The host, Brad Sugars, was making a point I’ve been circling for years but never quite landed the way he did: if your marketing still looks like it did five years ago, you’re not standing still.

Click to watch the video.

You’re disappearing.

Slowly, politely, one algorithm update at a time.

That got my attention, because a lot of the encore professionals I work with think “marketing” is something they can bolt on later, after they’ve figured out the offer.

(Yes, you really should perfect your offer first!)

I get why. You spent thirty to forty years being excellent at your actual job.

Nobody taught you to think like a content strategist, and frankly, why would they?

You were busy running a division, closing deals, or keeping a hospital floor from catching fire.

But here’s the uncomfortable part: the rules changed while you weren’t looking, and they changed in your favor if you know what to do with it.

Buyers Don’t Want a Salesperson. They Want Confirmation.

Here’s the old model. Marketing’s job was to get someone’s name and number so a salesperson could take over, explain everything, and walk them to the finish line.

That job doesn’t exist anymore. By the time someone reaches out to you today, they’ve already read the articles, watched the videos, and compared their options.

They’re not showing up to learn. They’re showing up to confirm they picked right.

(Hint: nailing your offer allows you to create the content that does that for you.)

Which means the actual selling, the thing that used to happen in a conference room or a discovery call, now happens through your content, weeks or months before anyone gets you on the phone.

If that content doesn’t exist, or worse, if it exists but doesn’t sound like you, you’ve lost the sale before you ever knew there was a prospect.

Google Isn’t the Finish Line Anymore. AI Is.

For twenty years, “get found online” meant “rank on Google.”

Fine.

Simple enough.

Now people are asking ChatGPT and Claude who the best consultant is for their exact problem, and those tools are answering with whoever has an actual footprint… real articles, real credentials, a body of work that adds up to something recognizable.

If that’s not you, you’re not losing to a competitor. You’re losing to invisibility.

And invisibility doesn’t care how good you are at the actual work.

The flip side is the part I want you to sit with and truly think about a few times a day: this system rewards depth and history, not follower counts and dance trends.

A forty-year-old with 200,000 TikTok followers and no real body of work is not better positioned here than you are.

You have decades of judgment sitting in your head. That’s the raw material. You just haven’t turned it into anything an algorithm, or a human, can find. (YET!)

Content Is an Asset, Not an Errand

This is the part that should genuinely excite you.

A paid ad is rented attention; the second you stop paying, it stops working. I know, because I’ve sold and coached for ad agencies and their clients for the last 15 years.

A solid article or a well-made video, on the other hand, just sits there repetitively doing its job for years.

It answers a stranger’s question at 11 pm on a Tuesday without you lifting a finger.

That’s not a marketing tactic.

That’s an asset.

It compounds.

And unlike most assets, you don’t need capital to build it.

You need the thing you already have too much of: hard-won experience nobody had to Google.

The catch is consistency, not intensity.

One brilliant article a year does very little.

A steady, unglamorous drip of useful thinking- that’s what builds the kind of trust an AI model (or a skeptical prospect) eventually stops arguing with.

Short Videos Get the Date. Long Content Gets the Marriage.

There’s a lazy debate going around about whether short-form or long-form content is “better.” Wrong question. They do different jobs.

Short clips are the handshake; they get you noticed in a crowded feed.

Long-form work- the real articles, the deeper breakdowns, the case studies is where someone actually decides to trust you. One earns attention. The other earns a client.

You don’t need to become a TikTok personality at 58. You need one or two channels where your depth can actually show up, instead of getting sanded down into fifteen seconds of nothing.

People Trust People. Not Logos, Not Taglines.

The last piece is the one that should feel like relief instead of pressure: buyers trust a real person faster than they trust a polished company page. Your name, your actual opinions, your specific way of explaining things — that’s worth more than a generic “About Us” paragraph ever will be.

You spent a career building judgment other people paid for. The new game isn’t about learning to perform online. It’s about letting that judgment be visible somewhere.

Two Questions Worth Asking Yourself This Week

1. If someone searched for exactly what you help with, would they find you — or your competitor?

2. If they did find you, is there enough real, substantive content there to trust you before you ever say a word?

If the honest answer to either one is “not really,” you’re not behind. You’re just early to fixing it, which is a much better place to be.

If this is the kind of thing you want to actually build, not just think about, that’s a big part of what we work through together over at Encore Society. Come hang out with people doing the same thing.

Subscribe now

You know the drill.

• Post daily.

• Grow the follower count.

• Reply to every comment like your business depends on it, because for a while, it genuinely did.

• Slide into DMs.

• Repeat until exhausted.

That game is over.

Nobody sent flowers, but it’s over.

The Algorithm Doesn’t Care Who Your Friends Are

Somewhere in the last few years, every major platform seems to have stopped asking “who do you know?” and started asking “what are you actually paying attention to?”

TikTok figured out that people will happily watch a stranger explain something useful longer than they’ll watch their own cousin’s vacation photos.

Every other platform over the last several years copied the homework.

The result: your feed isn’t a popularity contest anymore.

It’s a very expensive, very fast matchmaking service between problems and solutions.

Post something that solves a real, specific, nagging problem, and the algorithm will hand it to a stranger who needed exactly that, regardless of how many followers you have.

Here’s the part nobody tells you:

This is the best thing to happen to experienced professionals in a decade.

Under the old rules, the person with 50,000 followers beat the person who actually knew what they were talking about, every single time.

I know, because I was the idiot that just didn’t want to grow a massive list, but I was the one coaching many of the people that did have those lists.

You had to become a content creator just to get someone on the phone.

Now?

A focused, specific post about a real problem can outperform an influencer with ten years of audience building and a ring light.

You don’t need the audience.

You need the clarity. (ahem, like a clear offer…Seems like I’ve heard that somewhere before 😂)

So Why Isn’t Everyone Making $10K a Month Yet?

Here’s the twist. Attention got easy.

Making sense of what to do with it did not.

Walk into any Facebook group, YouTube rabbit hole, or “free masterclass” funnel, and you’ll get eleven contradictory answers to the same question. (I’ve done it for years; I know)

• Build a personal brand. No, don’t; that’s dead.

• Do webinars. No, webinars are over; do a VSL.

• Get on 40 sales calls a month. No, do 4 really good ones. (Ok, I actually say that.)

This is where most people trying to turn decades of hard-earned expertise into real income get stuck, not because they lack the knowledge, but because they’re drowning in everyone else’s opinions about how to package it.

Information overload doesn’t feel like drowning, though. It feels productive.

1. You watched three hours of content today!

2. You took notes!

3. You still haven’t launched anything, but boy, you’re informed.

You checked all the boxes or completed all of the steps on your to-do list and…nothing happens.

