Get More Health Coaching Clients By Offering Transformations – Hereʼs How to Discover Yours

Picture this: two health coaches are offering virtually identical services, yet one coach is booked for months with a waiting list and the other is struggling to get clients.  If youʼre the coach with the waiting list, congratulations.  But if youʼre the coach struggling to get clients, keep reading, and Iʼll help you turn that around.

What is it that really attracts clients? Is it a great website, copywriting, speaking skills, or a combination?  Actually, itʼs something that is found in all of these marketing components.  I call it the transformation you offer clients.

Health coaches with successful businesses typically offer a transformation as part of their branding message.  Unfortunately, many coaches have trouble identifying their transformation because they donʼt understand the difference between features, benefits, and transformations.  And thatʼs understandable.  There is a lot of overlap between the three.

In this article, Iʼll help you understand the difference between features (what you do), benefits (the results), and transformations (results + emotion).  That way you can start using transformations to attract high-paying health coaching clients to you.

Features: What You Do

Features include everything from how often you coach them to the actual services you provide.  If you know your clients get great results when working with you, but you regularly hear “Iʼll think about it,”  youʼre probably trying to sell your features.

Most coaches are in love with their features, meaning they love their methods and processes. As a result, they talk to potential clients about signing up for three coaching sessions a month, completing a health assessment, changing their eating habits, or starting an exercise program.

Any of these may be a necessary part of your coaching services.  Itʼs what you do so that clients can get results.  But itʼs not what you want to market to potential clients. And hereʼs why.

When you focus on features, your prospect will believe that the features are all they need to get what they want.  Then they start to “shop around” for someone who can deliver those features at the lowest rate.  You end up competing with everyone else who offers similar services.

To attract high-paying clients, you want to market your benefits and transformation, instead.  And to do that, you need to understand the difference between them.

Benefits:  The Results Your Client Get

Sometimes there is an overlap between features and benefits, and a feature can qualify as a benefit.  Letʼs look at how to easily define a benefit and distinguish it from a feature.

Benefits are the results clients get from working with you.  Features are actual services you provide.  Here are some examples of the difference.

1. If you offer clients an assessment, thatʼs a feature.  The results they get after taking the assessment is the benefit.  So a client takes a health assessment, and the benefit they receive is awareness or self diagnosis.

2. If you offer two coaching calls a month, thatʼs a feature.  The benefit is that the client gets one-on-one help working on their health issue.  But if you also offer home study programs, those one-on-one calls with you can also be considered a benefit.  The client gets exclusive access to you when many others do not, which leads to faster progress and results.

3. If you offer a done-for-you service, such as massage therapy, thatʼs a feature.  The benefit could be having less muscle tension or pain.

If you offer clients increased energy, self diagnosis, or faster results, youʼre going to get a much better response with your marketing than offering diet planning, assessments, or monthly coaching calls.

But thatʼs still not enough to attract high-paying clients.  If you really want to grab the attention of your ideal client and draw them to you like a magnet, you have to offer more…

You have to offer a transformation.

Transformation:  Results + Emotional Response

A transformation is a benefit that stirs up an emotional response for your ideal client.  It is the end result they get in their business, relationships, health, and/or life tied to a strong emotion.

When combined with your branding message, it promises a specific result that your ideal client will fall in love with.  Letʼs look at a couple of examples:

Feature: Neural therapy
Benefits: improvement in brain function, better reflexes and motor skills, higher grades

Transformation: Reverse your childʼs dyslexia in less than a week and watch them soar to success.

Feature: Health coaching
Benefits: more energy, lose weight, find the root cause of your illness, reduce or eliminate medication
Transformation: Cure your thyroid and get your life back

To get high-paying clients, you have to set yourself apart from every other health coach offering similar services.  And offering transformations will help you do that.

Your transformation will become part of your branding message that draws clients to you.  You can see each example above has a specific stated result that people can get excited about.  It goes beyond talking about features or benefits.  It paints a picture of what clients really want.


If potential clients arenʼt lining up to work with you, chances are you havenʼt identified the transformation your ideal client really wants.  Use the information above to discover your irresistible transformation.

Then start telling people about the transformation you offer in all your marketing: email signature, website, business cards, live talks, health coaching programs, and more.

This process is really easy for health coaches.  After all, you are already bringing huge health transformations to your clients by what you do.  Once you identify that in your marketing, youʼll be amazed at how much easier it will be to attract your ideal client.

For more tips, strategies, and articles on how to get more clients and create irresistible offers and websites, visit  From Karen Brunet, The Irresistible Marketing Coach and online marketing consultant.

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our writings - February 29, 2012

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