Advertise on podcast: Coaches on a Mission

Braden walks Dallas through a yellow-flag trademark search for New Era Coaching Academy and shows exactly how to weigh the risk of launching an offer before the trademark is finalized. Braden Drake is a California-licensed attorney and tax professional who works with creative small businesses and online business owners. He founded Not AVG Law and The Aisle Advisory, and he created programs like Contract Club and Unf*ck Your Biz. Dallas invited Braden on the show to finally face her own trademark uncertainty and bring listeners into the real process. Dallas brought her brand-new coaching program name to Braden, expecting a legal roadblock. Braden led her through a live trademark search, flagged what to watch for when a name is borderline, and explained how to plan for future business pivots. By the end, Dallas knew how to weigh the risk of launching New Era Coaching Academy before the trademark is finalized. Here's what Braden helped Dallas work through. Listen for the moment when Dallas admits she would be upset if someone trademarked her chosen offer name before she did, even though she thought she would be fine with a rebrand. Key Takeaways Trademark Decisions Are Not Binary: Trademark protection has gray areas. You can operate comfortably before registering while you test and evolve a new offer. Test How Distinctive Your Name Is: Distinctive or made-up words make the strongest trademarks. Most program names land somewhere between descriptive and suggestive, which affects your chances of registration. Weigh Your Attachment to the Name: Before you decide whether the risk of rebranding later is worth it, get honest about how attached you are to the name, emotionally and as a business. Know What Counts as Proof of Use: Proof of use is stricter than you might expect. Your screenshots need to show the offer name prominently, with a way to buy now. A waitlist page doesn't count. Register Trademarks Under Your Company: Braden recommends registering under your company instead of as an individual, for liability protection and to make a future sale easier. Timestamps & Key Topics [00:00] Dallas introduces Braden and the CrossFit-meets-lawyer backstory[03:23] Braden breaks down when to bother with trademark registration[05:05] Dallas names the fear of hiding behind trademark "research"[07:14] Braden explains what makes a name trademarkable: descriptive vs. distinctive[09:35] Braden shares personal experience registering different marks[13:03] Dallas realizes trademark protection doesn't have to be all-or-nothing[16:05] Braden runs a live USPTO search on New Era Coaching Academy[20:22] The AI search tool flags yellow, and Braden explains Dallas's options[24:22] Dallas and Braden discuss risk, attachment to the name, and ways to proceed[28:19] Braden explains how someone who registers after you can still box you out[29:09] Dallas details how her evolving program model affects trademark class choices[33:11] Braden explains "proof of use" and the waitlist pitfall[39:00] Dallas spotlights Braden's Contract Club for solo coaches needing contracts Considering a Trademark? Find out in minutes if your name is available to use at www.bradendrake.com/namescoutBook a Trademark Quickie Search and have your name reviewed by a licensed attorney notavglaw.com/trademarks

Andrea feels torn about her coaching prices, worried they either block potential clients or don't reflect her value as she builds her practice. Andrea Tessier is a high-capacity coach and internal family systems practitioner who helps ambitious women trust themselves to take bold action. She came to this session looking for clarity, wondering if her current pricing pushes away clients or if a price drop would compromise her values or undermine her expertise. In today’s conversation, Andrea admits she’s been swirling for ages about coaching pricing, feeling paralyzed between the urge to lower her rates to fill her practice and the fear that doing so is unfair to past clients or signals a lack of confidence. Together, we get her out of the pricing-overthinking loop and into an honest plan. By the end, Andrea lands on a new, intentional approach that makes her business feel lighter and more aligned, even before the new clients arrive. Let me highlight what Andrea and I accomplished in this conversation. If you’ve ever found yourself staring at your pricing page completely stuck, listen for the moment Andrea names her biggest fear out loud and how everything changes from there. Key Takeaways Use Math and Capacity to Set Prices: Instead of guessing what to charge or defaulting to what other coaches set, Andrea calculates a price based on her monthly revenue goal and actual client load so her business can sustain her life, not someone else’s standards. Intentional Decisions Clear Mental Clutter: The moment Andrea shifts from overthinking to making a values-driven, intentional pricing decision, the swirl of hesitation disappears and she feels clear about her pathway forward. Own Communication Around Price Changes: You can lower your prices or raise them if you have a clear reason, communicate openly with current and past clients, and offer bonuses or choices that honor their investment. It’s Normal for Pricing to Evolve: Your pricing can shift up or down as your business grows or your capacity changes. The key is making that change on purpose, instead of out of confusion or external pressure. Practice Fosters Belief in Value: Saying your new prices out loud, writing down mantras, and literally taping them around your house helps you own your decision and move beyond old beliefs about money and worth. Timestamps & Key Topics [00:00] Andrea introduces her coaching background and pricing dilemma [04:25] Shares swirling thoughts about whether to lower prices or change strategy [08:00] Dallas challenges Andrea to name what energetic alignment with pricing would feel like [10:06] Andrea uncovers core beliefs around money and ease in business [13:00] Conversation shifts from strategy to internal blocks and mindset work [16:32] Dallas encourages a 30-day practice for being present with resistance [19:37] Andrea gets tactical, sorting out her true monthly income and client capacity [21:28] Discusses potential benefits and challenges of lowering rates [24:36] Andrea wrestles with fairness for current and past clients [30:00] Dallas outlines how to use math to define fair pricing for both privates and groups [32:09] Andrea recognizes that a full client roster actually brings her joy [34:03] Navigates possible communication with current clients after a pricing change [39:03] Dallas helps Andrea see that past clients got real value for their higher investment [40:03] Andrea lets go of comparison to peers’ pricing and finds permission to test her own way [41:10] Recaps the concrete takeaway practices Andrea will use moving forward CONNECT WITH ANDREA TESSIER: INSTAGRAM: @andreatessiercoaching WEBSITE: andreatessier.com Get Andrea's weekly letters on self-trust and capacity at andreatessier.com