Overload is a great way to stay busy and a terrible way to get paid.

The Fix Isn’t More Information. It’s a Filter.

Here’s the pattern I keep seeing with people who actually cross that $10K/month line: at some point, they stop consuming and start deciding.

Let me repeat that in case you’re just skimming the article and highlight it so you take away 5 simple words that can impact you today… ready?

They pick one clear offer, one clear process, and they stop rebuilding it every time a new guru says something shiny on a reel, video, or podcast.

That’s it. That’s the whole unlock.

Not a new platform. Not a better hook.

A decision, made once, and left alone long enough to work.

The people who are still stuck aren’t missing information; they have plenty.

They’re missing someone to sit across from them, point at the twelve half-finished strategies competing for their attention, and say “that one, not those eleven.”

An hour of that kind of clarity tends to do more than another year-long program stuffed with modules nobody finishes.

Stop Collecting Strategies. Start Cutting Them.

The attention is out there, waiting, algorithm-delivered, no follower count required.

What’s usually missing isn’t more content to consume; it’s the willingness to stop consuming and commit to the one version of your offer that’s actually simple enough to sell.

If you’ve been circling the runway for a while, feeling like you’re one more course away from clarity, you’re probably not. You’re one good conversation away from it.

That’s most of what I do in a single session with people: not add another strategy to the pile, but take the pile away.

Read more

Substack Support says the video is still processing, even after 24 hours… I find that a little challenging to believe.

But, fingers crossed. I even said during the recording, I never trust these recordings… like I spoke the problem into existence.

Read more

As expected, we had a lot of fun learning to share Jen’s offer in a way that engages and helps a prospect become a client.

Jen did a fantastic job applying what she learned from our first coaching call to her new presentation.

We discovered how being a great expert with a ton of knowledge can actually confuse or scare away a potential client, and we even spent time at the end to touch on the discovery phase secret that even the best listeners miss, the top reason people hesitate to move forward, and how to help them.

I highly recommend and her Premium Studio Content. In fact, if you listen to both coaching sessions, you’ll hear how much personal attention she provides (unlike group coaching and fluffy courses) while pretty much guaranteeing a professional podcast launched and produced in 90 days.

Oh, want to be coached like Jen was? Join the paid subscriber level and hop on the live Q&A calls that I hold 2-4 times per month… for about $0.13/day ($49/year!)

I’ll work with you on creating an outrageously effective offer and on running a high-ticket coaching sales system that has helped clients close up to $105k/month…

But really, this is for those of us looking for an extra $5k-$10k/month without being on a computer all day or being stressed out about sales calls.

Ok, what did Jen think of these coaching sessions?

Subscribe now

Join me for my next live video in the app.

Get more from Jim Chianese in the Substack app

Available for iOS and Android

Get the app

I got to hang out with Jen Rogers and learn more about her business and high-ticket offer.

Thanks to the 15 people who joined us on the live.

The goal was for Jen to start to ‘sell me her offer’ by describing it in her own words.

My job was to see if I could find a way to help her communicate her offer in a way that made it more enticing and clear for a prospect to say yes.

My shadow goal, when I do these, is always to have me quickly summarize their offer back to them in a way that makes them say, “I’m sold on my own offer!”

We had a lot of fun, and we must have been entertaining enough…because everyone stayed until the end.

Watch to learn about the best way to;

• Launch a podcast that converts, not just a tumbleweed blowing around in the desert.

• How to gain professional guidance on the brand you want to develop.

• How to get personal support that just isn’t available in courses or buried in a group program. and

• How to have a podcast trailer and 2 episodes that build your authority (and convert to sales) all done within 90 days!

Also, you hear how I think about presenting an offer and why, when done right, closing sales is really just a conversation where you help a person discover you.

That, in hindsight, may have been a mistake. I thought writing shorter articles might help you, but it’s starting to confuse me.

Anyway, here are the last two roadblocks.

One says don’t rush, the other says move faster.

I know, more confusion when you first see it, but it’s really valuable when you understand it.

6. Rushing to sell

I’m constantly telling my clients: “You can’t have a microwave mentality in a crockpot world.”

Coaches rush to get through the script and fail to communicate their offer because they are rushing to the end of the sales call. Not listening closely is like a doctor prescribing brain surgery when you come in for a rash on your legs.

Think about the DM pitch-fests you see on social media:

• “Hi [first_name], thanks for connecting. Join my group.”

• “Great to connect. Tell me what your goals are?”

• “Great to connect. Mind if I ask you 12 questions about your business since I don’t care about you as a person at all?”

Unfortunately, that creates more offer roadblocks. The old “it’s a numbers game” is accurate, but the clients I attract aren’t going to build a business that way.

My coaching is all about building a steady, sustainable business. Coaching isn’t a hobby for my clients. We are playing the long game.

I have a coaching method called the C4 Method, and the 2nd “C” is Cultivation. That means building real relationships with visitors, prospects, clients, and people who will never become clients, but who I can still help.

To wrap this up:

• Take your time when selling.

• Listen closely.

• Dig deeper into what the prospect has struggled with.

• Discover what they are afraid of now and in the future.

• Confirm they are genuinely a good fit for your program.

7. Not learning how to sell quickly

Wait! What? Didn’t you just say “Slow down”?

Let me explain. You must learn to sell, and learn to sell well, even though you will never be a professional closer. You are a coach AND a business owner.

“Nothing happens until a sale occurs.”

The better you learn to sell, the better your marketing becomes. The massive elephant in the room is that, like any profession, it takes time. New coaches often have never sold. They don’t have a massive flood of leads to practice on, and they don’t have a sales manager listening to their calls to guide them.

So, how do you get good, quickly?

“The Secret” is the application of knowledge. Applying that knowledge only comes from selling millions of dollars’ worth of services, or from practicing with someone who knows how to sell, how to be a good pretend prospect, and how to coach you through each step.

I sought out and found personal coaching. Personal coaching skyrocketed me past the learning curve.

That’s why I’m a massive Personal Coaching Advocate.

No sales pitch here to train with me. Just keep checking out the content I’m posting. I’m always trying to make them noteworthy.

Right about here, there should be a call to action to book a “free 15-minute strategy session.” I know I’m supposed to follow the Internet Illuminati rules and pitch you to get on a call with me after you read this.

But I hate conforming to the rules even if it costs me cash. So there aren’t any calendar links here. Take your time; get to know my content first.

Instead, I recommend watching one of my live events (held virtually for everyone’s convenience), which will be announced here in The Encore Society.

During those events, we spend a tremendous amount of time teaching real-world, helpful information and leave time for Q&A.

