Online Course Pricing Secrets
(I wish someone had told me this years ago)

In this video, you'll learn:

How to price your online course โ€” based on the Pricing Sweet Spot Secrets I wish someone had told me years ago! Watch the video to learn:

  • Why pricing can make or break your online course business.
  • The 3 Points you need to know to price your online courses better.
  • Shane's Online Course Pricing Sweet Spot breakdown.
  • A bonus insight that will help you grow your online course business faster.

"I bought the original Course Craft โ€” highly recommend.

If you don't own it, go buy it. Changed my course selling biz forever."

Daniel David Wallace

Writer & Online Course Creator

Ready to Build a Highly Profitable Online Course Business?

Then get Course Craft todaythe complete system for turning your knowledge into high-value online courses!

Ready to learn more?

Check out the next videos in this series to learn how to build an online course business...

Got Questions?

Is there anything else you would like learn about creating and launching online courses successfully?

Are there any questions you have after watching this video?

If so, leave Shane a comment below!

  • Stephane says:

    Hey !
    There is still the countdown running but the offer is closed

  • Philip says:

    Great video Shane!

    The $200 sweet spot would be for countries with a high purchase power, wouldn’t it? Do you build purchase power parity into your course prices to (likely) reach a global audience?

    • Shane Melaugh says:

      $200 would be for an American audience. You’re right that the key point is purchasing power, so you can think of it in relative terms.

      $200 is maybe about 10% of a low-mid monthly salary in the United States, if I’m not mistaken. If you’re selling in a country where this kind of salary would be half as much, then it would make sense to charge $100 instead.

      Or we could use a common item. According to Statista, a Big Mac costs $5.6 in the USA. So our $200 price point is roughly 40x the cost of a Big Mac. In Hungary, a Big Mac costs about $3, so for a Hungarian audience, setting the price at about $120 would make sense.

      Although this is not that exact of a science, of course. Think of it as a ballpark number, based on human psychology, not on external factors.

      • RomanBRuni says:

        another lovely insightful point: commom itens to translate value into numbers overseas…
        teaching screenplay writing in Rio would be aprox. 100 big macs…lol

  • Bill & Julie McBride says:

    Will this new updated Course Craft be given to Thrive members. We purchased the original one version 1. Is this an update? Or will we get a special pricing on the new one? Or do we have to buy it again?

    • Hanne says:

      Hi there,
      If you already have access to the course, you’ll automatically have access to the updated course too ๐Ÿ™‚ You can take the course again whenever you like.

  • Rusty says:

    Great information and very helpful.

  • Dan Warfield says:

    I’ll be doing this!

  • Michael H says:

    Great video. I have a high ticket item. An app for lumberyards. . I’ve sold three so far and gaining traction. It’s a niche. Lumberyards are generally conservative but they are responding to the need for change in these times. I’m considering a course on ‘Lumberyard Marketing’ that I can sell for $200. This investment is deducted from the sale of an app. The app price has a fixed cost to build. After publication a recurring subscription starts.
    I’m brainstorming how a course might be set up.

  • rick says:

    Great info, as usual, Shane! I started work on a basic podcasting course last year (via another course building program), but the course was so in-depth and detailed, I started going too deep and got overwhelmed with trying to teach an encyclopedia worth of information. What you share here in this series makes more sense to me and seems much more practicable in terms of providing the right value for more acceptable production costs. Looking forward to implementing your strategy and getting my course complete and on the street!

    • Shane Melaugh says:

      Sounds like you fell into the “knowledge download” trap. It’s very common, so don’t worry about it!
      If you learn from that mistake and try a more outcome oriented and more rapid implementation style approach, you’ll be off to the races!

  • David Moran says:

    Now feel a lot more confident creating a video course. Some years ago taught NLP course over ten weeks. Would like to offer the knowledge as anxiety and fears can be neutralised. Now 74 years with income very low, my confidence is also low. Have a room suitable and a 4k camera can be bought for ยฃ150. Main problem is setting up the system, teaching is easy and ‘web’ still a nightmare plus no email list.

    • Shane Melaugh says:

      I recommend that you get in some practice by creating video content and uploading it to YouTube. Nothing to get your confidence levels up like action and forward momentum.

    • RomanBRuni says:

      I suggest you keep it low tech as well. consider tone of voice as main tool to explain. get a few drawings.
      add lots of exercises or perhaps a good quizz… I mean, increase effort on screenplay your talk.

  • Sandy W says:

    Great info, Shane! I’ve created many online courses, and the one I created about how to date during the pandemic was priced at about $197. It sold very well. My question is, we’ve taken an online course on boundaries that ran 8 weeks (with live training as well as online modules), and we’ve broken it into ten short courses to sell as part of ‘Boundary University’. The original course sold for about $800. We’re thinking of pricing each mini course at $97 to start. What are your thoughts on this? Thanks!

