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...