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117. How to Sell Your Coaching Without Feeling Pushy · Burning Brightly

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  stop thinking about your offer as far as a curriculum or steps or live calls that you offer.
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  Start thinking about the transformation.
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  We should be talking about what they get through the program.
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  I want you to talk about where they are right now.
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  How are they stuck?
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  Where are their pain points?
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  What is frustrating for them right now?
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  Then talk about the after.
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  What pain points they're gonna be able to eliminate, the joy and contentment they'll be able to find at the end of your program.
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  Teach them what's possible.
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  Share some of the common struggles you see in your work and what freedom feels like on the other side.
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  Describe it in detail.
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  If you're a Latter-day Saint or another woman of faith feeling called to build a business, welcome.
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  I'm Bonnie Wiscombe, and each week we'll combine faith and practical business strategy to help you answer that calling with confidence.
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  This is Burning Brightly.
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  So how often should you actually talk about your coaching offer?
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  Once a week, once a month, or only when you're launching something new?
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  If you're like most women, you probably feel like you're already talking about it too much, and it feels kinda cringe.
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  But the truth is, you're probably talking about it far less than you think.
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  Let's dive in.
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  Number one, here's my first myth to bust about feeling like you're selling too much.
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  Your audience is actually not seeing everything.
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  They're not even seeing a half of what you are posting, okay?
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  You are in your world all the time.
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  You're hearing every video, every audio training, every podcast, everything you create, you know about it.
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  We imagine our people, our audience, doing the same.
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  We imagine them watching every story, every reel, every post, reading every email.
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  But that's just not the case.
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  Think about some of the experts that you follow.
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  How much of their content do you actually consume?
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  Maybe a podcast every other week.
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  Maybe you see a social media post here and there.
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  But- in reality, you see considerably less than what they actually put out, especially when it comes to organic social media reach.
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  It is very often a teeny, tiny fraction of your followers.
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  Go look at the last few posts you had and see the number of views versus your total following, and then you can go into your analytics and actually find out how many of those views were followers and how
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  many were not.
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  And then it gives you a little bit of an idea of how few people are actually seeing your content.
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  Open rates for emails are typically between twenty and forty percent.
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  That's a good percentage, which means only about a quarter, maybe a third of your email list is opening your emails, and half of them are probably distracted with a kid pulling on their leg while they're reading them.
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  Many subscribers don't even open any given email.
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  And among the ones that do see it, like I said, they're distracted, they skim, they get interrupted, or they're just not ready to take action when they hear about your offer.
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  So here's the thing to remember.
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  You live inside your content.
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  Your audience does not.
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  If we feel like we're talking about it too much, we probably need to talk about it twice or three times as much.
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  You have seen your offer five hundred times.
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  They may have only seen it a couple.
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  Here's one example I wanna show you.
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  I looked up the Meta Ads Library, which is a place you can see all the ads running on Instagram and Facebook, and I looked up the ads for Target, a big box store that many of us enjoy shopping
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  at, that sells millions and millions of dollars worth of retail every day.
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  Target currently has 300 plus ads running right now, and each ad has two to six variations.
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  That means on any given day, Target has up to 1,800 ads floating around just Instagram and Facebook, not Google, not YouTube, not Netflix or anywhere else you're seeing ads.
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  Isn't that crazy to think about?
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  No one on Target's marketing team is thinking, "Oh, are they getting sick of seeing our stuff though?"
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  No.
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  They're thinking more ads equals more revenue, and you need to think the same.
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  More content, more talking about your offers, more offering to serve equals more revenue for you, and most importantly, more people you can help.
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  all right, number two people need repeated exposure before they are ready to buy.
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  We all know that there is some psychology behind buying.
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  Trust is built over time.
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  We have to know about a brand typically for quite a while before w-we're willing to spend a significant amount of money with them.
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  We want to be familiar with someone because that creates confidence, and the timing also matters.
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  So let's go back to the Target example I don't get annoyed every time Target emails me or shows up on a YouTube video I'm watching.
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  Most of the time I just ignore it, but eventually they will send exactly what I need at exactly the right time.
