Interview with Michael Sheridan
Founder, Aisling School of Dream Interpretation
Interview Summary
Michael Sheridan scaled his dream interpretation course business from ~$125K to a projected $1.2M by adding a second annual event with a different marketing angle, launching supplementary webinars, and extracting a standalone course from his flagship program. The key insight: you can dramatically grow revenue by repackaging existing content for different audience segments.
Two Events, Two Angles, One Audience
Michael's breakthrough was not creating new content — it was repackaging what he already had. His original event focused on the spiritual dimensions of dreaming. The second event addressed the practical side: using dream interpretation for career decisions, relationships, and daily life. Same expertise, different framing. The result was surprising: the second event attracted a segment of his audience that had been watching from the sidelines for years but never resonated with the spiritual angle. "I have people on our list maybe for four years before they purchase," he says. Different marketing angles unlock different segments of the same audience.
If you want to make an impact in the world and nobody ever hears of you, because you don't make any money and can't put on any events that people find you at, you're saying two different things.
The Revenue Dip Before the Multiplier
Scaling is not a smooth upward curve. Michael is candid about the uncomfortable middle stage: "Scaling is scary. At every point in our business, we had no idea what was ahead of us." Hiring contractors and employees costs money before their impact shows in revenue. He experienced a revenue dip after bringing on team members — a "ramp" period that is normal but terrifying if you are not expecting it. His advice: prepare for it financially and psychologically, and do not interpret it as a signal to retreat.
Marketing as Mission, Not Distraction
Michael addresses a mindset shift that many course creators struggle with. He used to see marketing as separate from teaching — a necessary evil. His reframe: "Somebody was even asking me today, how much of the webinar is the offer? And I said it's all the offer. Every single slide in that webinar has to be leading to the case of you should buy this offer at the end." This does not mean being pushy — it means genuinely believing that the paid program will help people, and structuring the free content to demonstrate that clearly.
Somebody was even asking me today, how much of the webinar is the offer? And I said it's all the offer. Every single slide in that webinar has to be leading to the case of you should buy this offer at the end of it.
Michael's Action Steps
Michael recommends these 3 steps to improve your course planning:
Create a second event with a different angle
If you have one signature event or webinar, try a different thematic framing for the same audience. You will capture people who are interested but have not resonated with your original positioning.
Prepare for the revenue dip when scaling
Hiring contractors and employees costs money before their impact shows up in revenue. Budget for a 3-6 month "ramp" period and do not interpret it as a signal to retreat.
Build team visibility before client-facing roles
Anyone who will be on sales calls or leading community sessions needs visible presence first — podcast appearances, event speaking, community participation. Cold handoffs to unknown team members produce silence.
About Michael Sheridan
Founder, Aisling School of Dream Interpretation
Michael Sheridan is a dream expert, radio talk show host, and founder of the Aisling School of Dream Interpretation. With 33 years of experience in dream interpretation, he has scaled his course business from $125K to a projected $1.2M through strategic event-based marketing and cohort programs with "white glove" coaching and community.
Listen to the full episode
From Course Lab with Abe Crystal & Ari Iny on Mirasee FM