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Why Most Online Courses Are Designed to Enrich Sellers, Not Learners

Online courses have surged in popularity, promising to deliver life-changing skills, financial freedom, or career advancements. Yet, many learners find themselves disappointed, gaining little while course creators amass wealth. This article explores why most online courses prioritise the seller’s profits over the learner’s success.

The Illusion of Value

Many online courses are marketed with bold claims: “Millionaires mentor you to millions!” or “Master coding in a week!” These promises tap into people’s aspirations, creating an illusion of transformative value. However, the content often lacks depth, recycling generic advice available for free on blogs or YouTube. Sellers invest heavily in persuasive marketing—sleek landing pages, testimonials, and urgency tactics like countdown timers—to drive sales, not in creating substantive content.

Low Production Costs, High Price Tags

Creating an online course is relatively cheap. A creator needs a camera, basic editing software, and a platform like Udemy or Teachable. Once made, courses can be sold repeatedly with minimal upkeep, generating passive income. Yet, prices often range from £50 to £5,000, far exceeding the value of the material. High margins mean sellers profit even if only a fraction of buyers complete the course or achieve results.

Upselling and Hidden Costs

Many courses serve as gateways to pricier products. A £99 course might push learners toward “exclusive” coaching, masterminds, or premium memberships costing thousands. This funnel strategy maximises revenue but leaves learners feeling nickel-and-dimed, with true success always behind another paywall. The seller’s focus shifts from delivering value to extracting more money.

Lack of Accountability

Unlike traditional education, online courses rarely offer accountability. Sellers have little incentive to ensure learners succeed, as they’ve already been paid. Refunds are often restrictive, and support is limited to automated emails or understaffed forums. Without mentorship or practical application, learners struggle to translate vague lessons into real-world outcomes.

The Psychology of Completion Rates

Studies show only 5-15% of learners complete online courses. Sellers exploit this, knowing most buyers won’t demand refunds or question value if they don’t finish. Courses are often padded with filler—lengthy videos or repetitive exercises—to seem comprehensive, but this overwhelms learners, reducing completion rates further. The seller profits regardless of the learner’s progress.

Not All Courses Are Scams

Some online courses deliver genuine value, offering structured, practical content from credible experts. However, these are exceptions. Learners must research thoroughly, checking reviews, instructor credentials, and course syllabi. Free or low-cost resources, like open university modules or industry blogs, often rival paid courses in quality.

Conclusion

Most online courses are built to enrich their creators, not empower learners. From overhyped marketing to upselling tactics and low accountability, the system prioritises profit over education. Aspiring learners should approach with scepticism, seek free alternatives, and invest only in courses with proven value. Knowledge is power—but only if it’s genuine.