223: Bold Marketing Strategies Of Million Dollar Coaches - #GrowYourLife

Hey everyone, thanks for listening to the Grow youw Life podcast. My name is Jeremiah Gracowski and on this podcast I help coaches, mentors and trainers make the most amount of money possible in their business, attract the right clients, and create incredible lifestyle changes that will make their dreams come true. And that's why I exist, is to help coaches reach their dreams financially. If you're a trainer, if you're a mentor, if you're a thought leader, if you're a coach, my goal is for you to become a multimillionaire. And by listening to this podcast, it's my way of helping you do that. This podcast deals with the most important topics that are taken from my highest level coaching program and one on one coaching calls with clients. Where most podcasts might just deal with surface level issues to attract their customers, we've taken a different approach where we actually put our very best content into the podcast. And so you can rely on this podcast to provide you with cutting edge strategies and information to help you succeed in your business. Now, today I want to talk about something. Been talking about it for a few of the previous podcast episodes, but it keeps coming up. It keeps coming up. And, and the root of this topic that I want to talk about is that people become so worried about making other people happy, about pleasing other people, about doing what other people want them to do. And so then when they go out and try to coach, they're worried about how other people are going to react, whether people are going to be disappointed, whether people are going to be happy with their information, whether people are going to like it. And this leads them to do something that can almost guarantee that they won't make any money in their coaching business. And I see it happen often and I am passionate about this because it's so prevalent in the coaching industry and the people who do it are so deeply interconnected with this way of thinking that they actually think that they're serving their clients by doing it. They are actually thinking that it's a good thing. What is this? Well, it's not making big enough and bold enough promises in your offers, in your, particularly your free offers, particularly your free content, and underwhelming your audience because you don't want to push the envelope and promise too much and a concern and focus on over promising and under delivering and trying to under promise over deliver and thinking that that is an actual strategy for success. It's not, it's not going to make you any money. And yet, and I want to have just honor here for everybody who's listening, you may believe the complete opposite of what I've just said. Let me just ask you this. Have you, have you, have you built multi million dollar coaching businesses in multiple niches? Have you coached thousands of people on how to build multi million dollar coaching businesses successfully? If the answer is no to that, then you may want to pay attention to somebody who has when they have some advice for you. And this is one of the biggest areas, I'll tell you, I've been telling people this for years. I'll talk to the same person and this one area they don't get. And it's the one area that if you can get it, it'll change your life financially. You know, I did a whole research study into this. I have listened to the presentations of many very financially successful coaches, mentors and trainers out there. And the ones who are most financially successful are not afraid to make incredible promises for even their free content. And here's why. Your free content needs to make the same bold promise that your paid program has. And it needs to do so at such a level of boldness that it is 100% impossible for you to actually deliver on that promise in the paid training. All right, I'm going to say it again. You need to promise something that is so big that you can't even realistically deliver it in the free training. And that's where I lose people most of the time. And there's any number of reasons why people are unable to do this. And I can address those. And I was just having a conversation with a coaching client today, all about this, all about where this comes from. I'm actually going through some of my notes here just to take a look at this. What I often hear from coaches is that they don't want to disappoint people with their free offer. And they want to make sure that since obviously like they can't deliver the whole big thing all at once in the free training, that they don't promise it as well because they want to only talk about exactly what's going to actually be talked about in the free training. Exactly what's actually going to be talked about. The problem is we've tested this over and over and over again. And while that sounds great in theory, that's a recipe to never make a dime in your coaching business. And so what you have to do is you have to flip your perspective and you can handle this two different ways is you make a bold promise, something that you will never be able to accomplish in your free offer in your webinar in your challenge, it's so big that generally the person's going to probably need about 6 to 12 months of working with you to even actually experience that final result, that final outcome. Now, here's why you can do so with integrity. Here's why. See, if you actually follow me and actually understand where I'm coming from, you'll, you'll know that I, that only what I teach comes from a place of honesty and integrity. And that's what I'm going to lead you with. What you do is on your landing page with