You’ve probably heard me carry on about how you need to diversify your income…and for some of you, that will mean diving into the world of selling tutorials online.
Here’s a few pointers to get you started:
- You’ll need an audience to sell to. If until now you’ve only made custom cake and never taught or sold before, you’re going to need to devote some time to raising your profile among people who are likely to buy tutorials. Don’t try to make “how to make a perfect gumpaste rose” to customers who buy cake from you because they have zero interest in making those themselves.
- People WILL pay for quality – so create quality. Sure, I can learn to make a perfect gumpaste rose on YouTube. I’m still interested in buying a tutorial if it’s nicely photographed, has step-by-step pictures to help me, I can email the instructor and I get a fool-proof gumpaste recipe with it.
- You can’t just make it, offer it once and then be sad about it not selling. Because tutorials are often time-consuming to make, we have a tendency to make one, chuck it out onto social media a few times, then sit and wait (and grow old) waiting for sales to roll in. You have to do some marketing here – as much if not more than you will for other products. It’s a constant process of reminding people it exists.
- Make it easy to buy and deliver – if they have to click eighteen times to pay you and then you deliver it in a non-downloadable format via carrier pigeon imported from Malaysia, you’ve lost them and made your life difficult. Make it EASY for them to buy it and easy for you to deliver it! MINIMUM FUSS.
- Don’t make it overwhelming and over-deliver unnecessarily. Seriously, if I see a tutorial which boasts ‘450 colour photos’ and ’78 pages of in-depth detail,’ this just scares the heck out of me. I buy tutorials to teach me how to do things in an easy to follow, easy to understand way. If I’ve got to wade my way through 450 photos, I’m either going to get bored or lost or forget it, I’m buying those damn roses from someone else. Too hard!
And lastly… price matters, but not in the way you think. Tutorials which cost $1 are frankly, kinda pointless. If you don’t have a huge audience you won’t get a huge amount of volume in sales, and when something is super cheap we question it’s quality. Make an informed decision on pricing… don’t price it stupid cheap and think you’ll sell them in the millions.
Online tutorials are fun to make, can make you an income long after the pain of making them is done, and go a long way towards improving your reputation and street cred. I like them as a way to diversify income – but they are not the road to immediate riches – so go in with eyes open (and easy-to-use online shopping cart open!)