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๐Ÿ—ž Course Creators Weekly #38 ๐Ÿ—“ March 15th, 2021 - Pricing, Productizing, and Positioning

Andrew Barry talks with Robin Waite about pricing, productizing, and positioning, Tiago Forte breaks down the rise of cohort-based courses, and Wes Kao shares her framework for avoiding surface-level BS in cohort-based courses! ๐Ÿ’ฉ

Robin Waite on Pricing, Productizing, and Positioning Robin Waite on Pricing, Productizing, and Positioning
๐ŸŽ™ Podcast ๐ŸŽ Positioning

Robin Waite on Pricing, Productizing, and Positioning

"Slow down, create space, and charge your worth."โ€”Robin Waite

This conversation between Andrew Barry and Robin Waite is extremely interesting if you're in the coaching business or selling productised services, but also if you're selling online courses. Here are some of my key takeaways:

  • โž•
    Charge more, but only once you know how to position and articulate your value
  • ๐Ÿ
    Start with your goals, and reverse-engineer what you need to get there
  • ๐Ÿ’จ
    Hustle in the early days to build momentum, but know when to slow down
  • ๐ŸŒŠ
    Don't try to catch every waveโ€”qualify your clients, work with ones that are a match
  • ๐Ÿ’ฒ
    Be careful of sharing prices too early in the coaching businessโ€”articulate value first
  • ๐Ÿค
    When charging a premium, share your value prop and prices, then be quietโ€”let it sink

On pricing productised services:

  • ๐Ÿ’ญ
    Need to know: What's the outcome? Over how long? Can you set a fixed price to that?
  • โณ
    Begin by selling at a fixed price, at your standard hourly rate
  • ๐Ÿ†™
    Increase prices to just about too much for clients, and get comfortable with rejections

On pricing online courses:

  • ๐Ÿ’ฐ
    When delivering transformational learning, you can and should charge a premium price
  • ๐ŸŒŸ
    "Raise your game where you can." to help you stand out in an oversaturated market
  • ๐Ÿ”
    Start with your goals, break down the numbers, experiment, get feedback and iterate
  • ๐Ÿ›‘
    Don't get into online courses for the wrong reasonsโ€”it's not passive income
Robin Waite + Andrew Barry via curiouslionlearning.com
The Future of Education is Community: The Rise of Cohort-Based Courses The Future of Education is Community: The Rise of Cohort-Based Courses
โœ๏ธ Article โœŠ Cohort-Based Courses

The Future of Education is Community: The Rise of Cohort-Based Courses

In this article, Tiago Forte presents the 4 Waves of Online Education:

  • 1๏ธโƒฃ
    MOOCs: bringing traditional educational content online
  • 2๏ธโƒฃ
    Marketplaces: giving ordinary people the platform to earn money through teaching
  • 3๏ธโƒฃ
    Toolkits: giving instructors control over distribution + pricing + the student experience
  • 4๏ธโƒฃ
    Cohorts: creating transformations via live interactions + adapting content on the fly
  • ๐ŸŒ
    Global, niche interest groups can gather to learn together, thanks to improved tech

In Tiago's opinion, 4 things set cohort-based courses apart:


  • ๐Ÿค
    People learn together, bonding and forming long-lasting relationships
  • ๐Ÿ™Œ๐Ÿฟ
    CBCs create the conditions for communities to emerge organically


  • ๐Ÿ™†๐Ÿฝโ€โ™€๏ธ
    The relationships we form and value, keep us accountable to our peers
  • ๐Ÿ‘‹๐Ÿป
    The ephemeral, scarce nature of the live experience forces us to show up live


  • ๐Ÿ’™
    CBCs create the environment for people to connect on an emotional level
  • ๐ŸŽฎ
    Live interactions create an experience akin to video games x university classrooms


  • ๐Ÿ’ช๐Ÿพ
    CBCs transform and push the entire community past their collective comfort zone

Here's to a new era of education:

  • ๐Ÿ’ฏ
    CBCs have raised the quality bar, and likewise people's willingness to pay, whichโ€ฆ
  • ๐Ÿ’ต
    Allows creators to invest in resources and build a business beyond their personal brand
  • ๐Ÿง 
    CBCs have the potential to democratise transformative education in new, unique ways
Tiago Forte via fortelabs.co
The Super Specific How: How to make your cohort-based course more rigorous The Super Specific How: How to make your cohort-based course more rigorous
โœ๏ธ Article ๐Ÿงฉ Structure & Design

The Super Specific How: How to make your cohort-based course more rigorous

You can't get away with surface-level material in a cohort-based course. Expectations are high, and there's nowhere to hide. Your course has to be rigorous.

  • ๐Ÿ’ฉ
    Wes presents her "Content Hierarchy of BS", from Twitter to cohort-based courses
  • ๐Ÿชฐ
    On one end of the spectrum, we have Twitter, with lots of BS flying around
  • ๐Ÿคฎ
    On the other end, we have cohort-based courses: high bar + zero tolerance for BS
  • ๐Ÿ”บ
    Move up the hierarchy by focusing on the 'how', not the 'what' or the 'why'
  • ๐Ÿฅž
    Focus on student outcomes, with layers of mini outcomes towards the ultimate goal
  • ๐Ÿ’ช๐Ÿพ
    Focus on verbsโ€”the things your students will be able to do by the end of your course
  • ๐Ÿ‘€
    Use examples (e.g. screenshots, scripts, etc) to show students what "great" looks like
  • ๐Ÿค”
    Avoid asking vague questionsโ€”provide context by sharing examples and inspirations
  • ๐Ÿง 
    Know your audience, so you can educate them while still respecting their intelligence
  • ๐ŸŒ๐Ÿผโ€โ™‚๏ธ
    Make your teaching Tactical, Actionable, Concrete, and Specific (TACS)

Check out Wes' article for more details, and 9 questions that will help you refine your content for a bias towards action! ๐Ÿ‘‡๐Ÿผ

Wes Kao via weskao.com

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Hey, I'm Merott ๐Ÿ‘‹๐Ÿป

I'm an indie maker and freelance web developer from London.

I'm building my own business, because I'm terrible at following other people, and because I want my work to matter. I hope it will, to you and to your students.

Making progress, slowly and steadily, I'm also documenting and tweeting my journey every Monday @merott .

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