How do you get someone to buy your course?
Well, think about what it takes for you to buy something yourself. There are always a set of beliefs you need to have before you'll be ready.
You've got to feel like you need it for a start. It solves an important problem or helps you achieve a big goal (or meets some big psychological desire you have).
And for something like a course, you need to believe that it actually works and that you'll be able to implement what you learn successfully.
There are also some less obvious beliefs you need.
For example, one of the biggest reasons people don't buy courses is inertia. A hope that if they just do what they're currently doing a bit harder and a bit better they'll get what they want and won't need to change much.
So a belief that's needed before someone will buy is “I won't achieve my goals (or solve my problem) just by doing what I'm currently doing (or making small changes)”.
Another issue is that for most problems, they'll most likely have tried a few times to solve it before – without success. So for them to buy they need to believe that the approach you're teaching in your course is different to what they've already tried.
It also has to feel right to them. They have to believe that what you teach (and you yourself) are a good fit for them and their values and the way they like to do things.
For example, someone who sees themselves as honest and trustworthy won't feel comfortable learning from an SEO course that's full of “black hat” techniques – even if they work.
The final “big belief” is that now is the right time to do this. If you don't have this belief in place they'll be ready to buy, but put it off (and maybe never come back to it).
The thing is, these beliefs don't just magically appear in people's heads. They get there because of their experience – and because of your marketing.
If you want people to buy your course you have to get them to believe they need it, that your course works, that they'll be able to implement what they learn, that it's something new, that it's a fit for them, and that the time is right.
And you need to do that while adding value and keeping things interesting so they don't “tune out”.
If that sounds like a lot of work, it can be. But it's nowhere near as much work as trying to get people to buy if they don't have these beliefs.
More on how to establish them in upcoming posts.