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II want to tell you a quick story.One night more than 10 years ago, I was laying awake at 2am freaking out about money.A few months earlier my friend and business partner emptied our business bank account to pay down a DUI. I'd poured most of my savings into that bank account so I was officially broke. I had nothing to my name.I somehow survived that situation, disbanded the partnership, and took a couple of our clients with me. These clients had digital courses and I handled all their marketing.But earlier that day I got in a fight with one those clients about us needing to scale up faster. So now I’m worried he’s going to "fire" me despite everything I’ve built for him. Thus, the reason I can't sleep.
I said I was freaking out about money but really I was laying there thinking of ways that I could start my own full-time business.
I wanted to be free of that client and to earn all the money I was making for him, but for myself.I desperately wanted to create and sell a product of my own, but I couldn't seem to come up with any good ideas worth pursuing.Laying there, feeling at the end of my rope, I had a "f*ck-it moment". I decided I was going to try something radical.I thought to myself, "I’ve got an idea for a course and I’m going to start taking orders for it tomorrow (before I create a single lesson)."Well, turns out that that wasn’t a radical idea at all.My plan worked. Just 12 hours later I had slapped together a 500 word pitch I sent to some friends in an entrepreneurial forum called the Dynamite Circle, including a payment link at the end.20 people sent me $20 for a course that didn’t exist (yet).That’s not a lot of money but it was enough to show me there was demand.And over the last 10+ years later that course has generated multiple seven figures in profit for me (in fact, it's doing better now than ever).
What's crazy though is the way I built it originally ... was entirely over email.
Over the course of 4 weeks, that first group of 20 customers simply got a short email from me every day at 9am. In that email was a bite-sized lesson and a simple exercise they could do to reinforce the lesson.I'd literally write each email one day at a time. (One customer was in Australia so my goal was just to be ahead of him by about 1 hour.) Instead, I want to show you how to build a course in real-time, using daily email delivery. This is exactly how I built CopyHour and my most successful products. Frankly, I’m shocked more solopreneurs don’t use this method to build their offers and courses.
There are a tremendous amount of benefits to putting together a daily email delivered course that I’ll explore this week:
Email delivered courses take ALL the pressure off the course idea and course content.You can put together a guess of what people would want to buy – you don’t have to create ANY course content – and then you take orders. You risk nothing, not even your time, because if people don’t buy the course you don’t make it. If only a few people buy you can just refund them if it’s not worth going through with it.
You start building the course only AFTER you know there's demand and then you get to build the course in basically real-time – customers can even help you build the content as you go. I can't stress how easy it makes your life.
Email-delivered courses also put you in full control of your messaging. You don’t have to pretend to be an expert if you’re not and you'll still be able to sell courses like crazy because the delivery method becomes your biggest differentiator (we’ll go into greater detail on this, this week).
And best of all people LOVE to consume content that's dripped out daily (not in a firehose all at once) because it produces better end-results. I've literally spent less than $1,000 in paid ads on my business because my courses sell almost entirely based on word of mouth from happy customers.
Here's the deal: I'm a solopreneur.I'm also a father with two kids.On the one hand, I need my business to make money month after month — there is no room for error. My family depends on me. And in the space I'm in (selling digital courses), it's important to be publishing On the other hand, Here's how it works:Imagine you have an idea for a course.It doesn't have to be complicated at all. In fact, maybe it's super simple — just walking people through learning a simple skill they're desperately trying to master.The "traditional" way to build that course would be to spend months writing in-depth break-downs and tutorials you'll eventually host in a members area or put in a PDF.Which seems easy enough — unless you're like most people, in which case somewhere along the line you'll get side-tracked by perfectionism and doubt and questions like "what if no one actually wants this?"...Until, eventually, you give up on your course entirely.(That's if you even started writing the course at all.)Or, even worse, maybe you actually finish the course — but it's only after spending 6+ months on it that you realize your doubts were right all along: no one actually wants it.Either way, you just flushed months of work down the drain...And you're right back where you started.Sound familiar?
But now imagine the exact opposite.
