A Podcast for Coaches

Hey, this is Mark Butler and you
are listening to a podcast for

coaches special Friday episode.

Kind of in vacation mode around here.

I'm home, but the kids are out of school.

It's my quiet week for coaching.

So I have had just a couple of
coaching sessions, but very few.

So there's not a lot going on around here.

And we're kind of
puttering around the house.

And yesterday being Thursday, the day
I normally record and publish at about

one o'clock in the afternoon, I turned
to Kate and said, wait, it's Thursday.

I'm supposed to publish a podcast episode.

And then she said, we'll get on with it.

And I said, ah, it's vacation, whatever.

But I woke up this morning thinking.

For me, the publishing habit
feels so fragile that being casual

about skipping a week seems risky.

I think a lot about The Princess Bride.

I'm sure that you do too.

I think all of us spend a lot of
time thinking about some of the

amazing quotes that come from that
brilliant movie, The Princess Bride.

And I think about the scene
where Wesley and Buttercup

are walking through the swamp.

And I can't remember the swamps name.

I'm so embarrassed, but Wesley is telling
Buttercup the story of their time apart

when he was with the dread pirate Roberts,
when he became the dread pirate Roberts.

And one of the things he says to Buttercup
is when he went from being the Dread

Pirate Roberts prisoner to becoming
the Dread Pirate Roberts himself,

at the beginning of his relationship
with the Dread Pirate Roberts, the

Dread Pirate Roberts would finish each
day by saying, Good night, Wesley.

Well done.

I'll most likely kill you in the morning.

And I often think about that because
in my own life, I am both Wesley

and I am the Dread Pirate Roberts.

This is especially true in my content
publishing because each and every time

I'm not exaggerating each and every time I
publish a podcast episode, a solo episode

at the end of that episode, when I've
clicked publish and the episode has gone

out into the world, there's a little voice
in my head that says, good night, Mark.

Well done.

I'll most likely kill you in the morning.

Meaning There's a part of my brain that
thinks the episode I just published is the

last podcast episode I will ever publish.

And I think it's sort of a coin
toss, whether it's true or not.

That's how fragile publishing feels to me.

So as I thought about being in vacation
mode, and I thought about the fact that

I didn't intentionally skip the week, I
just sort of the way that I do skipping

feels like Actually having the dread
pirate Roberts kill me in the morning

as it were, look, it's a metaphor.

I know I overworked it a little bit.

Hang in there.

So I woke up this morning and I
said, no, let's publish an episode.

I've had this episode in my
head for a while, so it's

not completely off the cuff.

There are some principles here that
I think are important to share.

And at the end of it, I'll be
able to say, well done, Mark,

you published another one.

I'll most likely kill you in the morning.

Now.

This episode is about the
urge to create a course.

It's an urge.

I still have, I've had
it for over 15 years now.

I've created a few courses during that
time, but the urge to create a course

is this thing that doesn't seem to
leave any of us that are in the world

of coaching and personal development.

Why?

Well, because we have this perception
that courses are semi passive income.

I've talked a lot about this.

You can go to the early episodes
of a podcast for coaches.

You'll hear me talking about training
models versus coaching models.

The challenges of , scalable
business models.

But today I want to talk specifically
about this urge to create a course

where I think it comes from.

And then.

What I think about actually acting on
it because I do have a specific course

in mind right now that I would like to
create and to distribute into the world.

Will I?

Probably not.

Let's be, let's be real with ourselves.

But something I hear newer coaches
say often is when they get into the

world of coaching and they realize
that they don't have any clients.

And they realize they don't
really know how to get clients.

And I have great sympathy
and empathy for that.

Then I hear them saying, so
anyway, I'm creating a course.

Well, why is that happening?

Well, first of all, it's happening
because when you can create a course,

, there's just a well of dopamine
waiting for you in the creation of that

course, you get to write and create
and you get to feel smart and you

are, I'm not, there's no sarcasm here.

Creating a course is, is fun and
it's challenging and it's rewarding.

And I think there's many great dopamine
dumps waiting for us in course creation.

It also allows us to avoid the discomfort.

of being with the reality that we don't
have clients or that we don't know what

to do with ourselves in between clients or
in between yeses from potential clients.

So I completely get that.

I also have the opinion that coaching
is, is harder than people think.

