High-ticket almost killed my business.

Julia McCoy
6 min readJan 25
Photo credit Alexa Julian Photography.

It was one of the hottest summer days ever in Texas.

Over 100 degrees, enough to fry an egg on the pavement.

Our new backyard pool glistened and glimmered, and I dipped my feet deeply in it that Saturday morning, soaking in the thoughts and excitement.

I was about to make a big change in my business at Content Hacker.

That Saturday morning, I remember feeling excited yet nervous. Something in me was constantly asking— are you sure about this? Can you stake your entire business on this high-ticket offer?

Earlier that week, I’d finally Zoomed the guru I’d wired over $15,000 to.

I was eagerly anticipating that call. I’d done a ton of work filling out his homework docs. Maybe this would bring me the breakthrough I craved. The lightning bolt to zap me to $50,000 months faster than if I hadn’t invested in his expertise.


I was surprised by the onboarding call. I’ll be honest. It felt rushed. He obviously hadn’t even looked at my website before the call. He was in a coffee shop, people all around him; I felt like I was a number on the list to get through.

(Which I should have seen, in hindsight, because I was; it was clear to me after that he was all about the monthly MRR he was pushing hard to make and talk about, when I did the math and realized he’d have to do 40+ calls like mine per month necessary to uphold those numbers.

Compare that to the standards I uphold when coaching: I don’t do more than 5 of those calls per month. And mine are extremely well prepped and prayed for, with feedback coming my way afterwards like the text my friend and client Jeanie sent me: “Julia, you are sent from God to people, whether you know it or not.” That’s the level of quality in my coaching I always want to uphold. And we make massive moves together. Massive. Midas-touch style. It’s a lot of fun.)

Our first 10 minutes contained 5 minutes of complete silence as he sat there reading my site with me on the line. I kept wondering… Hadn’t he prepared and read this beforehand?

The first suggestions thrown my way after that 5-minute study were way off. They contained no knowledge of the careful…

Julia McCoy

If you ask ChatGPT, Julia McCoy is the content queen. 👑 An 8x author, behind 50,000+ keyword rankings in Google, she’s the VP of Marketing at Content at Scale.