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  And it might not even be exactly what I need, but it might just jog my memory that, oh, Target is a place I like to go, and I need some things.
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  And then it gets me in the store, and then they have other tips of selling me things while I'm in the store.
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  So remember, just because someone doesn't buy at a specific time doesn't mean they don't want what you have.
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  It likely might mean that the timing is just not right.
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  But your audience deserves the chance to hear about your offer when they are ready, and the trick is, you're not gonna know when that is.
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  You're only gonna know once they buy, so you have to keep talking about it until they're ready.
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  You're not trying to convince everyone.
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  You're just trying to be visible when the right person is at the right time.
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  All right, tip number three, stop thinking about your offer as far as a curriculum or steps or live calls that you offer.
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  Start thinking about the transformation.
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  People often think that promoting their program means, "Join my coaching program.
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  Sign up for this call.
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  Come on a consult."
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  Instead, we should be talking about what they get through the program.
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  I want you to talk about where they are right now.
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  How are they stuck?
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  Where are their pain points?
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  What is frustrating for them right now?
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  Then talk about the after.
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  What pain points they're gonna be able to eliminate, the joy and contentment they'll be able to find at the end of your program.
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  Teach them what's possible.
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  Show them the other side of the bridge.
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  "This is what it looks like after I've worked with people.
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  They eliminate frustrations.
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  They believe in themselves again," whatever that may be.
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  Share client stories with them.
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  If you've had other clients that have had a transformation with you, share that with them.
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  Share some of the common struggles you see in your work and what freedom feels like on the other side.
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  Describe it in detail.
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  You want them to feel what their life could be like after working with, you So instead of thinking, I offer a six-week coaching program with this amount of calls and Voxer support," you think, "I offer clarity or additional
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  income or better relationships, or the ability to put on pants and zip them up."
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  Whatever transformation you provide, that's what I want you to focus on, not on the logistics of your program itself, That makes your content feel really useful and really helpful instead of just salesy.
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  All right, tip number four: every time you promote your offer, it teaches you something.
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  Most people don't think about this.
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  Selling is just market research.
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  Every time you offer something, you learn.
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  You learn which headlines grab attention because you know if you look at your email click rates who's opening things and clicking on things.
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  Well, that subject line was probably a useful one because it got a lot more opens than the one you did last week, You learn which stories resonate with people.
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  They're the ones that people share with their friends or that they respond to.
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  You learn about objections because you should be asking your audience what objections they have.
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  What holds you back from this transformation, or what have you tried before that hasn't worked, right?
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  Get some of their feedback so that you can understand what is holding them back.
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  This also comes up in consultation calls if you choose to sell that way.
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  They will give you their objections.
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  "Well, this is really expensive," or, "I don't think my husband believes in this, and he might have a problem with me buying this," or, "I just don't have time right now."
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  They all typically tend to be the same kind of objections.
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  You also learn when you offer things which benefits excite people, especially on a live call, you can see it in their face.
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  They go, "Oh, You mean that we can see this kind of transformation in just six weeks?
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  Or you mean you're gonna be on hand to help me via Marco Polo or Voxer or something?"
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  Yeah.
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  Like, you can tell by their faces what excites them and what you want to continue offering, You can also tell what kind of wording clicks, again, from analytics on your content or from people's faces if you're talking to
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  them live.
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  And if nobody buys, that is also a critical lesson.
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  All right, this didn't work for some reason.
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  Debrief it a little bit.
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  Was it the wrong timing?
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  Was it the wrong wording?
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  And you might not know, because like I say all the time, business is just a big science experiment.
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  We're just throwing things out into the ether and seeing what works.
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  Don't let yourself get discouraged when it doesn't work.
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  Just learn from the data.
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  Okay, they opened this many emails, but not this, or they tended to drop off at this point in my podcast, didn't actually hear the pitch.
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  Maybe I need to pitch it a little bit early, If you don't promote, it means you have no data.
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  You cannot improve, and you cannot grow because you're not actually offering anything and getting any feedback.
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  All right, tip number five: the real reason you're afraid to promote or to sell.
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  Most of us are not actually afraid of annoying people.