Most actors second-guess themselves in auditions, but Geraldine wants a launch strategy that actually gets her new program for performers off the ground. Geraldine Rojas is a mindset and career coach for performers. She came to this session with a new collaboration, a new program, and a clear need: how do you fill those first crucial seats when your launch numbers are nowhere near your target? Geraldine and I mapped out a focused launch plan using personal outreach and targeted email strategy, no chasing thousands of leads, just deepening relationships with the warm audience she already has. We worked through her real worry: does direct outreach still matter, or is it too much for a small team? By the end, Geraldine walked away with a concrete action plan and a sense of relief about how to tackle both the two-day intensive and the eight-week program without burning herself out. Let me highlight the launch strategy Geraldine and I put together in this conversation. If you want to know how to handle the awkward silence after "Do you have any questions about the program?", you'll hear Geraldine's honest reaction and the exact script I suggest so you never get stuck in follow-up limbo. Key Takeaways Personal Outreach Still Works: Rather than defaulting to big email campaigns, start by contacting your warmest leads directly. It builds trust and often takes the same amount of time as writing mass emails. Clarify the Program Audience and Problem: Get specific about who your program is for and what problem it solves so your sales emails and outreach sound personal, not generic. Divide and Conquer with Your Co-Host: Geraldine and her collaborator split their lead list based on who has the stronger existing connection, making personal invitations feel more authentic and targeted. Match Email Strategy to Buyer Types: Craft sales emails for thinkers, feelers, followers, and list-makers so every type of buyer on your list hears in a way that speaks to them. Seed the Next Offer Inside Your Program: Mention the eight-week follow-up early and clearly during the two-day event. Set up expectations up front and use live calls to highlight what's possible. Timestamps & Key Topics [00:00] Dallas introduces Geraldine's coaching business and new collaboration challenge [03:01] Identify warm leads and discuss program audience [05:06] Clarify what performers struggle with and the result the program offers [07:11] Map out the funnel from free webinar to paid intensive to eight-week program [08:39] Stress the impact of one-to-one outreach vs. mass marketing [12:07] Geraldine and Dallas break down how to split and contact leads [13:46] Create voice memo invitations and handle unresponsive contacts [16:06] Provide scripts for hard "no" and non-responsive leads [20:06] Switch to broader email outreach and discuss messaging differences [21:30] Sequence emails for different buyer profiles [25:55] Plan for closing the cart and optimizing the launch window [30:14] Discuss limitations, priorities, and what not to add to the launch [31:13] Frame and pitch the eight-week program from inside the two-day event [36:00] Brainstorm meaningful incentives for fast action enrollment CONNECT WITH GERALDINE ROJAS: INSTAGRAM: @solifecoach WEBSITE: geraldinerojas.comSubscribe to The Audition Method for newsletter and resources - https://auditionmethod.thinkific.com/

Dallas spent the last year circling the Instagram question: quit it or recommit. Turns out the real problem with her social media strategy was hiding underneath her resistance. Ash McDonald is a business therapist who believes ambition isn't something women ever need to apologize for. She helps high-achieving entrepreneurs navigate the psychology behind success, burnout, self-trust, and sustainable growth, and she's the host of the Shamelessly Ambitious podcast. Ash brings her honest, no BS approach to coaching as she sits in the expert’s chair and guides Dallas through an overdue conversation. Dallas built three six-figure businesses and knows every strategy in the book, but felt stuck between not quitting Instagram and not really using it. Ash helped Dallas see how full self-expression, emotional bandwidth, and a clear structure could make marketing feel joyful again. By the end, Dallas got the clarity and practical next step she needed: design a 60-day experiment to answer real questions about social media, instead of looping on an ill-defined yes or no. Here's what Ash helped Dallas work through. When Dallas names the real reason she avoids turning on her camera, Ash's response shows her the problem was never Instagram. Key Takeaways Indecision Is a Decision: Avoiding a choice keeps you “safe,” but you end up stuck in a frustrating loop that drains energy and clarity. Gathering real data through a time-bound experiment gives you enough data to decide. Self-Expression Matters in Social Media: When your content feels like busywork, you’re likely missing the spark of creative expression that drew you to coaching in the first place. A better question to ask yourself is "How can I share what feels true for me?" Capacity Has Two Layers: It’s easy to blame your calendar, but marketing that drains you often points to an emotional cost, like discomfort with visibility or aging. Track both your schedule and your feelings to avoid burnout and actually enjoy the process. Use Micro Experiments to Test Strategy: Committing to set experiments, like trying different content formats for a limited time, makes it easier to find your own answers rather than judging yourself for not following some externally imposed plan. Self-Compassion Is a Business Asset: Naming what feels vulnerable and treating yourself like you would your own daughter (or a client) lets you show up for both your business and your life in a way that actually feels sustainable. Timestamps & Key Topics [00:00] Dallas shares her Instagram struggle and introduces Ash McDonald[03:13] Ash frames the real issue behind indecision[07:18] Dallas names the all-or-nothing mindset behind her social media stall.[10:13] Real talk about aging, visibility, and emotional cost[13:33] Dallas describes “dance church” as a metaphor for living fully[17:32] Ash reframes social media as a creative stage[20:22] The experiment: how to test what actually works for you[26:11] Gathering evidence instead of just theorizing[31:08] Tracking data: closed loops, feedback, and feeling enlivened[36:07] How emotional bandwidth plays into burnout[41:33] Practical self-compassion as a business tool[44:22] The assignment: design a 60-day social media experiment[46:55] Micro experiments and redefining success criteria[49:05] Building self-trust in business decisions[50:12] Where to connect with Ash and wrap-up CONNECT WITH ASH MCDONALD:WEBSITE: https://ashmcdonaldmentoring.com/INSTAGRAM: https://www.instagram.com/ashmcdonald/ Download The Soundcheck (https://ashmcdonaldmentoring.com/soundcheck) for 18 hand-picked podcast episodes designed to help ambitious women feel less exhausted, more confident, and more like themselves again.

