Your Message Is Ready. So Why Isn't the Marketing Working? (Maslow’s Mountain Pt. 4)
When your messaging is accurate, when it lands with the right avatar at the right place on the mountain, marketing stops being something you have to push. It starts being something that pulls people toward you while you're doing everything else. Adam and Jess went from sub-20% email open rates to nearly 67% and from 54 clicks to 244 in a single month. Not because of a new platform or a bigger budget. Because the messaging finally matched the avatar. That's the machine. And the machine does not require you to be everywhere. It requires you to be consistent in the right places, starting with what you own.
"You want people to seek you versus just see you. And that's a big difference."Adam Roach · I Love Coaching Podcast
Identify one thing you own. A newsletter. A podcast. A blog. A resource you send to people who ask about your work. Create consistency there first, even just once a week. Then create a simple way to invite people from borrowed platforms into that owned space. A lead magnet built from something you already did and already know is the lowest-friction version of this. If you're not sure where to start, head to ilovecoachingco.com and look at how ILC structures its own ecosystem. It's not complicated. It's consistent.
Show Notes + Resources
What You'll Learn
- Why most coaches are performing instead of marketing, and exactly what the difference looks like in practice
- The "see vs. seek" framework: why you want people actively looking for your solution, not just noticing you exist
- Why you get tired of your marketing before your market does, and what to do about it
- The owned vs. borrowed media strategy ILC uses to control their marketing machine
- How Adam and Jess grew ILC's email open rates from under 20% to nearly 67% by fixing message-to-avatar alignment
- What a lead magnet actually needs to do, and why a simple Google Doc outperformed a professionally designed one
- How to build marketing that keeps running even when you're not in the room
Key Themes
- Marketing vs. performing: the distinction that changes everything
- Owned media vs. borrowed media strategy
- Lead magnets built from lived experience
- Email as the most durable owned media channel
- Consistency over volume in content creation
- The danger of building your entire business on rented social platforms
Memorable Lines
- "You want people to seek you versus just see you. And that's a big difference."
- "You will get tired of your marketing before your market gets tired of your marketing."
- "Create consistency in your own media and then invite people to it using borrowed. That's the key strategy."
- "I would much rather have a higher percentage open rate of a smaller email list than a larger email list and a lower open rate."
- "It's a Google Doc, y'all. And it was that easy and it solved an immediate pain."
Resources Mentioned
- Get Paid to Coach free guide: ilovecoachingco.com/get-paid-to-coach
- REAL Coach Method Membership: ilovecoachingco.com/discover
- Instagram: @ilovecoachingco / @adamrroach / @thejesswebber
- YouTube: youtube.com/@ilovecoachingco
No matter where you are in your coaching journey, ILC has a resource built for you.
The I Love Coaching Podcast is hosted by Adam Roach and Jess Webber of I Love Coaching Co. New episodes drop weekly wherever you listen to podcasts.