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😃There’s nothing more exciting than learning about simple strategies that can make a big difference.

I have one such strategy for those who want to sell more courses or coaching services.

This is the easiest way to position your course or coaching program, and it’s called the OMF Method.

I’ll tell you why I named it that way in a minute.

The OMF Method maximizes your odds of:

  • Attracting the right customers
  • Generating sales.

In fact, it’s the strategy I used with my client, Ted Seides, from Capital Allocators, to generate over $100k in sales with his first course launch (5-figures in sales in the first 6 weeks. Over $100k after 9 weeks).

Positioning your course or coaching program is a strategy that influences how people perceive what you are offering.

When done right, positioning can make it:

• Easier to find the right customers

• Easier to charge more

• Easier to stand out in your niche

💰Good positioning means your marketing can be effective without needing lots of traffic, cold calls, or wasted energy.

It’s the type of work that is high-leverage.

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The 3 steps to The OMF Method to achieve Outcome-Market Fit to attract more sales for your course or program.

Part 0: How to Get The Most Out of This Guide & Why You Should Care

Positioning courses that attracts buyers is a process that is less like building (where you add stuff) and more like sculpting (where you take stuff away).

Most of us are really good at doing by “adding” and not so good at a “subtracting.”
As I learned from Leidy Klotz in his book Subtract.

Everyone I’ve worked with has so many skills, ideas, and experiences.

They could create several courses to help different customers.

But the real magic only happens when you can:

  • create a program that creates the right outcome
  • for the right people
  • and uses the right messaging
  • to achieve what I like to call “Outcome-Market Fit.”

Outcome-Market Fit: Being known for helping a specific group of people get a desired outcome.

When you are known for an outcome, you’ll be less likely to be commoditized.

Plus, you’ll have the flexibility to expand who you serve, while delivering the same outcome.

Let me illustrate this with the example from Alex Hormozi.
Look at the outcomes he’s known for and how he adapted his positioning:

  • Tiny: Helping new gym owners generate sales
  • Small: Helping experienced gym owners generate sales
  • Big: Helping business owners generate sales
  • Mega niche: Investing in businesses and growing their sales

Enhance Your Personal Brand By Avoiding These Labels

In the competitive space of online education, your personal brand’s success hinges on the perceptions you cultivate.

And there are three common labels – mercenary, commodity, and ignored – that can severely undermine your ability attract, convert and monetize your knowledge.

The good news is, the OMF Method helps you to define a new and powerful label for yourself.

But first, let me tell you about the three bad labels you want to avoid:

  • The Mercenary
    • When you say the right thing to the right people, but there’s no connection to your experience, you look like a “mercenary”. It’s that feeling you get when you see a 20-year-old life coach.
    • People don’t like to work with mercenaries, they like heroes.
    • The OMF method will help you make the connection between your why and your what. Dive deeper into mercenaries vs heroes with my friends from Category Pirates.
  • The Commodity
    • When you target the right people but you say the wrong things, your work sounds “commoditized”.
    • People don’t pay top dollar for commodities.
    • The OMF method will elevate what you do and your power to charge more.
  • The Ignored
    • When you target the right people but you offer the wrong outcome, you get “ignored”.
    • People are masters at focusing on what matters to them.
    • The OMF method will make it harder for your target audience to ignore you.

Okay, now it’s time to take action.

Part 1: Use the Top Outcome Finder to niche down the right way

Regardless of the industry you are in, one thing I’m sure about is:

There’s noise everywhere.

And as Nobel Peace Prize winner Dr. Daniel Kahneman points out, “wherever there is judgment, there is noise—and more of it than you think.”

People are drowning in noise.

It’s your job to tell them how you can help them.

And the only way for you to cut through the noise is to use one of these approaches:

  • Get attention by shouting louder – think of tactics like spending more, posting more, or dancing on TikTok. This is an excellent approach if you have a big budget, patience, or talent.
  • Get attention by shouting consistently – building an email list and creating content for years.
  • Get attention by speaking clearly & consistently – this cuts your time to revenue and optimizes your marketing.

