- Who: Nurudeen Tijani
- Website: titaniumphysique.com
- Course Topic: Wellness and Fitness
- Interesting Stats: 6 to 9 months to create the program
Who are you and what course have you created?
I am a physique coach, fitness trainer, nutritionist, yoga instructor, natural bodybuilder, National Physique Committee (NPC) physique athlete, and the founder of TitaniumPhysique.
I created the TitaniumPhysique Guide. It is a program that shows athletes and weight lifters a unique and straightforward strategy to fix common weight training muscle injuries and tendonitis pain.
What market does your online course serve?
My online course serves the wellness and fitness industry. Specifically, bodybuilders, weight lifters, and gym-goers. Basically, anyone who does weight training.
Over the last decade, the fitness industry has grown. More people, especially millennials, are getting into fitness and weight lifting.
Anyone who has lifted weights for a few months can tell you that eventually, you experience muscle injury pain and tendonitis. Tendonitis is an irritation of tendons that create inflammatory pain in the joints. This is an issue that affects millions of people involved in fitness activities like weight lifting.
The solutions currently available to fix this problem only treat the symptoms, not the main source of the problem. As a result, the problem usually worsens as people continue their fitness routine.
As someone who enjoys weightlifting but who struggled with this dilemma, I can attest to this problem. I was frustrated with the available solutions and set out to find a way to fix the issue. The TitaniumPhysique 3 Step Formula was the solution I created.
What’s the biggest benefit of taking your course?
The TitaniumPhysique helps athletes and weight lifters get more gains and less joint pain. It shows them the fastest way to naturally treat and fix the root causes of weightlifting muscle injury pain and tendonitis.
Everyone has different reasons and goals for going to the gym. Whether for health reasons, like losing weight or reducing stress, or for aesthetic reasons, like building muscles, building a great physique, and looking good in a swimsuit.
Sports injuries like muscle pain or tendonitis prevent people from accomplishing fitness goals. TitaniumPhysique solves this problem.
How did you get into the market?
As a bodybuilder and someone who spends a lot of time in the gym, I understood this common problem faced by millions of people. I personally struggled with weight training tendonitis and was frustrated by the solutions available.
In order to continue my passion for lifting weights, I took it upon myself to solve this problem.
With my understanding of weight training, I read dozens of medical and scientific research and books on nutrition, supplementation, sports injuries, musculoskeletal pain treatment, and strength therapy and conditioning.
I synthesized everything, along with 8 years of experience as a bodybuilder to create a simple strategy anyone can follow and implement to fix this problem that may be affecting their workout routine.
Why did you decide to create an online course in the first place?
I read Timothy Ferriss the 4-Hour workweek in 2009. I was fascinated with the idea of creating an information product to separate time from income and generate an automated income to travel. It's been a goal since then to create a profitable and successful online course.
So initially, the reason to create an online course was financial.
Interestingly, with the TitaniumPhysique course, my passion for health and fitness, and my desire to provide a solution for the market has become more of a motivation than anything else.
In the end, I’m glad I could create a course that solves a real problem and also accomplished my goal of creating an “income muse”.
Did you have any moments of doubt before you created/launched it?
There were many moments of doubt along the way.
When I came up with the idea, the first was doubting I could create a solution for the market that people will actually purchase and use. The TitaniumPhysique Formula is a simple 3 step process, but it involves certain lifestyle choices. Compared to the mainstream “quick fix” solutions, I doubted TitaniumPhysique could be a viable solution in the market.
Another moment of doubt was creating the course.
I wanted TitaniumPhysique to be simple to follow, yet the most comprehensive program for those interested in learning how to bring relief to their fitness and workout routines. It had to be simple, yet comprehensive to be a successful product.
When I laid out the plan of what I wanted to create, it seemed overwhelming. To begin, I had to create a test sales page and send traffic to the sales page to test the idea. Next, I had to create a sales page, checkout process, create a membership area, and a mobile app to deliver the content. Then create the program content (videos and ebook guides). It appeared overwhelming and at times, it felt like a never-ending process.
