A former firefighter has introduced a new service aimed at helping subject experts turn their knowledge into structured online teaching programmes.
Through his website, www.marklaxton.com, Mark Laxton is encouraging creators to focus on long-term value by building higher-level offers supported by digital content and automation tools.
“Most people sell their courses as low ticket items, which means it could be anything from $5 to less than $100, rather than high ticket, where somebody is paying $2,000-$5,000-plus,” Mark said.
“I flip the switch. Let’s start with your high ticket offer because everything else is going to lead to that. The social media content you create leads to the courses and the courses you create leads to your high-ticket offer.
“I have created AI systems and frameworks that help people act, so it is less about learning, more about momentum. We don’t struggle with information anymore – there is information everywhere – but what people do struggle with is implementation.
“What I find most rewarding is through me helping one person, they go on to help hundreds of thousands of people worldwide, so it creates a ripple effect and positivity boosting people’s lives.”
An early example of this approach involved a broadcast professional with extensive voice-over experience who transitioned to digital teaching.
“Initially he thought he would need a classroom and people would need to commute but I said ‘No, if you create videos and on-line courses, that is available to anyone in the world’. He has now got 35 courses and currently helped over 164,000 students and generates over £10,000 a month.”
Laxton’s interest in online business began during a period of financial difficulty while working in the fire service.
“I was about £45,000 in debt, I was living off my overdraft so the Fire Brigade wage would come in, but it would go out straight away,” he said.
After being introduced to self-publishing, he released a Kindle book based on his military background and tailored the topic to a niche audience.
“I was a sniper in the Army, so I thought I could write about the tactics and skills involved,” he said.
“I knew at the time that Airsoft was becoming very popular, and I thought anybody interested in playing Airsoft was going to be interested in camouflage and concealment.”
The success of his first publication demonstrated the potential of digital products and led to further content aligned with audience demand.
He later moved into webinars and course creation as video-based learning became more prominent.
“I created several of my own courses, and through all this I went on to help other people turn their knowledge and experience into on-line courses.”
Further information is available at www.marklaxton.com.