“Every 3 Seconds, a New Course is Born”
Okay, so that might be a bit of creative math on my part…
But since I can’t scroll through Instagram or my inbox without being pitched an online course — it feels eerily accurate.
Ironically, as a launch copywriter, it’s literally my job to help bring these courses into the spotlight (yep, guilty as charged).
And y’know what I’ve noticed?
Just how many of the courses flooding the digital sphere happen to be on the exact same topic.
(Seriously, just Google “Instagram Marketing Course” and watch your browser start sweating from the overload.)
Last year alone, I was hired by three personal finance creators, each with their own course on “How to Invest in The Stock Market.”
Despite writing for the same niche, I still managed to make each individual course stand out as the shining, undeniable choice in a sea of options.
Now I’m going to peel back the curtain on how you can do the same!
Whether your niche is as crowded as a Taylor Swift concert or you’re a pioneer in your space —
Here are three copywriter-approved strategies to incorporate on your sales page so your course shines brighter than the rest.
1. The Art of Comparison Tables
A comparison table is your best friend for showcasing why your course is the missing piece in your audience’s puzzle. It’s a visual representation of where other courses in your niche fall short and explains how *your* course uniquely fills those gaps.
Use This Strategy When:
- Your niche or industry is saturated with similar free or paid programs (think: social media marketing, writing etc)
- Your audience has contemplated joining your competitors’ courses
See it in Action:
Why It Works:
Let’s face it: a YouTube creator coming out with their own YouTube course is nothing new and can make savvy consumers raise their eyebrows and think cash grab.
Instead of sweeping that fact under the rug, the headline uses subtle humor to acknowledge that:
Yes, we know there are 1,435,267 courses you could choose from. So here’s why we’re different.
The beauty of the comparison table is that we can get super specific about the exact shortcomings of your competitors (as seen in the left column). While the right column directly addresses how the creator has intentionally made this course different (read: better).
Placing these options side-by-side makes it crystal clear why Master YouTube is the front-runner.
2. Setting the Record Straight
With so many online entrepreneurs hoping to cash in on the “passive income” dream, there are a bunch of superficial courses out there. And it can make most online consumers (read: your customers) feel scammed, jaded, and believing that all courses are a waste of money.
This snap judgment means you’ve got to jump in and dispel any preconceived notions about your course. And often, the best way to do this is to address your audience’s objections by spelling out what your course IS, and most importantly, what it isn’t.
Example:
- “This course? It’s not just a pile of templates that’ll gather digital dust”
- “This is not one of those memberships where info comes at you like a firehose on full blast.”
Use This Strategy When:
- Your audience has been burned before by promises unkept.
- There’s a common misperception about the kind of solution you’re offering. (E.g. PDF lead magnets won’t add any value)
- Other programs in your industry tend to get a bad rep, and you want to set yourself apart. (E.g. Online business courses promote sleazy get-rich-quick-schemes)
See It In Action #1:
Why It Works:
From the research, I knew this particular audience disliked the impersonal nature of DIY courses and preferred to hone their facilitation skills using a more hands-on, group approach.
So in this section of the sales page, I’ve reminded them of the reasons why they dislike DIY courses (bloated theory, one-size-fits-all tactics), while emphasizing that will offer the immersive group learning experience they’re craving.
This positions Breakthrough Facilitation miles apart from other cookie-cutter courses, and makes it the no-brainer purchase.
Here’s how I would write this section if the research said the audience disliked group programs and preferred a DIY course instead.
Breakthrough Facilitation lets you hone your facilitation skills on your own time and at your own pace.
No time-wasting calls you’re obligated to attend.
No waiting around for each module to be dripped out week after week.
You’ll have all the strategies you need to become an engaging facilitator right at your fingertips.
Notice how I’ve now contrasted the benefits of taking a self-paced course versus the toll of enrolling in a group program where you have to attend calls and wait for the information to be drip-fed?
Playing up the positives of your course and contrasting it with the downsides of your competitors’ is another great way to make your course the must-have choice.
See It In Action #2:
Why It Works:
We’ve all downloaded free lead magnets and PDFs that, frankly, aren’t worth the megabytes they consume. And most people believe “freebies” provide little value.
This section tackles that assumption by calling out that this freebie won’t be full of “flash” like the others. Then explains how it’ll provide actionable information and be the deep dive the audience has been searching for.
3. Unveil Your Secret Sauce: The Proprietary Framework
Nothing says “I’m the expert you’ve been looking for” quite like having your own battle-tested, problem-solving framework showcased on your sales page.
This shows that your course isn’t just filled with generic advice that can be easily Googled or Chat GPT’d. Rather, it’s proof the info inside is built on a foundation of expertise and innovation that’s worth paying for.
Use This Strategy When:
- Your course curriculum or offer is based on your own unique framework or process.
See In Action:
Why It Works:
Showcasing my pre-launch framework on the sales page positions me as an authority in this space AND shows I have a unique approach to creating pre-launch content. This sets my course apart and signals that it offers something different and more comprehensive compared to courses that may provide generic advice on the pre-launch phase.
The Bottom Line
If you’re worried about competing with similar courses in a crowded niche, just remember there IS enough space for you and your brilliance too.
You just have to tweak your sales page and messaging to show your audience that, in a world of one-size-fits-all solutions, your course is the tailor-made fit they’ve been searching for.
Like this post? You’ll love my FREE guide on How to POWER Up Your Pre-Launch