• You’re launching a brand new course and you’re wondering what you should set the price at
• You’ve got a course already and you’re wondering if the price is too low, too high, or just right.

#1 Are you going to have a lower launch price?

You could launch at a lower price, and then rise the price after the launch period. This provides your audience with some urgency to encourage them to buy, and I also love that the brave people who buy a brand new course before it’s got testimonials to back it up, they get rewarded with a lower price. So do you need to set two prices for this one offer – it’s launch price and it’s full price?

#2 Are you going to want to discount your course in the future?

Will you run flash sales, live launches, or have short-term discounts as part of your sales funnel? If so, you’ll want to allow a little wiggle room when you set your full price.

#3 Are you going to offer an affiliate programme?

If you’ll be paying a % of the price over to affiliates, you’ll need to keep that in mind when you think about pricing and income.

#4 What else could they spend money on to solve this problem or get this wanted outcome?

They may have already tried out this options, or maybe they’ve considered them. Be creative – it’s not always obvious what your competition is. For example, a client of mine was a relationship coach and released a course about life after a breakup. Among the list of alternatives we considered was a weekend away with friends, and on the sales page we talked about how the course cost less, and would have a longer lasting impact.

#5 Are you going to be updating the course, and is this included in the price?

I talk more about this in my blog post about Limited Time vs Lifetime Access for your course. If your course is on a subject that requires regular updates (for example Facebook Ads, Pinterest) and you’re going to include those updates in the course, you need to factor in this additional cost to you into the price.

#6 What is the lowest price you could accept (after promotional discounts and affiliate commissions have been paid, that you’d still feel excited about receiving in exchange for this course)?

You might need to play around a little by starting with a small number that would make you feel resentful, and wiggle it up until you feel better. This is NOT your price, but it’s a good starting point – we’ll call that the Floor Option.

#7 What is the highest price you could tolerate being paid?

An amount that makes you a little bit sweaty, but it’s bearable. This is your Ceiling Option. And you might find that within a few hours or days you start to get more comfortable with that price.

Other Resources That Might Help

The big course platforms have blog posts about setting the price of your online course – and these are helpful whether you use their platform or not:

• Thinkific’s Complete Guide To Pricing
• Teachable’s How To Price Your Course in 3 Easy Steps
• Kajabi’s 6 Tips To Price Your Online Course
• Podia’s How Much Should You Charge For Your Online Course (based on data analysis)