When you’re looking to attract new clients to your coaching business, it is so important to have a powerfully compelling offer for them. This is especially true when it comes to coaching services. The coaching market is so saturated and competitive that you need to make sure your offer stands out from the rest.

So what makes a coaching business offer truly compelling?

In my opinion, there are three key elements:

1. Clear and persuasive copy
2. Speaking to your clients deepest problems, and
3. Offering some sort of guarantee.

#1 Clear and Persuasive Copy

Let’s start with the copy. This is such an important part of your coaching offer because it will be the first (and sometimes only) thing that potential clients see.

Your copy needs to be clear, concise, and really highlight the benefits of working with you. It should be easy for a five year old to understand because “confused clients never buy”!

If your copy is weak or confusing, you will lose clients before they even get to the meat of your offer. So take the time to really craft strong, persuasive copy that will make them want to work with you.

Here are some examples of badly written copy along with an example of how the copy really needs to be written:

Coaching Offer Copy Example 1 (Life Coach)

Badly written:

“Are you looking for a coach who can help you achieve your goals? I am a certified life coach and I would love to help you achieve success.”

How it should be written:

“Do you feel like you’re stuck in a rut and don’t know how to get out? I am a certified life coach and I have helped countless people just like you achieve their goals and live a happier, more fulfilling life.”

Coaching Offer Copy Example 2 (Career Coach)

Badly written:

“I am a certified career coach and I offer my services to those who are looking for a new job or wanting to make a career change.”

How it should be written:

“Are you unhappy with your current job but don’t know what else you could do? I am a certified career coach and I have helped people just like you figure out what they’re truly passionate about and build careers they love.”

Coaching Offer Copy Example 3 (Relationship Coach)

Badly written:

“Having trouble in your relationship? I am a certified relationship coach and I would love to help you work through your issues.”

How it should be written:

“It hurts to be stuck in a unhappy, unhealthy relationship. I am a certified relationship coach and I have helped people just like you figure out what they want and need from a relationship and how to get it.”

See the difference?

The first examples are vague, unspecific, and don’t really speak to the clients needs. The second examples are much better because they are specific and address some of the main concerns that potential clients might have.

#2 Speaking to your Clients Deepest Problems

The second element is speaking to your clients deepest problems. This is what will make your offer truly compelling and differentiated from all the other coaching services out there.

Your clients need to know that you understand their pain points and that you can help them solve their problems. They need to feel like you are the only one who can help them achieve their goals.

To do this, your coaching offer must be laser-focused on solving a specific problem that your target client is facing. It should be clear from the outset what problem you are solving and how you are going to solve it.

To help illustrate this here are ten examples of extremely well crafted and specific problems that a client would immediately relate and respond to:

Customer Problems Examples

1. I need help figuring out my purpose in life because I am totally lost and have no idea where I’m going.
2. I want to find a career that I’m passionate about because I have lost my mojo and am totally bored with what I’m doing.
3. I want to start my own business but I’m terrified of the financial risks I will have to take. I don’t know if it will be worth it.
4. I need help overcoming my fear of public speaking because I am so embarrassed every time I have to present to senior management.
5. I want to get promoted but I don’t know how to stand out at work because I’m really shy and introverted.
6. I want to find a partner but I don’t know how to attract the right person. My track record is awful and I no longer trust myself.
7. I want to improve my communication skills so I can build better relationships with my peers. I have no friends at work!
8. I need help with my time management because I am falling behind with work and my family are starting to resent me.
9. I want to learn how to be more assertive specifically I want to be able to say no without worrying that people won’t like me.
10. I really need help saving money. I earn a good salary but am getting older and really worried about how I will manage in my old age.

See how each of these speaks to a very specific problem that the customer is facing? This is the level of specificity you need to aim for in your offer.

#3 Offering Some Sort of Guarantee

The third and final element is offering some sort of guarantee. Offering a guarantee shows that you are confident in your ability to deliver results and that you are committed to your clients success. It takes the risk out of working with you and makes your offer that much more compelling.

It is definitely worth thinking about what kind of guarantee would most appeal to your potential clients (it isn’t always a money guarantee either). Here are some examples:

Examples of Guarantees

1. A results guarantee e.g. “I guarantee that you will double your sales within six months of working with me.”
2. A satisfaction guarantee e.g. “If at any time during our work together you are not completely satisfied, you can walk away and owe me nothing.”
3. A progress guarantee e.g. “I guarantee that you will make measurable progress towards your goal within 90 days of working with me.”
4. A no-risk guarantee e.g. “If you decide that working with me is not right for you, you can cancel at any time and owe me nothing.”
5. An accountability guarantee e.g. “I will be there for you every step of the way and will hold you accountable to taking action and achieving your goals.”
6. A time specific guarantee e.g. you will see results in 30 days or your money back.
7. A freebie guarantee e.g. if you’re not happy with the first session, the next one is on me
8. A money back guarantee e.g. “If you’re not happy with the results you get from working with me, I will refund your money in full.”

Choosing the right guarantee for your offer will depend on what you are selling and who your target market is. The important thing is that you offer some kind of assurance that working with you will be worth their time and money.

Conclusion

There you have it, the three elements of a compelling coaching services offer: clear copy, speaking to client problems, and offering a guarantee. Keep these in mind as you craft your offer and you’ll be well on your way to designing something that will appeal to your ideal clients.

Do you have any questions about crafting a compelling offer? Or maybe you have a tip to share? I would love to hear from you in the comments below.

And if you would like to learn more about Dee’s approach to creating compelling copy don’t forget to tune into her free live workshop which she will be hosting on 24th August at 10am (UK/Ireland)

“Get a Backstage Pass to How I Design Coaching Offers that Convert.”