Issue #23

How to get coaching clients with 3 emails

10 min read
In this Article

Wouldn’t it be nice if you knew exactly how to get coaching clients? What if you knew exactly what to write in your emails to attract them?How to get coaching clients

Tools like ConvertKit make it easy to create email sales funnels — but what good is the funnel without the sales?

As a coach, there’s nothing quite as deflating as spending hours crafting great content, only to see little to no new leads come your way. It’s like having a world-class chef’s knife with no groceries to make the meal.

Imagine what would change about your day-to-day life if every time you hit send, you created new leads and sales.

How much time would be freed up if you had a clear playbook for what to write?

How would it feel to know that you weren’t being annoying or “salesy”, but instead you were enhancing your brand with every message? Not just more opens and clicks, but real feedback about how helpful and inspiring you are?

If you’re like me, you’re excited to actually IMPACT people, not just create more noise in people’s inboxes. But of course, until someone hires you, you can’t do anything to truly help them.

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How to get coaching clients through email

With that in mind, I’ve analyzed three specific email types that will help your audience move from “interested” to “all-in.”

Email type #1: The Transformation Story

What is it

The Transformation Story is an email that shows your potential buyers the storyline of before and after buying your services. It can be your personal story, a client’s testimonial, or even a third-party story that follows the same method/values as your brand.
How to get coaching clients through email-The Transformation StoryTransformation might be easy to show for a weight loss product, but the truth is every product or service offers a transformation of some kind. Just think: What is life for my customer like before they buy? And how is their life different afterwards?

Why it works

The Transformation Story email is so powerful because the human brain is wired to follow stories. But where most brands fail is knowing what elements to include in the story so that it actually attracts new buyers.

How to write it

Here are the elements you must include in your Transformation Story email for it to attract new buyers:

  • Identify the pain point your service remedies — in detail
  • Identify with a common objection your potential buyer might have
  • Include your unique process by name (but not in detail)
  • List the benefits you or your client is experiencing as a result of using your service — in detail

Check out this example from Spencer Griffin:

The Transformation Story Email

This email is extra powerful because he includes a screenshot from an actual client.

Pro tip: Not every client testimonial will attract new buyers. You’ve got to find ones with the elements listed above. See if you can spot them all in Spencer’s email!

Email type #2: The Line In The Sand

What it is

The Line in the Sand is a controversial statement related to your service or industry. It gets likes and dislikes. Lovers, haters, and —shudder—unsubscribers! It repels certain people while attracting others.
How to get coaching clients through email- The Line In The Sand

Why it works

The Line in the Sand email works so well because it excludes people.

Huh? Don’t you want to sell more? Shouldn’t you include as many people as possible? Be politically correct, and all that?

Actually, the more you exclude the wrong people with your messaging, the more the right people feel drawn to your business.

One of the fears your target audience has is that you just want to take their money. The 2018 marketplace is too savvy for that — they are highly resistant to product-pushers that don’t truly understand them.

A line in the sand email communicates power and understanding to your audience, because they think, “If they’re willing to turn people away, then they clearly aren’t just after money.”

Coaches who can turn away business are perceived as secure and confident. And just like in your social life, people are attracted to the secure and confident. Because confidence creates safety, the environment in which trust is built…

…and where trust is built, sales are made.

How to write it

To write an effective Line in the Sand email, you first have to have a clear understanding of what you believe as a brand.

Being controversial for the sake of being controversial won’t work. Your statement must be tied to your brand’s true identity as it relates to your industry.

In my Master Key Program, my clients go deep into this process, because a truly effective Line In The Sand can’t be a surface level differentiator. To trigger the emotions of your audience and attract your ideal clients, you’ll have to dig deeper.

Here are some signs that your line in the sand is solid:

  • You are a little nervous to share it for fear of being misunderstood
  • You receive emotionally charged feedback (both positive and negative)
  • You get replies and other messages about how something “resonated” with someone. Often, followers will freely share stories of how the “other guys” made them feel, but your email confirmed what they were hoping was true all along.
  • Your competitors are saying the opposite — or they won’t even “go there”

Here’s an example from my Taki Moore:

The Line in the Sand Email

In this email, you’ll notice he brings up what many coaches in his market choose to focus on — the importance of mindset — and comes at it with different point of view. This will instantly build trust with any of his prospects who have been sold the “mindset” solution but haven’t gotten the results they want.

