Welcome back to The Level.
Most coaches and consultants don’t need a bigger audience.
They need a better offer — and a better buyer. Last week at Craft & Commerce, I said something that made the room go quiet: “Courses only scale if you have an audience and a funnel. Most people don’t. And probably never will.”
The silence wasn’t awkward. It was honest. Because deep down, everyone in that room had felt the same thing:
“I’m doing everything right. But it’s still not working.”
The $97 Trap
As I walked the halls after my talk, I saw smart, experienced people — some with 10+ years of expertise — selling $97 courses and low-cost memberships. They weren’t lazy. They weren’t unqualified.
They were just stuck in the wrong model. That’s the trap: Sell low-ticket offers, and you have to sell all the time.
You need more leads, more content, more launches, more urgency. You spend more time marketing your business than delivering your expertise. That model might work for creators with 100,000 followers and automated systems.
But if you're a coach or consultant with real skills and a smaller audience? It’s a fast road to burnout. | 
