Right after, we broke down exactly why you wanted to buy it.
This weekend, Ekaterina Safonova and I gave a talk about CPD. Why we do it. And what we pay for it. ⚡
We kicked off with a Delta-style test. Four questions. I didn't tell anyone, but I'd completely made up two of them, mashed some terminology together, and framed it all as
Let's check your professionalism.
These kind of tests bring in the impostor.
Then we brought in a third speaker, the wonderful Alexandra Kondratyeva. We imitated a live call, selling a course.
In her script, we had coded in 19 different marketing tactics, and three most prominet were scarcity, low financial barrier, framing.
After the call, Katerina and I unpacked it.
Why did you buy it?
Because the course promised me help raise my prices. That was the hook.So I asked:
Is your current education not enough?
Do you really need another certificate just to set a higher rate?
Do you have to suffer more, pay more, burn out more—just to charge what you're worth, today?
We really have to think about this.
Obviously, I'm all for professional teachers. Professionalism matters.
But the industry is so good at sniffing out our impostor syndrome. And it sells us course after course that we don't actually need. We burn out studying, on top of burning out in the classroom by working too hard.
We also shared some research we did: teachers' qualifications, experience, and their prices. The uncomfortable truth is there's almost zero link between how qualified you are and what you charge. It's really sad. Honestly, very sad.
❗️One thing stood out: students, especially adults, are often ready to pay more. We just aren't asking. We're scared to.
I think that has to change.
If you'd like the slides, just say the word and I'll send them over.
Thanks for reading. 💛