How To Sell An Online Class
This isn’t a blog about how to make an online class. It’s only a blog about how to sell one, with good copywriting.
I managed the creation, marketing, and launch of Full Time Creator Class by Jeremiah Davis. I also managed the creation, marketing, and launch of @Jacob’s and @Thatoneblondkid’s photo + video workshops in Bali, California, and Iceland. I also wrote copy for the first and second launch of CreatorFX.com. I also… you get the point.
All of these things have one thing in common: we sold them online and they helped people advance their careers. Here are a few principles I’ve pulled from those experiences, boiled down to a useful state for you.
Focus On Value, Not Price
You only have so much time capture customers–only so many words they will read. With expensive products, it can be tempting to spend a lot of time justifying why the product is worth it. You need to stay away from this. Everything has an economic value associated with it–except for the priceless things. The most valuable things in our lives, like confidence and relationships and experiences, don’t have an objective economic value. And if they did, they would far outweigh the price to get them. When you write copy for an online class or a digital experience, focus on how much value it will bring a customer’s life.
Compare The Price to Something Less Valuable
You do need to tell people the price of what you’re selling though. And when you do, compare the price to something less valuable. I realized this insight after a follow-up interview with one of our first workshop guests. I asked him why he felt it was a good investment. He said that he was considering buying a new camera and a new lens, which would have been $5k, about the same price as the workshop. But when he saw the workshop, he knew that the insights would be much more valuable at this point in his career than a new camera.
This gave me one of my best value propositions, and I placed that front and center on our sales page. Deep down, everyone knew that the reason they weren’t successful yet was not because of gear–it was because of professional and creative insights they didn’t have yet. By comparing the price of the workshop to something else they’d be willing to spend money on, their objections were weakened.
Write An Undeniable One Liner
You’ll write hundreds, maybe even thousands of words for your sales page and marketing material. People will only remember a few of them. Creating an undeniable one liner is an important component of helping the heart of your message pump in the site visitor’s chest long after they close their browser.
For CreatorFX.com, which is a site that sells digital assets for video editing, I wrote “This is the furthest $100 will ever take your career.” It rang true with customers, generated $375k in revenue over 10 days, and was stolen by a few competing sites.
Thanks for reading! Please share this with a friend or coworker. It helps me a lot!
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