The Art of Selling Online Courses

John Ainsworth
  • 4.7 (17)
  • Marketing
  • Updated Daily

The Art of Selling Online Courses is all about online courses. The goal of this podcast is to share winning strategies and secret hacks from top performers in the online course industry. We are interviewing successful business owners, asking them questions on how they got to the point where they are right now, and checking how their ideas can help you improve your online course!

  1. 1d ago

    276 1% of Your Views Belong on Your Email List

    Send us Fan Mail Want to 2-10x your email list size quickly? Download our FREE Lead Magnet Guide and increase your email list size by 2-10x, simply by following our proven step-by-step guide 👉🏼 https://datadrivenmarketing.co/lead-magnet Mark Wales has had a career that is genuinely hard to believe. Sixteen years in the Australian Army, four tours of Afghanistan with the SAS, an MBA from Wharton, a stint at McKinsey, and then he won Australian Survivor. Now he is building an online course business around leadership and resilience, and he emailed John to say he had been studying the podcast and was ready to build his funnel. What made this conversation so good is that Mark is right in the middle of it. The course is built, the YouTube channel has 1.8 million lifetime views, and the goal is $5,000 AUD a month in revenue. But the email list is at 1,300. So John walks through exactly what needs to change, from where to place lead magnet CTAs in videos, to the 1% opt-in benchmark Mark should be hitting, to how many offers he needs to make consistent monthly revenue. There is also a genuinely fun stretch where they figure out how to turn Mark's keynote speaking appearances into a lead generation machine, including an idea involving shipping his new book to every attendee who signs up that Mark reckons could hit a ninety percent conversion rate. Mark saw the potential of online courses back in 2017 when he was project managing course builds at McKinsey. It took him a few more years to put all the pieces together. You can feel in this conversation that the pieces are finally there. I think you'll enjoy this one. Check out Mark's work: 📖 Mark's New Book, Mission Ready: https://www.panmacmillan.com.au/9781761902796/ 🌐 LinkedIn: https://www.linkedin.com/in/mark-wales/ 📸 Instagram: https://www.instagram.com/mark.a.wales/?hl=en ▶️ YouTube: https://www.youtube.com/@mark-wales

  2. 5d ago

    275 How To Build A Membership That Members Never Cancel

    Send us Fan Mail Alicia Katz Pollock built something most course creators never think to build. She took QuickBooks training, a topic most people assume is dry and functional, and turned it into a tiered membership with over 50 courses, live community calls, a coaching program, five books, a podcast, and CPE accreditation that accounting firms actually require their staff to complete. Dominik sat down with Alicia to trace how that happened. She started with a single beginner bootcamp, then kept adding courses every time a client asked about something new. Banking feeds, reconciliation, payroll, sales tax. Eventually she had enough that selling them one at a time felt expensive for the buyer, so she built a membership instead. One thing Alicia said that stuck with Dominik: she fully expected members to stay one year and then leave once they'd worked through the curriculum. That didn't happen. People have been in the community for years, and when she asked why, the answer wasn't the 50 courses. It was the twice-monthly round-robin calls where members bring their real client problems and work through them together. There's also a fascinating section on the four years she spent earning NASBA accreditation for CPE credits, what it took, and how it eventually opened the door to selling seats directly to accounting firms. Alicia is honest, specific, and genuinely fun to listen to. I think you'll enjoy this one. Check out Alicia's work: 🌐 https://royalwise.com/

  3. Jul 28

    274 10,000 New Email Subscribers Monthly From This One Technique

    Send us Fan Mail Milo Andreo built one of the biggest piano teaching businesses on the internet in Portuguese. Over a million subscribers, 26,000 students, a full course platform with a community, a music library, the works. Then he decided to do it all again, in English, from scratch. Two years in, his English channel Easy Fast Piano is already past 170,000 subscribers and 10,000 students. And he's running both at the same time, producing videos in two languages every single week. I had a great conversation with Milo about what that actually looks like. We got into his lead magnet system, where he creates a free PDF for every single video he publishes, which is now bringing in around 10,000 new email subscribers every month. We also talked about the difference between translating a business and actually adapting it, because Milo learned the hard way that the Brazilian market and the English-speaking market are not the same thing, even if the teaching content is identical. Milo also shared how he's using AI across pretty much every part of his business and personal life right now. His answer when I asked where he'd found it helpful was just, "Everything. You name it, I'm using." We also got into survey strategy, segmenting email lists by musical goals, and why long-form YouTube content converts to course buyers in a way that nothing else really matches. I think you'll enjoy this one. Check out Milo's work: 🌐 http://www.miloandreo.com 📸 http://instagram.com/@miloandreo ▶️ http://youtube.com/@miloandreo