Until then. This is Coach Jim, wishing you many blessings and a peaceful path to success.

3. Not communicating a clear benefits-driven offer

Speaking of seeing clearly, the way you communicate your offer is often like a fine wine in your eyes. You can just taste how good it is.

It’s your masterpiece. You’ve worked on this for months, maybe even years.

However, when most coaches try to explain their offer to a prospect hearing the specifics for the first time, they get a glass of muddy water.

What’s wrong with them? Can’t they see how elegant, smooth, and perfect your offer is?

Your job is to figure out how to turn muddy water into fine wine.

The biggest challenge facing coaches is their excitement about all the video modules they spent weeks producing, the 73 pages of text-based courses, and the 5 hours of group calls they offer clients every month.

Videos and .pdfs and calls! Oh My!

How does that benefit your client? Those are features of the program, not benefits.

The prospect hears you describe all “the stuff” and is only thinking, “That’s a lot of work! I don’t know if I can go through all of that. How is all that going to help me achieve the desired result?”

When I work with my clients, we constantly evolve how they communicate their offers. We discuss emotions, analogies, stories, and vivid imagery, all centered on one focus: communicating the transformation the program delivers.

I'll brag on myself a little bit here, but this is where I have been asked by million-dollar sales teams and coaches alike to teach them how to better communicate their offer.

I often help a person see their offer in a way that actually sells them on their own program. The value they offer becomes so clear that they start to get excited about sales calls… I know, weird, right?

That is why I insist on 1:1 coaching for each of my VIP clients. That process will never be taught in a recorded format.

4. Not a high enough price

Now, if you’ve noticed, I’m not promoting my coaching as high-ticket coaching, like so many think they’ve discovered online since about 2005.

Let me tell you a story.

I was approached by a goof-ru in 2006 that was proclaiming himself as a big-time, high-ticket demigod. At the time, I was working with a company that marketed and sold international real estate, doing $250,000 to multimillion-dollar deals every week.

I liked what the goof-ru were doing online and wanted to learn from them. They called me directly and told me how they could teach me this new, high-priced, big-money-selling approach, rather than what many people were doing, selling $27-$297 courses.

The wealth wizard then presents the investment for his big-money, high-ticket program: $1,000.

The value of their program deflated dramatically. I was ready to hear $5,000 to $10,000. Just a couple of years before that, I was consistently selling twenty-one $5k programs each month, month after month. My brain was shocked when I heard that it was only $1,000. He was losing out on at least $ 3,000 –$4,000 per sale.

Today, most coaches struggle to sell coaching programs priced between $1,000 and $2,500.

You must learn what you are offering and how it benefits the future client. Next, you must sincerely believe you are delivering a program worth five, six, or even seven figures.

Your mission is to Create Value Worthy of a 5-figure Investment. (even if you only sell it for 4-figures or less)

Once you have done that, you can now start increasing your prices.

Let’s look at the numbers again by going back to Part 1 of this series. (We started with the idea of you having a $3k offer and making 2 sales/week.) So the original is 104 sales per year at $3k or $312k/year.

If you only increase your coaching fee by $2,000 (less than double) on that $3,000 offer we mentioned earlier, and you make 3 sales a week instead of 2 as mentioned in Part 1 of this series, the numbers look like this:

• 156 total sales times $5,000 = $780,000/year.

• Don’t let the math mess with you; that’s the challenge with separating the 7 Roadblocks into different parts. I’ll do a few live calls in June to help you out with your numbers.

You more than doubled your income without even doubling your fees or the number of sales per year. You just made more offers, resulting in 1 more sale per week. With a slight price increase, you doubled your annual income.

Consider what happens when you start selling 25% or 30% of your calls... which brings us to the next roadblock.

5. Fear of speaking

I have a tough time believing people would rather be in the coffin than deliver the eulogy, but that’s what I’ve heard for decades. The psychiatric world calls it glossophobia, and it can affect up to 75% of all people.

This report isn’t to teach you how to overcome that fear but to explain that when you do, the world of possibilities opens up to you almost as much as when you learn to sell.

By “speaking,” I mean speaking to larger audiences, not just one person at a time: Webinars, FB Lives, YouTube Lives, virtual events, workshops, or in-person seminars.

Speaking is a leveraged skill. It allows you to market your business, build yourself up as an authority, help people bond with you, and sell to more than one person at a time.

The beautiful thing about speaking to a larger audience is that you don’t have to be a great salesperson. You don’t have to “close from the stage” at all.

Examples of how this has worked for me personally:

• I presented a webinar to only two people. We pitched at the end and closed both. 1 hour of speaking, two sales, $6,000 in the bank.

• Did a 15-minute coaching session with another coach’s group by invitation. I never pitched. Just coached. Three people reached out to me to discuss my $30k program.

• Held in-person events in a hotel conference room each month for over a year. No website. No internet marketing. We limited clients to 21 per month at $5,000 per person. We sold out every month with a waiting list. That’s $105k/month for 4 hours of speaking.

• Did a small seminar for 12 people and presented a simple internet marketing service. Creativity on my feet turned that $8,000 sale into a $55,000 contract, plus a new vehicle from the client!

Speaking not only allows me to make more offers but also improves my communication skills for my 1-on-1 sales presentations. It eliminates most sales calls and objections because you answer them while you talk!

I’ll have roadblocks 6 & 7 up together in a few days, then in June I’ll be teaching on all of these with live one-on-one sessions for those who are interested.

• False

• Expectations

• Appearing

• Real

They expect that to mean something when you actually have to speak with a prospect on the phone and close a sale. The fear is real, I acknowledge that. I’m not going to brush it off and tell you it isn’t.

The reason you may be struggling with fear is more about the expectations you place on yourself:

• “I gotta close this sale.”

• “I can’t afford to waste another lead.”

• “If I don’t start making money from this, I’m going to have to go get a job I hate.”

• “What’s my family going to think if I don’t make a million dollars this year?”

Even when it’s your first couple of years in business, that pressure has been hypnotically placed into your brain by too many overly hyped promises and social media mavens pretending to be something they are not.

Just as roadblock #1 has a close cousin in roadblock #6, roadblock #2 has a close relative in roadblock #7.

Here’s what you need to know: You have to stop thinking of the “Hollyweird” portrayals of salespeople in sitcoms and movies.

You do need to start doing what you are already good at. (At least I hope you are if you’re a manager, coach, trainer, teacher, digital marketer, or info-product producer.)

That thing you’re good at already is listening.

Just have a conversation with the prospect. Pay attention. Listen closely without worrying about what you have to say next because someone gave you their super-duper seven-figure sales script, and you think you’re trying to get through a checklist to close a sale…

You are not. Have a conversation. Quit trying to close a sale.