Email type #3: The Why Now

What it is

A Why Now email shows your audience — either explicitly or implicitly — that it is in their best interest to take action today.
How to get coaching clients through email-The Why Now

Why it works

The Why Now email works so well because it gives people the necessary “oomph” to take action right now.

Choosing to hire you will be hard for your audience. Even when you’ve convinced them that hiring you is logical, they still may drag their feet.

Why is that?

Because every purchase is ultimately an investment in change. And for human beings, change is scary.

We naturally resist the discomfort of something new, even when that new thing promises to make life better. So we will procrastinate making purchases for as long as we can. Unless…

…We have a clear, strong motivation for taking action right now versus later. That’s where the Why Now email comes in.

How to write it

The most commonly used form of the Why Now email is often called “scarcity.” The essence of this email is that an opportunity is “going away forever” soon, so you better take action right now.

Retailers use a version of this all the time. “50% off special ENDS TONIGHT.” Stuff like that.

They use it all the time because it works. If there is a financial incentive for taking action right now, that can really motivate people into making a purchase.

There is a drawback to the financial scarcity approach, however.

Financial scarcity will get you a short term win: you will definitely get more clicks and purchases today if your discount or offer is “going away tonight.”

But if overused, the financial scarcity tactic will worsen your perception with qualified buyers.

Because eventually, they will stop believing you.

They won’t believe they’re missing out on an opportunity, because according to your messaging, there is always another offer around the corner.

They won’t believe your pricing, because they know eventually you will offer a discount or other financial incentive.

They won’t believe you’re a leader in your niche, because when financial scarcity methods are overused, you start to look desperate, salesy, and manipulative. And market leaders don’t need to be manipulative.

The good news is there is another way to communicate a powerful “Why Now” that won’t ever damage your perception. In fact, it only enhances your perception as a market leader.

Check out this example from my fitness coach, Greg O’Gallagher of Kinobody:

They Why Now Email

Instead of using discount language, Greg focuses on the upcoming summer season. He shows his audience that they have to start working out NOW in order to look their best at the beach in the summer months.

It’s not enough to tell your audience why they should buy. You will simply get lost in the noise of every other great coaching offer.

In 2018 (see what I did there?), you have to demonstrate the advantage of buying right now.

How to ensure these emails will work

There’s a chance that when you try these email types in your marketing, they WON’T work.

And there’s a chance that even if they work once or twice, creating consistency will be a difficult challenge for you.

So I wanted to be up-front with you and share how you can ensure these email types will help you attract new clients again and again.

The key is to not fall into the trap I call “look-alike tactic chasing.”

What is look-alike tactic chasing? It’s when you see somebody else’s marketing that is getting results, and you copy their tactics.

The logic is simple: if it worked for them, it will work for me! Right? Wrong.

The secret to a successful marketing message is NOT what you say or the method you say it. If any marketer tries to sell you on their “fail-proof script,” run in the other direction.

The secret is IDENTITY.

Specifically, you must understand on a deep level these two identities:

  • The identity of your brand
  • The identity of your ideal client

From that understanding, you can discover something incredible.

I call it the Connection Language. Because your identity is unique, your connection language will be unique. It can’t be duplicated. You have to discover it for yourself.

But once you have your connection language dialed in, it’s like magic.

It’s a master key that unlocks any marketing message you need to write and makes it profitable: social media posts, emails, sales pages, ads, and more.

Maybe you’re nodding your head right now like, “Ya, Blake — I’ve got total clarity for my brand’s identity and my market’s identity. My connection language is locked and loaded, just tell me where to shoot!”

If that’s you, these email types will CRUSH for you. Have fun.

But if you’re not sure — or if you try these emails and get inconsistent results…then you’ll know why.

If you want more information about how you can create your brand’s unique Connection Language, you can download a short book about that below.

Download Identity Alignment


It’s not about the tactic. It’s the identity.

You need to discover your unique connection language.

You need to have a defined glossary of words and phrases that increase your likability, build trust, and create new business for you online.

Ok, warning over. Go try these emails and impact more clients with your coaching than ever before.

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Blake Stratton

Blake Stratton is a brand messaging strategist in Nashville, TN. In his Master Key Program, Blake consults with small business leaders to create their custom communication playbook for customer attraction. Learn more about Blake at and follow him on Instagram @abundancemarketer.

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