Hi Judy - just read your interesting post, and I'd like to add my two pen'th (from a marketers perspective!)
I took a peek at your website, and have a couple of ideas which might help you get your message across!
Rule 1, 1, 1 ,1 is always tell the reader what's in it for them!!
Ideally you want to connect with your prospect with the problem they perceive they have - not offer the solution that you 'think they need'
It's the age old adage, sell them what they want, give them what they need.
The thing is we all know that we *should* know first aid, but it's like we all know we should exercise and eat healthily. Once you're dealing in *shoulds* you're going to raise resistance in your prospects minds (nobody likes being told what they should be doing lol )
The whole thing about first aid is that you are forcing your prospects to confront their deepest fears - about accidents / being out of control etc.
If you can use case studies which highlight the fact that 'ordinary people' just like you and I (and the reader) can in fact cope magnificently and make a huge difference with first aid skills you'll create a better connection, and go some way to overcome that natural fear and resistance we all have to getting stuck in when someone's injured or hurt.
I would suggest you could think of which group you know who has a low resistance to this message - such as mums of young children, and then market specifically to them - they would become your niche. (you of course would know which group is actually keenest to learn first aid). You can have a number of different niches, and you need to make your marketing totally specific to EACH one separately, in their language, with examples, case studies and testimonials which are relevant to them! I'd recommend having a separate site for each niche you deal with, or at the very least each one has their own page on your site.
Also - first aid is a big topic, so I would break it down into more tangible chunks. So for example you could do a 'Minor Ailments Rescue Remedy' half day course for Mums of toddlers. During that, you could then make other related offers to other courses you offer (and give them a VIP graduate customer's discount to the other courses.)
Hope that helps, with a few ideas for you.
You're absolutely right - what you offer IS life changing and important, so it's all about making a few marketing tweaks to get your life skills out there