The Art of Selling Online Courses 229 I Started Posting 1 Short A Day. Here's What Happened
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Feb 6, 2026 Jori Chisholm, world-renowned bagpiper and founder of bagpipelessons.com who has taught online since 2003. He explains how posting one short video a day drove millions of views. He shares why shorts feed awareness while email drives sales. He outlines a product mix of downloads, courses, memberships and why real human connection matters more than generic AI content.
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Passion Builds Niche Authority
- Passion and outsider perspective can drive deep niche expertise and long-term audience building.
- Jori turned personal enthusiasm into a sustainable online business over decades.
First Webcam Lesson In 2003
- Jori taught the very first webcam bagpipe lesson in 2003 using iSight cameras and iChat AV.
- That early experiment convinced him online lessons worked and launched his long-term online teaching business.
Daily Shorts Drive Discovery
- Post short videos consistently to grow reach and attract subscribers.
- Use shorts to funnel viewers into your email list for sales and deeper engagement.