Why people don’t want to take your course and what to do about it | STP60
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[00:00:00] James Marland: Hello Hello
[00:00:11] James Marland: hello everyone. This is James Marland from course creation studio. This is the show where we empower helpers to launch life-changing online courses. I am your host, James Marland. And today we are talking about why people don't want to buy your course. Let's get into it.
[00:00:30] James Marland: We're going to review. We're going to review last week's episode where. Uh, what is, who are the people that you want to have in your course? Like who are the people that you want to have in your business, in your life? And we call that and I get this from a heart-centered marketing from Joey or goanna. Kona, the dream client. And the dream client. Uh, there's they have some characteristics of them. Uh, there's many of them. They are actively looking to solve a problem. They are irrationally passionate.
[00:01:03] James Marland: I love this part, but they are irrationally passionate about solving that problem and they'll do anything. To solve that problem. Because they're looking to solve the problem.
[00:01:15] James Marland: They are easily reached. They are, they are seeking a solution. And so there are easily reached. They're already in momentum, which means they are already looking for. Uh, solution. They are, they, you don't have to dig under rocks to find them. They are actively looking for a solution. They are willing and able to invest in your solution. And one of the key category, category sticks, categor, whatever. What are the key things for, uh, being a dream client, a dream client of you is that you are passionate about their problem.
[00:01:50] James Marland: You have a deep passion to serve them. So that's the dream client review. That was from the previous episode.
[00:01:58] James Marland: One of the key things. Is.
[00:02:03] James Marland: When you're thinking about. What kind of course you're going to teach, or what you're going to teach is the purpose of the course is to guide people from their current problem or their crisis to the Oasis, to the final destination that you can help them. Solve. So you're taking people from their current state, their crisis to they're a waste. It's a transformation at the transformation of. Thoughts and beliefs and actions. And your course, whatever it is, has to take them from their pain. To the solution. And here's the, here's the secret. Which is where I got the title of the episode. People people don't want to take your course.
[00:02:52] James Marland: People don't want to take a course. They don't want to take any courses because if they could get the solution to their problem without doing the work. They would do that. You know, they would pay somebody to do that. However, they have such a problem. Or a need that they will do anything. You know, even sit for two or three hours and take a course, they will do anything. To get their problem solved.
[00:03:18] James Marland: So that is the challenge.
[00:03:20] James Marland: People don't want to take a course.
[00:03:23] James Marland: So our. Our mission is to figure out. What is the job that people want done and like, what is their crisis? What is there a wasteless state? How do we help them get there? We are looking for a problem to solve. We are looking for. They're a waste this, and if we listen, if we really listen, if we, if we dig into. We have conversations. About what people are saying about their problem.
[00:03:57] James Marland: If we look at message boards on Google, Uh, or Facebook and we listened to the problems and we write down their problems in their words. We can find what pain they're trying to solve, what job that they need done. If we look up books on our subject, And we look at the popular books. And look at how those books are structured and how they. Uh, the, the comments and the reviews and how this helped in the transformation that that happened. We will discover. The problems that our ideal client, our dream client is having, and then we'll meet much, much. In a much better position to create a course. That people will actually. Want to take. Not because they love taking courses. But they, they, they want their problem to be solved. So that is our mission to discover, to, to, to listen for the problems that we can help people solve. Uh, here are some questions.
[00:05:05] James Marland: That can set you up as a mentor or a guide. Um,
[00:05:12] James Marland: Uh, you've, you've probably heard of the hero's journey. Um, the hero. Uh, starts in an a S. Uh, a place, they have a crisis. They go on a journey. They meet many people. But the, one of the, one of the people that they meet that empowers them to go on their journey. Is the guide. And I was, uh, you know, one of the Seminole books. Uh, I read in the last couple of years was here. Here on a mission by Donald Miller, I'll put a link to it in the show notes. Uh, it really set up. Um, That everybody is on a, on a life journey. And you can either see yourself as the victim, somebody that has no agency or action or as the hero and. You know, in your life story, you are the hero.
