How to Create Your First Client-Attracting Course

This month, I launched my newest course, “Ask Better Questions, Write Better Resumes.” This experience — of launching my fourth course under the Resume Writer’s University school — has given me a solid understanding of what’s needed to create a course.

Whether you’re talking about a text-based course or a video course, jobseekers can benefit from learning strategies to help them with their job search. And you’ll love selling a course, since the high perceived value means you can charge more for a course versus other infoproduct formats (such as ebooks).

So, with that in mind, check out these three steps for creating courses your customers will love…

Step 1: Do Your Market Research

The first thing you need to do is figure out what your audience wants. A good way to do this is to find out what they’re already buying. You can check:

• Udemy.com to see what sort of video courses they are buying.
• Marketplaces like Amazon and ClickBank to see what sort of infoproducts they are buying in your niche.
• Websites in your niche to see what they are selling.
• Paid advertisements (such as sponsored ads) to see what they are promoting.

Popular topics are: preparing for a job interview, job search using LinkedIn, and salary negotiation/getting a raise. But there are other opportunities too: customizing the professionally written resume to target specific job opportunities, identifying your personal brand, conducting a successful job search, applying for positions online, and more.

Select a topic that looks like it will sell well, and then move to the next step…

Step 2: Decide What to Include

Next, you need to decide what to include in your course and start creating your outline. To do this, take two steps:

1.   Brainstorm. Think up all the sub-topics, steps, tips, examples, mistakes, etc. you’d like to include in your course.

2.   Research. Find out what similar infoproducts. Use this information for inspiration – do NOT copy.

NOTE: While you may choose a topic that others have done before, and you may even look to similar products for inspiration, your goal is to create something fresh. This means:

• Sharing unique strategies and tips.
• Including unique information — such as case studies, personal stories, and personal examples.
• Delivering information in a new way, such as turning a step-by-step formula into an acronym/formula.

Next step…

Step 3: Develop Your Course

Once you know what all information you want to include, then organize it into a step-by-step format. If you’re delivering the course in parts, then create equal-sized modules. (e.g., you might create a 12-module course and deliver one lesson/module per week for three months.)

Keep these tips in mind:

• Use a light, conversational tone.
• Add relevant stories to keep people engaged. For example, what problems do most jobseekers have when they are starting out with this topic? What mistakes do they typically make?
• Add value to your course. Offer worksheets, checklists, templates, swipes, planners, and cheat sheets to help people take action on what they just learned. 
• Proof and polish. If you have errors in your course, people will judge the information as a whole to be low-quality. If needed, hire someone to proof and fact-check your course.
• Insert backend offers. Promote related products and services inside your course.

As always, you can outsource this entire task to a freelance writer (or video editor) to produce a polished end result.

We didn't talk about the technology, but I use the Teachable platform for Resume Writer’s University because it makes it easy to set up, market, and sell courses. It also includes an affiliate program, so you can let other people promote your course and share a referral commission with them.

Conclusion

Create a course once and it can provide residual income. 

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10 Questions With Lori Jazvac

Get to know the other resume writers in our community with our “10 Questions” series!

Today’s profile is Lori Jazvac of Creative Horizons Communications – Resumes in Burlington, Ontario Canada.

Lori is an award-winning Master Resume Writer (MRW), Master Certified Resume Strategist (MCRS), Certified Hidden Job Market Coach, and Certified Transition Coach. She is a multi-credentialed NLP Practitioner and NLP Coach. She specializes in supporting jobseekers of all fields and levels globally to navigate complex career transitions within a competitive labour market via a holistic, intuitive, and results-driven approach.

1. Why did you decide to become a professional resume writer?
I decided to become a professional resume writer in 2013 because I wanted to leverage my passion for creative writing and help jobseekers to navigate challenging career transitions.

