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The creator economy is booming, but here\u2019s what most won\u2019t tell you: Successful course creation involves much more than recording videos and hoping for sales.<\/p>\n
I spoke with leading course creators who are actually walking the walk \u2014 marketers like Tommy Walker, Erica Schneider, and Andi Alleman \u2014 to dissect everything from their course creation process to their six-figure launch strategies.<\/p>\n
In this guide, I\u2019m breaking down everything they shared with me, from their exact course creation process to the launch strategies that actually moved the needle.<\/p>\n
Table of Contents<\/strong><\/p>\n The online education market is projected to reach $1 trillion by 2028. But beyond the obvious opportunity, there\u2019s something more compelling: the ability to transform your expertise into scalable income.<\/p>\n Here\u2019s what I love most about online courses: You can get paid<\/em> for sharing your zone of genius.<\/p>\n If you\u2019ve started a career as a freelancer or a consultant, you\u2019ve already learned how you can sell your expertise to others. But in most cases, you\u2019re capped at a 1:1 relationship. After all, there are only so many hours in the day and clients you can fit into your schedule.<\/p>\n But, an online course gives you the chance to package your expertise into a product that people can consume. This allows you to go from 1:1 to 1:many \u2014 there\u2019s no cap on the number of students who can take your course.<\/p>\n As Amy Porterfield writes<\/a>, \u201cYou don\u2019t need to be the leading expert in your field. You only need what I like to call a 10% edge.\u201d That 10% edge refers to the things where you have slightly more knowledge, experience, or perspective than your audience.<\/p>\n Creating a course isn\u2019t just about the immediate revenue (though that\u2019s nice).<\/p>\n It also helps position you as an expert authority in your field<\/a>. When you package your expertise into a structured learning experience, you\u2019re demonstrating mastery in a way that blog posts or social media content can\u2019t match. This can lead to:<\/p>\n I\u2019m passionate about not putting all your eggs in one basket. Building several revenue streams means you can have several offerings (say, if you want to have a podcast, do consulting work, and have the occasional speaking gig), but you also fortify your business when you have revenue coming from different sources.<\/p>\n Online courses are ideal for adding consistent revenue to your bottom line, especially if you are able to have an evergreen course that can run without hands-on involvement.<\/p>\n Perhaps the most rewarding aspect of creating an online course is the impact you can have. When you help someone master a new skill, solve a persistent problem, or achieve a goal they\u2019ve been struggling with, you can help create lasting value for other people.<\/p>\n <\/a> <\/p>\n The short answer? Absolutely. But let\u2019s move beyond the aspirational \u201csix-figure course creator\u201d headlines and look at the real numbers and what it actually takes to succeed.<\/p>\n Source<\/a><\/em><\/p>\n Recent data from Kajabi, one of the leading course platforms<\/a>, reveals the scale of opportunity:<\/p>\n Source<\/a><\/em><\/p>\n But here\u2019s what most articles won\u2019t tell you: Success requires more than just great content.<\/p>\n The course creators I interviewed consistently emphasized that profitability comes from three key elements:<\/p>\n In the next section, I\u2019ll dive into exactly how to create that system, breaking down the pre-sale, launch, and post-sale phases that successful course creators use.<\/p>\n <\/a> <\/p>\n When I first started digging into how creators successfully sell online courses, I assumed the big focus would be on making an amazing product. But after talking to folks like Erica Schneider<\/a>, founder of Cut the Fluff and co-founder of Full Stack Solopreneur, and Tommy Walker<\/a>, founder of The Content Studio, it became clear that selling a course is much more<\/em> about the process than the product.<\/p>\n As Schneider points out, launches are often portrayed as quick successes, but in reality, they take months \u2014 sometimes years \u2014 of preparation. The stories of \u201c$10K days\u201d might be true, but they often leave out the weeks of work on creating the product, building a sales page, iterating based on feedback, and crafting launch content that resonates with buyers.<\/p>\n Let me walk you through the three key phases of selling an online course, and I\u2019ll share what I\u2019ve learned from creators who\u2019ve done it well.<\/p>\n One of the biggest misconceptions about selling courses is that the process begins when your course is finished. But as Schneider told me, the pre-sale phase is where the real momentum starts. By the time your cart opens, your audience should already be excited about what you\u2019re offering.