170 | From “Nice to Have” to “Must Have” Coaching Offers

Have you ever had someone tell you your coaching offer sounds “really great”… and then completely disappear? In today’s episode, Joanna shares one of the biggest reasons coaching offers struggle to convert and why being “valuable” alone often isn’t enough. Timestamps 00:00 - Nice to Have vs Must Have 01:02 - Why Interest Isn’t Action 02:01 - The Urgency Problem 02:45 - Specificity Changes Everything 03:10 - Problems People Will Pay to Solve 04:02 - The Cost of Staying Stuck 04:40 - Ellie’s Niche Shift “People don’t buy what sounds useful one day. They buy what feels important right now.” - Jo Lott When your offer speaks to the right person, at the right stage, with the right problem, selling becomes far easier. Useful Links Learn about The Business of Coaching programme Dare Greatly in The Coaching Arena: In-person & Online mid-year Reset, June 2026 Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.