There I was, standing in the corner of the cooldown cafe.
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Imagine a tiny bar.
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A crowded dancefloor and a lot of smoke machines.
(We Dutchies love smoke)

People are dancing to cheesy tunes.
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You know, the once only old people seem to know.

Beautiful people behind the bar with cut-off jeans. (That’s a cooldown trademark.)

That’s the place where me and my friends went every Saturday.

I didn’t had the courage to talk to a woman.

I needed half a bottle of tequila. I knew I had a 30-minute window before the tequila reached my head.

And you know the feeling that you’re talking to someone thinking you’re having an epic conversation.

But you’ll talk shit like a drunk trying to be cool. I’m sure my party peeps know the feeling.

My friend Davide was different; he was a modern-day Casanova.
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The one that would make the original guy look like a total amateur.

He could talk to anyone in any room, and they would hang on his lips.

And the best thing. He didn’t need a drop of alcohol to do so.

Many years later, while running a 7 figure business, I thought a lot about Davide and his methods.

Because they were simple and easy to use in a course business.

Do you want to know his secrets?

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Show your true colours.
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First of all, Davide was always dressed as a gentleman. He looked great. But above all, he was himself.

He shared stories of all his adventures in Amsterdam. People love to be entertained.

Don’t be a lecturer; be an entertainer. Like Ben Settle said once in his emails:

Show me one rich teacher. The entertainer gets paid the most.

So, how do you apply this in your content strategy?
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To sell a course, you first must build a community of raving fans.

I can make a long, boring list about telling stories, becoming a better writer or that the story, lesson, CTA is the best way to create content.

But you already know these things.

That’s why today we fly from a different angle. Here we go.
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Have a strong opinion.
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One evening, I was overhearing Davide say to a girl:

“I love your outfit. But those shoes are so not you.”
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I thought, Davide, you’re in for a serious ass whooping. But the girl praised him for his honesty.

If there is one thing I have learned over the years about building brands, it’s this:

When people love you. Great, you have touched an emotional string.
When people hate you. Great, you have hit a painful point.
When people are indifferent, you’re in trouble.

Building audiences and selling courses is all about human emotion.
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Always make an offer.
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“What do you like to drink, Melissa?” Davide asked confidently.

After the drink, another offer was made.

“Shall we go for a dance? I love this song.”

Davide is just warming up with his offer stack.

“You know what I’m hungry. You like to get some patat met mayonnaise?” ( Famous Dutch fries with a white sauce.)

This concept is known as offer bouncing.

The more offers you make. The bigger the chance that people will buy.

Do you know what annoys me the most?
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People who say: I only deliver free value. That’s how I build trust.

Uhm… No, you not.

All you do is train your audience that everything you offer is for free.

When you make an offer, this will happen:

You will be chased down the village. Branded as a witch, they chuck you in the river with a stone around your neck to see if you float.

Always be selling.
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Do it low-key with no strings attached. And I promise you nobody will have a problem.

Now, it’s your turn to apply Davide’s lessons in your business. You will sell more digital products.

We talk soon.

Virgil” Not A Casanova” Brewster.