The Wealthy Coach

Everybody wants the margaritas by the pool. Nobody wants to hear what it takes to get there. In this episode I go through five brutal, annoying, uncomfortable truths that every successful online entrepreneur has to accept, plus a bonus one, starting with the day a live stream made me want to quit before I'd even started.

What we cover

• My first live stream on Periscope in 2015, and why I almost walked away from online business that day
• Truth 1: You have to create content, even if you hate it, and why perfectionism and fear of judgment are the real problem
• Why I'd rather you post more average content than spend four hours on one post
• Truth 2: You will face rejection constantly (95 to 99 percent of people will say no) and why getting ghosted is part of the job
• The dating comparison, and why top coaches don't make a no mean anything about them
• Truth 3: You have to show up when you're not inspired, and why I'm not anti hustle, I'm anti hustle forever
• Truth 4: You will have to invest financially, what I'd budget each month, and why time is expensive and money is cheap
• When to hire a one-off project instead of spending a whole day figuring out the tech
• Truth 5: It takes a lot longer than you want (three to five years), and how I think about it like an entry level job
• Bonus truth: You have to embrace the tech, either by learning it or by hiring someone who can
• Why you need to normalize the mess, the slow path, the fear, the ghosting and the awkward videos

Resources mentioned

• ChatGPT: https://chatgpt.com
• Canva: https://www.canva.com
• Kendra's website: https://kendraperry.net/
• Kendra on Instagram: https://www.instagram.com/kendraperryinc

Lots of you are asking if you should have a downsell, especially with Black Friday coming. I'm a huge fan and I use one in most of my launches. In this episode I break down what a downsell is, when to offer it, how it works on a sales call versus in a launch, and the downsell ideas that actually work.

What we cover

• What a downsell is: a cheaper way to work with you, offered to someone who said no or not yet
• Why a downsell has to come after the main offer, never next to it, or it eats your bigger offer
• How I run a downsell after a webinar launch: the main cart closes, then the downsell goes out for two days (sometimes three)
• How to offer a downsell on a sales call when someone says it's out of budget
• The hybrid launch setup: apply or book a call for the main offer, then a buy-now downsell by email
• Price points: why $297 to $397 and below can sell without a call or webinar, and why I can sell up to $1,500 by email (warm audience, strong messaging, years of practice)
• Downsell ideas: the self-study version of your program, a smaller package, a one-time audit or breakthrough session
• A real coaching example: a coach who sells lab testing and why a $500 education-only downsell would work against her own messaging
• Why a downsell needs a specific name and real positioning (a plain one hour consult is a terrible downsell)
• How to pick your downsell by looking at the main reason people say no: money or time
• The "didn't you buy" email: a one-question anonymous Google Form, and how to use AI to find the trends in the answers

Resources mentioned: 

• Google Forms: forms.google.com
• Claude: claude.ai
• ChatGPT: chatgpt.com
• Health Coach Accelerator (HCA): https://go.kendraperry.net/apply-hca
• Kendra's website: kendraperry.net
• Kendra on Instagram: @kendraperryinc

Leave the podcast a 5-star review: https://ratethispodcast.com/wealthy

Ghosting sucks, and it stings way more when the person already paid you. 

This episode comes from a question an HCA student asked me: she closes most people she talks to, but a few ghosted midway through her program. 

Is it her, or her systems? I walk through the three things to check, in order, so you stop guessing.

What we cover:

• Why a ghosted client costs more than a ghosted lead: you lose the sale plus the result, the testimonial and the referral
• Why it hits your confidence, and why some ghosting is a normal part of running a program
• Check your program structure first: most of us were never taught curriculum design or client experience
• Milestones: little wins your client can hit predictably, using the mountain hike example
• Why a milestone has to be something you can deliver and prove (like shipping off a lab kit), not an outcome you can't control
• Why the first few weeks matter most: one study found students active in week one finished 78% of the time vs 17% for inactive students (observational data from a course platform)
• How I changed my own protocols: dripping them out step by step instead of dumping everything at once
• What I added inside HCA: business audits and one-on-one calls so people have a custom plan by the end of week one
• Check who you let in: the wrong-fit signs I watch for on a sales call
• Why "I need this to work or else" is a red flag
• What to do when someone says on your application that they can't invest
• Accept what nothing fixes: there is always a portion of clients who pay and never complete
• My own confession: the $2,000 NLP course I paid for and never finished
• A rough benchmark for HCA: around 5% ghosting is normal, 10% or higher means look at your program

