Embarking on the journey of creating and selling an online course is a roller coaster ride. It can be both exhilarating, daunting and probably involves screaming when you least expect it.

One of the most daunting decisions you'll face in course creation is setting the right price. It's a delicate balance between valuing your expertise and understanding your audience's needs.

 In this guide, we'll explore key factors that influence pricing, helping you to make a decision that not only respects your hard work but also resonates with your learners. Let's dive into the art of pricing your online course effectively.

Remember, the price you set is more than a figure; it's a reflection of your course's value, your expertise, and your understanding of your audience.

Factor 1: The Worth of Your Content and Expertise

Imagine you're a chef, not just any chef, but one who's mastered a rare, delectable cuisine. Would you charge the same as a local fast-food joint? Unlikely. The same principle applies to your online course. If you possess unique skills or knowledge, perhaps a groundbreaking teaching method or years of experience in a niche field, these are your gourmet ingredients. They justify a higher price tag. Your course isn't just a series of videos; it's a gateway to exclusive knowledge, shaped by your unique experiences and achievements.

Examples to Illustrate:

  • A renowned photographer offering a course on advanced techniques can charge more than a basic photography 101 class.
  • An expert in sustainable architecture with years of field experience can set a premium price for their specialised course.

Misjudging the value of your content and expertise, in setting the price for your online course can lead to a few ripples in your educational pond.

If you undervalue your course, it might seem like a bargain, but it could also suggest that the content isn't of the highest quality. I know this from experience. I sell my launch and market your online course for around $50. Serious course creators think this is too little, and don't buy. Because it's cheap it can't be good.

This perception might deter potential learners who are seeking top-notch education. On the flip side, overvaluing your course could price out a significant portion of your audience, especially those who are keen but can't stretch their budget.

And yes, I've done this too. By accident, and whilst the results were lifechanging for the the one person that bought it, I only ever sold one of them. * Sob* 

Remember, the price you set is more than just a number; it's a reflection of how you perceive the worth of your knowledge and how you want others to perceive it too. It's crucial to strike a balance.

If you get it wrong initially, don't panic. The beauty of online courses is their flexibility. You can always adjust your pricing based on feedback and enrolment numbers. The key is to keep an eye on how your course is received and be ready to make changes if needed. After all, the goal is to share your expertise with as many eager learners as possible, isn't it?

Factor 2: Understanding Your Audience's Wallet

Your course should not just enlighten but also be reachable. Consider who you're teaching. Are they students with limited funds or professionals with disposable income? Pricing needs empathy. If your audience is early in their careers, a more modest price makes your course a viable option for them. Conversely, if your audience comprises well-established professionals, they might be willing to invest more in advanced learning.

Real-World Scenarios:

  • A course on budgeting and financial management might be priced affordably for young adults.
  • An advanced executive leadership programme could command a higher fee, targeting seasoned professionals.

If you misjudge Factor 2, the target audience's budget, it's like setting the stage but forgetting about the audience.

Price your course too high, and you risk alienating eager learners who simply can't afford it. This could lead to lower enrolment numbers and a smaller reach than you hoped for. On the other hand, pricing too low might not cover your costs or reflect the true value of your course, potentially leading to financial strain and a perception of lower quality. If it seems like you just can't win, don't give up... 

Remember, understanding your audience's financial capacity is crucial. It's about striking a balance between making your course accessible and ensuring it's valued appropriately. If you find that enrolments aren't meeting expectations, or there's feedback about pricing, be prepared to reassess and adjust.

Your course's success depends not just on its content, but also on how well it fits into the lives and budgets of your learners. Keep in mind, the goal is to educate and inspire, and finding the right price point is a key part of that journey.

Factor 3: The Competitive Landscape

Now, picture a marketplace bustling with courses similar to yours. How do you stand out? By understanding your competition. Research is key. Find out what others charge and what they offer. If your course provides additional value, be it exclusive content, additional resources, or a unique teaching style, you have a reason to charge more. But, if the market is saturated with similar offerings, a competitive pricing strategy might be necessary.

Case Studies:

  • A course offering unique, interactive coding challenges can be priced higher than standard coding tutorials.
  • If there are numerous courses on digital marketing, offering yours at a competitive price could attract more learners.

Misjudging the competition in the market, is akin to playing a football match without knowing your opponents. You think you are playing a division 4 team, but it's Man Utd. If you overlook what similar courses are offering and how they're priced, you might either overprice your course, making it less appealing compared to others, or underprice it, inadvertently undervaluing your content.

Overpricing in a competitive market can lead to potential learners opting for more affordable alternatives, reducing your course's appeal. Conversely, underpricing might increase initial enrolments, but it could also mean your course is perceived as lower quality or you might struggle to cover costs.

Remember, a keen awareness of your competitors is vital. It's not just about matching or undercutting their prices, but also about understanding the unique value your course offers. If you find your course isn't performing as expected, consider revisiting your competitive analysis. Adjusting your strategy to better reflect the market can help ensure your course finds its rightful place amongst learners. After all, your course deserves to shine in its own unique way.

Factor 4: The Delivery Makes a Difference

The way you deliver your course can greatly influence its price. Interactive elements like live coaching, personalised feedback, or one-on-one sessions add significant value. These deserve a premium. However, if your course is primarily made up of pre-recorded lectures and PDFs, a lower price might be more appropriate.

