Customer First, Course Second
Here's the mindset shift that changes everything: rather than thinking about the course first, step back and think about your customers first—specifically, the journey by which customers come to work with you.
This is what I call the Customer Learning Journey, and it gives you a framework to reflect on what's actually going to be helpful and impactful. Without understanding this journey, you're likely to build something that doesn't connect with the people you want to serve.
The Five Phases of the Customer Learning Journey
Every student relationship follows a predictable path, whether they realize it or not. Understanding this journey helps you meet students where they are and guide them toward transformation.
1Discovery
Before anyone buys anything from you—a course, coaching package, physical product—they have to find you. They have to come to know you and that you exist, either through meeting you in person (old school networking) or finding you online.
2Engagement
As nice as it would be if people heard about you through a free webinar and were instantly ready to buy your $800 flagship course—that does sometimes happen, but it's rare. Most people need time to warm up. They need to get to know you and your expertise. You have to build rapport and trust, and then you can make paid offers.
3Revenue
This happens when trust reaches the tipping point. They're ready to invest in your paid offerings—a course, coaching program, or membership.
4Retention
Keeping students engaged after the initial purchase. Do they complete your course? Do they get results? Do they stick around for your other offerings?
5Referral
The ultimate goal—happy students who spread the word to others. This closes the loop and brings new people into Discovery, creating a sustainable growth engine.
The Power of Discovery
One of the most powerful things you can do for discovery is to provide really interesting and educational content that teaches people and helps them come to know your expertise—for free. Post this content in different places online where people can discover it.
This isn't about giving everything away. It's about demonstrating your expertise in a way that builds trust and starts a relationship. A great free mini-course or workshop can do more for your business than any paid advertising campaign.
Why Engagement Matters More Than You Think
Most course creators skip straight from Discovery to Revenue—and wonder why their launches fall flat. The engagement phase is where the real work happens.
During engagement, you're nurturing people from just having that first point of discovery to having a meaningful relationship with you. They're consuming your content, joining your email list, maybe attending a webinar. They're evaluating whether you understand their challenges and can actually help.
It's critical to use your courses strategically in this phase—not just as revenue generators, but as trust-builders that move people toward a deeper relationship with you.
Not Just the Next Sale
One of the key takeaways is the importance of really bolstering your discovery and engagement phases—and not just fixating on revenue, even though revenue is the ultimate goal.
You can spend all the time in the world creating an elaborate course and marketing for it. But if you don't have people who are discovering you, and then coming to trust you, and are looking for an offer from you—it's all going to be a waste.