Resources mentioned

• Ruzuku study on cohort vs self-paced completion: ruzuku.com
• Apply for Health Coach Accelerator (HCA): https://go.kendraperry.net/apply-hca
• Kendra's website: kendraperry.net
• Kendra on Instagram: @kendraperryinc

"Did I miss the deadline?" I get asked this all the time. If you run live promotions with deadlines, you'll get asked it too. Someone misses your cutoff, reaches out, and wants in. Do you take the money anyway, or do you stick to the deadline?

I've handled this a few different ways over the years. There was a time I was incredibly strict: miss the deadline, you don't get to buy. I've eased up on that, but my answer still depends on what I'm selling. For a live cohort with a real start date, I stay strict, because I need to know numbers and I don't think people should join a live course after it has started. For an evergreen program where the deadline is about a discount or a bonus going away, people can still enroll, but the discount and bonuses are gone.

In this episode I walk through why bending a deadline can feel unfair to the people who bought on time, why a late exception of days or weeks hurts your brand, and why "we're reopening by popular demand" trains your audience to wait for the next chance. I also get into the times I say yes (a 24-hour grace period, and a bank blocking a payment before the deadline), the times I say no, a coach who took a late $3,000 client after a launch with no sales, and a woman I turned down who respected me more for it.

Questions I ask before I make the call:

• How late is it? Within a day, or a week later?
• Was there a real reason (forgot, tech issue, family emergency)?
• Would I be comfortable telling the people who bought on time that I made an exception?
• Was this person already in a sales conversation with me?

Takeaway: a deadline only works if your list believes it. Decide your rule before your next launch (grace period or not, how long, and for what reasons), apply it to everyone, tell people why the deadline exists, and if you hold the line, offer a next-round email or another option instead of slamming the door.

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"Do I need to run a live cohort?" I hear this all the time, and a lot of new HCA students come in thinking the answer is yes. It's not that simple. Live cohort and evergreen are both good options. Which one fits depends on what you want your business to look like.

In this episode I define both, then walk through the pros and cons of each from someone who has run both. I ran HCA as a live 90 day cohort five times before turning it evergreen in September 2021. I talk about why live cohorts are great for testing a new program and create real urgency, why everything riding on one launch is brutal (including the time I emailed 900 people from my toilet at 3 a.m. the night before a webinar), and why evergreen takes the pressure off but still needs live promotions. I also get into why automated funnels convert at half the rate or less, and why the automated webinar funnel that worked for three years in my own business just stopped.

The pros and cons in short:

• Live cohort, pros: a complete container with closure, more engagement and energy, instant feedback on your content, true urgency, and real time off between cohorts.
• Live cohort, cons: everything rides on your launch, a flop means a two to three month wait, and you lose buyers who are ready when nothing is open.
• Evergreen, pros: less stressful launches, you can enroll and make money all the time, and it can be the one core program your business runs on.
• Evergreen, cons: less true urgency, you still need live promotions, you're supporting people all the time, and it can be harder to keep everyone engaged.

Takeaway: There's no right or wrong model, and nothing you choose is set in stone. It's easier to go from live to evergreen than the other way around. If you go live cohort, have baseline income from something else, like 1:1 clients, so a flopped launch doesn't wreck you. If you go evergreen, keep running live promotions.

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One DM almost convinced Kendra to completely change a webinar that was already working.

After someone told her they were disappointed that she didn't teach more about HTMA interpretation, Kendra second-guessed her instincts and added even more teaching to her webinar. The result? Her live sales dropped from six to just two.

So she went back to what she already knew: a webinar isn't meant to teach people everything. It's meant to shift their perspective, challenge what they believe to be true, and help them see a problem or solution differently.

