There’s a critical piece of the puzzle that we often miss when promoting courses and programs.
It goes beyond helping our intended customers believe that we have a solution that works.
There’s one more level of trust that you must establish before they will invest time, money, and energy in your course.
It’s a simple matter of self-efficacy. In other words…
Does the prospective customer believe they are capable of achieving their desired outcome? Further, do they believe they are worthy of that outcome?
Let’s look at an example.
I have a client in the self-compassion and mindfulness space. A bit of empathy for the intended customer reveals they likely harbor a good deal of anxiety or shame.
Their journey has been a rollercoaster. They’ve tried other mindfulness practices and paths to increased self-acceptance. However, things haven’t always turned out as they hoped. They’ve probably “failed.” They’ve probably put off finding a solution, further increasing their sense of shame.
They’ve internalized a belief that something might be wrong with them, that they are somehow not able to “make mindfulness work for me.”
We could write the world’s best copy leading them to believe that my client and their course are credible and deliver results.
