all the Facebook lives and, like the Casey nice dad like the pat flynn’s and those people doing the videos like they’re doing.

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Steve Werner: It has become much more acceptable to have rough cuts, if you don’t know what that means that means like the edit isn’t like clearly transitioned it’s just like boom boom cut cut.

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Steve Werner: But also, if you mess up it’s acceptable to be like we’re we’re moving past that and like nobody cares nobody’s going to be super judgmental they’re not expecting a TV quality piece what they’re expecting is true communication which.

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Steve Werner: I think that that I don’t know that I always tell people that i’m like think about all the people that you’ve seen like you actually feel more connected to somebody when they make a mistake, because you know that it’s real.

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Parchelle Tashi: You know there’s really get them.

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Steve Werner: Being them um.

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Parchelle Tashi: yeah and that’s the power of live content to you know, and I remember when I first got started in my business, I was you know really searching for a lot of information, I was YouTube all the time.

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Parchelle Tashi: There was this one guy I came across.

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Parchelle Tashi: Who everything he was telling I was like damn This is like such good information like i’m taking notes like crazy like really you know when you get information like i’m executing on this, you know, and you get that feeling.

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Parchelle Tashi: But what was funny was that his video was horrible it was I looked like a hostage situation I swear to God like it was like.

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Parchelle Tashi: I was like damn this this guy need help, like where is he sharing this information, because it looked like it looked really, really bad.

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Parchelle Tashi: But that stood out to me so much because I thought to myself, you know if if I had the winning lotto numbers in my possession in my in my awareness.

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Parchelle Tashi: Would you care if I had you know printed it on a laminated piece of paper and put it in a folder for you or would you accept it on a.

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Parchelle Tashi: napkin with crayon you know said so to me the lesson in that too is like if what you’re sharing is truly a value.

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Parchelle Tashi: You know, some aspects of production, people will not care about as much they’re they’re willing to grow with you, and that was what was beautiful so.

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Parchelle Tashi: His content did eventually change in terms of the quality of it, but that that stuck out to me so much because I couldn’t believe, as somebody who love video I was still watching this to me, and I think at some point so just like all right audio only I can’t get.

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Steve Werner: Too much to see this.

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Parchelle Tashi: But I mean everything he was saying was powerful I mean I bought content from him like you know enroll dismiss programs from crappy looking video so just goes to show your information to your content is good, like you’re in good shape.

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Steve Werner: awesome um Okay, so I want to transition just a little bit because we’ve been talking about video what makes good video, but what you really help people do.

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Steve Werner: Especially with the authors leverage is you help people who have written a book expert in their field, but maybe aren’t making all the money that they could be because let’s be honest selling a $10 book that you get $2 have you got to sell a hell of a lot of books to make a living.

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Steve Werner: You help them build a course that is video based that teaches what’s in the book and that course usually sells for i’m guessing somewhere between like five and $2,000 like 500 bucks all the way up to two or.

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Steve Werner: Three grand.

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Steve Werner: Some put a lot more money in their bank account grow their bottom line, how do you help people do that give us like the 123 of helping them.

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Steve Werner: do that.

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Parchelle Tashi: yeah I developed a method, called the book The course method.

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Parchelle Tashi: And essentially I bring them through five phases, the first phase is literally planning everything out.

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Parchelle Tashi: So really extracting information from their book and creating an actionable learning experience for those that are going to be consuming it because really it’s about taking that next step, and so in that first phase we literally plan out everything from the learning objectives.

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Parchelle Tashi: activities involved who is for like the whole nine we break down the second part that we get into is actually pre selling.

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Parchelle Tashi: So we actually start to take the information that we developed from that plan and that’s enough information, we really need to set up a sales page and start to bring traffic to it.

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Parchelle Tashi: So that’s the second phase, the third phase is we actually get into the production we started to produce all the assets that are required for it, so the video content, and you know any other graphic assets worksheets.

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Parchelle Tashi: You know, you name it there’s a lot of add ons that can be a feature that we need, they need to be produced.

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Parchelle Tashi: So that’s the third phase, the fourth phase is all about publishing so that’s where we get all that content.

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Parchelle Tashi: up into a learning management system, most people are familiar with, like a job be teachable think effect.

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Parchelle Tashi: These platforms, we make sure that they get set up properly on those and that that platform is aligned for their students and what’s actually been taught.