When she removed the extra teaching and focused on those "micro shifts," the results were dramatically different: eight sales from just 68 live attendees.

In this episode, Kendra breaks down what went wrong, why teaching too much can hurt webinar conversions, and why you need to be careful about letting feedback from non-buyers influence how you market and sell.

In This Episode:

• Why teaching too much on a webinar can actually hurt your conversions
• The difference between teaching and creating belief and perspective shifts
• How one piece of feedback from a non-buyer completely got into Kendra's head
• The webinar mistake that took her from six sales to two
• Why the pitch is about giving people a reason to buy now, not convincing them that your offer is valuable
• How "micro shifts" can be more powerful than giving people a step-by-step solution
• Why your webinar content should sometimes make you feel uncomfortable
• The danger of empowering potential clients to DIY something they actually need support with
• Why feedback from actual buyers and clients can be more valuable than opinions from people who haven't purchased
• Why you don't need to make everyone your buyer

RESOURCES:

• Grab the niche statement workbook: DM the words "niche workbook" to me on Instagram @kendraperryinc
• Health Coach Accelerator, my six month business mentorship for health coaches and practitioners: go.kendraperry.net/hca 
• Find me on Instagram: @kendraperryinc
• Website: kendraperry.net

Leave the podcast a 5-star review: https://ratethispodcast.com/wealthy

This one is straight from Day 1 of my free Nail Your Niche challenge, and it is the training I wish someone had handed me in year two of my health coaching business.

Here is the short version. You have a niche. It is probably not niched enough to work in 2026. The way we niche has changed in the last two years and most coaches are still running a strategy from 2023, which is why you can do everything right and still feel invisible.

I break down the three criteria a problem has to meet before it will ever make you money, why root cause language quietly kills your marketing, and the shift I call identity-based niching. I audit a lot of businesses. Almost nobody has this part in place.

I also tell the story of the cliff I jumped off that ended my skiing career, the seven years of chronic fatigue that followed, and the $10K year that turned into a quarter million once I stopped communicating like a practitioner.

In this episode

• The three types of coaches this training is for: great offer and no clients, feast or famine, and the one hit wonder
• Why a list of deliverables is not an offer, and why adding more to the list makes it harder to sell, not easier
• My numbers: just over $10,000 in a full year selling single sessions, $90,000 the year I niched down to one transformation, almost a quarter million the year after when nothing changed except how I communicated it
• The two criteria that make a problem profitable: chronic and severe, and why a tension headache fails both while a migraine passes
• The third criterion that trumps the other two: awareness level, and why targeting inflammation, adrenal fatigue, leaky gut, or nervous system dysregulation puts you in front of people who do not know they have the problem
• What to target instead, with specific swaps for metabolic issues, nervous system dysregulation, inflammation, parasites, and blood sugar
• Why mold, SIBO, Hashimoto's and other diagnoses can work, as long as you are targeting people already diagnosed
• Identity-based niching: why "women in their 40s" is a demographic, not an identity, and the test that tells you which one you have
• The phrases that are not identities, including high achieving woman, busy moms, heart centered, health conscious, and woman in perimenopause
• Why the same fatigue program has to be built completely differently for new moms than for retired seniors
• The billboard rule: your niche statement has one job, and buying is not it
• Why your method, whether that is HTMA, Reiki, macro tracking, acupuncture or plant-based nutrition, belongs in your offer and not in your niche statement
• Pain point marketing versus outcome marketing, and why leading with the dream loses
• Why your niche is a marketing decision, not a practice decision, and why you can always switch

Resources

• Grab the niche statement workbook: DM the words "niche workbook" to me on Instagram @kendraperryinc
• Health Coach Accelerator, my six month business mentorship for health coaches and practitioners: LINK TO CONFIRM (found two candidates, go.kendraperry.net/hca and go.kendraperry.net/accelerator, need Kendra to say which is current)
• Find me on Instagram: @kendraperryinc
• Website: kendraperry.net

Leave the podcast a 5-star review: https://ratethispodcast.com/wealthy

Your niche statement is not your sales pitch, and trying to cram everything into it could actually be costing you potential clients.