Navigating how to sell coaching when your clients want external results but what you actually deliver is deep inner work is Arthur's biggest marketing challenge. Arthur Patton-Hock helps pre- and postdoctoral historians and humanist scholars create opportunities in and outside of academia. He came to this session wrestling with the gap between what his clients think they want (concrete job outcomes) and what truly makes the difference (how they relate to themselves and their materials). Arthur wondered how to talk about the tangible, “resume-building” side of coaching without overpromising or minimizing the critical mindset shifts his clients need. We walked through a real-world framework for rewriting your coaching offers and marketing so they appeal to results-driven clients—and still keep you honest. Arthur left with a litmus test for marketing that does both. Let me highlight what Arthur and I worked through in this conversation. We ran into a wall when Arthur described how scholars obsess over landing a job, but then panic if you talk about “inner steadiness.” Watch for how we built a messaging checklist that fits both mindsets, and track what happened when Arthur realized he was already offering practical outcomes, he just wasn’t naming them out loud. Key Takeaways Sell the Concrete Outcome (Honestly): Naming the tangible actions you do with clients (like reviewing CVs or mapping a networking plan) matters, but using language like “designed to” sets accurate expectations and keeps you in integrity as a coach. Make Inner Work Tangible: Connect the dots between mindset shifts and practical benefits. When you name how confidence and self-trust impact job applications, you turn an abstract promise into something clients will pay for. Use a Marketing Litmus Test: Every sales page, email, or post gets checked for three elements: a case for inner work, a clear tangible action, and a realistic intended outcome. This keeps your messaging honest and magnetic. Narrate Your Limits (and Why): Clients appreciate when you clearly state what you can’t promise up front. This transparency builds trust and sets you apart from competitors making wild guarantees. Tailor Your Content Formula: You can co-create content with AI, but always review it for specificity and add your story. A checklist helps you remember to translate mindset hacks into practical tips scholars actually value. Timestamps & Key Topics [00:00] Arthur outlines his work with historians and humanists [03:10] Arthur describes his two-track approach: tactics and strategy (mindset) [05:12] Dallas reframes why selling inner work is so hard [08:34] Naming promises vs. outcomes in a coaching offer [11:17] Dallas’s example from coaching actors with non-guaranteed outcomes [13:24] They analyze how to state the “goal” without overpromising [15:22] Arthur and Dallas outline the three-part messaging litmus test [18:07] Arthur discusses discomfort giving direct advice and accountability [20:04] Dallas shares tactical language for describing coaching benefits [22:17] Arthur tries his LinkedIn post using the new framework [24:10] They add tangible steps to mindset-focused content [25:55] Dallas assigns an action item: run all welcome emails through the checklist [27:14] Arthur recognizes he’s more concrete than he thought [30:11] Building prompts for AI-written content that cover all points [32:11] Arthur tests his new “what I do” statement out loud [35:38] They check the dream client power statement against the checklist [37:19] Arthur commits to updating his welcome email sequence and content formula [39:08] Dallas explains how “narration” filters out the wrong-fit clients CONNECT WITH ARTHUR PATTON-HOCK: WEBSITE: https://www.arthurpattonhock.com/LINKEDIN: linkedin.com/in/arthur-patton-hock Get Arthur's weekly newsletter, "The Inner CV" at arthurpattonhock.com.

Megan wants to restructure her signature offer, but she’s stuck on how to package, price, and launch it so her neurodivergent coaching clients actually finish the journey. My guest is Megan Dowd, who helps enthusiastic overthinkers realign their business with the human behind it so they can understand their work deeply enough to stop overexplaining and firehosing potential clients out of a sale, without losing the nuance that makes their work unique. Megan came to The Hive after becoming a parent and navigating late-in-life ADHD diagnosis. Her goal was to reset her business model and find a sustainable way to serve clients who process differently. Megan came in with a strong vision for a multi-phase coaching framework, but struggled with how to chop it up into different offers, what to name each phase, and how to get clients from start to finish. I helped Megan untangle the pieces and together we designed a simple, streamlined signature program. One that lets her clients move at their own pace through foundational 1:1 work, group coaching, and into an ongoing membership, all while honoring her bandwidth and her audience. Most importantly, Megan walked away feeling clear and excited rather than overwhelmed by logistics and money worries. Let me highlight what Megan and I accomplished in this conversation. Ever wondered what to do when your signature system feels like too much for clients but you can’t see how to break it up? Pay attention to our back-and-forth about when to let the client defer joining a group cohort and why I advise against forcing multi-month commitments just to make your program “sticky.” Key Takeaways Phase Your Signature Program: Instead of juggling multiple offers, package your coaching system as a single program, divided into 1:1, group, and community phases. This helps both you and your clients stay focused on real progress without decision fatigue. Only Sell What Works For Everyone: When your method requires foundational work before clients are ready for group sessions, bundle those steps so everyone enters group work equipped and on the same page. Skipping this creates confusion and extra sales work for you. Let Clients Move at Their Pace: Build flexibility into your program by allowing clients to defer group participation or take self-guided steps during waiting periods, so they never feel rushed or left behind. Memberships Should Feel Optional, Not Trapping: Rather than locking people into minimum terms, make the ongoing membership opt-in after their core work is complete. Lower-priced, cancel-any-time models keep people longer and reduce friction. Client Support Needs Boundaries: Too much access to you can actually slow client growth. Instead, set frameworks for on-call support and be clear about when and how clients should use your expertise for copy tweaks and feedback. Timestamps & Key Topics [00:00] Dallas introduces Megan and her mission to help overthinkers [02:25] Megan shares why The Hive helps her manage ADHD and chronic pain [04:44] Discussion of motherhood, late ADHD diagnosis, and needing a business reset [05:55] Megan describes her five-step signature framework [10:07] Dallas breaks down each step for clarity and alignment [12:35] Megan shares the ideal way to deliver each phase (1:1, group, membership) [15:50] Discussing why the dream version feels unrealistic without an audience [18:20] Dallas pitches combining all phases into one signature program [23:05] Tackling Megan’s resistance to a single offer and pricing concerns [31:08] Dallas outlines a cohort model for group work with flexible entry [33:23] Megan refines the process: allow clients to defer group participation [36:40] They address how to move clients from group to community phase [41:27] Boundaries around on-call copy editing and support limits [46:40] Dallas coaches Megan on how too much support can backfire [49:35] Setting expectations for the final membership phase [50:23] Megan’s next steps: capacity math and support sweet spots [51:03] Dallas and Megan share their personal takeaways from the process CONNECT WITH MEGAN DOWD: INSTAGRAM: @withmegandowd WEBSITE: withmegandowd.com Sign up for Megan's newsletter at https://withmegandowd.com/.

