Ep. 4 - How to Build a 7 Figure Coaching Business

Written By Dino Gomez

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All right we are live. Hi everyone Dino Gomez here and welcome to these secrets of coaching podcast where we reveal the mindset strategies problems and solutions are growing a six to seven figure online coaching business.

In today’s episode I’m very excited because we are going to sit down and talk about how I was able to generate and build a 7-figure online coaching business and what might just be the most competitive online niche out there and I’m talking about Facebook Ads.

Right, when Facebook Ads we’re getting super hot and super trendy. So let me give you guys a little bit of a backstory here. This all started in 2018 all right and so what happened in case you guys are watching this on YouTube right now because we do these podcasts on video. What happens is I was sat down and picked up this book by this guy right here Russell Brunson.

It’s called expert secrets  and this book literally changed my life literally. Changed the way I look at online marketing but in this book Russell breaks down exactly how you can take your knowledge, bundle it up and how everybody has an expert inside of them and has something to teach everybody else.

Now in this book you guys can see actually, again if you’re on video if I’m you’re on YouTube or if you decide to watch the replay on YouTube I have I’ve highlighted different aspects of this book I was taking notes. I literally went through this thing in one night. I opened it up about 5:30 p.m. and I stayed up till either midnight or 1:00 p.m. just devouring it. My head was exploding with ideas and and information and things that I could do and possibilities that existed. and so what really hit home with me. 

In this book, all right in particular is that Russell is talks about what he refers to as a red ocean compared to a blue ocean. Okay and in case you guys are not familiar with that metaphor right there, essentially that has to do with when you’re talking about your an online audience or even an offline audience for that matter. A red ocean refers to a very competitive market where there’s a lot of sharks in the water. There’s it’s a feeding frenzy and so there’s a lot of blood in the water because everybody’s eating, everybody’s feasting on the same audience so to speak. 

Alright otherwise vice-versa, so you have a blue ocean which again basically means there’s no competition. Alright the waters are crystal-clear. They’re blue they’re turquoise and because you don’t have competition there’s not a bunch of there’s not a feeding frenzy going on. 

So what you want to do?

Right in your in your marketplace as an online coach is you have to first find your blue ocean. Okay you have to find an opportunity that exists where you don’t have a lot of competition. So that you can emerge as the absolute authority and leader of that particular niche. So I was sitting down, I was reading that and I was okay. That’s really interesting, that makes sense what is my blue ocean.

So I started thinking about things that I’m good at, what could i potentially teach other people, what would I have knowledge and expertise and at that time I’ve been running a digital marketing agency for six years. Over the previous year we had gotten really good at Facebook Ads and we have been rolling out Facebook Ads and I hadn’t been really telling people or talking about it much because we were just absolutely crushing it with Facebook Ads. Facebook guys were still kind of like brand new at that time and so I thought, okay I’m really good at Facebook Ads but then I thought about it for a second. 

I was like huh maybe I can do a Facebook Ads course. The problem was that there was already everybody was already coming out with Facebook Ads courses, right. The super FB gurus immediately came out with a Facebook Ads course like you know and they probably had to be honest at that point in time.

I’m not sure how much experience anybody could have had with Facebook Ads. Facebook guys were still pretty new. We had been running them for for a year, year and a half at that point and so. They were coming out with courses though and I was like, gosh there’s already so many Facebook ad courses out there. You know that is a red ocean. How would I carve out seven figures in that red ocean if everybody else has a Facebook Ads course? How would I be different? So I asked myself, I was like how would I be different? how could I differentiate myself? what’s you know? who do people buy from, right? and why do people buy? 

I started really diving into this and it was when I started doing the asking myself these questions is when I really started to understand messaging and marketing and the four elements of why people buy. I truly believe there are four elements of why people buy. We’ve all heard that people buy from people they know, like and trust. That’s that one’s kind of cliche. We’ve all heard that a million times. I started thinking about it more and I really believe that there’s four reasons why people buy. I think people buy from people they know like trust and relate to. That’s the one I’m throwing in is relate to. 

I’ll give you an example of why relation is so big. There’s movements going on right now online where you might have heard of.