<\/p>\n The key to a powerful pre-launch? Focus relentlessly on transformation. \u201cPeople aren\u2019t buying features or products. They\u2019re buying outcomes,\u201d Schneider emphasizes. This means every piece of content should paint a clear before-and-after picture of what your course delivers.<\/p>\n A great example Schneider points to is Kaitlyn Bourgoin’s \u201cWallet-Opening Words<\/a>\u201d course. It doesn\u2019t promote teaching copywriting \u2014 it promises to help you \u201cthink like a copy scientist, instantly rewrite your copy, and look like a genius.\u201d The transformation is clear, specific, and compelling.<\/p>\n Interestingly, she recommends starting your launch before your course is even finished. Why? It creates authentic content and brings your audience along for the ride. Some effective pre-launch strategies include:<\/p>\n Download your free webinar planning kit now<\/a><\/em><\/strong>.<\/em><\/strong><\/p>\n The actual launch is where everything comes together. Schneider explained that the goal is to make your launch feel like an unmissable event: \u201cThere\u2019s this party happening. You can come inside if you want to, or you can stay out there and miss the fun.\u201d<\/p>\n I loved this perspective because it reframes the launch as an experience rather than a hard sell. According to Schneider, a 4\u20137 day window often works best, with two predictable spikes: a surge on the announcement day and another on the last day. The in-between? That\u2019s where consistent, engaging communication keeps the momentum going.<\/p>\n Here\u2019s a surprising truth I learned: Your job isn\u2019t over once the cart closes. In fact, the post-launch phase is where you can build the kind of momentum that drives future sales.<\/p>\n As Schneider put it, \u201cIn the post-launch, you want to talk about how it went down. Do a retrospective, a breakdown of the launch, the numbers if you want to. You\u2019re taking that opportunity to be like, \u2018Hey, we pulled this off!\u2019\u201d<\/p>\n Transparency is key here. Sharing a post-launch recap not only engages people who didn\u2019t buy but also provides social proof for your next launch. It\u2019s a way to celebrate success while keeping your audience invested.<\/p>\n <\/a> <\/p>\n Hopefully I\u2019ve made it clear so far that putting together a successful course is so much more<\/em> than just recording some videos and hoping enough people want to buy it.<\/p>\n Now, let\u2019s get into more of the tactical tips.<\/p>\n Before investing months into course creation, smart creators validate their ideas. You need to find the sweet spot between what you\u2019re passionate about teaching and what people will actually pay to learn.<\/p>\n Here are some questions to get you started:<\/p>\n Pro tip: <\/strong>Survey your audience or test your course idea with a low-cost beta version. This lets you see the real demand before diving fully into course creation. I like how Shlomo Genchin posted on LinkedIn to gauge what courses his audience would buy before<\/strong> he created the course.<\/p>\n Source<\/a><\/em><\/p>\n Andi Alleman<\/a>, founder of Oui, We Studio, and Casa Noon Beauty, also leverages social to build her course business. She offers several courses for creative entrepreneurs \u2014 and she\u2019s made multiple six figures in revenue from them. She explained how she uses her audience to move through her funnel and ultimately sell more products.<\/p>\n \u201cMoving followers from social media into my sales funnel is all about providing high-level value and clear calls-to-action,\u201d she said. \u201cI believe it\u2019s important to create a brand around who your community is, so they can quickly identify that the content they\u2019re seeing is for them.\u201d<\/p>\n One of the biggest mistakes course creators make is trying to appeal to everyone<\/em>. The most successful courses speak directly to a specific audience.<\/p>\n For example, let\u2019s say you\u2019re building a course for content marketers. Your ICA might be:<\/p>\n Once you know your ICA, your messaging becomes sharper.<\/p>\n Instead of generic copy like, \u201cLearn content marketing to grow your career!\u201d \u2014 <\/em>try targeted messaging: \u201cMaster the strategies to land high-paying clients and scale your freelance business \u2014 all while working smarter, not harder.\u201d<\/em><\/p>\n Tommy Walker\u2019s \u201cContent Theory<\/a>\u201d course is a great example of this principle in action. His sales page speaks directly to his ICA\u2019s pain points while showcasing how his course solves them.<\/p>\n \u201cCourses are really good when you break down the thinking and thought process, not the tactics and prescriptions,\u201d he said. In other words, you\u2019re not just selling a course; you\u2019re helping people shift their mindset and think differently. So, as you refine your course, keep that focus on creating real transformation \u2014 not just offering a series of lessons.