How to Grow a Coaching Business: 5 Steps to Hone Your Offer & Find the Right Clients

If you’ve been trying to figure out how to grow your coaching business but it seems like you’re just losing money on failed strategies…  

If you have an offer, but it’s not reaching the right audience…

Then keep reading because we are going to discuss an ad template we’ve uncovered to scale your coaching business and take you to the next level.  

This article will show you how to start and build a coaching business by making great ads that cut through the noise and outstand your competition.

In order to make your ads effective, we highly recommend incorporating all of the elements we’re about to discuss.

When we cracked the code with this ad template, our clients started getting a ton more qualified prospects compared to where they were previously, which was being flooded with tire kickers.

Here is exactly what you need to do in your video ad in this exact order:

1. Callout Your Target Market

We effortlessly capture the attention of the right audience by scripting our ads with the correct callouts in the hook. You want to call out your target audience within the first 3-5 seconds of your advertisement. 

This means saying something like “Are you a coach, author, expert, or speaker?” or “Are you a coach or consultant making $10k or more per month?”.

This instantly sets the tone for this ad and lets the viewer know who this ad is for.

2. Credibility Statement

Now that you have your target audience hooked, you want to tell them who you are and why they should listen to you. 

Review your list of achievements and you say something like “My name is Russ and I’ve worked with over 3,500 coaches, authors, experts, and speakers. We’ve helped them produce a cumulative $1B in total revenue.”

It’s important to address the elephant in the room, which is, “Why is this guy or gal on my screen and who are they?”

3. Proof

They are hooked, they know who you are, and now it’s time to nail them with proof that you’ve accomplished the results they are looking to achieve in their own lives or businesses.

This way they know exactly what you’ve done and it steers your advertisement away from “this is what you should be doing” to “this is exactly what we’re doing”.

The distinction between these two frames is very important: 

• One screams I’m desperate for leads. 
• The other casually lays it out and says “Hey, here’s what we’re doing and we think it could help you too.”

4. Call To Action

After that, hit them with a call to action (CTA) and show them exactly where they are going to click and exactly what they will do on the next page.

Showing them exactly where they are going will not only get them familiar with the next page, but it will also set their expectations for what they’ll see on the next page.

5. More Proof

Then ideally you layer on even more proof to get them over the hump to take action. Saying something like “Brian went to the same page and took the same exact steps and now he’s doing over 7 figures a year.”

This will build up the notion that these tiny baby steps could actually mean helping them obtain the results they want to get in their lives.

6. Call To Action Again

Hit them with the call to action (CTA) again. You’re continuously building up on why it’s important they take action because that is the whole point of this ad.

We want to show them what we have to offer is more valuable than what they were just about to do.

7. Countdown Timer

Give them 10 seconds after the video with a countdown timer and some music.

Sometimes people are just intrigued to hear everything you have to say and those people make it all the way to the end of the ad.

You don’t want to miss these people because they are probably very interested in what you have to offer (or they just went to grab a snack). On a serious note, this is a very important part to include in your advertisement.

Here is an example of an ad we ran for Russ Ruffino from Clients On Demand which follows this exact structure. 

Cut Through The Noise And Get More Qualified Prospects

We are confident that when you plug this format into your advertisements, you’ll see more qualified leads coming through your funnel.

Follow these 5 steps in order so that you can grow your coaching business successfully—no matter if you’re starting from the beginning or have experience!

Make Your Irresistible Offer. 

All of your marketing and sales efforts are secondary to whether or not you have an irresistible offer. But what makes an offer irresistible?

To quote Alex Hormozi, an irresistible offer is an offer so good that someone feels stupid for saying no to you. Your value proposition should be so good that it’s a no-brainer for your target clients to work with you.

Next, you need to know how to tell if you have an irresistible offer. 

You can do that by asking yourself these questions: 

• Are people buying from you? 
• If you were them, would you buy from you?
• Are you addressing a starving market?
• Are you solving a ‘bleeding-neck’ problem your market deems absolutely necessary to be resolved?

Setup A First Click To Sale Tracking System.

We talk about this a lot in our content but there is a method to our madness. 

Hyros Is An Irresistible Offer

To build off irresistible offers, Hyros is an absolute no-brainer for anyone who is running paid advertising. 

They’ve addressed a starving market, advertisers looking to scale their business, with a bleeding-neck problem which is wasting thousands of dollars every year due to inaccurate reporting.

If you are serious about taking your business to the next level through paid advertising, then you need a tracking system that shows you exactly where your sales are coming from.

We have every single one of our clients set up Hyros because we deem it absolutely necessary for every account we run.

Implement A Qualified Lead Optimization Process.

Although a great advertisement format is going to save you a lot of tire kickers and under-qualified prospects, we also stack on an entire lead quality optimization process for our clients as well. 

