This post is part of my series $100K Trainings on The $100K Healer Substack, click here to subscribe.
If you’ve been trying to figure out why your coaching offer isn’t selling, this post is going to help you stop guessing.
You’ve thrown enough noodles at the wall, it’s time to get specific.
This is the exact 4-part rubric I use with my clients to figure out where the constraint is in their business: the part of the business that’s quietly holding everything else back.
Because when you can pinpoint exactly what’s not working, you stop wasting time on stuff that doesn’t move the needle.
No more reworking your sales page for the 12th time.
No more posting content that doesn’t connect.
No more vague sense of “I should be doing more.”
This rubric helps you identify the single most important area to focus on right now — the one that will give you the highest return on effort. It’s your shortcut to clarity, traction, and finally building an offer people are excited to buy.
Let’s get into it.
The 4-Part Rubric for a Six-Figure Offer
(aka, Why Your Coaching Offer Isn’t Selling Yet)
1. It Packages Your Brilliance
2. It’s Built on a Transformational Curriculum
3. It Fills a Real Gap in the Market
4. It’s Positioned Precisely (Product-Market Fit)
Let’s break each one down.
1. It Packages Your Brilliance
Your offer should be based on your brilliance—your gifts, your lived experience, your natural zone of genius. Not just what you’re capable of doing. But what energizes you. The work that lights you up.
I know brilliance might sound vague, so let me try to operationalize it as best I can. How do you know if your offer is based on your brilliance?
The clearest sign: you feel energized while deliver it. Not drained.
You may not be working with paid clients yet, but you are likely doing some kind of work that is similar to the coaching you aspire to do.
Practice clients.
Patients.
Unsolicited coaching of friends and family.
Does the work energize you? Do you feel excited when you see clients on your calendar? Do you look forward to the client facing work you are doing?
When your work is based on your brilliance- it is energizing to deliver. That energy makes YOU magnetic and your business sustainable.
2. It’s Built on a Transformational Curriculum
A coaching offer that is a vague wishy washy promise won’t sell anymore.
Every offer needs to working towards a tangible result. In order to consistently create results for your clients- you need a process.
A curriculum.
A pathway from where your clients are now, to where they want to be.
You need a repeatable, reliable framework that gets people results.
Because without that?
You are winging it every session.
Your client results are inconsistent.
You conviction in your offer wavers with your mood.
A solid transformational curriculum:
- Gives you structure, so you’re not reinventing the wheel every time
- Builds trust with clients—they know there’s a method to the magic
- Makes your marketing so much easier (you’ll know what you’re promising and delivering)
→ How to tell if you’re missing this:
You don’t feel confident enough in your offer to “promise” a result.
You cannot speak to a clear outcome of the program.
You’ve priced your program less than $1000.
You may even be hesitant, or scared to sign new clients- because you aren’t sure if they will succeed.
3. It Fills a Real Gap in the Market
If your offer isn’t filling a gap, it doesn’t need to exit.
As a coach, you are taking your clients through some kind of transformational process.
A Point A → Point B journey.
Your client is currently at point A, they want to be at point B.
So what’s keeping them stuck? That’s the gap.
Another way to talk about gap is “problem”.
Your job? Build an offer that solves the problem / fills the gap.
In my career coaching days, here’s what that looked like for me:
Point A: unfulfilled in their career
Point B: fulfilled in their career.
Gap: lack of clear direction.
They don’t know what career would bring them fulfillment.
My offer solved the problem of “lack of clarity in order to help them find fulfillment.
Now compare to another example:
Point A: unfulfilled in their career
Point B: fulfilled in their career.
Gap: lack of skills required to start the career that will bring them fulfillment.
They already know what they want to do, career wise. They just don’t yet have the skills to make the shift.
Maybe the career they want to start is programming, and they don’t know how to code yet.
They don’t want to sign up for a coaching program that helps them “clarify their purpose”. They want to sign up for a coding bootcamp.
See the difference?
→ How to tell if you’re missing this: You cannot clearly articulate the GAP your program is filling. It needs to be dead obvious.
My people are at A and want to get to B, but they can’t because of Z, so I solve that by X.
An example from one of my clients:
”My people are scared of getting back on their horse and want to ride confidently like they used to. They struggle because they don’t know how to manage their fear. I solve that by teaching them how to co-regulate with their horse. “
If you can’t clearly articulate why your offer is the vehicle that fills the gap that helps them get from point A to point B, we’ve got to work on this part.
4. It’s Positioned Precisely (aka Product-Market Fit)
This is where everything clicks. You know the offer is solid. It fills a real gap.
You know it. It’s clear to you.
The questions is…. Are you communicating that clearly to the people you can help?
That’s what I mean by precise positioning.
It’s about communicating the value of your work to the right people in a language they understand.
If you are talking to someone who you KNOW needs your work and they aren’t immediately raising their hand saying ME ME ME.
That’s a positioning problem. Which really is a communication problem.
You may be using coachy language, vague words, or concepts that make sense to you, but not to the person reading your post.
→ How to tell if you’re missing this:
You look at the behavior of the people you are speaking to.
If they aren’t “doing what you want them to do”.
Aka- they aren’t “clicking the link” or “ DM’ing you”, or whatever you are asking them to do.
It means there is something wrong with your positioning.
You aren’t speaking in their language.
You are speaking to the wrong people.
Or you haven’t done enough reps yet.
So... let’s go through the rubric:
The 4 questions you can ask yourself to see “what’s missing in your offer?
- Am I more energized or more drained after working with clients?
- Do I have a reliable, repeatable process for getting clients results? If you feel hesitant to “claim results” on sales calls or in your marketing, we need to develop a transformational curriculum that works every time.
- Can I clearly articulate the gap my offer is filling? How is my program helping them get the result they want by filling the gap that makes it hard to get that result on their own.
- Are people raising their hand in response to my content? Or is it crickets?
Behavior is what we are looking at here, if my CTAs are not creating movement, we need to work on positioning. WHO you are talking to and the LANGUAGE you are using to communicate.
What now?
Now that you’ve walked through the rubric, take a step back and ask:
Which of those 4 elements do I need to work on most?
What does that look like? What’s my next step?
When you pinpoint your constraint- you know where to focus. This is how you build a business that actually starts making money — not one that keeps you in busy-work expensive hobby mode.
Let this rubric show you where your energy belongs right now. Fix the thing that matters most. Then watch everything else click into place.
This post is part of my series $100K Trainings on The $100K Healer Substack, click here to subscribe.
