Who really wants to learn?
One of the things I've found it's vital to understand is what your course buyers really want.
In particular, do they want to learn a skill (which enables them to do something)? Or do they just want the end result and don't care about the skill?
It's a really important difference – and one it's easy to get wrong.
I personally love to learn new things. I want to become skilled at things that are important to my business.
So it's easy for me to fall into the trap of assuming everyone thinks that way.
But most people are rather more pragmatic when it comes to learning. In particular, the thing you teach might not be core to them, even if the result is important.
And if it's something they won't have to do frequently, they're going to lose those skills fast anyway.
That means they'll want to learn as little as possible in order to get the result they're looking for. Not all the niceties and clever tweaks and subtleties you might love, want to explore and want to teach.
So what they're looking for in a course is very different from someone who wants to become skilled in that area. They need two very different courses.
In fact, thinking outside the box a bit and really focusing on what that customer wants, the course might not actually look very course-like at all.
It might actually be mainly templates and examples they can use with some guidelines on how to adapt them to their own situation.
Something that will get them to “good enough” very quickly without having to go through a big learning curve.
Have you thought through what your customers really want from your courses?
Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using Value-Based Marketing - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.