September 17, 2024 • 31 mins
If you’ve been struggling to showcase your unique skills and attract your ideal clients, this is the episode for you!
We’ll talk about the essential elements of a compelling offer, how to communicate the transformation it provides, and tips for pricing and promoting it with confidence.
Ready to craft an offer that makes you the go-to expert in your niche?
Key Points:
- The importance of having a signature coaching offer to differentiate yourself in a crowded market.
- Key elements of an irresistible offer, including a clear transformation, ideal client focus, and your unique process.
- Strategies for pricing, packaging, and promoting your signature offer effectively.
Drop me a line and share your thoughts!
Meet Your Host:
Hey there! I’m Michelle Kui—Visibility Marketing and Speaker Success Coach.
I’m the founder of Elevate LifeCoaching, where I help coaches like you build a stand-out brand, attract high-quality 5-6 figure clients, and land paid speaking gigs—all by leveraging the #1 most important asset in your business (hint: it’s not JUST social media!).
My Journey into Public Speaking & Visibility
My speaking journey started early—at 9 years old when my dad voluntold me to enter a speech contest (thanks, Dad!). Since then, I became the go-to speaker whenever someone needed a voice on short notice.
From leading corporate workshops to running training sessions, I thrived where most people froze—grabbing the mic while others sat back, hoping not to get called on.
After working with hundreds of coaches, I realized a HUGE missing piece that most entrepreneurs completely overlook—and it’s the #1 strategy top coaches use to grow their business, attract premium clients, and get booked on bigger stages.
Are you using it? If not, let’s change that. 🚀
🐦 SOCIAL STUFF:
Instagram ➔ / elevatelifecoach
Facebook ➔ / coachmichellekuei
Linkedin ➔ ...
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Michelle (00:00):
Welcome back to Make it Visible podcast.
Speaker 2 (00:02):
I'm your host, michelle Kui, and today we are
going to talk about somethingthat's a hot topic for a lot of
coaches.
And when you're first startingout, especially in that first
and third year in your coachingbusiness, you're probably
thinking about exactly Michelle,what do I offer my clients and
most of us, sometimes a lot ofcoaches I work with there's this
(00:24):
concept of I'm going to offerthem, like maybe one session,
one session at a time, which theidea behind that one session at
a time, it's, great, it's.
You come out from a hard centerplace where you're thinking
about well, I'm still new, Idon't have a lot of experience,
I'm just going to test out thewater and just offer a lot of my
(00:47):
people because they can'treally afford coaching.
But I want to help them, I wantto make it as affordable as
possible for everyone.
So you end up somehowconvincing yourself to charge
your clients one session at atime.
Now that model has a problem andhas its shortcoming right,
because once someone book a callwith you, you give them one
(01:10):
session and then you run intothe situation where you have to
figure out like, where do I getmy next client and if you keep
offering these one session at atime, you'll notice that the
quality of the client thatyou're going to attract is also
very minimum.
So exactly how do we create asignature coaching offer that
(01:32):
would actually stand out in acrowded market, so that you
don't feel that you're lost,you're just another coach within
this whole big industry, and sothis episode is going to help
you to kind of create and havingthat mindset and also having
the strategies of how you cancome up with your own offer that
will actually showcase yourunique skills and also speak
directly to your ideal clients.
Michelle (01:57):
If you've been waiting for the right moment to take
your coaching business to thenext level.
Speaker 2 (02:01):
This is it.
Building a business thatattracts paying clients is the
most important step in yourcoaching journey.
It is more important thangetting another certification to
hang on your wall.
It is more important thanperfecting every session plan
and finding the perfect tools.
It is also more important thantrading services with a fellow
coach or working for free.
(02:22):
The truth is no marketing, nopaying clients.
The good news is I'm hosting afree three-day visibility
bootcamp from September 20th to22nd, and I'd love for you to
join me.
Over the next three days, we'lldive into how to market your
coaching business in a way thattruly attracts the right clients
.
How to confidently answer whatyou do and who you help.
(02:46):
How to keep a steady flow ofpaying clients by avoiding these
common pitfalls that we allexperience.
This bootcamp is designed tohelp you to stand out and
connecting with the people thatyou're meant to serve.
If you're ready to stop feelinginvisible and start building a
business that is not only tothrive but also feel deeply
(03:06):
fulfilling, this is for you.
Head over tovisibilitymarketingbootcampcom.
That's end this year, your yearto break through in your
coaching business.
Hey, you're listening to Make itVisible podcast.
(03:27):
I'm your host, michelle Kuei.
I am a visibility marketingcoach and soon to be your
business bestie in the coachingbusiness world.
Not knowing how to connect withyour audience, grab people's
attention and get them excitedto buy from you should never be
the reason you give up on yourdream to become a full-time
coach.
I'm all about making marketingthe easiest part of your
coaching business, so that youcan turn a passion for coaching
(03:51):
into a visible and profitablereality.
So buckle up, ladies, let's getstarted.
Okay, so when I first startedout, I felt I needed to offer
everything to everyone.
So I was stuck in thinking thatmy offer was not good enough.
(04:11):
My one-on-one coaching was notgood enough.
I need to jam-pack with allthese different extra bells and
whistles into the program.
I need to have a program, andwhat I noticed is a lot of
newbie coaches.
You're struggling with justcoming up with the name of your
coaching business and coming upwith the name for your program,
(04:32):
and so the program name gets youstuck forever trying to come up
with designing that signatureoffer and you're not even quite
sure exactly what are youoffering.
And that really comes down tothe fact that a lot of time,
when we're first starting out,you probably don't know a whole
lot about your client's specificneeds, and which is why which
(04:55):
is it makes perfect sense whatyou're feeling stuck on
discovering your niche right,they're all tied hand to hand
together.
Once you have your niche, youprobably will have some idea
about what is thattransformation that you're
helping them to accomplish, andfrom there then you can further
understand what is exactly myclient's specific need and what
(05:18):
is it that I'm helping them with, so that you can create an
offer that will focus onaddressing their need.
So if you're someone who's stilltrying to figure out your I
help statement or what is yourniche, then chances are your
offer is going to sound prettygeneral, and there is nothing
wrong with being general atfirst, right but you want to
(05:42):
have the messaging that wouldhelp you to sell that general
offer.
