5 Ways to Price Your Course So You Don’t Undersell Yourself
If you’ve ever gone back and forth about what to charge for your online course, you’re not alone. Pricing an online course feels stressful because it’s tied to your worth, your expertise, and your fear of making the “wrong” call.
Price it too high and you worry no one will buy. Price it too low and you feel like you’ve undervalued the work you poured into it.
The good news is that there are a few simple ways to figure out a price you can actually feel good about — without completely second-guessing it.
Here are 5 practical pricing strategies I’ve seen work again and again after being behind the scenes of 100+ launches.
1. Cost-Plus Pricing (The Simple Math Method)
This is the easiest place to start.
Add up what it cost you to make the course — time, tools, design, editing, any support — and add a markup.
Example: If it cost $1,000 to create and market your course and you want a 50% markup, the price becomes $1,500.
This method is helpful if you’re not sure about your course’s value yet or you just need a starting point that feels grounded in reality.
It’s not the most “advanced” method, but it gives you a solid starting place to work from.
2. Value-Based Pricing (The “What Is This Worth to Them?” Method)
This is where you stop thinking about how you see the price and start thinking about how your student sees it.
Ask yourself:
What changes for someone after they take my course?
Can they make more money?
Can they save time?
Does it remove a painful or frustrating problem?
Will they use this skill forever?
If the transformation is big, the price can be big.
If the transformation is smaller or more niche, the price needs to fit that reality.
Value-based pricing works best when you really understand your audience — not when you assume what they think.
3. Tiered Pricing (Give Options, Not Pressure)
Tiered pricing is when you offer different versions of the course at different price points.
For example:
Basic: Just the course
Standard: Course + templates or community
Premium: Course + coaching or support
This is great when you have a wide range of learners — some want the DIY version, some want more help, and some want the highest level of support.
Just make sure the difference between each tier is clear. Confusion creates analysis paralysis and will kill your sales faster than anything.
4. Time-Based Pricing (Reward Early Action)
This is where you offer an “early bird” price or a temporary discount for people who buy in the first few days.
It works because:
People love saving money
People love feeling early to something
It gives your launch momentum right from the start
Just make sure the reason for the discount is clear. People respond well to honest explanations like:
“I give early bird pricing because early buyers help me predict demand and plan support.”
You don’t need fake urgency or pressure. Honesty is enough.
5. Subscription Pricing (The Membership Model)
Instead of charging one big price, you let people pay monthly or yearly.
This works well when:
You plan to add new content
Your topic changes often
You want recurring revenue
Students like ongoing support
It also gives you room to grow a community — which often becomes the most valuable part.
Just make sure you’re ready to keep the content fresh so people feel good about sticking around.
A Quick Reality Check (Important)
No pricing method is perfect, and every strategy has pros and cons.
What matters most is:
You can explain why your course costs what it does
You feel confident saying the number out loud
Your audience understands the value
You’re not guessing — you’re choosing on purpose
And here’s the part almost no one tells you:
Your price is a story, so set one you can tell confidently.
If you sound unsure, people feel unsure, but if you sound confident and grounded, people trust you.
→ Free Download: The Confident Pricing Calculator Guide
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