There's an invisible force that underlies every decision your potential client makes.

Let’s get this out of the way: I love AI.

I use it every single day in my business—when I’m creating content, writing emails, mapping out offers, planning systems, and helping other life coaches do the same. AI tools like ChatGPT are powerful, and if you’re running a coaching business, it’s smart to learn how to use them.

But… there’s a thought that’s starting to creep in for some coaches:

Most life coaches create lead magnets that check all the boxes—but don’t actually convert. In this episode, I’m breaking down what separates a forgettable freebie from one that makes your dream clients excited to work with you. If your lead magnet isn’t bringing in leads on autopilot, this one’s for you.

In the first part of my six-part series on building an automated marketing system for your coaching business, I talk about a crucial foundation: creating your offers.

While this may seem straightforward, it’s more than just listing services on your website—it’s about getting crystal clear on who you help and how you help them.

The first day of school reminded me of something powerful—my mindset matters more than my circumstances. In this episode, I break down the two keys to hitting six figures as a life coach: simple math and the mindset shifts that help you move forward, no matter the season.

If you’re thinking about launching a group coaching program, there’s a question you’ll inevitably face:

What’s the best format for your coaching offer?

It’s easy to default to what sounds simplest, what other coaches are doing, or what seems most scalable. But ultimately, your format decision needs to come down to one core thing:

👉 What will get your clients the transformation you promised them?

Having a great coaching offer isn’t enough if no one sees it.

And guess what? If your emails aren’t getting opened, it’s not your offer that’s the problem—it’s your email strategy.

Having a new babysitter while we leave the house doesn’t always go seamlessly.

But one time, we had a new sitter for our three kids—and she completely nailed it.

She made a connection with all 3 kids in under 5 minutes.

Here's how she did it.

And what that means for your marketing.

I didn’t plan to stop hiring my copywriter.

He’d been working with me for years, and I trusted him to create thoughtful, well-written copy for my own business and for clients. But without realizing it, I stopped sending him projects.

Why?

Because I started using ChatGPT.

Now before you think this is just another “AI is everything!” video—it’s not.

When most coaches think about selling, they picture explaining the value of coaching.

You highlight your client’s struggles—what’s not working, what’s keeping them stuck—and paint a vision of what’s possible. Then you naturally talk about how your coaching helps them bridge the gap.

That’s what your audience sees on the surface.

But underneath, something deeper is happening inside their brain—something that often goes unnoticed by both coach and client:

Your potential client is making three trust decisions.