Summary

Here's a six-week course marketing plan. Each week, you'll focus on a 1-3 action items to drive enrollments for your cohort. We've also created templates for you to use every step of the way–check them out below.

📚 Check out these simple instructions on how to launch a survey in 5 minutes.

I'm thinking about building a live, [X-length] cohort-based course for [target student] on how to [course outcome]. You’ll learn [outcome 1, outcome 2, outcome 3]. I’ve taught/consulted on this topic for X years working at Y company [insert your credibility as a leader, operator, coach, consultant, and/or teacher]. Now I’d love to teach you. Fill out this survey to get on the waitlist & be the first to hear when enrollments open: [Maven form link]

📚 Guide: Leverage social media to grow your course

Theme (a few options):

Hi {{ StudentName }},

{Course topic} is hard. {What makes it hard? What is the impact if they don’t learn X?}.

{Introduce your email’s main idea and briefly explain the benefits if the readers can achieve X result or prevent making X situation}.

Title

Template/Examples: {Insert template}

{Provide examples}

{signature or sign off}

P.S. If you want more content like this, here’s a {link to workshop/blog posts/articles/case studies/videos/tools/swipe files/etc} I think you’ll love.

📚 Guide: Accelerate course marketing efforts with your network

Subject: Some news to share

Hi {first name},

Hope you’re well! I’m reaching out because I recently launched a new course {hyperlink} and wanted to see if you’d be up for sharing it with folks who would find it valuable. The course is called {course name} and it’s for {target student}.

This course is for {target students} who are looking to {achieve goal}. We’ll cover topics like {action-oriented outcomes 1,2, 3}. These are the frameworks I developed over more than a decade {doing X - highlight your credibility}. I’ve already coached hundreds of professionals to {achieve goals}. Now I’m looking to share this knowledge with a wider audience.

Do you know folks who could benefit from this course? Please feel free to forward this note, or if it’s easier you can share it here {insert clicktotweet.com link}. If someone you know might be interested, they can reach out to me at [email protected]. I’m happy to share more. Thank you for your help!

{Your name}

🐦 This can also be repurposed for LinkedIn or as an X thread. If you choose to write an X thread, make sure to link to your course in the final tweet.

Subject: Announcement: ___ is open!

Hi {{ StudentName }},

I am happy to finally share the official announcement for {{ CourseName }} with all of you.

If you are a {target student} who is {trying to achieve a goal}, I’d love for you to join us!

Learning how to {do desired things} is overwhelming. {Describe why it is overwhelming in real, visceral terms. Why does it make the student pull out their hair in frustration?}. It can be daunting when you are doing it alone.

In this course, you get hands-on experience on how to {do and create things to achieve your goal}. You will have the opportunity to collaborate with like-minded peers to learn and build together. You will also {state other benefits like guest lectures, specific topics}.

You walk away with {concrete outcome} that you can {use for your benefit}. Best of all, you will have {benefits of a community}.

What’s in the course:

To review the detailed syllabus and schedule, please visit this page:

{maven.com/school/course}

Only {X} seats in this cohort. I recommend joining soon. Enrollments close on {date}.

{Your name}

P.S. If you have questions, just hit reply. These emails go to my personal inbox. Happy to chat and answer your questions.

📚 Guide: How to automate emails

Subject: I’m holding a spot for you!

Hi {{ StudentName }},

It looks like you were almost ready to join me in {{ CourseName }}.

Then what? Something happened during your enrollment.

Something has you on the fence. Can you reply and let me know what, so I can help?

And once you're ready to join, use this link to lock in your spot: {{ CourseJoinLink }}

{Your Name}

P.S. If you’d like to chat 1:1 about the course, text me at {cell number} and we can find a time. If it’s easier for you, feel free to see if any of these dates work for you: {Calendly link}

Subject: Want to chat about [Course Name]?

Hey __, hope you’re doing well!

I wanted to let you know that enrollment for my course [Course Name] closes in 2 days. We have amazing, diverse students joining from [insert roles & companies]. It’s gonna be a blast!

I’d be happy to answer any questions you may have. Text me at [insert number] to ask me anything, or if it’s easier, you can schedule a quick 15 min chat [here].

⚙️ Edit your Acceptance Campaign in your Emails tab

Subject: {First Name}, welcome to {Course Name}

Hey {First Name},

Just wanted to say that the answer you had for {application question} was amazing.

So many people I’ve coached have had similar experiences of {common struggle}.

I was blown away by the quality of your application and your impressive background as a {role}. I think that many people would love to hear about your journey and goals. A few other folks from similar roles at {name of companies} are planning to join. You’ll love learning from each other in a cohort setting.

I’m super excited to invite you into the cohort to guide you to {achieve goal}. Here’s the schedule from {Start date - End date} (x-weeks). All sessions are recorded in case you need to miss one:

If you have any questions about {Course Name}, let me know. Happy to help!