Imagine that before you write down a single word of your idea, you already have a line-up of customers who have paid you for your course — with the money already in your bank account.And that over the following 30 days, you write your course in easy small chunks one day at a time — delivering those small chunks to your paying customers via email, and asking them for feedback the entire way to make sure you're on the right track and delivering exactly the content they want.Once those 30 days are up, that's it — you're done. You've now got an evergreen course you can sell while you sleep.And you know it will sell since you already verified there was demand by getting buyers before writing a single word. Because the content is being "drip-fed" to them one day at a time in such small chunks, your customers are also able to consume the content much more easily — leading more of them to actually implement what you teach, rave about your material, and become life-long fans of your work. What I'm talking about is something I call an Email Delivered Course.The concept is simple. It's a course that:
You create on-demand, one day at a time, over 30-45 days — and send each day's lesson out over email
Only after you've verified there's demand for the course
Only after you've received payments for the course
In other words, you see if people actually want what you're selling... then you give them a checkout page to prove they want it... and then, assuming you get enough orders, you simply email them a lesson every day over the next 30-45 days.After those 30-45 days, you now have a completed evergreen course — something that can make you money while you sleep.That's it. It's a really simple concept.
And it's great for how easy it makes it to create a course.
There's nothing like making a course only after you've verified people want it and they've paid you for it.Not to mention you'll be getting their feedback every day after each lesson, so you know if what you're teaching is making sense — or if you need to go deeper on any particular subject.This absolutely destroys the perfectionism that keeps so many people (including me) from creating more "traditional" courses.
And these Email Delivered Courses are also great because customers love them.
I know because I've both made a bunch of them — and been on the receiving end of a bunch of them.Because your customers aren't just getting a firehose of information all at once, but instead are getting courses drip-fed to them daily (that integrate their feedback and ensure they're "getting it"), they're able to actually integrate what they're learning and create real lasting change.But what I've just told you isn't why I think you need at least one of these in your business.
The real reason you need at least one in your business is because of the mailing list it builds.
Think about it for a second.Someone pays you money. You then deliver one email a day to them over the next 30-45 days. Because of the value you're delivering, every day they anticipate the next email showing up in their inbox. Pretty quickly they become addicted to your content — when they see your name in their inbox, they're clicking immediately.They associate your name in their inbox with massive value.Now what kind of effect do you think this will have on your mailing list after the Email Delivered Course is complete?I'll tell you now:Your open rates will skyrocket.Your subscribers will become loyal followers.And you'll make way more money from everything you promote to that list — whether it's your own stuff or someone else's.That's because an Email Delivered Course basically trains your list to value & open your emails. It's a super powerful hack for creating hyper-responsive lists.Hacks like this are how some business owners have mailing lists of just 1,000-10,000 that pay them top 1% incomes every year.
And it's how you can build an ultra-simple business that prints money in just 30-45 days.
If you don't have a business yet, great — my flagship course, CopyHour, is an Email Delivered Course that I originally built more than 10 years ago with no list (and is still my flagship to this day).If you do have a business with an existing suite of products, even better — creating an Email Delivered Course as an add-on to any of your existing products will immediately take your list from "meh" to rabid, loyal, trusting followers that hang on to your every word.And if you just want a hack to quickly create a brand new course that makes money while you sleep and builds a hyper-responsive list at the same time? There's no better way than making an Email Delivered Course.I want to show you how to do this.While the concept is simple, doing it right is more difficult.And even better — I want to show you how to do this by delivering it to you as an Email Delivered Course. I want you to experience what these courses are like. Because as soon as you do, it'll "click".I absolutely guarantee if you let me show you everything I know about building Email Delivered Courses... and you add just one Email Delivered Course to your business (whether it's a brand new course or an add-on to an existing course)... you will make back 10x-1,000x your original investment.You'll learn how to...