Like the warrior movement but basically it’s just a community of specifically married men to get together and kind of bond and have a kinship. And that most of the reason why people are in a program like that or in a community like that. A mastermind like

that is the relation factor. There’s other married men in that group who are going to understand each other and be able to talk to each other about work, business, life and you know being the man of the house so to speak being a father things of that nature and so.

There’s that’s the prime, I think that’s probably the primary reason why people join that type of program. Is the relation factor not because they know, like and trust the concept but they’re like.. hey you know I work a lot, I want to be around some other married men and other dudes and build bonds, have friendships and stuff like that. So that’s the relation factor, right. 

And a funny example I always give when I’m helping my students and coaching our students and our clients through this process, right. I give the example of you know, who is your favorite comedian. I personally love stand-up comedy and there’s so many stand-up comedians, right. Who do you choose? Who’s most funny? Who’s like live event are gonna go to? Who do you watch on Netflix as a comedian. It’s probably the comedian who has the jokes that you ca most relate to. For me that’s Kevin Hart. Kevin Hart always talked about what it’s like to be a grown little man and how he’s short and he’s a dad and all these different things. And I’m only five, four or five five myself so all of his short jokes I find hilarious. I’m like, that is totally me. I get it on the roller coaster. My feet don’t hit the ground either, right? I can’t reach the top shelf of the cupboard my wife and I have stools all around the house. So we can reach things that are up high, right? 

So all of his jokes I got and I thought their device as funny as everybody else because I was like, yeah that is totally me. I relate to that and that’s the relation factor of why people buy. As well as how can they relate to you in addition to do they know, like and trust you. 

So I was sitting down and I’m like Facebook ads that is you know that is my core niche so to speak. Because our agency has been doing it I think longer than most people out there who had a course and we’re very very good at it. We have case studies, we’ve done a lot of testing and stuff. I just wasn’t the first to come out with a course on it but I had a ton of experience and knowledge around it. So it’s like, okay this is gonna be tough though because I’m gonna be going up against some of the biggest names in internet marketing who got their course out very quickly. How am I gonna carve out seven figures, right. 

So what I did at that point was how can people relate to me, how can I craft a message and design a program so that people can relate to me more than the super gurus who beat me to it. Have a program out there, have a coaching program out into the marketplace. 

So I started thinking about it..

Our agency for the first like four and a half five years, we primarily did SEO, Search Engine Optimization. That’s what we did. That’s kind of what we were known for somewhere along the lines. Like three and a half years in, four years in, is when I saw our first Facebook ad ever and I was like, that is cool I want to learn how to do that as well and there was no courses at this point in time. This might have been like 2016-17. So I just started good going on on the internet, just started pulled up Facebook business manager and we just started testing.

There was no formal education on how to run Facebook ads. Started testing things, started working really well. We came up with our own strategies and techniques, we started offering it to clients, clients loved it. We had extreme results where we able to double on one of our clients businesses. They had their best revenue. Highest revenue week ever. The first week we ran ads for them and they were just they sent me, the owner sent me an email. He’s like, whatever you’re doing is incredible. How do we do more of that. 

We were getting all this feedback from our clients. We want more of this Facebook Ads. I thought that was so interesting because they were originally working up with us because we were known as an SEO firm. So that’s when it hit me. I was like, huh I wonder how many other SEO agencies out there are still just selling SEO, are still just talking about SEO and only offer an SEO to the clients. 

When you can get ridiculously good results with Facebook Ads and I was like, so that could be my relation factor. I was like maybe I won’t market my program as a Facebook Ads course. Maybe what I will do is market my program as a Facebook Ads course for SEO agencies. There’s a relation factor there. Every single SEO agency right now, we have their attention with our message. They’re like, oh my gosh I’ve been curious about Facebook Ads, I didn’t know which of the hundred courses to take. I’m gonna take Dino’s because it’s specifically for us. 

It’s for other SEO agencies he runs an SEO agency and they figured out how to bring in this complimentary service of Facebook Ads right. So I was like, boom that is it right. And I figure that out. Basically it was either the same night or the next night after reading this book right here, expert secrets. 

I was like, that’s my relation factor. We’re just gonna go out there, we’re gonna get super niche you know. We have the niche of Facebook Ads we’re gonna take it one level deeper and we’re gonna go. This is just a course only for Facebook addicts but it’s no one else allowed so to speak, right? Private club and so, that’s what we we did. I started dripping out case studies on social media about the results we’re getting with Facebook Ads. I had an SEO like a youtube channel that was all SEO experts. 

