How to Create and Sell Online Courses Series #4 – Sell Your Online Course

Sell your Online Course

Ok, so where were we? That’s right, you have just finished outlining and creating your Online Course. You know its going to sell because you have pre-sold your course and you are now ready to Sell your online course.

Before you hit that publish button, which I know you are dying to do, there are a few things you need to do first, before you start to sell your online course.

Reflect on Who your Course is For

Have a think back to the beginning of this blog post series, right back to Post #1. About halfway through that post we talked about choosing the topic for your online course. Remember?

Ok good, right, now I want you to think about only 1 of those points. Your Audience’s struggles, and challenges.

Now this is important to reflect on. What did you note down as their struggles after you did your research, what were your audience telling you?

Now ask yourself, does your course provide a solution to those problems?

If it doesn’t, and you find you have gone off on tangents accidently, as you have so much to offer, its worth just going back. Find where you can fit those solutions into your course. As I said in that very first post in this series, it is not about you!

There is another reason I ask you to think back over your audiences’ challenges and the solution that you are providing. That reason is because now you need to create your Sales Page.

Before diving into the copy of your sales page, it is always worth revisiting who the course is for, what it helps them do and why it is beneficial. I missed this step with my first ever course, and the messaging to my audience was just off. Not clear, and thus did not do too well.

That is until, when talking with a good friend, telling him my struggles, he asked, well who is it for, and how does it help them? Light bulb moment!

This isn’t a huge step, just 15 minutes or so to reflect.

Now You’re Ready to Jump into Your Sales Page

If you have been on Facebook, I am willing to bet you have, then you may have noticed some Sponsored posts in your news feed. This is clever algorithms that have identified an ad that best suits you based on your browsing history on Facebook. What you click on, what is it that makes you slow down when scrolling on your feed etc. etc.

In fact, when you think about how much data goes into showing you a specific ad on Facebook, it can be pretty scary. However, it’s great for someone marketing their course for example!

Anyway, I’m straying off topic, let’s say you click on one of these ads, 9 times out of 10 you will be pushed through to that marketer’s sales page for that product.

Every sales page is different and specific to the seller, however when you look closely and deconstruct a sales page, there are fundamental elements that go into one, which you will also need to construct when creating your own Sales page.

1. Headline

What is the headline of your course? Not the Title, the Headline. If you recall, we covered this in post #1 of this series. This is essentially THE MOST important part of your sales page. Think of it this way, how often do you see a headline and not bother reading the text below?

You want to keep people reading, so make it a killer headline to help sell your online course. Asking questions can be a useful tactic, as the reader is subconsciously creating an answer to that question.

Give it a try.

2. Pain Points

Here you want to introduce to the reader the pain points they are going through. Remind them of the pain and twist the knife, figuratively!

Show them they have a problem and that you also once had this problem. You know what they are going through. Maybe even list them out in black and white, right in front of them.

These pain points need to speak directly to the reader, and since you did all that research and pre-selling you know what those pain points are!

Then you lead onto the solution that you came across that you just wish you had found sooner!

3. Product Information

Now if you have a small ticket course that you are selling then it is ok to introduce your product a little earlier, if your course is at the higher end of the pricing bracket you might want to concentrate on building on the pain points and how you can relate to them more.

Now tell them what your course is.

Welcome to… XXXXXX.

Show them a picture.

Now some people may disagree with this, however I like to say who this course is for, a little later I move onto who it is NOT for. The reason I do this is because I want to help people who want to help themselves. Not people looking for a quick fix or a get rich quick scheme. Lay bare who exactly your course is for.

This also helps speak directly to your ICA and helps them believe you really do understand what their issues are and how you can help them.

4. The Breakdown & Bonuses

OK, so now you want to tell them exactly what is covered in your course. Go on to list out the modules, ad screenshots of the course and modules or simply list them out.

Make sure you add descriptions of each module, explain what they will be doing and follow this up with some benefits that they will get from completing this module and taking action on what they have just learned.

If you have Module specific bonuses, then add them here also. For example, you have a workbook that complements a specific module in your course that your student could fill in as they go. Itemise these here and again state the benefits they will get from using that bonus material.

5. The Benefits

Now is the time you want to add your benefits. Re-iterate module specific benefits.

6. The Desired Outcome

Here you want to nicely move on from the module specific benefits to the desired outcomes and overall benefits of the reader becoming a student and enrolling in your online course.

  • Discuss the desired outcome they want (pleasure points).
  • Current pain points, again, figuratively twist that knife again.
  • Describe how your course will get them from A – B and provide them with a solution to those pain points.

7. Why you?


If readers are not yet convinced, then give them proof. Include testimonials from previous students and describe how you helped them.

If you are yet to have any testimonials, then you can miss this out.

About You

If you don’t have any testimonials, then this section becomes even more important.

Be very clear who you can and cannot help. Now describe your own journey, your struggles and pain points, you had and went through. What it was that clicked for you and allowed you to overcome those pain points and allow you to now help others do the same.

Add in a statement that hints that everything is now on them to use what you have learned and are ready to teach, to get the desired outcomes.

8. FAQ’s

Start with 3 main questions:

  • How much time is required?
  • When do I get access to the programme and resources?
  • What if I decide this is not for me after I have purchased?

What you will find is that once you start to get customers and they are in your pop-up Facebook group, or perhaps they have emailed a support email address you provide, you will get a pattern of other questions which you can add in here in the future.

Think of any objections and concerns you have had when taking an online course yourself, add these in.

9. Guarantee

Giving a money back guarantee takes away the cost risk and objection from the reader, as you are offering their money back should they want it. It is recommended to put a time limit on this though, otherwise you will get some jokers completing the course and asking for their money back just because they can!

Maybe 14 or 30 days. Add in there also a statement telling them as long as they can prove they took action on your course you will send their money back.

10. Call To Action

You should have multiple CTA’s throughout the sales page. The first one should be after the product introduction. After that always add one at the end, however go through your copy and see where it fits in naturally. I know this is simple, but I have been on a sales page without a clear Call to Action and could not find what I needed to do next to make a purchase.

This is a must if you want to sell your online course.

What next?

Now you can have a payment section on your sales page or just that call-to-action button that takes you through to the payment page.

Make sure your payment page is nice and clear, depending on who you are using to create your sales page and funnel etc. there can be multiple different payment sections to choose from. Do your research and find out what is working for your niche.

When someone has parted with their hard-earned cash you are going to want to thank them, so do it! Also offer your upsell product, now you do not need a full-on sales page again for the upsell, but you are going to want to include a lot of the same points we have already covered in your main sales page.

Hopefully they buy your Upsell as well! What now? Thank them again!

Have a thank you page or pop up that explains the next steps for them to get access to your course. Maybe you direct them to their email’s, where you have created and sent a sequence of emails, where you provide them with log in details to the course, a receipt and anything else you want to throw their way.

What can be useful which I have personally experienced and will include in my own emails moving forward is, a short welcome video. Again thanking them, and just easing any concerns they have by explain who you are again. Remember some of these people may have purchased your course, especially if it’s a mini course, and not know who you are as they just saw your ad on Facebook.

Start to build that relationship and trust.   

Now Go Sell your Online Course!

Here ends the series on How to Create and Sell Your Online Course. I hope you have found these posts useful, and why not check out our Course Creators Guide Book and join our Facebook Community for a chance to win a spot on our upcoming online course “Launch your Course… Launch the Rest of your Life!”

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