Your audience is on a journey, and it’s your job to make it a smooth ride.
Your audience doesn’t just wake up one day and decide, “I think I want to take a course about__________________ (fill in your course topic here).”
In fact, they probably aren’t thinking about taking a course at all. 😦
Instead, they may just be figuring out they have a problem.
Stage 1 of the Buyer Journey
This first stage is called buyer awareness. In this stage they realize something is wrong or that they have symptoms of a problem and they may or may not even know what that problem is.
This stage is often accompanied by random Googling and often procrastination because they don’t know what they are looking for.
This is your chance to really understand their pain points and start guiding them toward a solution to their problem.
Once they realize they have a problem and understand what it is, they move into the second stage of the buyer journey.
Stage 2 of the Buyer Journey
The second stage is consideration. At this stage of the journey, your audience recognizes they have a problem and are looking for solutions. They are researching potential solutions and finding out ways to solve their problems.
During this stage they are actively seeking different methods to try and are willing to consider different approaches.
This stage is a critical time to reach your ICA and provide them with ways you can help solve their problem.
Stage 3 of the Buyer Journey
The final stage is decision time. At this stage, they have completed their research, know which method, strategy, or solution they are interested in and are ready to make a commitment.
During this stage, they may have a long list of solutions and products and are narrowing down their choices to the one that is best for them.
This is the time to make clear why you are the solution to their problem.
So, how can you make the buyer’s journey easier for them?
First, you need to meet them where they are.
If you hit them with a sale for your course before they have clearly defined they have a problem that you can solve, you will not make a sale. If you wait too long to offer your solution to someone at decision time, they will turn to someone else who has the answer.
The key is to position yourself as the expert and meet your audience at each stage of their journey.
In the first stage, it is time to provide information, not sales.
Blogs and social media posts related to their problem will be helpful. This is also a prime time to offer them a freebie related to your course so you can get them on your email list.
By doing so, you are giving a name to their problem and showing that you relate to what they are going through or what they need.
During the second stage, they are receptive to finding out how you can help them. Webinars and 3-5 day challenges are good ways to show how you can solve their problems.
Finally, by the decision stage, they have gotten to know you and have come to see you as an expert. This is the time you can start selling your course or coaching program. This is when your unique selling proposition has its moment to shine.
Being aware of each stage and acting as the guide to make the buyer journey a pleasant experience will be key to increasing your course sales and client list.
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Susan Jerrell, My Copy Pro, LLC
Copywriter for Online Course Creators+ Coaches – Generating High-Level, High-Impact Results for All of Your Launch copy