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Parchelle Tashi: And then the fifth stage is really just promotion and that’s more of an ongoing.

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Parchelle Tashi: Strategy this in place that keeps the conversation going at that point, not only about their book, but now also about their course So those are the five steps that I bring them through so again that’s the plan pre selling producing.

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Parchelle Tashi: Publishing and promoting.

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Steve Werner: Nice.

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Steve Werner: What has been some of the outcomes that you’ve gotten for people that you’ve worked with because that’s I can see people that.

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Steve Werner: Maybe they have a book, maybe they’re thinking about doing a book and they’re like what I really need to do is course what are some of the outcomes that you got for people.

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Parchelle Tashi: yeah absolutely I have one client who has a book The seven on Amazon she now has a course it’s selling for $880 off the same information send the book and she’s doing, really, really well with that, I think that they have, I have to check, in terms of where they’re at with their numbers.

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Parchelle Tashi: As of the end of this year, but I know that they’ve done at least over $20,000 back from that again in comparison to having it being sold on Amazon and getting two bucks per book now she just created an entire ecosystem for herself, which is amazing.

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Parchelle Tashi: We have a couple others that are in the works, right now, but the most exciting thing for a lot of these authors, is the fact that.

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Parchelle Tashi: This is something that they’ve wanted to do and they’ve slaved and worked really, really hard to publish this book some people took years.

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Parchelle Tashi: But they don’t have anything to show for it, and so the fact that they do have something to show for it and something to point people to is really a powerful effect in place so we’ve had a lot of topics from.

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Parchelle Tashi: Productivity to youth empowerment to cryptocurrency to like all kinds of really, really amazing information that we’ve been able to.

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Parchelle Tashi: translate from what was available on Amazon, or just on the website as a as a book to something much more substantial that gets their readers to that next step and gets them into action.

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Steve Werner: Nice, the.

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Steve Werner: And there, I mean i’ve i’ve been on a lot of stages over the years and I can’t tell you how many people write the book they get a speaking engagement from it, that is either free or usually lower paying.

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Steve Werner: And they show up and they’re just like, how do you do what like have a day, where I make you know.

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Steve Werner: Six figures from stage, sometimes they’re they’re very few of those and they’re just like well how do you do that and it’s like you got to have something that you can sell.

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Steve Werner: And, but I have this book great turn it like exactly what you are doing is what they need to be doing, because if they’re not.

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Steve Werner: If they’re not like the information is the same, but you’re actually taking people, step by step, and showing them, so I want to touch a little bit more on courses, because these are, these are the objections that I hear about courses and I would love to hear your thoughts on.

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Steve Werner: So the first one.

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Steve Werner: Is will people actually pay for a course if somebody asked that, how do you answer.

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Parchelle Tashi: Well it’s really it’s a very interesting question.

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Parchelle Tashi: What I would say is first of all, nobody goes to sleep and wakes up the next morning thinking oh my God I can’t wait to buy a course today like.

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Parchelle Tashi: it’s not at the top of anybody’s list right, but what is at the top of their list is just about being happier and we’re happier when we’re making progress and we’re actually action towards something.

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Parchelle Tashi: So understanding what you’re actually selling is really important, so if you’re taking a book and then take turning into a course which you’re actually selling is a convenient transformation.

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Parchelle Tashi: Right you’ve done a lot of the work for them you’ve told them exactly where to go, so that way they don’t have to you know.

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Parchelle Tashi: You know scramble through the Internet, trying to find their solutions you’ve already given it to them people want change they want the results, and so, if you are able to.

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Parchelle Tashi: make that happen and demonstrate that you can make that happen, you can sell this information it’s relevant because it’s relevant to them.

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Parchelle Tashi: And it’s helpful to getting them to that next step in their life to get the results that’s what they want, and so it’s not just about the course it’s not even about your book it’s about how can we get them results, and if you can again.

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Parchelle Tashi: You can present that in a compelling way people will want it and people will buy it.

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Steve Werner: awesome.

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Steve Werner: My next question, how do you get traffic to the course because I think a lot of people i’ve seen some people build a great course and then they have no idea how to drive traffic they’ve usually do it without a book, but how, how do you recommend people get traffic to their course.

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Parchelle Tashi: And you know it’s the same way that you would be selling your book, you know once your book is out or any product that you’re offering period your number one job is to market it.

