Testing Your Idea: Should You Pre-sell a Course You Haven't Made Yet?

Pre-selling an online course is a strategy that many digital entrepreneurs find appealing. The premise is straightforward: sell access to your course at a discounted rate before you've created the content, then develop and release it on a schedule after people have already purchased. It's often pitched as a low-risk way to validate your course idea while generating immediate revenue.

But is pre-selling really the smart move for your course business? As someone who has both pre-sold my own courses and helped dozens of course creators develop their programs, I have some thoughts on when this approach makes sense—and when it might do more harm than good.

What Is Pre-selling (And Why Is It So Appealing)?

Pre-selling a course means offering it for purchase before you've created the content. Typically, after purchase, students will receive access to new content on a weekly or biweekly schedule, starting within a few weeks of the launch.

The strategy has become popular for several compelling reasons:

• Idea validation: A successful pre-sale suggests that people want what you're offering
• Cash flow: You generate revenue before investing significant time in content creation
• Accountability: Having paying students creates a deadline that motivates you to finish
• Feedback opportunities: You can incorporate student questions and feedback as you go

When pitched this way, pre-selling sounds like a no-brainer. Why wouldn't you want to ensure people will buy before committing months to course creation?

The Hidden Challenges of Pre-selling Courses

Despite the apparent benefits, pre-selling comes with significant challenges that many course creators don't anticipate.

You Might Not Be Validating What You Think

When you pre-sell a course, especially at a steep discount, you're not necessarily validating genuine interest in your transformation. Often, you're attracting:

• People with FOMO (fear of missing out) who jump on limited-time offers
• Bargain hunters who might never have paid your full price
• Aspirational buyers who like the idea but aren't committed to doing the work

These students might boost your initial sales, but they're unlikely to complete your course, implement your teachings, or provide the testimonials and referrals your business needs for sustainable growth.

The Dripped Content Problem

We live in a society of bingers. Many students prefer to move through content at their own pace—sometimes that means taking it slow, but often it means immersing themselves deeply over a weekend.

When you force students into a dripped schedule where they can only access new content on specific dates, you may unintentionally:

• Kill their momentum when they're feeling motivated
• Frustrate those who want to work ahead
• Create drop-off as fewer people return for each new release

While some courses genuinely benefit from a timed release schedule (particularly those with strong community components), many don't require this structure and may suffer from imposing it.

The Quality-Time Tradeoff

Most people dramatically underestimate how long it takes to create quality course content. I've developed dozens of courses, and it always takes longer than expected—even with my experience.

When you're committed to a release schedule, you're putting yourself under significant pressure to:

• Develop new content every week or two
• Create visuals and supplemental resources on deadline
• Manage student questions and concerns
• Maintain your regular business operations

This time pressure often leads to cutting corners and compromising on quality—the exact opposite of what students need for transformation.

If You're Going to Pre-sell, Here's How to Do It Right

Despite these challenges, pre-selling can work when approached strategically. If you're considering this path, here's what you need to have in place first:

Develop a Detailed Course Outline

Many pre-selling strategies suggest you can get away with a basic outline or just module topics. From my experience, that's simply not enough for most course creators.

What "Detailed" Actually Means

When I say "detailed outline," I'm talking about a comprehensive curriculum document that includes:

• A clear, defined core promised transformation that specifies exactly what change students will experience
• A finalized module structure with a logical progression that builds toward your promised transformation
• Individual lessons within each module that also include:
  
  • Learning objectives (what students will know or be able to do)
  • Key concepts and frameworks you'll cover
  • Specific talking points and examples
  • Any exercises or implementation activities

• A complete list of supplemental materials for each module/lesson
• Visual elements needed (slide templates, diagrams, illustrations)

This level of detail might seem excessive, but it's precisely what prevents the mid-course panic of "what am I teaching next week?" or the realization that your content flow doesn't actually build logically toward your promised outcome.

If you couldn't turn on the camera today and deliver your lessons (even in a rough form), you're not ready to pre-sell. The structure should be rock solid, even if you haven't scripted every word.

Know Your Minimum Viable Product

Treat your pre-sold course as an MVP (Minimum Viable Product). You need a crystal-clear understanding of:

• What elements are absolutely necessary for student transformation
• Which "nice-to-have" features can wait for a future update
• How to maintain quality while meeting deadlines

This focus will help you deliver what students truly need without getting bogged down in perfectionism or extra features that delay your release schedule.

Consider Your Teaching Experience

The ease of pre-selling varies significantly based on your teaching experience. If you've been teaching this material for years through coaching, workshops, or speaking engagements, you might find it easier to create content on a weekly basis because:

• You've already organized your frameworks
• You know which examples resonate with students
• You've worked through common questions and objections

But if this is your first time structuring a comprehensive educational journey on your topic, pre-selling introduces additional risk. The process of organizing your knowledge into a teachable format often reveals gaps and connections you hadn't considered, which can throw off your planned structure.

Alternatives to Pre-selling Your Course

If pre-selling doesn't feel right for your situation, consider these alternatives:

• Create a pilot workshop: Offer a paid workshop covering a small portion of your course material to gauge interest and gather feedback
• Launch a waitlist with incentive: Build a waitlist with valuable free content to demonstrate your teaching style and build interest
• Develop a mini-course: Create a shorter, lower-priced course that addresses one specific aspect of your broader topic

These approaches can validate interest, generate revenue, and build your confidence without the pressure of a full pre-sell.

My Experience With Pre-selling

Full disclosure: I've used the pre-selling approach myself and — as of this writing — am actually in the process of delivering a pre-sold course. While it can work, I've experienced firsthand how challenging it can be to maintain quality while meeting weekly deadlines.

Pre-selling isn't my favorite strategy, but it does have its place when done with care and proper preparation. The key is honest self-assessment: do you have the course structure, teaching experience, and time management skills to deliver excellence on a deadline?

Is Pre-selling Right for You?

If you're considering pre-selling your course, ask yourself:

1. Do I have a detailed outline that covers all modules, lessons, and key points?
2. Have I taught this material before in some capacity?
3. Do I realistically have the time to create quality content on a weekly basis?
4. Am I comfortable with the pressure of delivering to paying customers on deadline?

If you answered "no" to any of these questions, you might want to reconsider pre-selling, or at least ensure you have adequate support in place before launching.

Need Help Building Your Course Curriculum?

If you're excited about creating a transformational course but feeling overwhelmed by the curriculum development process, I can help.

How My Curriculum Design Service Works

For course creators considering pre-selling, my Curriculum Design service provides exactly the level of detail you need to confidently launch. Within 1-2 weeks, I'll help you develop:

• A comprehensive curriculum outline with the structure described above
• Clear learning pathways that guide students toward transformation
• Strategic organization of your expertise into teachable components
• Thoughtful sequencing that builds momentum and prevents overwhelm
• Implementation opportunities that turn information into action

Unlike generic course templates, this service creates a custom curriculum blueprint tailored to your specific expertise and teaching style. You'll receive a detailed document with suggested course structure, learning objectives, content organization, and teaching approach—plus an explanatory video walking you through my recommendations.

This service eliminates the guesswork and gives you the strategic foundation you need to build a truly transformational course—whether you choose to pre-sell or develop all your content before launch.

Click here to learn more!

Remember, the goal isn't just to make a sale—it's to create learning experiences that transform lives. Taking the time to get your curriculum right, whether before or after selling, is always worth the investment.

What's your experience with pre-selling courses? Have you tried it, or are you considering it for your next launch? Let me know in the comments!