The Art of Selling Online Courses 197 Secrets to Building Insanely Engaging Online Communities
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Oct 9, 2025 Emma Jakobi, co-founder of Hey Lady and creator of mmmEnglish, and Shah Turner, also co-founder at Hey Lady, dive into the dynamics of community-led online learning. They share insights on reducing customer acquisition costs, transitioning from webinars to direct sales, and the importance of conversation-based learning. Emma reflects on her journey from a massive YouTube channel to focusing on Hey Lady, while Shah discusses tackling the consistency challenges in course promotion. Packed with practical tactics, this conversation offers valuable strategies for educators and course creators.
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Use Founder Authority In Ads
- Use the creator's existing authority in ads to lower acquisition cost dramatically.
- Feature Emma in creatives because her presence outperforms non-personal ads by 8–9x.
Consistency Beats One-Off Wins
- The biggest growth problem is inconsistency in repeatable campaigns and channels.
- Inconsistent results make forecasting and hiring decisions risky.
Short-Window Webinar Launches
- Run short webinar build-ups and avoid long pre-launchs; announce five days before.
- Aim for ~35% attendance as a strong benchmark for webinars.