How Course Buyers Think, Feel & Act

Hosted by Vanina Schick

69 students

In this video

What you'll learn

Your Course Buyer's Journey

If your buyer doesn't wake up with a sudden urge to enroll in a course, then how do they discover what you offer?

What Triggers Course Enrollment

Your buyer doesn't enroll to learn. They enroll because the cost of inaction has become personal, visible, and urgent.

Who Drops Off, and Why

Most of your audience will never reach enrollment. Understand who won't and why: your course marketing will thank you.

Why this topic matters

By the time a professional lands on your course page, they've spent months watching their problem escalate, and evaluating solutions. Your course is the end of a long journey for them, not the beginning. Miss that and you'll talk past your buyer, target people who aren't ready to buy, and price against the wrong alternatives. Nail it and your entire GTM gains in coherence and power.

You'll learn from

Vanina Schick

Product Marketing Leader I Qual Research Expert I Course Design Consultant

As VP Marketing at Maven, I studied why some courses sell while equally qualified experts stall. The answer is not content, and not audience. It's a set of foundational decisions: what problem to solve, for whom, and why you're clearly credible to help.

Before Maven, I co-founded a design research practice applying ethnographic methods to innovation projects for Fortune 500 companies. Before that, I was founding Marketer at one of Europe's biggest peer-to-peer marketplaces. Before all that, I was an Art Director in luxury advertising.

Today, I use my cross-disciplinary toolkit to help experts develop a course that will expand both your influence and income.

former vp marketing at maven