We leverage the information we get from the application page in our client’s funnels to determine whether or not someone is qualified or unqualified.

So what are some qualification parameters we observe?

Financial Resources

1. Financial Resources – Does this lead have the financial resources to be able to invest in our clients’ coaching business? 

Let’s look into more example questions: 

• Do you have the financial resources to invest? 
• If you were hit with a $10,000 emergency medical bill today, then how would you feel?
• What is your job title?

Motivation

2. Motivation – Does this lead have the motivation & determination to invest in a high-ticket program?

Example questions: 

• How motivated are you to solve this problem in your life? (1-10)
• How willing are you to invest in your personal development? (1-10) 

Scale Your Ads Using Our 3-Phase Scaling Method.

Believe it or not, scaling your ads isn’t as simple as finding one ad that works and putting it into one campaign where you have all your budget spend.

There is a lot of testing and strategy involved with how we scale our clients. In any test, it is absolutely critical that you have a control variable.

Phase 1: Creative Testing

In our creative testing phase, our control variable is based on the audiences in your account that have performed the best.

We take new creatives and pair them with these so that they have a better chance of performing and in order to know with more certainty if an ad doesn’t work.

Phase 2: Audience Testing 

Once we have winning creatives which perform within KPI, we then pair those with new audiences.

Our control variable has now become creative so the audiences stand a better chance at performing and we know with more certainty an audience doesn’t work.

Phase 3: Scale Campaign

After we’ve found 3-5 winning audiences and creatives through our testing and optimization process, we then initiate our scale campaign.

In this campaign, we take all of our winning pairs and throw them all in.

This allows us to put this campaign at really high budgets without risking any performance issues.

Run Retargeting Efforts To Pick Up Low-Hanging Fruit

Retargeting Ads (Cold)

Cold audiences are typically people who haven’t interacted with your company, such as people who viewed your post or watched a video.

They haven’t shown much interest but it doesn’t mean they’re not potential buyers.

We usually hit these audiences with a direct pitch-styled ad which basically tells them what you’re all about without any sugar-coating it. 

Or we’ll hit them with an emotional-based ad to move them to take action such as with this pain points ad example.

Pain Points Ad Example

Retargeting ads (Warm)

Warm audiences are people who have engaged with your pages in some way, either through your Facebook page, YouTube channel or landed on your opt-in page.

They have shown interest but they haven’t taken the next steps you’re really looking for them to take, such as watching your webinar or booking a call. 

A really good direct pitch ad works towards this audience as well as the standard “I saw that you clicked on our page but didn’t watch the webinar” types of creatives.

This type of ad will gauge them where they are at and motivate them to take the next step they were afraid to before.

Re-Engagement Ad Example

Retargeting ads (Hot)

Hot audiences are people who have been engaging with you for quite some time or have taken really big actions in your funnel without either booking a call or purchasing yet.

They have shown a ton of interest in you but it might just not be the perfect time for them to buy or they’re waiting for that next piece of content to push them over the edge.  

This is where case studies, testimonials, frequently asked questions, or product walkthrough ads crush it and give them that little nudge they need to finally purchase.

Case Study Ad Example

Email Marketing

Another great way to hit leads that have fallen off in your funnel is to hit them with email marketing campaigns.

Opt-In Sequence (Haven’t Booked A Call)

This sequence is a great opportunity to create and nourish a relationship with people who opted into your funnel. 

Here are some effective messages to use in your emails:

• Sharing personal stories about how you got into the business, what you’re doing now that is very effective.
• Showcasing case studies of the best results you’ve gotten for customers. 
• Answering frequently asked questions (FAQs) using your brand voice and brand story.

Booked A Call (Haven’t Purchased) 

This sequence is a great way to pre-sell leads before they get on the phone with you or get them back on the hook if they don’t close.

Here you’ll want to nail them with: 

• Your best testimonials, 
• Case studies, 
• and Product Walkthroughs 

The goals here are either getting them sold before they join the call or filled with FOMO because they didn’t sign on and purchase your product.

Focus Your Time Wisely

We covered a ton in this article and it can be a lot to manage yourself. Most coaches simply want to focus on coaching and not have to worry about where their next client is going to come from.

That’s where we come in.

Now you know how to grow your coaching business—and that creating targeted ads is the key to doing so as quickly and efficiently as possible.

If you wanna know how we could help you setup this process for your business

Including scripting all of your ads…

Putting together all of your videos…

And you want pretty much everything done for you by a high-class team of experts…

Then click here to book a Strategy Session with our team of experts to deep dive into your marketing strategy. 

We’ll provide you with clear action steps you can take to make your marketing more profitable!

Fill out the form here to book your Strategy Session with our Team.