I started going and showing them different things we’re doing Facebook Ads and then I finally was like, how I’m thinking about putting together a beta program on a Facebook Ads course for SEO experts specifically. If you’re an SEO expert who might be interested and like hundreds of people who are like, I would find that course. I would be interested and that’s when I was like, boom!! idea is validated. This is my niche. This is my market. This is a blue ocean. 

I have the relation factor there. I have the trust there. They now like and know me and trust me but again relation factor. There’s a very specific course for them and boom that was it. I launched the course, it went out to the marketplace. It did super super well. We literally just dominated the SEO community to this point in time. I’ve never seen a competitor in our space. There I’ve not seen another Facebook Ads course specifically marketed to and designed for SEO experts. We were literally the only one up that I’m familiar with the only option in that specific niche of SEO experts and agencies and so. 

I should say SEO Facebook group anytime somebody’s like, huh you know I want to learn Facebook Ads as well. Who should I go to. There’s really only one option. Everybody’s like, go to Dino Gomez, his course is awesome. It’s beyond just the marketing in the position in here guys. 

And that’s something I’ll talk about is when you get that niche specific with your program you’re able to actually deliver better results to your clients. And here is why every generic Facebook Ads course out there they’re speaking broad mass appeal to anybody and everybody whether they’re a beginner or an expert or whatever it is. I knew our entire audience that was going through our program, they already had SEO agencies. So the proposal templates we were able to provide our clients in our community. It was specific on here’s how you pitch SEO and Facebook Ads at the same time. Here’s how you go to your current SEO clients, what emails to send them, what messages to send them, how to present this as an upsell to the SEO services you’re currently providing. Here’s how you sell Facebook Ads on top of the SEO services you’re providing. Here’s how you distribute and how much money you should spend on an SEO and Facebook Ads as far as resources to fulfill these campaigns to your clients. 

You know all these different things very specific program for SEO experts. So the results we got with that program are insane at this point in time like a year in two or three months later. After launching it right over a thousand members, it’s a high ticket program at this point and we have over three hundred and thirty-five reviews. It’s insane!! We have a ridiculous accessory but again I think a large part of the reason of that success rate is several things. 

We have been running Facebook Ads for a long time. We had great experience, we reinvested a lot of the money we made from the program into hiring more coaches to provide excellent top-level support and people always rave about the type of support they receive inside our Facebook Ads training program called Funnel Consultant Society. So we made sure our support was top-notch. We added in weekly coaching calls so that we could help people in live real time with their campaigns. But beyond all that I think a lot of the reasons volts came through is because we were able to sign it of a specific solution for a specific target audience. 

All right and so there was so much that resonated there. Everything that they needed to add on Facebook ads, everything that the SEO community needed to add on Facebook ads, we have in our program for them. So the results from that are just insane. It’s a custom, it’s basically a custom solution for a particular community. So that’s what we did right. We got very specific with with our training and so forth like that and with our messaging. So then we went out there and a bunch of people came into the program immediately started getting results that they’re telling a very small community of other SEO experts, oh my gosh I’m you know getting these amazing results. And it’s starting to spread like wildfire. 

We started running Facebook Ads to promote our own course. We could get very specific with our messaging and our targeting on Facebook because this course is only for SEO agencies. We’re not targeting everybody that’s on Facebook which is like the entire population of the world. We’re targeting just SEO agencies and our messaging with our Facebook Ads would hit like the nail right on the head. 

I can’t tell you how many people joined our program. The first thing they say when they join our program and are given access to our Facebook group is, ‘do you know like your ad copy on your facebook ads was insane everything you talked about and your webinar was exactly what we’re experiencing as an SEO agency’ Well you know we have clients complaining that results are taking too long and gosh I worry all the time about Google rankings going up and down and all these things. All of the messaging was so specific that there’s little chance that if you came across our Facebook ads you weren’t gonna want to buy because it just spokes so perfectly because we knew exactly where our avatar was because we are that avatar ourselves. 

