How Edoardo Binda Zane Indirectly Earns Thousands Through His Emotional Intelligence Course

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  • Who: Edoardo Binda Zane
  • Website:
  • Course Topic: Leadership
  • Interesting Stats: 20.000 € of indirect revenue from this single course

Who are you and what course have you created?

I’m a leadership and communication expert; I’ve created a course called Emotional Intelligence for Leaders, aimed at enabling experienced and new managers to develop their EQ in a practical and science-driven way.

What market does your online course serve?

The course mainly relates to scale-ups and corporates. One common issue most managers face is that EI and soft skills, in general, are not sufficiently addressed. As such, there is a general lack of understanding regarding outcomes and chances to develop them in a structured way.

What’s the biggest benefit of taking your course?

The practical application and overall practical approach – I’ve designed it specifically for that reason.

How did you get into the market?

As a trainer and consultant, I ended up working and interacting with many companies, and that’s precisely what helped me become aware of a widespread need – which I then turned into an offer, i.e., my course.

Why did you decide to create an online course in the first place?

That has to do with Covid… in the space of two weeks, all my engagements for the year got canceled, and I found myself with no prospects of income; going online with an online course at first was the obvious choice.

Edoardo Binda Zane's site

Did you have any moments of doubt before you created/launched it?

Yes and no. I knew I didn’t have the skills to do it to the level I wanted, so I took it as an opportunity to learn – and the skills I developed are helpful today.

If so what made you turn it around and do it anyway?

The fact that I had no other choice!

What’s your online course like?

It’s a combination of video and text – the central part is the videos (short, about 2min max), and each has a PDF document to support it. I also turned the same content into a book – Emotional Intelligence for Leaders

How long did it take you to create your course?

It took about a month, primarily due to my lack of experience with sound/video/recording. Briefly, this is how the process looked like:

1 – Set up a “stage”: Camera, external mic, lights.

2 – Record a series of videos, including different takes for each one.

3 – Shift to editing work in the evening, i.e., syncing video and audio, editing video and audio, and processing the final version. I used Davinci Resolve. It usually took the whole night for my computer to process everything, which meant I had to kickstart the process in the evening.

Tell us a little about the process of launching your course and getting your first sale(s).

It was a basic version of a launch: I created an event, invited everyone I knew, shared it on social media, and used a contest to generate buzz. - Edoardo Binda Zane Click To Tweet

I’d use something like “This course is happening, like and share this post or comment on it, and you may win a free access to it” – it worked!

Do you have a lead magnet?

I have a few episodes available for free on several platforms, including YouTube, that all lead to the paid course – it’s a simple try-and-buy approach.

Edoardo Binda Zane's site

What’s the traffic strategy that works best for you?

There are way too many courses to develop an effective strategy without investing substantial money. I keep it with links from my podcast (Snippets of Leadership) and website. Now and then, there is a sale, and that’s good enough for me.

What online course platform are you using?

I settled on Teachable.

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Do you like it?

It gets the job done, and for what I need, it’s okay.

Are there any features you wish it had?

No, it works for me the way it is.

What made you decide to use your chosen platform over others?

Honestly? It gets the job done, and for what I need, it’s okay.

What other tools do you use to run your online course business?


What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?

The most significant help has been my past theatre training; the help it gave me with confidence and stage presence was impressive. I honestly didn’t look around much in terms of tools: a few basic video searches on how to use Davinci Resolve and set up lights did the trick!

Do you have any big mistakes you’ve made along the way that you’d be willing to share?

Yes: never think, “I’ll edit this mistake later”. It’s a recipe for disaster.

The amount of time it will take to fix mistakes in post-production is exponentially higher than the time it will take to redo a take. - Edoardo Binda Zane Click To Tweet

Edoardo Binda Zane's site

Please share some idea of revenue.

This is the exciting part. I earn about 500 € a year, which is less than I thought. However, the indirect benefits this course generated for me outweigh the direct earnings by far. Linking a whole chain of events (online course leads to collaborations that lead to the exposure that leads to bookings), I can count about 20.000 € of indirect revenue from this single course!

Please tell us a little about what the money you’ve earned from your course has done for you.

Mostly indirectly, as I wrote before, this course has allowed me to keep my business alive during the pandemic and multiply my clients to this day.

What has creating your course done for you personally?

It gave me a massive bunch of reusable skills, take webinars, youtube videos, live remote training … none of that would have been easy or even possible without my course.

What advice do you have for people just starting out?

Before you start, you need to know the following:

  • Why do you need a good camera AND a microphone (possibly two separate entities)?
  • How to set up studio lights.
  • How to use Davinci Resolve.
  • How to behave in front of a camera. For this last one, give it a quick run: record yourself and watch it back – it will be cringy, but ask yourself the question: “would I listen to myself?” and if the answer is no, do it again until you would listen.

Once you have that, develop your course.

Learn more about Edoardo Binda Zane of

Lisa Parmley
Lisa Parmley

Lisa Parmley is the founder of After gaining a Master's degree, she worked in research for about seven years. She started a training company in 2001, offering a course helping people pass a professional exam. That course has earned multiple 7 figures. She created SEO and authority site building training around 2007 which went on to earn well into the 6-figure mark.

She has 22+ years of experience in the trenches creating and selling online courses. Get help starting and growing your online course business here.

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