Read my client case study: How to turn your content into courses that make you $22,000/month.
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Read my client case study: How to turn your content into courses that make you $22,000/month.

See behind the scenes now!

"How do I price my online course?!" Here's what I've taught thousands of content creators (been at it since 2012 :)).
You're an expert, enthusiast, or content creator. You've decided to create an online course on a topic you know and love (because you know it's possible to generate $22k/month from it)

It could be a topic you blog about, have a book on, help clients with, or just obsess over in general. Anything under the sun—beauty, travel, photography, UX, you name it. 

When you sit down to decide your pricing strategy, you wonder: What makes the difference between someone seeing my digital course priced at $497 and saying: 

“Yasss, that’s a bargain!” 
“Oh hell naw this course is NOT worth that much. Who does she think she is?!”  

Two words: Value Signals. 

Value Signals influence how your dream students perceive the value and price of your course. 

Whether they know it or not, your dream students are sizing you and your course up according to the four Value Signals.

Before I get into what they are, I'll show you how they helped me land my first M.V.P. (Most Valuable Payer) and make $1,000 in 43 minutes. 

How I made $1,000 in 43 minutes (by accident)
Paula saw one of my videos on Facebook and attended a webinar I hosted. She messaged me right away to set up a call.

“Hi, Paula! This is Danielle Leslie. Is now still a good time?”

Paula shares how she’s having false start after false start getting her business off the ground. 

I tell her she’s the real deal—that she has a gift and wealth of knowledge to share. Then, I give her a recommended plan of attack.

“Danielle, this has been so helpful. I’d like to work with you. How much do you charge?



I seriously was not expecting her to get on the Danielle train after a 43-minute call. 

I blurt out: “$1,000 for 4-6 weeks.” 

As soon as the quote leaves my mouth, I'm beating myself up and waiting for her to politely reject me. But something else happens instead.

“Okay. That sounds great. I really need this.”


And that was that. My first MVP. 

What this awkward phone convo taught me about pricing courses
I’m so glad Paula put me on the spot with the good ol’ “How much do you charge?” because if I was left to my own devices, I may have talked myself into undercharging. 

We can research and speculate all we want, but the only person who knows how much your course is worth is the person buying it. (But there’s a lot you can do to influence how they value it.)

So, what are the 4 Value Signals?

Paula agreed to my pricing without flinching because I activated my Value Signals (without even knowing). And here they are:

1.  Brand Equity: How much do I trust and believe in you?

Paula believed my program was the best and most trusted solution at that moment to help her get from where she was, to where she wanted to be. (This had to do with Posturing & Visibility, which I explain in my guide “8 Ways to Increase the (Perceived) Value of Your Course.”)

So, what are you doing to instill trust and belief in your dream students to make your course a must-have?

2.  Payoff: How confident am I that you'll solve my problem, and how badly do I want my problem solved?

Paula believed my program was her ticket to getting unstuck, and she knew it was an urgent need.

How are you conveying to your dream students that, unlike Sway, you have the answers? And how are you reminding students that solving their problem is mission critical?

3.  Production & Feedback: How impressive are your course materials? How intimately and frequently will you give me feedback on my progress?

Paula was impressed by my webinar and training videos, and she knew she'd receive a lot of 1:1 feedback throughout my program.

Are your course materials noteworthy... or mediocre? Are you providing a high level of support and feedback to ensure your students succeed?

4.  Market Value: How much do I value your course, relative to alternatives?

Paula previously paid $2,000 for a large group program where she received no direct feedback from the instructor. So, relative to that program, $1,000 for mine was a deal. 

What alternatives are your students considering, and how are they valuing those alternatives? How does your course compare?

Next Steps
Want to see how I collaborated with one content creator to grow her earnings to almost $300,000/year? Click below!


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