Rebecca wants to build an affiliate marketing program for her group coaching offer, but she refuses to settle for a typical, transactional approach. Rebecca Pickens helps fiction and memoir writers transform finished or almost-finished drafts into stronger, more resonant books by teaching them how to think like a developmental editor. Today, she's looking for practical coaching around scaling her SEE program with affiliate marketing in a way that fits writers, not just another sales scheme. Rebecca came in with great momentum from her spring launch but could see that constantly promoting to her own list had its limits. Together, we mapped out how she could build a meaningful affiliate program that’s both motivating for partners and rooted in authentic relationships, not just payouts. By the end, Rebecca left with a clear incentive structure and a practical launch plan that fits the slower, relationship-driven pace of the writing world. Let me highlight what Rebecca and I accomplished in this conversation. Pay attention to the moment Rebecca asks if VIP days actually motivate her partners, and how we turn that question into a flexible prize structure. Key Takeaways Design Affiliate Programs for Community: Instead of cold outreach, invite a small group of values-aligned partners who support writers at different stages, create a group agreement, and nurture cross-promotion. Set Affiliate Prizes for Real Motivation: Don't just offer commissions—layer in things like club membership, newsletter spotlights, visibility opportunities, and add cash prizes or a VIP day to reward real results. Simplify Launch Calendars to Avoid Burnout: Start confirming affiliates early, allow for a two-week webinar promo window, and create materials for both event and post-event moves so partners can promote in their own way. Clarify Metrics So You Don't Fantasize: Expect a 1-3 percent webinar signup rate from partner lists and a 10 percent sales call conversion. Set your registration and call numbers up front to stay grounded. Choose Prizes That Actually Fit Your Partners: If a VIP day isn’t a win for everyone, let the top affiliate choose between that or a cash prize to keep things motivating and simple. Timestamps & Key Topics [00:00] Dallas opens with gratitude and introduces Rebecca's work [02:29] Rebecca shares her transformation since joining The Hive and Power Groups [04:07] Rebecca names her goal: an affiliate program that stands out [06:13] Rebecca describes the type of affiliate connections she's seeking [08:48] Dallas explains what motivates strong affiliate campaigns [10:06] They brainstorm a collaborative affiliate community, not just transactions [12:30] Dallas shares her own affiliate program's prize tiers as an example [15:57] Rebecca wonders about prize ideas workable for writers and industry partners [17:49] Club membership, newsletter features, and tiered bonuses take shape [19:15] They discuss when and how to offer cash versus service prizes [21:24] Dallas gives practical guardrails so offer tiers don’t get out of hand [26:31] Rebecca and Dallas nail down the launch promo timeline avoiding Labor Day pitfalls [32:31] They clarify realistic metrics for affiliate campaigns so Rebecca has a clear goal [36:41] Dallas reframes the “overwhelm” fear and gives tactical copy advice [38:10] Rebecca confirms next steps and gets bonus access to Dallas’s toolkit for bundles CONNECT WITH REBECCA PICKENS: INSTAGRAM: @rebeccapickensbookcoachWEBSITE: rebeccapickens.com Sign up to receive Rebecca's weekly newsletter (https://rebecca-pickens-coaching.kit.com/freenewsletter) to get a feel for how she serves writers in her community.

