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Marisa Murgatroyd – The Experience Product Masterclass 2023

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INTRODUCING
Experience Product Masterclass

A 12-week program to validate, create, launch and successfully sell your very own Experience Product … With the BEST guarantee in the industry!!

Welcome to the first & only implementation program to create an Experience Product, the new “high profit” kind of course taking the world by storm that’s easier to create and up to 16 times more profitable than the norm.

A Tale of Two Course Creators:
Which One Are You?

On a beautiful Spring afternoon, only a year ago, two course creators smiled and pushed “publish” on their first course.

They were very much alike, these two course creators. Both were well-respected experts in their field. Both were skilled at helping people. And both were filled with dreams of building a successful business and changing the world.

Recently, these course creators met at a conference.

They were still very much alike. Both were still creating courses and dedicated to helping people. And both, it turned out, were experts in the same field. But there was a difference.

The other was a conference keynote speaker and published author with dozens of courses and thousands of students.

Have you ever wondered what makes this kind of difference in peoples’ lives?

It isn’t a matter of hard work, intelligence or talent. And it isn’t that one person wants success and the other doesn’t.

The difference actually lies in which kind of course they created for their students.

Before I tell you what kind of course you should be creating, let’s review what’s wrong with “traditional” courses…

The 180-Year Old “Bad Idea” That Could “Strangle” Your Course

Let’s rewind around 180 years.

It’s the 1840s and an English educator named Sir Isaac Pitman begins teaching shorthand by mail. He writes his lessons onto the back of postcards at regular intervals and mails them to students.

It was the world’s first home-study course, and not much has changed since.

While the postcards may have been replaced by videos, the intent remains the same: to simply impart a lot of information to students.

And that’s puzzling — since it’s widely understood that this is the WORST way to learn something new. And it’s why — despite the growing popularity of online courses in today’s world — they simply don’t work for most people.

In fact, across all industries, it’s been shown that…

Up to 97% of students will quit the online courses they buy.

And when this happens to you? The net cost to your business can be absolutely catastrophic.

Here’s what I mean…

How My First Course Turned Into an Epic “Fail”

I launched my first course in 2012 for the same reason as many other people: I wanted to leverage my time and help a lot more people than I could one by one.

So I set to work creating that course in the way the gurus taught me. And a few months of exhausting and expensive hard work later, we hit “publish” and waited for the money to start rolling in.

But… it didn’t quite work out the way I imagined.

Out of all my new students, the vast majority (around 95% of them) never completed it.

While the students who DID take action got great results, the vast majority got stuck somewhere along the way and abandoned. Or “life” happened, and they never logged back in. Or a million other reasons.

And I couldn’t work out why, which sent me into an emotional tailspin.

The course I’d been so proud of never had the IMPACT that I dreamed it would.

And after so much time, countless hours of effort, I felt ashamed that this was all I could accomplish.

The Huge Cost
I Never Expected

And this massive student inaction also came with a HUGE cost to my business that I never considered before it actually happened to me.

My refunds were far too high, which ate into my profit — big time.

I didn’t get referrals for obvious reasons.

And I didn’t have that flood of successful, happy students coming back to buy my next course that I’d been counting on…

As a result:

I felt backed into a corner, forced to keep filling my business with one-time buyers just to keep the lights on. And I discovered that one-time buyers are up to 16 times more expensive to get than repeat buyers! UGH!

I got into this business to help people, and I felt that instead of helping, I was letting them down. And frankly, I didn’t want to sell a course that wasn’t predictably getting results for the majority of my students.

So I found myself on the marketing treadmill working 24/7, limping from promotion to promotion as best I could, just barely keeping my head above the water. I was completely exhausted, overwhelmed, burning the candle at both ends, and at my wit’s end.

In fact, I was about to quit, when I discovered that…

The Problem Was Far Bigger Than I Thought

One day, while lying on my couch in despair, I dialed a friend who is also a course creator, and told her what was going on.

I asked her point blank:

Do you have this problem too? Do 95% or more of your students not complete your courses?”

There was a pause, followed by an intake of breath, and then she said something that’s stayed with me ever since. She said:

“Yes, I do. And Marisa, maybe not everyone’s meant to succeed.”

