So… Why Would Anyone Buy a Course Instead of Just Asking ChatGPT?
Let’s tackle the AI question head-on, because I have a really good recent example.
A few days ago, I was researching how to edit videos with AI. I did a quick YouTube search, watched a video, and immediately bought the $200 course from the YouTuber whose video I’d just watched. The information was good and I wanted the full system.
Here’s why courses still sell in the age of AI:
Video is powerful in ways text isn’t. Sometimes you need to see how to fix a problem, not just read instructions.
Most buyers aren’t on their first attempt. When someone is buying a course, they’ve often already tried and failed. Black-and-white instructions from ChatGPT aren’t going to change everything. They want real people’s experience, real nuance, real examples.
Take weight loss as a (slightly cliché) example. People can throw out advice like “just eat less and move more,” but anyone who’s actually tried knows it’s a lot easier said than done. That advice works for some people; most of us need more nuance, real examples, and real human support and connection. ChatGPT can help with parts of that, but it can’t replace the human element.
My Best Advice If You’re Selling (or Thinking About Selling) a Course
If you’re trying to sell a course right now, or you’re considering getting into this industry, here’s what I’d tell you:
Don’t try to cold-pitch your course or advertise your way straight to sales. Build an audience first.
When you build an audience, you’re not just connecting with potential buyers — you’re building deep connections. Not the kind you get from a paid ad, but the kind where someone has chosen to follow you because they’re interested in your topic, they like you, and they’re coming to trust you as an expert.
If they’re willing to invest their time in your free content, there’s a high chance they’ll be willing to invest money too — especially if you bring something unique to the table.
And don’t hear me wrong: that doesn’t mean you need to reinvent the wheel. There’s nothing new under the sun. The unique thing you bring is often just your unique perspective, your personality that people connect with, or your story that resonates because they see themselves in it and want your guidance overcoming what you’ve already overcome.
The Bottom Line
Online courses are still selling. In fact, the industry is bigger in dollar terms than it literally has ever been. There’s more competition (especially from AI), and a few industries — mine in particular — have gotten harder to sell into. But for most niches, this is still a fantastic opportunity.
If you’re considering creating a course, or you have one that’s struggling, prioritize building your audience. You need to do it anyway to connect with potential customers, and it’s far more effective than just running paid ads to your course. When you build an audience, you don’t just attract followers — you attract fans, people who love your work and want to learn more from you.
This is one of the biggest factors that separates successful course creators from those who really struggle. And it’s something I’ve been thinking about a lot lately — both backwards-engineering what’s worked for me over the past decade and paying close attention to what’s working for my clients in real time, right now in 2026.
Watch My New Video — Free Early Access
I’ve put together a brand-new video on the three biggest mistakes people are making as they’re working to build their audiences in 2026 — and how to avoid them.
The video won’t be released on my YouTube channel for about another month (we’ve got content lined up until then), but I’ve decided to give my readers and listeners free early access on my website right now.
👉 Watch it free at gillianperkins.com/early-access
If audience-building has been the missing piece in your course business, this is the one to watch first. I’ll see you over there.
Until next time — stay focused and take action.
