How to talk about the result of a coaching or therapy program

A note on what I mean by “result”. A lot of people get stuck on this. They say that they can’t guarantee a result for the client.

Coaching and therapy isn’t a math equation where 2+2=4.

It’s NOT [client with anxiety] + [therapist specializing in treating anxiety] = [client no longer has anxiety]

Of course!

But it might be [client with anxiety] + [therapist] = [client with LESS anxiety].

In that case, the result is less anxiety. Not guaranteed, but it’s the aim and goal of the therapy. It’s what you’re striving towards.

The result, in this case, could even be an improved ability for the client to live WITH anxiety, to handle anxiety better in different life situations.

In my opinion, if you want to sell high-ticket coaching or therapy, you have to be very clear about what the goal you’re striving for is. It’s the result plus the likelihood of achieving that results that a client will gladly pay a premium price to achieve.

I used to sell energy gels for triathletes and long-distance runners. The result of using energy gels was the ability to go further and faster for the athlete.

Later on, I sold beds. The result of a great bed is good sleep. Possibly a reduction in headaches, muscle tension, or back pain if those things were an issue before getting the new bed.

The result of business coaching is increased profits.

The result of life coaching is a better life. Maybe a bigger sense of passion and purpose or connection.

The result of anxiety therapy is less anxiety.

The result of stress therapy is less stress.

The result of weight loss coaching is weight loss.

The VALUE of a particular result depends on the client. What is the value of a new bed for instance?

To a young man moving away from home for the first time, the bed might be just a place to sleep and a reasonable cost could be $476.

To a bedridden, ill person it might be worth $3,200 to have a very good bed.

To the CEO of a bigger company or a busy layer who needs the best sleep possible every night to perform at their best every day, the right bed might be worth $8,000.

When you put a program or offer together, the most important part is the result (outcome) that you provide.

You also need to know exactly who you provide that for. I don’t mean gender/age/job situation or whether or not he/she has a dog or not.

But rather, what personal qualities does that person need to have to get the best results with you? Is a growth mindset necessary? Does the client need to have a certain level of knowledge around the subject to get the best result? No adult person is a blank slate. So what is the starting point of your ideal client?

And THEN you can figure out, what is the VALUE of your offer to that particular type of client. (You might want to draft up a few different ideal clients or question the one you think you have defined. A lot of business building is about trial and error until you find the perfect combinations of being of great value to your clients and offering something that gives YOU the highest amount of joy and feeling of accomplishment).

When you know the value of the solution or result you provide to your client, then you will know how you can price your offer.

Any kind of client profile (avatar) will have a unique set of hurdles to achieving the desired outcome. When you get good at addressing those hurdles in all your communication, that’s when new clients will seek you out. Consistently. Every week.

Because you show up with the right words and the right solutions to specific issues, that your client is painfully aware of.

So when you write a post, I encourage you to not so much “tell” what you do, but to address some of the hurdles that one might encounter on the way towards that desired result.

For instance, if you help people who struggle with anxiety. You might want to talk about a certain situation that triggers anxiety. What is the process for reducing anxiety in that type of situation?

Just lay it out there, don’t be shy.

Then let the reader know how to book in with you to get personalized therapy on that issue.

That’s it.

You can have people text you in messenger or call you on the phone this way because they just experienced your professionalism first-hand.

So does it matter if your family and friends see this post as well?

For many people that is the scariest part. Personally, I like to frame it like this:

My reason for working are these:
– to make money to provide for my family
– to do good in the world
– to give me a sense of accomplishment

I achieve all three of these by making public posts (also visible to friends and family). Not only that, but I feel like I appear more accomplished in the eyes of my friends and family. Which is, on a very selfish level, actually a big motivator for me.

This is your occasion to rise up to claim professionalism in your field.

Seeing my clients rise up like this and honing the skill of writing this type of post is so amazing. It sharpens their expertise. It forces them to help their clients and readers at a higher level.

Let me know if you have any questions that you would like me to expand on.

What I shared above is one of the main things I work on with my clients in my 6-week 1-on-1 program. Send me a direct message if you have had at least 10 clients, gotten great client results and you want to create a signature program or package and sell it consistently. I’ll ask you a few questions to see if you’re a fit and then we can get straight to work!

You will learn a skill for life and make your money back with just one or two clients.

If my program is not for you, that is completely fine as well! I hope you enjoyed reading.

What result do you help your clients achieve?