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The Top Outcome Finder is the best tool I know to clarify why someone should buy your course or coaching program.

Whether you are a consultant, professional, entrepreneur, or employee, odds are you’ve helped many different people (your customers) achieve different goals (outcomes).

The problem is you can’t download your brain into someone else’s head.

Not yet at least.

But what you can do is select the key insights and processes you’ve used to get specific outcomes.

Let’s say, for example, you are a Marketer, and you’ve helped people with SEO, Facebook Ads, email marketing, Google Ads, and website design.

Your first step is to pick one of these jobs.

Preferably, it should be a job you are well compensated for, enjoy doing, for a market that isn’t shrinking (e.g., newspaper printing).

Then, you will take it up a notch, highlighting the top outcome your work created.

Avoiding Commoditization

When you sell yourself as the “SEO” or the “Facebook Ads” guy/gal, you commoditize your expertise.

Instead, you want to position yourself around an outcome you created from doing the “SEO.”

Like this:

  • organic traffic
  • organic leads
  • backlinks
  • higher rankings
  • featured snippets
  • invitation to post on someone else’s blog
  • longer visit times
  • higher traffic to lead conversion rates
  • lower cost per lead


When I worked with Ted and his team, the top outcomes we identified were:

  • Capital allocation
  • Networking
  • Interviewing
  • Leadership
  • Influence
  • Insights
  • Investment strategies

Make sense?

Good, now let’s take action.

Action 1 of the Top Outcome Finder – Make a list

📝 List your outcomes:

  • Grab a pen and paper (like a legal pad or notebook) and make one column on the left and 3 narrow columns to the right
  • In the first column (the large one on the left), write “outcomes,” then add “metric,” “timeline,” and “increase/decrease” to the following columns, respectively (or download the sheet here)
  • Now, set a 5-minute timer, shut off your phone and any distractions, and
  • Write down all the outcomes you create for your customers.
List your outcomes

Action 2 of the Top Outcome Finder – Score your outcomes

Good job.

Now, you will score each outcome to help showcase your value to the world.

📝 Here’s how:

  1. Enter a number or percentage for the relative outcome in the metric column.
  2. In the timeline column, please enter the amount of time it took you to deliver that outcome in hours, days, weeks, or months.
  3. In the “energy” column, enter one of the following options, to indicate how your customer’s respond to each of the outcomes you’ve delivered: “Happy”, “Neutral”, “Sad”.

You see, people only value the outcomes that make them “happy”.

Because when they’re happy they’re yappy.

They’ll talk about you, recommend you, and remember you for the times you made them feel happy.

This will make your job of selecting the right outcome that much easier in the next step.

Note: You can increase (ex: more revenue, more traffic) or decrease outcomes (tax: cost per lead, belly fat, wait times).

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Here’s what our table looks like for the SEO job:

Action 3 of the Top Outcome Finder – Pick one outcome

The last and arguably the most challenging part is to pick one outcome.

It’s hard because some of these outcomes are subjective, hard to measure, or its unclear how your customers perceive them.

📝 These steps will help you get clear:

  1. Score each column from 1-3
  2. Metrics: The greater the metric the higher the score.
  3. Timeline: The shorter the timeframe the higher the score.
  4. Energy: Sad= 0, Neutral = 1, Happy = 3.
  5. Add up your scores for each outcome
  6. Pick one outcome
  7. Write your outcome statement like this:

I help people [increase/decrease][outcome] in [time frame]

“I help people increase organic leads by 15% in 45 days.”

This is head and shoulders above statements like:

  • I help people do SEO.
  • I help people crush it at SEO.
  • I help people do SEO authentically, so they achieve their goals.

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Here’s how our table looks now with the scores for each outcome for the SEO job:

Notice how, in this example, I created the outcome of “peace of mind”; however, it’s tough to measure.

That’s why I gave the outcome a score of “1” and the metric a “0”.