If so what made you turn it around and do it anyway?
First, about thinking TitaniumPhysique will not be a viable solution in the market. I knew the program worked. So I had no doubt. As I’ve continued to study the wellness and fitness market, I’ve noticed a shift in the market. In the past few years, more people have become open and accepting of lifestyle choices taught in the TitaniumPhysique program.
Second, about creating the course.I embraced the concept of small wins. Even though the list was daunting, I focused on one thing at a time and started on the smallest and easiest thing to build momentum. - Nurudeen Tijani Click To Tweet
This was huge. Every time I felt tired I would look at the list of things that I had accomplished and that propelled me to keep going.
TitaniumPhysique, my solution to my market is unique. I wanted to bring it to the market to provide a much-needed solution to the wellness and fitness industry. I knew failure or giving up was not an option.
What's your online course like?
The TitaniumPhysique program is a combination of video and text guides (ebooks).
When a user logs into the course, they are greeted with an introduction video, demonstrating how to navigate the member's area to access the content.
The program has three parts: Get Better, Perform Better, and Feel Better. Hence, the 3 Step Formula.
For each step, there is a short five-minute introduction video. The video is a combination of live-action and PowerPoint presentation of me explaining what the step involves and how it works.
From there, users can access the text guide, for additional step-by-step instructions.
One of the steps, called “Feel Better” is exclusively all video content. This step involves how to release chronically tight and restricted muscles to “Feel Better”. It also involves strength and conditioning full-body mobility exercises. As such, the videos are longer – about 10 to 15 minutes.
The fitness industry is visual and to make the course easy to consume and implement, it has to be in video format. To launch the program, the plan was to have video and text content, then later convert the text content into both audio and video format.
How long did it take you to create your course?
It took about 6-9 months to create the program. This included creating the website, program graphic design, the member's area, mobile app, program videos, and text guides.
Going back to the idea of using small wins to measure progress and stay motivated, I started with what was the easiest part of the process (for me).
I designed and built the sales page of the program. Doing this first accomplished several things.
First, it gave me something visual and measurable to look at, to stay encouraged throughout the months of creating the program. Second, it helped me formulate the marketing message of the program. For example, the unique selling proposition (USP) and value proposition (VP) of the program. Third, it helped me to begin formulating what the course was going to look like. The types of content I needed to include to make it a successful program.
Next, I moved on to creating the content for the course. I wanted to keep things simple, so I created a project plan using OneNote on my PC. It’s slightly outdated, but here is a screenshot of my OneNote project plan.
The plan started with just a few checkboxes, but as I started to create the project and got inspired, the project plan evolved.
I did not set any timeframe because I was researching new tools, services, and implementing them along the way.
For example, I wanted to connect my WordPress website user registration to the TitaniumPhysique native mobile app. After a user purchased the course on my website, I want them to be able to access it right away, whether by logging into the member's area or mobile app, without any manual intervention. I had to research mobile app development services that provided this functionality. The research and learning curve to implement this took a few weeks.
The goal was simply to make progress and check one box in my OneNote project plan every day.
Tell us a little about the process of launching your course and getting your first sale(s).
I had a three-step plan to launch the course.
The first was to follow-up with a list of users who had expressed interest in the program and provided their email address previously. It was a small email list but that provided an initial opportunity to get some initial sales, as well as, feedback on the course content.
The second was a promotional contest. I used Gleam to run a contest on Facebook. The idea was to give a few copies of the program away for free. Both for goodwill but also to raise awareness of the TitaniumPhysique brand on social media. This generated a few sales.
The third was a paid advertising campaign on YouTube and Pinterest.
Do you have a lead magnet?
Yes, I have a free PDF lead magnet. The initial list of users who had expressed interest in the program and who purchased the program after I launched it, came from the lead magnet.
The TitaniumPhysique lead magnet is about 30 pages of content. I used a service called Visme to create it. I’ve acquired several testimonials as a result of the lead magnet.
