The Art of Selling Online Courses

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Nicole Hullihen runs a full-time VP role in pharmaceuticals, leads a family, and still finds 25 hours a week to build a course business on the side. I honestly wasn't sure how that was possible, but listening to her talk about it, it starts to make sense.

Nicole is the founder of Execute The Vision, where she teaches Excel and business operations skills through courses, done-for-you templates, and a work management software she built herself from scratch after deciding to learn to code a couple of years ago. She's got around 365,000 followers on TikTok and has sold to roughly 800 course customers in just over a year, all while keeping her prices deliberately low because, as she puts it, she just wants to get the information out there.

We talked about how she drives traffic from TikTok and YouTube to her site, the frustrations of linking off social platforms, why templates have actually outsold her courses, what shifted in organic reach after the TikTok ban situation in the US, and her thinking on content format and hooks for educational video.

There's something refreshing about someone who isn't trying to squeeze every dollar out of their audience and is just genuinely passionate about helping people work smarter. She's got a clear point of view and a lot of hard-won experience to back it up.

Hope you enjoy this one.

Check out Nicole's work:
🌐 https://xecutethevision.com/home
📸 https://www.instagram.com/xecutethevision/
▶️ https://www.youtube.com/@XecuteTheVision

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Leah Bolden built a YouTube channel with over a million subscribers and nearly 200 million views by teaching one thing really well: how to fix your home. And she did it by speaking to people exactly like a friend would, not like a tradesperson trying to impress anyone.

Dominik sat down with Leah to talk about how See Jane Drill went from a classroom suggestion to a full course business, and the conversation ended up being one of the more grounded and honest ones we've had on this show.

Leah talks about how a video on tape measures quietly racked up 18 million views and got Good Morning America calling. She explains why her audience turned out to be 78% men when she expected mostly women. And she gets into the real engine behind her course sales, which is soft mentions in YouTube videos and a newsletter, not complicated funnels or big launches.

What really stood out was her take on community. She meets with her course students once a month on Zoom, takes their questions, and says that single hour is probably the most valuable thing she offers. She also gets honest about what she would do differently if she started over, and her answer on the membership model is worth the listen on its own.

There is a book coming, some thoughts on AI that she is genuinely uncertain about, and a clear through-line across the whole conversation: authority and trust come before anything else.

I think you'll enjoy this one.

Check out Leah's work:
🌐  https://seejanedrill.com
▶️ https://www.youtube.com/@UCraGaDLfWec67xl9FEPndtw

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Pete Matthew runs one of the UK's most trusted personal finance brands, a podcast with over 8 million downloads, a YouTube channel approaching 150,000 subscribers, and an online academy that did £140,000 in a single Black Friday weekend. And he still considers it a side project.

I sat down with Pete to talk about how Meaningful Money actually works as a business, the honest gaps he knows exist, and the philosophy that's kept him going for 15 years without burning the trust of his audience.

We got into the structure of his three-course academy, how a software reseller deal quietly generates £50–60K a year in near-passive recurring revenue, and why his email list of 18,500 people opens his weekly digest at 60% but almost never gets asked to buy anything. Pete knows he's leaving money on the table. He's remarkably candid about it.

And Pete built all of this without a plan to monetise at all. He picked up a video camera in 2009, started answering basic finance questions in the Cornish countryside, and after 150 videos got his first client completely out of nowhere. That foundation of just genuinely trying to help people is, I think, a big part of why his audience defends him when anyone questions his sales emails.

Pete is thoughtful, funny, and completely honest about the gaps between where his business is and where it could be. I think you'll enjoy this one.

Check out Pete's work:
🌐 meaningfulmoney.tv
🌐 meaningfulacademy.com
🌐 jacksons.life
📸 https://www.instagram.com/meaningfulmoney.tv
▶️ https://youtube.com/@UC39PLqUmy-AKK5HGYYfwFYw

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Arnel Nisbet has 1.3 million YouTube subscribers, 700,000 monthly views, and runs her entire business completely on her own, no team, no editor, no outsourcing. She's also a full-time mother of three. And when Dominik sat down with her for this episode, she openly admitted her biggest blind spot: "My email list is my weakness."

That kind of honesty is rare, and it's what makes this conversation so good.

Arnel started her channel out of pure necessity. She had three tiny kids at home, limited work options locally, and thought if she could earn enough to buy herself one cup of coffee a month from YouTube, that would be a win. Now she's built Gravotion, a growing international learning platform, and she's thinking about where it'll be in ten years, not ten months.

Dominik walks her through exactly what a funnel could look like for her business, lead magnets, welcome email sequences, repeat buyer strategy, all of it. Arnel is taking notes in real time. It's one of those episodes where the guest gets genuine value on air, not just in theory.

They also get into why passive income is mostly a myth, why you don't need to outsource to build something real, and why "you are your own niche" is actually useful advice and not just a cliché.

Dominik hosted this one, and it's a really warm, honest conversation.

Check out Arnel's work:
🌐 https://arnelseverydayenglish.com/
📸 https://www.instagram.com/arnelseverydayenglish/
▶️ https://www.youtube.com/channel/UC_XZoWueXyWuwVG4B_AEmmg?view_as=subscriber

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What happens when a digital artist with 1.1 million YouTube subscribers decides she wants to work less, not more? That's exactly where this conversation went.

I sat down with Flo Visser, the founder of Art with Flo, one of the most popular Procreate tutorial channels on YouTube. Flo started the whole thing almost by accident, after a friendly Instagram competition with her boyfriend spiralled into a viral post, a Patreon membership, and eventually a full creative business built around teaching people to draw.

We talked about how she structures her Patreon, why she's been on the platform for seven years and still has a love-hate relationship with it, and how she's built a library of over 250 tutorials across multiple subscription tiers. But honestly, some of the most interesting parts of our chat were about everything else.

Flo is training to become a yoga teacher, planning creativity retreats that combine drawing, improv, yoga, and real human connection, and she recently became the only person in her voice acting class invited to continue to the next level. She's also figured out that her elbow is her early warning sign for burnout, which I thought was brilliant.

This one was different from most episodes. Less funnel talk, more about what it actually looks like to build a business around the life you want rather than the other way around. Flo's got a clarity about what she enjoys and what she's moving toward that I found genuinely refreshing.

Hope you enjoy it as much as I did.

Check out Flo's work:
🌐 http://artwithflo.com
📸 http://instagram.com/@floortjesart
▶️ http://youtube.com/artwithflo