I Know a Guy, Pt. 3: Build the Moons That Pull Clients In
Experienced coaches struggle with this more than anyone. They either want to give it all away or keep it all locked up until someone pays. Neither works. People don't want proof of how valuable you are. They want a payoff on a problem they already know they have. Give away one piece of your best stuff, small enough to finish and good enough to trust, and the bigger conversation gets much easier.
"You have to let go of some of your highest and best things, and those become the attractors, the moons that orbit the planet."Jess Webber · I Love Coaching Podcast
Pick one small problem you've already solved for your clients, one bite of orange chicken, not the whole plate. Turn it into something a person can use and get a win from in under 30 minutes, even if it's just a Google Doc. Give it an easy URL, ask for a name and an email and nothing else, and make sure it points back to your one offer.
The class Jess mentions in this episode: build and launch a lead magnet in under an hour.
Jess's episode from this same week on cutting what you teach down to what actually works.
A simple, low-friction lead magnet with an easy URL: name, email, done.
A seven-part podcast series and workbook turned into one easy landing page.
Show Notes + Timestamps
What You'll Learn
- What a lead magnet actually is: a small solution to a micro problem, exchanged for an email address
- Why a quick win in under 30 minutes builds more trust than a 56-page workbook
- How to lower the friction (and why "book a call" or a ten-field form kills the trade)
- Why the gift is a microtransaction, not a sales pitch, and why that still builds a relationship
- The long play Sam Gaudet and Caleb Ralston run, and why most coaches need a shorter one
- How to build lead magnets from content you already have, like ILC's Maslow's Mountain series
- Why you can have several moons for different rooms, all pointing back to one offer
Key Themes
- Lead magnets are the moons that orbit your one coaching offer
- Small and finishable beats big and impressive
- Lower friction means a higher opt-in rate
- Give value first, then extend the invitation
- Different moons for different rooms, one planet
Memorable Lines
- "You need to give away one piece of orange chicken. That's it." (Jess Webber)
- "Give it all away, but give it away in the smallest little increments that you can." (Adam Roach)
- "People don't give a heck about that. They want a payoff, they want the solution to the problem they have." (Jess Webber)
Also Mentioned
- Sam Gaudet on Instagram, Adam's example of simple, value-first content
- Caleb Ralston and Ralston Select, Jess's example of the long audience-building play
- ILC's Find Your Path lead magnets: ilovecoachingco.com
- Instagram: @ilovecoachingco / @adamrroach / @thejesswebber
Timestamps
- [00:00] Intro: Star Wars, Star Trek, and the Moons
- [00:51] Recap: the Sun, the Planet, and why the whole offer overwhelms
- [01:44] Gravity, tractor beams, and pulling people into your world
- [03:45] What a lead magnet actually is
- [05:20] Adam's mall food court: orange chicken on a toothpick
- [07:13] Sam Gaudet and value with no strings attached
- [08:25] The long play: Sam Gaudet and Caleb Ralston
- [09:43] It's a microtransaction, not a sales pitch
- [10:30] The under-30-minute win (and why 56 pages misses it)
- [11:00] Jess's inbox lead magnet and the easy-to-remember URL
- [12:33] Lower the friction: the form fields nobody needs
- [14:19] Build from what you already have: Maslow's Mountain
- [15:10] Google Docs count, and how Jess grew her list in six months
- [16:20] Big thinkers give away too much, or nothing at all
- [17:11] People want a payoff, not proof of your value
- [18:20] The toothpick vs. the whole plate
- [20:18] Multiple moons for different rooms, one offer
- [21:50] Where to go next
A lead magnet only works if it points somewhere. The Sellable Offer Challenge helps you build the one clear offer people can actually refer you for.
Take the ChallengeThe Next 90 Workshop is where coaches map their Sun, Planet, and Moons with Adam and Jess in the room.
Save Your SpotThe I Love Coaching Podcast is hosted by Adam Roach and Jess Webber of I Love Coaching Co. New episodes drop biweekly wherever you listen to podcasts.