The person on the other end of the phone, in a Zoom meeting, or across the table just wants to be heard and to know whether you can help them.

I recently coached approximately 750+ entrepreneurs and coaches every month for 3 years in another business.

When I get an opportunity to listen to their calls, I always hear at least 2 to 3 instances where the coach glides right past a vital comment from the prospect. Each time it happens, the coach is trying to move the prospect through the sales machine they’ve been trained on.

Fear can be controlled best when you decide to have a conversation and quit focusing on the sale. (Roadblock #7 will reveal how you can control those emotions with the proper coaching.)

Bonus Micro-Training: The 3-Headed Objection Monster and How to Tame It

The shadowy characters looking to attack you during your pitch aren’t real. Objections are often just gaps in knowledge.

In my 40+ years of selling, there are basically three objections:

1. Price

2. Decision maker

3. Certainty

The average business owner thinks that answering objections means they have to get “Pushy”.

When Objections #1 and #2 come up, I always say something like:

“No problem. Just to be clear, if money or having to talk to your spouse wasn’t a concern, do you feel that the program would help you get the results you want?”

Too many times to count over the years, I have heard hesitancy in their voice or seen them become overly agreeable.

“On a scale of 1-10, where are you?”

If they aren’t answering 9.5 or 10, then it’s Objection #3 that has to be addressed. They just aren’t sure your program is a fit for them.

You need to get them as close to a ten first. When you do, the other two objections will be much easier to handle, and you’ll never feel pushy.

I used to think of all that fear I carried with me on each call as walking into a dark room.

If I don’t turn on the lights, I never discover that my prospect may just be someone in the room who needs some assistance.

Help them see clearly, and don’t be afraid to give them some assistance to understand exactly how you can help.

Look for me to go live to ask any questions or comment below.

If a guy who was too shy to ever ask a girl out can sell millions and millions of dollars across multiple industries over the years, then I know you can.

You’ve already created a newsletter, a course, a coaching program; now you only have to help people know you have something that can help them and how you can help.

Roadblock 1: Not enough offers

Roadblock 2: Fear of Selling (think coffee date conversation, not selling)

I’m not one for lengthy introductions and spending three pages bragging about myself before getting to the details you came for, so let’s dig right in.

1. Not enough offers

Many, if not all, coaching programs start by telling you to focus on one niche, develop one product, and use one marketing channel to make sure your offer is valid and you can sell it.

Makes all the sense in the world. I agree.

The challenge most coaches face when learning from the goof-rus (my term for gurus) is that they continue down that path for months or even years.

If the new coach stays in the “Group Training Model” of learning (really not a fan of group coaching as a longtime investor in learning and as a client), they hear the same, monotonous droning about focusing on one thing… being told to the NEW Coaches.

If you have even a few sales and you know your offer is good (good enough to make some sales), then you have to start getting the word out on more channels, more often.

(I’ll describe one of the fastest, most leveraged ways to make more offers in roadblock #5 below.)

But consider the math: If you have a 20% closing ratio on calls with prospects, and you go from 10 calls per week to even 15, you go from 2 sales/week to 3 sales/week.

Do that math for one year. That’s 52 more sales per year!

Assuming you have a lower-end coaching program, say, only $3,000/sale, you’ve added $156,000 to your income from only five extra calls per week!

Cast a wider net!

Too many people spend time focusing on the niche and perfecting an offer, then cast a single line into the water and hope and pray someone will bite.

If you started letting more people see your offer in different places, then you are fishing with a net.

Easy to understand, but if the offer isn’t good, throwing a net into the water that ends up feeling like throwing a net into a sandy desert.

We discuss this often here.

Good offer and good marketing, but…

If you are learning to grow a steady, sustainable business by maintaining a set of marketing systems that will sustain it, that won’t be a problem.

You’re casting a net into a good fishing spot.

The challenge is that each person has a different net, a different spot to fish, and their marketing may have gaping holes in that net that they weren’t aware of.

I share that kind of information/guidance/coaching on my Substack and YouTube Channel every week (yeah, I know, I’m lazy with YouTube, but I’m fixing that hole in my net now. LOL!).

When fishing for business, it’s better to cast an “offer net” than to fish with a single line with your competitors standing on the same deck as you.

Part two coming very soon.

A masterclass in pricing your coaching programs, courses, and services, from your very first $5 offer to your first $25,000 package, without losing your mind, your clients, or your self-respect.

Let me tell you something that will either comfort you or irritate you, depending on where you are today: almost every coach, consultant, and course creator I have ever worked with has had their pricing backward.

The beginners charge too little and apologize for it.

The experienced ones charge too much and wonder why nobody’s buying.

And the ones who’ve been sucked into the guru-sphere, bless their hearts, are convinced they need to hit $25,000 a month by Tuesday or they’ve failed at life.

None of them is right.

And after years of helping businesses rethink how they package and price what they know, I can tell you this with complete confidence: your price is not the problem.

Your clarity is.

Stick with me, because we’re going to walk through the whole thing, from your very first tentative $5 workshop to a robust, confident, premium fee structure.

We’ll talk about the psychology of pricing, the mechanics of value, the lies the gurus told you, and why a real estate company I once worked with went from $500 courses to $5,000 programs and sold out every single month within 90 days.

(Spoiler: they didn’t change their program. They changed how they talked about it.)

THE CORE PRINCIPLE

The clearer the result, the greater the prospect’s confidence, and the higher the price the market will gladly pay. Pricing is a communication problem dressed up in a spreadsheet.

Part One: The Value-Clarity-Confidence Triangle

WHY YOUR PRICE IS ACTUALLY A PROMISE

When a prospect looks at your price, they are not calculating whether the content is worth it. They are asking themselves a single question, usually subconsciously:

Will this work for me?

That question has three layers.

• First, does this person actually know what they’re doing? (Credibility.)

• Second, do I understand exactly what I’m going to get? (Clarity.)

• And third, can someone like me really achieve this result? (Confidence.)

  Every pricing problem I’ve ever solved, and I’ve solved hundreds of them, comes down to a failure in one of those three layers.

Here’s the triangle.

Value sits at the top. Below it are two pillars: Clarity of result and Certainty of success. The bigger those pillars, the taller the triangle, and the higher the price you can sit at the peak without anyone blinking.

Knock one of those pillars down, and the whole thing tips over, no matter how brilliant your content actually is.

This is why two coaches can teach identical material: one charges $297 and the other charges $4,997. The content didn’t change. The communication of what the content produces changed everything.

THE VOCABULARY OF VALUE

There’s a word that I’ve used in boardrooms and kitchen-table coaching sessions alike, and it changes everything when people finally get it: transformation.

