How I Attract $3k Coaching Clients With A Simple “Offer Doc”

Coaching is one of the fastest and most profitable ways to monetize your knowledge and skills online.

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Coaching is one of the fastest and most profitable ways to monetize your knowledge and skills online.

In 2025 alone, we’ve generated tens of thousands of dollars through our high-ticket coaching programs (like our Mini-Course Accelerator coaching program and Substack System coaching program).

And the best part is, you can set up (and start selling) your first coaching program in less than 24 hours. You don’t need any fancy tech to get started.

You just need a clear offer, a way to communicate the value you provide, and a way to capture payments. That’s it.

In this article, I’ll walk you through the exact process we use to attract high-ticket coaching clients - people who happily pay us $2,000 to $3,000 for personalized support.

We’ll cover:

• Why most coaches make the mistake of “selling coaching”

• How to create a high-ticket coaching program that’s easy to sell

• How to attract high-paying coaching clients without being pushy

• The power of a simple “Offer Doc” (and how it does the selling for you)

(And as a bonus for our paid subscribers: I’ll also share the word-for-word “Offer Doc” template we use to close $2k - $3k coaching clients.)

Let’s dive in.

Don’t Sell Coaching, Sell Outcomes

This is the #1 mistake I see most coaches make: They try to sell coaching.

They talk about how many sessions are included, how long each call is, what platforms they’ll use, and how you can “pick their brain.”

But here’s the thing:

People aren’t buying coaching calls. They’re buying outcomes.

They’re stuck. They want something. And they believe you can help them get it.

If you’re a business coach, your ideal client doesn’t care about a 60-minute Zoom call.
They care about making more money, landing better clients, or getting their business unstuck.

If you’re a fitness coach, your client doesn’t care about your weekly check-in form.
They care about getting in better shape, looking great at their wedding, or getting their energy back.

People pay to go from where they are now (frustrated, stuck, overwhelmed) to where they want to be (clear, confident, successful). That’s the transformation.

So if you want to raise your prices, land more clients, and make your coaching business more profitable, stop marketing the features of coaching - and start marketing the benefits of coaching.

Don’t focus too much on things like:

• “I offer 3 coaching calls per month.”

• “We’ll meet on Zoom every Thursday.”

• “You’ll get access to a private WhatsApp group.”

Start focusing on the outcomes and benefits, like:

• “I’ll help you grow your audience and land high-ticket clients.”

• “You’ll finally launch that online product that’s been on your to-do list for years.”

• “You’ll get in the best shape of your life in the next 90 days, even if you’ve failed in the past.”

Obviously, you’ll need to mention the features. But don’t make it your main marketing message.

Shift your messaging from features to outcomes, and everything changes.

Your offers will be perceived as more valuable. You’ll attract better clients. And yes, you can charge more.

Offer a Structured Coaching Program (Not Individual Coaching Calls)

Here’s another big mistake I see coaches make:

They sell individual coaching sessions and just let clients “pick what they want.”

You can book one session for $150…

Three sessions for $500…

Or five sessions for $750…

That might sound flexible and client-friendly, but you’re leaving a lot of money on the table when you’re doing this.

When you give someone a choice between one call, three calls, or five calls, they’ll almost always default to the easiest, least risky option.

They say, “I’ll just start with one call for now and see how it goes…”

And in most cases, they’re not coming back again because:

• They weren’t 100% committed to the full transformation, as they chose the “let’s see how this one call goes” approach

• It’s pretty difficult to make a real, lasting impact on your client if you only have one session with them (true change happens over multiple sessions)

• Your client faces the friction of having to make another buying decision for each call they want to book (and with how busy most people are, they might forget or put it off entirely)

So instead of giving people a menu of calls to choose from, build one clear, structured coaching program that helps them achieve the outcomes they’re looking for.

For example:

“In 12 weeks, I’ll help you go from zero to building, launching, and automating your first online mini-course. You’ll get 8 one-on-one coaching calls, personalized feedback, and hands-on support every step of the way, at an investment of $3,000.”

(This is the actual value proposition of our Mini-Course Accelerator coaching program.)

Now they’re not buying “coaching calls.”

They’re buying an outcome they desire (in this case, a launched and automated mini-course that’s generating extra income).

And your coaching program is the vehicle to get that outcome in the most effective way possible.

By offering a structured coaching program with a clear outcome, three things happen:

1. You can confidently charge (much) higher prices

2. You attract more serious, committed clients (who are more fun to work with)

3. You’ll get your clients better results (as you work more closely with them over a longer timeframe), which leads to better testimonials and more referrals

That’s exactly why we hardly offer individual coaching calls, and focus almost exclusively on coaching programs.

If you want to craft your own high-ticket coaching program, use this formula:

“I help [Insert Target Client] solve [Insert Painful Problem] so they can [Insert Desired Outcome] in [Insert Timeframe].”