And so once I figured this outright, once I figured out that I
need to have some type ofspecifics enough, but while
keeping it general then I cantalk about this general thing
that I'm offering to people.
And so one of the things that Icame up with because I look
(06:04):
back to my own personal journeyand one of my biggest struggle
was this body image, and I wasdoing.
I was a notorious negativeself-talker and if you go back
to some of my podcast episodeway early on on this podcast,
you're going to hear a lot ofthat personal development
journey centered around thatnegative self-talk, and so that
(06:25):
was what I was struggling with.
And so, in order for me tocreate a general offer, I wanted
to focus on anybody who havethis negative self-talk and, as
you can imagine, it's not asuper specific niche, right, I
basically cover everybody whoidentify themselves as negative
self-talker.
But if you can narrow down, ifyou want to keep it general and
(06:48):
this is something that you'restruggling with what you want to
do is you want to identify thatidentifier.
Right, everybody has anidentifier.
I identify myself, as he, asshe, her and them, right?
So we all have these identifierin our mind that we go around
and we have stories andnarrative that's in our head how
(07:10):
we, how we believe we are, andso when you have this identifier
, then you'll be able to taptarget in terms of okay, so
these are the general identifier.
Then what are some of thethings that this group of people
or this community of people arestruggling with?
And so, when you start fromthat approach and thinking back,
(07:32):
what are some of the thingsthat I was struggling with.
Then it'll become easier foryou to actually create that
offer that will resonate withyour ideal clients and that's
going to help you to setyourself apart from all these
competitors and, yes, some of mycommunity inside the iPad
coaching I graduated from iPadcoaching there is no competitor,
(07:53):
right, we're all in thistogether.
While that is noble and that ishighly conscious and that's a
great way of thinking that we asa whole, as all the coaches,
coming together as a collective,when you're in the marketplace,
right, and you're running yourcoaching business, I would
encourage you to think of it asyour competition.
(08:16):
We're competing to becomebetter version of ourselves.
So you want to look at yourcompetitor, what are they doing
and what are they offering?
But you wanted to keep it inthe competitor in the sense that
how can I make my program evenbetter because they're already
doing that?
So how can I make myself evenbetter, so that they become an
(08:38):
inspiration to me, right, and itcan create something even
better.
So, yes, in the sense thatcompetition it's not negative
until you give it a negativemeaning, right?
Competition itself is neutral,but it's how we perceive it, the
energy that we carry behind thecompetition.
That makes a whole lot ofdifference.
If I'm seeing a competition asinspiration, then that's only
(09:01):
going to inspire me to design myprogram better, so that it's
going to help my clients eventransform better.
So what you want to do is youwant to look at your competitors
.
What are they doing, what aresome of the packages that
they're offering and what istheir unique style of how they
stand out in the market?
And what is it that about youthat you can offer?
(09:23):
You have your personal touchthat they may not have right.
So we all have our secret sauceand, starting from this moment,
I want you to think aboutyourself, as you have that
secret special sauce that nobodyelse has, and a lot of it has
to do with your personalbranding, your personality, how
you show up for your audience,how you show up for your client,
the way that you show up foryour client.
(09:44):
All this matter and all this isgoing to highlight your
signature coaching offer.
So the coaching offer, it's notjust well, how many packets do
I have, how many sessions am Ioffering, how much is it and how
long is the session going to be.
That's just the logistics ofwhat you're offering them, but
you know, there's also the other, invisible package that you're
(10:06):
delivering, which is how youdeliver it, the way that you
deliver it and the personalitybehind how you're delivering
this signature offer.
So, with that being said, Ithink I spent the last 10
minutes talk about what makesyou different and how do you
start right.
So I wanted to give you sometangible steps that you can take
(10:28):
to actually create thissignature offer, couple of
things that you wanted to focuson, especially when you're just
starting out.
Right, let's backtrack a littlebit and talk about why this
signature offer would besomething important for you to
consider.
Now, if you think about allthese other coaches, your peer
(10:51):
coaches, who's offering maybefour sessions, or five session,
or six session, seven session,whatever that number is right.
It could be a three monthspackage, one month package,
however, that you want to begin,and there's no right or wrong
of how many sessions you startwith, typically with my clients,
because they're still fresh,still new, and so one of the
(11:13):
things I help them to design isthey have a three-month package
and they also have a 30-daypackage.
Okay, and the reason why I helpthem to create the 30-day
package is because some of yourclients they may not be ready to
commit to a three-month program.
Now, if you think about allthese people who's not able to,
who doesn't trust you enough tocommit to a three-month program
(11:37):
and all they need is a littletaste and appetizer to get
started, and if you don't have a30-day program to offer them,
it's like just saying well, youknow what, if you can't afford
my three-month program, I don'twant to work with you.
That's great that you'resetting yourself on a high level
(11:58):
, right Three months, but if youthink about all the things that
you haven't been able to do youdon't have the online presence,
you haven't built yourcredibility, you haven't built
your authority these will taketime for someone to trust you
right.
When we look at all thesedifferent coaches there's so
many different coaches, I think.
The last time I checked on theICF coaching federation data, I
(12:21):
believe it's 14,000 coachesalone like certified right
Certified under ICF data.
Now there's other coaches who'snot certified under the ICF
credential.
Then you can imagine it's ahuge bucket of coaches who's
(12:41):
competing doing the same thingas you do.
Now, it's great that you startwith the three months, but
there's all these people whodon't trust you yet because you
don't have that credibility,because you don't have that
authority.
And so you wanted to build onthat authority.
And as you're starting to buildit, that authority, that
credibility, that name is goingto be more established.
(13:03):
You're going to collect moretestimonial, you're going to
have more social proof, right,that's going to help you to
establish that three months, sixmonths, then 12 months program.
So when you're first startingout, you're starting new and you
don't have a lot of credibilityhaving a three months program.
It's like a hard sell.
It's hard to sell a threemonths when nobody knows about
(13:25):
you, right?
So what I suggest is a lot ofmy client, they would start with
a three, they would have athree months and they also have
a 30 days.
Okay, and how do you decidewhich one to offer?
That's something that's aconversation that you do on a
discovery call, on a sales call,right, you get a sense of what
is this person looking for.
(13:46):
Is it a short-term support oris it a long-term support?
Do we want the appetizer or dowe want the meal?
Which do we want?
Right?
