Closing the Gap in Coaching Program Marketing

The Problem with “Do For You” Marketing

I’ve noticing a BIG gap in the way many coaching programs and services are marketed: Too often, programs focus on what they’ll "do for you" instead of "what we can achieve together."

Every client comes in with their own strengths, challenges, and unique backgrounds, which dramatically impact the degree and/or likelihood of success they’ll achieve.

For complex, multi-party programs—especially coaching or info-based—one-sided effort won’t cut it. BOTH sides need to deliver 100%.

The Recruiting Example: A Clear Case of Shared Responsibility

Take recruiting, for example: As an independent, third-party recruiter, my success depends on both the quality of the talent pool and the company environment.

Each candidate brings their own unique skills and mindset to the table, just as each company has its own culture and team dynamics.

Successful recruiting means matching these individual backgrounds to the right environments—working with variables that I don’t control.

You'll never hear me say that a rep is crushing it on an offer I helped him land BECAUSE I connected them to the company. That's absurd.

I have nothing to do with their success. I'm not involved whatsoever. They’re doing well because they're working well together. I got paid to make an introduction. What they do from there I have no influence over and therefore, can take no credit for.

The Subtle Problem with Many Programs

Here’s the issue: I'm of the opinion that too many programs subtly downplay the client’s role, often implying the work will be easier than it is.

But no two clients start from the same place or bring the exact same strengths and gaps. Great programs recognize that clients’ unique circumstances and effort levels impact results—and they don’t hide that fact.

Phrases like "we work as hard as you do" sound nice, but they still oversell how "hands-off" success might actually be.

The Truth About Success

The truth? Nothing is as easy as anyone makes it sound.

Have you ever seen an ad that says: "This is going to kick your teeth in, and every day you’ll feel like quitting—but it’s worth it and it will change your life if you muscle through it with us."

Nope. You don’t.

Unfortunately, "hard work" doesn’t seem to sell as well as "pay us to help you skip the line."

A New Approach: Transparency and Honesty

I have an idea though... Instead of selling easy results, let’s recognize each client’s unique journey, strengths, and struggles.

Real change demands real work, and a great program will guide each person through their individual challenges.

Addressing the Doubters

Now, before the nay-sayers jump the gun: You might not think it matters because people can't conceptualize what you're telling them anyway.

They've never experienced what you're telling them is going to happen, so they have no frame of reference. Exactly.

They won't be able to conceptualize how easy OR how hard it is. So might as well just tell them the truth up front:

Key Question for Clients and Program Providers

So, if you’re considering—or you run—a program or service, ask yourself: What strengths, experiences, and challenges does the client bring, and how will they likely shape the results achieved?

Both sides bring unique contributions, and true success depends on the commitment of EVERYONE involved.

Who Really Drives Success?

Too many programs want you to believe THEY'RE the reason for all their clients' success. That’s only part of the story.

In reality, the client’s role is huge—often more influential than the program itself.

A great program will be transparent and give credit where it’s due, showing what successful clients consistently bring to the table.

What Makes a Great Program?

Transparency means not only celebrating the program’s strengths but also recognizing the client’s unique contributions that drive their success. The best programs openly acknowledge this from the start.