Online Course Creators Swipe File

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O N L I N E
COURSE
7 DAY
Creators
WO R KS H O P
CONTENTS
Discover how people like you are using the “Dopamine Button” to create
EXPERIENCES that result in more sales, less refunds, higher student success
and more repeat customers and referrals.
05 The Dopamine Button 39 Case Study: Julia Menheere

Finance Expert - Money & Finances Niche
07 Applying the Secrets of the App & Game Industry 43 Case Study: Jennifer Holbus
Process Improvement Specialist -
Time Management & Productivity Niche
11 How New Experience Products Are Pressing the 47 Case Study: Richard Zultner
Dopamine Button Productivity Expert - Time Management
& Productivity Niche
14 Case Study Swipe Files 51 Case Study: Carol Dickson-Carr

Career Coach - Career & Professional Skill
Development Niche
15 Case Study: Drs. Arjun & Shobha Rayapudi 55 Case Study: Michelle Bongiorno
Diet & Health Experts - Health & Wellness Niche Breakthrough Coach - Corporate Training
& Consulting Niche
19 Case Study: Josh Turner 59 Case Study: Joseph Umidi

LinkedIn Expert - Business & Entrepreneurship Niche Communication Expert - Sex, Love and Intimate
Relationships Niche
23 Case Study: Dr. Marie Mboudi 63 Case Study: Charlie Jacka

Consciousness Coach - Personal Growth & Skill Marketing Expert for Artisans - Business
Development Niche & Entrepreneurship Niche
27 Case Study: Patti Dobrowolski 67 Case Study: Jeff Poole

Change Activist & Visual Thinker - Career Vedic Astrologer - Life Purpose Niche
& Professional Skill Development Niche
31 Case Study: Drs. Davina & Galen Detrik 71 Experience Cards

Dental Experts - Business & Entrepreneurship Niche
35 Case Study: Matt McWilliams 73 Your Next Step - FREE Online Course
Affiliate Expert - Business & Entrepreneurship Niche Creators Workshop
THE COURSE CREATORS SECRET SWIPE FILE 2

I’m Marisa Murgatroyd and, like many Online In this Secret Swipe File I share with you what that
Course Creators, I used to struggle with... Dopamine Button is and how you can use it in
• Getting people to buy my courses
your online courses to get more sales, more student
success, less refunds and more referrals and repeat
• Keeping people engaged enough to finish my programs
sales.
• Preventing refunds
PLUS I’ve gone DEEP into my students’ strategies to give you behind-the-
• Getting referrals, repeat sales and upgrades
scenes access to 14 real-life Case Studies that reveal exactly HOW people
just like you and me are using the Dopamine Button in markets as varied
But those days are GONE!
as Healthy Eating, Social Media Marketing, Affiliate Training, Process
I went from struggling in the early years, to generating $17,944,714.78 in online course Improvement and Vedic Astrology, to create MEGA-Successful Online
sales, helping 7,677 students AND growing a thriving business with clients all over the Courses. You ready? Let’s get started!
world… all while having a really great time fulfilling my purpose and passion and making a
healthy profit as well!
Marisa Murgatroyd
And it all started with one MASSIVE discovery involving a VERY TINY part of our brain. CEO, Live Your Message & Creator of The Experience Product Masterclass
THE COURSE CREATORS SECRET SWIPE FILE 3 THE COURSE CREATORS SECRET SWIPE FILE 4
By Using The Dopamine Button…
• I quickly turned a small group of 128 students in a low-ticket course
into $710,411 in value in our business -- WAY more than ANY
other program I had ever launched
The Dopamine
• Since then, EVERY course I’ve launched has been a MILLION dollar
online course
• Leading to over $17M in online course and program sales
Button.
• And THOUSANDS of customer success stories!
Grow Your Online Course Sales by Activating the

“Reward Center” Inside Your Customer’s Brain
The Dopamine Button is a small part of the brain that acts as the “Reward
Center.” When this button is pushed the body gets a shot of dopamine.
Dopamine is the natural chemical that makes you feel joy, happiness and
pleasure.
Simply put, it’s what drives us to take action and KEEP taking action,
because as humans, we’re hard-wired to move away from pain and towards
pleasure.
BIG NEWS: This small part of your brain actually holds the key to not just growing
your online education business in today’s world, but creating a totally new kind of
online course that you’ve never heard of that will get 10-30 times MORE student
success than a traditional online course.
Applying the Think about the last time
you posted something
Bing...
Secrets of the App on Facebook or
Instagram. Every time Bing...
& Game Industry
The App & Game Industry has known about
you get a like…
Bing...
The Dopamine Button for a long time.
And they know how to press this button at will, which lights up our reward
center and instantly floods us with dopamine AND IT WORKS!!
Win...
The App & Game Industry is Now Worth $742 Billion Dollars a Year!
It triggers the reward system
in your brain to release more
Pokemon Go - $832 Million Dollars in a SINGLE year! happy chemicals...
Win..
Fortnite - 78.3 million ACTIVE users
Duolingo - 25 million MONTHLY users
Tinder - 10 million DAILY users

Win...
...and you feel more and more engaged! It feels
great doesn’t it?
Facebook - 4 million likes a MINUTE
Your brain’s reward system is being hijacked.
Instagram - 1.7 million likes a MINUTE Those little micro-rewards are dumping dopamine
right into your system and you feel great… and
you want to take that same action again and
again and again.
MOST Online Courses
Fail to Press the

