People Don’t Pay for Information, They Pay for Results

Are you struggling to sell coaching programs despite having the expertise and passion to help clients succeed? The issue usually isn't your clinical knowledge—it's how you communicate the problem. In this solo episode of Fuel The Flow, Valerie Feghali breaks down why most health and wellness coaches fail to convert leads into paying clients. If you are trying to figure out how to get clients as a health coach, you must realize that your audience does not care about complex science or the physiological "root cause" of their issues right away. They care about immediate relief from their daily symptoms.

Listen in as Valerie explains how speaking like a clinician creates unnecessary distance between you and your ideal clients. We explore the two major traps wellness professionals fall into and provide three actionable steps to fix your communication strategy today. By learning to actively listen, simplifying your messaging, and focusing on tangible symptoms rather than technical jargon, you will build deeper trust and start seeing real growth in your online business.

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✨ WHAT YOU'LL DISCOVER:

• Why using clinical language hurts your connection with potential clients.
• The critical difference between selling root causes versus immediate symptoms.
• How to use active listening to mirror your audience's exact phrasing.
• Three straightforward steps to simplify your message and boost conversions.

⭐ MEMORABLE QUOTE:

"People do not pay for information. What they're paying for is results and transformation."  Valerie Feghali

If you found value in today’s episode, please take a moment to leave a 5-star review on Apple Podcasts or Spotify! Your support helps us reach more coaches who need to hear this message.

⏱️ DETAILED CHAPTERS:

00:00 - Intro: Why Your Offer Isn't Converting (Understanding the disconnect between coach and client).

00:37 - Are You Solving a Problem Worth Solving? (Identifying if your audience actually cares about the solution you are selling).

01:18 - The Two Traps Most Coaches Fall Into (Breaking down the common messaging mistakes wellness professionals make).

03:40 - Solving the Root Cause vs. The Symptom (Why you must speak to immediate pain points before explaining complex science).

07:03 - The Wellness Vault Solution (How to streamline your content creation and save time).

07:33 - Why Your Messaging Creates Distance (The danger of using overly clinical language and sounding unapproachable).

10:04 - 3 Steps to Fix Your Marketing Message (Actionable strategies to mirror client language and boost sales).

🔗 RESOURCES MENTIONED:

• Try The Wellness Vault: https://wellnessvault.com/
• Connect with Valerie on IG: https://www.instagram.com/v.feghali/

⭐ ABOUT VALERIE

Valerie Feghali is a physical therapist turned software CEO, helping health and wellness coaches scale their businesses without burnout. As the founder of The Wellness Vault, she provides white-label resources and strategic coaching to help you grow.

⭐ CONNECT WITH VALERIE

Instagram: https://www.instagram.com/v.feghali/

The Wellness Vault: https://wellnessvault.com/

Disclaimer: The Fuel The Flow Podcast is for educational purposes only. The information provided is not intended to replace professional medical or business advice.