That’s when I realized two things:

First, I realized this was a universal problem, affecting ALL course creators and students.

And second, I realized that I wasn’t OK with the idea of creating courses and products that I knew 95% of people would quit.

On some basic level, I just didn’t buy into the idea that some people aren’t meant to succeed.

So I went looking for an answer, and I found inspiration in the most unlikely of places.

My “Near Death” Experience & the Gift It Gave Me

The scene: Summer, 2016. My husband Murray and I are on vacation in Rome, Italy.

Late one Friday night, walking back from dinner, we take a shortcut down a dark alley and immediately hear a scuffling in the darkness.

Certain we were about to die, we froze and scanned the alley. That’s then we see them: a young couple in a dark corner, crouched over their phones, their faces lit by their screens.

Murray pauses and says a single word to them: Pokemon?

Busted! They spring up, laugh, and run back down the alley in search of more virtual creatures to “capture.”

In the month since we had left the US, Pokemon Go had become a global phenomenon, inspiring the kind of engagement that

I’d never seen before.

Millions of grown adults, and even entire families, had begun taking to public spaces around the world to chase little virtual creatures through the streets.

You may have seen the famous videos of thousands of people stampeding through Central Park and Santa Monica when rare

Pokemons spontaneously spawned…

Some of the more passionate even began traveling the world and going to crazy destinations to find the rarest Pokemons of all.

The game was so popular among ALL kinds of people that, by the time of our adventure in that alley in Rome, they’d reportedly already made $200 million dollars.

That’s when I discovered…

Silicon Valley’s Trillion Dollar Secret

While watching those videos, I realized that Silicon Valley had figured out something the rest of us mere mortal course creators had not.

How to get (and keep) attention in the most crowded market the world has ever seen
How to get people excited 🤩 and engaged 🏃‍♀️ over long periods of time
How to motivate simply staggering levels of action 💪
How to turn “normal” people into mega-fans, passionate users and committed customers 👍 who spend money 💰 over and over
And all for the kinds of things that (let’s be honest?) don’t really matter.

And when I thought back to how I’d struggled to get people to finish my course, despite the HUGE positive effect it would have on their lives, it made zero sense to me and felt so unfair.

But instead of getting angry or resentful, I got curious.

I wanted to understand exactly HOW they were doing it.

How they “hook” us, hold our attention, and motivate us to invest so much of our precious time and money into their products.

So I spent a whole year researching everything Silicon Valley.

I installed and played with all of the biggest selling games and the most viral apps. I deconstructed them all, ripped them apart. And I analyzed what they were doing.

I watched my own behavior. How I felt, acted and responded.

My Major Discovery:
The 10 Core “Experiences”

As I went deeper and deeper down the rabbit hole, I made a major discovery. I found that THE most addictive apps & games all did very similar & predictable things, in the same way.

Specifically, they all created certain kinds of “experiences” for the user. So I started to document them, and pretty quickly, a pattern began to form.

The deeper I went, the more I found the same 10 Core “Experiences” cropping up over and over and over.

The more of the 10 “experiences” an app or game stacked together, the more addictive it felt, and the more I wanted to engage with it… and the more I thought about it while I was AWAY from my phone.

I realized there was nothing “accidental” about this. Silicon Valley has poured billions into understanding how to activate the reward center inside our brains, flooding our bodies with dopamine each time we push a button or get a notification… so we would want to keep coming back, taking those actions and getting those rewards.

And it worked! Humanity is totally utterly, for better or for worse, addicted.

50 million people around the world meet the clinical definition of addiction because of their Facebook habits.
58% of smartphone users can’t go an hour without checking their phones and an average user checks their phone over 150 times a day.

Ironically there are even apps for addiction recovery! These tech giants have exploited the Dopamine Button in our brains to get us completely and utterly addicted to using their technology.

And in a moment I’m going to show you can easily use these ideas in your course to empower your students, clients and customers to replace an empty addiction with the desire to learn, grow and make their lives better through your online course or program…

Because the truth is you’re not ONLY competing against other business owners and course creators, you’re ALSO competing against the tech giants who are claiming so much of our valuable time and attention…

And you don’t stand a chance if you’re creating courses in the “old” way… the way that it’s always been done.