Dopamine Button
The way the majority of Online Courses have been traditionally created
does ABSOLUTELY NOTHING for your reward center. Not only DON’T
they hit The “Dopamine” Button...
They hit the... Only 3 out of 100 people will complete your
course (if you design it in the traditional way),
leading to more refunds and less sales.
OVERWHELM Not happy with that? Turn the page to see what you can do instead...
BUTTON
BORING
BUTTON
TOMORROW
BUTTON
NETFLIX
BUTTON
I found there are multiple
ways to press The Dopamine
Button to make an Online
Course as successful and
motivating as an App
or Game… I call it the
“Experience Formula.”
DOPAMINE BUTTON 1
1 CONSTANT WINS
How NEW “Experience” This is a powerful idea straight from the world of apps and
Products are pressing the

games where every little thing you do -- every button press,
every action, every powerup, every enemy you defeat, every
Dopamine Button!
action... is rewarded in some way.
DOPAMINE BUTTON 2
After years of creating “traditional” online courses that got 2 FUTURE SELF
mediocre results, I started analyzing the App & Game Industry to This is helping your students imagine who they’ll become
figure out exactly what they were doing behind the scenes. through your course each step along the way...
I wanted to understand how THEY got people so engaged. Taking so much

action. And I wanted to see if it was possible to apply THEIR techniques to the DOPAMINE BUTTON 3
entire online education industry -- in a digital product, program or course. 3 UNSTOPPABLE MOMENTUM
I became OBSESSED with ONE question that turned out to be life-changing… This is giving your students a deep feeling of certainty that
nothing is going to get in your way. To help your students feel
unstoppable -- in total uninterrupted flow...
Could Online Education Press The Dopamine Button Too?
NEW “Experience” Products
vs Boring “Traditional” Online Courses
DOPAMINE
DOPAMINE Vs. GIVE UP
BUTTON
BUTTON BUTTON
NEW “Experience” Boring “Traditional”

Products Online Courses
The Dopamine Button The Give Up Button
Case Study Swipe Files
30 - 90% Completion Rates 3-5% Completion Rates How Online Course Creators are Using The Dopamine Button to
Create “Experiences” that Result in More Sales, Less Refunds,
Lower Refunds Higher Refunds Higher Student Success and More Repeat Customers
Viral Product Referrals and The following case studies show how other people, just like you, have been able to
Silence
Repeat Purchases use the Experience Formula to create highly profitable, massively successful online
courses.
This Swipe File will give you inspiration for YOUR online course, regardless of your
niche, your experience level or whether you’ve created a course before or not.
It includes actual sneak peeks INSIDE their high performing courses -- the real-life
ways they are using The Dopamine Button to create EXPERIENCES that result in
more sales, less refunds, higher student success and more repeat customers and
referrals.
Huge Win! • Drs Arjun and Shobha Ryapudi have a PASSION for helping people
take charge of their health, break free from disease and drugs, and
30 New Students! change their destiny through better food.
• Previously they’d hosted LIVE in person “Gift of Health” Programs in their

hometown, Newfoundland, in Canada.
• They wanted to shift to an Online Program to serve more people BUT their
live events were SO interactive, with people trying more than 60 foods
onsite, they didn’t know how they could transform that experience
online.
• That’s when they discovered the Experience Formula.
• They completed the Experience Product Masterclass and within just a few
short months they had their first Online Course ready to go.
• They’ve been so successful so quickly with their online course that Arjun
has been able to go half-time as a surgeon and devote more time to healing
people with his chef’s knife instead of his surgeon’s knife!
Drs Arjun & Shobha

Rayapudi The Results!
From an Established Live Event to an Online First Course Gift of Health - $997
Course PROFITABLY Course Release 25 Students and $24,925 in Sales
How a married couple with zero online experience made over
Next Release 30 Students and $29,910 in Sales
$24,952 in online course sales the very FIRST TIME they
made their offer (and how they made an extra $63,046 since Next Program 6 Month Mentoring - $1,997
by making ONE small tweak!).
Upsell to 60% Uptake From Gift of Health Course Students. An
Mentoring ADDITIONAL $29,955 from the SAME Students!
“Being able to help people all over
the world and do it all from home
has been a huge blessing for us.
We love it!”
Dr. Arjun Rayapudi
60% Uptake in Their Higher $ Program

• By adding another higher $ 6-month mentoring program to their offer,
Drs Arjun and Shobha tapped into the real power of an Experience
Product.
• Because they are creating a course people LOVE, they are also
getting MASSIVE uptake on their next step...
• With a MASSIVE 60% of all students deciding to move forward!
• This is a key benefit of an Experience Product -- when people

complete your online course they are much more likely to buy from
you again and again and refer their friends to buy from you as well.
ZERO Refunds!
• Arjun and Shobha are creating such a powerful experience for their
students
From LIVE
• Getting them engaged and winning from the very first day
in person events
• This has meant they’ve had ZERO refund requests -- another massive
benefit of having an Experience Product -- so all that money has stayed in to online courses.
their pockets.
• Already an industry heavyweight with thousands of students and clients,
Josh Turner and his team didn’t have a problem selling their HIGHLY
popular Appointment Generator Course
• But they had a couple of KEY areas where people were “dropping off” after
they’d purchased
• FIRST - Onboarding people and getting them activated to dive into and
USE the training was an issue
• SECOND - 10% of students were requesting a REFUND during the Refund

Period
• That’s when they discovered the Experience Formula
• Using the Experience Formula they created a points system to give people
Constant Wins and to create Unstoppable Momentum which resulted in
97% engagement in the course.
Josh Turner The Results!

Course The Appointment Generator - $1,997
How to DRASTICALLY Reduce Refund Rates By
Customer Satisfaction Increased Testimonials by 62% - more happy customers!
Making These Specific Tweaks
Customer Engagement 97% of students engaged in the Course
Even though he had his front end marketing “dialed in”, LinkedIn
Marketing Expert, Josh Turner was losing customers during the Slashed Refunds Refund Rate REDUCED from by 63.5% (saving
$40,000 a year)
Refund Period of his Online Course.
Completion Rates Introducing the Experience Formula helped to DOUBLE
See the specific tweaks Josh and his team made to their course course completion rates
that reduced their refund rates by 63.5% (that’s more than
More Upsells Higher completion and satisfaction meant significantly
$40,000 in previously lost revenue being SAVED from walking more people going on to buy higher $ Coaching
out the door every year!) and Done For You Services
“More people taking the program; more
people getting engaged; more people
getting results -- once we implemented the
Experience Formula!”
Josh Turner
Saved $40,000 by
slashing refund rate.
Turning Happy Clients Into Referrals
• One of the ways Josh and his team created wins and motivation for
course students was to issue points for completing activities
• Once a person got to a certain level of points they unlocked access to

