One of the biggest challenges for a co-producer is finding the right course producer—someone who has valuable expertise but lacks the marketing skills needed to scale their course. A strong partnership can lead to huge profits, while a bad partnership can result in wasted time, money, and frustration.
In this article, you’ll learn how to find the right producer, what to look for in a partnership, and how to approach potential collaborators.
Why Finding the Right Producer is Crucial
A good course producer brings high-quality content, credibility, and value to students. However, many experts struggle to market their courses effectively. That’s where a co-producer steps in.
When you choose the right producer, you get:
✅ A course with strong market demand
✅ A producer who is motivated and engaged
✅ A higher chance of scaling sales successfully
✅ A long-term business opportunity
When you choose the wrong producer, you risk:
❌ Low-quality content that doesn’t sell
❌ A producer who doesn’t cooperate with marketing efforts
❌ Refund requests and negative reviews
❌ Wasted time and lost ad spend
To avoid these issues, you need to carefully select who you work with.
Step 1: Define Your Ideal Producer Profile
Before searching for a producer, define the type of expert you want to work with. Ask yourself:
1️⃣ Which niche do I want to focus on? (e.g., fitness, business, productivity, marketing, technology)
2️⃣ What level of expertise should the producer have? (e.g., industry leader, niche expert, experienced instructor)
3️⃣ Does the producer already have an audience? (e.g., social media following, YouTube channel, podcast)
4️⃣ Does the producer have content ready, or do they need help developing it?
Ideally, your producer should be:
✔️ An expert in their field
✔️ Willing to collaborate on course improvements
✔️ Open to marketing strategies and sales tactics
✔️ Able to deliver high-quality content
Step 2: Where to Find the Right Course Producer
Once you know what kind of expert you’re looking for, you need to find them. Here are the best ways to connect with potential producers:
1. Social Media (LinkedIn, Instagram, Twitter, Facebook Groups)
Many experts share free content on social media. Look for coaches, consultants, speakers, and industry professionals with engaged followers.
🔍 How to find them:
- Search for hashtags like #OnlineCourse, #Coach, #Trainer, #Educator
- Join Facebook Groups related to e-learning and course creation
- Look for LinkedIn professionals who have expertise but lack marketing knowledge
2. YouTube & Podcasts
Many course creators have YouTube channels or podcasts, but they struggle to monetize their audience effectively.
🔍 How to find them:
- Search for “How to [Skill]” (e.g., How to Speak Publicly, How to Trade Stocks)
- Check their subscriber count and engagement level
- Look for YouTubers with great content but poor sales strategy
3. Online Course Marketplaces (Udemy, Teachable, Kajabi, Thinkific, Hotmart)
Many instructors sell low-priced courses on Udemy but struggle to scale. These producers can benefit from better marketing and high-ticket course launches.
🔍 How to find them:
- Browse top-rated courses in your chosen niche
- Check if the instructor has other courses but low engagement
- Reach out and offer a partnership to scale their business
4. Industry Conferences & Webinars
Speakers and trainers often share knowledge at events but don’t monetize their expertise effectively through courses.
🔍 How to find them:
- Attend webinars, online summits, and industry events
- Identify speakers who are great educators but lack an online sales system
- Connect with them and propose a co-production opportunity
5. Personal Network & Referrals
You might already know someone who is an expert in their field but lacks marketing experience.
🔍 How to find them:
- Ask in business or entrepreneur communities
- Post on LinkedIn about looking for experts to co-produce a course
- Reach out to friends, mentors, or colleagues
Step 3: How to Evaluate a Potential Producer
Not every expert is a good fit for co-production. Before signing a deal, evaluate the potential of the producer and their course idea.
1. Check Their Expertise & Credibility
🔍 Ask:
✔️ Do they have professional experience or certifications?
✔️ Have they spoken at events, written books, or been featured in media?
✔️ Do they have student success stories or testimonials?
2. Analyze Their Course Content Quality
🔍 Ask:
✔️ Is their teaching style engaging and clear?
✔️ Do they provide actionable insights instead of generic advice?
✔️ Are their video and audio quality good enough?
3. Determine If There’s Market Demand
🔍 Check:
✔️ Google Trends – Is demand for their topic growing?
✔️ Competitor Analysis – Are other courses selling well in this niche?
✔️ Keyword Research – Are people searching for this type of knowledge?
4. Assess Their Willingness to Work with a Co-Producer
Some experts resist marketing strategies like paid ads, webinars, and price adjustments. If they aren’t open to marketing advice, the partnership may not work.
🔍 Ask:
✔️ Are they willing to let you manage sales and marketing?
✔️ Are they open to making adjustments to improve sales?
✔️ Do they understand the revenue-sharing model?
Step 4: How to Approach a Potential Producer
Once you’ve identified a great producer, you need to convince them that co-producing a course with you is a win-win opportunity.
What to Say in Your First Contact:
1️⃣ Compliment their expertise
🔹 “I love your content on [Topic]. Your knowledge is extremely valuable!”
2️⃣ Highlight their untapped potential
🔹 “I noticed you have a great audience, but I see an opportunity to scale your business even further.”
3️⃣ Explain how you can help
🔹 “I specialize in course marketing and sales. I can help you sell more courses while you focus on teaching.”
4️⃣ Propose a simple partnership model
🔹 “We can work on a revenue-share basis. I’ll handle everything related to sales and ads while you focus on content. Let’s chat about the details!”
Final Thoughts – Choosing the Right Producer for Long-Term Success
The right producer can turn a small course into a million-dollar product, but finding the right partner takes time and effort.
🔹 Look for credible experts with valuable knowledge
🔹 Focus on producers who are open to marketing strategies
🔹 Build mutually beneficial partnerships with clear roles
By following these steps, you’ll increase your chances of finding a producer who will help you build a profitable and scalable online course business. 🚀