Podcast
I Love Coaching Podcast
Hosted by I Love Coaching Co. · EN
Welcome to the I Love Coaching Podcast, your go-to source for insight, inspiration, and actionable strategies to take your coaching business and personal growth to the next level. Hosted by founder Adam Roach and integrator Jess Webber, this podcast dives deep into what it truly means to thrive as a coach, entrepreneur, and leader.
Created for entrepreneurs who believe in the transformative power of coaching, this podcast is perfect for anyone looking to build, grow, or scale their coaching business. Whether you’re just starting out, aiming to grow your business, or sharpening your mindset for long-term success, Adam, Jess and their lineup of world-class guests share inspiring stories, business strategies, and coaching techniques to help you unlock your full potential.
What You’ll Discover in this Playlist:
* Leadership & Business Mastery: Learn the essentials of leading with confidence, building a thriving business, and making a meaningful impact. Each episode is filled with practical, real-world advice you can apply immediately to your coaching business.
* Personal & Professional Growth: Develop actionable strategies for self-improvement and personal growth. From mastering your mindset to overcoming challenges and building new habits, these episodes will help you grow from the inside out.
* Expert Conversations: Hear from some of the top minds in coaching, entrepreneurship, leadership, and personal development. Guests share their stories, challenges, and the exact steps they took to achieve success—so you can model their success in your own life.
* Actionable Takeaways: Every episode provides tips, tools, and strategies you can implement right away. From business tactics to marketing insights and client relationship tips, you’ll always walk away with something useful.
Who Should Listen?
The I Love Coaching Podcast is for coaches, entrepreneurs, and anyone dedicated to ongoing personal and professional development. If you’re passionate about becoming the best version of yourself, leading others to greatness, and scaling your business impact, this podcast is for you. Whether you’re just starting out or an experienced leader looking to scale your business, Adam Roach’s extensive knowledge and engaging interview style make every episode a valuable resource.
Each episode is designed to help you take immediate action, whether it’s through a new business strategy, a mindset shift, or a tool that will help you operate more efficiently.
Meet Your Hosts:
Adam Roach is a seasoned coach, entrepreneur, and leader passionate about empowering others to build businesses with purpose. With deep business expertise and an engaging interview style, Adam delivers insights that drive real results.
Jess Webber is a strategic business architect and creator of the Business Freedom Framework, helping solopreneurs escape overwhelm, implement simple, scalable systems, and work smarter, not harder. Her expertise in efficiency and execution makes her a game-change...
35episodes
Episodes
Newest firstAll episodes
Is This Actually Yours? A look at your Messaging [Pt. 1]
1w ago00:22:38Tap to summarizeYou can spend years building a coaching business on language that was never yours to begin with. You absorbed it from the program you joined, the mentor you followed, the framework you bought — and because it worked for them, you kept using it. The problem isn't that you learned from someone else. The problem is that you never stopped to check whether what you're saying is actually what you believe. That's what this episode is about. Adam and Jess kick off a new five-part series by naming the thing nobody in the coaching industry wants to say out loud: a lot of coaches are operating inside someone else's identity. Not because they're dishonest, but because borrowing confidence from a borrowed message feels safer than standing fully in your own. And it works, right up until the moment it doesn't, and your audience can feel the gap between what you're saying and who you actually are. The conversation moves between Adam's experience as a tennis coach (where he created his now-legendary "armed forces forehand" framing for full-body swing technique) and Jess's background as a classroom educator, where she learned early that the difference between teaching and regurgitating is whether you actually own the material. Both threads land in the same place: when the messaging is yours, trust builds. When it isn't, people can feel it, even if they can't name it. What you'll take away from this episode:Why borrowing someone else's message means borrowing someone else's belief — and why that shows up more than you think The difference between learning from a framework and actually owning one (there's a specific moment the transition happens, and most coaches skip it) How the information age gave way to the implementation age, and what that means for how you position yourself now Why the AI era is accelerating a crisis of authenticity — and how coaches who do the identity work will be the ones people trust What "AI slop" actually signals to your audience and how to make sure your messaging doesn't read like it A simple reframe: leverage every tool you have to become more human, not less The tactical next step: slowing down to audit your language before you accelerate your growth The Main Idea:Most coaches aren't lacking content or strategy. They're lacking language that's actually theirs. And until you sit down and identify which parts of your messaging fit and which parts belong to someone else's worldview, you'll keep feeling like you're performing a version of coaching instead of living it. The coaches who break through are the ones who did the slow, uncomfortable work of converting borrowed language into owned belief. Notable Quote:"Leverage the tools to be more human." — Jess Webber Resources Mentioned:Dan Henry's course (referenced as an example of learning a framework, then building your own — not an endorsement) Graham Cochrane's concept of a "premise" as a universal belief in your space The ILC Blueprint: ILC's proprietary methodology for building a process that's uniquely yours ILC community and events: ilovecoachingco.com Instagram: @ilovecoachingco / @adamrroach / @thejesswebber YouTube: youtube.com/@ilovecoachingco Join the Community:If this hit and you're ready to stop operating inside someone else's framework, this is exactly what ILC is built for. Challenges, intensives, membership — find what fits where you are right now at ilovecoachingco.com.
