😍 5 Game-Changing Messages Every Coach Needs

These powerful messages make you the obvious best choice for your dream clients

One hot July evening, I was sitting on the terrace of Les Philosophes. (Les Philosophes is one of my favorite restaurants near Le Marais in Paris.)

One of the things I love about this restaurant is their commitment to using the freshest ingredients money can buy.  They even have a personal relationship with the growers and buy from them direct.

That night, something on the menu caught my eye.  It was a tarte tatin de tomates.  

A tarte tatin is typically a rustic-style apple pie.  It’s made with big chunks of apples (as opposed to the thin, neatly arranged slices you see in a tarte aux pommes).

I was intrigued to see how they’d do this with tomatoes, and I was excited to try it.  But when I ordered it, the waiter said, “We don’t have it. It’s not the season.”

I looked at him like he had lost his mind

“It’s July,” I said (the height of tomato season!).

“Oui madame.  You are right.  Tomatoes ARE in season.  But not THESE tomatoes.  They are still out in the field being ripened by the sun.  They’ll be ready in 2 weeks.”

While I was disappointed to miss out on the tomato tarte, it reminded me of one of the things I love about the French food culture – It’s all about quality ingredients. 

I love to cook.  And I know from my own experience that it’s nearly impossible to doctor up low quality ingredients and turn them into something good.

The right ingredients are magic.  They make the meal. 

And the right ingredients will bring magic to your health coaching business, too.

These Ingredients Add Magic to Your Health Coaching Business

I often hear how frustrated coaches are with their marketing.  They invest their time and money in creating marketing assets, like a website or a webinar, but they don’t do much to help the coach get more clients. 

It’s not that webinars and websites don’t work … it’s that they were made with the wrong ingredients.

In fact, with the right ingredients you can create a webinar and website that will act like your personal marketing department –  a team that’s dedicated to finding you new clients 24/7!

With the right ingredients, people see you as the obvious best coach for them.  They get excited to talk to you and eager to start working with you!

I call these ingredients Million $ Messages (million-dollar messages). 

The reason why is because they’ve helped many of the coaches and practitioners I’ve worked with create powerful marketing assets that put them on the path to making their first million.  (To be more specific, many of them add $10k-25k to their monthly income in the first year … some a lot more.) 

Let me tell you what the ingredients are.

The Million $ Messages That Bring Magic To Your Marketing

#1:  The Captivating Message

The first thing you have to do in your marketing is to get people to pay attention to you. That’s what The Captivating Message is all about.  It needs to get people to tune in and want to hear more. There are 2 factors that go into creating this kind of message. 

First, it must be relevant to something that’s going on in the person’s life.  So this message often talks about the problem you solve and who you solve it for.

Second, it must connect to their inner dialogue. Otherwise, it won't break through the thousands of messages our brain filters out because it thinks they aren’t important to our survival.

#2:  The Identifying Message

This is really made up of 2 kinds of messages.

First, it includes messages that describe how your ideal client feels now.  It’s very important to get this right because it shows them that you understand them.

Second, you need messaging that talks about the person they want to become.  This is important because people are only motivated to take action if they can visualize how it will make their lives better.

In copywriting, we call this "future pacing." It helps people see how working with you will help them create the new identity they desire, and how their lives will be different after they've worked with you.

#3:  The Awakening Message

This is the most important message of them all because it helps people see their problem in a new way.  It turns on the light at the end of the tunnel and awakens them to a new reality.  This gives them a sense of empowerment.

This powerful message:

1. Helps people understand the real reason why they have the problem

2. Releases them from any guilt they feel for having the problem

3. Explains why they haven't gotten results from other things they've tried

4. Gives them hope that this time they'll get the results they want

5. Positions you as the best person to give them those results

#4:  The Enlightening Message

This is about enlightening people to some surprising things you've discovered. It can be about why people have the problem or what they need to do to solve it. 

These discoveries give people new information that can help overcome their concerns or shatter common beliefs. For example, the idea that, "You need to eat fat to lose fat" was an enlightening discovery when it first came out.

These discoveries are important because they give evidence that your approach is new and different.

#5:  The Transformational Message

Once you've awakened people to a new reality and enlightened them with several key discoveries, you now need to show them the path to transformation. That's where your Signature System comes in. 

Your Signature System is a marketing message. (It's not the steps of your program.) It needs to convey the steps that will help people get from where they are now to where they want to be. 

For example: Let's say you help emotional eaters lose weight. Your Signature System could include these steps (notice how I describe them):

1. Step 1: Release Triggers
   First we'll release the hidden triggers that make you want to eat. This puts YOU back in the driver's seat.
   

2. Step 2: Eliminate Cravings
   Then we'll stop the cravings that sabotage your willpower so it will be easier to make smart decisions about when and what to eat.
   

3. Step 3: Restore Balance
   Here we restore your nutritional balance. This gives you added protection against cravings and also helps your body to naturally release excess weight.

These Million $ Messages help position you uniquely so you stand out from other health coaches.  And they are essential for creating a high-converting webinar and website. 

This was just an introduction to the Million $ Messages. I’ll be telling you more about them in future articles, so stay tuned.

How to Get Even More Coaching Clients in 2025

Yes, 2025 is just around the corner!  And I want it to be the best year yet for your coaching business.  So I’m cooking up a Black Friday Special for my Founding Members … including adding some special resources to the Founding Members’ portal on November 29th. 

Since I’m about to officially launch my new website, and I know many coaches want help with theirs, Founding Members will get these 2 new resources:

1. The 4 Questions Your Website Homepage MUST Answer

2. The Website Essentials Checklist For Health Coaches & Practitioners …13 things your website must have if you want more clients
   

I also want to help you position yourself to stand out from other health coaches.  So I’m also adding these 2 powerful resources:

3. The 5 Key Messages Every Health Coach Needs To Build a Profitable Business (This will tell you more about the messages you just learned about here)

4. The 3 Mistakes Health Coaches Make When Crafting Their Signature System … and what to do instead 

This is in addition to the resources Founding Members already have access to:

• How to Create a Profitable Health Coaching Business

• The 3 Health Coach Success Paths

• The Irresistible Breakthrough Offer™ Formula

• How to Find People Who Want to Work With You

I’ll be adding even more resources in the months ahead!  

Now for an important update …

Don’t Miss Out 

If you’ve been on the fence about becoming a Founding Member, here’s something that may help you decide.

There are 2 changes I’ll be making when Black Friday is over.

One is the Founding Member investment will be increasing by 20% (from $150 to $180).  The other change is Founding Members will get 1 private call with me, and not the 2 calls they get now.  (My current rate is $400 an hour for coaching, so this is an enormous savings!)

If you want to access my expertise to help you build your coaching business, now is the best time to invest in becoming a Founding Member.  You’ll save 20% over next month’s price and get 2 private coaching calls with me to help move your business forward.  This is the most cost-effective way for you to learn my approach (which over 1,500 health coaches and practitioners have already benefited from) and get my help.  

Here’s a full breakdown of what you get:

• 2 strategy and implementation calls.  You can use these for help defining your audience, working on messaging, or whatever you’d like. 
  
  For example, I was just on a call with Founding Member Amelia Barret.  She helps women with migraines and her business is now 100% online.  She wanted ideas to increase engagement with her email list.  I gave her my Quick Win List Activator Emails to get more calls booked.

• A reduced rate for 1:1 coaching  (If you want more 1:1 support from me, you can book additional coaching calls at a greatly reduced rate.)
  

• All the resources currently in the Founding Members area of the Piper Portal, plus all the new ones I’ll be adding on November 29th and going forward.