the LinkedSelling Referral Program
• This strategy resulted in 800 NEW Referral Partners the very FIRST
time it was launched
• This also resulted in 15-20 substantial Referral Partners offering long-

term benefits
• This Word of Mouth has resulted in more than $500,000 in sales

-- that’s FREE MONEY -- apart from simply making the program
available to people once they hit a certain level the team didn’t have
to do anything more to get these extra sales Happier, more engaged &
successful customers is
great for the bottom line.
• Dr. Marie Mbouni left behind a demanding and rewarding career as an
MD Anaesthesiologist to pursue her DREAM of helping high-achievers
awaken their true potential and tap into a limitless future.
• Her work helps people create a mind / body / heart connection that
incorporates Shamanic Techniques and Consciousness Coaching.
• As a Doctor, people came to her. But as a business owner she had to figure
out how to find her ideal clients and go to them. And she sought the support
of coaches and mentors to help her make this leap.
• Dr. Marie says she always knew deep down that she had the gifts and
talent to succeed in this field but she lacked the confidence.
• The thing that made all the difference was gaining the support of the Live
Your Message team, which gave her clarity and a life-changing moment
where she added the dates she would launch her online program and she
decided she would finally do it.
• Marie says she first thought it would take her YEARS to establish her
successful business and she got there much faster by creating an Experience
Product… and launching within Just 3 MONTHS of doing the Experience
Dr. Marie Mboudi Product Masterclass.
How To Go From Zero to 18 People in Your The Results!

Coaching Group With ONE Webinar Sales Webinar 18.5% conversion rate and 18 sales in JUST
90-Minutes
See how a former anaesthesiologist who’d struggled at ZERO
for months and months found the confidence and clarity to make Course Release $21,291 in sales in FIRST EVER Offer!
$21,291, filling her group program with 18 people and winning
Upsell to Coaching 3 immediate upsells - a 16% conversion
3 high-value private clients as well -- all from JUST ONE
90-Minute WEBINAR. Thriving Coaching Thriving online course sales regularly selling
Practice $16,000 - $20,000 packages
Working Less, Recently DOUBLED Coaching prices, due to high

Earning More demand
“I finally had no fear - I was just so excited
and confident and I felt so aligned. So when
the time came, I implemented what I learned
and people joined!”
Dr. Marie Mbouni
Clarity & Authority

• Because Marie is so clear on her niche and her message she is
attracting her ideal clients.
• Her new-found confidence means her Online Course sales “I made $21,291 in
conversations are effortless and she often finds MANY people also
want to work with her 1:1 and are moving into her higher value online course sales in
ONE 90-minute webinar!”
Coaching Program as well.
• Her authority is getting noticed - she now attracts more PAID speaking
opportunities, such as a recent invitation to speak to high level
entrepreneurs in Silicon Valley.
Freedom and Getting Her Life Back

• While being a Doctor was rewarding, Marie had no life and worked
all the time in high pressure environments.
• Owning her own business means Marie can now do what she wants
to do, when she wants to do it and with whom she wants to do it. She
says, “I got my life back!”
• Shifting from her job to her own business also means she has no limit
to what she can earn. “As a Doctor I had a cap on my salary. Now “Doubled my coaching prices!”
my potential is limitless,” Marie said.
• Patti Dobrowolski is a change activist and visual thinker who already had
a successful business as a speaker, author and consultant.
• She came to a place in her business where she felt “stalled out” and bored
and wanted to do something different.
• She knew she’d created a process called “Draw Your Future” which she
thought “could” possibly become a program, even though she’d never
monetized it before, only given it away online as a freebie for friends and
colleagues.
• Using the Experience Formula, Patti was able to map out, create and launch
her Draw Your Future program, which was her FIRST EVER online course.
• She quickly saw the opportunity to create a companion course “Wizard at the
Whiteboard” and a Certification Program.
• Patti made $140,000 in her FIRST YEAR as a direct result and dramatically
stabilized her business by adding in NEW income streams IN ADDITION to
her Keynote and Consulting revenue.
Patti Dobrowolski The Results!

What This Keynote Speaker & Course Creator Did First Course Draw Your Future Certification - $1,500
To Instantly SPIKE Her Income by $9,000 in Just Next Course Wizard at the Whiteboard - $297
ONE DAY
Her Own Boss Adding a high $ mentoring offer boosted revenues further,
See how this TEDx & Keynote Speaker & Author went from idea giving Patti a $9,000 SPIKE in sales in ONE day!
→ to FIRST EVER Online Course → to $200,000 in JUST 18 months
(and invented a whole new revenue stream for her business, creating Revenue in 18 months Over $200,000
stability, growth and FUN in the process!). More than 75% of her 732 classroom sales have come
Referrals
from student referrals because they LOVE the course
EXPERIENCE
Growing Impact & DOUBLED her email list AND just landed an
Reach opportunity that gives her reach to 1 million people!
“Your audience is specifically out there $140,000 in Sales in F IRST Year!
waiting just for you. You don’t want to be
anybody but yourself.” “Realized my First Course
Patti Dobrowolski could be expanded into
Certification and I could create
a lead in course as well.”
Loving Your Business Again!
• Patti was bored and “stalled out” and wanted to know “what was next”
• Creating Online Courses and Mentoring Programs has reignited Patti’s Massive SPIKE in sales.
passion for her business
$9,000 in ONE day in May!
• AND opened up BRAND NEW streams of income
• Creating a STRONG, STABLE business she LOVES
Creating A Series of Products Your Audience Wants

