How to Create a Course That Sells in 2026: The Truth About What Students Really Want with Guest Expert Shannon Boyer

Ever wonder why some online courses sell out again and again while others barely get a click?

In this episode, I sat down with Shannon L. Boyer, award-winning educator, curriculum expert, and host of The Art of Online Course Creation, to talk about what it really takes to create a course people finish, recommend, and buy with confidence.

If you’ve ever thought about building a course, revamping an existing one, or wondered why your launch didn’t convert the way you hoped, this conversation is for you.

Meet Our Guest: Shannon L. Boyer

Shannon brings more than 25 years of experience in curriculum and course design, along with a master’s degree in education. She is the host of the podcast The Art of Online Course Creation, where she helps entrepreneurs build high-quality, impactful online programs.

She blends real-world teaching expertise with modern online business strategy, which is exactly why this episode is packed with insight.

The Truth About Online Courses Today

We are in what Shannon calls a “trust recession.”

Today’s buyers are more cautious. Many have invested in expensive programs that overpromised and underdelivered. As a result:

• They are more skeptical.

• They want proof.

• They expect real transformation.

• They value clarity over hype.

If you are selling a course in today’s market, you cannot rely on flashy marketing alone. You must build trust.

That trust comes from delivering real value, respecting people’s time, and structuring your course intentionally.

What Makes a High-Quality Online Course?

Shannon emphasized that creating a course is not just about recording content and uploading it.

A high-quality course:

• Is intentionally designed from start to finish

• Helps students achieve a specific outcome

• Avoids fluff and unnecessary overwhelm

• Provides clear, actionable steps

• Respects the learner’s time

• Delivers what it promises

And here’s something important:
If building your course feels hard, that does not mean something is wrong with you.

Course creation is an undertaking. It requires planning, structure, and thoughtful design. But when done well, it can be deeply rewarding both financially and personally.

Why Some Courses Don’t Convert

One powerful theme in this episode was how savvy buyers have become.

People are no longer buying based on:

• Big promises

• Passive income claims

• Vague outcomes

Instead, they’re asking:

• Can I trust you?

• Will this actually help me?

• Will I know exactly what to do after this?

Testimonials, proof of results, and strategic “deliver before you sell” moments such as challenges, boot camps, or value-packed trainings help build that trust.

Collaboration Over Competition

One of my favorite moments in the conversation was when Shannon shared a story about being invited onto what could have been considered a competitor’s podcast.

The mindset shift?

“There are billions of people looking for this. I only need a couple hundred.”

That abundance mindset changes everything.

You can have two instructors teaching the same concept, and they will attract different audiences because of personality, teaching style, and approach.

There is room for you.

The Profit Myth: Bigger Isn’t Always Better

We also talked about launches and revenue.

A $100,000 launch is not more impressive than a $15,000 launch if the expenses tell a different story.

Profit matters.

Sometimes a smaller launch with lower expenses is more sustainable and more successful in the long run. Don’t get distracted by surface-level numbers. Look at the whole picture.

Podcasting as a Course Growth Tool

Because Shannon is also a podcaster, we talked about how podcasting supports course creators.

Here’s why podcasting is so powerful:

• It lives forever

• It is accessible worldwide

• It builds long-term trust

• It supports SEO when paired with written content

• It gives you ongoing visibility

But strategy matters.

Your First 30 Seconds Matter

You have only a few seconds to capture attention. Your intro must be clear and compelling.

Your Ending Matters Even More

If you teach something brilliant but end without a strategic call to action, people will not take the next step.

Your call to action must be:

• Simple

• Clear

• Easy to execute

• Designed to move someone into your ecosystem

That could be:

• Downloading a freebie

• Joining your email list

• Signing up for a training

• Applying to work with you

And it needs to be included both in the audio and in the show notes.

Smart Call-to-Action Strategy

We also discussed baking calls to action directly into episodes versus using dynamic ads.

If you embed a CTA in your episode permanently, make sure:

• It will be relevant long-term

• The link won’t disappear

• It won’t create a future 404 error

Remember, someone could listen to your episode two years from now.

Strategic longevity matters.

Repurposing Content the Smart Way

One of Shannon’s favorite strategies is repurposing podcast episodes into written content for SEO power.

You can turn one episode into:

• A blog post

• Show notes

• Email newsletters

• Social posts

• Reels

• Guest outreach emails

AI tools can help generate this content, but always:

• Edit it

• Refine it

• Make it sound like you

Or better yet, outsource it.

As Shannon shared, repurposing is one of the most efficient ways to maximize your content without creating from scratch every time.

The Emotional Side of Entrepreneurship

We ended the conversation on something real and important.

Entrepreneurship is a roller coaster.

There are highs.
There are lows.
There are launches that feel amazing.
There are launches that don’t meet expectations.

The lows do not mean you’ll stay there.
The highs are not permanent either.

Stability comes from strategy, resilience, and community.

And as we both agreed, do not try to go it alone.

Thinking About Creating a Course?

If you’re feeling the pull to build a course, here’s Shannon’s encouragement:

• Yes, it is a lot of work.

• No, you are not behind.

• No, nothing is wrong with you if it feels challenging.

• Yes, it can be wildly rewarding.

If you’re ready to explore it further, Shannon offers her Ultimate Course Creation Roadmap, which walks you through the key steps to creating a high-quality online course.

You can also connect with her on Instagram, LinkedIn, her website,and through her podcast, The Art of Online Course Creation.