2. How did you get into the career industry? What  did you do before?
I got into the career industry after undergoing my own career transition to working remotely as an entrepreneur. At that time, I identified a gap in the labour market as well as critical need by jobseekers (especially entry- and mid-level) for high-quality brand marketing collateral, job search planning, and strategic career services. I realized that jobseekers needed strategic and high-level career support as well as goal-focused and results-driven coaching.

Previously, I worked in the administrative field in various roles and industries, where I honed skills in business administration, accounting, customer service, and sales/marketing.

3. What do you typically wear when you’re working?
When I am working, I wear professional, but casual and comfortable clothing. I like to wear clothing that reflects the colour I need for that day to bring me energy or calm and inspiration.

4. What is your best habit, and what is your worst?
My best habit is maintaining a to-do checklist while ensuring the highest-quality standards are met with all my clients.

My worst habit is sometimes staying up too late — I am a “night owl” so I get my best creative work with resume writing done at night.

5. What’s your favorite object in your office? Why?

My favourite object in my office is a beautiful picture that hangs on my wall reflecting a bridge and horizon.

The way the warm colours are portrayed, along with the bright lights and scenic background inspire me to drive my vision and mission to continue helping diverse jobseekers “cross their own bridge” and courageously embrace new opportunities and embark on a new transition. I am also reminded of my own transition that I made seven years ago.

It reflects my motto: “Think creatively and visualize a new career horizon.”

6. What is your “go to” technique or secret when you get stuck when you’re writing a resume? How do you get unstuck?
My “go to” technique when I get stuck when writing a resume is taking a short pause, then doing a brand map or brainstorming the attributes or key elements that make the client stand out. I get unstuck by reviewing and capturing the client’s most relevant information, including focus/target, audience, special value, and milestones while “connecting the dots” for the employer or recruiter. I also like to utilize the strategies offered by Bridget Brooks on writing resumes more efficiently. 

7. What’s the best career advice you ever got?
The best career advice I ever received from another professional when I was unsure of how to take that next entrepreneurial step was: “So just start!” And that is when my passion for wanting to help people grow and succeed led me to starting my career development journey through CPC (Career Professionals of Canada).

Also, the old saying by Robert H. Schuller: “Tough times don’t last, but tough people do” has always inspired me.

These sayings have reminded me to be spontaneous, take action, and believe in my own strengths to navigate among trying times.

These days, our careers are anything but linear. We each have our own unique vision and mission/purpose to fulfill, and we need to leverage that vision and mission to make a true difference. We each have our own career journey with lessons to be learned, gains to be made, and challenges to be overcome, that embodies an enriching experience.

While we may never know where our career path will take us, we need to go with the flow, believe in and channel our unique value, embrace change, and keep on learning. These are the fundamental pillars of success.

8. How do you unplug?
I unplug with exercise, yoga, dance, meditation, or taking long walks in nature. I also love listening to upbeat music.

9. What ONE thing would you change about your business or the career industry, if you could?
What I would change about the career industry would be to raise greater awareness to jobseekers about the immense value of investing in a high-quality resume package or career service. This is absolutely an essential service that cannot be delayed. Everyone needs to have a customized resume package and updated LinkedIn profile at all times as opportunities can arise anytime and one needs to be prepared.

Many jobseekers fail to realize that career services represent a high-value investment for their personal and professional growth. Working with a professional resume writer/career coach greatly benefits jobseekers to help them understand their value, set meaningful goals, and gain clarity with their journey. The value is priceless!

10. What are your favorite social media accounts to follow?
@CareerProCanada (Twitter)
@WorkItDaily (Twitter)
Laura DeCarlo (LinkedIn)
Edwin Correa (LinkedIn)
Career Impressions (LinkedIn)
Deepti Pathak (LinkedIn)

You can find Lori on Facebook, on Twitter (@Lori_Jazvac), and on LinkedIn at Linkedin.com/LoriJazvac

Did you miss our last 10 Questions profile, featuring Gayle Howard? You can read it here!