If you can’t measure the outcome, it’s probably not an outcome your customer will perceive as being valuable.

Part 2: Pick the right customer

Now that you’ve narrowed your course to just one outcome, it’s time to clarify “who” your ideal customer is.

If we go back to our SEO example, let’s say that I helped SaaS companies, Shopify store owners, and mom-and-pop shops.

These are all different categories of businesses with different desires.

When creating a course (coaching, training program, or workshop), you can offer more perceived value by creating a course for a more specific audience.

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And as Alex Hormozi says, when you “increase the perceived value” of your offer, you can “charge more.”

Examples of how to increase the perceived value of an SEO course:

OutcomePerceived value
SEO for beginners🥱 $10
Organic leads for beginners🙂 $20-$100
10% monthly recurring revenue in 45 days🤩 $200-$1,000
10% monthly recurring revenue in 45 days for Shopify store owners🤩 $1,000-$2,000

As Hank Strmac from Capital Allocators said, this process “was really impactful” for his course and can be for you, too.

Keep reading and you’ll see how we narrowed their focus on a specific kind of Capital Allocator.

Here’s the first action for you to pick the right customer:

Action 1: List your happy customers

This step is straightforward.

You need to list the people you’ve helped in the past.

This is a much better way to focus on your consumer than selecting a random group of people you have yet to experience working with.

📝 Here are the steps:

  1. Grab a piece of paper and set a 10-minute timer.
  2. List the customers you’ve worked with that got the outcome you identified in part 1.
    • If you can’t remember, look through your invoices, emails, and testimonials to jog your memory.
  3. Categorize – Make note of what category of business they are.
    Examples: Mom & pop shops, mommy bloggers, influencers, SaaS companies, and coaches.

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Action 2: Pick the most likely buyer

Now, take your list of happy customers, and let’s apply another filter so that you focus on people who are likely to buy.

The best framework I know to help us understand this comes from American Scientist and Author BJ Fogg and his Fogg Behavior Model:

Source: behaviormodel.org/

BJ Fogg discovered that people’s behavior can be broken down into motivation, ability, and prompts.

In other words if you want people to buy your course (behavior (B)), you need to select the people with enough motivation (M) and ability (A)(they have to be able to pay, and believe they can get the outcome of the course).

Think of the “prompts” as all the conversations (ads, emails, social posts) you will use in your marketing to trigger your customers to stop and consider your course.

I turned BJ Fogg’s model into the Likely Buyer Matrix to help you see who you should focus on:

📝 Here’s how to pick the most likely buyer:

  1. List people you’ve worked with from action 1
  2. Make note of the level of motivation from “high” to “low” for each customer. There’s no absolute number here. But here’s my favorite way of understanding what “motivation” looks like. It was from a coaching program that taught new moms how to deliver their babies at home using natural birthing techniques. These women were super motivated because the baby was on the way (urgency), they had already decided to give birth naturally (desire), and it’s really hard to find a Doula or Midwife (scarcity). Needless to say it was so easy for this Doula to sell her coaching services.
  3. Make note of the ability to pay from “hard to do” to “easy to do.” (Ex: Freshmen in college is probably “hard to do” vs a Product Manager at a tech company “easy to do”). Think more of people who are employed are already making a lot of money.
  4. Select the customers with “high” motivation and “easy to do” ability.

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At this point, you should have a list that looks something like this:

CustomersCategoryMotivationAbility
JohnSaaSHighHigh
MaryShopifyMediumHigh
PaulShopifyMediumHigh
RingoCoachHighLow
Your list of happy, motivated, and able customers

The SaaS customer has the highest motivation and ability to pay for an SEO course in this example.

“Wait, so I just pick the motivated customers who can pay? What if I don’t really like working with them?”

This is an important question, but it’s not the most important.

A more important business question is:

Can you get sales?

I’ve structured the questions and frameworks here to increase your odds of creating a course that attracts the right customer and generates sales.

If you don’t have sales, you have no business.

Game over.

However, you can use the steps listed above to pick another outcome and audience you want to target.

