Education. We all know it’s important. We encourage our children to pursue it, even if we sometimes question why they need to know the Pythagorean theorem or memorise the structure of a plant cell.
For some families, education is so valuable that they pay for private school. If a child struggles in a particular subject, hiring a tutor is a logical step – because why wouldn’t you invest in helping them succeed?
Then comes university. A significant financial commitment that many don’t even blink at. Thousands, sometimes tens of thousands, are spent on degrees that may or may not directly lead to a job in that field. But it’s seen as a necessary expense.
And yet, something strange happens when we reach adulthood. Suddenly, the idea of paying for knowledge seems… weird.
“Why would anyone pay for a course about marketing?”
“People actually spend money to learn how to write emails that sell?”
“You PAID someone to teach you how to create a digital product? You could just Google it!”
It’s as if we collectively decide that after formal education ends, we should just know everything. Or, if we don’t, we should somehow figure it all out for free.
But people do pay.
They pay to learn new skills, start businesses, and fast-track their success. They pay for coaching, mentorship, and courses that give them step-by-step guidance instead of spending months (or years) piecing together free information.
Why? Because paid knowledge often comes with structure, support, and proven results.
Yes, you could Google your way through building an online business, launching a course, or mastering a new skill. But do you really want to spend hours sifting through conflicting advice, trying to figure out who actually knows what they’re talking about? Or would you rather learn from someone who’s already done it and can show you the shortcuts?
Somehow, we’ve accepted that paying for traditional education is “normal,” while investing in knowledge that could change our lives and businesses is questionable.
Let’s be honest – your degree in 18th-century literature probably isn’t paying your bills.
The right course, mentor, or training just might.
But let’s flip this around – because maybe this isn’t just about buying knowledge. Maybe it’s about selling it.
If you’ve ever thought about creating a course or membership but felt hesitant – maybe because you’ve questioned whether people will actually pay for it – this mindset shift is crucial.
People do pay for knowledge. Every single day.
And if you’ve got something valuable to share – whether it’s a skill, a process, or a way to help people get results – there’s a market for it.
The problem? Most business owners don’t know where to start. They overcomplicate it, worry they need a massive audience, or think they have to create something huge before they can sell it.
That’s why I’m so excited about the Race to Recurring Revenue challenge. It’s a 4-day event (Feb 24-27, 2025) that walks you through how to bring in recurring revenue.
If you’ve ever thought about turning your knowledge into income, this challenge will show you exactly how to do it.
Because paying for knowledge isn’t weird. And neither is getting paid for what you know.
What do you think? Have you ever hesitated to invest in learning something new?
Shelly Shulman - Online Business and Tech Expert