Transcript

SPEAKER_00 0:00

People do not pay for information. What they're paying for is results and transformation. Be clear on who exactly it is that you're helping, the problem that you're solving for those people, and how you do it in the simplest format, in the simplest language. So this is where a lot of coaches get stuck. They build programs based on. Welcome to the Fuel Your Flow podcast. I am your host, Valerie Figali, physical therapist, turned software CEO and business coach for health and wellness coaches. We are going to be talking about all things health and business. They might be more closely related than you think. So let's go ahead and get into it. Welcome back to another episode of Fuel the Flow. Today I want to talk about something that I see all of the time when I'm working with coaches who first come to me, especially those who are trying to grow and scale their business. And it's the question of are they actually solving a problem worth solving? And more importantly, does your ideal client even know that they have this problem? Because here is the truth. You can be an incredible coach, you can be highly educated, deeply passionate, but if you're solving the wrong problem or communicating in a way that your client doesn't understand the problem, your business is going to feel like you're treading uphill constantly. Now, let me explain a little bit deeper. So most coaches that I work with fall into one or two traps. They are incredibly vague about the problem they are going to solve, or they describe it in a clinical, technical way that their clients really can't understand or actually connect with. And both of these things create the same outcome. Your message goes in one ear for your client and out the other. They are not resonating with it, they are not connecting with it. And because of this, they are not buying. So it's not because your work is not valuable, it's just that it's not landing with your ideal customer. So let me give you a clear example. If your client is a woman over 40 who wants to lose body fat, say exactly that in those words. So tell the person or anybody that you're explaining your business to that I help women over 40 lose body fat, especially if they feel like they've been doing everything right, like eating less and working out harder, but the scale is not moving in the right direction. So that is going to land with your client. It makes them stop scrolling and think to themselves, is this me? Yes, this is me. I can relate to that. I that's exactly what's happening in my life right now. This is where I need help. But instead, what I see coaches saying is something more along the lines of this. I'm a hormone health coach who help women regulate their blood sugar and optimize their fitness routine for improved body composition. Can you hear the difference between the two? So this second version of it is not wrong. And yes, maybe that is actually what you're doing and working towards, but your ideal client isn't talking like that. They're not connecting the dots with that. They might not know that they need to regulate their blood sugar in order to lose body fat. They might not know what ideal body composition actually even means. And so this language creates a lot of distance between you as the coach and the with the client. So it feels like you're talking more at them rather than having a conversation with them or just connecting with them. So a lot of coaches do this because they think that if they sound smarter, that they'll be taken more seriously from their ideal client. But the opposite actually happens when we talk this way. We lose the connection with our client, we lose the clarity around what it is that we actually do, and ultimately we don't make the sale. The client actually doesn't ever end up signing up with us. So let's talk a little bit more about the second piece that I see happening, which is are you solving a problem that's even worth solving for your client? You might know it'd be great if this person solved all these issues. They would feel amazing. But does your client really think that every one of their problems is worth solving? And are you tackling the one that is? So this is where a lot of coaches get stuck. They build programs based on everything that they've learned, everything that they could help somebody with, and everything that to them they know matter or they think matters to their client. But what we really need to focus on is what your client thinks matters. That's where you are going to be able to help them. So you need to ask yourself, is this something my client is actually seeking help for? So let me give you some examples of this. Weak problems that your clients likely aren't seeking help for, and maybe they sound good, but they're not actually going to convert into real clients, would be things like helping clients optimize their circadian rhythm, improving their mitochondrial health, enhancing their metabolic flexibility, balancing hormones naturally, reducing systematic inflammation, right? All of these things, you know, helping with the gut microbiome. Again, these things are not wrong. They're just not buying triggers. I can guarantee you that your client is not waking up at two in the morning thinking, I need to improve my mitochondrial function, right? That's not what's top of mind for them. And therefore, they're not going to stop and think that the product is worth buying or the coaching is worth buying if this is what it's focusing on. So instead, they're likely thinking, you know, why am I so tired all the time? Why can't I lose weight no matter what I do? Why do I feel like I've completely lost control over my eating habits or my body? Right. So these are problems that your client is actually thinking about and that's worth solving for them. So talk about it in their language. So examples of higher traction problems that people would actually want to invest in could be, you know, for busy moms, it could be feeling exhausted all the time and feeling like they're having to rely on caffeine even in the afternoon to stay awake, right? And stay active with their children. That would be a problem we're solving. Or helping women who are over 40 reduce the belly fat that they've gained since they crossed that age range, right? It seems to be right around that time where women start to put on a lot of belly fat. And it's not necessarily something that they're used to and it's a problem worth solving for them. It could be that you're helping high-achieving men or women get their energy back so that they can actually get through the workday and be as productive as they once were. Maybe their energy has dipped and they're not able to do that. Again, that is a problem worth solving. How about gaining control over eating habits? People who feel like they just completely lost control. They have these crazy sugar cravings that they're not eating balanced meals and they're recognizing that they're just eating like crap and feeling like crap, and they want to get better control over their routine eating habit. These are all problems that your client can connect with. They're specific, they drive an emotional connection when you talk about it, and your client can immediately recognize whether or not they are struggling with this problem. So your client, when they hear you talk about it, should think that's exactly what I'm dealing with. And yes, I would like to have that problem solved. Hey, sorry to interrupt, but if you are a health or wellness professional and you haven't yet checked out the wellness vault, you're missing out. The wellness vault is a content hub for coaches who create their own plans and programs for their clients, run