In this Workbook, I’ll reveal the 3 Secrets that will allow you

to design, launch and profit from an online course no matter

what’s happening in the market.

Imagine a business where all you really need to get started is a computer, an internet connection
and the knowledge, skills and passions you’ve already developed over your lifetime!

Sounds too good to be true?

It’s not!

Welcome to the world of online courses.

Every single day, over $1 billion is spent on online courses. And that number is expected to soar to
trillions in the next decade...

Because the lion’s share of learning in the future WILL happen online...

Which means that NOW is the time to create your course!

But not just any old course -- the type of course that will have the impact you want while generating
the income you desire...

That’s why, in this Workbook, I’m sharing the 3 Secrets to creating a profitable and successful course
that will get real results for you and your students for many years to come.

COURSE LAUNCH SECRETS 1

Hi, I’m Marisa Murgatroyd, and I’ve been on a mission
for over 12 years to help entrepreneurs like you turn their
ideas into thriving online courses.
Over the years, I’ve helped 15,803 students create courses that not only sell but make a real difference
in the lives of their students.

My strategies have generated over $47M in online course sales -- through recessions, pandemics
and all sorts of personal challenges.

If you’ve been struggling to create or launch a course that sells, you’re in the right place.

I’m here to show you the 3 Secrets that have helped me and my students succeed year after year...

But before we dive in, there’s something you need to know...

COURSE LAUNCH SECRETS 2

The Truth About the Online Course Opportunity
(And What No One Else Is Telling You)
You’ve probably heard it from every “expert” and “guru” out there: “Create an online course, leverage
your time and make money while you sleep.”

Sounds perfect, right? But it’s not that easy anymore.

There are 2 big challenges that most people aren’t talking about:

1. Everyone is creating courses now. The market is flooded and standing out from the crowd is
harder than ever.

2. AI is changing the game. We’re entering a world where 90% of online content could be AI-
generated in just two years. It’s becoming harder to stand out in a sea of AI-generated noise.

So, how can you stand out from the noise and launch a course your Perfect People can’t wait to buy?
By applying these 3 Secrets to your first -- or next -- course...

COURSE LAUNCH SECRETS 3

 Secret #1: The Photo Finish
-- Skyrocket Sales by Turning
the Usual Approach
“Upside Down”
In this Secret, you’ll learn how to shift your focus from teaching information to delivering a
transformation -- what I call the Photo Finish. This is how you get students to not only buy your
course but to actually finish it...

Getting Students to the Top of the Mountain

I’m sure you’re familiar with this:

It’s the traditional sales funnel. You dump a

bunch of leads into the top in the hopes that a
few of them will make their way to the bottom
and end up buying from you...

This model depends on MORE leads and

MORE traffic...

Not easy and not cheap!

But what if we turn the traditional sales funnel upside down?

What do we get?

COURSE LAUNCH SECRETS 4

Yep, a mountain!
But unlike Mount Everest... this mountain IS much easier to conquer... if you
know what to do :)

Your goal here is to get the most people to the top of the mountain, meaning they finish your course
and get the result they were after.

COURSE LAUNCH SECRETS 5

To do that, you need to define your Mission. What’s the result they’ll achieve THROUGH your course?

The Mission of my course is to help students achieve

by the end of my course.

💡Pro tip: Make sure your students can picture themselves crossing the finish line in your course.
This is what the top of the metaphorical mountain looks like!

COURSE LAUNCH SECRETS 6

We live in a world where information is everywhere. Students
don’t buy courses simply to learn more -- they want a result
they can’t get from Google, YouTube or ChatGPT.

So, to stand out, avoid overwhelming your students with more information and instead focus on the

you’ll deliver through your course.

You also want to treat your students like kids... yep, you heard me right 😉
No matter how old we are, we need to feel like we’re winning in order to keep taking action.

We knew that when we were kids, but many of us forgot it somewhere along the way...

That's why it's so important to embed the Action > Reward Cycle in your course.

COURSE LAUNCH SECRETS 7

Action > Reward Cycle

People are wired to seek rewards. So, each step of your course should provide small wins to keep
your students engaged and motivated... moving them forward until they cross the finish line.

Get in the Action > Reward Cycle Mindset by answering these two questions:

What's one small win I can offer after each lesson to keep my students motivated?
________________________________________________________________

How can I celebrate their progress to trigger that dopamine rush?

________________________________________________________________

But, no matter how good your course is, it's important to recognize that your students won't
always feel like they're winning.

A critical mistake many course creators make is pretending "everything is awesome" in their
course... even when it isn’t...

That’s why you want to...

COURSE LAUNCH SECRETS 8

Normalize Challenges
Changing your life and accomplishing big goals takes a
lot of work and sometimes things don’t go as planned.

