How do I create content if my ICA for the sale is different from my ICA for the course (i.e. Parent/Child, Business Owner/Employee, etc.)?

This all comes down to validation. You need to talk to both audiences. Yes, that means doubling up on your course calls, but it is absolutely worth the extra effort.

Start by getting on the phone with the person who will be buying the course. You need to understand what results they are looking for, what would make them feel confident investing in your program, and how they measure success. Their perspective will help you shape your marketing message, sales page, and overall offer.

Next, validate with the person who will actually be going through your course. This is just as important, because the content needs to meet their needs and help them get real results. Ask what they already know, what they are struggling with, how they prefer to learn, and what would make them feel supported and successful inside the course.

Sometimes the buyer doesn't fully understand what the participant needs in order to get results, so it is your job to make sure your content delivers for both sides. Once you gather those insights, you will be able to build a course that supports the learner while still giving the buyer confidence that their investment will pay off.

When you take the time to understand both audiences, you can build a course that creates results and stands out as a well-rounded solution.