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.)?

If the person buying your course is different from the person taking it — like a business owner purchasing for employees or a parent buying for a child — you need to consider both audiences.

First, validate with both groups. The buyer’s concerns revolve around investment and results, while the participant’s needs focus on learning and engagement. Use social media, AI, and direct feedback to understand both perspectives.

Your marketing should speak to the buyer, emphasizing the benefits and transformation they want to see. But the course itself must be designed for the participant, ensuring it’s engaging, relevant, and easy to apply.