Price Your Course (Without Undercharging)
Most first-time course creators undercharge by 3-5x. Learn the pricing methods, tier strategies, and psychological principles that help you charge what your course is actually worth.
You built the course. You learned to write copy that sells. Now comes the question that makes every new course creator sweat: what do I charge?
Most people pick a number that feels safe. $27. $47. Maybe $97 if they’re feeling bold. They price low because they’re afraid nobody will pay more. Then they wonder why they’re working so hard for so little return.
Here’s the reality: you’re almost certainly undercharging. Not because your course is better than you think (though it probably is). But because the mental traps around pricing consistently push people toward the bottom.
This course teaches you how to price based on value, not fear.
What you’ll walk away with:
- Three methods for calculating your course price (and why you should use all three)
- A clear understanding of which price tier your course fits into
- A tiered pricing model that lets you serve different students at different levels
- The confidence to charge a price that reflects the outcome you deliver
Before you start: You should have a course outline and a sense of what outcome your students will achieve. If you don’t, start with Plan Your Course.
What’s Inside
- Why Most Course Creators Undercharge — The four mental traps that keep prices low
- Perceived Value vs. Content Length — Price is about the outcome, not the hours
- Three Ways to Price Your Course — Replacement cost, market research, and outcome-based pricing
- The Four Course Price Tiers — Workshop, Starter, Spotlight, and Signature
- Tiered Pricing: Self-Study, Group, VIP — Three tiers, same core course
- Payment Plans: When and How to Offer Them — Increase conversions without giving away the store
- The “Scary But Doable” Rule — Finding the sweet spot between fear and confidence
- Why Higher Prices Attract Better Students — The data on completion rates, refunds, and reviews
- Discounting Strategy: When to Discount and When Not To — Early bird, flash sales, and the anchor model
- Raising Your Price: When and How — You won’t get it perfect the first time. Here’s how to adjust up.
Before You Start
Pricing Foundations
Why Most Course Creators Undercharge
Four mental traps that keep prices low: competitor comparison, time-spent pricing, content-length pricing, and fear. None of them work.
Perceived Value vs. Content Length
A 2-hour course that saves a marriage is worth more than a 50-hour course on basket weaving. Price is about the outcome, not the hours.
Three Ways to Price Your Course
Replacement cost, market research, and outcome-based pricing. Use all three and triangulate on a number that reflects real value.
Price Points and Tiers
The Four Course Price Tiers
Workshop ($27-97), Starter ($97-197), Spotlight ($197-497), Signature ($497+). What belongs at each level and which one is yours.
Tiered Pricing: Self-Study, Group, VIP
Three tiers, same core course. The cheap tier sells the expensive one. Here's how to structure it.
Payment Plans: When and How to Offer Them
Payment plans increase conversions 20-30%. But the total should exceed the full-pay price. Here's how to structure them.
Pricing Psychology
The 'Scary But Doable' Rule
Pick a price that scares you a little. If you can't say it out loud with confidence, it's too high. But never pick the 'safe' price that feels comfortable.
Why Higher Prices Attract Better Students
Premium students complete the course, get results, leave reviews, and don't ask for refunds. The data on why higher prices are better for everyone.
Discounting Strategy: When to Discount and When Not To
Discounts work for urgency. They kill your brand when they're constant. The anchor model and three times discounting makes sense.