How to Create Your Signature Coaching Offer

Let’s dive into the topic of creating your signature coaching offer!

If you have been in my world for a while, you’ll know that I talk about this a lot.

It’s a crucial step because, without a tangible offer, all of your marketing efforts could go to waste, and we definitely don’t want that to happen.

So, firstly, what is a signature offer?

It’s how you help your clients get from A to B or, how I like to describe it, from Hell Island – which is where they are now – to Heaven Island, which is where they want to be.

And here are some reasons why it’s important to have one.

1.  It differentiates you from other coaches. 

If you are a coach, with no other differentiator, you have a lot of competition.

However, if you have a unique methodology, then people will start to like and know you for the way you do things – your signature coaching offer.

My signature coaching offer is The Business of Coaching. It’s the programme that I have poured my heart into, which helps coaches go from not having enough clients and feeling overwhelmed, to having clients and a confident clarity about where their business is headed.

2. It creates more reliable outcomes.

When you have coached several clients on the same topic several times, you will start to notice patterns and you can refine and perfect your process over time.

3. A signature offer is helpful for selling coaching.

People don’t buy coaching, they buy solutions to their problems – selling a signature offer is more tangible than selling a batch of coaching sessions.

I have a particular framework that I work through with clients to help them to transform the intangible, which is coaching (that most people don’t understand well enough to buy), to something really tangible that the average person understands and values enough to part with their hard earned money for.

Using my templates, clients create a visual representation that enables them to easily talk through their offer and really allow people to see the journey that they will go on if they work with you.

It also allows you to filter out clients who aren’t a good fit, because if they’re not bought into your point of view it’s not going to work out.

For example, I believe that you do need to niche to be able to have, and to grow, a successful business.

That doesn’t mean that you can’t get a client without niching, but you might only get the odd one or two, and you might have to price it quite low, as selling ‘just coaching’ is really, really difficult.

However, having a niche and a signature coaching offer gives you the tools to  sell coaching effectively enough to build a solid, reliable, long-term business.

If you don’t agree with me on niching you are not going to be a great client for me because I’m not going to be able to help you. And that’s what I love to do!

4. It allows your clients to feel safe and cared for. 

When your client sees that you have a process, they can trust that you know how you’re going to get them there.

And, obviously, if they believe it’s possible and really lean into the process, then this transferred confidence is going to increase the likelihood of them getting results.

5. It gives you the ability to create multiple streams of income.

When you stop trading time for money, you can compile a book out of your signature coaching offer, you can build a course, you can package a group programme, you can build a membership. All those income streams from creating your one signature programme!

Let’s get started with the exciting bit and create your signature coaching offer!

Firstly, sell what your clients want, not what they need.

Let’s explore this concept because it personally took me a very long time to get it enough to do it effectively.

Wants and needs are very different.

As coaches, we often have a raised sense of awareness and can talk in coach speak that the layperson might not know about yet, like limiting beliefs and values and so on.

This can make coaching sound like a luxury item, so we need to help the average person who isn’t used to investing this kind of money in themselves see its true value.

We need to position your coaching in a way that resonates with them and addresses their immediate desires.

To do this, I love the analogy of the front door and back door.

For example, for someone who is unhappy in their job and wants a new job, the front door is, “I want to get a new job.” The back door is the confidence to actually leave their current job knowing their value and their strengths, ensuring that they go for a job that they love and will feel fulfilled in.

As we, as coaches, know, there is a lot more to getting the right new job than just updating your CV and putting your application in.

There’s probably a pattern there. They were probably miserable in their old job and the one before that and the one before that.

Coaching can really explore what’s holding them back, what they really want; shifting their mindset and building their confidence so they can get the right job for them.

So, think about your ideal client and what their front door issue might be. What is the big goal that they are aware of and actively seeking? What is keeping them awake at night? What is the one thing that they know they need help with right now?

Learn from my mistakes

When I first started my programme, the Business of Coaching, I was selling the idea of helping people to build their coaching business.

It seemed obvious, as that’s what you need to do to get clients.

It covers identifying your why, setting up your business, your niche, your marketing, overcoming your visibility issues, knowing how to conduct sales calls, how to set up sales funnels. There is so much involved.

So I was leading with, “I will help you to build your business.”

But actually, what people wanted was, “I just want to know how to get clients.”

For example, I used to have a free pdf lead magnet, called ‘10 steps to build your coaching business’. I had really slow growth with that lead magnet, even though people downloaded it.

The moment I changed my lead magnet to ‘12 ways to get clients now’ I had 50 downloads on the first day!

It was a dramatic difference and showed me that I had got my messaging wrong.

As a coach, my raised awareness made me think that my messaging was spot on, by highlighting what’s involved in building your coaching business, but I was wrong. It didn’t resonate with my potential clients.

Once you understand your client’s front door issue, it’s time to craft a compelling headline that resonates with them. 

What is going on in their life right now? What are they wishing for?

Try to express it in really concrete terms, i.e. ‘Get out of your rut and get into a job that you love.’

That could be your clear front door message if you are a career coach, for example.

Now we know how to sell your clients what they want, not what they need, let’s move on to the journey – your 3-6 steps that will take your client where they want to be.

If, for example, you are a career coach, the steps from being stuck in a rut to getting a job they love, might be 1) their confidence, 2) their strengths, 3) the technical aspects of a career change, and then maybe 4)  how to excel in their career once they have their new job.

By mapping out a journey, you’re providing a tangible roadmap that people understand enough to think, okay, I can see that if I want to get this result it looks like these are the things I need to know. Yes, please. Count me in.

So, now you have your high level steps, it’s time to think about the logistics.

Just because you have three or four high level steps doesn’t mean that that is the amount of coaching sessions you will need.

You’ll want to think about the logistics, like how many sessions are you providing, are you giving free email access, what’s going into your offer and how can you tailor it to fit that person’s needs, and ultimately your needs as well.

Then comes pricing. 

It’s crucial to think about your pricing in terms of the transformation that you are providing versus the cost of a session, because it’s not just about the session.

So much goes into the relationship. You hold space in your heart for that person throughout the several months you’ll be working with them.

There will be to’ing and fro’ing over things. They will be gaining insights from the actions they’re taking in between sessions that they will want to bounce off you. If you want to have a really successful coaching business, it’s really important to start thinking about the time, energy and expertise you are bringing to the table. This will help you to confidently set your prices.

If you are thinking that this sounds like the complete opposite to what they teach you at coach training school, you’re right.

At coach training, they teach you how to coach but they don’t teach you how to sell coaching so that you actually have clients to share your coaching expertise with.

There is a huge gap here, and I wish more coach training providers were open about the fact that you might need to learn some marketing and sales skills to be able to have a career as a coach.

Learning how to build a business and actually make it work for you is like a whole other qualification in itself.

So, that’s it!

Prefer Audio? You can also listen to all my new content on my podcast Women in the Coaching Arena.

Get the love and support you need to make it happen

If you’d like my help to implement this so you make a difference AND make a living you can learn more about how I can help you here.




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.