Is Your Course Length Killing Sales? (Answered)
If you read the email I sent out a few months ago on course pricing then you already break down buyers into two personas.
If you haven’t, here’s the recap.
There are two types of buyers
- Walmart Shoppers
- Nordstrom Shoppers
Value quality/experiences/status symbols.
What does this have to do with course length?
This week I’ve been going over a sales funnel directed at professionals. One red flag kept popping up all over the place (sales messaging/ads/pages & emails). The course sold for $400 but messaging was directed at the Walmart shoppers.
The cutoff between the two segments is $150-250. This depends on a lot of factors but remembering those numbers makes it easy.
Messaging I encountered:
- 🚩 We have over 6+ hours of content.
- 🚩 Packed with tips & techniques.
- 🚩 New content is added constantly.
Walmart shoppers love this type of stuff. It’s the way of Udemy. Give them a 10 course bundle with 150 hours of content for $50 and you’re gold.
Professionals not so much. They value their time.
Messaging After adjustment:
- ✔️ Proven system that is fast to implement.
- ✔️ Takes less than 6 hours to master.
- ✔️ Can train your assistant.
Rule to Remember
The more expensive your course > the less time it should take to master outcome
*If you are a celebrity or have a huge audience then you can put out a course of any length for any price. Different rules apply.