Fatima feels stuck turning her loyal colon hydrotherapy clients into coaching clients, even though she knows they need more than just the physical work. My guest is Fatima Lowe-Williams, a poop coach who helps people have the best poops of their lives every single day. After years running a brick-and-mortar colon hydrotherapy practice, Fatima added health and life coaching to her toolkit during the pandemic. Now she’s back in the clinic, weaving together both worlds and wants a graceful way to invite her colonic clients into deeper coaching work without feeling pushy or awkward. Fatima has always connected deeply with her clients in the colonic room. Yet when it comes to asking them to step into coaching, she finds herself treating the ask as an afterthought. We dug into where this hesitation comes from and rewired her approach to sales as an act of genuine service not a burden. At the end, Fatima mapped out a concrete pilot offer and left with a simple, actionable plan for enrolling her first coaching clients. Let me highlight what Fatima and I uncovered and built together in this conversation. Notice when Fatima realizes that her struggle to ask for the sale is the same pattern she sees in her own parenting—and what she decides to do differently, starting tomorrow. Key Takeaways Sales as an Act of Service: Fatima realized that not inviting clients into coaching actually does them a disservice, since her expertise reaches far beyond colonics and helps people achieve lasting gut health. Start With the Easiest Next Step: Rather than overcomplicate her new offer, Fatima designed a 90-day pilot program using audio support and a few focused goals, so she can test her model and serve clients right away. Frame the Ask as a Gift: Fatima reframed her invitation not as a favor to herself, but as a way to gift her clients deeper transformation and healing. Let the Business Heal Old Patterns: By linking her reluctance to ask for the sale back to her childhood, Fatima saw her business as a place to practice and heal old fears in a safe environment. Simple Invitations Work Best: A short, personal audio message to her client list is all Fatima needs to invite her best-fit people into the new hybrid coaching offer. Timestamps & Key Topics [00:00] Fatima returns to The Hive and shares her brick-and-mortar story [05:10] Describes challenge of blending coaching and colonics gracefully [07:55] Dallas reframes the offer as a lifestyle transformation [12:02] Fatima recognizes her “optional ask” pattern from parenting [15:10] Discusses healing the fear of asking and linking it to childhood [18:13] Dallas proposes using business as a playground to practice bold asks [24:06] Paints the future vision: colonics and coaching go hand in hand [27:52] Shapes a 90-day program blending colonics, coaching, and simple delivery [31:56] Fatima gets permission to keep her audio-based offer simple [34:45] Dallas and Fatima script the reach-out for enrolling her first pilot clients [40:04] Fatima commits to the new outreach plan and names her emotional shift CONNECT WITH FATIMA LOWE-WILLIAMS: INSTAGRAM: @thequeentofthethroneWEBSITE: fatimawilliams.com Get Fatima's Crap Chat newsletter at www.fatimawilliams.com

Claire wants to sell to her engaged email list, but every time she gets close to pitching, self-doubt stalls her out. My guest is Claire Fishback, who helps fiction writers that have tried it all but still can’t finish their novels. She guides them to ditch rigid rules, rediscover the fun in writing, and finally complete their books. Claire came into this conversation questioning whether she really delivers on her signature methodology, the Creative Goblin Way, and why it feels so uncomfortable to sell her coaching. Together, we deconstructed her doubts, mapped four practical ways to pitch in her newsletter without losing her voice, and maybe best of all helped her see that not selling actually does her audience a disservice. Let me highlight what Claire and I worked through in this conversation. You might be surprised at the moment Claire realizes withholding an offer is actually unfair to her readers and the blunt language I use to call it out. Key Takeaways Let Selling Feel Uncomfortable: Waiting for sales to feel “natural” keeps you stuck. Feeling energy, even if it’s nerves, means you’re on the right track with your coaching business. Use Four Ways to Sell in Newsletters: Rotate between header, footer, commercial break, and solo-pitch emails to invite people into your offers without losing your unique style. Signature Systems Aren’t Step-by-Step Promises: Your coaching methodology is a flexible framework that offers clarity but doesn’t lock you and your clients into a rigid order. Transparency Builds Trust: Narrating awkward transitions (“commercial break” style) between stories and calls-to-action in emails is more honest and effective than trying to be slick. Unsubscribes Signal Growth, Not Failure: Losing subscribers after promoting your offer is a good filter. Preferring a smaller, buying audience over a large, passive list is a smart coaching business mindset. Timestamps & Key Topics [00:00] Claire shares her history in The Hive and struggle to sell [04:15] Doubt rises after clarifying her signature methodology [07:08] Dallas reframes client expectations about perfection [09:30] Claire’s experiment with vulnerability increases engagement [10:22] Dallas calls out fear of selling and permission to be “unnatural” [13:26] Signature system as framework, not a contract [14:26] Breaking the rules for newsletter storytelling and sales [18:15] Dallas outlines four tactical ways to pitch in email [21:33] When and how to place calls-to-action in newsletters [23:56] Planning solo promo emails without apology [26:40] Why unsubscribes don’t mean failure for a coaching business [28:21] Building sales habits into the newsletter workflow [30:36] Converting challenge participants into paying clients [33:07] Using your doubts and struggles as direct email content CONNECT WITH CLAIRE FISHBACK: INSTAGRAM: @mrsfish2009 WEBSITE: clairefishback.comGet mini-author coaching, creative inspiration, and pep talks in your inbox at claireLfishback.com

Christina wants to grow her email list but has very limited time for marketing, so we mapped out a realistic system to bring in steady subscribers. My guest is Christina Claytor, a follow-through coach who helps capable but frustrated people finally live up to their own promises and stop breaking commitments to themselves. Christina joined The Hive because she wanted more direction and a sustainable pace for growing her online coaching business part time. Christina came looking for a simple, consistent approach to list building that fits her five hour work weeks, avoids social media, and doesn’t burn her out with big projects like bundles and surges. We broke down her tendency to overthink, addressed her imposter syndrome around pitching, and created a step-by-step plan for regular list growth that maximizes her tiny windows of time. By the end, Christina walked away focused, motivated, and ready to make lead magnet swaps and monthly workshops a regular routine instead of an overwhelming project. Let me highlight the simple, repeatable system Christina and I mapped out in this conversation. Listen for the moment Christina worries that she isn’t “legit enough” to pitch herself to local organizations and pay attention to the shift that happens once we talk through the real value of lived experience. Key Takeaways Break List Building Into Monthly Rotations: Splitting the month into weekly tasks, such as pitching, confirming, prepping, then presenting. This makes it possible to grow your list even if you’re working very part time. Lead Magnet Swaps Are High-Impact with Low Effort: Once you have a valuable freebie, partnering with other coaches to share it can bring in subscribers steadily without relying on social media or big launches. Start Local for Practice and Referrals: Offering monthly free workshops at libraries or community centers helps you build skills pitching yourself and can generate referrals, especially when word spreads locally. Value Lived Experience Over Credentials: Your tr ack record helping people counts as expertise. Most clients care about results, not degrees, which frees you from feeling like you have to prove yourself on paper. Gather Enough Data Before You Pivot: Commit to sending at least 15 pitches for both workshops and freebie swaps before making any changes. Otherwise, you’ll quit too soon to see real patterns emerge. Timestamps & Key Topics [00:00] Christina explains her part-time hours and list-building frustrations [04:54] Dallas clarifies Christina’s real business challenge [07:47] Christina floats a local workshop idea, then describes her hesitations [10:41] Dallas outlines a routine for monthly pitching and delivery [14:29] Imposter syndrome and the impact of credential culture from healthcare [18:20] Reframing lived experience as expertise [22:33] Dallas introduces lead magnet swaps as a list building tool [25:12] How to pitch lead magnet swaps quickly and simply [28:30] Christina worries about her list size, and why Dallas says shoot your shot [31:30] Setting a minimum number of pitches before making changes [35:17] Christina feels confident about her new routine for growing her list [40:33] Both coaches vent about “rules” that make coaching less practical CONNECT WITH CHRISTINA CLAYTOR: INSTAGRAM: @followthroughcoaching WEBSITE: followthroughcoaching.com Get Christina's weekly follow-through tips at followthroughcoaching.com

