On the podcast today I want to discuss how you create a successful certification program. There are steps you can take to build a foundation for the certification and it starts with creating a brand. As you teach your modalities and classes and workshops you will inspire others that want to teach as well.
In this episode we will cover:
- How to build your brand
- Certification – timeline and content
- Continuing education
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The Legalpreneur Podcast is advertising/marketing material. It is not legal advice. Please consult with your attorney on these topics. Copyright Legalpreneur Inc 2022
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Episode 247: How to Create a Certification Transcript
Andrea: [00:00:03] Welcome to the Legalpreneur podcast. I’m your host, Andrea Sager, founder and CEO of Legalpreneur Inc. As a serial entrepreneur and someone that works exclusively with small business owners legally protecting their business, I’m dedicated to covering common legal issues faced by business owners, providing you with the business knowledge you need to catapult your business’s growth and showing you just how some of the world’s most elite entrepreneurs have handled these legal and business issues themselves. In true attorney fashion, the information in this episode is not legal advice. This is for informational purposes only, and you should always consult with your attorney before implementing any of the information in the show. Hello there.
Andrea: [00:00:49] Welcome back. I am really pumped about today’s episode because I actually get this question a lot and I’ve never covered it on the podcast and it’s how to create a certification program. This is something that has been coming up a lot around coaches and people just creating something that other people want to be a part of. So I’m going to break it all down for you. But first I have to remind you of the Legalpreneur membership. You guys, it is almost 50% off right now until the end of the year, $1999 or $199 per month. You get your own attorney, you get all access, unlimited emails, a phone call every month, document review every single month. You get 100 plus contract templates. And I mean, there’s so many other benefits involved. But seriously, if you are a business owner, you need the Legalpreneur membership. And we do have a lot of changes coming to the app and that changes, but improvements. I’m super pounds, but I’m not going to spill it all yet. Just know that a lot of improvements are coming in 2023, which I am so excited to like. Spill the beans, but I can’t yet. But it will be coming soon, so get the membership while you can before the price goes back up. It will be going up January 1st. So don’t miss out because I know there will be people on January 1st.
Andrea: [00:02:13] They’re like, Oh my gosh, I forgot to purchase up at night. Did it? But I’d be like, I am so sorry, but you had like two months to get this done, so go get it done now. Oc Certification Program Now, I had somebody recently come to me ask, Hey, how do I create this brand? I want to have other people teach this material as well. So essentially it was also a question of how do I create a brand? How do I get this to be something? And so I’m going to break that down and how you build a brand to then be a certification. And this is actually what we’ve done with Legalpreneur because I was the servicing attorney for the Legalpreneur membership for a couple of years. I was the sole attorney for a long time, and now we have our legal producer attorney certification. So in order to be a legal producer, attorney, they have to be certified, They have to learn our methods. They have to learn from us on how to actually serve clients in the legal membership. So building a brand, this guy I’m going to use this guy as an example, because this is what a lot of people have questions about. And this I think it’s pretty similar to his situation. So he came to me and he was like, Hey, I’ve been teaching this this fitness class and he’s combining different modalities into one and he has this name for it and he he’s the one teaching all these classes, but he eventually, like he can only be in so many places at once.
Andrea: [00:03:48] You can actually be only in one place at once. So he wants other people to teach it under him and of course he wants it to be this big brand. It’s like a whole new way to exercise and. I kind of took him through the whole process and I said, Look, your job is to build a brand around this exercise. And it’s not just like exercise, it’s a whole thing, but that’s what we’re going to call it. So it’s a whole brand. I told him I was like, Your job is to create a brand around this exercise, and it’s your job to make people want to teach it. They’re going to be like, Oh my God, I get such the I get this best workout, like all these amazing benefits. I want to teach this. And so in order to do that and really get other people to see the value, I said, you have to go and teach this as much as possible. But at the same time you want to go create a website to build the brand. You want some place for people to come back and.
Andrea: [00:04:50] Find more information about you. The brand, the exercise. And even though he doesn’t have the certification built out yet, he’s very new into all of this. I told him, I said, you want to go and have on your website a wait list for the certification. That way you’re already building buzz around it. Maybe people don’t even think about getting certified, but they see you have this waitlist and they’re going be like, Oh, I want info on that. And so he may be ready to create this certification way before he’s actually ready. So if you are teaching something, you have this method to something of teaching. You want to and you know, eventually you want to certify people or give people a license to go teach this. Start, start a waitlist. Start a waitlist. That way people can then be ready. When you’re ready, you’ll already have people knocking at your door to come pay you to certify them so they can go teach your method. And for him specifically, I said, it varies as far as I can. His actual method be protected, which it possibly could be protected with a copyright. But the thing that’s really protected is the brand. So the name of this exercise, this type of exercise, think about and what I explained, I said, think about orange theory. Orange theory. They have different workouts every single day.