Transcribe →Trust Yourself First: Nassim Ebrahimi on Mental Performance for Coaches and Athletes
2w ago00:50:31Tap to summarizeYou already know your stuff. You've built the credentials, done the work, put in the hours. So why does it still feel shaky the moment someone challenges you, doubts you, or the moment you step into a space you haven't occupied before?This conversation with Nassim Ebrahimi is not a motivation talk. It's a masterclass on what confidence actually is, where it comes from, and why so many coaches and athletes are building it on the wrong foundation.Nassim came from one of the most linear, high-achievement career paths you'll find, earning a psychology background (neurobiology, physiology, developmental psych) and rising to one of the youngest vice presidencies in her state. Then COVID hit, and instead of taking the next logical step toward a college presidency, she stopped. She sat in the discomfort of not knowing what was next. And from that pause, an entirely different career emerged, one grounded in mental performance coaching for athletes, executives, and coaches who want to stop cracking under pressure.Adam and Nassim cover a lot of ground in Part 1 of this two-part conversation, including the emotional reality of a major career pivot, why your title is not your identity, and a surprisingly simple equation for building confidence that doesn't depend on everything going right.What you'll learn from this conversation:Why the first day after a major life pivot is the hardest one (and what to actually do with it)How Nassim defines mental toughness, and why it has nothing to do with hiding your emotionsThe exact confidence equation she coaches athletes and executives with: Confidence = Trusting Your Skills + Owning Your RoleWhy unshakable confidence isn't about staying at a constant high, it's about knowing which variable to lean into when one dropsHow she went from volunteering at her daughter's soccer practice to coaching pro athletes (and why the transition was less random than it looks)What coaches can learn from the way athletes handle adversity, and vice versaWhat Adam means when he says "borrowing confidence" from your coach, and why authentic confidence is the only kind worth borrowingThe big idea:Confidence is not a fixed character trait. It's a math problem. Nassim teaches it as an equation: trust your skills plus own your role. When one side of that equation dips (as it will, because you're human), you lean harder on the other side to keep the whole structure stable. That's not a mindset hack. That's a system. And for coaches who work with athletes, clients, or anyone in transition, this reframe changes what coaching confidence actually looks like in practice.Notable Quote:"Mental toughness brings mental clarity. If you can keep your physiology, your language, and your focus productive simultaneously, that is a stronger mind." -- Nassim EbrahimiGuest Bio:Nassim Ebrahimi is a mental performance coach, former higher-education executive, and founder of Becoming My Stronger Me. She coaches athletes from youth to professional level, executives in transition, and coaches looking to integrate mental performance techniques into their work. She's also the author of The Stronger Mind, available through her website at www.becomingmystrongerme.com.Resources Mentioned:The Stronger Mind by Nassim Ebrahimi -- www.becomingmystrongerme.comBaller Goals by Nassim Ebrahimi (soccer-specific training book)Nassim's coaching program for coaches: quarterly cohort launching mid-June 2026 (email nasim@becomingmystrongerme.com for next cohort info)ILC community: ilovecoachingco.comInstagram: @ilovecoachingco / @adamrroach / @thejesswebberYouTube: youtube.com/@ilovecoachingcoNassim on Instagram: @strongerme | LinkedIn: Nassim Ebrahimi | TikTok: @becomingmystrongermeTimestamps: [00:00] Intro and welcome -- Adam introduces Nassim[00:39] You were born, and then what happened? -- Nassim's origin story[04:48] From psychology to the lecture hall to VP -- the linear path[09:19] The moment of pause: do I love it enough?[13:07] The first day after resignation (and why she cried for hours)[16:40] Getting off the couch: how Nassim built back[17:38] "I trusted me" -- the decision before the decision[19:44] Who are you without your title?[21:09] Volunteering everywhere and finding the coaching path by accident[27:38] Adam reflects: transferable skills and borrowed confidence[30:48] The confidence equation: Trusting Your Skills + Owning Your Role[34:58] Nassim's business: one-on-one, teams, keynotes, and the coach program[39:27] The Stronger Mind book origin story[41:46] Baller Goals and what's next[42:19] Adam's giveaway: first 10 DMs get a free book[43:23] Nassim's book club offer: 10 friends + a free hour with Nassim[44:51] What mental toughness actually looks like on the other side of coaching[47:27] The cliffhanger: Part 2 is coming[49:46] Closing reflections and mutual appreciationJoin the Community:If today's conversation stirred something for you, whether about your own identity, your confidence, or the coaches and clients you serve, the ILC community is where that conversation continues. Come build with us at ilovecoachingco.com.