Prepare your students for the challenges along the way so they can take the speed bumps in
stride. For each step in your course, ask yourself:

What are the challenges someone might face as they take this action?
________________________________________________________________

What do they need to believe about themselves to be able to take this action?
_______________________________________________________________

What fears or self-doubts could kick in as they consider doing what you’re asking
them to do? ______________________________________________________

When you address each of these challenges and name them, you “normalize” them for your
students, which makes whatever feelings, challenges or fears that come up OKAY for them.
And when people know that they’re not alone in these challenges, they’ll start to feel less like
they’re failing.

Even with a clear Mission and Normalizing Challenges along the way, some students WILL still
fall off the wagon. Enter your...
COURSE LAUNCH SECRETS 9
Reach out to students who have disengaged to re-engage them before they quit your course for
good. Use emails, texts and calls to let them know you care about them and their progress. (Don't
worry, you can automate this! Plus the pay-off is far greater than the time and energy this takes.)

What is one way I can reach out to unengaged students?

How can I personalize this outreach to show I care?

Okay, so you’ve got an engaged group of students hitting Mission Accomplished...

Now it’s time to leverage their success with...

COURSE LAUNCH SECRETS 10
The Power of Testimonials
Students who reach their Photo Finish are your best ambassadors.
Their success stories will inspire others and create trust in your
course... and in today’s world, trust has never been more important.
Not only that, but your repeat customers are 12X times more likely to buy from you again!

Our signature program -- the Experience Product Masterclass -- has 2,958 honest & unedited
testimonials... and many of those students come back year after year or ascend into our yearlong group
coaching program -- Momentum.

Our student Michelle Bongiorno has been with us since 2016 and has referred 47 paying customers!

That’s the power of using Secret #1: The Photo Finish to skyrocket your sales!

Ready for Secret #2?

COURSE LAUNCH SECRETS 11

 Secret #2: The Rapid Success
Loop: How to Guarantee
You Create What People Are
Actually Going to Buy
In Secret #2, we’ll dive deep into a game-changing strategy that ensures your course
IS something your Perfect People want to buy.

You might be familiar with the Picnic Pants...

Or how about the Microsoft Zune?

Nope? Not surprising...

Because both ended up...

COURSE LAUNCH SECRETS 12

In the Product
Graveyard...
Where seemingly “good”
ideas go to die.
The Picnic Pants, Microsoft Zune (and many, many products like them) failed because they didn’t
align with what people actually wanted...

And they serve as a stark reminder: without customer input, even the most innovative or clever
products can fail.

Can you think of any other products that didn’t fly because they failed to give the
market what it wanted?

(Here's looking at you, Crystal Pepsi!)

So how can you make sure your idea will fly? That your course IS something your Perfect People
can’t wait to buy?
COURSE LAUNCH SECRETS 13
Introducing the
MVP Approach
MVP stands for Minimum Viable Product.
This Approach helps you validate there's market demand for your course WITHOUT extensive time
and resource investment... meaning you won’t end up with a ‘Picnic Pants’ product :)

So, how do you create your MVP and validate your idea so you know it will FLY with your Perfect
People BEFORE going all-in?

Enter the Rapid Success Loop.

Instead of trying to build the Jet Plane Version of your course right out of the gate...

You focus on the simplest form of your Core Solution, which is the MOST BASIC description of HOW
you help your Perfect People.

I call this the Paper Plane Version of your course.

COURSE LAUNCH SECRETS 14

Creating your Paper Plane or MVP prevents you from putting in a ton of time, money and effort into
a course that ends up crashing and burning, WHILE quickly homing in on your most successful idea!

Go Ahead & Define Your Core Solution (in the simplest way possible):

The Core Solution my course offers is...

This solution helps by...

COURSE LAUNCH SECRETS 15

How to Iterate Your
Way to Awesome
Once your MVP is defined, the next steps involve iterating
your way to awesome by delivering it to paying customers.
This means adjusting your course based on real insights from
actual users -- not hunches or guesses.

C T
K
LLE AC
COEDB
ITE
RA
FE
TE

ITERATE
YOUR WAY TO
AWESOME
LA M

AT
UN VP

EPE
CH

To test the Paper Plane Version of your course... you need people to actually test it right?!?

COURSE LAUNCH SECRETS 16

Enter Beta Testers.
Reach out to your inner circle -- people you’re already connected to, like friends, associates and the
people THEY know -- and offer a steep discount or bonuses for testing the Paper Plane Version of
your course.

Their excitement and feedback can lead to a better and more successful version of your course and,
eventually, your Jet Plane Version!

