. MTCM is NOT a bundle of courses. It is a teaching system and a teacher (me) who’s very excited to see you succeed.
It’s NOT a 6 courses bundle.
To some of you (the logical buyers) THAT ALONE (the six courses) may be the reason why you decide to buy (ie “it seems expensive at first, but look at how much [content] you get!”)
And while this is nice, content does not equal results. You can buy all the courses you want and STILL, your skills won’t change a bit if they’re sitting there and you don’t look at them.
Let me be raw and vulnerable with you for a sec...
We’ve sold 1363 copies of our SVO course and 1132 of the Orchestration one since February when we launched the $97 offer. You’ve seen it… the “3 days flash sale” that lasted 9 months (!?) Yup.
While this offer has allowed many people to access good content and education that they didn’t have access to at the $975 price tag... what was the catch of that $97 price? → No support, no assignment revisions, no teacher… just content. Log in and you’re on your own.
Looking at our stats, the average “content viewed” when we were selling the courses at $975 with a teacher, assignments, live video chats, etc… compared to the $97 offer, it went from 67% to 13%. Cheaper course with no support, lower % of content viewed.
-”Why did you buy the course and you barely watched 1/10th of the content? Why did you take your wallet out, put your credit card, paid for the course, but then you’re not putting the time and effort to learn?”
This is the form we sent our students to see if there was something wrong with the courses. The answer?
- “Learning is challenging”
- ”It was not as easy as I expected. I moved away from it a bit, life got busy, and never came back.”
- ”If I had had someone coaching me along the way maybe I would’ve followed through”
The #1 problem of online education is that no one forces you to sit down and work. No one is coaching you to do what you have to do to get what you want.
We all have wants. We may even know how to get them.
Yet, we self sabotage ourselves and we don’t do what we have to do to get what we want. Why?
Well, because most of the times it’s not easy. It’s painful. And we don’t like pain. We don’t like struggle. So we move away from it.
So when you buy a self-contained course (no teacher, no coaching, etc) you must have a really good reason to learn otherwise you will not follow through.
And some times good marketers know how to create on you the impulse to buy.
It’s like the “Masterclass” formula (Known Face + Good Marketing + No Brainer Price) that sells thousands of subscriptions per month, that wants to become the Netflix of education. The problem? Passive learning.
What does it do to you to watch passively from your coach (ala watching a Netflix show) to someone speaking (or “teaching”) for a couple of hours? What does that bring to you?
A bit of entertainment? Pleasant distraction? Maybe motivation and inspiration best-case scenario?
“Passive” is the problem.
I believe that interaction and challenge is what makes you learn at a deeper level and what keeps you moving forward (aka avoiding procrastination and not following through). Think about the last time you learned something that you can still remember to this day, and tell me if you were mentally, physically or emotionally engaged when you learned that concept.
When I go live every day with you, that’s what I’m trying to do. I’m trying to anchor the new concept you are learning, so you get the most out of the 60 minutes that you invested.
The challenge? I have to make them fun, interactive, engaging, and short. (no one wants to buy a course to see someone talking about random things for three hours!)
But, why DAILY chats? Why not weekly?
Daily chats create a habit and soon you get used to it. It takes energy to take the action (holly cow it even takes energy to get out of the house on Saturday!) but it’s easy once it becomes a routine. Then you don’t even think about it.
Want a more scientific explanation of this? Here it goes (...sit tight, we’re gonna go for a ride!)
It starts with me making sure that the first class you attend live (or watch the replay) gives you as many breakthroughs as possible (aka you’ve learned – and comprehended! – something new or made some new perceptions). This must happen in the first class (or else I may lose you) because this releases endorphins. Endorphin is a chemical that our brain releases when we achieve something. You feel endorphins during and after a workout. Endorphins create natural reward circuits in your brain
But be careful though! This also happens when you buy a program! You know those people who buy programs and never do anything with it? That is a check the box driven individual. They love endorphins… They solved the problem emotionally when they buy the product – they checked the box with endorphins inside their head. They feel great, and that’s all they wanted.
But buying a program doesn’t mean you’ve learned. You’ve got to put the work. Right?
(((( parenthesis here… I’m gonna go even rawer and more vulerable! --->
That’s what we were creating (without knowing) when we were selling the $97 courses. The formula?
- Big discount (no brainer)
- Three days (Scarcity! Am I gonna let this opportunity go? I’ll buy now and I may study it later on… How many of you thought this??)
