Hallmark Christmas movies have perfected a formula: high volume, predictable content, and reliable delivery. While these movies aren’t groundbreaking, they deliver what their audience expects and values—comfort, consistency, and enjoyment.

This same formula can be applied to creating a successful continuing education (CE) business for insurance agents or other professionals. By offering a wide variety of classes throughout the year in a convenient and cost-effective format, you can meet professionals’ ongoing CE requirements while providing value. Let’s explore how the Hallmark approach translates to a CE business model.

Why the Hallmark Formula Works for CE

  1. Meeting a Consistent Need
    Just as Hallmark movies meet the yearly demand for holiday entertainment, CE classes fulfill a recurring requirement for professionals. Most states require insurance agents and other licensed professionals to complete a certain number of CE hours annually or biannually to maintain their licenses.
  2. High Volume, High Accessibility
    Offering dozens of classes over the course of the year ensures that professionals can choose topics that interest them or fit their schedule. It’s less about creating groundbreaking courses and more about providing consistent, accessible content that fulfills a clear need.
  3. Convenience Is Key
    A webinar-based format makes attending classes easy and flexible, eliminating the need for travel or rigid schedules. This convenience mirrors the way Hallmark delivers accessible, easy-to-digest content that fits into people’s lives.
  4. Affordable Options
    Like Hallmark movies, which offer inexpensive and widely available entertainment, a CE subscription model allows professionals to access as many classes as they want for a set annual fee. The value lies in affordability and variety, not necessarily in producing award-winning content.

Building a CE Business Using the Hallmark Formula

  1. Create a Wide Range of Classes
    Develop a library of CE courses that covers diverse topics relevant to insurance agents or other professionals. Focus on breadth rather than depth.

    • Examples:
      • Basic topics like “Ethics in Insurance” or “Understanding Policy Renewals”
      • Trending topics like “Cybersecurity Risks for Insurance Agents”
      • Niche topics like “Serving Clients with Disabilities” or “Insuring High-Net-Worth Individuals”

    Each course doesn’t need to revolutionize the industry—providing practical, actionable insights is enough.

  2. Prioritize Consistency Over Perfection
    Ensure all classes meet minimum standards of quality, but don’t aim for every course to be groundbreaking. The goal is to reliably deliver useful, engaging content that fulfills CE requirements.

    • Key Deliverables:
      • Clear learning objectives
      • Accurate, up-to-date information
      • Practical applications for day-to-day work
  3. Offer Affordable, Subscription-Based Access
    Like Hallmark movies that are bundled with cable or streaming subscriptions, offer an annual fee that gives professionals unlimited access to webinars.

    • Benefits for Customers:
      • No stress about budgeting for individual classes
      • Freedom to explore multiple topics
      • Encouragement to take more classes than required
  4. Make It Convenient
    Focus on a webinar format that professionals can attend from anywhere. Provide multiple scheduling options, including live and on-demand webinars.

    • Pro Tips:
      • Record live sessions to build an on-demand library.
      • Ensure classes are mobile-friendly for professionals on the go.
  5. Leverage Volume to Build Loyalty
    Just as Hallmark builds a loyal audience by producing a steady stream of new movies, releasing a constant flow of CE classes keeps professionals engaged and ensures they return year after year.

    • Schedule Ideas:
      • Monthly or weekly new class releases
      • Thematic series (e.g., “Summer CE Series” or “End-of-Year Ethics Blitz”)
  6. Focus on Small Wins for Students
    Hallmark movies aren’t life-changing, but viewers come away with a sense of satisfaction. Similarly, your CE classes don’t need to overhaul someone’s professional knowledge—they just need to provide useful, actionable takeaways.

    • Examples of Small Wins:
      • Learning one new technique for client retention
      • Understanding a recent regulatory change
      • Gaining a new perspective on an industry challenge

Marketing Your CE Business

  1. Highlight Convenience and Value
    Emphasize the ease of meeting CE requirements through your service: affordable, accessible, and unlimited.

    • Tagline Ideas:
      • “CE Made Easy: Learn Anytime, Anywhere”
      • “Unlimited Classes, One Simple Fee”
  2. Use Testimonials and Success Stories
    Share feedback from professionals who’ve benefitted from your classes. Focus on how your courses helped them meet requirements, save time, or improve their work.
  3. Promote Variety
    Showcase the range of topics and the flexibility of the schedule. Let potential customers see that they can pick and choose what works for them.

    • Examples:
      • “Choose from 50+ Classes on Topics That Matter to You”
      • “New Webinars Every Month—Stay Ahead of the Curve”
  4. Incentivize Renewals
    Offer discounts or bonuses for subscribers who renew annually, ensuring steady revenue and long-term loyalty.

The Takeaway

The Hallmark formula—high volume, predictable quality, and consistent delivery—can be a powerful model for building a successful continuing education business. By offering a wide variety of accessible, affordable classes, you can help insurance agents or other professionals meet their CE requirements while providing value through convenience and practical knowledge.

Remember, the goal isn’t to reinvent the wheel with every class. It’s to reliably deliver what your audience needs: courses that check the box for CE requirements, teach a thing or two, and fit seamlessly into their busy schedules. With this approach, you can build a thriving CE business that keeps professionals coming back year after year.