Finding the Right Course Topic
When designing an online course, the common question “What should my course be about?” is the wrong question. Instead, the right question to ask is:
“Which gap in what market can I serve best?”
This framework helps course creators identify topics that are not only impactful for learners but also profitable and sustainable.
1. Understanding the Four Gaps
Before choosing your course topic, determine which type of gap you are best at solving:
- Knowledge Gaps: Learners lack specific information.
- Skill Gaps: Learners need to practice and develop a new capacity.
- Context Gaps: Learners struggle to transfer knowledge into a new situation.
- Motivation Gaps: Learners know what to do but lack the internal drive to act.
Every course creator has “sweet spots.” For example, Chris identifies knowledge and motivation as his strengths, while skill and context gaps aren’t his focus.
2. Identifying a Market
Even if you’re excellent at teaching, your course won’t succeed without the right audience. Key considerations:
- Choose large, growing markets with real demand.
- Avoid small or stagnant niches that are hard to reach or monetize.
3. Determining the “Why” (Motivation to Buy)
Once you’ve identified your market and the gap you serve, ask:
“Why would someone buy this course?”
Here are 10 key motivations:
- Core Needs – Meeting basic human needs (food, safety, self-protection).
- Pain Reduction – Reducing physical or emotional pain (e.g., back pain relief).
- Risk Reduction – Avoiding negative outcomes (e.g., IRS interactions).
- Life Improvements – Enhancing daily life, health, or hobbies.
- Goal Acceleration – Helping learners reach their goals faster.
- Long-Term Savings – Offering upfront investment for ongoing benefits.
- Upside and ROI – Promising financial return or income growth.
- Shared Memories – Creating experiences with friends or teams.
- Entertainment – Providing enjoyable or engaging learning experiences.
- Exclusivity, Power, Prestige – Offering insider access or status.
The Framework in Action
To identify the right course topic:
- Pinpoint a growing market.
- Choose the gap (knowledge, skill, context, or motivation) you are best suited to close.
- Align with a clear motivation to buy.
Courses that address both a gap and a buying motivation stand out—even in competitive markets—because they meet learners’ real needs while making the purchase decision easy. Some of the strongest course topics even combine multiple motivations, like risk reduction and ROI, for added impact.
Why This Matters
This approach goes deeper than simply “picking a topic.” It ensures your course is designed for impact, resonates with learners, and has the best chance of generating revenue.
Tip: Always step back and ask: “Which gap am I closing, for which market, and why will learners be motivated to buy?”