The MAIN reason why your online course is not selling is not what you think.
Many course creators come to me after their failed online course launch and think that the reason why their launch failed was due to their pricing or a host of other things.
(Hint: It’s almost NEVER pricing).
Yes, your sales funnel may need tweaking here and there, but the MAIN reason why your online course is not selling is because you haven’t walked your online course prospect through the buyer's journey.
THE BUYER’S JOURNEY
If you asked, what in the world is the buyer's journey? You’re not alone. This is a foreign concept to many course creators.
The buyer’s journey is a step-by-step process that people go through when making a purchase decision.
First, they become aware that they have an issue and define their problem.
Next, in the consideration stage, they will start researching options to solve their migraine.
In the final step, the decision stage, they will choose a solution.
To help you understand this, think about the steps you go through to buy a new car.
To understand the buyer’s journey for your online course, I want you to put yourself in the mind of your ideal customer and answer the questions below.
Key point: If you don't know the answer, ask them. Do not guess. You will use this information for ALL of your social media and paid advertising content.
In the awareness stage, here are the questions you should answer for your online course:
How does your ideal customer describe their problem/migraine?
How does your ideal customer conduct research related to these problems?
What are the consequences if they don't act or do anything about their problem/migraine?
Are there any common misconceptions they have about addressing this challenge?
How does your target customer decide whether the problem/migraine should be prioritized?
Next, move onto the consideration stage and answer these questions:
What options does your ideal customer consider to fix their problem/migraine?
How does your ideal customer educate themselves on these various options?
How does your ideal customer perceive the pros and cons of each option?
How does your ideal customer decide which option is right for them?
Finally, in the decision stage, the answer to these questions will help:
What criteria does your ideal customer use to evaluate the available offers? (e.g. ease of solution, price, etc)
When ideal customers investigate your offer, what do they like about it compared to alternatives? What concerns do they have with your offer?
Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
Does your target customer have expectations around service guarantees?
Outside of purchasing, does your student need to make additional preparations, prior to purchasing your solution?
Once you’ve answered these questions, you will use this information for ALL of your social media and paid advertising content for your online course launch effectively walking your prospect through the buyer’s journey.
Ask any questions about your online course marketing in the comments below!