[00:06:00] James Marland: And he goes through a process of how to go on your hero's journey every day. Um, And to see yourself as somebody who has agency and action, however, All heroes have a guide. They have a mentor, somebody that helps them. With their problems. To empower them to go through. Whatever journey they're going on. So. These are some questions to, to, um, ask the person. You know, to find the problem that they're going for to set yourself up as a mentor. Uh, to help you with people with their journey. Uh, you have to, you have to ask these questions and these questions came from strategic business academy. Uh, and the heart centered marketing. Um,
[00:06:50] James Marland: Question number, question number one. What are the most important things you are struggling with when it comes to this problem? You want to find out, you know, in their words, their problems, what, what.
[00:07:05] James Marland: We might think we know what their problems are. But really what are their current problems? Another question to ask people. Is. Talk me through the last time this problem happened. What, what were their situations? What were their experiences?
[00:07:24] James Marland: Uh, was it at home? Was it at work? Was it at school? What was their location?
[00:07:28] James Marland: Who were they with? You know, what were they trying to do?
[00:07:33] James Marland: The next question is, how are you dealing with this now? You know, what, what is their work around? You know, what. Have they been doing too? Um, Satisfy the pain or to numb the pain of their current problem. Are they looking for resources, you know, somebody, an ideal client. A dream client is somebody who's looking for solutions.
[00:07:56] James Marland: They might, they just might not have found you yet. So if you were. Um, helping somebody with anxiety. Maybe they've tried meditation or maybe they've tried an app or maybe they have tried going on walks. Um, or maybe they've tried nothing. They just like, well, normally I just, you know, Open, uh, open up. Open a can open a can of ice cream.
[00:08:21] James Marland: No, they don't come in cans, open a tub of ice cream, a box of ice cream. I don't know, a carton open a carton of ice cream. They open a carton of ice cream and a, you know, feed themselves to satisfy what they're going on, but they, that doesn't help them with their depression or the anxiety. So you want to kind of figure out what they're doing now. Why is this problem such a pain point? Uh, this is a great way to figure out their dream or their a wasteless, their ideal state. I was talking with somebody recently. Um, In a course, I was listening to somebody talk about. One of their breakthroughs that they had, and they help people with pain. And pain management. And.
[00:09:08] James Marland: They were, they were talking about.
[00:09:12] James Marland: Um, An ideal client that they discovered there, their dream was to go on walks again and go on like hikes again with their family or their kids. And. In that was there a wasteless state? And this, this person, this person who was making content for that person was so happy because she's like, oh, I finally have the language to describe. A dream destination for my clients.
[00:09:41] James Marland: It's not just, oh, take my course and feel better. It's. Take take my course, follow my instructions. And then you can go on walks with your grandkids again. And I was just like, wow, that is a big. You know, just a huge opening, uh, uh, a way to cast a vision for what you're trying to do. So you're going to want to try to figure out what is their dream destination, what is their, uh, uh, waste this. Why is it important for you to fix it?
[00:10:11] James Marland: You know, what, what is going on?
[00:10:15] James Marland: For them, it's another way to get at their dream destination, their dream state. I talked to a lot of therapists who are struggling with. Um, Burnout. They, they, they can't. They can't. Generate the income that they want. Bye keep doing what they're doing. They're going to burn out and there is a limitation of time. You know, once, once you have. 40 50. 50 hours of client facing time together.
[00:10:46] James Marland: Like how, how alive are you for your other life or are you emotionally spent and drained? A lot of therapists are running into that. So one of the problems. That I, I, uh, I'm trying to solve is how do I help people earn money? Well, not be doing all these client facing activities. You have a, a master's degree or even a doctorate, you are good at your craft.
[00:11:11] James Marland: You can help people. How can you help more people without necessarily being tied to the chair day after day, week after week, month after month. And doing all this client facing work there's, there's a limit to. Uh, necessarily how much you can charge. For most people, either due to insurance or just. Some standard rates. And even if you're on the high end, you know, there is a limit to that.