Test a product idea in 7-14 days
Get paid for your product before making it
Build that product in small chunks, in real time, one day a time with customer feedback over the next 30-45 days
Nurture & grow your mailing list into the "holy grail" of mailing lists (paying customers who open everything you send — and buy the products you recommend)
Build an ultra-simple, ultra-profitable evergreen business from scratch
Email Delivered Courses have generated multiple seven figures for me over the last decade. They've literally changed my life — and made my work as a solopreneur so much easier.I guarantee this will be the most valuable training you go through this year — or you don't pay anything.If for any reason you feel this course didn't deliver on my promises, or if it's just not right for you, send me an email any time within the first 30 days of purchase and I'll refund everything.It's on me to deliver to you — and not the other way around.I look forward to seeing you inside the course.— Derek
Selling digital courses is awesome.But making them usually isn't.Tell me if any of these thoughts sound familiar:
What course should I make (that I know people actually want)?
What if I spend 3-6 months building a course and then it turns out no one wants to buy it?
What if I'm the type of person who struggles to even sit down and spend 3-6 months meticulously writing out course content?
What if I'm just starting out and don't yet feel "expert enough" to write a comprehensive course in my niche?
What if I don't have a list yet to sell to?
And how in the world do I repeat the process enough times to have an entire suite of courses that people are happy to spend money on?
Those thoughts used to paralyze me.Building courses the "traditional" way is impossible for me.I just can't sit down and spend months writing out tens of thousands of words of content in isolation. I second guess every word I write, get stuck in a loop constantly starting & stopping, and eventually have to give up entirely a few months in after burning myself out.I wish it wasn't that way, but it is — and I've accepted it.But I make my living building & selling digital courses.How? By finding a workaround.One that has literally changed my life:
Building & delivering my courses via email.
That may sound weird at first, but hear me out:
When I get an idea for a course, I open up a shopping cart and accept orders for it before I write a single word of it.
If I don't get enough orders (aka demand is low), I simply refund everyone who bought (which absolutely no one minds — in fact, people respect you more for it) and move on from the idea. But if I do get enough orders, it's game on.
If I get enough orders and it's game on, I deliver the first lesson of the course the following week — and every day after for 30 days straight.
Instead of my customers waiting 3-6 months for me to make the course and deliver what I promised, they're getting it delivered immediately — with a fresh new 500-1,500 word lesson every day for 30 days straight.
When my first batch of customers are receiving the lessons, I encourage them to give me feedback and tell me exactly what they need to hear.
This means I'm getting live feedback that either I'm on the right track, or that I'm completely missing the point. This makes it SO easy for me to quickly pump out high-value content because I know exactly what to write every day.
When I'm done (30 days later), I put together a better sales page — and boom, I've got an evergreen course.
Because every email lesson I wrote each day just went straight into an autoresponder sequence, the course is already done and ready to intake more customers — when a new customer buys, they're immediately added to that list and receive the first lesson (and then dripped one lesson every day after for 30 days).
This means in just 30 days I have finished, guaranteed PROFITABLE courses.
But more important — they're courses that customers LOVE.
Small micro-lessons make your content easy to consume.
Receiving an email every day becomes a form of accountability.
And more of your customers will actually FINISH your course.
I've built a LOT of these courses over the years — both for myself and in other people's businesses — and feedback is always ecstatic.The amount of people who complete these courses is way above the industry standard — and when people complete your courses and see results, they want to buy even more of your stuff.
And you don't even need to be an expert to build an Email Delivered Course (although it's even better if you are).
My first ever Email Delivered Course was what I call a Skill Building Challenge — where I took an existing exercise in a niche, and simply made it into a 30 day challenge.One email, every day, with instructions and accountability.I didn't bill myself as an expert and my customers didn't care.People just wanted the accountability — and loved it.And I sold it without a mailing list or existing audience.(In fact that course is what built my mailing list.)But if you're an expert, awesome — you can build even bigger and more expensive courses. As an expert, I've built and sold both Skill Building Challenges and Step By Step Methods (where I break down complex subjects in 500-1500 word micro lessons) that have ranged in price anywhere from $20 to $997.In my lifetime, I've sold multiple seven figures of these courses.The point is: getting started is easy.And legitimately life changing.