    • Shane Melaugh says:

      Hi Sandy,

      Great question! The thing to remember here is that to the customer, what matters is the outcome. If there’s an outcome I really, really want and you convince me that you can get me there, I’m willing to pay for it. And I don’t actually care if the thing I’m buying is part of another thing. What I’m paying for is the specific outcome.
      Now, if it looks like I have to buy multiple of these parts to get the outcome I want, then that changes the way I evaluate the price. Basically, the math I’d be doing is “to get my desired outcome, I need to buy these 3 things. All together they cost $XXX – is that worth it for me?”
      This is the way I approach it. I always think in terms of outcomes.

  • Graeme says:

    Hi Shane,

    Another awesome video! I have waited a year for you to open Course Craft!

    I know you put together an awesome sales page…

    But I scrolled straight down the page and hit the buy button! Must have been the fastest sale you have ever made! I’ll read the sales page next!

    I plan on creating and launching online courses for my A-level Chemistry students. To help them get ready for the next academic year!



  • Raymond Fernando says:

    What makes your Course Craft different from Ruzuki, Mirasee, Jeannine Blackwell etc etc etc?

    • Hanne says:

      It’s hard to say without having gone through these courses but if you like Shane’s style of teaching you’ll like Course Craft.

      What makes Course Craft unique is the focus on:
      – getting your first course launched in such a way that you have the biggest chance of putting something out there that fits your audiences need
      – the focus on marketing the course before-during-after
      – a no BS, no hype realistic plan and approach (which might or might not resonate with you) Shane is not going to promise you “You’re only one course away” from eternal bliss

  • Gina says:

    Such good info, thank you! I am better at content creation as opposed to the techy/sales page type of stuff. Is it possible to sub that work out? Or do you think it is easy to do it yourself?

    • Hanne says:

      Hi Gina,
      As the course creator you’re usually the person that knows your audience best. This means that you can follow the system and write your sales page more quickly than anyone else could do.
      The tech is super easy using Thrive Suite and is explained. If you prefer outsourcing you can of course get someone to help you with it but we break it down step by step so you can do it yourself.

  • Andrei S says:

    Thanks for another insightful video! I can definitely relate to many of the traps / issues you raised – several nods to “knowledge dump” and “imposter syndrome” ๐Ÿ™

    I’m one of the folks who continues to battle “the shiny object syndrome” (though it’s getting better, I think) – I got Audience from Scratch last summer but haven’t done much with it. I could blame the pandemic but that excuse is getting old now.

    However, AFS and Course Craft seem to perfectly complement each other – start small with no audience – launch a course – grow audience – launch other courses while continuing to grow the audience – live happily ever after ๐Ÿ™‚ So, now, optimistic and hopeful as ever about taking action (or delusional?) , I am considering getting CC.

    What would you recommend to make the most of these courses?
    (I suspect that your answer will be to stop overthinking it, take action, and learn as I go / grow.)

    Would you suggest going with “Zero Audience Launch” method in CC and then revisiting AFS or taking a different approach?

    • Hanne says:

      Hi Andrei,

      As you point out, these courses really complement each other.
      You can start working on your online course and the marketing of the course will mirror lots of what you learned in AFS.

  • RomanBRuni says:

    brilliant exposition ! loved the simplicity and clarity. the need for the content should also be part of this logic, because a ‘water bowl’ in a caravan through the desert would have more success than the same bowl in a boat crossing the ocean… another aspect that is missing is the learning curve that took the content creator to be able to explain his solution. some aspects of screenplay writing took me decades, and might be explained in less than a minute ‘now that I know about those. and so, the quality of the explanation also affects the product ‘usefulness’.
    how much to charge for this kind of extremely useful operative mindset ?

  • Steve says:

    Hi Shane, I enjoyed the series of videos you put together for this promo. I see that this course was released in 2019. Question: Have the materials (videos and written guides) been updated for 2021?

  • Juanete says:

    How would this work for an online service-based business [aka personal training]? And is there a discount code for current thrive theme members?

    • Hanne says:

      Hi Juanete,
      There’s only one pricepoint for the course.
      This course is very much focused on creating an online course, it might help you structure your personal training sessions but that’s not the focus.

  • jakpa desmond says:

    thanks this id really helpful and am blown away … l dont have any knowledge of what online course to create but i like to be part of this training how to l get a course to create

  • Dilip says:

    Hi Shane,
    Some very handy and practical information.
    I did not see you talking about a funnel which is something that the entire world is focused on. While personally, I as a customer, hate to see those upgrades being offered to me after I have made that purchase, it seems to be the secret behind success.

