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.
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:
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?
Despite the apparent benefits, pre-selling comes with significant challenges that many course creators don't anticipate.
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:
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.
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:
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.
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:
This time pressure often leads to cutting corners and compromising on quality—the exact opposite of what students need for transformation.
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:
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.
When I say "detailed outline," I'm talking about a comprehensive curriculum document that includes:
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.
Treat your pre-sold course as an MVP (Minimum Viable Product). You need a crystal-clear understanding of:
This focus will help you deliver what students truly need without getting bogged down in perfectionism or extra features that delay your release schedule.
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:
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.
If pre-selling doesn't feel right for your situation, consider these alternatives:
These approaches can validate interest, generate revenue, and build your confidence without the pressure of a full pre-sell.
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?
If you're considering pre-selling your course, ask yourself:
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.
If you're excited about creating a transformational course but feeling overwhelmed by the curriculum development process, I can help.
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:
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.
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!