Transcribe →Maslow's Mountain Pt. 7: You Learned It. Now What? Don't Climb the Mountain Again
3w ago00:17:52Tap to summarizeYou finally nailed your messaging. Your offer makes sense. People are signing up. And then you launch your group program, or step on a stage, or start a podcast, and suddenly none of it works anymore. What happened?This is the final episode in our seven part Maslow's Mountain series, and it might be the most important one. Adam and Jess close out the series by naming the exact thing that trips up coaches right after they've had success: they treat what they learned like a checklist. Check the box, move on, forget it ever happened. Then they step into a new space, a new offer, a new stage, and they climb right back to the top of the mountain they just spent six episodes learning to climb down from.Adam calls it language creep. Jess calls it the now what problem. Either way, it's the same pattern. You build a one to one practice using Maslow's hierarchy to meet your avatar where they are. It works. Then you launch a group program, or get invited to speak, or start a podcast, and you go right back to summit language. "I built this incredible framework." "Here's everything I've accomplished." And the audience you're now in front of doesn't speak that language, because they're standing somewhere completely different on the mountain than you are.What You'll Learn:Why "checklist thinking" is the most common reason coaches lose momentum right after a winThe difference between the mountain you climbed and the mountain you're climbing next, and why your messaging has to reset for each oneWhy authority on a stage doesn't come from sounding smart, and why over explaining actually loses your audienceHow to use Maslow's hierarchy as an audit tool for slide decks, ad copy, funnels, and anything else you put in front of your avatarThe real difference between being an educator and being an influencer, and why neither should be your identityA practical way to use AI to prepare for podcast guest appearances, keynotes, or any new platform by feeding it your messaging and asking for an audit, not a generic summaryWhy this entire seven part series comes down to one sentence: it's not about youThe Big Idea:Every time you move to a new "mountain," whether that's launching a group program, stepping on a stage, or starting a podcast, your avatar resets to their own base camp. Your framework, your payoff, even your credibility can stay the same. But your language has to meet them where they are, not where you are. The coaches who keep winning are the ones who keep auditing their messaging against Maslow's hierarchy every single time they show up somewhere new.Notable Quote:"You don't have to look good and be right to gain authority. Your feet being on the stage already give you authority." - Jess WebberResources Mentioned:Story Brand and Hero on a Mission by Donald Miller, referenced as ongoing filters for hero vs. guide positioningGet Paid to Coach free guide at ilovecoachingco.com/get-paid-to-coach$10K+ Coaching Offer Challenge at ilovecoachingco.com/challengeREAL Coach Method Membership at ilovecoachingco.com/discoverInstagram: @ilovecoachingco / @adamrroach / @coachjesswebberYouTube: youtube.com/@ilovecoachingcoJoin the Community:If you're building a coaching business, already running one, or just starting to think about it, ILC has resources for wherever you are. Free guides, live and virtual events, and a community built specifically for coaches who want something that's actually theirs. Find it all at ilovecoachingco.com.