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Parchelle Tashi: Your number one job is to make that you know what you talk about and how you lead people to it so either likely you’re already doing that type of activity or you need to be doing more of it.

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Parchelle Tashi: or doing it and more strategic ways, so the best ways that I found to really drive people to the courses one.

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Parchelle Tashi: be consistent is showing up online where those conversations are happening so that could be in different groups, it could be.

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Parchelle Tashi: In certain forums and going to certain events being a part of certain groups is really, really great and.

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Parchelle Tashi: And for most that are authors and you’re already speaking as well, so now like you mentioned before you actually have something to point people to.

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Parchelle Tashi: So it’s about generating that traffic and the ways that make the most sense, so I have also, of course, we know about webinars master classes right any opportunity where you are presenting and fruits and giving people a taste right.

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Parchelle Tashi: The best marketing in the world to me are the Chinese restaurants at the malls they had those plates with pieces of chicken right.

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Parchelle Tashi: yeah that’s like you give people a taste of what you have to what you can offer them.

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Parchelle Tashi: And do that as much as you can as often as you can as strategically and as smart, as you can and you’ll find that you’ll you’ll attract the right people to your offers and what you have to, we have to offer.

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Steve Werner: Okay, I love it that’s I mean the taste thing is right up my alley that’s what I teach.

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Steve Werner: With webinars so I teach anything from stage get people interested show people what you’ve got on.

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Steve Werner: The last These are a few more technical questions I have for you.

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Steve Werner: yeah, what do you like, how long do you think a video should be inside of the course i’ve heard three minutes i’ve heard 15 Minutes do you have any any comment on that.

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Yes.

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Parchelle Tashi: However long it takes.

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Parchelle Tashi: To give them what they need.

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Parchelle Tashi: And to do it efficiently that doesn’t mean go on and on and on, but what is it that they need again, this is about a convenient transformation that you’re giving them so to deliver 15 minutes or something you could explain in five minutes, give them the five minutes you know what I mean.

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Parchelle Tashi: One of the important aspects about teaching is yes, knowing what to teach but also knowing what is not necessary and what not to teach.

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Parchelle Tashi: So you have to be able to distinguish between the both right, you can bring up everything that you have on this topic, and still find that maybe like 50 60% of it.

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Parchelle Tashi: is not really necessary to this result so know what’s important to teach and what you know equally as important what not to teach and you’ll find a much more concise way of delivering this information.

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Parchelle Tashi: and

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Parchelle Tashi: yeah like it’s like it makes me think like when I go on YouTube but i’m looking for an answer to something how annoying is it when i’m like damn would they just get to the.

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Parchelle Tashi: Like tell me what it is guy and you find yourself skipping through.

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Parchelle Tashi: You don’t want that to happen, so you can be really strategic with how you’re creating the content and the lessons within your course so that way they’re getting the results and they’re engaged each lesson should sell the next lesson.

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Steve Werner: Well, that so that leads to my next question is, how do you game a Phi.

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Steve Werner: Courses because i’ve been through some courses that are great right like you watch one video and you’re like okay i’m ready for the next one, like I can’t wait to get there, I can’t wait to actually do the assignment.

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Steve Werner: versus like there are some courses to your point like people just ramble and you’re like this sucks like you’re trying to get to the point, or.

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Steve Werner: it’s like so dense and so much information that you get done with the video and you’re like okay i’m not ready for the next one for a couple days so i’ve got this taken care of.

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Steve Werner: And then I those are the courses usually I don’t finish right because i’m like i’ll get to it i’ll do the work like I just watched a really dense video I need unpack it.

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Steve Werner: and come back i’ll do a little bit of the work, and then you know, five or six days have gone by and like what was i’ve been learning so.

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Steve Werner: How do you balance those.

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Parchelle Tashi: You know it’s the completion rate i’m glad you brought that up is because it is actually extremely low and then it’s like five to 10%, of course, is actually people go through completely and so.

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Parchelle Tashi: I think that what’s most important with this is.

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Parchelle Tashi: Because you can talk about a game of buying it and really creating that experience and so.

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Parchelle Tashi: there’s a lot of different ways that that can happen, I mean some of the technology already has some built in functionality that shows you what progress you’ve made and sometimes that progress bar is really good just to kind of give you that.

