Part 3: Selling Your E-Course — What You Need to Know
Selling your e-course is where the real magic happens—but it’s also the part many creators overlook. Here’s what I’ve learned after producing and launching countless online courses:
Build an Audience First
Successful course creators launch to an audience that already knows, likes, and trusts them. The days of “if you build it, they will come” are long gone.
To maximize sales from day one, start building a list through email marketing and social media. Your list should be made up of qualified, engaged people who are likely to buy.
Launching With No List? It’s Still Possible
No list yet? Don’t stress. You can still launch your course—it just might take longer to gain traction. Expect a slower ramp-up and higher costs due to investing in paid ads.
For perspective: Many creators make $25K/month from a course—but spend $20K/month on ads. Even $5K/month in profit from passive sales is still a solid return. Just be prepared to play the long game.
Timing Your Launch
As promised in Part 2, let’s talk launch timing.
Post-production is where delays tend to happen. You might tweak your course for weeks longer than expected, aiming for perfection. But here’s the truth: your audience won’t notice if your font is 22 pt. or 24 pt.—they will notice if you delay your launch by 3 weeks.
Pro tip: Never announce a launch date until your final product is in hand. Done is better than perfect.
Your Marketing Strategy
Your marketing approach depends on whether you already have an audience.
- If you do: Start building excitement by previewing content, answering questions, building a comminty, and engaging regularly.
- If you don’t: Focus on visibility. Offer valuable freebies in exchange for email sign-ups and use paid ads to drive traffic. Just remember—cold leads need time to warm up. Include “get to know me” content in your ads so new followers understand who you are and why you’re qualified to teach.
Pre-Sales: Your Secret Weapon
Once your course is finalized, it’s time to pre-launch. Create urgency and excitement by keeping your window short—2 to 4 weeks is ideal.
Pre-selling allows you to test pricing, gauge interest, and refine your messaging. Offer an early bird discount to encourage fast action, then adjust your strategy before the full launch.
Launching: Go Big
Your official launch is a celebration! After all the planning, producing, and prepping, it’s time to open the doors and let your audience in. Show up, be visible, and celebrate the hard work that got you here.
Evergreen vs. Seasonal Courses
There are two main ways to offer your course:
- Evergreen: Always available, possibly with occasional discounts or promos.
- Seasonal: Available only during specific windows (e.g., for live sessions or group coaching). These require a full relaunch each time, but can create urgency and exclusivity.
Choose the model that fits your course style and business goals.
Build a Community
Community keeps learners engaged and increases referrals. Use tools like Facebook Groups, Slack channels, or even comments within your course platform.
Personally, I prefer Facebook Groups—they’re easy to manage and help foster real connection and accountability among members.
Selling your e-course isn’t just about flipping a switch—it’s about strategy, timing, and connection. Whether you have a huge following or are starting from scratch, there’s a path for you to succeed.
Now that you’ve planned, produced, and launched your course—you’re officially a course creator. Congrats!
More from this series:
Planning (1/2)
Production (2/3)
Selling (3/3)
Bonus: Using ChatGPT to Create Your E-Course
