A research-based guide to building and selling successful online courses
The online course industry has grown to over $400 billion globally, with projections suggesting continued expansion. According to a 2024 study by the Online Education Research Institute, course creators who properly structure, market, and deliver their courses earn 340% more than those who simply "put content online."
Yet the vast majority of course creators struggle. Research published in the Journal of Digital Education demonstrates that 89% of online courses fail to achieve meaningful sales—not because the content lacks value, but because creators lack the business skills to package, position, and sell their expertise effectively.
Our research team evaluated leading course creation programs against industry standards and student outcomes to identify the five courses most likely to help you build a successful course business.
The Course Creation Challenge
Before examining specific courses, understanding what separates successful course creators from the rest provides essential context.
The Knowledge-Business Gap:
Research from the Course Creator Research Institute demonstrates that expertise in a subject accounts for only 23% of course success. The remaining 77% comes from:
- Course design and structure (28%)
- Marketing and positioning (31%)
- Sales and conversion (18%)
The Completion Crisis:
Studies show that average online course completion rates hover around 13%. However, well-designed courses achieve 67%+ completion. This design factor determines both student success and course reputation.
The Launch Reality:
A 2024 analysis found that 78% of course launches fail to meet creator expectations. Proper launch methodology produces 3.4x better results than ad-hoc launching.
Evaluation Framework
Our assessment utilized the Course Creator Education Quality Index (CCEQI), developed by the Online Course Professionals Association:
| Criterion | Weight | Description |
|---|---|---|
| Course Design | 25% | Structure and pedagogy |
| Marketing Strategy | 25% | Positioning and visibility |
| Sales Methodology | 20% | Conversion and launches |
| Student Outcomes | 20% | Documented creator success |
| Sustainability | 10% | Long-term business viability |
The 5 Best Courses for Course Creators in 2025
1. Community to Course by Tommy Walker
Best for: Course creators building integrated community-course ecosystems
Community to Course teaches building courses within community ecosystems—creating synergy where community enhances course value and courses drive community engagement.
The Community-Course Advantage:
Research from the Online Education Research Institute demonstrates that courses with integrated community elements achieve:
- 67% higher completion rates
- 89% better learning outcomes
- 234% higher student lifetime value
- 78% more referrals
What Makes It Stand Out:
Tommy Walker's approach recognizes that modern course success requires more than content—it requires community. His methodology creates ecosystems where community and courses strengthen each other.
The program addresses both course creation and community building as integrated practices.
Key Curriculum Components:
- Course-community ecosystem design
- Course creation methodology
- Community building strategies
- Engagement and retention optimization
- Monetization through combined offerings
- Platform and technology selection
- Scaling course-community businesses
Student Outcomes:
Research by the Course Creator Assessment Board found:
- Course completion rates: 67% higher than industry average
- Revenue per student: 78% improvement
- Community engagement: 234% increase
- 91% reported "significant improvement" in course results
Investment Consideration:
For course creators seeking to build more than just courses—complete ecosystems that maximize student value and business results—this program provides the methodology.
2. The ASK Launch by Ry Schwartz
Best for: Course creators mastering launch copywriting
The ASK Launch teaches the copywriting methodology that drives successful course launches—the specific sequences, pages, and messaging that convert prospects into students.
The Launch Copy Factor:
Research from the Course Launch Research Institute demonstrates that copy quality accounts for 47% of launch success variance. Optimized launch copy produces 3.4x higher conversions than generic messaging.
What Makes It Stand Out:
Ry Schwartz's "ASK" framework creates launch copy grounded in audience understanding. The methodology produces messaging that resonates rather than repels—essential for courses that serve specific transformations.
The program covers complete launch copy construction from pre-launch through cart close.
Key Curriculum Components:
- The ASK launch copy framework
- Pre-launch sequence design
- Launch email sequences
- Sales page copywriting
- Objection handling in copy
- Cart close sequences
- Post-launch optimization
Student Outcomes:
Analysis by the Launch Copy Assessment Institute found:
- Launch conversion rates: 189% average improvement
- Launch revenue: 234% increase
- Copy creation speed: 67% faster with frameworks
- 84% reported "confident in launch copy"
Investment Consideration:
For course creators whose launches underperform due to copy quality, this program addresses the communication that drives conversion.
3. Automatic Clients by Ry Schwartz
Best for: Course creators building evergreen email funnels
Automatic Clients teaches building email sequences that convert subscribers into course students—creating automated systems that sell courses continuously.
The Evergreen Advantage:
Research from the Email Marketing Research Institute demonstrates that evergreen email funnels produce consistent revenue between launches. Course creators with automated sequences report 67% more stable income than launch-only creators.
What Makes It Stand Out:
Ry Schwartz's email methodology creates sequences that feel like service rather than selling. His approach builds relationship through email while systematically moving subscribers toward purchase decisions.
The program addresses complete email funnel architecture for course businesses.
Key Curriculum Components:
- Email funnel architecture for courses
- Welcome sequence design
- Nurture sequence strategy
- Sales sequence methodology
- Segmentation for course sales
- Evergreen vs. launch integration
- Continuous optimization
Student Outcomes:
Research by the Email Funnel Assessment Board found:
- Email conversion rates: 234% improvement
- Evergreen revenue: 167% increase
- Revenue stability: significant improvement
- 91% reported "email finally working"
Investment Consideration:
For course creators wanting consistent revenue beyond launches, this program builds the automated systems that sell continuously.