Now, let’s update our outcome statement from this:

“I help people increase organic leads by 15% in 45 days.”

To this:

“I help Shopify store owners increase organic leads by 15% in 45 days.”

More specific, measurable, desirable, and straightforward.

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Now that you’ve gotten clear on the category of customer you want to target, it’s time to pick the customers at the right level to buy from you.

Action 3: Select customers at the right level

Over the past 3 years, I’ve seen and purchased several courses, coaching programs, workshops, webinars, books, and info products.

And I’ve noticed that in every case, there are four levels of customers that actually buy courses and coaching.

Here’s what the four levels look like for our imaginary Shopify store customer:

This example shows how you break down the four levels of Shopify store owners.

Level 1

These customers are usually the perfect consumers for free content because they have no skin in the game. They aren’t ready to invest hundreds or thousands of dollars into a course or coaching program.

Levels 2 and 3

These customers are usually a good fit for a course or a coaching program because they are in the game. They’ve gotten past the initial phases of creating their Shopify store, are now getting some traction, and want to go faster.

Level 4

These customers are usually not a good fit for coaching or courses because they want to outsource the work to someone else. These are great for buying “done-for-you services”.

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📝 Fill in your customer quadrant:

  • Grab a sheet of paper (or use the customer quadrant template here) and divide it into a 5 columns and 4 rows, like this:
  • Level: Enter a word to describe what a “beginner/novice” avatar is in your world. You can edit this latter.
  • Metric: Enter a specific number or range for this avatar at this level.
  • Symptoms: Enter a short description of what this avatar feels, thinks, does when they are at this level.
  • Action: Define the action (verb) this avatar needs to do in order to move up to the next level.
  • Repeat the steps above once you’ve filled in all of the columns and rows.
  • Edit: I often find it necessary to adjust the metrics, symptoms and even the labels and actions after I go through the Customer Quadrant once or twice.

When working with Capital Allocators, they really understood their customers because they’ve worked with a specific type of customer for years.

Ted also wrote a book and ran a podcast for over a year before launching his course.

So, we could have gotten into research.

Instead, we focused on narrowing down who was the ideal customer.

You see, Capital Allocators attracts professional investors.

These are people whose job is to make other people’s money grow.

They do that through a discipline known as capital allocation.

However, there are different kinds of capital allocators.

Some are novice, intermediate, and advanced.

Some work for wealthy families, some for organizations, and some for wealth management offices.

We focused on the customers who were the most motivated to advance their careers and wanted to become a senior capital allocator, also known as an Executive Capital Allocator.

Here’s what our customer quadrant looked like for the Capital Allocators course:

Level1. Junior Asset Manager2. Experienced Asset Manager3. Executive Capital Allocator4. Owner of Capital Allocation company
Metric1-3 yrs experience.3-5 years experience.5-10 years experience.10+ years of experience.
DiagnosisMillions of assets are managed. Early career looking for more experience. Very energetic.Hundreds of Millions of assets are managed.
Understands the technical work well. Very busy.
Billions of assets are managed. Leads a small team.
Solid understanding of the soft skills needed to thrive as an Executive CA.
Billions managed. Leads multiple teams.
Mastered technical & soft skills. Big picture thinking of company & markets.
ActionGet in the marketMaster technical skillsMaster soft skillsMaster expansion strategies

The course focused on working with people who wanted to go from mid-level capital allocators to Executive Capital Allocators or Chief Investment Officers (CIOs).

And it worked perfectly.

The next and final phase will help you select the right words to describe your course.

This will help you add some polish to your course.

This also helps you to carve out your niche further and clarify why you are the right person to solve this problem.

Part 3: Messaging Upgrade: How to use the right words to make people convert

If you’ve made it this far, one thing is clear:

You are serious about how to package your ideas for a specific group of people you want to help.

And by implementing the ideas you’ve learned so far, you’ll be ahead of most people.

And we’ll do this by using the power of words.

Not just any words.

Words that have meaning for you and your audience.