Julie Covert wants to scale her writing coaching business, but her hands-on approach and travel lifestyle make traditional group programs tough to pull off. Julie turns aspiring writers into excited authors through her Success Signals for Writers system. She helps clients reignite their writing spark, refill their inner ink pot, and avoid common writing pitfalls. Julie came to this call ready to rethink how her 1:1 editorial work could scale, especially with her upcoming plans to travel with her husband on their schooner, where Zoom meetings and set schedules aren’t always an option. Julie's biggest challenge is clear: how to keep offering deep, individualized support without getting locked into constant calls or overextending herself. By the end of our conversation, she walked away with an entirely new model—anchored around asynchronous tools and thoughtful process design so she can serve more writers without sacrificing quality (or missing out on her adventure). Julie also discovered how she could introduce group elements in a way that fits her schedule, using voice apps and carefully planned office hours. Let me highlight the practical pivots Julie and I mapped out in this conversation. Check out the section where we map out a support system for writers using Voxer and calendar automation. There’s a reason Julie is so relieved, and it isn’t just about the tech. Key Takeaways Automate Accountability With Calendars: Setting up automated email reminders and mapped-out milestones ensures clients keep writing, even when live calls aren’t realistic. Scheduled check-ins can replicate the accountability of regular meetings. Leverage Asynchronous Communication Tools: Using apps like Voxer for walkie-talkie style voice communication gives clients real-time feedback without requiring both parties to be online at the same time. This keeps the editorial process moving even with unpredictable schedules. Test Group Support With Pop-Up Office Hours: Hosting occasional bonus office hours (rather than strict recurring sessions) brings some group connection and peer interaction without locking yourself into a rigid calendar. Bundle Your Signature System as Trainings: Packaging frameworks like the Success Signals for Writers system as pre-recorded trainings makes it easier to support multiple clients at once—and creates new possibilities for group programs later. Start Small to Build Confidence: Trying out these changes with a couple of private clients first can help you work out the kinks and adjust your onboarding before rolling new systems out to everyone. Timestamps & Key Topics [00:00] Julie describes her current 1:1 coaching and editing service structure [03:58] Dallas clarifies each phase of Julie’s offer and gets specifics on the workflow [09:00] Julie admits how much time a thorough manuscript edit requires [10:26] The travel challenge: Julie’s need for a flexible, asynchronous business [12:00] Dallas outlines three possible ways to scale: systems, team, clients [15:11] Discussion on meeting cadence, accountability, and the emotional support of live coaching [18:13] Julie explains her “Success Signals for Writers” framework and how it supports different writing styles [19:40] Brainstorming an automated accountability loop with shared calendars and pre-scheduled communication [23:35] Introducing Voxer as an asynchronous voice communication tool for coaching [27:17] Dallas recommends tech tools (Voxer plug-ins and dictation apps) to streamline client support [28:25] Why the “pop-up” office hours model fits for coaches who travel or need greater flexibility [31:43] Brainstorming group coaching with asynchronous communication and peer support [39:04] Dallas and Julie explore running group pods and group Voxer chats as a scalable model [42:48] Wrapping up with Julie’s next steps CONNECT WITH JULIE COVERT: INSTAGRAM: @juliemcovertWEBSITE: HJWords.com

Christina Larocco wants to build her business around big ideas, not just coaching services, and she’s wondering whether that’s actually possible or just wishful thinking. Christina helps nonfiction writers shaped by years of research wrangle their complicated projects into something sustainable. She joined the Hive searching for more coaching clients, but discovered her true passion is in honoring her identity as a public scholar. After a decade as an academic editor, Christina is ready to center writing, inquiry, and conversation in her work. We zoomed in on the challenge at the core of Christina’s next chapter: How do you talk about being an “idea person” when coaching isn’t your main offer? By the end of our coaching session, Christina landed on the “abundance paradox” as the umbrella for her work and found a new language to describe what she actually does, helping other thinkers make meaning in a noisy world. More than that, she left with a menu of concrete ways to monetize her ideas and a simple beta program to test with her existing email list. Let me highlight the clarity, strategy, and energy Christina and I uncovered in this conversation. Watch what happens when Christina admits she cringes before every email to her list, and see the moment she realizes she’s been solving the same “abundance” problem all along, just on a deeper level. Key Takeaways Lead With Your Core Curiosity: When you orient your messaging around what you’re genuinely curious about, like Christina’s “abundance paradox”, you attract engaged followers who share your hunger for big questions. Business Models Beyond Services: Building a sustainable business around ideas is possible by layering multiple income streams like podcast guesting, paid newsletters, workshops, VIP days, and retreats so your creative energy stays high and your revenue feels steady. Use Your List to Test Offers: You don’t need a fully finished product to start. Email your audience and invite a few people into a small beta group to clarify both your messaging and your methodology as you go. Clarify Your Stance, Not Just Your Resumrying to answer in public. Find the Right Village Square: Instead of chasine: It’s easy to talk about credentials, but what actually draws listeners and clients is knowing what you believe and the questions you’re tg “success formulas” on generic platforms, look for podcasts, newsletters, and communities where your people already gather and join the conversation there. Timestamps & Key Topics [00:00] Christina’s bio and what she does for nonfiction writers [01:44] Success with Bundlicious, but struggle with finding right clients [04:25] Dallas reframes unsubscribes as wins for both parties [05:32] Christina questions what kind of work truly lights her up [08:50] Defining the challenge: want to build an audience around ideas [10:01] Looking to Jenny Odell and Katherine May as models [14:06] Dallas asks Christina to clarify her stance and curiosity [15:42] Christina identifies the “abundance paradox” as a central theme [21:07] Dallas outlines idea-driven business models: podcast, workshops, newsletter [26:03] Options for monetizing ideas such as VIP days, retreats, courses, memberships [38:50] Dallas gives Christina a next-step experiment to find her best offer [44:50] Summary of how clarity and simple action beats waiting for a polished plan CONNECT WITH CHRISTINA:Sign up for Christina's newsletter, What to Do with What You Know, at https://christina-larocco.beehiiv.com/.