To Buy Again and Again
“I have never monetized or tried to teach
• Patti says, “I started to really see how that audience of mine just kept
building on itself. The same people would come back for workshops people how to draw. But when I met
again and again. If I did a five day challenge they would all show up!” Marisa and discovred the Experience
• In addition to her Signature “Draw Your Future” Online Program, Patti
also created “Wizard at the Whiteboard” which serves as an intro to
Formula, E VE RYT HING changed!”
her Signature course.
• She also created a high-dollar Mentoring offer that instantly SPIKED her Pat ti Dobrowolski
sales and created deeper connection and referrals from her students.
Visual Thinker + Change Activator
• The Thrive Dentists is the brainchild of Drs Davina and Galen Detrik - helping
dentists create more profitable and successful boutique dental practices.
• The massive success of the business, which is revolutionizing dentistry all
started with ONE Online Course, which generated $72,000 on their
FIRST launch, even though they had no prior course creation experience.
• This first course was created using the Experience Formula and it was
showing dentists the new business model the Detriks had been road-testing,
seeing fewer patients and serving them in a deeper way.
• Since then, they’ve created a suite of online courses, products and
programs, including high-dollar coaching programs that have put them
within reach of their FIRST million dollar year and created a community of
raving fans who LOVE what they do.
• The young couple’s lives have been transformed - they now work from home
(instead of traveling multiple hours a week in different directions to their
jobs) and have more time with each other and their children AND they are
making 4X MORE than when they were full-time dentists working a J.O.B!
Drs. Davina & Galen Detrik The Results!

How two dentists quit their high-paying jobs and
made 4X MORE Working LESS! First Course Enrolled 12 students and made over $72,000!
Revenue This Year $800,000 (after just 3 years in business!) and on track
Drs Davina and Galen Detrik were both working long hours for a MILLION dollar year next year!
in 5-day-a-week jobs in DIFFERENT towns. They were tired,
stressed and hardly seeing each other or their kids. They turned Total Courses Now 12 Online Courses
all that around with ONE online course that launched an
Completion Rate 95% of people who take their courses COMPLETE them!
EMPIRE, generating $800,000 this year (and on track for their
first MILLION Dollar Year!).
Community Over 300 Active Dentists and Members
Lifetime Customer 26% of those Active Members have a lifetime value of

Value over $17,000!
“Our lives have completely changed since the Experience
Product Masterclass. From our FIRST ever sales online (a
$72,000 launch right out of the gate!), we’ve been able to
LEAVE our jobs and grow an $800,000 business -- on track
“Life now is SO different...
to make a MILLION dollars this year!”
Our time is our own, we
Dr. Davina Detrik can home-school our kids
and our marriage is bet ter
than ever!”
Building on Their Success
• Before Drs Davina and Galen Detrik had even finished the Experience Product Masterclass
they had made $47,413.46 in sales and went on to make $72,000 in that first launch,
even though they’d NEVER made a single dollar online before that!
• Galen said “It was a taste of what’s possible. We thought to ourselves - OK, if we can do
this once, we KNOW that we can do it again!”
• “When you have something that’s really good - like what Marisa does - designed not just
around information but also around creating real results and experiences, you have a skill “$800,000 T HIS year... and on track for our F IRST million dollar year!”
set you can carry throughout life,” he said.
• Knowing their early success was definitely NOT a “one hit wonder” after 6 months, they
set about building a suite of products (they now have TWELVE online courses!) and have From long hours in a
had MULTIPLE 6-figure launches.
dental J.O.B. to industry
Creating EXPERIENCES is the Game-Changer mavericks making 4X
• From the start Davina and Galen focused on creating experiences and not just giving MORE and loving it!
information in their online courses.
• They applied the Experience Formula, adding strategies like “constant wins” and milestones,
sending surprise gifts, celebrating wins and mission accomplished and more.
• The environment they have created is a tight-knit, high-trust community who buy again and
again and refer their colleagues… Davina and Galen were even recently invited to one of
their clients weddings!
• The MASSIVE wins they are creating for their students is giving them unstoppable
momentum… this is JUST the beginning!
• Matt McWilliams from MattMcWilliams.com helps online entrepreneurs who
are just starting out AND established business owners, to monetize their platform
through affiliate marketing.
• After he discovered the Experience Formula he’s designed ALL his courses using this
framework.
• He’s a total convert to Experience Products because he’s seen higher sales, happier
customers and his Refund Rates reduced from 15% to JUST 1%
• Simply by reducing his refunds that’s over $100,000 he’s KEPT inside his business
that he would have otherwise lost with a more traditional course that has a higher
percentage of refunds.
Reducing refunds to just $1% • PLUS his clients are HAPPY and happy clients BUY MORE of his ongoing
(from 15%) has resulted in an products.
E XT RA $100,000 in revenue! • He’s seen his upsells go from practically ZERO to a whopping 20% of
students moving on to his recurring revenue membership program after taking his
online courses!
Matt McWilliams The Results!

First Course Find Affiliates Now - $497
3X’d Our Customer Satisfaction & Success Reduced Refunds Reduction in Refund Rate from 15% to JUST 1%
and SLASHED Refund Rates by 93%
Increased Revenue Lower Refunds resulted in over $100,000 in revenue
staying IN his business.
How This Affiliate Marketing Expert Instantly ADDED $100,000 to
His Bottom Line by SLASHING Refund Rates from 15% to JUST 1%
Happy Customers His client satisfaction is through the roof with upsells going
(and Massively Increased Customer Lifetime Value in the process) Buy from “non-existent” to over 20% of all course students
buying the next step!
Upsells Increased revenue from higher upsell rates is in excess

of $200,000
Customer Is UP 300% with MORE people participating in his

Engagement courses, commenting in his Facebook Groups, giving
glowing testimonials
“Turning our online courses into “Experiences” has 3X’d Our STEP 3: Fun celebration gifs customized to each person are then activated to share on the
Facebook Group as an acknowledgement
Customer Success and Satisfaction. From a pure marketing
standpoint that’s been HUGE for us. And it makes me feel
really good too. Every few days we get these amazing
testimonials - somebody saying “I did this” - it’s like putting
gas in the tank for me. It really fuels me up!”
Matt McWilliams
Sneak Peek Inside an “Experience” Product

