When you think of sales, do you immediately feel a twinge of discomfort? You’re not alone. So many brilliant course creators and online entrepreneurs find themselves stuck at the sales stage—not because they don’t believe in what they’re offering, but because the traditional methods of selling feel pushy, fake, or completely out of alignment.

Today’s guest knows exactly how that feels—and she’s built a business showing entrepreneurs a better way.

In this episode of The Art of Online Course Creation, Shannon sits down with Justine Beauregard, award-winning sales strategist, writer for Entrepreneur.com, and host of the People Over Profit podcast. Justine’s story is anything but conventional. From charging $5 for backyard puppet shows to enrolling 204 students in a brand-new group program—with no email list and no ad spend—her approach to business has always been rooted in creativity, empathy, and a deep understanding of people.

Together, Shannon and Justine explore:

• The surprising difference between marketing and sales that most course creators get backwards
• Why building an audience isn’t always your first move—and what to focus on instead
• How Justine grew a thriving course-based business using borrowed audiences and organic referrals without ever feeling salesy
• What it really means to sell in a way that feels natural, ethical, and aligned with who you are
• Why messaging matters more than metrics—and how to speak directly to the people who are already searching for you
• A fresh take on the outdated “discovery call” that might change how you connect with potential students forever

Whether you’re brand new to course creation or you’ve launched a few times and are feeling stuck, this conversation is packed with honest insight, refreshing perspective, and actionable ideas to help you sell with confidence and ease—without becoming someone you’re not.

💡 One powerful takeaway: What if the best lead generation strategy isn’t about hustling for attention… but about serving your students so well that they naturally spread the word?

Justine’s story is proof that real relationships, genuine curiosity, and a strong mission can build a business that thrives—one conversation at a time.

Website: www.justinebeauregard.com 

Podcast: https://www.justinebeauregard.com/podcast 

Instagram: https://instagram.com/justinebeauregardcoach

To access Justine's Freebies, click here.

🎧 Tune in now and get inspired to rethink how you sell, connect, and serve.

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