In order to get a lot of BUYERS for your online course, you need to create “no-brainer pricing”.
Pricing can feel weird, counterintuitive, backwards, and frankly… icky!
Instead of pulling a number out of the sky or copying whatever the person next to you is charging, run through these 7 things first. This is how you land on a price that feels good to you and makes sense to your buyer.
1. The transformation, not the content
You are not pricing hours of video. You are pricing the result. What does someone walk away able to do that they couldn’t before? A course that helps someone book their first $5K client is worth more than one that just “teaches Instagram,” even if the second one has more lessons. Price the outcome.
2. Who you’re selling to
A course for established business owners can carry a very different price than the same information sold to total beginners. Your audience’s budget, sophistication, and how urgently they need the result all move the number. Know exactly who you’re pricing for.
3. Your proof and positioning
Real talk: if you’re newer and don’t have social proof yet, a sky-high price is hard to sell. Testimonials, case studies, and a track record let you charge more because the risk feels lower to the buyer. Price partly for where your reputation is right now, then raise it as the proof stacks up.
4. What it actually costs you
This is a digital product, so there’s no shipping or unit cost, but your time, your ad spend, your support, and your platform fees are real. If you’re running ads or paying affiliates, a $47 price point can leave you upside down fast. Know your margin before you fall in love with a number.
5. The competition (as a data point, not a rulebook)
Look at what similar offers charge, but don’t just copy the highest one you find. Use the market as a sanity check, not a script. If everyone’s at $297 and you want to be at $997, that’s fine, you just need the positioning and proof to back it up.
6. How it fits your bigger picture
Is this your flagship or a low-priced entry point into your world? A $27 mini course that leads people toward your $2K program plays a totally different role than a standalone signature offer. Price it for the job it’s doing in your business, not in a vacuum.
7. What feels right to you
Spoiler alert: if you cringe every time you say the price out loud, you’ll undersell it in every sales conversation. You have to actually believe it’s worth it. The sweet spot is a price that’s profitable for you, clearly valuable to them, and one you can say with a straight face and full confidence.
Get these 7 working together and you land in the zone: profitable, fair, and easy to sell.
Want help building the offer this price is attached to? Take a look at my programs.
Pricing is one piece of the puzzle. Here’s the full guide on how to sell an online course.
Click ‘play’ to listen:
Ep86: How to price your course (7 things you need to know)