• Matt is using the Experience Formula in a range of creative ways,
including some inspired ways he’s helping to give his students quick wins
and celebrate the milestones.
• Example 1 - Constant Wins: Right from the start of the program, progress
is celebrated. Like this Day 1 Checklist… once you’ve done the simple, • Example 2 - Mission Accomplished: The super high completion rates that
easy 3 steps… BOOM… you get acknowledged. Experience Products get is due in no small part to the concept of setting a clear
finish line for the course. What’s known as “Mission Accomplished.”
STEP 1: STEP 2: Students get instant • Matt’s team has found an AWESOME way for people to celebrate Mission
Complete the Simple Checklist acknowledgement and experience a “win” Accomplished (making their first dollar online). He sends everyone a one dollar
bill at the start of the course. When they make their first dollar online this bill
represents THAT dollar. Students are invited to FRAME that $1 and post a photo
of themselves in celebration on the Facebook Group.
• Before finding the Experience Formula Julia had done other courses but
always felt there was “something missing”
• “I had all the email list strategies and the webinar and the launch list, but
I actually felt that there was something missing that would connect me to
what I’m doing and being authentic with what I offer as well as giving me
validation that people actually want my course idea,” said Julia.
• Essentially, she wanted the “kick in the butt” that Experience Product
Masterclass provided with very specific goals leading to a clear Mission
Accomplished finish line.
• Julia committed to reach her Mission Accomplished goal of $2,000 before

the end of the course and she DID it! Making $2,318 in sales for her
“Investing Basics Bootcamp”
Julia Menheere The Results!

First Course Investing Basics Bootcamp - €497
How this New Mom Is Creating a Profitable Side
Hustle Helping Millennials Learn How to Invest Big Win Julia thought her ideal clients wanted help SAVING
money but her research revealed they ALREADY had
See how new Mom, Julia Menheere, was able to create and savings and wanted to know how to INVEST them!
launch her online course, all while spending 1 full day a week
Side Hustle Julia now has a viable, income producing side hustle!
with her baby and 3 days at her 9 to 5 job… (AND she got
$2318 in sales on her FIRST offer!) Previously Julia had struggled to get people to buy her
Idea Validation
programs and had only ever sold ONE unit! Now she
has the course people actually want to buy!
Confidence and This early win has given Julia confidence to keep
Focus making her offer
“The main thing that helped me succeed this
time, where I had failed before was getting out $2,318 in course
of my own way and being okay with being sales in Julia's VE RY
uncomfortable.” F IRST course!
Julia Menheere
“As you can see, since

doing Experience Product
Masterclass, I'm in
business!”
I LOVE my
side hustle!
“The day I reached my target
of $2,000 in sales for my
Online Course!”
• Jennifer Holbus is a Certified Lean Six Sigma Master Black Belt expert in
process improvement and productivity (the highest accreditation possible).
• Despite suffering from severe Social Anxiety, which makes it difficult for her to
be in groups of people, Jennifer enjoyed a successful corporate career, mostly
working from home.
• When her new boss insisted she come into the office Jennifer knew it was
finally time she started her own business on her terms taking her vast
expertise and applying it to online courses, programs and consulting.
• Now, she has the freedom to show up when she wants to and for whom she
chooses AND she gets to work from home ALL the time, also taking months off
at a time to spend with her children.
• By creating “Experiences” for her students and clients, Jennifer has become an
in-demand trainer and consultant, generating $250,000 within 6 months
of completing the Experience Product Masterclass.
Jennifer Holbus The Results!

How this Mom of Two Went from Sleeping on the Online Course Six Sigma Training & Certification
Floor to Making $250,000 in 6 months Income $250,000 in 6-months
Even though she had a successful job for a big corporation, after a Her Own Boss Now Jennifer can hire trainers to show up when she
move to a new city, Jennifer Holbus found herself cash-strapped and doesn’t want to.
unable to afford furniture or winter clothes and being forced to sleep
on the floor. Playing to Her By having her qualified trainers do much of the training
Strengths delivery, Jennifer can stay behind her laptop and off
the cameras because that’s where she’s most comfortable.
Despite suffering from Social Anxiety, Jennifer was able to use the
Experience Formula to dramatically change her circumstances, Completion Rates Jennifer has the freedom to take time off when she
generating $250,000 in 6 months and becoming her own boss. needs to and work from home, making time for her
children.
“I struggled with my business until I found
the Experience Product Masterclass. And “I started my own biz on my own terms.
then I said to myself ‘This is it!’”
Jennifer Holbus Now, I have the freedom
to show up when I want to
and for whom I choose to.”
Interactive Simulations
Create Engaging Experiences
• Richard Zultner is an academic with extensive expertise in Project
Management.
• He has dedicated his life to this field and now sees his online courses as a
way to “give back”
• In the process he’s built a very successful, low maintenance online
6-figure course business that still gives him 3 months off a year.
• Richard is a prime example of creating a super simple, highly lucrative
business without any team, complex tech, email lists, complicated
marketing.
• He sees his business as a “digital duchy.” A duchy is the lowest
maintenance lowest cost sovereign territory. And Richard is the “Duke” of
his digital duchy, doing business on HIS terms… getting his business working
FOR him, instead of the other way around.
Richard Zultner The Results!

First Course Critical Chain Project Management - $1,997
How a Productivity Expert is Making 6-Figures with
Just Two Online Courses and Virtually ZERO Marketing Beta Release $5,000 in sales in VERY FIRST Beta Launch
(All While Taking 3-months OFF a Year!)
Reliable Sales Gets 12 - 24 students a quarter (often with a waitlist)
See how retired academic, Richard Zultner, is easily filling his Revenue Multiple 6-figures a year
online programs (and often has a waitlist), all while having the
Sabbaticals Richard is able to take a sabbatical of 3-months
ultimate freedom and flexibility to take 3 months off a year --
EVERY year and still maintain his 6-figure income
and leave a legacy in his highly specialized area of expertise in
the process. Maximum Keeping his business lean enables Richard to have all
Flexibility the freedom he desires
“I actually had 10 years experience teaching online. But what Experiencifying your online course doesn't have to be high tech.
Marisa does in the Experience Product Masterclass is to give See these super simple but powerful tools Richard uses...
you a whole different perspective to look at teaching and it
helped me to understand WHY some of the things that I had
figured out on my own actually worked.
Once I was able to understand I was able to do it better. I was

Richard's internal point
able to do it intentionally and I was able to get better results.”
system creates quick wins and
Richard Zultner
unstoppable mometum f or
his students.
The Online Courses that “market themselves”