The Small Experiment That Led to HUGE Results

As I analyzed that first course with this fresh perspective, I found that I was using almost none of those “experiences” in my curriculum.

That was the moment it all made sense to me.

And instantly, I realized why I was struggling to get student engagement. I understood why 95% of my students were dropping out.

And why I wasn’t seeing the referrals and repeat sales I hoped for.

And then, the only question that remained was: what would happen when I applied these 10 Core Experiences to my online courses, digital products and programs to get similar levels of engagement, action, desire, passion and even healthy addiction?

I decided to start by running a small experiment to see if my new Experience Formula™ would work with an online course.

I wanted to know, Could it work for me as well as it worked for them?
Could I use these same Core Experiences in my courses to support my students? Would they work as well?
Could they help get people THAT excited about not just buying a course, but implementing what they bought, and ultimately changing their lives?
Could I inspire the same levels of engagement among my students, so they can’t stop thinking about my course?

If it worked, it would be a brand new, never-tried-before approach to creating courses.

So I sprinkled a few experiences into my training content, and then stood back and waited to see what happened. While my gut told me I was onto something, even I wasn’t expecting what actually happened.

My 5% student success rate jumped to a massive 76%!

This small “beta group” of students all wanted to buy more and more from me, and turned into $138,000 in a matter of months! Flash forward again and that small initial test group was responsible for $707,865!

My lifetime customer value skyrocketed from $550 to $5,574, landing me on the Inc 5000 list of fastest-growing companies in

America three years in a row.

That was when I realized that I’d discovered an entirely NEW kind of product that turned the “best practices” of the entire online education industry upside down and inside out.

Introducing the New Kind of High-Profit Course That’s Taking the World By Storm…

The success I had taking the little-known secrets of Silicon Valley and applying them to my own online course made me realize that I wasn’t creating a traditional online course or info product any more…

I was creating a brand new kind of course that the world had never seen before… I was creating what I called an Experience Product™.

An Experience Product is a product, program or course that combines the 10 Core Experiences of the Experience Formula™, while avoiding the 10 Anti-Experiences you find in most online courses. This results in dramatically more student engagement and success than other traditional approaches, by activating the reward center in people’s brains and propelling them into taking massive action.

These Core Experiences combine the most powerful elements of gamification, learning theory, and psychology to create an engaging experience that works with (rather than against) the brain to get your customers “hooked” on taking action and getting life-changing results.

When you stack these 10 Core Experiences into every element of your Experience Product, you create Experience Escalation, which is like an upward spiral that propels your customers across the finish line of your course in record numbers.

And when your customers win, you win too. Refunds drop, referrals and repeat sales go through the roof, because customer success really is the new marketing.

That’s why Experience Products have changed the game when it comes to how we empower students, clients and customers to replace empty scrolling with the desire to learn, grow and make their lives better through an online course or program.

But before I got too excited, I had to make sure this wasn’t just a fluke. So I started sharing my ideas with the very same colleagues who I knew were having the same problem I was.

It Blew Away What I Even Thought Was Possible

Every single one of my colleagues had immediate results. People with 6, 7 and 8 figure businesses:

Josh Turner, known as the world’s LinkedIn Selling expert and one of the fastest growing companies on the Inc 5000 list for 5 years in a row, had just loaded 700 new students into his course and wanted to increase his student engagement. Here’s what happened when his team applied the Experience Formula™ to his course:

And Josh was not alone. Personal development expert Mary Morrissey also saw a HUGE lift in sales and engagement when she applied these principles to her new course, the 8 Spiritual Secrets for Multiplying Your Money…

They made 65% over their projected sales calls and saw 36% of her students complete the ENTIRE program — which is 12x the industry average.

And then there’s Matt McWilliams, an affiliate marketing expert who used these Core Experiences to add a series of simple wins right from Day 1 of his program, which completely TRANSFORMED his online course results…

Because people were engaged right from the start, he was able to SLASH his refund rate from 15% to just 1%, which had a direct impact on revenue and added $100,000 to his bottom line in SAVED sales.

PLUS, because people were taking action and getting engaged, they also COMPLETED his program, boosting customer success by 300%.

