The Most Expensive Mistake in Course Creation
I'm going to save you months of heartbreak.
The biggest mistake new course creators make isn't bad video quality. It isn't poor marketing. It's building something nobody wants to buy.
I've seen it happen too many times. Passionate creators spend 6 months crafting the "perfect" course. They pour their heart into every lesson. They launch to... crickets.
Don't let that be you.
Before you record a single video, you need to know—with confidence—that people will pay for what you're creating.
Here are 5 ways to find out.
Method 1: The Simple Survey
Time investment: 2–3 hours Cost: Free Confidence level: Medium
This is the easiest place to start.
How to Do It
- Create a short survey (Google Forms works fine)
- Share it with your network, social media, relevant communities
- Aim for at least 30–50 responses
Questions to Ask
- What's your biggest challenge with [topic]?
- Have you tried to learn [topic] before? What didn't work?
- If a course solved [specific problem], would you be interested?
- How much would you expect to pay for a course like this? (Give ranges)
- What would prevent you from buying such a course?
What to Look For
- Consistent themes in the challenges people mention
- Evidence they've tried (and failed) with other solutions
- Price expectations that match your target
- Red flags ("I wouldn't pay for this" responses)
The Catch
Surveys have limitations. People say they'll buy things they never actually purchase. That's why this is "medium confidence."
Use surveys as a starting point, not proof.
Method 2: The Competitor Validation
Time investment: 3–4 hours Cost: Free Confidence level: Medium-High
If other people are successfully selling courses on your topic, that's validation.
Competition isn't bad. It's proof of demand.
How to Do It
Step 1: Find existing courses
Search on:
- Udemy, Skillshare, Coursera
- Teachable, Kajabi marketplace
- Gumroad, Podia
- YouTube (look for creators who also sell courses)
Step 2: Analyze them
For each competitor, note:
- Number of students/enrollments
- Price point
- What's included
- Review ratings and common complaints
- What they're missing or doing poorly
Step 3: Find your angle
Look for gaps:
- Topics they skip over?
- Outdated information?
- Overly technical for beginners?
- Lacking practical exercises?
- Missing specific sub-niches?
What to Look For
If you find 5+ courses with 1,000+ students each, demand is validated.
The question becomes: What's YOUR unique angle?
The Catch
Existing courses prove the market exists. They don't prove YOUR version will sell. Your positioning and differentiation matter.
Method 3: The Content Test
Time investment: 2–4 weeks Cost: Free (just time) Confidence level: Medium-High
Create free content on your topic. Measure the response.
How to Do It
Spend 2–4 weeks publishing content related to your course topic:
- Blog posts covering key concepts
- Social media posts sharing tips and insights
- YouTube videos teaching specific skills
- Newsletter issues going deeper on topics
- Podcast episodes or guest appearances
What to Track
- Which topics get the most engagement?
- What questions do people ask in comments?
- Are people sharing your content?
- Do people ask "do you have a course on this?"
- Are you building an email list from this content?
The Gold Standard Response
If people literally ask: "Do you have a course on this?" or "Can I pay you to teach me more?"—that's your green light.
The Catch
Building an audience takes time. This method requires patience and consistency. But it builds assets (audience, content) you'll need anyway.
Method 4: The Pre-Sale
Time investment: 1–2 weeks Cost: Free or minimal (payment processing) Confidence level: Very High
This is the gold standard of validation.
Ask people to pay for your course before it exists. If they do, you have undeniable proof of demand.
How to Do It
Step 1: Create a simple sales page
Include:
- The transformation your course provides
- Who it's for
- What they'll learn (outline only—you haven't built it yet)
- The price (often discounted for early buyers)
- Clear disclosure that the course is "coming soon"
Step 2: Set up payment
Use Gumroad, Stripe, or even PayPal. Make it easy to buy.
Step 3: Drive traffic
Share the pre-sale with:
- Your email list
- Social media followers
- Relevant communities (with permission)
- Friends and colleagues in the target market
Step 4: Set a target
Before you start, decide: How many pre-sales = validation?
For most new creators, 10–20 pre-sales is enough. That's real money from real people.
The Power of Pre-Sales
When someone pre-pays, they're not just saying they're interested. They're proving it with their wallet.
10 people paying $47 = $470 and absolute confidence you should build this.
What If Nobody Buys?
That's actually valuable information.
It might mean:
- Your positioning is off
- The price is wrong
- Your audience doesn't want this specific transformation
- You need to adjust the offer
Better to learn this now than after months of creation.
The Catch
Pre-selling feels scary. You're asking for money before you have a product. But remember: you're offering a discount, and you can always refund if you decide not to build it.
Method 5: The Waitlist
Time investment: 1 week Cost: Free Confidence level: Medium
Not ready to ask for money? Build a waitlist instead.
How to Do It
Step 1: Create a simple landing page
Describe your course concept. Ask people to enter their email to be notified when it launches.
Use Carrd, ConvertKit, or even a simple Google Form.
Step 2: Drive traffic
Same as pre-sales—share everywhere relevant.
Step 3: Measure signups
Track how many people join the waitlist and from where.
What Good Numbers Look Like
- 100+ waitlist signups = strong interest
- 50–100 = moderate interest, worth exploring
- Under 50 = needs repositioning or different traffic
The Catch
Email signups are "softer" validation than purchases. Many people join waitlists but never buy.
As a rough rule: expect 10–20% of your waitlist to convert to buyers. Plan accordingly.
Combining Methods for Maximum Confidence
Here's what I'd actually recommend:
Week 1: Run a survey AND do competitor research Weeks 2–3: Start creating content on your topic Week 4: Based on responses, either:
- Open a waitlist (if cautious)
- Open pre-sales (if confident)
Each method reinforces the others. Survey responses inform your content. Content builds trust for pre-sales. Competition research shapes your positioning.
Red Flags to Watch For
Not all validation is positive. Watch for warning signs:
❌ "This sounds interesting, but..."
Interest without commitment is not validation.
❌ Only friends and family are supportive
They love you. They're not your market.
❌ Zero competitors exist
Sometimes this means untapped opportunity. Usually it means no demand.
❌ Everyone loves the idea but says "I wouldn't pay for it"
If they won't pay, it's a hobby, not a business.
❌ Your niche is too broad
"I'd want to learn about marketing" is different from "I'd pay $297 for a course on email automation for e-commerce stores."
Your One Small Win Today
Pick ONE validation method and start today.
My recommendation for most new creators:
- Spend 2 hours on competitor research
- Create a simple waitlist landing page
- Share it in 3 relevant places
By this time next week, you'll have real data to guide your decision.
The Permission to Proceed
Validation isn't about getting permission from the world.
It's about giving yourself permission to invest your time and energy wisely.
When you see people signing up, responding enthusiastically, or—best of all—paying in advance, you'll know. This course deserves to exist.
Now go find out.
Next Step: Ready to start building? Check out The Creator's Toolkit for everything you need to create professional course content.