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LearnDash Consultant Trick: Ask Your Customers What They Want?

As a LearnDash consultant with years of building online courses, I run into many business owners who build LearnDash courses and they don't sell. They made decisions about what LearnDash course to offer. They have thought about what audience they serve, but they missed that what this LearnDash consultant will tell you is super important. They didn't talk to potential customers about what they wanted.

They are wearing a blindfold that keeps them from connecting to an exact customer's need/want.

When talking about what a customer wants, LearnDash consultant teams like ours think in terms of an audience's fears, frustrations, and challenges. You have to tap into that and explore in order to come up with an online course offering that will sell.

LearnDash Consultant Tell You What You Need to Find Out

As you research and investigate your audience's fears, frustrations and challenges, get ready. You will get some unexpected answers. Your problem will be that you know too much about your topic. You can't remember back to the time when you didn't know all you know now about your topic. I like to say you are contaminated by your own knowledge. That makes it difficult to see what we sell the way our potential customers see it.

Let's explore these fears, frustrations, and challenges more deeply and see what we can learn.

LearnDash Consultant on Customer Fear

Fear about what we teach tells us plenty about how our customers feel about the future. They have a problem. They need that problem solved. They need to learn something so they can get their problem fixed. They don't want to become the expert you are. They don't want to learn everything you can possibly teach them. They actually prefer not to have to learn any more than is required to get their problem solved so less is more.

Their fears will be in their area of theirs.  So let's say they want to improve their golf game. If you teach golf, you need to first get them to pay attention to you if you want to sell them.  If we explore their fears, we can begin to understand what would catch their attention. Let's consider the following possible fears.

  • You fear looking like an idiot every time in front of your father-in-law.
  • You fear that you'll never get the college golf scholarship you need to pay your way.
  • You fear that your putting is so bad it will keep you from going pro.

If you think about it, each one of these fears could be addressed with one course. The selling of the course will be very different since you need to connect with these fears.

LearnDash Consultant on Customer Frustration

Frustrations will typically point out issues that have come up in the customer's attempts to solve their problem. They have taken an approach that has led to failure and in describing their frustrations you should hear things like, "It frustrates me that even though I've spent a lot of time improving my golf game, I still can improve my score." Then again it could be your hear things like, "It's frustrating that only a 5 point improvement in my golf score could drastically raise my father-in-law's impression of me."  You may hear, "It's really frustrating that I've taken lessons from really good golf pros and I still suck."

What you think about frustrations, you'll rarely hear things that have to do with your topic. It will most likely be related to something personal in their lives. This means that the course you offer needs to we described to them in terms of what they are feeling. They need to hear that you get their frustration and you have a solution that addresses exactly what they are feeling.

LearnDash Consultant on Customer Challenges

When you think about it, we are asking our customers about the same thing using three different words. Depending on your topic and your audience, a different one of these will bring out more information from the people you talk to. You may have people that don't really have a fear. You'll run into others that don't have a frustration. They just can't come up with something relating to that word. Then you ask them about their challenge and they light up.

Think about the problem in light of your customer. They are climbing up a hill. The hill can be their overall challenge. They are wanting to get to the very top. They may describe their challenge in term of that big mountain climb. They may describe their challenge in relationship to the obstacle that's got them stuck right now. So their challenge might be how do I pay for college. The challenge could instead be that they just can't put well enough to improve their score and that's what keep them from paying for their college via a golf scholarship.


More than anything I'm wanting to give you some insight on how to come up with the right online course offering so you start selling your know-how. I'm sure your teaching is up to snuff, but if you cannot connect with paying customers, you won't be teaching many people.

Hope this helps.