When I was VP Marketing at Maven, I became obsessed with why some courses sell out while equally qualified instructors stall. It wasn't content or teaching ability. It was a consistent set of strategic decisions that you cannot leave to instinct: problem, audience, outcomes, credibility.

Now I've built a structured methodology to help instructors nail these decisions, which I share in two Maven workshops.

• Design a Maven Course That Professionals Need
• Craft a Maven Course Page That Sells

In this Lightning Lesson I share the buyer psychology that underpins everything I know. It's built on months of years of qualitative research into the Maven student, their consideration and hesitation patterns, and what will move them to invest in your course, or not.

If you don't yet have a large audience, these insights are critical. Instructors with a warm following know their buyer already. Without built-in distribution, nailing buyer psychology is your only path to sales.

If you have an existing course that's underperforming, these insights will show you why, and give you the keys to close the gap.