128. Why Financial Coaches Should Talk About Transformation (Not Just Coaching)

Most coaches struggle to talk about their work in a way that makes people want to invest. They know they're getting clients results, but when it comes to marketing, something feels off. They're not sure if they should talk about financial coaching or focus on what actually happens for their clients.

This struggle is costing coaches clients every single day. For over 10 years, I fully embraced that what I created was transformation for people. Then the coaching industry exploded and "transformation" became the buzzword everyone used…even people offering surface-level advice. And so, I pulled back from using it. 

But here's what I realized: by avoiding the word because others were over-using or misusing it, I created a gap in my messaging. I let people creating fluff transformations own that word in the marketplace while I struggled to articulate the real, lasting change my clients were experiencing. My marketing got harder because my message got diluted.

And yet, people don't pay for financial coaching. They pay for financial transformation. Coaching is the vehicle. Transformation is the destination. When you can name the specific transformation you create, your marketing gets easier and your confidence grows.

When you position yourself as “just” a coach, you're competing with free resources. Coaching sounds like a process, and people don't want to pay for a process. They want to pay for an outcome. They want their lives to feel different. When someone hears about transformation, they picture relief, confidence, freedom. That's buy-in. And buy-in is what determines whether someone invests in working with you.

This isn't just about marketing tactics. It's about what's best for your client (clear outcome), what's best for you as the coach (confidence in your value), and what's best for your business (attracting the right people).

This week on the podcast, we'll walk through how to get specific about the transformations you're already creating, how to weave those outcomes into your messaging, and why one subtle moment in a client's journey reveals the deepest transformation of all. 

Because if you're a skilled coach, you're already creating transformation. You just might not be naming it.

If you've been struggling to talk about your work in a way that makes people excited to invest, this episode will help you see what you're really delivering and give you the confidence to own it.

Links & Resources:

• Ultimate Growth Guide
• Join the Facebook group
• Marketing struggles episode
• Download 7 questions to capture client transformations here

Key Takeaways:

• People don't pay for financial coaching. They pay for financial transformation. Understanding this distinction changes how you talk about your work and how people respond to you.
• When you position yourself as just a coach, you're competing with free resources. Coaching sounds like a process, but people want to pay for an outcome that makes their lives feel different.
• The shift from "I help people create budgets" to "I help people feel confident and in control of their future" changes everything. One is about tasks, the other is about identity and peace of mind.
• Ask this question at the end of sessions: "What feels different for you right now compared to when we started working together?" It helps clients reflect on change in real time and gives you proof of your impact.