The Art of Pre-Selling

You've invested in the courses, tried different strategies, maybe even created a low-ticket offer or a membership. But you're STILL struggling to sign clients consistently. What if the problem isn't that you haven't found the right strategy, but that you're investing in strategies your coaching business isn't ready for yet?

In this episode of The Divorce Revolution Podcast, we're talking about something I see happen ALL the time with coaches who are doing everything they think they're supposed to do but aren't seeing the sales they want. Because listen, there are a million different ways to grow an online coaching business: ads, funnels, webinars, memberships, group programs, you name it. And I'm not saying those strategies don't work but just because a strategy is working for another coach doesn't mean it's the right move for YOUR business right now.

Today, I'm breaking down why knowing what stage of business you're in matters so much, what needs to be working BEFORE you start adding more strategies, and how to figure out where your current client attraction process is breaking down. I'm also sharing the story of a client who had 14,000 followers and was getting people into her DMs but still couldn't convert them into paying clients. She thought she needed more offers, but that wasn't her problem at all.

If you've been investing in courses, trying new strategies, and adding more offers to your coaching business but still can't figure out why you're not signing clients consistently, then this episode is for you.

Resources Mentioned:

• Register for FREE for #YourNextFive to learn the exact 7 day, rinse and repeat, social media promo that reliably converts 1-5 new clients every single time you run it: https://products.ambershaw.com/yournextfive
• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 00:26 Why chasing another strategy might be keeping you from signing consistent clients
• 01:32 The foundational client attraction process you need to fix before adding anything else
• 05:11 Why the overeducated coach keeps investing in strategies that aren't making her money
• 06:55 How to tell if a new strategy is actually right for your coaching business
• 10:32 Why you don't need multiple offers or revenue streams to reach consistent $5K and $10K months
• 13:30 How to figure out what's broken when your content, DMs, or sales calls aren't converting
• 18:25 Why my client Carrie wasn't signing clients despite having 14,000 followers
• 20:12 Why you need to get your client attraction process working BEFORE you try to scale
• 21:27 The four questions to ask before investing in another business strategy
• 22:21 Why simplifying your business might be exactly what you need to start signing more clients

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

One of the biggest mistakes I see coaches make is constantly chasing the next strategy. They sign a few clients, have a slow month, decide whatever they were doing isn't working, and move on to the next freebie, workshop, or launch. And then they wonder why they're still struggling to get consistent clients.

Today, I'm breaking down why constantly switching strategies keeps you stuck in feast-or-famine mode, the difference between unpredictable revenue and unpredictable client acquisition, and why having one repeatable promotion is so important.

We're also talking about why you need to STOP abandoning a strategy just because it didn't work the first time, how to use your numbers to figure out what's actually going wrong, and why getting consistent clients doesn't mean getting the exact same results every month. Because you don't need to keep reinventing how you get clients. You need a strategy you can run, learn from, refine, and get better at every single time.

If you've been signing clients here and there but keep jumping from one strategy to the next hoping something will finally bring you consistent sales, then this episode is for you.

Resources Mentioned:

• Episode 492. The $40K Month That Almost Ruined My Business: https://ambershaw.com/podcasts/492-the-40k-month-that-almost-ruined-my-business/
• Register for FREE for #YourNextFive to learn the exact 7 day, rinse and repeat, social media promo that reliably converts 1-5 new clients every single time you run it: https://products.ambershaw.com/yournextfive
• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 01:39 The moment I almost shut down my business and got a sales job
• 02:43 Why the ups and downs of entrepreneurship never completely go away
• 05:15 The difference between unpredictable revenue and having no system to get clients
• 07:07 Why every coach needs a promotion they can run again and again
• 09:30 Why starting from zero every time you need clients is exhausting
• 12:47 Why one failed promotion doesn't mean your strategy doesn't work
• 16:02 What happened when the exact same workshop crushed it, bombed, and then worked again
• 20:11 Why you need to stop leaving your next client completely up to chance

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

Is your bonus actually making your offer more compelling, or are you just giving your clients more stuff to do?

