Selling Knowledge is So Yesterday – How to Offer What People Really Want

If you’re building an audience and monetizing your expertise by teaching others, here’s a reality check: packaging and selling information the same way you did a few years ago may no longer cut it. The game has changed—and if you want to keep playing (and winning), you’ll need to adapt.

The Slow Decline of Information Sales

Back in 2020, online course sales surged. The pandemic had people stuck at home, looking for ways to learn new skills, launch side hustles, and better themselves. But as the world opened back up, demand dipped—and the industry started to shift.

Course fatigue set in. Consumers became overwhelmed by too much content and too little progress. Across the board, completion rates fell to just 5–15%, with some dipping as low as 3%. People weren’t finishing what they paid for, and they started questioning the value of what they were buying.

Why Selling Info Isn’t Enough Anymore

The truth? Information is no longer scarce. YouTube, blogs, newsletters, and social media are overflowing with how-to content—much of it free and surprisingly high quality. When your audience can learn “how to start a business” or “how to use ChatGPT” in a 12-minute video, the bar for paid content is higher than ever.

That doesn’t mean people aren’t buying—it means they’re buying for different reasons.

The Shift: From Information to Implementation

Today, people aren’t just looking for knowledge – they’re looking for outcomes. They want:

• Step-by-step guidance
• Accountability
• Personalization
• Community
• Support when they get stuck

In short, they want implementation help. They don’t want more information. They want results.

And that’s where your opportunity lies.

How to Adapt and Thrive

If you still love the idea of teaching, don’t worry – you absolutely can still build a profitable business. But your offer needs to go beyond just “teaching.” Here’s how:

• Add implementation frameworks. Templates, action plans, swipe files – anything that makes it easier to apply what you’re teaching.
• Layer in support. Live Q&As, office hours, Slack or Discord communities, or even AI-powered coaching tools.
• Offer accountability. Weekly check-ins, goal tracking tools, or progress dashboards can keep your audience engaged and moving forward.
• Focus on transformation. Instead of promising “information,” promise a clear before-and-after story. Sell the outcome, not the content.

The New Model: From Information to Activation

If you want to win in today’s market, here’s how to pivot:

1. Shrink the Gap Between Idea and Action

Instead of a 12-module mega-course, offer a 90-minute implementation session. Or a 5-day challenge with one task per day. Micro-action is the new macro-impact.

Example: Instead of “The Complete Guide to Freelance Writing,” run a one-hour workshop titled, “Send Your First Cold Pitch Today.”

2. Build Products Around a Result, Not a Curriculum

You’re not selling videos. You’re selling transformation. Sell the finish line, then reverse-engineer the fastest way to get your customer there.

Example: Don’t sell “10 hours of sales training.” Sell “How to Book 5 Sales Calls This Week Without Ads.”

3. Add Accountability and Feedback Loops

Live Q&As, private Slack groups, check-in emails, or even progress-tracking dashboards can dramatically increase completion rates. A little friction in the right direction helps.

Example: Add a weekly check-in form that reminds buyers to complete that week’s action—and lets them brag a little about their results.

4. Inject Speed + Simplicity

You’re not building a university. You’re building a shortcut. Your customers are tired. Make things quick, clear, and actionable.

Example: Instead of a 30-page workbook, offer a 1-page checklist or swipe file they can use instantly.

5. Price for Results, Not Length

You don’t get paid for how long your product is—you get paid for how fast it works. Implementation-focused offers command higher prices because they deliver more value faster.

Example: People will happily pay $500 for a single result they get in a week, rather than $99 for 100 hours of passive video content they’ll never watch.

Bonus Tip: Sell Like a Coach, Not a Teacher

People don’t need more lectures. They need momentum. Frame your offer like a coach would: “Let’s get you across the finish line.” Make it feel like support, not schooling.

Bottom Line

Selling information isn’t dead. But selling information alone—without support, structure, or results-driven delivery—won’t get you very far in 2025. If you want to stand out, charge premium prices, and actually help people succeed, focus on implementation. That’s where the real value lives now.