↓

This post is part of my series $100K Trainings on The $100K Healer Substack, click here to subscribe.​

---

Join me LIVE for a FREE training on Jan 28. Own. Your. Results. Build conviction in your work so you can sell like someone who changes lives.

​OWN. YOUR. RESULTS. SAVE YOUR SPOT​

What if you could sell your coaching with zero guilt, because you know it gets your clients results?

What if you feel a deep conviction that everyone who signs up to work with you walks away better off, and you’re proud of what you’ve created.

If you’ve ever felt hesitant to claim results or afraid of overpromising, it’s not a confidence issue, it’s a program design issue.

In this post, I dive into how to build a results-driven offer that’s so aligned, selling it becomes an act of service.

You’ll learn:

• Why the most qualified coaches (yes, YOU) are often the most underpaid
• How to claim results and make integrity-based guarantees, even when you can’t control the outcome
• How to shape a results-driven coaching program through iteration, feedback, and intentional design

If you want to build a program you are proud to sell this post is for you.

The price of integrity in an unregulated industry

First, let me start with this: you are a coach with integrity.

You care about delivering on what you promise. You care about your clients results (sometimes even too much!)

You lose sleep wondering.

That’s such a beautiful impulse, But here is where it backfires in practice. You don’t just water down the copy on the sales page. You dilute your entire offer because you don’t want to promise something you can’t fully control.

I get it. I understand the instinct. Especially if you are coming from academia where “evidence based claims” are rigorous and gold standard.

But refraining from “claiming a result” isn’t noble. It’s bad business.

That doesn’t mean you don’t need to lie about outcomes, make nonsensical guarantees or have grandiose claims.

But, you DO need to claim a result. You do need to solve a problem. Because until you’re willing to do that?

Its both hard to sell AND hard to deliver great results.

---

The darkside of an unregulated industry + why you are struggling to sell

My ADHD brain absolutely loves that the coaching industry is unregulated. I wouldn’t trade the perks of flexibility, creativity, freedom for anything. And, at the same time- there are “downsides” to the lack of regulation. Especially for consumers within the coaching industry (which I’m guessing is all of us reading this!)

There are people selling “fluff” and making a ton of money from. There are coaches that promise the world, and fail to deliver. Programs with no depth. Courses with no transformation.

If you’re like me, that can feel infuriating (and quite confusing)

I’ve sat in rooms with coaches making 6-figures a month selling the “energy of the container”.

It’s always baffled me. “Why are people paying so much money for this??

And even more baffling: “how could someone sell this, for this price point, and still feel good about their business?”

Sometimes I think it would be easier to care less. To slap up a random price tag, make a bunch of promises, and then tell clients it’s their responsibility “to take ownership of their results”.

But I’m not built that way.

You’re not built that way either.

And that’s the real reason you’re struggling to sell:

You’re too ethical to claim a result you’re not certain about.

---

It’s Not a Mindset Problem. It’s a Program Design Problem.

The problem isn’t that you lack confidence in your work.

You’re afraid because you’re deeply aware of what you can and can’t control in someone else’s transformation.

You know your clients have to show up. They have to do the work. You can’t do the pushups for them. So how can you “promise” them a result?

You write vague copy. You make a lukewarm offer. You say things like:

• “You’ll get support and guidance”
• “You’ll step into your power.”
• “We’ll explore your old patterns”

Is that technically true? Yes.

Is it compelling? microscopically at most.

Is that worth $1000s? nope.

You’re trying so hard to not overpromise that you’re unintentionally creating a weak offer.

You’re so afraid to claim results, that you let yourself (and your clients) off the hook from having a real transformation.

But here’s the thing: you are way too experienced and qualified to hold back like this.

And I do not want to live in a coaching industry where the people with the most expertise are also the most underpaid.

We need to do it differently. That means learning how to design your program in a way that facilitates real transformation so you can claim specific results without “overpromising”.

---

Introducing…Results-Driven Program Design

The reason I was able to book out my 1:1 coaching for $3500, wasn’t because I suddenly became more confident selling.

It was because I learned how to structure my offer so that it created results. My process worked again and again. It got better with every client that went through it.

On sales calls I didn’t have to speak in hyperbole, I spoke from memory. I knew the results my clients were getting. I believed in my program.

That’s what I call results-driven program design.

Results-driven program design isn’t about controlling your clients’ outcomes. It’s about taking full responsibility for the container you create — so the result becomes more possible, more likely, and more consistent.

It’s rooted in the belief that your job isn’t just to “support or guide” your job is to design an environment where earnest participation makes transformation inevitable.

It’s about being intentional with:

• How you structure the experience
• How you create the curriculum
• How you reduce friction, confusion, and overwhelm
• How you provide support throughout the process
• How you make results easier to access for the right-fit client
• How you use every client experience as feedback to iterate and refine

It’s about asking: How can I continually make it easier for my clients to get results? It’s the difference between a program that’s “helpful” and one that actually changes lives.