It can be very hard when you're
engaging with clients and you have a

whole set of principles in your head
and you're trying to help them explore

their challenges and explore their
behaviors and their relationships.

And you find yourself thinking, if you
just knew what I know, you wouldn't be

making the choices you're making and
getting the results that you're getting.

So if I could just transfer
my knowledge to you, Then

that would solve your problems

it's not strictly speaking untrue if
A person is skilled and knowledgeable

in an area and if they can transfer
their skills and their knowledge

to me I'm I'm probably better off
The asterisk here is that Time and

circumstances and personality also matter.

So it's not just having the
knowledge and having the skills.

It's how those skills and
that knowledge lands with me.

And what's the timing in my life?

What's my preparedness for it?

What's my ability , to act on that
new knowledge and those new skills.

So it's actually quite a flawed idea.

This idea that if they just knew
what I know that they would be

different, they would act differently.

They would get different results.

It's an imperfect, but it's
an understandable idea.

And when you mix that good intention,
the good intention of, if you just

knew what I know, you'd be better off

with the discomfort of being
out in the world, actually

attempting to create relationships.

And nurture those relationships
into client relationships.

Then you can understand why people
go into their caves to , make

a course or , create a program.

This is where you hear a lot of coaches
saying, I'm working on my program.

Okay.

Amazing.

You're working on your program.

I get the urge.

And as I said, I still have the urge.

There's a course that I
have in my head right now.

I'll talk about it in a few minutes
and I'll talk about what I think

its challenges are, but I want you
to know, I acknowledge the urge.

Here's the single biggest challenge
with courses that I probably said in the

early episodes of this show, but I cannot
remember courses are cheap to produce.

Information is abundant and cheap.

Packaging abundant, cheap information as
a course is an inexpensive thing to do.

Many, many, many, many millions
of people have the ability, they

have the resources to take abundant
information and package it as a course.

Even if you spend 10, 000 on a
website and 5, 000 on videos and

5, 000 on photography and 5, 000
on copy and et cetera, et cetera.

Even if you go all in 20, on a course,
In the production of it, you will

then realize that many millions or
at least many hundreds of thousands

of people have the ability to spend
25 on the production of a course.

So that's not a high barrier to entry.

Of course, you don't have to spend
25 on the production of a course.

I'm speaking at the upper limit of
what I think many of us would believe

to be reasonable to make the point.

The point being it's easy
and cheap to make a course.

And since it's easy and cheap
in production, then all of the

competition will be in distribution.

It will be in the sale of the thing.

Courses have a high appeal to the
maker, to the producer, because they're

perceived to be high leverage and scalable
and either passive or semi passive.

So lots of people Have the idea
that making courses would be

a great way to make a living.

But since it's cheap to make them,
and since many people want to make and

sell them, the supply and demand here
means that we have a high supply of

courses and a high demand for customers.

We're the ones demanding customers.

And if we're demanding customers,
we're bidding up the price.

We're making customers more expensive.

That's why over time in open
auctions, well, they're not open,

but in auction environments like
the Facebook ads environment, maybe

also the TikTok ads environment.

I don't know anything about TikTok.

I know nothing about Facebook.

I know even less about TikTok, but in
an auction environment, Ish environment,

the demand for customers, the
demand for attention will drive

up the price of advertising.

So it's easy to produce a course.

It's hard to sell a course because lots
and lots of people want to sell courses.

So all of the cost of a course
driven business is in the marketing

and not in the production.

It's a hard business.

Even when you have the best
production values in the world, a

few years ago, I had a membership
to that masterclass thing.

It was given to me, an annual membership
was given to me, and I probably watched

one or two of the masterclasses.

And they were great.

The production value was amazing.

And knowing the very little bit I do
about video production, just through

friends in the coaching industry, I know
that that production for something like

masterclass would be massively, enormously
expensive on the production side.

I just got done telling you it's
cheap to produce these, but I'm using

them as an example where they're kind
of maxing out the production cost.

They've got celebrities as they're, as
they're, as they're featured experts.

I don't know how they pay them.

I don't know if it's revenue sharing.

I don't know if it's upfront fees.

I have to imagine that
masterclass is venture backed.

They must be taking investment money.

Their advertising budget must be enormous.

There was a season during which you
You couldn't get anywhere online

without seeing a masterclass ad.

So the margins in that business, I
promise you, the margins are tough.

And one of the ways I know the margins
must be tough in that business.

