We uncover the truth that people actually love to pay for it. We break down the four conditions that make someone want to invest in coaching, including the existence of dream clients, their desire for results, their willingness to take action, and their readiness to pay for the solution. By understanding these conditions, we realize that coaching is a natural process, just like buying groceries or seeking solutions to everyday problems, and it becomes easier to attract clients and help them achieve their goals.

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