7 Proven Steps to Create and Sell Online Courses to Generate Passive Income in 2024

If you’re a coach or speaker, you’re probably sitting on a goldmine of knowledge. You know you’ve got expertise to share. But what if I told you that, with just a few steps, you could turn that knowledge into an online course that sells on autopilot—bringing in cash while you’re off doing, well… whatever you want?

Here’s the deal: Online courses aren’t just for “influencers” or tech geniuses. Anyone with valuable insights, hard-won experience, or a passion for teaching can create a course that generates income around the clock. And in 2024, demand for digital learning is bigger than ever.

Let’s dive into these 7 proven steps to sell an online course that not only shares your knowledge but brings in passive income.

Why Choosing to Sell Online Courses Is the Right Move, Right Now

The e-learning market is absolutely exploding, expected to hit a mind-blowing $457.8 billion by 2026. People everywhere are looking for flexible, self-paced ways to learn what they need—on their own time, from wherever they are. Online courses are no longer just a “nice-to-have”; they’re the go-to for skill-building and personal growth. Remote learning has become the norm, and this shift has opened up a massive door for course creators to make real money by sharing what they know. If you’ve got expertise to offer, now’s the time to create online courses and ride this wave.

Key Fundamentals to Create and Sell Online Courses: Playing the Long Game to Win Big

Let’s get one thing clear right off the bat: if you’re creating an online course, your goals should be two fold. Make money now. Make money later. This isn’t just about a quick cash grab; it’s about creating a real asset that builds long-term revenue and even grows in value over time. The trick is to know how to approach your market effectively, or else you’ll end up in a brutal battle for visibility that’s likely to drain your time, energy, and budget.

Here’s the deal: In any niche, only about 3% of your audience is ready to buy right now. They’re on the lookout, credit card in hand, just waiting for the right offer. Most people think, “Great, I’ll target them!” But here’s the problem: everyone else has the same idea. They’re all scrambling for that small 3% of “fast lane” buyers. And that means a couple of things:

– Ad costs shoot through the roof because every player in your niche is bidding for that same slice of ready-to-buy folks. The more competitors bidding, the higher the costs go, and your ROI can plummet.
  
– Organic reach gets insanely competitive. Everyone is gunning for those “buy now” keywords, so you’re up against an army of competitors for just a few spots on Google. It’s a crowded market, and your course could end up buried if you’re only targeting the immediate buyers.

So, what’s the smart move here? Scott Oldford calls this the “nuclear effect”—playing to the entire audience spectrum, not just the buyers who are hot today but also the people who are almost ready, as well as those who will be in the future. Instead of pouring everything into targeting the “fast lane” buyers, you spread your focus across all parts of the funnel, (TOFU-MOFU-BOFU) which lets you scoop up customers from every lane: those who are curious, those who are deciding, and those who are ready to jump in.

Here’s How to Win the Long Game with Your Course Strategy:

1. Start by Building Awareness and Trust – The majority of your audience isn’t ready to buy today. They’re looking, they’re learning, but they’re not ready to commit. This is where creating valuable, *free* content comes in. Articles, social media posts, videos—whatever it takes to get people to recognise you as an expert and to feel that connection. (Levels of Energy by Frederick E. Dodson emphasises the importance of matching your energy to that of your audience—showing up consistently to build trust will attract the right people.)

2. Guide People Gradually with an Evergreen Funnel – Instead of dropping a buy-now pitch on everyone who comes across your content, guide them. Use the TOFU-MOFU-BOFU approach to lead people from “I’m curious” to “I’m in.” The top of your funnel (TOFU) should be pure value, answering their questions and offering free insights. The middle of the funnel (MOFU) is where you offer lead magnets—webinars, mini-courses, checklists—things that give a taste of what’s to come. And by the time they’re at the bottom (BOFU), they’re warmed up and ready to buy.

3. Launch an MVP to Get Real Feedback and Build Buzz – Before committing to a polished, full-scale course, launch a Minimum Viable Product (MVP). Invite a select group to a “beta version” of your course. Charge a small fee or even offer it as Pay-What-You-Want. This gets early feedback from actual users, gives you social proof, and provides cash flow. Plus, if you follow the MVP method, you’ll have a chance to test-drive your course with real users while building excitement and demand.

