The Art of Selling Online Courses Secrets to Building Insanely Engaging Online Communities
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Oct 9, 2025 Emma Jakobi, co-founder of Hey Lady and creator of mmmEnglish, and Shah Turner, also co-founder at Hey Lady, dive into the dynamics of community-led online learning. They share insights on reducing customer acquisition costs, transitioning from webinars to direct sales, and the importance of conversation-based learning. Emma reflects on her journey from a massive YouTube channel to focusing on Hey Lady, while Shah discusses tackling the consistency challenges in course promotion. Packed with practical tactics, this conversation offers valuable strategies for educators and course creators.
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Community As The Product
- Hey Lady treats community as the core product, not just content delivery.
- Building a custom platform lets them measure and optimize member engagement precisely.
Leaving YouTube To Build Hey Lady
- Emma walked away from her 6M-subscriber YouTube channel to focus on Hey Lady.
- She favoured building the new community product over continuing regular YouTube content.
Use Founder Authority In Ads
- Use the creator's existing authority in ads to lower acquisition cost dramatically.
- Feature Emma in creatives because her presence outperforms non-personal ads by 8–9x.