The Obstacle Omission Error And Two Other Mistakes That Kill Your Course Sales
These errors can be fixed before you create your course's first lesson
What legitimate concern stops most people from creating a course?
They'll spend weeks or months trying to create a fantastic course—time outlining content, producing lessons, slaving over details—and on launch day, not have a single sale.
How can we avoid this problem?
In my experience, three mistakes lead to dismal sales. All of them can be avoided before you begin creating a course.
They are ...
Mistake 1: The no target audience trap
Mistake 2: Obstacle omission
Mistake 3: Marketplace misstep
Let's consider each one in detail.
Mistake 1: No target audience trap
You come up with a course idea. You think it can help many different types of people. And you're right. It can -- at least in theory.
But in reality, there's a problem.
A course that's aimed at everyone often appeals to no one.
Picture this: you’re a consultant with deep expertise in leadership. You decide to create a course on leadership principles. Sounds great, right? But then you skip a crucial step—you don’t define who your course is for.
Are you talking to first-time managers?
Seasoned executives?
Entrepreneurs?
Each of these groups has different needs. The first time manager is struggling with the basics. The seasoned executive is dealing with a management team and a board. A general leadership course wouldn't fit either of their needs.
Without a clear target, our content becomes a one-size-fits-all that doesn’t really fit anyone.
And what happens next? Potential students take one look and think, “This isn’t really for me.” They move on, and you’re left wondering why your course isn’t flying off the virtual shelves.
Instead of casting that wide net, here’s what you should do:
Get Specific About Your Audience: Think of it this way—who’s your course really for? The more you narrow it down, the stronger your course will be.
Craft Content That Speaks Directly to Them: Once you know who you’re talking to, ensure your content hits home. Address their specific challenges, use their language, and create a course that feels like it was made just for them.
Mistake 2: Obstacle omission
Now, let’s talk about another common pitfall—ignoring the challenges your audience is likely to face.
It’s easy to get so wrapped up in sharing your knowledge that you forget about the hurdles your students might encounter along the way. But if you don’t consider these obstacles, your students might feel overwhelmed and give up before they reach the finish line.
Imagine you are teaching kids how to play basketball. You want them to master the layup. That's when you run up to one side of the basket and bounce the ball against the backboard in an attempt to score. You show the skill and have them practice. But every time they do, they struggle because they have a hard time bouncing the ball while running.
As a good coach, what do you do next?
You have them practice bouncing the ball while running. You address that obstacle before you get to a more complex skill.
Now imagine that the layup exercise, without a lesson in bouncing the ball while running, had been in a video course for those same kids. They would have abandoned the program because their obstacle wasn't addressed.
So, what’s the better approach?
Identify Common Challenges: Take a step back and consider what could trip your students up. Are there technical skills they might be lacking? Do they have limited time?
Incorporate Solutions: For each problem you uncover, find a solution, verify it works, then include it in your course. In many cases, an idea just needs to be broken down into smaller chunks or a skill needs to be pre-taught before a more complex skill just like the kids learning basketball.
Mistake 3: Marketplace misstep
Finally, there’s the mistake of putting off your sales strategy until the very last minute.
You've spent weeks or even months creating your course. Then you realize you must figure out where and how you'll sell it.
As a result, you may have built something that doesn't fit the sales channels you have access to.
Let’s say you’ve developed a wellness coaching course.
You finish the content and then look for a platform to sell it on. You discover that Udemy is one of the best places to sell such a program, but the prices of similar courses are around $15 when you were hoping to sell your course for around $200, which is a huge disappointment.
You might find another place to sell, such as your own website, but you would have been better off knowing that from the start. Selling on your own website requires a completely different set of strategies than selling on a course platform like Udemy.
Here’s a smarter approach:
Think About Sales from the Start: Before you even begin creating your course, consider where your audience is and how they like to buy. This will inform everything from your content structure to your marketing messages.
Align Your Course with Your Sales Strategy: Make sure your course is a perfect fit for the platform you choose to sell it on. Whether it’s Udemy, your own website, or another marketplace, design your course with that platform in mind.
Your Step-by-Step Blueprint for Creating a Profitable Course
Now that you understand the pitfalls to avoid let's outline a process for creating a course that sells:
Identify Your Target Audience: Start by getting crystal clear on who you’re creating the course for. What are their specific pain points? What results are they looking to achieve?
Outline Your Course with the Audience in Mind: Plan your course content to address the exact needs of your target audience. Ensure that each module leads them closer to their desired outcome.
Consider Obstacles and Build in Solutions: Anticipate the challenges your students might face and incorporate solutions directly into your course. This could include additional resources, alternative explanations, or practical exercises.
Plan Your Sales Strategy: Before you begin course creation, decide where and how you will sell your course. This will guide your content structure and marketing efforts.
Create and Market Your Course: Develop your course content, keeping your audience and sales strategy in mind. Once ready, launch it with a marketing plan tailored to your target audience’s preferences.
Creating a profitable course doesn’t have to be so risky
By being aware of the most common mistakes and implementing the step-by-step plan outlined above, you'll create a course that meets the true needs of your audience.
Want help creating a strategy to market and develop your first or next course?
Email me at rodney@selfinfluence.net so we can talk.