In this episode of The Divorce Revolution Podcast, I'm talking about something I got wrong for a LONG time: bonuses.

I used to think a great bonus meant giving people more. Another course. Another training. Another call. More resources. More value, right? Not necessarily. Because your buyer probably isn't sitting there thinking, "You know what would make me buy this? Another 50-page workbook." In fact, piling more into your offer can actually create MORE hesitation, especially when she's already wondering whether she has enough time to do the actual program.

So instead of asking, "What else can I give them?" I'm showing you how to think about your bonuses like a marketer.

Resources Mentioned:

• Register for FREE for #YourNextFive to learn the exact 7 day, rinse and repeat, social media promo that reliably converts 1-5 new clients every single time you run it: https://products.ambershaw.com/yournextfive
• Episode 495. The Smarter Way to Choose Your Black Friday Offer: https://ambershaw.com/podcasts/495-the-smarter-way-to-choose-your-black-friday-offer/
• Episode 496. 3 Ways to Run a Black Friday Sale in 2026: https://ambershaw.com/podcasts/496-3-ways-to-run-a-black-friday-sale-in-2026/

What I Discuss:

• 02:12 Why adding more bonuses can actually make your offer harder to say yes to
• 04:03 Why your best bonus idea could be hiding inside your buyer's objections
• 06:57 What your current clients keep getting stuck on and what that can tell you
• 10:25 Why you don't need a bonus for every reason someone might say no
• 13:13 How to keep your bonus from becoming an entirely separate program
• 16:30 Why you still have to sell the bonus, not just tell people what they're getting
• 18:10 The simple bonus audit I want you to run before creating anything
• 19:11 What I want you asking instead of "What else can I throw in?"

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

You know what you're selling for Black Friday but how the heck should you actually sell it?

Do you slash the price? Add a bunch of bonuses? Bundle things together? And once you've figured that out, how do you actually promote the thing without scrambling at the last minute?

In this episode of The Divorce Revolution Podcast, I'm breaking down exactly how I think about structuring a Black Friday promotion so you can stop overcomplicating it and get your offer out there. We're talking about three different ways you can structure your sale: discounting an offer, keeping your price the same and adding a strategic bonus, or creating a limited Black Friday bundle from things you already have. And I'm walking you through when each one makes sense.

If you know you want to run a Black Friday sale but you're stuck trying to figure out the offer, the discount, the bonuses, or how you're actually going to promote it, this episode is for you.

Resources Mentioned:

• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist
• Listen to Episode 495. The Smarter Way to Choose Your Black Friday Offer: https://podcasts.apple.com/us/podcast/495-the-smarter-way-to-choose-your-black-friday-offer/id1577282350?i=1000791069741

What I Discuss:

• 01:07 What we covered in Part One
• 02:03 Should you discount your offer?
• 04:07 Why a discount won't magically create demand
• 05:18 How to choose bonuses that actually make sense
• 08:23 Creating a Black Friday bundle without starting from scratch
• 10:50 How to choose the right structure for your sale
• 12:00 How I structure my four-day Black Friday email push
• 14:26 When to start warming up your audience
• 17:11 Using Black Friday to presell a January program

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

Black Friday is coming, but does that mean you need to create a brand-new offer to sell?

In this episode of The Divorce Revolution Podcast, I'm kicking off a two-part Black Friday series to help you figure out what actually makes sense to sell this year without creating a bunch of extra work for yourself just because everyone else is launching something. Because here's the thing: you might already have the perfect Black Friday offer sitting right in front of you.

If you've been staring at Black Friday wondering what the heck you're supposed to sell, whether you need something new, or if you should stick with what you already have, this episode is for you.