Examples for Clarity:

  • A language course offering live conversation practice with native speakers can be priced higher than a course with only recorded lessons.
  • A self-paced graphic design course might be more affordable than one with personalised portfolio reviews.

If you don't quite hit the mark with the course delivery method, it's a bit like baking a cake with the wrong ingredients. You might have a great recipe (your course content), but if the way you're mixing and baking it (the delivery method) isn't suited to your audience, the result won't be as delightful as it could be.

For instance, if your course is priced high because it includes live sessions or personalised feedback, but your audience prefers self-paced learning, they might not see the value in the extra cost. Conversely, if your course is mainly composed of pre-recorded videos and you've priced it lower, but your audience is seeking interactive, live learning experiences, they might be willing to pay more for that added engagement.

Remember, understanding how your audience prefers to learn is key. If you notice that your course isn't resonating as you'd hoped, it might be time to reassess your delivery method.

Perhaps adding or removing certain elements could make it more appealing. It's all about finding that sweet spot where your course's format aligns perfectly with what your learners are looking for. After all, the right ingredients make all the difference in creating that perfect educational treat.

Factor 5: Counting the Cost of Production

Quality demands investment. If your course includes high-end video production, animations, or other costly elements, these costs should be reflected in your pricing. However, if your course is more straightforward, focusing on text-based materials, you can afford to be more economical with your pricing.

Practical Examples:

  • A course with professionally filmed videos, guest speakers, and interactive quizzes might need a higher price to offset production costs.
  • A course primarily using text and basic video lectures can be offered at a more accessible price.

Getting the production costs, wrong is like planning a party without considering the budget. If you spend too much on high-end production elements for your course, you might need to set a higher price to recoup your costs. This could make your course less accessible to a wider audience. On the other hand, if you spend too little and the quality suffers, your course might not engage or attract learners, regardless of its lower price.

Sidebar: I recently interviewed a person generating 70k a month from her online course. Her edits were not polished, and she's very down to earth. Her course is 3 modules and it's priced at £1900 per module (yes, you read that right). She said she tried the high production videos, the designer set, the transitions... custom music... And she barely sold a copy. Her audience preferred her content when it was natural.

Striking the Right Balance

Finding the perfect price for your course is like tuning a guitar; it needs the right balance. It's not set in stone; you can adjust based on feedback, market demand, and competition. Aim for a price that mirrors the value of your content and expertise, while also being within reach of your audience.

Pricing your online course is a nuanced process. It's about understanding the unique value you offer, empathising with your audience's financial situation, gauging the market competition, considering your delivery method, and accounting for production costs. With these factors in mind, you're well on your way to setting a price that not only reflects the worth of your course but also connects with your intended audience.

Remember, your course is a bridge to knowledge, and its price is the toll; make sure it's a fair one. 

Sarah x

Why We Give 5 Paws to Systeme.io for Your Online Courses:

If you in search of an efficient, user-friendly platform to host your online courses look no further than Systeme.io. This comprehensive software simplifies the course creation process, making it accessible for course creators of all skill levels. Here's why Systeme.io stands out as a superb choice for delivering your educational content online:

  • Easy to Use Interface: Systeme.io offers a straightforward, intuitive interface. Even if you're not tech-savvy, setting up your courses is straightforward. The platform guides you through each step, from uploading materials to setting up payment structures.
  • All-in-One Solution: With Systeme.io, you get more than just a course platform. It integrates various features essential for online education, such as email marketing, sales funnels, and website building. This integration means you can manage all aspects of your business from one central location.
  • Cost-Effective Pricing: Systeme.io provides exceptional value for money. Unlike other platforms that charge hefty fees or take a percentage of your course sales, Systeme.io offers a flat-rate pricing structure. This allows you to plan your budget more effectively and maximise your earnings.
  • Reliable Support: When you choose Systeme.io, you're never alone. The platform offers comprehensive support resources, including tutorials, FAQs, and a responsive customer service team. This ensures you can resolve any issues quickly and keep your courses running smoothly.
  • Flexible Course Options: Whether you're offering a short workshop or an extensive training programme, Systeme.io caters to all types of courses. You can easily customise course structures, content delivery, and student engagement strategies to suit your teaching style and students' learning preferences.


Sarah Arrow

With over 20 years of experience, Sarah Arrow (me!) knows the ins and outs of effective blog writing, which is why she makes her excellent at website copywriting, or, as a blog copywriter. My expertise ensures your blog will captivate readers and deliver your message effectively. Experience? This spans various industries, giving me a unique perspective and a wealth of knowledge to draw upon. This extensive background means she can adapt her writing to fit your specific needs and audience.

Ready to elevate your website or blog? I am the writer you need. My experience, skill, and passion for online writing make me the perfect choice for your blog copywriting needs. Contact me today and see the difference a professional content writer can make.

What Sets Me Apart?
Human Touch: My writing resonates on a personal level. I understand human psychology and use this to create content that connects.
Attention to Detail: Every post is detailed. Grammar, style, and accuracy are important in my work.
Consistency: I deliver high-quality content consistently, ensuring your website blog remains fresh and engaging.

If you're ready to get started join the free blogging challenge and do it yourself, or call me on 07816 528421 to do it for you.

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