the offer. You're going to make that really bold promise, something that might take them 12 months, 24 months, 5 years, 10 years even to reach that goal. And here's why. You can do so with integrity, even if it is 1001% impossible for you to actually deliver that result in your free content. I think it's hilarious that just if I look at the stats on this podcast, how many people log off and won't listen and aren't listening at this point of the podcast because they prejudge what I'm actually saying and what I'm meaning. So if you're still here, if you're still listening to me, thank you. Thank you for actually trusting me to go on this journey with you. Here's why you can do so with integrity, because your free content right here is step number one on that promised journey, and that you're basically giving them a demo, a free trial at this point. Step number one, that's it. And so you are actually being honest about the fact that when they join your free training, that the promised result will come to pass for them if they continue on the journey with you. Now, a lot of people ask, you know, how do you know how much to give away, how much content to give away, then when to, you know, tell people that they need to buy the next level. And this is where people's thinking is wrong. See, they think it's about holding back a certain amount of content so that you have enough to charge people for. And that's a complete misdirection of focus. See, when we, when we, when we don't disconnect step one and maybe even step two and three, for me, I give away pretty much steps one, two, three, four and five in my free content. And then you go from like 6 to 20 in my paid content. I give you a lot for free in a lot of my free content. A lot of free value over delivering. Absolutely. But it's because it's strategically designed, because I know that there's so much more right here, and I'm not holding anything back over here. See, that's the key, is you don't want to hold back anything over here. However, don't make the mistake of simply blasting people with information in order to try to validate yourself and prove to yourself, to people, that they should work with you simply because you gave them a lot of information. Nobody's going to buy from you simply because you gave them a lot of great information. So you have to actually craft a sales pitch in a way that makes a connection with somebody. And so what you want to do in your free offer is this is you demonstrating what it's like to work with you, and you're making that initial, that initial connection with them over here. The amount of content and information that you actually share may not even scratch the surface of what you actually pay for and charge, but what you're going to do is you're going to invite people into your ecosystem. When we talk about an ecosystem, it's your world, it's your environment. It's the growth place of the results that you create for people. When people join with me, they are entering an environment where they will grow if they take action on what I teach. Now. I teach a lot of stuff that challenges many of the ways that we have been trained, raised best practices of society, and what people believe is even right and proper to do. And this is why most people will not do the things it takes to be successful. If you start simply after this episode, applying what I'm sharing right now, you'll be ahead of 98% of coaches and mentors out there. And yet most people will refuse to do what I'm talking about in favor of the latest fad guru strategy. Cracks me up when what I'm talking about right now is actually what produces the greatest result for you. Now, here's what's cool, is when you create a bold promise in your offer during this time of connection here. See, this is why I'm excited. Like, I'm thankful for those of you that are still listening to me right now. You know, people start podcast episodes and then stop them all the time. For those that are still listening, this is going to be a huge unlock for you during your presentation. You can be transparent and say, hey, listen, I want to start you on a journey. I'm going to show you how to experience xyz. Result. The gal I was working with today, she teaches people how to play music by ear. It's going to take more than just an hour and a half webinar to do that. And so what I said is, she needs to say, frankly, it's impossible for me to teach you everything there is to know in an hour and a half. But what I'm going to do is I'm going to pack as much information that I know will be valuable to you right now to start this journey, because I know that if you start with me on this, you will be able to reach those goals that you have, and I can help you get there. That's transparent. That's honest. So you make the bold promise by inviting people into your ecosystem, and then you transparently explain the reality of what's going on during your presentation. I'll tell you, if you do that, I get. I'll tell you what will happen. Nobody's going to complain about it. In fact, they're going to thank you, and they're going to say it was the best presentation they ever had. Now, listen, you may get some people that are disappointed, some people that are going to complain. There's always going to be those negative people that are looking for a fight, looking to challenge the man, looking to. To. To expose people, quote, unquote. And you're just gonna have to stop worrying about what they think about you. I get people all the time that tell me that what I teach is wrong and terrible. And even what I'm telling you right now, there are people who would be livid to even know what I'm sharing. What's