And then you can decide okay,so that's start you off on an
appetizer and that's one workoutway to the meal, right?
So if you think about that,that's your sales process.
(14:06):
That's that's how you leadsomeone from from a cold
audience who doesn't know muchabout you.
You give them a little test,test drive, right the appetizer,
and they warm up, they trustyou, they know the value of how
you work.
They're giving you atestimonial and then they
actually want that three monthsprogram.
Or they're telling their friendabout your three months program
(14:28):
and so you gotta start somewhere, and that somewhere you don't
want it to.
It's great, and I encourageevery coach to have a
three-month, six-month program.
You know, in the long term I dowant you to have a 12-month
program, but initially, when yousell right, especially if
you're new doing live coaching,I would encourage you to have
(14:51):
two different package 30 daysand a three months.
Let's start from there.
Once you build your authority,you know your messaging, you
have nailed your niche and youknow exactly what your client is
struggling with, what theirspecific need is and your
marketing is on point and youhave the system in place already
(15:11):
, then by then, if you're notactually offering a long-term
support, I would be coming toyour house and I would drag you
out of the house, right?
So, to that point, everybodystarts from somewhere, and that
somewhere typically starts fromsomething small that you can
build your reputation and youcan slowly transition into a
(15:34):
long-term success.
Okay, you can slowly transitioninto a long-term success, okay.
So that's why it's important tohave a signature program.
But you don't necessarily startby saying, well, here's my
signature program and this iswhat you can through your
messaging.
But that initial signature offer, it takes some time to actually
craft it, to test it, tovalidate it, in order for it to
(15:58):
really shine, to really besomething that is people,
absolutely once you wrote it out, everybody wants right, and it
takes a couple of differentelements to make sure that these
elements are in place when youdesign your signature offer.
So what are some of theelements that you need to have?
Number one is you need to havea clear transformation right.
(16:20):
What will your clients achieveby the end of the program?
You want it to be very specific, you want it to be measurable
and you want it to be relatableto what is it that they actually
need?
And this is what people willactually take out their wallet
and pay you to work with you.
So number one step in creatingthat signature offer is you need
(16:41):
to have that cleartransformation.
What is it that you're helpingpeople with and how is their
life going to be super differentfrom where they are now?
Right, that would be yourcompelling messaging that you
want to use in your marketing.
Element number two is you wantto make sure that you know
exactly who your ideal client istheir pain, their struggle,
(17:05):
their frustration, and what isit that they want.
So earlier I talked about whatthe clients need, and typically,
when you're first starting out,you probably don't know much
about exactly what they need,right?
You would think that this iswhat they need, but a lot of
time, what you think they need,it's not what they want, right?
So this is where the marketingcomes in, so important, and this
(17:28):
is where I shine, because I amhere to tell you that, yes, it's
great that you think that thisis what your clients need, but
I'm here to help you to knowright, showing you the blind
spot of what your clientsactually want.
And we need to talk about yourclients want rather than
offering them something youthink that they need, and this
(17:52):
is where a lot of coaches fallshort in terms of their
marketing strategies, or havingany type of marketing strategy
at all, is that they sell people.
They sell their clients basedon what they think they need,
but they don't really sell onwhat their clients really want,
right?
So if you have to go back andrewind and listen to this part,
(18:12):
please do go back and listen tothis part, because this part is
so important and I've workedwith so many coaches inside my
Profitable Coach Formula andthis is something we talked
about all the time, especiallyin module number two, where I
walk them through exactly todiscover what is it that your
clients actually want.
And you should be on thecoaching call, because the
(18:35):
coaching call is always veryactive and we talk a lot about
how a lot of coaches have thismindset of this is what they
need.
And they come to me and say,michelle, this is what my
clients need.
And I'm like, do you thinkthat's what you think they need,
or is it something that theytold you?
This is what they want?
And oftentimes I have my clientgo back and work on their
(18:59):
homework and come back the nextweek and be like, oh, that makes
perfect sense, I'm doing itwrong, and so you definitely
want to make sure that one ofthe elements about your
signature coaching offer is thatthese need to be client focused
, right?
What is it that they want, notwhat you think they need, okay,
(19:21):
and then the third importantelement inside your signature
coaching offer is your uniqueprocess, like, what is that
framework or what are the stepsthat you walk in?
You walk in your potentialclient from zero to 100, right?
So how do I, how do I getsomeone to overcome this
negative self-talk?
What is my step number one?
(19:42):
So in the past, I had created ajudgment detox program and so,
basically, it's aboutidentifying your current beliefs
, right, your current negativeself-talking, your narratives,
and how do you walk someone intothe absolute, 100% confidence
and knowing that, whatever isgoing on in their mind, they
(20:04):
don't identify themselves withthat narrative inside their head
, that negative self-talker.
So you create this, so Icreated this judgment detox,
where I help people to overcomethat negative self-talk.
So that could be your uniqueprocess of how you help someone
and that could be your framework, right, step by step.
(20:25):
Maybe it takes three steps,maybe it's five steps.
How many steps does it take forsomeone to achieve the desired
goal?
And that desired goal comesfrom that clear transformation
that we were talking aboutearlier for these three elements
of the signature coaching offer.
So, just to sum up, the firstsignature offer element is to
(20:50):
have a clear transformation.
What is it that your client'sgoing to be able to achieve at
the end of your program?
And you want to make sure thatwhatever that you come up with
this coaching offer is clientfocused.
It's about what they want andnot what you think they need.
Right?
And number three is your uniqueprocess how many steps?
And this reminds me of those ofyou who are like Gen X or maybe
(21:15):
in the early Gen Z era.
You might have seen thislollipop, this owl with the
lollipop commercial, and there'sa kid asking the owl how many
bites does it take to finishthis lollipop?
And the owl will go.
Let me see One, two, three.
So your signature offer kind ofneeds to be like that.
(21:37):
Right, it needs to be likethree steps or five steps or
however many steps that you layout.
That could be your uniqueprocess.
Okay, so once you created thisunique coaching offer, then you
can look at the pricing right,and pricing is also something
(21:58):
that we talked about a lot inmodule number three, when we
inside the profitable coachformula where I talked about.
How do you create this offer andwhat would be a reasonable
price to to tag on, to give?
And it's often based on.
It's often based on your marketprice, right?
(22:19):
Your audience, what theirspending habit is.