4. Capture Leads and Nurture Them Consistently – Don’t let visitors come and go. Get them on your email list with a lead magnet, and keep in touch through regular, value-packed emails. The Nuclear Effect highlights that nurturing these leads over time builds a reservoir of future buyers, not just immediate customers. Share insights, answer questions, offer tips, and don’t be shy about promoting your course—just remember to keep it balanced with value.

5. Play the Long Game with Automated Systems – Once you’ve got a proven course, create an evergreen sales funnel that’s always running, capturing leads and converting them into buyers automatically. This system is your “digital asset,” the engine that turns your course into ongoing income. With this in place, your course becomes a real business—one that doesn’t need constant attention from you, freeing up your time for new projects or even more courses.

Key Fundamentals Summary:

Going after the whole audience spectrum gives you a lasting edge. Targeting only the 3% who are ready to buy right now is like grabbing low-hanging fruit while ignoring the rest of the orchard. By playing to the entire audience—nurturing relationships, creating a powerful funnel, and investing in a long-term sales strategy—you’re building something sustainable that generates passive income for the long haul.

For a breakdown of my Profitable Course Creation Strategy read here

And here’s some additional insights

Step 1: Before You Create An Online Course Choose Your Profitable Course Topic

Nail Down Your Profitable Course Topic (Before You Even Think About Creating It)

Here’s the cold, hard truth: Success starts with choosing the right niche—one that’s not only valuable but also profitable. This isn’t just about what you like to teach; it’s about finding the sweet spot where your skills, market demand, and income potential overlap. Before you dive into creating content, make sure your topic will attract the right audience and actually sell.

Here’s how to find that perfect topic:

– Identify Skill Gaps in Your Industry – What knowledge or skills are in high demand but short supply? If you can close that gap, you’ve got a winning course idea.

– Validate Market Demand –  Use Google Trends, AnswerThePublic, or keyword research tools to confirm people are searching for this topic. Look for steady or growing interest—trends that aren’t fading.

– Scope Out the Competition – Success leaves clues. Look at top courses in your niche to see what they’re offering. But don’t just copy— Levels of Energy reminds us to stand out by bringing our unique energy. Find your angle that makes you the obvious choice.

– Lean on Your Expertise – This is where you shine. What unique skills, stories, or insights do you bring that others can’t? Don’t be afraid to niche down. You’re not looking to please everyone; you’re aiming to attract your ideal clients.

– Check for Monetisation Potential – A profitable course isn’t just about clicks and views. Make sure your target market has both the need and willingness to pay for the solution you’re offering. Courses on topics that solve a pressing pain point or save people time, money, or stress are usually winners.

Pro Tip: Before you invest weeks creating content, use keyword tools, Amazon book reviews and Google Trends to confirm demand. If people are already searching for your topic, that’s a great sign you’re on the right track.

Step 2: Course Creation Starts With Mapping Your Course Content

Build a Learning Journey That Keeps Students Hooked

Want your students to love your course and actually use what they learn? Then you need to design a compelling learning journey that keeps them engaged and progressing from start to finish. This isn’t about throwing information at them—it’s about guiding them through an experience that sticks.

Here’s how to craft an unforgettable learning journey:

• Start with Clear Learning Outcomes – Be specific about what your students will gain by the end of each module. Learning outcomes give direction and set expectations, which keeps motivation high.
• Organise Content into Digestible Modules – Think bite-sized. Each module should focus on one core idea or skill to avoid overwhelming your students. Breaking down content makes it easier to follow and, according to Levels of Energy, keeps the energy flowing so students don’t feel drained or overloaded.
• Include Practical Exercises and Assignments – This is where students turn learning into action. Assignments and exercises build confidence and ensure your content sticks by helping students apply what they’ve learned.
• Add Engaging Multimedia Elements – Keep it fresh with videos, images, and interactive elements. Studies show that people retain 65% more information when visuals are combined with text, so don’t shy away from mixing things up. Engaging multimedia isn’t just fluff; it’s a proven retention booster.
• Create Supplementary Resources – Bonus checklists, cheat sheets, or quick-reference guides can add immense value. Not only do they make the learning process smoother, but they also position your course as a comprehensive resource students will keep coming back to.

