Podcast Summary: Baking it Down with Sugar Cookie Marketing 🍪

Episode 227: Do NOT Teach a Cookie Class (this way)
Date: September 2, 2025
Hosts: Heather and Corrie Miracle

Overview

In this energetic and advice-packed episode, Heather and Corrie break down the mistakes and lessons from years of teaching cookie decorating classes—what not to do if you want teaching classes to be profitable and enjoyable for both bakers and their students. They also share tried-and-true strategies, amusing mishaps, and tips from their thriving Sugar Cookie Marketing Facebook group. The episode features a step-by-step analysis of the business side of cookie classes, including securing venues, marketing, designing classes, and handling class dynamics—all with the Miracle twins' signature humor and insight.

Main Theme

How NOT to Teach a Cookie Decorating Class:
Avoid the most common pitfalls in planning and delivering cookie decorating classes—so you can maximize profits, reduce burnout, and ensure repeat business.

Key Discussion Points & Insights

1. Why Now Is the Time for Cookie Classes (00:40–03:40)

• September is the sweet spot for launching cookie classes because people are settling down after summer and getting excited for fall and winter holidays.
  • "To make a two dozen cookie order takes a ton of time. ... To watch 10 people mess up a cookie dozen order takes about an hour and a half." — Corrie (03:10)
• Teaching classes provides diversified, scalable income compared to custom orders.

2. The #SeptemberCookieClassesMonth Initiative (01:55–02:39)

• September’s focus in the Facebook group is all things cookie classes (#SeptemberCookieClassesMonth).
• Expect more posts, polls, and resources this month dedicated to the topic.

3. Seven Mistakes NOT to Make When Teaching Cookie Classes ("The Do Nots") (03:54–34:35)

1. Never Pay for a Venue—If You Don’t Have To (03:57–09:32)

• Seek free venues by partnering with recent/opening businesses who will value the marketing exposure.
• Negotiate! Don’t settle for unfair splits; present your group’s marketing reach as leverage.
• Creative venues: wineries, breweries, boutiques, coffee shops, libraries, community centers, co-working spaces.
  • "Pit these companies against each other... Who's gonna give me the best deal? That's where I'm going to bring my business. You are the feature here." — Corey (05:40)
• Be persistent in your communications—follow up if you don’t hear back.

2. Don’t List Classes Last-Minute Only (09:34–14:19)

• Pre-schedule and list holiday classes far in advance, even a year out, to create passive, organic signups.
  • "It’s September 2nd and my Christmas class is booked." — Cory (09:55)
• Fill your calendar, then market gently; urgency comes only for the last few spots, not the whole class.

3. Do Not Start with Intermediate Classes (14:23–18:33)

• Stick to beginner classes; students need to feel successful and proud to come back & spread word-of-mouth.
  • "You want everyone at the end of class... to feel great. When people leave on a high note... they will be excited to tell somebody else and bring them." — Corey (14:48)
• Introduce one or two intermediate techniques subtly in beginner format.

4. Don’t Overwhelm (Yourself or Students) with Color Choices (18:38–21:44)

• Limit sets to 4 icing colors and 6 cookie designs for each class to reduce prep time and class chaos.
• More colors = more prep, more mess, more time, NOT more profit.

5. Don’t Start from Scratch Without Help (21:44–25:14)

• Leverage tried-and-tested class kits/templates when possible. They save significant time, avoid overwhelm, and ensure a smooth experience (the Miracle twins’ own kits are recommended, but other options are available).
  • "Why reinvent the wheel?" — Corey (21:44)

6. Don’t Assume Verbal Instructions Are Enough (26:22–28:18)

• Use visual aids: PowerPoint, one-page step sheets, live demos, and display finished cookies at various steps.
  • "People are so visual... It's very hard to explain the next step." — Heather (26:32)

7. Don’t Teach Alone (28:54–34:39)

• Having a teaching partner—even a teen, spouse, or another baker—doubles capacity (and sanity!) and ensures every student feels supported.
  • "While I'm making 50% less, I'm able to handle 100% more." — Corey (29:06)

Additional Advice & Listener Q&A

On Burnout, Cancellation & Overwhelm (33:46–36:28)

• Don’t cancel a class, even with low signups—the experience and marketing content are invaluable.
  • "If only four people signed up, I would still teach it because it's going to be a great introductory class for you." — Corey (34:42)
• Setting students up for success (not overwhelming or neglecting them) leads to positive reviews and repeat business.

Handling Local Competitors & Negativity (41:30–47:45)

• Ignore or block toxic competitors; never respond directly or acknowledge attacks publicly.
  • "Do not address. Do not say, 'This post is because of somebody.' You have just added fuel to a fire..." — Heather (47:45)
• Demonstrate professionalism and confidence by focusing on your own standards, process photos, and customer service.

Marketing Class Tips (49:38–52:49)

• Consistency in marketing trumps intensity—spread your messaging across different platforms and content types.
• Running ticket giveaways in community groups can sometimes be a more effective spend than paid ads.

Notable Quotes & Memorable Moments

• "Money printing season. And that's because we limit the effort, which is time cost, labor cost. ... And we increase the ticketing price because we have better marketing." — Corey (32:39)
• "Students were frustrated? That’s a baker issue. ... Did you overwhelm them? Because that's on you. That's not necessarily that classes don’t work." — Heather (33:04)
• "At the end of the day, if you don't know me, you can't not like me." — Heather (47:12)
• "When you engage [in drama], you do get an influx of engagement. ... but it’s a double-edged sword and it’s unsustainable." — Corey (48:16)

Timestamps for Key Segments

• 00:40–03:40 — Why now is the time for cookie classes
• 03:54–34:35 — Seven "Do Not" rules for teaching cookie classes (main segment)
• 41:30–47:45 — Handling negativity and competition
• 49:38–52:49 — Listener marketing/class questions

Bonus: Upcoming Events & Community Happenings

• #SeptemberCookieClassesMonth — Group-wide initiative inviting members to join the month's theme.
• Upcoming Collab Challenge: Blindfolded pumpkin cookies Reel, September 26th, 11 AM ET (61:12).
• Bonnie Bradley’s Live Cake Pop Demo: Thursday, September 7th, 11 AM ET.
• Eddie Con: Cookie printer event, January 2026, Orlando (64:01).
• New Cookie Class Kits Drop: September 7th.

Overall Tone & Style

Upbeat, playful, and practical—the Miracle twins emphasize clean fun, actionable takeaways, and a supportive “bakers helping bakers” vibe. The banter is lighthearted but always returns to hands-on business advice you can use today.

Bottom Line

Teaching cookie decorating classes can be incredibly rewarding and lucrative—if you avoid the common traps. Heather and Corrie’s practical “Do Not” list, blended with marketing wisdom and classroom-tested strategies, is required listening for any baker wanting to go from artist to entrepreneur without burning out… or losing their icing bags.