• Richards says, “I am retired and doing this because I love it. I don’t need to do any unfun
kind of marketing.”
• The main way Richard sells his courses is through a simple technique he learned in the
Experience Product Masterclass called “Chatterboxing” which is essentially talking to
people about your course in a very specific way!
• “You know, and it’s such a simple thing. But when Marisa talked about Chatterbox
Marketing -- that essentially just by talking to people you can market what you do -- I
actually found it fun. I essentially do that online. I do virtual chatterboxing. I don’t do email
“This is my most important
lists. I don’t have a website. I don’t do promotional freebies. But I DO enjoy talking to checklist, to make sure that every
people and asking them about what kind of problems they face in their business.”
participant is seen, understood, and
Online Course Leaving a Legacy recognized in my courses.”
• Richard said, “I’ve spent decades learning the content that I teach, and this is my chance to
really give back. Because my mentors are no longer around, so it now falls on me to pass on
what I learned from them.
• He’s able to reach more students in more diverse geographical locations with his online
courses than he was able to in his in-person university classes.
• Carol Dickson-Carr had long-held the dream to have her own business.
• Despite a few attempts, she had not been able to get traction.
• That’s when she discovered the Experience Formula and things started clicking
into place.
• She got clear on her niche and her course offer and instantly made a
$5,000 sale.
• Now she is growing a business serving creative professionals who are

dissatisfied in their careers. Carol helps them tap into their multiple passions to
find ways to monetize and do what they love.
• One of the things Carol loves most is that her daughter is seeing her go for her
dreams and step out of her comfort zone!
The Results!
Carol Dickson-Carr First Course Polyamorous Career - $997
How To Get Started From Scratch With First Sales $5,000 Consulting on Course Topic
No Experience... Marketing From HATING Marketing to Embracing it!
See how a Mom who HATED marketing was able to make the leap Innovation Carol now has a Quiz AND a Challenge as a way to
attract her ideal clients to her
from a J.O.B to having her own dream business (and getting a
$5,000 sale effortlessly). Using the “Chatterboxing” approach shared in the
Word of Mouth
Experience Formula Carol has found her enthusiasm for
marketing and get a sale 5X her Beta price.
“Marketing was NEVER my jam until I learned about
creating an Experience Product. Even before I put my Carol's brand new
beta information out into the world, I manifested a gig course is here!
that was tailor-made for me at a price-point that was
5X the price I was putting out there!”
Carol Dickson-Carr
Marketing is no longer a
Finally Doing What She LOVES... “4-let ter word!” Carol has
• Carol says she’s so happy to be finally doing what she loves.
launched a Quiz to grow
• “I had mentors previously that were telling me to do things that I was
GOOD at but NOT passionate about.” her leads and sales!
• While she had some success, she felt like he’d put the “cart before the
horse”
• So she changed mentors, got clear on what she wanted and feels “in
integrity” and authentic with her offers.
• This is making talking about her course, marketing her services and
CHARGING MORE much EASIER for Carol!
• Michelle Bongiorno has a passion for helping leaders have “bold
“Made $14,000 on my first breakthroughs.”
online course and doubled my • Over the course of 30 years she had built a thriving 1:1 and small group
business to multi-6-figures!” in-person practice.
• While her in-person practice was successful, she found she was working a
lot to be able to maintain the yearly income that gave her the lifestyle she
wanted.
• She says, “The possibilities that working online opened up meant that I
could maintain that same income or even increase it significantly by working
significantly less.”
• “So if I was making a couple hundred thousand dollars a year, and I could
do it in half the time, I was effectively doubling my income!”
Michelle Bongiorno The Results!

First Course Beyond the Gobbledygook - $797
The Simple Tweak this Leadership Coach (who was
ALREADY earning 6-figures) Made that DOUBLED Course Release Made $8000 in sales in less than 8 weeks!
Her Income with HALF the effort
Sabbaticals This opened the door on MORE specialised small group
online programs ranging from $5,000 - $25,000
See how Michelle Bongiorno took an already successful
Income DOUBLED an already substantial 6-figure income and
coaching & consulting practice from 6-figures to MULTIPLE
working LESS!
6-figures, working less and enjoying more!
Referrals 90% of all new business comes from referrals
“I was able to move into multi-six-figures and 6-figure Business with NO Website and 90% Referrals
be able to also leverage my time so that I could • Many people are amazed to learn Michelle has built her multi-6-figure business
WITHOUT a website.
do what I loved and serve more people. So, the
• “My business is easily 90% referrals.”
growth happened in both the leveraged way, but • “I count on that -- I count on that integrity of being very clear what promises I make
also, in a wiser, more creative way.” and fulfilling those promises.”
• Learning how to create an Experience Product gave Michelle both a strong program
Michelle Bongiorno and a strong way to present her program.
• “Those two things together are what bring the results.”
• “My clients love the creativity of experiential learning.”
Making More in a Wiser and More Creative Way

• Michelle says, “I was increasing my income, but I was equally focused on
decreasing the amount of time to be able to sustain that.” “Being online now I can serve people anywhere. They don't have to
just live in my local drivable area and that's freedom.”
• “I think that in business at different ages and stages, we have different areas of
importance.”
• “If I was 30 years old, how I’d be approaching my business is different to my

approach at my present age, approaching my senior years.”
• “I love having a way to build my business the way I want it.”
• Joseph Umidi has been in academic education for 35 years at a higher education
level.
• So he already knew a LOT about education, but when he discovered the

Experience Formula he was blown away.
• “It’s tremendous,” he said. “I thought, like many other courses, that I was going
to sign up for Experience Product Masterclass and do a little bit then put it aside,
but I was COMPELLED to finish - I loved it and I knew I wanted to bring this to my
students.”
• Not only did he create and launch his own course in less than 10 weeks, (after
struggling for close to 2 years to get it off the ground) he also got 12 Certified
Facilitator sales immediately!
• Those Certified Facilitators then sold and delivered 120 units of his program,
generating $19,000 in PASSIVE INCOME for Joseph (who took a percentage of
their sales).
• PLUS he took his new program and ran it at his University, training 1900 students
and staff and increasing student retention to the value of more than $1 million!
Joseph Umidi The Results!