Resources Mentioned:

• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 00:57 Why waiting until actual Black Friday could already put you behind
• 02:30 How to decide what actually makes sense for you to sell
• 03:23 What to look at before you even think about creating a new offer
• 05:14 How to know if there's actually demand for your new idea
• 06:58 How I've used Black Friday to pre-sell a bigger offer before it launched
• 08:11 Mini courses, paid workshops, bundles, and other lower-ticket options
• 09:08 Is your offer actually not working, or are you just not selling it consistently?
• 10:29 Why your clients' actual words should shape your Black Friday messaging
• 13:54 When creating something brand new actually makes sense
• 16:04 How to repackage what you already have instead of starting from scratch
• 19:24 The questions to ask yourself before deciding on your Black Friday offer
• 20:48 What we're getting into in Part 2 of the Black Friday series

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

What if the reason people engage with your content but don't hire you is because they see you as a friend instead of the coach?

In this episode of The Divorce Revolution Podcast, I'm talking about a subtle messaging mistake I see coaches make all the time: being so focused on being relatable that they forget to show their audience they can actually lead them somewhere.

And listen, I'm NOT telling you to stop being relatable. Your ideal client needs those "me too" moments. She needs to know that you understand what she's going through, especially when you've lived through a similar transformation yourself.

But your content can't always stop there.

If every post and DM leaves her thinking, "She's just like me," but never, "She sees something I don't see yet," you may be building connection without building enough authority for her to trust you as her coach.

I'm breaking down the difference between peer mode and coach mode, including how one of my clients realized she was commiserating with her audience instead of offering the insight she already had. I'll also show you how to take a relatable experience and give it meaning so your content starts positioning you as the person who can help move her forward.

If people are engaging with your content but you're struggling to turn that connection into clients, then this episode is for you.

Resources Mentioned:

• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 01:21 When being relatable can actually start working against your sales
• 04:19 How to recognize when you're showing up in peer mode instead of coach mode
• 07:55 How to turn a relatable story into authority-building content using the SHIFT Formula
• 09:40 Why naming what she's actually doing hits harder than simply naming the problem
• 12:08 Why stepping into your authority doesn't mean you need to know more
• 15:03 The "leaky language" that could be quietly giving away your authority
• 16:20 A quick content audit to see whether you're showing up as the peer or the coach

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

What if you walked into your next launch with people already ready to buy?

In this episode of The Divorce Revolution Podcast, I'm breaking down one of the biggest mistakes I see coaches make when they launch: waiting until the doors open to start selling.

You can spend weeks building the offer, writing the emails, creating the sales page, making the graphics, and getting every little detail ready. But if launch day comes and that's when you start thinking about how you're going to get people to buy, you're starting way too late.

Your sales process should begin long before the cart opens.

I'm walking you through the pre-selling runway I use to build demand before a promotion, from warming up the specific problem your offer solves to identifying the people who are already raising their hands and getting into real conversations with them.

If you're used to opening the doors and then scrambling to figure out how to fill your offer, this episode is for you.

Resources Mentioned:

• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 01:31 Why your pre-selling should start long before you open the doors
• 04:26 The four things you need to lock in before building your launch runway
• 05:33 How to warm up the problem before you ever promote the offer
• 08:18 Why "micro problems" make your ideal client feel like you're inside her head
• 14:50 How to tease what's coming and start building demand
• 17:24 Filling the room and giving your audience one clear next step
• 20:44 Why I personally send voice notes and get into DMs with people who raise their hands
• 23:33 Giving your warmest leads early access before the public launch
• 26:41 Why the actual launch gets easier when you've done the pre-selling work first
• 29:00 The question I want you asking before your next launch

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

One great month can prove something is possible. It does NOT prove you've built something you can repeat.

In this episode of The Divorce Revolution Podcast, I'm sharing a story I've never told on the podcast before, and if I'm being real, it's one I haven't always felt comfortable talking about.

Back in 2023, my health and wellness business was doing really well. I'd built it to multiple six figures, I was making consistent revenue, and then I hit my first $40K month. I thought I had finally reached the point where I was ready to scale.

So I went all in. I hired an ad agency, started spending thousands on ads, and assumed I could take what was working and simply make it bigger.

Except I couldn't.

Within months, launches were flopping, the debt was climbing, and eventually I found myself $100K in the hole wondering if I had completely screwed up the business I'd spent years building.