What's the traffic strategy that works best for you?
Over the years, I’ve learned getting the right kind of traffic is critical for the success of any product or online program.
From doing several micro-tests of small paid advertising on Google Search Network, Google Display Network (GDN), Facebook Ad, and Pinterest Ad, I was able to determine the best traffic platform for my program.
One of the first traffic strategies during the “program idea testing phase” was conducted on Facebook. It generated a few thousand engagements.
Another micro-test traffic campaign on Google Search Network and GDN generated a few thousand visits to the program sales page, but due to the limited targeting options (on Google Search Network) and lack of search intent (on GDN), this was not a good traffic source.
YouTube and Pinterest proved to be the best platform to reach my target audience in my market. The traffic from these platforms can be very targeted and intent-based. For example, someone searching “elbow pain when lifting weights” would bring up ads for my program on YouTube and Pinterest.
Due to the current economic situation, I’ve decided to place my paid ad strategy on hold, and instead, I’ve opted for a long-term traffic campaign using content marketing and search engine optimization. SEO happens to be a strong skill I’ve developed over the last few years.
I plan to resume my paid ads campaign in the near future.
What online course platform are you using?
What made you decide to use your chosen platform over others?
My decision was based on three objectives.
First, I wanted to keep costs down (due to a limited budget) and have more control over the program content.
Second, I wanted to create a simple but secure membership area where users can log in with their unique credentials and access the TitaniumPhysique program. Using my own online course platform allows me to customize it to meet the needs of my market and business.
Third, in the near future, I plan to add order bumps to my checkout process. An order bump is an inexpensive complementary offer to the main product the customer is buying. So I needed to have the option to restrict content and provide exclusive program access for specific customers on my platform.
Since my website is on WordPress, I pieced together a few plugins to create the membership site that satisfies these three objectives.
The membership area on the website is optimized for desktop and mobile devices. But I wanted to make the mobile experience even better, so I created a native mobile app that connects directly to my WordPress website.
After a customer purchases the program, a username and password is automatically created on my website and emailed to them. They can use this username and password to log into the membership area (on the TitaniumPhysique website) or download the TitaniumPhysique mobile app, available on Apple’s App Store and Google Play, to access the program.
What other tools do you use to run your online course business?
Website Development & Checkout
- OptmizePress – this is a fantastic and very flexible WordPress theme. My entire website, sales pages, lead magnet pages, checkout page, and member area is built on OptimizePress. It’s an all-in-one premium WordPress theme.
- Stripe – to accept credit card payments directly on my secure checkout page. I plan to add PayPal as an option in the near future.
Content Creation and Graphic Design
- Visme – a simple platform to create visually appealing PDF content (i.e. Lead Magnets)
- SmartMockups – for graphic design and product mockups, for example, I can place my program or logo on a mockup image of a book, iPhone, or laptop.
- Camtasia – I use this to create content videos and sales videos.
- Vidnami – a new tool I recently discovered. This is now my go-to tool to create sales videos, content videos, and Ad videos. Vidnami makes creating these types of videos quick and easy. You can put an article into Vidnami, and it will automatically select video clips, create captions, and add a music track to your video. You upload a voice track or use one of several AI voices to read your script. Video creating is one of my least favorite things to do. Vidnami makes it less painful.
- Speechelo – this is an AI Text-to-Speech program. Some of the AI voices are indistinguishable from a human voice. I am currently using this to convert my text content in my program to an audiobook.
- PromptSmart – for when I need to record a video of myself reading a script. Download the prompt smart app and turn your phone into a teleprompter.
Mobile App for WordPress
AppPresser – this is the native mobile app service I use to deliver my program on mobile devices. I wanted my entire online program business to be automated. AppPresser connects to my WordPress website and allows users to access the program without any manual intervention.
I use Mailchimp for my lead magnet email automation, as well as newsletter email campaigns. The pay as you go allows me to scale up as needed.