    Also on the pricing though.
    My target audience is in India. Now the $200 price point from an Indian standpoint translates to INR 15000, which is roughly half the salary of an entry level IT employee. So that price point is pretty difficult. How do I find the pricing sweet spot for my audience?


  • admin says:

    Shane, thank you I was referred to you by Mile Beckler who i believe is a man of integrity selling what he knows and does best. Reckon from what I have seen so far I think you are coming from the right space as well – what a relief that is to me. I will be purchasing your new Course craft product… looking forward to the Journey!

  • Jjustin Shane Ritter says:

    Well, I’ve gotta say it… Shane I missed you man! I’ve learned so much from you and the Thrive Team over the years. Hanne and the rest of the Team have done an amazing job with the ongoing content, but it’s good to hear from you once again.

    Side note: Though my accounts and legal stuff always use my first name, Justin… I’ve always gone by my middle name, Shane. Hey, I’m older than you so I’m the original Shane… LOL > Take care man and carry on. Enjoy Life!

  • Lynn Phillipi says:

    Thanks Shane. Very helpful for me as a beginner in wanting to create an online course. My topic, which I have been working on, is Caring for the Caregiver During End of Life Situations. Heavy right?! Yes, I have experience. Am formulating the modules as we speak. Looking forward to taking more of your courses. One at a time. Not going the full commitment yet. Take care. Thanks again.

  • Matthew K says:

    Hello, what’s your experience with this but membership pricing instead?

    • Hanne says:

      You mean a monthly recurring price? We don’t recommend starting with a membership site when you’re just starting out as you will be on the treadmill of creating content constantly.

  • Amana O says:

    Can this Craft of $200 course creation be applied to create $1000 and/or $2000 course? I would like to create a “ladder system” for people to reach to $2000 course. I already have $2000 course to Japanese audience, in which the enrolled students seem to be happy. But I want to create three courses, starter, regular, and premium courses.. Can I use the skills etc. to create those courses as well?

    • Hanne says:

      The system teaches you a solid system to create high value courses and market them.
      The $200 pricepoint is to make sure our students don’t get stuck in decision paralysis around prices or with the feeling that they have to create the best course ever created so that it’s worth $2000.

  • Billy W says:

    So you’re charging $297 for this course though your sweet spot is $197. Is that because it’s being marketed to a famliar audience? And, the price has increased from the last time it was offered. Is that because you’ve added to it or the original price was an intro offer?

    • Hanne says:

      Hi Billy,

      Course Craft has a higher price point because it’s a more extensive than a beginner can hope to create. The system Shane teaches is useful for creating your first course, in a relatively short time.

      A course on the scope of Course Craft takes more time to create, is more difficult to create solo and is not something he’d recommend to start out with.

      And the first time we launched, the course was still in the making so students had to wait for the course to be completed. This time the system is tested, proven by thousands of students and everything is directly available when you sign up!

  • Kristina says:

    How come you are not selling this course for $200 if it is the sweet spot? Just curious ๐Ÿ™‚

    • Hanne says:

      Hi Kristina, $200 is the sweetspot to get your first course out quickly.
      Course Craft is way more in depth than what you’d create as a first course ๐Ÿ™‚

  • chris says:

    Hi Shane and team,
    I’ve just bought Course Craft (I missed the offer last year due to a credit card glitch). Perhaps the time wasn’t right. Thanks to COVID I’ve spent a year learning to film and edit courses and have produced four of them yet to be marketed. I am also creating a new website with CRM, LMS plug and marketing funnel/cart on standby. Should be read to go by Aug 1.
    1. How realistic is it to sell these courses with almost zero email list and without an advertising budget? Should I spend 1, 3, 6, 12 months developing a list with a lead magnet first?
    2. Are all niches created equal? I’ve read that coding and machine learning attract large numbers of students. My skill set is in all kinds of creative writing and presentation skills. Any advice about these niches or niches in general?

    • Hanne says:

      Hi Chris,
      Inside Course Craft you have access to the “Zero Audience Launch” module. Go ahead and check it out it will answer your questions.
      You’ll also learn how to weed through your ideas and which one to pick for best chances of success. Because not all niches are created equal because the desire to solve a problem is not equal.

  • Philip Carino says:

    Bookmakring this. Wow, so much value for something free. Thanks Shane. You and your team rocks!

  • Frank Wiginton says:

    Can you show how you make your videos? The software and editing and the transitions and words? With you in the circle in the corner? What camera, microphone, backdrop…?

    • Hanne says:

      Hi Frank,
      All of this is done in Adobe Premiere and Aftereffects. These are tools professional video editors are using.
      The camera is a DSLR Panasonic Lumix camera and the mic is a Zoom H2 with a squid lav mic.

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