How to Create Content That Makes Your Course Feel Like a No-Brainer

And avoid accidentally teaching people not to buy

Are you giving away tons of valuable how-to content but struggling to convert readers into paying customers?

You're not alone. I get messages weekly from course creators saying: "Rodney, I'm sharing everything I know for free, but people just keep asking for more free content instead of buying my course."

Here's what most creators don't realize: the problem isn't that you're not giving enough value—it's that you're giving the wrong TYPE of value.

Let's get started with a simple shift that can transform your content strategy.

The hidden problem with how-to content

Don't get me wrong—how-to content has its place. But here's what I consistently see happening:

• Creators share detailed step-by-step processes for free

• Readers consume the content but don't take action

• When creators launch their courses, the same readers say "I'll just wait for more free content"

• Sales disappointing, creators think they need to give away even MORE

But despite what conventional wisdom says, this approach actually trains people to expect free solutions rather than invest in paid ones.

At The Lefkoe Institute, we saw this exact pattern. When we shifted away from how-to content for course launches and moved to what I call "belief-building content," we saw a dramatic improvement in both the quality of our students AND our conversion rates.

What is belief-building content?

This idea comes from Billy Broas, who teaches it brilliantly in his book Simple Marketing for Smart People*. I devoured his book and adapted the ideas for course creators.

The belief-building perspective works like this: instead of teaching people HOW to do something, you help them build the beliefs that make your course feel like the obvious next step.

Think about it this way: if you're selling air conditioning installation services, you don't create content teaching building managers how to install AC units themselves. That would be counterproductive.

Instead, you'd create content that helps them believe in the RIGHT approach:

• How to choose the best type of AC system for your building

• Red flags that indicate you're working with an unreliable contractor

• Why the cheapest bid usually costs more in the long run

See the difference? You're still providing value, but you're building beliefs that make your service the logical choice.

A simple framework for belief-building content

Here's the three-step process I use with my clients:

1. Identify your ideal customer

Be specific. Not "anyone who wants to learn," but "coaches and consultants who have expertise but struggle to package it into a course that actually sells."

2. List why your solution is right for them

What makes your approach different? What specific results does it deliver? What problems does it solve that other solutions miss?

3. Work backwards to the required beliefs

What would someone need to believe to see your solution as the obvious choice?

Let me show you how this works with two real examples.

Example 1: The family minivan

Let's say you're selling minivans to couples with multiple young children.

Why is your minivan right for them?

• Seats for 8 people (room for friends and grandparents)

• Excellent safety ratings for all types of crashes

• Built-in entertainment features that don't require screens

• Great gas mileage despite the size

What beliefs do they need to have?

• A great family vehicle needs MORE seats than just your family size

• Safety should be the top priority, not just price

• Screen-free entertainment options reduce fighting and stress

• Fuel efficiency matters even in larger vehicles

Your content might include:

• "5 Things You Must Avoid in a Family Vehicle"

• "Why 'Just Enough' Seats Isn't Actually Enough"

• "How to Keep Kids Entertained on Long Drives Without Screens"

Notice how none of this is teaching them to build their own minivan. You're helping them develop the criteria that make your solution perfect.

Example 2: My Atomic Course Blueprint

Who is it for? Content creators, coaches, and consultants who want to package their expertise into courses that actually sell and get results.

Why is it right for them?

• Focuses on creating small, focused courses instead of overwhelming encyclopedias

• Uses proven frameworks instead of starting from scratch

• Emphasizes delivering specific results rather than covering everything about a topic

What beliefs do they need to have?

• Structure and repeatable frameworks are more valuable than reinventing everything

• The purpose of a course is to deliver a result, not to teach everything about a topic

• Small, focused courses often outperform massive ones

• You don't need to be the "Wikipedia" of your field to create valuable courses

My content includes:

• "The Encyclopedia Error That Makes Your Course Take 10x Longer to Produce"

• "Why Video Should NOT Be the Default Option for Online Learning"

• "How to Create Winning Course Ideas (And Avoid Building a Dud)"

Each piece builds beliefs that make the Atomic Course Blueprint feel like the natural solution.

But what about giving value?

Here's the thing—you ARE giving value, just strategically.

When you share belief-building content, you're helping people make better decisions. You're teaching them what to look for, what to avoid, and how to think about their problem differently.

But should I ALWAYS avoid giving how-to content?

No. Just do it with the intent to build a belief that will lead to the sale.

The key is to give people small things they can easily verify in their experience. For example, Josh Spector excels at this—he shares simple ideas you can implement the same day. When those ideas work, you think: "He's got great stuff. If I paid him, I'd probably get even more of this." That’s a belief that leads to the sale.

But if he gave you something requiring 30 steps or 20 hours of work as free content, you probably wouldn't do it. You haven't made that level of commitment yet. And as a result, the "high value" has a true value of zero.

The result: better customers, better sales

When you shift to creating more belief-building content, something magical happens:

• You attract people who are ready to make decisions, not just consume free content

• Your audience develops the framework for understanding why your solution makes sense

• When you launch, people say "I've been waiting for exactly this" instead of "Can I get this for free?"

This isn't about being manipulative or withholding value. It's about being strategic with the type of value you provide.

Your how-to content trains people to want more how-to content. Your belief-building content trains people to want your solution.

What this means for your next launch

The next time you're creating pre-launch content (or any free content), ask yourself:

• What beliefs would make my course feel like a no-brainer?

• What criteria should my ideal customer use to evaluate solutions like mine?

• What mistakes should they avoid that my course helps them sidestep?

Then create content that teaches those beliefs, not just the tactical steps.

Learn more about belief-building marketing

If this approach resonates with you, I highly recommend checking out Billy Broas' book Simple Marketing for Smart People*. He goes deep into the belief-building framework and provides detailed strategies for implementing it across your entire marketing strategy.

Want to see how I apply belief-building principles to course creation specifically? Check out The Atomic Course Blueprint, where I show you how to create courses that focus on delivering specific results rather than covering everything about a topic.

*That's an affiliate link to Amazon.com. I get a small commission if you buy the book. I only promote things I value and I figured I might as well get a little extra cash for doing so. You can buy without using my link by searching for the book on Amazon directly if you wish. :)

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Still here? I’m so glad.

One thing you can do for me is leave a comment or email me at rodney@selfinfluence.net and share:

What's one belief your ideal customers need to have before they'll be ready to buy from you? Your response might inspire a future article.