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  I mean, we don't really wanna be annoying, but we're not really afraid of that.
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  We're afraid of rejection.
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  We're afraid of hearing crickets, like nobody actually buying, right?
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  We're afraid of looking stupid.
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  We're afraid of confirming our fear that nobody actually values what we have to offer and nobody actually wants to work with us.
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  So we say, "Well, I don't wanna be annoying," but really we're thinking, "I don't wanna fail.
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  I don't wanna put my heart and soul into something and have someone say, 'No, thank you,' because that hurts."
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  But this is some of the real work we do as entrepreneurs.
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  We start to realize that this isn't maybe a marketing or sales problem, it's a courage problem.
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  It's maybe a belief problem.
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  Maybe I- we don't fully believe in ourselves first, and this is why entrepreneurship is one of the best ways to find the growth we need.
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  This is why God leads us to this, okay?
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  So we do the hard thing to help other people, and we learn about ourselves in the process.
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  Don't be afraid to fail.
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  Failure is the only path to success and to changing the world.
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  All right, tip number six, if your offer changes lives, hiding it does not make you humble.
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  It makes you kinda selfish, honestly.
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  Okay, I love to share this analogy because I used it when I was a missionary for my church, Imagine you're sitting down to brunch with friends, and you have some delicious, fresh, hand-squeezed orange juice in a carafe sitting
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  on the table, and you pour yourself a nice, delicious glass, and start eating your brunch, and your friend looks at the carafe and looks at you and maybe wants some but is maybe a little bit afraid to ask.
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  And you don't offer because you think, "I just don't really wanna bother her with this."
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  It seems kind of like a silly example, right?
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  But how hard is it to say, "Would you like some orange juice, too?"
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  Instead, we get up all in our heads and think, "Well, I don't know if they want that.
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  I don't know if I'm bothering them," forgetting that what we're doing is serving.
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  A nice, delicious, freshly squeezed glass of orange juice is a service for someone, and so is our coaching program if it really can change lives.
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  And if you don't believe it can change lives, then you gotta do some work on that first before you go offering it to people.
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  But stop telling yourself you don't wanna bother people if it's gonna change their lives.
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  Instead, that's kind of selfish.
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  You're not willing to put yourself in an uncomfortable position to actually serve and change people's lives, okay?
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  So if you genuinely believe that God has called you to help these people, keeping quiet is not a service, You are not protecting people by staying silent.
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  You're protecting yourself from discomfort, and we all know that's just kind of hiding our talents under a bushel, I want you to be brave and remind yourself it's not about you And ask yourself, "Am I willing to feel
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  this discomfort in order to help someone else experience an amazing transformation and improve their life?"
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  now that I've given you the tips to think over, I wanna get to the meat of how often you really should talk about your offer.
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  Now I can't tell you you should offer it 20% of the time, you know, every fifth Instagram post you, you should talk about it.
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  Instead, I want to tell you this: You should be talking about your offer all the time but in different ways.
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  For example, when you're teaching, talk about your offer.
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  I want you to tell stories, things like, My current clients are blah, blah, blah," or, "On my call with my client this week," or, "In my membership," et cetera, et cetera.
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  Okay, so you're constantly bringing it up.
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  We call that breadcrumbing.
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  You're leaving little breadcrumbs for people to follow to your offer.
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  You're letting them know that it exists.
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  You're answering objections before they come up.
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  Did you know that you can talk to people's objections before you ever get on a consultation call with them?
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  You can say, Now you probably think I wanna grow my business, but I need to be making money first.
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  Well, let me tell you why it's important to invest in your business before you actually make money with it."
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  So I know that there's an objection to investing money in their business for my clients, so I address it before it ever comes up.
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  Pretty cool.
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  You share wins, your own wins, the wins of your clients.
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  You explain your framework over and over.
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  Please don't gatekeep.
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  Don't hold back your, your framework or your secrets.
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  Share it openly.
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  It doesn't make people wanna work with you less.
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  It makes them wanna work with you more because you're willing to share the things that have changed your life.
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  Invite people regularly to get help from you.
