How to Know If People Will Actually Buy Your Course
May 07, 2025
By James Marland | Course Creation Studio
Everyone Loves a Good Idea — Until It’s Time to Buy
Let’s be honest: when you tell someone you’re thinking about building a course, what do they usually say?
- “Oh wow, that sounds amazing!”
- “People need that.”
- “Good for you!”
Nice? Sure.
Helpful? Not really.
That kind of encouragement feels great — but it doesn’t help you know if anyone will actually pay for what you’re building.
Before I learned how to ask better questions, I chased feedback like this. I’d pitch my idea, get polite applause, and assume I was on the right track.
Later, when it was time to launch… crickets.
The Classic Mom Story
Imagine this scenario:
You tell your mom, “I’m thinking about creating a course for people who feel stuck after a career change.”
And she says:
“Oh honey, that’s perfect. You’re so smart. You’ve always been such a great listener. You should totally do it!”
She’s not wrong. She’s just not your audience.
Moms are great cheerleaders. But you need real feedback — not fridge-worthy validation.
Ask Like a Researcher, Not a Salesperson
That’s where a little book called The Mom Test changed everything for me.
It taught me to stop pitching and start listening. Instead of asking:
“Would you buy this?” or “What do you think of my idea?”
You ask:
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“Have you ever dealt with this kind of problem?”
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“What did you try to fix it?”
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“What didn’t work?”
These questions do three powerful things:
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They shift the focus to your potential customer’s real story.
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They avoid tipping your hand about what you’re building.
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They let the problem — not your idea — take center stage.
A Tale of Two Conversations
Let me show you the difference.
Without The Mom Test:
You say, “I’m working on a course to help people with burnout after leadership roles. Do you think that’s a good idea?”
Your friend says, “That sounds super helpful! You should totally do it.”
With The Mom Test:
You ask, “Have you ever felt drained or lost after leaving a leadership role?”
Your friend says, “Yes. I felt like I lost my identity for months.”
You ask, “Did you try anything to recover?”
Your friend says, “I read books and joined a group, but nothing stuck.”
You ask, “What was frustrating about that?”
Your friend says, “I didn’t want advice. I wanted someone to walk with me while I figured out what was next.”
Bingo. That’s a course idea built on real need.
Ask First, Build Second
Most helpers and heart-centered professionals make one common mistake:
They start building before they ask.
The result?
Beautiful courses that no one buys — not because they aren’t good, but because they weren’t built from real conversations.
When you slow down and listen first, you build with more clarity, more connection, and far less second-guessing.
Three Simple Questions to Start Today
Here’s how to begin:
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“Have you ever struggled with [insert your topic]?”
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“What have you already tried?”
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“What didn’t work — or still feels frustrating?”
That’s it. No pitch. No slides. Just curiosity.
If they start asking you for more after that… you’re onto something.
Want a Coach to Walk With You?
These early conversations are the most important part of the course-building process — and the easiest to skip.
If you want someone to walk with you as you validate your idea and shape it into a real offer, I’d love to help.
You don’t have to guess your way forward.
Let’s build something people are already looking for.
Helping you put your mission in motion,
James Marland
Course Creation Coach
Course Creation Planning Worksheet Download
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