How to make people pay for your online course like they do for Harvard

Why is it that when online courses guarantee results and charge money, people call it a scam…

But when Harvard says, “The tuition is expensive, and even if you work hard, we can’t promise you’ll graduate,”
people still line up to apply? 😂

Here’s a 4-point framework from Alex Hormozi
that breaks down Harvard’s core principles
and compares them to typical online course businesses.

Money isn’t enough — you need commitment too

→ Screening your students

A course that anyone can join just by paying
is unintentionally signaling that it has no standards.

Harvard doesn’t take everyone.
That’s why people feel proud just to get accepted —
before they even start learning.

Because screening = a signal that “this course isn’t for everyone”
It attracts serious learners
and reduces complaints from those who aren’t ready.

Stop saying “You’ll make $X after taking this course”

→ Data over Dreams

Harvard never claims:
“You’ll earn this much after graduating.”

Instead, they show real data —
like what industries grads go into
or what current students say about the experience.

Instead of flexing a testimonial like:
“Made 6 figures after taking the course,”
try showing systematic success data, such as:

[1] What % launched their own project after graduating
[2] % who kept going 90 days after the course
[3] What students actually gain (skills, network, mindset)

This kind of data speaks louder than overhyped promises.

Give away real value for free, then sell action & results

→ Give Value Before You Ask

A great course doesn’t sell secrets —
it sells implementation, support, and feedback.

What you should give away for free:
[1] Frameworks
[2] Concepts
[3] Case studies
[4] Mindset shifts
[5] Processes

What you should charge for:
[1] Coaching
[2] Personalized feedback
[3] Real implementation support (Accountability)
[4] Community and peer momentum

Harvard does the same.
People don’t join their MBA program for some “secret” info —
you could find that online now.

They go for the network, the environment, and action-based learning.

Don’t let everyone graduate — or you’ll hurt your brand

→ Maintain High Standards

Harvard has people drop out every year.
They’re not ashamed of it —
it’s how they protect the value of their name.

If you let everyone graduate just by showing up
and hand out certificates easily,
you’re devaluing the whole thing.

Set clear requirements like:
[1] Who actually qualifies for a certificate
[2] What assignments or exams are required
[3] Any final project or case study needed

This is what gives your certificate real weight.

In short, a course that doesn’t feel like a scam
and can charge premium prices
needs strong branding, just like any business.

[1] Screen your students
[2] Share data, not income promises
[3] Give value for free, sell implementation
[4] Maintain tough graduation standards
[Bonus] Be patient. Play the long game.
If you do it right, strong branding will pay off over time.

Your brand will feel premium and trustworthy
without trying too hard.

If you need help with your online course sales page, feel free to book my call below.