I mean you don't want to chargesomeone outrageously large
number when you know that thispopulation of people, their
spending habit, is not withinthat.
That's way above their budget,right?
No matter how how great yourcoaching offer is or how
expensive it is, if it's outsideof someone's spending ability,
(22:41):
then it doesn't matter how greatit is.
It has nothing to do with fear.
It has nothing to do with themindset of how we spend money.
It just happened having to dowith fear.
It has nothing to do with themindset of how we spend money.
It just having to do with thereality of our finance situation
for a lot of your audience thatyou're serving, right.
So you want to look at themarket, you want to look at the
audience that you're serving andyou want to look at also your
competitor how much they'recharging or what is the value
(23:04):
that they're delivering it,right.
So all this needs to be takeninto consideration and we won't
have the time to talk about itin this episode, but if you're
interested, just comment downbelow this episode and I will go
ahead and create anotherepisode for this topic.
Just on the pricing Okay, so wetalked about why it is
(23:29):
important for you to have asignature offer so that you can
stand out.
We also talked about the threeelements inside how to create
the signature coaching offer andwe touched on the pricing a
little bit.
Again, you want to look at yourmarket.
You want to look at yourcompetitor what are they
offering?
And you also want to look atyou know, what is it that my
(23:49):
client, my client, clientele,population what is their
spending, spending habit and howthey spend, what do they spend
on?
All these requires a little bitof research, and which is why I
actually create a whole moduleon this individual module in the
training module inside theprofitable coach formula.
Just on this topic, okay, allright.
(24:11):
So now that you have yoursignature offer, your next step
is actually to sell it.
Right, and this is where a lotof coaches struggle with.
You may come up with an offer,a coaching offer, that you would
like to test it out.
We're not even talking aboutsignature offer yet, because
(24:32):
you're probably still too earlyto decide on what the signature
offer is.
You might be in a place where Ijust want a couple of clients
in so I can test it out.
I can test out my offer.
I can know more about exactlywhat my clients want, what
they're struggling with.
So you might be in that earlystage of I just want to sell my
(24:55):
30-day package.
How do I do that?
Right?
So, even though this topic is,this particular episode is
talking about signature offer.
But if you just throw away thesignature and just think about
offer, what is the mostimportant thing in your coaching
business?
Well, your most important thingin your coaching business is to
be able to sell your offer orto market your offer, to be able
(25:21):
to talk about your offer.
What is it that they'restruggling with?
And it comes down to yourmessaging, your marketing be
able to talk about your offer sothat it makes it so compelling
that someone who's reading yoursocial media copy or who's
listening to your podcast orwatching your video, they're
saying, oh, my goodness, yes,this is exactly what I need and
(25:44):
I need to sign up with thisperson.
I don't care if they have asignature offer or not.
I need to talk to this person,right?
And that's where I started.
I was negative self-talker andall I did was I offer nine
session.
It was nine session for a totalof eighteen hundred dollars.
Okay, eighteen hundred dollarswas the starting price that I
(26:05):
started with my life coachingand mindset coaching business,
and people were signing up andthey I had clients who found me
on internet.
I had clients who found methrough social media.
I had clients who found methrough social media because
they're connected to me onsocial, and so I built my
business a hundred percentremotely, online.
And how did it work?
It was the messaging that soldthem for me, right?
(26:29):
I didn't have all these likedifferent network or pocket of
people.
I didn't have time to do that.
As much as I want to do network, I just didn't have time
because I was still working afull-time job, my hours are
limited, and so in order forthis to work, I need something
else.
I need my messaging, I need mysocial media, I need my blog
(26:50):
posts, I need my video orpodcast.
I need those to sell for me.
This is the reason why I amoffering a visibility marketing
bootcamp.
This is where I'm going to showyou exactly how to get your
business, how to get yourcoaching business seen, heard by
your ideal clients, so that youcan save time and you can
(27:12):
actually build this coachingbusiness while you're working a
full-time job.
You're going to learn how tomarket your business, how to
market your coaching business,how to narrow down that
messaging so that you can sellyour offer and, most importantly
, I want to teach you a systemwhere you can be somewhere else
and you can be in your sleep.
(27:33):
As a matter of fact, you can bein your sleep and your content,
your messaging, is still goingto sell for you, okay.
So this is a good startingpoint, especially if you're just
in your first or third yearsinside your coaching business
and you're still struggling toget that traction, to get any
coaching clients and you've beendoing a lot of the freebie work
(27:55):
and you're done with thefreebie work, then I am going to
invite you to come and join me.
The Visibility MarketingBootcamp is starting this Friday
, on September 20th, at 3 pmPacific time.
We're going on day oneVisibility Marketing
Bootcampcamp and you're going tolearn exactly how to use your
(28:19):
messaging to actually sell foryou and how do you market your
coaching business and a lot ofthe things that we I talked
about on this episode.
You're also going to hear moreabout it inside the bootcamp, so
I would encourage you.
If you have not saved your seatyet, go ahead and grab a seat
atvisibilitymarketingbootcampcom
(28:39):
and come join me this Friday at3 pm Pacific time.
We're going to talk aboutmarketing.
I know marketing is such athere's such a feeling and
negative energy behind it, andyou might have heard of
different tactics, strategiesfrom all these marketing gurus,
but I can tell you, what makesme really different is the fact
(29:01):
that I was a life coach.
I was a mindset coach first,and all the things I have done
inside my own mindset coachingbusiness and life coaching
business this is what I'mteaching you.
This is what I'm teaching youbecause I have been using it for
the last six years, and this ishow I'm teaching you.
Okay, this is what I'm teachingyou because I have been using
it for the last six years andthis is how I have done it, and
I know that you can do it too,and many of my students.
(29:22):
I have taught them the exactsame formula and that I'm going
to also to show you inside theVisibility Marketing Bootcamp,
so go ahead and grab a seat andI will see you inside the
bootcamp.
All right?
So next week we're going to talkabout storytelling.
Now, one of the big things alot of you might not know is
that I started out the businessas a storyteller and I am such a
(29:48):
big fan of storytellingmarketing.
So next episode, I'm going totalk about how do you use
storytelling marketing toactually use your personal
journey to connect with theclients on a deeper level, and
this is moving forward in 2025.
This is something that youdon't want to miss and it's
(30:08):
going to make a big comeback.