I've put together a course to walk you through the process.And yes, it's delivered entirely over email.It's called Email Delivered Courses and it's a complete walk-through of how I come up with ideas, quickly test & build them entirely over email, and then sell them forever:
How to pre-sell your courses and verify there's demand before you've written a word (both if you have an existing list, and if you're starting from scratch)
How to write your course lessons if you're an expert sharing everything you know (this process makes your customers completely addicted to every email you send — and they take only 30-60 minutes each to write)
How to create a course people happily pay for if you're NOT an expert in your niche yet and don't want to pretend to be one (this is how I got started)
How much to price your courses (I've charged from $20 to $997 for email delivered courses and people happily paid)
How to build an ultra-responsive mailing list to sell more courses to
And so much more
If you've found yourself struggling to put together digital courses...Or if you're an entrepreneur with an existing business who simply wants a fool-proof way to add a massive income stream to your funnel that your customers LOVE (and avoid spending months building something people potentially don't actually want)...You need an Email Delivered Course in your business.And this course will be worth at least 100x what you pay for it — or you don't pay a cent.
The course I'm building using your daily email format is blowing people's minds!
The students are so PSYCHED and engaged.What's crazy is it started last week and almost everyone is up to date on assignments and doing the course!Only 4 people haven't started out of 78. Which is massively different than the other courses I've sold. As you know a lot of people buy and do nothing.But using your email structure idea gets them into it.Which is a HUGE win for everyone. Because they will get way better results by actually applying... and I'll increase the chances of having customers for life.Not to mention I didn't have any of this written until after I sold the course. This has been easier to build than anything I've done before.Ok I'll shut up now before you start asking for royalties...
Jon MacLennanJon MacLennan Guitar
Email Delivered Courses
Here's what's inside the course
Over the next 30 days you'll receive one email every day covering everything from testing your idea — to writing emails your customers stop everything to read every day.
Module 1
Choosing the right EDC type for your business
Learn all about the two "versions" of Email Delivered Courses I recommend you build, along with three ways I recommend you implement them in your business.
How a Skill-Building Challenge course allows you to rapidly create a course that customers happily pay for even if you're not yet an expert in your niche (they work even better if you are an expert)
Why every expert needs to build a Step-By-Step Method course — and how to build one in the next 30 days you can easily sell for anywhere from $297 to $999
Flagship Courses vs. Add-On Courses vs. Bonus Courses (most people's minds are blown when they see the not-so-obvious ways I'm using Email Delivered Courses to reduce customer support tickets, prevent refunds, and provide world class experiences for my customers)
Module 2
Pre-selling your course
The biggest reason I'm in love with Email Delivered Courses is because they enable me to get paid & verify demand for my courses before I've written a single word. In this module, we'll explore exactly how I do that — both if you have a list and if you're starting from scratch.
The One Week Pre-Sell Sequence to send to your list to warm them up to your course idea (most people need this before you actually send them a check-out link — and it drastically improves conversion rates)
Where to go and what to do if you don't have a list at all in order to verify your course idea and make some sales (this is how I got my start)
What data you need to pay attention to when determining if your course gets the green light, or if you reject it entirely (⚠️: you may have to refund some people in this stage if your course doesn't match the criteria I lay out)
Module 3
Selling your course
Once you've verified there's demand for your course, it's time to make some money. In this module I'll break down for you exactly how I confidently sell the first version of my courses to potential customers before I've written a single word (and yes, they know I haven't written anything yet and don't care at all — I'll show you how I do it in step-by-step detail).
The One Week Launch Sequence I use for every product I sell to my lists (this is the exact formula along with real examples of daily emails I've written)
Exactly where I go and what I write when I need to sell courses without a list of my own (this is how I got my start — and how I've helped others do it)
How to sell the first version of your course without a fancy sales letter (you can do this in under 5 minutes & sell hundreds of copies)
Module 4
Creating addicting content
Now we're on to the fun part: making your course. I have three simple rules for this: it's got to be easy, it's got to be fast, and it's got to be content that my customers go crazy over. I'll show you exactly how I do all three — completed codified so you can effortlessly do the same.
