Kathy Sierra (of Head First Books from O'Reilly fame) has an excellent new book on Making Badass Users that I thought might be interesting to P2PU crew, especially @dirk + @grif.
She recommends framing marketing + user materials as a way to help them get better at the wider context of their domain. So don't sell a camera for it's features, sell how it makes you a better photographer.
Was thinking about how to frame Knight to potential participants as "become better at learning online. Be a better learner" and then digging into navigating online tools, help with finishing, etc.
Thought it might help!