Why is no one buying my coaching program?

video by AI based on this article: 

When someone asks what you do, and you say something like: “I empower women to build confidence,” or “I help people align with their purpose,” you may feel like you’ve explained what you do, but ...

From your perspective, it makes perfect sense, but the person listening still doesn't know what they would receive from working with you.

They are wondering:

• What do you do, exactly?

• Is this something that could help me?

• What would I even be getting if I said yes?

Phrasing like "I empower..." describes a mission, not a service.

It puts the burden on them to figure out what you do, and they’ll usually decide it is not something they need.

You're describing a feeling. They're looking for a result. That disconnect makes it easy for them to move on without taking action.

👉People Respond to Outcomes They Can Picture

When people ask what you do, or read your profile on LinkedIn, they're not there to interpret a mission statement. They're simply looking for a straightforward description of the work you do and who it's for.

A better approach is to describe the kind of result your work helps someone achieve.

• For example, instead, “I help people step into their power”, you might say, “I help new managers lead their first team with confidence”.

• Instead of, “I guide clients toward transformation”, try, “I work with business owners to streamline their operations so they can focus on growth”.

These versions are still professional, but also show what result or transformation your work leads to. That makes it easier for someone to understand if your services are relevant to them or to someone they know.

Most importantly, it shows a before and after. It gives people something they can visualize, even if they don't need it right now.

Outcome-based language also makes your message easier to repeat. Someone can tell a friend, “She helps people manage their time better so they’re not working nights and weekends.” That kind of phrasing is shareable.

What to Avoid

• Mission-driven phrasing that doesn't reference a result.

• Abstract language that could apply to almost any field.

• Descriptions that focus entirely on feelings or internal transformation.

• Statements that sound inspirational but offer no practical takeaway.

My favorite is "descriptions that focus entirely on feelings or internal transformation". This applies to statements like “I help people feel more empowered,” “I support personal breakthroughs,” or “I guide clients toward self-trust”.

Each of the statements above describe a journey, but not what that journey involves. While emotional growth or personal development may be part of the work, a description that stops there creates too much distance between the reader and the result. The person on the other end doesn't know what to expect, how it applies to them, or what would change in their life.

Emotional language without context makes it difficult for someone to connect the dots between your work and their needs.

What to Aim For

Phrases that show who the work is for and descriptions that help someone picture (physically picture) what they might gain.

✨✨If someone could take a photo of the result, what would be in that frame? Would it show someone leading a team meeting with confidence? Wrapping up their workday before dinner? Launching a new service? Sending out their first client proposal?

If your current description reads like a vision statement, consider adjusting it to show what your work makes possible. The goal isn't to reduce the meaning of your work. It is to make it easier for someone else to understand.

You can find a step-by-step of how to do this and so much more about building an online business inside The Marketing & Monetization Hub, learn more.