Transcribe →Maslow's Mountain Pt. 6: One Story That Closes Clients
4w ago00:26:48Tap to summarizeYou built something that works. You know it works because clients have told you so. But when it comes time to share that proof, something freezes up. It feels like bragging. It feels like selling. So you say nothing, or you bury the win in data and credentials nobody asked for, and the person on the other side of the table leaves without knowing you could actually help them.That's exactly what Adam and Jess dig into in this episode, the sixth in their seven-part Maslow Mountain series. And the answer is simpler than most coaches expect: one story, told from the right place on the mountain, does more than a hundred polished sales calls ever could.The whole premise of "Proof That Works" is that testimonials and case studies aren't marketing tools. They're relationship tools. When you frame a client win as a story, told from the client's perspective and anchored at the level of the problem they were actually experiencing, the right avatar can see themselves in it. They stop evaluating you and start imagining what's possible for them. That's the shift from a sales call to a discovery call where they end up asking you how to work together.Jess shares a real example from a recent introductory call: one client story, one clearly articulated outcome, and every objection the prospect had was handled before it was ever spoken. No pitch, no close, just proof told as narrative. Adam builds on that with the flywheel framework: one offer, one conversion, one payoff, one testimonial, one story that keeps repeating as you continue to attract the same avatar.The conversation also addresses the coaches who hesitate to share wins because they don't want to come across as self-promotional. Adam and Jess are clear on this distinction: promotion is about you, proof is about your client. When the story centers the avatar as the one who did the work and achieved the outcome, you are not the hero of that story. You're the guide. And that framing changes how people receive it entirely.What you'll take away from this episode:Why one well-told client story outperforms a library of testimonials no one readsHow to tell a story that lands at the right level on Maslow's Mountain, so it actually connects with the person you want to attractThe storytelling framework: context, emotion, obstacle, resolution, and how to sequence them so your avatar sees themselves before you ever mention your offerWhy proof and promotion are two completely different things, and how to tell which one you're doingHow pre-handling objections through story means you never have to answer them directly on a callThe specialist vs. generalist distinction and why generalist coaches struggle to build any proof that actually convertsHow to turn a single client result into a flywheel that keeps attracting the right people consistentlyThe big idea: Coaches who struggle to attract clients usually have enough proof. What they don't have is a story. The proof exists in their work. The story is what makes it land with the next person who needs it. When you stop trying to convince and start telling the truth about what happened for someone else, you move from selling to serving. And the close takes care of itself.Notable quote:"I don't ever feel like I'm promoting. I just feel so confident in the outcome that I've gotten people that it makes it easy to connect." -- Jess WebberResources Mentioned:StoryBrand framework (Donald Miller) -- referenced as context for guide vs. hero languageILC community and events: ilovecoachingco.comInstagram: @ilovecoachingco / @adamrroach / @thejesswebberYouTube: youtube.com/@ilovecoachingcoReady to stop guessing and start growing? The ILC community is where coaches build real, aligned businesses grounded in their actual expertise. Join us at ilovecoachingco.com.
Transcribe →Maslow's Mountain Pt. 5: The Avatar Problem - Why You're Not Getting Enough Clients
Jun 300:25:00Tap to summarizeYou think you know who your avatar is. You're probably wrong.Not because you haven't thought about it. Not because you lack experience or expertise. But because most coaches are describing their avatar from the top of the mountain, in language that makes total sense to them and zero sense to the person at the base.That is the avatar problem. And it is not the avatar's problem. It's yours.In this episode, Adam and Jess are naming the thing that sits underneath every marketing frustration, every slow launch, every "I don't know why this isn't working" moment in a coaching business. If you are not getting enough clients, your avatar clarity is almost certainly part of the reason. It's not the only variable, but it is the one that makes every other variable harder to fix.The avatar problem shows up in a few specific ways. Some coaches have it because they are trying to speak to everyone and therefore speaking to no one. Some coaches have it because they have built their messaging around a job title or industry rather than a lived problem they have actually solved. And some coaches have it because they are so deep in the expertise of their niche that they've lost the ability to speak in the language of someone who hasn't arrived there yet.Adam and Jess have had every version of this problem themselves. The challenge was called the "10K Coaching Offer Challenge" for years. The intensive was the "Quarter Million Coach Intensive." Both were named for an old version of an old avatar, built around aspirational income language that made sense to them and filtered out the exact coach who needed them most. When they ran their own positioning through the Maslow Mountain filter, they renamed both. Not because the content changed. Because the avatar did.IN THIS EPISODE: - Why "if you don't have enough clients, you might have an avatar problem" is the fastest self-diagnostic you can run right now- The Rory Vaden principle that actually defines who you are built to serve (and it has nothing to do with credentials or certifications)- Why the specialist always beats the generalist, and the cardiac surgeon story that makes it click permanently- The two ways coaches speak about their avatar publicly, and why only one of them generates referrals- Adam's 30-year-old tennis evaluation sheet and the moment he realized he should have been coaching serves, not tennis- The relevance pitch framework, what it is and why "internal niche, external relevant" is the rule that ends the verbal vomit problem- What happened to the challenge participant who walked in with a five-minute monologue and walked out with a six-word sentence- Why