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Parchelle Tashi: That confirmation but i’ve seen a number of different ways that you know the experience has been created within the course and and a lot of times i’m seeing that, in conjunction with let’s say a private group.

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Parchelle Tashi: Right, where you have to.

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Parchelle Tashi: You know, share or you have accountability, you have certain penalties or rewards even involved, I think it really like that gets checked off to me when it comes to the Community.

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Parchelle Tashi: Because when you got other people that are alongside of you going through this experience you find yourself more accountable, you find yourself.

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Parchelle Tashi: More excited about the next step because you’re not alone So for me the Community aspect of it really helps to kind of give that give that experience and gamma Phi in some ways right and that can be really built in within the Community.

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Parchelle Tashi: I have seen on a side note some other interesting ways, like, I have one client who’s got a course on productivity and.

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Parchelle Tashi: Instead of her saying on the video to say all right, you guys after this video is done go and complete your you know this worksheet or whatever, instead of that we actually have it to where built into the video is a timer.

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Parchelle Tashi: Because these are busy professionals, they don’t have time to like they’re likely to have them completing this course is much less because they’re busy people.

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Parchelle Tashi: So she actually has a built into the lesson a countdown timer she says no, you don’t have to do this later we’re doing it right now.

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Parchelle Tashi: And it’s built into the course itself all of those times and so things like that kind of make it fun and.

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Parchelle Tashi: it’s all about how we can increase that completion rate it’s it’s so so important.

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Parchelle Tashi: And i’m still learning a little bit more about the gamification side of things, but you know again through Community and ways of engaging in that way really makes a lot of fun i’m.

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Parchelle Tashi: Like i’m all ears and i’m so interested to learn more about the gamification side of it, because it really does improve the completion rate of the course.

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Steve Werner: Absolutely, I mean they’re the people who have done it well.

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Steve Werner: It just like you keeps you moving through it, and that is the biggest I mean I hear people, myself included in this I won’t do a course that stands by itself.

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Steve Werner: I will almost always sell a course and go through it with the people, because you seem much higher completion rate, which is what I mean really we’re trying to transform people, yes, I want to make money from it absolutely.

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Steve Werner: But I also want to transform people the game of buying it if you do it well, will lead to it, the other thing that inside my own head I struggle with is like it’s about a convenient transformation and if they don’t have the patience to go through it.

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Steve Werner: They obviously got the transformation enough that’s what I keep telling myself, sometimes I go back and forth on it, but the that’s that’s the conversation in my head.

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um.

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Steve Werner: Alright, so you walked us through kind of what this looks like you walked us through the video and the technical stuff that they need to make it happen you showed us what a course can do for them.

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Steve Werner: I want to ask two last questions, the first one is what are mistakes that you see people make all the time with courses, I think we kind of touched on some of them, but like if you could just hit them with a ruler.

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Steve Werner: The teacher and you coming out and just back.

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Steve Werner: and get them to stop what would you what would you get them to stop doing.

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Parchelle Tashi: I you know, the thing because he asked us earlier, the thing that comes to mind is really detaching yourself from the outcome.

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Steve Werner: Okay.

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Parchelle Tashi: I you know when you, yes, we have goals, yesterday we want to accomplish and generate some revenue from these efforts, of course.

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Parchelle Tashi: But one mistake that i’ve that I see is like you do to put too much hope into it too much of a sense to where you’re like so attached to the outcome that it can happen.

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Parchelle Tashi: So one thing that I that I enjoy being able to showcase and bring out of my clients is showing up for the love of what you’re talking about.

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Parchelle Tashi: showing up and be consistent around that because there you know, I also believe in this.

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Parchelle Tashi: This way of like when you’re authentic and you’re really speaking from the heart and you know you are turned on and the camera captures that and someone sees that.

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Parchelle Tashi: Like that’s.

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Parchelle Tashi: that’s what we want to get to.

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Parchelle Tashi: That will work but being a taking that and trying to put a price tag on it and be super attached to the outcome, because then you’re disappointed when you don’t hit that number.

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Parchelle Tashi: You know it’s just to me like that’s one of the biggest mistakes, I think people set themselves up too much.

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Parchelle Tashi: In some regards in terms of making what you’re what you’re going to generate monetarily.

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Parchelle Tashi: Number one like yes, it is important, but more importantly, is the impact and what you are looking to bring about you know through other people, and you have to show up a certain way to transmit that for people to receive it, and so.

