When I first started my business, I was indoctrinated into the world of funnels, launches, 5-day challenges and ads – all the big tactics coaches were using to make money.

That’s what I learnt. That’s what I knew. I accepted that as gospel.

But over the years, I watched amazing coaches being taught that the “gold standard” of scaling was to add more and more complexity to their business… more ad spend, more launch mechanics, more tactics stacked on top of tactics.

And even with all this work, most of them were still only getting bare-minimum conversion rates.

Most of these coaches either became burnt out or became jaded and gave up on their businesses.

I then went on to work behind the scenes as a copy coach in some of the most established group programs.

And after doing thousands of copy reviews, I noticed something: most coaches were layering complicated tactics on top of poor messaging.

The real problem wasn’t their offer or their expertise. It was their messaging.

But they were being told that industry-standard conversion rates were to be expected – when their programs could (and should) be converting way higher.

Once I helped them fix their messaging, their conversion rates shot up (often more than doubling) – without extra traffic, or their pricing.

That’s when I decided that I’ll never layer words on top of shitty foundations. Because it’s the equivalent of layering product on top of damaged hair.

Now, with every client I work with, I start by conditioning the roots (messaging, positioning, audience understanding).

We fix the damage before we add anything on top.