Resume Customers Will Pay More If You Show Them the Value

I’m working on a new Resume Writer’s University course on pricing and wanted to share some thoughts on a topic that you may have struggled with — or are currently struggling with.

Many resume writers — especially new ones — make the mistake of thinking that every prospective client is money-conscious and looking for rock-bottom prices. This could not be further from the truth. Think of the difference between a Toyota and a Lexus and you will see there are a range of factors that influence a purchasing decision beyond just price.

Show Them the Value
Resume clients will pay more if you show them the value of the service you offer — that is, the reason why your resume services are priced higher those of other resume writers, but also how your services offer real value.

Price and value are not the same thing. They can be related to each other, but they are not the same. A Toyota is not perceived as having the same value as a Lexus, even though they are made by the same company.

Why would this be the case? Marketing helps create this perception. You can do it with your services as compared with other resume writers.

For example, imagine you and another colleague who provide resume services to the same audience — for example, IT professionals. However, how you collect information from prospects differs. You use detailed questionnaires to collect the information, allowing the client to gather the details of their experience on their own time. Your colleague conducts an information-gathering consultation call.

Your marketing might appeal to introverted IT professionals who don’t want to “dig through” their responsibilities and accomplishments verbally. Your colleague’s marketing might appeal to IT professionals who are more comfortable “talking through” their responsibilities and accomplishments than writing them out.

Your Unique Selling Point
In other cases, the difference will not be so clear-cut, but the whole point of your marketing will be to distinguish your brand and products from others. This is commonly referred to as your unique selling point, or USP. Your USP answers the question: Why should people do business with YOU?

Reasons might include awards, industry status, your educational background, experience, and so on.

For example, if you are a resume writer with an extensive background as a recruiter who can provide insider secrets on how to connect with recruiters in the IT industry, your services will be in more demand than someone without the same authority and “street cred.”

Add Value without Spending a Lot
You can also add value to your services without spending a lot of money or time. In this way you can create the impression they are getting an even better deal for the price, even if your price is higher.

For example, you can create a range of educational items to supplement your resume services. These can include checklists, FAQs, worksheets, a quick start guide and other valuable information which will help people make the most out of the product. (Bronze members of BeAResumeWriter.com, you have access to these tools as part of your membership.)

You might also create some training videos to help clients with specific aspects of the job search. You can use a platform like Teachable to do this. With online education booming, and video marketing as well, making quick how-to videos can be a great way to increase the perceived value of your offerings.

A free Facebook group, members only email lists with special offers, extra content, and so on, and a special customer support portal with FAQs can take a little time to set up, but add up to big bucks.

By branding yourself as a company that offers real value for money, it will be easier to make more sales and retain customer loyalty. Resume clients will pay more as long as you are clear about the value of what you were offering, so they will feel as if they are getting the best deal possible.

Stay tuned for more information on my new course!

10 Questions with Gayle Howard

Get to know the other resume writers in our community with our “10 Questions” series!

Today’s profile is Gayle Howard!

Gayle, “Executive Resume Writer, Word Nerd, Mac Geek, and Storyteller Extraordinaire” is the owner of Top Margin. She has been a resume writer for 30 years, “helping people find their voices and tell their stories to stand out in a crowd.”

Gayle is a “strong believer in the notion that people gravitate to what they love — even when it involves compromise.” She says that her career aspirations were crushed (in “earlier, unenlightened times”) by a high school careers teacher who insisted that “journalism was for men.” That “pretty lousy advice” took her in different directions professionally, but ultimately, Gayle returned to her passion for writing when she launched Top Margin in March 1990.

“30 years later, and here I am! Master Resume Writer, author, career storyteller, coach, trainer, and 51-time nominee and 27-time winner of resume-writing awards — extolling the talents of my clients as they demonstrate determination, tenacity, and success. I tell people’s stories of insurmountable obstacles overcome, and of ways they disrupt the old, to bring in the new. My resumes succeed because I provide the context that makes people eager to know more.”