funny is I put it out there in the public. I don't hide it. It's not even behind a paywall. It's literally publicly available. I'm probably one of the few coaches that actually tells you the truth about this up front. You don't got to pay me 20, 30, $40,000 to get the truth on this, because I want to see you succeed, and I want to see you make the kind of money that I know is possible in this type of business. But if you're not willing to make bold promises and you're not willing to disappoint a few people, you get a hundred people who sign up. Two people are pissed off because you didn't touch on what they wanted you to touch on, and you actually touched on what connected with the other 98% of people. Yeah, you'll get whiners, complainers, whatever, you will. But don't shift your entire business model just to appease and please the one or two people that get disappointed. That's craziness. And yet that is what most coaches do because there is generally can be deal with unresolved trauma, your family of origin, how you grew up, or your environment right now or the environment that you came out of, whether it be a workplace, a job, a church, or a situation where usually some kind of, maybe an authority figure or somebody who put themselves in authority was very critical of you and very harsh and made it in some way unsafe for you to disappoint them. And by the way, safety is relative, doesn't necessarily mean physical unsafety, but it could be as simple as you would lose your job or something like that if you disappointed them. And so then we bring that into a coaching interaction. We bring that into our coaching business. The timidity, the fear of upsetting others stops us from doing the very things that will make us the most amount of money in our business. And so what I encourage people to do is take whatever your business model is and go into chat GPT and we have prompts that you can use for this. You can ask it, what is the ultimate dream outcome that somebody who goes through this type of coaching might experience? And then you, you start to promise that to people. Your, your offer should not be connected to what your coaching methodology is. Oh, we're gonna do some testing on you and you're gonna get all the labs you need to figure out what's wrong with you and your health. Nobody's gonna buy that. No, what they want to buy is that you're gonna have more energy than you had when you were 15 years old, even if you're in your 40s. And that you're going to be able to accomplish more than you ever thought was possible for you at your age. That's a bold promise. And far too often people are leading with what they're selling, what their coaching is, what their methodology is, instead of the ultimate dream outcome and selling the dream, selling the dream that, by the way, most people are probably never actually going to experience because of their inability to change their behavior. And that's what most of the reasons why people never succeed are, is their inability to change their behavior. And it's not a flaw of yours as a coach, by the way. See, I've taken radical personal responsibility over how can I contribute, how have I contributed to people's failure in my coaching business? And when I look at, okay, well, at some point, if they're not listening to the training, they're not responding to any kind of reach out or accountability, they're ignoring everything about the program aside from me showing up their front door, which would be kind of creepy. I have literally done everything in my power to help this person succeed. And they've explicitly chosen to not change their behavior and to not get the most out of their investment in the coaching that they paid for. And you'll find that in your business, this is most of your clients, this is most of the people that are actually going to sign up for your training and your coaching. And you got to be okay with that. And you'll even have a small percentage that are going to be disappointed by this. And generally, most of the time they're going to complain. It's usually always, always, always, if you are delivering enough content, which is what we do. The number one thing that people come to me and complain about that I'm not giving them enough one on one support, which by the way, I don't give one on one support and I charge for the one on one support. And so the ultimate complaint is that my one on one coaching is too expensive. And because I'm so greedy, that's why they could never succeed. And I'm just like, you know, sorry, not gonna devalue my pricing simply because you feel that way. And because you lack the self discipline to be able to listen to a training and you lack the self discipline to be able to go through the content and you are unable to even show up to ask questions because of your own embarrassment. And I get it. Some of that might be mental health issues. They need therapy, they need some help. I recommend tons of resources to help people, but at the end of the day, if they're not willing to show up in their business and actually do the work, they've chosen the results that they've gotten and their actions show it. You know, I got a guy, he, he joins everything that I do. He might leave and listen to this podcast, I don't care. Never takes action, but he joins everything that I do. And his number one reason is I just don't. I just, you know, I just, I just don't feel comfortable doing it. I don't feel ready yet. Well, yeah, he hasn't felt ready yet for like eight years. No, but he won't even apply any of the advice that he's given. But I guess he's getting some value out of it. He keeps showing up. You know, there