Join here by {{ PaymentDeadline }}: {{ CourseJoinLink }}

See you soon :)

{Your Name}

P.S. If you’d like to chat 1:1 about the course, text me at {cell number} and we can find a time. If it’s easier for you, feel free to see if any of these dates work for you: {Calendly link}

💰 Share this page with prospective students to get company reimbursement: https://maven.com/expense

Subject: Course expense

Hey {manager},

There’s a great course called {coursename} that I’d love to enroll in. It’s a live, online course with other {role}.

A few highlights:

After I take the course, I’m happy to summarize and present my learnings to the team. I’ll be able to apply a lot of what I learn immediately.

The reviews are great and it has some solid testimonials too. It costs {$price}. If you like, you can review more course details here: {courselink}

Would you approve a full or partial reimbursement?

{yourname}

📚 Guide: The #1 way to convert students

Subject: Chat about {course name}?

Looks like you were considering joining {Course name}. I’d love to chat with you to answer any questions and share more re: what other {designers, marketers, etc} thought of the course. What’s your cell? I’ll text you to find a time. Mine is {insert number}.

Or include this at the end of an email:

P.S. If you’d like to chat 1:1 about the course, text me at {cell number} and we can find a time. If it’s easier for you, feel free to see if any of these dates work for you: {Calendly link}

Goal: Listen to their challenges, offer guidance, and mention how your frameworks can help them. Your prospective student should leave the call feeling pumped that they got valuable advice in 15 min. It should make joining your cohort feel like a no-brainer.

50% of the call is about the questions you might ask as conversation starters. The other 50% is about using the prospective students’ answer to move the conversation forward and tailor your pitch.

Text copy (sending a text is more personal than email and gets better read rates):

Hey {first name}, I loved meeting you today. Let me know if my tips on {topic} were helpful. I mentioned briefly that I’m creating a cohort-based course on {topic} starting on {date}. You’d be an amazing addition to the cohort. I have a few people signed on who are dealing with the same issue. Here’s the link to sign up: {insert course pay link}. If you have any questions, just text me.

📚 Guide to running a great Lightning Lesson

💡 TIPS:

Subject: Join me for a free Lightning Lesson on [DATE]

Hey all,

I’m teaching a 30-min Lightning Lesson on May 14th about [TOPIC]. I'll cover:

- [learning outcome #1]

- [learning outcome #2]

- [learning outcome #3]

Join me live on [DATE & TIME]: (it's free): [LINK]

[YOUR NAME]

PS My new cohort of [COURSE NAME] is now open for enrollment! The cohort runs from [DATES] with [X] interactive live sessions. Join me and fellow leaders from companies like [COMPANIES] and more. Check out my detailed curriculum here: [LINK]

If you have any questions, just hit reply!

Here’s an example email from Ari Zelmanow

Subject: Link to slides for [Session topic]

Hey {{ StudentName }} 👋

Thanks so much for attending [Lesson Name] today! You’ll get a separate email from Maven within 48 hours with the recording. In the meantime, here are some resources to dive deeper into the topic:

I’d love to hear what you thought of the lesson. DM me on LinkedIn with your thoughts and questions!

[Your name]

Subject: Learning with a friend

Hey __, we have only a few spots left in the cohort of [Course Name]. I’m excited to kick off with you next week. If you have a friend or coworker who is as sharp and dedicated to leveling up like you, here’s a blurb you can share to invite them.

Blurb [You should customize this for your course, so it’s easy to forward]

Hey [name], I’m signed up for [Course Name with Instructor] to learn how to [X]. I’m going to [insert transformational learning objective - ex. create an actionable go-to-market plan for my startup.]

I thought it might be fun to take the class together. Would you be interested? Here’s the link to enroll (final day is X/X).

📚 Check out this guide on how to start your cohort and welcome students

Subject: Kicking off {{ CourseName }}

Hi {{ StudentName }},

I’m so excited for you to join me for this upcoming cohort of {{ CourseName }}!

We’re getting started on {{ CohortStartDate }}, and I just want to get you oriented to how I’ll run this cohort.

Events. You’ll receive Calendar invites to each live workshop. Please make sure these are in your calendar. If they aren't, please let me know.

Community. Join our cohort community to connect with fellow students and check out the resources in the syllabus. Click this link to access the community: [maven.com/school/course/login. Use the email address you’re receiving this email with.

Syllabus/pre-work. The syllabus is where I’ll house all the pre-readings and bonus materials. There’s a small amount of reading you need to do before each workshop so you get the foundational concepts. Check it out here: maven.com/school/course/syllabus

You’ve joined an incredible group of individuals and I’m excited you're here. This will be a collaborative experience - that’s right, no sitting back!

Our first workshop is on {{ CohortStartDate }}. Check your calendar or the Events section of the student portal for the Zoom link. In case you miss a session, each workshop is recorded and uploaded into the student portal.

If you have any questions, just reply directly to this email and I’ll help you out.

See you soon!