[00:11:38] James Marland: Uh, in less your, uh, You know, I'm sure there are some people who pay a thousand or $2,000 an hour. For a certain consultations, but I think that's probably more rare. Um, maybe it tops out at two to 500 an hour. But AF so you know, how many people can you. C and I, I am talking from stories, not from real life experience.
[00:12:01] James Marland: And again, I am not a therapist. I don't work in a private practice, but I do see. You know, I'm in the circles where people talk about what they charge. And I think, uh, when I worked at the virtual assistant company that like two 50 was around that top end that I saw. So it might've changed in the last two to three years, but. You know, there is a limit and there's a limit of time.
[00:12:25] James Marland: There's a limit of energy. There's a limit of focus. There's a limit of how much you can. Um, You know, invest without draining yourself. So, um, why is it important for you to fix that's? One of the reasons I hear it's important to fix, because there's just a limit of how much. Um, emotional energy people can spend in the burnout rate is high.
[00:12:46] James Marland: Yet you have all this education. So how can you continue to earn more money? Um, Doing still helping people still staying true to yourself and you're helping self. But also. Uh, having fewer client facing hours. Uh, the next question is.
[00:13:06] James Marland: Is there a, so if you're having this conversation with people, what are they, what aren't they saying?
[00:13:11] James Marland: Is there anything I should've asked that you wanted to tell me? What, what is something that. Uh, I need to know about this problem. And people who are, who are desperately trying to solve this issue or problem, we'll let you know, they'll let you know. What, what th what is on their mind? What is they're trying to solve?
[00:13:30] James Marland: Just what their dream outcome is. And finally, if you're talking with people. Who had this problem. They might know other people that you can talk to, to figure out what the problem is.
[00:13:44] James Marland: Uh, to just to get more. You know, the more conversations you have, the better you're going to pinpoint the problem that people want to have solved. So. Uh, why don't people want to take their course because they want their, they want their Oasis. They want their crisis solved. It's not, you. It's not just you and your course, it's everybody in every course, nobody really wants to sit through another lecture. Or another course, they want their problem solved.
[00:14:11] James Marland: So if you can solve their problem, you can find out their exact language. And demonstrate that you are knowledgeable and you can get their problem solved. You are going to. You are going to have a lot of people. Love you and love your course, just focus on their needs and solving their problem. Who are your ideal clients and what is their biggest pain point or problem? Uh, to wrap up the episode, I wanted to let you know that. I am developing a one sheet course navigator. I'll put a link. In the show notes on how to get that. It's going to go over some of these questions, like where do you want to take people?
[00:14:47] James Marland: Why is it important? Um, what is, what are the steps you need to take them through? It's just a way to get some of your ideas on paper and to see if you actually have a, a course. That could solve a problem. And I know. You know, I just know there are many, there are many therapists out there and people, professionals in their area that they say the same thing over and over again. To mail multiple people. And they are polished in what they have to say and the steps that they need to take.
[00:15:21] James Marland: Just getting it down on paper to see, oh, this is possible. To do. I do have a nugget of a course that can solve a problem that people were wanting. I am an expert in my field. Just get it down on paper. And see where, see what, um, comes from that. All right. Well, this is James Marlin, please like, and share the show. Uh, Def I really appreciate all the reviews that we get.
[00:15:47] James Marland: Uh, also, if you have questions about creating courses, please send them to me. One of my deepest desires is to help people. Go from there crisis. Like how do I make this course? And I have no idea what I'm doing with technology and take them to a more calm, relaxed. Uh, wasteless where they are helping people without being pushy or salesy or manipulative. And they're helping the exact right people with their content.
[00:16:15] James Marland: So that sounds like you give me a quiet call or give me a call, email me, James, at course creation studio.com. Email me your questions and I'll be sure to get back to you.
[00:16:26] Samantha: This episode is for educational purposes only. If you require assistance from a lawyer, accountant, or therapist, it is recommended to seek the expertise of a qualified professional in that specific area. The content of this episode is not intended to create a client-professional relationship and should not be relied upon as a substitute for professional advice.
