The epidemic in 2020 has spawned the explosive growth of the education industry and the paid knowledge industry, and many people are gearing up to join.
If you ask me if I can do it, I will say absolutely yes, because the industry trend is indeed rising; but if you ask me if I can do it, I don’t know, because in any industry, a small number of top leaders live well, and the middle is competitive. Intense, lots of tails died in the predawn night.
Let me talk about the conclusion first: I have been in the paid knowledge industry for a while, and I have also interviewed many positions in education companies and paid knowledge companies. Based on my own shallow experience and the information I have collected (non-professional data, only for refer to):
Regarding the income situation: a small KOL, the annual income of selling courses is about 0-2 million; a big KOL, the annual income of selling courses is about 5-10 million, and there are also more than 10 million, but very few.
Regarding the personnel situation: usually a KOL with 2-3 assistants, there are also a little more people, but generally a small team of less than 10 people is the main team, in fact, as long as the content you output has a market and you are willing to spend time and energy here In fact, no matter what the coffee position is, you can actually have an income. Some KOLs I know can earn 20,000-30,000 a month part-time, so this thing is completely worth trying.
Furthermore, according to my observation and analysis, how did they do it, I divided the overall content into two parts: the first and the second:
Previous: How to create a class
Next: How to sell more lessons
Before taking a course, you might as well try to ask yourself these 3 questions. The essence of the course is to solve a certain problem of the user in work or life, then:
There are not many people who want to solve such problems - the size of the market demand can also be understood as the scale of users;
How to teach so that users can learn to solve such problems - the logic of curriculum design;
This question is not only me, where am I better than others - differentiated competition.
Next, I will expand on these three questions.
1. Identify market needs
How individuals want to verify that their output content has market demand can be considered from these four directions:
1. Do you have a certain degree of professionalism in a certain industry or have a very strong skill or craftsmanship
If you have been in an industry for 5-10 years and are often invited to attend industry summits, then the experience or knowledge system you have must have a market, and the key is how to output it systematically. Or you have a very strong skill or craftsmanship and have won many industry awards, which is also marketable.
2. Do you have offline teaching experience?
Because if there is a market demand for country email list offline courses, in principle, there will also be market demand for online courses.
Some teachers may have been teaching offline before and have rich practical experience, but they lack experience in online teaching and marketing. This is actually the easiest transition.
3. Check your social media profile
This is not to say that you have to have millions of fans to do it, but to see if there are many (at least 3-5 or more) high praise answers on your Weibo, WeChat public account, Zhihu, and vertical communities. For articles with high reading volume, is there 10w+ real fans?
Because whether it is a question and answer or an article, it is also solving a certain type of user problem, which is similar to the essence of the course. And when you have a certain number of fans, your courses will also have the first wave of seed users, which is convenient for subsequent promotion.
4. Market research
If you do not belong to the top 3, but still want to earn income by "selling courses", the most direct and effective way to verify whether this can be done is market research:
See if there are similar courses in the market for the content you want to output
Second, see how they sell
Three to see if you have the ability to make a similar course
If all three answers are yes, then try it. But remember not to think about how well you can do it as soon as you come up, follow first, and then think about how to optimize and surpass.
2. Clarify the logic of curriculum design
Different contents are equipped with different design logics to maximize the value of the contents. Several common course design logics on the market are as follows:
1. Content consumption logic
Concerns: How to let users consume a piece of content happily?
Content Value: Showing Viewpoint + Practical Case = Inspiring Thinking
Course Type: Knowledge Paid
For example: For example, many courses on the app are based on this logic, and getting your own slogan is also expanding the cognitive boundaries, so after completing this type of course, your life will not be changed immediately. But you can't completely deny its value, because the ideas and cases in the course are indeed things you haven't thought of before, and you may suddenly use them one day.
2. Learn delivery logic
Concerns: How to enable users to achieve certain learning goals?
Content value: underlying logic + tool method = landing output
Course Type: Education/Outcomes Delivery
3. Behavior-guided logic
Concerns: How to make users produce a certain behavioral change?
Content Value: Cognitive Imbalance + Low Action Cost = Change Action
Course Type: Drainage and Transformation Course
For example: Most of the free courses or low-cost courses on the market are based on this logic. The purpose of these courses is to guide you to enter the community or live broadcast, and then the operation will guide you to further transform or retain.
4. Skill display logic
Focus: How can users learn a certain skill?
Content value: basic principles + practical details = improving skills
Course Type: Skills Course
For example: such as interest skills courses, teach you to sing, dance, draw, photography... By telling you the basic principles, try to restore the practical details to let you learn a certain skill.