166: How to Make Your Online Course Sell
Dan Henry explains that making $5k-$10k a month from selling online courses is not hard. To make your online course sell, you just need to apply a few simple – but key - strategies.
Think you need to be a guru to sell an online course? Not true!
Dan Henry explains why focusing on solving problems, and not teaching topics, is the real key to making your course sell.
You don’t need to be a world-class expert to create an online course people will pay for. Dan shows us how to stop obsessing over “topics” and instead focus on solving real problems … the kind that people will gladly spend money to fix.
From doing a simple “brain dump” on your phone and running it through AI to uncover profitable course ideas, to understanding why solving an “insomnia” or even “bleeding neck” problem is far more valuable than teaching just another skill, Dan breaks it all down with clarity and candor.
He also shares how his $37 mini-course turned into $150,000 in sales, and why shifting from “information” to “problem-solving” can completely change the way you approach creating your own course.
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How to Make Your Online Course Sell: Why Solving Problems Beats Teaching Topics
If you’ve ever wondered why some online courses take off while others barely get noticed, you’re not alone. Many creators spend hours recording videos, building slides, and polishing their platform, only to find that students don’t buy. The question becomes: How do I make my online course sell?
Entrepreneur Dan Henry’s answer isn’t about having the flashiest setup or being the most recognized expert. It’s about identifying the right kind of problem to solve and building your course around that.
Why Your Course Isn’t Selling
It’s tempting to start with a topic you love: spreadsheets, meditation, baking, video editing. Passion matters, but passion alone doesn’t guarantee sales. The core issue is that topics don’t sell, solutions do.
Students don’t buy courses because of the topic. They buy because the course solves a problem that matters to them.
Course Creation Tips: The Four Levels of Problems
Dan Henry breaks problems into four levels. Use this framework if you want to make your online course sell:
- Level 1: “It’d be nice” problems. Low-priority wants people would like solved, but don’t feel urgency around.
- Level 2: “Annoyance” problems. Mildly inconvenient but not urgent.
- Level 3: “Insomnia” problems. Issues that keep people awake at night.
- Level 4: “Bleeding neck” problems. Emergencies where someone needs help now.
Don't expect much traction for solving Level 1 or 2 problems. The courses that generate consistent income typically solve Level 3 and 4 problems. And here's the thing ... you can reframe your lower level pitch so that it solves the higher levels problems.
How to Sell Online Courses Using the Brain Dump Method
To pinpoint problems you’re equipped to solve, start with a simple exercise: do a brain dump.
- Record yourself on your phone listing every problem you’ve solved—for yourself or others. Don’t filter; just talk.
- Transcribe the recording.
- Paste the transcript into an AI tool (e.g., ChatGPT) and ask: “Which of these problems are most profitable to solve?”
This often reveals hidden opportunities—software you’ve taught colleagues, crises you’ve handled, systems you’ve improved. Those experiences can anchor a course buyers actually want.
Why You Don’t Need to Be a Guru
A common roadblock is believing you aren’t “expert enough.” You don’t need to be the world’s leading authority; you need to be a few steps ahead of the learner. Many students prefer an approachable, relatable guide, over a guru whose results seem unattainable or too distant from the student's current results.
A Real-World Example: From $37 to $150K
Dan shares how a small, focused mini-course priced at $37 went on to generate $150,000 in sales. It worked because it addressed a specific, valuable problem. Pricing, branding, and production value matter, just less than solving a problem people truly care about.
Make Your Online Course Sell by Selling the Experience
Students don’t just buy information. With AI, information is everywhere. What they buy is the experience:
- Clear, step-by-step guidance that removes friction.
- Trust in your brand and a sense of connection.
- Community and accountability that keep them moving.
- Motivation that comes from learning with someone relatable.
Build a brand, not just a product. When people feel part of your story, they buy because they want to, not because they have to.
Key Takeaways for Selling Online Courses
- It needs to solve a higher level of problem. Aim for insomnia or bleeding-neck issues that buyers urgently need solved.
- Use the brain dump method. Surface problems you’re already qualified to teach.
- Prioritize experience and brand. Learners pay for clarity and connection ... not just content.
Final Thoughts
Dan feels that making $5,000–$10,000 a month from online courses isn’t far-fetched. It becomes realistic when you stop chasing topics and start solving urgent problems. The next time you brainstorm an idea, remember to ask: what level 3 or 4 problem does this solve? Shift your approach, apply these principles, and you’ll be on your way to creating an online course that people are excited to buy - and finish.
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