If you put the right words in the right people’s minds, they will believe the right thing, which can lead to the action you desire: SALES.

There are hundreds of variables to improve your odds of generating more sales.

But we are going to make sure you get the fundamentals right:

  • Your course name
  • Your course modules
  • Your descriptions

These three fundamental assets are things your interested customers will look at the most.

I also want to share checklist I learned from the book Copy Logic, to help me review my writing:

  • Confusing – You want your words to clearly state what your customers will get and what’s in it. That’s why we included the top outcome and timeline.
  • Unbelievable – If you add an outcome or metric that is too big or fast, it may sound unbelievable.  This is why we worked on clarifying “who” your program is for.
  • Boring – Your words can become dull when you fail to inject any emotion or personality into your copy.

Make sense?

Then, let’s dive in and bring this home.

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Action 1: Name your course for clarity

Picking a course name can fill an entire chapter of a book, but I’ll give you an easy framework to remember:

Course name framework: Outcome + avatar + time frame + wrapper word

📝Create your course name:

  1. Set a 10-minute timer.
  2. Write down the top outcome, avatar, and time frame you defined in the previous steps.
  3. Use one of these wrapper words to describe your course:
    • Course – note: This word is overused. The first thing that comes to mind is sitting through a bunch of videos and trying to figure it all out on your own. If you can, try to avoid using this word especially if you offer any live interaction, coaching, or feedback.
    • Challenge
    • Coaching
    • Training
    • Webinar
    • Workshop
    • Booster
    • Domination
    • Crusher
    • System
    • Method
    • Technique
  4. List 5-10 words or two-word combinations that describe your specific why, style or approach. Examples:
    • Scrappy, analytical
    • Fast, beautiful
    • Lean, agile
    • Non-conformist, provocative
    • Easy, fast
    • Friendly, affordable
    • Boring, growth
  5. Write 5-10 course names using as many of the elements from 2, 3
  6. Bonus: Rhyme to shine. If your course name rhymes or uses alliteration, it will be more memorable, shareable, and catchy.
  7. Extra Bonus: Your course name is aligned with your style or approach.
  8. Copy check: is it clear, confusing, boring?
  9. Tip: Use ChatGPT to help you develop more options if you get stuck using this prompt.
  10. Select a name for your course/program.

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Other course names we could have used for Capital Allocators University:

  • 4-week Capital Allocators Accelerator
  • Capital Allocators Accelerator
  • Capital Allocators University
  • CIO Accelerator
  • CA to CIO Accelerator
  • Capital Allocation Nation
  • Capital Allocation Station
  • Capital Allocation Acceleration Month
  • Capital Allocation Acceleration Mastermind

Side note: When I worked with Capital Allocators, I did not use this idea of defining two words to define the brand’s style at the time. I just recently heard about this idea from Chris Do from the Futur. But if I did, we probably would have come up with something like “executive+leadership.”

Ted and his team decided to go with a more succinct name than the examples I listed above, and I like their choice.

This allows them to use the course name as a placeholder for the training category of products they offer (e.g., online courses or live events).

Course name examples for our Shopify course example:

  • 45-day Shopify Organic Sales Smasher
  • Shopify Organic Sales Supremacy
  • Shopify Organic Sales Success

Next, let’s work on your course modules.

Action 2: Magnetic Modules – Name your modules so more people buy

Most modules are treated like placeholders for a video or a lesson.

But nobody wants to buy or interact with “module 1” or “module 2”.

People want to get closer to the outcome you’ve promised.

And one outcome is always made up of smaller outcomes.

In other words, each module in your course or training program should have one specific outcome that brings your customer one step closer to achieving the outcome of your course.

To further enhance your modules, you can inject your personality, story, and style into them.

You do this, by designing frameworks for achieving each outcome.

Each framework is a branded method you use to get people to the outcome.

And it’s exactly like the frameworks you see in this guide (eg: OMF Method, Customer Quadrant, Favorite Customer, Messaging Matrix)

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Look at how much more enticing, engaging, and unique these modules are vs something generic.