For example:

• Fitness Coaching: I help busy professionals break unhealthy eating habits so they can get in better shape and feel energized again in just 6 weeks.

• Productivity Coaching: I help six-figure solopreneurs eliminate distractions and build effective productivity systems so they can get more done in less time (without burning out) in just 8 weeks.

• Freelance Coaching: I help aspiring data freelancers land their first high-paying client so they can build a profitable and flexible freelance career in just 8 weeks.

All in all, if you want to start attracting $2k – $3k coaching clients, don’t sell individual calls.

Instead, create a structured coaching program that clearly helps someone solve their pain points and get their desired outcomes in a specific timeframe.

That’s what people actually want to pay (and pay more) for.

Attracting Potential Clients (Without Being Pushy)

Now that you’ve got your high-ticket structured coaching program in place, it’s time to attract the right clients.

And I want to emphasize the word attract (not chase).

One of the biggest mistakes coaches make is thinking they have to be some kind of sleazy car salesperson to land clients, constantly pushing their offer and posting “I still have two coaching slots open for this month” on social media.

But that’s not how high-ticket coaching works. In fact, we rarely “hard pitch” our coaching offers on social media.

Most of our $3k clients come via one of these two routes:

1. They’ve already bought one of our courses, and they reach out to us because they want even more personalized support

2. We got in a direct conversation with them (in Substack DMs or email, for example), which is where the Content → DM strategy comes in

The Content → DM Strategy

This is a strategy I use all the time, and it consistently leads to high-quality leads and paying clients. It’s not pushy. And it doesn’t feel like “selling” in the traditional sense. It feels more like a conversation.

Here’s how it works. You publish content online (for example, a Substack post, Note, or livestream), but instead of just hoping for likes, you pay close attention to who actually responds to it.

And I’m not talking about generic “great post” comments. I’m talking about thoughtful comments and questions.

Because if someone leaves a thoughtful comment or question on your post, that’s basically them starting a conversation with you.

Think about it:

• They saw your content

• It resonated with them enough to stop scrolling

• And they chose to engage by leaving a meaningful comment or asking a question

They’re signaling interest and showing curiosity. It’s a green light for you to start a one-on-one conversation.

So, here’s exactly what I do next. First, I reply to their comment publicly (to keep the engagement going).

Then I send them a DM. It usually starts something like:

“Hey [Name], I saw your comment on my post about [topic]. Really appreciated it! Out of curiosity, what’s currently your #1 goal when it comes to [insert topic]?”

That question opens the door for a real conversation.

If they respond, I follow up with:

“Got it. And what would you say is the biggest challenge that’s keeping you from getting there right now?”

At this point, they’ve told you:

• What they want

• What’s holding them back

And if what they’re struggling with is exactly what your coaching program solves, you now have a warm lead who just told you why they need your help.

That’s when I say:

“I actually have a 1-on-1 program that’s designed to help with exactly that. Would you like me to send over some info?”

By asking if it’s okay to send over more info, you’re not pitching out of nowhere, but you actually get their permission. And that makes a huge difference in keeping it conversational, rather than salesy.

If they say yes, they’re officially a qualified lead, and that’s when you send them your Offer Doc with the full details (which we’ll get into in the next section of this article).

If they say no, that’s also totally fine. You’re not trying to pressure anyone, you’re just screening if someone is a fit or not.

The Content → DM Strategy works so well because:

• It starts with you sharing value (your content)

• It builds on interest (their comment or question)

• It creates connection (a 1:1 conversation)

• It is based on consent (asking instead of hard pitching)

I’ve used this exact strategy to land $2k – $3k coaching clients directly from Substack posts, Notes, and lives. And so can you.

So, pay attention to who’s engaging with your content. Treat thoughtful comments or questions like an opportunity to connect.

The more conversations you start having, the more money you’ll make with your coaching offer.

Create an “Offer Doc” That Does The Selling For You

Once someone says, “Yeah, I’d love more info,” your next move is to send them your Offer Doc.

(We use Notion to build ours. But you can also use Google Docs, whatever you’re comfortable with.)

The point is, instead of sending them to a formal sales page or your website, you’re sending a document that feels more personal.

Here’s what to include in your Offer Doc:

• What the coaching program is about

• Who it’s for (and who it’s not for)

• The transformation it helps someone achieve

• Why you’re qualified to help (your credibility, experience, results)

• Testimonials and screenshots from past clients, customers, or people you’ve worked with

• Clear pricing and payment options

• A call-to-action to the checkout page (so they can sign up on the spot)

Basically, this Offer Doc does all the heavy lifting for you - and removes the need for those dreaded sales calls.

Instead of trying to explain all the details of your coaching program in DMs or emails, you just send the doc and let it do the work for you.

It handles the pitch, the details, the credibility, and the social proof. All in one place.

As a bonus for our premium subscribers, here’s the word-for-word template to quickly create a profitable “Offer Doc” for your own coaching program:

(If you’re not a member yet, click here to learn more about upgrading your subscription.)