#17 Effective and Ethical Marketing Strategies for Online Course Creators with Business Strategist Jan Ditchfield

Do you ever feel uneasy about the marketing tactics you see in the online space? In this episode of The Art of Online Course Creation, Shannon Boyer welcomes Jan Ditchfield, a business strategist with a remarkable background in fundraising and ethical marketing. Together, they explore how to create genuine connections with your audience while staying true to your values—and how these principles can transform your online course business.

Drawing from her years in the nonprofit sector, Jan shares actionable strategies for avoiding the manipulative tactics of "bro marketing" and fostering trust through ethical sales practices. You'll also learn the key differences between ethical urgency and misleading scarcity, how to qualify leads to ensure your students are set up for success, and why building trust begins long before—and long after—the sale.

This conversation is packed with practical tips and empowering insights to help course creators navigate the often-confusing landscape of online marketing. If you're looking for strategies to grow your business authentically while delivering exceptional value to your students, this episode is a must-listen.

What You’ll Learn in This Episode:

• What "bro marketing" really means and why it’s harmful.
• Practical ways to sell authentically and ethically.
• How to use urgency and scarcity without crossing ethical lines.
• Why trust-building begins after the sale—and how it can lead to long-term success.
• Key strategies for ensuring your marketing aligns with your values.

Guest Spotlight:
Jan Ditchfield is an award-winning business strategist and ethical sales expert who has generated over $25 million in revenue in her career. She helps purpose-driven women turn their expertise into thriving, online businesses that generate consistent $10k months—without sacrificing their values or burning out. Jan left her 20+ year career as a professional fundraiser to build a multiple 6-figure business during the height of the pandemic, with a toddler under her desk. She’s also the straight-talking host of the Top 3% podcast No BS Business School, where she teaches women how to master ethical sales and marketing strategies that deliver real results.

Links & Resources:

• Connect with Jan: JanDitchfield.co or @janditchfield.co on IG and FB
• Listen to Jan’s podcast: No BS Business School
• Unlock your six-figure potential with Jan's FREE $100,000 Online Business Checklist.

Don’t Miss This Episode If You Want To:

• Learn how to market your online course with integrity.
• Build long-term relationships with your students and customers.
• Find joy in selling through alignment with your values.

Rate & Review:
If you enjoyed this episode, we’d love to hear your thoughts! Leave a 5-star review on your favorite podcast platform, and share how this conversation inspired your approach to course creation.

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