Remember: A well-structured, visually engaging course is more than a collection of facts. It’s an experience that takes students from Point A to Point B, transforming how they think and act along the way.

Step 3: Choose Your Online Course Platform So You Can Create and Sell Your Online Course

Select the right platform based on your needs:

– Teachable: Best for beginners

– Thinkific: Excellent customization options

– Kajabi: All-in-one solution

– Udemy: Built-in marketplace

– Custom WordPress site: Complete control

– ThriveCart – Flexibility, Control & Full Funnel Customisation from Landing page to upsells, down-sells and offer bumps.

Consider factors like pricing, features, and technical requirements when choosing your platform.

Step 4: Price Your Course Strategically

How Flexible Is Your Price? Nail Down Smart Pricing Strategies

Price can make or break your course sales. Set it too high, and you might lose potential buyers. Set it too low, and you could leave serious money on the table. To maximise conversions and profits, it’s essential to implement a pricing strategy that balances value, affordability, and demand.

Here’s how to build a smart pricing approach:

• Research Competitor Pricing – Start by looking at what similar courses are charging. This gives you a baseline and helps you position yourself competitively.
• Know Your Target Audience – Are your buyers bargain hunters or willing to invest in high-quality education? Tailoring your price to your audience’s spending habits is crucial.
• Factor in Platform Fees – If you’re hosting on a platform like Udemy or Teachable, account for any fees they may take. These can add up and impact your profit margins, so price accordingly.
• Plan for Promotions – Discounts and limited-time offers can boost sales, especially around key dates. Plan these in advance to maintain value without over-discounting.
• Offer Pricing Tiers – Give your students options! By creating different tiers—like basic, premium, and VIP access—you cater to different budgets and levels of commitment, ultimately increasing your reach.

Industry Insight: Courses priced between $100 and $500 often see the highest conversion rates, striking the ideal balance between accessibility and perceived value.

Step 5: Market and Sell Strategically

Create Compelling Marketing Assets That Pull People In to Your Digital Products

Want to get people excited about your course? Then you’ve got to build marketing assets that don’t just inform—they engage and entertain. Let’s face it: people would much rather be entertained than lectured to, and most marketing out there is way too stiff. Give your marketing some personality, and your course will stand out from the sea of dry sales pitches.

Here’s your checklist for crafting irresistible marketing assets:

• An Engaging Course Sales Page – This is where your course lives, so make it count. Keep the copy focused on benefits over features. Show potential students what they’ll achieve, not just what they’ll learn. As Levels of Energy suggests, aligning the sales page with the energy and desires of your audience makes them feel an immediate connection.
• High-Quality, Fun Promotional Videos – Videos can give your audience a sneak peek of the course vibe. Bring in your personality and inject some fun—this builds trust and makes your course feel more approachable. According to The Nuclear Effect, video content can boost conversion rates, as it creates a sense of connection that static text often can’t.
• Email Marketing Sequences – Keep in touch with leads through automated email sequences that offer tips, previews, and success stories. An effective email sequence can turn “just curious” visitors into eager buyers by steadily building interest and trust.
• Social Proof Elements – People trust people, so include testimonials, case studies, or even early feedback from beta students to validate the course’s impact. When others vouch for your course, it lowers the buying barrier.
• A Strong, Clear Value Proposition – Your value proposition should answer the question, “What’s in it for me?” Make it crystal clear how this course is going to change their life, skills, or business. The focus should always be on outcomes and transformation.

Pro Tip: Focus on benefits, not features. Prospects want to know what they’ll gain by enrolling—not just what modules or videos are included. Show them the results they can expect and keep it fresh, fun, and human.

Step 6: Launch Your Course Successfully by Reaching the Right Audience

A powerful course launch doesn’t just happen—it’s planned and built up by strategically warming up your audience long before the actual launch date. To reach the right people, you need to connect with audiences at every stage of the Slow Lane, Sidewalk, and Fast Lane (SSF) spectrum. The Slow Lane audience might need nurturing content to get excited, while the Fast Lane crowd is primed to buy ASAP. To maximise your reach and sell courses, each step of your launch should strategically target these audiences.

