Build it Better: Use Imagination to Create a Must-Join Program

When building an online course or membership, the goal isn’t just to have a program—it’s to create something that people genuinely want to join. In today’s crowded marketplace, where courses and memberships are everywhere, the challenge is standing out. You don't want your program to get lost in the noise—it should be the obvious and compelling choice for your people.

Think about your own habits—whether it’s the gym you choose, the coffee shop you frequent, or the brand of clothing you swear by. These businesses have done something special: they’ve created an experience that resonates deeply with you. That’s exactly what you need to do with your online program. And one of the most powerful tools at your disposal? Imagination.

Why Imagination is the Missing Piece in Your Program

You may not think of yourself as an imaginative person. Perhaps you view yourself as practical, logical, and detail-oriented. But here’s something to consider: if you’ve ever worried about a situation—imagining worst-case scenarios playing out—you’ve already been using your imagination. Worry is just imagination used negatively.

James K.A. Smith, a philosophy professor and author of You Are What You Love, suggests that we don’t think our way through the world; we imagine our way through it. Whether we realize it or not, imagination shapes our decisions, our habits, and even our desires. And if that’s true for you, it’s also true for the people you serve.

The Power of Painting a Picture for Your Audience

When creating an online program, it’s natural to focus on the details—outlining the modules, listing the features, making sure everything is structured and clear. While clarity is important, many entrepreneurs fall into the trap of overloading their messaging with details instead of inspiring potential members with a vision of transformation.

Your audience doesn’t just need information; they need a reason to care. They need to see themselves inside the journey before they ever commit. That’s where imagination comes in. Instead of just telling them what they’ll get inside your program, you need to help them envision:

• Who they are right now and the struggles they face.

• How those struggles impact them daily—the frustrations, setbacks, and self-doubt they experience.

• What’s possible for them in the future—a vivid picture of success and transformation.

When your ideal clients see their current reality reflected in your words, they’ll feel understood. And when you help them imagine a better future, they’ll start to believe that transformation is possible—with your program as the vehicle to get there.

Reframing the Way You Communicate

The way you write your emails, sales pages, and marketing materials should lead with imagination. Instead of starting with “Here’s what’s inside my program,” start with their story. Meet them where they are. Help them feel seen and heard. Then, guide them toward the possibilities of what they can achieve.

As Antoine de Saint-Exupéry, author of The Little Prince, once said: “If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.”

Your online program is the ship—but your audience needs to long for the sea first. They need to feel the pull of transformation so strongly that they’re ready to take action. That’s when your offer becomes irresistible.

Bringing It All Together

If you already have an online program but it’s not gaining traction, or if you’re in the process of creating one, take a step back and evaluate how you’re presenting it. Ask yourself:

• Am I speaking to my audience’s imagination, or am I just listing features?

• Am I helping them see what’s possible for them?

• Have I painted a picture of transformation that makes them feel something?

When you start integrating imagination into your messaging, you’ll find that your audience resonates more deeply with your offer. They’ll stop seeing your program as just another course or membership, and start seeing it as a path to the future they desire. And that is how you create a must-join program—one that doesn’t just add to the noise but stands out as the clear choice.