And that business must be a grind is
that since I've been a member of their

thing, I get their emails still, I
haven't unsubscribed and the emails I get

from them are mostly about two things.

Number one, what a great
gift masterclasses.

And by the way, did you know
there's a sale going on?

It's a Memorial day sale.

It's a holiday sale.

It's a father's day sale.

This is the best thing to
give your dad on father's day.

If it's being marketed as a gift.

Primarily.

And if it's being marketed with
frequent and significant discounts,

that means it's a hard business.

That means the intrinsic demand
for the Netflix of personal

development, which is what I perceive
it to be is comparatively low.

And that that demand has
to be manufactured in the

form of telling people.

Hey, this is the perfect thing
to give dad on father's day.

So now the product isn't
even about the content.

The product is about, let me
make your gift giving easier.

Courses, in my opinion, are most
appealing to course creators and

least appealing to course buyers.

That's why there is a glut
of courses in the world.

And it's not quite clear
to me who is consuming and

benefiting from these courses.

Now, there is a specific personality.

, I have friends and I have
clients who fit this personality.

I call them the straight A student.

That's not a pejorative . I wasn't a
straight A student, but I have great

respect for people who can get themselves
to do the work of getting the straight

A's, both the literal straight A's and
also the metaphorical straight A's.

They will consume courses.

They will go through every module.

They will complete every worksheet.

They love courses and they benefit
massively from courses, both directly

from the information that they gain
and indirectly from the entertainment

value they get from that process.

But the rest of us don't really
care that much about courses.

We might buy courses, but we're
probably not going to complete them.

And if we buy a course at all, it's
probably going to be so specific

to a problem that we face, that
we will get from it what we want.

But we don't care that much about
completion and we don't care that

much about the next course I've
bought a couple of courses in my

life that were incredibly impactful.

I would call myself an intermediate
software developer after five or six years

of practice One of the main things that
unlocked me on that path to building that

skill Was a course for which I paid 300
that finally organized the principles of

programming in such a way that I could
actually start to practice meaningfully.

And as I was able to practice
meaningfully, now I've been able

to build things that are incredibly
useful to me in my business.

That course was not worth 300 to me.

It was probably worth 30, 000 to me.

I think about courses like
my friend, Jenny Lakeman.

Has a course about helping people
set up their first website.

I'll admit I haven't looked at the
course, but I know Jenny well, and

there's no way that Jenny would
produce anything that wasn't great.

You should go to Jenny Lakeman,
Google her Jenny Lakeman.

com.

Sorry, Jenny.

I don't know your website
off the top of my head.

It's probably Jenny Lakeman.

com.

She sells this course.

I have no doubt of its value.

I'm not going to say it's priced
because the price might change.

I have no doubt that that course
would unlock people who want

to set up their first website.

These kinds of things have
incredible and immediate value.

They're relatively easy to consume.

They're relatively easy to implement.

They're relatively inexpensive.

300 for the course that I
bought was not inexpensive.

It wasn't 47,

but 300 was still an amount of money
that I could and would spend to

solve a painful problem in my life.

The thing about most courses
is that they're expensive in

time and effort to consume.

So even the course that I paid 300 for
that unlocked me in my, in my desire

to be able to build my own software.

I bet I only consumed 30
percent of that course.

I got in there, I watched just
enough videos and I saw just enough

examples that I could springboard
off of one or two of those examples

and finally get into my own practice.

From there, I did not care about
watching the rest of the videos.

I don't like to watch videos.

It's too time consuming.

It's boring.

And the retention on a video
is not going to be great.

Learning is about practice.

Courses are mostly expensive to the
user because there's so much video to

watch and there's so much to implement.

The one course that I created
in 2016 or 2017 was a guide

to doing your own bookkeeping.

I think it was five hours
of video about bookkeeping.

What was I thinking?

I, I don't know how many, I
probably sold 50 of those total.

And through my video host, I had the
stats on the view counts on the videos.

, you can guess what the view counts on the
videos at the end of that course were.

They were zero.

No one got to those last videos.

What was I thinking?

Well, I know what I was thinking.

I was well intentioned.

I was trying to create something thorough.

I could have charged exactly the same
price, but given 10 percent of the

information and said, this is the
10 percent that benefits you, that

springboards you into knowing what you
need to know about your bookkeeping.

So you either do it yourself
or you hire somebody.

