Many coaches struggle to sell their coaching services not because they aren't great coaches, but because they don't know how to market and package their offer in a way that makes people say, "I need this now."
But with a few simple changes to your offer, you can attract more (and higher-paying) clients, increase conversions, and build a more profitable coaching business.
Right now, I'll share three steps I've followed when setting up two of my latest coaching programs (Digital Course Launchpad and Substack System VIP Program), which helped them generate multiple five figures in just a few months.
Let's dive straight in.
Step 1: Don't Sell Coaching, Sell A Transformation
One of the biggest mistakes coaches make is trying to sell coaching itself.
But people don't buy coaching sessions — they buy the transformation that coaching helps them achieve.
(The coaching is just a means to an end.)
When someone pays for coaching, they're not paying for an hour-long Zoom call, a workbook, or unlimited email support (those are all features).
They're paying to solve a painful problem and move toward a goal they haven't been able to reach on their own.
That's the essence of a transformation: helping someone overcome an obstacle so they can achieve their desired results.
When you clearly communicate how your coaching helps someone achieve their desired transformation, it becomes 10x easier to sell.
For example, if you're a public speaking coach, emphasize how you help someone overcome their fear of speaking in front of a crowd (aka, their problem), so they can give captivating presentations with confidence (desired outcome).
If you're a fitness coach, highlight how you help people go from struggling with motivation and inconsistent workouts (their problem) to feeling stronger, fitter, and more confident in their body (desired outcome).
If you're a career coach, emphasize how you help professionals go from feeling undervalued and lost in their career (their problem) to landing a high-paying job they love (desired outcome).
All in all, if you want more people to buy your coaching, ask yourself:
What transformation does my client want and how can I help them get it?
Once you're clear on that, make sure at least 90% of your marketing message revolves around this transformation.
Because once again, people don't buy coaching sessions — they buy the transformation that coaching helps them achieve.
Step 2: Offer Structured Programs (Not One-Off Calls)
It sounds simple — offer a coaching call, help your client, and get paid. But in reality, selling one-off calls is a tough way to make a living:
- You're stuck in a never-ending cycle of finding new clients
- One call rarely creates real transformation (as real transformation takes time)
- Clients have to keep deciding whether to book again, which leads to drop-offs
If you're tired of constantly chasing new clients and want to create a more scalable, profitable, and impactful coaching business, it's time to stop selling one-off calls.
Instead, create a structured coaching program (that includes multiple sessions) designed to help your clients achieve a specific transformation within a set timeframe.
For example:
- Go from being socially anxious to confidently talking to strangers in just 8 weeks
- Go from struggling to grow your Substack to building a thriving and profitable publication in just 12 weeks (this is my Substack System VIP offer)
- Go from not knowing how to create an online course to launching a profitable mini-course in just 12 weeks (this is my Digital Course Launchpad offer)
Structured coaching programs like this are a far better (and more profitable) way to offer coaching compared to one-off coaching calls.
You can charge a premium price for a structured coaching package as it includes multiple sessions, and you support your client during every step of their transformation.
Also, real transformation takes time, and a structured coaching program ensures you have enough time with your clients (so they actually get the best results).
Now, I'm not saying you should never offer one-off coaching calls, but I wouldn't actively promote them either.
My personal rule is to only offer one-off coaching calls if it's a way to get people in the door to a coaching program.
For example, if someone is interested in joining one of our coaching programs but they first want to see if it's a good fit, I'll sometimes offer a one-off coaching call first before they commit to anything more high-ticket.
But in general, you're far better off creating and marketing a structured coaching program rather than chasing those one-off coaching calls here and there.
Step 3: Create A Compelling Landing Page For Your Coaching Program
If you want to sell more coaching, you need a place where potential clients can clearly see what you offer and how to work with you.
A landing page does exactly that.
If you check out our coaching offers (like Substack System VIP), you'll see the landing pages are built in Notion because it's easy to customize, looks clean, and has a high conversion rate (see the video below).
But no matter what tool you use (Notion, WordPress, LeadPages, etc.), your landing page should include these key elements:
#1: Clearly State The Transformation
Again, when you clearly communicate how your coaching program helps someone achieve their desired transformation, it becomes 10x easier to sell.
For example:
- "Go from overwhelmed to fully booked with high-paying clients in 90 days."
- "Lose 20 lbs without restrictive dieting or spending hours in the gym."
- "Build and launch your first online course in just 12 weeks."
This immediately tells potential clients what they're getting and why it matters to them.
#2: Describe Who This Offer Is For
Your coaching isn't for everyone. Make it clear who will benefit the most. This helps filter out the wrong people and ensures you're attracting ideal clients.
Here's how we've described this section for our Substack System VIP offer:
#3: Explain Why People Should Work With You
People want to know why they should trust you.
You don't need to overly promote yourself, but write a few sentences highlighting your experience, results, or credibility so you show people why you're the right person to help them.
Here's what this section looks like for our Digital Course Launchpad program:
#4: State Exactly What They'll Get
At this stage, the potential client already sees the value of the transformation, so this is where you give them the logistical details of how the coaching program works.
For example:
- 8x one-hour coaching calls (hosted on Zoom)
- A custom roadmap to achieve [specific transformation]
- Ongoing email & WhatsApp support between calls
- A downloadable workbook and templates to help you take action
This is what this section looks like for the Substack System VIP program:
#5: Include Testimonials (Social Proof)
Nothing sells better than seeing proof of results from past clients. So, if you have testimonials, add them to your landing page.
(I recommend adding a few throughout the landing page and the rest at the bottom of the landing page.)
If you don't have testimonials yet, consider offering a discounted beta version of your program to get initial clients and collect reviews.
#6. Insert A Clear Call-To-Action (CTA)
You've made the offer clear — now tell people exactly what to do next if they want to join the coaching program.
This is what the CTA section looks like for the Substack System VIP program:
If you make sure all these elements are on your landing page, you'll convert a much higher percentage of your leads into high-ticket coaching clients.
The 3 Steps To High-Paying Coaching Clients Summarized
If you apply these three steps, you'll make your coaching offer more compelling, more profitable, and easier to sell:
- Don't sell coaching — sell the transformation. Make it crystal clear what outcome your clients will achieve.
- Offer coaching programs instead of one-off calls. This delivers better results and increases your income.
- Create a landing page that does the selling for you. If people don't clearly understand what you offer, they won't buy.