In this episode, Kendra Perry breaks down what your niche statement is really supposed to do, why you don't need to explain your method, philosophy, certifications, or entire approach upfront, and how to make your messaging clear enough that the right person instantly thinks, “That's me.” She also shares a simple billboard test you can use to see whether your niche statement is doing its job or trying way too hard.

In This Episode:

• The real reason coaches cram their whole method into one sentence, and why it makes people bounce instead of follow
• What a niche statement's actual job is (it is not to sell, and it was never supposed to)
• The "five second test" that tells you if your bio is quietly repelling your dream clients
• A real, specific example of a niche statement that actually works, and why "help women lose weight" isn't it

RESOURCES:

• Free niche statement workbook — DM "niche workbook" to Kendra on Instagram:https://www.instagram.com/kendraperryinc

 Leave the podcast a 5-star review: https://ratethispodcast.com/wealthy

In 1958, David Ogilvy wrote an ad for Rolls-Royce with the headline: "At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock." No spec sheet, no V8 engine talk, just one sensory detail that made people feel the silence. That ad is still outperforming most sales pages written today, and it's the whole lesson of this episode.

Kendra breaks down why leading your work-with-me page or sales page with a list of deliverables (three sessions, four lab tests, chat support, replays, whatever it is) is the single biggest thing killing offer conversions right now. It worked in 2015 and 2016 because online wellness offers were new and there was no competition. That advantage is gone. Post-COVID, the online coaching space is saturated, your audience has been burned by other coaches, and people are seeing 6,000 to 10,000 marketing messages a day. A feature list doesn't stand a chance.

The fix: people buy on emotion first and justify with logic second, never the other way around. The first half of a sales page needs to hit all four real reasons people buy: the pain they want to escape, the desire on the other side of that pain, the fear of staying stuck, and the belief that this offer is the one that finally works. Only after you've earned that emotional yes do you get to walk them through the offer itself.

Kendra also introduces the Micro-Moment Method, her framework for getting inside your ideal client's head deeply enough that your copy makes them feel seen, not sold to. The action step: go look at your own sales page or work-with-me page right now and check whether you're leading with features. If you are, that's the fix to make before anything else.

In this episode:

→ The one-line 1958 ad that's still outconverting sales pages written this month, and the one thing it never once mentions

→ The thing almost every coach leads with on their sales page that is quietly killing every single sale

→ The exact order your brain makes a buying decision in, and why doing it backwards means nobody buys

→ The four real reasons people say yes to an offer, and why "here's everything you get" isn't one of them

Resources mentioned:

• The Micro-Moment Method — Kendra's sales copy framework. Get the free guide by DMing the word "moment" to her Instagram, @kendraperryinc.
• The 1958 Rolls-Royce ad by David Ogilvy — the ad referenced throughout the episode.

Leave the podcast a 5-star review: https://ratethispodcast.com/wealthy

People aren't just Googling businesses anymore. They're asking ChatGPT who they should hire.

And Kendra is seeing firsthand what happens when ChatGPT starts recommending you. In this episode, she shares the strategy she uncovered after several people told her they found her because ChatGPT recommended her as a business coach for health coaches.

The answer isn't to pump out more random content or try to “trick” AI into mentioning you. It's about becoming incredibly clear about your niche, consistently creating useful long-form content, and building enough authority online that AI can connect your name with the problem you solve. Kendra breaks down exactly what that can look like for coaches who want to start showing up in AI recommendations.

In This Episode:

• The number one thing ChatGPT says has to be true about you before it will ever put your name forward (I've been preaching this for years and now AI is backing me up)
• Why your reels alone will never get you cited in an AI answer, no matter how good they are
• The kind of content people are actually typing into ChatGPT, and why it looks nothing like what you've been writing for Google
• A setting on your website that could be quietly blocking you from ever showing up in AI results

RESOURCES:

• Bing Webmaster Tools - free, and the AI Performance report shows which of your pages get cited in AI answers and what people were searching when it happened
• OpenAI's crawler guide for publishers - how to make sure ChatGPT can actually see your site

Leave the podcast a 5-star review: https://ratethispodcast.com/wealthy