How Jacques Hopkins Sold $4M Worth of an Online Piano Course

It’s possible you’ll bear in mind the story Jacques Hopkins first shared on the Aspect Hustle Present in 2017 about his on-line piano course.

Over the previous decade, he systematically scaled Piano in 21 Days, right into a powerhouse model that generated over $4 million in gross sales.

Now in 2024, I linked with Jacques once more to get an replace on his present tasks and perspective trying again on his entrepreneurial wins and classes realized over the previous years.

Like all savvy enterprise homeowners, his method and focus has developed fairly a bit throughout that timeframe.

Tune in to Episode 596 of the Aspect Hustle Present to be taught:

Jacques’ on-line piano course enterprise after 11 years and over $4 million in gross sales
Parts of constructing a profitable on-line course enterprise
How Jacques’ ardour has shifted after doing this facet hustle for over a decade
What Jacques is concentrated on subsequent along with his teaching program and podcast

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Piano in 21 Days Over the Previous Decade

Jacques launched his first model of Piano in 21 Days whereas nonetheless in faculty after studying Tim Ferriss’ The 4-Hour Workweek. The guide opened his thoughts to the probabilities of producing revenue on-line.

Instructing piano wasn’t Jacques’ background or ardour.

As he places it, the course he created was truly the seventh mission he tried after graduating. However this one ended up resonating for a couple of key causes:

His beginner-friendly piano studying technique was fast and easy
The title Piano in 21 Days set clear expectations concerning the velocity of the educational system

To start with, it was powerful as a result of Jacques needed to work arduous to find out about advertising, gross sales methods, and how to grow an online audience.

Jacques weathered the storm and now makes $10k-$30k a month semi-passively from the enterprise after bills. 2020 was his finest yr ever at over $145k in a single month largely because of a pandemic enhance.

Nevertheless, he overtly admits his ardour for piano itself has waned lately as his pursuits have shifted to serving to others construct profitable course companies by theonlinecourseguy.com and his podcast The Online Course Show (which he instructed me was impressed by the Aspect Hustle Present).

“Don’t get me improper. I like listening to from individuals. And fortunately, due to the arduous work I’ve put in, I don’t should put in a lot arduous work anymore and might give attention to different issues that I’m extra enthusiastic about,” he clarified.

The two Core Beliefs For Conversion

When requested concerning the parts that make his sales funnel so efficient, he shared two essential beliefs that any high-converting sequence should instill:

The primary purpose is to make individuals suppose they will succeed by becoming a member of Jacques’ piano course. His course helps full newcomers be taught and makes them say, “I can do that!”

“That is the course that may assist me.”

This may make you consider that his course, specifically, is one of the best ways to succeed in your targets.

Product Launch System

When requested Jacques concerning the format of his 12-day gross sales funnel sequence, he defined it carefully follows the famend Product Launch System popularized by Jeff Walker.

For these unfamiliar, PLF pioneered the idea of warming up an viewers through a structured cascade of worth earlier than presenting a paid provide as the subsequent logical step.

When individuals go to Jacques’ website to be taught piano at the moment, they’re greeted with a hyperlink providing his free e-book, Learn 36 Popular Songs in 5 Days.

This serves as a lead magnet that folks can obtain in change for his or her e-mail deal with.

As soon as subscribed, prospects enter into his evergreen e-mail funnel spanning the subsequent 12 days. This sequence delivers helpful content material to heat up prospects earlier than the paid course provide.

In direction of the top, Jacques promotes a limited-time low cost off his course to incentivize individuals to buy throughout the 12-day promotional window earlier than it closes.

If earlier leads don’t find yourself shopping for, Jacques has designed the sequence to routinely re-engage chilly subscribers each 100 days.

He says on common 3-4% of newcomers convert throughout their first cross by the funnel. Round 1% per re-engagement find yourself buying because of a number of followup makes an attempt.

This tiered evergreen method does the promoting for him 24/7. And it does it nicely—having generated tens of millions over the previous decade.

Pricing Evolution

Jacques’ $800 course value level at the moment is considerably larger than when he first obtained began.

He discovered this resonated significantly better with college students because it was extra trustworthy and aligned higher in opposition to regular client purchasing behaviors.

He additionally stated that early on, he supplied various ranges like a $100 e-book as much as a $500 video course.

“What I seen is that folks weren’t profitable with that backside stage package deal. I didn’t really feel like I used to be serving individuals very nicely for together with that any additional,” he shared.

When he finally eliminated the entry-level pricing, he was afraid elevating costs would harm conversions.

However he discovered after elevating his course from $500 to $800 (and protecting it discounted by 20% within the funnel), his income truly elevated as a consequence of bigger order values outweighing modestly fewer purchases.

3 Fashions For Urgency & Elevated Conversion

In the case of marketing an online course, Jacques notes each creator has to unravel the urgency equation. In spite of everything, most individuals don’t get up eagerly to purchase your instructional providing very first thing!

1. Availability

One efficient manner (that Jacques used early on) is to inform individuals there are solely a restricted variety of spots obtainable, they usually want to enroll shortly earlier than they run out.

The course will solely be obtainable till all of the spots are stuffed, and as soon as they’re, no extra signups might be allowed.

2. Low cost

As his enterprise matured, Jacques pivoted to that includes a reduction promotion throughout his funnel sequence as an alternative of pure availability claims.

This works higher as a result of individuals get pleasure from snagging offers, and it feels extra trustworthy than pretending there’s a scarcity.

The % encourages individuals to enroll shortly earlier than the timer runs out and the costs go up.

3. Bonus

One other efficient technique Jacques talked about is providing a time-sensitive bonus. This may very well be one thing helpful like a cheat sheet, non-public teaching, or something that offers worth.

Folks really feel a way of urgency to enroll earlier than that date to verify they get the bonus.

Teaching Applications

Whereas Jacques’ piano course runs passively, his foremost ardour now could be teaching fellow course creators by 3 programs:

Genesis Programs – For individuals new to online courses and in search of a easy solution to begin their course enterprise
Subsequent Degree Teaching – For established course creators trying to create their first 5 to six figures
OCG Mastermind – For profitable course creators making at the very least $100K in yearly revenue trying to join and develop with like-minded friends

Instruments and Tech

When requested what essential tech allows his enterprise to run so easily yr after yr, his record was quick:

He sung praises for Kajabi specifically. Their all-in-one platform makes launching programs easy as a result of it consolidates the course content material, web site, and extra.

His ActiveCampaign sequences energy the evergreen funnel together with automated re-engagement flows for bringing chilly leads again to life.

And Deadline Funnel is the glue that makes his low cost triggers work like clockwork behind the scenes.

Challenges & Surprises

With practically a decade beneath his belt, Jacques admits the previous yr held some surprises and renewed frustrations:

Misplaced Ardour

As somebody who was by no means knowledgeable piano trainer, Jacques feels he obtained “fortunate” in his course success. And after a few years, he’s not as enthusiastic about it as earlier than.

Now, he’s contemplating three choices: promote it and transfer on to different tasks, rent assist to scale it additional, or go away it as-is to coast into the long run with minimal oversight required.