Imagine you’re a fitness coach.

A client comes to you seeking help. She’s overweight.  She’s tired. She’s unhappy.

You know you can help her. You talk about eating more protein, and fewer carbohydrates. You talk about a custom workout program. You talk about mindset, and lifestyle changes, and drinking enough water.

You talk about your degrees, and a course you did on calisthenic training last year, and the supplements you recommend.

She looks bored. She’s checking her phone.

Then you tell her it costs $10,000 for your 12 week program.

This is a fatal mistake. You focused on how you achieve results. How long it takes. How much knowledge you have. How qualified you are to help her. But not the thing she actually cares about.

Let’s start again.

Imagine sitting down with this same client. You don’t talk about diets and workouts and carbohydrates. Instead, you show her 6 clients you’ve worked with. Each client has two photos. A Before and After.

Before: Overweight, tired, unhealthy, slouched over.

After: Slim, attractive, confident, bursting with health.

Her eyes light up. This is what she wants. You tell her you’ve helped these people to achieve their fitness goals. You can help her, too.

You are in high demand, so you only have room for one more client. She’ll need to make a decision by the end of the day. It’s $10k.

$10,000 for diets, and workouts, and macros, and meal prep? Hell no.

$10,000 for a brand new life where you look and feel like a movie star? Where do I sign?

Don’t explain how you do it. Don’t talk about how many hours it takes. Forget about showcasing your vast knowledge on the topic. Your prospect doesn’t care.

Here’s what they care about:

WHO you help

The PROBLEM you solve

The TRANSFORMATION you offer

PROOF that you can deliver

A price that reflects the VALUE

Get this right, and your conversion rate will skyrocket. Your prospect will think “That’s me, and that’s what I want. This is the person who can help me get there.”

You become the only choice in their mind.

Here are some examples:

SaaS Copywriter

Who You Help: 7-8 figure SaaS Businesses.

The Problem: Your website is ok, but you know you’re leaving money on the table.

The Transformation: Optimized landing pages that earn 20% more revenue per month.

The Proof: 6 case studies.

The Price: $5k per page

Video Editor

Who You Help: Youtubers with 100k+ subscribers

The Problem: You love creating content, but you’re spending 100+ hours a month in editing hell.

The Transformation: Do the creative work you love, and nothing else.

The Proof: 10 videos I edited + video testimonials.

The Price: $4k/m

Wealth Advisor

Who You Help: Executive Women with $500k+ to invest in the stockmarket

The Problem: You know you need to start investing, but you’re too busy with your career.

The Transformation: Your money will earn 8-10% annually, with zero time required from you.

The Proof: 7 case studies (10 years of returns)

The Price: $10k/yr