Not the word information.

Transformation.

People do not pay for what you know. They pay for who they will become, or what they will have, after spending time with you.

A $47 course on how to write better emails is priced correctly when that’s all it is.

But a program that helps a real estate agent go from six figures in debt and losing listings to having a waiting list of buyers? That’s worth considerably more than forty-seven dollars.

The information might overlap. The transformation does not.

When you can describe, specifically, vividly, in the exact words your clients use, what life looks like on the other side of working with you, your price stops feeling like a barrier and starts feeling like an investment. And people invest in things they believe will give them a return.

Part Two: The Case of the $500 Course That Became $5,000

A REAL STORY. A REAL RESULT. A REAL LESSON.

CASE STUDY

The Real Estate Training Company That Found Its Voice

A real estate training company approached me about selling a $500 course. Good content. Experienced instructor(s). Modest results. They had been running it for two years and couldn’t figure out why sales were sluggish and referrals were rare.

I quickly identified the issue: they were selling the what and not the so what.

Their marketing said things like “learn lead generation strategies” and “master the art of rentals.” All true. All boring. All completely abstract to someone who’s staring at their mortgage statement at 11 pm, wondering how they’re going to make rent.

What their graduates were actually experiencing, and what nobody was talking about in the marketing, was transformational: agents going from 4 deals a year to 18, a woman who landed her first million-dollar listing three weeks after finishing the program, a burned-out agent in Arizona who rebuilt his pipeline in 60 days and finally took a vacation with his family for the first time in four years.

None of that was on the sales page.

We rebuilt the offer around the real outcomes.

We tightened the language to mirror what actual graduates said during our interviews.

We restructured the delivery into a program model with accountability built in, not because the content changed, but because a structured program signals commitment and produces better results. And we priced it at $5,000.

They were nervous. I was not.

Okay, yes, I was This was early in my career, and I was testing out what I learned in different industries and from my mentor.

Within three months, they were selling out every cohort and clearing over $100,000 a month.

The content didn’t change. The confidence in communicating the result changed. The clarity of what a student could expect changed. And when both of those shifted, the pricing power shifted with them… by a factor of ten.

Now, you might be thinking: “Great story, but I don’t have a warehouse full of successful graduates.

I’m just starting out. My content hasn’t been tested yet.

I can’t charge $5,000 for something I’ve never delivered.” And you know what? You’re absolutely right.

Which brings us to the part nobody in the guru world ever honestly talks about.

Part Three: It Is Completely Fine to Charge $5. Start There If You Need To.

THE CASE FOR THE HUMBLE BEGINNING

I want to say something that might get me expelled from the Online Business Influencer Hall of Fame: starting small is not a character flaw.

It’s a strategy.

And for many people, especially those of us entering coaching, consulting, or teaching later in life, starting small is the wisest, most efficient path to getting started at all.

Here’s what a $5 course actually is: it’s a live-fire conversation with your market.

It’s a way to get real people, people who cared enough to pull out a credit card, to show up, engage, and tell you what they actually need.

It removes the terror of “what if nobody signs up” because at five dollars, the bar to entry is low enough that people say yes just out of curiosity.

And that’s fine. Because you’re not trying to build an empire this week. You’re trying to learn to speak your client’s language.

PERMISSION SLIP

You are officially allowed to start with a $5 workshop, a $17 guide, a $27 live training, or a $97 introductory course. Nobody is going to revoke your coaching license. The priority right now is to talk to real prospects as often as possible and learn what they actually want.

When you get a group of real people into a room (virtual or otherwise), and you start teaching what you know, something magical happens.

They ask questions.

And those questions?

That’s your market research, your curriculum guide, your marketing copy, and your product roadmap, all delivered to you for free, in real time, in the exact words your next client will use to describe their problem.

THE TWO-SIDED GIFT OF TALKING TO CLIENTS EARLY AND OFTEN

I’ve watched coaches spend four months building a twelve-module program, invest in a beautiful course platform, hire a video editor, design a logo, and launch, only to discover that the thing their clients desperately needed was in module seven, and nobody was sticking around long enough to get there.

Talk to clients first. Teach small and live first. Learn first. Build the big thing second.

And here’s the glorious bonus: when you discover that your clients don’t actually need, or want, certain material you had in your outline, you don’t throw it away.

You set it aside. You package it. And later, when the time is right, you introduce it as a surprise bonus. “I wasn’t going to include this, but because of how hard you’ve all been working, I’m going to add this module on X at no additional charge.”

Their value perception shoots through the roof. They rave about you. Your testimonials become magnetic.

Content they didn’t know they needed, delivered as an unexpected gift, hits entirely differently than content crammed into a syllabus.

This is not a trick.

It’s good teaching.

And good teaching creates good stories, and good stories sell programs.

Subscribe now

Part Four: The Full Pricing Ladder — From First Dollar to Five Figures

YOUR CONFIDENCE GROWS, YOUR PRICE FOLLOWS

Let me walk you through a complete pricing architecture.

This is not a rigid formula; it’s a map.

Your journey may skip some rungs, hover on others, or double back.

That’s fine. The point is that there is a logical progression, and you do not need to sprint to the top. Every rung has its purpose.

STARTER $0–$27 The Conversation Opener - Free workshops, $5–$9 mini-trainings, $17–$27 guides or resource packs. The goal here is not revenue. The goal is contact. You’re learning to describe what you do in a way that makes real humans nod and say, “Yes, that’s exactly my problem.” This stage is priceless; treat it like market research, because that’s what it is.

ENTRY $47–$297 The Proof-of-Concept Course - Your first real self-paced course, a recorded workshop series, a workbook + video bundle. At this price, you’re beginning to package your knowledge with intention. You have some early testimonials, some language that resonates, and you’re starting to see which problems your audience cares most deeply about. Results at this level begin to seed your case studies.

MID-TIER $497–$2,000 The Group Program or Live Cohort - Now you’re adding live interaction, community, or accountability. You have enough confidence to stand in front of a group and say, “Here’s how we’re going to do this together.” You’ve tested your content, you know which pieces land, and you have at least a handful of success stories. This is where most coaches should be after 6–12 months of active work.

PREMIUM $2,500–$10,000 The Signature Transformation Program - This is the real estate company’s territory. You have documented outcomes. You have a clear process. You can articulate, without hesitation, exactly what your client will be able to do, have, or become at the end of working with you. You’ve eliminated the filler, amplified the impact, and built in enough support that the result feels nearly guaranteed. This is not for beginners. This is where consistent investment in your craft takes you.

