Designed for content-first media businesses, the course teaches how modern ad sales actually work—from a buyer’s perspective. You’ll learn how sponsors evaluate opportunities, how pricing decisions get made, and how to design offers that feel credible, easy to approve, and repeatable over time.
Rather than tactics or scripts, this course focuses on the underlying monetization system: pricing without CPMs, clean sponsorship packaging, advertiser selection, and structured sales conversations that don’t rely on founder hustle.
The goal is clarity, not pressure.
By the end of the course, you’ll have a durable foundation you can run consistently and eventually hand off.
Ad Sales Foundation includes 10 structured modules covering the full monetization foundation for B2B media businesses:
How media businesses actually generate revenue—and why trust and context matter more than scale early
Common monetization mistakes that quietly stall growth
How to define an advertiser ICP that is easiest to say yes
What sponsors want, how buying decisions get approved, and how to reduce perceived risk
How to choose a monetization model that scales cleanly
How to design sponsorship offers buyers understand and renew
How to price sponsorships confidently without relying on CPM benchmarks
How to start and advance revenue conversations without feeling salesy
How to interpret early results and build repeatability
How to monetize in a way that protects long-term business value AND more
Additional materials included:
Buyer Persona Worksheet to identify high-fit sponsors
Founder-Led Sales Danger Signs checklist to avoid common pitfalls
Lifetime access to all course content
This course is designed to be completed at your own pace and referenced as an operating foundation—not a one-time watch.
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2 Files
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Chapter 1.1 - Monetization Is Value Translation, Not Inventory
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Chapter 1.2 - Why Trust and Context Beat Scale Early
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Chapter 1.3 - Why Complexity Hurts Sales and Exits
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Module 1 Conclusion & Decision Outcome:
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Chapter 2.1 – Premature Selling and Credibility Debt
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Chapter 2.2 – CPM Misuse and False Benchmarks
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Chapter 2.3 – Growth Without Revenue Structure
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Module 2 Conclusion & Decision Outcome
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Chapter 3.1 – Brand, Ad Agency, and Performance Agency Buyers
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Chapter 3.2 – B2B vs B2C Advertiser Psychology
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Chapter 3.3 – ICP as Ease of Yes (Not Size)
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Module 3 Conclusion & Decision Outcome
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Chapter 4.1 – Advertiser Goals and Buying Logic
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Chapter 4.2 – Stakeholder Mapping: Who Needs to Feel Safe
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Chapter 4.3 – Risk Reduction and Internal Justification
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Module 4 Conclusion & Decision Outcome
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Chapter 5.1 – Why Sponsorships Win Early (And When)
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Chapter 5.2 – The Downsides of Networks, Programmatic, and Scale Plays
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Chapter 5.3 – One Monetization Engine at a Time (Optionality Later)
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Module 5 Conclusion & Decision Outcome
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Chapter 6.1 – Solutions Beat Placements
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Chapter 6.2 – What to Include (and Exclude) for Scalable Revenue
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Chapter 6.3 – Explaining Your Offer (With Calm, Clarity, and Confidence)
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Module 6 Conclusion & Decision Outcome
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Chapter 7.1 – Why CPM Breaks Down and Damages Trust
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Chapter 7.2 – Flat Pricing, Customization, and Signaling Strength
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Chapter 7.3 – The Art of Defending Your Pricing-Without Flinching
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Module 7 Conclusion & Decision Outcome
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Chapter 8.1 – Who to Contact (and Why)
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Chapter 8.2 – Opening Conversations Without Pitching
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Chapter 8.3 – Interpreting No, Silence, and Maybe
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Module 8 Conclusion & Decision Outcome
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Chapter 9.1 – The Difference Between One-Off Wins and Real Momentum
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Chapter 9.2 – Making Sense of Early Results (Signal vs. Noise)
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Chapter 9.3 – How Repeatable Demand Forms
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Module 9 Conclusion & Decision Outcome
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Chapter 10.1 – Founder-Led vs Founder-Dependent
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Chapter 10.2 – Revenue Narratives That Buyers and Investors Trust
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Chapter 10.3 – Avoiding Decisions That Quietly Destroy Long-Term Value
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Module 10 Conclusion & Course Wrap-Up