#7 BUSINESS BREAKDOWNS: Want systems that make you money without extra work? Then, this will be the most important breakdown you'll ever read!
- Efe Soyhan
- Mar 13
- 6 min read
Today, we’ll take a look at two vastly successful coaching businesses.
I’m going to break down all the elements that make them so successful AND even show improvements for both that most might not see. The fine details that make the extra difference.
However, I still have the utmost respect for these businesses...
Both of these coaches, as you’ll see in a second, are extremely successful… even without my tweaks on the copy and structure of their website.
That’s because of many things like their authority, their network, their systems outside the website and so on.
So, what I want you to take from this breakdown is the checklist I put at the end, which are...
Systems EVERY business must have to thrive in their saturated market!
Especially you coaches!
If you want to stop working endless hours doing client work PLUS marketing PLUS time with family PLUS all the things life throws at you… so you can live more flexibly.
Listen up!
Because, this checklist will...
Save you a tonne of time...
make you a tonne of money...
AND give you the freedom to do what you want with your business!
Both of these coaches have something that nearly every business misses on their front page.
No matter where your traffic is coming from… Facebook ads… Google ads… Search… and so on… If they’re coming to your website out of their own interest, then your website must do one thing.
Want to know what that is?
It must clearly, visibly and precisely show your Unique Selling Proposition (USP).
The thing that makes you unique from your competitors.
For Carol Ann it’s: “Not just another life coach… getting what you want by knowing who you are”.
For Strategic Coach: “Power your business without the burnout”.
CORE UNDERSTANDING #1:
Your USP must be original, clear and make the reader go “WOW, this is what I need!”
If it doesn’t, keep searching for one.
And another pro tip:
Your promise should never exceed your proof and resources.
Meaning, the larger and less specific your promise… the larger the market it captures… Sooo, the larger your resources and proof must be.
Otherwise, your promise loses all emotional impact.
Now in terms of critiques:
Carol Ann’s writing at the top is extremely hard to read. The clearer the better.
Her USP just below is in small writing. I would make it bigger so it jumps out at the reader. Currently, the picture gets all the attention. And then the writing is also a bit chunky and choppy, it could definitely portray the same message in a more punchy, precise way.
Both are lacking the proof on the first page. And by the way, they both have a TONNE of proof.
So, making it visible would definitely be a good idea.
Oh, and I almost forgot… look how easy they have made it to book a call with them.
Clear buttons at the top right of both screens. This is great stuff!
Moving down the first page…
Both pages have a way of building an emotional connection with the reader. Making them feel heard and understood.
This is essential for a website… and especially for coaches. After all, it is completely relationship based.
For Carol Ann, the copy does miss specificity. Instead of saying countless, say… 557… or whatever. But again, these are fine details.
In a moment, I’m going to move onto what really allows these businesses to thrive. And you’ll be itching to apply some of these strategies to your business!
First, let me show you something great the strategic coach does:
Qualifiers!
Look, people complain about not getting qualified leads.
So...
It’s a great idea to put qualifiers in your copy!
Or… a survey… or a lead magnet that qualifies who it’s for.
I mean, you don’t want people who can’t even pay for your coaching booking calls right? That would be a waste of time!
So yes, add these to your site. Make them specific. Tell the world who you want as a client!
Now, before I move onto the BIG mistake coaches make… and how these businesses avoid these mistakes and make a lot of money in the process…
I want to show you one last thing Carol Ann does a great job at...
She has video testimonials on her site.
CORE UNDERSTANDING #2:
There is nothing more valuable than a video testimonial!
If you have them, add them. If you don’t, ASK for them.
SIMPLE!
She also adds in her authority and all her other non video testimonials. AND includes pictures.
This is something most coaches don’t do… add pictures… names etc.
This makes them more believable.
Of course, sometimes people don’t want that. And it’s okay. Just do initials and no picture.
But that’s a last resort.
Certainly don’t advertise them at the top of the page either.
Anyway, onto the last and most exciting part of this breakdown...
What I’m about to reveal is ground breaking stuff for most coaches...
so listen up!
Do you notice what these businesses have?
Well, let me tell you one thing first...
MOST coaches only have services. Meaning, they ALWAYS have to work to make money. If they don’t, no money comes in. PLUS, if there’s some economic downturn or a strange period in their business where there’s no leads coming in, THEY MAKE NO MONEY.
HOWEVER, if you have… what I like to call business assets, this is never a problem.
See, some buyers will be 1 month, 2 month, 3 month, 6 month buyers of your coaching.
Some may NEVER buy. They might just want a course, or to read your articles, or to work it out themselves using your lower level products.
So it is vitally important that your business builds in assets that work for YOU!
Not you working for your business. Your business working for YOU!
This isn’t revolutionary stuff, it just needs to be done the right way to work. I’ll show you how in a second.
First, here are some ideas:
A course providing solutions to some of your audience's most frustrating problems.
A podcast you do monthly… this could be clipped up and posted all across instagram and facebook for little bite sized valuable content. This requires 3-4 hours a month and provides endless FREE stuff for your audience!
A lead magnet, toolkit, guide, report etc etc. Anything that provides value and makes them want to choose you!
An evergreen masterclass that provides a tonne of value AND handles objections before booking their call with you!
BOOKS. Nothing beats a book in terms of authority.
A newsletter with automated content covering all of your audiences' most frustrating issues.
I mean the list is just endless.
But as promised, here are the principles that underpin all of these strategies.
IMPORTANT: You must go to the market first THEN create the product. Not create the product because you think the market needs it.
All of your products must be NEW, NEW, NEW. Don’t just do what your competition does.
Every single product must be underpinned by your USP. Fit it into your brand message.
And last of all… your product must be sold with GREAT SALES COPY!
By building these assets that work for you, they have your...
Mini salesmen that build relationships... give value and...
handle your audience's objections without you ever having to be there.
It captures your 1, 2, 3, 6 month buyers so you have an endless stream of leads without paying for advertising.
Once created, these assets make you money without you having to do coaching.
This means more time, more freedom and a more enjoyable business, rather than the laborious work just to pay for your living expenses.
I mean, freedom is one of the main reasons you started your business in the first place, right?
Last of all, you see this post? This is my own personal business asset. Something that gives away my secrets for FREE!
However, if you want the time and convenience of having it all done for you, click [HERE], and send me a message!
Talk soon!
Efe
P.S. If you want to check out these businesses, here are the links:
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