I've got a million little technicalities
that I could teach you, but I'm

not going to teach you those.

until you absolutely know that you want
to be in this and doing it for yourself.

In the meantime, watch, instead of
these five hours of video, watch this

30 minutes of video, and then you can
decide what you want to do from there.

Courses are enormously
expensive to consume.

That's why they're intrinsically
not that appealing.

To the person who doesn't want to consume
courses, people who just want results.

Courses are not the best
way to get those results.

I hate to say it.

Consumability is a big deal.

When it comes to consumability,
you're competing with podcasts

and you're competing with YouTube.

Email to a lesser extent, but you're
competing with podcasts and YouTube

podcasts and YouTube are a near
frictionless consumption environment.

If I have to now get off those platforms,
go to a Kajabi website, find the website,

log into the website, find my place in
your course and continue to consume it.

I don't think that happens very often.

Okay.

Let me tell you about my course idea.

And we'll kind of beat up on this
so as you decide to act on or

not act on your urge to create a
course, Maybe you'll do things in

a little bit more clear eyed way.

The course that I want to create.

Is one about online business models.

The difference between this course
and others is that most courses

in this area are about how to make
money with X, how to succeed with X.

I mostly don't think those work , but
even if they do work, I think that

they're an incomplete solution because
even if you can tell someone how to

make money with X, you haven't answered
the question of whether they want to,

whether the thing that you're teaching
is in any way well suited to them or

whether what you've done is just taking
your own particular set of skills and

neuroses and combine them into a workflow
that works for you and may also work

for people who are very much like you,
but for everyone else, it will be.

An upstream swim.

I want to create a course that
says I have been in this game

now for, Oh man, 20 years, 2004.

I've been doing this for 20 years.

Wow.

Okay.

That's weird.

I've been doing this for 20 years.

In those 20 years, I've
seen every business model.

I've seen most of them from the inside.

So if you're a person who's
trying to figure out how to

make an independent income,

maybe you're happy to have a job.

Maybe you want to have a side hustle.

Maybe you want to get out
of your job, whatever.

I'm not going to tell you
what to do or how to do it

because that's mostly baloney.

What I'm going to do is say, here's
how the world actually works.

Here are the business models that exist in
the world, particularly the online world.

Here are the principles that
drive success in those models.

Here are the personalities that
tend to thrive in those models.

I want to make that course.

Now, here's the thing.

I don't know whether that course
is appealing It's not a result

driven course in the way that
we think about courses usually.

So it's not get 10, 000
Instagram followers.

It's not make a thousand
dollars a month using X.

It's not those things.

, it's two or three steps back from
that where someone says, ah, I

really would like to make an extra
500 a month or 5, 000 a month.

And it's me saying, Yeah, I know
how that happens, which is different

than, I know what you should do.

I know how it happens is me inviting
you into 20 years, apparently, 20

years of experience of saying, here
are the models that exist in the world.

Let me give you my thoughts on
how those models work and who

the people are that work them.

And then you can decide what
might be the best fit for you

and for your way of being.

I think that could be
appealing, but I don't know.

But the truth is that's not
even the right question.

The right question when it comes to
a course is not, Is it appealing?

It's not, Would people buy it?

That's not an invalid question,
but it's not the best question.

The better questions sound like
this, Who would be entertained by it?

Courses, I would say, are at
least 51 percent entertainment.

If you don't have an entertainment
mindset going into the creation of a

course, I think you're kind of sunk that
masterclass business has done a good job.

Of acknowledging that above all
people want to be entertained.

Entertainment can look like inspiration.

It can look like knowledge acquisition,
but it's got to be entertaining.

So when I think about my course, I
think, well, who would be entertained

by a conversation about online
business models,, by a walk through

the world of online business models,
who would be entertained by it,

who would look smarter
for having purchased it.

We humans were very reliable.

We're very predictable.

How does a person's status
increase by buying my course?

How do they look smarter , in what
situations will they be able to look

smarter and look more put together
because they've purchased my course?

That's a good question.

A really good question is who
would benefit from selling this?

For example, in this course, I
would talk about the fact that.

Among the personality types, there's the,
the driven, the hunter, the achiever.

These are the people who go
out and sell tons of courses.

They mostly sell courses
about selling courses.

Let's all appreciate the irony,

but they are driven in a way that
I have never shown myself to be.