workshops, create digital guides, and so much more. You can now do all of this in a fraction of the time so you can focus on your clients and grow your business faster than ever with more U time. The link to the Wellness Vall is in the show notes. So go sign up for your free trial today. So why does it happen that coaches kind of get so far away from their clients and start to kind of drift in terms of language and maybe build out programs that just really aren't hitting the mark or resonating with the client? Well, you've gotten really close to the science. You have an expertise, right? So you know the science behind everything you're doing, you know the mechanisms of why it's happening in the body, you know the deepest layers of all of all the things that you could help with in order to get the client the best possible results. So you default to a more scientific language. But that again is a language that your client can't connect to or can't understand. Another reason is that you might want to be proving your credibility, right? A lot of coaches, again, they talk in these more clinical terms because they want to solve, sound smart, and they think that if they use these terms that are more they shows that they know the science, that they'll be trustworthy. But in fact, that actually creates the opposite problem. It makes the client think, like, oh, they might not fully understand what I'm going through. Like, yes, they have the all these tools and they sound smart and sounds like, you know, they have some education or understanding behind this, but they don't really know what I'm experiencing. And so it actually builds a trust gap between you and your client. Now, the other thing is that you might be just simply trying to solve too many problems. You know a lot at this point. And so you want to help with everything. And maybe you're afraid to narrow down and niche down. But what happens in that situation is that your message becomes extremely diluted and overwhelming. So when you're trying to solve, you know, 10 problems for a client, the client is just going to feel like it's impossible. They're going to feel like it's way too much and that they can't take action on that. So the reality is that clarity is what converts. So the more clear you are on what it is you do and who you work with, the more conversions you'll get, the more clients you'll get. Simplicity is what builds trust. So again, keeping the language in alignment with what your the way your clients talk. And then specificity is what gets attention. So when you're really specific on the problem that you're solving for your client and the way in which you solve it, that is what is going to drive attention to your practice and your coaching business. When again, you're trying to solve 10 different problems at once and you have all these different methods of doing it, people will get lost. It's not going to create that attention that you need around your business in order to drive sales and conversions. So if you're listening and you're thinking, okay, I might be doing this, here are just a few ways that you can start to fix this. So ask yourself these three questions. What is my ideal client actively seeking help for? So this is not what you know that they need. This is what they are searching for help for. So think about what are they actually typing into Google or Chat GPT? You know, maybe they're in local or public Facebook groups or communities that they're asking questions. Look at the questions that they're asking, get into those groups and actually look at what your client is posting. See the words that they're using, see the questions that they're asking for and what they're needing help with. Ask yourself number two, the second question to ask yourself is what keeps them up at night? So what are they actually going to bed thinking, oh, I just I feel badly about this, or I wish this could change, or I how can I, who can I contact about this or get help with this? What keeps them up at night? What are those thoughts that they can't seem to turn off? That's what's really bothering them. And again, that's something that's worth solving and helping them fix. And the third thing is, what problem would they gladly pay thousands of dollars to solve, right? In a real nutshell, if you want to break it down and make it really simple, think about what would they take money out of their pocket for if you're like, hey, I can fix this for you in the next, you know, 60 days or whatever? What would they take money out of their pocket and pay for? So think about that. Are you solving a problem that they're willing to invest in, right? And I'm not saying that you're going to actually quote unquote fix them, but you are going to help guide them through how to solve that problem. So people do not pay for information. What they're paying for is results and transformation. What is the transformation that you are promising for your client? What's the outcome that they are going to get at the end of working with you? And that's what you want to focus on. And again, say it in their words, and it shouldn't be a hundred different things. It should just be one or two problems that you are tackling. And then you want to simplify your message. So, examples of this, instead of saying I help regulate hormones to improve metabolic health, try something along the lines of I help women who feel stuck in their body and feel like they're gaining weight, finally start to see progress again. Or instead of I optimize nutrition and training protocols, say I help you lose weight without living in the gym or cutting your calories so low and cutting out foods that you love. So these things, again, they can relate more to your clients. So be clear on what exactly, who exactly it is that you're helping, the problem that you're solving for those people, and how you do it in the simplest format, in the simplest language. If there's one thing I want you to take away from today, it's this your success as a coach is not just about what you know. It's about how well you can connect what you know to what your client wants. Okay. So how can you use your knowledge and your expertise to help somebody get something that they want? What are their desires? What are they after? What's their ultimate goal? And how can your expertise help them get there? So speak their language, solve a problem that they can feel, that they know they have. These are oftentimes the symptoms that your client is experiencing. So they know that they have acne or that they are having a skin rash or they are having weight gain or whatever it may be or they're, you know, gassy, right? What are the symptoms that they're experiencing? Solve a problem they can feel and meet them where they're at. Don't try to go to level 10 when they're at level one. Meet your client where they're at. Because when your clinical self is getting out of control and you feel like you're stepping too far into that scientific clinical person that you are, expert that you are, you create distance from your client. So come bring it back, be relatable to your client. When they feel seen, understood, and confident, that's where you can start to help them make progress. And that's where everything changes. So if this episode resonated with you, I'd love for you to share it with another coach who needs to hear this. And I'll see you again on the next one. I hope you enjoyed our conversation from today. Any links we discussed will be in the show notes below. Also, we would be incredibly grateful if you would leave us a five star review. This helps us keep the podcast going so that we can continue to provide value for all of you. I hope we see you on the next one.