imposter syndrome, silo-building, and unclear avatar language are the exact same problem wearing three different outfits- How Adam and Jess renamed both their challenge and their intensive after running their own language through the Maslow filterTHE BIG IDEA: Your avatar is not defined by who you want to serve. It is defined by who you are actually built to serve, the person walking the path you have already walked. The coach who gets clear on that stops chasing clients and starts attracting them. But here is the part most coaches skip: your language for that avatar cannot come from the top of the mountain. You have to climb back down, remember what it felt like to stand at the base, and speak from there.MEMORABLE LINES FROM THIS EPISODE: "The avatar problem is not the avatar's problem. You have an avatar problem because you don't know specifically what you solve.""We don't want you to appeal to the masses. Do not appeal to the masses. We want you to appeal to a very small subset of the masses because you are a specialist in this space.""Internal niche, external relevant. That's the key.""I can't tell you the majority of the nurses that were in my son's NICU room, but you bet your bottom dollar I can name first and last name the doctor who did my son's heart surgery.""The worst language that we hear comes from the people who build in a silo the most."YOUR ONE THING THIS WEEK: Run the two-question self-diagnostic. First: do you have enough clients? If the answer is no, your avatar language is worth a hard look. Second: take your current way of describing what you do and read it out loud to someone who has no context for your niche. If they look confused, ask more questions, or go quiet, that is not engagement. That is polite disengagement. Start there. Simpler, cleaner, more specific to the problem. Not to the credential. Not to the methodology. The problem.CONNECT WITH ADAM AND JESS: If this one hit close to home, come find us at ilovecoachingco.com. That is where our upcoming events live, where the community is, and where you can connect with us directly. If you are ready to stop building alone and start getting real feedback on your avatar and your offer, the Sellable Offer Challenge is the place to start. ilovecoachingco.com/challenge If you know a coach who keeps saying their marketing isn't working but can't explain who they help in one clear sentence, send them this one. That is exactly who this episode is for.Follow the show: @ilovecoachingco on Instagram, YouTube, LinkedIn, and FacebookKEY THEMES: - Avatar clarity as a business diagnostic, not a branding exercise- Maslow's Mountain as a positioning filter- Specialist vs. generalist in coaching- Relevance pitch: internal niche, external relevance- Lived experience as the foundation of authority- Silo-building and its relationship to imposter syndrome- Public language vs. enrollment language for coaches- Feedback as a competitive advantage in offer development
Transcribe →Maslow's Mountain Pt. 4: Marketing That Works Without You
May 2700:28:47Tap to summarizeYou've got the message. You know who you're talking to. So why isn't the marketing working?That's the exact question Adam Roach and Jess Webber dig into in Part 4 of the Maslow Mountain series. This is the episode where the internal work you've done on messaging finally has to go public, and it turns out that's where most coaches hit a wall they didn't see coming.The conversation starts with a distinction that sounds simple but cuts deep: marketing versus performing. If you've been tweaking your message to fit the room, adjusting your language based on who's watching, or changing what you lead with depending on the platform, that's performance. Marketing is something different. It's a clear, consistent message people start to associate with you before you ever show up. It's reputation built in advance. And the gap between those two things is costing coaches real opportunity every single day.Adam and Jess also get into the owned versus borrowed media question, and they're not gentle about it. Borrowed media, your social platforms, your Instagram followers, your TikTok audience, works until it doesn't. You don't own any of it, and one algorithm change or account suspension can erase years of effort overnight. The more durable play is building something you own, getting consistent there first, and then using borrowed platforms to invite people into it, not the other way around.What you'll learn in this episode:Why most coaches are performing instead of marketing, and exactly what the difference looks like in practiceThe "see vs. seek" framework: why you want people actively looking for your solution, not just noticing you existWhy you get tired of your marketing before your market does, and what to do about itThe owned vs. borrowed media strategy ILC uses to control their marketing machineHow Adam and Jess grew ILC's email open rates from under 20% to nearly 67% by fixing message-to-avatar alignmentWhat a lead magnet actually needs to do (and why a simple Google Doc outperformed a professionally designed one)How to build marketing that keeps running even when you're not in the roomThe big idea here is the machine. When your messaging is accurate, when it lands with the right avatar at the right place on the mountain, marketing stops being something you have to push. It starts being something that pulls people toward you while you're doing everything else. That's not a dream state. Adam and Jess are living it right now, and they show the receipts."You want people to seek you versus just see you. And that's a big difference." — Adam RoachResources Mentioned:ILC Community + New Lead Magnet: ilovecoachingco.comUpcoming Sellable Offers Challenge: ilovecoachingco.com/challengeInstagram: @ilovecoachingco / @adamrroach / @thejesswebberYouTube: youtube.com/@ilovecoachingcoTimestamps:[00:00] Intro + Series Recap (Parts 1–3)[03:11] Marketing vs. Performing: What's the Difference?[05:39] See vs. Seek: The Framework[07:06] Why Coaches Quit Marketing Too Soon[09:02] Owned vs. Borrowed Media[13:18] The Dangers of Building Only on Social (Real Story)[15:34] ILC's Email Data: Open Rates from Sub-20% to 67%[18:54] How to Build a Lead Magnet from What You Already Do[23:39] The Machine: Marketing That Runs Without You[27:03] ILC's New Lead Magnet + Sellable Offers Challenge Teaser[28:04] Sneak Peek: Episode 5 — The Avatar ProblemReady to stop guessing and start growing? The ILC community is where coaches build businesses they're actually proud of. Head to ilovecoachingco.com to check out the new lead magnet and the upcoming Sellable Offers Challenge.