Today, I'm walking you through what happened next, why I had to strip everything back to the basics, and how returning to the pre-selling strategies that had actually built my business changed the way I think about growth and scaling today.

If you've had some wins in your coaching business but still couldn't confidently tell me how to repeat them, then this episode is for you.

Resources Mentioned:

• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 02:54 Going back to 2023 and the business I had built at the time
• 03:47 The $40K month that made me think I was ready to scale
• 05:19 Why I hired an ad agency and started putting serious money behind growth
• 07:37 What I learned the hard way about ads, cold audiences, and scaling
• 09:27 The mistake I made when I scaled based on a feeling instead of data
• 12:28 How I went from my best month to $100K in debt
• 14:10 Why I stopped throwing more tactics at the problem and went back to basics
• 15:25 The pre-selling ecosystem that had actually been driving my business
• 17:11 How everything I learned in 2023 eventually led me to pivot into business coaching
• 18:27 How to figure out where your clients are really coming from and what's actually repeatable
• 20:20 Why you should never scale the win, but the process that created it

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

Your story matters but in 2026, your story alone isn't enough to make you stand out.

In this episode of The Divorce Revolution Podcast, I'm talking about what actually makes you memorable in an online space where AI has made it easier than ever for everyone to create polished content, tell perfectly crafted stories, and—unfortunately—start sounding a whole lot like each other.

I'm sharing how I uncovered the bigger belief underneath my own divorce story and how that belief has become such a huge part of my brand and the work I do today. I'm also walking you through a simple way to use AI to help uncover the opinions you already have—not manufacture them for you.

If you've been sharing your story but still feel like your content sounds like everyone else's, then this episode is for you.

Resources Mentioned:

• Listen to Episode 489. How To Actually Build Your Pre-Selling Ecosystem: https://podcasts.apple.com/us/podcast/489-how-to-actually-build-your-pre-selling-ecosystem/id1577282350?i=1000782632126
• Join the ReNewU Interest List: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 00:36 How AI has changed the coaching space and why so much content is starting to sound the same
• 01:41 Why sharing your story alone isn't enough to make you stand out anymore
• 03:35 The opinions and beliefs underneath your story that actually make you memorable
• 04:13 The core belief underneath my own divorce story and how it became part of my brand
• 06:24 How to use AI to uncover the beliefs you already have without letting it create them for you
• 08:32 How one client shared an opinion she was nervous to say out loud—and watched her carousel go viral
• 10:22 Why your beliefs and point of view are such an important part of pre-selling
• 11:29 The one question I want you to ask yourself about your story

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com

You don't fear posting—you fear who might be watching.

In this episode of The Divorce Revolution Podcast, I'm talking about the real reason so many coaches hold back from being fully visible online and why it usually has less to do with confidence or imposter syndrome than we think. fileciteturn97file0

The truth is, most of us aren't afraid of being judged by strangers. We're worried about the ex-husband, family member, old coworker, school mom, or person from our past who might see us becoming someone new and think, "Who does she think she is?"

I'm breaking down why building a business sometimes requires giving yourself permission to outgrow other people's perception of you, even when they're still attached to an older version of who you were.

I also share the real cost of softening your opinions, deleting the Reel, or talking yourself out of sharing the story that could help someone feel seen. Because every time you choose invisibility to protect yourself from judgment, the people who need your message lose the opportunity to find you.

If you've been censoring your content because you're worried about what people you know might think, then this episode is for you.

Resources Mentioned:

• Join The Selling Sprint interest list here: https://products.ambershaw.com/signature-waitlist

What I Discuss:

• 00:30 Why visibility isn't really a confidence problem
• 01:45 Why the people you know can feel scarier than strangers online
• 04:56 Giving yourself permission to become someone new—even when others still see the old you
• 07:12 The hidden cost of staying quiet, softening your message, and keeping yourself invisible
• 09:00 Why confidence usually comes after you take action—not before
• 10:47 How to stop creating content for your critics and start creating it for the people you're here to serve

Find more from Amber Shaw:

Instagram: @msambershaw

Website: ambershaw.com