That's All Well And Good, But I Don't Want To Buy It

There’s a plethora of reasons why coaches leave the industry

It’s a shame, but sometimes it isn’t a shame - to realise something very hard isn’t for you, and then continue doing it anyway - is a bit silly

I think that one of the reasons that some coaches leave is that they don’t get enough buyers (well, duh!)

The reason they don’t get enough buyers? They don’t sell something people want (double duh?!)

What I mean by this is that like it or not - society has created a monster in the health and fitness world - full of it’s own beliefs, interpretations, misinformation, status and various other sociological factors.

Which means, rightly or wrongly - people value some outcomes more than others.

So it kind of goes without saying - that if you sell something that people don’t want?

They won’t buy it from you

(Maybe this should be ‘A post on the bleeding obvious)

Over the years I’ve seen a lot of coaches try (and fail) with the angle

‘Everything you think you want is a lie, this is what you should actually want instead’

If you have someone saying ‘I want weight loss and nothing else’ and you say ‘Do you want to work on your body image?’ - there’s a disconnect there.

Two caveats to this;

I say this talking about business - not as a nutritionist. I do not tell people they should not work on body image with clients, or relationship with food with clients - obviously, I think these things are important.

I just want to highlight that if you went into a shop wanting to buy a hoover, and someone tried to sell you a lawnmower? You’d maybe think they’re taking the piss.

The other thing is that you CAN position these topics and offers in a way where people see it’s for them, and that they need it.

I DO think it’s slightly harder - but that’s fine! When has something worth doing ever been easy?

And I DO think you need to be absolutely shit hot on your messaging, your offer, your positioning, your avatar, your service - everything.

In a world where weight loss (for now, GLP-1s may shift this) is what most people want

It’s easy to see how much easier it is to market ‘Oi mate you look like shit, do my shred’

Because they’re already thinking that - it’s not a big leap for them

Selling the softer side is harder, and requires greater intention

I know it can be done - I have amazing friends with huge businesses supporting people with these things, I work with people inside SCM who get amazing testimonials about the life-changing nature of this stuff

And I know that the reason many coaches struggle and leave when trying to sell this coaching - is it’s easy to fall into being condescending and preachy on these topics

‘You think weight loss will help you - you fool! You’re just a pawn in the fitness industry’s game! Instead, come work with me on not caring about this stuff’

This is a little reminder - if you’re selling a programme that has the softer side baked in? Make sure you’re doing the hard yards with your storytelling, positioning, being very specific with day to day struggles that they experience, and what life looks like without them