Marketing and Advertising
- Gleam – this is a great tool to run giveaways and contests to promote your program on social media.
- Dlvr.it – for automatic social media posting. I can curate content, queue it up, and auto post to my social media profiles, then recycle and reuse the best post again.
Funnel Planning and Profit Prediction
I use a tool called GERU – it is a funnel planning and profit-prediction simulation tool. Let’s say I want to make $10K a month from my program, GERU allows me to simulate how much traffic I need and the conversion rate to make that happen.
Audio, Video and Content Storage Platform
- Amazon AWS – to securely store my program downloadable PDFs, audio, and video files.
- Soundcloud – I am currently testing Soundcloud as a potential tool to securely store and deliver the audiobook version of my program. I can embed the Soundcloud player directly into my Membership area and mobile app and users can access the audiobooks.
- Vimeo – I use this to host videos for my program. It provides a clean video player with no disruptions or distractions.
What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?
- The 4-Hour Workweek, by Tim Ferris’s
- The Millionaire Fastlane, by MJ Demarco
- I Will Teach You To Be Rich, by Ramit Sethi
- FU Money, by Dan Lok
- Rich Dad Poor Dad, Robert Kiyosaki
- Think and Grow Rich, Napoleon Hill
- Hit Makers: The Science of Popularity in the Age of Distraction, by Derek Thompson
- Failing Forward: Turning Mistakes Into Stepping Stones for Success, by John C. Maxwell
- All books and program by Jim Rohn and Tony Robbins
- SEO Unlocked. This is a free SEO foundational program by Neil Patel
Do you have any big mistakes you’ve made along the way that you’d be willing to share?
One of the biggest mistakes I made early on while learning how to create an online course was trying to sell a program that did not solve a real problem. For example, one of the first courses I created was a fitness program that showed people how to get fit and build their bodies.
First, my fitness course did not solve a real problem, and it did not have a unique selling proposition or a clear and strong value proposition. For this reason, among many others, it was not successful.
One of the biggest learning lessons from this was, pain is a stronger motivator than pleasure.A program or course has a better chance for success if it solves a pain point or a real problem in the market. - Nurudeen Tijani Click To Tweet
Please share some idea of revenue.
I launched the program earlier this year, 2020. The launch of the program generated a little over $1K. The program was initially priced at $47 when I launched the course. From the initial feedback after the launch, I decided to price the program at $197.
Please tell us a little about what the money you've earned from your course has done for you.
Building this business enabled me to quit my job and focus on this full time. But my goal has always been to have an automated income to travel, among other things. I love visiting and exploring big cities around the world and experiencing different cultures and languages. I’ve had to put my travel plans on hold due to the current health crisis. I hope I fulfill my travel dreams sometime next year.
What has creating your course done for you personally?
It has been a very fulfilling process to create this program. Looking back, at one point, the concept of TitaniumPhysique was just an idea. To the point of creating a successful marketing message around the idea, that resonates with the market. Then creating the entire program, feels unbelievable. The skills, knowledge, experiences, and person I had to become to create this program and business really makes you feel like you can accomplish anything.
Do you have a story of a transformation from any of your clients?
I received a testimonial from a gentleman in his mid-40’s who said my program really helped him transform his life.I believe at the end of the day, anyone who creates something wants to improve the world in their own little way. - Nurudeen Tijani Click To Tweet
If my TitaniumPhysique program positively impacted the life of just this one single person, I feel I would have accomplished this purpose.
What advice do you have for people just starting out?
If I could offer only one piece of advice, it would be the following: make sure your product solves a real need. Remember pain is a greater motivator than pleasure. No matter your market, it is easier to sell an informational course when you do not have to motivate people to buy it, instead people buy it because they need to solve a pain point. In an information abundant world, this is critical for successful course creators.
I believe it better to be the gas station on the highway, 30 minutes away from the closest gas station, than to be the brand new clothing store in the middle of a downtown intersection (just an analogy and nothing against clothing stores).
It took me many years to learn and appreciate this concept.