5 Game-Changing Messages Every Coach Needs

These powerful messages make you the obvious best choice for your dream clients

One hot July evening, I was sitting on the terrace of Les Philosophes. (Les Philosophes is one of my favorite restaurants near Le Marais in Paris.)

One of the things I love about this restaurant is their commitment to using the freshest ingredients money can buy.  They even have a personal relationship with the growers and buy from them direct.

That night, something on the menu caught my eye.  It was a tarte tatin de tomates.  

A tarte tatin is typically a rustic-style apple pie.  It’s made with big chunks of apples (as opposed to the thin, neatly arranged slices you see in a tarte aux pommes).

I was intrigued to see how they’d do this with tomatoes, and I was excited to try it.  But when I ordered it, the waiter said, “We don’t have it. It’s not the season.”

I looked at him like he had lost his mind

“It’s July,” I said (the height of tomato season!).

“Oui madame.  You are right.  Tomatoes ARE in season.  But not THESE tomatoes.  They are still out in the field being ripened by the sun.  They’ll be ready in 2 weeks.”

While I was disappointed to miss out on the tomato tarte, it reminded me of one of the things I love about the French food culture – It’s all about quality ingredients. 

I love to cook.  And I know from my own experience that it’s nearly impossible to doctor up low quality ingredients and turn them into something good.

The right ingredients are magic.  They make the meal. 

And the right ingredients will bring magic to your health coaching business, too.

These Ingredients Add Magic to Your Health Coaching Business

I often hear how frustrated coaches are with their marketing.  They invest their time and money in creating marketing assets, like a website or a webinar, but they don’t do much to help the coach get more clients. 

It’s not that webinars and websites don’t work … it’s that they were made with the wrong ingredients.

In fact, with the right ingredients you can create a webinar and website that will act like your personal marketing department –  a team that’s dedicated to finding you new clients 24/7!

With the right ingredients, people see you as the obvious coach for them.  They get excited to talk to you and eager to start working with you!

I call these ingredients Million $ Messages (million-dollar messages). 

The reason why is because they’ve helped many of the coaches and practitioners I’ve worked with create powerful marketing assets that put them on the path to making their first million.  (To be more specific, many of them add $10k-25k to their monthly income in the first year … some a lot more.) 

Let me tell you what the ingredients are.

The Million $ Messages That Bring Magic To Your Marketing

#1:  The Captivating Message

The first thing your marketing needs to do is to get people to pay attention to you. That’s what The Captivating Message is all about.  It needs to get people to tune in and want to hear more. There are 2 factors that go into creating this kind of message. 

First, it must be relevant to something that’s going on in the person’s life.  So this message often talks about the problem you solve and who you solve it for.

Second, it must connect to their inner dialogue. Otherwise, it won't break through the thousands of messages our brain filters out because it thinks they aren’t important to our survival.

#2:  The Identifying Message

This is really made up of 2 kinds of messages.

First, it includes messages that describe how your ideal client feels now.  It’s very important to get this right because it shows them that you understand them.

Second, you need messaging that talks about the person they want to become.  This is important because people are only motivated to take action if they can visualize how it will make their lives better.

In copywriting, we call this "future pacing." It helps people see how working with you will help them create the new identity they desire, and how their lives will be different after they've worked with you.

#3:  The Awakening Message

This is the most important message of them all because it helps people see their problem in a new way.  It turns on the light at the end of the tunnel and awakens them to a new reality.  This gives them a sense of empowerment.

This powerful message:

1. Helps people understand the real reason why they have the problem

2. Releases them from any guilt they feel for having the problem

3. Explains why they haven't gotten results from other things they've tried

4. Gives them hope that this time they'll get the results they want

5. Positions you as the best person to give them those results

#4:  The Enlightening Message

This is about enlightening people to some surprising things you've discovered. It can be about why people have the problem or what they need to do to solve it. 

These discoveries give people new information that can help overcome their concerns or shatter common beliefs. For example, the idea that, "You need to eat fat to lose fat" was an enlightening discovery when it first came out.

These discoveries are important because they give evidence that your approach is new and different.

#5:  The Transformational Message

Once you've awakened people to a new reality and enlightened them with several key discoveries, you now need to show them the path to transformation. That's where your Signature System comes in. 

Your Signature System is a marketing message. (It's not the steps of your program.) It needs to convey the steps that will help people get from where they are now to where they want to be. 

For example: Let's say you help emotional eaters lose weight. Your Signature System could include these steps (notice how I describe them):

1. Step 1: Release Triggers
   First we'll release the hidden triggers that make you want to eat. This puts YOU back in the driver's seat.
   

2. Step 2: Eliminate Cravings
   Then we'll stop the cravings that sabotage your willpower so it will be easier to make smart decisions about when and what to eat.
   

3. Step 3: Restore Balance
   Here we restore your nutritional balance. This gives you added protection against cravings and also helps your body to naturally release excess weight.

These Million $ Messages help position you uniquely so you stand out from other health coaches.  And they are essential for creating a high-converting webinar and website. 

This was just an introduction to the Million $ Messages. I’ll be telling you more about them in future articles, so stay tuned.