Here’s how to execute a launch that sells:

• Build an Email List in Advance – Start nurturing leads as early as possible. Offer valuable content, free resources, or mini-trainings to capture emails and keep them engaged. Segment your list by interest and readiness to buy, so your messaging speaks to each audience directly.
• Create Buzz with Content Marketing – Reach your “Slow Lane” and “Sidewalk” audiences by sharing engaging content—blog posts, videos, and social media content. By addressing pain points and showing how your course can solve them, you start building demand and curiosity before the course is even available.
• Leverage Social Media Promotion – Use your social channels to give sneak peeks, share behind-the-scenes content, and countdowns to create excitement. Engage with your followers in real-time to answer questions and build anticipation, connecting with Fast Lane buyers ready to commit.
• Offer Early-Bird Pricing – Create urgency with early-bird pricing for a limited time. This incentive can tip people from the Sidewalk and Fast Lane right into action, motivating them to sign up now instead of waiting.
• Run a Beta Program to Refine and Gather Proof – Launch a beta program to a smaller, targeted group before the full release. This approach not only gives you valuable feedback but also creates social proof and testimonials for the big launch.

Pro Tip: Successful course launches often generate 60% of total sales in the first week. A well-planned pre-launch strategy that connects with audiences at every stage of SSF ensures you’re not just reaching the “ready-to-buy” crowd but building interest with those who need a little more nurturing to commit.

Step 7: Scale Your Online Course Creation Business Like A Pro

Once your course is live and generating income, it’s time to scale up and build a sustainable business around it. Scaling means more than just adding new students—it’s about expanding reach, boosting revenue, and refining operations. Implement growth strategies that make your course business both profitable and resilient, so you’re positioned for long-term success.

Growth Strategies for Scaling:

• Showcase Student Testimonials and Success Stories – Social proof is a powerful driver. Gather testimonials and feature case studies to build credibility, attract new students, and reassure potential buyers that your course delivers results.
• Create Affiliate Partnerships – Connect with influencers, bloggers, or other course creators to expand your reach. Affiliates help you tap into new audiences and provide a scalable way to grow sales without added marketing spend.
• Develop Upsell Opportunities – Add value and increase revenue with advanced modules, one-on-one coaching, or exclusive content for existing students. Upsells keep students engaged while maximising their lifetime value.
• Optimise Based on Feedback – The Nuclear Effect emphasises the importance of iteration. Regularly review feedback from students to fine-tune content, delivery, and support. Continuous optimisation keeps your course relevant and valuable.
• Automate Your Marketing Processes – Leverage tools to automate tasks like email sequences, retargeting ads, and customer support. Automation frees up your time, letting you focus on refining and expanding your offerings.

Stay Ahead of Common Scaling Challenges:

• Keep Content Fresh and Relevant – Update course material as needed to ensure it stays current and valuable, especially in fast-changing industries.
• Maintain Student Engagement – Use gamification, community spaces, or regular live check-ins to keep students motivated and connected. Engaged students become repeat customers and brand advocates.
• Stay on Top of Technical Support – Efficient tech support keeps students happy and minimizes course drop-offs. Offer clear guides and resources to handle common issues.
• Implement Feedback Consistently – Regularly gather and act on student feedback. Showing you’re responsive to suggestions not only improves your course but builds loyalty.
• Stand Out from Competitors – Focus on your unique teaching style, results, or added value to differentiate your course from others in your niche.

Scaling isn’t just about adding more students—it’s about building a complete system that consistently attracts, engages, and satisfies learners while minimising hands-on work. By following these strategies, you’ll create a resilient course business that can thrive in a competitive market.

Your Next Steps to Sell Your Course Online

Start Today and Build Your Freedom-Fueled “Course” Online Business

Don’t wait for the “perfect” time—take the first step now. Start by validating your course idea, researching your target audience, and outlining the structure that will guide your students to real results. Build your audience, share value, and watch as your vision starts to take shape.

Remember, the most successful course creators don’t just sell content—they change lives while building businesses that thrive over time. Focus on delivering real value, designing a course that truly helps, and setting up systems that let you scale with ease. This is your chance to create something that not only supports others but supports your own dreams and freedom. So take that step today, and begin building the business—and the life—you’ve always wanted.