The Goal Digger Podcast

Ep. 911: AI Changed the Rules: The Secret to Launching an Online Course That Sells in 2025

Host: Jenna Kutcher
Guest: Amy Porterfield
Date: September 8, 2025

Episode Overview

In this insightful episode, Jenna Kutcher is joined by her mentor and online course expert Amy Porterfield to break down how AI is impacting online course creation and why digital courses are more relevant than ever heading into 2025. Jenna and Amy address creator fears, introduce game-changing AI strategies, and explain how human stories and authentic connections remain central to successful course launches—even in an AI-powered era.

This episode is a must-listen for anyone who’s ever thought about launching an online course but felt hesitant about tech overwhelm, audience size, or the future of digital education. You’ll walk away with new clarity, actionable strategies, and a big dose of inspiration.

Key Discussion Points & Insights

1. Are Online Courses Still Relevant in the Age of AI?

• Amy’s Take:
  “Absolutely. But they are definitely different… AI is gonna allow us to get started faster and more efficiently. They work hand in hand.” ([07:08])
• Jenna’s Perspective:
  Courses are far from dead; people still want fast, personal learning from a trusted guide. AI is a tool, not a replacement for human expertise. ([07:30])

2. Why People Hesitate to Create Courses—and Why Now is the Time

• Main Objections:
  • Fear of wasting time and money
  • Worrying their topic isn’t "enough" or specific enough
• Amy’s Advice:
  “If you follow a plan that works, you are absolutely going to win if you stick to that. And… you can use [AI] as your course creation collaborator, your assistant.” ([08:59])
  • AI can accelerate outlining, researching, and content drafting.
  • Human mentorship and proven frameworks save you from costly mistakes.

3. How AI is Actually Helping—Not Hurting—Course Creators

• Leverage AI for...

  • Outlining content and identifying student stumbling blocks
  • Creating custom AI bots to answer student questions, based only on your course material ([13:44])
  • Providing 24/7 support, even for solo creators or those with small teams:
    • “We were able to get back to our students faster… we were still human sending it.” ([18:32])
  • Scaling support without hiring extra staff

• Jenna’s Experience:
  Using AI allowed her team, including non-experts, to provide accurate, nuanced answers aligned with her teaching style and content.

• Amy:
  “You just expanded your team and didn’t pay a dime to do it.” ([17:37])

4. What Hasn’t Changed About Digital Courses

• Evergreen Principles:

  • Students want transformation
  • Trust, mentorship, and the human element are irreplaceable
  • Frameworks, lived experiences, and implementation guidance matter just as much as information ([19:58])

• Jenna:
  “Information is interesting, but it’s not useful until you apply it.” ([21:25])

• AI is NOT a replacement for:

  • Accountability and community
  • Nuanced guidance and real-life stories

5. Storytelling: Your Most Irreplaceable Asset

• Amy’s Emphasis:
  “The one thing that every listener has right now that nobody else has is a unique perspective.” ([23:34])

• Get in the Habit:

  • Practice telling your stories, even if you feel you have none.
  • Stories outperform facts for student retention and impact ([28:17], [after sponsor break])

• Jenna:
  “Having somebody actually guide you through the information and help you overcome your own objections…it keeps you in action, right?” ([33:02])

6. Course Creation In Action: The Power of Bootcamps & Community

• Bootcamp Benefits:

  • Implementation and progress, not just more info
  • Real-time feedback, clarity on topic, and pricing strategies
  • Small list? Still powerful—Amy shares a student win with only 1,000 subscribers ([53:09])

• Amy’s Step-by-Step Focus:
  “Every training comes with a step by step PDF…[so] you know exactly what to do.” ([39:28])

• Jenna:
  “I see more progress in days than people have made in months.” ([38:50])

7. For Experts Who Aren’t Marketers—Where to Start?

• Amy:
  “Give yourself some slack. You’re not supposed to know all of this stuff… Find someone you trust who will show you each step… and will strip it down and make it simple for you.” ([41:17])

• Content Strategy:

  • Brainstorm 4-5 stories or insights aligned with your topic
  • Start sharing casually on social or through freebies
  • Audience comes after you start sharing, not before ([43:42])

• Jenna:
  “Make the mistakes while there aren’t people following… and as people start to follow, you get better.” ([44:36])

8. Pro Tip: Jumpstarting Your Social Media for Courses

• Jenna’s Method:
  • Create a new account
  • Save 100 top posts in your topic on the Explore page
  • Analyze hooks, content, and engagement
  • Put your own spin and personality on those ideas ([50:35])

9. The Mindset Shift: What’s Your Why?

• Amy:
  “Get really clear on your why… One of the easiest, best, most effective ways to kickstart or grow an online business is to have a digital course.” ([53:09])

• Don’t discount your everyday expertise – It’s life-changing for others, even when it feels “basic” to you.

• Student Success Story:
  — Wajma, a Muslim mother, launched a course for other Muslim mothers, starting from zero and earning $12K in her first launch.
  “Don’t discount something you know well just because it comes easy to you. For other people, it is not easy for them.” ([53:09])

10. The Real-Life Impact of Digital Courses: Jenna’s Story

• Jenna’s Reflection (emotional moment):
  “What a gift—that I got to serve the world, that I got to be home with my kids… my kids got the best of me because I was still able to serve the world, not in a one-to-one way, but in a one-to-many way that allowed me to be one-on-one with them.” ([56:53])

• Amy:
  “A digital course is as much for you, the creator… as it is for the people you serve. The win-win is what makes it so powerful.” ([59:33])

Notable Quotes & Memorable Moments

• Amy: “If you follow a plan that works… you are absolutely going to win if you stick to that.” ([09:32])
• Amy: “You just expanded your team and didn’t pay a dime to do it.” ([17:37])
• Jenna: “You don’t just need to lead with information, you lead with transformation.” ([22:25])
• Amy: “Your unique perspective is what people want to make the transformation, and don’t ever forget that.” ([24:10])
• Jenna: “Make the mistakes while there aren’t people following… as people start to follow, you get better.” ([44:36])
• Amy: “Don’t discount what you already know. It can absolutely be a digital course.” ([55:41])
• Jenna (tears): “My kids got the best of me because I was still able to serve the world not in a one-to-one way, but in a one-to-many way…” ([56:53])

Timestamps for Key Segments

• AI & Course Relevance: 07:08–08:20
• Top Objections & AI Solutions: 08:44–10:51
• Using AI as Support Tool: 13:44–19:42
• What Hasn’t Changed / Human Element: 19:58–23:34
• Power of Storytelling: 23:34–28:17
• Course Bootcamps & Action: 36:21–39:28
• Finding a Marketing Starting Point: 41:17–45:52
• Pro Tip: Social Media Growth: 50:35–53:09
• Personal Impact & Legacy: 56:53–61:32

Key Takeaways & Action Steps

• Digital courses thrive when you combine AI’s efficiency with your unique experience and story.
• AI can help you get started faster, support your students, and scale your impact without scaling your team.
• Bootcamps and live community events accelerate progress; implementation beats information every time.
• Your story and transformation are your “moats”—they create lasting student impact and loyalty.
• Don’t wait for the audience; start sharing your expertise now, and they will come.
• Small audience? No problem! Specific solutions and relatable stories build trust and sales.
• If you’re on the fence: Get clear on your why, take that first actionable step, and remember that what feels easy or obvious to you can be life-changing for someone else.

For Further Steps

• Check out the Course Confident Bootcamp ([36:21], [40:00]) to go from hesitant dreamer to confident course creator
• Get Jenna’s Pinterest Kickstart bonus for audience building
• Visit jennakutcher.com/bootcamp for registration and resources

In a world where AI is rewriting the rules, the value of your lived experience, your stories, and your unique voice is increasing—not decreasing. Start building, start sharing. As Jenna and Amy show in this episode, there has never been a better time to launch a course that sells—and to do it in a way that gives you more of the life you actually want to live.