the podcast recap episode with aj & rory vaden

Ep 65: Everything You Need to Know to Make Brilliant Online Courses with D’Arcy Benincosa | Recap Episode

If you’ve ever been curious about video courses, our full-length interview with D’Arcy Benincosa which today’s episode acts as a recap of, is an absolute must. In today’s debrief, we focus on the different strategies D’Arcy uses to promote, price, and create her online courses. We touch on what determines a course’s value, using bonuses effectively, and how funnels can actually be really simple.

Other big takeaways are how to prep an audience before a launch, the value of doing webinars live, and building trust before launching a paid product. Tune in for this and a special bonus topic too, and catch the full-length to hear D’Arcy’s great advice coupled with her amazingly charismatic and bubbly self!

Listen to the episode below:

Key takeaways from this episode:

  • What determines a course’s price: not its length but monetary value.
  • The value of including bonuses in promotional course content.
  • Getting past the misconception that a funnel has to be complex and difficult.
  • The benefits of prepping your audience weeks in advance.
  • Doing weekly promotional webinars live and making the highest performing one evergreen.
  • The importance of not launching too soon and building audience trust first.
  • How good a photographer D’Arcy is, beyond her online course tips.

Tweetable Moments:

“It’s not the number of videos that determines the pricing.” — @roryvaden [0:03:02]

It’s not the number of videos that determines the pricing. — @roryvaden @DArcyBenincosa #personalbrand #influentialpersonalbrand #speaker #keynote #podcast http://brandbuildersgroup.com/blog

“She’s prepping the audience weeks in advance with soft content, providing value, before she comes out and offers the course.” — @aj_vaden [0:08:04]

“Do webinars live for a while and then take whatever was the highest performing video and make that the recording that you make into your evergreen.” — @roryvaden [0:10:13]

A funnel doesn’t have to be complex. It’s just a thoughtful process about how you can give value for free, create the law of reciprocity, and offer people a chance to get more. – @roryvaden

“I want to know how we can get remarried so that I can have D’Arcy come and do my photographs.” — @aj_vaden [0:14:37]

About D’Arcy Benincosa

D’Arcy Benincosa is a world renowned international photographer and an industry leading expert in marketing, mindset, and motivation for creative entrepreneurs. D’Arcy has worked for Sports Illustrated Magazine and her work and teachings have been featured in The Huffington Post, Martha Stewart, Out Magazine, ABC, NBC, The View, and Upworthy. D’Arcy has educated, consulted and inspired thousands, while also founding three six-figure businesses in the past decade. When she started she had one camera, one lens, and a massive dream – taking her small start up photography business from $16,000 to $120,000 in revenue in just 11 months.

As a highly recognized and widely published photographer and brand strategist – D’Arcy understands the importance of visual storytelling through images and video for ANY business. She is the founder of The Path Worldwide Workshops – partnering with the likes of Harper’s Bazaar and Chanel while working in Thailand and shooting luxury brand campaigns around the globe. She’s hosted workshops that help people gain clarity on their brands and build their visual identity so their passion and products get noticed and go viral.

Links Mentioned:

RV: (00:00) Hey brand builder, welcome to the influential personal brand recap edition. We’re breaking down our episode with D’Arcy, Beninicosa who I feel like is one of our new favorite friends. AJV: (00:11) Yes, we love D’Arcy D’Arcy. D’Arcy is so cool. She’s so cool. And she’s so interesting. It’s probably a good thing I wasn’t on this interview because I’d have been like, so tell me about your favorite place you’ve ever traveled. Tell me more about this upcoming book. So tell me more about your fabulous self. RV: (00:29) Yeah, we were focused and down to business on video courses, which it’s kind of funny. We haven’t had anyone actually come talk about this directly, even though so many of us and so many of our clients do them. And what happened was D’Arcy, so she’s one of our clients, she was in one of our events. She was in, I think it was our captivating content AJV: (00:50) and everyone wanted to learn from her, RV: (00:51) everyone was like, I want to tell us you stealing the show. And so they were, you know, she was like spending time with people and she was like, well, why don’t I just come on? AJV: (01:00) we were so excited about it. RV: (01:02) So if you’ve ever been curious about video courses, how much they cost, how to do ’em, how long they have to be, this is a really, really key interview. And I think that was my first takeaway was it’s not about the number of videos that determines the pricing. You know, she has a $50 course, which is like 15 videos and then she has a $1,500 course, which I think was like 24 videos. It’s not about the length of the, or the duration of it. So much as it is about the monetary value of what your teaching, in other words, how is what you’re teaching going to directly or indirectly affects the person’s income. And if the skills that you’re teaching directly affect somebody’s income, then you can charge more for those. Which like is the definition of value, right? It is. What is the value of the expertise that you’re providing? Not the quantity of information that you’re providing. And that was my first one. AJV: (02:02) Yeah. Which is interesting because that’s how everything should be priced. But so many people are like, well, it’s only one call a month. And I’m like, well what are you covering on that one call a month? RV: (02:12) If you get one idea that saves you from making a hundred thousand dollar mistake, which a Brand Builders I think is a lot of what we do is where we’re not only teaching people things that help them make a lot more money, I mean, but to prevent a lot of stupid money AJV: (02:28) and also just wasted time. But I just think that’s a good lesson in general. It’s not how many videos or how many calls are necessarily what’s included. It’s the price is more indicative of the content in which you’re teaching and you know from someone has in their life. Yeah. So from people like us who have a background of selling things that were as little as $20 for a book or seven figure consulting deals, I just realize it’s so much of application and content, not just what’s included in terms of how many hours. And anyways, that is a great one and mine isn’t all that off for my first one, which is I thought this was just a really important aha for anyone who is creating a webinar or video course. And it’s that the bonuses are almost as important as the course itself. Yeah, that was a good one. So what you include as your bonuses to get people to move to action are many times equally as important and need the necessary thinking and consideration and planning as the actual course itself. RV: (03:35) Yeah. And, and, and when you think about the, the pricing and the offer structures, so for those of you that are, uh, you know, come to our stuff in phase two and we talk about offer structure in getting people to actually pull out their credit card and make a purchase. You know, we talk a lot about how the total retail value should be maybe usually three to 10 times the cost of what you’re actually asking for in charging for. And driving up the real retail value has a lot to do with the bonuses. So the creating quality bonuses that are legitimately valuable and, and spending time to make them polished so that they have a high dollar value, not only does it help them implement the course more effectively, it also is going to help you sell more. So that was, that was really good. RV: (04:20) Um, on the, on the topic of marketing, I was blown away at the funnel even though this was for her $50 course and about how simple a funnel can be. I mean, we overcomplicate, you know, it’s such an intimidating concept sometimes the funnel of like, Oh well what technology do you use and how many emails? And like, how do you know, how far are they watching the video? And a lot of that stuff we teach cause that stuff really works and we believe in it. But for her to just go, no, I just took the first video in my course and listed it for free on YouTube with a link to say, if you want the rest of the videos, click here and there are for sale. And you know, she’s not, she’s not buying Maserati’s with that money, but I loved what she even said, AJV: (05:03) buying groceries every week. RV: (05:05) I’ve been paying for my groceries for since 2017 like that is totally meaningful. That’s totally valuable. So that was, mine is just that a funnel doesn’t have to be complex, complicated architecture. It doesn’t have to be long. It’s just a thoughtful process about how you can give value for free, create the law of reciprocity, and then offer people a chance for how to get more. And it’s that simple. AJV: (05:33) Yeah. Yeah. And I think that’s my big second takeaway was the importance of prepping your audience before a launch. And she’s, she talks a lot about her methodology and she’s got a very scientific, like, this is what I do, this is when I do it. Which I think for anyone who is just starting out, that’s exactly what you need. Oh, this is like the weeks leading up. Yeah. Just give me the formula and let me execute it. Right. It’s like baking. Tell me how many scoops, how many drops, how many eggs? Like that’s all I need and I can do it. And that’s really what she’s outlining for you in this interview. And she said that, you know, I know that the six to eight weeks before I launch of a new video course or a webinar that, um, all of my content is going to be circulated around that exact launch. So people know that, Hey, this is all she’s talking about. This is, this is new, this is what I’m going to find on her feed, this is what she’s going live about. And then pop there goes her new course, there, goes her lunch, but she’s prepping the audience weeks in advance with a soft content, soft content, providing value, providing value before she comes out and offers the course. RV: (06:40) Yeah, there’s a, that makes me think of a book that’s out by Robert Cialdini who wrote the book influence, which sold like 6 million copies. Right. But he wrote a new book called Pre-Suasion and it’s all about setting the context in advance. And when she was talking about that, uh, I was thinking about that book and also just like, it just makes so much sense to kind of prepare people’s minds for like, this is the direction that we’re heading and tee them up. So, AJV: (07:07) but then also just makes your life easy. Like if you