As a matter of fact, a lot ofbig names and coaches have
already started using this, andyou'll hear this term over and
over and over again on internet.
Storytelling marketing is hugeand you're probably already
doing it, but that's bringing itinside your marketing strategy
(30:28):
so that you can actually makeyour marketing even better, so
that you can have more payingclients.
I will see you in the nextepisode.
Michelle (30:40):
Thank you for listening to Make it Visible
podcast.
If you love this episode andwant deeper support for your
coaching business, head over toelevatelifecoachingorg and see
how we can partner together toturn your passion into a
profitable business.
I help female coaches launchand scale their coaching
business faster than ever,without wasted time and money,
(31:01):
filling the gaps in yourmarketing strategies, creating a
simple and easy to followsystem so you can accelerate on
the path of coaching businessthat you love to wake up to.
Head over toElevateLifeCoachingorg and grab
a free strategy audit today.
Welcome back to Make it Visible podcast.
Speaker 2 (00:02):
I'm your host, michelle Kui, and today we are
going to talk about somethingthat's a hot topic for a lot of
coaches.
And when you're first startingout, especially in that first
and third year in your coachingbusiness, you're probably
thinking about exactly Michelle,what do I offer my clients and
most of us, sometimes a lot ofcoaches I work with there's this
(00:24):
concept of I'm going to offerthem, like maybe one session,
one session at a time, which theidea behind that one session at
a time, it's, great, it's.
You come out from a hard centerplace where you're thinking
about well, I'm still new, Idon't have a lot of experience,
I'm just going to test out thewater and just offer a lot of my
(00:47):
people because they can'treally afford coaching.
But I want to help them, I wantto make it as affordable as
possible for everyone.
So you end up somehowconvincing yourself to charge
your clients one session at atime.
Now that model has a problem andhas its shortcoming right,
because once someone book a callwith you, you give them one
(01:10):
session and then you run intothe situation where you have to
figure out like, where do I getmy next client and if you keep
offering these one session at atime, you'll notice that the
quality of the client thatyou're going to attract is also
very minimum.
So exactly how do we create asignature coaching offer that
(01:32):
would actually stand out in acrowded market, so that you
don't feel that you're lost,you're just another coach within
this whole big industry, and sothis episode is going to help
you to kind of create and havingthat mindset and also having
the strategies of how you cancome up with your own offer that
will actually showcase yourunique skills and also speak
directly to your ideal clients.
Michelle (01:57):
If you've been waiting for the right moment to take
your coaching business to thenext level.
Speaker 2 (02:01):
This is it.
Building a business thatattracts paying clients is the
most important step in yourcoaching journey.
It is more important thangetting another certification to
hang on your wall.
It is more important thanperfecting every session plan
and finding the perfect tools.
It is also more important thantrading services with a fellow
coach or working for free.
(02:22):
The truth is no marketing, nopaying clients.
The good news is I'm hosting afree three-day visibility
bootcamp from September 20th to22nd, and I'd love for you to
join me.
Over the next three days, we'lldive into how to market your
coaching business in a way thattruly attracts the right clients
.
How to confidently answer whatyou do and who you help.
(02:46):
How to keep a steady flow ofpaying clients by avoiding these
common pitfalls that we allexperience.
This bootcamp is designed tohelp you to stand out and
connecting with the people thatyou're meant to serve.
If you're ready to stop feelinginvisible and start building a
business that is not only tothrive but also feel deeply
(03:06):
fulfilling, this is for you.
Head over tovisibilitymarketingbootcampcom.
That's end this year, your yearto break through in your
coaching business.
Hey, you're listening to Make itVisible podcast.
(03:27):
I'm your host, michelle Kuei.
I am a visibility marketingcoach and soon to be your
business bestie in the coachingbusiness world.
Not knowing how to connect withyour audience, grab people's
attention and get them excitedto buy from you should never be
the reason you give up on yourdream to become a full-time
coach.
I'm all about making marketingthe easiest part of your
coaching business, so that youcan turn a passion for coaching
(03:51):
into a visible and profitablereality.
So buckle up, ladies, let's getstarted.
Okay, so when I first startedout, I felt I needed to offer
everything to everyone.
So I was stuck in thinking thatmy offer was not good enough.
(04:11):
My one-on-one coaching was notgood enough.
I need to jam-pack with allthese different extra bells and
whistles into the program.
I need to have a program, andwhat I noticed is a lot of
newbie coaches.
You're struggling with justcoming up with the name of your
coaching business and coming upwith the name for your program,
(04:32):
and so the program name gets youstuck forever trying to come up
with designing that signatureoffer and you're not even quite
sure exactly what are youoffering.
And that really comes down tothe fact that a lot of time,
when we're first starting out,you probably don't know a whole
lot about your client's specificneeds, and which is why which
(04:55):
is it makes perfect sense whatyou're feeling stuck on
discovering your niche right,they're all tied hand to hand
together.
Once you have your niche, youprobably will have some idea
about what is thattransformation that you're
helping them to accomplish, andfrom there then you can further
understand what is exactly myclient's specific need and what
(05:18):
is it that I'm helping them with, so that you can create an
offer that will focus onaddressing their need.
So if you're someone who's stilltrying to figure out your I
help statement or what is yourniche, then chances are your
offer is going to sound prettygeneral, and there is nothing
wrong with being general atfirst, right but you want to
(05:42):
have the messaging that wouldhelp you to sell that general
offer.
And so once I figured this outright, once I figured out that I
need to have some type ofspecifics enough, but while
keeping it general then I cantalk about this general thing
that I'm offering to people.
And so one of the things that Icame up with because I look
(06:04):
back to my own personal journeyand one of my biggest struggle
was this body image, and I wasdoing.
I was a notorious negativeself-talker and if you go back
to some of my podcast episodeway early on on this podcast,
you're going to hear a lot ofthat personal development
journey centered around thatnegative self-talk, and so that
(06:25):
was what I was struggling with.
And so, in order for me tocreate a general offer, I wanted
to focus on anybody who havethis negative self-talk and, as
you can imagine, it's not asuper specific niche, right, I
basically cover everybody whoidentify themselves as negative
self-talker.
But if you can narrow down, ifyou want to keep it general and
(06:48):
this is something that you'restruggling with what you want to
do is you want to identify thatidentifier.
Right, everybody has anidentifier.
