Your course isn't the problem. Your offer isn't broken. Your pricing isn't off.

The problem is simpler - and harder to hear: People don't buy courses. They buy coaches.

In this solo episode of The Expert Edge, I break down the psychology of building a personal brand that actually sells. Six months ago, I launched a high-level mastermind. Almost every person who got on a call with me said the same thing: "I'm not here because of the program. I'm here because of you."

That was a massive reminder: They don't buy coaching programs. They buy coaches. They don't buy masterminds. They buy coaches. If you've been wondering why your offers aren't selling, it's probably not the offer. It's how you're perceived through the sales process.

You are the product. And if you don't realize that, you're missing something huge when it comes to running a coaching business.

I walk through four core principles of building a personal brand that attracts people to YOU, not just your stuff:

Amplify your quirks - Why vanilla doesn't sell and how to become a purple cow instead of a brown one
Take a stand on a value - What you stand FOR and what you stand AGAINST (and why people pop when they do this)
Elevate your aesthetics - Why fonts have feelings, blue sky makes videos pop, and cohesive branding matters more than you think
Build credibility that stacks - From personal results to character endorsements to celebrity testimonials

This episode isn't about creating a fake persona or manufacturing authenticity. It's about understanding that in the expert industry, people buy coaches, not courses. Your quirks, your values, your aesthetics, your credibility - that's what makes people want to work with YOU. The course is just the vehicle. You're the engine.

If your offers have been sitting there not selling and you keep thinking it's a positioning problem or a pricing problem... it's probably a personal brand problem.

Learn more: Interested in learning how to package and sell high-ticket one-on-one offers? Go to colinboyd.co/highticket to join the wait list for a small group experience Colin is considering creating.

Interested in working with me directly to scale your Expert business?

That's exactly what we do inside ELITE.

If you're interested in finding out more information and applying.

https://colinboyd.co/elite

Discover how to authentically connect with your audience & fill your programs with a Conversion Story - Version 2.0 (AI Edition) is now available.

https://www.conversionstoryformula.com

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For all the show notes and links:

https://www.expertedgepodcast.com/blog/episode313

Connect with Colin on Instagram:

https://www.instagram.com/colinboyd/