How can I make the “before” and “after” parts of the Course Transformation Statement sound less general?

Start by using the exact language your ICA uses when they talk about what they’re struggling with or what they want most. For the “before” section, don’t generalize. Instead of saying something like “you feel stuck,” get specific. If your ICA says things like “I’m totally overwhelmed by social media” or “I feel embarrassed that I still don’t have a website,” use those words. When your ICA reads it, they should feel like you’re inside their head.

For the “after” part, speak directly to what your course will help them do. Instead of saying “you’ll feel confident,” you might say “you’ll know exactly what to post and when, with a 30-day plan already mapped out.” Focus on tangible, real-world outcomes they’ll experience after completing your course, even if those outcomes are emotional or mindset-based. What will their day-to-day life actually look or feel like once they’ve gone through your process?

If you need inspiration, check out the examples in the Declaring Your Course Transformation Statement guide in Module 1, Lesson 3 of Your Ready to Launch Digital Course Track. Those examples can spark ideas for how to make your statement more grounded and specific.

And remember, don’t get stuck in perfection mode. Use the formula, test it out with your ICA or peers, and refine it as you go. Your Course Transformation Statement is meant to guide your messaging, and it’s not set in stone.