Alex Hormozi: How to Build a LEGIT Online Course (2023)

Last updated: Jun 18, 2023

The video discusses the four things that differentiate a legitimate online course from a scam, using Harvard as an example.

This video by Alex Hormozi was published on May 17, 2023.
Video length: 06:59.

In this video, Alex Hormozi discusses the difference between legitimate and scam online courses.

He uses Harvard as an example of a legitimate educational institution that sells education without making income promises, while scam courses promise unrealistic income expectations and do not screen for qualified customers.

Hormozi suggests that to build a legitimate online course, one should sell only to qualified customers, provide data on customer success metrics, give away content for free, and maintain brand integrity by only accepting students with a proclivity for success.

  • Legitimate and scam businesses sell education.
  • Four things differentiate a legitimate online course from a scam.
  • Selling to qualified customers only can prevent bad reviews and accusations of being a scam.
  • Legitimate businesses can monetize education by giving away content for free and selling implementation.
  • Accepting only those who have proclivity for success can help maintain the brand and identify the best customers.

How to Build a LEGIT Online Course (2023) - YouTube

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Section 1: Introduction

  • There are scam businesses and legitimate businesses that sell education.
  • Harvard is an example of a legitimate business that sells education.
  • There are four things that differentiate a legitimate online course from a scam.
  • These four things are applied in building Acquisition.com.
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Section 2: Selling to Qualified Customers Only

  • Harvard turns people down, while scam businesses require only a credit card and a pulse.
  • Qualified leads are those who have the highest likelihood of success with the program or service.
  • Screening metrics should be in place to identify who is not a good fit.
  • Not selling to unqualified customers can prevent bad reviews and accusations of being a scam.
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Section 3: Providing Data Instead of Income Expectations

  • Harvard does not give income expectations.
  • There is a delay between starting and graduating from Harvard.
  • Harvard publishes data on customer success metrics, such as what industries their graduates go into.
  • Tracking customer success metrics can prevent adding sensationalism to what is being reported.
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How to Build a LEGIT Online Course (2023) - YouTube

Section 4: Giving Away Content for Free and Selling Implementation

  • Legitimate businesses can monetize education by giving away content for free and selling implementation.
  • Content can be given away through different platforms.
  • Implementation can be sold by providing feedback and monitoring performance.
  • Legitimate businesses sell implementation instead of just education.
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Section 5: Accepting Only Those Who Have Proclivity for Success

  • Harvard does not graduate everyone.
  • Harvard wants to maintain its brand by accepting only those who have the potential for success.
  • Legitimate businesses can follow Harvard's example by accepting only those who have proclivity for success.
  • Ranking customers based on success metrics can help identify those who have succeeded the best.
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How to Build a Legitimate Online Course

  • Pick people who are naturally good at sales.
  • Cut out the people who are not.
  • Set expectations that are only based on data and the remainder of testimonials and stories are based on the experiences of people who've gone through the system or program implementation.
  • Establish far more demand for your service than you have supply so that you can keep your prices high by generating more content that is better than everyone else's paid stuff.
  • Build a high standard and only let a few people in, so when they graduate, you have a rank order.

Watch the video on YouTube:
How to Build a LEGIT Online Course (2023) - YouTube

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