Adriane Dellorco has noticed her proven client attraction tactics suddenly stop working, but she’s not sure if the culprit is trust issues, messaging, or the migraine market itself. Adriane helps women with chronic migraine reclaim their lives using a whole person approach that blends yoga, pain reprocessing therapy, and lifestyle adjustments. She lives with migraine herself and brings both lived experience and expertise as one of the world’s leading voices in yoga for migraine. Adriane joined Dallas for coaching to figure out why her sales and connection rates have dropped sharply, and what needs to shift in her model. Adriane came in wanting a clearer path to rebuild trust and convert new leads, even as organic engagement and show-up rates for her online programs have faltered. Together, we picked apart the psychological and financial barriers specific to chronic migraine sufferers, and mapped out a strategy to rebuild conversions. The heart of this session: trust lost to burn-out, medical letdowns, and fatigue is not the same as “bad messaging.” Adriane walked away with a plan to shift her language, test paid resource ads, and lean into authority via partnerships and podcast outreach. Let me highlight what Adriane and I worked through in this conversation. Watch for Adriane’s resistance when I suggest dropping the word “easy” from her marketing, and keep your ears open for the surprising reason a Facebook group might be costing her better clients. Key Takeaways Sell a Paid Resource to Qualify Leads: Shifting from free Facebook group ads to offering a low-cost migraine toolkit up front can quickly filter for buyers and attract clients truly ready for coaching. Ditch the Word “Easy” in Messaging: Describing relief strategies as “easy” feels dismissive to chronic migraine sufferers and can erode trust, even when the intentions are good. Pattern Interrupt to Build Trust: Leading with honesty by saying outright “I can’t cure your migraines” creates safety and stands out in a saturated marketplace of overblown promises. Reduce Client Commitment to Lower Barriers: Reframing offers from a year to 8 weeks, plus optional add-ons, makes coaching containers feel manageable for clients who can’t trust their own capacity day-to-day. Leverage Organization Partnerships for List Growth: Partnering with trusted migraine and women’s health organizations to co-host live events or challenges can create instant trust and deeper engagement than solo organic outreach. Timestamps & Key Topics [00:00] Adriane shares her background and coaching focus for chronic migraine sufferers [02:11] Identifying a drop in conversions and engagement despite steady lead flow [04:10] Dallas clarifies the trust gap between client, coach, and program [07:48] Pinpointing where conversions are breaking down and what’s changed in Adriane’s funnel [09:08] Debating pandemic market effects and the so-called ‘trust recession’ in online coaching [13:08] Dallas introduces the pattern interrupt messaging angle [16:23] Swapping from free group to paid resource ads to shift the quality of leads [19:05] Rethinking a broad biopsychosocial approach versus leading with clear “yoga for migraine” positioning [24:06] Mapping what really builds trust with a skeptical, fatigued audience [29:15] Redesigning Adriane’s main program to lower time and commitment stakes for clients [32:17] Dallas urges dropping the word “easy” from sales copy and explains why [36:24] Adriane explores podcast guesting and relationship marketing with migraine organizations [43:33] Outlining a September launch plan, including a live event for warm-up and leveraging partnership CONNECT WITH ADRIANE DELLORCO: INSTAGRAM: @yogamigraine WEBSITE: yogamigraine.com Join Adriane's free Yoga for Migraine Facebook Group at https://www.facebook.com/groups/yogamigraine

