💩 The fatal flaw in promoting free courses

There is a new marketing tactic everyone seems to be trying out—and it’s annoying REAL marketers. Especially those in the info space.

You may have seen it: gurus promoting their "10-hour FREE course." I don’t understand why people are doing this because it doesn’t convert at all.

Here’s why it doesn't👇🏽

Your potential customers do not care about how many hours of content your course contains. If anything, it scares them away.

So, if it doesn’t convert, why are people using this tactic?

It’s because they’ve seen one of the biggest gurus test it and find success.

But that doesn’t mean everyone will succeed with it. The bigger guru has a massive brand, so when he says “10 hours,” people believe it will be incredibly unique and valuable. But these other gurus aren’t as well-known.

As a result, people don’t trust them to deliver value.

I don’t want to spend 30+ minutes listening to someone I don’t know explain a topic.

Why would I?

But there’s a solution, and there’s something valuable to learn from this.

For your own sake—don’t promote how long something takes to consume.

Instead, highlight the transformation people will achieve by engaging with your course. You want them to be intrigued and willing to take a look, not scared away by the thought of wasting their time on someone they don’t yet know, like, or trust.