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

    258 Why Shorts Get Views but Don't Make Money

    Send us Fan Mail Grow your course revenue up to 30% in 7 days - no paid ads, no sales calls 📈https://datadrivenmarketing.co/roadmap Ross Rosenberg has 38 million YouTube views, over 200,000 books sold in 12 languages, and a podcast in the top 2% globally.  Ross is one of the world's leading voices on codependency and narcissistic abuse. He founded the Self-Love Recovery Institute back in 2013 and has been building his audience online ever since, mostly by figuring things out as he went, which is both the charm and the challenge of his story. We talked about how a throwaway tip at a dinner party got him onto YouTube before almost anyone else in his field. We got into why the shift from long-form to short-form content nearly crushed his business model, and what he's doing differently now to rebuild. He was refreshingly candid about a marketing company he hired that sent him clickbait scripts he flatly refused to follow, why his curated 10,000-person email list carries a 30 to 40 percent open rate, and what he's trying to get in place before he steps back at 67. Ross isn't your typical "here's the funnel that made me a million dollars" guest. He's someone who built something genuinely significant, navigated a slowdown with honesty, and is still pushing forward on his own terms. I found his perspective really refreshing. Hope you enjoy it as much as I did. Check out Ross's work: 🌐 https://www.selfloverecovery.com 📸 https://www.instagram.com/rossrosenberg_slri/ ▶️  https://www.youtube.com/rossrosenberg

    32 min

  2. May 26

    257 Stop Chasing Trends. Build What You Believe In

    Send us Fan Mail Eddie van Dongen spent years doing what most musicians dream of. Touring Europe, playing 200-show theater runs, recording, performing. And then COVID hit, and overnight there was nothing. No gigs, no income, no plan. That moment forced him to ask a question he'd never had to ask before: what would it look like to actually build a business, not just be a freelancer hoping the phone rings? Eddie is a professional drummer from Rotterdam, endorsed by major brands and featured on Dutch national TV. But what makes his story genuinely interesting is how he got from that COVID wake-up call to running Eddie's Drum Academy, an online platform built around a completely different way of teaching drums. Not fill packs, not lick libraries, but a creative framework that teaches drummers how to think. In this conversation, Eddie and I got into a lot. His burnout at music college and how studying meditation changed not just his playing but his whole approach to business. Why he believes you have to be okay with being ignored if you're building something real. His Meta ads funnel selling a 37-euro ebook with a 2.5 to 3.5 ROAS. How his order bumps are converting around 40%. And what he's working toward next. He's honest, thoughtful, and clearly someone who built this from scratch with no marketing background. I think you'll really enjoy this one. Check out Eddie's work: 🌐 https://eddiesdrumacademy.com/ 📸  https://www.instagram.com/eddievandongendrums/ ▶️ https://www.youtube.com/ ⁨@eddievandongendrums⁩

    37 min

  3. May 22

    256 How I Built a 6-Figure Online Business (20 Hours/Week)

    Send us Fan Mail Gillian Perkins runs a multi-six-figure online business, has over 700,000 YouTube subscribers, and works fewer than 20 hours a week. She's also a homeschool mum of six. If you've ever wondered whether that kind of setup is actually possible, this episode is a pretty good answer. John sat down with Gillian to talk through how she structures her courses and cohorts, why she's stopped running tripwire funnels with her organic audience, and why she actually leads with her most expensive product first. That last one goes against most funnel advice you'll hear, and her reasoning for it is worth listening to carefully. They also get into webinars, which Gillian is pretty blunt about. She says 10% conversion is her standard, and anything under that feels like a flop to her. She breaks down exactly which price points make sense for webinars and which ones don't, which is genuinely useful if you're trying to figure out where they fit in your own business. There's also a great section on how she found and hired her integrator, how she thinks about building a small team without losing her lifestyle, and why shrinking her team actually made the business more enjoyable and sometimes more profitable. Gillian has been making videos about online business since 2017 and has clearly thought carefully about how to build something sustainable. A lot of what she shares here is quietly counterintuitive. I think you'll get a lot out of this one. Check out Gillian's work: 🌐 https://gillianperkins.com 🌐 https://creatorfasttrack.com 🌐 https://startupsociety.com  📸 https://instagram.com/gillianperkinsonline/ ▶️ https://youtube.com/gillianperkinsonline/