ELITE $10,000–$50,000+ The VIP, Mastermind, or Retainer - High-touch, high-access, high-accountability. One-on-one intensives, annual masterminds, executive coaching retainers. The price is justified by proximity, your time, attention, and expertise applied directly to one person’s specific situation. At this level, you’re not selling a program. You’re selling a partnership. The person across from you isn’t buying your curriculum. They’re buying you.

Every single one of these tiers is legitimate. Every single one of them serves a purpose. And the idea that you should skip straight to the top because some weekend webinar told you that “small offers aren’t scalable” is, and I say this with affection, absolute nonsense (I try not to use bad words or I would right there, LOL!) that has cost more talented coaches their momentum than any other single idea in the industry.

Part Five: Let’s Talk About the Gurus for a Minute

A LOVING BUT COMPLETELY HONEST INTERVENTION

The online coaching industry has a problem. Several, actually, but let’s focus on the one actively preventing good people from helping others: the mythology of the instant empire.

You’ve seen the ads. You may have bought the program. Maybe more than once. The promise goes something like this:

“I went from zero to $25,000 a month in 12 weeks, and so can you! Join my group program, follow my proven system, scale to six figures, and build your dream life”!

There’s usually a Lamborghini somewhere in the background, casually parked in front of what may or may not be their house.

Now, I’m not saying those results are impossible. I’m saying they are the lottery ticket, not the business plan. And when you build your expectations… and your timeline… around the lottery ticket, you set yourself up for a very specific kind of paralysis.

GURU MYTHS VS. ACTUAL REALITY

X Myth: You need a group program right away, because 1-on-1 doesn’t scale. Reality: The person who thinks, “What if I only get 1 or 2 people?” and never launches a group because of that fear will sit frozen for months. One client is infinitely better than zero clients. Start with one.

X Myth: You need to hit $25,000/month in 90 days. Reality: When you’re at week 9 of a 12-week program and still haven’t figured out your offer, people typically don’t push harder; they quit. The deadline was always the enemy. The momentum was always the goal.

X Myth: Low-priced offers devalue your brand. Reality: An offer that gets people into your world, serves them brilliantly, and converts them into raving fans and higher-tier buyers is not devaluing anything. It’s called a business funnel. It’s been working since before the internet was a thing. Same ‘goof-rus’ that have 2 dozen ‘free lead magnets’ and tell you to share everything for free, and then charge 5-figures to start.

X Myth: You need everything automated before you launch. Reality: The most successful coaches I have ever met started by personally emailing five to ten people they already knew and asking if they wanted to work together. Automation is for volume. Volume comes after traction. Traction comes from conversations.

✓ The truth they never tell you: Most of those gurus took 3–7 years to build what they’re showing you in a highlight reel. They’re not lying about the destination. They’re just dramatically misrepresenting the journey.

The specific damage that “you must have a group” creates is profound, and I’ve watched it up close more times than I care to count.

A coach builds out a beautiful group program. They’re excited. They’re ready. And then the thought creeps in: But what if only one person signs up? Then it’s not really a group, is it? What do I do then? Do I refund them? Do I postpone? What if they’re weird?

And so they don’t launch. Not because the program isn’t good. Not because there’s no demand. But because the guru planted a flag that said “group or nothing.”

Now the coach can’t move forward without a crowd.

Here is my official position: one client is a program. Two clients are a cohort. Three clients are a sold-out group. The label is your invention. The momentum is what matters.

Part Six: Building Pricing Confidence as Your Business Confidence Grows

THE INSIDE GAME OF CHARGING MORE

There is a version of this article that focuses solely on tactics, positioning frameworks, objection-handling scripts, and price anchoring strategies. And all of that has its place. But I’ve been doing this long enough to know that the biggest barrier to charging what you’re worth is not strategic.

It’s emotional.

When I ask coaches why they’re charging $297 for a program that delivers $30,000 worth of results, the answer is never “because the market research told me to.”

The answer is usually something like: I don’t know if it’ll work for everyone. What if they’re disappointed? What if I can’t deliver? What if they ask for a refund and tell everyone I’m a fraud?

That is not a pricing problem. That is a confidence problem masquerading as a pricing problem.

And it is extraordinarily common, especially among those of us who were raised to believe that talking about money is crass and asking for what you’re worth is arrogance.

So let me offer you this reframe: when you charge too little, you are not being humble. You are being irresponsible.

A client who pays $47 for transformational coaching treats it like a $47 experience: don’t do the work, and come back six months later to say it didn’t work.

A client who pays $5,000 (often) shows up differently. They do the homework. They ask questions. They implement. And then they get results. And then they tell everyone they know. (There is a referral strategy that should be built into your program that I coach on in the VIP level here in Encore Society.)

Your price sets the expectation for how seriously your client will take the work. Price accordingly.

THE CONFIDENCE PRICING SEQUENCE; WORK THROUGH THESE IN ORDER

1. Run a free or near-free workshop for 5–15 people you already know or can easily reach.

2. Listen obsessively. Write down their exact words. Ask follow-up questions like “what would it mean to you if you could solve this?” and “what have you tried before?”

3. Build a small, simple paid offering around the single most common and urgent problem you heard. Price it so that saying yes feels easy.

4. Deliver it exceptionally. Over-serve. Ask for feedback. Collect testimonials. Learn what worked and what didn’t.

5. Take the results you now have and rewrite your offer description using your clients’ actual words, not your internal jargon.

6. Raise your price by 30–50%. Deliver again. Repeat.

7. When you can describe, in one or two sentences, the specific, believable transformation someone will experience, raise your price significantly. Test the ceiling. You’ll know you’ve hit it when you get surprised-but-still-saying-yes, not “let me think about it and never email you back.”

WHEN YOU KNOW IT’S TIME TO RAISE YOUR RATES

There are four signs that your current price is too low. First: you’re fully booked and turning people away.

Second: clients routinely under-invest in the process because the price didn’t create sufficient commitment.

Third: you’re slightly resentful of what you’re delivering for what you’re charging, even if only a little.

Fourth: your best clients keep telling you that you changed their lives, and they couldn’t believe you charged so little.

Any one of those is a green light.

All four of them are a neon billboard.

And when you raise your price, something counterintuitive often happens: your conversion rate stays the same or actually improves. Because clarity and confidence have both increased. Because your testimonials are stronger. Because you’re showing up to the conversation as someone who knows the work is worth it…

And that energy is contagious.

Part Seven: The Conversation Is the Product (At First)

WHY TALKING BEATS BUILDING EVERY SINGLE TIME IN THE EARLY DAYS

I want to end this piece where I probably should have started it, because it’s the thing I wish someone had told me before I spent six months building a course that seventeen people bought and four of them ever opened.