The six pillars of habit-forming content you always need to use (with in-depth examples)
The "Version 1.0 Mindset" that clears writer's block (this mental model will essentially eliminate every hurdle that would normally stop you when writing content)
The Why/What/How/What If Framework behind every piece of content I write
Module 5
Creating a Skill-Building Challenge
The first Email Delivered Course I ever created was what I call a Skill-Building Challenge. The craziest part? It was in a niche I definitely was not an expert in — and not only did my customers know that, but they didn't care either. These are the easiest courses to put together and I'm convinced every business needs one.
The exact daily formula I've used to create multiple Skill-Building Challenges that have generated multiple seven figures for me over the years
Samples of actual Skill-Building Challenge emails from a very successful course
Every detail you need to quickly set up a Skill-Building Challenge — whether you're brand new or have a successful business already
Module 6
Nurturing your list
There's a beautiful side effect to building Email Delivered Courses: you're also going to have a constantly-growing email list of customers who open every email you write — and I'll show you how to nurture that list and turn it into a standalone business of its own.
The two simplest strategies for keeping your list warm after an Email Delivered Course (every customer who goes through your course is going to essentially be "trained" to open every email you write — so here's how to keep them doing that even after your course is done)
How to turn that list into the engine running a six figure business — without burning them out or killing goodwill (this is exactly how I operate my lists)
How to properly ask your list what they want — and sell it to them (this is how I consistently create a stream of content and courses my lists happily pay for)
Plus bonuses
To make sure the Email Delivered Courses process is as easy to implement as possible, you'll receive a number of templates to complement the core modules.
Template 1
The One Week Pre-Sell Sequence
I use the exact same process every single time I pre-sell a course — and I'll break it down for you in complete detail in this document. You get the exact formula, sample emails, and more.
Included with Email Delivered Courses
Template 2
The One Week Launch Sequence
When it's time to actually ask for money, I also use the exact same process every single time — and you'll get the exact formula as well as real emails I've sent to my list to successfully launch multiple six figures worth of courses.
Included with Email Delivered Courses
Template 3
The "Which Of These Do You Want?" Survey
Let's say you have a mailing list — but you have no idea what courses to make for them. Just fire off this one email and you'll know exactly what ideas to pursue next — and which will pay the most.
Included with Email Delivered Courses
Template 3
Course Content Templates
Everything's easier with a formula — and you'll be getting a number of formulas that I use while writing course content. Just follow along, plug in your content, and fill in the blanks — this is all about getting your content written at the highest level possible, as fast as possible.
Included with Email Delivered Courses
I sold my first Email Delivered Course with Derek's help more than 10 years ago.
I didn't have the course created. I didn't have a sales page. I didn't have a price in mind. Just an idea.And in one week, I sold more than $12,000.More than half the sales came in on the last day. I made more money in that one day than I usually made in a month (at the time).All from a product that didn't exist yet. That course has literally made me millions over the past 10 years. And it all started with an idea. I truly believe this single concept (Email Delivered Courses) is one of the most useful things I’ve ever learned in all my years on earth. No exaggeration. No hype.
Ian StanleySold over $250mm online
I wouldn't be able to run my business today if it wasn't for Email Delivered Courses.
Literally more than 90% of my lifetime business revenue (multiple seven figures) has come from Email Delivered Courses I've built and sold.For years I tried making courses the "traditional" way...But it just didn't work for me and my brain.Email Delivered Courses fixed that for me.
I always know within 7-14 days if any of my ideas are winners (and can quickly ditch them if not)
I always have a complete course finished in 30 days (written one lesson at a time with live customer feedback)
And each lesson follows a simple blueprint that takes just 30-60 minutes a day to write (and generates content that my readers become addicted to opening & reading every day)
Absolutely nothing else allows me to test ideas so quickly — and then turn them into high-ticket evergreen courses even quicker.And nothing else gets results for my customers like these either.Which is why I have so many repeat buyers.And what I consider a dream business:Low tech, high sales, one person.This is the entire blueprint for how I do it.I'm so confident this will work for your business that if you don't feel you'll generate at least100x your initial investment from what I teach you — if not significantly more — you can get 100% of your money back.Just shoot me one email within 30 days of purchase.You'll get everything back — no questions asked.It's on me to prove to you that this works.So hit the buy now button below...And I'll see you inside the course.