COURSE LAUNCH SECRETS 17

Here are some ways to generate excitement and get beta testers
if you're brand new to course creation:
• Offer a discount for beta testers

• Offer bonuses only for beta testers

• Offer a private one-on-one session with you

And here are things you can do if you have more course creation
experience:
• Offer exclusive tools or resources just for beta-testers

• Offer network access. Provide beta testers with temporary memberships to exclusive business
networking groups or platforms that are usually reserved for higher-paying members

• Offer community access. If you have an engaged and active private community, invite them in so
they can engage and get advice and feedback from people like them

Brainstorm your own ideas to get beta testers and list them all in the box below:

COURSE LAUNCH SECRETS 18

Avoid Tech
Overwhelm
You don’t need a website or fancy tech to get your
MVP off the ground...
That’s why I call this the “MVP Launch Stage”... and it’s the simplest way for you to succeed!

Start with a:

✅ Minimum Viable Product

✅ PLUS, Minimum Viable Marketing
✅ And Minimum Viable Technology
That's the MVP Approach... and it will get you going FAST!!!

COURSE LAUNCH SECRETS 19

From MVP to
Full-Fledged Product
This Rapid Success Loop has supported thousands of our
students in taking a risky process that normally takes months
-- or even years -- and collapsing it down into just a matter of
days or weeks... while eliminating all your risk...

Since you haven’t invested a lot of time or energy into your ____________________
-- YET.

This way you can quickly pivot your idea or move on to the next idea UNTIL you find what people
REALLY want.

You’ll know you’ve landed on an idea that WILL fly with your Perfect People when
you get ______________________________________________.

Ready for Secret #3? Let’s do it!

COURSE LAUNCH SECRETS 20

Secret #3: Golf Cart Marketing:
Find the People Most Likely to
Buy Without an Audience, Email
List or Fancy Marketing
With Secret #3, you’ll discover the power of Golf Cart Marketing, which is how you find the people
most likely to buy WITHOUT an audience, email list or fancy marketing!

When most people think about marketing their course, they think big email lists, funnels,
Facebook ads and evergreen webinars...

What I like to call Lamborghini Marketing!

COURSE LAUNCH SECRETS 21

I call this “The Marketing Trap” because it prevents SO MANY would-be course creators from
getting started...

But what they don’t realize is that: there’s a difference between Marketing and Conversion.

MARKETING is ALL the tactics and strategies you use to attract and nurture new people in
preparation for a sale.

While CONVERSION is making the actual sale.

What do you really want right now -- Marketing or Conversions?

_______________________________________________________________.

Golf Cart Marketing focuses on the fastest, easiest way to get customers when you don't have an
audience. Why take a Lamborghini to the convenience store to grab a few groceries when a Golf
Cart will do?

Golf Cart Marketing allows you to get fast sales by leveraging the networks you already have!

When it comes to Golf Cart Marketing and getting sales right away...

COURSE LAUNCH SECRETS 22

Start By Using Your
Existing Network
You don’t need a massive platform to start making sales.
Begin within your inner circle...

This method uses pre-existing relationships to build initial interest and gather early feedback... which
as you learned earlier in this Workbook, is kind of important :)

I tell my students that you already know everyone you need to know to launch your course
successfully at least once -- and even take your business to 6-figures in sales!

Marketing can be much simpler than you ever imagined when you use proven strategies that work
with what you have.

COURSE LAUNCH SECRETS 23

 So, who’s in your inner circle?
List at least three people in your current network who could provide feedback, become
your first customers or make a referral. Reach out to them this week!

IMPORTANT: You already know EVERYONE you need to know to launch your course successfully
at least once -- and even take your business to 6-figures in sales.

I've seen time and time again that, if you don't think you do, you haven't really looked.

Your ideal clients are everywhere once you know how to look for them!

It's amazing how quickly they'll come out of the woodwork once you get clear on your Mission and
how to talk about it using Golf Cart Marketing!

Our EPM students have "accidentally" sold their courses just by answering the "What do you do?"
or "What are you up to?" question with clarity and passion...

And they've done it in the most surprising places like:

• At the beach...

• On the plane...

• Even on the massage table! I'm serious.

COURSE LAUNCH SECRETS 24

Cindy Shigekuni, an Intuitive Life Coach, had been dragging her feet around Chatterboxing that
I teach, which is the simplest form of Golf Cart Marketing based on 1:1 conversations... until THIS
happened!

"I made my first sale -- in the nude!

I've been Chatterboxing away, including on the massage table earlier this AM and my masseuse,
at the FAIRMONT Hotel in Santa Monica says she is IN!

She is my first official client and all I did was listen while she talked herself into being in my
program...

FYI: My face was in the downward massage position at the time, which is why I suddenly became
such a great listener!

Plus my mask was on, so I could barely breathe!

Just goes to show you that Chatterboxing works!