From Struggling For 18-Months To Create An Online First Course Conversational Champions
Course -- To Launching in LESS than 10 Weeks!
Course Release 12 Certified Facilitators
See how an academic educator with 35-years experience made Leverage Those Certified Facilitators then sold and delivered 120
massive progress once he had the Experience Formula - getting 120 of his programs, generating PASSIVE Income for him
students and generating $19,000 in PASSIVE INCOME and helping
increase revenues at his university by more than a $1 MILLION Passive Income $19,000
dollars.
Applying to Joseph then ran the program for 1,900 staff and students
Academia at his University, resulting in $1 million in additional
revenue due to higher retention
“I’m a master communicator now, thanks to the
“Get ting MASSIVE
Experience Product Masterclass… and I was able to student success with my
become a master communicator without having to Experience Product!”
get a college degree or pay college debt!”
Joseph Umidi
Positioned for the NEXT 5-10 years “I now offer Certification

• Joseph’s knowledge of the Experience Formula has positioned him for
ongoing success with his online course.
and Online Courses!”
• PLUS he’s also positioned as an authority in demand for speaking
engagements and wider platforms.
• While his history has been in academia for 35 years, Joseph says,
“I’m very excited by the convergence and focus Experience Product
Masterclass has given me for the NEXT 5-10 years.”
“After 35 years in academia,

having an Experience Product
has positioned me well for the
NE XT 5-10 years!”
• Charlie Jacka has been a business coach for artisans and creative
entrepreneurs for the past 8 years
• She works with people who are creating something with their hands and
teaches them how to utilize the internet to make sales for their creative
works.
Made $4,752 with her • Up until recently, all of those workshops and programs took place in person
F IRST beta online course in in her hometown of Albuquerque New Mexico.
LESS than 8 weeks! • Just 4 months ago, Charlie discovered the Experience Product Masterclass
and created her VERY first Beta Online Course in less than 10 weeks.
• Not only did she get her course created, she FILLED her program with
16 people (with a waitlist of an additional 36 people!), generating
$4,752 from scratch!
Charlie Jacka The Results!

First Course Simple Social Selling System - $297
Launching My FIRST Beta Online Course!
Course Release SOLD OUT with 16 students and 36 on the WAITLIST
How This Marketing Expert Made $4,752 With Her FIRST Beta
Online Course in LESS than 8 Weeks in An Obscure Niche (with Beta Revenue $4,752 from the first Beta version
Virtually NO Marketing!)
Confidence Getting this first win on the board a MASSIVE
confidence boost
Feedback The 16 Beta Students are giving awesome feedback

that will make scaling the program so much easier
“I tend to be a perfectionist, so I decided, I’m just gonna
do this and see, it’s not gonna be perfect. I’m going to
make mistakes. Getting the Beta version of my course
out helped my confidence so much and I realized this is
not as big or as hard as I was making it in my mind.“
Charlie Jacka
“Now that I've done it once, I can

make it bet ter. Now I can work on
Using the Experience Formula Every Step of the Way... making the experience bet ter for
my users, which is awesome!”
• Charlie is finding her students are massively engaged and staying with the program
and getting results.
• She is using several key elements of the Experience Formula to create that
Unstoppable Momentum, including:
• Milestones and Constant Rewards - conducting regular “Jump Contests” which are
aimed at getting people to a specific milestone in the program.
• When people hit those milestones Charlie rewards them with awesome benefits,
including 1:1 sessions with her and funnel reviews.
• She says, “My students have already come back to me and said how much those
EXTRA things I am doing are driving them to finish the course and finish it on time.”
• “The Experience Formula really works!”
• Jeff Poole is a best-selling author and Vedic Astrologer with decades of experience.
• And yet for many of those years he struggled financially and professionally,
resorting to living in other people’s basements and driving Uber to make ends
barely meet.
• After a high-flying life as a multi-millionaire in the 90’s Dotcom era, and then losing
it all, Jeff spent many years in a rut of failure and things not working out. He also
suffered a traumatic brain injury as a result of a car accident.
Now offers high $ mentoring • Then he discovered the Experience Formula and it helped him change his
and programs all over the world. mindset and create a course that opened a doorway into a highly successful and
lucrative opportunity that turned everything around for him.
• Now he has thousands of clients around the world and is regularly traveling
the globe as an invited guest expert, presenter and consultant.
The Results!
Jeff Poole Transformation From Living on Social Security to Making $70,000 a
year in less than 2 years
Finally Breaking Through! From Uber Driver to In
From “Homeless” shifting from share apartment to
Demand Global Expert - and My Online Course Finding Home
basements and anything he could afford, to now having
Was The Turning Point! the money to have his own home.
See how a Vedic Astrologer went from living in other people’s Online Course $15,000 opportunity as a direct result of the Course
basements for 20 years to FINALLY being able to afford his own Marketing
home -- and became a world-renowned expert with a $70,000/Year
New As a result, new opportunities traveling the world doing
Income. Opportunities Vedic Astrology began to snowball
“This is the first time in 20 years I’ve had the money to “Experience Product Masterclass is when everything
afford my own home, instead of living in somebody’s changed and my income went from Z E RO to $70,000
basement or at the mercy of friends and family. I’m
a year. It really was like it was handed to me on a silver
in a great place financially and professionally and I
plat ter and I am so grateful to Marisa and E P M.”
can trace it back to my Online Course, which was the
pivot point for all this positive re-invention.”
Jeff Poole
From surviving on Social Security

