A short YouTube clip by Daniel Fazio arguing that when people buy courses they are often seeking either facilitation (help to do something) or, more commonly, permission to act. He illustrates the point with an anecdote where a buyer asks for advice but is actually seeking permission.
When people purchase things from you, they're only purchasing two things. It's either facilitation and in the instance of a course, it's permission. And people don't understand this. Oh, I gotta put this in the course, and this in the course and this. A lot of times what people are actually looking for is permission. And a lot of times what people will say, they'll come and ask you a question, and it's like, should I do this? And it's like, what do you think? And they go, yes. I'm like, yes. So you weren't actually asking me for the advice, you were asking me for the permission to do it.
