Pricing might be one of the hardest parts of creating your e-course. Putting a dollar value on your own work requires you to look at your course as an outsider would and be critical. There is no special forumla to follow, pricing (I believe) is a personal decision. Many artists and creative people undervalue their skills and feel that they shouldn't charge "too much" for their course. While it's true that you can only charge what someone is willing to pay, often lowballing the price can devalue your content. If someone sees a $5 price tag, they won't think that you're being a nice person, they'll think there is only $5 worth of information in that course. Remember: You have the right to charge for your knowledge, you have the right to make a profit from your course and you shouldn't feel like you need to apologize for the price.
Now that my preaching is done, I've put togther a few things that you can do to help people feel more comfortable about paying your price.
Offer a Free Sample
I've seen this work first-hand for Melissa Mora. Interested customers can view one of her videos for free and see her teaching style for themselves. Getting a taste of what's to come in the course will get people excited.
Explain exactly what your course will offer in the course description. In fact- the more detail, the better. People want to know how many lessons there are, if there are videos, what materials they might need, etc. Give as much detail as possible. The course description is a great place to talk about your qualifications too. This is your chance to convince people that you are an expert and you have knowledge that they want.
Once you have a few people enrolled and working through your course, ask them for feedback. A glowing testimonial (or 3) in your course description will help convince people that they too will walk from this course a satisfied customer.
Discounts for the Unsure
Often when you first start offering your course you'll get comments like "Oh I'd love to take this course, just not sure if I have the time.". If you see people circling who seem unconvinced, offer up a discount code. Who knows, they might turn into a happy testimonial later!
Remember how I said earlier that there is no special pricing formula? Well, there still isn't. But if you want to charge big bucks for your course, it will need to include a few things. Participants who drop several hundred dollars on an e-course have high expectations and aren't new to the e-course world. Your course doesn't nessesarily have to make use of all these features, but checking off a few of these items will help.
Big ticket e-courses have:
- lots of videos and photos. A video in every lesson would be nice, even if it's just you talking to the camera.
- videos and photos shot by an experienced person. Do you have any photographer friends who owe you a favour?
- many lessons. More than a dozen?
- downloadable content like worksheets and notes.
- an engaged and available course creator who is always there to answer questions.
- lifetime access to course material.
I hope you found my tips useful! Pricing is a tricky subject and there are many good approaches to find the right price. Unfortunately it usually involves a lot of guesswork and trial and error. Leave your pricing tips in the comments, I'd love to hear your thoughts!