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First step to creating your course or program

Cathy Goodwin
2 min readJun 21, 2023

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Ask “How will I market this?” before spending too much time.

Image by Toa Heftiba on Unsplash (cropped)

What’s the first thing you do when you want to create something new. — a course or special program?

I used to begin with curriculum design. When I taught university courses, this made sense. The students would choose my course based on the blurb in the university catalog. Sometimes my courses were required. I focused 100% on fulfilling learning objectives.

What I didn’t realize was that the blurb functioned like a miniature sales letter. Students would be excited to learn everything we promised.

When you’re a business owner, the first thing you need to do is write a draft of the sales letter. Live with the page for a few days. Get some feedback.

When you begin with the sales letter, you dramatically increase your chances of creating a profitable offer.

You focus on your client from the very beginning.

You’re also more productive because the sales letter guides your course design. You realize you need to promise certain benefits to make the course attractive…so you make sure to add them to the curriculum. For instance, you may realize students want a template or checklist, so you add…

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Cathy Goodwin
Cathy Goodwin

Written by Cathy Goodwin

Create a compelling marketing message that attracts your ideal clients through your unique selling story. http://cathygoodwin.com

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