<\/p>\n The core of a great course is selling transformation, Walker adds.<\/p>\n Source<\/a><\/em><\/p>\n When you know exactly who you\u2019re creating this course for, everything from your content to your sales copy becomes 10x easier. Think of your ICA as the ultimate, best-fit customer for your course.<\/p>\n I\u2019ve used this tip to refine my own newsletter and website content and have found it to be so<\/strong> helpful.<\/p>\n Your email list is gold<\/em> \u2014 and I\u2019m not just saying that because I write emails for a living. Building a quality email list is like planting seeds that will grow into future buyers. Focus on attracting people who are genuinely interested in your course topic.<\/p>\n This is consistently my biggest advice for any business owner: Find a way to build a list of email contacts and a platform to share your thoughts and expertise.<\/p>\n I could write a separate 3,000-word deep dive on this alone, but for the sake of brevity, here are some important action steps you can take:<\/p>\n This is a great example of a strong lead magnet from Amy Porterfield<\/a>:<\/p>\n Alleman has some tips here, too. Her newsletter \u201cNo Gatekeeping\u201d has about 35,000 followers.<\/p>\n \u201cI recently ran a campaign for a launch that averaged over 75% open rate because I focus on value, value, value \u2014 and then sell only when someone has continued to engage with content related to that specific course or product,\u201d she said. \u201cI send regular emails offering insights, actionable tips, and personal stories related to the course content. I also segment my email list to tailor messages to different subscriber interests, which has significantly boosted engagement.\u201d<\/p>\n Pre-launch content warms up your audience and builds anticipation before you even mention your sales pitch.<\/p>\n Justin Welsh<\/a>, a solopreneur thought leader, had one of my favorite course launches to date. It\u2019s a textbook case to follow if you\u2019re wanting to learn more about how to create, launch, and sell a course.<\/p>\n Why I like this:<\/strong><\/p>\n P.S. This launch<\/a> brought in more than $1M <\/em>for Welsh, so it\u2019s worth taking notes on some of his strategies.<\/p>\n When you’ve done the groundwork \u2014 validating your idea, building trust, and demonstrating expertise \u2014 selling becomes natural. Your audience should be thinking, \u201cWhen can I buy?\u201d and not \u201cShould I buy?\u201d<\/p>\n Amy Porterfield is another leading voice in the online course space \u2014 if not THE leading voice. Her most prominent advice? Sell courses through a free webinar.<\/p>\n Webinars are a great way to offer immense upfront value, build trust, and let you demonstrate your expertise.<\/p>\n Here\u2019s how it works:<\/p>\n I\u2019m a big fan of webinars, too, because they help me learn more about a course before committing to anything. This webinar for the Hey Creator $1K Course Blueprint<\/a> is a great example of a course webinar that\u2019s both simple and effective.<\/p>\n Please promise me one thing: Don\u2019t go to ChatGPT and prompt it to write a sales page for your online course, brush your hands, and call it a day. Please<\/em>!<\/p>\n Your sales page should A) sound like you, B) make your reader (and ideal customer) feel like you\u2019re talking specifically to them, and C) most importantly, prompt the reader to take action now. Some creators spend literally thousands <\/em>of dollars on a great sales page because it has a direct impact on their revenue.<\/p>\n Here are some key components of a great sales page:<\/p>\n Ali Abdaal\u2019s Part-Time YouTube Academy<\/a> has a great sales page that you can learn from.<\/p>\n Source<\/a><\/em><\/p>\n Social proof shows how many people have taken the course and what students are saying about the value.<\/p>\n Source<\/a><\/em><\/p>\n It\u2019s clear who this course is for: beginner creators and intermediate\/advanced YouTubers. He also makes it clear the ideal outcomes, things like 100,000+ subscribers or $6M\/year in revenue.<\/p>\n Source<\/a><\/em><\/p>\n Plus a great lead magnet.<\/p>\n Source<\/a><\/em><\/p>\n Shlomo Freund explained how he used this copywriting framework<\/a> to sell courses \u2014 it\u2019s a great one to bookmark.<\/p>\n Source<\/a><\/em><\/p>\n The Quest Formula can be broken down into these components:<\/p>\n Limited-time offers work because they force people to act. If you\u2019re anything like me, you\u2019ve got a list of evergreen courses you\u2019d love to take someday \u2014 but there\u2019s nothing pushing you to sign up right now. A time-sensitive offer changes that.<\/p>\n Here\u2019s the key: You need to show the value your students are getting. Break it all down \u2014 video modules, templates, live sessions, bonuses \u2014 and attach a real dollar value to each piece. When you show they\u2019re getting $2,000 worth of material for $700, it feels like a steal.