    43 min

  4. May 19

    255 Stop Guessing Who Your Audience Really Is

    Send us Fan Mail Kim Foster spent 20 years as a family doctor before walking away to build a global platform around identity transformation. She now has over 250,000 YouTube subscribers, a TEDx talk under her belt, and a book coming out in 2026. But what made this conversation really interesting wasn't the credentials — it was how honest she was about what's working, what isn't, and where she's still figuring things out. We got into her YouTube content strategy, specifically this idea of bringing people in with what they think they want, but giving them what they actually need. She talked about how she found her real niche through trial and error, not planning, and what the analytics told her that she never would have guessed on her own. Then things got practical. John pulled up Kim's funnel live on screen and they walked through her opt-in rates, her confirmation page, her tripwire offers, and where the gaps are. It's a rare moment where you get to watch a real funnel audit happen in real time, with someone who's genuinely open about where she's leaving money on the table. They also talked about her push into in-person speaking, the challenge of getting booked when you're known as a YouTuber, and why she's on the hunt for an integrator to help rein in her visionary side. Warm, specific, and genuinely useful. I think you'll enjoy this one. Check out Kim's work: 🌐 https://drkimfoster.com/ 📸 https://www.instagram.com/drkimfoster/ ▶️ https://www.youtube.com/KimFosterMD

    44 min

  5. May 18

    254 What to Build When Course Revenue Plateaus

    Send us Fan Mail Grow your course revenue up to 30% in 7 days - no paid ads, no sales calls 📈https://datadrivenmarketing.co/roadmap Most course creators build a course, put it online, and hope people stick around. Adam Morgan did something completely different. Adam is a UK-based architect with over a decade of real practice experience, and the founder of Arcademia, a platform that's grown to over 4,500 members globally. Dominik sat down with him to find out how he got there, and honestly, the story is not what you'd expect. It started with a small set of screen-recorded training videos made for new staff at his architecture practice. No grand plan, just a way to stop repeating himself. Then Brexit hit, the practice started struggling, and Adam picked the project back up with a lot more intention. He renamed it, rebranded it, and started building something much bigger. When a provider quoted him £120,000 to build a custom platform, he learned Claude Code and built it himself over three to four months. What he ended up with is not just a course library. It's got gamification, a leaderboard, AI-generated contracts, portfolio hosting, CV builders, project trackers, and an AI assistant. All built by an architect who had never coded before. He also talks about why his most valuable members never cancel, how he grew to over 150,000 Instagram followers starting with £10–15 boosts per post, and what he tells course creators whose revenue has flatlined. Adam is a genuinely straight-talking guy and this one had a lot of good stuff in it.  Check out Adam's work: 🌐 https://www.archademia.com 📸 https://www.instagram.com/archademia_/ ▶️ https://www.youtube.com/c/archademia