Andrea: [00:06:17] And so it’s not like one method of working out. Like they of course they have. They have the if you’ve never been to orange theory, like half the class is on a treadmill or a rower or half is on a treadmill and the other half is rower and lifting, then they switch halfway through the class. I used to go to Orange Theory. It was really cool, but I just stopped going. I really liked it, but there’s not like. Specific. There was nothing proprietary to their workout. I think they may claim like proprietary units, like the orange lights or whatever, but anyways, it’s the brand they built around or orange theory, like the actual exercising in orange theory is not proprietary, it’s the brand. People are like, Oh, I love orange theory. The way they teach the energy, like it’s the brand they have built. And so when you are. Teaching a method. It may not have anything to do with fitness. You may be a coach and you teach people how to build their business this certain way and you found like combining these modalities really works well. Combining the modalities, having this certain method probably is not protectable in and of itself. Even with a copyright or a trademark or patent, but the name can be protected. The name of it is protected with the trademark, and then you have the actual teachings.
Andrea: [00:07:47] Possibly can be protected with a copyright. It varies. It’s a case by case basis. There’s no way for me to tell you here, like, oh, if you do this, then it can be protected. If you do this, it can be protected seriously. Just have to see it. And I could tell you, but. You are building a brand, something that people see value and they’re like, I want to be a part of that. And eventually people are going to be like, Oh, can I can I actually go and teach this myself? In the fact as you’re building this brand. Once people are learning the brand name and they’re getting that good name association association with it, that’s when you’re going to want to create the certification because people are going to come to you and say, Hey, can I actually go teach this? And you want to be very specific when you’re teaching people, whether you’re doing these fitness classes or teaching a method, you want to tell them, Hey, you cannot go and do this with other people. This is my stuff and this is my brand. But then you can create your certification where you take them through a curriculum, and this can be any type of curriculum. So for the legal or attorney certification, it’s a four day training and at the end of it they’re certified.
Andrea: [00:09:02] And then we give them clients and then they get some other things in there. But for us, it’s a four day training for you. It could be a year long mentorship, it could be a two week training, it could just be an online thing, it could be an in-person thing. It’s literally whatever you want it to be. So keep that in mind. And you can have some type of test, some type of. Qualifying markers. So that way, even if they go through the certification, they’re not automatically certified. They still have to pass something. But it’s up to you. You can literally make the certification anything you want it to, but people sleep on certifications because the thing is, there’s a lot of passive income that can come through this. So for certifications. People typically think about certifications as there’s a fee to get certified, but you can also charge a fee every year to continue being certified. And it’s up to you of whether you want to have continuing education. Some certifications, they they do have continuing education. Some they’re like OC, you know the material. If you want to continue using our brand and advertising that, then you have to continue paying every year. It’s completely up to you. The certifications you all like. This is where it’s at, but it starts with building a brand AI. So we started the Legalpreneur brand back in 20 really 2019, 2018, 2019.
Andrea: [00:10:35] And so, I mean, it’s taken four years and just now we’re launching our certification. And I’m not saying it’s going to take you four years. It could take you not even a year. It could take you ten plus years. But I’m just giving you kind of a marker like what happened with me. What happened for us? So as you’re building your brand, as you’re teaching your modalities, remember that eventually as you’re teaching so many people. You’re going to realize. Okay. People like what I teach and people want to go teach this. That’s when you need to start thinking about a certification program. If you have any questions, let me know. I love setting up certification programs. I love teaching about this because there’s so much revenue that can come from this. And it’s not just about the revenue, it’s about the impact because you are one person. You can only impact so many people and you can impact a lot of people. But when you certify people to then go. Teach people you are impacting that many more people. And that’s what I love about certifications. It’s about the impact. Let me know if you have questions. And really where it starts is getting the trademark for the brand, because that’s where it starts is the brand and you want to protect the brand. So start there and we can chat more.
Andrea: [00:12:03] Are you ready for a soccer game? All right. I’ll see you all next time.
Andrea: [00:12:09] Here at Legalpreneur. We’re committed to providing a supportive legal community for all business owners. I know how scary the legal stuff can be. If you found this information helpful, I would be so grateful if you could share it with the fellow business owner. And quite frankly, it doesn’t cost anything to rate, review or subscribe to the show. Your support helps me reach more listeners, which allows me to support more business owners in their entrepreneurial journey. Have any questions or comments about the show? Feel free to drop me a line on Instagram. I promise. I read all of the messages and comments, and if you want to be a guest on the show or know someone that would make a great guest, simply fill out our application form and a team member will reach out if we think it’s a good fit. I’ll see you in the next episode.