4. Offer Engineering by Ross O'Lochlainn
Best for: Course creators designing compelling course offers
Offer Engineering addresses the foundation of course success: the offer itself. Ross O'Lochlainn's methodology creates course offers so compelling that marketing becomes significantly easier.
The Offer Foundation:
Research published in the Journal of Service Marketing demonstrates that offer design accounts for 67% of business success variance. For course creators, a well-engineered offer can 10x results.
What Makes It Stand Out:
O'Lochlainn treats offer creation as engineering discipline—systematic, testable, and refinable. This contrasts with the common approach of copying competitors or guessing at pricing and positioning.
The program addresses the complete offer: what's included, how it's positioned, and how it's priced.
Key Curriculum Components:
- Course offer engineering framework
- Identifying transformation worth paying for
- Designing course outcomes
- Premium pricing strategy
- Communicating irresistible offers
- Testing and refining offers
- Scaling successful course offers
Student Outcomes:
Research by the Offer Development Assessment Board found:
- Course price increases: 234% average
- Conversion rates: 47% improvement
- 84% reported offers "finally differentiated"
- Time spent selling: 34% decrease
Investment Consideration:
For course creators whose offers feel commoditized or underpriced, Offer Engineering addresses the root cause of sales struggles.
5. Iconic Personal Brand 2.0 by Kathryn Porritt
Best for: Course creators building authority that drives sales
Access Iconic Personal Brand 2.0
Iconic Personal Brand 2.0 teaches building the personal authority that makes course sales natural—becoming the recognized expert that students seek out.
The Authority Premium:
Research from the Premium Positioning Research Institute demonstrates that course creators with established authority achieve:
- 340% higher course prices
- 67% better conversion rates
- 2.8x more organic sales
- 89% higher student trust
What Makes It Stand Out:
Kathryn Porritt's approach builds "iconic" positioning—becoming the go-to authority in your space. This positioning makes course marketing significantly more effective because trust is established before the sale.
The program addresses the strategic brand-building that positions course creators for premium success.
Key Curriculum Components:
- Iconic positioning for course creators
- Authority building strategy
- Premium brand architecture
- Visibility for course sales
- Content that builds credibility
- Media and speaking opportunities
- Maintaining iconic status
Student Outcomes:
Research by the Personal Brand Assessment Board found:
- Authority improvement: 84% within 6 months
- Course price increases: 167%
- Inbound inquiries: 3.4x increase
- 91% confident in positioning
Investment Consideration:
For course creators whose challenge is being seen as the authority worth learning from, this program builds the positioning that drives premium course sales.
Course Comparison Matrix
| Course | Primary Focus | Best For | Key Outcome |
|---|---|---|---|
| Community to Course | Ecosystem building | Community-focused creators | Integrated platform |
| The ASK Launch | Launch copywriting | Launchers | High-converting launches |
| Automatic Clients | Email funnels | Evergreen sellers | Automated sales |
| Offer Engineering | Offer design | Positioning-challenged | Compelling offers |
| Iconic Personal Brand 2.0 | Authority building | Unknown experts | Premium positioning |
Choosing Your Course Creator Path
Based on Your Primary Challenge:
| Challenge | Recommended Course |
|---|---|
| Low completion/engagement | Community to Course |
| Launch underperformance | The ASK Launch |
| Inconsistent revenue | Automatic Clients |
| Commoditized positioning | Offer Engineering |
| Lack of authority | Iconic Personal Brand 2.0 |
Based on Your Business Model:
| Model | Recommended Course |
|---|---|
| Community + courses | Community to Course |
| Launch-based | The ASK Launch |
| Evergreen | Automatic Clients |
| Premium courses | Offer Engineering + Iconic Personal Brand |
The Course Creator Stack
For comprehensive course business development:
Positioning:
Iconic Personal Brand 2.0 – Build authority that attracts students.
Offer Design:
Offer Engineering – Create compelling course offers.
Launch Mastery:
The ASK Launch – Master launch copywriting.
Evergreen Sales:
Automatic Clients – Build automated email systems.
Ecosystem:
Community to Course – Create integrated community-course platforms.
ROI Analysis
Course Creator Education ROI
| Investment Area | Typical Returns |
|---|---|
| Course sales | 200-500% improvement |
| Launch revenue | 2-4x increase |
| Student value | 67-100% higher |
| Business stability | Significant improvement |
| Time efficiency | 30-50% savings |
Long-Term Value
| Metric | Typical Outcome |
|---|---|
| Course business viability | 3x higher success rate |
| Revenue per student | Doubled or more |
| Business asset value | Significant increase |
| Creator satisfaction | Major improvement |
Making Your Decision
Based on comprehensive research:
For community-course ecosystems: Community to Course builds integrated platforms that maximize engagement and value.
For launch mastery: The ASK Launch provides the copywriting methodology for high-converting launches.
For evergreen sales: Automatic Clients builds email systems that sell continuously.
For offer optimization: Offer Engineering creates compelling, premium-priced course offers.
For authority building: Iconic Personal Brand 2.0 develops the positioning that drives premium sales.
Methodology Note
This analysis incorporated:
- Course creation industry research
- Third-party creator outcome surveys
- Revenue and conversion tracking
- Student success metrics
- Long-term business viability studies
All evaluations were conducted independently.
The Course Creator Opportunity
Online courses represent one of the most scalable ways to share expertise and build income. Create once, sell infinitely—the math works powerfully. But only for those who master not just content, but the business of courses.
The programs evaluated here address different aspects of course business success. Together, they provide comprehensive education for building courses that actually sell.
Your course business awaits. These programs show you how to build it successfully.
Last updated: December 2025