Nobody wants what you have to offer - Here's Why

Most coaches try to convince prospects to buy something that they just don't really want.

Their product might be good, but what they offer on paper sucks.

This is especially prominent in the fitness coaching space, which I'm going to use as an example; They don't offer what people actually, really want.

If you are a fitness coach and you specialize in helping people lose weight, these are things people actually want:

- They want to lose weight fast without the hassle of exercise & sweat

- They don't want to diet & struggle

- They want to feel good in their skin in their swim trunks

- They want to feel the validation they imagine feeling once they are fit

- They want to look in the mirror and be proud

Why are you showing tips on how to do a kettlebell squat or why people need to diet and restrict themselves?

If you're telling people you'll put them on x diet and make them do y exercises which will in turn make them lose x pounds while increasing their muscle mass by y.

They just don't and won't ever care, and they simply don't want to hear this; to them, it sounds like work - which is exactly what they DON'T want, otherwise they would've been doing the work already right?

The point is, saying your offer by describing exercises and special diets is a terrible offer, and to them, you are offering work, not results.

An offer is what gets people interested, so make it as easy as possible for someone to book a call with you.

Later in the process is where they need to think about work - once they've paid you and are balls deep into the program.

There is a quote by Alex Hormozi who made this analogy about wrapping ham around garlic before you give it to a dog because apparently, garlic helps get rid of ticks.

What this means is you need to give people what they want before you can give them what you need.

The ticks is their fat, everyone wants to get rid of it, but no one wants to do the exercise and dieting (eating the garlic).

So what you do is you wrap your exercise & dieting in a offer, a package, that to them looks quick, simple, and results oriented in a minimum span of time.

This is why having an offer that people genuinely want is crucial.

Go look at your content and infer what you actually offer.

Is it something that people genuinely want?

Or is it just the garlic?

And please do share this with any other coaches or personal trainers struggling to get people to care about what they have to offer - because this is a REAL problem.