The core value any online commerce runs on is trust.
Yet business schools don't teach this. They are instead given all sorts of models to use which take them away from why they are there to begin with.
A business is a ongoing exchange of valuable services and/or products - usually in return for that commodity called money. (But not always.)
The major problem that business courses and online training have is that they are so busy teaching the How's that they forget the Why's.
Look at that definition above. It's all continuing exchange of value.
That all has to happen in an atmosphere of trust. The seller has to trust the buyer and vice-versa. These are age-old principles, which tend to help us understand how it's done these days in digital-everything.
The reverse of this is a scam, where whatever is promised is only partially delivered. (See my "Get Your Self Scam Free" for more details of this.)
There is no decent physical model to explain what happens in marketing.
Perhaps the stupidest or laziest one is calling it a “funnel.” That implies once people enter at the top, they eventually move down to the bottom and out.
This model doesn't deal with the fact that people are leaving all the time because they don't want or can't trust the person or group they are dealing with.
A better model is a set of concentric circles. People start on the outside edge and gravitate toward the center as you improve your relationships with them.
The ideal flow of customers - and customers implies they are following a custom, or cultural habit - goes from less trust toward greater. Your clients come very closely in to you, and what you do, to absorb everything possible. When they've achieved the highest pinnacle of what you can offer, then they do one of three things:
1. They move on to another mentor, or
2. They go back through the material from the start, or
3. They become evangelists for your material and bring new customers to you...