Transcribe →Maslow's Mountain Pt. 3: Why Your Messaging Is Missing the People You're Meant to Serve
May 1900:24:09Tap to summarizeYou've worked on your messaging. You've used AI to help clean it up. You've rewritten your bio three times. And still, the right people aren't responding.Here's the problem Adam and Jess zero in on in this episode: most coaches are writing from where they are, not from where their people are. That gap is costing you conversations, clients, and trust.This is Part 3 of the Maslow Mountain series, and it's probably the one you've been waiting for. Parts 1 and 2 built the foundation of understanding your avatar and nailing your payoff. This episode is where it all lands, because if your messaging doesn't meet your person on the level of the mountain they're actually standing on, none of the rest of it matters.The conversation gets specific fast. Jess flags the "I help blank do blank" formula as the single most common messaging mistake coaches make, not because the structure is wrong but because the language is always too generic, too aspirational, and too far from where the person actually is right now. Adam pulls in the psychographic lens: what does your avatar think, feel, and need at this exact moment? Those are the three questions that need to drive every piece of messaging you put into the world.They also get honest about AI. It's a great thought partner. It's a lousy content creator unless you've done the foundational human work first. And in a world where people can now feel the difference between a real person's message and a generated one, leaning on AI without that foundation isn't just ineffective. It actively erodes trust.What you'll take away from this episode:Why "I help [avatar] achieve [outcome]" is killing your conversions and what to replace it withThe specific question you need to answer before writing a single word of messaging: where is your avatar on the mountain right now?Why aspirational language repels the very people you're trying to attractHow to remove ego from your messaging without removing yourself from itThe difference between specificity and complexity (and why your audience wants one, not both)What Taki Moore gets right that most coaches get completely wrong about authentic messagingWhy storytelling outperforms information dumping every single time, on social, on stage, and everywhere elseThe big idea:Your messaging has nothing to do with you. It has everything to do with them. The coaches who land clients consistently aren't the most credentialed or the most polished. They're the ones whose words make their ideal client think, "How did they know that's exactly where I am right now?" That feeling is trust. And trust is what closes.Notable quote:"Stop the peacocking and just really start being you. Even if you're a manatee." — Jess WebberResources Mentioned:Building a StoryBrand by Donald Miller (referenced: guide vs. hero positioning)Taki Moore — go watch his recent reels for a masterclass in authentic, avatar-first messagingILC Community: ilovecoachingco.comInstagram: @ilovecoachingco / @adamrroach / @thejesswebberYouTube: youtube.com/@ilovecoachingcoTimestamps:[00:00] Opening: Episode 3 of Maslow Mountain and the messaging problem[00:29] Why AI is a copilot, not a content creator[02:37] What happens when you rely solely on AI for messaging[04:10] The "I help blank do blank" trap[05:30] Think and feel: the two messaging filters that build trust[06:36] Why specificity is the trust builder (and it doesn't mean fancy language)[08:26] Push pause: your one action item from this episode[09:01] Active cringe face and why aspirational language misses the mark[11:00] Social media is not about you, full stop[12:53] The hero vs. guide shift (Donald Miller reference)[14:00] Jess's keynote story: what happened when she removed the info dump[15:50] Taki Moore as a case study in authentic positional messaging[18:28] Authenticity vs. ego: the distinction that changes everything[20:57] The peacocking problem and the permission to stop[22:43] Preview: Part 4 is coming, and it's about letting your message work without youJoin the Community:Ready to build a coaching business where the right people actually find you? The ILC community is where coaches stop guessing at their messaging and start building something that works. Head over to ilovecoachingco.com.
