People come to us with many problems: Health, relationships, and in business.
In this broken world, there is something you can do to help them. The good news is that starting today, you can help people.
People take courses because it makes their lives better. To be successful, you have to position this course as something that is going to make lives better.
If you can’t pinpoint the problem you solve, you’ve either got an unclear message, or you’re just going to spend a bunch of time creating something that nobody wants.
Let's make sure that never happens.
Get Clear On A Foundational Componet Of Course Creation.
What if, in your journey to spread your ideas, you got up each day and instead of shouting, “Look at me! Listen to my story! See how great I am!” you thought:
“Who am I helping win their story today?”
This kind of message works. It’s how you create raving fans of your brand.
It is the most effective way to present your ideas, so they impact the marketplace, and you make the income you are looking for - you start with Who.
You want to create this course because it's about something that is close to your heart. Your heart is connected to your purpose in life. In a way, this course is part of fulfilling your purpose.
If this is the case, you already know what your Why is. The challenge then becomes achieving it. Could it be possible to achieve your Why, you will have to be open to the idea of discovering and focusing on your Who? To accomplish this, we need to take our eyes off ourselves, maybe even swallow some pride and keep our mouths shut.
In some cases, this won’t be easy, but serving your Who completes your Why.
It's not about you.
This course exists for other people. You don't have anything to prove. You don't need the money (there are lots of way to make money). You don't have enough time to just add more content on the internet.
You need to be 100% sold out to the idea that this course is for other people. We are calling these people "Your Who".
Too many powerful ideas today are being ignored by the very people that need to hear them most.
Here's the foundation principle you need to make sure your course makes the impact you want. Watch this TEDx talk from Jon Morrison.
Answer these questions:
- How do you respond to this question: "My favorite kind of people to help are ____________________?"
- Who do you love helping?
- Who have you had the most success helping?
- Who are you passionate about serving and would do it for free if you had to?
Once you have these questions answered, you should have a good idea of the kind of person that you love and have.
It's ok to be creative here. This nickname won't be public. It's just to keep you focused and it's easier when you have an idea of what they are like.
How about “Back Pain Bob” or “Sciatica Sally”?
Identifying the problem is going to help you in three ways:
- It's going to establish the value of all your efforts
- It's going to provide some good in the world by offering a solution to some pain.
- It's going to make your marketing interesting by capturing attention of the people you are making this for.
A clear understanding and articulation of the pain points of your client will get take them from “That’s cool you made a course” to “Shut up and take my money”.
Understand your client's pain by answering the following questions:
- What is the physical problem in the world that they are struggling with?
- What is it doing to them emotionally?
- How is it affecting their family?
- How is it affecting their finances?
- How it is affecting their health?
- How is it affecting how they see themselves?
- How is it affecting their business?
- How is this problem getting worse every day?
- What will the long-term consequences be?
1. You Know Who The Course Is For
You're not just creating more information to be thrown on the pile of internet data. You're not just adding more noise to a noisy world. You're not trying to reach everyone trying to solve everyone's problem.
You're now thinking of real people. They have names. They have a story. They have things they want to do in life. But they have something getting in their way.
2. You Know The Problem Your Course Solves
You can articulate what is keeping them up at night. They’re wrestling with a problem. It's frustrating them. It's bringing stress into their relationships, workplace, and it's not getting better unless they get some help.
They need your help. They need your course. You’ve got a solution for them. You could make a big impact in their life and earn an income doing it.
Great ideas go unheard and get tuned out because we are not utilizing a vital communication element. When used properly, it will capture the right people’s attention despite the other noises and distractions around them. We need to shift our focus to who’s right in front of us. We need to Start With Who.