1. Why did you decide to become a professional resume writer?
At the time, my son was only three years old, and I was keen to work from home. As I had experience writing resumes and recruiting, I thought it would be a good opportunity to run a home-based business.

2. How did you get into the career industry? What  did you do before?
I commenced my career in customer service and later was an executive assistant to an executive in the financial planning sector. As an executive assistant, I hired staff and went through their resumes to select candidates for interview. I loved doing that, and it seemed like a natural fit that could match personal and professional interests.

3. What do you typically wear when you’re working?
Jeans, top, runners.

4. What is your best habit, and what is your worst?
My worst habit is procrastination combined with a short attention span. I can spend 3 minutes writing and a “ding” sound goes off on my computer and I’ll be looking at Facebook. Or checking Twitter, or reading the news headlines. I’ve not lost my focus, I can focus for hours on things I love doing … but after 30 years writing resumes, my focus and interest has just about disappeared. My best habit is my willingness to embrace new ideas, create new ways of doing things, and learn new technologies. It has served me well over the years!

5. What’s your favorite object in your office? Why?
I have a little Amazon clock sitting beside my desk. I like that it shows me the temperature, I like its pink clock face, and I love that I can control the lights with it, and ask it about things quicker than if I search Google. I love its shape too. Super cute.

6. What is your “go to” technique or secret when you get stuck when you’re writing a resume? How do you get unstuck?
If a client has gone on for paragraphs and I have trouble wading through all the jargon and detail, I look right to the bottom of the piece, because mostly they’ll put the result of all this stuff there. I then type that first: “Saved the world by…” and then I sift through the content looking for the “I did this” statement and add that. “Saved the world by calling upon my long-term relationship with Superman.”

Then, finally, I go to where they complain about all the things they hated and add that in between two phrases. So it becomes “Saved the world stagnating through lack of engagement by calling upon my long-term relationship with Superman.” I find this technique gets me strong, achievement-filled bullet points without having to plow through all the minute and unnecessary detail. Sort of a “sift and scan” technique.

7. What’s the best career advice you ever got?
I’d be happier to tell you the worst advice I ever received, which I usually write in my bio! But the best career advice I’ve taken on board, is in customer relationship management. Email is a terrible thing sometimes, and often we just answer quickly and it makes us sound harsh and rude. I make sure I write every email and then edit it. So I say what I want to say — complaint or question, and then write the nice stuff around it. “Thanks so much for taking the time to reach out. I really appreciate it.” Or, “I can imagine how upsetting that must have been for you at work and how up in the air this has made you feel.” I guess the quick answer is: always remember that behind every email is a person with feelings. Don’t trample on them.

8. How do you unplug?
I love my Netflix, I love reading, and I love going out on drives with my husband.

9. What ONE thing would you change about your business or the career industry, if you could?
For my business, I would have turned over the reins to freelance writers much earlier. I spent way too much time making myself indispensable in my own business and ended up writing until everything I did for the business became me sitting in front of the computer. I know lack of exercise has affected my health and eyesight, and I regret that very much.

As far as what I’d change about the careers industry, it would be that I think there should be one key body with influence to represent all resume writers and that has professional clout — like accountants and lawyers. I think multiple associations has created numerous toothless tigers and wide variations in what the average person can expect when hiring a resume writer with association backing.

10. What are your favorite social media accounts to follow?
@SamHeughan (Twitter)
@MikeCarlton01 (Twitter)
@passengershaming (Instagram)
@theoatmeal (Instagram)
@natashas_skinspa_southbank (Instagram)

You can find Gayle on Facebook at Top Margin, on Twitter (@GayleHoward), and on LinkedIn at LinkedIn.com/in/gaylehoward.

Did you miss our last 10 Questions profile, featuring Dawn Rasmussen? You can read it here!