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  For a while, I did free office hours, which was so rewarding for me and for my potential clients, and a lot of people ended up paying me money because they got help for free from me.
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  Describe your transformation regularly.
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  Like I mentioned earlier, you're gonna wanna talk about where they are right now, so they know you understand their pain points, and then talk about where you want to take them.
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  Share behind the scenes with them.
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  "This is what it looks like to work with me."
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  Answer FAQs, things that come up with your clients regularly.
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  Share testimonials.
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  Please, please, please start collecting testimonials from your clients, even ones that don't pay you yet, even ones you're just helping for free, and share them regularly on social media, on your content, podcast, Substack, wherever you're sharing content.
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  Talk about the mistakes that people make, and talk about the pain of what happens when they don't solve the problem.
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  Let's say they choose not to fix this issue that they have right now.
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  What's it gonna look like for them in, in a year or five years or 10 years?
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  I don't want anyone who follows you or subscribes to your email list to wonder what it is you do.
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  If someone follows you for a month, they should know exactly who you help, what problem you solve, how you help them, and what to do next.
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  If they're ready to work with you, what's the next step?
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  If you don't talk about that daily, they're not gonna know because they just don't pay that close attention to your content, right?
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  So who you help, what problem you solve, how you help them, and what they should do next if they wanna work with you.
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  Because most people will not be ready right now.
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  They might be in six months or in a year, and if you're not constantly talking about your offer and how you work with people, they're not gonna know where to go, and your competition is gonna snatch them up
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  instead.
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  You can do this regularly in your content without ever feeling pushy.
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  You're just there when they're ready for it.
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  So if someone spends months consuming your content but never actually realizes how you can help them, that's not on them, that's on you.
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  And it's not because they weren't interested.
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  It's because you didn't have a clear path for them to follow.
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  Okay, now I want to teach you guys an analogy that might help this hit home a little bit better.
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  Imagine you're waiting at an airport, and you're waiting to board a plane.
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  How many times do they announce that that plane is boarding?
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  They don't announce it once or twice or even three times.
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  They announce it all the time.
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  When boarding begins, when they board group one and group two and group three and the military and those who need assistance, and then the final call, and then when the doors are closing.
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  Now, at any point during that process, does someone think, "Geez, they're so pushy.
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  We get it.
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  You're boarding."
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  No.
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  We want all the chances available to us to make sure we get on the plane that we need to get on to go where we need to go, So they are doing us a service by reminding us over
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  and over, "In case you've gone to the bathroom, heads up, flight two four three is boarding."
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  Or, "Hey, heads up, in case you have a stroller and a bunch of kids and a bunch of bags, you can board early."
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  Right?
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  They're giving us lots and lots of information So that we can best be served in a way that works for us.
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  And that's the other thing.
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  It's not for everyone at every time.
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  If I'm not a member of the military, I don't pay attention when they offer it to members of the military.
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  If I'm in group two, I don't pay attention when they offer it to group one, It's for the right people at the right time.
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  But if they stop announcing it, I no longer have a chance to get on when it's my time.
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  Does that make sense?
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  So I want you to remember that there is someone out there who is waiting for you at the right time in their life, and if you're not available and not constantly talking about your offer in many different ways,
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  obviously, then they're not gonna have the opportunity to work with you and change their life whenever it becomes the right time.
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  So every mention of your program, whether it's telling them how you worked with another client or mentioning a big aha you had on a call or reiterating the framework that you've talked about before, every mention reaches someone who
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  wasn't paying attention yesterday or who wasn't ready last week, who finally recognizes now might be the time for me.
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  That's why we keep doing marketing in different ways, in new angles all the time to try to reach the people that are ready at that moment.
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  So get out there, make your offer over and over and over again, get creative, but stay in a service mindset Because when you truly understand that selling is serving your clients, It's gonna become a beautiful thing, and you're
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  gonna show up in a much better way.
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  So go make some offers If today's episode encouraged you, my book, Burning Brightly, is the next step to answering God's call to build a business through faith and confidence.
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  Grab your copy and the free companion workbook through the link in the show notes.
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  The world needs more women willing to burn a little brighter.