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Parchelle Tashi: that’s just one big mistake that I see it’s just like Oh, you know my course didn’t do a million dollars this year and it’s like okay like well What did it do like what can we see here and just perfect and improve how how we show up you know what I mean.

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Steve Werner: that’s I mean.

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Steve Werner: We we kind of talked around this earlier, like the people that Come on, and like.

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Steve Werner: I i’m I have to do X this year right, I have to make this much money, how long you been in business, three months, six months, two days like.

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Steve Werner: it’s like no use I feel like our generation due to YouTube and instagram and like social media they see all these people getting results, but they don’t understand is there’s so much that goes on behind the scenes and like a long.

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Steve Werner: Long work ethic friends of mine Brendan and kill and pull and Lady boss like they have they have a business that right now is doing 15 million, a month.

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Steve Werner: He didn’t get there overnight, they love to like they call it out there, like everyone says like Oh, it must be nice to have the overnight success would they don’t see is we’ve been grinding since 2003.

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Steve Werner: yeah like we’ve had four other businesses before we ever got here, and when we started this we started it like it’s a fitness company they started filming their videos on an iPhone.

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Steve Werner: In a planet fitness at 3am because there was no one else there and they put in the time sweat.

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Steve Werner: equity like they built that from nothing and they grinded and it still took them five years to get there.

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Steve Werner: that’s not an overnight success, that is, every day, if you saw their work ethic every single day they’re working eight to 10 hours a day, and I like I love TIM ferriss I think if TIM ferriss could go back and take away the four hour workweek I think you would.

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Steve Werner: Because he talks about Well he talks if you followed him he talks about.

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Steve Werner: Like you should love what you do so much that every minute you’re doing it it’s like you’re moving forward and it’s not work, its work and play together.

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Steve Werner: But you look at anyone who is successful, like really successful and by successful I mean makes a lot of money and loves with like has fulfilling life.

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Steve Werner: They work all the time, but they don’t see work as a negative they see it as a positive, like all all wealthy successful people have that in common mark Cuban I point to mark all the time Steve Jobs any of them like they love what they do, to the point that they do it non stop.

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Steve Werner: that’s.

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Steve Werner: It has nothing to do with.

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Parchelle Tashi: Gary vee.

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Parchelle Tashi: Gary another one of those people, I mean.

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he’s right.

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Parchelle Tashi: yeah yeah you know, but he but he’s starting to speak more to, of course, like you know just really loving what you do, because from his perspective, he says, like.

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Parchelle Tashi: People are like Why are you doing business all the time he’s like I love it like this is like I breathe this like this is this is, who I am so yeah like be in love with what you do and.

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Parchelle Tashi: it’ll make room for you, you know.

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Steve Werner: that’s absolutely I mean that would it what are they always say, if you could pick any job pick the job that you would do for free well gary’s doing that i’m doing that I believe you’re doing it like.

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Steve Werner: yeah it is.

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Steve Werner: it’s a whole different discussion outside of video.

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Steve Werner: That we could guess and hours on.

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Steve Werner: yeah talk to us about if people listen to this and they’re like I need, I want to work with you, I want to learn more about what you do, do you have any free resources do you have a way people can jump on your calendar How can people find you.

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Parchelle Tashi: yeah absolutely everything you can really find at the authors leverage calm, including a new mini book that’s that’s going to be up, probably at the time that this is released, but it’s called.

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Parchelle Tashi: The book The course method and i’m really excited about it, the subtitle is how authors can recover the millions they’re leaving on the table.

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Parchelle Tashi: So that’s a really great read that I think that will really kind of stir you up and give you some perspective of what’s going on the industry and.

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Parchelle Tashi: how you can really take advantage of it and really have some significant income to show for all the hard work and all the you know sweat and tears you put into you know your methodologies and your books.

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Steve Werner: awesome well, I just want to say thank you so much on you shared so much, we had a really, really good wide ranging discussion you unpacked a lot around courses.

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Steve Werner: Around how to move from just being an author to building course you debunk some myths, for us, I just want to say thanks so much for coming on the show and sharing with us.

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Parchelle Tashi: yeah thanks for having me Steve says that.

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Steve Werner: No Brown is my pleasure to everyone else out there until next time take action change lives and make money we’ll see you soon.

 

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