In the beginning, before the funnel, before the evergreen course, before the membership site, before the mastermind, before the virtual summit, before the podcast, before the seven-part email nurture sequence, before any of it, there is a conversation. A real one. With a real person who has a real problem.

Your entire job for the first ninety days is to have as many of those conversations as humanly possible. Not to pitch. Not to close a sale.

To listen. To ask: “What does your day look like right now? What’s the hardest part? What have you already tried? What would it mean to finally solve this?” And then to be quiet and hear the answer.

When you do this enough, and “enough” is usually somewhere between twenty and fifty substantive conversations, you will know exactly what to build, exactly how to price it, exactly how to talk about it, and exactly who to talk to.

You will not be guessing.

You will not be hoping.

You will be responding to a demand that you have personally verified exists.

And then, and only then, does the question of pricing become simple. Because by that point, you’ve heard what people are willing to pay. You’ve heard what they’ve already spent on inferior solutions.

You’ve heard the cost, financial, emotional, relational, of the problem going unsolved. You have all the data you need to name your price with conviction.

The conversation is free research. It is also free marketing. And it is, for many coaches, the entire product, right up until the moment it becomes the foundation for everything else.

The Short Version, For Those Who Scrolled to the End

(Yeah, I know who you are!)

If you made it this far, congratulations. You’ve essentially completed a mini-course in coaching and consulting economics.

Here’s your cheat sheet:

1. Price is a communication of value, not a calculation of content. The clearer your promised outcome, the higher your price can legitimately go.

2. Starting at $5 is not embarrassing. It’s smart. It’s research. It’s the first conversation in a very long and very valuable relationship with your market.

3. Talk to clients before you build anything big. Use their words to describe the problem. Eliminate what they don’t want. Rebundle it as a bonus surprise. Watch them love you for it.

4. There is a pricing ladder, and you are allowed to climb it at your own pace. One client is a program. Progress beats perfection every single time.

5. The gurus are selling you a highlight reel. The timeline they promise is aspirational rather than instructional. Build for momentum. Revenue follows momentum.

6. When your confidence in the result grows, your price follows. Your job is to do the work so well, so consistently, and so specifically that you would feel slightly embarrassed charging anything less.

Leave a comment

Yes, that is a real last name, and now you know why most people call me Coach Jim, instead of “Jim Uhmmmm, How do you say your last name?”

Oh, my first time on television was Romper Room! I was five. Had to show up for work every day for a whole week!

I asked about childhood memories yesterday, and completely forgot about that experience.

What do you say?

Many people panic and explain their entire business model, including the origin story and a detour about their pivot.

Eyes glaze.

The snack table wins.

An elevator pitch isn’t about cramming everything in. It’s about saying the one thing that makes someone lean in and say, “Wait, tell me more.”

That’s it.

One moment of genuine curiosity.

That’s your entire job.

Below are seven proven pitch frameworks that my clients and I have used over the years.

Each one is built around the same core idea: lead with what they care about, not what you do.

Read them all.

Pick one that fits your personality and your moment.

Then actually practice it out loud.

Why? Because saying “I’ll just wing it” is how people end up describing their LLC structure to a stranger at a wedding. 🤣

The 7 Templates

1. Classic one-sentence USP

Best for: social media bios, email subjects, quick intros

TEMPLATE

“I offer [your specific product/service] to [target audience] that [unique benefit/outcome] so you can [desired result], all for [clear price or investment] without [common pain/frustration].”

WORKED EXAMPLE

“I offer AI-powered email automation to busy e-commerce founders that cuts inbox management time by 80% so you can focus on sales, all for $299/month without needing a tech team.”

WHY IT WORKS

It hits every note (who, what, outcome, price, and relief) in a single breath. Concise doesn’t mean vague; this template proves it.

2. Problem → Solution → Benefit

Best for: in-person networking, cold emails

TEMPLATE

“Most [target audience] struggle with [main pain point]. I help them [your solution] so they can [key benefit/result] without [common frustration].”

WORKED EXAMPLE

“Most busy e-commerce founders struggle with drowning in customer emails. I help them automate everything with AI so they can focus on sales and growth without needing a tech team or spending hours every day.”

WHY IT WORKS

Starting with “Most [people like you] struggle with...” is like handing someone a mirror. If they recognize themselves in the problem, they’re already listening for the solution.

3. Question-led hook

Best for: starting conversations, video pitches

TEMPLATE

“Have you ever [relevant struggle]? What if you could [desired outcome] simply by [your solution], all for [price] without [frustration]?”

WORKED EXAMPLE

“Have you ever felt buried under customer emails while trying to run your store? What if you could reclaim 80% of that time simply by using AI automation, all for $299/month without hiring extra help?”

WHY IT WORKS

Questions create a tiny pause in someone’s brain - they can’t help but answer internally. That moment of self-reflection is you. In their head. Rent-free. That’s the goal.

Subscribe now

4. Results-first (credibility-focused)

Best for: sales calls, when you have strong proof or metrics

TEMPLATE

“I help [target audience] achieve [specific impressive result] in [timeframe]. With my [offer], you get [key deliverable] for [price] so you can [desired result] without [frustration].”

WORKED EXAMPLE

“I help busy e-commerce founders achieve an 80% reduction in email management time in just one week. With my AI automation, you get full setup and training for $299/month so you can focus on sales without needing a tech team.”

WHY IT WORKS

Lead with the number. Real, specific metrics do more heavy lifting than any clever wordplay. “80% reduction in one week” is a claim people can’t ignore - if you can back it up, use it up front.

5. Vision / future-oriented

Best for: investors, visionary audiences, creative industries

TEMPLATE

“Imagine [vivid positive future state]. That’s exactly what my [offer] delivers for [target audience], [unique benefit] in [timeframe] for [price] without [frustration].”

WORKED EXAMPLE

“Imagine having your inbox run itself while you focus on growing your business. That’s exactly what my AI email automation delivers for busy e-commerce founders, 80% less email time in one week for $299/month without needing a tech team.”

WHY IT WORKS

“Imagine” is a magic word. It invites people into a future they want to live in before you’ve asked them to spend a cent. Pair it with a vivid, specific picture, not a vague abstraction.

6. Mini-story / relatable scenario

Best for: storytelling cultures, longer networking conversations

TEMPLATE

“When [similar person/situation], they faced [pain]. After using my [offer], they [transformation]. You can too, for [price] without [frustration].”

WORKED EXAMPLE

“When Sarah, an e-commerce founder like you, was spending 4 hours daily on emails, she faced burnout and lost sales time. After using my AI automation, she cut that by 80% and doubled her focus on growth. You can too, for $299/month without needing a tech team.”

