A Missed Opportunity for Wandering Aimfully (WAIM) - Kathleen Celmins
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A Missed Opportunity for Wandering Aimfully (WAIM)

Note: affiliate links ahead. If you join their program, we get a percentage.

A few years ago, I was researching course creation platforms when someone recommended I check out Wandering Aimfully (WAIM).

The premise of Wandering Aimfully is a one-time payment for unlimited access to everything Caroline & Jason Zook have created over the years.

They’ve created coaching sessions and courses and checklists and software.

The idea is that you pay once, and get access to everything forever.

I want to get into the missed opportunity for Wandering Aimfully, but before I do, I’d like to lead with a disclaimer. I joined Wandering Aimfully years ago when both my business and their business had different names. I’m active in their Slack channel. I have tons of respect for both Caroline and Jason. The missed opportunity is a blind spot for them, and by staying blind to it, they’re leaving money on the table, but don’t expect a juicy exposé.

What’s included in the Wandering Aimfully membership?

The Wandering Aimfully membership has a coaching portal, where you can access all past coaching sessions and register for upcoming ones:

wandering aimfully coaching

It has checklists:

wandering aimfully checklists

They have courses and workshops:

wandering aimfully courses
65 more!?!?

And then, way down at the bottom, almost as an afterthought, they have tools and software:

wandering aimfully tools

As you can see, it’s a lot. They’re constantly creating, constantly updating, and constantly adding value.

There’s a community aspect to it as well, and it lives on Slack.

What’s fun about that community is that it shows just how diverse the group of people are who are attracted to the Wandering Aimfully ethos. They’re from all over the globe and people share little snippets of their lives making chocolate in the Netherlands or living in castles in Romania.

I’ve made a lot of connections and even a few friends through the group.

They host coaching sessions every month

These coaching sessions run the gamut from restructuring personal and business debt to building a content strategy and creating marketing campaigns.

They use fun acronyms and phrases that help their suggestions feel different than other advice out there, and the coaching sessions are hosted once a month live, for about three hours at a time.

Why I joined Wandering Aimfully

The thing that made the most sense when I was considering joining wasn’t:

  • The courses, because I knew I’d only take the ones that were relevant for me and not go back to them
  • The checklists, because no one really needs lifetime access to a checklist
  • The coaching sessions, because joining live for three hours is a challenge
  • The community, because in a vacuum, community as a standalone isn’t enough to part with business money


The reason I joined Wandering Aimfully was for their course creation platform, Teachery.

Teachery is a course platform. It feels pretty similar to other course platforms I’ve used in the past.

Here’s what it looks like:

wandering aimfully teachery

It’s cute, and it’s relatively easy to spin up a course.

But the real benefit to membership, the way I see it, is right here:

wandering aimfully teachery pricing

The pricing is really similar to other course platforms out there.

But here’s the thing: Teachery is included in the Wandering Aimfully membership.

And the Wandering Aimfully membership is priced this way:

wandering aimfully subscription levels

That’s right, it’s an unlimited membership.

And, as of this writing, the cost is $2000, all in. Pay in installments of $400 or $100.

So, let’s say you’re thinking about creating an online course.

You’ve shopped around and found that most of your options are right around the $49/mo mark.

You understand software as a service, but something about paying $49/mo indefinitely makes you hesitate.

To make joining the Wandering Aimfully membership worth it, you need to earn more than $2000 over the lifetime of your courses.

And Teachery doesn’t hold your money or turn off access to your course like some of the horror stories I’ve heard about bigger platforms doing.

It’s a great deal for anyone who’s thinking about creating courses. In fact, it’s a great way to budget for online courses, because after you’ve earned more than $2000 on your courses and digital products, everything else is pure profit.

Where I see Wandering Aimfully missing the mark when it comes to marketing their membership

The math I just laid out up there makes joining as a lifetime member a no-brainer.

No one creates a course thinking they won’t earn at least $2000 on it. At least I didn’t.

So, for me, becoming a member of Wandering Aimfully was an easy choice. Especially since there’s no penalty for joining at the $100/mo level.

And every single other piece… the community, the courses, the coaching sessions, all of it… are extra sprinkles on this already-attractive cake.

But they don’t see it that way.

It reminds me of another company that missed the mark for years…

Dunkin Donuts didn’t realize they were a coffee company

Here’s a corporate story I like: Dunkin Donuts.

In 2015, their CEO told CNBC that 65% of their revenue comes from beverages.

Which makes them a competitor to Starbucks, not Krispy Kreme.

In 2019, they dropped the second word from their name and leaned into the fact that they’re a beverage company that also happens to sell donuts.

