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Hey my friend 👋
In this edition, you’ll learn:
The 3 shifts the online course industry is going through and how you can still launch a successful course or cohort.
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Type: 🚀 Launches
Most people: “oNlInE cOuRsEs aRe dEaD.”
Me: *drives $8,504 in online course revenue last week*
(And I worked just 4 hours on that business.)
I see this all the time:
A shift in the industry happens.
Many ‘gurus’ run to claim the industry is dead.
And I’m coming from SEO, the industry that has been ‘dying’ for over a decade, yet is still very much alive. 😂
To be honest, I’m not surprised that after every person and their dog started using AI daily, the narrative of dying online courses became louder.
I went down the rabbit hole (so you don’t have to).
I typed “are online courses dead in Google” and opened at least 20 results. Most of them were videos or social media posts.
And you know what?
ALL people claiming that online courses are dead are the ones selling programs on how to create cohort-based courses. As if it’s a “new thing.”
People, cohort courses are still online courses.
So it’s honestly all about making the terminology fit your agenda.
Here’s my opinion about online courses now:
Online courses, be they DIY or cohort-based, are alive and are working really well if done correctly. And by real experts in their field.
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Some stats for your beautiful analytical brain: The global online learning market is projected to grow to $1 trillion in 2028. For comparison, it was worth $325 billion in 2025.
But some things DID change in the online course industry
There are a few things in the online education industry that have changed for sure.
As someone who has been in it since 2019, I can see 3 main shifts.
1. (General) Knowledge became a commodity.
When you can get instant answers from ChatGPT (or whatever LLM you prefer this time of day), information becomes a commodity.
This is not the first huge shift in how we consume information.
The same happened when the Internet became available to common people: they could just find information online instead of paying for magazines and newspaper subscriptions.
But here’s the thing:
The introduction of the Internet didn’t destroy business. Instead, it created a shift and opened so many opportunities for doing business online.
How to succeed:
AI is good for getting general information scraped from different online sources.
And it’s great at sounding confident while giving you 💩 information. Well structured, but still 💩. Its KPI is NOT to give you the real transformation. Its goal is to keep you in the chat as long as possible. Remember this.
And it cannot replicate your unique expertise.
AI cannot replicate that you’ve owned a brick-and-mortar store for 25 years.
AI cannot replicate that you’ve been a marketer for B2B companies specializing in technology.
It cannot replicate that you have helped 32 local businesses get more reviews on Google Maps and remove the spam ones.
You have a unique way of thinking based on your specific experience and stories. So your expertise is valuable.
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2. We’re in a trust recession
There have been so many bad players trying to sell us snake oil over the recent years that we’re in a trust recession now.
How to succeed:
Know your shit.
That’s non-negotiable.
I hate it when coaches say that “you don’t need to be an expert in your topic to launch an online course.” ”.
Well, you should, in my opinion.
But being an expert doesn’t come from certifications or a master’s degree.
It comes from your successful experience.
If you have it, you’re an expert.
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3. Use a bulletproof launch approach
Back in the day, I would hear stories like, “We screwed up our checkout; the sales page wasn’t working, but we still generated $50K in that launch.”
Well, if it’s true, it’s not going to fly now.
Attention is scattered.
Trust is hard to gain and easy to lose.
Your course launch strategy should be sharp and well-executed. Not perfect, but great enough to attract the right people who you’ll be excited to teach.
How to succeed:
All my successful launches followed the same structure; I call it the Knowledge Profit System.
It’s much more than just a launch strategy, to be honest. It’s strategy + the mindset behind it.
I really want to break it down in detail for you, but this edition is getting looooong.
So I’ll give you all the details in the next one, next week.
(This is not a marketing trick; I really think this one deserves a separate edition.)
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So if you’ve been thinking of launching a course to get all these valuable bits of experience out of your head AND be paid for it, now is the right time.
Today’s lesson:
It’s easy to succeed with your online course if you lean into your unique expertise and follow a bulletproof launch approach.
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