Transcribe →Maslow's Mountain Pt. 2: Why Your Payoff Language is the Only Thing That Actually Sells
May 1200:25:06Tap to summarizeYou've got the credentials. You've built the thing. You know you can help people.So why does selling it still feel like pulling teeth?In part two of our Maslow's Mountain series, Jess and Adam go deep on the concept that separates coaches who consistently sign clients from the ones who are stuck explaining their offer over and over and still hearing crickets.That concept is payoff language.Not a list of deliverables. Not a menu of options. One clear sentence that tells your ideal client exactly what changes for them when they work with you.Here's what we cover in this episode:What payoff language actually is and why it is never a list of what your client gets (modules, PDFs, sessions, access to the GPT you built at 2am). People don't buy logistics. They buy the emotion on the other side of the logistics.Why imposter syndrome is a payoff language problem. If you feel like you don't know enough, aren't ready, or can't confidently talk about what you do, you don't have a credibility problem. You have a clarity problem. Fix the payoff, fix the confidence.Outcomes vs. deliverables and why coaches get this backward. Most coaches default to deliverables because they haven't identified a simple, low-Maslow language outcome yet. They're speaking from the summit of the mountain to someone still at base camp. And base camp doesn't speak summit.Why one offer beats six every single time. Confused people do nothing. Adam and Jess break down exactly why trying to solve for every scenario before you've nailed the first one is the fastest route to nobody buying anything.The First Chapter Framework. You don't need to teach the whole book. You just need to start at the beginning, deliver on the promise of chapter one, and let confirmation bias do the rest of the work for you.Speaking the language of where your avatar has been, not where you are. The coaches who get this right are the ones who can stop thinking about where they are going and start talking to the person they used to be. Rory Vaden calls it being most powerfully positioned to serve the person you used to be. This episode is the tactical breakdown of what that actually looks like in your marketing and your messaging.If you are building a coaching or consulting business and your sales conversations feel like convincing people instead of connecting with them, this episode will change how you think about positioning your offer.This is part two in an ongoing series on Maslow's Mountain and how understanding your avatar's hierarchy of needs is the foundation of a coaching business that actually works. If you missed part one, go back and listen there first.Ready to build your payoff and package it into an offer? Join our 3-day challenge at ilovecoachingco.com/challengeGet the free Get Paid to Coach PDF at ilovecoachingco.com/get-paid-to-coachFollow us @ilovecoachingcoKeywords: coaching business, coaching offer, payoff language, how to sell coaching, coaching marketing, imposter syndrome in coaching, coaching niche, how to sign coaching clients, deliverables vs outcomes, one offer strategy, coaching transformation, coaching business strategy, Maslow's hierarchy of needs coaching, how to price coaching, messaging for coaches, coaching for consultants, coaching business growth, life coach marketing, business coach offer, how to build a coaching business
Transcribe →Maslow’s Mountain: Why Your Coaching Messaging is Falling Flat
May 500:33:44Tap to summarizeMost coaches stand at the top of the mountain and yell down to their clients to "reach their full potential." But if your client is struggling to pay their bills, they can’t hear you. In this episode, Adam Roach and Jess Webber introduce a 7-part series on Maslow’s Mountain, a framework that will change how you view your positioning, messaging, and client relationships.The 5 Levels of Maslow’s Hierarchy of NeedsLevel 1: Physiological Needs – The base camp of survival including food, water, and basic shelter.Level 2: Safety Needs – Moving from simple survival to physical and emotional protection and the development of trust.Level 3: Love and Belonging – Shifting from self-protection to community, acceptance, and professional intimacy.Level 4: Esteem Needs – Developing respect, recognition, and confidence within the relationship and the community.Level 5: Self-Actualization – The summit where an individual reaches their full potential.The "Coach's Trap"The biggest mistake coaches make is standing at Level 5 (Self-Actualization) and trying to throw a rope down to someone at Base Camp. If your marketing speaks to "living your best life" while your avatar is worried about "keeping the lights on," you will lose their trust and their business.From Hero to SherpaTo truly succeed, you must stop trying to be the "Hero" who flew to the top and start being the Sherpa guide who walks arm-in-arm with the client from wherever they are."It is truly the lens or the filter through which you should run everything in your business." — Jess WebberResources Mentioned:Get Paid to Coach Guide: Ready to stop shouting from the peak and start guiding? Grab our free guide to help you transition from Hero to Sherpa.Website: ILoveCoachingCo.com
