The first thing to do is get clear on who your prospect is; I use the term avatar. Think of your avatar as your typical prospect, the typical person you’re trying to reach. If you’re teaching about golf, you generally aren’t trying to reach all golfers; you might be going after school-age golfers who are trying to get a college scholarship. Or you might be going after 45- to 55-year-old women who are just starting to golf after their kids have gone off to college. Or you could be going after men with handicaps under 10 who want to improve their short game.