I identify myself, as he, asshe, her and them, right?
So we all have these identifierin our mind that we go around
and we have stories andnarrative that's in our head how
(07:10):
we, how we believe we are, andso when you have this identifier
, then you'll be able to taptarget in terms of okay, so
these are the general identifier.
Then what are some of thethings that this group of people
or this community of people arestruggling with?
And so, when you start fromthat approach and thinking back,
(07:32):
what are some of the thingsthat I was struggling with.
Then it'll become easier foryou to actually create that
offer that will resonate withyour ideal clients and that's
going to help you to setyourself apart from all these
competitors and, yes, some of mycommunity inside the iPad
coaching I graduated from iPadcoaching there is no competitor,
(07:53):
right, we're all in thistogether.
While that is noble and that ishighly conscious and that's a
great way of thinking that we asa whole, as all the coaches,
coming together as a collective,when you're in the marketplace,
right, and you're running yourcoaching business, I would
encourage you to think of it asyour competition.
(08:16):
We're competing to becomebetter version of ourselves.
So you want to look at yourcompetitor, what are they doing
and what are they offering?
But you wanted to keep it inthe competitor in the sense that
how can I make my program evenbetter because they're already
doing that?
So how can I make myself evenbetter, so that they become an
(08:38):
inspiration to me, right, and itcan create something even
better.
So, yes, in the sense thatcompetition it's not negative
until you give it a negativemeaning, right?
Competition itself is neutral,but it's how we perceive it, the
energy that we carry behind thecompetition.
That makes a whole lot ofdifference.
If I'm seeing a competition asinspiration, then that's only
(09:01):
going to inspire me to design myprogram better, so that it's
going to help my clients eventransform better.
So what you want to do is youwant to look at your competitors
.
What are they doing, what aresome of the packages that
they're offering and what istheir unique style of how they
stand out in the market?
And what is it that about youthat you can offer?
(09:23):
You have your personal touchthat they may not have right.
So we all have our secret sauceand, starting from this moment,
I want you to think aboutyourself, as you have that
secret special sauce that nobodyelse has, and a lot of it has
to do with your personalbranding, your personality, how
you show up for your audience,how you show up for your client,
the way that you show up foryour client.
(09:44):
All this matter and all this isgoing to highlight your
signature coaching offer.
So the coaching offer, it's notjust well, how many packets do
I have, how many sessions am Ioffering, how much is it and how
long is the session going to be.
That's just the logistics ofwhat you're offering them, but
you know, there's also the other, invisible package that you're
(10:06):
delivering, which is how youdeliver it, the way that you
deliver it and the personalitybehind how you're delivering
this signature offer.
So, with that being said, Ithink I spent the last 10
minutes talk about what makesyou different and how do you
start right.
So I wanted to give you sometangible steps that you can take
(10:28):
to actually create thissignature offer, couple of
things that you wanted to focuson, especially when you're just
starting out.
Right, let's backtrack a littlebit and talk about why this
signature offer would besomething important for you to
consider.
Now, if you think about allthese other coaches, your peer
(10:51):
coaches, who's offering maybefour sessions, or five session,
or six session, seven session,whatever that number is right.
It could be a three monthspackage, one month package,
however, that you want to begin,and there's no right or wrong
of how many sessions you startwith, typically with my clients,
because they're still fresh,still new, and so one of the
(11:13):
things I help them to design isthey have a three-month package
and they also have a 30-daypackage.
Okay, and the reason why I helpthem to create the 30-day
package is because some of yourclients they may not be ready to
commit to a three-month program.
Now, if you think about allthese people who's not able to,
who doesn't trust you enough tocommit to a three-month program
(11:37):
and all they need is a littletaste and appetizer to get
started, and if you don't have a30-day program to offer them,
it's like just saying well, youknow what, if you can't afford
my three-month program, I don'twant to work with you.
That's great that you'resetting yourself on a high level
(11:58):
, right Three months, but if youthink about all the things that
you haven't been able to do youdon't have the online presence,
you haven't built yourcredibility, you haven't built
your authority these will taketime for someone to trust you
right.
When we look at all thesedifferent coaches there's so
many different coaches, I think.
The last time I checked on theICF coaching federation data, I
(12:21):
believe it's 14,000 coachesalone like certified right
Certified under ICF data.
Now there's other coaches who'snot certified under the ICF
credential.
Then you can imagine it's ahuge bucket of coaches who's
(12:41):
competing doing the same thingas you do.
Now, it's great that you startwith the three months, but
there's all these people whodon't trust you yet because you
don't have that credibility,because you don't have that
authority.
And so you wanted to build onthat authority.
And as you're starting to buildit, that authority, that
credibility, that name is goingto be more established.
(13:03):
You're going to collect moretestimonial, you're going to
have more social proof, right,that's going to help you to
establish that three months, sixmonths, then 12 months program.
So when you're first startingout, you're starting new and you
don't have a lot of credibilityhaving a three months program.
It's like a hard sell.
It's hard to sell a threemonths when nobody knows about
(13:25):
you, right?
So what I suggest is a lot ofmy client, they would start with
a three, they would have athree months and they also have
a 30 days.
Okay, and how do you decidewhich one to offer?
That's something that's aconversation that you do on a
discovery call, on a sales call,right, you get a sense of what
is this person looking for.
(13:46):
Is it a short-term support oris it a long-term support?
Do we want the appetizer or dowe want the meal?
Which do we want?
Right?
And then you can decide okay,so that's start you off on an
appetizer and that's one workoutway to the meal, right?
So if you think about that,that's your sales process.
(14:06):
That's that's how you leadsomeone from from a cold
audience who doesn't know muchabout you.
You give them a little test,test drive, right the appetizer,
and they warm up, they trustyou, they know the value of how
you work.
They're giving you atestimonial and then they
actually want that three monthsprogram.
Or they're telling their friendabout your three months program
(14:28):
and so you gotta start somewhere, and that somewhere you don't
want it to.
It's great, and I encourageevery coach to have a
three-month, six-month program.
You know, in the long term I dowant you to have a 12-month
program, but initially, when yousell right, especially if
you're new doing live coaching,I would encourage you to have
(14:51):
two different package 30 daysand a three months.
Let's start from there.
