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Section 10 · Course Marketing
Course Marketing: Authority + Funnels
People buy courses from people they trust. Build authority first; sell second.
Users
Revenue
Why it works
Courses are high-consideration purchases. Trust, results, and proof drive conversion more than features.
Connects to
Users
Revenue
When to use it
Online courses, cohorts, certifications, coaching programs.
When NOT to use it
Don't sell to cold traffic without a free authority asset first.
How to use it
- Free lead magnet: cheat sheet, mini course, template, webinar.
- Email nurture: 5-14 days of value before any pitch.
- Authority content: long-form YouTube, podcast, or blog establishing expertise.
- Student stories: before/after, results, transformations.
- Webinar or workshop with a time-limited enrollment offer.
- Open/close cart windows create urgency without discounting.
- Affiliate or referral system for past students.
Examples
Free → paid
Smart Passive Income built a 7-figure course business on free podcast + email.
Cohort
Maven instructors fill cohorts with social proof + scarcity (start date).