Wandering Aimfully has a Dunkin’ Donuts problem

In all their material, both on the front end and the back end, they treat Teachery (and the other software that’s included in this membership!) as an afterthought.

When you go to their home page, the promise right at the top is this:

wandering aimfully header

Un-boring coaching for intentional online business owners.

When you get to the sales page, they repeat this promise.

wandering aimfully header 2

Okay. That sounds good, but from where I sit, coaching is NOT what separates them from the crowd.

To drive the Dunkin’ analogy into the ground, their monthly coaching is their donuts.

The pay once, have forever software?

That’s their iced coffee.

If I were in their shoes, I would flip the promise around.

Suggested edit: Wandering Aimfully Unlimited: Lifetime access to Teachery + Un-boring Coaching Program

Then I’d talk about what Teachery is, and how it’s different from the other players in the digital course creation space.

This graphic, about halfway down the sales page, really shows all the things that are included in the membership:

wandering aimfully sales page

But this is the first time Teachery is mentioned on this very long, meant-for-scrolling, sales page.

The entire first half of this page is dedicated to discussing their group coaching. You can take a look at all the past coaching sessions, or you can preview their new format, where they take one member’s business and go through their suggestions for changes live.

They’ve hit on a winning format with their Unsolved Business series.

wandering aimfully coaching example

They leave a two-hour session ungated for people to sample this group coaching format.

That’s both really generous of them and a great way for you, the potential member, to sample their style.

But that’s not why I signed up. And I’m not alone.

And I’ve talked to at least a handful of other Wandering Aimfully members who were attracted to the membership because of the software.

I’ve been to exactly one coaching session live, and I’ll be honest: I didn’t stick around through the end.

And yet… I am glad I became a member.

Speculation as to why they don’t lead with Teachery

I have a feeling that Teachery started off like almost anything in entrepreneur land: with a thought.

“I wonder if I can build a course platform,” thought Jason, maybe.

And so he did.

teachery subscription

But I don’t think Jason’s heart is in Teachery. I think he has a lot more fun on coaching calls. Getting into the nitty-gritty of how to help members. Diving into someone’s business. Giving tips and roadmaps.

And because we small-but-mighty digital businesses have a lot of things vying for our attention, we go where our energy goes.

So the monthly coaching sessions he conducts with Caroline is, to him, his primary focus.

And because it’s the thing that consumes most of his headspace, in his mind, the coaching sessions are the primary driving force behind new members joining.

But I don’t agree.

Ruth Ridgeway wrote a post about Wandering Aimfully (which they shorten to WAIM), and here’s what she has to say:

Ruth Ridgeway post about wandering aimfully

She joined because of Teachery.

And her logic sounds a lot like mine. “I COULD pay $49 a month forever and ever and ever…”

And her strategy resonated. She wrote a follow-up post where she described her success making $13,600 in affiliate income with Wandering Aimfully itself.

That post is a great read in itself and has a lot of gems for anyone considering ramping up their affiliate income.

Now, I’m not drawing any rash conclusions and claiming that it was the first sentence in the first blog post she’d written that drove new memberships.

I’m just saying I’d split test.

Takeaways for you

Do you have a product suite like the team at Wandering Aimfully?

Maybe you don’t, since their offer is unique.

But even if your business is wildly different from the one I’ve just described, you still might not know why your customers buy.

The single best thing you can do is ask.

Set up a Paperform survey and ask the following questions:

  • Where were you in business before you bought my service or product?
  • Where are you now?
  • How did my product or service help?
  • What do you wish it did that it doesn’t do?
  • What was the thing that made you finally decide to bite the bullet and join?

Then, once you’ve gotten a decent response (we’re business owners, not statisticians running statistically significant samples!), look for themes.

If five out of the seven people who bought from you bought because of thing B but your sales page and sequences emphasize thing A and use thing B as a postscript, then you know you’ll have some reconfiguring to do.

The Vault membership has a sales page template that will help you with your reconfiguring.

Final thought: Who should join Wandering Aimfully?

If you want a course platform that will enable you to pay once and get the benefits forever…

If you’re at the very beginning of your journey into online business…

If you watched the sneak peek of the coaching session and wanted more…

If you like Slack and want to be a part of a place where all kinds of cool people hang out…

Then you should consider joining.

And if you join using our affiliate link, we’ll gift you a month in the The Vault from amplifiedNOW.

Let us know you joined (@kathleen_amplifed + @emma_amplified on Instagram) using our link, and we’ll send you a special code to try out our membership for a month, on us. ($49 value.)

Simply sign up using this link:

Become a member of Wandering Aimfully

Case study:

How we earned $100,000 in a year on a digital product

Get the three things that made the most difference when we marketed a digital course and it earned $100,000 in just 12 months.

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