Once you build your authority,you know your messaging, you
have nailed your niche and youknow exactly what your client is
struggling with, what theirspecific need is and your
marketing is on point and youhave the system in place already
(15:11):
, then by then, if you're notactually offering a long-term
support, I would be coming toyour house and I would drag you
out of the house, right?
So, to that point, everybodystarts from somewhere, and that
somewhere typically starts fromsomething small that you can
build your reputation and youcan slowly transition into a
(15:34):
long-term success.
Okay, you can slowly transitioninto a long-term success, okay.
So that's why it's important tohave a signature program.
But you don't necessarily startby saying, well, here's my
signature program and this iswhat you can through your
messaging.
But that initial signature offer, it takes some time to actually
craft it, to test it, tovalidate it, in order for it to
(15:58):
really shine, to really besomething that is people,
absolutely once you wrote it out, everybody wants right, and it
takes a couple of differentelements to make sure that these
elements are in place when youdesign your signature offer.
So what are some of theelements that you need to have?
Number one is you need to havea clear transformation right.
(16:20):
What will your clients achieveby the end of the program?
You want it to be very specific, you want it to be measurable
and you want it to be relatableto what is it that they actually
need?
And this is what people willactually take out their wallet
and pay you to work with you.
So number one step in creatingthat signature offer is you need
(16:41):
to have that cleartransformation.
What is it that you're helpingpeople with and how is their
life going to be super differentfrom where they are now?
Right, that would be yourcompelling messaging that you
want to use in your marketing.
Element number two is you wantto make sure that you know
exactly who your ideal client istheir pain, their struggle,
(17:05):
their frustration, and what isit that they want.
So earlier I talked about whatthe clients need, and typically,
when you're first starting out,you probably don't know much
about exactly what they need,right?
You would think that this iswhat they need, but a lot of
time, what you think they need,it's not what they want, right?
So this is where the marketingcomes in, so important, and this
(17:28):
is where I shine, because I amhere to tell you that, yes, it's
great that you think that thisis what your clients need, but
I'm here to help you to knowright, showing you the blind
spot of what your clientsactually want.
And we need to talk about yourclients want rather than
offering them something youthink that they need, and this
(17:52):
is where a lot of coaches fallshort in terms of their
marketing strategies, or havingany type of marketing strategy
at all, is that they sell people.
They sell their clients basedon what they think they need,
but they don't really sell onwhat their clients really want,
right?
So if you have to go back andrewind and listen to this part,
(18:12):
please do go back and listen tothis part, because this part is
so important and I've workedwith so many coaches inside my
Profitable Coach Formula andthis is something we talked
about all the time, especiallyin module number two, where I
walk them through exactly todiscover what is it that your
clients actually want.
And you should be on thecoaching call, because the
(18:35):
coaching call is always veryactive and we talk a lot about
how a lot of coaches have thismindset of this is what they
need.
And they come to me and say,michelle, this is what my
clients need.
And I'm like, do you thinkthat's what you think they need,
or is it something that theytold you?
This is what they want?
And oftentimes I have my clientgo back and work on their
(18:59):
homework and come back the nextweek and be like, oh, that makes
perfect sense, I'm doing itwrong, and so you definitely
want to make sure that one ofthe elements about your
signature coaching offer is thatthese need to be client focused
, right?
What is it that they want, notwhat you think they need, okay,
(19:21):
and then the third importantelement inside your signature
coaching offer is your uniqueprocess, like, what is that
framework or what are the stepsthat you walk in?
You walk in your potentialclient from zero to 100, right?
So how do I, how do I getsomeone to overcome this
negative self-talk?
What is my step number one?
(19:42):
So in the past, I had created ajudgment detox program and so,
basically, it's aboutidentifying your current beliefs
, right, your current negativeself-talking, your narratives,
and how do you walk someone intothe absolute, 100% confidence
and knowing that, whatever isgoing on in their mind, they
(20:04):
don't identify themselves withthat narrative inside their head
, that negative self-talker.
So you create this, so Icreated this judgment detox,
where I help people to overcomethat negative self-talk.
So that could be your uniqueprocess of how you help someone
and that could be your framework, right, step by step.
(20:25):
Maybe it takes three steps,maybe it's five steps.
How many steps does it take forsomeone to achieve the desired
goal?
And that desired goal comesfrom that clear transformation
that we were talking aboutearlier for these three elements
of the signature coaching offer.
So, just to sum up, the firstsignature offer element is to
(20:50):
have a clear transformation.
What is it that your client'sgoing to be able to achieve at
the end of your program?
And you want to make sure thatwhatever that you come up with
this coaching offer is clientfocused.
It's about what they want andnot what you think they need.
Right?
And number three is your uniqueprocess how many steps?
And this reminds me of those ofyou who are like Gen X or maybe
(21:15):
in the early Gen Z era.
You might have seen thislollipop, this owl with the
lollipop commercial, and there'sa kid asking the owl how many
bites does it take to finishthis lollipop?
And the owl will go.
Let me see One, two, three.
So your signature offer kind ofneeds to be like that.
(21:37):
Right, it needs to be likethree steps or five steps or
however many steps that you layout.
That could be your uniqueprocess.
Okay, so once you created thisunique coaching offer, then you
can look at the pricing right,and pricing is also something
(21:58):
that we talked about a lot inmodule number three, when we
inside the profitable coachformula where I talked about.
How do you create this offer andwhat would be a reasonable
price to to tag on, to give?
And it's often based on.
It's often based on your marketprice, right?
(22:19):
Your audience, what theirspending habit is.
I mean you don't want to chargesomeone outrageously large
number when you know that thispopulation of people, their
spending habit, is not withinthat.
That's way above their budget,right?
No matter how how great yourcoaching offer is or how
expensive it is, if it's outsideof someone's spending ability,
(22:41):
then it doesn't matter how greatit is.
It has nothing to do with fear.
It has nothing to do with themindset of how we spend money.
It just happened having to dowith fear.
It has nothing to do with themindset of how we spend money.
It just having to do with thereality of our finance situation
for a lot of your audience thatyou're serving, right.
So you want to look at themarket, you want to look at the
audience that you're serving andyou want to look at also your
competitor how much they'recharging or what is the value
(23:04):
that they're delivering it,right.
So all this needs to be takeninto consideration and we won't
have the time to talk about itin this episode, but if you're
interested, just comment downbelow this episode and I will go
ahead and create anotherepisode for this topic.