We know exactly the pros and cons of run an SEO agency. We know exactly what people worry about Google rankings changing and having to keeping up with algorithms. We know that clients complain that results are taking too long to get. We know how annoying it is writing blog posts for clients. We know all that stuff. You’re able to convey all that and a message and say ‘hey guess what, with Facebook ads you can eliminate all these problems and you can charge more because you’re bringing more value to your services. You can get results quickly for your clients. 

They don’t complain about Google rankings and our organic strategies taking so long. We knew exactly how to put all that into our messaging so that our audience when they came across that they’re like ‘oh my gosh this is the solution I’ve been dreaming of’. You know for years almost so that is a big part of it guys. That is part number one inside our coaching programs. We believe there’s three things needed to attract clients and this is just on the client attraction side of running a successful coaching business. But there’s really three elements.

 The first element is your message, the second element is your content and the third element is your sales. In order to attract more clients into your coaching business you need to be good at all. You need to have those three things, nailed message content and sales. 

If you guys are on YouTube or you guys are listening on a podcast you can go watch the replay on YouTube and we’ll have some of these notes up for you to go along with this video. So your message has to be specific, you have to know exactly who you’re talking to the problems. There they’re facing what solutions they’re looking for. What things they’re afraid of. All those types of things. 

When you know the inside and out of your messaging and you know who your target audience is, if you put that message in front of your target audience they’re naturally going to hang out and they’re gonna want to inquire and learn a little bit more about you. This is like the top of the funnel if your audience doesn’t know about you yet but you have a perfect message that speaks directly to them. That is just for them, not for everybody. But if your message is just for them, they’re gonna be curious. They’re gonna come into your funnel and go ‘huh I’m gonna learn a little bit more about this’. 

And that leads us to element number two of attracting clients, which is your content. Your message is the hook, it is your honey. It is what attracts bees and other things to you. It’s literally how you lure your audience in so to speak. That’s what your honey is. It’s basically your message. Once they come in from your message, you have to prove yourself. You have to get them to know like trust you and and also to see the relation they have to you.We do that with element number two which is content. 

Okay, so with our content this is where we’re able to demonstrate our expertise. This is where we’re able to show our audience who we are, what we have to offer, how we can help them through their problem. All those different chances to build a relationship is with the content piece. So content is really really important because it is the bridge between your message and sales. You might have a perfect message, but if you don’t have any great content around that it often times it’s not enough. You need to have the message that is you hit the nail right on the head. This is speaking to me, I want to learn more. They seem like they have the solution. Then you need up the content that literally proves case studies, testimonials and free training videos to demonstrate your expertise. 

Then once you have content dialed in at that point where people are gonna inquire about your coaching program and services. That leads us to sales, that leads us to empowered enrollment that leads to selling. A serving that sales is ultimately as equally crucial as the other two facets. Because with sales you have to be able to articulate what value you have to offer and how you can help your audience get from point A to point B. And if you’re good with sales, in order to be good with sales you have to know your audience inside and out. You have to know your messaging inside and out, you have to know their fears, doubts problems inside and out and you have to also know how your solution helps them through all of those aspects. 

How you will be able to serve them and get them from point A to point B? Now it’s really interesting because working with a lot of different coaches, people normally struggle with one of those three things. When we hear that they’re having trouble attracting clients it’s because their message isn’t defined enough or if it is defined, they just don’t know their customer enough. They do not know the other audience enough to make their message, just be like unforgettably clear. It’s either the message or maybe they have the message down and they have closing percentage. But what’s missing is content. They’re not producing enough content. Their content isn’t that of great quality. They don’t have enough case studies or testimonials to use in their content to build trust at that at that point of the sales cycle. 

So we know obviously that message or tell you that the contents not delivering are oftentimes, it’s also the sales is not there. People can be code there, can be amazing coaches out there. You might be one yourself listening to this. You might be in the metaphysical space. Maybe you’re a great relationship coach, maybe you’re some type of online therapist and what not maybe do some type of internet marketing and you’re very technical at a certain skill. But maybe sales is not your thing. 

