How do we approach course creation and talking to our ICA when the desire, rather than the pain point, is at the forefront?

It’s the same foundational process, but instead of focusing on what they want to get away from, you focus on what they’re moving toward. Start by getting really clear on their desire. Why do they want it? What do they believe will change in their life or business when they get it? What does success look like to them?

During your ICA conversations, pay attention to how they talk about that desire. Are they using words like freedom, confidence, flexibility, or growth? The language they use is important. You’ll want to reflect that back to them in your messaging and course content.

When it comes to your marketing, your job is to paint a clear and compelling picture of what life can look like once that desire is met. Help them imagine the transformation. Use storytelling, examples, and testimonials to show what’s possible. Your course becomes the bridge between where they are now and where they want to go.