& driving Uber to best-selling
author and world-renowned Vedic
Astrology expert.
Win on Facebook Win on Instagram
Post this viral message to your Facebook feed Post a picture on Instagram of something you
and see how you feel when you get more thought was the height of class when you
interactions and comments then you may were a kid (such as Grey Poupon, Andrews
have ever gotten before. mints, shrimp cocktail, you name it) with this
caption:
“What is something you’ve done that you’re
fairly confident you’re the ONLY person on
“Topic: Things you thought were the height of
my friends list to have ever done? Given the
class when you were a kid. I’ll start...”
Experience
wide range of people I know, I think this’ll be
interesting... “ See what feedback you get and how you feel
when it comes through...
Cards. Give the Gift

of Dopamine
Send a note of appreciation via an email,
text or voice message to someone you don’t
Win with a Health
& Fitness App
If you’ve had trouble fitting exercise into
your day, download the Seven App on your
It’s one thing to read about The Dopamine Button speak with on a regular basis, such as an old phone (www.seven.app) and follow their
friend, an old colleague, a guru, your next 7-minute workout.
and it’s another thing entirely to feel it. door neighbor, your doorman, mailman,
The app guides you through 12 simple
your favorite author.
exercises for just 30-minutes each with a 10
Experience what it feels like to activate the reward center in your brain by Let them know what you appreciate about second break between each exercise. Their
completing one of the exercises on these 6 experience cards. Each exercise is them and why. Keep it simple-- just two graphics and sound effects make you feel like
paragraphs. Then sit back and feel how good you’re winning with every 30 second burst...
designed to take less than 10 minutes. it is to make someone’s day. Who knows, you
may even get a response.
Now for the fun part:
Post what you did and how you felt on our FB thread for a chance to win
one of our famous “Live Your Message” t-shirts! For bonus points include a Win with a Time Choose Your
screenshot or photo of what you did and take a moment to check out what other Tracker App Own Win
people did! :)
If you struggle with focus and productivity, Identify the #1 thing you want to complete
download the Forest App on your phone today... it could be big or it could be small,
(www.forestapp.cc) and set your first time but it needs to be something that you can
NOTE: Submissions must be posted by 9pm PT on Oct 9 to qualify. Winners will be block. complete today.
announced on our Viral Product Checklist Workshop on Oct 10 @ 1pm PT!
See how you feel when you complete your Decide in advance how you want to
first time block and watch your tree grow! celebrate your win and make sure you do it!
S PEC I A L I N V ITATIO N
BONUS FREE ONLINE WORKSHOP!
GET STARTED WITH SESSION 1:
The “Dopamine Button”:

O N L I N E
COURSE
7 D AY
Creators
W O R KS H O P
How to Grow Your Online Course Sales by Activating
the “Reward Center” Inside Your Customer’s Brain
Save your seat now to discover how to:

• Create “binge-worthy” online courses that your customers can’t help but
LOVE (just like the course creators in this swipe file)
• Tap into brain chemistry to hyper-motivate your customers towards the results
they want and slash refund rates by 70-80%
• Embed the “dopamine button” in your online courses to drive 10-30x more
student success (that turns into radically more repeat sales and referrals)
• And much much more…

Because you’ve downloaded this Course Creators
Secret Swipe File, you ALSO get FREE access to my
CLICK HERE TO SAVE YOUR SEAT NOW
ONCE-a-Year Online Course Creators Workshop!
OR visit www.liveyourmessage.com/dopamine
CLICK HERE TO SAVE YOUR SEAT NOW
OR visit www.liveyourmessage.com/dopamine

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05 The Dopamine Button 39 Case Study: Julia Menheere

14 Case Study Swipe Files 51 Case Study: Carol Dickson-Carr

19 Case Study: Josh Turner 59 Case Study: Joseph Umidi

23 Case Study: Dr. Marie Mboudi 63 Case Study: Charlie Jacka

27 Case Study: Patti Dobrowolski 67 Case Study: Jeff Poole

31 Case Study: Drs. Davina & Galen Detrik 71 Experience Cards

THE COURSE CREATORS SECRET SWIPE FILE 2

• Leading to over $17M in online course and program sales

Grow Your Online Course Sales by Activating the

Duolingo - 25 million MONTHLY users

Tinder - 10 million DAILY users

Fail to Press the

Products are pressing the

I wanted to understand how THEY got people so engaged. Taking so much

NEW “Experience” Boring “Traditional”

• Previously they’d hosted LIVE in person “Gift of Health” Programs in their

• That’s when they discovered the Experience Formula.

Drs Arjun & Shobha

60% Uptake in Their Higher $ Program

• With a MASSIVE 60% of all students deciding to move forward!

• This is a key benefit of an Experience Product -- when people

• SECOND - 10% of students were requesting a REFUND during the Refund

• That’s when they discovered the Experience Formula

Josh Turner The Results!

• Once a person got to a certain level of points they unlocked access to

• This also resulted in 15-20 substantial Referral Partners offering long-

• This Word of Mouth has resulted in more than $500,000 in sales

Dr. Marie Mboudi Product Masterclass.

How To Go From Zero to 18 People in Your The Results!

Working Less, Recently DOUBLED Coaching prices, due to high

Clarity & Authority

Freedom and Getting Her Life Back

Patti Dobrowolski The Results!

Creating A Series of Products Your Audience Wants

Drs. Davina & Galen Detrik The Results!

Lifetime Customer 26% of those Active Members have a lifetime value of

Matt McWilliams The Results!

Upsells Increased revenue from higher upsell rates is in excess

Customer Is UP 300% with MORE people participating in his

Sneak Peek Inside an “Experience” Product

• Julia committed to reach her Mission Accomplished goal of $2,000 before

Julia Menheere The Results!

“As you can see, since

Jennifer Holbus The Results!

Richard Zultner The Results!

Once I was able to understand I was able to do it better. I was

The Online Courses that “market themselves”

• Now she is growing a business serving creative professionals who are

No Experience... Marketing From HATING Marketing to Embracing it!

Michelle Bongiorno The Results!

also, in a wiser, more creative way.” and fulfilling those promises.”

• “Those two things together are what bring the results.”

• “My clients love the creativity of experiential learning.”

Making More in a Wiser and More Creative Way

• “If I was 30 years old, how I’d be approaching my business is different to my

• “I love having a way to build my business the way I want it.”

• So he already knew a LOT about education, but when he discovered the

Joseph Umidi The Results!

Positioned for the NEXT 5-10 years “I now offer Certification

“After 35 years in academia,

Charlie Jacka The Results!