are actually coaches out there that believe that I should prevent him from buying from me and that it's unethical to allow him to purchase my coaching from me. I think that's silly. Especially if it's a group coaching program. If you make an opportunity for people and they decide to purchase it and you make it very clear about the expectations. And by the way, again, we got to stop over promising or under promising over delivering. We got to stop over, over, over giving so much of our, I know people that they would literally give hours and hours and hours of their time for free to codependent and toxically help their clients reach their goals because they find a sense of self worth in people using them. And when you detach your self worth and your self esteem from people's ability to use you. And by the way, you know, this is the same root cause of why people are promiscuous and they do things that they regret. Maybe they sleep with people that they don't want to just to feel validation again, by the way, you know, and I know what it's like. I used to be like this. I used to be somebody who felt I had no self worth. And my validation came from people telling me how, how awesome I was using me and people using my coaching at this point. Now I'm like, I'm going to provide the information, I'm going to give you the best information out there, but it's on you to actually take action with it. Because I know that I've set up all the systems that I can in my power, in the best ability that I have at the highest level possible. And so at the end of the day, the responsibility then falls back on the client to be able to actually utilize and take action in what is promised. And so that's why I confidently and boldly will make promises to people about what they can accomplish when they enter our ecosystem unashamed. And we've gotten to the point now where we, we've targeted the right customer. I have my, my, my sales pitch dialed down right. I actually get very few complaints anymore from people too, which is actually, that's a really beautiful thing. When you learn how to communicate well, when you learn how to powerfully lead the room, quote unquote in your presentation and you're able to be transparent and even address and handle objections with confidence, you'll have people thanking you even if you held back, quote, unquote, information that would help them. And ultimately, you know, some people actually need you to hold back information. If you overload people with information in your challenges or in your webinars, you're not actually helping anybody. You're only serving the internal need for feeling like, well, I did all the things, I did all the right stuff. I gave them all the information. At the end of the day, the most important thing that you can do is make a connection emotionally with the prospect to help them see the possibility of where they're going. And we have a whole methodology of how we craft our webinars, what you say during them, how do you say things, how do you actually get people to buy from you? And the majority of it is in framing their vision, framing their mindset, framing what they can see as a possibility, injecting possibilities that they never thought were possible into their mind. And what's funny is when you can mirror with the right people and essentially read their mind as to what they want, and you say the things that they actually want. And how can we do this? We can predict with accuracy by writing the right sales copy and using artificial intelligence to target the right people on social media. Were able to do this, and we're able to find the right people that were meant to work with, that were meant to connect with very easily and then close sales by communicating with that group of people. Okay. And so if you're a coach, if you're a trainer, if you're a mentor and you want to know how do I build a coaching business successfully, I would encourage you, if you're not part of my client growth accelerator program, get on the waiting list to jump into the client growth accelerator group coaching program. It's the best program that's out there for coaches, for mentors, for trainers to be able to get the information, the support, the accountability, everything that you need to be to make sure that you never get stuck in building your coaching business, you have at your disposal. As part of my coaching program, and if you're listening to this podcast, you also have access to me on my social media. You can ask me questions anytime you want. You can go post on my social media. The one thing I don't do is I don't respond to direct messages. But you can comment back to me on any social media platform and I'll comment, I'll comment back. It's funny, I say that a lot and most people still never take me up on it. Not sure why, but it's their own choice. So listen, I believe that you can succeed and make a million dollars as a coach. I believe that you can reach those goals, but you have to stop tiptoeing the line and being afraid to speak into existence a bold future outcome for your target customer. You need to prophesy into their life what is possible. That's what it is. You need to directly speak the possibilities that your target client can have. And if you struggle to see the possibilities in your own life, that's one of the best places to start, is to actually work on what's going on between your own head and to actually take care of what's going on in your own heart. And then that will make you unstoppable when it comes to helping your clients. I believe in you, and I love seeing you succeed. Thanks for listening to this episode. We'll talk soon. Have a good one.