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[Making Of… #14] How To Make Everything Easier

What’s this? In 2021 I made a course called From WordPress To Webflow. This post is one of a series of behind-the-scenes emails I wrote as I went along, exclusively for my email list (start here).

I mentioned last time I was in touch, I’d got on a roll making the new Webflow course.

I call it ‘monk mode’. Basically, every time I make a major course, I have to lock myself away in a dark room, put the blinkers on and block out all distractions.

Which also meant I had to take a bit of a rest from documenting the course-making process for you in this email series.

Sad times.

However! I’m merrily smashing through this thing, at least half way now. I gotta say, this Webflow course is turning out to be an absolute beauty. I’m so pleased with it.

As the production process has built up enough momentum now, I’m going to hop back on the ‘Making Of…’ email train. Welcome back aboard! Choo choo.

So… where were we?

About a month ago, I left you with a cliffhanger (erm, sorry about that).

I was talking about the 3 key decisions you need to make, right at the start of the course-making process.

If you get clear on these 3 things, your course will be easier to create, easier to promote and sell, and more likely to get results and lead to success for your students.

Drumroll, please

Here they are:

  1. Who exactly is the course for?
  2. What exact problem is the course solving?
  3. What precise result/success will the course deliver?

If you were expecting something more magical or sexy… you’ll be disappointed.

But… if you’re hoping to make a big impact on your students’ lives and your own, you have to be able to answer these 3 questions with as much clarity as possible.

Here’s why.

Remember I told you no-one wants to buy and take your course?

It’s true!

I’ll say it again:

No-one really relishes the prospect of shelling out several hundred bucks and sitting their bum on a seat working through hours of videos.

What your intended specific audience want is a transformation.

The transformation they want is from a specific problem or pain they’re experiencing right now…

To a specific outcome, a picture of success they can imagine themselves enjoying, if only someone could show them the path to it.

You see, many people create tech-focused courses “just because”. They enjoy using a particular tool or software or app, they’re good at using it, and they want to share that knowledge with others.

And there’s absolutely nothing wrong with that.

The problem is, this can lead to rather generic courses, where the aim is basically to teach everything they know about that tool or software or app… “just because”.

Some try and niche down a bit. They’ll maybe narrow the focus a touch by aiming the course at beginners only, for example.

Better. But there’s still likely loads of general online training out there that covers that already, both free and paid.

Getting specific on exactly who your course is for, the exact problem you’re promising to solve for them, and the exact result you’re promising, brings TONS of benefits.

It makes everything easier for you in 3 ways:

1. Your course is easier to make

A tighter focus on solving a specific problem, and delivering a specific result, shrinks the scope of what you need to cover.

A good course doesn’t have to teach everything you know. It just has to solve a specific problem for a specific person. Much easier.

2. Your course is more effective

Courses with a clearer objective are way more likely to get results!

Your students are way more likely to finish, cos you’re helping them solve a specific problem with clearly defined success in sight.

3. Your course is easier to sell

With a narrower focus, your course will more easily stand out from the online noise.

Your intended audience will recognise themselves in your message.

And you’ll seriously differentiate your offering from the competition. (Which is probably more of the ‘free YouTube tutorials’ variety than other paid courses)

People are waaaay more willing to pay for a specific transformation – for you to take a specific pain away – than pay for ‘just another course’.

And… when your students get real tangible results, they tell everyone else and help do your marketing for you.

Yeah yeah, I know… this is all well and good… but we need some specifics!

I agree. So next time, I’ll put some flesh on these theoretical bones with some real-life examples.

PS: Answering these 3 questions can be all about how you frame things, rather than coming up with earth-shattering, never-before-seen answers.