know, these are the launches I’m going to do this year, this is the content I’m going to launch. Or relaunch. Yeah. It just makes your life easy. Okay. Well I know that January, February, and part of March, this is what I do for my content. Okay, great. Now we launch. Okay, now in April, this is what I do. That it actually makes your life easy if you have a plan. RV: (07:27) Yeah. And it also prevents you what she said, that mistake, one of the biggest mistakes was I was launching too many things at once. But it’s like if you plan out the calendar, you don’t, you don’t find yourself in that spot because you go, Oh Hey, there’s a conflict here. So, um, that was really good. My last one was, it was just getting on live with your audience. And I don’t know why this was such a light bulb for me, but AJV: (07:51) probably cause you’re an introvert who works in a dungeon in the basement and never likes to see the light of day. RV: (07:56) No. Well that’s just, that is, that is, that is true. I don’t, I don’t, um, what do you mean I have to talk to people? Yeah, I mean I, that is absolutely true, but, but the, the idea of, I think at least the way most people seem to process like a webinar is they process it as like a one time event. And it is, it is an either or. It is either you do it live, uh, or you do it as a recording. But the live part of it, I think people process as like you only could do it live once and where she said do it live six weeks in a row of just doing it over and over again so you don’t feel like, Oh my gosh, all my eggs are in this one basket, this one hour. Like get everybody there. And if the tech goes down like, Oh, it’s so risky, but to just go, no, you’re going to, you’re going to do this live consistently, which is the best practice, right. RV: (08:50) Do it live and do it live for a while and then take whatever was the highest, uh, video and turn that, make that the recording that you make into your evergreen. Um, of course we just, we build a lot evergreen from the beginning, but just take the pressure off of you of going, I got, I got multiple shots and, and just be with your people. Like just say it’s, it’s not like, Oh my gosh, everything has to go perfect. It’s like, no, just hang out with your people. Like these are your friends, these are your friends, your fans. Like, hang out with them and give them a chance to like talk to you and just share with them what you have. And I think that it’s easy to get scared and intimidated by, you know, the webinars. AJV: (09:33) Oh, very scary there. So my last one was just something she brought up just kind of casually, but I really launched, latched on to it was the importance of not launching too soon. And so many people out there have this Jones’s mentality of, well, everyone has a course and everyone’s doing a webinar and everyone is this and every I gotta I gotta I gotta and it’s like, yeah, maybe, but not too soon. There is a huge danger of doing it too soon when your audience isn’t ready for it. And she talked about how she spent two years providing value to her audience before she came out with a course. And then her first course was 49 bucks and it was very niche and it was very specific. But there’s, there’s immense value of not rushing to do this when you haven’t primed your audience to be ready to buy from you. AJV: (10:22) And we have a recent customer from Brand Builders group that this really resonated with me and it was a, I’m an a gentleman who heard about us from Lewis Howes. Okay. What I’m talking about and my friend that this is like really resonated with me because he, he requested a free call with Brand Builders Group about building his personal brand. He heard about us on Lewis’s podcast and then he said, you know, I’ve been listening to Lewis for 10 years. And to me that just is like so much to what Darcy said, it’s, you know, Louis had been nurturing and building this relationship, this online relationship. Well this person for 10 years before he was ready to click and buy something and there’s so much value into not rushing it and just providing value. Like if you’re truly, truly trying to build a personal brand and it’s all about money, then you’re already not going to win. AJV: (11:18) People can smell it. You’re already not going to succeed if it’s just about that, you know, we always talk about mission over money. Yeah. But it’s, you know, if you’re on the mission of serving and providing value with real expertise that you have, which I think is what Darcy talked about in this tire and entire interview, it was if you have something worthy of sharing with the world than just do it. Like what are you the expert at? Where’s your real expertise and experience? What do you have results in that you could actually help someone else improve their life, their business, their systems or their mindset and actually get out there and do it. And it’s amazing how many people need that and are willing to spend money $49 or $1,400 for someone to be their guide to show them how to do it. And I love that. Um, I have a bonus topic that, RV: (12:06) so before you bonus your topic, just on that note, because one thing that she also said was she was like, and if you’re struggling with that, you should go back through phase one. And that was as a seven figure earner who has a lot of experience for her to say, I had to go back to phase one for my new thing and how like how challenging it still was and how important it is. That was, that was, AJV: (12:30) yeah, so make sure you go back and listen to the full interview specifically the last five minutes when she talks about how everyone needs to work with Brand Builders group [Laughing]. RV: (12:38) Yes, for sure. Now we have a bonus tip, AJV: (12:42) so I’d have a bonus topic where I really need everyone to figure out how do we go back through this process of getting remarried so that Darcy can come shoot our wedding. RV: (12:54) Oh yeah, AJV: (12:56) yeah. If you’re not following Darcy, you need to, in addition to being an amazing photographer, and here’s one of the things that I love most about her. What you guys did not talk about at all is at Darcy’s not one of those photographers who does all the filters and she comes back and she fixes everything. It’s like, no, like help me capture you and your natural beauty. Let me capture the essence that is you not let me bring it back to my photo studio and do all the airbrushing and fix every blemish. It’s like, no, like, let me capture the real you. So I want to know how do we get remarried so I can have Darcy come do my photo. RV: (13:33) Honey, will you marry me on the podcast? How romantic was that? How much romantic? A spontaneous reproposal right here on the podcast. I had confidence, I would say not because we have undying love, but because we want additional wedding photography from Darcy bidding process to go with our already amazing wedding [inaudible] AJV: (13:58) like, no. Oh my gosh. They’re incredible. They’re incredible. But what I was going to say is like in addition to that, her authenticity and her fun vibe and her personality and her confidence are just absolutely contagious. So if you are just listening to the recap, you are truly missing the best part, which is the interview of Darcy. So go check it out.

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