#225: Jonny Miller – $800,000+ from six cohorts of his signature course
Nov 12, 2024
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Jonny Miller, creator of Nervous System Mastery, breaks down how he successfully launched his course with a small audience, generating over $800,000 from nearly 1,000 students. He shares insights on effective marketing, curriculum design, and the power of niche targeting. Jonny highlights the importance of building trust within communities and engaging potential students through innovative strategies. He also discusses the joy of collaboration and how design decisions can affect course conversions, revealing the secrets behind his impressive growth in the online education space.
Jonny Miller's Nervous System Mastery course showcases the potential financial success achievable through niche-focused, well-structured signature products despite a limited initial audience.
The course's iterative feedback mechanism emphasizes community engagement, enhancing the learning experience, fostering trust, and encouraging alumni participation in subsequent cohorts.
Effective marketing strategies, including podcast guest appearances and paid sponsorships, combined with intentional cohort scheduling, significantly boost visibility and enrollment in the program.
Deep dives
The Importance of Bookkeeping for Creators
Good bookkeeping is vital for creators, especially during tax season, as it can save substantial amounts of money. Traditional methods of bookkeeping have often been time-consuming and costly, which discourages many from maintaining their financial records. However, a new tool called Kik revolutionizes this process by leveraging AI for self-driving bookkeeping that simplifies the experience. Kik’s user-friendly interface, quick setup, and automation features not only streamline expense categorization but also help users uncover additional tax savings.
Nervous System Mastery: A Unique Learning Experience
Johnny Miller's Nervous System Mastery (NSM) offers a five-week course designed to teach evidence-based methods for cultivating calm and resilience. The course has served nearly 1,000 students and generated substantial revenue, despite Johnny having a relatively small initial audience. His success demonstrates the potential of well-designed signature products that fill a specific niche, especially in the context of growing awareness around mental health and emotional resilience. The course's iterative design and feedback process have played significant roles in its ongoing development and success.
Building Trust and Community Through Feedback
The feedback mechanism within the Nervous System Mastery program underscores the importance of community and iterative improvement. By actively seeking testimonials and suggestions from students after each cohort, Johnny has created a cycle of continuous enhancement that elevates the learning experience. Returning alumni often enrich the community, providing motivation and support while sharing their own growth journeys. This engagement builds trust and encourages new students to commit to the program, fostering a collaborative atmosphere.
Optimizing Course Delivery and Marketing Strategies
Johnny’s experience with cohort management and marketing illustrates the significance of well-structured programs and effective outreach strategies. By conducting a combination of paid sponsorships, guest appearances on podcasts, and collaborating with complementary creators, he effectively reached his target audience and increased cohort enrollment. Additionally, he emphasizes the importance of maintaining a sustainable cohort schedule, allowing time for reflection and improvement, which ultimately leads to better course delivery. This intentional planning creates a more manageable workload, reducing burnout and maintaining high-quality instruction.
The Challenge of Website Design and Conversion Rates
Johnny’s recent overhaul of the Nervous System Mastery website highlights the balance between aesthetic appeal and user engagement. Despite the visually appealing redesign, there was a noticeable decline in conversion rates, indicating that too much information and less effective copy may have confused potential students. This situation underscores the importance of testing and optimizing user experience as part of the marketing strategy. As Johnny evaluates the impact of these changes, he recognizes that blending good design with a clear, direct message is essential for improving conversion outcomes.
Jonny Miller is the creator of Nervous System Mastery. It teaches evidence-backed protocols to cultivate calm, build resilience, and increase aliveness in 45 days. It’s a five-week, cohort-based course that is just wrapping up its sixth cohort in the last three years. In those six cohorts, Jonny has served nearly 1,000 students and earned more than $800,000.
Here’s the best part – Jonny doesn’t have a massive audience. When he launched Nervous System Mastery, he had a couple thousand followers on Twitter and a small email list. This is the magic of a well-designed Signature Product – and Jonny is the perfect example.
In this episode, we get into the weeds about how he’s grown NSM – what’s worked well, what hasn’t, and how he’s found himself on large podcasts with people like Lenny Rachitsky, Ali Abdaal, Chris Williamson, and more.
