Why does someone NOT buy your coaching offer? Or pass on your free challenge? Or completely ignore your lead magnet?

You might hear a list of reasons…but the underlying truth is because your thing just isn’t valuable for them.

If you want to sign up new clients and grow your coaching biz, you need to make valuable offers. But do you know HOW to make something valuable?

At its core- value is relative. 

An old torn blanket, given to you by your grandmother, might be very valuable to you, but completely worthless to almost everyone else.

A life jacket is only worth what you paid for it while you are safe in your house…but in the middle of the river with crashing waves and a sinking boat- that same life jacket is priceless.

Something is valuable based on the context or scenerio of the person and is ultimately determined by what someone is willing to pay for it, both in time, money and energy.

Alex Hormozi talks about creating an irresistible offer in his 100 Million$ Offers book and says to make an offer so good, people feel stupid saying no. And by so good, he means so valuable.

He even gives an equation for increasing value:

The problem for many coaches is that they are missing clarity on the most important part of the value equation. The dream outcome. They are too vague and not solving a narrowly defined problem. Or the outcome is not important and lacks context for the person.

Example of a vague, not valuable content:

5 Tips For Jumpstarting a Healthy Lifestyle

1. Walk

2. Drink Water

3. Get Sunshine

4. Eat Vegetables

5. Manage Stress

This offer is not valuable. The outcome is a healthy lifestyle, but that is broad and vague. They already know those things anyway and are not doing them, so they don’t think they can do it. They have no idea how long it will take, and they know it requires work. Using the value equation, you can see exactly why this type of content, live training or challenge isn’t perceived as valuable.

Instead consider this:

3 Simple Ways To Enhance Your Peloton Routine Results…

WARNING: Doing All 3 Practically Guarantees 10 Pounds of Weight Loss in 3 Weeks or Less 

Dream outcome-  Lose 10 pounds

Likelihood of achievement- Practically guaranteed

Time delay- 3 weeks 

Effort and sacrifice- 3 simple ways to enhance

This offer is more valuable, but not to EVERYONE. It is only valuable to someone who regularly does Peloton classes and isn’t seeing the weight loss results they want. Your solution is a lifejacket in their personal storm.

To summarize:

If you want more clients, increase value at every stage of your value ladder.

Instead of broad and vague, go narrow and specific.

Create a solution/ offer that is a dream outcome to a painful problem.

Consider the context of the person to increase likelihood of achievement and decrease  perceived risk, time investment and effort and sacrifice.

By Christy Campbell and Nick Perales