So if I'm going to create a
course, the first question is not

what's going to be in the course.

The first question is who would be excited
to sell this course because it ain't me.

I want to make the course.

I want to think about the ideas.

I want to organize it.

I'm not going to set up funnels.

I don't know what amount of money you'd
have to put in my bank account to get me

to want to think about marketing funnels.

It's a large amount of money,
huge amount of money, because I

have no interest and no desire.

So for me, if I'm going to create
a course, I have to ask myself the

question, who wants to sell this?

Why would they want to sell it?

Especially if courses are cheap
to produce, why would they

want to sell my course instead
of selling their own course?

And then I've got to answer that question.

Well, they might really believe in me.

They might think that I'm uniquely able
to talk about the thing I'm talking about.

Their perception would have to be
that it's more expensive for them to

produce this particular course than
for them to have me do it so . There's

some arbitrage there for them.

There's a leverage there for
them where they say, I don't

want to make that course.

And I don't think I could make
the course as well as Mark can.

So I'm going to have Mark make the
course and then I'm going to sell it.

That's the thing I'm excited about anyway.

And then you look at, well,
how do we split up the revenue?

Well, I just got done telling
you that courses are cheap to

produce and expensive to sell.

So the revenue share would
need to reflect that.

It would need to reflect that they're
doing the hard part in selling it.

So they're going to get paid
more per dollar than I am.

That's appropriate.

Okay.

Who is excited to sell this?

Now, many of you will hear that
and say, oh yeah, I'm going to

set up an affiliate program.

That's not what I'm talking about.

You might set up an affiliate program,
but if you set up an affiliate

program with some simple software
that you can plug into your website,

you have not solved your problem
because you still lack demand.

What is the lack of demand?

The lack of demand is no one knows
about or cares about your affiliate

program and they have no reason to.

So you're still having to do some selling.

The idea is that you may have to make
fewer sales because you're selling a

distributor instead of selling a user.

That would look like me working my network
and going to them and saying, I could

probably name three right now that I might
go to and say, how I want to make this.

Do you want to do like an 80, 20, 80 to
you, 20 to me, or 90 to you, 10, 10 to

me, maybe, or a hundred to use zero to me.

Because there might be a scenario where
that's the most advantageous thing for

me to do, which is to have them take all
the revenue from the course and I get.

Non revenue benefits.

I've got to go make those sales.

Why is that appealing?

Because it's more of a relationship
driven sale, which is the thing I

like anyway, and it's fewer sales.

So there's no funnel to be set up.

There's just me going to work my
network and try to figure out how

to make it advantageous for them to
distribute the thing that I've made.

That's a better question than
how do I set up Facebook ads?

For me, that's a better question.

For some of you, the better question
will be, how do I set up Facebook ads?

These are the fundamental pieces.

Number one, do I think that
I have something to say?

Yes, I definitely do.

After 20 years in the world of online
business in almost every business

model you can think of, or having
access to a person who has implemented

every business model you can think of.

I think I am uniquely able
to tell an entertaining story

about online business models.

That question is answered.

There is the production of the
course, which for me, I would, I would

probably have to get help because I
only do content production Two ways.

One is almost like hot potato where I
sit down in front of this microphone

and I just talk for 30 minutes and then
I got, I got to get it out of my hands.

That's how I do content production.

Or I try to do something more thoughtful
and purposeful, in which case I way

overthink and then years go by as the
thing expands and expands and expands.

And instead of trying to create a
course about online business model,

I am attempting to rewrite the
entire internet in all of its detail.

Before I will actually put
the thing out into the world.

I only seem to work on these two speeds.

I would need help at finding the middle
ground, the middle ground being, okay,

we're not going to rush it out into
the world, but we're also not going

to overthink and overcomplicate it
so that it never gets into the world.

There's a middle way.

And I would need help because I
don't, I don't do the middle way.

I've never done it yet anyway.

And then there's distribution and the
distribution would be me going to my

network and saying, I've got this thing.

Do you want to sell it?

Now let's talk about that.

A minute ago, I said, maybe there's
a scenario where the split is

somewhere between 80, 20, 80 to the
distributor, 20 to the course creator.

That's me or a hundred zero where
a hundred percent of the revenue,

maybe less merchant fees and refunds.

So a hundred percent of the net
revenue after merchant fees and

refunds goes to the distributor
and, and 0 percent goes to me.

