What Works for Selling Online Courses: 10 Rules From 10 Years

Stockton Walbeck

Published on: 23/09/2026

Ten rules from ten years of selling courses: pre-sell before you build, trust customer data, teach beginners, market 15 touches deep, sell high ticket first.

selling online coursescourse marketingcourse pricingvalidate a course ideacourse creator adviceAI and online courses

If information is free, what do people pay for in a course?

Stockton Walbeck

Published on: 23/09/2026

People never paid for information. They pay for 4 things built on top of it: direct, human-delivered, strategic and operational value. Here's how to price them.

course pricingdurable vs consumable valuerecurring revenueoffer structureselling coursesbig head long tailAI and courses

How to Validate a Course Idea Before You Build It

Stockton Walbeck

Published on: 08/09/2026

Two checks tell you if a course idea will sell: a free market research report on demand, competitors and price, then a presale that asks ten people to buy.

validate course ideamarket researchcourse validationpresell a courseminimum viable productcourse pricingideal customer profile

High Ticket vs Low Ticket Courses: Which Should You Sell?

Stockton Walbeck

Published on: 08/09/2026

Sell the high ticket offer first. It reaches any revenue number on a fraction of the customers, and the course you build after it is better. The real numbers.

high ticketlow ticketcourse pricingcoaching programoffer strategyselling courses