    35 min

  6. May 12

    253 Selling Feels Icky. Here's How To Fix That

    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://funnels.datadrivenmarketing.co/the-complete-lead-magnet-guide David Duffy is an Irish musician and bassist who co-founded Secrets of Solo, the biggest online school for solo swing dancing, with his wife Ksenia, a dance artist with over 200 million views online. One of their videos alone has 14 million views on YouTube. And yet, when those viral moments happen, the sales spike they expect... doesn't really come. That's where this conversation gets really interesting. John sat down with David to dig into the gap between attention and revenue, something a lot of creators feel but rarely talk about this honestly. David runs the marketing and business side of the school while Ksenia teaches, and he's refreshingly open about what's working, what isn't, and where they've been getting in their own way. They get into the tension between being an artist and running a business, why Ksenia only wants one sale a year and what that's costing them, the €12 choreography challenge that brought in 70 new members at Christmas, and how to use analytics to figure out which part of your funnel actually needs fixing. John also walks David through how to think about conversion benchmarks, monthly promotions, and why urgency works even when it doesn't feel like "you." If you've ever felt like you're creating great content but not seeing it turn into consistent revenue, this one will resonate. Hope you enjoy it as much as I did. Check out David's work: 🌐 https://kseniaparkhatskaya.com/ 🌐 https://secretsofsolo.com/ 📸 https://www.instagram.com/ksenia_parkhatskaya/ ▶️ https://www.youtube.com/ ⁨@secretsofsolo⁩

    55 min

  7. May 8

    252 From a Side Hustle to a Thriving Course Business

    Send us Fan Mail Jayne Havens never planned to build a business. She just wanted to help her kids sleep. But after one year of running a sleep consulting practice and feeling maxed out, she made a decision that changed everything. She stopped taking more clients and started teaching other people to do what she did. That was 2019. Today, roughly 75% of her income comes from a single $2,700 certification course, and she's still running it all from her kitchen table. Dominik sat down with Jayne to dig into exactly how she built this, and honestly, it's one of the more refreshing conversations we've had on the show. No complicated funnels, no big ad spend, no content machine. Just Jayne showing up in Facebook groups, having real conversations, and being, as she puts it, the most helpful person in the room. She also talks about how she uses her podcast not to attract new leads, but to close them. How she keeps a personal list of warm prospects on her phone. Why her affiliate partners outperform paid ads by a wide margin. And why she thinks copying someone else's funnel is a trap most course creators fall into. If you're building something in a specific niche and wondering whether you really need ads or a massive audience to make it work, Jayne's answer is pretty clear. I think you'll find this one genuinely useful. Check out Jayne's work: 🌐 https://thecpsm.com/ 📸 https://www.instagram.com/snoozefestbyjaynehavens/ ▶️ https://www.youtube.com/@Becomingasleepconsultant

    29 min

  8. May 5

    251 How to Turn YouTube Viewers Into Email Subscribers

    Send us Fan Mail 2-10x your email list size in just 3 steps 📩 https://datadrivenmarketing.co/guide Bethany McBride started her business because she needed to make a thousand dollars to cover some bills. That was it. No grand plan, no marketing strategy, just a Facebook group and a love for teaching worship music. A few months later, she and her husband had replaced his income entirely. This week I sat down with Bethany, the creator behind Simplified Piano, an online piano education community helping beginners, mostly people in their 60s and beyond, learn to play worship songs using a simple chord-based method. She built the whole thing around four chords: C, F, G, and A minor. That's genuinely it. What I loved about this conversation is how much of Bethany's business was shaped by constraints. Health challenges that made a 9-to-5 impossible. A toxic mold situation that forced her family into her parents' basement. Five kids. And yet she and her husband built something with 450,000 monthly YouTube views, around 160,000 email subscribers, and a model that's mostly evergreen and automated. We talked about how she gets 4,300 new email subscribers a month from a lead magnet so simple it's almost obvious in hindsight, why she switched a one-time offer to a recurring membership almost overnight and barely noticed a dip, and what she wishes she'd known earlier about getting in front of real students and listening to them properly. Bethany is warm, honest, and genuinely funny. I think you'll like this one. Check out Bethany's work: 🌐 https://www.simplifiedpiano.com ▶️  https://www.youtube.com/c/simplifiedpiano

    51 min
See All (259)

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
    259
  • Rating
    Explicit
  • Copyright
    © 2026 The Art of Selling Online Courses
  • Show Website
    The Art of Selling Online Courses

You Might Also Like