Transcribe →Sold Out Coaching: How to Build a Group Program That Funds Your Life with John Meese
Apr 2800:21:07Tap to summarizeWhat if you could fund your lifestyle by group coaching just one day a week? That's not a fantasy. It's the exact framework John Meese has spent 13 years building, testing, and teaching, and he's bringing all of it to this episode.John is the author of the new book Sold Out Coach and the founder of Sold Out Coach Club, where he helps coaches and consultants build sold out group programs that earn at least $10,000 per month working 90 minutes per week. His alignment with the I Love Coaching mission is no coincidence: both worlds are built on the same conviction that coaches deserve to build something that's genuinely theirs, on their terms.This conversation wraps up our 7-part series on transitioning from one-to-one to one-to-many coaching with a perspective from someone who has coached hundreds of coaches through exactly that transition, and watched almost every possible version of what goes wrong.What You'll LearnWhy most coaches struggle to describe the promise of a group offer after they've mastered one-to-oneThe "one-to-few" bridge: why starting smaller changes your ability to sell transformation at scaleWhy you should stop selling the medicine and start selling the cure, and what that actually looks like in practiceThe "curse of knowledge" trap: why your expertise makes it harder, not easier, to communicate your offerHow John helped a client go from "I want to help people show up authentically" to "I help you radiate authority" in a single coaching sessionWhy imaginary avatars pay with imaginary money and real conversations are the only thing that worksThe $10,000 threshold: why John won't take group coaching clients who haven't already sold at least that much in one-to-oneThe gap problem: why applying online course marketing tactics to a group coaching offer kills conversionsHow to close the gap between you and a potential client and why that single shift unlocks salesHow a client with 35,000 email subscribers who hadn't made a sale in nine months added $100,000 in revenue with one simple emailHow another client crossed $500,000 in revenue in his first year with only 550 email subscribersThe power of positive peer pressure inside a group and why group coaching delivers more transformation than one-to-oneTimestamps00:00 Introducing John Meese and why this is the perfect series closer01:04 What John does: fund your lifestyle group coaching one day a week02:41 The biggest challenge coaches face going from one-to-one to one-to-many03:55 Why going one-to-few first changes everything05:41 What is your actual offer? Why this is so hard for coaches to answer06:34 Stop selling the medicine, sell the cure07:52 Live example: helping Dr. Leslie Davis find "radiate authority" in real time09:34 The onion layers of language and why your expertise works against you10:21 Does this work for beginners or do you need one-to-one experience first?11:16 Why imaginary avatars pay with imaginary money11:37 The $10,000 one-to-one threshold before building a group program13:00 How ILC's framework and John's framework align13:49 The two biggest pitfalls coaches make going one-to-many14:49 The gap problem: why course marketing tactics kill group coaching sales16:00 How to close the gap and what that looks like in practice16:44 Case study: 35,000 subscribers, zero sales for nine months, then $100,00017:43 Case study: 550 subscribers, $500,000 in year one18:07 How to get the book and the special offer for I Love Coaching listeners19:54 Why group coaching delivers more transformation than one-to-oneQuotes From This Episode"If you can build a sold out group coaching program at the core of your business, earning at least $10,000 per month group coaching 90 minutes per week, you can buy back your time and do everything else from a place of abundance." - John Meese"Don't sell the medicine, sell the cure. The medicine is the stuff you have people do to create change. The cure is the promise. The transformation. Once they say yes to that, then we talk about the medicine." - John Meese"Imaginary friends pay you with imaginary money. You are creating a real solution to a real problem for real people. That has to come from real conversations." - John Meese"Once she said 'I just want to help them radiate authority,' you could feel it. That's it. That's the offer. Everything else she teaches is the means to an end." - John Meese"His audience didn't change. What changed was he closed the gap. One email, subject line: 'quick question.' Hundreds of replies. $100,000 added to his business in the first few months." - John Meese"Positive peer pressure is precious. In one-on-one coaching, I tell you to do something and maybe you will, maybe you won't. In a group, you have to come back with a straight face and tell the whole room you didn't do it." - John MeeseResources + Next StepsGet John's new book Sold Out Coach plus his free crash course at soldout.coach/love (special link for I Love Coaching listeners with discounted preorder and early access)Download the free Get Paid to Coach guide at ilovecoachingco.comJoin the $10K+ Coaching Offer Challenge at ilovecoachingco.com/challengeREAL Coach Method Membership at ilovecoachingco.com/discover
Transcribe →