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  Define the One Specific Ideal Transformation for the Students Taking Your Course

You may have many things you want to teach within your overall topic (ex: guiding artists to create their deepest art), but the job of a starter course is not to teach the person everything they will ever know about your topic, it's to pick a key part and a key transformation you want to help them with.

So, you may end up pulling out the first few steps of what you know to get your student to a new place, or you may teach a small part of the process you help with, but in a way that ends in a win or an accomplishment for your student.

The key to creating a starter course that sells and truly helps your students is getting specific with the transformation (however small) people will experience when they complete your course.

It’s important to not make promises or implied promises that are unrealistic (bad ex: “By the end of this course, you’ll make your first $10K in investment income through the tips I share.”), but instead to share a transformation they can reasonably expect if they follow your steps (good ex: “Let’s start and finish your first hand-sewn skirt in 5 days.”).

As much as possible, I’m going to challenge you to get the “transformation statement” for your course into one of the following formats:

By the end of this course you will be able to _______________, so that you _______________.

By the end of this course, you will have _______________ in place, which will help you _______________.

You don’t necessarily need to put this exact statement on your sales page, but I generally find that until someone can explain the purpose of their starter course in one of the above statements/ways, the idea lacks the clarity to communicate enough value to the customer.

People try to communicate value with statements such as “By the end of this course you will know _____.” or “This course will take you through a key process so that you feel ____.” . . . but, the problem with these statements is that what someone knows or feels doesn’t usually translate into what someone has accomplished.

Speak in terms of what your student can accomplish. Try it:

By the end of this course you will be able to _______________, so that you _______________.

By the end of this course, you will have _______________ in place, which will help you _______________.


Even if you’re unable to get your course’s transformative purpose into one of the exact statements above, try to make sure you’ve chosen:

  • One transformation; or
  • One project to complete

. . . for the students of your starter course.


I’ll show you how this plays out through a little game of “Good example vs. bad example.”

Bad example:

By the end of this course you will understand the seven chakras and how to use them daily to get the most out of life.

Good example:

By the end of this course you will not only be able to self-diagnose which chakras are out of alignment . . . but you’ll also have 7 exercises (which each take 7 minutes to complete) that you can choose from each morning to improve your energy. Better energy means you accomplish more each day.

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In the first example (the bad one), if you’d followed your own course purpose statement, you probably would have made an informative course that explained (in an educational way) the seven chakras.

This doesn’t sound terrible or anything, it’s just that most people don’t want to learn the chakras, they want to learn how to be happier, how to have more energy, or how to start speaking up for themselves more, etc.

Make sense?

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Let’s play again.

Bad example:

This course will help you get clarity on how to market your handmade products business.

Good example:

Let’s put your “20-Day Instagram Revamp Plan” in place for your handmade products business. Your customized plan will include a prescription of what to do each day through your Instagram Stories, your Gallery, and organic conversations/DMs with potential customers.

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In the bad example, you might have tried to put everything you know about marketing into your course. That’s not the purpose of a starter course, and is quite an undertaking. Also, it’s typically not the type of course students finish and have the most success in.

In the good example, your potential student can start to see exactly what they will leave with and its direct applications to their problem.

Obviously your sales page or sales emails will have more than just one transformation statement on them, so again, it’s not important that you create the exact statements we’ve shared with you, but we hope that they can be a starting point for describing a key project/transformation that will help your student see the value in what you offer.


Try them before you move on to the next step. Please share what you come up with in our private group.

By the end of this course you will be able to _______________, so that you _______________.


By the end of this course, you will have _______________ in place, which will help you _______________.