No One Wants Your Course—Here’s What They Do Want...

Let’s be real for a second—nobody actually wants to buy a course.

No fluff today - diving right in.

Nobody wakes up thinking, “You know what I need today? Another online program with 57 modules, 112 PDFs, and 16 hours of pre-recorded videos.”

Nope. People don’t buy courses, programs, or certifications.

They buy results.

They buy what the course does for them—the transformation, the life change, the freedom.

The Hard Truth About Selling Education

I’ve seen way too many people make the mistake of selling their product instead of selling the result.

❌ “Our IT course comes with 3 certificates and exam vouchers!”

✅ “Start a high-paying career in IT in just a few months—without racking up college debt.”

See the difference?

People don’t care about features until they believe the outcome is worth it. If you lead with the result—financial freedom, job security, a better life—they’ll ask about the details later.

The Science Behind Selling Results

According to Harvard professor Gerald Zaltman, 95% of purchasing decisions are made subconsciously, based on emotions. People justify with logic afterward.

Translation: They need to feel what their life could be like after taking your course before they care about what’s inside it.

The Lesson I Learned

When I first started my trade school, I made the rookie mistake of selling the course itself.

I’d talk about how we had great instructors, a detailed curriculum, and flexible schedules.

Crickets. 🦗

The moment I switched to selling the result—showing people how this course could change their financial future—things exploded.

We grew fast, not because we had a better course, but because we told a better story about where our students would end up.

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How You Can Apply This (Starting Today)

Here’s a quick exercise:

1. Write down your product or course features.

2. Now, ask yourself, Why does this actually matter to my customer? Keep going until you hit an emotional outcome.

3. Take that outcome and make it your main selling point.

For example:

Feature: Online Healthcare Certification Course
Why it matters: Students can complete it at their own pace.
Why that matters: They don’t have to quit their job or sacrifice family time.
Why that REALLY matters: They can transition to a high-paying career without financial risk.

Boom. That’s your marketing message.

The Takeaway

Stop selling the course. Start selling what life looks like after the course.

Because no one wants another online program—

They want a better job, more money, and a life they’re excited to wake up to.

That’s what sells.

Go make it happen. 🚀

Until next time, control what YOU can control, take action on something, and don’t forget to smile.

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