Differentiating To Sell More Courses

apple-choosing-jpgIf you are selling an online course, then you know that there are often multiple course providers that offer elearning on similar subjects. In fact, very rarely is there a course idea that is truly unique – but this isn’t a bad thing.

The fact that there are other course providers means that there is a viable market. What you need to determine is how you are going to differentiate your offering from your competition.

I touched upon this briefly in a previous article when discussing unique selling propositions, or essentially what the benefit will be to the user if they purchase and take your course. This is still a valuable step to setting up your courses for success, but at the same time you should establish what differentiates your courses.

Differentiation is similar to your unique selling proposition, but it isn’t exactly the same (although some of the factors that make your courses different can be part of your unique selling proposition). The value of your course are highlighted by answer the question “what’s in it for me”. The differentiation are more of the features of your offering.

For example, perhaps you are an award winning expert in your field. This differentiates your course because your customers will see that it was developed by a recognized (and awarded) industry professional. This could also be worked into your unique selling proposition, but it probably isn’t strong enough to stand alone as the only value your customers receive.

You should really think about what makes your courses worth purchasing over another provider offering a course on the same topic. It could be the amount of training, special membership components, bonuses, expertise, and so on.

Whatever you select as the factors that make your course unique will ultimately be wrapped into your marketing and your overall image – so make sure you are 100% comfortable with the approach you choose.


Justin Ferriman is the co-founder and CEO of LearnDash, the WordPress LMS trusted by Fortune 500 companies, major universities, training organizations, and entrepreneurs worldwide for creating (and selling) their online courses. Twitter | LinkedIn

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