The ignition module could be bad, but after 3 it seems unlikely.
3 new coils? Ohm out the coil. It should be low resistance, but not zero.
Is the rotor in there?
Run a #12 wire direct from the battery to test. 9.7V seems a bit low but I could be wrong.
Are you on the right terminal? I remember 3 of them; 12V, tach and something else.
Touch the temporary test plug electrode to the block, not another plug.
Or ask google
https://www.google.com/search?ei=u8H....0.AlUpt3P45MA