Hanna Etu posts on Facebook and Instagram five days a week and sends regular emails, but her client roster is still stuck on empty. Hanna helps writers with mental health differences establish a regular writing practice so they can finish their memoirs without losing the heart of their story. Lately, she’s frustrated by an email list that hovers below 40 subscribers, social content that feels more nurturing than effective, and sales calls that end with “let me think about it.” She came looking for a clear strategy to attract the right writers, convert inquiries to clients, and scale her list beyond the crickets. So, Hanna and I dissected her entire client attraction process. We addressed the real reason her audience never clicks “book a call,” how to shift her offers from generic to unmistakably hers, and where her sales conversations were going off the rails (plus the moment to pivot to coaching, not convincing). By the end, Hanna walked away with a funnel plan, a simple social media challenge, and the permission to trust her best coaching instincts on every sales call. Let me highlight what Hanna and I worked through in this conversation. Listen for the way I narrate the “commercial break” transition (when Hanna’s nurture content becomes a real invitation), and notice her immediate reaction when I reframe free coaching on sales calls as the most client-centered move. Key Takeaways Sell in Every Single Email: Consistent calls to action in social posts and newsletters show up as client care, not pushiness. Since nurture content alone doesn’t motivate action, making an offer every time is key for memoir coach client attraction. Focus on Outcomes, Not Process: What clients buy is the chance to finish their memoir, not developmental edit packages or deadlines. Clear outcome messaging is more compelling than a list of features. Coach Directly on Sales Calls: Address the client’s self-belief, usually their real obstacle, by coaching for clarity, not just reciting package details or pivoting away from their doubts. Bundle to Build Your List: Hosting a bundle with targeted collaborators gets warm subscribers onto your list fast. Even a “mini-bundle” can 10x your audience without relying on traditional lead magnets. Treat Your Newsletter as a Lead Magnet: Weekly, personal emails, presented as a true subscription, are more engaging and specific for your niche than yet another downloadable PDF. Timestamps & Key Topics [00:00] Dallas introduces Hanna and her coaching focus with memoir writers [02:43] Hanna describes her struggles with client attraction and her current marketing efforts [04:10] Dallas asks for details on Hanna’s social posting and email process [05:25] They identify nurture content as the current pitfall and discuss selling frequency [08:08] Dallas reframes selling as client care and shares her own email habits [10:21] Hanna recognizes her offers need to reflect her true niche [12:02] They discuss selling outcomes versus selling packages [14:09] Dallas gives a commercial break analogy for CTAs inside nurture content [17:55] Dallas challenges Hanna to a 30-day sell-in-every-post experiment [19:15] Hanna details her struggles with sales calls and the new intake process [22:17] Hanna shares concern about addressing client self-doubt on calls [25:32] Dallas demonstrates how to coach, not convince, on a call [27:03] They walk through coaching as the central part of the sales process [33:36] Dallas explains how to present “chocolate or vanilla” offers focused on client outcomes [37:31] Dallas redirects the focus to top-of-funnel growth with a bundle strategy [41:40] They discuss effective lead magnets for Hanna’s unique audience CONNECT WITH HANNA ETU: INSTAGRAM: @hannaetu_bookcoach WEBSITE: hannaetu.com Check out Hanna's coaching offers at https://hannaetu.com/

Jami Glenn hits a wall juggling too many coaching offers for families and keeps looping back to underpricing her groups. Jami is an emotional wellness coach with a background in public school teaching. Jami helps families move through meltdowns and big emotions with more calm, connection, and a lot less yelling. She joined The Hive six months ago and quickly filled her client roster, but now she faces the fallout of custom-building every workshop, offer, and group on the fly. Today, she wants a plan for her core offers and her pricing, so both her business and her clients can breathe. Jami came in scattered from saying yes to every district and nonprofit that asked her to speak. Together, we mapped a group-first offer suite, ran the real numbers on what it would take to pay herself well, and tackled the emotional blocks around charging more. By the end, Jami was clear: she’s done running her business like a side project. She’s ready to own her methodology, structure her workshops for her actual clients, and talk confidently about why her Parent Lab is worth every penny. Let me highlight what happened when Jami and I broke her offers wide open and set a plan she can stick to. Watch the moment where Jami admits she’s pricing from a ministry mindset and what happens when we run the math on her revenue dreams versus her people-pleasing instincts. Key Takeaways Define Core Offers and Pricing: Jami mapped out a sustainable suite focused on Parent Lab, Kid Lab, and selective private coaching, clarifying what gets her best results and where to direct her energy each month. Teach Organizations Your Boundaries: When groups or districts invite you in, use a standardized “how we roll deck” to outline your non-negotiable delivery structure and pricing, so you never scramble to create a one-off workshop again. Charge for the Value You Deliver: Running the numbers shifted Jami’s thinking from “Can they afford it?” to “What’s required to serve sustainably?” and made her realize she must raise rates or risk burnout. Lead Sales Conversations Toward Groups First: Framing group programs like Parent Lab as the preferred option for most families (and backing that up with social proof) gives both client and coach a better experience. Put Nurture on Autopilot with a Rotating Offer Footer: Jami can keep all revenue streams visible in her weekly emails by adding a footer with current courses and group offers, making sales a steady habit, not a scramble. Timestamps & Key Topics [00:00] Dallas introduces Jami and shares The Hive’s impact [03:06] Jami describes her chaotic offer stack and feeling scattered [06:36] Dallas and Jami discuss the shift from side gig to real business energy [10:07] Why school district workshops feel like dead ends for Jami [12:14] Reframing organizational partnerships to align with her rules [14:44] Mapping out an ideal suite: Parent Lab, Kid Lab, and private clients [19:14] Getting honest about admin and marketing hours [22:00] Real talk: what the math says about group pricing and revenue [26:57] Naming the crossroads: hold space for 40 families or raise prices [28:07] Jami voices resistance and ministry mindset about charging more [30:27] Dallas redirects sales calls to group work as the first option[33:09] Best practices for building groups before they’re full [37:25] In-person versus online: deciding how labs will run [38:03] Why groups should run on an open-ended (not fixed) commitment [41:18] Drawing clear boundaries with organizations and online offerings [42:58] Where courses fit and how to rotate them in every newsletter [44:02] Dallas role plays “holding the line” with a resistant district [45:15] Jami’s accountability plan for sticking to new pricing and structure CONNECT WITH JAMI GLENN: INSTAGRAM: https://www.instagram.com/sacredgroundcoaching/WEBSITE: https://sacredgroundcoaching.com/ 33 Ways to Reset for Parents is a free grab-and-go guide packed with quick tools to help you calm your body, reset your nervous system, and respond with more connection during hard parenting moments. It's simple, practical and actually doable. https://sacredgroundcoaching.myflodesk.com/p3b2nda33r