Lesson 2 of 8
Products, programmes, courses and digital resources
Learning objectives
- Tell the difference between a programme, a course and a resource
- Pick the right format for your audience and capacity
- Price digital products without undercutting coaching
- Avoid the 'course graveyard' trap
Three formats, three jobs
Programme: structured weeks of training the client follows. Course: structured teaching the client studies. Resource: a single artefact (template, guide, plan) the client downloads and uses once. Different format, different price, different commitment.
Pick by audience readiness
Cold audience → low-friction resource. Warm audience → paid programme or short course. Existing clients → premium course / cohort. Don't launch a £297 course to a cold list — you'll blame the offer when the real issue was sequencing.
Avoid the course graveyard
Most coach-built courses die because they were built in isolation, sold once, then abandoned. Ship in cohorts, refresh annually, and only build a course if you'll actively promote it for 12 months. Otherwise build a resource.
Founder insight — Derrick Twum
We've seen six-figure coaches make more from a single £19 template pack than a £600 course — because the template solved one specific problem and got promoted weekly.
Key takeaway
Match format to audience readiness. Resources for cold, programmes/courses for warm, cohorts for hot. No exceptions.
Reflection questions
- 1Which format genuinely fits your audience temperature?
- 2What single problem could a £19–£49 resource solve?
- 3Which course could you cohort-run twice a year instead of evergreen?
- 4What asset would you actually promote weekly for 12 months?
Action task
Pick one digital product format (resource / programme / course) and write its single-problem promise in one sentence.
Worksheet
Work through these prompts. Answers save to this device.
Answers are saved to this device only. Cloud sync coming soon.
Related MEM tools
- Creator Templates
- AI Marketer