I design my courses to deliver insane returns on investment.If implementing what I teach doesn't enable you to earn back at least 100x what you pay, just shoot me one email within 30 days of purchase and I'll refund everything you paid. No "proof" necessary — I trust you.
Frequently asked questions
Is there a money-back guarantee?
Yes! If you don't think this course lives up to my promises for any reason at all (or you just realize it's not right for you), send me one email within 30 days and I'll refund your purchase price — no questions asked.It's on me to deliver to you — and if I don't, I don't want you to pay.
How is this course delivered?
After you purchase, you'll be asked to enter your best email address.You'll begin receiving daily emails from me, Derek Johanson, the following Monday — and they'll last for 30 days, covering everything from testing your idea to making the course content "addictive" to creating & nurturing a mailing list that pays your bills every month.
Wouldn't customers prefer to have a course that they have full immediate access to, not a course that's drip-fed to them over 30+ days?
I'll be the first to admit that Email Delivered Courses aren't the "holy grail" for all course creation. I still create other types of courses — video courses in particular.If you have a solution that could be delivered as, say, a 10 page PDF — then by all means, skip the Email Delivered Course. Keep it simple.But if you want a way to quickly iterate on new ideas (7-14 days to find winners — and immediately ditch the losers)...Build high-value courses that customers LOVE...And be left with a hyper-responsive mailing list...Email Delivered Courses are exactly what you need.
Do customers actually like receiving their courses over email? Isn't that weird?
Actually, customers LOVE it.I've been selling these courses for more than a decade now, and have been showing others how to do it for just as long.I've had thousands of customers go through my Email Delivered Courses and the feedback is consistently nothing but enthusiastic.In fact, my flagship course — and most successful Email Delivered Course — sold for years strictly from word of mouth. No ads, no social media, and no affiliates.You'll see exactly what I mean when you join this course and experience what it's like to receive a course like this first-hand over email.
I don't have any ideas for a course. Do you cover coming up with course ideas?
Yes, but with a catch.A number of lessons in the course cover how I come up with ideas in any niche — specifically high-profit ideas that always are in high demand.But... you'll never know what ideas actually work (aka that people actually want to spend money on) until you test them.And you can only test them by actually asking people to open their wallets and hand you money.That pre-sell concept is a major part of this course, and I'll walk you through exactly how to do it — with real examples.Tl;dr: yes, I'll show you how to come up with ideas, but it's on you to test those ideas (which I'll also show you how to do — whether you already have a list or not — and quickly know whether you should ditch the idea or continue on with it).
I don't think I'm enough of an expert yet to create an entire course on a particular subject. What should I do?
Email Delivered courses aren't just for teaching in-depth content on a subject.They're also perfect for walking your customers through "hard-wiring" skills they want to learn.That's how I got my start.I created what I now call a Skill-Building Challenge (which I show you how to build inside the course) — and my customers explicitly knew that I was not an expert.I simply provided accountability and curation...And they LOVED it.So while I show you how to write an in-depth course if you're a subject matter expert, I'll also show you how to create these Skill-Building Challenges (which customers LOVE whether you're an expert or not).
I design my courses to deliver insane returns on investment.If implementing what I teach doesn't enable you to earn back at least 100x what you pay, just shoot me one email within 30 days of purchase and I'll refund everything you paid. No "proof" necessary — I trust you.
Last month I made $37,918.25 in just 6 days with a simple course launch and I’d only finished half the course when I started selling it.
That sounds crazy, but most people spend months or years creating something nobody wants. Instead, I did something that felt wrong but worked right: I pre sold the idea.I learned how to do all this from Derek's Email Delivered Courses system.His course is by far one of the best investments I’ve ever made in myself.