Those who bought… They saw the ad. It was tackling one problem (a need, something they wanted to learn, etc.). It was a good deal. They bought. Solved the problem emotionally. Felt good. Period. End of the story. Many of you opened the course when you received the welcome email and then life caught up with the day to day business and never came back.
What was I after, though? I was after people that showed a real interest in learning.
Do you really think we made a profit with the $97 offer? Hardly. But we didn’t care about the profit. We cared about connecting with the right people. The people we could serve at the highest level later on.
The next step? Once you’re in and you’ve seen the contents, the live chats in the group. Once you’ve known the group of teachers and myself and the devotion we’ve got in your success, once you’ve said: “wow these people truly overdeliver!” (aka. once we’ve built trust), now we can move on and I can tell you:
“Hey, take a look at MTCM because I think this is what you really need. This is going to give you the result faster. Yes. It is more expensive. But there is NO WAY I can serve you at a higher level for $97. You can still get the result at $97 but it’ll take longer, you’ll have to work harder and you’ll have to figure out things by yourself. It will still get you from point A to point B. But it’s kinda like you’re using a “bike”. Now, this Music Theory and Composition Master” over here gets you to the same point… but you’re using a “jet”. You’ll go faster and you’ll have support.”
<--- end of parenthesis ))))
Ok, so back to the daily chats. That first live class gives you that sense of accomplishment. You’ve learned something new. And you feel like it is YOUR achievement because you haven’t just passively listened and that’s it. You’ve been actively involved! That’s why there are countdown timers, challenges, live group composition, interaction, etc. It’s so you participate. That sense of achievement releases endorphins. And you feel good.
But you want more. Because you liked it. And that helps us creating a routine. A habit. This can’t happen with weekly chats. They have to be daily (plus if it was weekly, the course would be a year-long instead of 30 days).
There’s a second chemical that comes in place here. Dopamine. Dopamine is the chemical of distraction. We get a dopamine hit every time that we hear a phone notification. We all crave distraction in this busy fast-paced world.
Dopamine is very addictive and that’s why we spend so much time staring at our phone all day.
What I’m trying to do is to get you “addicted” to learning. Getting addicted in a positive way – that will massively benefit your experience once you enroll in the course.
Dopamine is what keeps you interested in the next class and coming back for more.
The night before the next class you receive a notification from me telling all the good stuff we’ll be covering tomorrow. If you like what you read, then you get excited. Dopamine released. It’s the distraction that you want from daily life. The addiction to keep learning.
Now… think for a second and tell me if any college, conservatory, or even online course out there is gonna do that for you… I doubt it...
Why do I do it? I don’t know honestly. But I can tell you that it lights me up every time I see someone tell me they’ve learned or achieved something new.
I’m not gonna say that going live every day, coming up with classes that are engaging… or even going out there and being the dancing monkey in those ads that made you buy comes naturally to me. Those who know me you know that I’m more of an introvert type of guy. But it’s worth it at the end when I see you getting the result!
End of me being raw and vulnerable! :)
Now, tell me. Is this a bundle package that includes six courses? If anyone says “yes” I’m gonna kill someone!!
You’re paying $1997 because you get the result! Because I move you out of your comfort zone. Because I make you tap into your fears that are stopping you to do THE thing that you want but you haven’t been able to do. And that takes time. I have to be there with you daily.
And this is probably cheap compared to the amount of time and struggle you’ll save if you wanna do it by yourself.
Everything else that we offer is just bonuses to crush your objections. I’m sorry... but that’s just what it is. I believe so much that the 30 days are going to change your life in a good way that I’ll do everything that’s in my hand to convince you.
Objection 1: but I don’t have the tools
Answer: No worries. Free sample library. Albion One. I will pay the $449 and I’ll give it to you for free so you can have it and don’t have to think about what’s the best library.
Objection 2: but I don’t know how to set up this library in my sequencer
Answer: Don’t stress out. Free orchestral template. I’ll create it for you so you can focus on learning and not on technical problems
Objection 3: but what if I need to dig deeper and learn more
Answer: here you go. All our courses.
Objection 4: I don’t care how effective these 30 days are. $2k is too expensive for just a month of teaching.
Answer: here you go. Six months worth of content. Comparable to a Graduate Degree Program with an 18 credit curriculum.
Objection, objection, objection: but what if I need help? What if I need support? What if, what if what if, what if...?
Answer: 1:1, private time with your teacher, Q&A sessions, daily classes, private Facebook group
I don’t need to do all this for you to learn. I’m doing this so I convince you. But I need to convince you. I need you to believe that you can do it. That this is the solution. I need you to trust me and take the plunge so we can start serving you at the highest level.