GenericMagnetic (with a fun style)Magnetic (with a professional style)
Module 1 – Intro1. Google Seduction System1. Organic Traffic Triad
Module 2 – Delete2. Shopify Bloat Reduction2. SEO Aerodynamics
Module 3 – Prioritize3. Shopify Staging3. Content VIP Listing

You can create a unique framework for each of these modules and use your own custom style and name to instantly make your course stand out.

Your frameworks can be as straightforward or as complex as you want.

Like a word formula to a full-blown diagram to illustrate how you “see and solve” the obstacles to help people get the outcome.

Venn framework example: Spiky POV Framework by Wes Kao

Quadrant style framework: $10k Productivity Framework by Khe Hy

Complex graphical framework: Business Model Canvas by Strategyzer

This is how Capital Allocators named their modules:

  • Creating Personal Leverage
  • Interview Techniques
  • Public Speaking
  • Leadership & Management
  • Investment Frameworks
  • Negotiation Techniques
  • Decision Making
  • Effective networking
Capital Allocators Roadmap
Capital Allocators Roadmap

Capital Allocators did not incorporate all the variables, and things worked fine for them.

However, if you are in a crowded space looking for a way to differentiate yourself, this is an easy lever to pull.

📝 Here’s how to enhance your modules:

  1. List all of your modules
  2. List the outcome for each module
  3. List the words describing how you help customers get the outcome (ex, subtract, reduce, reveal, add, multiply, cut, chop, connect, streamline, accelerate).
  4. Pick a wrapper word for your framework/process (ex, method, technique, framework, cheat sheet, system)
  5. Create your module name: [outcome + descriptive word + wrapper word]

With your module names defined, it’s time for the final step: write your descriptions.

Action 3: Magnetic Descriptions – How to write clear copy in minutes without years of experience, even if you hate writing

In this final step, you’ll learn how to write descriptions that can be applied to your course and modules.

If your course name is the burger, your modules are the meat, and your descriptions are the succulent toppings that make it all come together.

You can be as lengthy or brief as you want, but I strive for a middle ground that prioritizes clarity.

Here’s the formula I like to use:

Magnetic Module Name: How to get [outcome] without [obstacles] even if [belief] in [timeframe].

Magnetic Messaging: How to write clear copy in minutes without years of experience, even if you hate writing.

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📝 Write your module descriptions:

  • List your modules
  • Add your POV: Make note of how your approach to reaching the outcome is different in any way from what’s currently out there (ex, you subtracted a step, added a step, used a particular tool or technique, used a specific style (ex: fast, boring, analytical, ethical)).
  • Write 1-3 descriptions for your course.
  • Personalize your descriptions by trying to include your POV in the description.
  • Grade your descriptions: Clarity, boring, unbelievable

Here are the descriptions we came up with for each of the Capital Allocators University course modules:

  • Creating Personal Leverage – Manage your time and your team to get more done without piling on more work hours. 
  • Interview Techniques – Conduct better manager interviews that lead to better investment decisions. 
  • Public Speaking – Improve presentation skills to boost confidence and enhance standing. 
  • Leadership & Management – Learn the traits of admired leaders to move towards becoming one.
  • Investment Frameworks – Dive deeper into the Yale model and the innovative modern approaches to allocation. 
  • Negotiation Techniques – Develop frameworks to win at negotiating.
  • Decision Making – Structure and execute an effective decision making process. 
  • Effective networking – Build and maintain a world-class, value-added network

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Now You Try It

Every successful coach or expert needs to stand out from the competition.

And trying to compete by spending more on ads, lowering your prices, or serving everyone are not recipes for success.

We found a more PREDICTABLE way: The OMF Method.

It’s helped us scale course sales for clients to $100k in revenue in under 90 days by sculpting their ideas into a refined offer.

This strategy makes your marketing easier.

Helping you to reach your revenue goals, and get back more of your precious time.

To your growth,

Marcio “sculptor” Santos

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