  4. Jul 24

    273 Coaches Told Her to Go High-Ticket. She Said No.

    Send us Fan Mail Lauren Bateman has 650,000 YouTube subscribers, nearly 900 videos, and over 58 million views teaching guitar to older beginners. She also survived cancer at 16, quit a pharmaceutical job in her twenties, opened a brick-and-mortar music school, and now runs the online side of her business with a small team of VAs and an editor. There is a lot going on. What I loved about this conversation was how clearly Lauren has thought about the trade-offs in her business. She knows exactly why she will not do high-ticket coaching, exactly what kind of life she is trying to protect, and exactly what kind of teaching lights her up. Not many course creators at her level are this honest about what they want and what they are willing to give up to get it. We also got into some real tactical detail. Lauren has two different sales pages with different headlines for different traffic sources, and she has the A/B testing data to explain why. I walked through what I think she could do to significantly increase revenue from her YouTube traffic, and she was genuinely open to testing it. The back-and-forth on email list strategy, lead magnets, and conversion rates was one of the more practical exchanges we have had on the show in a while. And then there is the personal side, which surprised me a bit. Lauren said she has spent 20 years working toward a specific goal, and she has reached it. Now she is working with a coach to figure out what comes next. That part of the conversation stuck with me. I think you will enjoy this one. Check out Lauren's work: 🌐 https://www.laurenbateman.com/ 📸 https://www.instagram.com/thelaurenbateman/ ▶️ https://www.youtube.com/LaurenBateman

  5. Jul 21

    272 My Free Content Is Why My Course Sells

    Send us Fan Mail Gabriel lost his job. While applying for new ones and getting rejected, he started teaching Spanish online and writing short stories for his students. The feedback was so good he thought, why not share this with the world? Eighteen months later, his site Fluent with Stories is pulling in 250,000 visitors a month through SEO, adding close to 2,000 new email subscribers every month, and his debut A1 Spanish course launched to testimonials most creators would genuinely envy. And he's been taking it seriously for all of five months. I sat down with Gabriel to talk through how he built all of this, what's driving the SEO traffic, how Amazon KDP became an unexpected lead generation engine, and where the gaps still are in his funnel. We also got into the tripwire conversation, single vs double opt-in, and why his sales page is missing the one section that could make a real difference to conversions. Gabriel is one of those guests where you're just rooting for him the whole way through. He's humble, he listens to his audience, he builds what they ask for, and he has a genuinely different product in a very crowded niche. The bit where he talks about his readers begging to support him before the course even existed, that one stuck with me. If you're early in building your course business and wondering whether the fundamentals actually work, this one is for you. I think you'll really enjoy it. Check out Gabriel's work: 🌐 http://www.fluentwithstories.com

  6. Jul 17

    271 Why 170 Followers Was Enough to Sell My Course

    Send us Fan Mail Jeff Alipio had 170 followers when he launched his first course. Most of them were friends and family. He sold to nearly 500 students anyway, almost all of them complete strangers. Dominik sat down with Jeff, a Philippines-based video editor and course creator with over 15 years in the industry, to talk about how he pulled that off, and why he thinks the obsession with follower count is one of the biggest traps course creators fall into. What came through clearly in this conversation is how simply Jeff thinks about audience quality versus audience size. He makes the point that a million followers who came to you for prank videos are not going to buy your video editing course, and he built his entire growth strategy around that idea. Facebook ads, targeted tightly, finding the specific people who actually wanted what he was selling. Jeff also talked through what he teaches inside Video Made Easy, his course for Filipino freelancers starting from zero. It goes well beyond editing basics. There are modules on storytelling, personal branding, profile optimization, and a freelancer mindset section about building a career that AI cannot easily displace. The end of the conversation got practical. Jeff's advice for anyone who has the skills but hasn't launched yet: stop waiting for the perfect course and start with what you already know. The overthinking is the thing that's actually slowing you down. Check out Jeff's work: 🌐 https://jefalipio.com/ 📸 https://www.instagram.com/jef_alipio/ ▶️ https://www.youtube.com/@jeffreyfernandoalipio7209

