Leadership Coach Audit: Fix The Offer Before The Content
Key Takeaways
- Most coaches think their problem is marketing or sales when it is really the offer.
- A bio that says you help leaders achieve success and fulfillment is too vague, so focus on one clear result.
- Consistent posting is good, but every post, story and page should point back to how you help people.
- Nathan's view is that a high ticket offer should start at around five thousand dollars, because you cannot serve people well out of lack.
Today I am doing another audit of a social media account. I do not know the person I am auditing, and they are not a client of mine. I am just asking what I would do if I were in their shoes, so you can use the same lens on your own business.
Before I share my screen, here is the premise.
Most People Do Not Have A Good Offer
Most people think their problem is marketing. Or sales. Or anything and everything else. Most of the time it is the offer. You need a strong offer, and you need it before you worry about the rest.
Once the offer is clear, you can focus on two more things: your acquisition channel, which is how new people find you, and your nurture channel, which is the content that builds trust.
The Bio Is Too Vague
The account I looked at belongs to a new leadership coach. She had around two hundred followers and was clearly working hard. I was proud of her for getting started.
Her bio called her a human potential leadership coach and a former tech executive, helping leaders achieve success and fulfillment. I like that she leaned into the result she wants for people. But what does success and fulfillment actually mean? It also mentioned that she is a yoga and meditation teacher, and I could not see how that connects to leadership.
When I ran a website agency, I read Donald Miller's StoryBrand. He talks about how people give a website about three seconds. On social media you get milliseconds. If someone lands on your account, they need to know right away what you do and how you help.
So I would pick one main driver. Maybe it is leadership growth because she was a tech executive. Then answer the real question. How will you help someone become a better leader?
Pinned Posts And Stories
Your highlights should show your experience, who you are, your life, and the transformation of the clients you have worked with. Your top three pinned posts matter too.
She had a my journey post, which is good, but the caption did not say what she does or how she helps. Another post was about her upbringing. Another was about a book she was reading. None of them had a call to action at the end.
She was posting a lot. Some days three or four reels. That consistency is great. I just could not tell if there was a plan behind it.
Her stories were good. Talking to the camera, family moments, the books she reads, places she goes. That kind of storytelling shows the standards you live by, and people love that. I would just add clear calls to action so people know how to work with her.
The DM framework for qualifying leads, booking calls and closing without a pitch.
The Website Still Does Not Say How You Help
On her website the headline was about unlocking human potential and the future of work. Again, I am not sure how that helps me. If I were a leader who needed coaching, I would not know what I would get.
Then it gave me a price before it gave me a reason. The membership listed weekly coaching, weekly non negotiables, a private online community and guest speakers. That sounds like a cool thing. But I still did not know how it would make me a better leader. Then I reached the price, $400 a month, and I still did not know what I was getting.
Her LinkedIn about section was short. I would treat that page like a sales pitch. Make it a little longer and say exactly how people work with you.
Price It So You Can Serve Well
My suggestion is to build one strong high ticket offer. In my view the minimum for a high ticket offer is around five thousand dollars. You cannot operate out of lack. If you are not making enough money, you are not going to be able to help people with your expertise, let alone help them get the transformation they want.
Point Everything At How You Help
Once the offer is clear, your content should speak to your audience about how you can help them. That could be:
- Stories of how you have helped people.
- Tips on how to grow.
- The tools and systems that help people reach the result.
Aim for at least one post a day, plus stories. Then add a clear acquisition channel, whether that is free resources, a workshop or paid ads, so you are not relying on people stumbling onto your profile.
More often than not, when I do these audits, the issue is the same. It is not clear who you help and how you help them. Fix that first, and everything else you are doing starts to work harder for you.
Common Questions
Why Is My Coaching Account Not Bringing In Clients?
Nathan says it is usually not the marketing or the sales. It is the offer. If someone cannot quickly tell who you help and how you help them, they leave.
What Should My Instagram Highlights And Pinned Posts Show?
Your experience, who you are, your life, and the transformation of clients you have worked with. Nathan also wants a clear call to action at the end of each pinned post.
How Should I Price A High Ticket Coaching Offer?
In this audit Nathan says the minimum should be around five thousand dollars, and that a $400 a month offer makes it hard to give people the transformation they want.
How Often Should I Post?
Nathan suggests at least one post a day plus stories, with stories that tell your story and the standards you live by.
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Nathan Newberry is a business advisor, sales leader and former pastor. He helps Christian owners of established businesses scale so the business makes more money, needs less of them, and funds their calling. He built and sold a marketing agency, has interviewed hundreds of business advisors, and leads the Impact Freedom Accelerator. More about Nathan