#320: Earning $300K+ Per Year Without Social Media | Jessica Lackey's Relationship-First Approach

My guest is Jessica Lackey, founder of Deeper Foundations and author of Leaving the Casino: Stop Betting on Tactics and Start Building a Business That Works. She helps coaches, consultants, and service providers build expert-led businesses on strong foundations.

Jessica tried the social media game. She hired a social media team for two years, ran Ship 30 for 30 on Twitter, tested Instagram. She never cracked 1,700 followers. So she built her business a different way: 50 guest podcast appearances, 50 guest teaching spots in other communities, 20 to 30 programs joined and participated in over four years. Every visibility opportunity landed 10 to 20 new people on her email list. It was slow, linear, and intentional. Today she has 2,000 people on her email list and 200 paying members in her membership. That's a 10% conversion rate on her list, against the creator industry standard of 1 to 3%.

Her business has earned over $300,000 for three consecutive years. Almost nothing she sells is one and done. The whole thing is built on renewals and retention, not growth and virality.

In this episode, we talk about:

How she built from 200 to 2,000 email subscribers through relationships and guest appearances, not social media

Her 3-offer stack (1:1 consulting, 6-month cohort, and membership) and how each piece supports the others

Why she does a 30-minute welcome call with every new member at $50 per month — and how she thinks about the economics

The KPIs she tracks with clients instead of followers and views: outreach count, visibility opportunities, and what she calls seeds, sprouts, and fruits

The trade-offs she's made by choosing this model and why she's made peace with them

By the end of this episode, you will have a clear picture of how a small, deliberate audience can support a thriving six-figure business — and what it actually costs to build one that way.

Deeper Foundations

Leaving the Casino