And because people were SUCCEEDING and LOVING his program, they wanted to buy his NEXT offer as well, leading to an extra $200,000 in upsells…

That’s when I realized I was onto something big! But I wanted to make sure that my ideas worked for everybody, and not just the industry heavyweights with large businesses…

I’ve now shared the Experience Formula™ with thousands of my students and clients in every industry imaginable. And they work for every experience level imaginable.

My Biggest Lesson: Humans CRAVE Experiences, Not Information

As for me, ever since I started using the Experience Formula™ in all my courses, every single one has become a Million-Dollar Online Course.

Because now I’m creating the kind of product people actually want to buy… AND complete!

It’s clear that consumer behavior has changed radically over the past 20 years.

Overwhelmingly, we now crave experiences, not information or things, and we’ll pay a premium for them.

After all, life is all about experiences. We treasure and cherish them because they’re what make us human. They’re what move us, make us feel, and help us learn and grow.

And this is why Experience Products — “experience-based” courses, trainings & digital products — will always attract higher prices, and guarantee higher student engagement and success.

It’s why they’re easier and quicker to create, make students happier, and are up to 16 times more profitable than a regular course.

The time is NOW to let go of the “old” way of creating courses and get started with your very own Experience Product.

And I’d be honored to be your coach and guide in the Experience Product Masterclass, a 12-week, results-guaranteed experience designed to help you design, launch and profit from an Experience Product, so you can get off the marketing treadmill, make more sales and have a bigger impact.

Your Mission
Should You Choose to Accept It…

If you want to use the power of Experience Products® to transform your business by transforming your customer’s lives, you’re invited to join us in the 2022 edition of the Experience Product Masterclass:

Your mission — should you choose to accept it — is to design, launch and profit from an Experience Product in 12 weeks or less, so you can get off the marketing treadmill, make more sales and have a bigger impact. Guaranteed!

And we’ll be doing it together with support, guidance and feedback every step of the way. The Masterclass is an Experience Product® (of course).

Which means that you’re going to LEARN the Experience Formula™… while EXPERIENCING it first-hand for yourself. (Which, as you now know, is the BEST way to learn!)

From the very first moment you join, you’ll be getting Constant Wins, building Unstoppable Momentum, and you’ll know exactly what your Mission is and what you’re working toward.

And you’ll have the Feedback, Community and TONS of support to keep you powering through and getting results.

What You’re Going to Do

EPM is a 12-week immersive experience. I’m going to go “all out” to show you exactly how to do what I’ll be TEACHING you to do when it comes to experiencifying your product, program or course.

By the End of EPM You’ll:

Discover Your Ideal Audience and Most Profitable Idea
Package Your Idea Into an Irresistible Offer That Drives Sales
Design Your Experience Product to Stand Out & Make a Difference
Launch FAST to Your Market Using the Minimum Viable Product (MVP) Approach
Prove Your MVP by Earning Your Investment in EPM Back, Guaranteed!
Test Your Product With Real People Paying You Real Money
Create the Kind of Marketing that Reaches People & Makes Sales
Experiencify Your Product, Program or Course to Drive 10-30x More Success
Learn the Skills You Need to Increase Your Earning Capacity for Life

12 Weeks, 5 Modules
One Life-Changing Program

MODULE 1

YOUR PROFITABLE PRODUCT IDEA

Designing a Blockbuster Hit Starts Here

The best products start with the best and most profitable ideas — which don’t happen by chance nor by waiting for lightning to strike.

It takes a proven process to zero in on the idea with the potential to fly off the shelves.

In this module, you’ll discover my Profitable Product Idea. You will:

Choose the best product and audience for you to profit from right now
Make sure your Idea passes all 7 Criteria of the Profitable Niche Checklist
Express your Idea in one simple phrase that attracts your target market in droves
Pre-validate there’s demand for your Idea in a way that automatically lines up your future customers
Create your Profitable Product Idea Blueprint so you have everything in one place

This process was developed over 7 years and 7,000 students, and can shave months or even years off your journey from idea to profit.

Whether you don’t have any ideas, or you have too many ideas, or you’re not sure whether your idea will work, your

Blockbuster Hit Product starts here.

MODULE 2

YOUR IDEA TO MARKET BLUEPRINT

Turning Your Idea Into an Irresistible Offer

In this module, you’ll take your profitable idea and transform it into the kind of thing folks will line up to buy.