WHY IT WORKS

Humans are wired for stories, not statistics, though you can slip both in. “Sarah” makes the result feel real and achievable. Just make sure Sarah is a real person, not a made-up archetype with suspiciously round numbers.

7. Bold 15-second power version

Best for: elevator rides, trade shows, attention-grabbing openers

TEMPLATE

“[Target audience] are losing [time/money/opportunity] on [pain]. I fix that with [offer] in [timeframe] for [price], [unique benefit] guaranteed.”

WORKED EXAMPLE

“E-commerce founders are losing 20+ hours a week on emails. I fix that with AI automation in one week for $299/month, 80% time saved guaranteed.”

WHY IT WORKS

Three sentences. No fluff. This one earns its confidence - “guaranteed” only works if you mean it, but if you do, those six syllables hit harder than a paragraph of explanation.

Four Rules That Apply to All of Them

Templates get you 80% of the way there. The other 20% is delivery.

Here’s what separates a pitch that lands from one that trails off into “...so, yeah, that’s sort of what I do.”

Which template fits your offer?

Drop your product, your audience, and the main benefit in a comment, and I’ll work with you to create a version customized to your exact situation.

This content will be moving behind a paywall soon.

Ask your questions while it’s still free, or join the Paid Tier for full access, live workshops, and a first look at everything new.

P.S. Here is my Encore Mini-story version.

When executives and professionals over 50 came to me, tired of the grind myths, they had the wisdom but no clear path. After joining The Vault, they got my $100M frameworks, videos, and templates, and launched real Encore businesses. You can do the same for $97/year, or go all-in with VIP and get 1-on-1 coaching every month at $997.

This is a time to relax and share as much as it is a time to launch a Legacy business and earn enough play money to spoil a few grandkids and travel…well, the world and maybe even space pretty soon.

If you want to know the number one biggest secret that people who have spent tens of thousands of dollars on courses, coaches, and crap…

It’s that they don’t need to rush to create an offer and sell it yesterday!

Subscribe now

The rush comes from the urgency and deadlines to buy now or else, and then you are thrown into a 10-week group that rushes you to figure it all out so you can earn back your $10,000 investment.

At our stage of life, we’ve got time. Try enjoying the process of getting all of that wisdom out of your brain and onto paper, video, a newsletter, or a podcast.

I’m not telling you to wait 20 years, but come on, go from idea to a good offer, to a full presentation, to mastering sales, especially if you hate sales, all in 10-weeks.

Sure, and I’ve got some great swampland to sell you in Florida…no gators, bugs, or humidity. 🤣

Relax, share, and you will be surprised how the pieces start to fall into place.

I’m here for you,

Jim

Get more from Jim Chianese in the Substack app

Available for iOS and Android

Get the app

Sort of like people trying to come up with unique selling propositions that sound more like fantasy novels written in a foreign language!

Based on the “Your Offer” structure, which focuses on a clear one-sentence promise, a specific timeframe, and removing a major pain point, here are five more fun and varied templates tailored for coaches and entrepreneurs over 50: (okay, anyone could use them, you don’t have to be over 50, LOL)

To clarify, I used these as templates for my offer, but the structure is laid out for you.

Copy and paste into your own document and change it.

The Titles are my Encore Society ‘attitude with a smile’ headlines.

I’m making these videos and openly coaching everyone in April, so if you have questions, comment below, and we’ll work on them together.

1. The “Wisdom Over Hustle” Template

This template leans into your audience’s experience and maturity, positioning your offer as the “grown-up” alternative to common industry burnout.

• The Hook: “If I showed you how to [Achieve Specific Result] using the wisdom you already have...”
  
  

• The Timeframe: “...in just [Short Timeframe] of focused work...”
  
  

• The Benefit: “...so you can double your impact while reclaiming your weekends for [Family/Hobby]...”
  
  

• The “Without”: “...WITHOUT having to learn the latest TikTok dance or ‘hustle’ 14 hours a day...”
  
  

• The Closer: “...would you be interested in the details?”
  
  

2. The “Legacy Builder” Template

Designed for those looking to ensure their business thrives without being tied to a desk.

• The Hook: “If I offered to help you install a [System Name] over the next [Number] days...”
  
  

• The Timeframe: “...that runs your lead generation on autopilot...”
  
  

• The Benefit: “...ensuring your business becomes a true asset that serves people for years to come...”
  
  

• The “Without”: “...WITHOUT you needing to be the ‘tech genius’ or the only person holding it all together...”
  
  

• The Closer: “...would you want to see the blueprint?”
  
  

3. The “Anti-Guru” Refresh

A direct and refreshing approach for entrepreneurs who are tired of high-pressure sales tactics.

• The Hook: “If I spent [Number] hours with you to map out a [Specific Goal] strategy...”
  
  

• The Timeframe: “...that you can start seeing results from in the next [Number] weeks...”
  
  

• The Benefit: “...that feels completely aligned with your values and integrity...”
  
  

• The “Without”: “...WITHOUT using any ‘ninja’ closing scripts or high-pressure psychological tricks...”
  
  

• The Closer: “...would you take me up on that?”
  
  

4. The “Second Act” Template

Perfect for coaches helping people transition into a new venture or level up their current one after age 50.

• The Hook: “If I helped you package your 20+ years of experience into a [High-Ticket Offer]...”
  
  

• The Timeframe: “...by this time next month...”
  
  

• The Benefit: “...that positions you as the undisputed authority in your niche...”
  
  

• The “Without”: “...WITHOUT you having to start from scratch or build a complicated 10-step funnel...”
  
  

• The Closer: “...would you be open to a quick chat about it?”
  
  

5. The “Invitation to Tea” (Low Pressure) Template

A softer, conversational approach that works well for building community and leads for your training.

• The Hook: “I’m looking for [Number] coaches who want to [Achieve Specific Milestone]...”
  
  

• The Timeframe: “...over the next [Number] days of working together...”
  
  

• The Benefit: “...so you can finally stop worrying about where your next client is coming from...”
  
  

• The “Without”: “...WITHOUT the stress of ‘launching’ or burning through an expensive ad budget...”
  
  

The Closer: “...would you like to join me for a virtual ‘coffee’ to see if it’s a fit?”

Subscribe now

Did a little intro, and discussed the current popular “Offer Template” that people are told to use.

It’s a great start, but it doesn’t teach you how to communicate your offer in a way you can build on.

Had some fun with a few mishaps and being new to the format…as you will notice, I don’t stress too much about mistakes, I quickly admit them, but I’m taking the coaching very seriously.

See you tomorrow for part 2, where we discuss how to communicate your offer and close sales without asking for them.

Blessings,

Jim