Not all training is created equal, and – more importantly – not all learners join for the same reason. Understanding why someone signs up for a course is the key to delivering the right experience in the right way.
Some people attend training because they have to, others because they need to, and some because they want to completely transform their lives. Each group has different expectations, and if your training doesn’t match what they need, they may disengage – or worse, regret signing up.
So, let’s break it down.
1️⃣ Compliance Training
[Because They Have To]
Think safeguarding, GDPR, health & safety – trainings that are legally required but rarely spark excitement.
Here, your most significant selling points aren’t inspiration or transformation. Instead, it’s all about:
✔ Making it easy to complete: No one wants to jump through hoops. Keep registration simple and provide flexible access.
✔ Keeping costs low: Many companies see compliance as a tick-box exercise, so price matters.
✔ Delivering the essentials quickly: No fluff. Just what they need to pass and move on.
If you provide compliance training, focus on removing friction. The easier you make the process, the more successful you’ll be.
2️⃣ Skills-Based Training
[Because They Need To]
This is for learners who need to solve a specific problem – whether that’s learning Excel, understanding SEO, or mastering a piece of software.
For them, the key to great training is:
✔ Straight-to-the-point content: No long intros. No unnecessary theory. Just clear, actionable steps.
✔ Jargon-free explanations: If technical terms are necessary, make sure they’re adequately introduced and explained.
✔ Multi-device access: If someone needs an answer right now, they should be able to pull it up on their phone or tablet in seconds.
Remember: Google and YouTube already offer tons of free “how-to” content. If you want people to pay for your training, it needs to be better, clearer, and more structured than what they can find in a quick search.
3️⃣ Life-Altering Training
[Because They Want to Change Everything]
This is the most potent kind of training – the one that helps someone switch careers, launch a business, or completely change their future.
With this type of training, the stakes are high, and so are expectations. Learners need:
✔ Ongoing support & guidance: They aren’t just here for a few lessons; they need mentoring and reassurance.
✔ Clear expectations upfront: If your course requires 10+ hours a week, say it before they sign up. If it’s intensive, let them know. There’s nothing that kills motivation faster than realising that you didn’t calculate the jump well enough.
✔ A strong community: Changing careers or starting fresh is daunting. If you can build a support network, your learners will be far more likely to succeed.
Unlike compliance or skills-based training, these learners are emotionally invested. Your role isn’t just to teach them – it’s to guide, inspire, and reassure them.
Final Thoughts
As a trainer, one of the best things you can do is design your courses around why people take them.
📌 If it’s compliance, make it easy and affordable.
📌 If it’s skills, make it simple and accessible.
📌 If it’s life-changing, make it deep, clear, and well-supported.
Take a look at your current courses: are they structured in a way that truly meets your learners’ needs? If not, now’s the time to refine them.
Here’s to delivering the right training, in the right way, to the right people!
Can I have a moment of your time?
As of the end of January 2025, we have written and sent out over 70 Friday Fresh newsletters!
Despite being in the age of AI and content generation without much thought into it, we have decided that providing you with value is too important of a task to allow for the common mediocrity and AI and write everything ourselves.
Over the past year and a half, many of you have said that you love this newsletter and that it often makes you re-think concepts. These comments have been the inspiration we needed to carry on.
And today, we’d like to use your help (it will take a couple of minutes)
We are considering submitting the Friday Fresh series for a content award (or a few), and we would love to include YOUR THOUGHTS and COMMENTS. Feel free to be brief or detailed, specific or not, flattering or criticising. Whatever your feedback, it won’t go unnoticed. Taking a moment to drop us a few words will be deeply appreciated.
Thank you for taking a moment to read this!
Warm Regards,
Nina Alexander & The CPDSO Marketing Team