Well, how does that benefit me audience?

That's how it benefits me.

The more people who know, like, and
trust me, the better off I am in

the long run, having a large enough
and large enough could be 300.

It could be 3000.

It could be 30, 000 people who like, and
trust me will drive my ability to succeed

in everything that I do in business.

So it probably makes sense for me
to do one of a couple of things

to work with my network and
pay them the vast majority,

maybe even all of the revenue.

Of the sale of the course, or to do this
differently and to make the course free

and to advertise the free thing,
not as a freebie, uh, freebies

gross, but as a, as a thing that is
worth real money because it's got

relatively high production values.

It's actually useful

and it's consumable.

I make it a standalone thing.

I build it as though I intended to sell
it for a hundred or a thousand dollars.

And then instead I make it free, but
then I still pay to promote it either

with that same network where I say,
Hey, can I pay you to promote this?

Or I do sponsorships where I, I go
out in the world and I, I, I sponsor

groups of coaches or communities,
or I don't know exactly, but I do

sponsorships to try to drive traffic

to this free thing that I've created.

The idea being I have
to know what my goal is.

If my goal is to have the course.

Actually make me a lot of money.

I will just tell you with 20
years of experience, that is hard.

Full stop.

Making profit directly from courses,
especially one course is very unusual.

If a course creator is making profit
as a course creator, it's usually

because they have a suite of courses.

One is their loss leader.

They either lose money on
it or they break even on it.

And then their margin all comes
from subsequent course sales.

In my experience, there's
not a lot of word of mouth.

In course creation, there's word of
mouth around course platforms like Udemy.

There's not a lot of word of mouth
around courses themselves because

they're too easy to produce.

So you do have strong course brands.

People like Amy Porterfield come to mind.

Amy Porterfield has a course brand.

I can't really think of another one.

So making money directly
off the courses is tough.

You've got to decide what your goal is.

What is the course's job in
your life and in your business?

Is it to make a lot of money by itself?

That's going to be hard.

Is it to build your audience?

Okay, now this is more feasible.

You have to know what your
intention is going in.

I will admit that my
financial goal for the course.

Would be lunch money.

I go out to lunch almost every day
in these modern times that adds up.

It's expensive.

It kind of annoys me, but
I'm not willing to quit.

So I thought, Oh, if a course
could produce lunch money, I'd be

pretty thrilled with that course,
but I'm also admitting my bias.

And you might say my limited thinking,
because I'm not sure I believe a course

by itself can do a lot better than
lunch money for the average person.

Now I know plenty of clients who drive
a lot of top line revenue from courses.

They may bring in hundreds of thousands.

Of revenue from courses, but the profit,
the amount left over after you pay

for the team, after you pay for the
ads is usually a very small number.

So you've got to decide what
you want the course to do.

I think most of us feel some
amount of urge to create a course.

I think that siren song will always
be playing in my head at this point.

I just know too much.

I've seen too much to get very
excited about course distribution,

especially if the goal is to make
money, which is a weird thing to say.

I realize

If its purpose is audience building,
I can get more excited about it, but

if you're wired like I'm wired at
all, trust me, you have no interest

in the distribution of a course.

There are people who only want
to distribute low production cost

products like courses like this.

Memberships like powders, supplements,
it's all the same kind of mindset.

No problem.

That's great.

But my point is you're competing with
people whose whole desire is to distribute

the stuff and your desire might be to
make the stuff and the people with a

great desire to make the stuff will
always struggle against the people

whose desire is to distribute the stuff.

To distribute it because the stuff
itself is hard to differentiate.

And since the stuff itself is hard
to differentiate, the differentiation

all happens in the marketing, which
is the place where people like you

and me just aren't that interested.

When you have that urge to course create.

I would encourage you actually to act
on that urge at least once or twice.

It's fun.

It's challenging.

The course does become an asset
that you can use with your clients.

It can be an asset that you use
to inspire other content creation.

If you do have a potential distribution
network, you can use the asset to pay your

network to raise, to raise your revenue.

Your visibility in the world.

I would say act on it at least once or
twice, go in with your eyes wide open.

You're probably not going to pay for
your family's trip to Hawaii next year

with the proceeds from your course.

You're just probably not going to, but
there are other benefits to be had.

And with that,

good night, Mark.

Well done.

I'll most likely kill you in the
morning and talk to you next time.