---

What Results-Driven Design Looks Like (In Real Life)

You may be nodding along and feeling like this all sounds great in theory.. but what does it actually look like in real life?

Because that is where the work is. It’s not in the initial work of “creating a masterpiece of a program”. The real work is staying in the trenches with your people as you help them get the result.

It starts with a low-key obsession

At the heart of it all: I made it my mission to understand what actually creates transformation.

Not just throwing a bunch of frameworks and mindset shifts into a folder and calling it a course. But really asking:

That question changed everything.

It pushed me to go deeper into psychology, behavior change, habit formation — to learn not just what to teach, but how to teach it in a way that lands. It helped me design experiences inside the program that prompted action, not just awareness.

Results-driven program design isn’t a one-time strategy. It’s a way of thinking. A commitment to continuously understanding and improving the bridge between theory and practice. Between your work on paper and their transformation in real life.

Taking Client Feedback (During & After the Program)

One of the most foundational parts of results-driven program design is a feedback cycle. Using feedback to determine what is working and what isn’t.

An obvious way to do this is by straight up asking. Asking your clients what’s working — and what’s not.

But not in the “give me a glowing testimonial” kind of way. It’s asking with a genuine curiosity.

Questions like:

What’s been effective for you?

What has felt like a waste of time?

If you could take one module out- what would you nix?

If there was only one module worth the price of the whole program- what would that be?

Sometimes I did this by sending out “mid program” evaluations. Sometimes I did this with phone calls at the end of the program. I set up real conversations to understand what could’ve been more helpful, more clear, or more supportive. And I didn’t take it personally, I used it to improve.

Pattern Recognition (Who’s Winning + Who’s Stuck)

Sometimes the feedback you get isn’t directly from. the words of your clients, but in their behaviors. This is where pattern recognition is important.

Paying attention to who is having really epic results vs who is struggling. Leaning in and asking questions to better understand what factors are responsible for client success and what factors predict client struggle. I studied the clients who were thriving:

What were they doing differently? What modules were they actually completing? How often were they showing up? What support were they leaning into? And most importantly:

Then I’d look at the people who were struggling — not to judge, but to learn. Where did they fall off? What was hard for them? What parts of the structure didn’t work for them? What external factors made it difficult for them to participate?

Designing for results means studying the results on both ends of the spectrum and letting that shape your adjustments to the offer.

---

Asking Better Questions: “Why Is This Working?” vs. “Why Isn’t This?”

I built a habit of constantly zooming out and asking

Why isn’t this working?” and Why IS this working?”

When something’s going well — a client is making progress, or a module is getting great feedback — you want to ask:

You don’t accept any outcome until you diligently try to understand why it happened.

---

Treating Your Offer Like a Work in Progress (Because It Is)

Your program is never “done.” That’s part of the magic.

I’ve always treated my offers like a living, breathing work in progress. Not something to perfect before selling — but something I’d refine in real time, with real humans.

That mindset shift is everything. You’re not trying to launch a perfect product. You’re building something in the wild, testing and tweaking based on real behavior and feedback. You’re watching for signals, making small pivots, and constantly asking:

• How do I make this more effective?
• How do I make it easier for the right people to succeed?
• What’s the lowest-effort way to get them a quick win?

That’s what makes a coaching program actually work — and keep working.

---

Pricing your work in progress

Because we are creating something that is a work in progress, the pricing gets to be fluid.

Here’s how I’ve been thinking about pricing to avoid the perfectionism creep.

Your price is a reflection of your confidence interval in the result.

For example:

If you could guarantee someone the result of: have your dream body, what would that be worth?

Let’s say $50,000.

But if you’re only charging $1,000 for your program, what you’re really saying is: “This will get you 2% closer to the dream body (at the very least) ”

That doesn’t mean you promise them their dream body, and then only partially deliver. You also make the expected outcome of the program explicitly clear.

---

Build a Program You’re Proud Of

When you design your program around real transformation, everything changes:

• Your sales calls feel like service.
• Your content becomes clearer and bolder.
• You stop second-guessing your price.
• And you genuinely believe: “If someone says yes to this, they are better off because of it.”

That’s the kind of offer you actually want to sell.

That’s the kind of business you want to run.

---

Selling doesn’t have to feel weird or wrong.

You don’t need to fake confidence or make wild claims.

You just need to build something that actually works — and keeps working, because you keep refining it.

This is what I teach you how to do inside Create Your Six-Figure Offer:

Designing programs that deliver results and feel aligned. Offers that you’re proud of — because they change lives and sell with ease.

If that’s what you want?

Let’s build it.

---

This post is part of my series $100K Trainings on The $100K HealerSubstack, click here to subscribe.​