How do you create an online course that sells in the current environment?

The truth is that times have changed, and what worked even just a few years ago no longer does.

The online course market is maturing, and with the growth many are starting to wonder:

“Are people still buying online courses?”

Here’s my two cents:

Yes they absolutely are, but it’s uneven at the moment.

Some people are killing it and some are finding it tough.

If you’re wondering how you can create an online course that sells right now, here are seven things to keep in mind.

1. Cultivate Trust and Authority

People have been burnt, it makes sense they are being more savvy about making sure the offer/person is right for them.

To create an online course that sells right now, longer lead times and more priming is needed. Also, make sure you can share PR, proof, case studies and testimonials. The ‘wham bam’ direct response thing not working like it did in 2020; people rightly want to know that they can trust you.

2. Contracts Create Friction

There is more hesitancy to commit to big or long containers.

Requiring a 12-month commitment is a bigger factor in a buyers decision making process, and is a key element for creating an online course that sells in this environment.

With the world being more uncertain, it has become more difficult to commit to a long commitment, and you might find higher conversion rates with lower commitments.

The decision to shorten your time container or remove long term commitments needs to be weighed against your preferences as a business owner.

3. Creating an Online Course That Sells Transparency

Digital products are inherently intangible. Your buyers want to know what’s inside; and it’s helpful to provide as much transparency as possible. This includes filming behind the scenes videos, providing screenshots, sharing realistic outcomes, providing more opportunities for buyers to ask questions and being very clear about the expected transformation.

4. New Offers Require Time in the Market

New offers taking longer to gain steam (unless already a very credible creator).

It’s important to just get people in and get proof. This may require reduced rates and other incentives for your first round, to allow you to get results and launch later with proof. A back end soft launch can be good here, to get results and then launch publicly with case studies.

5. Positioning is Everything

The people creating online courses that sell right now have their positioning figured out.

They are very clear on what problem they solve and for who, and their messaging speaks clearly to this. It is specific and tangible with a clear angle. It is also relevant to NOW; and the messaging has been adjusted to speak to the problems unique to this moment in time.

6. Risk Reversal is Extra Helpful

Give proper guarantees, especially for a new offer. Make sure your guarantee is clear and simple, without a million asterisks next to it.

7. Trust and an Irresistible Offer Are King and Queen Right Now

If you’re wondering how you create an online course that sells in the current environment, here is a summary of areas to focus on:

1. Solve an urgent need;
2. If needed, shift your positioning to a need over a nice to have);
3. Be specific and niched, with a clear and tangible outcome;
4. Don’t sell your offer as a “course”; and instead come up with a different and unique angle;
5. Find ways to show your offer can actually do what it says on the box;
6. Find ways to cultivate trust and reverse risk (but weigh this with YOUR needs as a business owner).

In Lifestyle Business School, we help you build a leveraged business model and create an irresistible offer that ticks all of the boxes. You will create an online course that sells in any environment with the tools, templates and step-by-step checklists to deliver it, sell it and generate leads on auto-pilot.

You can join us in Lifestyle Business School here.