Just on the pricing Okay, so wetalked about why it is
(23:29):
important for you to have asignature offer so that you can
stand out.
We also talked about the threeelements inside how to create
the signature coaching offer andwe touched on the pricing a
little bit.
Again, you want to look at yourmarket.
You want to look at yourcompetitor what are they
offering?
And you also want to look atyou know, what is it that my
(23:49):
client, my client, clientele,population what is their
spending, spending habit and howthey spend, what do they spend
on?
All these requires a little bitof research, and which is why I
actually create a whole moduleon this individual module in the
training module inside theprofitable coach formula.
Just on this topic, okay, allright.
(24:11):
So now that you have yoursignature offer, your next step
is actually to sell it.
Right, and this is where a lotof coaches struggle with.
You may come up with an offer,a coaching offer, that you would
like to test it out.
We're not even talking aboutsignature offer yet, because
(24:32):
you're probably still too earlyto decide on what the signature
offer is.
You might be in a place where Ijust want a couple of clients
in so I can test it out.
I can test out my offer.
I can know more about exactlywhat my clients want, what
they're struggling with.
So you might be in that earlystage of I just want to sell my
(24:55):
30-day package.
How do I do that?
Right?
So, even though this topic is,this particular episode is
talking about signature offer.
But if you just throw away thesignature and just think about
offer, what is the mostimportant thing in your coaching
business?
Well, your most important thingin your coaching business is to
be able to sell your offer orto market your offer, to be able
(25:21):
to talk about your offer.
What is it that they'restruggling with?
And it comes down to yourmessaging, your marketing be
able to talk about your offer sothat it makes it so compelling
that someone who's reading yoursocial media copy or who's
listening to your podcast orwatching your video, they're
saying, oh, my goodness, yes,this is exactly what I need and
(25:44):
I need to sign up with thisperson.
I don't care if they have asignature offer or not.
I need to talk to this person,right?
And that's where I started.
I was negative self-talker andall I did was I offer nine
session.
It was nine session for a totalof eighteen hundred dollars.
Okay, eighteen hundred dollarswas the starting price that I
(26:05):
started with my life coachingand mindset coaching business,
and people were signing up andthey I had clients who found me
on internet.
I had clients who found methrough social media.
I had clients who found methrough social media because
they're connected to me onsocial, and so I built my
business a hundred percentremotely, online.
And how did it work?
It was the messaging that soldthem for me, right?
(26:29):
I didn't have all these likedifferent network or pocket of
people.
I didn't have time to do that.
As much as I want to do network, I just didn't have time
because I was still working afull-time job, my hours are
limited, and so in order forthis to work, I need something
else.
I need my messaging, I need mysocial media, I need my blog
(26:50):
posts, I need my video orpodcast.
I need those to sell for me.
This is the reason why I amoffering a visibility marketing
bootcamp.
This is where I'm going to showyou exactly how to get your
business, how to get yourcoaching business seen, heard by
your ideal clients, so that youcan save time and you can
(27:12):
actually build this coachingbusiness while you're working a
full-time job.
You're going to learn how tomarket your business, how to
market your coaching business,how to narrow down that
messaging so that you can sellyour offer and, most importantly
, I want to teach you a systemwhere you can be somewhere else
and you can be in your sleep.
(27:33):
As a matter of fact, you can bein your sleep and your content,
your messaging, is still goingto sell for you, okay.
So this is a good startingpoint, especially if you're just
in your first or third yearsinside your coaching business
and you're still struggling toget that traction, to get any
coaching clients and you've beendoing a lot of the freebie work
(27:55):
and you're done with thefreebie work, then I am going to
invite you to come and join me.
The Visibility MarketingBootcamp is starting this Friday
, on September 20th, at 3 pmPacific time.
We're going on day oneVisibility Marketing
Bootcampcamp and you're going tolearn exactly how to use your
(28:19):
messaging to actually sell foryou and how do you market your
coaching business and a lot ofthe things that we I talked
about on this episode.
You're also going to hear moreabout it inside the bootcamp, so
I would encourage you.
If you have not saved your seatyet, go ahead and grab a seat
atvisibilitymarketingbootcampcom
(28:39):
and come join me this Friday at3 pm Pacific time.
We're going to talk aboutmarketing.
I know marketing is such athere's such a feeling and
negative energy behind it, andyou might have heard of
different tactics, strategiesfrom all these marketing gurus,
but I can tell you, what makesme really different is the fact
(29:01):
that I was a life coach.
I was a mindset coach first,and all the things I have done
inside my own mindset coachingbusiness and life coaching
business this is what I'mteaching you.
This is what I'm teaching youbecause I have been using it for
the last six years, and this ishow I'm teaching you.
Okay, this is what I'm teachingyou because I have been using
it for the last six years andthis is how I have done it, and
I know that you can do it too,and many of my students.
(29:22):
I have taught them the exactsame formula and that I'm going
to also to show you inside theVisibility Marketing Bootcamp,
so go ahead and grab a seat andI will see you inside the
bootcamp.
All right?
So next week we're going to talkabout storytelling.
Now, one of the big things alot of you might not know is
that I started out the businessas a storyteller and I am such a
(29:48):
big fan of storytellingmarketing.
So next episode, I'm going totalk about how do you use
storytelling marketing toactually use your personal
journey to connect with theclients on a deeper level, and
this is moving forward in 2025.
This is something that youdon't want to miss and it's
(30:08):
going to make a big comeback.
As a matter of fact, a lot ofbig names and coaches have
already started using this, andyou'll hear this term over and
over and over again on internet.
Storytelling marketing is hugeand you're probably already
doing it, but that's bringing itinside your marketing strategy
(30:28):
so that you can actually makeyour marketing even better, so
that you can have more payingclients.
I will see you in the nextepisode.
Michelle (30:40):
Thank you for listening to Make it Visible
podcast.
If you love this episode andwant deeper support for your
coaching business, head over toelevatelifecoachingorg and see
how we can partner together toturn your passion into a
profitable business.
I help female coaches launchand scale their coaching
business faster than ever,without wasted time and money,
(31:01):
filling the gaps in yourmarketing strategies, creating a
simple and easy to followsystem so you can accelerate on
the path of coaching businessthat you love to wake up to.
Head over toElevateLifeCoachingorg and grab
a free strategy audit today.
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