Monica Badiu, Email Copywriter & Copy Coach

As a course creator, your success depends on your ability to understand your customers’ needs and provide them with the solutions they are looking for.

One of the key secrets to success in marketing your course is to understand your customer’s decision-making process. By understanding the process your customers go through when considering a course, you can develop marketing strategies that are more effective in addressing their needs and concerns.

One of the most effective frameworks for understanding the customer decision-making process is the 5-stage customer decision model.

This model describes the various stages a customer goes through before making a purchase, from problem/need recognition to post-purchase evaluation. By understanding each stage of the model, you can develop strategies that guide your customers through the decision-making process and increase the chances of converting potential customers into satisfied customers.

In this post, I’ll explore the 5-stage customer decision model in the context of a specific example: a customer considering purchasing a course to learn Spanish.

By understanding how this model applies to this specific example, you can develop a better understanding of how to apply it to your own course offerings and marketing strategies.

Stage 1: Problem/Need Recognition

The first stage of the customer decision model is problem/need recognition. In this stage, the customer realizes they have a problem or need that needs to be addressed. In the case of learning Spanish, the problem or need may be the desire to communicate with Spanish-speaking people, travel to Spanish-speaking countries, or learn a new skill.

Stage 2: Information Search

Once the problem or need has been recognized, the customer will begin to search for information about possible solutions. As a course creator, it’s essential to provide your potential customers with relevant and accurate information about your courses. This may involve creating informative blog posts, sharing customer success stories, or providing detailed course descriptions on your website.

Stage 3: Evaluation of Alternatives

In the evaluation of alternatives stage, the customer will evaluate the different options available to them and compare them based on various criteria, such as price, course format, course content, and level of difficulty. As a course creator, it’s important to highlight the unique features and benefits of your courses and differentiate them from your competitors.

Stage 4: Purchase Decision

After evaluating the different alternatives, the customer will make a purchase decision. As a course creator, you can increase the likelihood of a purchase by providing clear and concise pricing information, offering flexible payment options, and providing excellent customer support throughout the purchasing process.

Stage 5: Post-Purchase Evaluation

The final stage of the customer decision model is post-purchase evaluation. In this stage, the customer will evaluate their purchase decision and experiences with the course. As a course creator, it’s important to provide a positive post-purchase experience by offering excellent customer support, asking for feedback, and providing additional resources or exclusive content to your customers.

Understanding the 5-stage customer decision model is essential for course creators who want to develop effective marketing strategies that address their customers’ needs and concerns.

By understanding the specific example of a customer considering purchasing a course to learn Spanish, you can develop a better understanding of how this model applies to your own course offerings and marketing strategies.

By guiding your customers through each stage of the decision-making process, you can increase the chances of converting potential customers into satisfied customers and ultimately, grow your course business.

About the Author

Monica Badiu is an email copywriter and copy coach. She specializes in sales copywriting for online course creators who want to send emails that speak to their ideal customer and generate conversions without using fearmongering or pressure. She’s made clients over $3 million in 2023.

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