<\/p>\n Then, make it clear they need to act now. Set a firm deadline and remind them in every email or post. Use countdown timers. Offer meaningful discounts or fast-action bonuses like a free coaching session for the first 20 signups.<\/p>\n Why does this work? Because it eliminates procrastination.<\/p>\n When someone knows they only have a week to get in, they\u2019re far more likely to take action \u2014 especially if your course speaks directly to their pain points. The key is to make the offer feel valuable, time-sensitive, and real.<\/p>\n Here\u2019s an example of a limited-time offer I got from Foundr:<\/p>\n One thing I really love when considering a course is reading testimonials. Seeing how others have succeeded makes it easier to trust that the course will work for me too.<\/p>\n When it comes to your own course, showcasing social proof is crucial for turning skeptics into buyers. There are a few types of social proof you can use:<\/p>\n Source<\/a><\/em><\/p>\n Ideally, your course should feel more than simply transactional \u2014 don\u2019t ghost your new customers.<\/p>\n Alleman said this was a crucial part of her course sales process. \u201cIt’s so important to nurture relationships at every stage of the funnel. It\u2019s not just about moving people along but about consistently providing value and building trust,\u201d she said.<\/p>\n \u201cI also host community challenges and share loads of resources during those times \u2014 it keeps me and my programs top of mind when someone is ready to buy.\u201d<\/p>\n Most creators will agree with me when I say that some launches will flop \u2014 it\u2019s a part of the process. The key is to learn from the experience and make tweaks for the future. Perhaps you could revamp your launch sequence or offer more webinars next time.<\/p>\n \u201cAfter the launch, I always create a detailed launch debrief to analyze social media performance, email campaigns, and lead magnets,\u201d Alleman said.<\/p>\n From there, it\u2019s a great idea to encourage referrals from your happy students, as that\u2019s the best marketing tactic you could use.<\/p>\n As Justin Welsh writes<\/a>, \u201cThe words of your customers will always convert prospects at a much higher rate than your own. Every beautiful testimonial is a chance to convert more prospects into happy customers.\u201d<\/p>\n Source<\/a><\/em><\/p>\n <\/a> <\/p>\n Thinkific is an education and online business platform that goes beyond course content. You can create digital downloads, courses, coaching, and webinars for your business through Thinkific. You can even use course templates and an AI course outline generator to kick-start your project.<\/p>\n Why I like Thinkific: <\/strong>Thinkific has an impressive suite of marketing tools that can help you sell your courses, like this landing page builder<\/a>. As a solopreneur, I\u2019ll take all the help I can get!<\/p>\n Pricing:<\/strong> Plans range<\/a> from $36\/month (Basic) to $149\/month (Grow).<\/p>\n Source<\/a><\/em><\/p>\n Teachable is another leading platform in the online course space. Like some other tools, it has an easy-to-use drag-and-drop builder that makes it super easy to design your course. You\u2019ll also have access to advanced sales and marketing techniques, including upsells, coupons, and order bumps.<\/p>\n Why I like Teachable: <\/strong>It feels like a powerful platform that also seems easy to use.<\/p>\n Pricing<\/strong>: Basic is $59\/month, Pro is $159\/month, and Pro+ is $249\/month.<\/p>\n Source<\/a><\/em><\/p>\n Podia helps you build an online store for your digital courses. You can sign up and sell online courses, digital downloads such as ebooks, or offer membership plans to students all from a single website store.<\/p>\n This platform uses a similar template for all its store offerings to help streamline the process of course creation and selling, and also lets you publish your course immediately or send out pre-sale emails to generate user interest.<\/p>\n Why I like Podia:<\/strong> Overall, Podia seems pretty easy to use and beginner-friendly.<\/p>\n Pricing: <\/strong>The Mover plan is $39\/month and the Shaker plan is $89\/month.<\/p>\n I\u2019m a huge fan of Kajabi. I see a lot of creators in my network using Kajabi to power their businesses, too. It\u2019s more than just a place to host your online course \u2014 you can use its advanced marketing tools to create your sales funnel and automate parts of your marketing.<\/p>\n Why I like Kajabi: <\/strong>I associate Kajabi with a higher level of professional sophistication. If you\u2019re serious about building an online business, this seems like the ideal tool.<\/p>\n Pricing<\/strong>: Plans start at $69\/month and scale up to $399\/month for the Pro plan (significantly higher than competitors).<\/p>\n Skillshare classes primarily focus on creative skills such as writing, photography, blogging, and design. It operates as a marketplace where students subscribe to access a library of courses, and creators are compensated based on watch time.<\/p>\n This model provides access to a large, built-in audience but offers less control over pricing and branding. Additionally, the revenue share model means earnings can be lower compared to selling courses independently.<\/p>\n Why I like Skillshare: <\/strong>This platform seems like a lower barrier to entry if you want to experiment with online courses but don\u2019t quite yet have a marketing system in place. It also has a wide variety of niche courses that you can explore.<\/p>\n Pricing: <\/strong>Free version available, pricing for paid plans varies.<\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/96a2a16e-e138-4855-a967-1a190b6c0692.png\")
