Why Selling Feels So Gross
Let's be real for a moment.
You probably got into course creation to share your knowledge. To help people. To make an impact.
Not to become a walking advertisement for yourself.
But here's the uncomfortable truth: if you don't tell people about your course, they won't know it exists.
The good news? Selling doesn't have to feel slimy. There's a better way.
The Mindset Shift That Changes Everything
Before we get into tactics, we need to address the real problem.
The reason selling feels gross is because we imagine the worst version of it: pushy, manipulative, desperate.
But that's not what selling has to be.
Reframe: Selling is serving.
Your course solves a problem. People are struggling with that problem right now. By sharing your course, you're helping them find a solution.
Not sharing your course isn't humble. It's selfish.
Let that sink in.
The 80/20 Rule of Social Content
Here's the simple framework:
80% of your content = Value Teach. Share insights. Help for free.
20% of your content = Promotion Share what you're working on. Invite people to buy.
If you're constantly selling, people tune out. If you never sell, people don't know you have something to offer.
The ratio creates trust and opportunity.
7 Authentic Ways to Promote Without Being Pushy
1. Share Your Process
People love behind-the-scenes content. Share what you're working on.
Examples:
- "Just finished recording Module 4. Here's what I'm covering..."
- "Working on a new worksheet for my students. Here's a preview..."
- "My course has been live for 6 months. Here are 3 things I'd do differently..."
This isn't selling. It's sharing your journey. But it also reminds people your course exists.
2. Celebrate Your Students
Spotlight student wins. This does multiple things at once:
- Makes your student feel amazing
- Provides social proof
- Shows what's possible
- Keeps your course visible
Example: "So proud of Sarah who just completed my course and launched her first product! Here's what she had to say..." [screenshot of her message]
Always ask permission first. Most students are thrilled to be featured.
3. Teach the "What" and "Why," Sell the "How"
Give away knowledge freely. Share frameworks, tips, and insights.
Your free content teaches WHAT to do and WHY it matters.
Your course teaches HOW to do it step-by-step.
Example post: "The biggest mistake I see new photographers make? Focusing on gear instead of light. Light is everything. [teaches for 2 paragraphs]
Want to master natural lighting? That's exactly what Module 2 of my course covers. Link in bio."
You've given real value. The sell is an invitation, not a demand.
4. Answer Questions, Then Bridge
When someone asks a question in your area of expertise, answer it genuinely.
Then, if relevant, mention your course.
Example: Someone asks: "How do I write better email subject lines?"
Your response: "Great question! The key is curiosity + specificity. Instead of 'Newsletter #47,' try 'The 3-minute fix that doubled my open rate.' Make them need to know what's inside.
I actually have a whole lesson on this in my email marketing course if you want to go deeper. But that tip alone should help!"
You've been genuinely helpful. The mention is natural, not forced.
5. Share Transformation Stories
Tell stories about the transformation your students experience.
These can be:
- Student success stories (with permission)
- Your own transformation story
- Hypothetical "before and after" scenarios
Example: "When Alex started my course, he was posting inconsistently and getting almost no engagement. 8 weeks later, he has a content system that takes 2 hours per week and his audience has grown 3x.
That's what happens when you stop guessing and start following a system."
No hard sell. Just a story that makes people curious about what you offer.
6. Make Authentic Recommendations
Don't just talk about your course. Share tools, books, and resources you genuinely recommend.
When you share lots of value freely, your occasional course mentions feel earned.
Example week of posts:
- Monday: Recommend a free tool
- Tuesday: Share a useful tip
- Wednesday: Link to a helpful article
- Thursday: Celebrate a student
- Friday: Mention your course is open
The ratio matters.
7. Use Soft CTAs
A "call to action" doesn't have to be "BUY NOW."
Soft CTAs invite without pressure:
- "DM me if you want to learn more"
- "Link in bio if this resonates"
- "I'm happy to answer questions"
- "Here's where you can find out more"
These feel conversational, not aggressive.
Platform-Specific Tips
- Use Stories for casual behind-the-scenes content
- Save course info in a highlight
- Use carousels to teach (they get shared more)
- Soft CTAs in captions: "Link in bio"
Twitter/X
- Thread format works great for teaching
- End threads with a gentle course mention
- Engage genuinely with others in your niche
- Quote-tweet student wins
- Long-form posts about lessons you've learned
- Share professional transformation stories
- Thought leadership builds credibility
- Less frequent but more substantive posting
TikTok
- Hook immediately (no slow intros)
- Teach something in 60 seconds
- "Part 1" content creates anticipation
- Bio link is your only CTA option
YouTube
- Teach thoroughly in videos
- Mention course where relevant within content
- End screens and description links
- Pinned comments work well
What to Say When You DO Sell
Sometimes you need to be direct. That's okay.
Here's how to do it without the ick:
The Genuine Invitation
"I've been working on something for the past 3 months and I'm finally ready to share it. If you've been wanting to [outcome], this is for you. [link]"
The Limited Opportunity
"I'm opening enrollment for [Course Name] this week. If you've been thinking about joining, now's the time. Doors close Friday."
Only use scarcity if it's real.
The "Perfect For You" Post
"If you've been feeling [specific pain point], I made something that might help. My course [Course Name] walks you through [specific outcome] step-by-step. Check it out: [link]"
The Casual Update
"Hey, quick reminder that my [course] is still available if you've been curious. Happy to answer any questions in the comments."
The Psychology of Authentic Promotion
Why This Works
People have highly tuned "BS detectors." They can tell when you're being genuine vs. performing.
When you consistently share value, celebrate others, and sell occasionally—you build trust.
Trust leads to sales. Pushing leads to unfollows.
The Long Game
Most course sales don't come from someone's first exposure to you.
They come from the 10th, 20th, or 50th time someone sees your content.
Every value-giving post is building toward eventual sales—even when you're not directly selling.
Permission and Invitation
Think of promotion as asking for permission and extending an invitation.
"I've created something I think could help you. Would you like to learn more?"
That's very different from "BUY MY COURSE NOW!!!"
Common Mistakes to Avoid
Over-Apologizing
"Sorry for the sales post, but..."
Don't apologize. If your course genuinely helps people, you have nothing to apologize for.
Every Post Is Promotional
If more than 20-30% of your content is about your product, you're out of balance.
Fake Scarcity
"Only 3 spots left!" (when there aren't)
People see through this. And it damages trust permanently.
Ignoring Engagement
Someone comments with a question. You never respond.
That's worse than not posting at all. Be present.
One-and-Done Mentioning
You mention your course once and expect sales to pour in.
It takes repetition. Just make sure most of that repetition is indirect (value posts, student wins, process sharing).
Your One Small Win Today
Post ONE piece of content that provides value in your niche.
No mention of your course. Just help someone.
Build the habit of giving first. The rest follows naturally.
Next Step: Wondering what to charge for all this value you're creating? Read Pricing Your Worth—the guide to choosing between $49 and $499.