Anyone that knows me is going to be very, very shocked by this but…

I’ve joined a gym.

Not only that, I’m actually GOING to it – yes, every week (sometimes even multiple times a week – shock horror 😉)!

You see, for years I’ve used the excuse of my bad back to avoid vigorous exercise.

But with a family history of heart disease and my ever-crumbling bone density, I’ve had to accept that my weekly Pilates session is not quite enough!

I know that I need to do more aerobic exercise and strength training as I’ve reached an age where that is actually very very important.

So just before Christmas I finally set about finding a gym.

Where I live in London, we’re lucky in that we are spoilt for choice… there’s a gym in every price range, from relatively cheap at around £30-per-month chain gyms to eye-wateringly expensive £200+-a-month luxury gyms.

With trepidation I started shopping around.

If I saw one that I liked the look of, I went along to visit – and they were all perfectly nice but I walked away with nagging doubts in my mind.

You see, in the past I’ve made impulse purchases of gym memberships (usually in January when I’ve made a resolution to get fit) but never actually went to them.

Such a waste!

And for some reason, I KNEW I wouldn’t go to the gyms that I’ve visited thus far.

Eventually, I checked out one that I swore I wouldn’t consider…

It was over THREE TIMES the price of most of the others I’d looked at.

But after I took one step through the doors, I knew this was the one.

The changing rooms and showers were scrupulously clean (I have a thing about dirty wet gym floors, but this place was cleaner than my own home!)

There were piles of fluffy towels laid out for guests and gorgeous cowshed products in the showers.

It felt more like a luxury spa than a sweat gym full of alpha males.

Of course, it had also had the usual exercise machines and some amazing personal trainers who clearly knew their stuff.

But the important thing was that this was a gym that I would WANT to spend lots of time in.

The luxury spa-style experience was that alluring Unique Selling Point (USP) that hooked me, and which I knew would give me that strong desire to get out in the rain and actually go to the gym.

For that, I was willing to pay more.

…MUCH more, in fact.

I was glad to pay a higher price for something that would get the results I was looking for – stronger bones, a healthier heart, and end my constant guilt about not being fit.

To me, these factors were more important than price.

Why am I telling you this?

Well, because this applies to the pricing of ALL products.

Particularly information products like courses, which aim to improve people’s lives or help them overcome a problem.

You see, we often assume that people prioritise price and will always want the cheapest service available.

For instance, they’ll ‘obviously’ pick a £30 Udemy course over a £1,997 independently created course.

Except… they won’t always.

That’s not how it works at all.

People will pay MORE than you think

New course creators tend to panic that if they charge a premium price then maybe people won’t buy the product.

But price isn’t always the major factor in a decision.

If you know your audience and their desires, then you can deliver something more important to them than price.

You can offer them something unique…. something more tailored to their life experience… and something more personal.

Many customers will pay more for a course that does that, even if it means digging much deeper into their pockets.

I realise that it sounds weird, but sometimes by charging more money, you can get more sales, and stronger loyalty.

For example, my gym is so popular that they’ve closed new membership until June to ensure it doesn’t get too busy for it’s fussy clientele!

Imagine that…

Being the most expensive product or service on the market and STILL having so many applications you need to turn people away!

Yes, some might have a limited budget, and some might always go for the cheaper option.

However, there are also people out there are looking for something extra that is going to give them confidence then they can make a significant change in their life.

A basic nuts and bolts course, for example, might not do that for them, or give them the assurance they’re seeking.

They would rather invest in something they believe will truly deliver a result.

That’s why, despite there being zillions of low-price courses that go for £20-£30 on platforms like Udemy, there are ALSO course that sell for £200, £300, £500, £1,997 beyond and more.

And they have plenty of customers willing to pay.

Why?

• Because it offers them confidence in the course creator to deliver.
• Because investing money gives them more of a sense that they are taking their goal seriously.
• Because it offers them something extra – which could mean a more personal service, more benefits and features and a USP they can’t get anywhere else.
• And because they’re investing in a potential transformation, be it career advancement, starting a business, or mastering a hobby.

If you can offer these things, the value perception of your course will skyrocket – EVEN if there’s competition from people charging less.

This is what I teach students in my Course Creation Academy.

How to Correctly Price Your Course

Too many people undervalue and underprice their course out of a fear that customers will baulk at the cost.

But when you follow my method, your course will be unique, promising your insights, experiences, and life skills – unlike all those generic, low-cost options on sites like Udemy.

I can show you ways to get across your voice and personality so that it feels special. And I can help you deliver extra benefits and features that help push up the perceived value.

What’s more, if you can show the reader up front what kind of life transformation they will experience as a result of your course, you can ask for a much higher price.

In fact, pricing your course too low could damage sales because it seems TOO cheap to give reassurance to your customer that they’ll get that result they’re hoping for.

Claim a free copy of my pricing guide…

If you’d like to know more about how to price your course just just email me at [email protected] and type ‘pricing guide’ in the subject line and I’ll send you a free copy of my pricing guide.

Finally remember this…

The price is not fixed or permanent so don’t panic about it.

I see too many new course creators get stuck on this when they don’t need to. Get your course out there, get feedback and you can always adjust the price later if you want to…you are allowed, it’s your course 🙂