Summary

Key outcomes (also known as learning objectives) are the key skills and concepts that your students need to know to achieve your course's high-level outcome. These form the building blocks for your landing page and syllabus.

Imagine you teach "Product Positioning for Tech Startups." To break this high-level outcome into smaller objectives, ask yourself: "If I were to teach this topic over 4 live sessions or modules, what subtopics would I teach, and what skills would I want students to master?" For example:

Here's a template as a jumping off point:

Well-written key outcomes are:

Once you've drafted your outcomes, you can add them to your landing page in the Key Outcomes section.

Bloom's Taxonomy is a classification of different outcomes and skills for designing learning objectives. It's a powerful tool to help you come up with action words that are appropriate for your student's level and ability.

As you get started, your key outcomes might sound like: "You'll learn about X" or "You'll understand Y." This is normal to get your creative juices flowing, but eventually, you should swap out "learn" and "understand" for meatier action verbs like distill, analyze, evaluate, create, build, or ship.

Emily Kramer's Building B2B Marketing course targets marketing leaders at startups. On her landing page, she doesn’t shy away from jargon like PMM, OKR, KPI, funnel, positioning, or growth levers. She even mentions proprietary frameworks like the GACC framework, Pi-shaped, and Fuel-Engine. This jargon demonstrates her credibility and expertise in these topics. And it narrows her target audience to marketers who “get it."

Molly Hellmuth's Design System Bootcamp is designed for intermediate designers and career switchers. The key outcomes for her course are built with those target students in mind - building a design system and mastering Figma features. She also calls out why it's important to do both: so students can have a design system "ready for anything" and understand which features and workflows can "best serve [thier] product and team."

Elvis Saravia's Prompt Engineering for LLMs is built for developers who already have knowledge of LLMs and are looking to build applications on top of them. Like Emily Kramer, he doesn't shy away from industry-specific jargon, which helps students understand the rigor of the course. Most of the course outcomes demonstrate the hands-on nature of the course: design, build, develop, perform, evaluate, and compare.

Consider highlighting the unique benefits of joining a live, community-driven course. Here are some examples:

A cohort-based course's live, community-driven aspects are a huge selling point that students won't find in a self-paced course or MOOC. We recommend highlighting the differentiators of a cohort-based course in your key outcomes section, such as:

Here are some common copywriting mistakes and how to fix them:

🚫 Vague/too broad: Understand personal management styles

👍 More active: Establish your personal management style through practical exercises and role-play

🚫 Vague/too broad: Become a better copywriter

👍 Clear outcome/specific: Get access to my top performing email templates and learn how to write scroll-stopping copy

🚫 No outcome: Learn channel marketing tactics including omni-channel marketing

👍 Clear outcome/specific: Create a successful marketing campaign through an omni-channel approach

🚫 No outcome: Learn the basics about NFTs and tokens and how they work

👍 Action-oriented: Deconstruct NFTs and tokens. Learn their components, how they work, and be equipped to launch/fund your project or business.

🚫 No outcome: Learn best practices for high converting emails

👍 Clear outcome/specific: Build a high-converting welcome series to capture more leads and and convert them into loyal customers

🚫 Overpromising/spammy: Learn the best behavioral science techniques to get new customers that work every time

👍 Realistic: Apply proven behavioral science techniques to acquire new leads

🚫 Overpromising/unrealistic: Master the web3 legal landscape to always make the right decision

👍 Realistic: Learn best practices for setting up NFTs and leave with a powerful legal framework in place.