Prefer to listen? Find the podcast episode here: https://traceyteaches.libsyn.com/knowing-what-your-ideal-client-needs or search Course Creation & More wherever you get your podcasts
People don’t buy products. They buy better versions of themselves.
-Steve Jobs
The question you need to be asking yourself is, what does your ideal client need?
The important thing to know here is that people don’t buy your product. They aren’t interested in buying a course on weight loss, or underwater basket weaving. They buy an outcome. When someone buys your weight loss course they don’t care about how many modules it is and if you use a fancy font or musical intros and outros on your videos. They care if they will feel confident for their class reunion this summer. People don’t pay to rent a ballroom for their wedding reception, they pay for the experience and lasting memories of having a beautiful place to celebrate with their family and friends. They don’t buy a dress because they want it hanging in their closet, they buy the way it made them feel when they tried it on.
Does that make sense? Because this is something that keeps people stuck. Like really stuck. People do not buy what you are selling, they buy the solution you are offering.
My good friend Tiffani is a realtor and she’s always telling me “buyers are liars”. And it’s true. It’s not that anyone sets out to lie about what they want to buy, it’s just that they have no idea what they want or need so they end up figuring it out down the road and completely contradicting their initial claim about what they thought they wanted in the first place. For instance, I contacted Tiffani telling her I wanted a minimum of a 2 acre lot, but ended up buying a house in town on less than a third of an acre. (shrug)
Simon Sinek says that people don’t buy products, they buy experiences. When it comes to courses and info products your customer is not buying an ebook or a course because they always wanted to download an ebook or spend hours on a course…they are buying your content because it solves some problem for them. Just like you need to be crystal clear on who your idea client is, you also need to know exactly what solution you provide. And really good marketers not only show their audiences they can solve the problem, but they will also aggravate another problem in the process and show how they can solve that one too. Read some sales pages by some of the leading online marketers and you’ll see it right away. Good marketers are so clear on what their audiences need that they can offer you the solution to a problem before you even know you had one.
So the burden of helping them decide to spend their money on the solution YOU offer lies squarely on…you guessed it…you!
You might be selling a course on online marketing. Well no one wants to buy a course on online marketing. BOR-ING, no offense to my online marketer friends. But what you would probably be willing to pay for a step by step plan to increase your revenue by ten times over the next 90 days! Hell yes! Sign me up for that!
You know your thing, but you need to present your thing with some bling. This means offering a solution to the problem that is paining your client and like I said, maybe even aggravating a new pain point and offering a solution for that too.
So I hope you can see that when you are crystal clear on who you serve and what problems they have, you can more easily define the problem.
I pulled this formula in from my signature course Create the Course Your Audience Craves that I created to answer the questions am I the person to create this course.
Can you clearly define the problem? If you can, then the next question to ask is, do you have what it takes to offer the solution. If the answer to that question is a yes, then you have a course topic.
And there is no better time to get started on creating your course than right now! But first we should validate. If you want to be notified when that lesson drops, come on over and become a part of the Becoming a Course Creator FB group at www.traceyteaches.biz/bestgroupever. I can’t wait to answer all of your questions and support your course creation journey inside!