And if you keep blabbing away, the right person will hear you!"

And that leads me to the second reason why I recommend starting with the center of your Circle of
Influence: Marketing, conversion and sales are MUCH EASIER here!

COURSE LAUNCH SECRETS 25

Want to make sales FASTER? You need to...

Focus on the Right Conversion

Event for You
While traditional marketing focuses on attracting customers for future sales,
Golf Cart Marketing focuses on immediate conversions. This approach saves
time and resources, allowing you to focus on making sales right now.

The first principle of Golf Cart Marketing is to shorten the Marketing Runway and get to a
Conversion Event much faster.

Luckily, there are 3 Types of Conversion Events for you to choose from. I recommend 1:1 when
you’re first getting started.

COURSE LAUNCH SECRETS 26

1:1 Conversion Events:
Simple and Direct
1:1 Conversion Events are all about personal interaction. This is where you engage directly with a
potential customer through methods like personalized chats, enrollment conversations and simpler
application processes. This direct approach tends to have the highest conversion rates because
they're so personal.

One method I can use to engage directly with a potential client this week is...

1:Few Conversion Events

1: Few Conversion Events involve interacting with a small group of people, such as in-person talks,
live webinars or other live events. 1:Few Conversion Events typically have higher conversion rates
than 1:Many.

A topic I could cover in a small group setting that would genuinely help attendees is...

COURSE LAUNCH SECRETS 27

1:Many Conversion Events:
Broad and Scalable (eventually!)
1:Many Conversion Events reach a broad audience at once and include strategies like automated
webinars, large-scale funnels or mass marketing campaigns. While they offer the potential to scale
significantly, the conversion rates for these events are generally lower.

The one 1:Many Conversion Event I'd love to use when I'm ready to scale up is...

Don’t feel intimidated or overwhelmed here -- there’s nothing wrong with imagining WHERE you’ll
be in the future!

These 3 Types of Conversion Events each have their place in your marketing strategy and
understanding when and how to use them can dramatically increase your course sales.

Reminder: if you’re first getting started on your course creation journey -- start with 1:1 or 1:Few and
then scale up from there. Because things can happen pretty quickly when you use the right strategy
at the right time.

COURSE LAUNCH SECRETS 28

Making the Most of
Golf Cart Marketing
By focusing on Conversion over Marketing (sales right now vs maybe sales later) and leveraging super
simple, proven techniques and strategies, you can avoid the common pitfalls of over-complicating the
course launch process.

Let’s get you moving with your own Golf Cart Marketing Strategy and watch the sales come in faster
and easier than you ever thought possible!

We covered a lot in this Workbook, so let’s do a quick recap:

The 3 Secrets to Launching Your Course Without an Audience,

Paid Ads or Complex Tech Are:
1. The Photo Finish -- making your course about the result rather than the information... and doing
everything you can to get your students to the top of the metaphorical mountain so they want to buy
from you again and again

2. The Rapid Success Loop -- quickly validating your Core Solution with sales so you can guarantee
you’ll create what people will actually buy...

3. And Golf Course Marketing -- how you can find the people most likely to buy from you without an
audience, email list or fancy marketing

This Workshop and Workbook is only the beginning...

COURSE LAUNCH SECRETS 29

 If you want to put these 3 Secrets into action so you design, launch
and profit from your online course FAST... for many years to come... no
matter how crowded the market becomes... Join us today!

Doors to the
Experience Product Masterclass
are now OPEN!!!

This is your opportunity to change your life (and the lives of others) with an Experience Product,
the new type of high-impact online course that sells better, is more profitable and makes students
more successful.
You’ll get to work with me and my coaches directly to launch your Experience Product quickly,
easily & profitably.
(I only do this once a year, and NOW is your chance.)

ENROLL NOW

OR visit JoinEPM.com
COURSE LAUNCH SECRETS 30
Inside EPM, you’re getting everything you need to virtually
guarantee your success:

1. A personal coach with unlimited email access

2. Your own AI-powered Marketing Team specifically designed to help you launch
your Experience Product...
3. A completely done-for-you course or membership site build worth $5K...
4. And a whole lot more!

Go here to see EVERYTHING you get when you join the Experience Product Masterclass
TODAY!
Because this is such a proven, time-tested program, I’m also going above and beyond to
guarantee your results.
If you do the work and you don't make your money back...
I’ll literally PayPal you the difference...
So you have nothing to lose and everything to gain.
I promise this might just be the best (and easiest) decision you've made all year.

ENROLL NOW

OR visit JoinEPM.com

I can’t wait to work with you in the Experience Product Masterclass! My team of
coaches waiting to support you!

🙂
Doors are open for a limited time and the program starts as soon as you register.

See you in EPM

COURSE LAUNCH SECRETS 31