Selling a Leadership Course Without Social Media - Dr. Heli B.

 Client: Dr. Heli B.

Role: Executive Leadership Coach, Psychologist, and Global Speaker
Challenge: Marketing a premium leadership course without using traditional social media promotion
Archetype (upon working with Maia): Oracle

Background

Dr. Heli B. is an internationally experienced leadership coach with over 25 years of work in executive coaching, psychology, and corporate transformation.

When she approached me to bring her flagship course, Coaching-Driven Leadership, to market, she set one clear boundary:

❝I don’t want to market this on social media.❞

No reels. No posts. No public-facing visibility.
As someone who’s extremely comfortable building demand online, this was a challenge. But it was also a chance to prove that visibility doesn’t have to mean just social media.

The Challenge

Dr. Heli’s target audience wasn’t scrolling Instagram.

Her work appealed to:

• Leadership consultants
  
• HR Directors and Talent Managers
  
• Executive coaches and corporate L&D professionals
  

People who value trust, depth, and results. Not entertainment.

She also wanted to protect her energy, avoid the spotlight, and build a system that aligned with her quiet authority brand.

The Strategy

Instead of forcing her onto a platform she didn’t enjoy, I designed a positioning-first strategy with three pillars:

1. Built-for-You LinkedIn Outreach System

• I created a full SOP and training program for a VA to handle LinkedIn lead generation.
  
• We targeted high-trust professionals using keyword-based profile search, boolean logic, and job title filters.
  
• The messaging was precise, non-pushy, and reflected Dr. Heli’s grounded presence.

2. Multi-Pathway Offer Strategy

We built 3 clear offers into the outreach funnel to match different levels of interest:

• Affiliate Partnership: For thought leaders who want to recommend the course (10% commission per sale, up to $2,000).
  
• Corporate Licensing: For HR or L&D heads who want to train their teams in-house using the course.
  
• Direct Enrollment: For individual professionals who want to develop coaching-driven leadership themselves.
   

3. Brand-Aligned Collateral

• I created all necessary email scripts, outreach templates, call scripts, and positioning docs.
  
• Dr. Heli didn’t have to write, post, or publish anything herself.
  
• We made sure everything, from tone to copy, mirrored her credibility, not hype.
  
  

The Results

In just a few weeks, we launched:

• A complete lead generation system that works without public-facing social media
  
• A team-ready SOP + training structure that allows future VAs to plug in seamlessly
  
• Multiple conversations with high-quality leads from corporate and coaching backgrounds
  

A stronger sense of confidence from Dr. Heli that she can sell her course, on her terms

The Takeaway

Not every expert wants to go viral.

And not every marketing strategy should force them to.

This project was proof that a quiet, intelligent brand can scale, without ever posting a single reel.

All it takes is the right systems, the right positioning, and a deep respect for how the creator wants to show up in the world.