We call it your “Offer”, and it’s the scaffolding around your idea that makes it real. Elements such as:

Your blockbuster course name, your price point, your guarantee, bonuses and the reasons to buy now
The points of credibility that create massive buyer trust — even if you’re just getting started
Your uniquely valuable “process” — how you go about getting your students results (a huge selling point)
The social proof to start attracting paying customers immediately, even if this is the first time you’re doing this

The right offer can triple or even quadruple your sales, while the wrong offer will turn a great Idea into a ghost town.

By the end of this module, you’ll have the deep confidence that comes from knowing that everything you’re creating is exactly what your audience wants to buy.

Now you’ll be ready for Module 3, where we’ll start building!

MODULE 3

YOUR MVP LAUNCH

Creating Your Minimal Viable Product & Getting to Market Fast

By the end of this module, you’ll create just enough of your new program or course to be able to start making real, actual sales to real actual customers.

So many programs stop short of this critical step, and leave you stranded, wondering how to bridge the gap between theory and practice. That’s a huge mistake, because it’s critical to test the real world response to your offer before you create your whole course or product, while you still have time to make easy changes and pivots.

Some folks hit it out of the park on the first try, while others need to refine and adjust for a few cycles before they land on just the right thing. Either way, this process ensures you never waste months and thousands of dollars creating the wrong thing.

In this Module you’ll:

Use the “paint-by-numbers” MVP process to choose the exact pieces of your product and how they fit together
Finalize your Launch “Blueprint”, including the exact concrete steps to get to market FAST and start making sales straight away
Choose and deploy one of the 3 simple marketing & promotion campaigns to locate and find the people most likely to want to buy from you
Copy/paste from our pre-written campaign messaging templates to immediately have people wanting to know more (versus tuning out or scrolling past)
Follow the word-for-word sales scripts to confidently sell your MVP and start taking money even before the end of the module!

MODULE 4

SUPERCHARGE YOUR MARKETING

Reach Even More People & Make Even More Sales

Now that you’ve proven your offer by making some sales, our optional Module 4 is where you can take your marketing even further by stacking 2-3 campaigns together to create a supercharged, multiplier effect.

Whether you stack simple campaigns, requiring little-to-no technology, or more robust campaigns — this is how you realize Goal X. A whole lot more. Whatever that looks like to you.

In this Module, get ready to turn a handful of sales into an avalanche:

Get our EIGHT pre-written ready-to-go “Experience Marketing” Campaigns that you can just plug right in
Recieve my entire vault of pre-written scripts, emails, web page templates, sales & video scripts that you can take and customize or just use “as is” — they’re yours and they’ve generated literally millions of dollars for my other students
Create a Custom Campaign Stack that suits your dominant marketing style — whether you prefer to sell through 1:1 conversations, speaking to groups, or writing — so marketable feels easier than it ever has before
Recieve my entire vault of pre-written scripts, emails and web page templates that you can take and customize or just use “as is” — they’re yours and they’ve generated literally millions of dollars for my other students
Stand out with your marketing in a powerful, unique, fresh and engaging way that gets the attention of your ideal customers, which is 99% of the battle in today’s noisy marketplace, so you can make some real money

After that, we start to really dial up the “WOW” for your students…

MODULE 5

EXPERIENCE ESCALATION

Supercharge Your Results

Now that you’ve proven your product with real sales and you have a plan for reaching even more people and making even more money, this is where we pour fuel on the fire by “experiencifying” your course.

“Experiencification” is the process of stacking the 10 Core Experiences of The Experience Formula™ into every element of your Experience Product, to increase the effectiveness of your product by 10-30 times.

In this Module you’ll:

“Experiencify” your program with the 10 Core Experiences of The Experience Formula™ to create an engaging experience that works with (rather than against) the brain to get your customers “hooked” on taking action and getting results
Watch as your students spontaneously put down distractions and excuses and become “achievement machines”, focused on taking action, getting results and bringing more customers your way
Embed a powerful process for gathering success stories right into your course, so you can quickly have dozens if not hundreds of glowing testimonials (this is how I ended up with 1480 testimonials and counting for EPM!)

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