Lex DeVille
Sweeping Shadows From Dreams
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As someone who dabbles in coaching, both as a coach and a coach's writer, I pay attention to the industry. Every day a new coach pops up from out of nowhere to sell their digital course.
Facebook Ads lead to a webinar that shows the Simple 5-Step System to become a passive income coach earning $10,000+ per student. So they spend $10,000 and learn the system. How to sell their course using that exact system.
During the training they build a course they probably didn't have in mind when they started. It's based on passions, or for faster automation, dub yourself a "Business Coach" and call it a day. Hell, even use the material from the course you're in to build your course. You already know people want that..
Now it's done. Course ready. Webinar ready. Opt-in and Sales pages ready ready. Facebook Ads launch in t-minus 3..2..1..blastoff. Soon the new coach has a growing email list. Earns a few sales. Increases Facebook budget. Hires a copywriter. Sets up a 7-series email sequence for the next launch. This time it's virtually automated, and that's when things go sour..
Passive Income Robot
There's something nasty happening in the guru world. Most gurus haven't noticed. In mimicking each other, and creating these passive systems, they failed to consider one essential aspect of the human experience.
Humans want to connect.
As soon as you enter the coaching world you get the FB ads. They all look the same. They all use the same headlines and sob stories. The webinars are designed the same. The course material is virtually the same. The email sequences (because they don't want to stray from the knawledge of their $10,000 course) are the same.
At first it works. Some coaches make money. Some have made money for many years (even passively). But now it's backfiring, because what the coach actually cares about has become painfully obvious to the student on the other side of the screen.
Gurus care about building a passive
income for themselves with your
money.
Not all gurus are bad. Some have valuable insights, and some really are worth the price. Problem is, they're using the same "passive" system as everybody else, and people are starting to notice.income for themselves with your
money.
Recently a coach I know launched a passive income course. Her insights are worth the money, but the process was flawed. Same process as every other coach I've ever worked with.
She has a lot of credibility and a huge email list. But on launch.. the course fell flat. Barely any sales. Suddenly her passive income system wasn't so passive anymore. When you got bills to pay, and you make less sales than expected..you end up scrambling to keep your lights on.
So the guru turns back to their inner circle of gurus and asks, "what's gives?"
The responses they get are all over the place..
• Your passions weren't clear enough, people couldn't feel it
• Your spiritual vibes weren't high enough, you need to raise them
• Where are they dropping out in your funnel, look there..
• You didn't dig deep enough into their pain points
• You need to retarget your market
• You need to make your emails way shorter
• You need to spend more on Facebook Ads
• You need to take another course to help you learn X
What never gets addressed is the part about human connection.
In their attempts to automate the process, (a process they didn't create and don't fully understand) they've turned themselves into passive income robots who place higher value on money than people.
Problem is, their people notice.
As much as we sometimes disagree, humans are social animals. We long for relationships. We want to share with each other and be part of each other's lives. Even the deepest introvert seeks connection and relationships in some form.
But today all we get is more automation. When all you care about is automation, you start to look automated. You feel like a robot to your people. You lose the connection. When that happens, people go elsewhere, and that's why modern gurus are in big trouble.
Anyway, the purpose of this isn't to bask in the downfall of gurus. Quite the opposite. It's to reveal opportunity. The gurus who will rise and do well over the next decade are those who realize (now) it's time to find new ways to create deeper experiences of connection with their audience.
The reason I'm writing this on the Fastlane Forum is because it doesn't just apply to gurus. It applies in any industry where automation occurs. Today we can buy anything we want pretty much anytime anywhere. So why should I ( a customer) buy from someone who doesn't offer me a connected experience?
Passive income is a worthwhile goal, but it doesn't happen apart from people, and it's not just about delivering "value" anymore. In this internal world, a world where we seek to automate everything, a new challenge has arisen. How do you go beyond solving a simple problem..
..and how will you connect?
I don't have answers (beyond my own processes). Just noting an observation that might prove invaluable for your business very soon. There's the way business was done in the past, and the way it will be done tomorrow. What does that mean for you, how will you connect, and how will you survive? Something worth considering as our species marches on.
Thoughts?
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