  7. Jul 14

    270 How I Fund My Boat Business With Online Courses

    Send us Fan Mail I sat down with Dan Lee, a self-taught wooden boat builder based in the Cotswolds, who turned a lifelong obsession into a full-time business, funded almost entirely by online courses he runs from a farm workshop. It's a genuinely great story. Dan started building model boats at eight and full-size ones at seventeen. When COVID hit and his previous business, making tree-shaped bookcases, looked like it was going to collapse overnight, he decided to go all in on something he'd always wanted to do. He built a website, started modernising old wooden boat plans using CAD and CNC technology, created his first online course on varnishing, and never really looked back. What I found fascinating talking to Dan is how clearly he's thought about why online teaching actually works better than in-person for hands-on crafts. The camera angles, the controlled lighting, the ability to overlay animations showing wet edges drying in real time. It's not a compromise on the in-person experience, it's genuinely better for teaching the foundations. We also got pretty honest about where Dan's business has room to grow. He's doing well with Facebook ads and his courses are covering his workshop overheads, but his email list is sitting mostly untouched. We talked through what that could mean if he actually started using it properly, and the numbers are exciting. If you're building a course business around a physical craft or a niche skill, I think you'll get a lot from this one. Check out Dan's work: 🌐 http://www.danleeboatbuilding.co.uk 📸 https://www.instagram.com/danleeboatbuilding ▶️ https://www.instagram.com/danleeboatbuilding

  8. Jul 10

    269 60 Million Views Teaching Tapping

    Send us Fan Mail Looking for predictable revenue growth? Access our FREE 7-day roadmap to increase your income without paid ads or sales calls! 👉🏼 https://datadrivenmarketing.co/roadmap Brad Yates has 425,000 YouTube subscribers and 60 million views, built over nearly two decades. He has never once sat down to plan a content strategy. I had a genuinely fun conversation with Brad for this episode. He started out as an actor, trained as a hypnotherapist when his first child was on the way, stumbled into EFT tapping through a workshop, and then one day thought it would be cool to put a guided tapping video on YouTube. He uploaded it, figured he was done, and came back six months later with another idea. That's basically how the whole channel was built. What struck me most was how clearly Brad has thought about what he actually wants from his life and business, and how little he's willing to compromise on that. He talked about limiting the number of emails his marketing team sends, refusing to redo popular videos just because they performed well, and turning down tactics he knows would probably make him more money because they don't feel right. He quoted Bowie on why the mid-80s were the worst period of his career. It all hung together in a way that felt unusually honest for a business conversation. We also got into his product lineup, his two memberships, his evergreen programs, and a new platinum lifetime membership he recently launched. If you're curious how someone builds a real business almost entirely on free content and genuine purpose, Brad is a great example. I think you'll enjoy this one. Check out Brad's work: 🌐 https:///www.tapwithbrad.com ▶️ https://www.youtube.com/@UCiHZMZejDS4RIxDdBwoie9A

See All (277)

4.7
out of 5
17 Ratings

About

The Art of Selling Online Courses is all about online courses. The goal of this podcast is to share winning strategies and secret hacks from top performers in the online course industry. We are interviewing successful business owners, asking them questions on how they got to the point where they are right now, and checking how their ideas can help you improve your online course!

Information

  • Creator
    John Ainsworth
  • Years Active
    2021 - 2026
  • Episodes
    277
  • Rating
    Explicit
  • Copyright
    © 2026 The Art of Selling Online Courses
  • Show Website
    The Art of Selling Online Courses

You Might Also Like