Discounts can be a powerful tool for increasing course enrollments, attracting new students, and boosting revenue—if done correctly.
However, running discounts too often or without a strategy can hurt your brand and lower perceived value.
So how do you offer discounts the right way without making your course feel “cheap”? This guide will walk you through the best strategies, timing, and types of discounts to maximize sales while maintaining course value.
Key Takeaways:
✔ Use discounts strategically—not all the time.
✔ Offer limited-time or exclusive discounts to create urgency.
✔ Use different discount types, like early-bird pricing, bundles, or first-time offers.
✔ Market your discounts via email, social media, ads, and website banners.
✔ Protect your course value by setting clear discount rules and avoiding constant sales.
Why Discounts Work for Selling Online Courses?
When used strategically, discounts can:
✔ Increase urgency – People take action faster when there’s a limited-time deal.
✔ Attract new students – Discounts lower the barrier to entry for first-time buyers.
✔ Drive more revenue – A well-timed discount can boost sales volume.
✔ Encourage upsells – Students who enroll at a discount may purchase higher-ticket courses later.
The key is to discount smartly, so students feel like they’re getting a special deal—not that your course isn’t worth full price.
If you’re still deciding on your course pricing model, check out this guide on how to price your online course for maximum sales before setting up discounts.
When to Offer Discounts on Your Online Course
Offering discounts too often can train your audience to wait for sales, reducing full-price enrollments. Instead, use strategic timing to maximize impact.
Best Times to Offer Discounts:
✔ During Course Launches – Offer a launch discount to reward early adopters.
✔ Black Friday & Seasonal Sales – People expect discounts during major shopping events.
✔ New Year or Back-to-School Promotions – Many students invest in learning during these periods.
✔ Limited-Time Flash Sales – A 48-hour or 7-day sale can drive urgency and fast enrollments.
✔ Milestone Celebrations – Offer discounts when you hit course anniversaries, student milestones, or business goals.
✔ For New Subscribers or First-Time Buyers – Give a special “first-course discount” to grow your student base.
✔ Bundled Offers – Discount when students buy multiple courses together.
By limiting discounts to specific times, you avoid devaluing your course while creating excitement when sales happen.
Types of Discounts That Work Best for Online Courses
Not all discounts are created equal. Some work better for attracting new students, while others are best for upselling existing students.
1. Limited-Time Percentage Discounts
✔ Best for: Urgency-driven sales (Black Friday, course launches, flash sales).
✔ Example: “Get 40% off this weekend only! Enroll before Sunday!”
✔ Why It Works: Creates FOMO (fear of missing out), driving quick decisions.
2. Dollar-Amount Discounts ($ Off)
✔ Best for: High-ticket courses ($500+) where percentage discounts feel too steep.
✔ Example: “Save $100 when you enroll today!”
✔ Why It Works: People prefer flat discounts on expensive courses instead of calculating percentages.
3. Early-Bird Discounts
✔ Best for: Pre-selling courses before full launch.
✔ Example: “Enroll before [date] and save 30% before the official launch!”
✔ Why It Works: Rewards early action while generating pre-launch sales.
For a complete strategy on pre-selling courses, check out this step-by-step guide on validating and selling your online course before you create it.
4. First-Time Student Discounts
✔ Best for: Attracting new students to your brand.
✔ Example: “New to our platform? Take 20% off your first course!”
✔ Why It Works: Converts cold leads into paying students.
5. Course Bundle Discounts
✔ Best for: Increasing average order value.
✔ Example: “Buy 2 courses, get the 3rd free!”
✔ Why It Works: Encourages students to buy multiple courses at once.
How to Market Your Course Discount Effectively?
A discount won’t work if no one sees it. Use multiple marketing channels to get the word out.
1. Email Marketing
✔ Send a countdown email series leading up to the discount deadline.
✔ Highlight the benefits of your course while mentioning the deal.
✔ Use subject lines that create urgency, like:
- “Last chance—40% off ends tonight!”
- “Only 24 hours left to enroll at a discount!”
Email marketing is one of the best ways to promote discounts without devaluing your course. Learn more about how to use email marketing for course launches.
2. Social Media Promotion
✔ Post engaging countdown graphics on Instagram, Facebook, and LinkedIn.
✔ Share student testimonials to show the real value of your course.
✔ Use polls and interactive posts to create hype before the sale starts.
3. Website Banners & Pop-Ups
✔ Add a homepage banner or pop-up about the sale.
✔ Create a dedicated sales page explaining the offer in detail.
How to Avoid Devaluing Your Course with Discounts?
Frequent or deep discounts can train your audience to wait for sales instead of paying full price. Here’s how to protect your course’s value while still using discounts strategically.
✔ Set Discount Rules & Stick to Them
- Avoid running discounts more than 3-4 times a year.
- Never discount the same course too frequently.
✔ Keep Discounts Limited-Time
- A 7-day or 48-hour sale creates urgency without making discounts feel permanent.
- If students know a discount is ending soon, they’re more likely to buy now instead of later.
✔ Offer Discounts as Exclusive Bonuses
- Instead of lowering price, offer extra perks like free coaching calls or bonus content.
- Example: “Enroll today and get a free workbook + live Q&A session!”
✔ Use Discounts to Reward, Not Rescue Sales
- If your course isn’t selling, discounts won’t fix deeper problems (like bad marketing or weak positioning).
- Focus on improving your sales page, messaging, and content before relying on discounts.
Final Thoughts: How to Run Discounts Like a Pro
Discounts are one of the most effective ways to increase course enrollments—when used correctly. When done right, discounts drive sales without hurting credibility—helping you scale your course business while keeping students excited to enroll!