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Why sell an online course in 2025?<\/h2>\n
Productize your expertise.<\/h3>\n
Build your brand.<\/h3>\n
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Diversify your revenue.<\/h3>\n
Make a difference.<\/h3>\n
Does selling online courses make money?<\/h2>\n
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<\/p>\n\n
![\"online](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-3-20250224-4686895.webp\" "\\"\\"")
<\/p>\n\n
The Course Selling Process: Your Complete Roadmap<\/strong><\/h2>\n
Pre-Sale: Building Momentum (6+ Weeks)<\/strong><\/h3>\n
![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-4-20250224-6867860.webp\" "\\"\\"")
<\/p>\nHow to Build Momentum for Your Course<\/h4>\n
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Featured Resource: <\/strong>Free Webinar Planning Kit<\/a><\/strong><\/h4>\n
![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-5-20250224-7298330.webp\" "\\"\\"")
<\/p>\nDuring the Sale: Creating Event-Level Excitement (4-7 Days)<\/strong><\/h3>\n
Launch Window Best Practices<\/h4>\n
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Post-Sale: Nurturing Success & Building Social Proof<\/strong><\/h3>\n
How to Sell Online Courses [+ Expert Tips]<\/strong><\/h2>\n
1. Validate your course idea with your audience.<\/h3>\n
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![\"survey](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-6-20250224-9779915.webp\" "\\"\\"")
<\/p>\n2. Define your ideal customer avatar (ICA) and speak to their pain points.<\/h3>\n
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![\"tommy](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-7-20250224-3816447.webp\" "\\"\\"")
<\/p>\n3. Build a high-converting email list.<\/h3>\n
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![\"lead](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-8-20250224-5067561.webp\" "\\"\\"")
<\/p>\n4. Create a pre-launch content series.<\/h3>\n
![\"example](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-9-20250224-4458840.webp\" "\\"\\"")
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How to Create a Pre-Launch Sequence (2 weeks)<\/h4>\n
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5. Host a free webinar or workshop.<\/h3>\n
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![\"hey](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-10-20250224-2940786.webp\" "\\"\\"")
<\/p>\n6. Set up a high-converting sales page.<\/h3>\n
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![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-11-20250224-6775548.webp\" "\\"\\"")
<\/p>\n![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-12-20250224-2507967.webp\" "\\"\\"")
<\/p>\n![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-13-20250224-6768248.webp\" "\\"\\"")
<\/p>\n![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-14-20250224-7324967.webp\" "\\"\\"")
<\/p>\nThe Quest Formula<\/h3>\n
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<\/p>\n\n
7. Create urgency with limited-time offers.<\/h3>\n
![\"example](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-16-20250224-2985911.webp\" "\\"\\"")
<\/p>\n8. Leverage social proof to build trust.<\/h3>\n
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![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-17-20250224-9648277.webp\" "\\"\\"")
<\/p>\n9. Nurture student relationships after the purchase.<\/h3>\n
10. Encourage referrals and repeat purchases.<\/h3>\n
![\"example](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-18-20250224-2182399.webp\" "\\"\\"")
<\/p>\nBest Platforms to Sell Online Courses<\/h2>\n
1. Thinkific<\/a><\/h3>\n
![\"how](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-19-20250224-8262226.webp\" "\\"\\"")
<\/p>\n2. Teachable<\/a><\/h3>\n
![\"online](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-20-20250224-5620696.webp\" "\\"\\"")
<\/p>\n3. Podia<\/a><\/h3>\n
![\"online](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-21-20250224-3367938.webp\" "\\"\\"")
<\/p>\n4. Kajabi<\/a><\/h3>\n
![\"online](\"http:\/\/www.backstagelenses.com\/wp-content\/uploads\/2025\/03\/selling-online-courses-22-20250224-8337082.webp\" "\\"\\"")
<\/p>\n5. Skillshare<\/a><\/h3>\n
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<\/p>\n