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How to Sell More Online Courses: Messaging that Works

When someone shops for a driving course online, they’ll probably see five or six options, and most of them look very similar. As a partner, your job is to make it clear why your course is the better choice. That starts with messaging.

This article will walk you through examples of what to say and how to say it so students feel confident choosing your course, powered by American Safety Institute (ASI).

Why Messaging Matters

Students often feel unsure or overwhelmed when picking a course. Some are dealing with tickets, trying to lower insurance, or getting a license for the first time. The right message helps them feel safe and confident.

Think of your course page, social post, or email as your salesperson. If it doesn’t explain why your course is better, potential students might pick a cheaper option, or worse, an unapproved provider.

The Key Value Points That Sell ASI Courses

You don’t need to be a marketing pro to promote these courses. Just focus on a few simple points that show why your ASI course is the best option:

1. You're Working With a State-Approved Provider

This is your most important selling point. American Safety Institute is fully approved in the states we serve—like New York, Florida, Michigan and New Jersey. 

A lot of budget-looking sites don’t list who their provider is. That should be a red flag to students. Make sure they know they’re getting a course that counts.

Suggested phrasing (FL, MI, NJ):

  • “Approved provider: American Safety Institute”
  • “Offered by American Safety Institute”
  • “Sponsored by American Safety Institute”

Suggested phrasing (NY):

  • “Approved provider: American Safety #028”
  • “Offered by American Safety #028”
  • “Sponsored by American Safety #028”

Important: For New York courses, you are required by law to include one of these lines near the course link or description.

2. No Hidden Fees

Some sites advertise a super low price just to catch a potential student’s eye. But once you start the course, they hit you with extra charges - fees for your certificate, email delivery, or even to take the final test.

Don’t be fooled. These “cheap” courses often end up costing more than they claim.

ASI is different. We’re upfront from the start. Our courses include everything you need—no surprise fees, no upsells, no nonsense.

Suggested phrasing in marketing materials:

  • “No surprise fees – everything’s included.”
  • “Flat-rate pricing with no add-ons at checkout.”
  • “Don’t be tricked by low price providers with hidden costs—ASI gives you everything you need, up front.”

Clear pricing builds trust with your audience and gives them confidence to enroll right away.

3. Real Support from Real People

When students need help, they don’t want a chatbot. ASI has live, U.S.-based support with real humans who care.

We also offer bilingual support in English and Spanish. This is a huge relief for students who are nervous, especially those dealing with a license issue or court requirement.

Suggested phrasing:

  • “Live, bilingual support—real people ready to help.”
  • “Questions? We’ve got you covered with real-time support.”
  • “Fast, friendly support in English or Spanish.”

4. English and Spanish Course Options

ASI offers both English and Spanish versions of many courses, plus support in both languages. This is a big advantage over competitors who only serve English speakers.

Suggested phrasing:

  • “Available in English and Spanish”
  • “Bilingual course and support included”
  • “Take the course in your preferred language”

Best Practices for Promoting Your ASI Course

Here are some simple, proven ways to bring these value points into your promotions:

On Your Website or Course Page:

  • Use bullet points to highlight ASI’s advantages.
  • Keep the language friendly and straightforward.
  • Add a short FAQ to answer common questions (especially for NY or FL courses).
  • Include the required provider disclosure if you're promoting a New York course.

In Your Emails:

  • Focus on pain points (tickets, insurance, convenience).
  • Reassure with value: “Approved,” “No hidden fees,” “Real support.”
  • Use clear, benefit-driven subject lines like:
    “Approved Driving Course – No Hidden Fees”
    “Need a Ticket Course? Get Real Support + Bilingual Help”

On Social Media:

  • Use icons or clean design to highlight benefits like: Approved, No Hidden Fees, Bilingual Support.
  • Keep captions short and clear.
  • Include a direct call to action, such as “Start your approved course now.”

In Reviews or Replies:

  • Mention the support students can expect.
  • Highlight the course being state-approved.
  • Use simple, human language that makes the student feel understood.

Why ASI Is the Best Partner

When you promote ASI, you’re promoting over 30 years of trust in driver safety education. Our courses are convenient, affordable, and fully state-approved. We offer a price-match guarantee, live bilingual support, and a strong record of helping students succeed.

You’re not just offering a course—you’re offering peace of mind. And that’s something students are happy to pay for.

Ready to Boost Your Conversions?

Start using these messaging tips today across your site, emails, and social posts. Even small changes can make a big difference in how confident students feel about enrolling through you.

Need help refining your messaging or want feedback on your page? Reach out to the ASI partner team. We’re here to help you succeed.