Well it absolutely has to be a thing, because selling is serving. If you believe, if you create a coaching program and leave out no details and pour your blood sweat and tears into making sure it is the best solution for your audience and you consistently update it, consistently refine it and you’re there providing consistent support to your clients. You know that this is a better solution for them than what the market has to offer. It is your obligation to absolutely come have conviction in your sales and to sell people into your program. Because you are providing them the solution that they’re looking for. People are a little bit hesitant like ‘I’m not sure’. You know if this program is the right fit, you need to instill enough confidence in them so that you transfer your confidence to them. So that they go ‘okay I want to do this. I’m ready to do this’. And you have to have that conviction one of the ways. You have that conviction guys. You work your ass off on putting together the absolute best program and you continually make it better and better and better and you make sure it’s better than any competition.

When you do that, your sales will naturally come easier as well as naturally practicing sales. And then of course we’re not going to get into it in this episode but there’s a lot of different things and elements that go into a great sales enrollment conversation and helping people to recognize their problems, their self doubts, all those types of things. So what happened guys? Read again the kind of recap. 

Found my blue ocean niche – everything way way way down developed the messaging very clear. I’ve wrote out what are the painful it’s that other SEO agencies are experiencing right. How does facebook ads solve that solution. What does Facebook Ads done for us. What did it do for us initially as an SEO agency. What did it allow us to do. 

Well you know, I listed all these things out. It did right and was able to crack you that I was okay. I mean I know the audience we have the blue ocean. Okay we have our messaging dialed and we know our customer avatar perfectly. We know how to speak to them. Now let’s put together some amazing content. 

That’s gonna demonstrate why this is such a math why Facebook ads are such a massive opportunity for SEO agencies. So we put together a training that revealed 5 different ways to land SEO clients with Facebook ads. We literally were showing people at how easy this is if you incorporate Facebook ads versus SEO. We should gave all this amazing free training. We showed them how to basic things of how to operate ads manager and a couple sample funnels and things like that. So that people got we’re able to demonstrate enough. We showed them case studies of our client results. Working with our clients using Facebook ads, as well as case studies once we had them of our members results. Them just going like ‘wow this changed everything for our SEO agency, our SEO agency was gonna die and then we found you and that you saved our agency’. 

Because this is what the markets craving, then we had all that. Once we had all that content, we delivered that and then that led to the sales. That is how in a nutshell guys. We carved out over a million dollars in what would broadly be considered one of the most competitive niches out there which was its Facebook Ads. When Facebook Ads is still one of the the most hyped up traffic sources out there, Facebook ads is still the number one traffic source. It’s great to have multiple traffic sources but I’m pretty sure if everybody could only have one traffic source. 

I think everybody would choose Facebook ads as their only traffic source. If you only could fit two as one great to have multiple traffic sources and people could only choose one, I think almost every single coach would choose Facebook Ads. Again that’s how we were able to carve out seven figures in this very very, you know competitive niche. We just got very very very specific with our messaging with our content and with our sales pitch with our solution as well. 

We built the relatable factor that our competition did not have. Because they were going broad mass appeal and so if your competition guys is going broad mass appeal, look for the opportunities for you to get laser specific. People will choose you because of that relation factor. You are that comedian that has the jokes that they understand and think are also hilarious. 

So yeah that’s basically what I have for you guys. It all started with the expert secret secrets book and then it was a bunch of different things that we kind of learned through experimentation and brainstorming and stuff like that. So if you’re listening to this guys that’s really what you should do is figure out if you’re coach right now and you’re looking for more clients need to figure out what’s missing in your client attraction triangle here.Is it your messaging isn’t refined enough? Is it your your contents not of a high enough quality? Or is that your sales acumen needs improving? 

When you have all three of those firing, your coaching program is going to excel and do super super super well. So guys I hope this story and these examples and stuff like that were super helpful to you. If you guys enjoyed this episode, go ahead smash the subscribe button. If you’re listening on itunes or another source also remember you can find us on youtube. If you never want to miss an episode you can subscribe there, join us there, watch the replays there and catch us on video there. 

But this is the secrets of coaching podcast episode one guys. I hope this was helpful excited to see you guys in the next episode. If you guys want to talk to our team about one of our coaching programs or just learn more about our services and how we’re able to help you grow your coaching business to sixth and seven figures, just head on over to coachinglaunch.com. We have a bunch of free resources and things over there. We’re happy to provide you a bunch of content to prove to you guys as well that we know exactly what we’re talking about. You guys hope this was super helpful. Appreciate you guys listening and we will see you all in the next episode you.


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